78% of sellers use a digital channel to initiate a first contact with a real estate professional. And according to the same Se Loger study (2024), more than 9 out of 10 buyers start their search online.
As real estate professionals, you can't afford to miss out on the wave of innovation that is profoundly transforming your industry. The digitization of services, the automation of tasks, the rise of social networks and the integration ofartificial intelligence are all subjects that need to be integrated into your day-to-day work as a real estate agent.
The movement is underway, and Proptech players - like Garantme - are multiplying. The "French Proptech" association that brings these players together counted 100 member companies in 2019. Today, they number over 250.
But these new methods mean that agencies have to come to terms with a new reality: make the most of digital to boost business, while maintaining a strong human link with their customers. This is a major challenge in a constantly evolving market, where thecustomer experience is becoming a key differentiator.
So how can meet this challenge by combining digital efficiency with close customer relations?
Far from being a threat,artificial intelligence is an invaluable technology in the digital race. Thanks to artificial intelligence, agencies can easily process and cross-reference thousands of pieces of data, refining their understanding of customer behavior. Search analysis, property recommendations, automatic file qualification, etc., are just some of the tasks that AI can automate to improve not only the real estate agent's day-to-day work, but also thecustomer experience.
Garantme is already capitalizing on AI with the Garantme console. CRM functionalities are based on artificial intelligence to automate the handling of tenant files: the system easily collects supporting documents, alerts agents if any are missing, and streamlines the validation process.
This automation improves service for customers, while freeing up branch time for high value-added tasks.
But in a market as engaging as real estate, digital (and even less so AI) doesn't replace a close relationship. It complements the human touch. What makes the difference between two agencies is not just the technology, but the quality of theexchange, the ability tolisten, and thepersonalized support.
When customers entrust their property or life project to an agency, they are above all looking for trust. They want to talk to a professional who knows the real estate market, who understands their needs and who will be able to guide them in an educational way. This is where real estate professionals come into their own.
A well-prepared visit, a well-argued estimate, advice on home staging or the right time to sell, the ability to recommend a trusted professional for work, attentive service - these are the things that digital will never replace.
Proof that digital is complementary to human? Read these reviews of Garantme and don't hesitate to set up your own strategy for obtaining customer reviews.
"Working with Garantme has brought a lot to our agency. Their teams took the time to listen to our needs and propose solutions that satisfied us as much as our landlords and tenants." - Stéphanie Moyrand, Real Estate Expert
"I filled in a contact form on garantme.fr, to enquire about your unpaid rent insurance services. Amine from the sales department very kindly replied. I would like to express my total satisfaction with his excellent communication, which perfectly met my needs. We got along very well :)" - David Benchimol, June 27, 2025
The great thing about digital is that it saves you precious time, allowing you to focus on those human interactions that really make the difference in the marketplace. Interactions that start with prospecting.
Historically, prospecting in the field has always been at the heart of thereal estate agent 's profession: door-to-door canvassing, canvassing, physical presence in the neighborhood, participation in local events, direct canvassing of shopkeepers. What's at stake in this highly relational approach? It's all about forging links, becoming an integral part of the local fabric, and raising the profile of your real estate agency by being as close as possible to local residents. And it still works, especially in rural areas with little digitalization, where human proximity remains a powerful lever.
But this method is time-consuming, untraceable and difficult to scale up. That's where digital prospecting comes in. By capitalizing on marketing tools such as social networks, local referencing, e-mailing campaigns and CRMs, agencies can now capture qualified leads, segment their targets, automate follow-ups and precisely measure performance.
Where a field campaign might require several trips, a single well-targeted e-mail can generate immediate contact. Dozens of specialized real estate lead management tools exist: Leedpulse, Urbanease, Telescop. It's up to you to find the one that best suits your needs!
One of the undeniable advantages of digital marketing is the visibility it offers on the market. An agency that is active on social networks such as Facebook, X (ex-Twitter), LinkedIn or Instagram is seen continuously, even outside its opening hours. It inspires trust, reassures prospects and creates engagement around its brand image.
It's a communication strategy that's well understood by agencies, who are increasingly taking to social networks, producing discovery videos of the properties in their portfolio, organizing lives with experts, planning Q&A sessions, and so on. While the tool may be digital, the human element remains the key. Don't hesitate to embody your messages with photos and videos of your employees, highlighting testimonials from satisfied customers with their faces, for example.
Source: Instagram @efficity_officiel
Source: Instagram @ablanchy_abec_immobilier
In short, prospecting in the field is invaluable for creating human links and maintaining local awareness. Digital prospecting, on the other hand, brings consistency, scalability and measurable results. The most successful agencies today intelligently combine the two approaches: they use digital to capture contacts, and, in parallel, the field to transform and build loyalty.
The demise of physical agencies has long been heralded in favor of 100% digital models , with the arrival of start-ups such as Imkiz and Welmo. The latter offer entirely online management, with virtual visits, video appointments, electronic signatures and more. Their promise? Simplicity, speed, reduced costs. But this model reaches its limits when it comes to proximity or complex situations. Many customers remain attached to human contact, to the possibility of pushing open the door of an agency and talking directly to a real estate agent who knows the area well.
Traditional agencies retain a strong relational advantage in the market. However, without a digital transformation strategy, they struggle to compete in prospecting, marketing or rental management. With innovative solutions such as the Garantme console, a real estate agency can gain efficiency in rental management, without losing its local roots.
Because the real performance lever today, the one that seems to stand out, is ultimately the hybrid model: maintain a physical presence, but equip yourself with high-performance digital tools to centralize operations, streamline exchanges and improve the customer experience. This was the choice made by IAD a long time ago, when it digitized the physical agency concept via a network of 18,000 independent real estate advisors. Today, the IAD network is a solid model, with over 96,000 online properties and sales of 453 million euros by 2024.
As you can see, there's no better choice than another. While physical agencies still have a bright future ahead of them, they need to gain in digital maturity if they are not to be overtaken.
Thereal estate agent 's profession is also evolving. It's no longer just about showing a property or managing a rental. You now have to master digital tools, understand new customer expectations, be able to animate an Instagram account or write an attractive newsletter. What hasn't changed, however, is the need to keep your negotiating, listening and advisory skills intact.
If your teams aren't comfortable communicating on social networks, creating videos, etc., why not hire an in-house communications manager if the volume is high? Or get support from a specialized agency (e.g. Cocoon-Immo, Agence Première) or freelancers?
Team training is a crucial point not to be neglected in any case! A well-trained and well-equipped agent, supported by digital solutions such as Garantme Console, can deliver an impeccable customer experience, while gaining peace of mind in the management of his or her tasks.
The digitalization of real estate agencies is not an option, it's a necessity. But it must never be to the detriment of the human relationship. On the contrary, the right tools can free up time to refocus on what matters: customers, quality of service and personalized support.
With well-chosen digital solutions and mastered social networks, agencies can turn a corner and see their sales soar. They'll gain in efficiency, reinforce their image as trusted professionals, and become part of a modern, agile and sustainable dynamic.
So, yes, digital, but always at the service of people.