PropTech in Motion: Shaping the Future of Real Estate with RealCube – A Q&A with Awad Tariq

As digital transformation sweeps across industries, real estate is undergoing a paradigm shift — and PropTech is leading the charge. Once rooted in manual processes and fragmented systems, the sector is evolving into an intelligent, connected, and responsive ecosystem. At the forefront of this evolution is RealCube, a unified platform that’s redefining how properties are managed, experienced, and scaled.

In this exclusive Q&A, we sit down with Awad Tariq, Practice Head at RealCube, who brings over 13 years of international experience across the UK, UAE, and MENA region. Awad heads the enterprise solutions at RealCube, the SaaS product practice where he is responsible for driving strategy, AI-powered automation, product development, and financial oversight to shape the future of PropTech. 

Real Estate Industry & PropTech Trends

1. How do you see the real estate industry evolving in the face of digital transformation?

 The industry is experiencing a fundamental shift. Where once operations were manual, siloed, and reactive, we’re now seeing a push toward integrated, data-driven ecosystems. RealCube plays a big part in this transformation — enabling end-to-end digitization of property operations, real-time analytics, and smarter service delivery. It’s not just about digitizing processes; it’s about reimagining the way real estate is run.

2. What are the biggest challenges property owners and managers face today?

 Owners and managers often deal with disconnected tools, delayed reporting, and manual inefficiencies — especially across large portfolios. RealCube solves this by offering a unified cloud platform that integrates leasing, maintenance, finance, and customer engagement into one ecosystem. The result is streamlined operations, faster decision-making, and significant cost and time savings.

3. What role do you believe PropTech should play in enabling sustainable and human-centric communities?

 PropTech shouldn’t just be about automation — it should help create livable, inclusive, and sustainable communities. RealCube enables this by integrating with smart building systems, offering energy tracking, digital community services, and easy tenant interaction through mobile apps. The goal is to make communities more connected and responsive to residents’ needs.

AI, Technology & the Digital Shift

4. How is AI disrupting the real estate space beyond automation?

AI is moving from being a back-office support tool to a core decision-making engine. With RealCube’s AI module, NOVA, we're using data to forecast demand, assess tenant risk, suggest pricing strategies, and more. It’s about empowering property professionals with actionable intelligence — not just automating workflows, but driving better outcomes.

5. Do you think the real estate sector is lagging in AI adoption compared to other industries?

 It was slower to start, but that’s changing quickly. Historically, the challenge was complexity and cost. With RealCube, we’ve made AI accessible through modular features — like automated rent tracking, predictive maintenance, and smart tenant profiling — so companies can adopt AI gradually and see clear ROI from day one.

6. What ethical or strategic considerations should leaders have when deploying AI in real estate?

 Responsibility and transparency are critical. RealCube ensures that AI modules operate on anonymized and permission-based data, and that results are explainable to users. Leaders should ensure AI supports human decision-making, protects user data, and doesn’t reinforce bias — especially when it impacts tenants and communities.

7. Can technology help make real estate more inclusive and accessible?

 Definitely. RealCube’s mobile-first, multilingual platform ensures that everyone — tenants, landlords, or smaller operators — can interact with property services easily. By digitizing everything from payments to service requests, we help remove barriers and create equal access to better property management experiences.

Leadership, Vision & Innovation

8. What excites you most about the intersection of technology and real estate?

 I’m excited about the shift from static asset management to intelligent property ecosystems. Technology enables properties to "listen" — to tenant needs, building performance, and market trends — and respond in real time. At RealCube, we’re enabling that shift by combining automation, data, and smart integrations.

9. As a leader in the PropTech space, how do you define innovation?

 Innovation is about identifying friction and removing it before it becomes a problem. For us, it means constantly evolving the platform based on customer needs — whether that’s smarter dashboards, easier onboarding, or new integrations. Real innovation is invisible to the user but deeply felt in the results.

10. How do you see your role in shaping the future of property intelligence?

 My role is to lead with clarity and purpose — to guide our team in building tools that solve real-world challenges. By working closely with our clients, I help translate their goals into technology that delivers measurable impact. Property intelligence isn’t just about data — it’s about delivering insight at the right moment.

RealCube Focus

11. What was the original problem RealCube set out to solve?

 Property operations were too fragmented. Teams were juggling different tools for leasing, maintenance, finance, and customer service. RealCube was built to unify all of this into a single intelligent platform — helping teams manage properties efficiently, transparently, and at scale.

12. How does RealCube help different user groups — owners, tenants, operators?

 Owners get real-time financial and operational dashboards, which help them monitor ROI and performance across assets. Tenants benefit from self-service options through mobile apps — they can pay rent, raise service requests, or access documents instantly. Operators gain efficiency by automating routine workflows, allowing them to focus on higher-value tasks.

13. What makes RealCube's AI module, NOVA, a breakthrough for the industry?

 NOVA brings advanced analytics into day-to-day decisions. It predicts rental trends, assesses tenant reliability, and even scores properties based on revenue potential. This kind of proactive intelligence helps reduce risk, increase revenue, and improve tenant satisfaction — all within the same platform.

14. Can you share a success story or key moment from RealCube’s journey?

 One of our landmark projects involved digitizing the entire property lifecycle for a major UAE developer. From sales to handover to community management, RealCube streamlined every stage — reducing operational costs and boosting service response times. It proved how powerful a unified platform can be.

15. What’s next for RealCube — what should the industry expect?

 We’re investing in deeper AI capabilities, IoT integrations, and ESG-focused features to support sustainability reporting. Expect more intuitive interfaces, predictive tools, and automation layers that allow property teams to scale without friction. Our vision is to become the default operating system for modern real estate.

Final Takeaway

Real estate is no longer just about buildings — it’s about data, experience, and intelligence. As the sector continues to evolve, RealCube is setting the pace with a platform that blends technology, empathy, and insight. Whether you're a property owner, manager, or tenant, the future is clearer — and more connected — with RealCube.

Explore RealCube’s intelligent solutions and book a personalized demo today.

Empower your team. Delight your tenants. Transform your portfolio.