Yes. A Voice AI agent in GoHighLevel can answer a listing's price, size, and showing times from the listing data, book a showing, and pass the caller to the agent, but it must not describe the neighborhood or the people who live there. The bottom line: the Fair Housing Act applies to housing related communications whether a person or a machine makes them, so the agent's script should be limited to the property and the process.
What the agent may and may not say
| Caller asks | Agent does |
|---|---|
| What is the price, and how many bedrooms and baths | Answers from the MLS listing data |
| When can I see it, and is there an open house | Gives open house times and offers a showing slot |
| Is it still available | Answers from the listing status, and says the agent will confirm |
| Is this a safe neighborhood, or is it good for families, or are there good schools | Does not characterize the area. Says the agent will follow up, and points to official sources such as the school district and police department websites |
| What kind of people live around here | Does not answer, and moves to property facts |
| I want to make an offer or ask about financing | Takes a name and number, and says the agent will call |
The Fair Housing rule
The Fair Housing Act, 42 U.S.C. 3604, makes it unlawful to discriminate in the sale or rental of housing based on race, color, national origin, religion, sex, familial status, or disability, and steering does not require bad intent. HUD issued two guidance documents on AI on May 2, 2024, one on tenant screening and one on ad targeting and delivery, and one source reports that HUD withdrew the advertising guidance effective September 17, 2025. The statute applies either way, private parties can still sue, and several summaries stress that a brokerage cannot hand its fair housing responsibility to a software vendor. In practice that means a chat or voice assistant should answer facts about the property and the process, treat every lead the same way, and never describe a neighborhood by who lives there.
The summaries add concrete examples. A chatbot that tells a buyer an area is great for families commits steering. A claim that an area is safe cannot be substantiated by an assistant, and it raises misrepresentation questions under NAR's Code of Ethics. Phrases like perfect for families with children signal a familial status preference. The safe design is to answer only from the listing data and to give every caller the same service and the same speed.
The rules on the call itself
Recording requires consent in all party states, which Rev lists as eleven, so the greeting should say the call may be recorded and that the caller is speaking with an automated assistant. An inbound call the person made themselves is not a telemarketing call, but any outbound AI call, such as a callback, needs consent, and the texting and Do Not Call rules above apply to follow ups.
GoHighLevel's Voice AI help page says a Voice AI agent can answer calls, respond to common questions, collect caller information, and complete actions during or after a call. It lists four actions: Call Transfer to a human phone number, Trigger a Workflow, Appointment Booking that offers availability and schedules the appointment, and Agent Transfer to another Voice AI agent. It also points to Working Hours, the Call Routing mode, voicemail, and the phone number's call flow as settings to check, and to a web call test to try the agent before it takes real calls. One overview page still says direct appointment scheduling needs a calendar integration through workflows, so test booking in your own account before you rely on it. On price, the AI tools page lists AI Employee Growth at $50 a month and Unlimited at $97 a month per location with usage allowances that differ by plan, and a third party guide reports pay per use rates of about $0.06 to $0.215 a minute plus model charges. Confirm current pricing in your account.
Build it in GoHighLevel
- In your sub account, go to AI Agents, then Voice AI, and create a new agent.
- Write the greeting, the business information, and the questions the agent should ask, in plain sentences.
- Assign the phone number, and set Working Hours and the Call Routing mode so the agent answers after hours or when staff do not pick up.
- Put the listing data in the script for each active listing: address, price, beds, baths, size, status, open house times, and the showing booking link.
- Start the greeting with: this is the assistant for [agent name], calls may be recorded, and I can give details about this home and help book a showing.
- Add a rule: never describe a neighborhood, school quality, safety, or the people who live nearby, and refer those questions to official sources and to the agent.
- Add a Call Transfer action with the on call phone number, and write the exact conditions that trigger it.
- Add a Trigger a Workflow action that runs after the call: tag the contact, create the opportunity, and send the office a summary.
- Run the web call test with a friend playing each caller type, read the transcripts, and fix the script before you point the real number at the agent.
- Have the post call workflow create a task for the agent with the caller's name, number, and what they asked, and send the generic text from our missed call guide.
Worked example
For example, an agent with 8 listings who gets 60 sign and listing calls a month might find 40 are about price, availability, and showing times, which the agent can answer from listing data (60 times 0.67). The other 20 need a person, and the agent calls them back with a clean list.
Mistakes to avoid
- Letting the agent answer area questions. That is where steering starts.
- Treating leads differently by name or accent. Same service for everyone.
- Skipping the recording notice. All party states require consent.
- Stale listing data. Update status and open house times.
How this was handled before
Agents forwarded sign calls to an assistant, a partner, or an answering service that read the listing sheet. A voice agent does the same job from listing data, and the Fair Housing rules that applied to the human assistant apply to it too.
What to measure after launch
Track calls handled by the agent, showings booked, transfers, and calls where the agent was asked an area question. Read transcripts weekly for steering risk.
Check before you switch it on
US text messages sent from a standard 10 digit number need A2P 10DLC registration. The HighLevel support portal says registration is required for texts to US recipients from 10 digit long code numbers and that toll free numbers do not require it. HighLevel's opt in guidelines also say a person cannot be forced to agree to text messages in order to submit a form, so keep the consent box optional. One compliance guide separates informational texts, which need documented consent, from marketing texts, which need prior express written consent. Ask your attorney which category your reminders fall into. Have your broker and counsel review the script for Fair Housing issues and confirm your state's rules on recording and AI disclosure. This is general information, not legal advice.
Questions people ask
Can an AI assistant tell a buyer a neighborhood is safe?
It should not. A claim about safety cannot be substantiated by an assistant, and describing an area by who lives there can be steering.
Does the Fair Housing Act apply to AI?
The statute applies to housing related communications whether or not AI produced them, and a brokerage remains responsible for the tools it uses.
Does the call need a recording notice?
In all party consent states, yes. Rev lists eleven such states.
Ready to try it yourself? Start a GoHighLevel account here.
You can also see this in action in our GoHighLevel capabilities demo.