Artificial intelligence is rapidly becoming one of the first places prospective homebuyers turn for answers about affordability, neighborhoods, and the buying process. While consumers are embracing AI for research, surveys continue to show they rely on REALTORS® when it comes to negotiations, contracts, and major financial decisions. The opportunity is to combine technology with trusted professional guidance.

AI is changing when buyers engage with real estate professionals rather than whether they engage them. Recent consumer surveys cited by NAR show that many buyers—particularly Millennials and Gen Z—are using AI platforms such as ChatGPT and other generative AI tools to estimate mortgage payments, research neighborhoods, understand market conditions, and learn about the buying process before ever contacting an agent. However, buyers overwhelmingly continue to prefer working with experienced professionals when touring homes, negotiating offers, and navigating legal or contractual issues.

For REALTORS®, this represents an evolution in consumer behavior rather than a threat to the profession. Consumers are arriving better informed, but not necessarily better prepared. The professionals who will thrive are those who establish a strong digital presence, produce accurate local content, and understand how AI platforms surface information. Rather than competing against AI, successful agents can leverage it to educate consumers more efficiently while demonstrating the local expertise, negotiation skills, and fiduciary guidance that technology alone cannot provide.

Perspective

The article reinforces an important reality: AI is becoming an influential research tool, but it should not be mistaken for a substitute for professional representation. AI systems can generate inaccurate, outdated, or incomplete information, particularly when addressing local regulations, contract requirements, property conditions, or rapidly changing market trends. REALTORS® who simply dismiss AI risk becoming less visible to today's consumers. Conversely, those who rely on AI without verifying its output could undermine their credibility. The most effective strategy is likely a balanced approach that combines technological efficiency with professional judgment and local market expertise.

Key Takeaways for REALTORS®

• Many buyers now begin their home search by asking AI before contacting an agent.
• A strong online presence and locally relevant content are becoming increasingly important because AI tools often reference authoritative digital sources.
• AI should enhance—not replace—professional advice, negotiation expertise, and client advocacy.
• Verify all AI-generated information before sharing it with clients.
• REALTORS® who embrace AI responsibly may improve efficiency while strengthening client relationships.

Key Takeaways for Buyers

• AI can be an excellent starting point for learning about mortgages, affordability, neighborhoods, and the buying process.
• Important financial, contractual, inspection, and negotiation decisions should still involve an experienced REALTOR® who understands local market conditions and can verify AI-generated information.
• Combining AI research with professional guidance can help buyers make more informed decisions.

Key Takeaways for Sellers

• Sellers should recognize that many prospective buyers may first discover their property through AI-assisted searches and recommendations.
• Accurate listing information, professional photography, complete property descriptions, and broad online visibility are becoming increasingly important because AI tools rely on quality digital content.
• REALTORS® remain essential in pricing strategy, marketing, negotiations, and transaction management.

Middle Tennessee & Wilson County Insight

This trend has particular relevance in Middle Tennessee, where continued population growth attracts buyers relocating from across the country. Many of these consumers begin researching Wilson County, Mt. Juliet, Lebanon, and surrounding communities online long before scheduling a showing. REALTORS® who consistently publish accurate local market updates, neighborhood information, school insights, and community content are more likely to appear in AI-generated recommendations and establish credibility before the first client conversation. In a fast-growing market, local knowledge remains a competitive advantage that artificial intelligence cannot fully replicate.

More Information 

AI Becomes Early Step in Homebuying Journey

Source

Melissa Dittmann Tracey. (2026, June 30). AI becomes early step in homebuying journey. National Association of REALTORS®. Retrieved July 2, 2026, from the National Association of REALTORS®.

Copyright Notice

This article is an original editorial summary and commentary based on reporting published by the National Association of REALTORS®. It is intended solely for educational and informational purposes and does not reproduce the original work. Copyright for the original article remains with the National Association of REALTORS® and the original author.