NAR Technology Survey finds AI gaining traction with Realtors

While it may seem that the real estate industry is constantly overwhelmed by new technology tools, the most popular tool among Realtors remains eSignature, according to the National Association of Realtors’ (NAR) 2025 Technology Survey released Thursday. 

NAR’s data showed that 79% of survey respondents use eSignature, closely followed by the 75% who reported using social media. Other popular tools include drone photography (52%) and AI-generated content (46%).

NAR conducted the survey in July of 2025, inviting a random sample of 49,233 active Realtors to participate. The trade group received 1,241 usable responses to its survey. 

When it comes to using AI, 20% of respondents said they use AI tools daily, 22% weekly, 27% a few times a month, and 32% have not yet used AI in their business. The most common AI tool used by respondents was ChatGPT (58%), followed by Gemini (20%) and Copilot (15%). Additionally, 21% of agents reported using a CRM with AI-powered insights, 7% reported using Chatbots for lead capture of client communication, and 1% reported using digital twins.

Despite all of the talk surrounding the benefits of using AI, just 17% of respondents said that AI has had a significant positive impact on business, while 33% reported a moderately positive impact and 46% reported no noticeable impact. In total, 4% of respondents felt that AI has had a moderately negative or significantly negative impact on their business. 

While AI seems to have taken off, cryptocurrency is not as common in the world of real estate. Just 25% of NAR members surveyed have either invested in or plan to invest in crypto, while 9% of clients have asked about using cryptocurrency in a transaction. 

When it comes to lead generation, social media continues to produce the highest number of quality leads at 39% of respondents. This was followed by their CRM (23%), local MLS (17%), their brokerage’s website (13%), digital ad campaigns (12%) and personal business website (12%). Just 9% of respondents reported that listing syndicate or portal websites provided them with the highest number of quality leads.

Two-thirds of respondents said that they embrace new technology primarily to save time, while 64% said that their motivation for adopting new technology is to enhance their client’s experience. These efforts appear to be paying off as over four-fifths (82%) of agents said their clients responded very positively or positively to the integration of technology in the buying and selling process.

“These results show a profession that is adapting quickly to technological change while prioritizing client satisfaction,” Jessica Lautz, NAR’s deputy chief economist, said in a statement. “Technology continues to be a powerful force in real estate, driving efficiency and marketing innovation. But at the heart of it all remains the trusted relationship between the agent and client.”

Although the majority of agents (67%) agree or strongly agree that their brokerage provides all the technology tools they need, agents are still spending money out of pocket on technology tools. The largest share of agents (34%) spend between $50 and $250 per month on technology tools for their business, while 24% spend over $500 per month and 20% spend between $251 and $500 per month.