An algorithm with a human sells apartments

Just a few years ago, a real estate portal was primarily an online bulletin board. Today, it is becoming an extensive technological platform that analyzes customer behavior, predicts their needs and supports the apartment sales process using artificial intelligence. However, RynekPierwotny.pl argues that even the most advanced algorithms will not replace humans when making one of the most important financial decisions in life. The housing market is currently undergoing a profound digital transformation.

Not only are the tools used by developers changing, but also the way customers make decisions. Today, apartment buyers are much better prepared for sales negotiations than a few years ago. They analyze prices, compare locations, check the investment standard and look for information about developers. They also increasingly expect an individual approach and offers tailored to their life situation.

AI analyzes buyers’ needs

It is in this area that artificial intelligence begins to play an increasingly important role. RynekPierwotny.pl is developing the HomeMatch 2.0 recommendation model, which is intended to help customers choose apartments and increase the sales effectiveness of developers. The system uses AI algorithms, data analytics and information obtained during contact with the customer. The mechanism of action resembles solutions known from the largest e-commerce platforms, which analyze user behavior to predict their purchasing preferences. In the case of the housing market, however, the process is much more complex because it concerns a product that is many times more expensive and carries a greater emotional charge.

If a customer declares that he or she has a child and a dog, the system may predict a greater likelihood of interest in an apartment with a garden or a place located near green areas. People working remotely more often receive offers of apartments with additional rooms, and customers who pay attention to public transport receive recommendations for investments with good connections to the center. The algorithm also analyzes the way offers are viewed, the time spent on specific investments and the moment when the customer matures to make a purchase decision.

– Today, a real estate portal can no longer be just an advertising platform. The client expects support at every stage of the apartment purchase process. Technology helps understand their needs, but it is not enough on its own, says Jerzy Michalski, member of the management board of Property Group, responsible for the portal’s sales strategy.

The human remains crucial

As company representatives emphasize, the combination of technology and human experience is crucial. HomeMatch 2.0 does not work fully automatically. The system is supervised by Data Science specialists and Contact Center consultants who verify information and conduct conversations with potential customers.

— It is easier to tell a client about his or her housing needs to another person than to a machine. The role of consultants is to find out the buyer’s motivation and help them clarify their expectations. AI supports this process, but does not replace it – emphasizes Marcin Wierzbicki, head of the Contact Center at the RynekPierwotny.pl portal.

RynekPierwotny.pl points out that the quality of leads sent to developers has changed significantly. Just a few years ago, a large proportion of contacts were people accidentally browsing through offers. Today, users are more aware and better prepared for a sales conversation. Before the contact is forwarded to the developer, it undergoes a validation process – the correctness of the telephone number, e-mail address and actual interest in purchasing the apartment are checked.

The portal also relies on the customer’s informed consent to participate in the recommendation process. The user knows from the beginning that he will receive offers tailored by the algorithm and that he can expect contact from a consultant or apartment seller.

We know more and more about buyers

In practice, this also means a change in the philosophy of apartment sales. The number of contacts acquired is less and less important, and data and the accuracy of recommendations are becoming more and more important. Developers today expect portals not only to generate traffic, but above all to provide valuable leads with high sales potential.

– The most important thing is that technology supports humans, not replaces them. In the HomeMatch 2.0 model, AI helps consultants and sales teams conduct the apartment offering process more effectively – says Marcin Zaremba, Head of Product at rybPierwotny.pl.

Advanced location analyzes are also an important element of the system’s development. Algorithms increasingly recognize user preferences for specific districts and micro-areas of cities. This is especially important in the real estate market, where differences between individual locations are of key importance for purchasing decisions. AI-based solutions also help predict the moment when a customer is ready to make a purchase decision. By analyzing user activity, the portal can determine when it is worth intensifying business contact and what information will be most important at a given stage of the purchasing process. As a result, developers receive more detailed knowledge about customer needs even before the first sales meeting.

However, RynekPierwotny.pl emphasizes that even the best “heated” lead does not mean automatic sale of the apartment. The client still requires professional care from the developer’s sales representative, appropriate presentation of the investment and further relationship building. According to industry representatives, the future of apartment sales will be based on a hybrid model – a combination of technology, data analytics and human experience.

Ecosystem for the real estate market

The owner of the portal – Property Group – is responsible for the development of technology. For several years, the Group has been building an ecosystem of digital services for the housing market, including real estate portals, CRM solutions, BIG DATA analytics and tools supporting apartment sales. The company’s portfolio includes, among others: RynekPierwotny.pl, the secondary market portal GetHome.pl, the BIG DATA analytical platform RynekPierwotny.pl, the EstiCRM system and the Housing Platform bringing together intermediaries and development companies. The group also develops data science solutions supporting market analysis and the apartment sales process.

Property Group currently serves over a thousand development companies and several thousand real estate agencies. At the end of 2025, the group employed over 200 people. The company was also awarded the title of Business Gazelle, confirming the dynamic development of the company.

PLN 200 million for AI and technology development

The company announces further investments in the development of artificial intelligence and e-commerce technology for the real estate market. It allocated nearly PLN 200 million for the implementation of the strategy for 2025-2028. The funds are to be used both for the development of own tools based on AI and data science, as well as for acquisitions and integration of previously purchased companies. One of the key development directions is to be the construction of a “one-stop-shop” model for the housing market.

Property Group wants to offer developers and intermediaries a complete ecosystem of services – from generating leads and online marketing, through CRM and analytical tools, to supporting the apartment sales process. The company notes that the real estate market is increasingly resembling an advanced technological sector. Developers today expect not only investment advertising, but also precise data, predictive tools and solutions that allow them to better understand customer behavior.

– We are observing a dynamic professionalization of the development market. Regulatory changes, greater transparency of apartment prices and new customer behavior require the industry to take a new approach to analytics and online marketing – emphasizes Jerzy Michalski from Property Group.

According to the company, the growing importance of data and AI will be one of the most important trends in the real estate market in the coming years. Real estate portals are increasingly becoming platforms supporting the entire apartment sales process – from the customer’s first contact with the offer to the finalization of the transaction. However, RynekPierwotny.pl argues that despite the development of algorithms and automation, humans will remain a key element of the sales process. When deciding to buy an apartment, buyers still expect conversation, advice and a sense of security. It is the combination of technology and human experience that determines the effectiveness of sales on the real estate market today.