{"id":63090,"date":"2026-05-21T03:00:19","date_gmt":"2026-05-21T01:00:19","guid":{"rendered":"https:\/\/housesmarketplace.com\/why-agents-will-ignore-your-expensive-ai-tool-and-how-to-fix-it\/"},"modified":"2026-05-21T03:00:19","modified_gmt":"2026-05-21T01:00:19","slug":"why-agents-will-ignore-your-expensive-ai-tool-and-how-to-fix-it","status":"publish","type":"post","link":"https:\/\/housesmarketplace.com\/ru\/why-agents-will-ignore-your-expensive-ai-tool-and-how-to-fix-it\/","title":{"rendered":"Why agents will ignore your expensive AI tool \u2014 and how to fix it"},"content":{"rendered":"
\n

For many real estate brokers, the dream of artificial intelligence (AI)-powered efficiency has crashed against a hard reality; agents are reluctant to use tools that force them to change habits. <\/p>\n

Tyler Morton \u2014 broker-owner of \u0420\u0415\u041c\u0410\u041a\u0421<\/a> Victory + Affiliates <\/strong>in Beavercreek, Ohio \u2014 learned this lesson the expensive way. <\/p>\n

After his first \u0418\u0418<\/a> platform Victoria failed because agents refused to download \u201cjust another app,\u201d Morton rebuilt from scratch. The result was Victoria\u2019s update, Tori 2.0 \u2014 a brokerage operating system that unifies disjointed systems from messaging to documents. <\/p>\n

Morton sat down with \u0416\u0438\u043b\u044c\u0435\u041f\u0440\u043e\u0432\u043e\u043b\u043e\u043a\u0430 <\/strong>to share hard-won lessons on building an AI infrastructure that \u0430\u0433\u0435\u043d\u0442\u044b<\/a> actually use.<\/p>\n

\u041f\u0440\u0438\u043c\u0435\u0447\u0430\u043d\u0438\u0435 \u0440\u0435\u0434\u0430\u043a\u0442\u043e\u0440\u0430: \u0434\u0430\u043d\u043d\u043e\u0435 \u0438\u043d\u0442\u0435\u0440\u0432\u044c\u044e \u0431\u044b\u043b\u043e \u043e\u0442\u0440\u0435\u0434\u0430\u043a\u0442\u0438\u0440\u043e\u0432\u0430\u043d\u043e \u0434\u043b\u044f \u0431\u043e\u043b\u044c\u0448\u0435\u0439 \u043a\u0440\u0430\u0442\u043a\u043e\u0441\u0442\u0438 \u0438 \u044f\u0441\u043d\u043e\u0441\u0442\u0438.<\/em><\/p>\n

Jonathan Delozier: You mentioned that the first version of your AI platform<\/a> failed because agents had to change their behavior and log into another tool. What are the biggest lessons \u0431\u0440\u043e\u043a\u0435\u0440\u044b<\/a> should learn about AI adoption before they invest heavily?<\/em><\/strong><\/p>\n

Tyler Morton:<\/strong>\u00a0We tried to make it as easy as possible. I mean, even with the fact that I initially built the app with the agents in mind, thinking it would make their lives easier, they didn\u2019t want to download just another app. That\u2019s not where their mind goes when they have a pressing question. They still want to call the broker and get a quick answer, or shoot a text, a Facebook message or even an email. That\u2019s where the agent lives.<\/p>\n

We tried to make it as easy as an agent texting a question to Victoria, and it would give an instant response. But they just weren\u2019t programmed to do that, right? They\u2019ve been doing business the same way for years.<\/p>\n

Delozier:<\/strong> So how did you fix it with Tori 2.0?<\/strong><\/em><\/p>\n

Morton:<\/strong> We really tore it all down. I started looking at the platform and all the gaps or holes that it had for other tools that we needed to integrate and tried to think about where agents actually live. I said, \u2018Let\u2019s break this down and look at the entire stack that we\u2019re using for all of this stuff. I can probably rebuild 90% of it relatively easily.\u2019 And I say relatively easily with 2,000 hours of vibe coding experience and tens of thousands of dollars. We don\u2019t call them mistakes, we call them tuition, because I certainly learned from it.<\/p>\n

Delozier: What does that unified system do for agents day to day?<\/em><\/strong><\/p>\n

Morton: <\/strong>One of my most-used functions of Tori OS is an agent goes in and asks a question, and proactively, the system, based on our knowledge base, is answering those questions in stream. If an agent asks, \u201cHey, what plumber do you recommend in Westchester, Ohio?\u201d it\u2019s going to look at all of our previous conversation history and say that John recommended ABC Plumbing six months ago. It might say, \u201cYou may want to check to see how that job went,\u201d or \u201cCarol recommended 123 Plumbing.\u201d It will give them that entire list, and it\u2019s just learning and growing from that.<\/p>\n

Agents know what they\u2019re used to, and so that\u2019s what we built. We built the voice-to-contract model with that in mind. What we sought to build was \u2014 using Dotloop\u2019s API \u2014 a simple voice-to-contract where agents can be driving back from their showing and hit a button in the app and say, \u201cWrite me an offer for 123 Main Street for $500,000, two weeks for inspections and close it in 30 days.\u201d <\/p>\n

Delozier:<\/strong> You\u2019re running a pilot with Amazon on something even more advanced. What does that look like?<\/strong><\/em><\/p>\n

Morton: <\/strong>We are running that through a company [Amazon] acquired called Bee, or bee.computer, using conversational intelligence. Instead of an agent still reacting to a conversation they had earlier with their clients, there\u2019s a bracelet that can listen in real time. Through what we\u2019ve built in our platform, it can understand the context of the conversation \u2014 possibly even who they\u2019re with \u2014 and know that they\u2019re sitting at the kitchen counter at 125 Main Street and the client wants to write an offer for $560,000. It will go ahead and proactively create that contract for them.<\/p>\n

Delozier:<\/strong> What\u2019s the separation right now between practical AI use cases that agents want versus flashy stuff that ends up being more marketing?<\/strong><\/em><\/p>\n

Morton: <\/strong>The flashy is the cool. I just did a webinar an hour ago for agents on building their first AI employee. But one of the biggest things that I\u2019ve taught over the last year and a half, two years, is when you don\u2019t know what to ask AI, ask AI what you should be asking. We were building [tech] all the wrong ways \u2014 thinking of how we wanted things to be built and not where the agents were.<\/p>\n

Delozier: Where should brokers build their own technology versus relying on outside platforms?<\/em><\/strong><\/p>\n

Morton:<\/strong> For years we\u2019ve been pigeonholed into buying technology, and now you could have a working concept of a simple tool within 24 hours if you really spent the time doing it. That\u2019s not to say that everyone should, or could, because there is a learning curve. I remember banging my head against the wall because I spent six weeks developing the first version of Victoria \u2014 only to realize that I\u2019ve got to pay a developer to get this up and running.<\/p>\n

I think a lot of companies are going this way; don\u2019t try to be everything to everyone. Be very narrow and great at what your tool does. I don\u2019t want to reinvent IDX. I don\u2019t want to reinvent e-signatures. I want to be the hub that ties all these different things together, so that users can pick whatever they\u2019re used to using. As soon as an agent or a broker has to learn a new system, that\u2019s where you create the friction that causes lower close rates.<\/p>\n

Delozier:<\/strong> Looking at the next five years, what will be the biggest differentiator for brokerages with AI?<\/strong><\/em><\/p>\n

Morton:<\/strong> I don\u2019t think it\u2019s even five years. I certainly can\u2019t predict out that far. I don\u2019t even know what the next five months hold. You\u2019ll see more consolidation. The ones that are not adopting AI or looking at the possibilities of agentic AI \u2014 they\u2019re not able to streamline and they\u2019re not able to scale. I\u2019m not saying that AI is going to replace X, Y and Z. I just think that the ones that do adopt it will be light years ahead in terms of employees. You literally can scale a larger operation with very minimal employees with the technologies that we have available today. <\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

For many real estate brokers, the dream of artificial intelligence (AI)-powered efficiency has crashed against a hard reality; agents are reluctant to use tools that force them to change habits. Tyler Morton \u2014 broker-owner of REMAX Victory + Affiliates in Beavercreek, Ohio \u2014 learned this lesson the expensive way. After his first AI platform Victoria […]<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-63090","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\nWhy agents will ignore your expensive AI tool \u2014 and how to fix it - Houses Marketplace<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/housesmarketplace.com\/ru\/why-agents-will-ignore-your-expensive-ai-tool-and-how-to-fix-it\/\" \/>\n<meta property=\"og:locale\" content=\"ru_RU\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why agents will ignore your expensive AI tool \u2014 and how to fix it\" \/>\n<meta property=\"og:description\" content=\"For many real estate brokers, the dream of artificial intelligence (AI)-powered efficiency has crashed against a hard reality; agents are reluctant to use tools that force them to change habits. 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