AI-written listings in Florida: the boat slip that wasn't there

A buyer walks to the dock and finds no slip. The listing said there was one, a model wrote that line, and the call goes to the agent and then to the broker’s desk.

Your agents can still draft listings with AI in Florida, and close to half of Realtors already do. What keeps the brokerage covered is a review that ties every claim to the seller’s paperwork before anything posts.

The broker’s review before a listing posts

This is the review we’d hand any office tomorrow, each check paired with the document it’s checked against. One rule sits under all of it: a claim with no document behind it comes out of the copy.

What the checklist catches

At Florida Realtors’ legal summit this month, one speaker said a model can invent a bedroom or “add a boat slip that’s not there,” even make a wall vanish from a staged photo (Florida Realtors). Attorney Sarah Geltz said “the tool isn’t the problem”: agents check the facts and review AI marketing before it posts. It catches four kinds of slip.

• Invented features. A slip, a third bathroom, a “new roof,” filled in from what a house like this usually has.
• The wrong school. The nearest one on the map, not the zoned school in Orange or Seminole County.
• Fair housing words. “Perfect for a young family” describes who should live there, not the house, and fair housing law covers advertising.
• A staged photo that changes the structure. Furniture is staging; a wall or a power line removed is a different property.

Florida Realtor magazine flagged invented features as “potentially costly ethical and legal problems” in June 2024 (Florida Realtor magazine). The tools write better now, and the review still belongs to the agent and the broker.

What Florida’s advertising rule asks

The rule is Florida Administrative Code 61J2-10.025 (Cornell’s LII). As Florida Realtors describes it, an ad makes clear you’re dealing with a licensee and carries the brokerage’s licensed name; an agent’s name, if shown, matches the license at least by last name; online, the brokerage name sits beside the point of contact.

The rule says nothing about who wrote the copy, and a model doesn’t know your registered name, so put the brokerage name in the template every ad is built from. Three neighbors come up alongside:

• Client data stays out of public AI tools, as the Florida firm Barnes Walker advises Realtors.
• Testimonials come from real clients. An AI-written one is a fake review under the FTC’s rule, with civil penalties up to $51,744 per violation (Hunton).
• Texting the new listing to a lead list falls under the Florida Telephone Solicitation Act, covered in the piece on your texts and chatbots.

Build the review into the workflow

Checking is the cost owners feel: accuracy led the SBE Council’s March survey at 45%, 78% don’t fully trust AI unsupervised (Stacker), and forums call it the “supervision tax” (The Useful Daily). Move the checking to the front, where it’s cheap.

That’s our AI intake and paperwork, from $2,500, with the review built in. It runs in your own accounts, and the facts sheets, drafts and log are yours.

When a person should write it

When the property is the story: the 1925 bungalow two streets off Park Avenue, the lakefront with the boathouse the owner’s grandfather built. A model writes the “stunning, light-filled” copy every buyer has read fifty times; it doesn’t know what the agent saw from the backyard.

Use the generated draft where the facts are the selling point, write the unique one by hand, and run both through the same review. Price, disclosures and anything said to a buyer stay with people.

Print the checklist and run your next listing against it with your broker. One listing shows which checks your office already makes.