Real Estate Brokers Are Learning That AI Can’t Fake Authenticity

Propmodo Technology

Greetings,

The battle between real estate portals continues this week with a new challenger. USA Today, the well-known news publication, has launched its own home search portal to compete with established players like Zillow, Redfin, and Homes.com. While other media outlets, such as the Daily Mail in the UK, have previously attempted similar efforts without lasting success, this marks the first serious push by a news organization since the major portals became dominant. USA Today's parent company, Gannett, is betting that placing property listings alongside editorial content—like market trends and home improvement tips—will help drive more engagement than simply adding listings to a search engine.

Also this week, in partnership with Altrio, we’re looking at how brokers are using technology to manage deals and client communication more effectively. On the communication front, many brokers have turned to AI chatbots to help scale outreach. But new research shows that consumers are growing more skilled at spotting auto-generated messages—and placing greater value on authentic, personalized contact. At the same time, brokers continue to juggle a tangle of disconnected tools just to get deals done, from CRMs and emails to flyers, seller documents, and data rooms. The process is slow, repetitive, and increasingly out of step with a market that rewards speed and efficiency.

Let’s go!

Presented by Altrio

Introducing Integrated Property Marketing in Origin by Altrio

Big news from Altrio!

Altrio has just launched Integrated Property Marketing in Origin — giving brokers everything they need to manage, market and close deals in a single platform. No more bouncing between CRMs, data rooms, email, and spreadsheets. With Origin, you can now:

• Create digital flyers & deal portals in seconds

• Capture signed CAs

• Host secure data rooms

• Sync everything back to your pipeline and CRM automatically

Brokers using Origin will be able to launch deals faster, track buyer engagement in real-time and keep their contact list up to date without having to constantly shuffle data between systems and spreadsheets.

This is a major step forward in Altrio’s mission to make real estate transactions faster, smarter, and more connected—for investors, lenders and brokers.

Deal Management

Bytes

🖨️ Printed better
3D printed homes are finding a niche in fire prone areas due to the short amount of time it takes to build them and their ability to withstand future fires.

⛓ Crypto in the desert
The Dubai Land Department has partnered with Crypto.com to develop a way to buy and sell real estate using cryptocurrency to reduce paperwork and create a more secure, transparent title process.

📋 Architectural canvas
A building in Singapore has set three Guinness World Records by projecting an image across its entire facade using 250 million pixels.

Overheard

More Propmodo Technology

Propmodo Technology is edited by Franco Faraudo with contributions from readers like you and the Propmodo team.

📧 Forward it to a friend and suggest they check it out.

🔗 Share a link to this post on social media.

🗣 Have ideas for future topics (or just want to say hello)? Share your feedback and tips at [email protected] or connect with us on X through @propmodo.

✅ Not subscribed yet? Sign up for this newsletter here.

📣 Want to share your marketing message with over 60,000 commercial real estate professionals? Email [email protected] to learn how to sponsor this newsletter.

📫️ Please add our newsletter email, [email protected], to your contacts to make sure you don’t miss any updates.