In the dynamic landscape of real estate, the integration of technology has become a pivotal force reshaping how professionals operate and engage with clients. Central to this transformation are two influential entities: REACH, the premier real estate technology accelerator, and Second Century Ventures (SCV), the strategic investment arm of the National Association of REALTORS® (NAR). Together, they are driving innovation, fostering the growth of cutting-edge technologies and ensuring that real estate professionals remain at the forefront of industry advancements.

Rebecca Thomson, national vice president at Coldwell Banker Realty, called tech the “ultimate differentiator.”

“It won’t replace agents,” Thomson said. “But it will magnify their impact. A well-equipped agent can outpace competitors by 10 times. The gap between tech-enabled professionals and those lagging behind will only widen.”

Ashley Stinton, managing partner of REACH’s U.S. Residential program, believes the relationship between agents and the tech they use will continue to strengthen.

“As consumers adopt and become more reliant on new technology in their daily lives, whether it’s the way they bank or travel or shop, it influences their expectations on how to buy and sell property,” Stinton said. “But Realtors, as some of the savviest entrepreneurs, are often the type to embrace or proactively seek out new ways to interact with consumers. A great example is DocuSign. The real estate industry was one of the first to embrace e-signature solutions like DocuSign and ultimately drive widespread adoption, which led other industries to follow. So, I see the relationship continue to strengthen, with the healthy tension that we all experience as consumers when new technology challenges us to do something differently.”

REACH in action

Established to identify and support companies poised to make a significant impact on the real estate sector, Second Century Ventures has become the most active global fund in real estate technology. Backed by NAR, SCV leverages an unparalleled network of industry professionals and resources to help portfolio companies scale across various sectors, including real estate, financial services, banking, home services, and insurance. 

Complementing SCV’s investment initiatives, REACH serves as a growth accelerator for technology startups aiming to penetrate the real estate market. Created by SCV, REACH offers a robust curriculum that includes education, mentorship, exclusive networking opportunities, and significant exposure to the global real estate marketplace. The program operates across multiple regions, including the United States, Canada, Australia, the United Kingdom, Latin America and Israel, reflecting its commitment to fostering innovation on a global scale.

Each year, REACH selects a cohort of companies to participate in its intensive program. These companies receive guidance from industry leaders, access to a vast network of real estate professionals and opportunities to showcase their products and services at high-profile events. The goal is to accelerate their growth and integration into the real estate ecosystem, ultimately benefiting agents, brokers and consumers.

According to Stinton, REACH looks for a strong product-market fit, demonstrated traction and high growth potential. Strong, adaptable teams with an eagerness to dissect the complexities of real estate are sought out.

“The more complex the problem, the more collaborative thinking is required,” Stinton said. “We offer a highly collaborative process, and not just between startups and our team but collaboration with our mentor community, industry partners and practitioners at large, so we’re looking for solutions and teams who can benefit the most from this approach.”

As a REACH mentor, Thomson evaluates tools based on whether they solve a real problem, complement NAR’s existing tech stack and enhance how agents already work.

“If a tool can integrate seamlessly and deliver measurable value, it’s worth exploring,” Thomson said. “But if it adds friction or stands alone, it’s just noise in an already crowded space. Agents need fewer tools that do more — not more tools that do one thing. That’s what we are laser focused on — integrating solutions that elevate, not complicate, the experience.”

Agent input and innovation

The most effective property technology, or “proptech,” recognizes that agents are indispensable to the transaction, Thomson said. Tools should be built to complement that human element rather than replace it. Thomson likened the agent’s role to that of a financial advisor, bringing trust, expertise and context to a complex process. The smartest developers, she said, embed themselves in the ecosystem, listen and then build accordingly.

“REACH and SCV are changing the game by putting real estate professionals at the center of innovation,” Thomson said. “These aren’t just tech accelerators — they’re ecosystems that vet ideas through the lens of those who live the business every day. The result? Smarter products, faster adoption and better alignment between vision and real-world application.”

Stinton described the aim of each REACH cohort as balancing, on the one hand, solutions that real estate professionals can implement in their business today with, on the other, forward-looking solutions they can learn about and consider implementing in the future.

“We are also routinely reviewing feedback from real estate professionals on their innovation needs and interests,” Stinton said. “That’s through surveys, polls collected at virtual and in-person events and anecdotal feedback from our mentor community. This feedback is vital in guiding the selection of future participants.”

Chicagoland’s proptech environment

Chicagoland presents unique challenges to proptech developers, Thomson said. The region’s vertical landscape and high level of attorney involvement add layers of complexity that may be overlooked.

“Proptech needs to be flexible enough to account for high-density living, co-ops, condo associations and legal nuances,” Thomson said. “Tech that thrives in Chicago can likely succeed anywhere — but it has to be built with this diversity in mind.”

Stinton is eager to see all of the tech in REACH’s current cohort expand into the Chicago market, highlighting a few that are already available in the city.

“The first is Foyer, which is likened to a ‘401(k) for first-time homebuyers,’” Stinton said. “Illinois is one of 12 states that offers tax deductions for a First Time Homebuyers Savings Account, and Foyer accelerates the path to homeownership by offering a down payment savings match of up to 6%. With high home prices, low inventory and the average age of a homebuyer at an all-time high in 2024, Foyer is great way for Chicagoland brokers and agents to help first-time home buyers get closer to the dream of homeownership.

“Another solution solving a key pain point in the market is QwikFix,” she continued. “The inspection and repair process is classically time-consuming and stressful, given its critical stage in the transaction. QwikFix leverages AI to efficiently read inspection reports and generate quotes from vetted, local repair professionals.”

Thomson singled out a pair of tech products that have stood out during her involvement with REACH.

“Over the past decade, I’ve had the privilege of mentoring many promising companies,” she said. “Tongo is solving a real pain point by offering more sustainable financial options for agents. And Final Offer has introduced a compelling new take on how listings and negotiations could evolve, and they are my one to watch.”

The next tech horizons

Artificial intelligence currently dominates ongoing conversations about tech advances in many fields. Proptech is no different, though Thomson said AI is often misunderstood by real estate professionals because it is discussed in broad strokes.

“Good AI isn’t just flashy; it’s functional,” Thomson said. “It can help streamline marketing, analyze unstructured data and create customized outreach. But it also requires a thoughtful approach: clear guardrails, second checks, and smart implementation.

“AI will continue to be the catalyst [for innovation] —but not just in content generation or automation,” she continued. “The true transformation lies in AI’s ability to reshape workflows, personalize strategies and level the playing field for agents building their businesses. It’s not about replacing the professional; it’s about supercharging them.”

Stinton expects AI to drive future proptech advances, delivering more efficient ways for brokers and agents to power their businesses, whether through communication with clients, streamlining operations or managing team workflow.

“AI is already transforming the transaction,” Stinton said. “There’s immense potential that we’re only scratching the surface of,” Stinton said. “We’re excited about a new wave of climate-related technologies. The new and varying levels of natural disasters is spurning interest in alternate building substrates and construction techniques.”

Stinton recommends that agents and brokerages stay on top of tech advances by following the REACH program on LinkedIn to keep up with the seven to eight companies selected each year, including any new product launches, expansion to new markets and virtual or in-person events. The REACH companies are hungry for feedback from agents and brokers, as it helps them validate that solutions are built in a way that advances businesses, or it can help them pivot when there are opportunities to build, price or deliver their products and services better.

Agents should also not be dismayed that they may be overlooking a new tech product. “Real estate is an incredibly complex industry, so it’s extremely difficult to build one-size-fits-all solutions,” Stinton said, “which means we can expect multiple options or iterations of a technology adapted to varying market needs. Part of our role is to help brokers and agents find not only the right type of technology to support their business, but the right solution for their specific business.”

Thomson emphasizes the need for agents to choose the tech that is right for them, rather than trying to use every tool.

“Focus on platforms that support your specific value proposition and eliminate those that don’t move the needle,” she said. “Mastering one or two high-impact technologies will serve you far better than dabbling in a dozen.”

Thomson advised agents and brokers to “stop chasing shiny objects” and educate themselves about the tech that’s available by exploring REACH startups, engaging with the NAR’s Innovation Opportunity Investment (iOi) community and committing to curiosity.

“AI, especially, is the new frontier,” Thomson said. “Like the dawn of the internet, those who embrace it early will lead the next era of real estate. Brokerages can’t overlook the human-enabled component. That’s why for new tech we roll out, we make sure to have a concierge or on-demand support team to guide you in using the tool and service. Tech is only as good as the person using it, and brokerage need to invest heavily in that aspect if they want meaningful adoption.”

EXPERT SOURCES

Ashley Stinton
Managing Partner
REACH’s U.S. Residential Program

Rebecca Thomson
National Vice President
Coldwell Banker Realty