We are already seeing more templated emails, more technical language, and a greater willingness from consumers to escalate issues quickly. The challenge for agents is not only the number of complaints but the fact that many now arrive more polished, more assertive, and sometimes based on incorrect assumptions produced by an AI tool.
This issue sits against a wider backdrop of rising consumer expectations and increased scrutiny across the property sector. All agents in England and Wales must sign up to either the Property Ombudsman or the Property Redress Scheme, both of which have reported significant increases in complaint volumes in recent years.
A new type of complaint?
AI-generated complaints can appear intimidating, but the response should remain calm, simple and evidence-based. It’s important to remember that most issues still begin because something has gone wrong in communication. Clear, proactive updates reduce frustration and give tenants, landlords, vendors and buyers confidence that issues are being handled properly.
The fundamentals of good practice have not changed. Agencies that invest in clear processes, thorough record-keeping, staff training, and proactive communication will be best placed to manage the increased volume and complexity.
Practical tips:
- Break the complaint into individual points.
- Use short paragraphs and Plain English.
- Provide dated evidence, not general statements.
- Avoid speculation. Stick to what you can verify.
- Offer solutions where appropriate.
This approach reduces the likelihood of further escalation and demonstrates professionalism if the complaint reaches a redress scheme.
Processes matter more than ever
Responding to a complaint that looks official, lengthy or technical can take time—particularly if the agency must gather old records or reconstruct a timeline. For agents already managing demanding regulatory duties, particularly in the private rented sector, this added pressure can feel daunting.
High standards, professionalism, and good record-keeping remain the strongest protection. A well-structured approach ensures complaints are handled fairly and consistently and reduces the risk of mistakes.
Every agency should publish a clear complaints policy and ensure clients are aware of how to register a complaint if they need to. The Property Ombudsman and Property Redress offer guidance on model complaints procedures.
Empower staff to respond confidently
AI-generated wording can appear intimidating, especially for newer colleagues. Regular training builds confidence and ensures responses stay accurate and proportionate.
Useful areas to focus on include consumer rights and redress scheme requirements, tenancy law, safety obligations and AML duties, and how to de-escalate disputes early through clear communication.
Some issues should not be handled solely at branch level. These include allegations of discrimination, harassment or criminal behaviour, or cases where the agency’s impartiality could be questioned. Redress schemes exist to resolve disputes fairly. Referring a case early can protect both the agency and the consumer.
Using AI to support good judgement
There is no reason that agents can’t also harness AI to help deal with complaints, provided it is used responsibly. It can assist with summarising long complaint letters, drafting structured responses, and highlighting points that need checking against records.
However, it is important not to lose sight of the real people and concerns involved in the complaint. Final decisions must always rest with a trained professional. AI cannot replace compliance expertise, nor should it be used to assess legal risk.
