Utilizing PropTech to Enhance Operational Efficiency and Customer Experience in Real Estate

Abstract

The real estate industry has traditionally been slower in adopting newer technologies when compared to other major industries. Property Technology (PropTech) has gained interest in recent years among companies due to its ability to improve both operational efficiency and customer experience. This thesis adopts a mixed-methods approach to investigate which PropTech tools are the most effective for real estate companies to use. The research includes a literature review on the evolution of PropTech and its current applications, quantitative analysis of industry data, and qualitative interviews with real estate professionals from Finland and Spain. Business process models were also developed to visualize and analyze the real estate transaction process in Spain to help identify inefficiencies and opportunities for technology integration. The results indicate that tools such as workflow automation software, AI-powered marketing tools, and AI agents improve internal efficiency and customer satisfaction. However, legal limitations and lack of awareness continue to restrict adaptation. The study concludes that when balancing the use of technology and personalized services effectively, PropTech improves operational performance while preserving the customer-focused nature of the real estate industry.