3 Technologies That Are Changing Real Estate


It used to be simple selling real estate (figuratively speaking). You get a listing, you put up a sign, place an ad in the paper, and then go around town networking. EASY, RIGHT? My friends in real estate might disagree, but one thing we can agree on is that technology has changed how they do business. In the past 3 years, we have researched social media and technology for real estate agencies. And, through this research, we have noticed 3 areas that are on the rise that, if leveraged correctly, can build an agency and its agents.


Many businesses do not utilize the true potential of social media for their businesses, and real estate is no different. Regarding social media, most real estate agents focus on Facebook. Yes, you made me say the “F” word. Facebook needs to be used as a component to a much bigger picture and that is Branding and SEO (Search Engine Optimization). There are two brands that are important in real estate: Business Branding and Personal Branding. Each social media platform addresses each completely different.

What Social Media Platforms Should You Be On And Where?

Personal Branding: Facebook (Personal Page), Snapchat, Twitter, & LinkedIN
Business Branding: Facebook (Business Page), Instagram, Pinterest, Google+, & YouTube

What Are Some New Features and Technologies on Social Media Platforms?

  • Snapchat – Geofilters (Create event and engaging filters to brand yourself or business)
  • Facebook – Facebook Live (Take your open houses to a whole new level)
  • Twitter – Targeted Ads, Increase in Video Time, Periscope (live video) Integration
  • Pinterest – Targeted Ads, & Geo Pins (Huge and Underutilized For Selling Homes)
  • YouTube – Live Video, Built-In Editing, and Copyrighted Music (Allowed – But You Can Not Monetize)
  • Instagram – My Story (Snapchat Version)


Big data is going to be huge in the coming years. It’s one thing to collect a buyer/seller’s information. However, if you can find out what they like, where they like it, and how much they are willing to spend, a real estate agent can increase his or her chances of closing the deal.

Facebook Pixels – Never heard of it? You need to. If you install the Facebook pixel on your website and link it to your Facebook Business Page, you can better target your ads to the people that need to see them. Imagine a buyer or seller going to your website and looking at agents or houses to buy. Afterwards, every time they go to Facebook, they see a targeted ad from your real estate business. The data collected by Facebook from your website is collected and it helps target your ads.


This is the most promising technology and one that I can’t wait to see implemented and become more cost effective for real estate agencies. A beacon is placed at a location (House For Sale), and every time a person with an app that supports it goes near it will be notified when they are in an area where a house is for sale. The technology could even allow you to connect or call the agent directly from the pop up.

Another use of beacon technology is to to inform people of  locations or attractions (schools, parks, restaurants, etc…) In the future real estate apps will allow potential buyers and sellers to:

  • Go through a neighborhood and get a clear picture of the neighborhood they are potentially moving into
  • Key features in an area that will help you sell your house.


No matter how you look at Real Estate in the 21st Century, it has changed and is becoming more interactive. The demand for hi-tech real estate agents is going to increase and separate the different generations of how agents sell. No matter how amazing technology gets, it is still a resource and tool that could NEVER replace the passion, customer service, or friendship many buyers and sellers have with their real estate agents.

Tom Harness | Twitter: @iTomHarness | Snapchat: tharness | tom@harnessdigitalmarketing.com |

About Tom Harness

Tom Harness is the owner of Harness Digital Marketing, a digital marketing firm that works with businesses and organizations on Social Media, SEO, and Email Marketing. He is an entrepreneur and business owner with 20 years of combined experience in Education, IT, and Business. Tom is a U.S. Army Veteran and a Southern Illinois University alum. He also enjoys craft beers, his beloved Chicago Cubs, and his family.


  1. My wife and I are thinking about selling our home soon and were curious about what technology we could use to do this. I never thought about using social media to build a brand and get your name out there. We definitely want to find a realtor who is taking advantage of these new technologies. Thanks for sharing!

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