Real estate insights: Technology changes and trust remain

On this latest episode of Beyond The Deal, host Dion Besser spoke with Samantha McLean from Elite Agent about more than a decade of change in Australia’s real estate industry. Over 11 years of interviewing top operators, McLean has seen technology and transparency transform the market, giving buyers and sellers unprecedented access to pricing data and AI-assisted valuations. While these tools are powerful, she warns they can also produce inaccuracies if relied on without professional guidance.

McLean emphasised that despite technological advances, trust remains the foundation of every successful real estate transaction. Buyers still choose agents based on experience, negotiation skills and local knowledge, proving that personal relationships continue to outweigh algorithms. Sellers should use AI insights as a starting point, but thorough research and multiple agent interviews remain crucial to finding the right professional.

Personalised marketing strategies

For buyers, navigating complex pricing, underquoting and competitive markets requires skilled agents who can interpret data and guide decision-making. McLean also highlighted the growing importance of personalised marketing strategies, ensuring a property’s unique features stand out rather than relying solely on price.

In the end, McLean told Dion that the agents who thrive in today’s market are those who balance technology with human insight, demonstrating integrity, expertise and a genuine connection with their clients — proving that even in a digital age, people still matter most.