In an industry obsessed with rapid growth and scaling operations, one experienced real estate investor argues that smaller, more focused operations often prove more sustainable and profitabl...
AI Is Becoming the Primary Consumer of Real Estate Data
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Date:
23 Oct 2025
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The real estate industry needs to prepare for a fundamental shift in how market intelligence is consumed and processed, with artificial intelligence playing an increasingly central role, according to Steve Marcinuk, co-founder of KeyCrew Journal.
“We’re in this whole new age of answer engine optimization, where you ask ChatGPT, who’s the leading investor in the space of small bay industrial. And you want to be the one who’s mentioned in those articles,” Marcinuk explains. This shift means real estate professionals need to think differently about how they share and consume market intelligence.
According to Marcinuk, the future of real estate information consumption will increasingly involve AI intermediaries. “For $20 a month, individuals can have their own AI assistants who are just going out and conducting research and preparing reports for them,” he notes.
While human executives still make final decisions, Marcinuk argues they increasingly rely on AI-powered tools to process and analyze information. “At the end of the day, the decision makers largely still are [human], but they’re using these in-between media processing systems, whether it’s an agent or an LLM or another piece of software that’s consuming and helping to advise them on the decisions they’re making.”
This creates new challenges for how market intelligence needs to be created and distributed. “We’re creating content that is going out and being absorbed by those types of models,” Marcinuk says.
For real estate professionals, this shift means rethinking how they share market intelligence and position themselves as experts. “The reason they’re sharing is that they’re dying to get their insights out there to differentiate themselves as experts in the field,” Marcinuk explains.
Success in this new environment will require understanding both human and AI consumption patterns while maintaining high standards for accuracy and insight in an increasingly automated media landscape.
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