Proptech: A qualitative analysis of online real estate brokerage agencies in Spain

Abstract

Purpose: The arrival of new companies that are more technological and scalable to the real estate sector has caused a revolution in a very conservative and not very innovative industry. The main objective of this research is to characterize the business model of proptech online brokerage companies in home sales in Spain, based on the traditional agency model. Design/methodology: Nine semi-structured interviews were conducted with the CEOs and managers of six proptech online real estate brokerage agencies in Spain. Their content was analyzed by means of the study and comparison of common patterns. Findings: During the digitalization process of the brokerage, a regression was detected back to more classic procedures typically found in traditional agencies, thus establishing an important difference as compared to other more transparent markets. Accordingly, a convergence occurs between the different real estate brokerage models (online and traditional), resulting in a hybrid model. Research limitations: The limited number of agencies that operate in the online mode in Spain makes the sample size quite small. Practical implications: The results contribute greater transparency to a traditional sector characterized by its opacity, and they give visibility to the changes that are currently taking place, facilitating information to both professionals and users. Social implications: It contributes to the fulfillment of Sustainable Development Goal number 9, concerning the promotion of development-oriented policies that support the creation of decent jobs, entrepreneurship, creativity and innovation. Originality/value: It expands the scientific literature dedicated to online real estate brokerage in Spain, given that as of today, we have no knowledge of any other published academic work on this topic. The research contributes to the vision that new sector agents have of it and those changes that are occurring within it.