He warns that the sector is prioritizing technology over human interaction.
SANTO DOMINGO.- Real estate consultant Elizabeth Martínez called on agents in the sector to refocus their strategies and recover the essence of human service in a market that, she warns, has turned excessively towards digital.
During his participation in the program La Ventana , of Grupo de Medios El Inmobiliario , Martínez stated that many professionals are copying work models without questioning their effectiveness, which has led to a loss of authenticity and differentiation.
Martínez explained that a segment of the industry has fallen into a repetitive pattern : same photos, same poses, same advertising, and the same approach on social media. “We’ve continued selling to the new influencer and have forgotten the essence of the service,” she noted.
According to the consultant, the competition has been reduced to who spends the most on digital ads or who follows trends, without stopping to evaluate whether those actions really connect with the customer.
Digitization, yes, but with humanity
While acknowledging the value of technology, he cautioned against its misuse. “They’re basing everything on a click,” he said, indicating that a good website or a paid campaign is no substitute for personalized advice.
He noted that there are still customers who need direct guidance, who prefer to receive information by email, or who require step-by-step support in their purchasing process.
Martínez emphasized that digitalization should be a tool that complements, not replaces, human interaction. "They've forgotten about humanizing the service," he said.
Listen to understand the real need
The expert shared an experience in which she accompanied a visually impaired client, to whom she had to describe an apartment in detail so that the client could visualize it. “That day I understood that it’s not about describing square footage, but about describing life , feeling, layout.”
He pointed out that many agents simply mention rooms and square footage, but overlook essential factors such as functionality, natural light, actual spaciousness, or the experience of the space.
“Sometimes it’s not the square footage; it’s how it’s laid out. There are 150-square-meter apartments that look like 200, and others of 200 square meters that look like 70,” he emphasized.
A message for new women in the industry
Martínez dedicated a special space to speak to young women who are starting out in the real estate field, inviting them to strengthen both their technical skills and their soft skills.
He highlighted the importance of communication, closeness, public speaking, theater, and coaching as tools to better understand the client and provide a more human and effective service.
“The more you know, the more you realize you don’t know,” he said, indicating that learning should be constant and focused on understanding the human being behind each transaction.
Back to the heart of the business: the customer
Martínez concluded by stating that professional growth will come when agents reclaim their primary mission: to listen to, understand, and support the client based on their real needs, not on the pressure of digital trends. “Objections are human, that’s why we need to learn how to manage people,” he said.
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