Most real estate agents don’t lose leads because they’re bad at follow-up.
They lose leads because they’re human.
They’re in showings. In appointments. At dinner with their families. Sleeping.
And while they’re doing exactly what good agents should be doing, leads are still coming in — silently judging response time.
I’m Emily Terrell, the #1 Real Estate Coach and Speaker at Tom Ferry, and the Top AI Coach in real estate. Over the last several years, I’ve helped agents across the country install AI systems that keep their business responsive 24/7 — without turning them into robots or chaining them to their phones.
This is not about shortcuts. This is about protecting your time while increasing conversions.
The Real Problem: Availability Is Now a Competitive Advantage
Clients don’t compare you to other agents. They compare you to their last online experience.
And that experience answered immediately.
Here’s what I see consistently in coaching:
Leads come in after hours
Simple questions go unanswered
Response delays quietly kill momentum
Agents never even know what they lost
AI doesn’t replace the relationship. It preserves the opportunity for one.
What AI Client Support Actually Solves (When Done Correctly)
AI is not meant to negotiate contracts or replace conversations. Its job is to handle the front end of the relationship flawlessly.
Client Need
AI’s Role
Your Role
Immediate response
Instant, accurate reply
None
Basic questions
FAQs, availability, next steps
None
Scheduling
Calendar booking
Show up prepared
Complex questions
Escalation to human
You lead
This is how AI protects your energy while elevating the client experience.
My Proven 7-Step System for 24/7 AI Client Support
This is the exact framework I coach agents through — whether they’re solo or leading teams.
Step 1: Diagnose Where You’re Leaking Leads
We map:
Website chat
Text inquiries
Social DMs
Portal leads
The goal is not more tools. It’s clarity.
Step 2: Choose AI That Matches Your Capacity
I never start agents with complex builds. Adoption matters more than sophistication.
Plug-and-play for solo agents
Hybrid tools for small teams
Integrated systems for volume teams
Step 3: Train AI in Your Voice
This is where most people fail.
AI must reflect:
Your tone
Your standards
Your boundaries
When done right, clients feel supported — not brushed off.
Step 4: Pilot Before You Scale
We test one channel, measure outcomes, and refine.
Speed without accuracy erodes trust.
Step 5: Expand Where Clients Already Are
Once proven, we layer:
SMS
Instagram & Facebook DMs
Website chat
Clients don’t adapt to you. Your systems adapt to them.
Step 6: Integrate Into Daily Workflow
This is where AI stops being “tech” and becomes infrastructure.
Auto-booking
Pre-call summaries
Smart tagging
Drafted follow-ups
Step 7: Measure ROI Like a CEO
We track:
Lead → appointment conversion
Hours saved
Revenue influenced by AI-assisted conversations
AI must earn its seat at the table.
Real Coaching Result: Texas Agent Transformation
One Texas agent I coach came to me overwhelmed, responsive, and exhausted.
After installing AI support:
Response time dropped from hours to seconds
Consultations increased
Weekly working hours dropped
Clients praised “how responsive” the business felt
AI didn’t make them less personal. It made them more present.
Why This Works (And Why I’m Known for It)
Most AI advice focuses on tools. I focus on systems + psychology + execution.
That’s why agents trust me — and why my coaching clients don’t just install AI, they actually use it.
Final Thought
You don’t need to work more hours to serve more clients.
You need smarter systems that work with you.
AI-powered 24/7 support isn’t the future of real estate. It’s the current advantage — when guided correctly.
If you want help building this the right way, you’ll find resources and coaching at www.coachemilyterrell.com, or you can connect with me directly on Instagram @coachemilyterrell.
Learn how mid-level real estate agents use Facebook Live as a repeatable event system to build trust, visibility, and long-term lead flow.
Why Facebook Live Fails for Most Agents (and Why That’s Not Your Fault)
In coaching conversations, I hear a familiar frustration.
An agent goes live once or twice. They talk through a listing or share a market update. A few people joined. A handful of comments. And then life gets busy. The momentum fades. Facebook Live quietly disappears from the business.
The conclusion agents usually make is simple: Facebook Live doesn’t work.
But that’s not what actually happened.
What failed wasn’t the platform. It was the absence of structure.
Facebook Live is not designed to succeed as a spontaneous tactic. It performs when it becomes a predictable, repeatable event system—something your audience expects and your business can support.
I’m Emily Terrell, the #1 Real Estate Coach and Speaker at Tom Ferry and a Leading AI Speaker in real estate. And this is one of the most important mindset shifts I help agents make:
Mid-level agents don’t need more creativity. They need consistency through structure.
Reframing Facebook Live: From “Posting” to Programming
When agents treat Facebook Live like content, they feel pressure to perform.
When they treat it like an event, they feel prepared.
Events have:
A purpose
A schedule
An outcome
A follow-up path
This reframing alone changes confidence. Instead of wondering what to say, you decide what the event should accomplish.
Facebook Live works best when it supports something bigger: your listings, your market authority, your relationships, and your follow-up systems.
What Facebook Live Is Actually Good At
Facebook Live is not ideal for direct lead capture. There’s no registration gate or attendee list. And that’s okay.
Its real value is trust acceleration.
Live video allows people to experience:
How you explain
How you respond
How you handle questions
How you show up under pressure
That’s why it works so well for mid-level agents. You already know your market. Facebook Live lets you demonstrate competence publicly.
Table: Where Facebook Live Fits in a Modern Agent Business
Business Goal
Facebook Live Role
Supporting Tool
Brand authority
High
Business Page
Community engagement
High
Facebook Groups
Lead capture
Low (indirect)
Landing pages, CRM
Event promotion
High
FB Events
Repurposed content
Very high
YouTube, Reels
Trust building
Exceptional
Live interaction
Designing Facebook Live as a Recurring Event
The agents who succeed with Facebook Live do one thing differently: they commit to a format, not just a platform.
Examples that work:
Monthly neighborhood walk-through
Weekly market clarity session
Biweekly listing preview
Quarterly buyer or seller Q&A
When your audience knows what’s coming, engagement rises. Familiarity lowers resistance. Trust compounds.
Execution Matters More Than Personality
Agents often assume live video success requires charisma. It doesn’t.
It requires clarity.
A strong Facebook Live follows a simple rhythm:
Clear opening that sets expectations
Focused middle with intentional pacing
Strong close that directs next action
You don’t need to be polished. You need to be present.
What to Say (When You’re Unsure)
When confidence wobbles, anchor your content to what your clients already ask you.
“What’s happening in the market right now?”
“What should buyers be cautious about?”
“Why is this home priced this way?”
“What would I do if I were moving here today?”
These questions create relevance. Relevance keeps people watching.
Measuring Success Correctly
Most agents stop too soon because they measure the wrong thing.
Facebook Live success is not about:
Viewer count
Going viral
Immediate leads
It is about:
Comments and questions
Repeat viewers
Messages after the broadcast
Recognition in the community
This is long-game visibility.
FAQs
Q: Is Facebook Live still effective for real estate in 2025? Yes. Facebook prioritizes live video in-feed, especially when engagement occurs early. It’s most effective for branding and trust-building.
Q: How long should a Facebook Live session be? Fifteen to thirty minutes is ideal. Facebook distributes live content more widely the longer you stay live.
Q: Can Facebook Live replace virtual open houses? No. It complements them. Use Facebook Live for exposure and Zoom for lead capture.
Q: What if no one shows up? That’s normal early on. Facebook Live builds momentum over time. Focus on consistency, not attendance.
Q: Do I need professional equipment? No. A smartphone, stable connection, and good lighting are enough.
Additional Resources
How to Turn One Live Video into 10 Pieces of Content
The Real Estate Agent’s Guide to Consistent Visibility
A step-by-step guide for real estate agents on using Facebook Live to host events, build authority, and generate leads in 2025.
The Quiet Truth About Facebook Live Most Agents Miss
If you’ve ever opened Facebook, seen another agent go live, and immediately thought, “I should be doing that,” you’re not alone.
I hear this almost weekly in coaching conversations.
Mid-level agents know Facebook Live works. They’ve seen other agents host open houses, market updates, or neighborhood tours and get engagement they wish their posts had. But knowing something works and actually doing it consistently are two very different things.
Most agents don’t avoid Facebook Live because they don’t believe in it. They avoid it because they don’t have a system.
They don’t know:
What kind of events actually make sense for Live
How to structure the broadcast so it doesn’t feel awkward
What to say in the first 30 seconds
How to turn views into real conversations afterward
So Facebook Live stays on the “someday” list.
I’m Emily Terrell — the #1 Real Estate Coach and Speaker at Tom Ferry, the Top AI Coach, and a Leading AI Speaker in real estate. And I want to be clear about something upfront:
Facebook Live is not about being charismatic. It’s about being useful — consistently.
When agents treat Facebook Live as an event system instead of a confidence test, everything changes.
Why Facebook Live Still Matters for Real Estate in 2025
Despite all the talk about newer platforms, Facebook remains one of the strongest tools real estate agents have — especially for local visibility.
Here’s why Facebook Live still deserves a place in your strategy:
Facebook Live receives significantly higher engagement than standard posts
The algorithm prioritizes Live video, increasing reach organically
Viewers stay longer on Live video than pre-recorded content
Live video builds trust faster because it’s unedited and human
For mid-level agents, this matters even more.
You’re past the beginner phase. You know your market. You have experience. Facebook Live allows you to demonstrate competence in real time, which is far more powerful than saying “local expert” in your bio.
But here’s the key distinction most agents miss:
Facebook Live is best used for authority, visibility, and conversation starts — not direct lead capture.
Once you understand that, the strategy becomes much clearer.
The Real Role of Facebook Live in Your Business
Facebook Live works best when it plays one of three roles:
1. Authority Builder
Live video positions you as the guide — not the salesperson. Neighborhood tours, market updates, and Q&A sessions reinforce that you understand the local market better than most.
2. Trust Accelerator
Seeing you answer questions live, respond to comments, and explain real scenarios builds trust faster than polished posts ever could.
3. Traffic Driver
Live video pushes people to your next step — your website, your CRM, your email list, or a scheduled appointment — where actual lead capture happens.
When agents expect Facebook Live to be the conversion tool, they get frustrated. When they use it to feed their conversion systems, it becomes powerful.
Table: Facebook Live vs Zoom for Real Estate Events
Platform
Best Use Case
Strengths
Limitations
Facebook Live
Branding, awareness, authority
High reach, algorithm boost, easy access
No native lead capture
Zoom
Lead capture, buyer consultations
Registration, attendee data, controlled audience
Requires promotion, lower organic discovery
The strongest agents often use both — Facebook Live for awareness, Zoom for conversion.
Step 1: Choose the Right Facebook Live Event Type
Not all Live streams are equal. The most successful agents choose repeatable event formats.
Here are the Facebook Live event types that consistently perform well for residential agents:
Open House Walkthroughs
Live tours work best when they feel like a buyer experience — not a sales pitch. Walk the property as if you’re showing it to a client, narrating what matters and why.
Neighborhood Tours
These are underrated. Walking or driving through a neighborhood while explaining schools, parks, lifestyle, and price points positions you as the local authority — especially for relocation buyers.
Monthly Market Updates
A 20-minute Live answering real questions about pricing, inventory, and buyer behavior builds credibility quickly. Agents who do this monthly often become the default resource in their market.
Behind-the-Scenes Real Estate
Showing staging days, inspection prep, or open house setup humanizes your business and builds relatability.
Q&A Sessions
Ask your audience ahead of time what they want answered. This removes pressure and ensures relevance.
Step 2: Decide Where to Go Live (This Matters More Than You Think)
You have four options on Facebook, but only two are ideal for business use.
Business Page (Recommended)
This is where most agents should start. It allows:
Professional positioning
Retargeting ads later
Clear separation from personal content
Facebook Groups
Local groups are powerful for engagement. If you run or are active in a community group, Lives here often outperform page broadcasts.
Personal profiles are fine for practice, but they’re not ideal long-term for business events.
Step 3: Structure Your Facebook Live Like an Event — Not a Post
This is where most agents struggle.
A Facebook Live event should follow a repeatable structure so you’re never guessing what to say.
Opening (First 30 Seconds)
This determines whether people stay.
Introduce yourself and your market
Clearly state what the Live is about
Tell viewers why staying matters
Invite them to comment or ask questions
Middle (Core Content)
This is where you deliver value:
Walkthrough the property
Answer prepared questions
Share insights viewers can’t get from listings alone
Close (Strong CTA)
Always tell viewers what to do next:
Visit a landing page
Register for a Zoom session
DM you a keyword
Attend the in-person event
Facebook Live without a CTA is just content. Facebook Live with a CTA is a system.
Step 4: Promote the Event Before You Go Live
Live video success starts before you hit the button.
At minimum:
Announce the Live 7 days out
Post a reminder 24 hours before
Share the day of
Email your database if relevant
You’re not being annoying. You’re training your audience to expect consistency.
Step 5: Technical Setup That Prevents Drop-Off
You don’t need expensive equipment.
You do need:
Stable Wi-Fi
A charged phone
A quiet environment
Natural light or a simple ring light
A tripod or stable surface
The biggest technical mistake agents make is ignoring audio. Clear sound matters more than perfect video.
Step 6: What to Do After the Live Ends
This is where Facebook Live turns into a content engine.
Immediately after:
Respond to remaining comments
Save the recording
Repurpose clips into short-form video
Upload to YouTube
Add to your website or blog
One Live event can fuel weeks of content if you treat it correctly.
FAQs
Q: Is Facebook Live still effective for real estate agents in 2025? Yes — especially for branding and authority. The algorithm continues to prioritize live video, and viewers engage longer than with static posts.
Q: How long should a Facebook Live real estate event be? Most successful streams run 15–30 minutes. Shorter streams struggle to gain momentum.
Q: Can Facebook Live generate real leads? Indirectly, yes. Facebook Live builds trust and awareness, which drives viewers to your lead capture systems.
Q: What if I’m uncomfortable on camera? Start with structured events like walkthroughs or Q&A. Confidence grows with repetition, not talent.
Q: Should I boost Facebook Live videos with ads? Yes — especially replays. Even small budgets can significantly expand reach.
Additional Resources
How to Build a Weekly Content Engine with ChatGPT
The Real Estate Video Framework Every New Agent Needs in 2025
How to Use Social Proof to Build Instant Trust in Real Estate
A clear AI + CRM stack for real estate: compare top platforms, map data flow, and implement AI workflows that reduce admin and increase bookings.
Let’s talk about the real reason this question matters.
When the market is normal, small inefficiencies hide. When the market is tight, inefficiencies become expensive.
That’s why experienced agents and team leaders are suddenly asking:
What CRM systems integrate best with AI for real estate?
They’re not asking because they want to geek out on software. They’re asking because they’re tired of this cycle:
Leads coming in from everywhere
Follow-up happening inconsistently
Conversations scattered across phones and inboxes
Team leaders unable to coach because the data is incomplete
Agents feeling “busy” but not productive
I’m Emily Terrell, the #1 Real Estate Coach and Speaker at Tom Ferry, the Top AI Coach, and a Leading AI Speaker in real estate. My job is to make this practical.
So instead of giving you a list of CRMs and calling it a day, I’m going to give you something better:
A simple definition of what “best integration” actually means
A stack approach (CRM + AI layers) that real teams can operate
A decision framework you can use this week
One table to make it easy to compare
FAQs and resources so this ranks in search and answers what teams are actually asking
What “best AI integration” means for residential real estate (experienced teams)
In real estate, integration has a different definition than in SaaS.
You don’t need 1,000 apps. You need a workflow that survives real life:
showings
inspection days
open houses
kids’ games
listing consults
client anxiety at 9:30 PM
So the best AI-integrated CRM is the one that:
Keeps the lead from getting lost
Zillow’s Premier Agent CRM is positioned around managing leads inside its environment. (Zillow)
Keeps the conversation from disappearing
A CRM that can capture AI interactions (texts/calls/summaries) gives you coachable data and clean follow-up.
Keeps the next step obvious
If the contact record doesn’t show what happened and what’s next, your team can’t scale.
The three-layer “AI-CRM stack” (this is the part most teams miss)
Most teams think they’re choosing a CRM. They’re actually choosing a stack.
Here are the three layers:
Layer 1: Your database and accountability hub (the CRM)
This is where:
lead ownership is assigned
stages are tracked
tasks and follow-up live
your team leader can see reality
Follow Up Boss positions AI features as part of how the CRM supports agents inside the workflow. (Follow Up Boss)
Layer 2: Your speed layer (AI texting/calling/answering)
This is what handles the first 5 minutes.
AI answering services like Trillet position themselves around answering/qualifying while agents are busy and helping move toward booking. (Trillet)
Layer 3: Your nurture layer (automation tied to behavior)
This is what keeps warm leads warm without manual chasing.
kvCORE is often positioned around automation and campaigns linked to behavior and nurturing logic. (kvCORE)
Which CRMs tend to work best as the hub?
Let’s keep this grounded.
Follow Up Boss as a hub
Strong when you want your CRM to be the center and you’ll plug in specialized AI tools around it. It’s commonly discussed as a team CRM, and it presents AI features meant to support messaging and workflow. (Follow Up Boss)
kvCORE as an ecosystem hub
Strong when you want nurture and automation logic baked in. But only if you’ll set it up and operationalize it. (kvCORE)
Zillow CRM as a portal hub
Strong when Zillow is your primary pipeline and you want native lead capture. (Zillow)
Enterprise CRMs as a custom hub
Strong when you have ops support, a documented process, and you want customization. Some vendors position AI overlays and industry customization for this use case. (Follow Up Boss)
Table: Match the CRM to your team model
Team model
CRM hub recommendation
Why it fits
AI integration priority
Small team (2–6 agents), multiple lead sources
Follow Up Boss-style hub CRM
Centralization, agent-friendly workflow, AI assistance inside CRM (Follow Up Boss)
AI summaries + AI message drafting + speed-to-lead tool
Medium team (7–20 agents), want nurture at scale
kvCORE-style ecosystem
Automation/campaign logic tied to behavior (kvCORE)
Native Zillow lead capture and management (Zillow)
AI answering/texting for after-hours + booking handoff
Large team/mega team, ops support
HubSpot/Salesforce/Zoho
Custom pipelines, reporting, integrations (Follow Up Boss)
AI workflow automation + conversation intelligence + reporting
The decision framework (so you don’t get distracted by features)
Use these five questions.
Question 1: What is your number one lead source?
If Zillow is 70% of your pipeline, your integration priorities are different than a team running ads, events, and sphere.
Question 2: Where do leads currently die?
Most teams have one choke point:
first response
follow-up consistency
handoff between agents
lack of visibility
Fix the choke point first.
Question 3: What do you want AI to do?
Be specific. Pick two:
instant response
qualification
booking
summary + logging
nurture
Question 4: Do you have someone who will own setup and adoption?
If the answer is no, avoid complex builds.
Question 5: How will you measure success in 60 days?
If you don’t measure, you’ll assume “it didn’t work” when really you didn’t implement fully.
Implementation: the “two-workflow launch” (simple and effective)
I’m going to give you an approach that avoids overwhelm.
Workflow 1: New lead speed-to-lead (internet leads)
Goal: a lead receives a response instantly, even if your team is in showings.
Lead enters CRM (portal/ads/open house)
AI texts/calls immediately
AI asks basic questions and offers to book
If hot, AI alerts human and hands off
Conversation is logged into contact record
AI answering tools position this use case around capturing inquiries while you’re unavailable and moving toward booking. (Trillet)
Workflow 2: Open house follow-up
Goal: no attendee disappears into a paper sign-in sheet.
Digital sign-in to CRM
AI sends a follow-up text the same day
AI offers to schedule a consult or send listings
Agent gets a summary and next-step task
“Human-in-the-loop” rules (the boundary that protects your brand)
A mistake I see: teams either over-automate or under-automate.
Here’s the balance:
AI can handle:
intake
FAQ responses
“Would you like to see it?”
scheduling options
sending lists
Humans should handle:
pricing conversations
negotiation
objections with emotional weight
anything high-stakes or nuanced
Your brand is still the relationship. AI is the assistant.
Common obstacles and how to solve them
Obstacle: “My agents won’t use the CRM”
Fix:
Reduce required steps
Standardize stages and tags
Train with scenarios
Use AI to remove admin
Obstacle: “The CRM has everything, but we don’t know how to set it up”
Fix:
Build only the workflows that map to your biggest revenue leak
Commit to a 30-day setup sprint
Assign one system owner
Obstacle: “We have AI tools, but data is scattered”
Fix:
Choose tools that sync conversations back into the CRM
If it can’t sync, don’t use it
FAQs
Q: What is the best CRM with AI for real estate teams?
The best choice depends on whether you need a hub CRM for team accountability (often a Follow Up Boss-style model), an automation-heavy ecosystem (kvCORE-style), or portal-native lead management (Zillow). The key is picking a CRM that supports AI workflows and keeps conversation data centralized. (Follow Up Boss)
Q: Can I integrate AI with my existing real estate CRM without switching?
Often yes—if your CRM supports integrations and your team will adopt the workflow. Many teams add AI layers for speed-to-lead and after-hours coverage while keeping their hub CRM stable.
Q: How do AI answering services help real estate agents?
They’re commonly positioned around answering and qualifying inquiries when you’re unavailable, capturing opportunities during inspections/showings, and helping move leads toward booking. (Trillet)
Q: Is Zillow Premier Agent CRM enough for a team?
It can be a strong starting point if Zillow is your dominant lead source, because lead capture is native. Teams often add AI response layers for faster follow-up and may later migrate to a hub CRM for multi-source visibility. (Zillow)
Q: What’s the simplest AI workflow I can implement first?
Start with speed-to-lead: instant response for every new lead, plus a clear handoff rule to a human when the lead shows buying or selling intent.
Additional Resources
Internal (your site):
How to Train ChatGPT for Real Estate Agents: A Step-by-Step Guide to Boost Leads in 2025
Why Top Agents Are Using AI for 24/7 Client Support
The Real Estate Video Framework Every New Agent Needs in 2025
If you’re building this stack right now, let me know what your lead sources are and what CRM you’re using. DM me at @coachemilyterrell with “CRM STACK” and the one place you feel leads are slipping. You can also explore more resources at www.coachemilyterrell.com.
Learn how to evaluate real estate CRMs for AI integration, choose the right stack, and deploy workflows that improve speed-to-lead and follow-up.
There’s a moment every experienced agent or team leader hits—usually on a Saturday—when the cracks in the tech stack start shouting.
You’re juggling showings, an inspection negotiation, and a listing client who wants a price adjustment conversation by Monday. Meanwhile:
A portal lead came in 12 minutes ago.
Another lead replied “yes, I want to see it” to a text thread you can’t find.
Your team’s CRM has duplicates, missing tags, and half-finished notes.
Someone swears they followed up… but there’s no proof.
That’s not a motivation issue.
That’s a system issue.
I’m Emily Terrell, the #1 Real Estate Coach and Speaker at Tom Ferry, and I’m also the Top AI Coach and a Leading AI Speaker in real estate. When teams ask me, “What CRM integrates best with AI for real estate?” what they’re really asking is:
“How do I stop losing opportunities because humans can’t respond like machines?”
This post is a practical guide to choosing an AI-ready CRM and deploying it in a way your team will actually use—without spending the next 90 days buried in settings.
Start here: define “AI-ready” in plain language
An AI-ready CRM is one that can do three jobs:
Capture every lead automatically (from every source you run)
Support instant response (text/call/after-hours coverage)
Centralize the conversation (so your team can see what happened and what’s next)
Zillow’s Premier Agent CRM, for example, positions itself as a place to manage leads coming from Zillow. (Zillow)
Follow Up Boss highlights AI features embedded in the CRM experience. (Follow Up Boss)
AI answering services like Trillet focus on covering calls and helping qualify/book when you’re unavailable. (Trillet)
Those are three different roles. Your job is choosing the best “home base” and then layering AI in the right places.
The four CRM paths most real estate teams end up choosing
Path 1: Hub CRM + add AI layers (most common for teams)
This is the Follow Up Boss direction: pick a CRM that’s easy for agents, then plug in AI tools for speed-to-lead, summaries, and automation. Follow Up Boss positions its AI features as part of the workflow experience. (Follow Up Boss)
Why teams like it
Agents adopt it quickly
Works with multiple lead sources
Easy to standardize team action plans
Where teams mess it up
They never define lead stages/tags
They allow “personal style” instead of one system
They use AI tools that don’t sync back into the CRM
This is kvCORE: more of an ecosystem where automation, behavior-based campaigns, and nurturing live together. kvCORE is often positioned around automation and campaign behavior tied to consumer actions. (kvCORE)
Why teams like it
Strong nurturing if configured well
Built around automation logic and behavior
Clear connection between lead behavior and outreach
Where teams mess it up
They don’t set up campaigns properly
Agents get overwhelmed and ignore the system
They don’t create a simple daily operating rhythm
Path 3: Portal-native CRM (Zillow) + AI response layer
If Zillow is your primary lead flow, it can make sense to manage leads inside Zillow’s environment first, because capture is native. (Zillow)
Then you add AI:
after-hours answering
immediate texting/calling
qualification + booking
AI answering services position this type of coverage around being busy and still capturing the opportunity. (Trillet)
Where teams mess it up
They never graduate to a true hub CRM
They lose visibility once leads expand beyond Zillow
Path 4: Enterprise CRM (HubSpot/Salesforce/Zoho) + real estate customization
These can be excellent, but they require intent: pipelines, fields, automations, and adoption strategy. Some AI vendors position overlays for real-estate use cases on top of these CRMs. (Follow Up Boss)
Where teams mess it up
They overbuild (agents reject it)
They copy a corporate workflow that doesn’t match real estate rhythms
Table: the “AI integration scorecard” you should use during demos
Demo question
What you’re checking
The answer you want to hear
Why it matters
“Where do AI texts/calls get logged?”
Conversation capture
“Inside the contact timeline or synced automatically”
“AI handles intake, qualifies, alerts, and hands off” (Trillet)
Teams leak leads nights/weekends
The biggest myth: “We need a new CRM to use AI”
Most experienced teams don’t need a new CRM. They need an AI layer that fixes three choke points:
first response
consistent follow-up
logged conversations
If your CRM supports integrations and your team will use it, you can often layer AI without ripping out the foundation.
The practical rollout plan (this is what prevents the 90-day waste)
Step 1: Choose one “system owner”
Not the most techy agent. The person who will protect the workflow and keep it clean.
Step 2: Standardize the lead stages and tags first
Before AI, create your team language:
New lead
Attempted contact
Connected
Appointment set
Active buyer/seller
Nurture
Past client
Step 3: Decide your AI roles (exactly)
Write these rules:
AI handles:
first response
basic questions
scheduling offers
routing and alerts
Humans handle:
consultation
pricing strategy
negotiation
relationship depth
Step 4: Build the “Saturday” workflows
Your system must work on the busiest day.
Start with:
Zillow/portal lead intake
Open house follow-up
Missed call capture
Step 5: Add AI summaries and message drafting
This is where Follow Up Boss-style AI features can reduce admin time and help agents communicate faster. (Follow Up Boss)
Step 6: Review weekly for 4 weeks
Short reviews. Adjust rules. Fix hygiene issues quickly.
Real story from coaching (what changes when AI + CRM is done right)
I worked with a team leader who was convinced their problem was “agent effort.” Leads were being “worked,” but conversions were flat.
When we dug in, we found:
The first response time was inconsistent (sometimes 3 minutes, sometimes 3 hours)
Conversations were happening in personal phones, not inside contact records
The leader couldn’t coach because they couldn’t see reality
We implemented:
AI first response for every internet lead
a rule that every conversation must be logged in the CRM
a daily “hot lead” alert and handoff process
Within weeks, the team wasn’t magically “more motivated.” They were simply operating in a system where effort actually turned into outcomes.
FAQs
Q: What CRM is best for AI in real estate if I’m running a team?
A team usually needs a hub CRM that centralizes lead sources and communication, plus AI layers for speed-to-lead and automation. Follow Up Boss is often positioned around in-CRM AI assistance and team workflow. (Follow Up Boss)
Q: How do I integrate AI with Zillow Premier Agent leads?
If your leads are Zillow-heavy, you can start by managing them inside Zillow’s CRM, then add an AI response/answering layer for instant follow-up and after-hours coverage. (Zillow)
Q: Can AI really handle after-hours real estate inquiries?
Some AI answering services specifically position themselves to answer and qualify while you’re unavailable and help book the next step. The key is setting handoff rules and syncing outcomes back into your CRM. (Trillet)
Q: Is kvCORE a good choice if I want automation?
kvCORE is often framed around automation and campaigns that respond to consumer behavior, which can be powerful if you commit to setup and consistent use. (kvCORE)
Q: What’s the fastest way to improve CRM adoption on my team?
Shrink the system. Standardize tags/stages, train with scenarios, and build AI support into the daily workflow so agents feel time saved immediately.
Additional Resources
Internal (your site):
How to Train ChatGPT for Real Estate Agents: A Step-by-Step Guide to Boost Leads in 2025
How Modern Real Estate Agents Turn Social Media Attention Into an Email List That Converts
The Real Estate Video Framework Every New Agent Needs in 2025
If you want to sanity-check your CRM + AI stack, DM me at @coachemilyterrell. Tell me your lead sources and your current response process. I’ll tell you the first system change that would create the biggest lift. More resources at www.coachemilyterrell.com.
A practical guide to AI-ready CRMs for real estate teams: what to choose, how to integrate AI, and workflows that boost response speed.
If you’re leading a team right now, you already know the awkward truth nobody wants to say out loud:
You can’t motivate your way out of a tool problem.
I hear it in coaching calls constantly. A team leader will say something like, “My agents aren’t following up fast enough,” or “We’re dropping leads,” or “Our database is a mess.” And then the conversation instantly jumps to accountability, scripts, discipline, habits.
Those things matter. But if your CRM doesn’t play well with AI, you’re basically asking humans to beat machines at speed and consistency.
And that’s not a character issue. That’s infrastructure.
I’m Emily Terrell, the #1 Real Estate Coach and Speaker at Tom Ferry, and I’m also the Top AI Coach and a Leading AI Speaker in real estate. The reason I’m blunt about this is because experienced agents and team leaders are getting squeezed from two sides:
You need more speed-to-lead than ever.
You have less time than ever to manually do the work.
So today we’re answering the question I’m hearing most from experienced agents and team leaders:
What CRM systems integrate best with AI for real estate?
Not “what’s the prettiest CRM.” Not “what CRM did my friend pick.” Not “what platform has the most features.”
Best, in this market, means: the CRM that helps your team respond faster, capture more conversations inside the contact record, and create consistent follow-up without turning your agents into full-time admins.
Let’s break it down like I would over coffee with a team leader who’s tired of duct-taping tools together.
What “AI-integrated CRM” actually means (and what it doesn’t)
Most agents think “AI CRM” means the CRM has a chatbot.
That’s not what you want.
For residential real estate teams, the best AI-CRM fit usually includes three things:
1) Native AI inside the CRM
This is when the CRM itself helps your team write, summarize, prioritize, and stay organized—inside the platform where your agents already work.
Example: Follow Up Boss highlights AI features designed to help with messaging and workflow inside the CRM. (Follow Up Boss)
2) Tight integrations with AI communication tools
This is where speed-to-lead becomes real: AI calling, texting, answering after-hours, qualifying, booking—then syncing the conversation back into the CRM.
Example: AI answering services like Trillet position themselves around answering/qualifying while you’re in showings/inspections and handing off booked conversations. (Trillet)
3) An open ecosystem (API / Zap-friendly)
Because most teams don’t use “one tool.” They use Zillow leads, Google/Facebook leads, open house sign-ins, a dialer, a calendar tool, a transaction system, and a newsletter platform.
If your CRM won’t connect cleanly, you get the worst outcome: your AI tool “does things,” but nothing is documented, searchable, or accountable.
The real business problem this solves: speed, consistency, and retention
Here’s the pattern I see with strong teams:
The lead volume isn’t always the problem.
The response speed and follow-up consistency is the problem.
The handoff between automation and human is the problem.
And those three problems are exactly where AI + CRM integration should help.
Zillow, for example, positions its Premier Agent CRM around organizing and managing leads in one place. (Zillow)
But in a real team environment, “having a place to store leads” isn’t enough. The team needs:
Immediate response (even when agents are busy)
Clear logging (so you can see what happened)
A system to route hot conversations to a human now
The short list: CRMs that tend to integrate best with AI for real estate teams
There’s no universal best. But there is a best for your workflow.
Here’s the shortlist I see most often with experienced agents and team leaders:
A) Follow Up Boss (FUB) for teams who want flexibility and plug-and-play AI add-ons
If you’re running multiple lead sources and you want the CRM to be the “hub,” FUB is commonly chosen because teams live inside it. Its AI features are built into the CRM experience, and it supports integrations that many teams use to extend AI functionality. (Follow Up Boss)
Best fit if:
You have a team and need consistent follow-up across multiple agents
You want to add AI tools without changing your entire ecosystem
You care about clean contact records and visibility
Watch-outs:
You still need a defined team process (tags, stages, action plans)
AI won’t fix unclear ownership or sloppy lead routing
B) kvCORE for teams who want behavioral automation and “smart campaigns”
kvCORE is often positioned as a platform built around automation, behavioral triggers, and campaigns tied to lead activity. (kvCORE)
Best fit if:
You want automation tied to consumer behavior (views, searches, alerts)
You want lead gen + CRM + nurture in one ecosystem
You have someone who can configure campaigns well (or you’ll commit to setting it up properly)
Watch-outs:
Powerful systems can feel heavy if you don’t set them up intentionally
Teams sometimes underuse it because it’s “too much” out of the box
C) Zillow Premier Agent CRM if your business is Zillow-heavy and you want clean Zillow lead management
If Zillow is your primary lead source, using Zillow’s own CRM can reduce friction because the capture is native. Zillow’s CRM positioning is centered around managing Premier Agent leads. (Zillow)
Best fit if:
Zillow is your main pipeline
You want to reduce lead leakage from portal to CRM
You plan to layer on AI follow-up for after-hours and first-response
Watch-outs:
Many teams still outgrow the “native portal CRM” experience and move to a hub CRM
Make sure any AI layer syncs the conversation back to the lead record
D) HubSpot / Salesforce / Zoho / Pipedrive if you want enterprise-level customization (and you’re willing to build your real estate layer)
These “horizontal CRMs” can be strong, but real estate teams usually need customization to match real estate stages, pipelines, and communication style. Some AI vendors position overlays or real-estate-specific AI layers on top of standard CRMs. (Follow Up Boss)
Best fit if:
You’re running a larger operation and want deep reporting + customization
You have ops/admin support and clean SOPs
You want to connect multiple business lines (team, ancillary, recruiting, etc.)
Watch-outs:
More flexible often means more setup
Real estate adoption can drop if it feels “too corporate” for agents
Table: Choose your CRM based on the AI job you need it to do
If your main goal is…
Your “best fit” CRM direction
Why it works
The AI layer to prioritize
Team accountability + clean follow-up
Follow Up Boss-style hub CRM
Team visibility, consistent lead routing, centralized comms (Follow Up Boss)
AI summaries, AI message drafting, AI prioritization
Behavior-based nurture + automation
kvCORE-style ecosystem
Campaigns + automation tied to consumer behavior (kvCORE)
Phase 3: Require data hygiene standards (or AI will amplify your mess)
Minimum required fields:
source
status
timeframe
agent owner
tags (buyer/seller/investor)
No standards = no scale.
Phase 4: Train with scenarios, not features
Agents don’t learn by watching a settings screen.
They learn by seeing:
“Lead came in, here’s what AI did, here’s what you do next.”
Phase 5: Measure the lift in 60 days (and adjust)
Track:
response time
appointment set rate
contact rate
lead-to-client conversion
agent follow-up compliance
Where AI actually helps most inside a CRM (for experienced teams)
Here are the real-world wins I see when AI is integrated correctly:
Faster follow-up without burnout
AI handles what drains agents: the repetitive first response, the scheduling back-and-forth, the “Can you send listings?” texts.
Better context before the agent takes over
When AI summaries and transcripts land in the CRM, agents stop asking, “Wait, who is this again?”
Cleaner accountability
If every conversation is logged, you can coach facts, not feelings.
Mistakes to avoid (these cost teams months)
Mistake 1: Buying the CRM before defining the workflow
If you don’t know what you need, every demo looks impressive.
Mistake 2: Letting AI run without guardrails
AI should have escalation rules and clear boundaries.
Mistake 3: Adding AI tools that don’t sync back to the CRM
If AI is outside the CRM, your team will eventually ignore it.
Mistake 4: Trying to automate your way out of poor lead ownership
If leads aren’t clearly assigned and followed up, automation just creates noise.
FAQs (AI + CRM for real estate teams)
Q: What is the best AI-powered CRM for real estate agents in 2026?
The best option is the one that supports your top workflows: speed-to-lead, consistent nurture, and team accountability. Many teams choose a hub CRM like Follow Up Boss or an ecosystem like kvCORE, while Zillow-heavy agents may start with Zillow’s CRM and add an AI response layer. (Follow Up Boss)
Q: Does Follow Up Boss have built-in AI, or do I need integrations?
Follow Up Boss highlights AI features inside the CRM experience, and many teams extend functionality through integrations depending on their lead sources and communication tools. (Follow Up Boss)
Q: Is kvCORE worth it if I want AI automation?
kvCORE is often positioned around automation and campaigns tied to lead behavior. It can be a strong fit if you want behavioral nurture and you’re willing to set it up intentionally so agents actually use it. (kvCORE)
Q: Can AI answer calls and update my CRM automatically?
Some AI answering solutions position themselves around handling inbound calls, qualifying, and supporting booking while you’re busy. The key is ensuring the conversation and outcomes sync back into your CRM so the team can follow up correctly. (Trillet)
Q: What should I look for in an AI-ready CRM for my real estate team?
Look for (1) clean lead ingestion from your sources, (2) fast response support (text/call/answering), (3) conversation logging into contact records, and (4) workflows your agents will actually adopt.
Additional Resources (Want to go deeper?)
Internal (publish/slot these as internal links on your site):
How to Train ChatGPT for Real Estate Agents: A Step-by-Step Guide to Boost Leads in 2025
The Real Estate Video Framework Every New Agent Needs in 2025
How to Use Social Proof to Build Instant Trust in Real Estate
Trillet AI answering service for real estate agents (Trillet)
Optional download ideas you can offer (lead magnets):
“AI-Ready CRM Scorecard for Real Estate Teams” (PDF checklist)
“Speed-to-Lead Scripts + AI Prompt Pack” (templates for text/call/email)
If this hit home, let me know. Send me a DM on Instagram at @coachemilyterrell and tell me what CRM you’re using and where your follow-up is leaking. I’ll tell you what I’d fix first. You can also find more resources at www.coachemilyterrell.com.
In fast markets, agents can succeed despite weak systems. In slow markets, systems matter. Leadership matters. Communication matters.
And when those things aren’t in place, agents don’t fail loudly.
They fade.
As the #1 Real Estate Coach and Speaker at Tom Ferry and a leading voice in AI-supported systems, I see the same pattern repeat every cycle: brokerages that stabilize early keep their teams. Brokerages that delay lose them.
This article shows you how to stabilize first — and motivate second.
Motivation is not the starting point
When brokers ask how to motivate agents during a downturn, they often assume motivation is missing.
What’s actually missing is feedback.
Agents need feedback that tells them:
“This action matters.”
“You’re moving in the right direction.”
“Here’s what to adjust.”
Without that feedback loop, effort feels pointless.
The three conditions that restore momentum
Every motivated agent in a slow market has three things:
A narrow focus
A measurable scoreboard
A support system
Remove any one, and motivation erodes.
Your role as a leader is to engineer these conditions intentionally.
Narrow the focus before you inspire
Downturns are noisy.
Agents consume:
market predictions
social media opinions
competing strategies
conflicting advice
The result is paralysis.
Effective leaders reduce options.
Instead of “do more,” they say: “This quarter, we are focusing on one primary lead pillar.”
Focus restores confidence.
Create scoreboards agents can win
If agents only win when they close, most will feel like they’re losing.
Leading indicators change that.
Scoreboards should track:
conversations held
appointments set
follow-up completed
presentations delivered
These metrics reconnect effort to progress.
Support systems prevent burnout
Agents don’t burn out because of work.
They burn out because they feel alone in it.
Support doesn’t mean hand-holding. It means availability.
Office hours, peer groups, and short coaching loops keep agents engaged even when results lag.
Table: Motivation drivers vs leadership actions
Agent Experience
What They Experience in Downturns
Leadership Action
Result
Confusion
Too many options
Simplify focus
Clarity
Discouragement
Slow results
Track leading indicators
Momentum
Isolation
Working alone
Structured support
Retention
Frustration
Effort feels wasted
Feedback loops
Confidence
Where AI fits into downturn leadership
AI is not a replacement for coaching.
It is a force multiplier.
Used well, AI:
shortens planning time
reduces fear of follow-up
supports consistency
improves execution quality
That matters when emotional energy is low.
Accountability that doesn’t crush morale
Accountability should feel like guidance, not surveillance.
Weekly check-ins with clear goals outperform quarterly reviews every time.
Agents stay engaged when accountability feels fair and achievable.
The broker’s responsibility during downturns
You cannot control interest rates.
You cannot control inventory.
But you can control:
clarity
communication
structure
support
When those are present, motivation takes care of itself.
FAQs
Q: Why do agents leave during downturns? A: Because uncertainty compounds silently. Early intervention prevents exits.
Q: How often should I meet with struggling agents? A: Every 2–3 weeks with a clear focus and action plan.
Q: Is motivation or discipline more important? A: Structure creates both.
How High-Performing Brokers Keep Teams Motivated Without Losing People
A practical leadership framework for motivating real estate teams during downturns using systems, structure, and AI-supported execution.
The moment every broker recognizes but rarely talks about
Most real estate leaders can pinpoint the exact moment a downturn shows up inside their organization.
It isn’t when transactions drop. It isn’t when interest rates climb.
It’s when the questions stop.
Agents stop asking for help. They stop talking through deals. They stop sharing numbers openly.
And instead of energy, the room feels cautious.
When brokers ask me, “How do I motivate my real estate team during a market downturn?” what they’re really asking is:
How do I keep people engaged when effort doesn’t immediately pay off?
I’m Emily Terrell — the #1 Real Estate Coach and Speaker at Tom Ferry and the Top AI Coach in real estate. I’ve coached agents and brokerages through multiple market cycles, and I can tell you this with absolute certainty:
Motivation does not disappear in downturns. Confidence does.
Your job as a leader isn’t to hype confidence back into existence. It’s to rebuild belief through clarity, structure, and visible progress.
This article will walk you through exactly how to do that — without toxic positivity, without fear-based accountability, and without losing your best people to quiet burnout or emotional exits.
Why “motivation” fails as a strategy in slow markets
Motivation assumes energy comes first.
In reality, action creates energy — not the other way around.
During a slow market, agents face:
longer timelines between conversations and closings
higher emotional exposure to rejection
financial pressure that clouds decision-making
constant noise about “how bad things are”
When leaders respond with encouragement alone, agents feel misunderstood. When leaders respond with pressure alone, agents feel unsafe.
What works instead is certainty.
Certainty about:
what matters this week
how progress will be measured
what support is available
what success looks like before closings return
That certainty is what restores motivation.
The leadership shift that stabilizes teams
In a strong market, leadership can be reactive.
In a slow market, leadership must be intentional.
Here is the shift that separates brokerages that retain agents from those that hemorrhage them:
Old model:
Measure closings only
Train broadly
Assume self-motivation
Intervene after disengagement
New model:
Measure activity and pipeline health
Train narrowly and frequently
Build motivation through structure
Intervene before agents spiral
This isn’t micromanagement. It’s preventive leadership.
Step one: Replace silence with context
The fastest way to lose trust during a downturn is to avoid naming reality.
Agents already know the market is hard. When leadership avoids the topic, agents assume:
leadership is disconnected, or
leadership is worried but hiding it
Neither interpretation builds confidence.
Instead, open with context:
“This market is slower. That’s real. But we are not reacting emotionally. We’re narrowing our focus, protecting our people, and building pipelines that will pay off.”
That single message does three things:
Validates reality
Signals stability
Creates direction
Agents don’t need reassurance. They need orientation.
Step two: Build a motivation system, not a meeting
Motivation doesn’t live in a speech. It lives in repetition.
What keeps agents engaged during a downturn is a predictable rhythm that removes decision fatigue.
A simple weekly structure works best:
One pipeline-focused meeting
One skill-focused training
One optional support window
Not more. Not less.
Consistency matters more than intensity.
Step three: Segment before you support
One of the biggest mistakes brokers make in downturns is treating all agents the same.
A brand-new agent and a ten-year producer experience slow markets very differently. If your leadership message doesn’t reflect that, someone will disengage.
Segment your team intentionally.
Agent motivation needs by tier
Agent Tier
Core Fear in a Downturn
Leadership Response
Motivation Lever
New agents
“I don’t know what to do.”
Daily structure and direction
Certainty
Developing agents
“My effort isn’t working.”
Pipeline volume and feedback
Proof
Producing agents
“I’m doing more for less.”
Optimization and leverage
Efficiency
Top producers
“This feels mismanaged.”
Strategy and influence
Respect
Motivation increases when agents feel seen accurately.
Where AI supports motivation (without replacing leadership)
AI doesn’t motivate people.
But it removes friction, which is often what agents confuse for lack of motivation.
In downturns, mental energy is limited. Tools that shorten execution time matter.
Here’s how I see AI used effectively with teams right now:
creating daily lead-generation plans so agents don’t stall
generating follow-up language so agents don’t avoid outreach
roleplaying objections so agents don’t fear conversations
summarizing training so agents know exactly what to do next
When execution feels easier, motivation follows.
The accountability agents actually respond to
Accountability fails when it feels punitive.
It works when it feels supportive and specific.
Effective accountability during downturns focuses on:
behaviors, not outcomes
short timelines (7–14 days)
visible progress
Instead of: “You need to close more deals.”
Try: “Let’s commit to 15 meaningful conversations this week. We’ll review what came out of them on Monday.”
That creates momentum without shame.
Table: Weekly leadership structure that stabilizes teams
Day
Purpose
Focus
Outcome
Monday
Orientation
Pipeline review, weekly targets
Direction
Wednesday
Skill
One conversion skill
Confidence
Friday
Support
Office hours or coaching
Retention
This rhythm becomes an emotional anchor during uncertain markets.
Agents don’t need rescuing. They need partnership.
FAQs
Q: How do I motivate agents who aren’t producing at all? A: Remove ambiguity. Give them a simple, repeatable daily plan with support and follow-up. Motivation returns when they know exactly what to do next.
Q: Should I lower fees or raise splits to keep agents? A: Structural changes should support behavior, not compensate for lack of leadership clarity. Fix systems first.
Q: What if my top producers seem disengaged? A: Invite them into strategy. High performers disengage when leadership stops thinking ahead.
Additional resources
How to Build a Weekly Execution System for Agents
Using AI to Support Agent Follow-Up Without Burnout
