Tech of a Life 6 - How Can Estate Agents Use AI to Gain a Competitive Edge?

Through Mal McCallion’s extensive experience in the property sector, he has seen the evolution of PropTech grow from the early dot com boom, through to today where AI is driving a new era of opportunities within the industry. Now, as CEO of ModelProp, Mal and his team support Estate Agents by offering personalised AI driven PropTech solutions. Here, Mal shares his insights into the impact of technology on the property industry and offers advice to businesses looking to thrive in a competitive market, highlighting the need for strong leadership, adaptability, and a deep understanding of customer needs.

You’ve seen the industry evolve massively. What would you say are some of the biggest changes you’ve witnessed?

My journey started over 25 years ago in the property industry, and I’ve been fortunate to work with some of the most exciting brands in the space. I was part of the early teams at PrimeLocation and Zoopla, which were both fascinating experiences. We were right at the heart of digital transformation in property, taking traditional agency methods and evolving them into something new with technology.

The shift to digital was the biggest transformation prior to AI. When I started, property listings were still largely print-based, and online portals were just emerging. Now, technology drives everything – AI, automation, and data analytics are reshaping how agencies operate and how buyers and sellers engage. But beyond just technology, the expectations of both consumers and agents have changed. People demand immediacy, transparency, and a seamless experience. Businesses that don’t adapt to these expectations often struggle.

What lessons did you take from your experiences being part of the early teams at Zoopla and PrimeLocation?

One key lesson is that execution is everything. At Zoopla, for example, the technology and platform were great, but what really made the difference was how well we executed our strategy – our marketing, our partnerships, and the way we positioned ourselves in the market. Another lesson is that culture matters. Having a team that believes in the mission, that works cohesively, and that adapts quickly is crucial to success. And finally, customer focus is paramount. Whether you’re building a property portal or any other business, you need to deeply understand your customers’ needs and pain points and design solutions that truly address them.

The property sector is highly competitive. How can businesses differentiate themselves?

It comes down to three things: clarity, consistency, and customer experience. Firstly, businesses need to be crystal clear about what makes them different – what problem they solve and why they’re the best choice. Secondly, they need to be consistent in their messaging and service delivery. Inconsistency creates doubt and weakens trust. Finally, customer experience is everything. Those who genuinely put their customers first and make interactions seamless will always have the edge, and AI can help businesses create exceptional experiences that customers remember.

What are some of the common mistakes you see Estate Agencies making when trying to scale?

One of the biggest mistakes is a lack of clarity. Businesses often don’t have a clearly defined problem they’re solving, or they try to be everything to everyone. This dilutes their message and makes it harder to gain traction. Another issue is poor execution – companies may have a strong vision but fail in implementing it effectively. That could be due to the wrong team, weak processes, or not understanding their customers well enough.

Finally, businesses often underestimate the importance of marketing. You can have the best product in the world, but if people don’t know about it or don’t understand its value, it won’t succeed. At ModelProp we recently worked with an agent to give them some AI driven tech that allowed them to make videos of the founder speaking to camera about the challenges and opportunities in residential property right now, without having to film full videos. The tech used a sample of the founder speaking, and used this to create realistic videos that showcase the expertise of the team, but there are many ways AI can support Estate Agents with their marketing and in particular content creation.

What role do you see technology playing in the future of property?

Technology will continue to be a game-changer. AI and automation will streamline processes, making transactions faster and reducing friction. Data will become even more powerful, helping agents and businesses make smarter decisions. But I also think human interaction will remain critical. Technology should enhance relationships, not replace them. The best businesses will use tech to remove inefficiencies while still maintaining a personal, trusted service.

Finally, if you could give one piece of advice to businesses looking to grow, what would it be?

Get really clear on what you do and why it matters. Too many businesses jump straight into execution without fully understanding their core proposition. If you can clearly define the problem you solve, who you solve it for, and how you do it better than anyone else, you’ll be in a much stronger position to succeed.