Greg Robertson on CMAs, AI, and Agent Trust | EP010

#mls #RealEstateAI #CMA #realestatetech #realestateagent #proptech Greg Robertson on CMAs, AI, and Agent Trust More data was supposed to make the CMA less important. Instead, 89.6% of surveyed real estate professionals say it’s becoming more relevant. Greg Robertson admits he once thought the opposite: “I thought, well, shit, the CMA is dead.” Clearly, something didn’t go as planned. On REpod, host Katie Smithson and Greg explore why that shift is happening. Sellers now have Zillow, AVMs, ChatGPT, old neighborhood sales, and probably a number they already like. So what exactly is the agent bringing to the table that another valuation tool can’t? Greg has a strong opinion about where CMA technology may be getting distracted. Better comps and faster reports sound useful, but he keeps coming back to a different problem: “It’s the persuasion… that is the factor.” And that raises a much bigger question about what a listing presentation is actually supposed to accomplish. AI only makes that question more interesting. AI can help an agent do surprisingly well, but local knowledge, MLS data, and simple human observation still matter a lot. As Katie puts it: “AI can’t smell the cat or hear the dog barking.” Here are the key takeaways: (0:00) Intro (4:45) Why CMAs Are More Relevant (5:30) Zillow Didn’t Kill the CMA (7:38) The Pricing vs. Persuasion Problem (10:21) Preparing for the Zillow Question (11:54) Using AI Before the Listing Meeting (15:01) AI, MLS Data, and Trust (17:42 Why Three-Minute CMAs Fall Short (22:52) Building Trust in Real Estate (24:48) Candor, Mistakes, and Industry Commentary So is the CMA really about finding the right price anymore, or is the industry asking it to do something much bigger? Listen to the full REcore conversation with Katie Smithson and Greg Robertson to hear where that argument goes. About Greg Robertson Greg Robertson is a longtime real estate technology entrepreneur, author, and industry commentator with more than three decades of experience. His work has included Cloud CMA, Vendor Alley, Listing Bits, and The Art of the CMA. His focus spans real estate technology, MLS data, agent tools, listing presentations, and the broader industry. Connect with Greg: LinkedIn About Katie Smithson Katie Smithson is a long-time veteran of the real estate industry with a history of MLS relationship management and product innovation. In her most recent role, Katie was Chief Revenue Officer for California Regional MLS (CRMLS), directing revenue operations and ensuring proper communication and collaboration between all of CRMLS’s revenue-generating departments. In addition, she has also served as a NAR REACH mentor, board member for the Council of MLS with a CMLX 1 certification, and RESO Board Secretary. Connect with Katie: LinkedIn Disclaimer This podcast is for informational purposes only and features opinions, perspectives, and candid discussions about real estate technology and the broader industry. It is not intended as legal, financial, business, or other professional advice. Listeners should consult qualified professionals regarding their specific circumstances.