The T in RealTy

Hyper-personalised home buying and renting experiences? E-tours? E-signatures? Digital bookings? Why? How? Technology cannot be used as a varnish when one faces old plastered walls like unorganised agents, lack of ecosystem tech-literacy, fragmentation, complex regulation, balancing hyper-personalisation with anonymisation and still ushering customers towards virtual tours, AR, VR, AI magic and personal touch. Let’s take a tour with Sangeet Aggarwal, Head of Product at HOUSING.COM, PropTiger.com

Tell us something about the use of technology at the enterprise level, in this industry, and its outcomes so far.

The Indian real estate industry has witnessed a remarkable transformation over the past decade, driven by forward-looking regulatory initiatives and advances in technology. Technology has also become a key enabler throughout the real estate value chain. Developers are leveraging advanced Enterprise Resource Planning (ERP) systems to manage the full lifecycle of their projects—from planning and design to execution and maintenance. These platforms help streamline workflows, ensure regulatory compliance, and enhance accountability.

Anything significant that has trickled into the space of real estate agents?

Real estate agents have similarly benefited from digital innovations, with traditional paper-based methods giving way to sophisticated Customer Relationship Management (CRM) tools that enable personalised client support, detailed record-keeping, and efficient lead management. As a result, homebuyers now enjoy an improved experience characterized by timely updates and curated property recommendations.

AR blueprints and AI-based rental scores remain niche but promise significant experience improvement.

What about customers?

Consumers, themselves, are increasingly empowered by easy access to online property listings, virtual tours, and extensive market insights. They can explore a broad range of properties at their convenience, conduct comparative analyses, and even connect directly with developers or agents. Going forward, the continued integration of emerging technologies will only strengthen transparency, efficiency, and overall user experience in India’s real estate sector.

How do you reckon the context of regulatory compliance, legal aspects, and real estate dynamics—especially with DILRMP and RERA?

On the regulatory front, frameworks such as the RERA Act and the Digital India Land Records Modernization Programme (DILRMP) have bolstered transparency and streamlined processes, empowering homebuyers to make informed decisions. For instance, RERA websites across various states now allow consumers to easily access up-to-date information on real estate projects, while DILRMP has brought greater clarity to land ownership and transaction histories, though it’s still a work in progress and long way to go.

How is the app-first strategy executed, and how well has it worked?

Adopting an app-first strategy has been a no-brainer for us at Housing, given India’s rapidly growing mobile internet user base. By prioritising mobile experiences, we ensure instant, on-the-go access to property listings, virtual tours, and real-time information. This approach also drives higher engagement rates compared to traditional desktop channels. Overall, the app-first strategy has been highly successful, boosting user satisfaction and loyalty. By carefully blending personalized services with strong privacy safeguards, we have created a trusted platform that resonates with today’s digitally savvy homebuyer.

Uber-like models? Real-estate transactions are inherently more complex, require deeper verification, and deal with higher-value assets. Having said that, that is where the digital real estate industry headed towards.

Tell us also about the challenges of managing the balance between personalisation and anonymisation?

At the heart of our strategy is personalisation, which is powered by a strong data analytics framework. We analyze users’ browsing patterns, location preferences, and budget constraints to curate property recommendations that are tailored to individual needs. This makes the journey of finding the right property more efficient. However, balancing personalisation with user privacy is crucial. We have implemented strict data anonymisation and encryption protocols that protect personally identifiable information while still enabling valuable insights into user behavior. This helps us refine our recommendations and continuously improve the app experience without compromising on confidentiality.

Why or why not can PropTech apps be like Uber, catering to both sides of the experience—the giver and the user?

Real estate transactions are inherently more complex, require deeper verification, and deal with higher-value assets. Having said that, that is where the digital real estate industry headed towards. There are definitely certain parts of the journey that can be made more seamless today - such as online property visit booking, digital agreements. And over time, especially with rentals, end-to-end booking of the home online.

What is the role or limitations of AI in a market like India, where most brokers are still relatively unorganised, not very tech-savvy, and not sharp on data collection and usage?

AI can play an interesting role here. AI can streamline lead generation, pricing insights, and customer support, even if many brokers remain unorganised or less tech-savvy. However, data gaps and inconsistent adoption slow AI’s impact. Improved digital literacy, standardised data practices, and user-friendly tools are needed to fully unlock AI’s potential in India’s real estate market.

How well have concepts like e-signatures, blockchain, virtual tours, AR blueprints, smart homes, AI-based rental scores, etc., worked in India—and their potential?

Still early, but concepts like e-signatures and virtual tours have found moderate acceptance. AR blueprints and AI-based rental scores remain niche but promise significant experience improvement. Smart homes are yet to see wider adoption due to infrastructure challenges. Having said that, the potential for these new age tech remains immense in India’s evolving market.

What is the scope of tech-based models like iBuying and trade-in buying in India?

For iBuying models to be successful, you need full transparency with the real estate transactions and their respective deal value, which will take a few more years to be readily available in India. Many new startup ventures in India have come up that are trying variations on this business model, and continue to strive towards strong product market fit for this in India. Though as a company we always suggest consumers to do at least one site visit before finalising a deal.

At Housing, our vision is to change the way India experiences property. Our plan is to harness cutting-edge AI capabilities to deliver a hyper-personalised home buying and renting experience.

What’s on your tech roadmap ahead?

At Housing, our vision is to change the way India experiences property. Our plan is to harness cutting-edge AI capabilities to deliver a hyper-personalised home buying and renting experience. By analysing fragmented real estate data, we will generate actionable insights, ensuring buyers receive timely, relevant property recommendations. Additionally, we plan to integrate immersive VR and AR tools for lifelike property exploration, bridging the gap between online browsing and physical visits. On the transactional front, streamlined digital workflows—such as e-signatures and secure payments—will simplify paperwork and instill confidence in buyers and sellers alike. We want to create a customer-centric, frictionless real estate journey suited to the evolving needs of Indian consumers.

Sangeet Aggarwal

Head of Product at HOUSING.COM, PropTiger.com

By Pratima H

pratimah@cybermedia.co.in