Trust the Process? : Exploring Human Control, Automation and Social Media Among Real Estate Professionals.
Matilda Evertsson, Emilia Konradsson · DiVA at Umeå University (Umeå University) · 2026
AI and automation is an ongoing topic discussed with both curiousness and enthusiasm, bringing great opportunities to many different industries. But how well do we know the impacts of automation and AI for professions where personal connection and trust are central? The aim of the study was to explore how real estate professionals use and experience social media and digital tools in their daily work, with a special focus on the balance between automation and human control. This was explored through interviews with twelve participants, working within the real estate industry. Results revealed that (1) social media is a difficult medium to manage for. (2) Automation is a welcome tool in moderation. The real estate industry is built on human connection and trust, which makes it difficult to implement automation for tasks related to customer interaction. Ultimately, the findings suggest that in industries built on trust and human connection, the relationship between human and technology might be more nuanced than the current debate lets on.