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Like it or not, technology is changing the commercial real estate industry.

Young professionals say technology lets them provide more accurate information more quickly, and reach more potential clients. But experienced brokers say technology is eroding the industry’s foundation: face-to-face relationships.

“The core of what we do, adding value, is no different than it has ever been,” said Don Ossey, a managing principal at Capacity Commercial. “But the delivery has changed significantly.”

According to Ossey, young professionals care more about the number of their client relationships than the substance of those relationships.

But Gerry Mildner, director of Portland State University’s Center for Real Estate, said the structure of the industry and the importance of relationships will never change.

“Developers keep small staffs because of the fluctuation of the industry, so they require relationships with brokers, bankers, consultants and other people that help make their projects happen,” Mildner said. “But young people do tend to be shy about building those relationships, and social media is definitely playing a role in it.”

Mildner said every graduate-level real estate student at PSU is required to join a commercial real estate organization’s group of young leaders. Then they can start building those relationships face to face, he said.

David Squire, managing director at Grubb & Ellis, said social media could become a helpful tool if young professionals learn how to develop those relationships fully.

“Social media will make a bigger impact on the personal services sector of the economy than the microchip did 30 years ago,” he said. “It builds connections, which if used right, lead to relationships.”