Digitalisation & Real Estate

Julie Cavro Dupont - Aug 8, 2023 - Pure Living News

DigitaliSation in Real Estate

Being in Marbella, nest of all kinds of innovations, we need to talk about all new trends and, of course, we wouldn’t want to miss out on mentioning the virtuality sliding into all and every single aspect of our life. As we are a luxury real estate, let’s talk on how this trend might affect the future of real estate.

Let’s talk about:

Video tours and its impact on real estatE
Virtual Real Estate
Cryptocurrencies and their impact on luxury real estate
Big Data
Artificial Intelligence Era

Do you want to get a look at our extensive 2023 report where we talk about all the relevant topics that trigger decisions on both parties, real estate realtors and property buyers? Get it here.

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Video tours and its impact on real estatE

Video has become a crucial element in today’s real estate market and will continue to be essential. While photos are valuable, they aren’t enough to effectively showcase a property. Multiple videos in different formats for various social media platforms are now essential in this new era of communication. Selling an experience, expressing emotions, and building a brand personality are vital aspects.

The convenience of remote viewing attracts a broader global audience, eliminating the need for extensive physical visits.

Video alone is insufficient; a comprehensive strategy, including brand image and quick responses, is essential. AI has played a significant role, revolutionizing the industry by making rendering affordable and enabling a mix of AI and reality to enhance property showcases.

Virtual Real Estate

Between 2022 and 2023, significant progress was observed in the virtual real estate market, propelled by the advancements in Virtual Reality (VR) and Non-Fungible Tokens (NFTs). These technologies introduced immersive property tours and new ownership structures, attracting a global audience and investment opportunities. The evolving VR tech is anticipated to simulate real-world environments even more accurately by 2024, with NFTs becoming mainstream, incorporating not only virtual property tours but also entire virtual worlds and digital art galleries. The emergence of metaverses, shared virtual spaces, is expected to bridge the gap between physical and virtual real estate, offering innovative opportunities for users and businesses. The virtual real estate market is on track for significant growth and innovation in the future.

Virtual luxury real estate provides an exciting opportunity to experience luxury living in immersive digital environments. It blends advanced technology and artistic creativity to deliver a captivating experience.


These are no ordinary digital realms. They are intricately designed landscapes that perfectly replicate majestic architectural marvels and vast, breathtaking landscapes that challenge the boundaries of reality.

– Customization

Within these virtual estates, buyers are granted unparalleled freedom. They have the autonomy to customize, shape, and reimagine their abodes, crafting their ultimate dream sanctuaries..

– Interactivity & immersion

Beyond mere observation, these properties offer a deep dive into realism. Users can explore and interact with their surroundings in ways that simulate real-world experiences, offering a profound sense of immersion.

– Virtual social spaces

The virtual world offers more than just homes; it introduces expansive social hubs. These are perfect for hosting glittering networking events, grandiose parties, or crucial business rendezvous, all within the comfort of the digital realm.

– High-fidelity TOURS

For those seeking a detailed exploration, high-fidelity virtual tours are available. These tours provide an in-depth, comprehensive journey through the property, leaving no stone unturned.


The realm of virtual real estate isn’t just a spectacle; it’s a treasure trove of investment opportunities. Much like their tangible counterparts, virtual properties have the potential to appreciate in value over time, making them a novel and exciting investment frontier.

Cryptocurrencies and their impact on luxury Real Estate

Cryptocurrency has come into our lives to stay. There are many companies that have started to accept payments with cryptocurrencies, such as Ethereum or Bitcoin. Although it’s still far away to become the norm, it had an impact on the luxury real estate market in several ways:

Cryptocurrency provides an alternative payment method for luxury real estate transactions. Buyers who have significant cryptocurrency holdings can use them to purchase high-end properties directly, bypassing traditional banking systems. This allows for faster and more efficient transactions, especially for international buyers.

This digital currency has made it easier for international buyers to invest in luxury real estate in different countries. Since cryptocurrencies operate on a decentralised global network, cross-border transactions can be executed quickly and with reduced fees compared to traditional banking systems. This accessibility has opened up new markets for luxury real estate developers and sellers.

Blockchain technology, which underlies cryptocurrencies, allows for the tokenization of real estate assets. Tokenization involves dividing a property into tradable digital tokens, representing fractional ownership. This process increases liquidity and lowers barriers to entry for investors, making luxury real estate more accessible to a broader range of buyers.

Cryptocurrencies have also facilitated new forms of financing for luxury real estate projects. Initial Coin Offerings (ICOs) and Security Token Offerings (STOs) allow developers to raise funds directly from investors using cryptocurrencies. This method bypasses traditional lending institutions and can provide access to a wider investor base.

Market Volatility is something that defines this currency. Their unpredictable natural value can have both positive and negative effects on luxury real estate. On one hand, substantial gains in cryptocurrency investments can lead to increased spending on luxury assets like real estate. On the other hand, market downturns or significant price fluctuations may result in reduced purchasing power for cryptocurrency holders, affecting their ability to invest in luxury properties.

It’s important to note that the relationship between cryptocurrency and luxury real estate is still evolving, and the extent of its influence varies across different markets. Additionally, regulations surrounding cryptocurrency transactions and investments in real estate differ in different jurisdictions, which can also impact the interaction between the two.

See full unterciew with Megan Nilson taling about Crypto

Big Data

Over the next five years, the real estate market in Marbella is expected to experience a significant reliance on big data analytics. As data collection continues to increase, real estate professionals will leverage big data analytics to gain valuable insights and make informed decisions. This trend will have several implications for the market in Marbella.
Firstly, big data analytics will enable real estate professionals to conduct comprehensive market analysis and predictive analytics. By analysing vast amounts of data, including property prices, market trends, economic indicators, and demographic information, professionals can forecast market trends and identify emerging opportunities. This will help buyers and sellers in Marbella make informed decisions and capitalise on market dynamics.

Secondly, big data analytics will facilitate personalised services and enhance the customer experience. By analysing customer data, professionals can offer tailored property recommendations, targeted marketing campaigns, and personalised communication. This personalised approach will improve customer satisfaction and foster long-term relationships with clients in Marbella.

Data analytics will play a crucial role in property valuation and risk assessment. Real estate professionals can leverage data from various sources, such as property sales records and economic indicators, to accurately determine property values and assess risk factors. This will assist buyers and investors in making informed decisions and mitigating potential risks in the Marbella real estate market.

In the actual situation, Marbella’s real estate market is already witnessing an increasing adoption of big data analytics. Real estate professionals are using data-driven insights to understand market trends, evaluate property values, and enhance customer experiences. They are leveraging big data analytics tools and platforms to analyze vast amounts of data and make informed decisions. The use of predictive analytics is becoming more prevalent, enabling professionals to forecast market trends and identify investment opportunities. Personalised services and improved operational efficiency are being achieved through the application of big data analytics in various aspects of the real estate industry in Marbella.

Today’s real estate buyers are looking for more than just a property; they’re seeking an entire lifestyle experience. They’re interested in the community, local amenities, smart home features, and even the architectural design and history of the property. This trend is likely to continue and expand. Realtors might need to use AR/VR, interactive neighbourhood guides, and more to showcase not just properties but the whole living experience.

Brand image and reputation have become crucial in the real estate market. Buyers increasingly seek transparency, honesty, and companies with strong ethical standards. They prefer brands that are clear about pricing, offer comprehensive property information, and demonstrate a commitment to sustainable practices. With the rise of online reviews and social media, maintaining a strong, positive brand image will become even more important in the future.


Artificial Intelligence Era

I is revolutionizing the real estate market by providing powerful tools to enhance marketing strategies. It has significantly improved video creation, making captivating property tours and promotional videos easily accessible. AI also generates interior design ideas for empty spaces, helping potential buyers envision their dream homes. The possibility of exploring virtual houses offers an immersive experience for remote clients.
Automatically generated text descriptions streamline listing processes, while AI-driven social media tools create engaging graphics, posts, and video ideas tailored for specific platforms. Moreover, AI has made video and image editing more affordable, enabling high-quality content creation. Overall, AI empowers real estate agents to improve strategies, engage clients innovatively, and deliver personalized experiences for buyers and investors.


The digital evolution within the real estate industry, particularly in prominent hubs like Marbella, is a testament to how technological advancements continue to reshape traditional landscapes. As we embrace a new era, video presentations, virtual real estate exploration, and the increasing prominence of cryptocurrencies have heralded an entirely new modus operandi for realtors and buyers alike. Big Data, with its vast analytical power, ensures that industry professionals are better equipped to predict market shifts and tailor offerings to individual client needs.

However, with the rapid influx of such innovative solutions, the demand for staying updated becomes paramount. Real estate entities that continually reinvent themselves to incorporate these digital transformations are positioned at the vanguard of the industry. A prime example is Pure Living Properties. As a contemporary real estate firm, they not only acknowledge but also capitalize on these tech-forward trends. Their dedication to assimilating the latest in digital marketing trends and tools not only enhances their service offering but also solidifies their position as a market leader in a world increasingly leaning towards digitalization.

The future of real estate will undeniably intertwine with technological advancements. As we stand on the brink of this integration, it’s crucial for both buyers and sellers to align themselves with forward-thinking establishments like Pure Living Properties. Their commitment to evolving with the times ensures a seamless transition into the next chapter of real estate’s exciting digital journey.

Julie - Pure Living Properties

Julie Cavro is the Marketing Director at Pure Living Properties. She is responsible for all multi-channel marketing actions in constant coordination with the other departments of the company with the sole objective of obtaining the best results for our clients.

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