AI in Real Estate
How to Use It Safely and Reliably
Sunil Anthony is Director of Innovation at OneKey MLS with over twenty years experience in technology.
Artificial intelligence (AI) is no longer a futuristic concept; it’s here, and it’s transforming the real estate industry. From writing property descriptions to analyzing market data, generating photo descriptions, AI can help REALTORS® save time, work more efficiently, and unlock new opportunities for client service.
But with new technology comes new questions:
Is AI safe? Is it reliable? Could it put my clients or my business at risk?
As part of
REALTOR® Safety Month, let’s explore the realities of AI in real estate and outline practical steps you can take to use it both effectively and responsibly.
Understanding the Risks
While AI offers incredible potential, it’s important to recognize where the risks lie. The most common concerns for real estate professionals include:
- Data Privacy Violations – Client or transaction details being exposed through AI platforms
- Confidentiality Breaches – Sensitive property or negotiation information becoming public
- Regulatory Compliance – Violations of industry rules, licensing requirements, or fair housing laws
- Inaccurate Outputs – AI “hallucinations” or incorrect data leading to liability issues
Most of these risks can be managed with the right tools, policies, and habits.
The DOs: Best Practices for Safe AI Use
1. Use Trusted, Business-Grade Platforms
Choose AI tools from reputable vendors that clearly state how they handle your data. Many providers, such as OpenAI (Enterprise/Team), Microsoft, Google, and ElevenLabs offer enterprise-level security and do not use your data for model training by default.
Before using any AI tool, read the privacy policy and understand the data retention policy. If needed, use the vendor’s opt-out settings to prevent your data from being stored or used for training.
Helpful links:
2. Remove or Anonymize Client Data
Before entering information into any AI system:
- Replace names with placeholders (“Client A”)
- Remove specific addresses, contact info, and financial details
- Avoid sharing private negotiations or sensitive notes
3. Review All AI-Generated Content
AI is a great starting point for content, but it is not perfect. Always:
- Fact-check against MLS data and official sources
- Review for compliance with fair housing and advertising rules
- Adjust tone and details to reflect your expertise and local market knowledge
4. Keep Humans in the Loop
Use AI as an assistant, not a replacement. Critical decisions, pricing strategies, legal language, contract terms should always be reviewed and approved by a licensed professional.
5. Stay Educated
The AI landscape changes quickly. Attend training sessions, webinars, and industry events to stay informed about new tools, risks, and best practices.
The DON'Ts: Avoid These Pitfalls
- Don’t Share Confidential Information in public AI tools—ever.
- Don’t Rely Solely on AI for legal, financial, or contractual advice.
- Don’t Use Unverified Tools found through social media ads or unknown websites.
- Don’t Assume Privacy—consumer-grade tools may store your inputs unless you opt out.
- Don’t Ignore Company Policies—check your brokerage, MLS, and NAR guidelines before adopting new AI tools.
Quick Safety Checklist Before Using AI
☐ Is this a secure, business-grade platform?
☐ Have I removed all client identifiers?
☐ Am I following my brokerage and MLS policies?
☐ Have I fact-checked the AI output?
☐ Am I taking responsibility for the final result?
The Bottom Line
AI is a powerful tool but it’s still just that, a tool. It can help you work smarter, reach more clients, and focus on high-value tasks that require your unique expertise. When used with care, AI can enhance your business without compromising safety, compliance, or client trust.
Remember: Technology can assist you, but it’s your professional judgment, ethics, and personal relationships that will always set you apart in the market.
