REALTORS^® are increasingly incorporating technology into their business to deliver added benefits to homebuyers and sellers. According to the National Association of REALTORS^® (NAR), 97% of REALTORS^® tap into digital tools in their business.

“REALTORS^® use a variety of the latest tools and platforms to make buying and selling a home convenient, smooth and efficient,” says Abby Hauke, board chair for the Greater Milwaukee Association of REALTORS^® (GMAR). “They know many of their clients live in a digital world so utilizing technology to enhance and streamline the real estate transaction just makes sense.”

Property Listings Show and Tell More

Buying a home typically starts with an online search of properties for sale.

The digital tools REALTORS^® use help buyers visualize a home’s unique features from their smartphone, tablet or computer. High-resolution photography, 3D imaging, virtual tours and drone footage of the exterior, yard and neighborhood provide a comprehensive, experiential view of the property. Virtual tours, in particular, let prospective buyers walk through a property remotely, making it easier to shortlist selections and make informed decisions.

Scott Klaas, co-founder of Lifetime Realty Group and an owner of Keller Williams, includes floor plans with his online listings and uses ChatGPT for developing home descriptions.

“By training ChatGPT to work like a real estate assistant, property descriptions skillfully highlight a home’s best features with a particular type of homeowner and market in mind,” says Klaas. “A concise and inviting description maximizes selling points and makes it easier for buyers to find what they’re looking for.”

Social Media Adds Convenience

REALTORS^® and potential buyers frequently connect on social media. According to NAR, approximately 90% of REALTORS^® use social media to market properties beyond their websites. Social media enables REALTORS^® to communicate in real time, where they can answer questions and provide fast, personalized advice.

In addition, 80% of REALTORS^® advertise on Google, Facebook, Instagram and LinkedIn to announce new listings and open houses and share market updates. Most REALTORS^® use their mobile devices to conduct business, making them accessible to clients throughout the day or night.

“Social media maximizes a property’s exposure,” says Courtney Stefaniak, a broker/partner with The Stefaniak Group. “With so many people viewing listings on social media and websites, the photos, videos and descriptions perform like a first showing. Buyers quickly scan properties and narrow down which ones they want to see in person.”

Buyers often tap into real estate platforms like Homes.com, Zillow, and Redfin, which provide comprehensive property listings, market data and tools for estimating home values but often don’t reflect the most current information.

Stefaniak notes that REALTORS^® and the Multiple Listing Service (MLS) remain the best sources for accurate information. “REALTORS^® communicate directly with the listing agent and MLS has data integrity rules and procedures that some third-party websites may not adhere to,” Stefaniak says.

Digital Tools Add Efficiency but Face-to-Face Still Matters

REALTORS^® employ a variety of online platforms to manage documents and deadlines, reducing the time and hassle associated with traditional paperwork. The NAR reports that 73% of REALTORS^® use e-signature applications to streamline electronic transactions. Stefaniak notes that electronic transactions work especially well for people who frequently travel or are making a purchase from out of state.

Klaas believes personal interactions still play a vital role in a real estate deal.

“A conversation early on in the process provides the best opportunity for a REALTOR^® to explain the process and demonstrate the value of working with someone who knows the market inside and out,” Klaas says. “REALTORS^® also want to make sure everyone understands how, when and who gets paid from the start.”

Klaas adds that REALTORS^® abide by professional standards and ethics, which include a commitment to transparency.

“Negotiating commissions has always been a part of the process,” Klaas says. “Getting agreements upfront clarifies the commission amount and takes into account the value a REALTOR^® brings to the process.”

The REALTOR^® Advantage

A REALTOR^® is a member of the National Association of REALTORS^®, is committed to a Code of Ethics and has the expertise to find the right home for everyone. Look for the “R” to determine if your agent is a REALTOR^®.

Locally, the Greater Milwaukee Association of REALTORS^® is a 5,500-member strong professional organization dedicated to providing information, services and products to help REALTOR^® help their clients buy and sell real estate. Visit gmar.com for more information.