home is one of Denmark’s best-known real estate chains. With 185 offices, 120 franchisees, and more than 900 employees, the chain buys and sells properties worth around DKK 40 billion annually. Every week, up to 1 million Danes visit home.dk to search for homes or seek advice.
As part of its strategy Forandring.Sammen ’28 (Change.Together ’28), home has set out to be a digital frontrunner in an industry rarely associated with technological innovation. In this effort, ZRM was chosen as the partner to develop Klara – the industry’s first AI assistant.
Buying a home is one of the biggest decisions in a Dane’s life – but also one of the most complex. For many homebuyers, it means navigating a jungle of documents, data, and concepts that are difficult to grasp.
At the same time, home wanted to free up time for their agents so they could focus on what they do best: providing advice with presence and professionalism. The challenge was to create a solution that could both assist homebuyers directly and strengthen the agents’ work.
Going from idea to live in under six months required intensive collaboration between ZRM and home. The process included:
Establishing the digital foundation that can scale across the entire organization.
Integrating both internal advisory materials and external data sources such as BBR, energy labels, and Google Maps.
Training the AI model with input from agents and subject matter experts, ensuring that the language and advice match the local home office.
Thorough testing and iteration with a strong focus on security and compliance.
Klara is more than a traditional chatbot. She provides homebuyers with quick and accurate answers – around the clock – based on both internal advisory materials and public data sources such as BBR, energy labels, and Google Maps.
She has been trained by home’s own agents, ensuring that communication reflects their expertise and language. The platform is built to be continuously expanded with new features such as property search, valuations, sales status, and integration with Danske Bank.
With Klara, home has taken a decisive first step toward creating a digital customer universe where property search and advisory services go hand in hand:
Homebuyers receive quick and accurate answers – anytime of the day.
Agents gain more time for personal dialogue where it matters most.
The organization is supported by a digital foundation that can be further developed for many years to come.
Klara is the first step in a longer digital journey. Work is already underway on new features such as property search, valuations, sales status, and integration with Danske Bank – all gathered in one place.
Want to see how it works in practice? Visit home.dk, find a property, and let Klara guide you further.
We free up time and provide clarity so businesses can focus on refining their product and boosting sales.
We want to free up time so that, as real estate agents, we can be more present where it truly makes a difference. AI should strengthen our professionalism and personality – not weaken them.
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