# FirstTeam and Purlin on avoiding AI mistakes: 'Some stuff actually creates more work'
Real estate leaders are pumping the brakes on indiscriminate AI adoption. Lauren Henss of FirstTeam Real Estate and Tim Quirk of Purlin told HousingWire that brokerages need to pick their AI tools carefully rather than implement everything available.
Henss and Quirk stress that not all AI implementations improve productivity. Some tools generate busywork instead of streamlining operations. Agents and staff waste time managing poorly integrated systems or cleaning up inaccurate outputs.
The core issue: AI adoption without a strategy backfires. Brokerages that layer new technology onto existing workflows without reimagining those workflows end up with more friction, not less. Agents spend hours verifying AI-generated listings, correcting data errors, or toggling between incompatible platforms.
Henss points to listing quality as a prime example. AI can write descriptions and pull photos, but if the underlying data is dirty or the AI misinterprets property features, agents must manually fix everything anyway. The time saved evaporates.
Quirk emphasizes that brokerage leadership must evaluate AI by asking hard questions first. What specific problem does this tool solve? Will agents actually use it? Does it integrate with our existing systems? Will it save more time than it costs to implement and train staff?
Real estate brokerages operate on tight margins. Throwing money at trendy AI tools without ROI analysis kills profitability. FirstTeam and Purlin advocate for deliberate adoption focused on genuine workflow bottlenecks.
The message resonates across the industry as AI hype collides with operational reality. Brokers who succeed won't be those chasing every new model. They'll be those who identify specific inefficiencies and deploy tools that