Featured responses from KeyCrew’s 3,500-expert intelligence network.
As AI accelerates the value of clean, connected real estate data, the proptech stacks most operators are working with are getting more brittle, not less. In responses collected by KeyCrew Media in April 2026, real estate operators, brokers, and proptech executives found a near-universal diagnosis: the problem isn’t the tools. The problem is that the tools were never designed to talk to each other – and the cost of that failure now compounds with every new system added to the stack.
Where the stack actually breaks
The breakdown isn’t in any one product. It’s in the gaps between them.
“Most construction and real estate businesses don’t have a technology problem, they have a fragmentation problem. They’re running multiple tools that don’t connect, and that’s where everything starts to break. When your systems don’t talk to each other, communication gets scattered, decisions get lost, and no one knows who owns what.”
— Ron Nussbaum, Founder, BuilderComs (Construction & Real Estate Technology)
“It breaks down at the data layer. Most owners don’t actually have ‘integrated systems’ – they have multiple vendors storing fragmented data across networks, apps, and platforms that were never designed to work together. The real failure point is control. If the owner doesn’t control the data and digital infrastructure, the vendors do. At scale, this creates a bigger issue: you don’t have a portfolio – you have a collection of disconnected buildings.”
— Bill Douglas, OpticWise (CRE Technology)
“Most tools today have a way to talk to other tools. The hardest part is not that they don’t talk – it’s that one needs to be the system of record. You cannot edit the data in two systems, or the systems don’t know which to rely on.”
— Will Mitchell, CEO, Rabbet
“When business tech tools don’t talk to each other, the problem is often the tools are designed for a specific silo of work. Different tools often don’t talk well to each other because they don’t even store or ‘think’ of data the same way. When the software systems consider data differently, it pressures the humans – and now AI too – to bridge the gap.”
— Glenn S. Phillips, CEO, Lake Homes Realty
“I work in self-storage with several Top 100 operators, and at most of them, marketing decisions are being made independently of the actual operational impact. Move-ins drive occupancy and revenue. But because marketing decisions are siloed, many operators are leaving growth on the table – they throttle marketing as an expense on the P&L instead of investing in it to grow occupancy. By connecting the revenue data and lease/operational data, marketing becomes a lever for demand capture.”
— Antoni Watts, FujiLane (Self-Storage / PropTech)
How do they evaluate the next tool
The diagnosis shapes the buying discipline. Operators say they’ve stopped evaluating features and started evaluating friction.
“Integration is the first filter, not the last. I don’t care how good a tool’s feature set is if it creates another data silo. Before we look at what a platform does, we look at what it connects to.”
— Daniel Kaufman, President, Kaufman & Company (Los Angeles, CA)
“The irony of proptech is that every tool promises efficiency, but if they aren’t integrated, they actually create more complexity. The first question isn’t ‘Is this tool impressive?’ It’s ‘Does this tool eliminate friction in our existing systems?'”
— Zach WalkerLieb, Real Estate Professional
“When evaluating new technology, I first think about what problem the tech is here to solve, then I quickly pivot to what I have in place currently. Will this add value to my current process, and what ROI will come from this – either in monetary form or increased penetration?”
— Darwin Stephens, Realtor (Dallas, TX)
“Every new tool is evaluated based on one core question: does it improve efficiency without creating more complexity? If a platform doesn’t connect with our existing systems – like CRM, marketing, and transaction management – it’s not just an added cost, it’s a potential liability. A tool might look powerful on its own, but if it requires manual workarounds, it ultimately costs more in time, missed opportunities, and operational friction than it delivers in value.”
— Melissa Connell, Founder & Broker, Palm & Pine Realty Group (Central Florida)
“Technology is supposed to make things easier and more efficient, but the consistent evolution and upgrades sometimes present obstacles and major inconveniences. The lack of integration of all the tools just makes things harder, and I often look for my own alternative technology. Ease of use is a critical factor in my decision making to add new proptech. Who wants to add cost and complications? Nobody.”
— Mark Slade, Keller Williams Midtown Direct Realty (Maplewood, NJ)
The takeaway
Across the responses, the diagnosis is consistent: proptech doesn’t fail because the tools are bad. It fails because the data underneath them is disconnected. The next purchase decision, operators say, isn’t about features – it’s about friction.
About The Responses:
Responses are part of KeyCrew’s recurring research series across residential, commercial, and technology real estate, drawn from a 3,500-expert intelligence network. Quotes come from live interviews and written responses, selected on editorial merit.
Disclosure: Some featured experts may have a commercial relationship with KeyCrew Media. This does not influence selection.
About KeyCrew
KeyCrew Media is an expert-sourced real estate intelligence platform that publishes market insights through its portfolio of digital properties and syndicates to 300+ local and national publications.
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Disclosure: Individuals or companies mentioned may have a commercial relationship with KeyCrew.
