Jan

What does AI really mean for the letting industry? Q&A with Sam Humphreys, Head of M&A at Dwelly

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What does AI really mean for the letting industry? Q&A with Sam Humphreys, Head of M&A at Dwelly

What does AI really mean for the letting industry, and why are we seeing such a surge of interest in AI tools across the property sector?

AI is ultimately about removing friction, improving service, and making the industry more efficient. The technology has moved far enough that we can now run processes that were traditionally slow, manual and offline through intelligent systems that work instantly and consistently. Tools like ChatGPT have accelerated expectations, and we are now seeing that same underlying technology being applied to very practical problems in lettings.

For example, Dwelly’s AI has already reduced the average maintenance resolution time by around a third, and we are aiming for a reduction closer to seventy percent as adoption scales. The wider industry, however, is still at the very beginning. Most letting agents only use AI casually, such as drafting emails, but this barely scratches the surface. To deliver real operational benefits you need deeper integration, proper engineering and a joined-up approach, which most agencies simply do not have in-house.

What are the most practical ways AI can already be used in a letting agency today?

Where AI makes the biggest immediate difference is in reducing manual workload across the entire management journey. That includes everything from applicant handling to maintenance triage, contractor coordination and rent-related processes.

When used properly, AI removes the delays that often sit between tenants, landlords, agents and suppliers. It ensures information is gathered consistently, routes tasks correctly, and keeps everyone updated without the long gaps that cause frustration. The result is smoother operations and, ultimately, better financial outcomes for all parties involved.

How does Dwelly use AI?

We use AI in two core areas: Tenant Find and Maintenance.

On the Tenant Find side, applicants can interact with our AI 24 hours a day, ask questions, book viewings and even submit offers. The system then scores applications against the landlord’s criteria and highlights the strongest matches. It speeds up the entire process and ensures no enquiry is missed simply because it arrived outside office hours.

For Maintenance, AI logs, summarises and prioritises issues the moment they arise. It provides clear information for contractors, follows up automatically and keeps tenants and landlords in the loop. This is where we have seen the thirty-three percent reduction in average resolution times. Speed really matters because unresolved issues are one of the main reasons tenants give notice earlier than planned. AI is tireless: it nudges, reminds and escalates at the right moments, which is something even the best human teams struggle to do consistently.

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How difficult is it to start using AI for an average agent?

The good news is that it has very little to do with technical expertise. We have seen no link between someone’s age, background or traditional “tech skills” and their ability to use AI effectively. The people who adapt fastest tend to be the ones who look for opportunities, experiment, ask good questions and want to improve how they work.

AI should not be seen as replacing agents but as freeing them from repetitive admin so they can focus on what they are genuinely good at: building relationships, supporting landlords, strengthening contractor networks, and growing the business. The value of AI is in elevating people, not sidelining them.

Are there any risks associated with the usage of AI?

Every letting agency already deals with sensitive data, and that responsibility does not change with AI. GDPR still applies, and the UK’s AI principles emphasise safety, transparency and accountability. The biggest risk comes when teams use consumer tools for professional tasks without understanding where the data is going or how it is stored.

When implemented correctly, AI actually reduces risk because it eliminates many of the human errors that cause disputes, delays or compliance issues. It also ensures that decisions are documented, consistent and auditable. Used properly, AI strengthens the customer experience and improves reliability rather than undermining it.

Is the road worth travelling?

Absolutely. The lettings industry is going through a structural shift, and the agencies that embrace automation will be the ones that grow. Those that do not will struggle to keep pace with rising expectations from landlords and tenants, and many will ultimately be absorbed by larger, more tech-driven operators.

AI is not a trend. It is the next stage of operational efficiency in lettings, and the sooner an agency starts the journey, the stronger its position will be.