Navigating Real Estate Automation: How Ownli is Changing the Game

A two-bedroom flat in Lekki Phase 1 is listed at ₦150 million ($190,000). The agent's tasks begin long before the For Sale sign appears: client onboarding, document verification, property photographs, and negotiations. Ownli, a Toronto-based automation company, promises to condense these tasks into hours. But what does this mean for human expertise?

Founded in 2019 by Nadine Chung, Ownli provides cloud-based solutions that automate listing management, client follow-ups, and legal paperwork. "Agents spend over 40% of their time on administrative tasks that don't directly drive revenue," Chung said at the Proptech Africa Summit in Nairobi this August. "Our goal is to give them that time back." Ownli's subscription starts at $49 per month per agent, with higher tiers offering integrations with platforms like DocuSign and Zillow.

Automation in real estate isn't new, but its scope is expanding. In Lagos, companies like Landwey and PropertyPro have adopted digital tools for title verification and virtual tours. Ownli’s model relies on predictive algorithms. Its ‘SmartMatch’ feature scans an agent’s client database, matches preferences with new listings, and sends personalised emails without manual input.

The implications for market dynamics are profound. If an algorithm can identify qualified leads faster than a human, does it render agents unnecessary? "Not yet," says Bolaji Akinyemi, a real estate consultant on Victoria Island. "Clients in Nigeria still expect a person to guide them through inspections and negotiations. Tech cannot replace trust, but it can streamline the process."

That streamlining is Ownli’s selling point, especially in markets where inefficiencies inflate transaction costs. The firm demonstrated its potential last year in a pilot with Century 21 Kenya, cutting average deal closures from three months to six weeks. Yet, adoption varies. Larger agencies with IT budgets are more likely to embrace these tools, while solo agents and smaller firms may hesitate.

For Lagos-based agent Chidinma Okeke, cost is a major hurdle. "At $49 a month, that’s over ₦37,000. For independent agents juggling low commission rates, it’s hard to justify," she told FinBiz Times. Okeke also highlighted infrastructure issues: "Internet reliability is still an issue here. How can you rely on cloud-based software when power cuts are daily?"

Critics argue that automation could exacerbate inequalities. "In developed markets, automation enhances service delivery. In emerging ones, it could exclude smaller players," says Tunde Adetokunbo, a property analyst at Lagos Business School. He noted a troubling trend: larger agencies adopting automation can scale operations more effectively, potentially monopolising high-value listings. Smaller agents risk falling behind or going out of business.

Ownli asserts that its tools complement traditional practices. "We’re not here to disrupt agents but to empower them," says Chung. She cites a Florida-based case study where agents using Ownli saw a 22% increase in closed deals year-over-year. However, this emphasis on empowerment raises a broader issue: efficiency gains versus job security.

Government regulators are starting to pay attention. The Kenya Revenue Authority (KRA) announced plans to audit tech-driven real estate transactions amid concerns over tax underreporting. In Nigeria, the Real Estate Developers Association (REDAN) is collaborating with tech firms to establish guidelines for ethical automation use, though implementation timelines remain uncertain.

The direction is clear. Investment in proptech reached $24 billion in 2022, up from $8 billion in 2018, according to CB Insights. As competition grows, Africa’s real estate sector will likely face increased pressure. South African platform Flow is testing AI-based advertising tools for agents, and a recent funding round for Nigeria’s SmallSmall indicates a rising demand for rental automation.

"The pressure to adopt technology will come faster than agents think," warns Akinyemi. "If buyers and renters expect seamless experiences, agents will have to adapt. The question is: how much of their traditional role can they afford to lose?"

For now, tools like Ownli offer both promise and uncertainty. While efficiency gains may appeal to agents overwhelmed by paperwork, the broader impacts on fees, client relationships, and competition remain unresolved. The future of traditional practices will depend on how quickly agents and institutions address the structural challenges posed by automation.