We’re living in one of the most exciting eras real estate has ever seen from a technology standpoint. As we sit here in February 2026, it’s clear that we are moving from “interesting experiment” to the “daily productivity tool” era. This is a game changer for Realtors.
Today, AI can help you write listing descriptions faster, brainstorm video ideas, outline social posts, draft email campaigns, and even shape voiceover scripts for your content. Tasks that used to take hours can now take minutes. If you use it right, this gives you a significant competitive advantage and productivity boost. Used properly, Ai will help you spend more time doing what actually grows your business; things like building relationships, advising clients, and closing deals.
But as a realtor, YOU are the brand and there’s a line you shouldn’t cross.
At its core, real estate is a trust business. Buyers and sellers don’t just hire a brand, a logo, or a set of marketing tools. They are hiring you. Your judgment. Your experience. Your presence. Your ability to guide them through one of the biggest financial and emotional decisions of their lives.
That’s why you need to be super cautious when it comes to using AI in ways that replace you rather than support you.
Recently, I spoke on stage at Buzz about this exact topic. The feedback was interesting. Some people agreed immediately while others pushed back and asked if this was an “old-school” way of thinking. Isn’t this just the future? Isn’t this where everything is going?
My answer is simple: technology evolves, but human trust compounds.
We’re starting to see tools that can generate realistic avatars, clone voices, and place “you” into videos and scenarios you were never actually in. On the surface, it looks impressive. You appear to be in the tour video. You appear to be delivering the message. You appear to be present and you can create content like this at scale.
But this is where the problem lies.
Imagine a buyer or seller discovering that the video they thought you recorded wasn’t actually you. Or that the “you” they saw on screen was an AI-generated version, not the real person they’re about to trust with a major life decision. Even if your intentions were good, that moment creates doubt.
And once doubt enters the relationship, trust gets fragile.
We’re already living in a time where people are increasingly skeptical of what they see online. Was that real? Was that staged? Was that AI? That background level of uncertainty is already there and you can’t afford to add any doubt or layer of uncertainty to your brand and reputation.
I’m not anti-AI. In fact, I’m far from it.
AI is incredible at helping you think, write, plan, and organize. It’s fantastic for:
- Drafting listing descriptions
- Brainstorming content ideas
- Outlining video scripts
- Improving headlines and hooks
- Speeding up marketing workflows
In other words, AI should help you show up better, not show up instead of you.
The good news? The market is actually rewarding authenticity more than ever.
Right now, imperfect content is outperforming polished, overproduced, overly scripted content. People are connecting with real. They crave authentic, human moments. They are forgiving of the “ums,” the small mistakes and the fumbles. Use this to your advantage.
It’s never been easier to win by simply being yourself on camera.
If anything, the growing presence of AI makes real human presence even more valuable. Your face, your voice, your opinions, your experience are unique to you but your ability to show it is your differentiator. No tool can replicate your lived experience, your local knowledge, or your relationships.
One of the best ways to build trust in this environment is also one of the simplest; let your clients do the talking. Real video testimonials from real people sharing real experiences cut through noise and skepticism. They don’t feel manufactured. Instead, they feel earned and trust me when I tell you, they work.
As we move deeper into 2026 and beyond, agents who win won’t be the ones who automate themselves out of their own brand. The winners will be the ones who use technology to amplify their humanity, not replace it.
Protect your trust. It’s your most valuable asset.
And if you want help creating real, authentic content that actually sounds like you, looks like you, and builds trust with your audience, that’s exactly what we do at OTBx (Outside The Bx). We help agents execute on camera, tell their story, and turn real moments into real marketing that works.
Because in a world full of automation, the most powerful thing you can still be… is you.
www.otbxair.com www.mykeynotespeaker.ca
Scott Hurren is the Founder and CEO of OTBx and is available for Keynote Presentations and Fresh Perspective Consultations
SOURCE, SCOTT HURREN, FOUNDER OTBx
To learn more visit OTBx
