Estate agents risk becoming disconnected from their customers unless they embrace AI and take greater ownership of the client relationship, according to Reapit Commercial Director Dr Neil Cobbold.
Speaking at Propertymark One on Friday last week, Cobbold (main picture and inset) argued that changing consumer behaviour, the growing influence of property portals and the rapid adoption of artificial intelligence are creating a fundamental shift in how agencies operate.
He warned that traditional agency models are facing increasing pressure as customers gain new ways to search for, research and transact property.
Cobbold outlined three areas he believes will define the next generation of successful agencies: owning the lifetime customer relationship, operating from a single data model and using AI to generate actionable insight.
MAINTAIN RELATIONSHIPS
He argued that agencies must move beyond viewing customers through individual transactions and instead maintain relationships across the full property lifecycle.
He told delegates: “An estate agent’s model has never been under more pressure than it is at this moment in time.
“You’ve got property portals going direct. Customers using AI to find their perfect property, and AI itself being set up for consumer searches.”
He added: “You’re going to need to own the entire lifetime engagement of a client. Maybe they’re a tenant now, but they’re also a potential future buyer or a future landlord. You need to have one single data model supporting that lifetime relationship, a single data warehouse. If it’s in a single data warehouse, it means that your AI will be as intelligent as it can be.”
SYSTEM OF ACTION
Cobbold also suggested AI would fundamentally change how agents interact with technology, moving away from traditional CRM systems towards AI-powered assistants capable of carrying out tasks and surfacing opportunities automatically.
He said: “Estate agents stop operating software, and start delegating to it. RAI Copilot works with you on the road. You speak, it listens. It can bring you context where and whenever you need it. A CRM is a system of record. But with AI, it can become a system of action.”
The comments came as Reapit outlined its wider AI strategy and future platform roadmap, with the company positioning AI as central to how agencies manage data, customer relationships and business growth in the years ahead.
