Can technology replace Realtors?

Mikael Hastrup

April 25, 2023

Mikael Hastrup

Technology has changed the way we buy and sell real estate. Virtual 3D tours, remote communication tools, and more are all making the home buying and selling process easier, faster, and more accessible.

However, can a computer replace the human connection that makes agents so valuable? It’s a question that many former and current agents have asked themselves.

Human Interaction

Technology can make life easier and more efficient, but it will never replace human interaction. It can help realtors provide better service and improve their client’s experiences, but it cannot replace the personal touch that only real estate agents have.

One way technology can improve the human connection between agents and buyers is through automation tools. These tools can automate tasks such as lead generation, home tours, and property valuations.

This can free up real estate agent’s time and allow them to focus on other aspects of their business. It can also save them money by reducing their costs.

A study showed that people who conversed with someone without their phones had greater empathy than those who communicated with their devices. This could be because people want to connect with others and feel like they are part of a community.


In the real estate business, a strong relationship with clients is essential for success. Whether it’s buying or selling a home, clients need their Realtor to be a source of emotional support and provide advice on the most important financial transaction of their lives.

Many realtors rely on a variety of digital tools and platforms to help them do their job better and faster. For example, apps and websites offer virtual tours and automated processes that can save time and money.

But can technology replace an agent’s personalized approach? For most people, a home purchase or sale is the biggest emotional and financial transaction of their lives.

As technology becomes an increasingly integral part of the industry, it’s crucial for agents to adopt best practices when integrating it into their business operations. These include investing in training, choosing the right tools, prioritizing security, and embracing change.


Expertise is the combination of characteristics, skills, and knowledge that distinguish experts from novices and less experienced people in a specific domain. It can be seen as a socially constructed property, where tools for thinking and scripts for action are jointly constructed in social groups, enabling members of that group to define expertise.

It is also a form of power, where an expert’s expertise can be rewarded with authority, status, or other benefits. In some fields (such as sports or literature), there are objective measures of expertise, such as the time it takes an expert to complete a task.

Technology can help automate some aspects of the home buying and selling process, such as data entry and lead generation. However, it will not replace the human touch that is required to successfully guide a buyer or seller through the complex process of buying or selling a home.

Local Knowledge

As technology evolves, it will be able to replace many aspects of the real estate industry. However, it will not be able to replace the human element of relationships and local knowledge.

Local knowledge is a unique understanding of the environment and its resources that are held by people who have lived in a particular place for a long time. This knowledge can include things like language, systems of classification, resource use practices, social interactions, and rituals.

For rural and indigenous peoples, this knowledge is essential to the way they live their lives. It can help them deal with changes in their environment, such as climate change and sedentarization. It also helps them cope with societal and economic challenges. This is why it is vital to continue to integrate indigenous and local knowledge into conservation programs.