What do your clients think of you using AI?

"This AI-written property description is so generic," you might think while reviewing another agent’s listing.

Yet later that day, you're using ChatGPT to help craft your own marketing copy—yet to you, that feels completely different.

This double standard isn't just about property descriptions.

It's shaping how we view each other's work, hire team members, and even market ourselves in the real estate industry.

This week, I stumbled across a piece of research showing we trust ourselves enough to use AI responsibly - but assume others are taking shortcuts.

Let’s dive in.

The research is clear

A comprehensive study in the International Journal of Research in Marketing analysed nearly 4,500 participants across nine different experiments and uncovered a fascinating pattern: we consistently rate our own contributions to AI-assisted work higher than those of others.

The key finding? We assume we use AI for "inspiration," while others use it to "outsource work." Meaning…

• When you use AI to generate social media content, you're being efficient with your time.

• When another agent does it, they're "not putting in the effort."

• When you use AI to help draft emails, you're streamlining your communication.

• When your competition does it, they're "being impersonal."

What does this mean?

Your clients might love your AI-enhanced listing descriptions—until you tell them they are AI-enhanced.

Yes, even if the AI-enhanced content is actually better: The study found this perception gap affects everything from marketing to client communications.

The Transparency Challenge

Here's the dilemma: Being transparent about AI use is recommended, but disclosing it can lead to services being perceived as less valuable.

So, this creates a challenging situation for agents who want to be both ethical and reap all the benefits of using generative AI at the same time.

It's Not About If You Use AI, But How

Fortunately, the research also points out that using AI for inspiration is viewed very differently than using it to outsource work completely.

This means:

• Using AI to refine your ideas, enhance your market analysis, or improve your writing is more acceptable.

• Less acceptable is having AI completely generate content without significant input from you.

Moving Forward: Practical Steps

1. Focus on Value-Add 

Communicate how you use AI to enhance (not replace) your expertise.

For example:

"I use AI tools to analyse more market data, helping me provide you with more comprehensive insights."

“I use AI tools to help me analyse several buyer personas this property might appeal to. Then, we create different marketing strategies to appeal to each persona. That’s something I couldn’t do efficiently without the help of AI, and it will put us ahead of what my competitors are doing.”

2. Disclose Strategically (ie tell the truth!)

When discussing AI use with clients, emphasise how it helps you deliver better service. Frame it as one of many tools you use to provide expert guidance.

Examples:

Client: "Do you use AI tools in your business?"

Effective responses:

"I combine AI analytics with my 15 years of local market expertise to give you the most comprehensive property valuations. While AI helps process market data, my role is interpreting what that means for your specific situation."

"Just like I use professional photography to showcase homes, I use AI tools to enhance our marketing reach. But the key decisions about pricing, negotiation strategy, and finding the right buyer? That's where my experience makes the difference."

"Think of AI as my research assistant - it helps me analyse trends across hundreds of comparable properties. But understanding which of those matter for your home? That's where my local expertise comes in."

The important thing is showing how AI enhances rather than replaces your professional judgment.

3. Maintain the Human Touch

Remember that AI is best used to augment your expertise, not replace it.

Your market knowledge, negotiation skills, and personal relationships remain your most valuable assets.

The future of real estate isn't about whether we use AI—it's about how we use it to deliver better results for our clients while maintaining the trust and relationships that are the foundation of our business.

Happy hunting 🚀

—Sam

Co-Founder of Elite Agent

Creator of 30 days of Practical Property Prompts

Creator of The Complete Conversion System 

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