The impact of technology on property sales is a must-have topic in the digital age. This article explores how technology not only facilitates the sale of properties, but can also increase their value. It highlights an innovative tool that increases interest in a property by 80%, emphasizing its importance in today's real estate market.

Today, technology is revolutionizing the real estate industry. From the organization of information to the interaction between property advisors and clients, technology has significantly improved the efficiency, productivity and responsiveness of the industry to client demands. This article discusses how the digital revolution is affecting the real estate market and the benefits it offers. Online and cloud-based technologies and services are essential for speeding up the buying and selling process and finding buyers or tenants efficiently, while also providing access to valuable information and market advice.

The digital era in the real estate market

Digital transformation has redefined the real estate market, making it essential for sellers and buyers to understand how technology can be a key tool in property sales. This digital era is characterised by the adoption of online platforms, virtual reality and other innovations, all providing unique opportunities to highlight properties in the market.

The resurgence of the real estate business is largely due to its integration with technological development. Now, with advanced real estate models, digital marketing and technological tools have substantially improved customer service. These improvements range from geolocation, which simplifies property searches, to improvements in digital communication.

The advantages of using technology in the sales process are numerous. Both sellers and buyers can streamline procedures, obtain detailed knowledge about properties, reduce costs and waiting times in the buying and selling process.

Real estate digitalisation is more than just a trend; it is a strategic necessity in the modern era. Customers increasingly value digital real estate for the convenience and accessibility it offers. Digitalisation allows buyers to browse properties from home, conduct virtual tours and obtain online information about neighbourhoods, saving time and effort.

Real estate platforms and websites

Promotion is the essential first step in the sale of a property, and online platforms such as have revolutionised this process. These platforms not only broaden the audience reach but also highlight the unique characteristics of properties. They have greatly facilitated transactions and accessibility, benefiting all players in the real estate industry - from agents to landlords to buyers.

Technological progress has made buying and selling systems fast, easy to use and adaptable to users' needs. This includes a wide range of transactions, from construction to home services and home buying and selling or renting.

Creating a good advert is important for the successful sale of a house. However, the effectiveness of the advert depends not only on its quality, but also on its presence on the most prominent real estate portals in Spain and internationally. This is important as more than 75% of Spaniards search for homes online, making the choice of the right platform a key factor for a quick sale at a good price.

The real estate market has undergone a profound digitalisation, where technology has opened up new ways to connect with customers, reduce costs and simplify processes. Real estate portals function as virtual storefronts, providing an online meeting point for sellers and buyers. These platforms maximise the reach of listings, providing international visibility and becoming essential tools, especially considering that a property represents one of the most significant investments for many people to buy a property.

High quality photography and video

In the real estate market, the importance of high quality images and videos is indisputable. These visual tools not only make a property stand out, but also capture the attention of potential buyers, allowing them to view the property in detail before a physical visit.

Technology has brought significant innovations in this area, being useful both for monitoring construction sites and for creating impactful content for sales advertisements:

  • 360º images: They offer a complete view of the interior of a property, providing clients with more information than a conventional photograph. This is especially valuable for real estate agents and agents, as 360º cameras can capture panoramas and offer new views of rooms and spaces. This makes it easier for buyers to select properties, reducing unnecessary viewings and saving time and money. It also improves customer convenience by reducing the number of physical visits required.

  • Interactive floor plans: Closely linked to 360º images and virtual tours, these floor plans provide exact locations of properties with panoramic images, offering a richer and more informative experience for prospective buyers.

  • Drones: Although widely mentioned, their practical use is still novel to many. Drones offer unique aerial views of neighbourhoods and surrounding areas of properties, adding an extra dimension to the presentation of the property. However, it is important to obtain the necessary permits for their use or to use specialised real estate marketing companies that can provide professional advice and handling of drones.

These technologies not only enrich the presentation of properties, but also modernise and optimise the sales process, offering a more complete and attractive experience for both sellers and buyers.

Floor plan of the house

Virtual tours and augmented reality

The ability to show a property to buyers around the world without them having to leave their home is a reality thanks to virtual tours (VR) and augmented reality (AR). These technologies offer an interactive and immersive experience, allowing buyers to explore properties in a detailed and convenient way.

VR has become an essential tool in the real estate sector, allowing virtual tours without the need for physical travel. This technology facilitates purchasing decisions by providing an accurate representation of the property's condition and layout. VR allows for more effective screening of interested parties, optimising time and speeding up the sales process.

In addition, VR and AR have transformed how properties are shown and sold, taking the process to a new level. Virtual tours allow buyers to examine houses and flats from their homes, using VR headsets or mobile apps, saving time and effort on face-to-face visits. VR is also valuable for visualising projects under development before they are built, which is particularly useful in the real estate sector.

VR and AR applications are beneficial even for properties under construction, allowing buyers to fully visualise the property before completion. Specialised companies offer 360-degree videos to preview homes, increasing the number of closed deals.

Proptech providers have developed software and applications that facilitate the creation of virtual tours and 360-degree experiences. These digital tours, which can be done with a conventional computer and the provider's app, are accessible via a link. This link can be easily shared with clients and potential buyers via real estate websites, social media, WhatsApp, or text messaging, providing unprecedented accessibility and convenience in property viewing and promotion.


Tools for the use of virtual reality


Big data in real estate

Big Data has become an indispensable tool in the real estate sector, collecting, analysing and providing valuable data and information. This technology is essential for real estate agencies to identify new opportunities, better understand the market and make informed decisions.

In the real estate context, Big Data provides detailed information about properties, including their cost, location details and appreciation potential. This information is essential for real estate companies, providing comprehensive and complete data that is critical to success in the market.

Big Data's ability to collect and analyse information from properties, owners and buyers is crucial. It allows us to detect sales opportunities, determine appropriate prices according to the characteristics and condition of the property, and understand supply and demand in a given area.

In addition, Big Data in real estate helps individuals and companies make informed investment, management and operational decisions. For example, on Proptech platforms, it is used to provide information on property history, cost, neighbourhood details, mortgage calculations and projected future appreciation.

The collection, management and analysis of big data on the web generate high-value reports for decision making in different areas of real estate companies. These tools make it possible to predict real estate market trends, understand the behaviour of consumers and potential buyers, make price estimates and determine sales times.

Big Data also facilitates tasks such as the comprehensive knowledge of potential customers, the design of effective marketing and sales strategies, and the analysis of the management of each real estate agent.

In terms of the interaction between real estate developments and technology such as Big Data, we can summarise its impact as follows:

  • Pricing: Helps establish the price of a property by providing real-time area price research and projections of future changes.

  • Risk Reduction: Reduces risk in the real estate sector by forecasting future prices and market trends.

  • Effective Promotion and Selling: Uses data information to improve the way properties are promoted and sold.

  • Property Selection: Reduces the risk of investing in the wrong property.

  • Operational Efficiency: Improve the efficiency of real estate operations by recommending cost-effective and efficient initiatives.

In short, Big Data is a valuable resource in the real estate sector that enables companies to make data-driven decisions, optimise strategies and improve their competitiveness in the market.

Blockchain in the real estate market

The incorporation of blockchain technology in the real estate sector represents a significant advance towards transparency and security in transactions. Known for its ability to create immutable records and smart contracts, this technology offers numerous advantages for the real estate market.

  • Reduced risk of fraud: The immutable nature of the blockchain ensures that once a transaction has been recorded, it cannot be altered or deleted. This significantly reduces the risk of fraud in the buying and selling of property.

  • Streamlining processes: Smart contracts automate and simplify transaction processes. By automatically executing when certain conditions are met, they significantly speed up the buying and selling process, reducing the need for intermediaries and thus waiting times.

  • Reduced transaction costs: The elimination of unnecessary intermediaries in real estate transactions, thanks to the blockchain, can lead to a notable reduction in associated costs.

  • Integration of cryptocurrencies in transactions: The possibility of using cryptocurrencies for real estate transactions is one of the most novel applications of blockchain in this sector. It allows payments to be made efficiently and securely, opening up the market to a wider range of investors, especially in the international arena.

  • Transparency and reliability of information: As in the financial and insurance sectors, the blockchain in the real estate market ensures greater transparency and reliability of information. Every transaction and change in property ownership is recorded in a clear and accessible way.

  • Security in Virtual Financial Transactions: The blockchain provides greater security in financial transactions carried out virtually, minimising the risks associated with online operations.

In short, blockchain technology is emerging as a revolutionary solution in the real estate sector, offering a more secure, transparent and efficient framework for property transactions. Its ability to reduce fraud, streamline processes and lower transaction costs promises to transform the way business is conducted in real estate.

Effective communication with buyers - chatbot

Technology has significantly transformed the way real estate is presented and communicated. One of the most prominent innovations in this regard is chatbots, which have revolutionised communication with potential buyers.

With more than 70% of people searching for properties on their mobile phones, there is a need for fast and effective communication to resolve doubts and queries. Chatbots, being virtual assistants, have responded to this need by significantly improving customer service and operational efficiency in the real estate sector. They can handle frequently asked questions, schedule visits and collect information on customer needs and preferences, all in an automated and efficient way.

These assistants not only streamline communication but also allow real estate agents to focus on more complex and higher-value tasks, such as closing sales and providing personalised customer service. In addition, the integration of chatbots with popular messaging platforms such as WhatsApp has made interaction even more accessible and convenient for users.

In short, chatbots represent a key player in the digitisation of the real estate sector, offering an effective solution for rapid communication and information processing, adapting to current consumer trends and significantly improving the user experience when searching for properties.

Social networks and digital marketing in the real estate market

Social media and digital marketing have become fundamental tools for the real estate sector, providing a powerful platform to reach potential buyers and create engaging narratives around properties. The effectiveness of these digital strategies is crucial in a highly competitive market, and their implementation can be transformative for real estate agencies.

Digital marketing not only helps real estate agencies stand out in the market, but also makes it easier to connect with a wider audience. Although final purchase decisions are usually made after viewing the property in person, it is common for investors to conduct extensive research online before physically visiting properties. Therefore, digital marketing strategies have become indispensable for real estate agents.

These digital tools also simplify the buying process for clients. Agents can offer virtual tours of properties via computers or tablets, and can facilitate transactions without the need for face-to-face visits to the office.

Social media is a particularly effective marketing channel. While some companies have yet to tap into their potential, the reality is that platforms such as Facebook, Instagram and LinkedIn can be extremely effective. Strategies such as geofencing and enhanced retargeting are just some of the new offerings that can help reach target markets more specifically and effectively.

Success in social media depends on creating advanced strategies that utilise the full range of tools and styles available. The possibilities for personalisation are almost limitless, making it easier to connect with target audiences. Companies that invest in social media tend to find a more significant return on investment (ROI) in their digital marketing.

The main advantages of using social media for real estate include its wide reach and the ability to increase the visibility of the brand. This, in turn, can attract users to the real estate website, improving SEO and online presence. In addition, social media can offer enhanced services, such as fast customer service through chat rooms, enriching the user experience and strengthening the relationship with clients. In short, digital marketing and social media are not just channels to promote properties, but powerful means to build and maintain customer relationships, improve brand visibility and ultimately drive sales.

Customer management platforms

Customer relationship management (CRM) platforms are essential tools in the real estate industry, allowing professionals to organise and monitor every interaction with potential buyers. These tools not only facilitate smooth and professional communication, but also integrate advanced features for real estate website development, customer management and real estate marketing, all of which improve business visibility and foster strategic partnerships.

Key functionalities of a real estate CRM include:

  • Publication and registration of properties: Allow unlimited registration of real estate, each with a unique identifier, and storage of details such as type, location, area and layout.

  • Incorporation of audiovisual media: Possibility of adding videos, virtual tours, photos and georeferencing maps for each property.

  • Document management: Facilitates the management of important files such as contracts and invoices, with options to save documents in PDF or export inventories to Excel.

  • Search and social media sharing tools: These include specialised property search engines and social media sharing features.

  • Automatic publication on real estate portals: Possibility of simultaneous publication on several recognised real estate portals.

  • Creation of customised websites: Allows you to quickly create websites with an image and functions adapted to each company.

  • Communication and strategic alliances: Facilitates access to publications and internal communication between companies and professionals to increase visibility and foster beneficial alliances.

These CRM systems address common challenges faced by real estate agents, landlords and property managers, such as repetitive task management and inefficient data handling. They offer technological solutions to make these repetitive activities more efficient by centralising information and improving the accessibility and usability of data.

In short, real estate CRMs are sophisticated tools that offer a comprehensive solution to market and sell properties more effectively, simplifying processes and improving the scope and efficiency of real estate operations.


In conclusion, digital transformation has revolutionised the real estate sector, offering innovative tools and strategies that are changing the way properties are promoted, sold and managed. From the importance of high quality images and video, including technologies such as 360-degree virtual tours and the use of drones, to the impact of social media and digital marketing in extending the reach and visibility of properties.

The implementation of technologies such as virtual reality and augmented reality has enabled buyers to explore properties in an interactive and detailed way, facilitating decision making from anywhere in the world. In addition, the use of Big Data has emerged as a crucial tool for analysing market trends, predicting prices and making informed decisions, thus optimising real estate transactions.

Real estate CRMs represent another significant advance, giving real estate professionals the ability to efficiently manage client relationships, handle property data and documents, and improve operational efficiency. These platforms have simplified repetitive processes and improved information management, allowing real estate agents to focus on higher value activities.

In short, the integration of these technologies into the real estate sector not only improves the presentation and marketing of properties, but also transforms the experience for both buyers and sellers, making the buying and selling process more efficient, accessible and tailored to the needs of today's market.


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