房地產智慧媒人：AI 如何協助買家輕鬆找到理想住宅 生成式人工智慧 ( AI ) 的潛力仍有待全面發揮，但它已經顯現出強大的吸引力，激發大眾的無限想像。支持者預見在不久的未來，使用者將不再需要花時間撰寫電子郵件等瑣事，而是能專注於尋找新的靈感。 股市投資人已經看到了人工智慧 ( AI ) 帶來的好處，促進人們開始思考它將如何影響房地產產業。根據麥肯錫公司 ( McKinsey & Company ) 最近的一份報告指出，房地產業是「對新科技採用相對較慢的產業」，但 AI 仍可能為該產業創造高達 1,100 億至 1,800 億美元的潛在價值。 不動產經紀人也可能在不久的將來利用 AI，協助買家撮合更理想的物件，或將替投資者尋找回報率更高的潛力物件。 AI 在房地產中的應用：從行銷到精準配對 來自加州蒙特西托的蘇富比國際不動產全球顧問泰勒．米爾斯 ( Tyler Mearce )表示：「我經常使用 AI。」「我們可以同時在記錄房屋資料時，就開始進行行銷和行政工作。例如輸入『這是一棟位於加州蒙特西托海邊的美麗西班牙風格住宅，擁有四間套房臥室，經過精美翻修』AI 可以幫助草擬初步的文案草稿作為靈感。」 這樣加速處理小型任務，使經紀人能專注於更重要的事項，尋找更合適的買家。這不僅節省了在快速變動的豪宅市場中的時間，還發現經過編輯後，AI 在文案創作過程中的整合，往往能創造讓客戶積極回應的文字，簡潔地總結物件特色並突顯關鍵特點。 來自夏威夷考艾島的 Oceanfront 蘇富比國際不動產全球顧問安德莉亞．希利 ( Andrea Healey ) 也發現 AI 是一個有價值的行銷工具，並且在超越草擬文案方面發揮作用。「它在視覺化數據方面非常出色。」她解釋道。她的行銷計劃通常展示「專門為潛在買家量身定制的圖表」，她喜歡在定期發送給潛在客戶的電子郵件中，包含每月活動的摘要，讓他們了解市場的整體狀況，並做出明智的決策。 「我保存本月和去年同月的統計數據，然後將其交給 AI 執行：『請分析這些數據，分別從買家和賣家的角度進行總結，然後產生總結其意義的圖表？』AI 在五分鐘內創建的內容，可能需要我幾個小時。」希利說，這讓她有更多時間專注於客戶服務。 也許對希利來說，更令人印象深刻的是 AI 的學習方式。它不需要每個月重新教導程式如何執行工作，而是記住她之前的輸入和偏好，並重複上次的操作。 希利和米爾斯都發現，除了草擬內容外，AI 還有助於推廣內容。它輕鬆生成 TikTok、Instagram 或 YouTube 的標籤，學會了哪些最適合接觸特定受眾，使量身定制的物件出現在潛在買家的動態中。 AI 的未來，無所不在 根據《巴倫週刊》的報導，這些應用只是冰山一角。AI 的潛力已經使微處理器產業重獲新生，例如美國矽晶片製造商輝達 ( Nvidia ) 的股價飆升，在 2024 年 11 月超越蘋果 ( Apple )，成為全球市值最高的公司。 更強大的硬體和軟體即將問世，這意味著 AI 在不久的將來將能執行更多且越來越複雜的任務。 這讓許多豪宅市場的人士感到興奮。希臘蘇富比國際房地產總裁兼執行長薩瓦斯．薩瓦伊迪斯 ( Savvas Savvaidis ) 對 AI 在未來的應用持樂觀態度，特別是在他所視為豪宅市場科技聖杯的領域：利用生成式 AI 將賣家與潛在買家配對的可能性。 文章節錄自 Sotheby’s International Realty 2025 奢華趨勢展望報告           PROPERTY MATCHMAKER The full potential of generative artificial intelligence ( AI ) remains to be seen, but what is already evident is the way the technology has captured the public’s imagination. Its proponents see a future where users no longer need to spend time on mundane tasks like writing emails and can instead focus on finding new inspirations. Stock market investors have already seen the benefits of AI, leading some to wonder how it will ultimately affect real estate — an industry that is a “ historically slow adopter of new technologies, ” according to a recent report on the subject by consultants McKinsey & Company. The question is an important one, since the research found that AI “ could generate US$110 billion to US$180 billion or more in value for the real estate industry, ” according to the report. Real estate agents could also use AI in the near future to match buyers with their dream homes or investors with properties that will turn a better profit. Exquisite craftsmanship and thoughtful design seamlessly blend to create this unparalleled residential masterpiece located in the Filothei neighborhood of Greece. Pioneering luxury agents from California to Greece are exploring the ways that AI is already changing the game for the industry and how the technology can benefit their clients. “ I use AI quite often, ” says Tyler Mearce, global real estate advisor, Sotheby’s International Realty - Montecito Brokerage. Like many agents polled for this report, he finds the technology to be most useful in the creation of marketing materials, such as listing descriptions and Instagram captions. “ We can get started with marketing and administrative tasks while we’re still taking notes about the home. You drop in selling points like, ‘Hey, I’ve got a beautiful Spanish architecture home located in Montecito, California, by the beach, four bedrooms, four bathrooms all en suite, beautifully renovated, here’s the square footage,’ and AI can help create an initial draft of the copy as inspiration. ” Speeding up such smaller tasks allows agents to focus on the bigger picture, such as finding the right buyer. Not only does this save time in the fast-paced world of luxury real estate — “ We signed this listing agreement 20 minutes ago; why haven’t we taken photos yet? ” Mearce jokes—but he’s found that after editing, the integration of AI in the copywriting process tends to produce text that clients respond to positively, concisely summarizing the listing and highlighting key features. Andrea Healey, global real estate advisor, Oceanfront Sotheby’s International Realty on Kauai, Hawaii, has also found AI to be a valuable marketing tool — and in ways that go beyond generating copy. “ It is really good at visualizing data, ” she explains. Her marketing plans tend to display “ graphs specifically tailored to potential buyers ” and she likes to include summaries of monthly activity in her regular outreach emails to potential clients, so they can be informed about the overall state of the market and make educated decisions. “ I save the stats from this month and the same month last year, then I give it all to AI and say: ‘ Can you please analyze this data, summarize it separately from the buyers’ and the sellers’ perspective, and then create graphs that summarize what it means? ’ What AI created in five minutes would probably take me a couple of hours, ” Healey says, allowing her more time to focus on client care. Perhaps even more impressive to Healey is the way that AI learns. Rather than having to teach the program how to do the work afresh each month, it recalls her previous inputs and preferences and repeats what it did the last time. Both Healey and Mearce have found that in addition to creating content, AI is also useful for promoting it. It easily generates hashtags for TikTok, Instagram or YouTube, having learned which are best suited to reaching a particular audience so that tailored properties will show up in prospective buyers’ feeds. As impressive as all this is, it is just the tip of the iceberg. The potential of AI has revitalized the microprocessor industry, as demonstrated by the skyrocketing stock price of the U.S. silicon chip maker Nvidia, which in November 2024 unseated Apple to become the world’s most valuable company, according to a report by Barron’s. More powerful hardware and software are on the way, which means AI will be able to do more and increasingly complicated tasks in the near future. This excites many in luxury real estate. Savvas Savvaidis, president and CEO, Greece Sotheby’s International Realty, is optimistic about AI’s use in the future, particularly when it comes to what he sees as the holy grail of technology in luxury real estate: the possibility of using generative AI to pair sellers with potential buyers. “ Matching the right properties with the right people is complex, involving far more than just square footage, budget or features, ” Savvaidis says. “ Each buyer is unique and their circumstances, timing and even aesthetic preferences can be nuanced and evolving. This is especially crucial in Greece, when considering the sheer number and diversity of its islands. Each one presents a set of considerations for potential buyers. AI could assist agents in navigating this complexity, offering tailored solutions that cater to individual preferences and lifestyles. ” Savvaidis is not alone in seeing such vast potential for AI in real estate. A November 2024 report by the National Association of Realtors (NAR) noted a plethora of other areas where it could prove useful, among them lead generation, client nurturing and property diligence. It even found that agents who make use of AI “ are not only more efficient but are also perceived as more innovative and client-focused, ” according to NAR. “ The automation of routine tasks allows these agents to focus on the irreplaceable, human aspect of their jobs—building relationships, understanding client needs on a deeper level and providing personalized service that goes beyond the transactional. ” The technology’s impact on interior design can already be seen, with a number of companies offering AI-assisted interior design tools such as Planner 5D, Homestyler and Leaperr. The tennis star Venus Williams even co-founded an AI interior-design platform called Palazzo in 2024, which allows users to upload a photo of their room and give it a virtual makeover, from decor to light fixtures and furniture. Many agents have wish lists for what they hope the next iterations of AI will be able to do, but they are aware of the technology’s current limitations. Deborah Pirro, global real estate advisor, Daniel Gale Sotheby’s International Realty on Long Island, New York, uses AI for the first draft of a text but stresses that the tool is only as good as the person using it. Beyond the current hiccups, Mearce expresses skepticism about AI’s ability to value a home based on neighborhood and square footage, even in the future. Some real estate platforms have tried to roll out such a feature for years, but it’s useless in Montecito, California, for example, where many of the homes are not new and proximity to a private school can be a deciding factor to a buyer. “ There can be a million-dollar difference between two homes that are in the same condition with the same square footage, ” he says. No matter what improvements increased processing power brings to AI, buying and selling luxury real estate will always be a nuanced business that needs to target a specific community. For this reason it will always require the human touch: taste, trustworthiness and geniality, which can never be replicated by a computer program. “ AI should be seen as a powerful assistant, a brainstorming tool and an executive support, not a replacement for human expertise, ” Savvaidis says. “ Its effectiveness hinges on the user’s knowledge and experience, as AI requires guidance and feedback to truly shine. In the luxury real estate market, clients are seeking more than just a transaction. They want a trusted advisor who understands their aspirations and lifestyle. Negotiating complex deals, navigating emotional decision-making and providing a personalized service are all areas where human connection and expertise will remain paramount. ” Source: Visit the Sotheby’s International Realty 2025 Luxury Outlook report for essential insights.