After the Spring 2026 slowdown, many brokerages started looking for ways to scale lead enrichment without burning out their teams.
AI-powered tools like Fello are helping offices connect the dots, fill in missing details, uncover predictive insights, and keep conversations rolling automatically.
This guide breaks down how AI is changing the real estate CRM space, the steps to get started, and some real examples from top teams already seeing results.
The market after spring 2026 hit a reset button for real estate brokerages. With demand finally leveling off after wild years, most teams turned their focus from chasing every new lead to getting smarter with the data they already had.
Old-school CRMs, often cluttered with half-complete contacts, are struggling to keep up. Inman notes that AI-driven tools are replacing manual systems fast, taking over repetitive work and improving the quality of every lead that enters the database.
That’s why AI-powered lead enrichment is now a make-or-break factor. Brokerages using Fello can spot, qualify, and nurture seller leads at a scale that would be impossible for human teams alone.
Even the sharpest agents hit the same snag: incomplete data. Missing addresses, wrong numbers, or outdated ownership info all slow things down. In today’s steadier market, brokerages can’t afford to waste time on weak or fake leads.
Here’s where AI steps up. It fills in the blanks automatically, piecing together homeowner intent, property details, and sale timing. That shift lets teams move from reacting to leads to anticipating them.
Outreach becomes more personal and better timed, which directly improves ROI. Realtor.com points out that automation and CRM integration have become critical to strong lead management. AI helps clear away the busywork so agents can focus on real conversations instead of data clean-up.
Step 1: Audit and Centralize Your Data Start by tidying up your CRM. Look for missing addresses, duplicates, and contacts that haven’t interacted in ages.
With Fello’s Data Enrichment feature, teams can pull scattered information together into one place, adding property histories and MLS data to fuel smarter scoring and better outreach.
Key takeaway: clean, centralized data makes everything else work better.
Step 2: Layer Predictive Intelligence Once your data’s in shape, turn on predictive insights with Lead Score and Owner Match. These systems study things like home equity, time owned, and neighborhood trends to highlight who’s most likely to sell.
JLL’s survey found that AI-enabled data standardization improves accuracy across large portfolios. With this approach, agents can time their reachouts perfectly—whether by email, text, or remarketing.
Step 3: Automate Multi-Channel Drip Campaigns Manually sending follow-ups doesn’t scale. That’s where Smart Send comes into play. It sends reports, market updates, and value prompts automatically, keeping prospects engaged long after that first touchpoint.
The payoff: steady engagement that feels genuine and timely, all starting from the data enrichment process.
Step 4: Measure and Optimize You can’t improve what you don’t measure. Keep tabs on engagement and appointment metrics, as Fello’s post on How to Get More Seller Leads points out. Over time, AI learns what messages and schedules make people most likely to respond.
Step 5: Extend Human Interaction Where AI Leads the Way AI may find the needle in the haystack, but people still close the deal. Enriched data lets ISAs and listing partners jump in at just the right moment, with full context. Automation doesn’t replace people—it gives them time to focus on the calls that actually matter.
AI-driven enrichment is reshaping brokerages in several major ways:
All together, these gains will likely separate thriving brokerages from those falling behind after 2026.
1. Increased Listing Appointments and Closures Team: The Levi Rodgers Real Estate Group (Re/Max) | WSJ #10 Team in the U.S. Use Case: By turning on Fello’s enrichment tools, the Levi Rodgers group found high-value listings buried deep in their database.
Result:
“Fello just pulled a $1.2m listing deep from the world of nurture status in the database! Tons of engagement happening that is essentially forcing our ISA team into conversations they would not have otherwise had an opportunity to have...” — Levi Rodgers, Re/Max
2. Database Engagement and Reactivation Team: Laurie Finkelstein Reader Team (Keller Williams) | WSJ #15 Team in the U.S. Use Case: Estefania Mones from the team used Fello to reawaken cold leads using long-term enrichment and smart email flows.
Result:
“Fello is powerful because it helps us look internally at our database and leverage it instead of focusing only on new leads... we have leads that reengage on the first email but we will also reengage leads months from now.” — Estefania Mones, Keller Williams
“Fello just pulled a $1.2m listing deep from the world of nurture status in the database! Tons of engagement happening that is essentially forcing our ISA team into conversations they would not have otherwise had an opportunity to have...” — Levi Rodgers, Re/Max
“Fello is powerful because it helps us look internally at our database and leverage it instead of focusing only on new leads.” — Estefania Mones, Keller Williams
These testimonials show how real results happen when automation meets smart strategy.
Q1: How does AI differ from traditional lead enrichment tactics? Manual enrichment involves tedious research and inconsistent data imports. AI continuously checks multiple sources, verifies ownership, and syncs insights directly into your CRM so everything stays current and scalable.
Q2: What makes Fello suitable for large brokerage teams? Fello’s built for high-volume teams. It fills gaps, triggers personalized campaigns, and uses predictive analytics to point you toward the most motivated sellers.
Q3: How quickly can brokerages see results from AI enrichment? Most teams notice more engagement within a few weeks. As AI gets familiar with your data, it fine-tunes who to prioritize.
Q4: Does AI replace the role of ISAs or agents? Not at all. It just makes them faster and better informed before every call or email.
Q5: What integrations are required for AI enrichment to work? Platforms like Fello connect to most major CRMs. Its Property Address Enrichment tool automatically supplements missing details once integrated.
As the market eases post-Spring 2026, smart brokerages should focus on strengthening what they already have before buying new leads. A clean, enriched database can uncover ready-to-list homeowners hiding in plain sight.
Start with Fello’s Property Address Enrichment, which adds missing property details and builds your Property Intelligence base.
Then layer Data Enrichment to enhance histories and equity insights that power predictive scoring and automatic follow-ups.
If you’re already using automations, check out Fello's Smart Send features for ways to keep engagement consistent and high-return.
Simply put: don’t buy more leads before you enrich the ones you already have. Your next listing might already be sitting quietly in your CRM.
The upcoming year will clearly divide brokerages that work smarter from those that just work harder. Scaling enrichment with AI isn’t about replacing people—it’s about smarter data, better timing, and ongoing improvement.
By baking AI into CRM systems, teams can build predictable, efficient, and steady lead pipelines. As 2026 advances, enrichment will become a must-have, not a nice-to-have. Fello shows how AI can breathe life into quiet leads and turn simple data points into real listing opportunities.