Real estate sector seeks balance between AI and human contact

A survey of over 100 companies in Santa Catarina, Paraná, and São Paulo reveals that the real estate sector is struggling to balance artificial intelligence with human relationship management.

While digital tools and automation are increasingly used for lead generation, the primary bottleneck for developers and real estate agencies is not attracting interest, but the speed and quality of initial customer contact. The research highlights a gap in commercial governance, noting low engagement levels such as an average of only 2.29 WhatsApp interactions per client and fewer than one phone call per opportunity.

Experts suggest that in a market with high supply and complex purchasing decisions, agility, consistency, and empathy in customer service are essential to converting digital leads into sales.