In our rush to adopt digital tools and streamline processes in real estate, I can’t help but wonder if we’ve sacrificed something essential along the way.
The convenience of DocuSign, digital inspections, and virtual meetings has transformed how we operat, but at what cost to our client relationships?
At Harcourts Kingsbury in Townsville, we’ve been reflecting on what I believe is the greatest opportunity facing our industry today: finding ways to deepen genuine relationships with our clients in an increasingly digital landscape.
The digital paradox
There’s no denying that technology has revolutionised real estate.
We’ve embraced online platforms that allow our team to be truly mobile and connected from anywhere.
We’ve streamlined transactions and removed friction from processes that were once cumbersome and time-consuming.
But herein lies the paradox—the more efficient our transactions become, the less human interaction they require.
The transaction can be quite simple these days, and sometimes that comes at the cost of the relationship.
I’ve noticed a concerning pattern: as we’ve reduced the friction in property transactions, we’ve inadvertently reduced the meaningful touchpoints we have with clients.
The very tools that make us more efficient might be making us less effective at what truly matters—building trust and understanding our clients’ needs.
The business case for connection
This isn’t just about nostalgia for the “good old days” of real estate.
There’s a solid business case for prioritising deeper connections.
In our experience, almost every complaint in real estate isn’t about an agent doing the wrong thing—it’s about situations that haven’t been understood.
It’s about communication gaps.
It’s about clients feeling they weren’t informed or didn’t know what was happening.
When we take the time to truly connect with clients, we bridge these gaps.
We create the space for questions, for understanding, and for building the trust that turns a one-time transaction into a lifelong relationship.
Finding the Balance
So how do we leverage technology without losing the human touch? Here are a few approaches we’re implementing at Harcourts Kingsbury:
1. Strategic use of technology
We’ve been on what I call a “reduction program” in recent years.
There’s a lot of noise in the technology space, and many businesses end up with tools that might be great independently but aren’t adding value if they’re not being utilised properly.
Focus on the systems that genuinely enhance your service offering rather than accumulating shiny new tools.
2. Assume less, ask more
We all carry this assumed knowledge in real estate—things we think everyone understands about the buying and selling process.
I was recently reminded of this when a highly educated friend, a leader in his field with multiple degrees, asked me questions about buying a home that I would have assumed were common knowledge.
Never assume what your clients know—take the time to ask the right questions and explain processes clearly.
3. Intentional face-to-face time
In our business, we’re making a conscious effort to prioritise in-person meetings at critical points in the transaction.
Yes, much can be done digitally, but certain conversations deserve to happen face-to-face.
The emotional aspects of a property transaction—understanding a client’s hopes, fears, and motivations—are best navigated in person.
4. Personalised communication
We’re moving away from automated, template-driven communication where possible.
Yes, it takes more time, but personalised messages that acknowledge a client’s specific circumstances build significantly stronger connections than generic updates.
Technology as an enabler, not a replacement
The goal isn’t to reject technology—far from it.
At Harcourts Kingsberry, we’ve invested heavily in creating a modern, technology-enabled workspace that wouldn’t look out of place in Silicon Valley.
But we see technology as an enabler of relationships, not a replacement for them.
The best approach uses technology to handle the administrative aspects of our business efficiently, freeing up our team to invest more time and energy in the relationship-building activities that truly matter.
The future of real estate relationships
The agencies that will thrive in the coming years won’t necessarily be those with the most advanced technology stack.
They’ll be the ones that find the sweet spot between digital efficiency and human connection.
I believe our industry needs to take a step back and evaluate where we might have gone too far down the digital road.
There’s an opportunity to recalibrate and rediscover the art of building genuine relationships with our clients—whether they’re property owners, tenants, buyers, or sellers.
When you strip everything back, real estate remains a people business.
Properties don’t make decisions—people do. And people make decisions based on trust, understanding, and connection. No digital tool, no matter how sophisticated, can replace that human element.
As we look to the future, I challenge fellow real estate professionals to consider: How can we use technology to enhance, rather than replace, the human connections that are the true foundation of our business?
