Humanizing AI: Making Technology Work for Your Real Estate Business
Artificial intelligence is becoming part of the way consumers research, communicate and make decisions, but for real estate professionals, the challenge is not simply learning how to use another tool. It is learning how to use AI without losing the personal connection that remains central to the business.
During a recent Coldwell Banker Premier Realty sales meeting, Matthew Rathbun, Executive Vice President and AI PRO at Coldwell Banker Elite, joined the team to discuss how agents can integrate AI into the way they work.
Matthew focused on how agents can humanize AI and use it more intentionally in their business. From choosing the right tools and understanding their strengths to personalizing AI and building repeatable workflows, the session explored practical ways to make the technology more useful without losing the human side of real estate.
Think of AI as an Assistant
When Matthew first began using ChatGPT, he placed a sticky note on his monitor and the steering wheel of his car that asked: “How can AI assist me with this task?”
The wording was intentional. His goal was not to let AI replace his judgment or communicate with clients without his involvement, but to use it as an assistant that could help him complete tasks more efficiently.
That remains the foundation of his approach: use technology to support the work while keeping the agent involved in what ultimately reaches the client or the public.
One AI Tool Does Not Have to Do Everything
One of the most common questions Matthew receives is which AI platform agents should use. His answer is that it does not have to be just one.
He compared AI platforms to having several assistants with different strengths. In his own business, he uses Claude for more analytical work and ChatGPT for ideation and complementary features, along with specialized tools such as Granola, WhisperFlow and BrokerBot.
At Coldwell Banker Premier Realty, our BrokerBot is named ATLAS, giving agents access to a specialized AI resource built around real estate and company information.
The takeaway is to understand what each tool does well and choose the one that fits the task rather than expecting a single platform to handle everything equally well.
Understand What You Are Putting Into AI
Matthew strongly encouraged agents to understand the privacy and security settings of the AI platforms they use, especially when client information is involved.
He recommended using paid versions of AI tools and turning off sharing or training features in the settings. He also cautioned against uploading contracts or sensitive material without understanding how the platform handles that data.
He additionally discussed what he called the “knowledge horizon,” or how current the information available to an AI model may be. The broader point was that agents need to understand both the capabilities and limitations of the systems they use.
Your Clients Are Using AI Too
AI is changing more than the way agents work. Matthew pointed out that consumers are increasingly using tools such as ChatGPT and Claude to research the buying and selling process.
Instead of spending months visiting individual websites or searching Google, buyers and sellers may now have ongoing conversations with AI about what to expect, what questions to ask, and even how to choose and interview a real estate professional.
That means clients may arrive better informed and may compare the advice they receive with what AI tells them. For agents, understanding these tools can help them better meet consumers where they already are.
Use AI to Make Your CRM More Human
Matthew also connected AI to a tool agents already have: the CRM. He referenced an NAR technology survey in which 48% of agents surveyed said they use a CRM, but argued that many agents still use those systems primarily to store contact information rather than actively manage relationships
His examples went beyond birthdays or home purchase anniversaries. A CRM can remind an agent to follow up after a client drops a child off at college, adopts a puppy or reaches another personal milestone. AI can then help draft the communication, while the agent remains responsible for the relationship.
Build Communication Around the Person
AI can help agents tailor their communication instead of sending every client the same message.
Matthew used the example of speaking with a 55-year-old client versus his 26-year-old son-in-law. Both may be interested in buying property, but the language, tone, and approach used with each may be very different.
He suggested building consumer personas and providing AI with relevant resources, including industry reports and company materials, so communication can better reflect the client, market, and stage of the buying or selling process.
Bring Hyper-Local Data Into the Conversation
Matthew discussed how AI can help agents work with market data when pricing becomes more difficult.
He discussed situations where broader statistics, such as regional average days on market, may not accurately reflect what is happening with a particular property. His approach is to use hyper-local information from resources such as RPR and ask AI to analyze factors like absorption rate pricing, days on market, and comparable properties.
AI can help narrow down the math and reduce some of the manual work, giving agents more time to focus on the client.
Personalize AI Before Asking It to Sound Like You
If AI-generated content does not sound like you, Matthew’s point was that the system may not have enough information about you yet.
He demonstrated ChatGPT’s personalization settings, including memory and custom instructions. Agents can provide information about their role, personality, preferred tone, words or phrases they dislike, and other preferences that should influence future responses.
Matthew also suggested using voice conversations to let AI interview you as though it were onboarding you as a new client and providing examples of previous emails, blog posts, or other writing to give the system more context.
Build Projects for Work You Do Repeatedly
For recurring tasks, Matthew recommended creating dedicated AI projects that already contain the information needed for that type of work.
He demonstrated a project for home inspection reports that included information about his role, example contracts, inspection documents, and instructions for how he approaches the process. He also showed how the same idea can be used for marketing by storing brand standards, company guidelines, and examples of preferred content in one place.
The advantage is that agents do not have to rebuild the same context every time. The project already contains the background information needed for future tasks, while the agent still reviews and refines the final output.
Create a Listing Website With AI
Matthew also demonstrated how AI can be used to create a single-property website.
Using a listing description, sales price, active status and property photos, he demonstrated a website generated from that information. From there, the site could be customized by changing images or wording and adding features such as a field for clients to email the agent.
His example showed how agents can use AI for tasks such as building and editing a website without needing to be a programmer.
Keep the Human Side at the Center
Matthew’s session showed that getting more value from AI starts with being intentional about how it is used. The technology can support the work, but the agent still provides the context, makes the decisions and determines what ultimately reaches the client.
The opportunity is not simply to do more with AI, but to use it in ways that make the business more efficient while keeping relationships at the center.
As these tools continue to evolve, understanding how to use them thoughtfully can help agents adapt while maintaining the personal connection that remains essential to real estate.
To hear Matthew's full presentation, watch the sales meeting recording. You can also attend an upcoming Coldwell Banker Premier Realty event or schedule a VIP call with Matt to learn more about the resources and opportunities available to agents.
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