Perplexity: AI-Powered Market Research for Realtors in Real Time
Perplexity is an AI-powered search and research assistant that delivers real-time, sourced answers to complex questions. Think of it as ChatGPT with citations—built to help Realtors make smarter, faster decisions on market trends, pricing, neighborhoods, zoning laws, and more. It’s your always-on research partner for listings, content, and client communication.
How Easy Is It to Use?
➡️ Just type a question and Perplexity gives a concise, cited response
➡️ No login needed for basic use—accessible via browser or app
➡️ Provides source links so you can validate or dig deeper
➡️ Works great for quick research before listing appointments or client calls
How Much Does It Cost?
Free version: Includes most research capabilities
Pro plan: $20/month—access to GPT-4, Claude, file uploads, and advanced features
Cost-effective for solo agents, content creators, and data-driven marketers
How NVAR Members Can Use Perplexity
Prep for Listings with Confidence
✔️ Research market stats, neighborhood trends, and buyer demand in minutes
✔️ Impress sellers with data-driven pricing strategies
Elevate Buyer & Seller Education
✔️ Create FAQ-style explainers or video scripts using AI-powered research
✔️ Help clients understand market shifts with clarity and authority
Generate Smarter Content
✔️ Use Perplexity to source and shape blog posts, social media captions, and listing descriptions
✔️Credit sources and build trust with clients
Compare Areas Instantly
✔️Ask: “How does Clarendon compare to Ballston for first-time buyers?” and get quick, sourced answers
✔️Great for relocation clients or buyers comparing multiple zip codes
How Does It Change the Game for Realtors?
✅ Real-Time Market Intelligence
Ask things like “What’s the housing forecast for Arlington?” or “Top school districts in Burke” and get instant answers with sources.
✅ Faster Listing Prep
No more jumping between browser tabs—get hyper-local data, buyer behavior insights, and pricing context in one spot.
✅ Stronger Client Conversations
Come to every meeting prepared with sourced insights on neighborhood trends, walkability, school rankings, and more.
✅ Content Creation Shortcut
Use it to write blog posts, social captions, or newsletter content—faster and better informed.
✅ Works Like a Research Assistant
Spend less time Googling and more time strategizing with clients.
How to Use Perplexity for Real Estate Strategy
✅ Ask Strategic Questions
Examples:
“What are the average days on market in Falls Church?”
“Is it a good time to sell in Northern Virginia?”
“Compare VA loan pros and cons vs FHA loans”
✅ Save & Cite Sources
Each answer includes clickable source links—use them to back up your advice in listing appointments or content
✅ Use It as a Script Generator
Ask it to write social captions, reels, or YouTube scripts based on your real estate niche
✅ Brainstorm Smarter
Ask Perplexity for “10 blog ideas for first-time buyers in Fairfax” or “Best SEO keywords for luxury listings in DC”
How NVAR Staff Can Support Members
Smart Agent Research Trainings
✔️ Host workshops showing how to use Perplexity for pricing, neighborhood research, and content creation
✔️Walk through sample client scenarios live
Content Creation Kits
✔️ Provide monthly “plug-and-play” content templates backed by Perplexity research
✔️ Great for newsletters, social media, and buyer/seller guides
Policy & Trend Briefings
✔️ Use Perplexity internally to monitor real estate law, zoning changes, and AI policy updates
✔️Share curated insights with members through email briefings or podcasts
Integrate into the AI Learning Lab
✔️ Include Perplexity in tech toolkits for members exploring new AI solutions
✔️ Allow agents to compare Perplexity to tools like ChatGPT or Google Bard
Showcase Smart Use Cases
✔️ Highlight members using Perplexity to prep for listings, win clients, or create standout content
✔️ Encourage knowledge-sharing among members
FAQs for Agents
Q: Can I trust the information?
Yes—Perplexity provides sourced answers from reputable websites. You can review and cite them in your content or client communications.
Q: Does it replace the MLS?
No—it supplements it. Use Perplexity for broader insights, comparisons, and context to pair with your MLS data.
Q: Can I use it to write content?
Absolutely! From newsletter intros to blog post ideas, Perplexity helps generate high-quality, cited content fast.
Q: Is it better than ChatGPT?
Different purpose. ChatGPT is great for creative writing. Perplexity is ideal for fact-checked research, data, and citations.
Q: Will it work for my niche (military, downsizing, relocation)?
Yes—ask Perplexity about VA loans, senior-friendly housing, or cost of living comparisons to tailor your outreach.