Why Human Presence Matters More Online When the Market Feels Uncertain

People can be easily unsettled, and when uncertainty hits the real estate market, its consequences send dominos tumbling in every direction. Minor issues may escalate more now than before because when volatility strikes, an overreliance on faceless digital systems erodes trust and confidence.

Having a human presence is still the best way to quell concerns before they boil over. Here’s a closer look at why, and how this applies in more than just a realty context.

Trust Requires a Friendly Face

We might be knee deep in digital services but there’s still a lot of distrust involved. Spam emails, phishing sites, ID thieves, and catfishing make web users wary. Some market uncertainty added to this means trust takes a nosedive without much prompting.

Solving this requires a back-to-basics approach to trust-building, because while online listings with virtual tours work well when the broader economic and political situation looks good, in times of upheaval, having an actual human on hand to talk through buyer and seller concerns, handle viewings, and generally take the reins will calm frayed nerves and prevent outright market meltdown.

It’s the same motivation behind the availability of sites offering live casino services, where human dealers handle real cards for an audience of online players. A certain subset of the population feels more reassured when they can see something tangible happening in front of them, rather than relying on a digital algorithm.

Empathy Can’t Be Automated

With AI infiltrating every online-accessible service, including real estate agencies and listings sites, the temptation to take a hands-off approach to most customer interactions is significant. Again, this works well during times of prosperity and stability, but when interest rates spike and house prices falter, human involvement returns as a valuable asset.

The key here is how important empathy is in determining customer needs. It’s very difficult for even the most advanced AI tools to determine the underlying fears and frustrations of a human service user. Conversely, if a qualified professional is helming a conversation, even via video call or email, they’ll innately be able to read between the lines and provide a better quality of service.

Familiarity Breeds Confidence

The aforementioned facelessness of many online services keeps many people from establishing meaningful connections with businesses or brands. Throw market uncertainty into the mix, and there’s nothing to anchor customers to companies they’ve interacted with in the past.

On the other hand, if there’s a human who’s a consistent, regular presence on a service, such as a realtor who engages with clients online from as early in the sales process as possible, people become familiar with them and see them as a safe, trusted ally.

While human presence is not a magic bullet for all online services, and disruptive scenarios that are bigger than a specific market can and will create additional pain points for organizations, it does make a positive difference. It’s a cautionary tale of how all-encompassing automation and digital-first service provision cannot be uncoupled from actual professionals.

Author Profile

Adam Regan: Deputy Editor

Features and account management. 7 years media experience. Previously covered features for online and print editions.

Email Adam@MarkMeets.com