The swift evolution of technology has profoundly altered business practices across various sectors, including real estate. This research investigates the relative effects of technology on two essential areas: Human Resource (HR) recruitment strategies and customer decision- making processes within the real estate industry. The objective of the study is to examine how digital innovations, such as Artificial intelligence (AI), Application Tracking Systems (ATS), virtual property tours, and real estate platforms, are reshaping conventional approaches. Through the analysis of survey responses, interview, and secondary data, the study demonstrates that technology has not only enhanced the efficiency and precision of recruitment but has also equipped customers with the ability to make more informed and quicker decisions. The results offer valuable insights for real estate firms seeking to effectively incorporate technological advancements to improve HR operations and elevate customer experiences.