{"id":1004759144,"date":"2025-05-29T06:07:58","date_gmt":"2025-05-29T14:07:58","guid":{"rendered":"https:\/\/www.commercialsearch.com\/news\/?p=1004759144"},"modified":"2025-10-29T21:42:06","modified_gmt":"2025-10-30T05:42:06","slug":"cre-brokers-lean-into-ai","status":"publish","type":"post","link":"https:\/\/www.commercialsearch.com\/news\/cre-brokers-lean-into-ai\/","title":{"rendered":"CRE Brokers Lean Into AI"},"content":{"rendered":"\n
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Image by Sachchakorn Wongchaiya\/iStockphoto.com<\/em><\/figcaption><\/figure>\n\n\n\n

The launch of OpenAI\u2019s ChatGPT in late 2022 introduced the world to the capabilities of generative AI, which can spin up content on demand and hold human-like conversations with users. The hugely popular chatbot, along with similar tools released in its wake, has begun to remake the world of white-collar work.<\/p>\n\n\n\n

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READ THE MAGAZINE<\/strong><\/a><\/div>\n<\/div>\n\n\n\n
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As use cases crop up across various industries, commercial real estate brokers are learning to harness the evolving technology to optimize their workflows and improve the speed and quality of their services. It\u2019s a trial-and-error process of discovering which AI tools are genuinely useful and which are a waste of time. AI power users believe it gives them a significant edge.<\/p>\n\n\n\n

\u201cIn order to scale in any operation, you have to have streamlined systems, and these tools are going to help you get there much quicker than if you were not to use them at all,\u201d said Raphael Collazo, president & co-founder of Summit Commercial Group.<\/p>\n\n\n\n

\"OpenAI\u2019s\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
OpenAI\u2019s ChatGPT has over 400 million weekly active users\u2014including many commercial brokers, who use the app for tasks such as general research and drafting social media content.
 Image courtesy of Greg Isaacson<\/em><\/figcaption><\/figure>\n\n\n\n

Augmented insights<\/h2>\n\n\n
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\"Raphael\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Raphael Collazo<\/figcaption><\/figure><\/div>\n\n\n

Collazo, a heavy ChatGPT user, created his own custom Generative Pre-trained Transformer, a bespoke version of ChatGPT that\u2019s trained to focus on specific tasks or topics. Users can make a custom GPT by simply uploading their business content into the platform with no coding required.<\/p>\n\n\n\n

The retail and industrial property specialist formed his custom GPT by feeding it industry knowledge, such as his CCIM coursework. Having ingested these documents, the AI model understands real estate and financial concepts and can perform analysis. \u201cWhen I speak in jargon to the GPT, it can respond much more readily,\u201d he shared.<\/p>\n\n\n\n

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In order to scale in any operation, you have to have streamlined systems, and these tools are going to help you get there much quicker than if you weren\u2019t using them at all.<\/p>\n\u2014Raphael Collazo, President & Co-founder, Summit Commercial Group<\/cite><\/blockquote>\n\n\n

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\"OpenAI\u2019s\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
OpenAI\u2019s ChatGPT has over 400 million weekly active users\u2014including many commercial brokers, who use the app for tasks such as general research and drafting social media content.
Image courtesy of Greg Isaacson<\/em><\/figcaption><\/figure><\/div>\n\n\n

While ChatGPT is by far the most popular AI platform, with over 400 million weekly active users, many commercial brokers prefer Perplexity for its ability to search the web in real time while answering their questions. Connor Dale, senior associate broker at Chicago-based NAI Hiffman turned to Perplexity to conduct site selection for a health-care client looking to expand nationally.<\/p>\n\n\n\n

Dale cautioned that Perplexity\u2019s reports need to be verified and supplemented with other data. \u201cI always check my work,\u201d he noted. \u201cI\u2019m obviously never sending anything that AI spits back out to me.\u201d<\/p>\n\n\n\n

Still, he uses AI platforms for many different tasks, \u201cwhether it\u2019s market research, analysis, property due diligence, investment analysis, standard client communication, putting rent schedules together.\u201d<\/p>\n\n\n\n

AI-driven insights can enable valuable time savings for brokers. \u201cIf you take a look at something like document abstraction, there\u2019s really important data that\u2019s locked up in these extremely long documents, and with AI, brokers can instantly extract key data from complex documents like leases,\u201d pointed out Carlin Power, JLL\u2019s head of AI product engagement. \u201cThey can then reinvest that time into providing better client experiences.\u201d<\/p>\n\n\n\n

The commercial brokerage, which has more than 60 AI tools in production or active development, reports that its AI-enabled platform, JLL Falcon, is increasingly popular with nearly 38,000 active monthly users.<\/p>\n\n\n\n

Machine authors<\/h2>\n\n\n
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David Franklin<\/figcaption><\/figure><\/div>\n\n\n

Another area where generative AI is proving pivotal for many brokers is marketing content creation, an important function that otherwise eats up a lot of time. Collazo leverages AI to help create content for LinkedIn and Facebook. What\u2019s more, his custom GPT is trained in the three books he has authored, so it can mimic his voice.<\/p>\n\n\n\n

\u201cProbably the strongest AI case that exists today\u2014and it\u2019s practical and real and works well\u2014is generative AI for developing marketing content,\u201d observed David Franklin, an industry principal at Yardi Systems.<\/p>\n\n\n\n

Broker outreach tasks like sending emails and creating listings are also obvious candidates for AI-driven automation. \u201cThose types of things are perfect for just having ChatGPT help you write something,\u201d said Franklin.<\/p>\n\n\n\n

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Probably the strongest AI case that exists today\u2014and it\u2019s practical and real and works well\u2014is generative AI for developing marketing content.<\/p>\n\u2014David Franklin, Industry Principal, Yardi Systems<\/cite><\/blockquote>\n\n\n\n

\"Released\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Released one week after ChatGPT, Perplexity has become the generative AI tool of choice for many commercial brokers, who value its accuracy and real-time information fetching.
 Image courtesy of Greg Isaacson<\/em><\/figcaption><\/figure>\n\n\n\n

One of the most striking features of recent AI models, their ability to turn out compelling imagery and videos in seconds, is another advantage for brokers trying to sell a client on a real estate strategy. Some tools that the industry is adopting for this purpose include Runway and Invideo AI for video generation from text prompts; Gamma for designing marketing brochures, tour books and pitch decks; Google\u2019s Notebook LM for turning notes into podcasts; and Qbic for automated layout planning.<\/p>\n\n\n\n

Mitchell Hernandez, partner & co-founder at retail brokerage Beta, explained how generative AI can operate on multiple levels to enrich real estate dealmaking. \u201cNot only can I customize the words and the usage and know what you care about but I can now take that to a higher degree and show you a rendering that would take two to three weeks at probably $2,500 to $10,000, and we can actually generate that in about a minute,\u201d he said.<\/p>\n\n\n\n

\u201cBut I\u2019ll take it a step further,\u201d added Hernandez. \u201cI can also really, really work on something. And I can show you the before and after. Now I can show you Apple. I can show you West Elm. I can show you whatever I want. I could take a Google Street View and do that. So, to me, it\u2019s actually trying to elevate the information, not replace anything. That\u2019s truly the opportunity.\u201d<\/p>\n\n\n\n

Use with caution<\/h2>\n\n\n\n

Investment firm Vanguard Group estimates that AI will bring an average productivity lift of more than 20 percent across all U.S. jobs by 2035. It\u2019s unclear how that figure applies to the commercial real estate industry, but many of the routine tasks that make up a broker\u2019s daily grind\u2014such as scheduling, note-taking and client follows-ups\u2014are susceptible to being automated away.<\/p>\n\n\n\n

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[I can] show you a rendering that would take two to three weeks at probably $2,500 to $10,000, and we can actually generate that in about a minute.<\/p>\n\u2014Mitchell Hernandez, Partner & Co-Founder at Beta<\/cite><\/blockquote>\n\n\n

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\"Released\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Released one week after ChatGPT, Perplexity has become the generative AI tool of choice for many commercial brokers, who value its accuracy and real-time information fetching.
Image courtesy of Greg Isaacson<\/em><\/figcaption><\/figure><\/div>\n\n\n

That said, brokers need to be thoughtful about how they implement AI into their workflows. A serious consideration when using an AI platform is its ability to keep confidential client information private and secure. Platforms such as ChatGPT, Perplexity and Anthropic\u2019s Claude offer enterprise versions with special controls designed to safeguard sensitive data.<\/p>\n\n\n\n

Bottom-up adoption of AI tools by individual brokers can prompt companies to set up organizational accounts that have better checks and balances to maintain privacy. \u201cI think it\u2019s really imperative that organizations are starting to define and understand how they want to roll out these strategies, because if they don\u2019t, then the individuals that work for various organizations are going to do it themselves,\u201d noted Hernandez.<\/p>\n\n\n\n

Over-reliance on AI can also compromise the quality of a broker\u2019s output. For instance, lease abstraction software can swiftly scan a lease agreement, extract key information and generate an abstract that some brokers may send to the client without reviewing it. \u201cI would highly recommend against it because it\u2019s not always accurate and there will be mistakes,\u201d said Dale.<\/p>\n\n\n\n

And AI in its current form cannot match the level of understanding that an experienced broker can bring to the table. \u201cGoing out and researching comps and trying to understand trends and seeing the big-picture cycles are much more nuanced things that generative AI and large language models are going to be much more challenged with,\u201d said Franklin.<\/p>\n\n\n\n

But, he added, \u201cthe models are getting smarter, the capabilities are getting stronger and the range of things that AI will be applicable to is getting much wider.\u201d<\/p>\n\n\n

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\"Connor\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Connor Dale<\/figcaption><\/figure><\/div>\n\n\n

Connor Dale, a senior associate broker at NAI Hiffman, leveraged AI platform Perplexity to help a health-care client identify a suitable location for its national expansion.
The platform, which fetches information from the web in real time while answering questions, generated demographic reports and competitor mapping that helped Dale\u2019s team create and narrow down a list of cities that seemed to offer the strongest opportunities for his client.
Homing in on the west Houston area, the team used Perplexity to pinpoint the company\u2019s rivals on a map and find gaps within the market. Their research surfaced the city of Katy, just west of Houston, as a highly promising market for the company, a provider of autism therapy.
From there, the team pulled together a list of available vacancies in Katy using more conventional real estate data tools. After touring some options, the client is on the verge of signing a new lease.<\/p>\n\n\n\n

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Read the June 2025 issue of CPE.<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

A new tech toolkit is changing dealmaking.<\/p>\n","protected":false},"author":744,"featured_media":1004759586,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[52688,1521,21808,21787,51037],"tags":[],"class_list":["post-1004759144","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artificial-intelligence","category-digital","category-featured","category-technology","category-trends"],"acf":[],"yoast_head":"\nCRE Brokers Lean Into AI - Commercial Property Executive<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.commercialsearch.com\/news\/cre-brokers-lean-into-ai\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CRE Brokers Lean Into AI\" \/>\n<meta property=\"og:description\" content=\"A new tech toolkit is changing dealmaking.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.commercialsearch.com\/news\/cre-brokers-lean-into-ai\/\" \/>\n<meta property=\"og:site_name\" content=\"Commercial Property Executive\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CPExecutive\" \/>\n<meta property=\"article:published_time\" content=\"2025-05-29T14:07:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-30T05:42:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2025\/05\/iStock-1493376499-featured.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Greg Isaacson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@cpexecutive\" \/>\n<meta name=\"twitter:site\" content=\"@cpexecutive\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.commercialsearch.com\/news\/cre-brokers-lean-into-ai\/\",\"url\":\"https:\/\/www.commercialsearch.com\/news\/cre-brokers-lean-into-ai\/\",\"name\":\"CRE Brokers Lean Into AI - Commercial Property Executive\",\"isPartOf\":{\"@id\":\"https:\/\/www.commercialsearch.com\/news\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.commercialsearch.com\/news\/cre-brokers-lean-into-ai\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.commercialsearch.com\/news\/cre-brokers-lean-into-ai\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2025\/05\/iStock-1493376499-featured.jpg\",\"datePublished\":\"2025-05-29T14:07:58+00:00\",\"dateModified\":\"2025-10-30T05:42:06+00:00\",\"author\":{\"@id\":\"https:\/\/www.commercialsearch.com\/news\/#\/schema\/person\/1a92010198045e41b0b801129a41b3d8\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.commercialsearch.com\/news\/cre-brokers-lean-into-ai\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.commercialsearch.com\/news\/cre-brokers-lean-into-ai\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.commercialsearch.com\/news\/cre-brokers-lean-into-ai\/#primaryimage\",\"url\":\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2025\/05\/iStock-1493376499-featured.jpg\",\"contentUrl\":\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2025\/05\/iStock-1493376499-featured.jpg\",\"width\":1200,\"height\":900,\"caption\":\"Feature. 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