Property in the age of AI: How technology will make great estate agents better

By Dr Liron Nehmadi, Chief Product and Technology Officer at Rex Software

Estate agents have a never-ending list of tasks to complete. Between valuations, viewings, customer care, compliance, and prospecting, the list goes on. The challenge isn’t about finding something for agents to do; it’s how they can do them well.

As chief product and technology officer at estate agency CRM specialists Rex Software, I’m all too aware of the challenges that agents across the UK are up against every day. Before launching our built-in AI functionality, Rex hosted an AI Advisory Board highlighting six of the biggest.

We discovered that admin often falls behind, leading to poor data quality, and that data is the foundation of every potential sale.

When it comes to picking up the phone, agents simply don’t know who they should call due to a lack of clarity. A huge 90 per cent of the database remains untouched, which leads to hot leads being overworked. Time is spent trying to decipher dashboards, when all they want are clear actions. When agents do speak to prospects, they don’t know what the best thing to say is. There is a database with potentially decades’ worth of prospects sitting there dormant.

So, as the person responsible for driving the AI roadmap from concept to impact, how do I tackle these issues and streamline agents’ workflows, making them more efficient and, ultimately, helping great agents become even better?

As with anything reliable, we started with creating four pillars that create a connected ecosystem acting as a solid foundation for what Rex AI can achieve: AI Assist handles the low-value tasks that drain agent time, AI Prospecting is our intelligent prospecting engine, AI Nurture automates the relationship maintenance that agents can’t do at scale, and AI Manage gives agency leaders real-time visibility into team performance.

Of course, we are not unaware of the confidence and authority Large Language Models (LLMs) can speak with, and it is not always down to the prompts that users input. When building Rex AI, we included three layers of mitigation in the fabric of the product to tackle hallucinations.

Firstly, multi-agent quality assurance captures fabricated data before it ever reaches the user, verifying output against actual CRM data. Secondly, for any sensitive data, Rex AI will do all the heavy lifting, but will need a human agent for approval.

Finally, rather than giving the AI open-ended instructions, we’ve wrapped every Rex CRM action as a discrete tool deployed in Model Context Protocol (MCP) servers, constraining the AI to operate within defined boundaries rather than improvising.

A CRM with built-in AI that doesn’t understand estate agency workflows is just a chatbot with database access. Technology is constantly evolving, adapting and improving; the tools we use every day need to evolve, adapt and improve right alongside it.

AI Assist and AI Prospecting are live now, with AI Manage and AI Nurture launching later this year. For more information, please visit rexsoftware.com/uk/products/estate-agent-ai.

About Rex Software

Rex Software provides flexible, user-friendly software solutions for estate agents across the United Kingdom, Australia, and New Zealand. Their easy-to-use CRM helps to secure more property listings while enhancing customer relationships and driving peak performance in the office or on the go. With unmatched support, customisable features, and the most comprehensive mobile CRM on the market, Rex Software empowers estate agents and agencies to streamline operations and accelerate growth.

About Dr Liron Nehmadi

Dr Liron Nehmadi is Chief Product & Technology Officer at Rex Software Group. Before joining Rex, he spent four years in Israel’s fintech ecosystem building AI-powered fraud detection systems. He holds a PhD (human factors engineering / UX) and brings methodologies from high-stakes AI applications into the real estate technology space.