AI is no longer optional: why top real estate agents are embracing agentic AI
At today’s Tom Ferry Summit in Dallas, Jason Pantana’s session “Top 10 AI Marketing Automations to Save You Time” highlighted the urgency of adopting AI in real estate.
Pantana made the point directly:
“AI will not eliminate you — it will enhance you. The real risk is competitors getting there first.”
Tom Ferry reinforced that urgency in his opening remarks:
“Be first, fast, and innovative in adopting AI tools — the opportunity is now, and hesitation will cost you.”
Find It Fast
Why this resonates with us
At Luxury Presence, we see this reality playing out every day. The agents and teams who embrace innovation are the ones expanding their market share the fastest. The numbers back it up:
- We work with 32 of the nation’s top 100 agents and nearly half of RealTrends’ top-performing medium-sized teams.
- Our clients closed more than $300 billion in transactions last year.
- They are more than twice as productive as the average Realtor, closing nearly 25 transactions per year compared to the industry’s 10.
As our Chief Product Officer, Zac Hays, explains:
“Top producers don’t succeed by doing everything themselves. They succeed by being first to systematize what works — and right now, AI is the most important system they can adopt.”
From ideas to execution
Pantana’s session was built around concrete examples of how agents can apply AI today:
- Appointment dossiers
Perplexity pulls a detailed history on a property & its owners. NotebookLM converts that research into a podcast briefing for the drive to the appointment. - GPT blog builder
AI generates optimized blogs (SEO + answer-engine ready), positioning agents inside ChatGPT and Perplexity — not just Google. - Visual AI for staging and ads
Drop in your logo instead of IKEA’s. It’s about brand, not just visuals. - Comment browser (Perplexity)
Runs market research, writes blogs, sends emails, posts to TikTok, and even runs comps in MLS.
The throughline was consistency. As Jason reminded the audience:
“Execution is key. Ideas are worthless unless applied consistently.”
How AI is reshaping listing marketing
One of the most practical takeaways from the session was how AI can transform listing marketing. Sellers expect a higher level of promotion as days on market increase, and agents need to deliver without adding to their workload.
Pantana showcased the listing launch kit concept:
- Generating tailored video scripts that match listing footage.
- Using voice cloning (via 11Labs) for instant, brand-consistent narration.
- Repurposing those assets across ads, emails, and blogs for multi-channel exposure.
As he put it:
“Video is the strongest ‘I know you, I like you, I trust you’ medium.”
The same urgency echoed in Lourdes Maestres’ talk on selling listings effectively. She challenged agents to move beyond traditional comps:
“I don’t do comps, I build cases. The agent who builds the case earns the listing.”
That mindset, paired with AI-powered content and reporting, creates a repeatable system that not only markets listings effectively but also builds trust with sellers through data, storytelling, and transparency.
Why this matters now
Pantana compared today’s AI moment to the early days of Google Ads or TikTok, periods when the agents who moved first created lasting advantages.
Our client data shows the same pattern:
- In 2024, Luxury Presence clients’ sales volume grew 17% year-over-year, nearly double the growth of their peers in the same markets.
- They also saw a 6% increase in sold listings, while peers saw declines.
As Zac notes:
“AI isn’t just about saving time. It’s about multiplying capacity. An agent with agentic AI doesn’t compete one-to-one with peers — they compete like a team.”
From tools to teammates: The role of AI specialists
Pantana urged agents to rethink AI as more than prompts:
“Reframe mindset — not ‘artificial intelligence’ but a capable digital assistant.”
That’s why we built our AI Marketing Specialists. They are designed to function as always-on teammates who manage critical aspects of digital marketing.
- An AI lead nurture specialist who engages prospects immediately and moves them toward appointments.
- An AI SEO specialist who continuously optimizes content to stay ahead in search rankings.
- An AI ads specialist who refines campaigns in real time to maximize ROI.
- An AI blog specialist who produces hyper-local, brand-aligned content that builds authority.
These specialists execute continuously and transparently, so agents stay in control while the work happens in the background.
As Zac puts it:
“Our vision is simple: AI should feel like a specialist who shows up every day, never misses a deadline, and scales your capacity without adding headcount.”
AI Marketing Specialists
Your team behind the scenes. Smart. Seamless. Relentless.
Partnering with an industry leader
Pantana’s session underscored what we see across our client base: The agents who adopt AI now are setting themselves up to define their markets in the years ahead. The opportunity isn’t abstract or distant: It’s practical and immediate.
For top-producing agents, success depends on treating AI not as a tool but as a teammate.
And in real estate, being first isn’t just an advantage. It’s the path to market leadership.
Get the platform that drives results.
Agents using Luxury Presence grew sales nearly 2x faster than their peers, increased sold listings by 6%, and closed over $300B in transactions. Ready to grow your business? Let us show you how.
