AI for
Estate Agents
Negotiators are spending more of the day on admin than on agency. We put AI on the listings, the Material Information chase, the lead reply and the vendor update, wired into the CRM you already pay for, with a compliance layer so nothing it invents reaches a portal.
63%
OF UK AGENCIES SAY TECH EFFICIENCY IS THEIR #1 GROWTH PLAN FOR 2026
6 in 10
AGENCIES REPORT BURNOUT INSIDE THE TEAM
£300k
OR 10% OF GLOBAL TURNOVER, WHICHEVER IS HIGHER. CMA FINE CEILING UNDER THE DMCC ACT.
The portals are already running AI. You're the one still copy-pasting brochures.
Rightmove has 27 AI projects in flight and four already live, including a ChatGPT app that lets buyers search for property in plain English. Zoopla has signed an enterprise deal with OpenAI to do the same.
The first conversation about a property now happens inside a chatbot, before the buyer ever lands on your branded page. If your data, your photography and your Material Information aren't ready for that channel, the listing under-performs and nobody tells you why.
Inside the branch, the same tools can take the admin off your negotiators. They're just nobody's job to set up.
A TYPICAL BRANCH DAY
- Listings written by whoever has time
- Portal leads chased on the next break
- Material Information stitched the night before
- Vendor updates copy-pasted from notes
- Valuations prepped at 9pm in Word
A BRANCH WITH AI INSTALLED
- Listings drafted from the EPC and floorplan
- Every portal lead replied to in minutes
- Material Information assembled and gap-flagged
- Vendor updates written from the day's activity
- Valuation packs assembled before the appointment
Five jobs AI does well inside an estate agency.
Every agency runs the same five admin loops. Pick the worst one and we build it first. The other four follow the same pattern.
Listing write-up
Floorplan, photos, EPC and your notes go in. A first-draft description, room-by-room highlights and the Material Information Part A, B and C come out. Negotiator approves, not authors.
Lead reply
Portal enquiry lands. Your AI replies within minutes from the property file, qualifies budget and timing, books a viewing into the diary. The negotiator sees a hot lead, not an empty inbox.
Material Information chase
Sits over the vendor and the solicitor, knows what's missing for Parts A, B and C under the DMCC Act, and chases on a schedule. You get the green tick when the listing is portal-safe.
Valuation prep
Postcode comparables, recent sold prices, days on market, current asking prices, planning history. Assembled into a pack the valuer reads in the car. No more 9pm in Word.
Vendor updates
Every Friday, an update goes out per instruction. Views on the portal, viewings booked, feedback summarised, recommended next step. Vendors stop ringing for an update because they already got one.
Anything AI invents is your fine, not its fine.
The Digital Markets, Competition and Consumers Act came into force on 6 April 2025. The CMA picked up direct civil enforcement, and the old National Trading Standards Material Information guidance was withdrawn on the same day. Missing or misleading Material Information is now an unfair commercial practice the CMA can fine for without going through court.
A general-purpose chatbot will happily invent a south-facing garden, round up a square footage, or describe a leasehold flat as freehold. Columbia's Tow Center tested eight AI search tools in March 2025 and got the wrong source back more than 60% of the time. That's how a description becomes a fine.
We don't let the AI invent. Every claim on a listing is tied back to a source document or it doesn't go live.
HOW WE WIRE IN THE GUARDRAILS
Source-linked claims
Every fact on a draft listing carries a citation. Tenure from the title register. Square footage from the floorplan. EPC rating from the certificate. If there's no source, the field stays blank.
DMCC Part A, B and C checklist
A second AI checks the draft against the Material Information categories: price and tenure, physical characteristics, legal and environmental constraints. Gaps are flagged before the listing goes live.
Human approval on anything public
Internal admin can run unattended. Anything that touches a portal, a vendor or a buyer queues for a one-click approval from the negotiator. The audit trail logs who pressed it.
Full revision history
Every draft, every edit, every approver, kept and searchable. If a vendor or a regulator asks where a claim came from, you can answer in seconds, not in days.
Where we come in.
We build agentic AI for clients. For agencies, that means starting in one branch, on one workflow, with one negotiator who can tell us when the output is wrong. Once it works there, it rolls out.
No twelve-month consulting engagement. Fixed-scope phases, working software, plugged into Reapit, Alto, Street.co.uk, Jupix, AgentPro or whatever you're already on.
BOOK A BRANCH AUDITBranch audit
A day shadowing the negotiators, the lister, the lettings team and whoever runs compliance. We come back with the five workflows AI can take off them, ranked by hours-saved-per-week and risk. Fixed price, no slides.
Wire into your CRM
We connect to Reapit, Alto, Street.co.uk, Jupix or whatever you're on, plus the portals and your email. The AI works with your live data, not a duplicate database the team forgets to update.
Launch the first workflow
Live in one branch. The negotiator approves outputs from a queue. We watch the rejections, fix the prompts, and tune until the approve rate is comfortably above 90%. Then it runs.
Roll out to the rest
Once branch one is happy, the same workflow rolls out to branch two, three, four. New workflows queue behind it. A second AI watches the rejections per branch and rewrites the prompts overnight, so you don't have to.
The market is already moving without you.
Three things shifted across 2025 and 2026. None of them are going back, and all three change how an agency wins instructions.
The CMA can now fine you directly.
The Digital Markets, Competition and Consumers Act took force on 6 April 2025. The CMA picked up direct civil enforcement and the National Trading Standards Material Information guidance was withdrawn the same day. Missing Material Information is now an unfair commercial practice. Ceiling: the higher of £300,000 or 10% of global annual turnover.
Rightmove and Zoopla are AI-first.
Rightmove confirmed 27 AI projects in flight and added £12m to its 2026 AI spend. Both portals now have ChatGPT apps that put listings into the conversation before the buyer reaches your site. Your data has to be clean enough for that channel.
The negotiators are burning out.
The Alto 2026 Agency Trends Report, which surveyed 250 UK estate and lettings professionals, found 6 in 10 agencies reporting burnout in the team and 63% naming tech-led efficiency as their top growth strategy for the year. The admin load is the cause and the fix.
Sources: GOV.UK / CMA, Rightmove plc, Zoopla / OpenAI, Alto 2026 Agency Trends Report, Estate Agent Today, Property Industry Eye.
The ones we get asked first.
Won't ChatGPT just write our listings for free?
It'll write something. Whether you can put it on Rightmove is a different question. A general chatbot will round a square footage, guess a tenure, and invent a south-facing garden. Under the DMCC Act that's an unfair commercial practice and a CMA fine. We build the same kind of draft, but every claim is tied back to the floorplan, the EPC or the title, and gaps are flagged before the listing leaves the queue.
We're on Reapit / Alto / Street.co.uk. Do we have to leave?
No. The CRM is the spine. AI sits on top, reads from the same data and writes back to the same fields. We've wired into Reapit, Alto, Street.co.uk, Jupix and AgentPro. If your software has an API or a webhook, we can work with it. If it doesn't, we'll tell you.
What about our data? Vendors are sensitive.
Property data stays on UK or EU infrastructure. We can run the models on Azure UK South, AWS London, or against an OpenAI Enterprise contract that keeps your prompts out of training. Vendor identity, addresses and price discussions never leave the controlled environment. You get a written data flow before the first prompt runs.
How long to get the first workflow live?
The first workflow lands in the first branch in days. We pick the one that gives back the most negotiator hours, launch it, then watch the approval queue until the team trusts it. New workflows after that go faster because the connectors are already in.
Will the negotiators hate it?
They will if you drop it on them. They tend to love it once it's eating the bit of the job they always hated: writing the descriptions at 8pm, replying to portal enquiries on the train, chasing vendors for an EPC. We start with whichever team member has the loudest complaints. Their job gets easier, then everyone else asks for it.
We're a single-branch independent. Are we too small?
Independents are who benefit most. The corporates have an in-house team building this. You don't. One or two workflows installed correctly give a small branch the back office of a much bigger one, without hiring. We've sized engagements for two-person operations and for twenty-branch groups.
What does it cost?
Branch audit is fixed-fee. First workflow live is priced per workflow, scoped against the audit, fixed before we start. Ongoing cost is your model usage plus a maintenance retainer if you want one. We tell you the number before we touch a line of code.
Lettings or sales?
Both. The workflows are different, the pattern's the same. Lettings tends to start with the tenant referencing chase, the maintenance triage and the renewal letter. Sales tends to start with the listing write-up and the Material Information chase. The audit picks the right entry point for you.
Get the admin off the negotiators.
Tell us which branch is busiest and which workflow you most want gone. You'll get a clear answer on what the audit covers, what the first workflow live looks like, and what AI honestly can and can't do for that bit of the business. Thirty minutes, no slides.