How digital sales platforms make buying property better

Buying and selling houses has changed.

Over the past few years, the real estate industry has started to hook into digital technology, and this has transformed every step of the process.

Gone are the days when you had to attend a physical auction or rely solely on your agent’s word. Instead, digital sales platforms are making property transactions more transparent, efficient, and data driven.

A recent panel hosted by Stone & Chalk and the Proptech Association of Australia explored these changes. This was the third in a series of proptech panels. Proptech leader Kylie Davis returned to moderate the discussion.

The panel featured Peter Matthews, CEO & Co-Founder of Realtair and the Auction Now platform, David Stewart, Owner of Market Buy, and Peter Gibbons, Managing Director at Openn Negotiation.

They made it clear that the digital future of real estate is not only here, it’s already reshaping the market. Here's what you need to know.

The promise of digitisation in real estate

At its core, the transformation is about removing friction. Traditional auctions and private treaty sales have always been complicated and, at times, opaque.

As Peter Matthews put it during the panel, “We’ve done 6,000 auctions in the last 6 months (as of August 2020).” In Australia’s capital cities, “30% of real estate transactions happen via auction.”

This is a clear sign of how the industry has evolved. What was once a niche service has now become a reliable, scalable method for handling thousands of transactions, with both buyers and sellers enjoying a more streamlined process.

Matthews explained that the digital format does not change the core auction process. Instead, it takes the familiar, transparent auction method and moves it online.

In a digital auction, the rules remain the same, but the process becomes accessible to a far larger audience.

“We’re just taking an auction process that hasn’t changed much in 31 years and giving it a digital upgrade,” he said.

This shift has not only increased participation, by turning auctions into an event akin to watching a live sport, but it has also helped agencies centralise paperwork and comply with regulations more effectively.

Digital makes proptech markets transport

The drive toward greater transparency is one of the most significant benefits of digital platforms.

Peter Gibbons of Openn Negotiation highlighted that transparency is key to creating efficient markets. His platform was designed to bring that same transparency found in auctions into private treaty sales. By allowing buyers to see what others are offering, the process becomes more open and fair.

Gibbons explained, “Transparency that creates efficient markets” is what his platform offers. In a traditional private treaty sale, buyers rarely know what competitors are bidding, which can lead to confusion and mistrust.

But when all offers are visible, buyers receive the social proof they need to feel confident about their bids. This transparency not only creates trust but also helps verify that properties are sold at their true market value.

David Stewart of Market Buy recounted his early experience trying to sell a property on eBay, a lesson in the limitations of non-specialised platforms.

His attempt failed because he lacked control over the process and couldn’t verify the seriousness of buyers. “I had no control over buyers. I had no insight into whether that was serious or credible,” Stewart recalled.

Out of this frustration, Market Buy was born, a platform designed for property sales that lets agents set the parameters of a sale while keeping the process simple and efficient.

Market Buy’s evolution shows that digitisation is not about reinventing the wheel entirely; it’s about adding a layer that makes the traditional process faster, simpler, and more credible.

Stewart noted that, “We don’t want agents to have to learn an entirely new process. We just want to increase efficiencies so they can do what they do now, only better.”

Bridging gaps between buyers, sellers, and agents

A recurring theme during the panel was that the digital transformation of real estate is a win–win for all parties involved.

For buyers, digital platforms mean greater access to market data and real-time bidding information, allowing them to make better-informed decisions.

Sellers benefit from a wider pool of potential buyers and more competitive bidding, while agents are equipped with tools that not only help them manage transactions more efficiently but also build trust through transparency.

By using digital tools, agents can now guide buyers and sellers through a process that is clear and well-documented.

The days of miscommunication and hidden offers are being replaced by a new era where every bid, every increment, and every piece of data is captured in real time. This creates a richer data stream that can be used to predict market trends and provide deeper insights into buyer behaviour.

In the words of one of the speakers, “The technology has the ability to capture every bit of data – from how many times a bid is placed to the exact point when a buyer drops out."

This is more than making a sale; it’s helping to understand the market in a way that was never possible before.

Scalability beyond Australia

One of the questions raised during the discussion was whether this digital transformation is limited to Australia or if it has global potential. The panelists agreed that while every market is different, the principles of digitisation (transparency, efficiency, and data enrichment) are universal.

Peter Matthews and his colleagues have already seen interest from overseas. “We’re exporting Australian auction technology to the US, and there’s been interest from the UAE, the UK, Ireland, and Asia,” Matthews said.

This adaptability is crucial. As David Stewart pointed out, a one-size-fits-all approach won’t work because real estate transactions differ from region to region. Instead, platforms must be flexible enough to accommodate local customs and regulations.

For instance, Market Buy has developed dedicated versions of its software for the Australian and US markets. Stewart explained that what works in Australia might need to be adjusted for the US, where auctions are sometimes seen as a sign of distressed sales rather than a premium selling method.

The ability to adapt has been the key to expanding their footprint internationally. “The real estate transaction may be the same in essence—a buyer and a seller agreeing on a price—but the mechanics of how that happens vary greatly,” Stewart noted.

Real-world success stories

One striking example shared during the panel was that of a 90-year-old seller using Auction Now’s digital platform.

Despite assumptions that older generations might resist digital tools, the experience proved otherwise. The seller was able to set a digital reserve and complete the entire process online, ultimately selling her property for a significant profit.

“I had a 90-year-old lady sign a digital agency agreement on a Thursday, and by Saturday her property had sold for $754,000,” Matthews said. This story underscores how technology can be inclusive, even for those who might be expected to shy away from digital processes.

Moreover, the platforms are designed to enhance rather than replace the personal relationships at the heart of real estate transactions. As it was summed up, “Agents remain the trusted advisors in these deals. Digital tools just help them serve their clients better.”

With features like mandated digital paperwork, compliance checks, and real-time data capture, the process is made less stressful for everyone involved.

The future of property

Just as e-commerce revolutionised retail, digital platforms are revolutionising how we buy and sell property.

The benefits are clear: more transparency, greater efficiency, and enhanced trust among all parties. In simple terms, digitisation isn’t about complicating things, it’s about making them clearer and more accessible.

By taking an auction process that has been around for decades and moving it online, companies like Auction Now, Openn Negotiation, and Market Buy are proving that technology can bring order and clarity to what was once a messy and opaque process.

As Peter Gibbons put it, “Transparency provides the ability for social proof. If I think a property is worth $700,000 but I see someone else willing to pay $715,000, I know I need to up my offer.”

This simple insight captures the essence of why digital platforms work: they remove the guesswork and enable real decisions based on real data.

Final thoughts

The tools available today provide a level of clarity and efficiency that benefits buyers, sellers, and agents alike. With proven scalability in Australia and successful expansion into markets like the US, it’s clear that these technologies are here to stay.

Through a blend of traditional methods with modern technology, the proptech revolution is making real estate transactions more straightforward and trustworthy.

As we look ahead, one thing is certain: the future of property buying and selling is digital, and it promises a more transparent and efficient market for everyone involved.

If you're interested in diving deeper into this topic, our Stone & Chalk YouTube channel offers further insights, and there you can watch the full discussion.

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