{"id":2658,"date":"2021-11-24T10:00:00","date_gmt":"2021-11-24T10:00:00","guid":{"rendered":"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/"},"modified":"2025-03-13T02:39:37","modified_gmt":"2025-03-13T02:39:37","slug":"is-it-wise-for-proptechs-to-undercut-the-real-estate-agent","status":"publish","type":"post","link":"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/","title":{"rendered":"Is it wise for PropTechs to undercut the real estate agent?"},"content":{"rendered":"\n<p>A successful real estate agent I know privately showed me a meme that was circulating after <strong>Zillow<\/strong> announced the demise of its iBuying business and subsequent layoffs.&nbsp;The meme showed a well-known Hollywood character with a smirk and a doctored caption suggesting, \u201cI told you so.\u201d&nbsp; Everyone knows Zillow as the original at attempting real estate disruption.<\/p>\n\n\n\n<iframe loading=\"lazy\" src=\"https:\/\/me.me\/embed\/i\/8b9e6bfa1be949169378f0da58bc6914\" width=\"500\" height=\"397\" frameborder=\"0\" class=\"meme-embed\" style=\"max-width:100%;margin:0 auto;\" allowfullscreen=\"\"><\/iframe><p>via <a href=\"https:\/\/me.me\">MEME<\/a><\/p>\n\n\n\n<p>This particular person felt bad \u2014 no one should rejoice when people lose their jobs \u2014 but also acknowledged that she was sick-and-tired of the common conception that real estate agents are pampered folks who don\u2019t deserve the money they earn.&nbsp;The gist of her (and others\u2019) complaints is the implication that agents are superfluous, unnecessary, and overpaid; that in fact the job is easy.&nbsp; These sentiments are encapsulated in Silicon Valley patois \u2014 \u201cReal Estate agents need to be disrupted.\u201d&nbsp;&nbsp;<\/p>\n\n\n\n<p>Such conceptions of real estate disruption are indeed curious.&nbsp;We\u2019ve been drenched with PropTechs for many years but thousands of agents are having a banner year.&nbsp;Certainly, external factors have helped create this bow-wave of success.&nbsp;But the existence of these factors doesn\u2019t diminish the important role of agents in the transaction process.&nbsp;&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-agents-have-value\">Agents have value<\/h4>\n\n\n\n<p>The numbers and emotions involved are both staggering.&nbsp;Six million houses will sell this year, in transactions worth well over $2 trillion.&nbsp;For most families, the house is their single most important asset and constitutes the bulk of their net worth. Even more importantly, so many life variables radiate from which house they own \u2014 schools, neighbors, safety, air quality, livability, ease of transportation, even job opportunities.&nbsp;As such, most people want dedicated help from experts in the process of buying and selling a home.&nbsp;&nbsp;<\/p>\n\n\n\n<p>This mimics much of the rest of the world. We rely on experts and professionally trained people for so many aspects of life, and we pay for their services and expertise.&nbsp;Ask a doctor or lawyer, marketer or  plumber, and you\u2019ll see that real estate agents are no different.<\/p>\n\n\n\n<p>This does not mean the entire ecosystem is perfect. Nor does it mean that all agents are equal.&nbsp;It is also not a call of Luddism in real estate.&nbsp;Technology, automation, artificial intelligence, computer vision and data analysis are key tools in the housing Industry. especially when combined with the wisdom, experience, and desire to help of humans.&nbsp;Tools like AVMs and desktop appraisals are arrows in the quiver of agents who are looking to maximize a host of elements of the process and deliver fair deals to their clients.&nbsp;Technology can also help with mitigating bias.&nbsp;All said and done, technologies&nbsp;<strong><em>in toto<\/em><\/strong>&nbsp;are handmaidens to agents who remain the core of the housing consumer transaction process.&nbsp;&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Why the focus on disruption?<\/h4>\n\n\n\n<p>Given this, it is unfortunate that so many PropTechs are birthed on <a href=\"https:\/\/preprod.realtrends.com\/blog\/how-is-the-brokerage-industry-adapting-to-lower-margins-tech\/\" target=\"_blank\" rel=\"noreferrer noopener\">the notion of real estate disruption, <\/a>disintermediation, dismissal or depreciation of the real estate agent.&nbsp;&nbsp;<\/p>\n\n\n\n<p>The \u201coriginal\u201d PropTech, Zillow, first alienated the 1.4 million agents that could have been allies, subsequently befriended them as their \u201cleads\u201d friend, and then turning on them with iBuying.&nbsp;Impressive and well-run <strong>Redfin<\/strong> set the tone of undercutting agents (despite having agents) by discounting transactions.&nbsp;Numerous companies, like <strong>Homerun,<\/strong> at first alienated agents and then adopted them.&nbsp;The list goes on and on.&nbsp; <\/p>\n\n\n\n<p>In my experience, 90% of conversations with PropTech entrepreneurs are focused on \u201cwinning\u201d the elusive \u201c6%.\u201d&nbsp;They all want a piece of that action and in doing so want to \u201ccut out\u201d or \u201cdisrupt\u201d the agent.&nbsp; This is not surprising given the Silicon Valley force-field and the hyperbole emanating from tech startups in general.&nbsp;&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">But is it wise to do so?&nbsp;And is it fair?&nbsp; <\/h4>\n\n\n\n<p>On both counts, I think not.&nbsp;<\/p>\n\n\n\n<p>Let\u2019s first examine the wisdom or lack thereof.&nbsp;There are approximately 1.4 million real estate agents in the U.S.&nbsp;As with many professions, they follow a 90-10 rule:&nbsp; About 10% of these agents do about 90% of the dollar volume in real estate.&nbsp;That doesn\u2019t diminish the others. It just suggests that there are \u201ctiers\u201d in this space.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Too many laypeople and entrepreneurs suggest that the lowest performing agents are the \u201carchetype\u201d and then extrapolate from there.&nbsp;This is a classic feint in the world of business.&nbsp;To make a point, one picks the worst example of any set and then freezes that perception as the truth.&nbsp;It would be like meeting a particularly daft employee at, say, <strong>Google<\/strong> or <strong>Microsoft<\/strong> and then suggesting that all employees of these successful companies are \u201cidiots.\u201d&nbsp; <\/p>\n\n\n\n<p>Further, it would seem particularly valiant to alienate 1.4 million people (or even the 140,000 super performers) by real estate disruption versus adopting them as, perhaps, a channel or a set of advocates.&nbsp;Such valor can be rewarded at times but for the most part is simply pointless.&nbsp;&nbsp;<\/p>\n\n\n\n<p>As for the fairness angle, the point should be clear.&nbsp;We don\u2019t suggest that doctors or lawyers should be \u201cdisrupted\u201d just because one or two of them isn\u2019t particularly useful.&nbsp;Nay, we rely on them for their expertise.&nbsp;To dismiss agents&nbsp;<strong><em>as a class<\/em><\/strong>&nbsp;as useless or in need of \u201cdisruption\u201d is insulting and unfair.&nbsp;<\/p>\n\n\n\n<p>It will be argued that the idea of real estate disruption is powerful and helps topple ossified monopolies.&nbsp;People point to companies like <strong>Uber<\/strong> or <strong>Lyft<\/strong> when making this point.&nbsp;Even if we dismiss questionable labor practices and perils of gig labor (and so many other factors), we have to ask an important question:&nbsp;Which is more important, a ride home from the airport or the buying and selling of a house?&nbsp; &nbsp;<\/p>\n\n\n\n<p>When we realize how important the latter transaction is \u2014 how fundamental it is to the happiness and success of a family \u2014 we should also realize that pitting homeowners against agents is not a good idea.&nbsp;&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Given this, it is unfortunate that so many PropTechs are birthed on the notion of disruption, disintermediation, dismissal or depreciation of the real estate agent.\u00a0\u00a0<\/p>\n","protected":false},"author":15802,"featured_media":4822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3255],"tags":[],"coauthors":[1779],"class_list":["post-2658","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-archive"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Is it wise for PropTechs to undercut the real estate agent? - RealTrends - Blog<\/title>\n<meta name=\"description\" content=\"It&#039;s unfortunate that many PropTechs are birthed on the notion of disruption, disintermediation or dismissal of the real estate agent.\u00a0\u00a0\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is it wise for PropTechs to undercut the real estate agent?\" \/>\n<meta property=\"og:description\" content=\"It&#039;s unfortunate that many PropTechs are birthed on the notion of disruption, disintermediation or dismissal of the real estate agent.\u00a0\u00a0\" \/>\n<meta property=\"og:url\" content=\"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/\" \/>\n<meta property=\"og:site_name\" content=\"RealTrends - Blog\" \/>\n<meta property=\"og:image\" content=\"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2025\/03\/9ced5ef4-69ab-4ba7-a7cd-ec49be7b274d.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Romi Mahajan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@traceyveltFL\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Romi Mahajan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/\"},\"author\":{\"name\":\"Tracey Velt\",\"@id\":\"https:\/\/preprod.realtrends.com\/blog\/#\/schema\/person\/c77c9a1ce6568611329a6cc5a1a64d7d\"},\"headline\":\"Is it wise for PropTechs to undercut the real estate agent?\",\"datePublished\":\"2021-11-24T10:00:00+00:00\",\"dateModified\":\"2025-03-13T02:39:37+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/\"},\"wordCount\":1029,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/preprod.realtrends.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2025\/03\/9ced5ef4-69ab-4ba7-a7cd-ec49be7b274d.png\",\"articleSection\":[\"Archive\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/#respond\"]}],\"isAccessibleForFree\":\"False\",\"hasPart\":{\"@type\":\"WebPageElement\",\"isAccessibleForFree\":\"False\",\"cssSelector\":\".wp-block-housingwire-piano-member\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/\",\"url\":\"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/\",\"name\":\"Is it wise for PropTechs to undercut the real estate agent? - RealTrends - Blog\",\"isPartOf\":{\"@id\":\"https:\/\/preprod.realtrends.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2025\/03\/9ced5ef4-69ab-4ba7-a7cd-ec49be7b274d.png\",\"datePublished\":\"2021-11-24T10:00:00+00:00\",\"dateModified\":\"2025-03-13T02:39:37+00:00\",\"description\":\"It's unfortunate that many PropTechs are birthed on the notion of disruption, disintermediation or dismissal of the real estate agent.\u00a0\u00a0\",\"breadcrumb\":{\"@id\":\"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/#primaryimage\",\"url\":\"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2025\/03\/9ced5ef4-69ab-4ba7-a7cd-ec49be7b274d.png\",\"contentUrl\":\"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2025\/03\/9ced5ef4-69ab-4ba7-a7cd-ec49be7b274d.png\",\"width\":1200,\"height\":675,\"caption\":\"9ced5ef4-69ab-4ba7-a7cd-ec49be7b274d\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/preprod.realtrends.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Is it wise for PropTechs to undercut the real estate agent?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/preprod.realtrends.com\/blog\/#website\",\"url\":\"https:\/\/preprod.realtrends.com\/blog\/\",\"name\":\"RealTrends - Blog\",\"description\":\"Empowering Real Estate Decisions with Trusted Insights.\",\"publisher\":{\"@id\":\"https:\/\/preprod.realtrends.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/preprod.realtrends.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/preprod.realtrends.com\/blog\/#organization\",\"name\":\"RealTrends - Blog\",\"url\":\"https:\/\/preprod.realtrends.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/preprod.realtrends.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2025\/03\/cropped-RTV_Horizontal_logo_Blue.png\",\"contentUrl\":\"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2025\/03\/cropped-RTV_Horizontal_logo_Blue.png\",\"width\":2321,\"height\":227,\"caption\":\"RealTrends - Blog\"},\"image\":{\"@id\":\"https:\/\/preprod.realtrends.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/preprod.realtrends.com\/blog\/#\/schema\/person\/c77c9a1ce6568611329a6cc5a1a64d7d\",\"name\":\"Tracey Velt\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/preprod.realtrends.com\/blog\/#\/schema\/person\/image\/9b3cf1be6b1fb876ab0bd60ce0a485d0\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/ae51367450666ac65e816c5ed48f71a6aebe0ed43ea74c1f16500d37c0efc141?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/ae51367450666ac65e816c5ed48f71a6aebe0ed43ea74c1f16500d37c0efc141?s=96&d=mm&r=g\",\"caption\":\"Tracey Velt\"},\"description\":\"Tracey Velt is the Senior Director of Data &amp; Content. She is the host of the popular RealTrending podcast, manages content for the real estate team and The Gathering and leads editorial and sponsored research across the HW Media brands. Tracey has more than 25 years of experience writing and editing for the real estate industry and is the former editor in chief of Florida Realtor magazine. She resides in Florida.\",\"sameAs\":[\"https:\/\/www.linkedin.com\/in\/traceyvelt\/\",\"https:\/\/x.com\/traceyveltFL\"],\"url\":\"https:\/\/preprod.realtrends.com\/blog\/author\/tvelt\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Is it wise for PropTechs to undercut the real estate agent? - RealTrends - Blog","description":"It's unfortunate that many PropTechs are birthed on the notion of disruption, disintermediation or dismissal of the real estate agent.\u00a0\u00a0","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/","og_locale":"en_US","og_type":"article","og_title":"Is it wise for PropTechs to undercut the real estate agent?","og_description":"It's unfortunate that many PropTechs are birthed on the notion of disruption, disintermediation or dismissal of the real estate agent.\u00a0\u00a0","og_url":"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/","og_site_name":"RealTrends - Blog","og_image":[{"width":1200,"height":675,"url":"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2025\/03\/9ced5ef4-69ab-4ba7-a7cd-ec49be7b274d.png","type":"image\/png"}],"author":"Romi Mahajan","twitter_card":"summary_large_image","twitter_creator":"@traceyveltFL","twitter_misc":{"Written by":"Romi Mahajan","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/#article","isPartOf":{"@id":"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/"},"author":{"name":"Tracey Velt","@id":"https:\/\/preprod.realtrends.com\/blog\/#\/schema\/person\/c77c9a1ce6568611329a6cc5a1a64d7d"},"headline":"Is it wise for PropTechs to undercut the real estate agent?","datePublished":"2021-11-24T10:00:00+00:00","dateModified":"2025-03-13T02:39:37+00:00","mainEntityOfPage":{"@id":"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/"},"wordCount":1029,"commentCount":0,"publisher":{"@id":"https:\/\/preprod.realtrends.com\/blog\/#organization"},"image":{"@id":"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/#primaryimage"},"thumbnailUrl":"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2025\/03\/9ced5ef4-69ab-4ba7-a7cd-ec49be7b274d.png","articleSection":["Archive"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/#respond"]}],"isAccessibleForFree":"False","hasPart":{"@type":"WebPageElement","isAccessibleForFree":"False","cssSelector":".wp-block-housingwire-piano-member"}},{"@type":"WebPage","@id":"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/","url":"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/","name":"Is it wise for PropTechs to undercut the real estate agent? - RealTrends - Blog","isPartOf":{"@id":"https:\/\/preprod.realtrends.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/#primaryimage"},"image":{"@id":"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/#primaryimage"},"thumbnailUrl":"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2025\/03\/9ced5ef4-69ab-4ba7-a7cd-ec49be7b274d.png","datePublished":"2021-11-24T10:00:00+00:00","dateModified":"2025-03-13T02:39:37+00:00","description":"It's unfortunate that many PropTechs are birthed on the notion of disruption, disintermediation or dismissal of the real estate agent.\u00a0\u00a0","breadcrumb":{"@id":"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/#primaryimage","url":"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2025\/03\/9ced5ef4-69ab-4ba7-a7cd-ec49be7b274d.png","contentUrl":"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2025\/03\/9ced5ef4-69ab-4ba7-a7cd-ec49be7b274d.png","width":1200,"height":675,"caption":"9ced5ef4-69ab-4ba7-a7cd-ec49be7b274d"},{"@type":"BreadcrumbList","@id":"https:\/\/preprod.realtrends.com\/blog\/2021\/11\/24\/is-it-wise-for-proptechs-to-undercut-the-real-estate-agent\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/preprod.realtrends.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Is it wise for PropTechs to undercut the real estate agent?"}]},{"@type":"WebSite","@id":"https:\/\/preprod.realtrends.com\/blog\/#website","url":"https:\/\/preprod.realtrends.com\/blog\/","name":"RealTrends - Blog","description":"Empowering Real Estate Decisions with Trusted Insights.","publisher":{"@id":"https:\/\/preprod.realtrends.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/preprod.realtrends.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/preprod.realtrends.com\/blog\/#organization","name":"RealTrends - Blog","url":"https:\/\/preprod.realtrends.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/preprod.realtrends.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2025\/03\/cropped-RTV_Horizontal_logo_Blue.png","contentUrl":"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2025\/03\/cropped-RTV_Horizontal_logo_Blue.png","width":2321,"height":227,"caption":"RealTrends - Blog"},"image":{"@id":"https:\/\/preprod.realtrends.com\/blog\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/preprod.realtrends.com\/blog\/#\/schema\/person\/c77c9a1ce6568611329a6cc5a1a64d7d","name":"Tracey Velt","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/preprod.realtrends.com\/blog\/#\/schema\/person\/image\/9b3cf1be6b1fb876ab0bd60ce0a485d0","url":"https:\/\/secure.gravatar.com\/avatar\/ae51367450666ac65e816c5ed48f71a6aebe0ed43ea74c1f16500d37c0efc141?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/ae51367450666ac65e816c5ed48f71a6aebe0ed43ea74c1f16500d37c0efc141?s=96&d=mm&r=g","caption":"Tracey Velt"},"description":"Tracey Velt is the Senior Director of Data &amp; Content. She is the host of the popular RealTrending podcast, manages content for the real estate team and The Gathering and leads editorial and sponsored research across the HW Media brands. Tracey has more than 25 years of experience writing and editing for the real estate industry and is the former editor in chief of Florida Realtor magazine. She resides in Florida.","sameAs":["https:\/\/www.linkedin.com\/in\/traceyvelt\/","https:\/\/x.com\/traceyveltFL"],"url":"https:\/\/preprod.realtrends.com\/blog\/author\/tvelt\/"}]}},"jetpack_featured_media_url":"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2025\/03\/9ced5ef4-69ab-4ba7-a7cd-ec49be7b274d.png","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/preprod.realtrends.com\/blog\/wp-json\/wp\/v2\/posts\/2658","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/preprod.realtrends.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/preprod.realtrends.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/preprod.realtrends.com\/blog\/wp-json\/wp\/v2\/users\/15802"}],"replies":[{"embeddable":true,"href":"https:\/\/preprod.realtrends.com\/blog\/wp-json\/wp\/v2\/comments?post=2658"}],"version-history":[{"count":1,"href":"https:\/\/preprod.realtrends.com\/blog\/wp-json\/wp\/v2\/posts\/2658\/revisions"}],"predecessor-version":[{"id":7397,"href":"https:\/\/preprod.realtrends.com\/blog\/wp-json\/wp\/v2\/posts\/2658\/revisions\/7397"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/preprod.realtrends.com\/blog\/wp-json\/wp\/v2\/media\/4822"}],"wp:attachment":[{"href":"https:\/\/preprod.realtrends.com\/blog\/wp-json\/wp\/v2\/media?parent=2658"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/preprod.realtrends.com\/blog\/wp-json\/wp\/v2\/categories?post=2658"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/preprod.realtrends.com\/blog\/wp-json\/wp\/v2\/tags?post=2658"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/preprod.realtrends.com\/blog\/wp-json\/wp\/v2\/coauthors?post=2658"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}