Relevance of the real estate agent in the Spanish residential market in the age of digitalisation

Digitalization has reshaped the real estate industry, significantly transforming the role of the agent. In an era of disruptive technologies, real estate agents face both new challenges and opportunities, where adaptability and the integration of digital tools are essential for success. This article examines how digitalization has influenced the agent’s role and assesses its importance in the brokerage process from the customer’s perspective. Self-administered online surveys have been used for data gathering, obtaining 412 valid responses from people who have participated in the process of buying or selling a property in Spain. Results reveal the need for the agent who still plays a decisive role in the buying and selling process and is considered well prepared, providing confidence for many clients. Digitalization has redefined the agent’s profile, requiring a combination of technical and human skills and the importance of empathy and personal contact has become crucial. Those professionals who incorporate technology while focusing on delivering an exceptional customer experience will be the ones who thrive in this new era of digitalized real estate. The manuscript enriches academic literature on the importance of the real estate agent in a country such as Spain where it has been hardly studied.