If an AI gave you 10 hours back this week, what would you do with them? asks Jason Waugh. Invest that time in areas where it will have an even greater impact.
AI helps agents take back time. And in many cases, it’s a significant amount. 5-10 hours a week is not unrealistic. That’s important, but it’s only part of the story when it comes to understanding the true value of AI.
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We continue to see headlines questioning whether AI will replace real estate professionals. That’s a misconception about where AI creates value.
Real estate is often one of the most important financial decisions a person makes, and no technology can replace the human judgment, context, and guidance needed to make that decision. AI can save time, but it cannot advise clients against uncertainty, interpret nuances, build trust, or advocate in the moments that matter most.
Its true value varies. Frees professionals from repetitive tasks and allows them to invest more of themselves in what matters most: trust, judgment, advocacy, market knowledge, and customer relationships.
The question is no longer “Are you using AI?” A better question is, “What are you doing with the time your AI is giving you back?” Efficiency is measurable. Growth is intentional.
That’s where many professionals risk giving up too soon. AI can help you respond faster, but speed alone won’t build a stronger pipeline, deeper customer loyalty, or a better business. These outcomes depend on how the AI reinvests the time it receives back.
Changing the way of thinking that separates efficiency and growth
AI has become the shiny new object of the industry. everyone is talking about it. Technology companies are building around it. Salespeople are feeling the pressure to implement it or risk falling behind.
That pressure can lead to the wrong mindset. When AI is used simply for maintenance, it often yields shallow results, such as faster emails, more posts, and faster drafts. Is it useful? absolutely. Transformative? Perhaps, but not always.
Productivity tools help you do the same work in less time. Force multipliers help you create more value with your limited time. If your goal is simply to get your time back, that’s a good start. But if your goal is to strengthen your pipeline, strengthen customer relationships, and improve your reputation, your next steps must be intentional. You need to decide what you will use that time for.
Why AI needs a separate playbook
What makes AI fundamentally different from all other technology waves in real estate is the speed at which it is evolving.
When you implement a CRM or transaction management software, you’ll be learning the system and using it for years. AI doesn’t work like that. Tools are improved monthly and sometimes weekly. AI was struggling six months ago, but it can work really well today.
That’s why the experts who are leading the way are doing something simple and disciplined. They treat AI literacy as a continuing skill. they do experiments. They test new tools. Refine your workflow. They keep asking, “How can I make better use of this?”
The goal is not to chase every new tool. The goal is to build judgment to determine which use cases will generate real leverage and which ones will just add noise.
Getting the most out of AI requires more human time
At our most recent Coldwell Banker Gen Blue conference, we presented the AI Innovators Award. What impressed me most was how the finalists were using AI to free up more time for in-person client support.
That’s your chance. AI should expand, not shorten, the time agents spend in high-touch, high-authentic moments with clients.
We have already seen this in a practical way. Tasks like drafting list descriptions and processing repeatable compliance workflows can be performed more quickly and consistently, freeing up professionals to focus on customer-facing work that builds trust and grows your business.
Coldwell Banker is now part of Compass International Holdings. The organization is deeply committed to staying on the cutting edge when it comes to providing agencies with the technology that differentiates them. The point is not to “advance technology” for its own sake. The key is to provide professionals with practical benefits that can translate into premium customer experiences at scale.
A simple strategy to get you back
If you want AI to drive your growth, start by deciding where it fits into your week. I encourage salespeople to think about their work in three zones.
Red Zone Activities (fully automated): Administrative tasks, data entry, scheduling, social media posting, email template creation, market report generation, document management. Yellow Zone Activities (AI-assisted, human-refined): Email drafts, content creation, listing descriptions, client communications, marketing materials. Let the AI create the first draft. Add a personal touch, deep expertise, and authenticity. Green Zone Activities (Human Only): Client meetings and presentations, buyer discussions, negotiations, relationship building, strategic advisory, networking events, sphere cultivation.
AI should eliminate red zones, simplify yellow zones, and create maximum capacity in green zones. That’s where trust is built. You can get referrals there. There, one conversation and brand experience happens at a time.
conclusion
AI is not a replacement for real estate professionals. Its greatest value lies in taking on repeatable, time-consuming tasks, allowing agents to devote more energy to advising, negotiating, and servicing clients. This is especially true in businesses where clients need not just solid answers, but expertise, candor, and judgment.
So ask yourself this question. If an AI gave you 10 hours back this week, what would you do with them?
If you want your AI to be a force to be reckoned with, invest the time it takes for it to improve. Face-to-face conversations will increase. More active counseling for clients. More intentional follow-up. Increase your presence in the community.
This is how AI not only increases efficiency, but also increases success.
May is Inman’s seventh annual Agent Appreciation Month. Find profiles of top producers, their thoughts on the state of the industry, and concrete takeaways you can implement in your career today. Additionally, the prestigious Real Estate Future Leader Award is back.
Jason Waugh is president of Coldwell Banker Affiliates at Coldwell Banker Real Estate LLC.
