Property portals are launching AI features: here’s what’s on the table

Everything is changing with the times, including the real estate industry. And if you’ve been browsing your favourite property portal lately, you might have noticed some subtle but seriously smart upgrades. That’s because artificial intelligence (AI) is no longer just a buzzword. It’s here, and it’s shaking things up in a big way, especially when it comes to how property portals serve up listings and connect buyers, sellers, renters, and landlords. Overall, it’s also making the whole process a lot smoother for everyone involved.

So, what exactly is happening in this new era of AI-powered property search? Let’s take a closer look at what’s being rolled out and why it matters.

AI that gets you: smarter property recommendations

Remember the days of scrolling endlessly through listings that just didn’t match what you were looking for? Thanks to machine learning in property recommendations, that’s becoming a thing of the past.

Portals like Zillow in the US and Rightmove in the UK have been working on algorithms that learn from your behaviour, such as the types of homes you click on, the price range you linger around, and even the locations you revisit. Then, they tailor your feed to show properties you’re more likely to love.

Closer to home, FindMy and FindHomes have started to enhance their search tools using predictive pricing algorithms and more, helping users cut through the clutter with more personalised suggestions. For buyers, it means less time wasted. For property practitioners and sellers, it means higher-quality leads.

Say hello to virtual staging

If you’ve ever looked at a listing photo of an empty room and struggled to imagine your couch fitting in the corner, you’ll appreciate this one. Virtual staging uses AI to furnish and decorate spaces digitally, and it looks really good.

Portals such as Realtor.com are already integrating these virtual staging tools for listings, and local platforms are catching on. AI-generated staging helps buyers picture themselves in a space without needing a physical visit (or hiring a home stager). Plus, it’s a win for sellers, especially in off-plan or vacant properties.

Chatbots that don’t sound like robots

Another feature making waves? AI real estate chatbots that can handle real estate questions with surprising accuracy and a natural, human tone. These aren’t your typical clunky auto-responders.

Using natural language processing, these bots can provide listing info, book viewings, qualify leads, and even help users with paperwork — 24/7. Platforms like Zoopla have introduced intelligent assistants, and we’re starting to see similar tools pop up on local portals, especially as customer service expectations continue to rise.

Practitioners benefit too. Instead of fielding dozens of repetitive queries, you’ll get qualified leads delivered to your inbox, freeing up time for the human touch where it really counts.

Predictive pricing: helping set the right value

Setting the right asking price has always been a mix of science, art, and a bit of luck. But AI is tipping the balance in favour of data. Predictive pricing tools analyse historical trends, comparable listings, market conditions, and buyer interest to recommend a price that’s competitive and realistic.

Portals like Redfin have been pushing these tools forward, and we’re beginning to see similar functionality incorporated into valuation models across various property sites. For sellers, it means better guidance. For practitioners, it’s an extra layer of support in pricing strategies.

Why it matters and what it means for the industry

All these AI-driven features are making the property journey faster, smarter, and more intuitive. But beyond user convenience, they’re transforming how real estate professionals operate. Practitioners who embrace these tools can reach the right buyers and renters sooner, respond more efficiently, and price more effectively, all while delivering a more polished, tech-savvy client experience.

That said, it’s not about replacing the human element. It’s about amplifying it. AI is taking care of the busy work so practitioners can focus on relationships, strategy, and negotiation, the things that truly need a human touch.

The road ahead: more innovation on the way

As property portals invest more in AI, we can expect even more futuristic features. Think smart alerts that notify users of price drops only on properties that match their taste. Or intelligent matchmaking tools that pair sellers with the most motivated buyers. Even deeper integration with virtual reality for immersive home tours.

In the South African context, there’s a huge opportunity for local platforms to leapfrog into this new era, offering a more connected, seamless, and engaging experience for users and professionals alike.

Whether you’re a practitioner, a developer, or just someone who keeps an eye on market trends, the message is clear, AI isn’t coming, it’s already here. And the portals adopting these features aren’t just adding bells and whistles. They’re redefining what people expect from the property search experience.

Want to stay ahead of the curve?

Prop Data helps real estate professionals harness the latest tech to grow their business. With our Prop Data Exchange service, you can capture your listings once and then publish them automatically across property portals, online classifieds, and social media marketplaces. With a growing stable of AI-powered syndication sites, you can ride the next wave of innovation. Get in touch and see how Prop Data can elevate your brand.