Real Estate Still Needs That Human Touch

Much of life moved online during the pandemic. That became true for even the most tangible of goods—real estate.

Over the past 18 months, virtual walkthroughs and three-dimensional tours have replaced many in-person showings and open houses. Even closing paperwork has moved online, propelling the industry through the pandemic. 

This new environment has led some to ask whether the real-estate agent profession is becoming obsolete. Why should someone pay an agent when they can browse properties online or reach buyers directly through an app?

The reality, however, is that modern technology is making agents and brokers more essential, not less.

Before the pandemic, homebuyers and sellers were experimenting with a new, online model of real estate—instant buying, or “iBuying.”

FULL TEXT: Bob Goldberg: Real estate still needs that human touch - Barron's

Back to Competition in Real Estate > REALTORS® as Champions