Realtors can use AI to streamline marketing, client service, and operations—but it must be handled responsibly. The key principles are: protect client data, always review AI outputs, stay transparent with clients, use reputable tools, and operate within ethical and legal boundaries. AI is a tool, not a decision-maker. Trust, accuracy, and compliance must come first.

Dos for Realtors

  • Protect Client Data: Only use AI tools that are approved and compliant with pri

Dos for Realtors

  • Protect Client Data: Only use AI tools that are approved and compliant with privacy regulations. Keep all client data secure and limit access to authorized personnel.

  • Review AI Outputs: Always fact-check, edit, and approve AI-generated content before sharing. Treat AI-created work by the same standards as human-created work.

  • Ensure Transparency: Disclose when AI is used in consumer-facing content, marketing, or communications. Make it clear if a client is interacting with AI (like a chatbot).

  • Use Reputable Tools: Stick to mainstream, well-supported AI platforms vetted by the brokerage. Ask for approval before experimenting with new or fringe tools.

  • Stay Ethical and Legal: Follow the REALTOR® Code of Ethics, MLS rules, and all state/federal laws when using AI.

  • Cite Sources: Verify and include citations for any AI-generated content that references data, laws, or statistics.

  • Work Within License Scope: Only use AI to support advice or content that you are legally and professionally qualified to provide.

  • Disclose Recordings: Tell clients if you’re using AI-driven transcription, recording, or meeting analysis tools—even if only one-party consent is legally required.

  • Stay Updated: Keep learning as AI tools and regulations evolve. Participate in brokerage training and policy refreshers.

Don’ts for Realtors

  • Don’t Upload Confidential Info: Never put personally identifiable client information into AI systems unless explicitly approved and compliant.

  • Don’t Publish Without Oversight: Avoid relying on AI outputs without human review. AI cannot make final decisions for you.

  • Don’t Mislead or Misrepresent: Never use AI to exaggerate, misstate facts, or produce content that could misinform clients.

  • Don’t Ignore Licensing Boundaries: Don’t use AI to give advice outside your professional authority (e.g., legal or tax guidance if you’re not licensed).

  • Don’t Use Copyrighted Material Improperly: Avoid feeding copyrighted or third-party content into AI unless you have permission or the work is in the public domain.

  • Don’t Hide AI Use: Failing to disclose AI use in consumer interactions or recordings undermines trust.

  • Don’t Assume AI is Always Right: AI can be wrong, biased, or outdated—never accept outputs without checking.

  • Don’t Neglect Policy Updates: Don’t keep using outdated practices. Revisit and adjust as new brokerage rules or legal standards are introduced.