Digitisation in the brokerage industry is advancing, with an increasing focus on integrated platform scenarios that coherently connect all processes. In this context, VON POLL IMMOBILIEN, a brokerage firm active across Europe, has realised a comprehensive digital ecosystem for real estate brokerage. This platform maps the entire brokerage process end-to-end, from acquisition and Customer Relationship Management (CRM) to financing advice and an integrated client platform.
Wolfram Gast, Chief Digital Officer (CDO) and member of the management board at VON POLL IMMOBILIEN, highlights that many brokers previously worked with a multitude of isolated applications. These covered only partial areas, leading to duplicated data entry and inefficient processes. VON POLL IMMOBILIEN's approach, however, is geared towards integration, aiming to replace isolated solutions with an end-to-end digital platform. Within this platform, information is automatically available throughout the entire brokerage process, making collaboration more efficient and transparent for all parties involved – brokers, owners, and prospective buyers. The intended reduction of routine tasks creates capacity for personal consultation, with digitisation serving as a supportive tool and not as a replacement for the broker.
Process Optimisation and Efficiency Enhancement
According to Gast, the impact of the integrated processes is already visible in brokers' workflows after just a few weeks. Tasks such as property valuations and exposé creation are accelerated and largely automated. Marketing measures can be implemented quickly, and prospective buyer engagement is handled digitally. A significant advantage lies in the single data entry, making data available across systems and noticeably reducing administrative effort. Owners and prospective buyers benefit from digital services that make the sales process transparent and convenient.
An exemplary tool is the internal Content Studio, which accesses property data, images, and information from VON POLL IMMOBILIEN's CRM. Supplemented by Artificial Intelligence (AI), it promptly generates high-quality content for social media, exposé texts, or marketing materials in the company's corporate design. Mr. Gast emphasises that this particularly enables smaller teams to utilise professional marketing opportunities that previously would have required a higher expenditure of personnel or agencies.
Data-Driven Marketing and Customer Focus
Today's real estate marketing is largely data-driven. VON POLL IMMOBILIEN uses intelligent search profiles, targeted prospective client outreach, AI-powered exposés, and AI avatars for property presentations. Comprehensive market, demand, and target group analyses complement this strategy. A digital platform also facilitates transparent collaboration between brokers, owners, and prospective buyers, for example, in document exchange, status tracking, or financing advice. Digital marketing tools enable near real-time measurement of the success of property advertisements, allowing for adaptive adjustments to the marketing strategy. Artificial intelligence primarily supports content creation, process automation, and data analysis.
Wolfram Gast stresses that the most important source of innovation is the business partners, who understand market requirements through their daily work. New solutions are therefore developed jointly with brokers to achieve practical results that save time, simplify processes, and create measurable added value. Brokers who switch to VON POLL IMMOBILIEN aim to develop their business further. They recognise the importance of professional brand recognition, modern technology, digital processes, and central marketing and AI solutions. The desire to reduce administrative effort and focus more on consulting, customer loyalty, and revenue is supported by the combination of entrepreneurial freedom, a strong premium brand, and a modern digital system. The effects of the intelligently networked processes on daily work are already clearly noticeable after the first few months, as time-consuming tasks are automated.
