Estate agencies are being urged to adopt a “trust-first” approach to artificial intelligence as AI adoption accelerates across the UK property sector.
PropTech provider Reapit says agencies should focus on using AI to strengthen customer relationships rather than replace the human interaction that remains central to estate agency.
The warning comes as AI investment within the global real estate sector is forecast to grow by more than 40% this year, surpassing $17.6bn annually, according to McKinsey.
Reapit’s latest white paper, Human-centric AI in real estate, argues that the next phase of AI development in property will centre on systems integrated directly into agency workflows and customer relationships, rather than generic standalone tools.
GROWING CONFUSION
The company said AI is already being widely used across the sector to automate lead generation, property recommendations, tenant communications and marketing tasks.
However, research conducted by Reapit among 624 UK property professionals found growing confusion around AI adoption, with 79% saying they had encountered products marketed as AI which were in reality little more than basic scripting tools.
The study also found that 62% of respondents believe AI can independently learn and make decisions, while 29% still primarily associate the technology with automation.
Reapit warns that poorly implemented AI systems risk undermining trust and customer experience, citing high-profile examples of chatbot failures in other sectors.
EMBEDDED AI PLATFORM
The firm has launched its own embedded AI platform, Reapit AI (RAI), which sits directly within its CRM system and is designed to operate with full human oversight.
Unlike standalone generative AI tools, Reapit said the platform learns from agency-specific data, integrates with internal workflows and provides explainable recommendations that remain subject to human approval.
HUMAN ELEMENT
Matt McGown (main picture, inset), Chief Product Officer at Reapit, says: “Reapit’s position is clear: AI should enhance the human element in real estate.
“Agents don’t need another shiny tool. They need fewer late nights writing ads and more time building relationships. RAI keeps humans in the loop – you stay in control, and the technology scales what already makes your agency successful.”
The company said the agencies most likely to succeed with AI will be those using the technology to improve service levels and preserve trust, rather than simply automate processes.
Reapit is expected to showcase further AI developments at Propertymark One on 12 June.
