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Industry Alert: The Digital Takeover Transforming Estate Agency now!

In this latest article from the team at Iceberg Digital, they discuss how the digital realm is transforming Estate Agency.  

The evolution of estate agency practices into the digital realm marks a significant shift in the industry. The advent of the internet in the 1990s ushered in profound changes across all sectors, yet estate agencies have only recently begun to fully integrate digital processes into their daily operations. The transition from traditional phone and email communications to sophisticated online systems has been gradual but is now reaching a point where digital interactions are becoming the expected standard for the public.

Digital registration systems, for instance, now allow buyers to provide detailed personal profiles and preferences. This level of detail surpasses what was previously available through basic property alert setups on platforms like Rightmove. Such systems can automatically update potential buyers with listings that match their criteria, and they can generate targeted call lists for agents, thus optimizing the matching of properties with interested parties.


Following property viewings, digital platforms have streamlined the feedback process, enabling buyers to leave their impressions online. The move to online forms for this feedback - and for formal offer processes - has simplified the once-tedious exchange of information. These platforms can collect comprehensive buyer information, strengthening the offer and potentially accelerating the sales process.

Furthermore, the integration of artificial intelligence (AI) into these systems has automated the generation of seller reports. These reports compile feedback, listing performance data, and viewer engagement metrics into a coherent summary, saving significant time and effort for agents.

Actionable information

The benefits extend beyond the buying process. For sellers, digital solutions have transformed previously cumbersome tasks such as filling out Property Information Questionnaires (PIQs) and undergoing identity and Anti-Money Laundering (AML) checks. These can now be completed online inside the agent’s central sales system, providing a seamless and efficient start to the selling process. Estate agents are thus empowered to begin their workweek with actionable information at their fingertips, from signed contracts to completed compliance checks.

The incorporation of these digital advancements is not without its costs. Systems like Lifesycle offer a wide range of automated services all inside an agents central sales software, which can come at a higher price point compared to basic Customer Relationship Management (CRM) tools. However, the investment may be justified by the substantial savings in labour and time, as well as the improved customer experience.

The industry has reached a tipping point where such digitalisation is not just a bonus but an expected element of working with a modern Estate Agent. Estate agencies may need to adapt quickly to this changing landscape to avoid being left behind by competitors who have already embraced these technologies.

Finally, it is worth noting that as demand for these digital solutions increases, providers like Iceberg Digital who provide all of this in one centralised system for sales agents have had to introduce waiting lists for their services. This underscores the widespread recognition of the value that these digital tools bring to the Estate Agency. The growing reliance on digital processes suggests a permanent change in how property sales are conducted, offering both challenges and opportunities for innovation in the sector.


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