Why the Latest AI Class Might Be Hurting Your Business

By Jacqueline Smith

Jacqueline Smith started in real estate in 2015 and sold 52 homes her first year in the business as a solo agent. After considering growing her own team, and exploring different team models, she decided to partner with Place in 2017. The partnership allowed her to fast track her growth, and provide better systems and models to her agent partners. Her and her team in Vancouver Washington now close over $165M in annual sales volume, while keeping the quality of the agent and client experience at the forefront.

It seems like everyone in real estate is running to the newest AI class, and we want to offer a different perspective on why that might not be the best thing for you to focus on right now. A lot of agents are rushing to the next AI webinar to solve what they think is an efficiency problem, when the real issue is something else entirely.

Let’s be clear up front: We use AI across our team. But AI efficiency solves a problem you only have once you’re doing enough business to need it. If your pipeline is thin, leverage and systems aren’t your bottleneck yet.

The real problem is usually volume, not efficiency. When business is slow, what you need more of isn’t automation. It’s more conversations, more appointments, and more opportunities to generate income. Those don’t come from an AI class. We understand why those classes feel productive. You’re learning something new, everyone around you is doing it, and it scratches the itch of feeling like you’re moving your business forward. But if you’re not yet at the point where you’re generating enough business to hit your goals and cover your financial needs, the most valuable focus is the less exciting, more productive work: making more calls, talking to more homeowners, and getting in front of more listing and buyer opportunities. Hit your financial goals first, then build the efficiencies.

There’s a proven order to this. If you haven’t read The Millionaire Real Estate Agent, we highly recommend it. Gary Keller lays out three things every agent’s business needs: leads, listings, and leverage, in that order. Before you have enough leads coming in and enough listings being generated, the AI piece can wait. This isn’t about disliking AI or doubting its usefulness. You’ll absolutely want to implement it as you grow. It’s about making sure you’re generating enough business to meet your financial needs first, and many agents right now simply aren’t.

So the next time you feel tempted to sign up for the latest class or webinar, ask one question: Is this going to help me generate more business?

If the answer is the newest AI Canva plugin, we’ll gently say it probably won’t get you there. Put your energy into the activities that create conversations and appointments, and let efficiency follow once you’ve built the volume to support it.

If there’s anything we can help you with in your business, we’re offering free strategy sessions focused on the right levers for your season. Just reach out, and we’ll get something on the schedule.

Call or text us at 360-800-1334, email us at jacqueline@evergreenrealestatepartners.com, or visit evergreenrealestatepartners.com.