The appearance of several virtual agencies is measured with the model of traditional offering lower costs, but with more limited services Housing enters the digital era.
Digital real estate companies ask for a pass
The new digital technology is changing the world. They are also progressing unstoppably in the real estate sector, where mobile applications and big data technology are fundamentally revolutionizing the housing market. So much so that the concept of PropTech has been coined. This real estate digital evolution has not stopped and since 2016, online real estate has started to proliferate, a business that is still incipient, but that grows at an exponential rate, trying to make room between the established real estate agents threatening their hegemony. This situation is reminiscent of what other business activities are already going through.
See what is happening in the taxi, hotel, bus or commercial sectors. These businesses have received online competitors such as Uber, Airbnb, BlaBlaCar and Amazon, respectively. Seeing what is happening in these activities, real estate agencies could be the next to enter into competition with their digital counterparts, as happened years ago with travel agencies. The best sign that the commercial battle in real estate brokerage is starting would be the cascade of virtual firms that have appeared: Cliventa, Propertista, Housell, Housfy and Lemonkey are the main ones. A situation that has already been experienced in the United Kingdom, where digital is 5% of the market and is expected to reach 15% -20% in 2020. "The online real estate has come to stay and will respond to the needs of clients that require a specific service," justifies Ignacio Martínez-Avial, general director of Corporate Business Development of Aguirre Newman and responsible for the new Aguirre Newman Digital division. "Really," he reasons, "they come to cover a market niche that does not need a face-to-face, more complete and more value-added advice." In his opinion, traditional and virtual "offer a different and often complementary service."