SMS Speedway is offering online training to help estate agents and lettings agents make the most of artificial intelligence (AI).

The mobile communications specialist will run webinars in February 2024 setting out the opportunities and dangers of embracing AI.

Chief executive Bradley Kieser said: “AI presents a double jeopardy for estate agents.  There’s a risk that they do nothing and get left behind, and a risk that they take the wrong advice and do the wrong thing.

“Anyone who can put the letters ‘A’ and ‘I’ together claims to be an AI expert these days and, very often, all they have done is play around with ChatGPT.

“At SMS Speedway we’ve been engineering ways to get the best out of AI and we’ve got the technology really humming.”

As an example, AI can generate images enabling a potential buyer to see how a property might look with different decor or with a dividing wall removed.

AI can integrate with the agent’s CRM system and public data sources enabling it to field questions like a human, handling routine queries from buyers about transport links, schools, even the neighbourhood crime rate.

When an agent receives a phone call or email, the AI can provide an instant summary of information on the client and all their previous interactions.

Bradley said: “AI doesn’t replace jobs and it doesn’t replace brochures and marketing, but it enables agents to do things that would otherwise be too expensive or time consuming.

“It raises standards of service and leaves the agent free to do what they do best – human contact and negotiation.”

Another benefit, he argues, is that AI can improve staff morale by aiding recruitment and retention.

He added: “You’re giving staff tools to help them do their job better. They need to feel supported and well led. If they don’t, they will go elsewhere.”

The danger of AI comes when agents rely on the technology too much.

Bradley warned: “AI cannot understand context and can make misleading claims. You could be guilty of mis-selling, damage your brand and lose business.

“Use of AI has to be within a carefully designed system with checks and balances as well as human oversight. A system like ours helps along the process but isn’t the whole process. That’s the key.”

SMS Speedway, based in Carlisle in Cumbria, has more than 20 years’ experience of working with the property sector. 

It recently launched an AI-based system to enable lettings agents to keep on top of rent arrears and improve their service to landlords.

Details of the AI webinars will be released shortly, to register your interest, email support@sms-speedway.com or call 01228 217222.