PwC notes that the pandemic acted as a catalyst, significantly accelerating digital transformation in real estate. In 2021, over 80% of real estate agencies adopted advanced digital tools, compared to just 30% in 2019. The need to maintain sales amidst travel restrictions drove real estate players to invest heavily in technological solutions such as virtual tours, automation tools, and augmented reality.

3D technologies, virtual reality (VR), and augmented reality (AR) have become central elements in real estate marketing strategies. The report highlights that these tools enable buyers to visualize properties interactively and immersively, accurately recreating spaces even when they are not yet built. 75% of surveyed real estate professionals stated that using 3D tools and virtual tours had significantly improved their ability to attract potential buyers, especially for real estate projects still in the development phase.

The PwC report shows that real estate buyers now seek personalized experiences when interacting with properties online. Digital tools allow customers to customize and visualize properties according to their preferences (changing wall colors, rearranging furniture, etc.). This ability to virtually personalize a property increases buyer engagement and helps them envision themselves in the space, thereby improving conversion rates. 68% of buyers stated that they were more likely to consider purchasing a property if they could virtually customize it beforehand.

Automation plays a significant role in real estate marketing. 45% of real estate agencies have integrated CRM systems and automation tools to manage and personalize marketing campaigns based on data collected from buyers. These technologies not only save time but also improve the effectiveness of advertising campaigns and the quality of lead follow-up.

Automated systems allow for the segmentation of clients according to their preferences and online behaviors, offering tailored offers for each profile. 73% of professionals have noted an increase in the return on investment (ROI) of their marketing campaigns after implementing automation and CRM tools.

The use of big data and predictive analytics is another crucial lever in the digital transformation of real estate marketing. With these technologies, agencies can better understand market trends, anticipate client needs, and target their campaigns more precisely. PwC indicates that 60% of real estate professionals now use data to refine their marketing strategies, adjusting prices, identifying high-demand geographical areas, or offering specific properties to well-defined customer segments.

PwC emphasizes the importance of an omnichannel presence for real estate agencies. It is no longer sufficient to be present only on traditional platforms; buyers expect to interact with properties through various digital channels, including social media, mobile apps, and dedicated real estate platforms. 85% of agencies that have implemented an omnichannel strategy report increased visibility for their listings and better interaction with potential clients.

The report highlights that digital tools, including virtual tours, 3D models, and immersive experiences, enhance buyer trust. The ability to explore a property in detail from a distance, even before the first physical visit, improves the transparency of the process. 55% of buyers stated that they trust agencies offering immersive digital tools more, as these tools help them feel better informed and more in control of their purchasing decision.

PwC also emphasizes that digitalization contributes to making the real estate sector more sustainable. Virtual tours and online transactions reduce the need for physical travel, thereby limiting the carbon footprint associated with repeated property visits. 42% of agencies that have adopted advanced digital marketing strategies have highlighted this sustainable aspect as a marketing advantage, aligning with consumer expectations regarding environmental responsibility.

The PwC report (2022) highlights the crucial role of digital transformation in real estate marketing, emphasizing that digital tools are no longer just an option but a necessity to remain competitive. The use of immersive 3D technologies, big data, automation, and omnichannel strategies enables professionals to meet new consumer expectations while optimizing the efficiency of their operations. Digitalization is thus a major strategic lever for enhancing customer engagement, improving transparency, and accelerating real estate transactions in an increasingly digital environment.