LOS ANGELES, CA, UNITED STATES, May 23, 2025 — In an era where machine learning powers home search algorithms and AI bots handle first inquiries, the role of the real estate agent is being redefined. The question now facing the industry: what makes an agent indispensable in an age of automation?
For Rudy Lira Kusuma, chief executive of Partner Real Estate, the answer is simple—human advantage. In his view, the real estate agent of the future won’t win by matching machines. They’ll win by doing what machines can’t.
“If all you offer is what a buyer or seller can find on the internet, you’re already obsolete,” Kusuma said in a recent interview. “The agents who thrive in the years ahead will provide unmatched value through relationships, access, and human insight.”
Kusuma’s brokerage has positioned itself as a blueprint for this next generation of agents. Its model emphasizes exclusive property access, tech-enabled service delivery, and hands-on support. But the foundation, he says, is deeply human: understanding what buyers and sellers want that technology still can’t deliver.
Beyond the Algorithm
Priority Access to Properties
Agents in Kusuma’s network are trained to deliver what online platforms can’t—timing. Clients are given alerts to off-market, probate, foreclosure, and distressed properties before listings go live on public portals. For motivated buyers, early access can mean a competitive edge.
Off-Market Inventory Matchmaking
Using targeted marketing campaigns and exclusive outreach, these agents surface homes not actively for sale but whose owners are open to specific offers. “These aren’t public listings,” Kusuma said. “They’re hand-selected opportunities.”
Commission Transparency
Future-facing agents also offer clients a “menu” of commission structures, tailored to the level of service desired. The goal, Kusuma said, is to remove fear or embarrassment from the commission conversation entirely.
Valuation + Value Add Strategy
Rather than stopping at a home valuation, agents are trained to identify low-cost improvements that can boost sale price. “Sometimes it’s not about what your home is worth now,” he said. “It’s about what it could be worth with the right adjustments.”
On-the-Spot Cash Offers
Agents can also present sellers with multiple immediate cash offers from institutional and private buyers, eliminating the guesswork of pricing strategy or the delay of traditional listings. No staging, no commissions, no open houses—just verified offers.
A Tech-Enabled but Human-Centered Model
Kusuma’s agents operate with a digital toolset that rivals consumer-facing platforms—complete with a branded mobile app and client portal that integrates search, communication, vendor recommendations, and scheduling in one place. But, unlike a portal, it’s personalized, private, and built to keep agents at the center of the experience.
They also benefit from an internal tech stack that includes CRM integration, daily automation tools, and a design hub for customized marketing materials.
Behind the scenes, each agent is supported by a 7-day Inside Sales Team, an Agent Success Manager, and access to compliance counsel, marketing services, and a full calendar of conversion coaching.
This support infrastructure, Kusuma believes, is what turns solo practitioners into full-scale business operators.
More Than Sales—A Sense of Mission
Agents at Partner Real Estate also tie their business to community impact, Kusuma says. Many agents build in giveback components tied to their closings or commit to charitable partnerships. “We’re building businesses that make a difference in the community—not just the market,” he said.
Collaboration is also a key cultural value. Top producers within the brokerage regularly share insights and strategies across the organization. “Iron sharpens iron,” said Kusuma. “We want agents to push each other to be their best.”
A New Era for Agents
For decades, the real estate profession was defined by local knowledge, personal networks, and hustle. Now, as those elements are increasingly digitized, Kusuma says the role is evolving—not disappearing.
“You either become the real estate agent of the future,” Kusuma said, “or you get replaced by one.”
In his model, the future agent isn’t a door-knocker or cold-caller. They are a negotiator, a strategist, and a trusted advisor backed by systems, data, and a full support team.
The machines may be fast, Kusuma argues—but they aren’t personal, intuitive, or invested in a family’s outcome. That’s where the agent of the future proves their value.
And that future, Kusuma says, “isn’t coming later—it’s already here.”
RUDY LIRA KUSUMA
Partner Real Estate
+1 626-789-0159
rudy@partner.realestate
Visit us on social media:
LinkedIn
Instagram
Facebook
YouTube
TikTok
X
Google Business Profile
As Seen On Google News, AP News, over 100+ NBC, FOX, ABC & CBS affiliate sites and more…