AI is the buzzword of the decade. In real estate especially, every other email, DM, or cold call seems to start with: “We’ve built an AI tool that will transform your business.”
Some of these tools are real and genuinely helpful. But many are nothing more than smoke, mirrors, and rebranded software. I’ve seen vendors slap the word AI on glorified spreadsheets, autoresponders, or even manual VA services, then sell them at a premium to unsuspecting agents.
Let’s cut through the noise.
How Fake AI Vendors Operate
Here’s the playbook I see again and again:
Buzzwords with no backboneThey promise “predictive AI lead generation” but when you ask what model they use, the answer is vague. Usually, it’s just basic data scraping or Facebook ad templates repackaged as “AI.”
Pressure tactics“Only 10 spots left” … “exclusive for early adopters” … If the tech was solid, they wouldn’t need to rush you with FOMO.
No demo or trialLegitimate AI tools let you try before you buy. Fake ones hide behind flashy decks and testimonials.
One-size-fits-allA tool that supposedly works the same for agents in Toronto, Texas, and Tokyo? That’s not AI, that’s generic automation.
Real Examples of Fake vs. Real AI in Real Estate
Listing Descriptions
Fake AI: A vendor sells you “automated property write-ups,” but it’s just a library of pre-written templates.
Real AI: ChatGPT or Jasper can take raw property data (beds, baths, style, neighbourhood) and generate multiple variations of a description.
Lead Generation
Fake AI: Someone claims their AI can “predict who’s about to sell” in your farm. In reality, it’s just a cold-call list pulled from tax records.
Real AI: Predictive models trained on behaviour patterns, like CoreLogic in the U.S., actually surface seller likelihood scores.
Social Media Content
Fake AI: A “done-for-you AI content plan” that’s really just a VA posting Canva templates.
Real AI: Canva’s built-in AI can now generate captions and images based on prompts in your brand tone.
Client Communication
Fake AI: “AI follow-up systems” that are just recycled drip email sequences.
Real AI: AI-powered CRMs that adjust tone and timing based on client engagement.
✅ Try This: Real AI Hacks for Realtors
Hack 1: Instant Listing Description Generator
Open ChatGPT.
Paste your raw notes (e.g. “3-bed, 2-bath detached in Mississauga, renovated kitchen, finished basement, walk to GO”).
Ask: “Write three MLS-style listing descriptions: one professional, one luxury tone, one casual social media tone.”
Copy the version you like best, tweak details, and you’re done in minutes.
Hack 2: Market Update Summarizer
Grab the TRREB or ITSO monthly market report (the PDFs are long and dry).
Paste a section into ChatGPT.
Prompt: “Summarize this in plain English for first-time buyers in Toronto. Keep it under 150 words.”
Post it to your socials or send it in your client newsletter.
Hack 3: Neighborhood Report Personalizer
Pull stats from HoodQ, HouseSigma, GeoWarehouse, or your board’s system.
Drop them into ChatGPT with:“Turn these stats into a professional one-page summary for homeowners in Oakville, focusing on detached homes. End with a clear call-to-action.”
Add your branding and you’ve got a polished client-ready report.
Hack 4: Social Media Caption Creator
Upload a property photo into Canva.
Use Canva’s Magic Write:“Write 5 Instagram captions for a modern condo in downtown Toronto. Keep them punchy and under 50 words each.”
Test the captions, rotate them, and save hours of brainstorming.
How Realtors Can Protect Themselves
Before you sign up for any so-called “AI” product, ask these five questions:
What AI model are you using?
What problem does this solve for me specifically as a realtor?
Can I try it free for 7–14 days?
What’s the actual workflow? (Do I still have to copy-paste?)
Do I own the data, or does the vendor?
The Real Tech Perspective
The real estate industry is fertile ground for buzzwords. AI is the hottest one right now, which makes it the perfect bait for fake vendors. Don’t fall for it.
Real AI won’t promise you overnight leads or guaranteed closings. It’ll make your existing work faster, smarter, and more consistent. That’s the difference.
Next time someone tries to sell you a magic “AI tool” with no demo and a sky-high price tag? Smile, walk away, and remember: you don’t need glitter. You need gold.
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