Sales technology is becoming integral to the closing a deal. It can answer a range of questions about the neighborhood, demographics, pricing patterns and investment activity. Sales technologies include communication tools, AI technology and machine learning. Some companies have been slow to adopt these smart technologies, but Roy Dekel, CEO of SetSchedule, an Orange County-based real estate technology firm, says that companies without technology will face growth challenges.

“Any real estate company not utilizing technology in their marketing is missing a great opportunity to field clients and build their pipeline,” Dekel tells “Even the old fashioned way of holding open houses, to find customers in the market to buy, are at a disadvantage without tech. Technology enhances the tools already at a real estate agents disposal.”

Real estate is the perfect industry for technology disruption. Data is an integral part of the deal process. “Data is ingrained in every aspect of the sales cycle—from finding a customer and nurturing the relationship to closing a deal,” says Dekel. “When looking to price or make an offer on a home, you will need to run an analysis on active and sold properties in the neighborhood. You may want to see what the original loan was the homeowner took out or the history of the home and neighborhood.”

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Kelsi Maree Borland

Kelsi Maree Borland is a freelance journalist and magazine writer based in Los Angeles, California. For more than 5 years, she has extensively reported on the commercial real estate industry, covering major deals across all commercial asset classes, investment strategy and capital markets trends, market commentary, economic trends and new technologies disrupting and revolutionizing the industry. Her work appears daily on and regularly in Real Estate Forum Magazine. As a magazine writer, she covers lifestyle and travel trends. Her work has appeared in Angeleno, Los Angeles Magazine, Travel and Leisure and more.

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