RealReports is launching a more proactive AI designed to help agents find prospects, serve clients, and generate repeat business.
Six months after a real estate agent closes a deal, one proptech company wants its AI to treat that transaction as unfinished business.
In a demonstration for Realtor.com®, RealReports' built-in AI, Aiden, used a past closing to identify 87 prospects in the surrounding area. It then proposed a direct-mail campaign with a total cost under $100, prepared the targeting and postcard copy, and stopped before spending any money so the real estate agent could approve it.
The workflow is part of a major overhaul launching Monday under the name Business Momentum Engine™. At the center is Aiden, which is expanding across the company's entire toolkit with a new mandate: surface potential business before an agent thinks to look for it.
For co-founder and COO Zach Gorman, the economic justification was central to developing the technology.
“If you're going to introduce something new, it really needs to answer the question of 'Where am I getting new business?' or "How am I getting business to move forward?'" he tells Realtor.com.
In a stagnant market, those questions have become harder to answer for many real estate agents.
Existing-home sales fell from 6.12 million in 2021 to 4.06 million in 2025—a contraction of roughly 34%, with last year's total matching 2024 for the lowest level since 1995.
Last year, the typical agent completed just nine transaction sides. Median gross real estate income rose only 1.9%, from $58,100 to $59,200, while median business expenses jumped 19%, from $8,010 to $9,530.
Agents, in other words, aren't just looking for ways to do their existing work faster—they're spending more while competing over fewer transactions.
As consumers get AI, agents have to prove their value
At the same time, agents aren't the only ones gaining access to the growing capabilities of AI.
In March, a Florida homeowner drew national attention after saying ChatGPT helped him sell his home for $954,800 without a listing agent—and for $100,000 more than agents had told him it was worth.
The sale became a flashpoint in the debate over how much of an agent's job consumers might eventually be able to do themselves. But professionals who reviewed the transaction challenged the viral takeaway, arguing that the seller may not have fully capitalized once five competing offers arrived.
But when another story out of upstate New York followed just two months later, it seemed to signal a future where home buyers and sellers could operate on their own.
Consumers are hardly abandoning agents—88% of buyers purchased through an agent or broker last year, while 91% of sellers used one—but the trend does point to an important shift for agents. If buyers and sellers can use AI themselves to research properties and brainstorm their strategy, access to information alone becomes a weaker value proposition to offer clients.
And that's where RealReports sees an opening. Rather than rely on a general-purpose chatbot alone, Aiden sits on top of RealReports' property database, which the company says draws from more than 100 data providers and is continually cleaned and reconciled.
Gorman describes it as the “highest fidelity corpus of property data that exists” and says additional market information can flow from RealReports' MLS and brokerage partners.
“Without data, I don't care what tools you have or what AI wrapper or harness you have,” Gorman says. “It's all just theatrics at a certain point.”
Gorman argues that raises the bar for what agents have to bring to the transaction. The advantage, in his view, comes not from the AI interface itself, but from the quality of the information underneath it and the professional judgment of an agent layered on top.
“My goal is that people come into our platform, click, click, click, take those opportunities, move everything forward, and then go back to all of the parts of their job that are irreplaceable,” he says.
RealReports co-founder and COO Zach Gorman says the company’s new AI tools are designed around a simple test: “Data is value to agents … but only if it serves their bottom line.” (Realtor.com) RealReports wants AI to find the opportunity first
But proving value to a client requires winning them in the first place; and hat's where Aiden is pushing the boundaries of how AI is already used in the industry.
An overwhelming majority (97%) of brokerage leaders said their agents were AI, according to a 2026 Delta Media Group survey of more than 100 industry leaders. Yet the dominant applications remained decidedly generative, with 82% citing listing descriptions and 74% other content creation.
“Every time an agent comes into our platform, it's not just a chatbot waiting for them to ask a question,” Gorman says. “It presents them with three discrete opportunities informed by all of that information every single day.”
The prospecting campaign is just one example, and an important one. Agents already spent a significant amount of time and money hunting for their next client: 19% spend more than $500 a month on lead generation, while 24% spend more than $500 monthly on technology for their individual businesses, according to 2025 NAR survey.
“If I go to 90 or 100 agents and say, ‘Would you rather [the AI] run your prospecting searches, versus you sit there and click the buttons?’” he says. “The vast majority of them are going to be like, ‘Well, my time is worth a lot, and that's not where I want to spend my time.’”
The next deal might come from the last one
And spending more time with past clients is another way Gorman hopes Aiden can help agents generate business.
“They work so hard to get these clients, get them over the line, and then they leave like the ripest, juiciest fruit on the vine to rot,” he says.
Industry data shows why that relationship is so important to an agent's bottom line.
The typical agent got 28% of business from repeat clients and another 22% from referrals from past clients last year. Among agents with at least 16 years of experience, those two sources accounted for 81% of business combined.
RealReports' Pulse product is intended to keep more of those relationships active. After a closing, Aiden can propose enrolling a client in continuing property updates that combine refreshed information about the home with documents from the transaction.
For homeowners, that could help resurface information buried during the buying process. Gorman gave the example of Aiden flagging an unfinished item from an inspection report—such as attic insulation that still needed replacing—months later.
There can be real money attached to acting on that kind of information, too. Homeowners can save an average of 15% on heating and cooling costs by air sealing their homes and adding insulation, according to estimates from Environmental Protection Agency.
“Just like Aiden can surface opportunities to me as a practitioner, it can surface opportunities to a homeowner for how to better live in their house and the things that they should be knowing,” Gorman says.
It also gives the agent another way to demonstrate their value after the transaction is over, rather than staying in touch solely to ask for the next referral.
That post-close relationship is the final stage of the broader business cycle RealReports is trying to support with the redesigned platform. The company says the suite will roll out Monday through participating MLSs and brokerages and will also be available directly to individual agents. Pricing will vary by access point and product.