Redfin would have six months after the order becomes final to relaunch the operation. Zillow’s rental listings would still appear across Redfin, Rent.com and ApartmentGuide.com, allowing the companies’ syndication relationship to continue while Redfin resumes competing for multifamily advertising customers.

Why the FTC challenged the Zillow-Redfin deal

Zillow and Redfin announced their rental partnership in February 2025. Under the agreement, Zillow became the exclusive provider of multifamily rental listings for properties with 25 or more units across Redfin’s rental sites.

Regulators later alleged that the deal went beyond listing syndication. According to the FTC’s complaint, Zillow paid Redfin $100 million while Redfin agreed to wind down its multifamily advertising contracts, help transition customers to Zillow and stay out of the internet listing services, or ILS, advertising market for up to nine years.

Redfin also restructured its rentals operation after signing the agreement. The company said in an SEC filing that approximately 450 rental employees would be affected.

Zillow and Redfin have disputed regulators’ characterization of the agreement. The companies have maintained that wider syndication increased the rental inventory available to consumers while giving property marketers broader distribution.

What the proposed settlement requires

The proposed 10-year order would remove restrictions that limited Redfin’s ability to sell its own multifamily advertising products. Redfin would have to rebuild the technology needed to accept customer listings, hire a general manager along with sales and support staff, market the service and invest millions of dollars in the operation.

Zillow would also have to remove certain hiring restrictions and could not interfere with Redfin’s efforts to recruit employees or win multifamily advertising customers. For nine months after Redfin relaunches, Zillow would have to let ILS customers whose contracts cannot be canceled within three months renegotiate those agreements without additional fees or penalties.

The settlement would not end the companies’ existing relationship. Redfin, now part of Rocket Companies, said Zillow will continue providing multifamily listings and paying for renter leads through at least 2030. The companies also plan to offer separate multifamily advertising products beginning in 2027.

What changes for rental advertisers

Redfin is not yet operating the rebuilt advertising business. Its six-month deadline begins only after the order becomes final, and the FTC continued to list the case as pending as of Aug. 28.

Multifamily advertisers using Zillow should check whether their contracts can be canceled within three months. That provision determines whether they could qualify for the proposed nine-month renegotiation window after Redfin returns to the market.

Agents and brokerage leaders working with multifamily owners or rental marketers have the clearest direct exposure. The case also adds to scrutiny around how major real estate platforms distribute listings and compete for advertising business, an issue that has surfaced in other recent listing-access disputes.

For now, Zillow’s syndication across Redfin’s rental sites continues. If the order becomes final, Redfin will have to compete for multifamily advertising customers again while continuing to carry Zillow listings.

The post Zillow-Redfin FTC Settlement Would Require Redfin to Rebuild Rental Ad Business appeared first on The Close.

The basic version is included with a OneKey MLS subscription and works alongside Matrix rather than replacing it. Agents still need to review pre-populated data, generated remarks and other listing content before publication, and listings remain subject to OneKey’s compliance checks after they go live.

What Ocusell List does

Ocusell List provides an alternative interface for creating, editing, validating and publishing listings to OneKey MLS. The platform can automatically populate up to 70% of a listing using more than 60 data sources.

Agents can upload and arrange photos, use AI-assisted photo ordering and generate Public Remarks from uploaded listing images. The rollout follows other AI tools moving deeper into MLS-based agent workflows. Existing active Matrix listings can also be imported into Ocusell without creating a duplicate.

Ocusell’s validation tools flag missing or invalid required information before publication. Agents must also accept a media-rights acknowledgment covering uploaded listing media before publishing.

OneKey brings Ocusell to 42,000-plus subscribers

OneKey and Ocusell announced their partnership in April 2025, but the subscriber-facing List product did not arrive until Aug. 18. Members can now launch Ocusell from the MLS Products section of their OneKey dashboard.

OneKey serves more than 42,000 real estate professionals across Long Island, New York City and the Hudson Valley. The rollout puts Ocusell’s listing-entry tools directly into the workflow of agents, teams and brokerages using one of the country’s larger MLS systems.

What agents still need to verify

When Ocusell recognizes a property address, it may populate information from available public records. Agents are instructed to review that information for accuracy before continuing. AI-generated Public Remarks should also be reviewed and edited before publication to ensure they are accurate and comply with OneKey MLS rules.

Passing Ocusell’s Validate & Proceed step does not mean a listing has passed MLS compliance review. Listings entered through Ocusell remain subject to the same rules and Listing Data Checker requirements as those entered through Matrix.

The Listing Data Checker scans listings for potential rule violations and sends notifications when issues are detected. Some violations are immediately fineable. OneKey prohibits offers of brokerage compensation in listing fields, photos, attachments or supplements.

What this means for brokerages

For brokerages, Ocusell can change how listings are assembled without eliminating the review steps required before publication. Brokerages can assign responsibility for checking source documents and generated remarks before publication, then designate who handles compliance notifications once a listing is live.

Agents should also account for synchronization delays. Newly published Ocusell listings generally appear in OneKey MLS within 10 minutes or less. Later changes made in Ocusell typically appear in Matrix within about five minutes, while edits made directly in Matrix may take roughly 30 minutes to appear in Ocusell.

Ocusell can fill fields, organize photos, draft remarks and flag missing information, but agents still have to review listings before publication and respond to compliance issues afterward. Faster listing entry does not eliminate the checks required before or after a listing goes live.

The post OneKey MLS Launches Ocusell List — What Agents Need to Verify appeared first on The Close.

In an recent RealTrending podcast interview, Redfin Chief of Real Estate Services Jason Aleem described how the model is evolving more than a year after Rocket acquired the brokerage. Redfin Next now sits alongside Rocket’s mortgage pipeline and Redfin’s Agent Virtual Assistant, broadening the package beyond compensation.

How Redfin Next works

Redfin Next replaced the company’s salary-heavy compensation system with variable, commission-based pay while keeping lead agents as employees. After testing the program in several markets, Redfin expanded it nationwide in October 2024.

Agents can earn splits as high as 75%, but the maximum is not paid on every closing. Lead agents also retain medical, dental and vision coverage, a 401(k) match and other employee benefits.

The company covers MLS dues, licensing fees, mileage, payroll taxes, continuing education and listing expenses. That package differs from the typical independent-contractor arrangement, in which agents generally carry more of their own business expenses.

What Redfin’s pay report found

In its first-year compensation analysis, Redfin reported that average agent income increased 14% to $138,800 between July 2024 and June 2025. The top 25% averaged $254,100, an 18% increase. The top 10% averaged $338,100, up 20%.

Redfin attributed part of the increase to agents earning 19% more per transaction. It valued benefits and covered expenses at about $32,000 per agent annually, separate from the reported income figures.

The company also said agents on teams averaged $205,274, compared with $122,807 for solo agents. Team membership itself may not account for the entire difference because production level, experience and access to business can also affect earnings. Redfin’s compensation findings have not been independently verified.

Redfin has also linked the plan to recruitment and retention. The brokerage reached 2,200 agents by March 2025 after adding hundreds earlier that year, including established producers from RE/MAX and eXp. Aleem later said attrition among top performers remained in the single digits.

Why Redfin’s infrastructure matters

Rocket’s Redfin mortgage funnel had more than tripled its digital purchase-mortgage leads by March compared with the acquisition’s close, although the company has not disclosed how many became loans. Aleem said some prospective buyers introduced to Redfin agents had already completed mortgage preapproval.

Rocket completed its acquisition of Redfin on July 1, 2025. The integration gives agents another source of prospective buyers alongside customer introductions generated through Redfin’s consumer search platform.

Aleem also said Redfin’s Agent Virtual Assistant helps agents handle routine client communications and draw on internal data when preparing comparative market analyses. Redfin recorded 50,484 transaction sides with 2,284 agents in 2025, or about 22 sides per agent.

What other brokerages should consider

Redfin’s employee model remains unusual. According to the National Association of Realtors’ 2025 Member Profile, 87% of members worked as independent contractors at their firms.

Employing agents can add payroll, benefits and administrative costs. The IRS requires employers to withhold applicable income and payroll taxes and pay the employer portions of Social Security, Medicare and unemployment taxes.

Brokerages evaluating a similar plan should compare cost per lead, agent production, retention, support staffing and covered expenses—not simply commission percentages. They should also separate company-supplied and agent-generated business when modeling revenue because each can carry different acquisition costs and retention value. Without Redfin’s consumer traffic or Rocket’s mortgage pipeline, firms would need enough additional transactions to offset the cost of higher splits or employee benefits.

The post Redfin’s Agent Pay Model Gains Traction — What Other Brokerages Should Know appeared first on The Close.

The rollout comes as MLS organizations are spelling out how listing data can be used by AI systems. National IDX rules govern how participating brokers display listings, while additional AI-related permissions can depend on local MLS policies and licensing agreements.

What the Phantom apps do

The client app gives buyers an agent-branded place to search live MLS listings, save properties with a partner, request showings, and ask Sarah questions about homes or neighborhoods. Buyers can also request a home valuation, which is routed to their agent as a potential seller lead.

The agent app brings PRE’s CRM and MLS tools to mobile, including listing search and sharing, saved searches, client-activity tracking, and CMAs based on comparable sales and market data. Sarah also monitors engagement, flags contacts based on activity, and generates suggested follow-up messages. Ghostly Labs says PRE runs on WordPress and is designed so customers retain control of their site and data.

What the company’s early results show

When Ghostly Labs introduced Phantom Realty Engine in July, it also released performance figures from an earlier deployment of Sarah. The company said the system worked through more than 15,000 cold leads and moved 49.5% into its “engaged” category. More than 1,400 were classified as active buyers, while average time on site increased 6.4-fold. The figures are company-reported, predate the mobile apps, and use Ghostly Labs’ own definitions of “engaged” leads and “active buyers,” rather than signed contracts or closed transactions.

How MLS rules apply to real estate AI

Under NAR’s IDX policy, participating brokers may display authorized listings through websites and mobile apps. The policy also limits data supplied through IDX to IDX display purposes. Other uses can fall under different MLS data permissions and local licensing terms.

Milwaukee’s Metro MLS recently adopted a more specific AI policy. Its rules require express written permission before MLS data can be used for AI training, machine learning, derivative datasets, or certain predictive and generative processing, according to NAR’s July coverage of the policy.

Approaches to AI access to MLS data are already varying by market. Doorify MLS in North Carolina has focused its updated data agreement on defining prohibited uses, particularly around consumer data and privacy, rather than limiting AI to a narrow list of approved applications, CEO Matt Fowler told Real Estate News.

What the rules mean for brokers

Brokers using PRE or similar tools need to know what their MLS permits the software to do with listing data, how client-facing AI responses are supervised, and how brokerage and client data is handled. State requirements and brokerage policies may add another layer of restrictions. For PRE, availability alone does not mean every AI-enabled function will operate under identical rules in every market. The applicable permissions can change with the MLS and the way its data is being used.

The post Phantom Realty Engine Launches Agent, Buyer AI Apps as MLS Data Rules Shift appeared first on The Close.

Rocket posted $2.78 billion in second-quarter revenue and $229 million in net income, according to results reported Aug. 6. The company has not broken out how much of that performance came directly from Redfin, but its latest Redfin-specific figures show substantial growth at the top of the mortgage funnel.

In March, digital purchase-mortgage leads generated through Redfin reached a record and had grown more than threefold since the acquisition closed in July 2025, according to Rocket’s first-quarter results. Rocket has demonstrated that Redfin is producing more mortgage prospects. How many ultimately become closed Rocket loans remains undisclosed.

Redfin is producing more mortgage leads

Rocket completed its acquisition of Redfin on July 1, 2025, after announcing the all-stock transaction at a $1.75 billion equity value. The deal was designed to route Redfin home shoppers into Rocket’s mortgage and related services. Rocket originally projected more than $60 million in annual revenue synergies and roughly $140 million in cost savings from the acquisition.

By February 2026, the company said it had fully realized the $140 million in Redfin expense synergies. Rocket has not similarly broken out results against its $60 million revenue-synergy target.

What Rocket hasn’t reported

Rocket has not publicly disclosed a current Redfin-specific rate showing how many mortgage leads ultimately become closed loans. It also has not broken out customer acquisition costs or profitability for those borrowers. Its consolidated reporting makes Redfin’s standalone financial contribution difficult to isolate after the acquisition, leaving agents, competitors, and investors with lead growth but fewer details about performance farther down the funnel.

Rocket has also added financial incentives to keep transactions within the combined platform. In May, it expanded bundled incentives for customers using Redfin brokerage services and Rocket financing.

New clients can receive up to $12,000 when they buy and sell with Redfin and finance through Rocket Mortgage. Eligible existing Rocket Mortgage servicing clients can receive up to $20,000 under the same combination of services.

How Redfin’s mortgage funnel affects agents

Rocket’s integration with Redfin allows it to reach prospective buyers earlier in the home-search process. A prospect who starts on Redfin may already have a Redfin agent connection, Rocket financing offer, or another relationship within the company’s ecosystem before speaking with an outside agent.

Rocket is widening that distribution beyond Redfin. A three-year alliance with Compass gives Redfin access to additional Compass listings while connecting Rocket Mortgage with another large real estate network.

Agents receiving Rocket- or Redfin-linked prospects should establish the lead source, representation status, and financing relationship early. Tracking those details can help brokerages see whether vertically integrated platforms are changing how buyers enter their pipelines.

The numbers Rocket still needs to prove

Brokerages can track how frequently Redfin- or Rocket-linked buyers enter their pipelines, whether those prospects already have representation or financing, and how often they close. Rocket has shown that Redfin is generating more mortgage leads. It has yet to disclose how many become closed Rocket loans, what those customers cost to acquire, or how much profit the funnel ultimately produces.

The post Rocket’s Redfin Mortgage Funnel Is Growing as Integration Takes Shape appeared first on The Close.

The cuts affect roughly 7% of Zillow’s workforce and follow about 200 job reductions in January. The company is reducing operating costs as mortgages, rentals, and transaction-based agent services grow faster than its traditional residential business.

Why Zillow is cutting jobs

CEO Jeremy Wacksman said the reductions were intended to create a more disciplined cost structure and improve efficiency, according to a report on the workforce reduction. Zillow did not identify the affected departments or functions.

The latest reduction is the company’s largest reported layoff since Zillow eliminated about a quarter of its workforce following the closure of Zillow Offers in 2021. As of Aug. 6, 2026, Zillow had not publicly announced changes to lead distribution, referral terms, or account support following the latest cuts.

Where Zillow’s revenue grew

For Sale revenue increased 14% year over year to $549 million. Residential revenue, which includes agent advertising and software products, rose 7% to $465 million.

Mortgage revenue jumped 75% to $84 million. Zillow Home Loans originated $2.2 billion in purchase mortgages during the quarter, up 95% from a year earlier. Zillow said the origination volume made its lending business a top-25 US purchase lender.

Rentals revenue increased 31% to $209 million. The company reported approximately 79,000 multifamily properties on its rental platform, an increase of about 23%. Adjusted EBITDA rose to $176 million from $155 million, while the GAAP result included the restructuring and impairment costs.

How Zillow’s Preferred shift affects agents

Zillow is moving beyond listing searches and upfront agent advertising by connecting consumers with agents, mortgages, rentals, and transaction software. Under Zillow Preferred, participating agents receive eligible connections without an upfront lead charge and pay a referral fee when a transaction closes.

Wacksman said Zillow generates about 23% more revenue per connection through Preferred than through its traditional upfront advertising model. The figure describes Zillow’s revenue, not an agent’s lead volume, conversion rate, or return on investment.

Agents participating in the program should compare referral fees with their conversion rates and cost per closing. Brokerages should also monitor whether the staff reductions affect account support, implementation, or response times.

More Zillow-generated buyers may enter an agent relationship after beginning the financing process on the platform. Agents should still verify their preapproval and financing status.

Zillow forecasts a softer third quarter

Zillow projected third-quarter revenue of $745 million to $760 million, below its $772 million second-quarter total. Management cited weaker housing and mortgage conditions and delayed revenue recognition under the Preferred pay-at-close model.

The company is cutting costs while expanding mortgages and transaction-based agent referrals. For participating agents, lead quality, conversion costs, and service levels will determine whether the restructuring affects Zillow’s value as a source of business.

The post Zillow Cuts More Than 500 Jobs as Q2 Revenue Rises 18% appeared first on The Close.

Artificial intelligence (AI) tools are quickly becoming the real estate assistant agents didn’t know they needed. They can help draft listing descriptions, create social posts, summarize market data, repurpose videos, improve listing visuals, automate follow-up, and take repetitive tasks off your plate so you can spend more time actually talking to clients.

That said, AI is not replacing the relationship side of real estate. Buying or selling a home is still personal, emotional, and high-stakes. The best AI tools simply help agents move faster, stay organized, and market smarter. To choose the top picks, I evaluated each platform based on pricing, features, advanced tools, ease of use, customer support feedback, and overall usefulness for real estate agents.

Here are my picks for the best AI-powered tools to help with your real estate business:

The Close’s top AI tool picks for real estate agents

Canva: Best for AI-powered design

Pros

• Easy to use
• Large template library
• Works for print and digital

Cons

• Paid plan needed for more advanced tools
• Templates can look generic
• Not built for real estate

The Close Score

4.9

PRICING

3.8

GENERAL FEATURES

4.5

ADVANCED FEATURES

3.9

CUSTOMER SERVICE

1.0

EASE OF USE

5.0

CUSTOMER RATING

4.8

EXPERT SCORE

4.6

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of

5

Why I chose Canva

Marketing is one of those things agents know they need to do consistently, but it’s often the first to get pushed aside when schedules get busy. Canva helps solve that by making it quick and easy to create professional marketing materials without having to start from scratch. With over 260 million monthly active users, it’s become one of the most widely used platforms for branding and content creation. Canva’s AI-powered design tools streamline the process, allowing agents to generate multiple designs in seconds.

Canva’s AI tools go beyond just speeding things up. The platform helps agents stay consistent with branding, adapting designs across platforms to create polished visuals without advanced design skills. Canva’s versatility and ease of use are what earned it the top spot on this list.

Learn more in our in-depth Canva guide.

Canva pricing

• Free: $0
• Pro: $18 per month, billed annually
• Business: $25 per month, billed annually
• Enterprise: Contact for pricing

Additional features

• Canva AI Assistant: Allows agents to text or voice-direct the AI to generate a design, video idea, presentation, or text.
• Magic Design: When given a prompt or a rough idea, the AI generates a design layout or template.

Manychat: Best for social media automation

Pros

• Strong direct message automation
• Great for lead capture
• Works with several social media platforms

Cons

• Setup takes time
• Advanced tools may cost more
• No listing management

The Close Score

4.9

PRICING

3.2

GENERAL FEATURES

4.6

ADVANCED FEATURES

3.4

CUSTOMER SERVICE

2.5

EASE OF USE

5.0

CUSTOMER RATING

4.7

EXPERT SCORE

4.6

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5

Why I chose Manychat

Social media is one of the most powerful lead sources for agents today, but responding quickly and consistently to every comment, message, and inquiry can feel impossible for busy agents. ManyChat helps bridge the gap by automatically responding to and engaging with prospects who interact with posts, ads, or direct messages. With over 1 million businesses using the platform worldwide, it’s become one of the most widely adopted tools for chat-based marketing and lead capture.

Manychat is a tool I have used, and it is extremely user-friendly. Without AI technical skills, agents can create automated messaging flows to qualify interest, ask key questions, and guide prospects toward booking showings, all within the social platform. For real estate professionals looking to grow their pipeline through social media, Manychat is the best AI option.

Manychat pricing

• Free: $0, Engage 25 contacts per month
• Essential: $14 per month
• Pro: $29 per month
• Business: $69 per month
• Advanced: $139 per month

Additional features

• AI Step: Tools agents can add to workflows that enable the AI to handle complex interactions, including gathering information, generating natural responses, and guiding conversations. 
• Intention Recognition: Allows the AI to understand user intent without relying on keywords, improving response accuracy.

Rechat: Best for real estate-specific AI assistance

Pros

• Built for real estate
• Strong AI assistant
• Marketing and CRM tools

Cons

• No public pricing
• Takes time to learn
• May be too much for solo agents

The Close Score

4.3

PRICING

1.0

GENERAL FEATURES

4.5

ADVANCED FEATURES

4.6

CUSTOMER SERVICE

0.5

EASE OF USE

3.0

CUSTOMER RATING

4.8

EXPERT SCORE

3.4

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of

5

Why I chose Rechat

Many AI tools can help you write faster or brainstorm ideas, but this one goes further by connecting AI to the way real estate agents actually work. It supports marketing, contact management, listing promotion, deal workflows, and client follow-up, which makes it feel more like an AI-powered operating system than a simple writing assistant.

Rechat earned its place on this list because it is built specifically for real estate professionals. Its AI assistant, Lucy, can help agents draft emails, create marketing materials, manage listings, and support day-to-day workflows. It may be more platform than every solo agent needs, but for agents and teams who want real estate-specific AI support, Rechat offers a strong mix of automation, marketing tools, and industry-focused features.

Rechat pricing

• Contact for pricing

Additional features

• Lucy AI: Lucy is Rechat’s real estate-specific AI assistant, which can draft emails, create campaigns, answer questions, support listing promotion, and help with deal workflows.
• Marketing studio: Agents can create branded marketing materials, social posts, email campaigns, listing promotions, flyers, and other client-facing content in one platform.

CINC: Best for AI lead generation

Pros

• Strong lead generation
• Built for real estate
• IDX websites included

Cons

• Higher starting cost
• Advanced tools cost extra
• No free trial

The Close Score

4.2

PRICING

1.0

GENERAL FEATURES

5.0

ADVANCED FEATURES

4.6

CUSTOMER SERVICE

0.5

EASE OF USE

2.5

CUSTOMER RATING

4.2

EXPERT SCORE

2.9

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of

5

Why I chose CINC

CINC is one of The Close’s picks for the best real estate lead-generation companies, with its AI capabilities reinforcing its position as a top AI lead-generation platform. The company reports generating over six million leads annually for its clients, highlighting its ability to deliver opportunities at scale. Instead of relying solely on agents to manually follow up with every inquiry, the site engages new leads quickly to keep conversations moving. These immediate responses help capture a lead’s attention while interest is still high.

CINC’s AI tools don’t just focus on first touch. The platform continues to nurture prospects throughout the lead’s lifetime, with behavior-based follow-up. When leads revisit listings, click on properties, or go quiet, they are automatically re-engaged– helping agents stay consistent without added manual effort.

Learn more in our in-depth CINC review.

CINC pricing

• Contact for pricing

Additional features

• Alex: This AI assistant engages leads via text, using human-like scripts to drive leads toward scheduling appointments.
• Generative enhancements: A newly updated system that expands the AI assistant’s communication capabilities, allowing for more creative and adaptive responses.

Lindy: Best for AI workflow automation

Pros

• Saves admin time
• Good for repetitive tasks
• Works with many apps

Cons

• No listing tools
• Can be advanced
• Setup can be lengthy

The Close Score

4.2

PRICING

2.3

GENERAL FEATURES

5.0

ADVANCED FEATURES

2.6

CUSTOMER SERVICE

0.5

EASE OF USE

3.0

CUSTOMER RATING

4.9

EXPERT SCORE

4.6

out
of

5

Why I chose Lindy

Following up with clients is a must for agents, but it can quickly become overwhelming as pipelines grow. Lindy’s AI assistant is built to help manage that pressure, reducing task completion time by up to 70% by automating repetitive workflows. Its custom-built AI assistants can quickly respond to inquiries, sort incoming messages, book showings, and keep conversations moving.

Lindy’s AI assistant moves beyond canned replies, interpreting complex requests, adjusting actions based on context, and carrying out multi-step workflows. The tool is not just an automatic responder; it’s an operational support system.

Lindy pricing

• Plus: $49.99 per month
• Pro: $99.99 per month
• Max: $199.99 per month
• Enterprise: Contact for pricing

Additional features

• Agent Builder: Users can build their own AI agents or assistants using plain-language prompts.
• Autopilot: Agents can operate a virtual computer in the cloud, allowing them to log in to apps, click buttons, enter data, and perform tasks.

Ylopo: Best for AI-advertising

Pros

• Strong AI lead nurturing
• Ad automation
• Helps with lead conversion

Cons

• No free trial
• Setup can take time
• Tools can be complicated

The Close Score

4.2

PRICING

1.0

GENERAL FEATURES

3.9

ADVANCED FEATURES

5.0

CUSTOMER SERVICE

0.5

EASE OF USE

3.0

CUSTOMER RATING

4.1

EXPERT SCORE

4.1

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of

5

Why I chose Ylopo

A successful real estate business relies on a steady stream of new opportunities, and Ylopo stands out for its AI-powered advertising and lead conversion tools. Its platform uses AI-driven digital ads, retargeting, optimized landing experiences, and branded IDX websites to help agents attract buyer and seller leads. Instead of simply running ads and hoping they work, Ylopo helps identify interested prospects and move them into a more organized follow-up system.

The AI support does not stop once a lead enters the pipeline. Ylopo AI Text and Ylopo AI Voice can help engage, qualify, and nurture prospects through automated messaging and voice outreach, while behavioral follow-up keeps leads active over time. Agents can also use performance dashboards to see which campaigns are working and where to adjust. This is a tool I have personally used and highly recommend.

Learn more in our in-depth Ylopo review.

Ylopo pricing

• Contact for pricing

Additional features

• Ylopo AI Voice: Ylopo AI Voice can call new or re-engaged leads, ask qualifying questions, capture intent, and help identify which prospects may be ready for agent follow-up.
• Dynamic ads: Ylopo helps agents run dynamic digital ads designed to attract and retarget buyer and seller leads across platforms like Google, Facebook, and Instagram.

OpusClip: Best for short-form video repurposing

Pros

• Great for short-form content
• Adds captions automatically
• Easy to use

Cons

• No lead capture
• Advanced features require more expensive plans
• Only beneficial for agents who use video content

The Close Score

4.1

PRICING

3.8

GENERAL FEATURES

3.5

ADVANCED FEATURES

1.5

CUSTOMER SERVICE

2.0

EASE OF USE

5.0

CUSTOMER RATING

4.7

EXPERT SCORE

4.6

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of

5

Why I chose OpusClip

Standing out in the real estate world increasingly depends on video, yet most agents don’t have the time or technical skills to edit content. OpusClip makes professional-looking video content far more accessible. Instead of spending time cutting footage and searching for the right segments, the platform uses AI to automatically identify compelling content and turn long-form videos into short, attention-grabbing clips. After only seven months, the platform boasted 5 million users. OpusClip has quickly gained traction as a go-to tool for simplifying video creation.

Not only does OpusClip identify meaningful content, but it can also add captions, adjust framing, and optimize clips for social posting. The platform allows agents to save time editing and creating new videos by repurposing property tours, market updates, or testimonials into multiple pieces of content.

OpusClip pricing

• Free: $0 for 60 credits per month
• Starter: $15 per month
• Pro: $29.00 per month, billed annually
• Business: Contact for pricing

Additional features

• ClipGenius: A clip generation program that analyzes long videos, identifies the most engaging highlights, and transforms them into short, postable clips.
• AI b-rolls and overlays: A tool that adds contextual stock footage or AI-generated visuals to videos, making them more dynamic.

HouseCanary: Best for property valuations

Pros

• Strong valuation data
• Helpful market insights
• AI data assistant included

Cons

• Limited social tools
• No lead capture
• Advanced features require higher tiers

The Close Score

3.8

PRICING

2.7

GENERAL FEATURES

3.1

ADVANCED FEATURES

3.5

CUSTOMER SERVICE

0.5

EASE OF USE

3.0

CUSTOMER RATING

4.7

EXPERT SCORE

3.8

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of

5

Why I chose HouseCanary

Getting the price right is where you win listings, and HouseCanary gives you the data to make pricing conversations easier. With insights on over 136 million US properties, the platform allows you to move beyond manual research. Instead, you can generate interactive valuation reports and neighborhood insights that clients actually understand.

Sellers don’t need just to trust your price; they can see the reasoning behind the numbers. This level of transparency builds trust in listing presentations. The valuations can also help buyers’ agents visualize which homes buyers are interested in, along with their corresponding values, and use this knowledge to submit offers confidently.

HouseCanary pricing

• Basic: $19 per month
• Pro: $79 per month
• Teams: $199 per month
• Enterprise: Contact for exact pricing

Additional features

• Automated valuation model (AVM): Delivers agents an AI-powered property valuation.
• Comparative market analysis (CMA): Using AI-driven analytics and market data, the tool generates a detailed CMA report.

ChatGPT: Best for AI brainstorming

Pros

• Strong writing support
• Useful across many tasks
• Helps with marketing copy

Cons

• No lead capture
• Can make factual mistakes
• Needs clear prompts

The Close Score

3.7

PRICING

2.2

GENERAL FEATURES

4.3

ADVANCED FEATURES

1.1

CUSTOMER SERVICE

2.5

EASE OF USE

3.0

CUSTOMER RATING

4.7

EXPERT SCORE

4.6

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of

5

Why I chose ChatGPT

Staying creative in real estate can be surprisingly difficult, as agents are expected to constantly provide fresh content, new marketing angles, and engaging ways to stand out. Admittedly, it can be extremely daunting, which is why I personally often turn to ChatGPT. With over 800 million weekly active users worldwide, it’s become one of the most widely used AI tools. The AI platform serves as an on-demand brainstorming partner.

When it comes to marketing, with a brief conversation about your business, the platform can help generate multiple ideas for social media content, video scripts, real estate mailers, or campaigns. I often use the platform to explain an in-depth topic to a client. ChatGPT helps me break down the topic into an easily digestible format I can use when speaking with my client.

Learn more in our in-depth ChatGPT guide.

ChatGPT pricing

• Free: $0, limited access to flagship model GPT-5.5
• Go: $8 per month
• Plus: $20 per month
• Pro: $100 per month
• Business: $20 per month per user, billed annually
• Enterprise: Contact for pricing

Additional features

• Custom GPTs: Users can create tailored versions of ChatGPT for specific tasks, industries, or workflows.
• Advanced data analysis: Built-in tool that allows ChatGPT to analyze data, build charts, and interpret files to summarize market trends, break down sales data, and track performance metrics.

REimagine Home: Best for AI virtual staging

Pros

• Great listing visuals
• Useful for social content
• Easy to use

Cons

• No lead capture
• Limited integrations
• Advanced features require higher tiers

The Close Score

3.5

PRICING

2.8

GENERAL FEATURES

3.4

ADVANCED FEATURES

1.6

CUSTOMER SERVICE

0.5

EASE OF USE

3.0

CUSTOMER RATING

4.9

EXPERT SCORE

4.1

out
of

5

Why I chose REimagine Home

You might not judge a book by its cover, but buyers definitely judge a listing by its photos. REimagineHome stands out for its virtual staging, allowing agents to transform empty or outdated spaces into modern, visually appealing interiors in as little as 30 to 90 seconds– all without needing technical skills. Buyers may lack a sense of how a space can look with furniture or updates, but with these AI tools, agents can present photos to help buyers emotionally connect with the property.

The platform goes beyond simply adding furniture; it enables room redesign, outdoor space enhancement, clutter removal, and surface refreshing. This flexibility allows the tools to work across a wide range of situations, including outdated properties, vacant listings, and mid-construction projects. 

REimagine Home pricing

• Essential: $19 per month
• Pro: $36 per month
• Advanced: $59 per month
• Agency: $199 per month

Additional features

• Empty Your Space: An AI decluttering tool that allows agents to remove existing furniture and clutter from listing photos.
• Day to Dusk: The tool allows agents to adjust lighting and scene mood in images to enhance outdoor spaces.

Methodology

Detailed criteria included the following to determine the best AI real estate tools: 

Pricing (20%)

• AI platforms and tools come at a wide range of costs. I evaluated the subscription costs against the benefits agents receive for their money.

General features (25%)

I evaluated each platform’s core features, including natural language understanding, content generation, lead-capture capabilities, mobile applications, and marketing assistance.

Additional features (20%)

I considered the advanced features the platforms offered, including chat assistants, listing features, analytics tracking, social media integrations, CRM integration, real estate-specific features, and website integration.

Customer support (10%)

Customer support for any tool for your business is crucial. As such, I identified how each company’s support works, how many hours they’re available, and how they offer support, whether by phone, email, or live chat.

Ease of use (5%)

I examined the platforms’ onboarding/setup help, the technical skills required to operate them, and the reported speed and responsiveness of the AI tools.

Customer rating (10%)

I reviewed customer reviews of the platforms and incorporated public feedback into the ranking.

Expert score (10%)

As an expert, I relied on my experience to award extra credit for standout features or additional considerations not covered in the categories above.

Read more about our methodology here.

Frequently asked questions (FAQs)

Bottom line

Leveraging the best AI for real estate is not as daunting as it may initially seem. AI tools can automate routine tasks, provide data-driven insights, and enhance client interactions. They save you time and allow you to focus on higher-value activities, such as building personal client relationships and closing deals. This increased efficiency improves your productivity and enhances the overall client experience, ensuring you continue to fill your sales funnel.

The post The 10 Best AI Tools For Real Estate in 2026 appeared first on The Close.

For this guide, I reviewed and compared multiple platforms based on screening features, pricing, ease of use, customer support, and real user feedback. The tools on this list are designed to help you protect your investment, streamline your workflow, and confidently choose tenants who will pay on time and take care of your property.

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The Close’s top picks for tenant screening services for landlords

TurboTenant: Best for free landlord tools

Pros

• Free plan available
• Rental listings, applications, rent collection, and maintenance requests included
• National criminal background and sex offender screening included in reports

Cons

• Lease agreements require a paid plan
• Phone support is only available to paid-plan landlord subscribers
• No dedicated renter risk score disclosed

The Close Score

4.9

Pricing

4.0

General Features

5.0

Advanced Features

2.8

Ease of use

5.0

Help & support

4.0

Customer Rating

4.3

Expert Score

4.1

out
of

5

Pricing

• Free plan
• Essentials plan: $12.42 per month, billed annually
• Pro: $16.58 per month, billed annually

Why I chose TurboTenant

TurboTenant is my top pick because it gives landlords a strong mix of tenant screening and rental management tools without making the process feel overly complicated. You can create rental listings, accept applications, request screening reports, collect rent, manage maintenance requests, and communicate with tenants from one platform.

I especially like TurboTenant for independent landlords who want more than a basic screening report. Its reports include credit, eviction, criminal background, income, identity, and fraud-related screening details, while the platform also supports online applications, tenant communication, rent payments, and maintenance tracking. That makes it a strong all-around option for landlords who want to screen renters and manage the rental relationship in one place.

Additional features

• Rental marketing: Create rental listings and market vacancies across supported rental listing sites.
• Maintenance requests: Tenants can submit maintenance requests, and landlords can manage repairs through the platform.

RentSpree: Best for agent-friendly tenant screening

Pros

• Easy screening workflow for agents and landlords
• Standard screening report includes credit, background, and eviction history
• Comprehensive report adds bank-verified income and reference checks

Cons

• Maintenance requests are not clearly offered
• No native mobile app
• Lease tools are more limited than full property management platforms

The Close Score

4.8

Pricing

5.0

General Features

4.3

Advanced Features

2.4

Ease of use

4.5

Help & support

4.5

Customer Rating

4.2

Expert Score

4.5

out
of

5

Pricing

• Basic free plan
• Landlord PRO: $6.99 per month, billed annually
• RentSpree PRO: $15.83 per month, billed annually
• Standard screening report: $39.99 per report
• Comprehensive screening report: $49.99 per report

Why I chose RentSpree

RentSpree is a great fit for agents and landlords who want a simple, professional tenant screening workflow. It is easy to send to applicants, easy for renters to complete, and easy for landlords or agents to review. The platform keeps the screening process focused, which is helpful when you do not need a full property management system.

I like RentSpree for agents because it supports the rental application process without adding unnecessary operational tools. It offers credit, background, and eviction reports, plus a more comprehensive screening option with income verification and reference checks. RentSpree also includes rental applications, listing syndication, online rent collection, and lease upload with e-signatures on select plans, making it especially useful for agents who help rental clients but do not want to manage every part of the landlord workflow.

Additional features

• ApplyLink: Share one application link so renters can apply and submit screening information.
• Income verification: Review bank-verified income through RentSpree’s comprehensive screening option.

RentRedi: Best for mobile tenant screening

Pros

• Mobile app for landlords and tenants
• TransUnion with ResidentScore
• Includes rent collection, maintenance requests, applications, and listing tools

Cons

• No free plan
• No traditional free trial clearly listed
• Screening costs are separate from the monthly subscription

The Close Score

4.3

Pricing

1.5

General Features

5.0

Advanced Features

2.5

Ease of use

5.0

Help & support

5.0

Customer Rating

4.1

Expert Score

5.0

out
of

5

Pricing

• Track: Free plan
• Start: $5 per month
• Grow: $12 per month (billed annually)
• Pro: Contact for pricing

Why I chose RentRedi

RentRedi is a strong option for landlords who want to manage tenant screening and rental operations from their phone. Its mobile app experience is one of its biggest strengths, especially for landlords who need to review applications, request screening, collect rent, handle maintenance, and communicate with tenants while on the go.

RentRedi’s tenant screening is powered by TransUnion and includes ResidentScore, credit reporting, eviction history, and criminal background screening. Landlords can also add income and asset verification via Plaid, which gives them greater confidence in reviewing an applicant’s ability to pay. Beyond screening, RentRedi includes rental listings, applications, rent collection, maintenance requests, tenant communication, and tenant-facing mobile tools.

Additional features

• ResidentScore: Use TransUnion’s rental-specific score to help evaluate applicant risk.
• Plaid income verification: Add income and asset verification to gain more insight into the applicant’s finances.

Avail: Best for automated reference checks

Pros

• Automated landlord reference checks
• Digital leases provided
• Free plan includes listing, applications, screening requests, rent collection, and maintenance tracking

Cons

• No native mobile app
• Individual screening reports are priced separately
• Live chat support is not clearly listed

The Close Score

4.3

Pricing

3.0

General Features

5.0

Advanced Features

2.0

Ease of use

3.5

Help & support

3.0

Customer Rating

4.9

Expert Score

5.0

out
of

5

Pricing

• Unlimited: Free plan
• Unlimited Plus: $9 a month

Why I chose Avail

Avail is a great option for landlords who want tenant screening plus the core tools needed to manage a rental. The platform includes rental listings, applications, screening requests, state-specific leases, online rent collection, maintenance tracking, tenant messaging, income and expense tracking, and tenant portal access.

What sets Avail apart is its automated reference check feature. When applicants complete the rental application, Avail can help collect information from previous landlords and employers, giving landlords more context beyond a credit report or background check. Avail also offers TransUnion credit, criminal, and eviction reports, which help landlords build a more complete applicant profile before making a decision.

Additional features

• Lawyer-reviewed leases: Access state-specific lease templates with disclosures, clauses, attachments, and digital signing.
• Rent analysis: Review local rent comps and market data to help set a competitive rental price.

Baselane: Best for rental property investors

Pros

• Free landlord plan available
• Strong rent collection, banking, and bookkeeping tools
• Tenant screening starts at a lower price than several competitors

Cons

• No rental listing management
• No lease generation
• No maintenance request management

The Close Score

3.3

Pricing

4.0

General Features

2.0

Advanced Features

0.5

Ease of use

5.0

Help & support

2.0

Customer Rating

4.8

Expert Score

3.6

out
of

5

Pricing

• Core: Free plan
• Smart: $20 per month

Why I chose Baselane

Baselane is the best choice first for rental property investors who want tenant screening integrated with the financial side of their rental business. It is not trying to be a full property management platform. Instead, its strength is helping landlords collect rent, manage banking, track income and expenses, organize bookkeeping, and understand property-level performance.

Baselane offers tenant screening with a rental application, ID verification, and an Equifax credit report. Applicants can also add criminal, eviction, and income verification reports. I like Baselane for investors because screening is part of a broader financial workflow. Once a tenant is approved, landlords can use Baselane to collect rent, separate property finances, track cash flow, and prepare cleaner records for taxes and investment decisions.

Additional features

• Baselane banking: Create property-specific accounts to separate rental income, expenses, and reserves.
• Auto-tagging: Automatically categorize transactions to simplify bookkeeping and reporting.

TransUnion SmartMove: Best for dedicated tenant screening reports

Pros

• Dedicated tenant screening service from TransUnion
• No subscription required
• Includes ResidentScore on all screening packages

Cons

• Not a full property management platform
• No rental listings, rent collection, leases, or maintenance tools
• Sex offender, judgment/liens, and terrorist alert reporting are not clearly disclosed

The Close Score

3.2

Pricing

2.5

General Features

0.9

Advanced Features

2.8

Ease of use

3.8

Help & support

3.0

Customer Rating

4.1

Expert Score

3.8

out
of

5

Pricing

• SmartCheck Basic: $25 per month
• SmartCheck Plus: $40 per month
• SmartCheck Premium: $48 per month

Why I chose TransUnion SmartMove

TransUnion SmartMove is the best option on this list for landlords seeking a dedicated tenant-screening service rather than full property management software. It keeps the process simple: landlords select a screening package, invite the applicant, and receive reports after the applicant completes authorization.

SmartMove is backed by TransUnion. It includes ResidentScore, criminal background reports, credit reporting in select packages, eviction-related reporting in select packages, Income Insights in its higher-tier package, and an Identity Check Report in its most complete package. It is a strong fit for landlords who already have a rental management workflow and only need a reliable screening tool.

Additional features

• ResidentScore: Use TransUnion’s rental-specific score to evaluate applicant risk.
• Identity check report: Access identity-related checks, including SSN, address name, date of birth, and deceased person alerts on the highest-tier package.

Frequently asked questions (FAQs)

Methodology

Our expert researchers, agents, writers, and editors at The Close researched and reviewed dozens of tenant screening services for landlords. I chose the top six based on pricing structure, features, and reviews. 

Other factors I examined to evaluate the best commercial tenant screening services include the following:

• Pricing (20%)
  • I evaluated the cost of each platform, the price of each subscription package, the value of the features provided, and whether it offers a free trial.
• General Features (20%)
  • Based on various tenant-screening features offered to help landlords and property managers list and market properties, screen tenants, generate leases and reports, and track financials.
• Advanced Features (25%)
  • Based on various tenant communication features offered that help landlords and property managers to engage and connect with their tenants.
• Ease of Use (10%)
  • Based on how easy it is to navigate the provider interface and if it provides hassle-free transactions and communication between property owners and tenants.
• Help & Support (5%)
  • I looked into the convenience and attainability of customer service for technical support, onboarding, and training.
• Customer Rating (10%)
  • Based on customer feedback for each platform, with particular attention to product reviews and provider popularity, to certify that the software meets user satisfaction.
• Expert Score (10%)
  • Expertise in the field and firsthand experience with the providers allow us to evaluate the standout features, value for the money, and ease of use of tenant screening services.

Your take

Choosing the right landlord-tenant screening service can make it much easier to find great renters. My list provides several excellent options for screening and managing your tenants; it ultimately depends on your specific business needs. Use my list to select a platform that best aligns with your requirements and gives your business a competitive edge. 

The post 6 Best Tenant Screening Services for Landlords for 2026 appeared first on The Close.

The company says House.ai will complete some early financial-readiness work and deliver more transaction-ready prospects. Its announcement, however, does not define “offer-ready” or explain what information supports that designation.

How House.ai works for buyers and agents

House.ai is intended to help consumers assess their finances before entering the market. Lofty says users who reach its “offer-ready” stage may be connected with an agent or mortgage professional in the company’s network.

For agents and brokers, the platform could reduce some of the screening and financial education that now occur during lead nurturing. A prospect who already understands an estimated budget, financing gap, and next steps may be easier to move into a productive consultation. Lofty has not yet published conversion or closing data showing how those introductions perform.

Lofty also has not publicly specified what consumers submit, whether a lender verifies the information, or how the platform assigns the designation. An affordability estimate, mortgage prequalification, and lender preapproval represent different levels of financial review.

Buyer confidence is outpacing mortgage knowledge

A Wells Fargo survey published June 1 and conducted by Ipsos tested 2,012 aspiring first-time buyers. Nearly seven in 10 participants believed they were knowledgeable about buying a home, yet 75% answered four or fewer questions correctly on a 12-question quiz.

Nearly 90% did not understand what closing costs involve, and only 25% knew when to apply for a mortgage. Respondents were US adults ages 18 to 65 who had never owned a home and were considering buying within five years.

During the first consultation, agents can review the buyer’s estimated payment, taxes, insurance, HOA fees, and closing costs, then confirm whether a lender has assessed the buyer’s finances. Agents can also review outdated buyer assumptions by checking current payment targets, available cash, and preapproval status.

Buyer finance is moving into the home search

House.ai joins a broader effort to place affordability guidance inside the home search. On June 23, Zillow introduced a personalized moving hub for budgeting, search, offer, and closing tasks. Zillow said only 28% of prospective financed buyers had obtained preapproval before searching, while about half did not understand the term. A separate Zillow Home Loans feature factors estimated taxes, insurance, HOA fees, and closing costs into a buyer’s verified budget.

House.ai is designed to identify financially prepared consumers and route them to professionals in Lofty’s network. Agents could receive more context before the first consultation, but the platform’s value will depend on how it measures readiness, distributes introductions, and shares consumer information.

What agents should verify before relying on House.ai

Agents and brokerage leaders considering House.ai should clarify five details:

• What information does a consumer submit, and what is independently verified?
• Which criteria determine the “offer-ready” designation?
• Does a lender review the consumer’s financial information before an introduction?
• How are agents selected, and are introductions shared or exclusive?
• What costs, data-sharing terms, and performance results apply?

Brokerages should compare House.ai with existing sources by tracking cost per consultation, the share of leads who obtain preapproval, signed buyer agreements, and closings. The buyer consultation process should still include direct confirmation of financing, budget, and search expectations.

House.ai may help agents identify consumers who are closer to transacting, but “offer-ready” remains a Lofty designation. Until the company explains its criteria, agents should treat it as an early-readiness signal and confirm the buyer’s lender status before adjusting the search or presenting an offer.

The post Lofty Introduces House.ai to Assess Buyer Readiness Before Agent Handoff appeared first on The Close.

That gap is pushing some unsuccessful sellers toward the rental market. Rather than accept a larger price cut or replace inexpensive debt, they are keeping their existing mortgage and becoming “accidental landlords” — often without having planned to own rental property.

Why low-rate owners are not selling

Another 28% of outstanding mortgages carried rates between 4% and 6%, putting nearly 78% of existing loans below 6%. A record 41.2% of mortgages were five to seven years old, reflecting the 2019–2021 buying and refinancing wave. Selling may require those owners to replace their existing loan with considerably more expensive financing, even when purchasing a similarly priced home.

FHFA researchers estimated that each percentage-point increase between the market rate and a borrower’s original rate reduced the probability of a sale by 18.1%. A relocation, divorce, job change, or growing family may still make moving unavoidable. Renting allows the owner to relocate without immediately surrendering the existing mortgage.

How failed listings become rentals

A March analysis of rental listings found that 2.3% of homes offered for rent had previously been listed for sale. Only one month in the study’s nearly six-year record had a higher national share.

The data run through October 2025 because sale and rental records take time to confirm. Researchers counted properties marketed for sale for at least two weeks, removed without a recorded sale, and listed for rent within three months.

Mortgage rates are not the only factor. Equity, asking-price expectations, buyer demand, and achievable rent also shape the decision.

Owners with substantial equity and low monthly payments may have more room to reject a discounted offer. Leasing can postpone the sale, but rent must still cover vacancies, repairs, insurance, taxes, association dues, and management costs.

Where rental conversions are rising

The highest accidental-landlord shares appeared in markets where homes were taking longer to sell and buyers had gained negotiating leverage. Denver led at 4.9%, followed by Houston at 4.2%, Austin at 4.1%, and San Antonio at 3.9%. Seven of the 10 highest-share markets were in Texas or Florida.

Detached houses were more likely to shift from the sales market to the rental market. Former for-sale properties accounted for 3.4% of single-family homes listed for rent, compared with 2.2% of townhouses and 1.1% of condos.

For agents, an expired or withdrawn listing may no longer represent a likely relist. The owner may instead be comparing a lower sale price with the costs and obligations of operating a rental.

Run the rent-versus-sell numbers first

A seller may need both scenarios when the owner has a low mortgage rate, a clear reason to move, and enough potential rent to justify a full cash-flow analysis. Before the appointment, agents can estimate market rent, review comparable sales, and calculate likely proceeds at several list prices. The rental scenario should include:

• Mortgage principal and interest
• Property taxes and insurance
• Association dues
• Vacancy and repair reserves
• Leasing and property management expenses

Agents should also ask about the owner’s remaining loan balance, expected holding period, available reserves, and willingness to manage tenants or hire a professional. Agents can frame the comparison, but clients should take tax questions to a CPA, coverage questions to an insurance professional, legal requirements to an attorney, and operating questions to a property manager.

Before advising a seller, compare likely sale proceeds, realistic net rental income, the replacement mortgage payment, and available reserves. The numbers may support a rental conversion — or show that leasing would only postpone a price adjustment and add the obligations of becoming a landlord.

The post Mortgage Lock-In Is Sending More Unsold Homes to the Rental Market appeared first on The Close.