Disruption in any industry is inevitable.
It comes in all shapes and forms, often appearing when least expected. Since I started my career in real estate, I’ve seen countless innovations—some short-lived, leaving little impact, while others have created lasting opportunities for those who embraced them. Sometimes, disruption is so subtle that if you’re not paying attention, you might miss it entirely.
Consider the gradual shift in consumer expectations. As time moves forward, so does our client base. The millennial homebuyer has vastly different needs and expectations compared to those we’ve served over the past 10, 20, or even 30 years. These shifts aren’t necessarily negative—many disruptions have enhanced our industry, making business more efficient. To date, no credible alternative has emerged to replace the traditional real estate transaction. But not every industry has been so fortunate.
Airbnb didn’t just compete with hotels—it shattered the model, leaving the hospitality industry scrambling. Uber didn’t simply share the road with taxis—it took it over. Netflix buried video stores, and Facebook reshaped everything from communication to elections. Disruption, often fueled by technology, has redefined the modern world, altering the way we live, work, and interact.
While real estate has evolved over the years, its core structure remains intact. But consider this a warning: further disruption is not only coming—it’s a certainty. The sheer size of real estate transactions, combined with the number of professionals earning fees or commissions on each deal, makes our industry a prime target for investors looking to take a slice of the pie.
So, what about AI?
When disruption comes from outside the industry, the goal is often to eliminate professionals altogether. Many wonder: Will AI be the “nail in the coffin” for the job market? We’ve already seen jobs disappear due to automation, but I believe AI won’t replace skilled professionals—it will elevate those who leverage it. Right now, conversations and innovations are happening with the goal of replacing real estate agents. But if we embrace AI’s potential, we can take control of this revolution rather than fall victim to it.
Real estate transactions have already moved significantly online—MLS platforms, virtual tours, and e-signatures have streamlined the process. Outside disruptors envision a future where nearly every aspect of a transaction is automated, removing the need for an agent altogether.
But here’s what they fail to understand: Real estate isn’t just about data—it’s about people.
Imagine a buyer relying solely on an algorithm-based valuation to make an offer. They submit their offer but finish dead last against 12 competing offers. Why? Because the algorithm doesn’t account for emotion. It doesn’t recognize that this home is where they plan to raise a family, build memories, and invest in their future. That intangible value—the human element—is something no AI can replace.
When finances and legalities are at stake, consumers want trusted advisors—real estate agents, accountants, attorneys—who understand not just the data, but the personal factors that drive decisions. As professionals, our greatest value comes from our accessibility, our industry connections, and our ability to guide clients through complex transactions.
But expertise alone isn’t enough to fend off disruption. We must take charge of change from within.
This is where Intero has the opportunity to lead.
Agents are the backbone of our business. If we eliminate the tasks that don’t require their unique expertise, we free them up to do what they do best—connect and sell. That’s how we all win. By leading our own disruption, we can create far greater value for agents and consumers than any outside tech company ever could.
Our commitment is clear: We will innovate and drive positive change wherever possible. AI isn’t something to fear—it’s a tool to be harnessed. While disruption may force some out of the business, that’s not necessarily a bad thing. For those of us who remain committed, change is an opportunity. And wherever that change leads, we intend to be at the forefront.
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