The future of promoting commercial and industrial real estate

50 years ago, real estate was promoted in newspapers, on pamphlets and by word of mouth. The evolution of the internet has placed these marketing strategies firmly on the back burner, with online marketing, websites and social media now being key components of real estate marketing. 3Cube Property Solutions takes a look into the future, in which technologies and media that are currently becoming more and more mainstream will be at the forefront of real estate marketing.

A picture says 1 000 words - but drone footage says far more

The development of drone videography means that it's now possible to provide would-be buyers and lessors with a birds-eye view of the warehouse, factory or office that they are considering buying or  leasing. Ultra high definition aerial footage, such as video tours, images and panorama shots, showcase not only what a property has to offer, but also its proximity to amenities and important arterial routes. Drone footage is particularly effective for large factories and warehouses, as it provides interested parties with an immediate idea of the size of the property.

Getting the bigger picture with augmented reality

Looking to the future, commercial and industrial property practitioners will rely increasingly on augmented reality (AR) tools to do their jobs efficiently. As defined by Investopedia, augmented reality is "an enhanced version of the real physical world that is achieved through the use of digital visual elements, sound or other sensory stimuli delivered by technology".

In the world of commercial and industrial real estate, AR will make it possible to create floor plans and transform these into virtual experiences for would-be buyers or lessors. Thanks to the help of AR apps, a realtor will be able to use a smartphone to take pictures of the property and have these pictures transformed into a comprehensive floor plan. Such apps also provide value to buyers and lessors when they occupy their new space, allowing them to experiment with colours, lighting and furnishings before making their vision a reality.

AR also offers exciting applications for property developers, helping them to address issues such as energy efficiency and maintenance. With the help of augmented reality, it becomes far easier to detect when an item requires inspection or repair - and as the old saying goes, prevention is always better than cure.

The future of real estate marketing is online

Rather than being placed in newspapers, real estate adverts are now placed online, using mechanisms that become more sophisticated by the day. According to Hubspot, paid Instagram promotions are among the most valuable tools that can be used to reach would-be buyers or lessors. With the help of Instagram adverts, the beautiful images that have been captured of an office, warehouse or shop can reach your target audience quickly and efficiently. 

Three trends that will continue to transform the ways that commercial and industrial real estate are promoted

1. Advertising automation
   
   Thanks to new software systems, ad campaigns will become increasingly automated in nature, providing both valuable leads and feedback about the performance of each campaign.
    
2. Big data and hyperpersonalisation
   
   Big data refers to the mass of information that businesses get inundated with every day. Thanks to developments in software and technology, this data can now be analysed and used to decide on strategic business matters. As big data management continues to advance, it will help commercial and industrial property practitioners to target prospective buyers, approach them with personalised marketing strategies and generally create better customer experiences.
    
3. Virtual tours
   
   With the help of virtual tours, clients can explore premises without the need for time-consuming in-person visits. The COVID-19 pandemic has ushered in an era of online appointments rather than face to face meetings, and this trend will continue to benefit the real estate industry.

As we move further into a digitally driven future, many things will change but others will not. For many companies, a physical presence will remain a must, and 3Cube Property Solutions remains on the cutting edge of industrial and commercial property in Gauteng. Contact us today and let us help you find the premises that will accommodate your business's future growth.