After years of hype and pilot programs, 2025 may have marked a tipping point for artificial intelligence in real estate marketing — but it depends on who you ask.
A new report provided to Inman by real estate tech firm Rechat states that artificial intelligence has become the underlying operating system shaping how agents market listings, manage leads and communicate with clients.
“2025 was the year real estate marketing truly matured into the age of intelligence,” Shayan Hamidi, Rechat’s founder and CEO, said in the report.
Survey data cited in the report shows that nearly half of respondents now use AI tools daily, and most expect full AI integration within the next year. Alongside generating listing descriptions and social media captions, Rechat’s report says agents increasingly rely on AI for lead scoring, follow-up recommendations, campaign automation and predictive insights.
The report also notes that last year, 69 percent of surveyed agents increased their marketing spend, allocating more to automation and data. Brokerages with integrated CRMs reported marketing cycles that were twice as fast.
Looking ahead to this year, Rechat predicts that brokerages will continue to consolidate their tech stacks and AI will “anticipate client needs before agents act.” By that, Rechat means predictive dashboards will replace reports, and marketing performance will forecast next-best actions, not just summarize past ones.
“By the end of 2026, 80 percent of top producers will work entirely within AI-integrated ecosystems,” the report notes.
Rechat is a Dallas-based real estate technology company that builds an AI-powered platform for brokerages and agents. The company calls its offering an “experience management platform” or “super app” that combines CRM, marketing, transaction management and other tools in a single system.
Rechat says it relied on two core data sources for the report, including surveys of brokerage leaders and real estate innovators, though it doesn’t specify how many of each. The firm also analyzed proprietary Rechat product data and client performance metrics to understand “how AI is actually being used and where it’s driving meaningful impact.”
As a vendor-provided report, the findings align closely with and strengthen the case for Rechat’s own AI-powered platform.
“The result is a grounded, experience-backed view of AI’s trajectory in real estate: rooted in what leaders believe and validated by what’s already working,” the report adds.
While that may be true, reports on AI’s penetration into real estate have overall been mixed in their findings. For example, according to Kaplan’s 2025 Survey of Trends in the Real Estate Industry, just over half of the 750 agents surveyed between May and June of last year said they use AI in some capacity for their business. Forty-six percent reported not using AI tools.
Compared to Rechat’s report, Kaplan’s tone was more measured.
“Despite the justified buzz around how artificial intelligence may transform the real estate industry, Kaplan found that almost half are not using AI in a professional capacity, forgoing a tool that could make them faster, more effective, and ultimately more successful,” the report notes.
Among agents who use AI, Kaplan’s report suggests the use cases tend toward social media content creation, email marketing and administrative tasks.
Email Nick Pipitone