Real estate agents are increasingly relying on AI tools to streamline their operations, boost marketing efforts, and enhance customer service. Some of the key tools include AI-powered chatbots to answer client questions, book appointments, and provide property details in real-time. These tools can potentially offer 24/7 customer service; algorithms that predict property values based on historical data, comparable properties, and market trends; AI-driven CRMs that help agents nurture leads, prioritize outreach, and automate follow-ups. AI can segment customers based on behaviors, preferences, and engagement; tools that predict which properties are likely to sell quickly or which clients might be ready to buy or sell; AI tools on social media platforms that analyze user behavior and target specific demographics with ads for homes and listings.
That’s all well and good. But what’s missing here is engagement. Real estate agents are already juggling multiple tasks: showing properties, negotiating deals, and managing clients. That’s their skill set. Learning and implementing AI tools on top is an entirely different set of skills that they’ve never learned. And yes, it’s true that AI tools can provide a massive amount of data, but many agents struggle to sift through it and use it effectively. Understanding what insights are valuable and how to present them is not always intuitive.Also, AI tools are often driven by templates or algorithms, but let’s get real. It’s AI. That means it lacks the creativity and nuance that human touch brings. Agents may find it difficult to consistently deliver messaging that aligns with their brand voice and resonates with their audience. And finally, AI tools help with automation, but it’s bloody AI. It can’t deliver personalized experiences to clients. Crafting the right message, tone, and timing is still essential for building relationships, and good agents know that.
All this means there are five reasons why agents need a copywriter to back up what they get on AI.
1. Optimizing Automated Content for Engagement.
Many AI tools generate basic, generic content. A copywriter can refine this by adding personality, local flavour, and specific calls to action that engage clients on a deeper level. Whether it’s a chatbot script or a listing description, the right words can drive action No one wants to do business with a computer, or have a relationship with a robot. It’s creepy. That’s why it’s important to keep web copy, content, case studies and email communications personal. That’s not an easy task as companies become more digital and virtual. Nevertheless, making your a copywriter makes it personal and provides great CX through words. In doing so, a copywriter appeals to the emotional side of prospects, and that’s what creates a customer experience that builds strong bonds to the agent’s brand.
2. Crafting Persuasive Property Descriptions
Property valuation tools spit out numbers, but a copywriter can take those numbers and transform them into compelling narratives that highlight the unique features of a home, making it stand out in a crowded market. They can also customize descriptions to appeal to specific buyer personas. Real estate copywriting involves creating engaging and persuasive content to market properties. Compelling copy highlights unique features, uses descriptive language, and appeals to potential buyers’ emotions.A copywriter understands the target market, knows how to create compelling headlines and can write vivid property descriptions.
3. Personalizing AI-Driven Emails and Campaigns
AI CRMs might automate emails, but they need personalized copy to feel human. A copywriter can ensure that automated emails and newsletters are well-crafted, relevant, and not just another generic message in a client’s inbox.Effective email copywriting is more than just crafting appealing phrases. It’s the bridge that maintains strong customer relationships and drives meaningful engagement. A well-written email not only captures attention but also nurtures trust and fosters loyalty over time.
4. Creating High-Converting Ad Copy for Social Media
AI-driven ad tools are great for targeting the right audience, but without the right copy, even the best-targeted ads can fall flat. A copywriter can tailor the ad copy to capture the unique features of each property, providing compelling reasons for potential buyers to click. The ability to craft copy that’s both relatable and persuasive can be the deciding factor between an ad that gets overlooked and one that gets plenty of calls and showings.
5. Turning Data Insights into Storytelling
Predictive analytics tools provide valuable data, but they need to be translated into actionable stories. A copywriter can take raw data about market trends or buyer behavior and turn it into clear, understandable messaging that agents can use in reports, blogs, and social media posts. Incorporating data-backed copywriting strategies is a proven way to enhance credibility and build trust with the audience.
AI tools can streamline your business, but they can’t tell a story, sell a property, or build a relationship. That’s where I come in.
I’m Leon Gettler, a copywriter who works exclusively with the property industry. I help real estate agents turn cold, generic AI content into engaging, human messaging that connects with clients and drives results.
If your AI tools are falling flat, I’ll help you make them work harder—and sound better.
👉 Call me today on 0411 745 193
📩 Or email me at leon@leongettler.com
