AI Agents Just Sold $100 Million In Real Estate

The real estate industry just witnessed a major milestone. An AI-powered agent in Portugal has generated $100 million in sales. This isn’t science fiction or a marketing gimmick—it’s happening right now.

The company behind this breakthrough, Israeli startup eSelf AI, has developed what they claim is the first true AI real estate agent. It’s currently being used by Porta da Frente Christie’s, a luxury real estate brokerage in Portugal, with remarkable results after a year of live testing.

We’ve been tracking these developments closely at Power Unit Coaching, and they signal a significant shift in our industry that forward-thinking agents need to understand.

What Makes This AI Agent Different

Unlike simple chatbots or search algorithms, eSelf AI has created something more sophisticated. Their technology transforms large language models into visual experiences—similar to what movies did for books. It makes complex information accessible and interactive.

This AI agent doesn’t just answer questions about listings. It actively searches for properties, conducts virtual tours, and provides detailed information about spaces in real-time. Prospective buyers can interact with it naturally, asking questions and receiving responses that feel almost human.

The results speak for themselves. Generating $100 million in sales based on leads produced by an AI agent demonstrates that buyers are willing to engage with this technology.

The Real Question For Agents

Whenever technology like this emerges, the knee-jerk reaction is fear. Will AI replace real estate agents?

We believe that’s the wrong question to ask.

The better question is: How will successful agents integrate AI to enhance their business while focusing on the human elements that machines cannot replicate?

At Power Unit Coaching, we’ve always emphasized that modern real estate success comes from adapting to new tools and technologies—not fighting against them. The agents who thrive in the coming years won’t be those who resist AI but those who leverage it strategically.

Where AI Falls Short

Despite impressive capabilities, AI agents have clear limitations. They lack emotional intelligence, negotiation skills, and the ability to truly understand human motivations behind buying decisions.

Real estate isn’t just a transaction—it’s an emotional journey for most buyers and sellers. The psychological aspects of helping someone find a home or let go of a property involve complex human elements that AI simply cannot navigate.

The top-performing agents in our coaching programs excel precisely because they master these human elements while using technology to handle repetitive tasks.

The Path Forward For Smart Agents

We’re advising our coaching clients to take three specific actions in response to these developments:

First, understand this technology instead of fearing it. Know what AI can and cannot do in real estate so you can speak confidently to clients about it.

Second, double down on developing the skills AI cannot replicate: emotional intelligence, negotiation expertise, local market insights that go beyond data, and building genuine human connections.

Third, start thinking about how you might incorporate AI tools into your business to handle routine tasks, allowing you to focus on high-value activities that require the human touch.

The real estate professionals who will thrive in this new landscape aren’t those with the most listings or the biggest teams. They’re the ones who understand how to blend technology with irreplaceable human expertise.

The Real Opportunity

While some agents will view AI as a threat, we see it as an opportunity to elevate the profession. As basic tasks become automated, the value of skilled, emotionally intelligent human agents actually increases.

Clients will still need trusted advisors to guide them through life-changing financial and emotional decisions. They’ll need experts who understand not just property values but the human values driving decisions.

The Portugal example shows us that AI can effectively handle certain aspects of real estate. But it also highlights, by contrast, the areas where human agents provide irreplaceable value.

At Power Unit Coaching, we’re committed to helping agents master both the technological and human sides of modern real estate. That’s why our training focuses not just on tactics but on developing the strategic mindset needed to thrive in a rapidly changing industry.

The future of real estate isn’t either AI or human agents. It’s AI-augmented human agents who leverage technology while developing the interpersonal skills that no algorithm can match.

The $100 million question isn’t whether AI will change real estate—it’s whether you’ll be ready when it does.