The Guild of Property Professionals has launched a webinar series designed to help estate agents understand and use artificial intelligence (AI), with the programme beginning today.
The sessions will cover AI applications in marketing, administration, public relations and social media, as well as data protection and compliance risks. The initiative follows growing interest in AI among the organisation's members.
Members Show Mixed Levels of AI Adoption
During its recent Regional Roundtable Tour, members highlighted differing levels of AI adoption across the industry. Some agents already use AI for everyday tasks, while others remain unsure which tools to adopt or how to use them effectively.
Iain McKenzie, CEO of The Guild of Property Professionals, said: “Throughout our Regional Roundtable Tour, AI has consistently been one of the most discussed topics.
“It’s clear that Members are approaching the technology in different ways, with some already putting it to good use and others keen to discover what it could offer.
“Our AI webinar series is an opportunity to bring together the expertise within The Guild, share practical insights and explore the many ways AI can be applied across estate agency.”
Training Dates and Topics
The first four webinars cover the following:
- 12 November – AI fundamentals: Guild COO Phillipa Legg will explain AI tools and prompting techniques, demonstrating practical uses in everyday agency operations.
- 19 November – AI risks and compliance: Compliance officer Paul Offley will examine data protection and confidential information, addressing inaccurate AI outputs and misleading marketing content.
- 26 November – AI for PR: Head of PR Wesley Barnard will explore how agents can use AI to support local publicity.
- 8 December – AI for social media: Sophie Davies, head of social media and content, will discuss AI-assisted content creation and marketing efficiency.
Further sessions will feature external suppliers, including CRE Group. The ESTAS will contribute a webinar examining customer reviews and their role in AI. The Guild will also provide guidance and resources through its Members’ Hub.
McKenzie said agents should assess the technology carefully while retaining the personal service and professional expertise central to estate agency.
