From using AI to filming the property, the funnel narrows
The same 400 professionals, counted three times.
75.0%
say they use AI every day
n=300 / 400
21.8%
pay for at least one AI tool
n=87 / 400
6.0%
make video of the properties they list
n=24 / 400
Each square is one respondent (400 in total)
About this report
This is VibePeak’s first report on how real estate agents in Spain actually use artificial intelligence in their day-to-day work. It is based on an anonymous, aggregated survey of 400 agents and agencies, closed in September 2026.
It looks at three things: how agents relate to AI today, what they really use it for when they do, and what they do, or don’t do, with video of the properties they handle.
The market they work in
Three external figures set the scene before the survey results.
714,237
home sales closed in Spain in 2025, up 11.5% on the previous year and the highest figure in 18 years.
INE (Spanish National Statistics Institute), via El Economista
1 in 5
medium and large Spanish companies say they already use artificial intelligence in their business.
INE, ICT Survey 2024 (published 2025), via Ontsi / Red.es
+15,000
new real estate agencies founded in Spain in 2025: one in four new companies that year was in the sector.
OKDiario
Three in four say they use AI every day, but only two in ten pay for it
75.0% say they use AI every day and a further 11.5% are trying it out. Asked about specific tasks, 63.8% apply it to at least one.
Paying is another matter: only 21.8% pay for any tool today. Use is not turning into spend.
The 75.0% refers to agents’ general relationship with AI, not only to work. The 63.8% comes from the question on specific tasks: everyone except those who apply it to none.
- I already use it every day75.0%n=300
- I’m trying it out11.5%n=46
- I’m curious, but don’t use it10.0%n=40
- I don’t trust it3.5%n=14
Base: 400 · Single answer · Source: VibePeak · We Are Testers
- Under €2034.5% · n=30
- €20 to €5040.2% · n=35
- €51 to €10020.7% · n=18
- Over €1004.6% · n=4
Base: 87 (respondents who pay for AI) · Single answer · Source: VibePeak · We Are Testers
More than half use AI to write. Everything else trails far behind
- Writing listings and descriptions54.0%n=216
- Photography and virtual staging24.5%n=98
- Lead management and CRM18.2%n=73
- Customer service and chatbots17.5%n=70
- Price valuation15.0%n=60
- Prospecting and calls12.0%n=48
- Property video7.5%n=30
Base: 400 · Multiple answer, does not add up to 100% · Source: VibePeak · We Are Testers
Of the seven possible uses, writing listings and descriptions has more than twice the adoption of the next one.
Almost four in ten don’t yet apply it to any of these tasks, although some of them say they use it in general.
The 7.5% for “Property video” measures uses of AI. The 6.0% in the next chart measures something else: the format used to present a property.
Fewer than one in ten make video of their properties
More than seven in ten agents still rely on professional photography, and more than half also use photos taken on a phone.
Video appears in just 6.0% of cases.
- Professional photographer71.5%n=286
- Photos taken on a phone56.5%n=226
- Floor plan46.5%n=186
- Virtual or 360° tour21.2%n=85
- Virtual staging8.5%n=34
- Video6.0%n=24
Base: 400 · Multiple answer, does not add up to 100% · Source: VibePeak · We Are Testers
- Under 1 hour11.5% · n=46
- 1 to 3 hours33.8% · n=135
- Over 3 hours31.0% · n=124
- I outsource it and pay23.8% · n=95
Of the 95 who outsource it, 53.7% pay between €100 and €300 per video and 23.2% pay more than €300.
Base: 400, everyone answered, whether they make video or not · Single answer · Source: VibePeak · We Are Testers
What they expect, and what they do today
Almost eight in ten agents believe AI-generated video will grow in the sector over the next 12 months. Today, only 6.0% make video at all.
Do you think AI-generated video will grow in the sector over the next 12 months?
- Yes, a lot45.0% · n=180
- Yes, somewhat31.5% · n=126
- It will stay the same15.8% · n=63
- No, I don’t think so7.8% · n=31
Base: 400 · Single answer · Source: VibePeak · We Are Testers
Three near-tied obstacles: not knowing where to start, time and price
Not knowing where to start (37.8%), lacking time to learn (36.0%) and price (33.5%) are almost tied: the gap between them is smaller than the sample’s reference margin of ±4.9 points, drawn over each bar.
- I don’t know where to start37.8%n=151
- I don’t have time to learn36.0%n=144
- The price33.5%n=134
- Nothing, I already use what I need19.8%n=79
- I don’t trust the results16.0%n=64
- My clients don’t value it11.2%n=45
- Legal or privacy concerns9.0%n=36
Reference margin ±4.9 points
Base: 400 · Up to 2 answers · Source: VibePeak · We Are Testers
- Time58.0%n=232
- Cost41.2%n=165
- I can’t edit40.0%n=160
- I don’t like being on camera21.0%n=84
- I don’t think it’s needed11.8%n=47
Base: 400 · Up to 2 answers · Source: VibePeak · We Are Testers
Voices from the industry
There are two speeds: adoption on the multimedia side, in how properties are promoted, is very fast; integration into the other areas of the real estate business is much slower.
Jorge Henríquez LópezREMAX Grupo LanzagortaIt is an absolute truth that AI has not come to replace real estate agents; the reality is that they will be replaced by the agents who manage to bring artificial intelligence into their processes.
Israel VegasReal estate sales and marketing coach, eXp RealtyIf your competitors use it and you don’t, you’re losing ground. It matters to know what tools exist and to work out where they fit in your office. It isn’t about adopting everything, but about adopting what is useful to you.
Antonio Pérez de la TorreManaging Director, Alfa InmobiliariaInterviews conducted in Spanish; quotes translated by VibePeak.
Six conclusions
- 01
Three in four real estate agents in Spain say they use artificial intelligence every day, and 63.8% already apply it to at least one specific task.
- 02
AI comes in through writing: more than half use it to write listings, by far the most widespread use.
- 03
Only two in ten pay for any AI tool. The market is still waiting to be built.
- 04
The three main obstacles are almost tied: not knowing where to start (37.8%), lack of time (36.0%) and price (33.5%).
- 05
Property presentation is still almost entirely photographic: just 6.0% make video, and time is the main reason why not.
- 06
Almost eight in ten (76.5%) believe AI-generated video will grow over the next 12 months. The gap between what is coming and what is done today is the opportunity.
Methodology
- Sample
- 400 real estate agents and agencies in Spain
- Population
- Real estate agents and agencies in Spain, every province
- Dates
- September 2026
- Channel
- Online form
- Anonymity
- Anonymous, aggregated responses
- Fieldwork
- We Are Testers
- Sample design
- Voluntary online form, so the sample is not probabilistic. With 400 responses, the theoretical maximum margin of error for a proportion would be ±4.9 points (95% confidence, p = 50%). As this is not simple random sampling, it is a reference for precision, not a margin of error in the strict sense.
Sources
- [1]
VibePeak 2026 survey. Anonymous, aggregated survey of 400 real estate agents and agencies in Spain, with fieldwork by We Are Testers through an online form. Every figure without another attribution comes from this base.
- [2]
INE, via El Economista. Home sales closed in Spain in 2025.
- [3]
INE, Survey on ICT usage and e-commerce in companies. 2024 data published in 2025, via Ontsi / Red.es. Use of artificial intelligence in medium and large companies.
- [4]
OKDiario. New real estate agencies founded in Spain in 2025.