For Dr Sarah Bell, Director of Strategic Partnerships at MRI Software, the opportunity lies in finding the right balance between innovation and the human touch.
“Agents are showcasing their services and positioning their properties through digital content, and AI is already intermediating that interface,” Dr Bell said.
“But now the job is to disrupt the machine with very well-focused human service.”
Dr Bell’s journey into real estate began in 2008 when she joined the Bell family business in Brisbane’s southside.
Leaving behind her previous career, she discovered that real estate was an industry where professionals could put their own stamp on success.
“In that role, I continued to study and gain more knowledge in strategy, marketing, and business development,” Dr Bell said.
Her curiosity quickly turned to creating efficiencies in property management.
She began mapping workflows and using automation to simplify processes like lease renewals and vacates, freeing up property managers to focus on clients when it mattered most.
“That success awoke an innovation vein, and I can’t seem to close it,” she said.
Her work led to co-founding AiRE with Ian Campbell, where they created RiTA, one of the first AI tools in real estate.
RiTA used natural language processing to identify leads, automate SMS conversations, and help agents manage relationships.
“We couldn’t get away from the thirst for listings,” she said.
“And being authentic in the way we invite AI into our lives is so important.
It’s not just about training AI, it also shapes how we interact with it.”
Earlier this year, Dr Bell joined MRI Software as Director of Strategic Partnerships, where she now works with MRI’s Partner Connect program to drive collaboration across the proptech ecosystem.
“MRI is a market leader in real estate technology, but every decision is made with a customer lens,” Dr Bell said.
“I describe it as being determined to be big and good.”
Looking to the future, Dr Bell believes technology will only become more central to real estate, but human service will set great agents apart.
“At the end of the day, your technology needs to help, not hinder, your connection with customers,” she said.
At the upcoming One Conference, Dr Bell will share her insights into the trends shaping real estate, including the importance of data and the role of AI.
“The data in your business can tell you so much about your customers and performance,” she said.
“Understanding it and using it to your advantage is what will keep you ahead.”
Sarah Bell will be presenting at The One Conference about the trends in technology and property management, and you’ll be able to find out how to win more business with the help of AI and other technologies.
