Craig Grant has spent most of his career teaching real estate agents about technology, and he’s “never seen a topic as hot” as artificial intelligence.
Twenty years ago, conversations about tech’s role in real estate focused on how to stay competitive as listing sites spread across the internet, with easily accessible information directing some attention away from real estate agents.
Now the talk is “shifting again to a whole other area,” Grant, CEO of the Real Estate Technology Institute, told Homes.com in an interview. The landscape is about “content creation and how [agents] can outpace everybody else.”
Grant advises agents on how to utilize generative AI products such as ChatGPT in their businesses. Still, he finds most of his clients merely “scratch the surface” of the capabilities.
Though Grant praises the power of the tool, as does much of the industry, he emphasizes the need for fear and skepticism. Heavy use of AI and little oversight could make agents appear inauthentic, spread misinformation or even violate fair housing laws.
And while early adopters tout efficiency gains, the real estate industry has yet to prove whether AI will truly elevate agents or simply become another shiny object in a crowded tech toolbox.
Here’s how Grant guides agents in using AI.
This interview has been edited and condensed for clarity.
What’s the first step an agent should take to get into AI?
The first thing I always say is wherever you're weak, that should become your AI strength.
So, if you don't have a marketing background, you might want to use AI to help you figure out marketing and content creation. If you don't have a business background, you might use it for your business planning, your budgeting and your forecasting.
Instead of hiring a consultant, have AI become that consultant in that area.
What are your highly recommended AI tools for agents?
I always say there are two must-haves in their business.
First is picking their primary platform, whether it be ChatGPT or Google Gemini or Copilot — whatever they're going to use as their main day-to-day AI platform. A paid account will keep your entire history and maintain privacy.
And then Canva Pro.
Combining those two things is ridiculous. And then everything else, I would say, is a nice-to-have.
The way I kind of coach it is, again, going back to what's your weakness or what's going to help you the most. If you want an AI avatar type tool, I love HeyGen. HeyGen is amazing. If they want more video editing, Descript is pretty incredible for that.
What fears about AI do you hear from agents?
‘Do I have time to learn this before I'm done?’
‘I'm 70 years old. Do I really still need to learn this?’
That kind of deal, because it's moving so fast.
Second one, of course, ‘Is it going to replace us?’
I always say, if you're going to use this, you need to have a healthy dose of fear about it. If agents don't, they're not going to think about the fair housing laws. They’re not going to think about the ethical stuff. They're not going to do the things they need to do to use it right. So, they should be fearful of it. Everyone should be, whether they’re in real estate or not.
What do you tell agents who question whether they should jump in?
What I honestly believe is, we're about to enter a new generation, not based on age, but based on AI competency.
Realtors are better at their jobs because they're leveraging AI. Because if I use AI, and I'm using it for better communications, better marketing content, and I'm going to be faster and better than everyone else who is not doing it.
I'll tell them, ‘If you're fine going at the same rate you are, it's fine. But this is where it's all going. You can't stop it.’
What’s the most impactful way for an agent to use AI?
For the average Realtor, it’s content creation. It’s the only way to compete with the big boys, like portals and companies. It’s the only way to really succeed in marketing without a ton of money and AI can help you brainstorm your content, create the content, create the visuals that go with it.
It’s the thumbnail to go with the YouTube video, the meta description, everything.
What should agents never do with AI?
Not use it within the code of ethics and use it for specific properties.
If they do it for a listing and ask Soro to create a video of the property, it’s going to create a fake property. It’s not going to be that listing.
If you ask AI to do internet searching, you roll a dice every time.
If you give it a source, it only works off the source. If you give it an MLS report, you know it’s creating accurate information. For example, if they were to create data-driven content, you can take MLS reports with tons of charts. You can run that through AI and create video content in seconds.
How can agents protect themselves from violating ethics or fair housing laws?
AI is only as good as what it has access to. It learns from the internet. There's a lot of horrible, misleading information on the internet.
It really doesn't understand how to sift through what's good and what's bad. So, it can create content that's absolutely abhorrent. Or it can create stuff that violates fair housing laws.
It'll do things like talk about family-friendly neighborhoods, or close to churches, walking distances, things that the typical consumer reads and doesn’t know or care about. But a lawyer will.
There’s just too much on the line to trust a piece of software that lies all the time. AI does 90% of the work. You have to do the last 10%.