{"id":18254,"date":"2026-05-17T06:18:00","date_gmt":"2026-05-17T09:18:00","guid":{"rendered":"https:\/\/impactocastex.com.ar\/?p=18254"},"modified":"2026-05-17T06:18:00","modified_gmt":"2026-05-17T09:18:00","slug":"esteban-edelstein-pernice-broker-inmobiliario-los-cierres-de-operaciones-no-se-ejecutan-con-un-clic-se-concretan-cara-a-cara","status":"publish","type":"post","link":"https:\/\/impactocastex.com.ar\/?p=18254","title":{"rendered":"Esteban Edelstein Pernice, broker inmobiliario: \u201cLos cierres de operaciones no se ejecutan con un clic; se concretan cara a cara\u201d"},"content":{"rendered":"<p>En la<a href=\"https:\/\/www.lanacion.com.ar\/propiedades\/casas-y-departamentos\/gustavo-ortola-empresario-inmobiliario-mientras-aca-discutimos-la-desregulacion-una-tecnologica-sin-nid06052026\/\" target=\"_blank\" rel=\"noreferrer\" title=\"https:\/\/www.lanacion.com.ar\/propiedades\/casas-y-departamentos\/gustavo-ortola-empresario-inmobiliario-mientras-aca-discutimos-la-desregulacion-una-tecnologica-sin-nid06052026\/\"> venta inmobiliaria<\/a>,<b> la tecnolog\u00eda est\u00e1 dejando de ser un soporte administrativo para convertirse en el n\u00facleo de la<\/b><a href=\"https:\/\/www.lanacion.com.ar\/propiedades\/construccion-y-diseno\/convierten-el-historico-edificio-de-la-fabrica-de-alpargatas-en-un-complejo-de-departamentos-de-lujo-nid01052026\/\" target=\"_blank\" rel=\"noreferrer\" title=\"https:\/\/www.lanacion.com.ar\/propiedades\/construccion-y-diseno\/convierten-el-historico-edificio-de-la-fabrica-de-alpargatas-en-un-complejo-de-departamentos-de-lujo-nid01052026\/\"><b> estrategia comercial<\/b><\/a><b>.<\/b> Este cambio de paradigma no responde a una elecci\u00f3n est\u00e9tica ni a una tendencia pasajera; es una transformaci\u00f3n profunda que, lejos de desplazar al profesional, tiene como \u00fanico fin potenciar su capacidad de generar valor. <\/p>\n<p>El verdadero salto cu\u00e1ntico ocurre cuando se entiende que<b> la <\/b><a href=\"https:\/\/www.lanacion.com.ar\/propiedades\/compraron-remax-por-us880-millones-cual-sera-el-impacto-en-el-mercado-inmobiliario-argentino-nid04052026\/\" target=\"_blank\" rel=\"noreferrer\" title=\"https:\/\/www.lanacion.com.ar\/propiedades\/compraron-remax-por-us880-millones-cual-sera-el-impacto-en-el-mercado-inmobiliario-argentino-nid04052026\/\"><b>Inteligencia Artificial <\/b><\/a><b>(IA) no llega para reemplazar al asesor de ventas, sino para dotarlo de una productividad y eficiencia in\u00e9ditas<\/b> en el proceso de venta.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/resizer.glanacion.com\/resizer\/v2\/RXL6FLEOPVENRDJIH2S7UD3PGQ.jpg?auth=0a8f8812a6f435525a2c2d7534e38ec64c65567bf1e8b96a3c8bfbe79c25c8ea&amp;smart=true&amp;width=7360&amp;height=4912\" alt=\"La Inteligencia Artificial dota al asesor inmobiliario de una productividad y eficiencia in\u00e9ditas en el proceso de ventas\" height=\"4912\" width=\"7360\" \/><\/p>\n<h1>La IA como respuesta al cuello de botella de la escala<\/h1>\n<p>Uno de los puntos donde la <b>productividad se vuelve m\u00e1s tangible es en la gesti\u00f3n de la demanda.<\/b> En escenarios de lanzamientos de gran envergadura o en mercados de alto dinamismo, <b>el flujo de consultas puede superar los miles de contactos mensuales<\/b>. Atender a ese volumen de clientes con est\u00e1ndares de calidad y poder agilizar el embudo de conversi\u00f3n representa hoy el principal desaf\u00edo de cualquier equipo comercial.<\/p>\n<p><a href=\"https:\/\/www.lanacion.com.ar\/propiedades\/construccion-y-diseno\/cuanto-cuesta-una-casa-contenedor-en-mayo-2026-nid07052026\/\">\u00bfCu\u00e1nto cuesta una casa contenedor en mayo 2026?<\/a><\/p>\n<p><b>La IA aporta valor aqu\u00ed a trav\u00e9s de sistemas de gesti\u00f3n <\/b>(CRM) de \u00faltima generaci\u00f3n con arquitectura nativa. Estos sistemas<b> permiten centralizar la informaci\u00f3n y utilizar algoritmos para la calificaci\u00f3n de leads<\/b>, sugiriendo contenidos personalizados \u2014desde respuestas t\u00e9cnicas hasta seguimientos espec\u00edficos\u2014 basados en el historial y comportamiento de cada perfil. Esta retroalimentaci\u00f3n permite un seguimiento inteligente que <b>asegura que el asesor intervenga exactamente cuando su conocimiento es m\u00e1s necesario<\/b>, eliminando el \u201cruido\u201d de las tareas repetitivas.<\/p>\n<p>El resultado es una paradoja virtuosa: <b>la tecnolog\u00eda permite atender a m\u00e1s clientes con un mayor grado de personalizaci\u00f3n.<\/b><\/p>\n<h1>El factor humano: un territorio infranqueable<\/h1>\n<p>Pese a este despliegue tecnol\u00f3gico, existe una frontera que define al sector:<b> la venta inmobiliaria es, y seguir\u00e1 siendo, una operaci\u00f3n personal.<\/b> Los cierres no se ejecutan con un clic; se concretan cara a cara.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/resizer.glanacion.com\/resizer\/v2\/OJLLHSXPXJA4XFEKQDT4O7ZASQ.jpg?auth=23a96bb641d3afe1e62be668e05003f63dee96b2a4763e117f63a3bac00ffa85&amp;smart=true&amp;width=2000&amp;height=1333\" alt=\"La venta inmobiliaria es, y seguir\u00e1 siendo, una operaci\u00f3n personal\" height=\"1333\" width=\"2000\" \/><\/p>\n<p>La<b> confianza es el \u00fanico motor capaz de movilizar una inversi\u00f3n de vida<\/b>, y esa confianza solo se construye a trav\u00e9s de un trato transparente y personal. En este sentido, el prop\u00f3sito de la transformaci\u00f3n digital es, precisamente, blindar ese momento humano.<b> Al delegar la carga operativa, la gesti\u00f3n de datos y la clasificaci\u00f3n de clientes en la IA, el profesional recupera su activo m\u00e1s valioso: el tiempo para la empat\u00eda<\/b>, la escucha activa y el asesoramiento personalizado de alto valor. No se trata de automatizar el v\u00ednculo, sino de automatizar lo que impide que el v\u00ednculo crezca.<\/p>\n<p><a href=\"https:\/\/www.lanacion.com.ar\/propiedades\/ni-pintura-ni-revestimiento-los-paneles-imitacion-que-cambian-una-pared-nid07052026\/?R=7b3843\">Ni pintura ni revestimiento: los paneles imitaci\u00f3n que cambian una pared<\/a><\/p>\n<h1>Conclusi\u00f3n: la venta potenciada por la cultura de la innovaci\u00f3n<\/h1>\n<p>La implementaci\u00f3n de estas herramientas requiere, ante todo, un cambio cultural dentro de las organizaciones comerciales<b>. El \u00e9xito de la IA no depende solo de la potencia del software, sino de la capacidad de los equipos para sostener un aprendizaje continuo<\/b> que permita optimizar cada etapa del contacto tanto con el CRM como con el cliente.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/resizer.glanacion.com\/resizer\/v2\/MJW4WRQLMJAQZFVT5MOHVVTX34.jpg?auth=f09ec8a33cab69d76d514fee469ba18332e9029141273247cfcbd902747776e8&amp;smart=true&amp;width=3103&amp;height=2069\" alt=\"En el Real Estate, la tecnolog\u00eda multiplica las capacidades, pero la persona mantiene la \u00faltima palabra\" height=\"2069\" width=\"3103\" \/><\/p>\n<p>En el Real Estate que viene,<b> la tecnolog\u00eda multiplica las capacidades, pero la persona es quien tiene la \u00faltima palabra. <\/b>El conocimiento del mercado, la creatividad para resolver objeciones y la pasi\u00f3n humana siguen siendo los elementos que marcan la diferencia competitiva en un cierre. En definitiva, en la venta inmobiliaria uno m\u00e1s uno es mucho m\u00e1s que dos cuando la Inteligencia Artificial asume la ejecuci\u00f3n del trabajo pesado y el humano aporta el alma, la estrategia y el coraz\u00f3n del negocio.<\/p>\n<p><i>(*) El autor es socio de la inmobiliaria Castex<\/i><\/p>\n<p>\u200bEl especialista advierte que la inteligencia artificial dota al asesor de ventas de capacidades superadoras, pero siempre la \u00faltima palabra la tiene el cliente\u00a0\u00a0<\/p>","protected":false},"excerpt":{"rendered":"<p>En la venta inmobiliaria, la tecnolog\u00eda est\u00e1 dejando de ser un soporte administrativo para convertirse&#8230;<\/p>\n","protected":false},"author":1,"featured_media":18255,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[89],"tags":[],"class_list":["post-18254","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nacionales"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Esteban Edelstein Pernice, broker inmobiliario: \u201cLos cierres de operaciones no se ejecutan con un clic; se concretan cara a cara\u201d -<\/title>\n<meta name=\"robots\" content=\"index, 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