Real Estate Digital Transformation in 2024: Techs & Applications

The real estate industry is experiencing massive disruption driven by digitization. From marketing properties to closing deals, technology is streamlining and enhancing nearly every part of the home buying and selling process. Real estate companies that fail to adapt risk losing customers, reducing sales, and falling behind competitively. In 2022, utilizing the latest digital capabilities will be critical for real estate businesses to deliver the experience today’s consumers expect.

Why Digital Transformation is an Imperative for Real Estate

Several key factors are necessitating real estate companies digitally transform their operations and business models:

  • Changing Customer Behaviors: According to Optix‘s 2022 Home Buyer Report, 93% of homebuyers now begin their property search online. They expect a seamless digital experience across devices. Real estate companies without robust websites, mobile apps, virtual tours and online presence lose out on connecting with these potential customers early.

  • Technology Advances: Emerging technologies like artificial intelligence, augmented reality, and blockchain are creating new opportunities to enhance operations, simplify transactions, provide value-added services, and differentiate from the competition. Real estate companies that don‘t capitalize on these tech-driven capabilities will fall behind.

  • Increasing Competition: The real estate industry is attracting disruptive new startups and alternative platforms like Opendoor, Zillow, and Compass which are using technology to reshape the home buying/selling experience. Incumbents must innovate to contend.

  • Operational Efficiency: Automating manual tasks and streamlining antiquated processes through digital tools leads to greater productivity. This is critical for boosting profit margins in an increasingly competitive environment.

  • Enhanced Customer Experience: Today‘s consumers have high expectations for service, convenience, and personalization. Digital capabilities can help real estate companies better understand customers and deliver more tailored, omnichannel experiences – building loyalty.

In a 2022 real estate industry outlook report, Deloitte found that digital transformation has accelerated, with over 50% of real estate executives making significant tech investments.

Key Digital Technologies Transforming Real Estate

Real estate companies have a growing array of proptech innovations to drive their digital transformation. Here are some of the top technologies making an impact:

AI and Machine Learning

  • Automation – Robotic process automation (RPA) can handle high volume, repetitive administrative tasks like data entry and documentation to free up employee time. AI chatbots provide 24/7 automated customer service at scale. The RPA market size in real estate is projected to grow at over 20% CAGR through 2027.

  • Predictive Analytics – By crunching massive datasets on market conditions, property trends, demographics, and consumer behavior, AI algorithms can accurately forecast demand and supply dynamics as well as anticipate outcomes like property valuations. This enables smart, data-based decisions.

Immersive Technologies: AR, VR and 3D

  • Virtual Tours – Interactive 3D tours using AR/VR allow potential buyers and tenants to virtually "walk through" homes and visualize properties more vividly than 2D photos or videos. This creates more lifelike and engaging experiences.

  • Digital Twins – Hyperrealistic digital property twins integrated with real-time data can help assess renovations and optimize space planning. The global BIM market is forecast to grow over 14% annually through 2030.

Internet of Things and Smart Home Technology

Connected devices like smart thermostats, lights, leak detectors and security systems that can be controlled and monitored remotely optimize efficiency, sustainability and convenience. This also increases a property‘s value. Gartner predicts there will be 25 billion IoT devices by 2021.

Blockchain and Smart Contracts

By eliminating middlemen and digitizing transactions on blockchain ledgers, smart contracts can massively expedite closing timelines and make the purchase process more transparent. The global smart contracts market is projected to reach $345 million by 2026.


Drones provide cost-effective aerial photography and videography to market listings. They also give prospective buyers and inspectors comprehensive views of roofs, construction progress or other hard-to-access areas. Commercial drone use is expected to quintuple by 2023.

Big Data and Analytics

Aggregating and analyzing massive datasets on customers, properties, demographics, transactions, and market patterns yields extremely valuable insights using analytics tools. This enhances decision making across real estate functions.

Real estate analytics use cases

Source: PropTech Insights Report 2022

Process Automation

Streamlining workflows through RPA and process mining solutions help real estate businesses digitize antiquated paper-based processes around documentation, customer service, transactions etc. This boosts efficiency and compliance.

Real Estate Digital Transformation in Action

Many leading real estate enterprises are already pioneering adoption of proptech to transform their operations:

  • REA Group uses machine learning to generate more relevant search results and recommendations for home seekers on Conversion rates improved 10% with the AI matching.

  • Domain enabled virtual inspections during COVID lockdowns via integration with GeoVR, facilitating over 500,000 virtual tours. They continue to refine the technology.

  • Century21 rolled out AI-enabled chatbots on Facebook Messenger to engage prospects, respond 24/7, schedule meetings, and qualify leads. This significantly increased conversions.

  • Rex Labs developed a custom mobile app for ERA Real Estate agents to access CRM data, manage contacts, organize schedules, and communicate seamlessly on-the-go. This improved productivity.

  • Coldwell Banker leveraged AI to analyze and score leads based on propensity to close. Their agents were then able to prioritize and nurture the most promising leads.

Why Digital Transformation is a Competitive Necessity

When executed successfully, going digital provides immense strategic benefits for real estate businesses:

  • Personalization – Advanced algorithms deliver hyper-tailored recommendations matched to individual user needs, geographies, price ranges and preferences.

  • Convenience – Online browsing, 3D tours, VR open houses and mobile apps allow 24/7 self-service access to search and view listings remotely.

  • Accelerated Transactions – Automated workflows, eSignatures and blockchain-based smart contracts dramatically speed up closings.

  • Data-Driven Insights – Aggregating and analyzing metrics across platforms provides a 360-degree customer view to inform better decisions at scale.

  • Enhanced Customer Experiences – Omnichannel digital experiences engage and convert today‘s consumers. Chatbots resolve issues instantly 24/7.

  • Cost Savings – Automation, AI and streamlining repetitive tasks optimizes operations and reduces overhead.

  • Increased Productivity – Digital capabilities like virtual collaboration augment human capabilities for greater efficiency.

  • Competitive Differentiation – New revenue streams, value-added services and innovation establish market leadership.

Overcoming Challenges in Real Estate Digital Transformation

Despite the transformative potential, real estate firms still face obstacles in modernizing:

Legacy Systems and Processes

  • Transitioning from fragmented, outdated systems and ways of doing business takes time and resources.

Organizational Resistance

  • Driving wide adoption of new technologies requires persuading team members to change entrenched habits and workflows.

Budgetary Constraints

  • Financing large-scale digital transformation initiatives can be difficult, especially for smaller, capital-constrained players.

Fluid Technology Landscape

  • With so many proptech startups and options, identifying solutions that will deliver the most business value is hugely challenging.

Integrating Disparate Platforms

  • Getting new systems seamlessly integrated with existing tools and databases remains a complex challenge.

Building Digital Capabilities

  • Companies must strategically balance cultivating digital expertise internally versus leveraging external partners.

Managing Organizational Change

  • Leadership must help shepherd team members through the learning curves and cultural shifts of going digital.

Key Takeaways for Your Real Estate Digital Transformation

The real estate landscape is changing exponentially. To remain competitive in 2024 and beyond, real estate businesses must continually evaluate emerging innovations and prudently integrate technologies that enhance productivity and customer experiences.

Here are five essential takeaways for beginning your digital journey:

  1. Understand Your Customers – Obsess over improving buyer and seller experiences. Use data and feedback to identify pain points and opportunities.

  2. Start Small, Scale Impact – Run controlled pilot projects to prove value before expanding digitization. Focus on quick wins.

  3. Prioritize Seamless Integration – Ensure new technologies sync smoothly across existing platforms and databases.

  4. Commit to Change Management – Get buy-in across teams by showing how technology makes jobs easier and more productive.

  5. Foster a Culture of Innovation – Encourage experiments and smart risk-taking to spur adoption of new capabilities.

Though adapting to the new digital real estate world has challenges, the potential rewards make it vital to begin the transformation process now. Companies that leverage technology to put customers first will lead the future.

Additional Real Estate Digital Transformation Resources