Is Property Still a ‘People Business’? Balancing Tech and Human Skills

Danielle Lessell • August 27, 2025

Property has always been about people. Buyers. Sellers. Landlords. Tenants. Agents. Recruiters. Relationships built deals. Trust closed them.


But today? PropTech is everywhere. Virtual viewings. AI valuations. Digital tenancy platforms. Even chatbots trying to “negotiate.”


So, is property still a people business?


The answer: yes, but different.


Tech speeds things up. People make it stick.


Technology cuts out friction. No more endless paperwork. No wasted viewings. No waiting weeks for references. Tech makes the process faster, smarter, smoother.


But people? They’re still the difference. No app can read the hesitation in a client’s voice. No algorithm can sense when a buyer is stalling because of nerves, not price. Negotiation, persuasion, empathy, that’s human.


Skills employers want.


At Collins Property Recruitment, we see the demand every day. Employers want candidates who are digitally confident. Comfortable with CRM systems. Able to handle virtual tours. Quick to adapt to new platforms.


But tech alone won’t land the job. Human skills carry equal weight. Communication. Emotional intelligence. Relationship-building. The ability to earn trust quickly. Those are what keep clients coming back.


The future? A balance.


Property isn’t going fully digital. Nor is it going back to the “handshake only” days. The winners will be the ones who blend both. The negotiator who uses data to back instinct. The manager who uses AI to spot trends but still inspires their team. The recruiter who knows the right CV and the right personality fit.


At its core, property remains a people business. Tech enhances. People connect. The future belongs to professionals who can master both.


Looking for your next property role? Or searching for talent who can balance tech and human skills? Get in touch today.


Email us at info@collinspropertyrecruitment.com or give us a call on 020 7435 0309.



Collins Property Recruitment is a business with a purpose: to enable talent and businesses to meet and do great things together. We make this happen through an unrivalled network, a values-led, consultative approach and a hard-earned reputation as the go-to recruiter in property.