Blogs
How to market your Estate Agency website
A good estate agency website should consistently deliver leads from local landlords or vendors. Does yours do that? Read more here.
8 mins
Consumer X - key findings
Consumer X – How Estate Agents can stay ahead of the future consumer
From smart glasses to self-driving cars, many of today’s emerging technologies would have seemed unimaginable just a few years ago. Consumer demands have accelerated the evolution of intelligent technology like this to make their lives easier in every aspect of life – both at home and at work. You only have to look at the rate in which businesses are adopting artificial intelligence (AI) and machine learning (ML) as their co-pilot to see the acceleration, with 78% of global businesses now using AI in at least one process*.
Expectations from consumers are already at an all-time high, particularly in the property industry, and their eyes are on the horizon seeking new innovations, paving the way for the customer of the future: Consumer X. It’s time for the property sector to prepare to stay ahead.
Well-acquainted with the behaviours, needs, and expectations of this emerging audience, Tracey Follows, one of the world’s leading futurists and founder of Futuremade, offers valuable expertise on how industries must adapt to avoid being left behind.
We invited Tracey to explore the evolving expectations of the property consumers of the future, offering Estate Agents in-depth insights into what consumers will be looking for from their relationship with agents, to their expectations of the role of tech within the transaction process. With decades of experience advising global brands on emerging consumer behaviour and tech innovation, Tracey brings a sharp, evidence-led perspective on what lies ahead in the minds of consumers, uncovering how technology and service must seamlessly intertwine to meet the demands of a new generation of buyers and sellers.
Whether you’re an Estate Agent, branch owner, or agency marketer, this will help you better understand who Consumer X will be, what they will demand from their transaction experiences, and how you can prepare your branch to meet, and exceed, their expectations.
Personalisation is winning the hearts of Consumer X
Modern consumers no longer expect to adapt to your process – they expect your process to adapt to them. For the future consumer, personalisation is not a perk. It’s the baseline. Today’s buyers and sellers expect services that are tailored to their preferences and needs, and the requirement for these personal touches will only grow stronger.
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At its heart, the property industry is driven by human connection, with Estate Agents guiding buyers and sellers through personal, emotional journeys. The level of personalisation expected isn’t just about calling someone by their first name in an email. It’s about recognising them across touchpoints, understanding their current context, and proactively delivering options that feel as if they were made just for them. Personalisation in property might look like showing listings based on lifestyle, not just postcode. Or creating tailored follow-up journeys based on life stage and buying behaviour, not just lead source.
Consumers’ digital identity is no longer a single version of self. People now show up differently depending on platform, time of day, or even mood. Estate Agents who understand and adapt to this multiplicity will earn more than trust – they’ll earn loyalty.
Top tip: Use tech that harnesses the data you have on your audience to segment them based on sentiment and life moments, not just price brackets.
Key trends to watch out for
Hybrid spaces for hybrid lives
Remote work is no longer a temporary shift – it is a structural change. Properties must now reflect a lifestyle that blends home, work and wellbeing. Estate Agents should avoid marketing a spare room as just a spare room. It could be a podcast studio, a therapy space, or a co-working pod. Understanding how to market properties for flexibility will be a major differentiator.
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The rise of the AI-assisted agent
AI doesn’t have to replace Estate Agents – it can enhance them. From automating admin to offering smarter buyer matching and even supporting valuation insights, AI is becoming an indispensable co-pilot. It’s time to get comfortable with adapting. The best agents will be those who know when to delegate to technology and when to step in with human insight.
Top tip: Try using generative AI models to create emotionally resonant listing descriptions or marketing campaigns based on buyer personas.
Autonomous Estate Agencies
With predictive analytics and AI-powered platforms already on the rise, we are moving towards a future where properties can, in effect, list themselves.
Imagine a system where a property knows when it’s likely to come to market, automatically prepares valuation data, and matches with pre-qualified buyers before a human has even intervened.
Empathetic tech and the human connection
Emotionally intelligent AI is reshaping how agents connect with clients, streamline workflows, and prepare for Consumer X. The move from functional AI to a more dynamic and emotional model will significantly shift how tech integrates into daily operations.
In a world increasingly mediated by algorithms and avatars, empathy is your competitive advantage as an agent. No AI, however sophisticated, can fully replicate the nuanced understanding gathered from years of helping people make the biggest purchase of their lives. When it comes to understanding your buyers, AI is good at doing the basics for you, and you can finesse it with the human touch.
What will set the most competitive agents apart is not only how well they use tech, but how well they maintain a human relationship alongside it. Emotional intelligence, active listening and personal follow-up all count more in a world where deepfakes and bots are becoming the norm.
Empathy must also extend to how technology is introduced. A chatbot that solves problems is helpful. A chatbot that replaces meaningful contact is not.
Building the right tech stack for your branch
Tracey shared three standout technologies that Estate Agents should explore as part of their future-proof tech stack:
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Predictive AI for buyer matching
Algorithms are being trained to understand buyer psychology and life stage, enabling smarter, more intuitive property matches. This goes beyond filters. Predictive AI learns behaviours and preferences to anticipate which listings will resonate with which clients, even before they click.
Generative design tools
Augmented reality (AR) and generative design tools can help buyers imagine what a property could become. Whether that’s virtual staging or allowing a buyer to walk through a space wearing smart glasses with overlays, this is next-level personalisation.
Digital identity and verified credentials
The digitalisation of compliance is already underway, but there is much more to come. The days of photocopying utility bills are over. Digital wallets and verifiable credentials will soon streamline onboarding, build trust and reduce fraud.
Top tip: Explore tools that integrate digital ID verification into your onboarding process for faster, safer transactions.
You asked Tracey your big questions about the future of tech, what tools your branch should be using, and how to integrate your digital tools with your human team.
What tech should I be using in my branch
How do I maintain the human touch when I use AI
The future consumer is at your fingertips
Over the next five years, we really need to be thinking about the digitally driven buyer. AI and automation aren’t here to replace you, they’re here to expand your impact. Estate Agents are not becoming obsolete. They’re becoming augmented.
The question is no longer whether to use tech – but how to use it wisely. The future belongs to those who blend high-tech tools with high-touch service. Consumer X is not just buying a property, they are buying into an experience. One that feels seamless, personal and trustworthy.
At iamproperty, we believe the best future is one where agents are empowered, not replaced. Where technology becomes a bridge to better service, not a barrier. Agents who blend sentiment-aware AI with their personal touch will see themselves fostering greater trust and confidence, creating client experiences that stand out in today’s market.
Consumer X is coming. The question is: will you be ready to meet them?
*McKinsey’s most recent State of AI Global Survey (2024)
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