The human premium in real estate: Why people still matter

There’s nothing that kills a good first impression faster than a follow-up that could’ve been sent to anyone.

 It’s like waving to another parent at school drop off every morning…

And then one day they introduce themselves like you’ve never met.

That’s what happens when real estate leans too heavily on automation and forgets the one thing that still wins trust…people.

Two agents. Two approaches. Two very different outcomes.

In a recent LinkedIn post, Josh Cobb shared two property-buying experiences that happened just weeks apart.

Both with competitive offers, both with strong sellers, but with wildly different approaches to how the agents handled the buyers.

Agent #1

The first agent had a busy open home but still managed to make it personal. He remembered Josh’s Broncos polo from the inspection and cracked a joke about the team’s form.

He asked about family, timeline and what they were looking for.

Nothing scripted, nothing forced.

Even after Josh’s offer was beaten by another buyer, the call ended with, “This one wasn’t meant to be, but we’ll find something for you.”

No upsell. No pressure. Just a genuine conversation.

Agent #2

The second agent couldn’t be more different.

Every step was run through an online offer platform. Automated texts fired off at each stage. Phone calls repeated the same information that had been sent by the system.

There were scripted upsells, suggestions to change conditions to “match other offers,” and a final round of identical messages from two different people in the office, sent at the exact same time.

By the end, Josh and his wife were left asking the question that should keep every agent up at night: Why do we even need agents if all they do it automate everything?

The result? Both agents achieved strong sale prices for their sellers. But only one walked away with the buyers’ trust, and their future listing when they decide to sell.

That’s the human premium.

It’s not about the deal on the table today. It’s about the relationships that carry you to the next one.

Automation isn’t the problem. Using it as a shield is.

This isn’t an anti-tech rant.

At Reapit, we’re the ones that build the software that helps agents automate repetitive tasks, stay organised and follow up fast. Automation (when used the right way) can be a powerful tool for managing more listings.

The problem is when automation becomes a substitute for connection. When the platform sends the message and the agent thinks the job’s done. When the real estate CRM prompt gets ticked off without a real conversation taking place.

The best agents know the technology is there to free them up for more human contact, not less.

They don’t outsource the relationship, they use the system to remember personal details, prompt the right call at the right time and make sure no one is left wondering if the agent even remembers them.

How to keep the human touch

Your automation tools should handle the boring stuff so you can get on with the good stuff – talking to people.

Let the system send the reminders, log the details and queue up your follow-ups, but make sure you’re the one adding the human element that turns a contact into a client.

Here’s a few simple ways to make sure your follow-up still feels personal, even when it’s supported by automation:

• ‍Tag the details: Every conversation should go into your real estate CRM with at least one personal note – the dog’s name, the suburb they’re keen on, the fact they just had a baby.‍
• Layer your communication: Let the automation send the basic update, but follow-up with a quick text or call that adds something personal.‍
• Be specific in your timing: If someone came to the Saturday inspection, check in on Sunday with a comment about what they saw, not just “Thanks for attending.”‍
• Audit your templates: If auto-messages sound like they could have been sent to 100 other people, they probably have. Rewrite them with more natural, human phrasing.

The long-term value you can’t measure in your CRM

Here’s the thing… your real estate CRM can track calls, emails, opens and replies.

It can’t track how many people recommend you at a BBQ because you treated them well, even when they didn’t buy from you.

That first agent in Josh’s story might not have won the deal, but he won something bigger…a pipeline of future listings, referrals and repeat clients.

The second agent might have won the sale, but he lost two potential sellers, their networks and his reputation with anyone who hears that story.

So, the question is: Which one do you want to be?

In a world rushing toward tech, be the human advantage

Automation is here to stay.

AI is getting smarter.

Platforms will keep promising to “save you time” and “handle your follow-up for you.”

And they can – if you use them as tools, not replacements.

The agents who will stand out aren’t the ones who rely on tech to do all the talking.

They’re the ones who blend efficiency with empathy, systems with sincerity.

The ones who understand that every buyer conversation is a job interview for your next listing.

Because the future of real estate might be powered by technology, but it’s still won on human connection.

Ready to keep the human premium while staying efficient?

With Reapit Sales, you can automate the admin without losing the personal touch.

Our CRM is built to help you remember the small details, follow-up fast and keep every conversation connected, so every buyer today can become your next seller tomorrow.

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