Field note
Real Estate · Desk 11
Most “AI for real estate” pitches are a writing assistant with a neighborhood stock photo. That is cheap and mostly harmless. The expensive mistake is wiring a model into CRM notes, offer terms, or fair-housing language without a human who knows the statute.
Agents already live in a CRM. If HubSpot or the brokerage’s system of record cannot store the prompt, the output, and who approved it, you will not survive a complaint. Use generation for listing remarks and social, then paste back into the system that already has permissioning.
Automation (Make, Zapier) is more valuable here than another LLM seat: new lead → CRM → showing calendar → follow-up text. Measure response time, not “content produced.”
A writing assistant with a neighborhood stock photo is cheap and mostly harmless. Wiring a model into offer terms is not.
How we read this categoryMeasure response time, not “content produced.” The CRM already knows which one pays the rent.
Automate the handoff. Keep a human on the contract and the protected-class language.
