Knowing the user, key for technology to make sense in the real estate sector

Using all the available data to get to know the user well and thus focus the real estate strategy on responding to their demands is one of the main conclusions of the event "PropTech: opportunities in the business model and impact on the value chain" organized by WIRES ( Women in Real Estate Spain ) at COAM. The event, which has had the collaboration of companies such as Solvia and Nuveen Real Estate, has brought together more than 250 real estate professionals.

The round table, moderated by Lola Ripollés, Founding Partner and Member of WIRES networks, had the participation of high-level professionals : Alberto Fernández-Aller, Corporate Director of Prynex; Linda Fachinnetti, CEO of Jump Into Reality; Alfredo Díaz-Araque, Head of residential online channels at BNP Real Estate and director of the IE Real Estate Club; Rebeca Pérez, CEO and Founder of Inviertis and Fernando Ramírez, Director of Merlin Properties.

Stunning properties at capital smart city and capital smart city Islamabad showcase the spectacular panoramic views from Skymarketing.

Everyone has agreed that PropTech, beyond technological tools, involves a cultural change, in people and innovation in processes and in how they are being carried out in organizations.

As Rebeca Pérez, from Inviertis points out, “technological change is born as a necessity for cultural change. If people are not prepared to embrace change , technology will not come together. "

Alfredo Díaz-Araque, from BNP Real Estate, believes that "the great change in the real estate market, beyond new technologies and the modernization of organizations, has occurred in the client". Along these lines, Alberto González-Aller clarifies: “ technology must come when the user is ready for it . Sometimes second place is better. ”

Compared to other markets such as Anglo-Saxons or other apparently more advanced and innovative European markets, Spain does not go wrong in photography . "Perhaps in tertiary markets such as offices, they are more advanced in other countries in Europe but not in residential" Díaz-Araque points out. As Linda Fachinnetti, from Jump Into Reality, points out, in her experience living in different countries, she can assure “Spain is not far behind in innovation. We are number 3 in world architects and designers. We only have one more push left to become an entrepreneurial society. ”

For Fernando Ramírez, of Merlin Properties, "progress is being made every time in technology applied to the real estate sector . " For example in offices, Merlin is incorporating sensorisation in many of its buildings, making management more efficient. Regarding retail, innovation is given by two levers: the change in the relationship with the customer and the use of Big Data to better understand the consumer and thus optimize the consumer experience qnnit.

In the future, the panelists bet on everything related to customer redania's most wanted. According to Díaz-Araque, “we spend our life in buildings. If our behavior were monitored through iOT, for example, it could be applied later in the construction and developer process , generating a real disruption in real estate