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| LIFE IN SOLERA | MAY 2025 | 9 Artificial intelligence (AI) is revolutionizing the real estate industry, helping agents streamline transactions, improve marketing, and providing clients with faster insights. From lead generation to market analysis, AI-powered tools can identify potential buyers and sellers, analyze market trends, and even suggest optimal pricing based on recent sales data. AI is also making marketing more efficient, creating automated email campaigns, and social media posts. However, while AI enhances efficiency, it cannot replace the expertise of a skilled real estate professional when it comes to critical aspects of a transaction. Negotiation is one area where human insight is irreplaceable. Understanding a seller's motivations, navigating multiple offers, and creatively structuring deals require more than just data analysis. Likewise, legal and ethical judgment remains a key responsibility for real estate agents, as they must interpret contracts, advise on local regulations, and ensure their clients make informed decisions. AI also falls short in areas requiring a personal touch and local knowledge. No algorithm can replace an agent's ability to build trust, understand a client's concerns, and guide them through the emotional aspects of buying or selling a home. Additionally, experienced professionals can spot potential red f lags in a property, recommend trusted inspectors or lenders, and provide insights that AI simply cannot replicate. Ultimately, AI is a powerful tool that helps real estate professionals work smarter — but it does not replace the human connections, strategic thinking, and negotiation skills that make a great agent invaluable. While technology continues to evolve, real estate remains a people-driven business, where expertise, relationships, and local market knowledge will always be in demand. (Article written with the help of AI) REAL ESTATE REPORT and why professionals are still essential By Diana Mangan, Realtor and Resident

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