Are Estate Agents Still Relevant in the Age of AI and Online Platforms?
The rise of property technology, artificial intelligence (AI), and online platforms has sparked debate across the real estate industry: are estate agents still relevant, or are they destined to be replaced by algorithms and apps? It’s a question sellers are asking with growing frequency, and one that industry expert Marcel Koole believes deserves a clear answer.
“Technology is transforming the property sector, no doubt about it,” says Koole, CEO and co-founder of Best Agent. “But the idea that estate agents are becoming irrelevant is a misconception. In fact, the role of the agent has never been more important, what is changing is the nature of that role.”
The Efficiency Factor
AI and digital platforms are undeniably improving efficiency. From valuation tools and virtual tours to automated marketing campaigns, technology can handle many of the tasks that once consumed an agent’s time. But Koole argues that this shift only underscores why human agents remain vital.
“Technology is fantastic at speeding up processes and providing data,” he explains. “But when it comes to interpreting that data, negotiating with buyers, or advising sellers through emotionally charged decisions, technology can’t replace human judgement and empathy.”
The Human Element Sellers Still Need
Selling a home is rarely just a financial transaction, it’s an emotional one too. For many sellers, it represents a life transition: upsizing, downsizing, relocating, or even coping with loss. In such moments, people don’t just need data; they need guidance.
“AI can tell you what the average selling price in your suburb is, but it cannot sit across the table from you, understand your specific needs, and help you weigh your options,” Koole says. “A great estate agent doesn’t just sell houses, they guide people through a complex, emotional process. That human element is irreplaceable.”
The New Agent Profile
Rather than being replaced, agents are evolving. The best agents today leverage technology to enhance their service, using digital tools to reach buyers more effectively, price properties more accurately, and streamline paperwork.
“Modern agents who embrace technology are becoming more efficient and more valuable,” Koole explains. “They can spend less time on administration and more time where they add the most value: advising clients, building trust, and negotiating deals.”
Best Agent’s role, he adds, is to help sellers identify those agents who truly deliver results. “Our platform verifies agents not just on promises, but on performance. Sellers want agents who can combine the best of both worlds: cutting-edge tech and genuine human service.”
Why the Myth Persists
So why do people still believe agents are being replaced? Koole believes it stems from frustration with underperforming agents. “When sellers encounter an agent who does little more than list the property online and wait, they understandably wonder what they’re paying for,” he says.
“But the truth is, that’s not what professional agents do. The best agents actively market properties, negotiate fiercely, and support clients at every step. Technology can’t replicate that.”
Looking Ahead
Koole sees the future of property as one where technology and agents work hand in hand. “The industry is moving towards a hybrid model,” he says. “AI and platforms will continue to take over repetitive tasks. But the human agent will remain central, not because they’re resistant to technology, but because they bring something that technology cannot: trust, empathy, and the ability to negotiate complex human situations.”
For sellers, the key takeaway is clear: don’t fall for the myth that technology has made agents obsolete. Instead, focus on finding agents who are transparent, verified, and able to combine technology with real expertise.
“The future of real estate is not man versus machine,” Koole concludes. “It’s man plus machine. And the agents who understand that, and the sellers who choose them, will always have the edge.”
Article by IOL Property