Estate agency users of the iamproperty ecosystem will soon start to benefit from additional AI features within its Marketing Toolkit solution.

The enhancements launching in 2025 include letter writing using ChatGPT-style generative AI, for drafting tailored letters based on agent-selected parameters to streamline communications and save time.

Alongside this, a predictive market feature will use AI to identify properties likely to hit the market within a certain timeframe, enabling agents to get ahead and stand out by targeting potential sellers proactively.

The new AI features will follow the launch of the Marketing Toolkit’s data processing feature which is currently embedded and uses AI to match and clean data ready to present to agents, highlighting target properties in their region.

This and the other existing features within the Marketing Toolkit helps to deliver an overall average ROI for agents of £80 for every £1 spent.

The AI advantage

With the market experiencing an especially buoyant period, with Rightmove recently revealing the number of homes available for sale is up by 12% on the same period last year, fuelled by the urgency to complete sales before the Stamp Duty Land Tax (SDLT) threshold increases on 01 April 2025, iamproperty believes agents embracing ‘actionable AI’ to stand out and win new instructions will have a clear advantage.

Ben Ridgway, Co-Founder of Iamproperty, said: “Heightened market activity like we’re seeing now is great news for agents, but we know with this comes increased workloads, eating into the time that could be spent on really maximising new business efforts while instructions are there to win. The buoyant period looks like it’s set to continue into the spring at least as more properties are expected to come on the market ahead of the SDLT threshold increases.

“We know first-hand from our agent network that finding time for new business and standing out in a busy market is tough, which is why we’re enhancing our Marketing Toolkit solution with AI advancements to help them to win and convert more business without having to dedicate lots of time and effort into prospecting. Data processing is already making agent’s lives easier, with more coming soon in the New Year.

“AI can’t be ignored and it’s something we’re fully embracing across our ecosystem, with discovery work and some big developments underway to add more value to our Partner Agents as well as our internal teams. Our focus is on ‘actionable AI’ which will be a game-changer for agents and the industry if it’s embraced.”