The promise of AI-generated listing descriptions is compelling: quality copy produced instantly, consistently, at scale. But does the reality match the marketing?

I spent the past month conducting a systematic test. Here’s what I found.

The Test Setup

I selected 20 properties across different price points and styles:

• 5 entry-level apartments
• 5 family homes in middle-ring suburbs
• 5 premium properties
• 5 unique or challenging properties

For each property, I generated descriptions using three leading AI tools and commissioned one description from an experienced real estate copywriter. I then had agents rate the descriptions without knowing which was which.

What AI Does Well

Speed and consistency: AI produces serviceable copy in seconds. For agencies handling high volume, this efficiency matters.

Feature coverage: AI reliably mentions all property features when prompted correctly. It doesn’t forget the study nook or the recently updated bathroom.

Structural soundness: AI descriptions follow logical patterns. Introduction, features, location benefits, call to action. The formula works.

Grammar and spelling: AI doesn’t make typos. In an industry where spelling errors appear embarrassingly often, this consistency has value.

Where AI Falls Short

Emotional resonance: The best listing descriptions make buyers feel something. AI descriptions, while competent, rarely achieve this emotional impact. They inform rather than inspire.

Unique voice: AI descriptions from different agencies start sounding identical. When every listing reads like it was written by the same generic algorithm, differentiation disappears.

Strategic positioning: An experienced copywriter positions a property strategically, emphasising what will appeal most to the likely buyer profile. AI lacks this market intuition.

Problem properties: For properties with challenges—small spaces, noise issues, dated presentation—AI struggles to frame features positively without being misleading.

The Hybrid Approach

The best results came from neither pure AI nor pure human writing, but from intelligent combination.

AI first draft: Generate an AI description covering all features and basic positioning.

Human editing: Have a skilled editor refine the voice, add emotional hooks, and ensure strategic alignment.

Quality review: Before publication, ensure the final product sounds like your brand, not like every other agency’s AI output.

This approach captures AI’s efficiency benefits while preserving human quality advantages.

Practical Recommendations

For high-volume agencies: AI descriptions can handle the volume, but invest in brand voice customisation and human review processes.

For boutique agencies: Your differentiation often comes from marketing quality. Use AI for first drafts if helpful, but ensure final copy reflects your unique positioning.

For premium properties: Don’t rely solely on AI. These listings deserve and require human craft.

For all agencies: Test your AI output against human copy. Know specifically where AI serves you well and where it needs human assistance.

The Market Reality

Buyers increasingly recognise generic AI copy. When every listing sounds the same, none stand out. In a competitive market, this matters.

The agencies winning listings in 2025 use AI strategically—as a tool, not a replacement for marketing craft. They understand that technology should enhance human capabilities, not substitute for them.

AI listing descriptions are good enough to use but not good enough to use without thought. That’s probably where they’ll stay for a while.

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Linda Powers tests PropTech tools for practical utility, not just marketing claims. This analysis reflects real-world testing with Australian properties and agents.