Why Trust is the Cornerstone of Real Estate Innovation

Written by: David Mann - Director, itamlink

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Over the years, I’ve had the unique opportunity to observe the steady wave of new PropTech companies entering the market. Many of these focus heavily on AI and data extraction capabilities. But when the landscape becomes crowded, and the players are touting similar benefits, it’s fair to ask: how sustainable is this model if differentiation isn’t clear? Without a broader strategy or a deeper commitment to addressing the real concerns of owners and operators, many of these companies may not sustain themselves over the long haul.

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So, how does a technology provider truly stand out?

Earlier this month, I attended RETCON in Las Vegas, one of the industry’s premier events spotlighting real estate innovation. Each year, it becomes clearer how quickly technology is reshaping our industry. Yet amidst all the talk of AI, data platforms, and digital disruption, one session stood out as a timely reminder that innovation alone isn’t enough.

Cecilia Li, SVP and Chief Information Officer at Urban Edge Properties, delivered an insightful presentation on a topic often overlooked: trust. No matter how sophisticated a technology solution may be, it can easily fall short if it’s not grounded in trust, which is built on security, transparency, compliance, and risk management.

For technology vendors, Cecilia’s message was clear: owners and operators like Urban Edge aren’t just looking for the latest tools, they want partners who take their responsibility seriously, protect their data, and enable innovation without adding risk.

That’s where Cecilia Li’s presentation at RETCON struck a chord.  

Below, I’ve captured some key takeaways from her session and why trust is foundational to long-term partnerships in real estate.  

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Building Trust in PropTech

This session served as a sharp reminder that in real estate, innovation only thrives when it’s built on a foundation of trust. As owners and operators adopt technologies to manage increasingly complex portfolios, whether to streamline operations, gain insights, or enhance tenant experience, they also expose themselves to new vulnerabilities. The key question becomes, “Can I trust this solution with the backbone of my business?”

Trust isn’t earned through flashy features alone, but is built through consistent, visible efforts to safeguard information, comply with regulations, and clearly communicate risk management strategies. Trust then, has the ability to unlock scalable innovation.

When I reflected on this, I couldn’t help but think about the conversations we have with clients at itamlink. Many manage large, multi-jurisdictional portfolios, who aren’t just looking for efficiency but seek assurance that the tools they rely on are secure, compliant, and transparent. Without that assurance, even the most advanced solution can become a liability.

That’s why trust isn’t treated as an afterthought. It’s built into every decision and safeguard.

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The Five Pillars of Trustworthy Innovation

At the heart of the session was a practical framework for making innovation trustworthy. These principles aren’t abstract; they are concrete actions technology vendors should prioritize:

1. Build Security Within & Follow a Framework
Security shouldn’t be bolted on at the end. It needs to be embedded from day one. It highlights the importance of adhering to recognized frameworks such as ISO standards. For companies handling sensitive financial, tenant, or property data, this level of rigor is essential to maintaining integrity and stakeholder confidence.

2. Be Transparent
Transparency isn’t about a one-page privacy policy. It’s about open communication, and being upfront about how data is collected, stored, and protected. It’s important to stress how transparency builds confidence early in a relationship and strengthens partnerships over time. Vendors who clearly articulate their processes and are honest when issues arise are the ones who earn long-term trust.

3. Focus on Compliance
With constantly shifting regulations (e.g., SOC 2) compliance is one of the biggest concerns for real estate firms. The message here is clear: compliance isn’t just a checkbox exercise, it reflects a vendor’s commitment to accountability. Staying ahead of requirements and providing clear documentation reduces risk for both vendors and clients.

4. Implement a Vendor Risk Management Program
Every new tool or integration introduces potential vulnerabilities. That’s why it’s critical to have a formal vendor risk management program, which specifically lays out guidelines for evaluating, auditing, and monitoring third-party providers. It’s not just about finding the best product. It’s about ensuring every partnership strengthens operational security.

5. Ongoing Education
Finally, it’s important to remember that trust and security aren’t static. Threats evolve. Compliance shifts. Technology brings new challenges. Vendors must invest in ongoing education, including training internal teams, staying aware of emerging risks, and ensuring clients understand the security measures in place.

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The Business Case for Prioritizing Trust

What really stood out to me in this session was the direct link between trust-building practices to real business outcomes. Trust isn’t just about risk avoidance, it’s a competitive advantage.

In real estate, where transactions involve significant capital, multiple stakeholders, and complex operations, technology decisions aren’t made lightly. Owners and operators need to know that solutions not only deliver functionality but also safeguard their business interests.

It’s important to remember that strong security protocols, transparency, and robust risk management don’t just protect data; they accelerate decision-making, remove potential procurement obstacles, simplify onboarding, and reduce friction that can stall projects before they start.

Most importantly, trust fosters long-term relationships. Vendors who consistently demonstrate compliance, communication, and commitment don’t just become providers. They become strategic partners.

For companies many companies, the message is clear: they want technology that empowers innovation without compromising security. For vendors, trust isn’t optional - it’s expected.

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Trust in Action: A Path Forward

This framework provides a roadmap for any PropTech vendor serious about building lasting client relationships. Functionality alone won’t cut it. Demonstrating responsibility, transparency, and security at every stage is non-negotiable.

What does that look like in action?

• Embedding security frameworks and testing rigorously

• Staying ahead of compliance shifts

• Maintaining open, ongoing communication

• Offering clear risk assessments and certifications

• Prioritizing continuous education internally and externally

These aren’t extras; they’re expectations.

At itamlink, we recognize how essential this trust is. It’s why we’re committed to ensuring the systems our clients rely on meet the highest standards of security, compliance, and transparency. We take pride in providing technology that empowers real estate operators to innovate confidently, knowing their data and their business are protected.

If you're ready to explore how a trusted property tax platform can support your business, let’s start a conversation.