Brokerage is evolving, and today’s top producers are leaning into better tools and smarter systems not to reinvent the business, but to elevate how they operate. AI and modern systems now enable brokers to identify the right opportunities faster, stay consistently engaged with their relationships, and walk into every conversation better prepared. As the market becomes more competitive and information-rich, the brokers who master these tools will operate with clarity and efficiency, which compounds into stronger deal flow over time. The following Q&A with Kyle Matthews explores how these shifts are shaping the way brokers work, compete, and win.

 

How Brokers are Winning Smarter in 2025

“Winning smarter means ruthless efficiency. It’s about eliminating 80% of the work that doesn’t help produce revenue,” Matthews says.

 

Productivity now hinges on action, not accumulation. Speed isn’t just an advantage—it’s the differentiator between a deal that closes and one that stalls.

 

“In 2025, the smart broker isn’t the one who spends six hours building the perfect property analysis. It’s the one who uses modern tools and spends the other 5.5 hours prospecting. Winning smarter is about leveraging technology to automate timeconsuming, low-effort work, freeing up that primetime cognitive energy for originating new business.

 

Using AI to Win More Business in 2026

By 2026, AI is no longer a toy; it’s the ultimate assistant. This shift from passive to proactive brokerage is where AI delivers its greatest value.

 

“I expect AI to be our broker’s prospecting engine. It should be sifting through public records, loan maturity data, and market trends to build a “hot list” every single morning. It should be telling my broker, ‘This owner is 80% likely to sell in the next 12 months. Here’s their contact info.’”

 

He continues: “AI’s job is to tee up the ball. The broker’s job is to hit the ball. The technology does the heavy lifting. This allows them to move from reactive brokerage (waiting for a call) to proactive deal-making, all while freeing up time to call their agent network for offmarket intel.”

 

In practical terms, brokers aren’t just reacting to the market anymore—they’re anticipating it. Instead of spending hours assembling fragmented intelligence, brokers start their day with a curated set of opportunities that actually matter. They’re not chasing leads; they’re prioritizing the ones most likely to convert.

 

This shift also transforms how brokers approach clients. Rather than relying on broad outreach, they can open conversations with specific, data-backed insights that immediately differentiate them. When a broker shows up with clarity on a seller’s timing or a buyer’s emerging criteria, they demonstrate value from the start. Those who embrace these tools consistently show up earlier, better informed, and more confident, qualities that compound quickly and directly influence deal volume.

 

Turning Technology into Consistent Deal Flow

“Technology doesn’t create deal flow. Brokers create deal flow. Technology’s job is to create the system for consistency,” Matthews says.

 

“A good tech AI tool never forgets. It turns a chaotic list of contacts into a systematic prospecting machine. It should automatically log calls, schedule the 90-day follow-up, and prompt a broker when a relationship is going cold. Consistent deal flow is the direct result of consistent, disciplined activity. Technology is simply the tool that removes friction and excises from that process.”

 

One of the biggest challenges for brokers isn’t effort—it’s the sheer volume of tasks and relationships competing for their attention. AI cuts through that noise by simplifying follow-up, organizing outreach, and ensuring that nothing slips through the cracks.

 

By systematizing these touchpoints, AI supports a steady, predictable pipeline and gives brokers a clear, real-time view of their business. With this clarity, they can prioritize the highest-value activities each day rather than reacting to to urgent tasks.

 

Ultimately, technology reinforces the habits that top producers already rely on: timely follow-up, consistent outreach, and structured relationship management. When AI handles repetitive administrative work, brokers regain bandwidth to focus on conversations, insights, and client interactions that actually move deals forward.

 

Leveraging Innovation for Sustainable Deal Flow

“This is about the long game. Innovation isn’t about the next shiny object,” Matthews says.

 

“Every cold call, every agent lunch, every piece of intel my team gathers, that is our data. The innovation I care about is the platform that makes it effortless for Matthews™ agents to capture that data.”

 

The brokers who consistently outperform are the ones who treat each interaction as part of an ongoing progression: conversations documented, follow-ups tracked, and market signals organized in a way that compounds their understanding of the business. True innovation builds the structure that supports this compounding effect with minimal effort on the broker’s part.

 

When this information is captured automatically, brokers gain clearer visibility into where relationships stand, which owners are moving closer to a decision point, and where their attention will generate the most momentum. It replaces the uncertainty that once defined slower parts of the cycle with clarity and direction. Patterns become easier to recognize, timing becomes easier to judge, and pipelines become more predictable.

 

What matters most isn’t the pace of technological change, but the platforms that integrate seamlessly into a broker’s workflow, empowering them to stay organized, make informed decisions quickly, and build long-term leverage through better data. Sustainable deal flow comes from sustainable systems, and innovation is what keeps those systems operating at the speed the market now demands.

 

Where Efficiency Becomes the Advantage

This brings it all together.

 

“Winning with AI means augmenting producers, not replacing them,” Matthews says.

 

“AI handles the science of brokerage: ‘Who to call,’ ‘When to call,’ ‘What property data to reference.’ This frees brokers to master the art of brokerage: the tonality of the call, the ability to build rapport in 30 seconds, the intuition to navigate an objection meeting.”

 

He adds: “The broker who wins with AI is the one who treats it as their personal team, allowing them to increase their volume of high-quality, human-to-human connections.”

 

AI creates real lift by removing the need to split attention between research and outreach. Brokers start their day with precision, organization, and timing already built in, allowing them to pour their full energy into the conversations and decisions that move deals forward.

 

Those who excel in this environment use AI to sharpen their instincts rather than replace them. They begin each day with clarity on priorities such as who to call, what to reference, and where to focus, turning that clarity into stronger relationships, more consistent activity, and ultimately more closings.

 

At its core, brokerage remains a relationship-driven business. AI doesn’t change that. What it changes is a broker’s capacity to show up better prepared, more often, and with deeper insight. When technology removes the noise, brokers have more room for the work clients actually feel: presence, expertise, and human connection.