Edina Realty Launches Smart Bot Technology on its Website

“Emma” smart bot on will offer recommendations based on real-time interactions

EDINA, Minn. – Aug 26, 2021 – Recently, Edina Realty launched a smart bot called “Emma” on to further enhance and personalize the experience for homebuyers and sellers visiting the site. Emma is a virtual real estate concierge that provides everything from tailored property recommendations to customer service support as clients move forward in their home sale or purchase. is the region’s top real estate website, receiving more than 2 million visits per month.

“We are excited to offer visitors to another level of support in the home search or sale process,” said Greg Mason, CEO of Edina Realty Home Services. “With Emma, we’re able to provide personalized assistance in real-time as a complement to our local customer care team and our market-leading Realtors.”

With the help of Emma, visitors to will get:

  • A hyper-personalized online experience based on real-time behavior.
  • Individualized property recommendations based on automatically generated user profiles.
  • A seamless connection for obtaining personalized financing offers.
  • Real-time answers to inquiries 24/7.

Emma is being offered in partnership with Roof AI, a customer intelligence solutions company serving the real estate industry.

“With their vision for a more personalized experience, and now the technology that will enable them to execute against it seamlessly and efficiently, we anticipate nothing short of amazing results to come from our partnership with the Edina Realty team”, said Pierre Sabbagh, CEO of Roof AI.


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About Roof AI
Roof AI is a customer intelligence solution that helps brokerage companies generate new revenues from existing customers by unlocking core services opportunities in brokerage, mortgage, relocation, insurance, and warranty. Founded in 2015, Roof AI’s team has deep technical knowledge in artificial intelligence and real estate, having built the company’s technology from the ground up and created its proprietary algorithms. Roof AI’s mission to arm local brokers with the best tools to take back control of their market, online and offline. For more information, visit

About Edina Realty
Edina Realty is a Berkshire Hathaway affiliate and a wholly-owned subsidiary of HomeServices of America, Inc. It is one of the nation’s largest real estate companies with more than 75 real estate offices and more than 2,300 REALTORS® throughout Minnesota and western Wisconsin. Edina Realty's family of companies includes Edina Realty, Edina Realty Title, Edina Realty Insurance and Edina Realty Mortgage. Edina Realty also has a marketing relationship with HSA Warranty. Edina Realty closed more than 30,000 real estate transactions and $9.98 billion in sales volume in 2020. For more information, visit or find us on Facebook:; and Twitter:; and Instagram:



Get more information, or schedule an interview:

Gena Henrich, Edina Realty952.928.5069genahenrich@edinarealty.comPaul Maccabee, Maccabee

Status Definitions

For sale: Properties which are available for showings and purchase

Active contingent: Properties which are available for showing but are under contract with another buyer

Pending: Properties which are under contract with a buyer and are no longer available for showings

Sold: Properties on which the sale has closed.

Coming soon: Properties which will be on the market soon and are not available for showings.

Contingent and Pending statuses may not be available for all listings