How technology is disrupting — and improving — the real estate industry in Texas

Modern moving

Buying a home is more digitized than ever — and here's how that's affecting the industry. Photo courtesy of HAR

A recent lawsuit is rocking the residential real estate industry across the country. Home sellers whose properties were listed on one of 20 MLSs claim The National Association of Realtors, Realogy Holdings Corp., HomeServices of America, RE/MAX Holdings, Inc., and Keller Williams Realty, Inc. violated the federal antitrust law by conspiring the sellers to pay an inflated amount to the buyer's broker.

The lawsuit highlights a new need for home buyers and sellers: transparency. Gone are the days when real estate agents can take a hefty commission from his or her clients without providing value that is worthy of the price tag. The sellers who came forward to shed light on this issue have provided further proof that the current real estate model is outdated, and some serious changes could be on the way.

Our next moves as a united industry in the wake of this lawsuit are critical. It is critical that we react positively. It is critical that we bring more value and transparency to our customers, and it is critical that we utilize the technology we now have at our hands to do so.

How is technology finding its way into real estate? Here are a few ways in the evolving world of home buying and selling has evolved over the past five years:

Online searching 

Everything can be done online. In most modern real estate transactions, the buyer has already found the house they want before they even contact an agent to begin the process. To put that into numbers, 95 percent of buyers are looking for their home online, and over half find it before they engage an agent, according to the National Association of Realtors. Despite the fact that this big chunk of the traditional real estate agent's job has been cut out, the commission is still the same and the buyer will have to pay it indirectly through a higher listing price on the home.

Evolving past commissions and working towards a focus on the customer experience is the only way to provide value and stay relevant in the world of apps and search bars.

Accurate valuations 

Algorithms and accuracy in information gathering are imperative to a successful real estate transaction. Traditional agents will often come to a potential seller client with high dollar signs, telling them they should list their home for a high price. This is a tactic used to earn the seller's business. Where is the data behind that hefty price? What kind of algorithm did the agent use to value the home?

Modern real estate brokerages should be utilizing advanced valuation algorithms to bring an accurate value of the home to the seller instead of wooing them with an unattainable price.

Targeted marketing

Due to the high dependency of the internet, mass marketing in physical publications aren't as effective as they once were — consumers have more options to find what they need faster. Fifty percent of people that will ever see a home that is advertised online will see it in the first seven days on the market. We all know the importance of target marketing, and here's where social media comes in.

Targeting the right people on Facebook, Instagram, Pinterest, and Google will get a home sold faster than a newspaper or magazine can even be published. Effective agents will have built online audiences for each type of home to ensure a faster sale.

Simplifying and increasing visibility

Remember how important transparency is? Simplifying and streamlining the process is right up there with it on the priority list. Luckily, there's an easy way to solve both: custom portals. Clients love the fact that they can login and see their entire buying or selling experience in one neatly packaged, convenient tool.

The modern tools now at the hands of real estate brokerages should not diminish service, but rather enhance it. Acting as a specialized guide and using the technology to bring incredible value to clients should be the new norm when it comes to real estate transactions.

------

Alex Doubet is the founder and CEO of Door, Inc. (Door.com), which is a residential real estate startup company based in Texas.

A new service from Zillow helps Houston sellers get cash fast. Photo courtesy of HAR

Houston homeowners first in Texas to showcase Zillow's new cash offer homebuying program

Selling solution

Local car owners looking to rid themselves of their ride know the no-hassle ease that CarMax and TrueAuto offer. But what about those looking to quickly unload their home? Fortunately, a new service has made it easier for homeowners to score some fast funds from their domiciles.

Houstonians can now use a new program from real estate marketplace Zillow to sell their home. With Zillow Offers, local sellers can request a free, no-obligation cash offer. Once the seller accepts, they can pick a close date that works best for them.

The idea is to give consumers more control and certainty in the home-selling process and allows sellers the opportunity to sell their house on their own timeline, according to a statement. Zillow notes that timing the sale of a home with the purchase of a new one is a top concern for sellers and that 61 percent of sellers are buying a new home at the same time, which adds significant stress and financial complexity to the process.

Houston is the first Texas market and the seventh market nationwide where Zillow directly buys homes, prepares them for showings, and quickly lists them for resale.

Zillow Offers is currently available in Phoenix; Las Vegas; Atlanta; Denver; Charlotte, North Carolina; and Raleigh, North Carolina. Zillow Offers has also announced plans to launch in Dallas; Miami; Minneapolis; Orlando, Florida; Portland, Oregon; Nashville, Tennessee; Riverside, California by fall 2019.

"Texas is home to some of the largest and most vibrant housing markets in the country, and we're thrilled to bring Zillow Offers to Houston today," says Zillow brand president, Jeremy Wacksman, in a statement. "In just nine months, Zillow Offers has already helped thousands of homeowners sell their home in a simple and stress-free way."

While direct-sell in theory, local real estate agents are still very much part of the Zillow Offers process. The service works with local agents and brokers on every transaction and pays commission to agents when it buys and sells each home, according a Zillow release.

"What we've overwhelmingly heard from these consumers is that they love the control we give them over the entire process," Wacksman says. "Starting today, Houston-area homeowners are able to use this innovative, consumer-first service for one of the largest financial transactions of their lives."

The program also gives local brokerages and premier agents the opportunity to acquire new listings by connecting them with motivated sellers who have taken a direct action to sell their home, according to Zillow. These motivated sellers who request a Zillow Offer, but opt instead sell their house traditionally with an agent or do not receive a Zillow Offer, will still be connected with a local brokerage or agent.

In a city where certain neighborhoods are moving a blistering pace, this new program could be an easy sell for savvy homeowners.

More and more real estate companies are using technology for the homebuying and selling process. Houston-based Entera uses machine learning, for instance, in the process, and Offerpad, an ibuyer, recently announced its expansion to Houston.

-------

This article originally ran on CultureMap.

Ad Placement 300x100
Ad Placement 300x600

CultureMap Emails are Awesome

Property Showcase

Houston space tech co. lands $175M and more innovation news to know

Trending News

Editor's note: The top Houston innovation news for the month includes major fundraising rounds for two Houston scaleups and local inductees into the National Academy of Inventors. Here are the five most-read InnovationMap headlines from March 1-15, 2026:

1. Intuitive Machines secures $175M equity investment to fuel growth

Intuitive Machines has landed a $175 million investment as it looks secure satellite deals and develop space-based data centers. Photo courtesy Intuitive Machines.

Houston-based space infrastructure and services company Intuitive Machines has secured a $175 million equity investment from unidentified institutional investors. The investors received shares of Class A stock in exchange for their funding. Publicly held Intuitive Machines (Nasdaq: LUNR) says it plans to use the capital to help build revenue and invest in technology, including communications and data-processing networks. Continue reading.

2. Houston e-commerce giant Cart.com raises $180M, surpasses $1B in funding

Cart.com has raised $180 million to scale its logistics network, expand AI capabilities and develop workflow automation tools. Photo courtesy of Cart.com

Houston-based commerce and logistics platform Cart.com has raised $180 million in growth capital from private equity firm Springcoast Partners, pushing the startup past the $1 billion funding mark since its founding in 2020. Cart.com says it will use the capital to scale its logistics network, expand AI capabilities and develop workflow automation tools. Continue reading.

3. Houston leads Texas with 7 new National Academy of Inventors senior members

The University of Houston has more faculty named to this year’s senior member class of the National Academy of Inventors than any other Texas institution. Photos courtesy UH.

The University of Houston is now home to seven new senior members of the National Academy of Inventors. According to UH, its seven new members represent the largest group from any single Texas institution this year, bringing the university's total senior member count to 46. Continue reading.

4. Booming Houston suburb launches innovation grant to attract startups

The City of Sugar Land is putting money on the table to support startups that relocate jobs to southwest Houston. Photo via Getty Images.

Think you’ve got a burgeoning startup? Consider moving it to southwest Houston. The City of Sugar Land announced the Sugar Land Starts Innovation Fund to support companies that move jobs to the area. Continue reading.

5. 6+ can't-miss Houston business and innovation events in March

From CERAWeek to H-Town Roundup, here's what not to miss this month and how to register. Photo courtesy of CERAWeek

March brings the return of some of Houston’s signature innovation events, plus insightful talks and celebrations in honor of Women's History Month. Here’s what not to miss and how to register. Continue reading.

Houston researcher secures $1.7M to develop drug for aggressive form of breast cancer

cancer research

A University of Houston researcher has joined a $3.2 million effort to develop a new drug designed to attack a cancer-driving protein commonly found in triple-negative breast cancer.

Triple-negative breast cancer (TNBC) is one of the most difficult-to-treat forms of cancer and accounts for 10 percent to 15 percent of all breast cancer cases. The disease gets its name because tumors associated with it test negative for estrogen receptors, progesterone receptors and excess HER2 protein, making it difficult to target. Due to this, TNBC is often treated with general chemotherapy, which can come with negative side effects and drug resistance, according to UH.

UH College of Pharmacy research associate professor Wei Wang is developing a drug that can target the disease more specifically. The drug will target MDM2, a protein often overproduced in TNBC that also contributes to faster tumor growth.

Wang is working on a team led by Wei Li, director of the University of Tennessee Health Science Center College of Pharmacy’s Drug Discovery Center. She has received $1.7 million to support the research.

Wang and UH professor of pharmacology and toxicology Ruiwen Zhang have discovered a compound that can break down MDM2. In early laboratory models, the compound has shown the ability to shrink tumors.

Wang and Zhang will focus on understanding how the treatment works and monitoring its effectiveness in models that closely mirror human disease.

“We will study how the drug targets MDM2 and evaluate the most promising drug candidates to determine effective dosing, understand how the drug behaves in the body, compare it with existing treatments and assess early safety,” Wang said in a news release.

Li’s team at the University of Tennessee will be working on the chemistry and drug design end of the project.

“This work could lead to an entirely new class of therapies for triple-negative breast cancer,” Li added in the release. “We’re hopeful that by directly removing the MDM2 protein from cancer cells, we can help more patients respond to treatment regardless of their tumor type.”

10+ Houston innovation leaders in the spotlight at SXSW 2026

where to be

Houston's innovation scene will be well represented at South by Southwest (SXSW) this month.

The week-long, Austin-based conference and festival will spotlight some of the Bayou City's leaders in health care, energy, space and more. The event kicks off today, March 12, and runs through March 18. The SXSW Innovation Conference will feature keynotes, workshops, mentoring sessions and more throughout various venues in the city.

Here's who to see and when and where to find them:

March 12

Aileen Allen, venture partner at Mercury Fund

Mentor Session from 4-5:15 p.m. at Hilton Austin Downtown

Allen will host a mentoring session focused on funding, marketing, advertising, PR and the future of work.

March 13

Heath Butler, partner at Mercury Fund

SXSW Pitch-Smart Cities, Transportation, Manufacturing & Logistics from 2:30-3:30 p.m. at the J.W. Marriott

Butler will judge five innovative startups as they pitch their solutions to advance smart cities, enhance transportation systems, modernize manufacturing, transform logistics, and strengthen government infrastructure and civic operations.

Jonathan Cirtain, CEO and president of Axiom Space

The Clock is Ticking for Space - Replacing the ISS from 4-5 p.m. at the J.W. Marriott

Cirtain will discuss Axiom's pursuit of building the world’s first commercial space station.

March 14

Jesse Martinez, founder and CEO of LSA Global

SXSW Pitch-Intelligent Systems, Robotics, & Multisensory Technology from 10-11 a.m. at the J.W. Marriott

Martinez will judge five innovative startups as they pitch their technologies that aim to enhance the way people connect, communicate and share unique life experiences with those around them in a digital ecosystem.

Jennifer Schmitt, head of operations at Rhythm Energy

Powering Texas with Reliable Integrated High-Demand Energy from 10-11 a.m. at Marlow

Schmitt will join a panel to discuss how EirGrid, the state-owned electric power transmission operator in Ireland, is pioneering solutions as the country works toward 80 percent renewable integration by 2030.

Saki Sasagawa, director of business development for JETRO Houston

Now is Japan's Time: Leading the Future with Deep Tech from 10-11 a.m. at the J.W. Marriott

Sasagawa joins a panel that will share real-time insights from diverse perspectives on the forefront of Japan’s deep tech and IP businesses.

March 15

Bosco Lai, CEO and co-founder of Little Place Labs

SXSW Pitch Alumni: Where Are They Now? from 10-11 a.m. at the J.W. Marriott

Lai joins a panel of four former SXSW Pitch winners to share how they leveraged the platform to take their startups to the next level.

Tara Karimi, cofounder and chief science and sustainability officer at Cemvita

South by South America: The Rise of Southern Brazil Tech from 2:30-3:30. p.m. at The Line

Karimi will participate in a panel to discuss how Rio Grande do Sul, Brazil's southernmost state, is attracting elite talent and AI infrastructure and share insights on navigating the next wave of South American tech growth.

March 16

Dr. Pavitra P. Krishnamani, emergency medicine physician at The University of Texas MD Anderson Cancer Center

Viva La Revolution: How the Digital Age is Transforming Wellness from 11:30 a.m.-12:30 p.m. at Hilton Austin Downtown

Krishnamani will discuss the latest advancements and policies that can accelerate the digital age of health care, such as wearables, telehealth and artificial intelligence.

March 18

Charlie Childs, co-founder and CEO of Intero Biosystems

Spinning Out: What It Takes to Build a University Startup from 2:30-3:30 p.m. at The Line

Childs will join founders who spun their companies out of the University of Michigan to share the real story of navigating IP, early capital, team building, market validation and the “valley of death.”

Dr. James Allison, regental chair of immunology and director of The Allison Institute at The University of Texas MD Anderson Cancer Center

Dr. Padmanee Sharma, professor in the Department of Genitourinary Medical Oncology, Division of Cancer Medicine at The University of Texas MD Anderson Cancer Center

Beyond Checkpoints: Immunotherapy’s Next Act from 2:30-3:30 p.m. at the J.W. Marriott

Allison and Sharma will sit down with 21-year-old, Stage 4 cancer survivor Sharon Belvin and Time Magazine journalist Alice Park will discuss the future of immunotherapy and what challenges remain.

Last year, Houston startups Little Places Labs and Helix Earth won top prizes in their respective categories at the prestigious SXSW Pitch event, held this year from March 13-14. No Houston startups were named finalists to compete in this year's event.

View All Listings