With over 15 years of experience in the real estate sector across Latin America, this seasoned product innovator has played key roles in several notable companies. His expertise in user research, change management, and strategic planning has effectively addressed market fragmentation and digitization challenges in the real estate industry.
As General Manager of Marketplace at TuHabi in Mexico, he led Propiedades.com to significantly expand its direct inventory, double lead generation, and improve its traffic share from fifth to second in its category. Previously at La Haus, he contributed to developing a digital real estate product that became the company’s primary revenue source. And at Vivareal.com, Brazil's leading real estate marketplace, he contributed to the platform's growth and market presence.
The real estate industry in Latin America faces significant challenges, including high informality, low digitalization, and a fragmented market; these complexities demand innovative solutions and a deep understanding of the local landscape. Through consistent efforts in developing solutions, he has aimed to make the market more efficient and resilient, ensuring that benefits are distributed equitably among all actors, regardless of their role or size.
Reducing Friction with AI: Catalyzing Digitalization in Fragmented Real Estate Markets
This session will explore the strategic initiatives that have propelled Propiedades.com to the forefront of the Mexican real estate market, achieving a fivefold increase in exclusive listings within 18 months and establishing a dominant position with an inventory 2.5 times larger than its closest competitor. Through the strategic application of advanced AI and machine learning, Propiedades.com has created a platform designed to minimize friction in the listing process—an essential driver of digitalization in Mexico's highly fragmented and informal real estate landscape.
Given that less than 30% of the market's real estate inventory is available on digital platforms, the integration of cutting-edge technology has become imperative for enhancing both efficiency and accessibility. This discussion will focus on how Propiedades.com has effectively reduced publication times, streamlined the user journey, and optimized inventory management for advertisers. Additionally, we will examine the role of machine learning algorithms in refining listing curation, ensuring that users are presented with the most relevant properties based on real-time insights.
