Ed Needs a Head

A terrific new service crossed my desk today. Strong value proposition. Smart technology. Clear benefit for customers. The kind of launch that usually signals a company serious about growth and connection around homeownership. Then there was Ed. Ed is the local representative attached to the service. Helpful. Responsive. Apparently knowledgeable. But Ed has no head. Not metaphorically. Digitally. His profile photo is a gray silhouette. No face. No expression. No visual identity. It is the horrible epidemic whose cure alludes to a failure in real estate technology.

By |2026-02-13T11:17:18-08:00February 13th, 2026|Broker-Agent Information, PropTech, Real Estate Technology|Comments Off on Ed Needs a Head
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Advertising Is Coming to ChatGPT. The Real Opportunity Is How Brokers Use It.

ChatGPT advertising is poised to reshape real estate marketing, but not in the way most brokers expect. As AI answer engines become a primary place where consumers form opinions, the real advantage lies in combining paid visibility with earned authority through AEO and GEO. Adoption isn’t about leads. It’s about leadership, trust, and long-term positioning.

By |2026-02-05T19:22:02-08:00February 6th, 2026|Artificial Intelligence, ChatGPT, Marketing, Real Estate Technology|Comments Off on Advertising Is Coming to ChatGPT. The Real Opportunity Is How Brokers Use It.
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Top AI Survey of Real Estate Leaders Shows AI Moving from Agent Adoption to Brokerages Creating Safe Infrastructure

By Kevin Hawkins Artificial intelligence did not enter real estate through formal brokerage rollouts. It entered agent by agent. What began as individual experimentation by these independent contractors in 2023 has now become nearly universal agent usage across the brokerages that drive most U.S. transaction volume.  The latest Delta Media Real Estate Leadership AI Survey shows the industry has crossed an important threshold. 97% of brokerage leaders surveyed said their agents use AI. AI adoption is no longer the challenge. Broker responsibility is. Delta Created Real Estate’s Benchmark AI Survey  Now in its third consecutive year, the Delta Media AI [...]

By |2026-01-30T10:24:00-08:00January 30th, 2026|Artificial Intelligence, Real Estate Technology|Comments Off on Top AI Survey of Real Estate Leaders Shows AI Moving from Agent Adoption to Brokerages Creating Safe Infrastructure
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Shadow AI is one of real estate’s biggest hidden risks

By Kevin Hawkins Brokerages, MLSs, and Associations may not see it, but their agents are already using it. It’s called Shadow AI. These are unapproved generative AI tools like ChatGPT, image and video generators, and other apps, most often free, that agents use to support their business without any oversight. While today’s leadership is focusing on AI strategy, policy, and systems, Shadow AI is already active inside their organizations. And just because these tools are invisible to leadership doesn’t mean they’re harmless. Shadow AI can expose client data, violate copyright, trigger fair housing violations, and compromise your brand’s trust. What [...]

By |2026-01-26T12:57:59-08:00January 26th, 2026|Artificial Intelligence, Broker Technology Research, Broker-Agent Information, MLS, Real Estate Technology|Comments Off on Shadow AI is one of real estate’s biggest hidden risks
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Simpler Tech, Stronger Culture: Inside Carolina One’s 65% Adoption Win

Carolina One Real Estate faced a familiar challenge: too many tools, too little efficiency. Agents juggled CRMs, marketing apps, and design platforms that didn't connect, slowing productivity and weakening consistency. Leadership needed a change — and found it in a unified, relationship-driven platform.

By |2025-12-02T07:25:07-08:00December 2nd, 2025|Broker Information, Broker-Agent Information, Real Estate Technology|Comments Off on Simpler Tech, Stronger Culture: Inside Carolina One’s 65% Adoption Win
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Realtor.com Unveils Two Game-Changing Features: Fly Around 360 and Natural Language Search

I recently had the pleasure of sitting down with Dave Herman, SVP of Product and AI innovation at Realtor.com, to discuss two exciting product launches that are reshaping how buyers explore properties online. If you haven't checked out these features yet, you're missing out on some truly innovative technology.

By |2025-11-25T10:56:14-08:00November 25th, 2025|Real Estate Portals, Real Estate Technology, Technology Evaluation|Comments Off on Realtor.com Unveils Two Game-Changing Features: Fly Around 360 and Natural Language Search
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How SERHANT. Scaled While the Industry Stalled — And the Technology That Helped Fuel It

In a market where many brokerages are consolidating or playing defense, SERHANT. has moved boldly in the other direction — expanding into 13 states and Washington, D.C., growing its agent base tenfold, and significantly increasing revenue. A new case study from Rechat explores how the brokerage made it happen, and what other firms can learn from the strategy behind its scale.

By |2025-11-12T11:14:50-08:00November 12th, 2025|Broker Information, Real Estate Technology|Comments Off on How SERHANT. Scaled While the Industry Stalled — And the Technology That Helped Fuel It
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Rethinking Real Estate Technology Through Shared Infrastructure

The industry is undergoing a massive shift and replatforming effort, with companies racing to keep pace with technological change but lacking clear pathways forward.

By |2025-11-06T09:35:59-08:00November 7th, 2025|Industry Observations, Real Estate Technology|Comments Off on Rethinking Real Estate Technology Through Shared Infrastructure
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Zillow launches Zillow Pro: client tracking enters a new phase

It is a logical evolution of customer for life solutions, but it also raises new questions about privacy, data sharing, and competitive dependence.

By |2025-10-16T13:52:44-07:00October 16th, 2025|Real Estate Technology|Comments Off on Zillow launches Zillow Pro: client tracking enters a new phase
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Learning from Microsoft’s Copilot Pioneers: How Brokers and MLSs Can Harness Agentic AI

For real estate brokerages and MLSs, the parallels are striking. The same challenges Fortune 500 firms face with AI are the ones our industry must prepare for as agentic AI becomes central to brokerage operations, MLS data services, and consumer experiences.

By |2025-09-12T09:28:20-07:00September 12th, 2025|Artificial Intelligence, Broker Information, Fluente, MLS, Real Estate Technology|Comments Off on Learning from Microsoft’s Copilot Pioneers: How Brokers and MLSs Can Harness Agentic AI
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