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18 July 2019 Posted by 


Evolution the key to tech challenges
DOUGLAS Driscoll, CEO of real estate group Starr Partners, says the real estate sector has reached its technology intersection.
While innovation enables agents to automate and digitise their processes, he says it poses problems for an industry that needs to learn how to strike a better balance between implementing cutting-edge technologies and retaining the right level of human involvement.
“Although PropTech is a key topic of conversation in our industry, many real estate businesses lack the technological know-how to respond to it immediately and proactively,” says Douglas.
“Charles Darwin was right when he said that it is those that are most adaptable to change that will ultimately survive; and that quote is never truer than when looking through the lens at our own industry.
“In my opinion, we have now reached the intersection of humanity and technology. Even though our everyday lives are deeply entwined with this new wave of innovation, we cannot afford to become overdependent on it, as technology is a great servant, but a bad master.”
As many global companies turn to artificial intelligence and other technologies to transform how they interact with customers, Douglas says the real estate industry must also start deploying a variety of technology-enabled solutions to strengthen the customer experience.
However, he is warning agents to be careful when picking and choosing the PropTech they implement in their business, and to be wary of what is a toy and what is a tool.
“In today’s competitive business environment, we need to come to terms with the fact that we are in a permanent state of transition when it comes to technology and in any transition, different people adapt at different rates,” he said.
“Trying to fathom how exactly technology is changing the way we do business is a constant challenge, and we need to be very diligent when selecting third parties to assist with digital engagement strategies.
“In my opinion, technology should be used as an enabler to compliment – and not replace – what we do. We should not fear disruption, but rather disintermediation. Let’s not forget that moving home is an emotional process, so we still need to be at the front and centre of these transactions.”


Michael Walls
0407 783 413

Western Sydney Business Access (WSBA) covers the business and community issues of the Greater Western Sydney region of Australia. WSBA is the popular media source for connecting with the pulse of the region and tapping into it's vast opportunities and networks.