Traditional real estate agency vs digital sales: what really works today?

Anyone who wants to sell their property often follows the same path: invite a few local real estate agencies, compare proposals, and make a choice. Logical. But the real estate market has changed. And with it, the way properties are sold today.

More and more sellers are asking themselves a different question:
is a traditional real estate agency still the best approach for my property?

The traditional real estate agency: what does it do well?

Let’s be honest: the traditional real estate agency has its merits.

• Strong local market knowledge
• Experience with viewings and negotiations
• Visibility in the neighbourhood
• Listing on real estate portals
   

For some properties, this is still sufficient. But the story no longer ends there.

Where the traditional model falls short today

The way buyers search has fundamentally changed.

• Buyers no longer search only locally
• Much of the orientation happens online and on mobile
• Algorithms determine what people see
• Visibility is no longer a coincidence
   

Putting a property online and waiting is rarely enough today to achieve the best possible result.

The digital approach: selling real estate the way marketing works today

At Kasper & Kent, we don’t start from “who lives nearby?”, but from “who would be interested in this type of property?”

This means:

• Active targeting of potential buyers
• Campaigns on social media and Google
• Using data to steer reach and interest
• Attracting buyers beyond the immediate region
   

In practice, we often see that the final buyer does not live in the same city or municipality as the property.

Traditional versus digital: the difference in approach

Traditional real estate agency

• Focuses on a local network
• Waits for interested parties
• One main channel (real estate portals)
• Limited reach
   

Digital real estate approach

• Focuses on the target audience, not the postcode
• Activates interested buyers
• Multiple channels simultaneously
• National reach
   

The difference lies not in the role of the agent, but in how the property is brought to market.

What does this mean for you as a seller?

The right question is not:
“which agent is closest to me?”

But rather:
“who can bring my property to the right buyer?”

For some properties, a local approach is sufficient.
For others, a digital approach makes the difference between selling well and selling optimally.

The real estate market is evolving. And anyone who sells would do well to evolve with it.

Comparing is not about offices, but about approach.
And that is exactly where the difference is made today.