By Steven Llorens
Commercial real estate is going through a serious tech shakeup and if you’re not moving with it, you’re standing still.
You’ve probably heard the word “Proptech” thrown around a lot. Don’t let it intimidate you. Proptech or property technology just means real estate and technology teaming up to make your life easier. Faster deals, smarter buildings, and better service for your clients. That’s it.
Here’s the good news: You don’t need to be a tech expert to use it. You just need to use it. Smart buildings with sensors? They’ll tell you when something’s wrong before your tenant calls to complain. Virtual tours? Show a space without leaving your desk. Automation tools? They’ll keep your leads warm while you’re out winning new business.
Bottom line: Proptech helps you spend less time chasing problems and more time closing deals. And isn’t that what it’s all about?
The brokers who embrace it are going to own the market. The ones who don’t? They’ll be wondering where all the deals went. Make sure you’re on the right side of that story.
Here’s what’s trending now, why it matters to you, and how to stay ahead.
- Proptech No 1. AI: Smarter Deals, Faster Decisions
- Proptech No 2. Virtual Tours: Winning More Clients Before They Step Inside
- Proptech No. 3 Smart Building Technology & Internet of Things (IoT)
- Proptech No. 4 Tenant Experience App
- Proptech No. 5 3D Visual Tours
- Proptech No. 6 Content Marketing Automation Platform
Proptech No 1. AI: Smarter Deals, Faster Decisions
Let’s be honest — Artificial Intelligence isn’t some far-off idea anymore. It’s already here, and it’s moving faster than most of us ever expected.
I’m seeing AI-driven tools help brokers, investors, and asset managers like us spot market trends earlier, find better deals faster, and knock out the busywork like underwriting and tenant screening. It’s like having an extra set of hands only faster and a lot better with data.
Here’s a number that made me sit up and pay attention: The Business Research Company says the AI in real estate market is set to grow from $222.65 billion in 2024 to $303.06 billion by the end of 2025 — a 36.1% growth rate. That’s not just growth — that’s a full-on shift in how the game is played.
And AI isn’t just good with numbers. It’s making the buildings smarter too. Time Magazine reported that AI can cut building energy use by 8% to 15.8%. That means lower operating costs and better ESG scores two things every client I know cares about these days.
Bottom Line:
AI isn’t optional anymore. If you want to stay competitive, you’ve got to start thinking about how you can use it to move faster, make sharper decisions, and deliver more value.
Pro Tip: Here’s my advice don’t get overwhelmed trying to chase every new AI tool that pops up. Start small. Pick tools that make sense for your business, ones that are easy to use and built to last. Look for features you’ll actually use, not just flashy extras.
I even use AI sometimes to brainstorm ideas or map out outlines. The trick is to ask it clear, specific questions. This is important to always check its work. Make sure you’re adding your voice and your experience to whatever it gives you.
At the end of the day, AI is just a tool. Your expertise and relationships are the big factors to close deals, not some algorithm. Treat AI like a teammate that helps you stay ahead, but never let it replace what you bring to the table.
Douglas Elliman’s new AI-powered tool for searching images and curating properties.
AI Highlight in Residential Real Estate That Will Shape How We Do CRE:
Douglas Elliman, a top nationwide residential brokerage has introduced a new AI-powered image search feature on its website, making it easier for buyers to discover and organize properties directly through the brokerage. Instead of relying on platforms like Pinterest or Zillow, clients can now curate their favorite homes seamlessly in one place.
This shift toward smarter, more personalized search experiences in residential real estate is a clear signal for commercial real estate professionals: our clients will soon expect the same ease, speed, and customization when searching for commercial spaces.
As AI tools continue to reshape the residential buying journey, it’s important we stay ahead by learning how to simplify the property discovery process for our CRE clients coaching them through choices and offering curated experiences, not just listings.
Proptech No 2. Virtual Tours: Winning More Clients Before They Step Inside
Look, I’ll be straight with you — in today’s world, if you’re not offering virtual tours, you’re leaving deals on the table.
These immersive property tours let prospects experience the space anytime they want, from anywhere in the world. Whether they’re across town or sitting in another country, serious tenants and buyers expect to “walk” the property online before they even think about scheduling a visit. It’s not just a nice extra anymore it’s the new normal.
And the numbers back it up. Grand View Research says the virtual tour market is set to grow at a 34.3% CAGR between 2025 and 2030. That’s some serious momentum.
Here’s what really caught my attention: listings with virtual tours pull in 48% more interest compared to those with just photos and videos. Even more, 54% of buyers say they’re less likely to even consider a property without one. That’s a huge group you don’t want to miss.
Bottom Line:
If you’re still relying on photos alone, you’re making it harder for people to get excited about your listings — and you’re giving your competition an easy win.
Pro Tip: Think of it like doing a physical walk-through — just smarter and faster. You’re still guiding the conversation, sharing your expertise, and helping them envision the possibilities. You’re just giving them a hands-on experience that makes the decision easier (and quicker).
At the end of the day, virtual tours aren’t replacing you, they’re helping you close smarter, faster, and with a lot less back-and-forth.
A sample virtual listing tour video of New York City Commercial Real Estate Advisors (NYCCREA).
Proptech No. 3 Smart Building Technology & Internet of Things (IoT)
Let’s be honest the way we manage buildings is changing fast, and smart buildings with IoT (Internet of Things) technology are quickly becoming the new standard.
Now, I’m not the most tech-savvy guy out there, but even I can see the writing on the wall. Smart buildings use simple sensors to keep track of things like occupancy, energy use, and even indoor air quality. It’s not just about being fancy, it’s about managing properties better and running them more efficiently.
Here’s a number that really opened my eyes: by 2025, over 41.6 billion IoT devices will be out there doing their thing and a huge chunk of those will be inside commercial spaces (Loupe, 2025).
Bottom line?
If you’re not learning how to work with smart buildings, you’re going to have a hard time staying competitive.
Pro Tip: Here’s my advice, plain and simple: don’t overthink it.
Start by tapping into the basic IoT data your buildings are already collecting, like how much energy’s being used or how many people are coming and going. That information can help you do a whole lot more than just pay the utility bill.
You can spot energy drains early, optimize how space is being used, and catch maintenance issues before tenants even notice there’s a problem. Trust me, nothing impresses a client more than solving a problem before they have to call you about it.
And here’s the kicker, today’s tenants and investors aren’t just looking for a nice building with good square footage anymore. They want smarter, greener, more efficient spaces. They want to know if the property can save them money and support their sustainability goals.
If you can show them real-time insights from your smart buildings, even something as simple as energy savings or lower maintenance costs you’re going to stand out in a big way.
At the end of the day, using IoT in smart buildings isn’t about becoming a tech genius. It’s about using the tools available to deliver better results, stronger tenant relationships, and bigger returns. And that’s what wins the game in CRE.
Smart Building Technology and IoT are winners in the CRE industry.
Proptech No. 4 Tenant Experience App
I’ll be honest — when I first heard about tenant experience apps, I thought it sounded a little fancy for what we do. But after seeing them in action, I’m convinced: these things are game changers for keeping tenants happy and buildings full.
Here’s the deal: more than 76% of CRE organizations have already jumped on board with tenant experience technology (HqO, State of Workplace Experience report). That’s a big number and it tells you this isn’t some passing trend. It’s the new normal.
At the end of the day, a tenant experience app is just a simple, easy-to-use tool that lets tenants handle everything right from their phones.
- Need to book a conference room?
- Submit a maintenance request?
- Find out what’s happening in the building?
It’s all right there at their fingertips.
And here’s something else I learned: even in industrial properties, these apps add serious value, things like wellness programs and shared amenity booking help set your property apart from the rest of the pack.
Pro Tip: Here’s what I’d tell you if we were grabbing coffee: If the property you’re listing has a tenant experience app already in place, you’ve got a major selling point don’t sit on it.
Talk to the property manager.
Get the lowdown on what the app does.
Highlight it when you’re showing the space or pitching it to potential tenants.
These apps aren’t just bells and whistles. They make life easier for tenants, and happy tenants stay longer, renew leases faster, and recommend your properties to others.
If the building doesn’t have one yet, it’s a smart conversation to have with ownership. Adding a tenant experience platform can help you lease up faster and even command better rents because you’re offering something more than just square footage you’re offering convenience, connection, and community.
In today’s market, that’s what really moves the needle.
Tenant experience apps are an added value to any property’s amenities
Proptech No. 5 3D Visual Tours
I’ve spent my career the classic way, boots on the ground, eye on every detail, closing deals through real conversations. So, when 3D visual tours started making noise in commercial real estate, I wasn’t convinced. I didn’t see how a computer screen could ever replace walking a property. Turns out, I was looking at it all wrong.
But here’s the truth: you don’t have to be a tech genius to use 3D tours. You just need to understand the game-changing value they bring.
Think of a 3D tour like this: it’s your best property showing, happening 24/7, no scheduling headaches, no travel delays. Prospects can “walk” through your listings from anywhere on their lunch break, on a plane, even sitting at home in their pajamas. According to Matterport, listings with 3D tours close 31% faster and get 95% more inquiries than those without. That’s not a small edge that’s a serious competitive advantage.
I’ll admit, I was worried at first. I thought, “Won’t this kill the personal touch that builds relationships?”
Spoiler alert: it didn’t. It actually made my conversations better.
Clients came to the table more informed, more excited, and more serious. Instead of explaining the layout for 20 minutes, we jumped straight into meaningful discussions about buildouts, budgets, and move-in timelines.
And here’s the best part: you don’t have to do the heavy lifting. Professional services like Matterport, Zillow 3D Home, and others can handle the whole scanning and setup process for you (National Association of Realtors, 2023). You get the magic without the tech headache.
Honestly, 3D tours became one of my secret weapons. Not only did deals move faster, but clients started seeing the spaces differently, dreaming bigger, making decisions quicker, and feeling more confident. And according to Forbes, properties with virtual tours often command higher asking prices too (Forbes, 2024).
If you’re hesitant like I was, hear me out: this isn’t about replacing the human connection. It’s about amplifying it. You’ll spend less time chasing dead-end leads and more time closing deals with people who already love what they see.
Trust me once you start using 3D tours, you’ll wonder why you didn’t do it sooner.
Pro Tip: Let me give you a little advice I wish someone had given me sooner: use 3D virtual tours not just to show your property, but to pre-qualify your buyers before you spend valuable time setting up in-person tours.
Here’s how I do it: whenever a new lead comes in, I send them the 3D tour link right away. I’ll say something simple like, “Take a quick walkthrough at your convenience and let me know if it checks your major boxes.”
Nine times out of ten, if they’re serious, they’ll follow up with specific questions about space. If they’re not interested, you’ll find out fast — no wasted trips, no chasing dead ends.
I’m not a tech person by any stretch, but even I can send a link and follow up with a quick call. It saves me hours each week and keeps me focused on real buyers. Plus, it shows clients you respect their time too, and believe me, they appreciate that.
The 3D tour does the heavy lifting you just guide the conversation from there.
Proptech No. 6 Content Marketing Automation Platform
I’ll be straight with you when I first heard about content marketing automation platforms, I figured it was just one more tech thing I didn’t have time to figure out. But once I saw how it worked, I realized it’s a real game-changer, especially in commercial real estate.
Instead of bouncing between emails, social media, blog posts, and reports, these platforms pull everything together into one clean, simple system. You can plan your content, create it, schedule it, and track how it’s doing all without feeling like you’re spinning a hundred plates at once.
And here’s the kicker: businesses that use marketing automation for lead nurturing see 451% more qualified leads (Annuitas Group, via Fronetics 2025).
That’s not just a little boost that’s rocket fuel for your pipeline.
Automation helps you stay visible and consistent. Your market updates, new listings, deal wins all that good stuff goes out at the right time, without you scrambling at the last-minute. Plus, it gives you real-time data so you can see what’s working and tweak things fast.
Bottom line?
A good content marketing automation platform helps you do more, faster and it makes sure your brand stays sharp without sacrificing the personal touch that keeps clients coming back. Some names you might recognize are HubSpot, Hootsuite, and Social Pilot.
Pro Tip: Don’t think of automation as a robot doing your job. Think of it as your marketing assistant, one that’s always on time, never forgets a post, and keeps you top of mind with your clients.
If you set it up right, your content will still sound like you not like some cold, canned message.
Use it for regular touches like market trends, new property listings, or deal announcements. Build simple workflows that follow where your clients are in their journey whether they’re just starting their search or ready to close.
Stay visible. Stay valuable. Stay ahead.
That’s how the best brokers are winning today and there’s no reason you can’t do it too.
Use content marketing automation platforms to help you schedule social media posts so that you can focus more on closing deals.
What Happens When You Combine These Trends?
Now, this is where things really start to move.
Picture this — while your client is touring a property virtually, AI tools are already sorting and qualifying your leads for you. The building they’re looking at? It’s a smart building, fully equipped with IoT sensors and a tenant experience app to make life easier once they move in.
And here’s the best part: you’re able to tell real stories about how you helped past clients find the perfect space all because you had a solid content marketing system working quietly in the background.
This isn’t a “maybe someday” thing.
It’s happening right now in brokerages and investment firms that are thinking a little bigger and moving a little faster.
When you start using these tools in your CRE business, you’re not just staying in the game you’re setting the pace.
Final Thoughts: Adapt or Get Left Behind
Look, Proptech isn’t just a fancy add-on anymore. It’s a must.
If you’re serious about winning in today’s market, you’ve got to start looking at how AI, virtual tours, smart buildings, tenant apps, and content marketing automation can help you serve better, sell faster, and grow smarter.
But let me tell you no technology will ever replace our human touch.
The best brokers out there are the ones who know how to use technology to make things smoother and faster, without losing that personal connection that clients still want and need.
At the end of the day, deals are still made on trust, relationships, and real conversations.
Use the tools. Sharpen your edge. But never forget why clients choose you in the first place.
Stay ahead of the curve and ahead of your competition.
You’ve got everything you need. Let’s get after it.
At CRE Content Pro, we help commercial real estate brokers turn industry expertise into market authority. If you’re ready to position yourself as a tech-savvy thought leader and drive real results, let’s create content that elevates your brand and closes more deals.
References
1. AI In Real Estate Global Market Report 2025
https://www.thebusinessresearchcompany.com/report/ai-in-real-estate-global-market-report?
2. How AI Is Making Buildings More Energy-Efficient
https://time.com/7201501/ai-buildings-energy-efficiency
3. Grand View Research
https://www.grandviewresearch.com/industry-analysis/virtual-tour-market-report
4. Powerful Real Estate Virtual Tour Statistics in 2025
5. Hiffman National launches a building app to enhance the workplace experience of warehouse users.
6. The Top 6 PropTech Innovations Transforming Commercial Real Estate
https://loupeart.com/blogs/posts/the-top-6-proptech-innovations-transforming-commercial-real-estate?
7. Real Estate Experience Report, 2023
https://www.hqo.com/resources/state-of-workplace-experience-2023
8. Using Marketing Automation for Supply Chain Lead Generation
https://www.fronetics.com/increase-leads-451-marketing-automation
9. Matterport. (2023). The Value of 3D Virtual Tours in Real Estate.
10. National Association of Realtors. (2023). 2023 Real Estate in a Digital Age Report.
11. Forbes. (2024). How Virtual Tours Are Changing Commercial Real Estate Sales.
12. Exclusive: Douglas Elliman bets big on visual AI property search
Douglas Elliman