Estate of Mind — The Art of Selling Luxury Real Estate Episode: Real Estate Tech in 2025: What Works & What to Avoid Release Date: July 10, 2025
Introduction
In this episode of Estate of Mind, hosted by Tammy Sims of the Institute for Luxury Home Marketing, the discussion delves into the evolving landscape of technology in the luxury real estate sector. Joined by co-host Jack Miller, a seasoned luxury agent from Nashville, Tennessee, and Rob "Peanut" Jansen, Director of Marketing for John Jones Real Estate, the trio explores the tools that enhance productivity and those that pose challenges in selling high-end properties.
Historical Adoption of Technology in Real Estate
The conversation kicks off with reflections on the early adoption of technology within the real estate industry. Tammy shares a personal anecdote about her mother's pioneering website in 1986, highlighting how technological advancements were often met with skepticism.
Notable Quote:
"People told her that she was crazy for spending tens of thousands of dollars on a static page with a picture of her holding the brick phone in her car." - Tammy Sims [00:02:35]
Jack Miller reminisces about the inception of Instant Access, a pioneering password-protected webpage for clients to access listings and comment, predating platforms like Zillow by five years. This innovation marked a significant shift from traditional hard-copy methods to digital accessibility.
Notable Quote:
"We thought it was really cool because this was five years before there was a Zillow, five years before realtor.com." - Jack Miller [03:15]
The Rise and Fall of QR Codes
Rob Jansen discusses his early advocacy for QR codes in real estate marketing, emphasizing their initial promise and subsequent decline due to limited public understanding and the necessity of specific apps.
Notable Quote:
"Nobody knew what they were yet. But the problem was there was still too much barrier to entry." - Rob Jansen [05:21]
Jack shares a similar experience from 2005 when QR codes were incorporated into luxury listings but failed to gain traction until the COVID-19 pandemic propelled their widespread acceptance.
Notable Quote:
"We thought we were so cool using QR Codes, but nobody knew what to do with them. It wasn't effective until COVID hit years later." - Jack Miller [06:07]
Essential Technology Tools for Productivity
Rob identifies smartphones with high-quality cameras as indispensable tools, capable of handling tasks traditionally managed by professional cameras. He also underscores the enduring value of websites and professional real estate photography.
Notable Quote:
"Phones with cameras are the biggest productivity tool. My phone's as good as my actual camera now." - Rob Jansen [07:52]
Jack reminisces about the transition from hiring private pilots for aerial shots to utilizing affordable drone photography, enhancing both quality and cost-effectiveness.
Notable Quote:
"We used to pay a fortune for aerial shots. Now drones provide better quality at a fraction of the price." - Jack Miller [09:35]
Artificial Intelligence: Opportunities and Cautions
A significant portion of the discussion centers on AI's role in real estate. Rob expresses enthusiasm for AI's potential in marketing and data analysis but cautions against overreliance, emphasizing that real estate remains a relationship-driven business.
Notable Quote:
"AI is not human, and real estate is a human connection game. Ten percent of that end game is going to be the agent." - Rob Jansen [13:53]
Jack echoes these sentiments, sharing an incident where AI-generated property descriptions were filled with clichés, undermining authenticity.
Notable Quote:
"Copy created by AI for multi-million dollar properties lacks the personal touch necessary in the luxury market." - Jack Miller [16:00]
Tammy reinforces the importance of authenticity, advocating for the judicious use of AI tools to enhance rather than replace personal interactions.
Notable Quote:
"Productivity should free us to engage more intimately with our clients, not replace the human element." - Tammy Sims [53:05]
Digital Communication and Virtual Assistants
The panel examines digital tools like virtual assistants and collaborative platforms. Rob highlights the efficiency gains from tools like digital signing platforms but warns of the potential loss of interpersonal communication.
Notable Quote:
"Digital signing can expedite processes, but it shouldn't replace meaningful conversations with clients." - Rob Jansen [46:10]
Jack discusses the pitfalls of impersonal virtual assistants, such as mismatched accents and lack of local knowledge, which can detract from the client experience.
Notable Quote:
"An AI assistant with a non-local accent can make interactions feel inauthentic and robotic." - Jack Miller [25:00]
Privacy and Security in Luxury Real Estate
The episode addresses the delicate balance between leveraging technology and maintaining client privacy. Rob and Jack recount experiences where advanced tools like Matterport virtual tours and Ring cameras raised concerns among high-end clients about security and privacy.
Notable Quote:
"Virtual tours can reveal too much, leading to privacy issues that are particularly sensitive in the luxury market." - Jack Miller [30:41]
Tammy advises agents to guide clients on the appropriate use of such technologies, ensuring that security and personal boundaries are respected.
Notable Quote:
"Reminding clients about privacy features, like Ring cameras, is essential to maintaining trust." - Tammy Sims [40:26]
Final Thoughts: Embracing Technology with a Human Touch
As the discussion concludes, the hosts emphasize that while technology offers numerous productivity enhancements, the core of luxury real estate remains rooted in authentic, personal relationships. They advocate for using technology to support and not overshadow the human elements that drive successful transactions.
Notable Quote:
"Productivity doesn't mean doing less with your time to enjoy personal hobbies. It means having more time to engage with clients and build relationships." - Tammy Sims [53:05]
Rob envisions a future where AI seamlessly integrates into daily operations, becoming as ubiquitous as smartphones, yet stresses the importance of proper onboarding and training to harness its full potential without losing the personal touch.
Notable Quote:
"AI will eventually become an integral part of our lives, but we must train it properly to ensure it serves us without diminishing human connections." - Rob Jansen [50:13]
Conclusion
This episode of Estate of Mind provides a comprehensive exploration of the current and emerging technologies shaping the luxury real estate market. The insights from Tammy Sims, Jack Miller, and Rob Jansen underscore the necessity of balancing technological advancements with the irreplaceable value of genuine human interactions in sustaining and growing a successful real estate practice.