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Why AI Helps Good Commercial Brokers Become Great
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Date:
05 Sep 2025
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As artificial intelligence sweeps through industries, commercial real estate technology firms are taking a notably different approach from the “replace all humans” narrative seen elsewhere. According to Hunter McElhaney, Managing Director of Retail Investment Sales at Offerd, the goal isn’t to eliminate brokers but to enhance their capabilities.
“It allows a good broker to be a great broker and to much more efficiently utilize their time,” McElhaney says, describing how AI-powered platforms are transforming traditional brokerage work. After a decade in conventional retail brokerage, McElhaney recently joined Offerd to help expand their AI-driven platform into the retail sector.
The Human-Technology Balance
McElhaney argues that the most effective approach combines technological efficiency with human expertise. “We’re still in the retail platform’s infancy and the beta side,” he explains. “I’ve got a handful of clients that I’m letting pilot the program through it, just so I can get their honest feedback and things that we want to change.”
This careful, iterative approach stands in stark contrast to some tech companies’ more aggressive stance. Rather than promising a broker-free future, McElhaney says the focus is on augmenting human capabilities with better tools and data access.
Transforming Workplace Culture
Perhaps surprisingly, McElhaney notes that technology adoption is having an unexpected positive effect on brokerage culture. “It cuts down on a lot of the competitiveness that you might see in the typical brokerage environment. Sometimes that can get a little bit toxic,” he observes. “This is just a real breath of fresh air, and just kind of gives me a new perspective and outlook for the industry moving forward.”
The shift from individual competition to collaborative technology use represents a significant cultural evolution in commercial real estate. McElhaney notes that having shared tools and platforms helps align teams toward common goals rather than fostering internal rivalry.
Solutions Through Integration
Offerd’s approach demonstrates one emerging model for integrating AI into commercial real estate. The platform combines CRM capabilities, deal tracking, and client need monitoring into a unified system. “We want to make sure that we get this thing right once it’s time to fully launch it,” McElhaney says regarding their methodical expansion into retail.
The company currently serves over 700 enterprise clients across multiple property sectors, with plans to expand from multifamily into retail, hospitality, and eventually industrial and office segments. This measured growth suggests an industry learning to balance technological innovation with preserved human relationships.
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