The best AI tools for estate agents depend on the job. For lead follow-up on WhatsApp, look at Alia, SleekFlow, Structurely and Formule's Really. For listing copy, a general assistant such as ChatGPT or Claude is hard to beat. For staging and photos, use a specialist such as REimagineHome. For a CRM with AI inside, compare Lofty, Follow Up Boss, Street, Propstack and Formule. For the full picture of AI in the job, read AI for estate agents.
This roundup is organised by job, not by brand, because no single product does everything well. It names strengths and weaknesses for each tool, says who it suits, and quotes prices only where the vendor's own site states them.
The short version, by job
| Job | Tools worth a look | Best for |
|---|---|---|
| Lead follow-up and chat agents | Alia, SleekFlow, Structurely, Formule (Really) | Agencies that lose enquiries outside office hours, especially on WhatsApp |
| Listing descriptions and marketing copy | ChatGPT, Claude, Write.Homes, RealEstateContent.ai, Formule | Agents who write the same kind of text every week |
| Photos, staging and video | REimagineHome, Virtual Staging AI, Canva, Formule | Vacant or dated properties and social content |
| CRM with built-in AI | Lofty, Follow Up Boss, Street, Propstack, Formule | Agencies that want AI working on their own records |
| General assistants | ChatGPT, Claude | Drafting, summarising and thinking out loud, on text without personal data |
| Automation | Make, Zapier | Joining the tools above without writing code |
How we chose
We picked well-known tools for these jobs, then checked each one on its own website on 22 October 2026. Formule makes Really, so we are not neutral, and we have tried to be fair: Formule does not win every category below, and where another tool is better we say so. Prices are quoted as of October 2026 and only when the vendor's site states them. Where a site gives no price, we say pricing is on request. The criteria were what each tool does, what the agent still controls, where it falls short and who it fits.
Lead follow-up and WhatsApp chat agents
Speed matters in follow-up. The tools here reply to enquiries, ask qualifying questions and hand the conversation to a person. The main design choice is how much the software does without you.
Alia
Alia is an assistant built for agencies that follow up on WhatsApp. Its site says it answers questions, confirms or reschedules visits, sends documents and handles post-visit follow-up, and it alerts the right person when something needs a human. It works with the Whise and Omnicasa CRMs and with Google Calendar and Outlook, and it is available in Dutch, French and English.
Where it falls short: it lists three languages and names only Whise and Omnicasa as CRMs, so check your software is supported. Price: Alia First Contact starts at €99 a month as of October 2026, Alia Core has tailored pricing, and Alia Sales is in beta with no public price. Suits: agencies that use Whise or Omnicasa and work in Dutch, French or English.
SleekFlow
SleekFlow is a conversation platform, not a real estate product. It is an official WhatsApp Business Solution Provider and also covers Instagram, Facebook Messenger, Telegram, SMS and more, and an AI product called AgentFlow. Its main page lists integrations with CRMs such as Salesforce and HubSpot.
Where it falls short: its main page is not property specific, so check how much property workflow it offers. Price: the site lists no prices and offers a free trial. Suits: larger teams that already run customer conversations across several channels.
Structurely
Structurely sells a conversational AI that handles inbound and outbound conversations by voice, SMS, email and chat, with scheduling, call transfer and automatic CRM updates. Its page shows integrations with CRMs such as Follow Up Boss and HubSpot, and lists real estate among its use cases without detail.
Where it falls short: WhatsApp is not among the channels the site lists. Price: usage rates start at $0.07 a minute for voice and $0.02 a message for SMS or email, and platform fees are not listed. Suits: teams that work leads by phone, SMS and email.
Formule with Really
Formule is an estate agent CRM with agentic AI. Really, its AI agent, does the work a CRM usually only records. It helps follow up leads and drafts replies in the app, on WhatsApp and by voice, in English, German, French, Spanish, Italian or Polish, and the agent approves what goes out. Leads from ads and portals land in one pipeline. The full method is in our guide to AI lead follow-up on WhatsApp.
Where it falls short: because you approve every message, it will not answer a 3am enquiry on its own. If you want a tool that replies to clients and hands off to a person only when needed, look at what Alia and Structurely advertise. Price: not stated here. Suits: agents who want speed without losing control of what a client reads.
Listing descriptions and marketing copy
This is the job where general assistants are strongest, and a specialist tool only pays off if it saves you the set-up.
ChatGPT and Claude
Both write a good first draft of a description from facts you supply, adapt tone, translate and produce social captions. Claude's pricing page lists a Free plan, Pro at $20 a month billed monthly ($17 on annual billing) and higher tiers. ChatGPT's pricing documentation lists Free, Go at $8 a month, Plus at $20 and Business at $20 per user a month on annual billing, with Pro from $100. Where they fall short: they know nothing about your property until you paste it in, they will invent features that sound plausible, and nothing is saved in a listing or a CRM. Suits: any agent, as the default starting point.
Write.Homes
Write.Homes turns an MLS ID, property URL, address or notes into descriptions, social captions, email blasts and flyers, with broker templates and fair-housing-aware language. It lists a free listing generator and a 14-day trial but no prices. Where it falls short: the MLS ID input and fair-housing language point to US use. Suits: US teams that need compliance guardrails.
RealEstateContent.ai
RealEstateContent.ai plans and schedules social posts, and turns a pasted listing link into a video walkthrough and a series of posts. It costs $119 a month, or $999 a year, as of October 2026, with a 14-day money-back guarantee. Where it falls short: it is a social content tool, not a listing or CRM tool. Suits: agents who want consistent posting without making the content themselves.
Formule
Paste a property link and Really turns it into a listing draft and a shareable listing page. Checking the draft against your file is still your job. The guide AI property listing from a link shows how to do that properly. Where it falls short: for pure copywriting, ChatGPT or Claude give you more room to experiment. Suits: agents who want the draft and the page created in one step.
Photos, virtual staging and video
Image specialists beat all-in-one tools here, so be wary of anyone who says otherwise, including us. Whatever you use, disclose staged or edited images clearly. Our guide AI virtual staging and property video rules covers disclosure.
REimagineHome
REimagineHome redesigns a room from one photo. It can lock walls, windows and layout, stage furniture, declutter, convert day to dusk, and process up to 50 photos in a batch with compliance flags. It offers 5 free designs, then a Pro plan with unlimited designs. The page shows no Pro price. Where it falls short: its site does not advertise listing management, so the images stay in a separate workflow. Suits: agents and photographers who stage many properties.
Virtual Staging AI
Virtual Staging AI adds furniture to empty rooms or removes existing furniture, with more than 50 styles and unlimited regenerations. Plans start at $16 a month for 6 images, as of October 2026, and you can upload an image to try it without signing up. The compliance claims on the site are the vendor's own. Where it falls short: its site describes staging and furniture removal only. Suits: sellers and agents with a few vacant properties.
Canva
Canva is a design tool with AI features for generating images and short videos from text prompts, and photo editing such as removing objects, extending an image and changing a background. It has a free plan and paid plans that include more AI allowance, with prices shown per region. Where it falls short: text-to-image output is not a photo of your property, so use it for graphics and social posts, never to depict the property itself. Suits: agents who produce their own social graphics and brochures.
Formule
The Marketing section of Formule makes AI images and short videos of a property, paid for with credits. Where it falls short: a dedicated staging tool offers more control over style and room edits. Suits: agents who prefer fewer tools.
CRM with AI built in
AI inside a CRM has one big advantage: it works on your own records, so you do not copy data into a chat window. The differences are in what it does and where the vendor is strongest.
Lofty
Lofty positions itself around AI agents: Sales Agent works as a virtual ISA, Social Agent supports social posting, Homeowner Agent works your database for seller leads, and Custom Agents run inside the CRM. It also sells lead generation and websites. Where it falls short: its site says some AI features are included in core plans and others are upgrades. Price: on request for all plans. Suits: teams that want leads, CRM and AI from one vendor.
Follow Up Boss
Follow Up Boss is a US CRM. Its AI features include smart summaries (in beta), suggested messages for the agent to send, suggested tasks and lead prioritisation, at no extra charge currently. On monthly billing, plans are Grow at $69 per user a month, Pro at $499 a month for 10 users and Platform at $1,000 a month for 30 users, as of October 2026. Where it falls short: its site describes the AI as suggestions for messages, tasks and priorities. Suits: sales teams that live in a CRM already.
Street
Street is estate agency software with an AI photo editor that includes virtual staging, an AI call handler that answers calls and logs them, AI onboarding that drafts a listing from photos and floor plans for vendor approval, sales summaries and a content generator. It states no extra subscriptions for these tools. Where it falls short: the page lists no prices and points to a demo. Suits: agencies that want AI included in the CRM.
Propstack
Propstack is a German real estate CRM with Proppi, an assistant that answers questions about contacts and properties, drafts emails and creates follow-ups. The broker reviews and sends the text. Its site says access is being widened step by step, so check availability. Suits: agencies in Germany.
Formule
Formule is a CRM whose AI agent, Really, works across lead follow-up, listings from a link and marketing content. Agents are set up by Really in one chat, and there is a free start with a 7-day Really trial. Formule runs with 14 agencies and has been live for 18 months. Where it falls short: it is not a lead generation vendor like Lofty, and we do not claim to match the depth of long-established local systems. Suits: small and mid-sized agencies that want the AI to do the work, with approval kept by the agent. See Formule for UK agents.
General assistants and how agents use them
Most agents already use ChatGPT or Claude. They are strongest for drafting, summarising a long email thread, preparing a vendor update or rehearsing a valuation conversation. They are weakest on anything that needs your live data, because they only know what you type.
The way around this is to connect the assistant to your CRM, which is possible when the CRM supports the Model Context Protocol. Formule offers an MCP server for Claude and ChatGPT. The guide ChatGPT and Claude for estate agents explains how to connect safely and what to ask. For the idea behind agents that act rather than only write, see agentic AI for real estate.
Automation with Make and Zapier
Automation tools connect your CRM, forms, calendar and messaging so a new enquiry creates a task, a row in a sheet and an alert. They do fixed steps reliably and are not agents.
Make
Make uses a visual scenario builder and bills in credits. Its pricing page states a free plan with 1,000 credits a month, and says most actions use one credit. Where it falls short: scenarios stop when credits run out. Suits: people comfortable with a visual builder who want fine control.
Zapier
Zapier bills in tasks. Its free plan includes 100 tasks a month, and the Pro plan with 750 tasks costs $19.99 a month on annual billing, as of October 2026. An MCP tool call counts as two tasks. Where it falls short: cost scales with task volume. Suits: agents who prefer simple task-based plans.
How to pick one tool this week
- Name the job that costs you the most time or the most enquiries.
- Check that the tool supports your language, your portals and your CRM.
- Decide how much it may do without you. Drafts you approve are safer than automatic replies.
- Keep the rule that nothing reaches a client until a person has read it.
If your biggest problem is follow-up, you can start free with Formule, or message Really on WhatsApp to see how it works before you decide.