Evolving housing and real estate trade ecosystem – digitalization and AI at the core of solutions

The operating environment in the housing and real estate sector has become increasingly challenging in recent years, forcing industry players to renew their approaches and roles in the everyday lives of customers. Alma Media responds to these changes by developing new solutions for the housing and real estate sector within the Alma Real Estate business unit. 

The Finnish housing and real estate trade has recently faced both challenges and changes due to economic uncertainty and shifting consumer habits. Digital real estate transactions have quickly become more common: more than half of the transactions for used share-owned apartments carried out by agents are already completed digitally. The pace of change for professionals in the housing and real estate trade will only accelerate in the coming years. Advances in digitalization and artificial intelligence streamline routine tasks, and data-driven solutions support decision-making. 

The goal: a comprehensive solution for professionals’ everyday work 

Alma addresses the changing needs of its customers and partners by investing decisively in expertise and technology. 

“We are moving from separate products and services to integrated comprehensive solutions,” says Tuomo Räsänen, Business Director of the Alma Marketplaces Real Estate unit. 

The aim of the Alma Real Estate unit is to serve as a comprehensive B2B partner for the housing and real estate trade, with tools and solutions that will, over time, all be found within a single intuitive interface. 

“Real estate brokerage is hectic, multi-project work that also involves constant mobility. Therefore, it is important that the tools and systems bring clarity and ease to the work,” says Tuomo Räsänen. 

The latest improvement to the service offering is the acquisition of Effortia Oy, announced in September 2025. Through this, Alma adds to its offering, among other things, Asuntojenmyynti.fi and Neliöhinta.fi services, which deliver contact requests to brokers. 

Data and AI at the core of solutions 

Various data-driven, AI-enabled solutions present a significant opportunity for industry players. One example is the previously separate AI-assisted valuation tool, which will be integrated into the OviPro brokerage system in October 2025, as well as a new presentation text generator to help agents create marketing copy more automatically. 

“With these new solutions, customers benefit significantly from the vast amount of real estate data held by Alma Real Estate and its partners, and from the solutions built on top of it,” says Räsänen, continuing: 

“By the end of 2025, our goal is, among other things, to provide our customers with the calculated repair debt for all Finnish housing associations and properties as part of our valuation tools, as well as ESG calculation models with which banks or market participants can anticipate the impact of climate change on the future value development of assets.” 

The industry’s most popular marketplaces and the Alma Network – an unbeatable vombination for real estate transactions 

Marketplaces that belong to the consumer world are a central part of Alma Real Estate’s B2B offering. In the summer of 2025, the visual appearance of both marketplaces was renewed and a significantly expanded selection of marketing tools was brought to Vuokraovi for clients. 

“By combining, among other things, Etuovi, Vuokraovi, and the entire Alma Group’s audiences and media, we can offer real estate professionals comprehensive advertising solutions that no one else in Finland can provide. Advertising and marketing are also increasingly technology-driven areas. Alma’s data, audiences, and ad network combined with the latest ad technology are something that enables us to help our customers get measurably more out of their advertising spend,” says Tuomo Räsänen. 

Read more www.almarealestate.fi

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