By Michelle Huffman
Artificial intelligence isn’t just for big brokerages with big budgets.
As the technology becomes more accessible, solo agents and smaller teams are finding that even modest investments in AI can lead to major gains in efficiency, lead generation and long-term growth.
“By strategically integrating AI into my daily workflow, I’ve improved efficiency, maintained a high level of client service and stayed ahead in a
competitive market—all without overspending,” says Patricia Orange, CRS, broker associate with Coldwell Banker Vanguard in Ponte Vedra Beach, Florida.
A Smarter Spend: Affordable AI Solutions for Agents
Most AI tools offer free trials and low-cost plans, making them accessible for agents on a budget.
Orange says she often uses ChatGPT Plus—which costs $20 a month at time of publication—to help her brainstorm ideas for content, write blog posts, craft email campaigns and generate engaging social media captions. The time savings pay for the cost many times over, she says.
Many of the most popular AI tools agents use (like the design program Canva Pro, which costs about $13/month, or avatar-based video generator HeyGen, which costs under $30/month) have affordable subscription prices or free versions.
“My tech stack costs me about $40 a month,” says Marki Lemons Ryhal, CRS, a broker at EXIT Realty in Chicago, Illinois, and a keynote speaker on AI. She uses that tech to generate landing pages, capture leads and send them into automated email and text nurture campaigns. That AI-assisted lead generation system helped her grow her business from $34,508 in revenue in May 2022 to $97,909 a year later.
Step-by-Step Implementation for Solo Agents
Getting started doesn’t require technical expertise—just a willingness to experiment.
“If you’re looking to integrate AI into your business, start small, experiment with different applications, and adjust as you go,” Orange says. Here’s a basic roadmap:
- Start with one task: Try using ChatGPT to write a listing description or email reply.
- Introduce your business: Ask the AI to learn about your business, workflow, brand and style.
- Add tools gradually: Once you’re comfortable, integrate larger platforms that can connect AI with other apps and functions like Zapier or Make, both of which have free tiers to start.
- Focus on consistency: Use AI regularly for repeatable tasks to build long-term systems. AI becomes more valuable the more you use it because it learns from you, Lemons Ryhal says.
Rather than focusing solely on efficiency, some agents are using AI to build systems that support long-term stability and even retirement.
“Real estate agents often don’t retire because they lack systems,” Lemons Ryhal says. “AI can help us develop those systems—and give us the freedom to choose when we step back.”
She uses Make to automate repeatable tasks—anything from lead follow-up to client onboarding. “You don’t need to be available 24/7 to be productive,” she says. “Let the tech handle some of it so you can give your family undivided attention.”
Measuring AI ROI on a Budget
Even small costs can add up, so it’s important to ensure that your AI tools are worth the investment. To determine if your AI tools are yielding returns:
- Define clear objectives: Set specific goals, such as reducing time spent on administrative tasks or increasing lead conversion rates.
- Track time savings: Monitor how much time AI tools save on tasks compared to manual processes.
- Evaluate cost vs. benefit: Compare the cost of AI tools against the value of time or money saved and additional revenue generated.
Drew Thompson, Head of Agent Performance and Head Coach for cloud-based brokerage Real, advises agents to view AI as a collaborative partner.
“Tell ChatGPT: ‘I’m a real estate entrepreneur. Ask me questions so you can understand my business,’” Thompson says. “Then have it generate ideas that save you time.”
He also suggests leveraging AI for data-driven decision-making. “Upload your closed deals from 2024 and ask it where you’re missing opportunities. It’s not just about helping you write—it’s about helping you grow.”
“The biggest mistake agents make is waiting to understand it all before trying it,” Thompson adds. “The best way to get comfortable with AI is to talk to it just like a human; have a conversation just like you would with a person.” 
Staying educated doesn’t have to cost you much. Explore our extensive library of complimentary AI webinars.
