The real estate industry is on the cusp of a dramatic shift in how agents manage client relationships, according to Cyrus Mohseni, Co-Founder & Vice President of Strategy and Growth at The Keystone Team. Mohseni argues that artificial intelligence will soon make traditional Customer Relationship Management (CRM) systems obsolete.
“What if you don’t actually need a CRM?” Mohseni posits, challenging the industry’s long-held belief that manual data entry and note-taking are essential to client relationship management. According to Mohseni, the traditional approach of “making calls, taking notes, reviewing notes, making sure everything’s organized” is becoming increasingly inefficient compared to AI-powered alternatives.
Mohseni describes a fundamental shift in how client interactions are captured and utilized: “When a client calls, you talk to them, you input them into your system, and that same system now has ways and properties to the pin. The artificial intelligence is hearing the conversations that you’re having, seeing your text message communication back and forth.”
This automated approach, Mohseni says, creates a more comprehensive and accurate picture of client preferences and interactions than traditional manual methods could ever achieve. “The AI is not giving any information that I haven’t heard about before,” he explains. “It’s actually making it more personalized for the client, which is the most important thing.”
Perhaps most significantly, Mohseni points to the scalability advantages of AI-powered systems over traditional CRMs. “Our database has 30,000 people,” he notes. “I would need multiple full-time assistants to go in, read all of the notes, read all the communications, listen to every single call, and then write one email to be able to touch base with that person.”
Instead, AI systems can automatically process and utilize this information at scale, enabling truly personalized communication without the massive staffing requirements. “Now I’m able to personalize and utilize AI to become way more efficient and send personalized emails, personalized follow-up, personalized properties that actually make sense for the client,” Mohseni says.
While some industry professionals express concern about AI making client relationships less personal, Mohseni argues the opposite is true. He suggests that AI-powered systems actually enable deeper personalization by capturing and utilizing more client information than human agents could manually track.
“It’s going to make the higher performing teams and agents into even higher performing, because the people that start utilizing AI and technology early on are going to crush the competition,” Mohseni predicts.
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