One of the first estate agency branches in Europe to embrace AI as a key marketing tool has revealed sales of £80m using the tech – and at least one UK agent is following suit, it has been claimed.

The Portugues arm of Christie’s, which operates five branches in the country, is using AI platform called eSelf AI developed in Israel which enables prospective buyers to deal with a ‘virtual’ agent round-the-clock which helps market properties as well as deals with enquiries including about sales progression.

The company behind it claims its AI assistant significantly cuts the time buyers spend searching for properties online, delivering a more “intuitive and efficient customer experience”.

Chris Buckler (main image), whose firm theestate.agency, has been trialling similar tech supplied by Nurtur.group, says, “The impact of AI in the property sector extends far beyond lead generation.

“As digital solutions continue to evolve, estate agencies will undergo a fundamental shift, with automation enhancing efficiency, improving customer experiences, and lowering operational costs.”

A spokesperson from Christies says: “This innovation is transforming the estate agency sector by streamlining transactions, reducing reliance on traditional agents, and making the sales process more cost-effective”.

When first interacting with the AI agent for Porta da Frente Christie’s, customers are asked for basic information, including their desired location, budget, and number of bedrooms.

From there, the agent searches for listings and takes prospective buyers on virtual tours, providing detailed information about each property.

In addition to helping buyers find their ideal home more efficiently, the AI ‘agent’ enables customers in different time zones to receive answers to their questions at their convenience.

Major trends

Buckler says that two major trends are expected to emerge in the next two years.

“Firstly, there will be a rise in ‘for sale by owner’ models, as sellers embrace AI-driven platforms to manage their own transactions,” he adds.

“Additionally, the resurgence of Purplebricks is likely, with the brand becoming a profitable venture once again.

“Secondly, there will be a significant surge in the self-employed estate agency model, particularly among agents who adopt tech-enabled solutions.

“These agents, operating under brokerages that provide advanced technology for a low monthly fee, are poised to reshape the sector by combining flexibility with cutting-edge digital tools.

“With AI-driven solutions advancing rapidly, the future of estate agencies is set for major transformation.

“Whether through direct customer interactions, automated lead nurturing, or data-driven insights, AI is becoming an integral part of the property industry. Agencies that fail to adapt risk being left behind.”

Main pic credit: Christies