RE118RC25: AI Essentials for Real Estate Professionals

Real Estate Professionals will gain an understanding of how to use AI responsibly and effectively.

Duration: 2 hours
Audience: Massachusetts Real Estate Licensees (all levels)

Instructor: It is the responsibility of the instructor to be sure all information is up to date and current.

Course Objective

Real Estate Professionals will gain an understanding of how to use AI responsibly and effectively to enhance consumer experience and stay competitive in today’s evolving market while staying compliant.

The course is designed for all experience levels—from AI beginners to experienced users—and includes foundational setup guidance, prompt-writing techniques, and strategic applications for real estate practice.

I. INTRODUCTION

1. Course overview and learning goals
   • Participants will learn how AI can streamline real estate tasks, improve communication, and generate creative content while maintaining compliance with real estate law.
   • Focus on practical, hands-on applications instead of technical programming.
2. What this course is and is not
   • Is: A professional development course on using AI responsibly in practice.
   • Is not: A deep dive into coding, machine learning, or replacing the agent’s role.
3. Who is using AI in real estate—and why it matters for licensees
   • Brokerages, MLS systems, and marketing companies are integrating AI.
   • Agents who don’t adapt risk falling behind consumer expectations.
4. Overview of AI adoption in real estate
   • Increasing use for automated listing descriptions, predictive analytics, and CRM systems.
   • NAR reports rising use of AI-driven tools in both marketing and risk management.
5. What clients expect from agents in the next year
   • Faster responses, personalized content, visually appealing marketing.
   • Clear, accessible explanations of complex data.
6. Benefits to consumers and clients
   • Faster turnaround time for marketing.
   • Clearer communication (emails, follow-ups, property highlights).
   • More consistent outreach.
7. Risks of being left behind
   • Losing competitive edge to AI-enabled agents.
   • Appearing “out of date” to tech-savvy buyers and sellers.
8. Best Practices to minimize risk
   • Always disclose AI use where required.
   • Edit and proofread every AI-generated output.
   • Keep human judgment central.

II. WHAT IS AI?

1. A brief history of AI—demystified
   • From early automation (spell check, search engines) to advanced conversational AI.
2. Different types of AI and how they show up in daily life
   • Predictive text in email, voice assistants, navigation apps, mortgage pre-approvals.
3. Tools commonly used in AI
   a) Chatbots (ChatGPT, Claude, Gemini, etc.) – great for text generation.
   b) Image Generators (Sora, Whisk, MidJourney, Discord, Canva AI, etc.) – create property visuals, infographics.
   c) Other tools – transcription services, video generators, translation tools.
4. Benefits and limitations of AI
   • Benefits: speed, creativity, efficiency.
   • Limitations: accuracy errors (“hallucinations”), bias, outdated information.
5. AI as a tool—not a replacement
   a) Human oversight is still essential. AI enhances, but does not replace, fiduciary duty.

III. Risks and Reminders

1. Human oversight is essential—always edit outputs.
2. Proofread for accuracy, tone, and compliance.
3. Adhere to Fair Housing Laws (no steering, no discriminatory wording).
   1. Marketing
   2. Implicit Bias Risk
4. Avoid false advertising or unverified claims.
5. Comply with Massachusetts WISP
   1. Protection of client data.
   2. Fiduciary responsibilities
6. Verify quality of the tool being used, e.g. choice of software
7. Disclosures
   1. Use of AI
   2. Consumer Protection and Business Regulations MGL 93A
   3. Virtual Staging

IV. GETTING STARTED WITH AI TOOLS

1. Using a Chatbot
   a) Creating an account (walkthrough of free vs. paid versions).
   b) Privacy and settings—avoid inputting client personal info.
   c) Overview of features: drafting text, brainstorming, data analysis.
   d) Things to watch out for: AI errors, oversharing, data storage.
2. Security and ethical considerations
   • Never upload contracts or client-identifiable information.
   • Always comply with Massachusetts WISP (Written Information Security Program) requirements.
   • Respect Fair Housing rules (no biased or discriminatory outputs).

V. PROMPT BASICS FOR REAL ESTATE TASKS

1. What is a prompt—and how to write a good one
   a) Best structure: Role + Task + Context + Format + Style.
   b) Examples:
   • “Act as a real estate marketing assistant. Write a professional email to a buyer who attended an open house yesterday. Keep it warm, concise, and informative.”
2. Adjusting tone to match your brand
   • Professional, casual, luxury, or educational tones depending on target audience.
3. Live practice: attendees generate prompts on their own listings

VI. SOCIAL MEDIA CONTENT CREATION

1. Using AI to create posts
   a) Quick marketing: “Coming Soon,” “Open House,” “Just Sold.”
   b) Educational posts: “Tips for First-Time Buyers,” “Understanding Escrow.”
   c) Reformatting: turn one blog into 5 posts (carousel, caption, infographic).
2. Using property photos with AI
   • AI image editing for flyers and social media graphics.
3. Hands-on demo and practice

VII. CREATING MLS LISTINGS

1. Making MLS listings stand out with AI help
   a) Use AI to create unique, emotionally engaging descriptions.
   b) Highlight lifestyle features (e.g., “sun-filled kitchen perfect for gatherings”).
   c) Caution: Do not exaggerate or misrepresent—risk of false advertising.
2. Practice segment: Rework an existing listing description with AI.

VIII. BLOGS, FOLLOW-UP CAMPAIGNS, AND DIFFICULT CONVERSATIONS

1. Brainstorming blog topics with AI
   • Seasonal themes, financing tips, neighborhood spotlights.
   • Include SEO keywords.
2. Creating follow-ups for nurturing campaigns
   • Emails/texts for open house attendees, networking contacts.
   • AI-generated voicemail scripts.
3. Talking points for difficult conversations
   • Handling sellers who overprice homes.
   • Persuading reluctant sellers to list.
4. Practice segment: Draft a blog post with AI support.

IX. GENERATING AND QUALIFYING LEADS

1. Using AI to identify likely sellers and buyers
   • Market trend analysis, predictive insights.
2. Lead generation scripts and prompts
   • Social ads, call scripts, drip campaign messages.
3. Cautions
   • AI cannot access private MLS data or personal financials.
   • Agents must verify all lead sources for compliance.

X. PUTTING IT ALL TOGETHER

1. Recap of demonstrated tools
   • Chatbots, image generators, blog/MLS tools, lead gen applications.
2. Checklist for next steps
   • Create accounts, practice prompts, set personal boundaries for AI use.
   • Identify 3 tasks to delegate to AI weekly.
3. Q&A session with real-world examples.

HANDOUTS (Student Takeaways)

1. Prompt Cheat Sheet – Best structures + sample prompts for listings, emails, and social posts.
2. Top 10 AI Tools for Real Estate Agents – Chatbots, image generators, video tools.
3. Compliance Checklist – Fair Housing, WISP, false advertising reminders.
4. Safety Tips for Using AI – Never upload private data, always verify outputs.
5. Step-by-Step Guide to Getting Started – Creating accounts, adjusting settings, first practice prompts.

Last updated:	November 25, 2025