AI is Redefining Real Estate Sales: The “Employee of the Month” That Never Sleeps
A new artificial intelligence tool is rapidly changing the landscape of real estate sales in Argentina, and increasingly, across Latin America. Described by its creator, Grinberg, as “like adding a new employee to the team,” the AI is proving to be a tireless and highly effective asset for developers, real estate companies, and agents alike. “He works all day, he is never absent, and I can train him to represent the image I want to give. He is literally the employee of the month,” Grinberg stated.
The impact of this technology is particularly noticeable in addressing a common pain point for potential buyers: delayed responses. Traditionally, inquiries made outside of business hours, like a Saturday afternoon, often wouldn’t be addressed until Monday. This delay frequently resulted in lost opportunities. The AI eliminates this lag, providing immediate responses and facilitating quicker action. “If someone asks about an apartment on a Saturday at 4 p.m.and is onyl attended to 48 hours later, they probably missed the operation. With AI, the client can receive the information at that moment and even coordinate the visit,” explained Grinberg.
Sebastián Sommer, director of Tayron capital for Latin America, believes the AI represents a fundamental shift in industry standards. He asserts that having a showroom, once considered the baseline for selling a development, is now superseded by “having the commercial process resolved with artificial intelligence.” He calls this a “transcendental step towards efficiency and sales speed.”
The software’s benefits extend beyond simply assisting buyers. It also provides valuable tools for sellers, real estate owners, and developers. The AI analyzes all client interactions, recommends appropriate follow-up actions, measures the effectiveness of marketing campaigns, and even benchmarks the performance of individual agents. “the system tells you who responds faster, what actions generate more sales and how to optimize the strategy. it is indeed information that was invisible before,” Sommer noted.
Functioning as a filter, initial salesperson, and assistant, the AI handles tasks like scheduling visits, sending property videos, collecting preliminary documentation, and assessing client needs. For sales agents,it acts as a support system,suggesting responses,prioritizing tasks,and ensuring consistent follow-up. For owners and brokers, it provides a data-driven overview of team performance, campaign effectiveness, and identifies areas for improvement. “Helps the seller, the buyer and managers to know who is working best, and what the most efficient sales processes are,” Sommer summarized.
Within just six months, the tool has been adopted by over 20 developers and real estate companies in argentina, with expansion underway in Uruguay and Paraguay. The core promise is to liberate commercial teams from repetitive tasks, allowing them to concentrate on more strategic initiatives.
Grinberg believes the AI is fundamentally altering the roles within the real estate sector.”What is new is that AI not only improves efficiency, it also changes the profile of people who work in the sector. It makes them more creative, more professional, because routine is no longer an obstacle,” he said.
Sommer’s conclusion is emphatic: “This changes the industry. It doesn’t help me to be the only one who has it, because the sector as a whole has to grow. The purchasing process is better, the experience is better. And in this business, that changes everything.”
