An AI assistant can reply to new buyer, seller and renter leads within minutes, ask a few simple questions, and book a call or showing for you. In Prince George's and Montgomery counties, fair housing law protects more groups than federal law does, including source of income, which covers housing vouchers under Maryland's HOME Act. Set it up so it never steers, never screens people by how they pay, and hands anything sensitive to you.
Why a fast first reply matters for agents
Buyers still want an agent. According to NAR's 2025 Profile of Home Buyers and Sellers, 88% of buyers bought through an agent. And NAR's generational research found about 74% of buyers only talked to one agent before hiring them.
So the first agent to have a real conversation often gets the deal. Harvard Business Review found that companies that tried to reach a web lead within an hour were nearly seven times as likely to have a real conversation as those that waited even one hour longer. Agents in showings, closings and family dinners can't always do that. An AI assistant can.
What an AI assistant does well
- Replies in minutes to website, social and listing-site leads, day or night.
- Asks a few simple questions: buying or selling, timeline, area, price range, and whether they've talked to a lender.
- Books a call or showing on your calendar and sends reminders.
- Keeps following up with people who aren't ready yet, for months, so they don't forget you.
- Hands off to you the moment someone is ready to talk.
Maryland fair housing rules to build in
Federal fair housing law protects seven groups: race, color, religion, sex, national origin, familial status and disability. Maryland adds more. The big one for an AI assistant is source of income.
Maryland's HOME Act, passed in 2020, added source of income to the state's fair housing law. The bill defines it broadly. It includes wages, benefits, child support and rental assistance, including housing vouchers. It also says people in the real estate business, and multiple listing services, can't treat people differently because of their source of income.
That matters for AI, because a chatbot left on its own might say "this landlord doesn't take vouchers" or skip voucher holders when it books showings. Tell yours never to do that. It can ask about budget and timing. It should never screen by how someone pays.
The law has narrow exceptions, like some owner-occupied buildings. Don't try to load those into a chatbot. Send those questions to you and your broker.
Five rules to give your AI assistant
- No steering. Never describe a neighborhood by who lives there, or call an area "safe" or "good for families." Share facts and official links instead.
- No screening by protected traits. Never ask about or react to any trait on the Maryland list above.
- Never turn people away by how they pay. Vouchers and other lawful income are protected here.
- Hand off the hard stuff. Fair housing questions, accessibility requests, contracts, offers and legal questions go to you.
- Be honest that it's AI. It should say it's your assistant and make it easy to reach you.
This is a starting point, not legal advice. Run your assistant's instructions past your broker before it goes live.
How to set it up
- Write your greeting and the 5 questions you want every lead to answer.
- Paste in the five rules above and the full Maryland protected list.
- Connect your calendar and CRM so bookings and notes land in one place.
- Pick your hand-off triggers, like "ready to make an offer" or "wants to list."
- Test it as a buyer, a seller and a renter before turning it on.
Redway AI builds this for real estate agents and teams in DC, Maryland and Virginia. For a follow-up schedule and sample texts, read How long should a real estate agent follow up with a lead?
Common questions
Is it legal for a real estate agent to use an AI chatbot?
Yes, as long as it follows the same rules you do: fair housing law, your license rules and your brokerage's policies. You're responsible for what it says, so set clear rules and check its conversations.
Can my AI assistant tell a Maryland renter that a landlord doesn't take vouchers?
It shouldn't. Since the HOME Act, source of income, including vouchers, is protected in Maryland, with only narrow exceptions. Have the assistant pass any voucher question to you so you can handle it with your broker.
Can it text leads?
Only people who asked you to contact them, like someone who filled out your form. Keep a record of that consent and honor STOP replies right away.
What should I check each week?
Read a sample of its conversations. Look for anything that sounds like steering, a missed hand-off, or a wrong fact about a listing, and fix the instructions.
Sources
- Virginia REALTORS®: Key takeaways from NAR's 2025 Profile of Home Buyers and Sellers
- BAM: 74% of buyers hire the first agent they talk to (NAR Home Buyers and Sellers Generational Trends)
- The Short Life of Online Sales Leads, Harvard Business Review (Oldroyd, McElheran & Elkington, March 2011)
- HUD: Housing Discrimination Under the Fair Housing Act
- Maryland General Assembly: HB 231 (2020) Fiscal and Policy Note, Housing Opportunities Made Equal Act
Brian RedwayPrincipal Consultant at Redway AI in Washington, DC. Before Redway, he ran operations for 70+ rental properties with a team of 10 assistants. More about Brian.
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