OpticWise ‘the hidden forces that shape NOI, tenant satisfaction, & greater asset value

Week 15: The Value of the Virtual Layer – Why Smart Design Starts with Digital Infrastructure 

In commercial real estate, success hinges on the ability to adapt to a digital-first world. I’m Bill Douglas, CEO of OpticWise and co-author of Peak Property Performance.

As we continue the 52-week series based on the book, we’re exploring the hidden forces that shape NOI, tenant satisfaction, and long-term asset value. In this installment, we turn our attention to a critical — yet often invisible — component: the virtual layer.

At OpticWise, we’ve helped hundreds of owners reimagine how digital infrastructure powers smarter buildings. And if there’s one truth we’ve learned, it’s this: Smart design starts with digital infrastructure, not after it.

Beyond Bricks and Mortar: The Rise of the Virtual Layer

Traditional development focuses on the physical — HVAC systems, walls, elevators, access control, lighting. But these systems don’t operate in silos. Increasingly, they communicate, interact, and generate data. And the network layer — the virtual backbone that connects them all — is now just as important as any pipe or conduit in your building.

This “virtual layer” is the mesh of connectivity, devices, platforms, and data flow that makes automation, insight, and control possible. Without it, smart buildings are merely a patchwork of standalone tools. With it, they become responsive, integrated, and future-ready.

Design From the Bottom-Up, Not Bolted-On

The industry’s biggest mistake is viewing smart tech as a late-stage add-on. Wi-Fi dead zones, fragmented access control, and unresponsive energy systems all trace back to one cause: digital infrastructure was an afterthought, and data ownership wasn’t considered.

Smart design demands intentionality from day one. That means making digital infrastructure a core part of programming and design — not just something the IT team figures out later.

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Andrew Stanton CEO Proptech-PR

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AI agent to automate real estate and mortgage lead qualification 

PriceHubble, the leading provider of property data solutions, announces the launch of its new Lead Calling AI Agent today. Developed for estate agents and mortgage specialists, the solution automates early-stage lead engagement through phone calls, enabling sales teams to focus on high-potential opportunities and close deals faster.

The release builds on the success of PriceHubble’s AI Agents Suite, introduced earlier this year, and addresses one of the industry’s biggest challenges: the high cost of wasted time on unqualified or fake leads.

PriceHubble’s new Lead Calling AI Agent delivers measurable results in real estate and mortgage lead qualification:

Faster engagement – the agent calls new leads immediately after they submit a request and retries if unanswered, ensuring prospects are contacted when they are most responsive.

Higher lead quality – it automatically verifies contact details, intent, timelines, and property specifics, removing low-intent or fake leads from the pipeline.

Greater revenue impact – by prioritising high-quality leads and logging outcomes directly into CRMs, it enables sales professionals to spend their time on opportunities that are most likely to convert, driving more deals and higher revenue.

“Sales teams spend a significant amount of time chasing unqualified leads. Our Lead Calling AI Agent eliminates that effort by ensuring only serious, motivated prospects enter the pipeline. What’s more, the conversations sound natural and human-like — a quality many once doubted, but which is a reality today,” says Loeiz Bourdic, Chief Product Officer at PriceHubble. “This combination of efficiency and authenticity allows agencies and brokers to allocate resources more effectively and convert high-quality leads faster.”

“The launch of our new Lead Calling AI Agent is another step in putting AI to work on real, day-to-day challenges in the property, mortgage and financial planning sector,” adds Dr. Stefan Heitmann, CEO and founder of PriceHubble. “By combining industry data with generative AI and automation, we provide workflow solutions that directly improve efficiency and customer engagement and drive ROI.”

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Andrew Stanton CEO Proptech-PR

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TPFG and Simplify agree on long-term partnership aimed at improving the customer journey and accelerating exchange times

Simplify, the UK’s leader in conveyancing services, and The Property Franchise Group (TPFG), the leading multi-brand estate agency group, have agreed to partner to deliver conveyancing services to their brands.

The partnership will include integrated solutions that combine intelligent data sharing, selling services, and conveyancing delivery to improve the customer journey, reduce duplication, increase penetration and drive exchange times.

The deal includes access to Simplify’s new transferable ID/AML product, which cuts out duplication and cost for the customer, speeds up customer onboarding and the conveyancing process, and increases conveyancing penetration for the agent.

Dev Malle, Chief Business Development Officer at Simplify, said: “We have worked closely with the TPFG team to ensure we can provide a joined-up solution for its agents and their customers. TPFG members can now take advantage of our conveyancing selling service, which acts as an extension of their business. This service delivers a seamless process for the customer as part of their onboarding and ensures agents see the highest available penetration levels for conveyancing. TPFG will have dedicated teams with a focus on the completion dates required by their customers. We are really excited to work with TPFG to deliver a unique proposition for them and their customers.”

Gareth Samples, CEO of The Property Franchise Group commented, “We are very pleased to announce our partnership with Simplify as part of our carefully selected panel of providers delivering exceptional products to our network. At TPFG, we are committed to providing our franchisees and licensees with access to high-quality services that strengthen their businesses and enhance the customer journey. Simplify’s innovative approach and dedicated support teams will enable our members to deliver a more seamless experience for their clients, while also unlocking new opportunities for growth. We look forward to building a strong partnership that delivers real value to our network and their customers.”

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Andrew Stanton CEO Proptech-PR

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