of available resources is only now
beginning to emerge in CRE, they
are already essential to our clientele.
Connectivity is familiar and instinctive.
We need to bring our game to the playing
field that our potential tenants are already
Major players in the industry have
outlined three categories where we can
expect major progress: high tech tools,
integrated access to information, and
HIGH TECH TOOLS
From drone photography and interactive
property tours displayed on huge
high-resolution multi-touch screens,
we have reached new heights in the
accessibility to, and presentation of,
Brent Steiner, principal at Engrain, a
leader in touch technology and software
development, has been generating agency
services and custom touch screen systems
since 2006. He states that “in 2011, we
chose to pivot resources and focused on
creating the TouchTour® touch screen
platform for the real estate market. It
was shortly thereafter, that two important
changes occurred. The real estate market
started to recover and the quality of
touch screen hardware went through
Picture a 55’, 70’, or 84’ display of your
property’s most appealing features,
interactive 3D renderings, area maps,
neighborhood amenities, real-time
pricing…all available to your potential
tenant through a single touch and swipe
of the screen.
When not in use, the display becomes
digital signage and can be integrated with
other marketing material or relevant local
information. Accessibility is increased
even further, with the tablet-optimized
TouchTour® GO system which allows
you to take the information ecosystem
with you, as you walk around the property.
This is just the beginning. We are going to
see a steady influx of high-tech resources
entering the CRE scene and becoming
exceptional in their uniform push for a
higher industry standard.
INTEGRATED ACCESS TO
Right now, an almost unbelievable
amount of information can be compiled
and integrated into a single visual display.
Real-time data and an easy to digest
format depict all the elements of the
story that any given commercial space or
location has to tell.
Want to click on a map of the area
surrounding your property and then
interactively filter for the density of
local restaurants, shops, or competitive
businesses? No problem.
Want to highlight the accessibility
to major routes of travel? Ease of
walkabilty? Want to implement graphic
overlays that depict the benefits of your
particular location? No problem.
Want to draw the attention of a fiscally
or environmentally focused tenant by
showing real-time, GPS based, public
transit data? Want to include carshare
and bikeshare information? No problem.
The future of technologically integrated
information will go even further. Imagine
being able to visually promote the
performance of your real estate portfolio
through a multi-touch wall panel. Want
to provide one-tap access to property
metrics or review cumulative statistics?
Technology will also take on the role
of showcasing a dramatic shift toward
customization. Gone are the days of
a templated marketing strategy that
largely utilizes print advertising. There
is going to be a move toward digital and
with it will come the need for branded
This increased customization will do
a better job of positioning assets by
creating a unique property identity that
speaks to the potential tenant. With a
digital medium, it is possible to focus
more accurately on the attributes and
amenities of a particular property. The
take-away of this branding is an instant
impression of the desired messaging and
a lasting impact on the potential tenant.
There is great potential for huge
advancement in commercial real estate
and by fully capitalizing on advancements
in technology, we can take giant strides
toward realizing that potential. Our
tenants have already evolved (opposable
thumbs have never been more handy) and
it is time for us to take advantage of the
intrinsic predisposition of that evolution.