A Study on the Activation of Real Estate Transaction Platforms - Exploring Competitive Alternatives for the Korea Association of Realtors' HANBANG Platform-

In this era of rapid technological advancement, the real estate market is undergoing a significant transformation, fueled by the integration of Virtual Reality (VR) and Artificial Intelligence (AI) with mobile technologies.This confluence has catalyzed an unprecedented expansion in the scope and capabilities of proptech services, altering the landscape of real estate transactions.Enhanced user experiences and new paradigms in property viewing and transaction processes are emerging as these technologies become increasingly symbiotic with smartphones.However, this swift technological evolution raises critical challenges, particularly the intensifying conflict between the conventional brokerage industry and the nascent proptech sector.A notable concern is the existing brokers' lack of proficiency with advanced proptech tools like VR and 3D, potentially impeding their adaptation to the rapidly changing market dynamics.Addressing these challenges, this study aims to lay a foundation for mutual cooperation and coexistence between the proptech and brokerage sectors.It emphasizes the need for systematic improvements to augment brokers' ability to leverage proptech effectively.Moreover, fostering synergies between proptech and brokerage industries is identified as crucial for enhancing the value and competitiveness of the brokerage sector.The research proposes a strategic approach to strengthen this competitiveness, primarily through the development of a robust transaction information network based on the analysis of various platform types.In its practical application, the Certified Brokerage Association plans to utilize the competitive advantages of Hanbang's platform, offering it freely to enhance user engagement and promote equitable competition in the market.The platform is uniquely positioned with added functionalities, such as filtering out misleading sales, conducting price adequacy analysis, and providing comprehensive product analysis, to distinguish itself in the evolving market.