Hi everyone! It’s Michael Gortenburg here.
Artificial intelligence (AI) is starting to play a bigger role across nearly every industry, and many real estate entrepreneurs are trying to understand how it can actually help their business in practical ways.
I think a lot of people hear the term “AI” and immediately assume it’s something overly technical or complicated. In reality, many real estate professionals are already using AI-powered tools without even realizing it.
The important thing is understanding how AI can improve efficiency while still recognizing that real estate remains a people-focused business.
Here are a few things I believe real estate entrepreneurs should know about AI right now.
AI Can Help You Make Faster Decisions
One of the biggest advantages of AI in real estate is speed. Real estate entrepreneurs deal with large amounts of information every day, from market trends and rental data to property comparisons and financial projections. AI tools can help organize and analyze that information much faster than doing everything manually.
For example, some platforms can now:
- Analyze rental market trends
- Estimate property values
- Predict maintenance issues
- Screen tenants more efficiently
- Automate customer service responses
- Track investment performance
This doesn’t replace experience or instincts, but it can help entrepreneurs make more informed decisions in less time.
Property Management Is Becoming More Efficient
I think one of the most practical uses of AI is in property management. Managing properties involves a lot of moving parts, including maintenance requests, resident communication, scheduling, leasing inquiries, and operations. I believe AI tools are helping streamline many of these tasks so teams can focus more on resident experience and long-term strategy.
AI-powered systems can respond to common resident questions, help organize maintenance workflows, identify operational inefficiencies, and improve energy usage tracking. In multifamily real estate especially, efficiency matters. Even small operational improvements can make a significant difference over time.
AI Should Support Relationships, Not Replace Them
One thing I always remind people is that real estate is still a relationship business.
Technology can improve operations, but it cannot replace trust, communication, and human judgment. People still want to work with professionals who understand their goals, answer questions clearly, and make them feel comfortable during important decisions. And I think the best real estate entrepreneurs will use AI as a tool rather than relying on it completely.
The human side of business will always matter.
Real Estate Marketing Is Changing
AI is also changing how properties are marketed online. I’ve seen more real estate entrepreneurs and companies using AI to create marketing content faster. It’s becoming a much bigger part of how businesses promote properties and connect with potential residents, buyers, and investors.
Today, AI tools can help:
- Generate listing descriptions
- Create social media content
- Improve email marketing
- Analyze advertising performance
- Personalize customer outreach
This can save a lot of time, especially for busy real estate teams handling multiple properties or projects. That said, authenticity still matters. AI-generated content should still sound natural and reflect the personality of the brand or business behind it.
Entrepreneurs Need to Stay Adaptable
I don’t think AI is something real estate entrepreneurs can ignore moving forward. The industry is evolving quickly, and the professionals who stay informed about new tools and technology will likely have an advantage over time. That doesn’t mean adopting every trend immediately, but it does mean staying curious and open to learning.
Some AI tools will become standard in real estate operations over the next few years, much like online listings, digital marketing, and virtual tours did in previous years.
The key is learning how to use technology in ways that genuinely improve your business.
AI is already shaping the future of real estate, and I believe we’re only at the beginning of that shift. For real estate entrepreneurs, the goal shouldn’t be replacing people with technology. Instead, it should be using technology to work smarter, improve operations, and create better experiences for clients and residents.
At the end of the day, strong relationships, smart decision-making, and long-term thinking will always remain important in real estate. AI is simply another tool that can help support those goals when used the right way.
If you’re thinking about growing your portfolio, check out my blog on what to know before investing in a rental property in 2026, where I share important insights for today’s real estate investors.
Michael Gortenburg, Founding Principal of Eighteen Capital Group (18CG) in Kansas City, Missouri.
Also, follow Michael on Medium, Twitter, Xing, and Slideshare.