With countless tools promising to save time and boost productivity, success today isn’t just about what you use — it’s how you use it.
Let’s take a look at the 21 tools top real estate licensees and brokers are relying on in 2025, and how to use them without running into compliance headaches or client confusion.
Graphic Design Tools
Your brand is your first and last impression for your clients. Consistent and polished visuals can help you stand out from your competition. Software such as Canva® and Adobe Express® make it easier than ever to create professional marketing materials without a graphic designer.
When it comes to your graphics, be sure not to get blinded by flashy graphics that might cross the line. Avoid unverified claims like “#1 agent” or “the best deal in town”, and if using templates, look out for typos, potential compliance issues, or any language that could be misleading or ambiguous to your clients.
Digital E-Signature Solutions
Getting things done fast can be useful, but accuracy comes first. Tools like DocuSign® and Adobe Sign® have revolutionized the digital signing process, allowing you to close faster and keep track of all your agreements.
But, like any digital tool, it comes with risks if not prepared carefully and accurately, and if your client misunderstands how the software works. Before sending out your document for signing, you should take a moment to double-check it. A missing disclosure or incorrect date could open the door to disputes, or worse yet – lawsuits. For first-time buyers or those less familiar with technology, you may want to walk them through the documents as they sign. Once signed, ensure all your documents are stored securely in line with your state’s record retention rules.
Social Media Content Tools
Social media is a great way to build trust and generate leads, but only if you do it right. Tools like Coffee and Contracts, Agent Crate, Wix Video Maker, and LCA Marketing Center provide licensees with ready-made content and templates to help you stay on-brand and consistent in your posting, without developing your own content.
Coffee and Contracts and Agent Crate both offer monthly content libraries tailored for social media platforms like Instagram and Facebook. Wix Video Maker is perfect for short, engaging videos, and LCA’s tools help you create everything from flyers to direct mail (many of which can sync with your CRM).
Keep in mind though, even the best templates won’t protect you if your copy is off base. Always check that you’re complying with advertising laws, especially if you’re promoting pricing, timing, or results. (And never speak ill of anyone in your posts.)
AI Tools for Writing Listing Copy
AI tools such as ChatGPT, Jasper®, and Copy.ai are popular with agents for a reason. They’re fast, efficient, and great at helping you get unstuck when writing listing descriptions, emails, or captions for social media.
However, AI doesn’t have the same nuanced understanding you have of your listings. It won’t catch a wrong bedroom count or a misleading description. Always review any AI-generated content for accuracy, compliance, and check that it’s the right tone of voice for your business. Steer clear of language like “unbeatable value” or “guaranteed growth,” unless you’re prepared to defend it. Also check your copy for discriminatory language or “steering”.
Think of AI as your “rough draft” assistant, not your shortcut to creating 100% accurate, finished copy.
Facebook Messenger® Ads
Messenger ads are great for starting conversations, especially with demographics that are active on Facebook. Always ask for permission before reaching out to leads, and avoid aggressive sales tactics or any over-exaggerated claims. Provide clear, polite messages and you will likely yield better results than anything too “salesy”.
Customer Relationship Management (CRM) and Follow-Up Tools
A robust CRM does more than just manage your contacts. It will help with keeping you organized, consistent in your messaging, and protected if you ever need to refer back to your client communications.
Real estate-specific CRMs like Wise Agent®, Follow Up Boss®, BoomTown®, and BoldTrail are built for the way licensees work. Whether you’re a solo operator or managing a team, you can use these types of tools to automate follow-ups, track lead sources, and integrate with platforms such as Zillow® and Facebook®.
Mainstream CRMs, like Zoho® or HubSpot®, can work well too, especially if you’re looking for a more affordable option or you need some help to customize your setup. Just keep in mind they’ll take a little more tweaking to align with real estate workflows.
Whichever tool you choose, real estate licensees need to ensure key conversations are documented, especially those about pricing advice, offers, decisions, and disclosures (whether in person, by email, or by text). But ensure you don’t store sensitive personal information unless you have written permission from the client.
If you’re sending email campaigns through your CRM, ensure compliance with the CAN-SPAM Act by including clear opt-out options and accurate sender information to avoid penalties.
Review Collection Platforms
Soliciting reviews can be challenging. Birdeye® can automate the request process, sending timely and unobtrusive follow-ups.
For reviews to help build trust, they need to be authentic. Never write a review on behalf of a client, and don’t offer incentives for positive feedback. Let client words speak for themselves. You’ll get better results with genuine reviews, and it will also help you avoid any ethical gray areas.
Client Video Testimonials
Video testimonials give your future clients a window into what it’s like to work with you. Authentic, unscripted videos work best and often resonate more than polished productions.
When requesting reviews from your clients, encourage them to share a short video clip describing their experience. No production crew needed. Just a smartphone and honest feedback. Providing prompt questions can be useful, but be careful not to ask any leading questions.
You can use client video testimonials on your website, social media, or email campaigns only if you have written consent. If a client mentions exceptional results like saving money or a quick sale, include a simple disclaimer to keep things fair and balanced. For example:
“Results may vary. Testimonials reflect individual experiences and do not guarantee future performance or outcomes for all clients.”
Virtual Staging and 3D Tours
Tools such as Zillow 3D Home® and virtual staging services let you showcase listings in a more engaging way, especially for remote buyers.
Just make sure enhancements are clearly labeled. Don’t use digital editing to hide property flaws or change the layout. Misrepresenting a property, even unintentionally, is one of the fastest ways to land you in hot water.
Video Scripts and Pre-Recorded Text Messaging
CRMs like Wise Agent and BombBomb® let you set up pre-written text messages or send video follow-ups by SMS.
It’s a great way to keep leads warm, but make sure you comply with the Telephone Consumer Protection Act and your state-specific regulations. Clients must provide clear consent (opt-in) before you start sending them text messages. Avoid sending unsolicited messages, and include an option to opt out.
Once you’ve got permission, keep your messages short, friendly, and helpful, respecting your client’s time. A timely, respectful check-in works better than a robotic pitch at the wrong time.
Protect Yourself With a CRES E&O + ClaimPrevent® Policy
Tech can make your life easier, but it doesn’t replace your own experience and judgment. You are still responsible for everything bearing your name, regardless of where it came from. Even seasoned professionals can run into trouble when using automation or third-party tools. CRES Real Estate E&O + ClaimPrevent® policies give you the most extensive E&O coverage with the added benefit of access to our team of real estate attorneys, ready to provide legal support if you need it.
Explore your options with CRES today and enjoy premium protection.
Disclaimer: All trademarks and registered trademarks used here remain the property of their respective owners.
