March 19th, 2026
How AI search is changing the way real estate agencies get found
Property Management
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Real estate has always been a people business. That hasn’t changed. But buyers now expect technology, including AI, to be part of the experience.
Research from Cotality found 86% of buyers assume property websites already use AI and three in four believe it plays some role in their property journey. The conversation has quickly shifted from “Is AI being used?” to “Can I trust the result?”
For Agents who are good at what they do, that shift should feel familiar. When it comes to dealing with one of their greatest financial assets, buyers still want guidance, reassurance and someone accountable. AI hasn’t replaced that. If anything, it’s made it more important.
Australian buyers still want a human involved
Australian buyers are more cautious about AI-led property decisions than buyers in other markets. Only 40% said they would accept AI-automated valuations, compared with 62% in Canada and 52% in the US.
That doesn’t mean buyers are saying no to AI. It means they want confidence that a real person is still applying human judgement and oversight.
Cotality Chief Data Officer Craig Dargusch said Australian buyers are signalling that AI needs to earn trust before it becomes central to property decisions.
“Australian buyers are telling the industry that AI needs to be accurate, explainable and accountable before it becomes central to property decisions.”
As AI becomes more visible in the buying and selling process, Agents are also likely to see more questions around how recommendations are made, where data comes from and whether information has been checked by a real person. Understandably, buyers want reassurance before making major financial decisions.
For experienced Agents, this plays to the strengths the industry has always valued: local knowledge, strong relationships and the ability to guide people through uncertainty.
Buyers are willing to pay for trust
One of the more interesting findings from the research is that 44% of buyers globally would pay an additional fee for a human expert to verify AI-generated housing decisions.
In Australia, most property transactions are still clearly human-led. But as AI becomes more visible, buyers will start paying closer attention to who is checking the details and standing behind the advice.
“The next stage of AI in property will be defined by trust,” said Mr Dargusch.
“The companies that can show where the data comes from, how decisions are made, and who is accountable when something goes wrong will have the advantage.”
The agencies that already combine technology with strong human oversight will be in a much better position than those trying to add trust later as a reaction.
AI mistakes will still reflect on the agency
The research also found 42% of Australian buyers have zero tolerance for errors in listing data, whether the mistake comes from a person or an AI system.
That matters because buyers won’t separate the technology from the agency behind it. If there’s incorrect information in a listing or a flawed recommendation, the agency carries the reputational risk.
“A single error in a listing, valuation or risk assessment can do real damage to trust,” Mr Dargusch said.
That makes human oversight more than a customer service issue. It’s business protection.
The agencies that succeed with AI won’t necessarily be the ones using the most tools. They’ll be the ones using them responsibly, accurately and transparently.
The agencies that stand out will be the ones buyers trust
AI is changing how real estate operates, but it hasn’t changed what buyers value most.
People still want confidence in the advice they’re receiving. They still want to know someone credible is accountable for the outcome.
The bar is getting higher, especially in Australia. But for agencies already focused on service, expertise and trust, that’s not a bad thing.
