Archive note – updated 19 September 2026: I’ve refreshed the prompts and current tool references while keeping the five-part framework. AI can help you prepare, but its suggestions still need checking against the property facts and what your client actually tells you. Our communication tool, Ailsa+, is included in Insiders.
There’s no excuse for showing up to a listing presentation unprepared – not with the tools available today.
The best agents anticipate client needs, customise their approach and use AI to help prepare a more useful conversation.
Here are five AI-powered strategies to help you prepare more thoughtfully.
1. Test possible buyer needs
When was the last time you felt truly understood by a business? It’s rare, isn’t it? Yet that feeling creates instant connection and trust.
Most agents make the mistake of focusing their marketing on themselves rather than their potential clients. As Jess Lenouvel wisely noted, “Really effective marketing is having your ideal clients feel understood by you.”
An AI-generated persona is a hypothesis. Start with verified property features and actual buyer feedback, then use the output to prepare questions and possible messages – not to invent biographies or financial capacity.
Try this prompt:
Verified property features: [facts]. Anonymised buyer feedback: [observations].
Suggest five possible practical needs the property could meet. For each, identify the supporting feature, one message angle and an open question to test it with a buyer. Label assumptions. Do not invent income levels, demographic profiles, demand or likely sale results. Keep the marketing welcoming to anyone interested.Turn the strongest ideas into draft messages using only verified facts and actual property images. Compare them with buyer feedback before choosing what to use.
Take these to your listing presentation to show your client you’re already thinking about the best ways to market their property.
Treat the effect on enquiries and conversions as something to measure.
2. Understand communication preferences
Do you ask how clients prefer to receive information?
If you’re not doing this, you’re missing a golden opportunity to tailor your approach.
In the original article, I used Crystal as an example of a communication tool. We’ve since developed Ailsa+, which is included in Insiders. The aim is to tailor communication, while checking your assumptions with the person in front of you. See the refreshed communication guide.
Some clients want direct, no-nonsense communication. Others appreciate enthusiasm, creative thinking or more detail. Ask rather than assume. Adapting your approach to their stated preferences can help make the conversation more useful.
3. Prepare for concerns
Use AI to suggest questions to investigate before an inspection. You can practise discussing concerns with the refreshed objection-handling exercise.
Start with verified property information. A map can provide context, but it is not evidence of noise, safety, zoning or condition. Try this:
Verified property and location information: [facts and sources]. Optional map for context: [map].
Suggest questions a buyer might ask. Distinguish what is visible from what needs checking. Do not infer noise levels, safety, zoning, school eligibility or property condition from the map. For each question, list the information to verify and a transparent way to explain what is known and unknown.If you’ve sold similar properties before, analyse your feedback data:
Here is anonymised feedback from similar properties: [feedback]. Group recurring concerns, show how often each appears in the supplied sample and retain exceptions. Do not invent missing feedback or claim the sample represents all buyers. Suggest three open questions to discuss with the seller and what evidence would help answer them.Use these observations to discuss possible concerns with the seller and agree what needs checking before the campaign begins.
4. Prepare a specific marketing plan
One of the most disappointing aspects of my most recent sales experience was receiving virtually identical marketing plans from every agent we interviewed.
Instead of presenting a generic marketing package, use AI to develop a comprehensive strategy tailored to the specific property and its potential buyers.
Try this prompt:
Help me draft a property marketing plan for discussion with the seller.
Verified property facts: [facts]. Possible buyer needs to test: [hypotheses]. Actual feedback: [observations]. Approved budget: [amount and inclusions]. Timeline and seller constraints: [details].
Create a table of proposed actions, purpose, audience question, real assets needed, estimated cost, owner and date. Separate confirmed quotes from estimates; do not invent supplier prices. Keep the total within the supplied budget. Flag missing permissions or information and suggest how to measure enquiries and useful feedback. Do not promise a premium price or assume a themed event suits the property.This gives the seller a specific plan to discuss, with actions, costs and responsibilities they can check.
5. Explain what happens after signing
After a seller signs with you, clear communication helps them understand what happens next.
A short video recorded on your phone may be enough. If you use an AI presenter, make that clear and check every detail before sharing. The useful part is explaining the agreed process.
Use this prompt to generate your script:
Draft a warm 90-second seller onboarding video script in my voice.
Agreed process: [steps]. Confirmed dates: [dates]. Who is responsible: [names or roles]. What the seller needs to do next: [action]. How to contact us: [details].
Use only the supplied information. Ask about gaps; do not invent commitments or outcomes. Explain the next three steps simply and finish with a clear invitation to ask questions. Flag anything I need to confirm before recording.This immediate communication demonstrates your professionalism and sets the relationship off on the right foot.
The AI Advantage in Real Estate
The beauty of these strategies is that they don’t require you to be a tech genius or to give up your soul to a large language model.
But they require you to approach your business with a proactive mindset, looking for opportunities to use AI to enhance your service’s human elements in a way that you may not have previously thought about.
For more client-preparation exercises, try empathy mapping and the Favourite or Fool conversation review.
Happy hunting 🚀
For current practical tools and training, join Insiders.
This article first appeared in Samantha McLean’s AI Powered Agents newsletter. Read the refreshed version on AI Powered Real Estate by Samantha McLean, now on Substack.
Elite Agent publication history: April 2025; updated August 2026 and 19 September 2026.