What is a digital real estate agent?

In 2025, a “digital real estate agent” is more than someone who uses email and has a social media presence. Today’s digital agent leverages technology strategically across their entire business – from prospecting to settlement – to enhance efficiency, improve client service, and drive better results.

In a market where interest rates have risen 13 times since May 2022 and national housing values have shifted dramatically, real estate agents face unprecedented challenges. Traditional methods of winning listings and managing transactions are no longer enough. Today’s vendors demand more sophisticated marketing approaches, faster response times, and seamless digital experiences.

The numbers tell the story: with auction clearance rates falling to a historic low and median days on market ticking up to 32 days nationally, agents need every advantage they can get. Yet some agents are thriving in these conditions by embracing digital transformation.

The modern agent’s challenge

For most agents, a typical day involves juggling multiple critical tasks:

• Managing vendor expectations in a price-sensitive market: With property prices fluctuating, digital agents use data and insights to provide vendors with realistic price guidance and manage expectations.
• Coordinating property marketing across multiple channels: Digital agents use integrated marketing platforms to seamlessly manage campaigns across online portals, social media, email and physical channels.
• Handling compliance requirements and documentation: Digital signing and automated document generation streamline paperwork and ensure all legal requirements are met efficiently.
• Maintaining contact with past clients and prospects: CRM systems allow agents to automate personalised communications at scale, ensuring no opportunity slips through the cracks.
• Organising and conducting open homes: Digital booking and check-in make it easy to coordinate inspections and capture attendee details for follow-up.
• Managing auction registrations and bidding processes: Online bidding expands the potential buyer pool and streamlines auction day admin.

Without the right systems, these daily demands can overwhelm even the most organised agent. Add in today’s market pressures – rising interest rates, media headlines creating vendor uncertainty, and intense competition for listings – and the traditional approach becomes unsustainable.

The Realtair difference

This is where digital transformation makes a crucial difference. “Technology is complementing us at the moment and helping us win listings in a tough market, for sure,” explains Kevin Buchanan, Senior Sales Executive at Manor Real Estate. “We’ll send a pre and post-list kit using Realtair – and sometimes it feels like you’ve already won the listing simply from looking and feeling more professional.”

Consider the impact on just one aspect of the business – auction day:

Traditional Approach

• Manual bidder registration forms
• Physical contract preparation
• Hand-written deposit receipts
• Multiple data entry points
• Hours of post-auction paperwork

Digital Approach

“All pre-registration is done online [before] the auction,” explains Kevin. “We’ve got an iPad set up, we enter their details through there. There’s no paper format where you have to then re-enter them into the database. Contracts are all done on the iPad through Realtair, so as soon as the auction is done, it’s already pre-formulated.”

The digital approach eliminates manual data entry, reduces errors, and allows instant exchange on auction day. This frees agents up to focus on buyer management and vendor liaison.

How to make tech work for you

The key to success isn’t just adopting technology – it’s using it strategically to enhance your service offering. Here’s how successful agents are making it work:

1. Start with core processes

Begin by digitising your most time-consuming tasks:

• Agency agreements and contracts: Realtair helps agents prepare, send and track important paperwork. Advanced features like digital signing eliminate back-and-forth hassles.
• Vendor reports and market updates: Automated reporting keeps vendors informed at every stage. Digital agents can schedule personalised reports to go out after each open home or milestone.
• Property marketing materials: Centralised marketing platforms make it easy to order photography, signboards and brochures. Digital assets can be stored for reuse, saving time on future listings.
• Auction management: From online bidder registration to live-streamed auctions, digital tools expand your buyer audience and streamline event management. Integrated platforms capture data for seamless post-auction follow-up.

By automating routine tasks, agents can handle higher volumes without sacrificing service quality. Digital systems manage the administrative load while agents focus on building relationships and negotiating deals. This is particularly crucial in areas like Sydney and Melbourne where high transaction volumes demand sophisticated systems.

2. Build your digital presence

Being visible online is no longer optional. “Digital content is a fantastic way to demonstrate your infectious passion for real estate,” explains Lee Woodward, Founder of The Complete Salesperson Course. “Produce content that shows you in action or provides information about the local community. People will not only find this content useful but also get a sense of who you are, which will inspire them to contact you.”

To build a compelling digital presence:

• Develop a consistent social media strategy to showcase your expertise
• Create video content to build personal connection at scale
• Optimise your REA profile
• Invest in local area pages on your website to attract organic traffic
• Share case studies and client stories to demonstrate your track record
• Provide genuinely useful information to your audience, not just sales content

3. Measure impact

Success in digital transformation goes beyond just saving time. Leading agents track:

4. Build Team Capability

Digital transformation is a team effort. Successful implementation requires:

• Clear process documentation to ensure consistency
• Regular training sessions to build confidence with new tools
• Celebration of early wins to build momentum
• Continuous feedback and adjustment to refine your approach
• Appointment of digital champions to lead change
• Alignment of team incentives with digital adoption

Making the transition: Practical steps

The journey to becoming a digital agent doesn’t happen overnight. Here’s a practical roadmap based on successful implementations across Australian agencies we’ve worked with:

Month 1-2: Foundation

Start with the basics that deliver immediate impact:

• Digital documentation and e-signing to streamline compliance
• Basic CRM implementation to centralise data and automate initial comms
• Team training on core systems to build capability
• Process documentation to ensure consistency

“All pre-registration is done online [before] the auction,” explains Kevin. “There’s no paper format where you have to then re-enter them into the database.” This simple change eliminates double-handling and reduces errors.

Month 3-4: Growth

Build on your foundation by adding:

• Automated Market Updates to keep your database engaged
• Digital listing presentations to set you apart from competitors
• Online deposit collection to reduce trust accounting complexity
• Performance tracking systems to measure your progress

Month 5-6: Optimisation

Refine your digital presence with:

• Advanced marketing automation for always-on prospecting
• Data-driven decision-making to optimise pricing and method of sale
• Integrated systems to enable seamless client experiences
• Team performance analytics to identify coaching opportunities

Looking ahead

The future of real estate belongs to agents who can effectively blend digital efficiency with personal service. As agents who use Realtair demonstrate, this combination can deliver remarkable growth even in challenging markets.

Whether you begin with digital documentation, automated market updates, or online auctions, the key is to start somewhere and build from there. With the right strategy and tools, any agent can make the shift from traditional to digital and position themselves for long-term success in an increasingly competitive industry.

In summary, a digital real estate agent is one who:

• Uses technology strategically across their entire business to enhance efficiency and client service
• Automates routine tasks to handle higher volumes without sacrificing quality
• Maintains a compelling digital presence to attract and nurture prospects
• Measures performance against key metrics to continually optimise their approach
• Builds team capability to deliver seamless digital experiences
• Blends digital efficiency with personal service to thrive in any market conditions

The transition to digital is no longer a nice-to-have – it’s a competitive necessity. By embracing the tools and strategies outlined here, agents can future-proof their businesses and deliver winning outcomes for their clients.