The most useful discussion about AI in the workplace begins with the working day.

Where does time go? Which tasks require professional judgement? Which involve repeatedly finding, copying and reorganising information?

Joe Sokolic, founder and CEO of Sokolic Property Group, believes those questions provide a practical starting point for property businesses.

“A broker’s time has value when it is spent understanding a requirement, evaluating an opportunity and helping people reach a decision,” he says. “Technology should make more room for that work.”

A possible AI-assisted workflow could begin before a client meeting. The system assembles a draft brief from authorised records, summarises previous discussions and flags unanswered questions. The broker checks it and decides what needs attention.

After the meeting, AI helps prepare a draft summary, suggested database updates and a follow-up message. The broker verifies the details before they become part of the record or reach the client.

The division of responsibility matters. Preparing a summary is different from confirming a property’s suitability. Drafting a message is different from making a commercial commitment.

Sokolic argues that employers must redesign workflows if they want useful results. Adding another application without clarifying ownership can create more checking, duplicate records and uncertainty.

“Every automated step needs a clear purpose, a person responsible for its output and a way to correct mistakes,” he says.

Training should therefore cover more than prompting. Staff need to learn how to check sources, recognise missing context and decide when to escalate.

The outcome should be measured through service quality as well as time saved.

“If the team is producing more material but clients are still waiting for clear answers, the working day has not improved enough.”

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Want to discuss your property requirements, explore the ideas in this article, or arrange a media interview with Joe Sokolic? Contact the Sokolic Property Group marketing team.

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