Real estate marketing is going through a serious tech shake-up, driven by artificial intelligence, automation, and predictive insights. Industry experts say AI tools are changing how agents find, convert, and build relationships with clients. By 2026, teams that use platforms like Fello’s Property Intelligence and DNC Enrichment will likely lead the pack. Here’s a look at what’s next, why it matters, and how you can set yourself up for the next wave of change.
Real estate marketing has never stood still, but lately, the pace of change feels almost dizzying. From virtual tours to personalized email content, digital tools have rewritten the old rules.
Looking ahead to 2026, the lines between technology, data, and real human connection are getting blurrier. According to JLL’s insights on artificial intelligence, nearly nine out of ten C-suite leaders think AI can solve major real estate challenges. PropTech firms are piling in too, showing just how crucial data-driven marketing has become.
This piece breaks down the biggest trends, backed by real data, expert analysis, and stories from Fello clients who’ve already seen results.
AI no longer just checks boxes for repetitive tasks. It’s now helping real estate pros make smarter decisions. The ULI and PwC Emerging Trends in Real Estate 2026 report predicts investment in AI and automation will keep climbing across all property types, especially residential. Marketing teams are using these smarter tools to fine-tune every step of the seller’s journey.
Instead of reacting to inquiries, AI now studies homeowner data, predicts who’s ready to sell, and helps craft messages that actually connect. Agents can reach out to potential sellers before the competition even notices they’re thinking about listing.
Fello is right in the middle of this transformation, helping agents turn messy data into meaningful opportunities. Its AI-powered systems reveal prospects hiding in old databases, reignite past client conversations, and boost marketing performance without adding extra load.
One standout example is Property Intelligence, which tracks listings and sales within an agent’s own database. This gives teams a clear map of who might sell soon, helping them focus energy on the best leads. The payoff? Lower acquisition costs and higher conversion rates.
Today’s marketers swim in data, but very few know how to squeeze real value from it. AI-driven insights are changing that.
Take Fello’s DNC Enrichment tool. It keeps outreach compliant by checking contact numbers against the Do Not Call registry before anything goes out. That’s a big deal as privacy laws tighten up.
When data integrity meets smart automation, agents gain a serious edge. Campaigns become targeted, trustworthy, and more efficient all at once.
A JLL Global State of Facilities Management study shows AI and automation reduce errors and free up time across industries. The same goes for real estate marketing. With the right systems, a single team can stay in touch with thousands of contacts while still keeping messages personal.
Predictive analytics is quickly becoming every agent’s secret weapon. Instead of waiting for someone to fill out a form, AI now helps identify homeowners likely to sell soon.
This mirrors Fello’s earlier playbook, “How to Get More Seller Leads: A 5-Step Guide for Realtors”, which highlighted how behavioral cues can trigger smarter outreach. By 2026, most top producers will use data patterns and digital footprints to reach homeowners just as they start thinking about selling.
Even with all the smart tech, the heart of real estate is still people. Automation can help open doors, but genuine connections close deals. The magic happens when agents use technology to save time while staying personal and authentic.
Let’s be real: juggling a dozen apps and CRMs is exhausting. The next phase will focus on tying all those systems together in one smart ecosystem.
New AI-powered marketing platforms will connect CRMs, ad tools, emails, and analytics so they talk to each other in real time. Fello’s segmentation tools, like those featured in “Never Miss a Hot Lead Again”, show how streamlined this future can be. They help agents watch market shifts and surface leads that need quick attention.
The result is fewer logins and better use of time. More quality outreach, less tech chaos.
In large teams, keeping message consistency can be tough. AI-backed automation makes scaling easier while preserving that human tone. Agents can nurture thousands of leads with consistent brand messaging, faster replies, and better visibility across the entire pipeline. In competitive markets, that kind of efficiency is gold.
Clicks and likes might look nice, but they don’t pay the bills. By 2026, results-driven teams will focus on conversion intelligence and track every step of a lead’s journey to a sale.
With tracking systems like Property Intelligence, agents can see which leads actually turn into listings or closings. That means smarter ad spending and real data behind every business decision.
The best part about AI tools? They get sharper with use. Every campaign feeds new data into the model, which fine-tunes future efforts. By 2026, marketing platforms will be able to learn and adjust automatically, producing strategies that continuously improve with experience.
Team Size: Mega Team Website: The Lance Loken Group Description: #1 Team in the U.S.
Lance Loken and his crew used automation to breathe new life into old data. “Fello is 14% of our business, and it's doing fantastic,” Loken explains. “It looks at our data bank and cultivates leads from people who may have worked with us five, seven, or 10 years ago. On average, we're getting between 10 and 15 emails every single day from people interested in selling their homes.”
This case shows how the right software doesn’t just save time; it turns forgotten contacts into real opportunities.
Team Size: Mega Team Website: The Robert Dekanski Team Description: #25 Team in the U.S.
Robert Dekanski adopted AI-driven lead tools and changed how his team approaches prospecting. “We get dozens of seller leads a week from Fello,” he says. “This is hands down the best new tool I've added to my marketing arsenal in years!”
His team proves that mixing discipline with intelligent automation helps scale without losing quality.
Team Size: Mega Team Website: The Gellman Team Description: WSJ #26 Team in the U.S.
Mark Gellman calls database engagement “the new frontier.” “I can't think of a more important technology in real estate in the last 5+ years! An absolute game-changer once you dial in the playbook,” he says. “It's a lot more than just seller leads... it empowers the agent to enhance their entire relationship with homeowners.”
His approach shows that smart tech supports long-term trust, not just short-term leads.
"Fello is 14% of our business, and it's doing fantastic. It looks at our data bank and cultivates leads from people who may have worked with us five, seven, or 10 years ago. On average, we're getting between 10 and 15 emails every single day from people interested in selling their homes." — Lance Loken, The Lance Loken Group, Keller Williams
"We get dozens of seller leads a week from Fello. This is hands down the best new tool I've added to my marketing arsenal in years!" — Robert Dekanski, The Robert Dekanski Team, Re/Max
"It's a lot more than just seller leads... it empowers the agent to enhance their entire relationship with homeowners." — Mark Gellman, The Gellman Team, eXp Realty
Q1: Will AI replace real estate agents? No, not a chance. AI just boosts what agents already do best—connect locally and personally. It’s a tool, not a replacement.
Q2: How can teams prepare for the 2026 marketing landscape? Start introducing AI-led tools for lead generation and analysis now. Build comfort around data insights early so you’re not playing catch-up later.
Q3: What are the biggest risks in tech adoption? Privacy and compliance. That’s where Fello’s DNC Enrichment steps in to keep your outreach safe and reputation intact.
Q4: How does automation improve conversion rates? It keeps your follow-ups consistent and timely so no one slips through the cracks. With AI handling the routine stuff, conversion typically climbs while workload drops.
When you’re comparing marketing platforms, look at data accuracy, automation quality, and how easily insights turn into action. Fello’s combination of DNC Enrichment and Property Intelligence nails these points by tying compliance with strategy.
A good way to start is by piloting a reactivation campaign before scaling automation across your whole process. You’ll quickly see what works and have solid results to guide future investment.
By 2026, winning real estate marketers won’t just use AI—they’ll know how to balance it with empathy and local knowledge. The numbers don’t lie: smarter data use leads to faster deals and deeper relationships.
With tools like Fello fueling that progress, the best teams aren’t just following the trend. They’re shaping what comes next. The future of real estate marketing is knocking—it’s just a question of who opens the door first.