From the Desk of a CRE Designer Who’s Been in the Trenches
Let me ask you something.
When was the last time you looked at a real estate brochure and thought, “Wow, this feels like a Netflix pitch, not a warehouse listing”?
If it’s been a while, let me catch you up—commercial real estate marketing has changed. And it’s not just about nicer fonts or shinier maps. Today, good design can be the difference between an investor replying… or just scrolling past.
After years of working closely with brokers and developers, I’ve noticed some clear shifts in what’s working—and what’s not. Here’s what’s trending right now in CRE marketing design (and how to use it to your advantage).
1. Interactive Digital Offering Memorandums (OMs)
We’re officially past the age of bulky PDFs. In 2025, the best OMs are like mini websites—clickable, clean, and optimized for your phone.
Picture this:
- You send a link to a potential investor.
- They open it on their phone.
- It loads fast. It looks great.
- There’s a video, clean charts, a downloadable rent roll—all organized in tabs.
No more zooming in to read tiny text. No more flipping through 80 pages. Just smooth, modern, easy. And most importantly—memorable.
2. Custom Aerial Maps That Tell a Story
Aerial maps used to be… well, boring. Now? They’re a secret weapon.
When done right, a single map can show:
- What’s nearby
- Traffic counts
- Zoning overlays
- Planned developments
- Major anchors or tenants
Investors don’t want to guess where the property sits in the neighborhood. They want to see it at a glance—with tags, rings, and visuals that bring the location to life. It’s not just a map. It’s a selling tool.
3. Tell a Story—Not Just the Specs
You know your listing’s story. Your buyer should too.
Think about it: you’re not just selling 15,000 square feet of retail. You’re selling an opportunity, a vibe, a neighborhood, and a reason why this deal makes sense right now.
That’s where design comes in. Through consistent colors, sharp layouts, real images, and a little headline magic, you turn a regular brochure into something that sticks in the investor’s mind.
4. Data That’s Easy to Digest (Think Infographics)
We love data in CRE—but we don’t love reading spreadsheets.
Instead of dumping numbers into a page, today’s best designs turn rent rolls, comps, and returns into clean visuals:
- Pie charts for tenant mix
- Bar graphs for NOI over time
- Icons for cap rate, IRR, and lease terms
When a busy investor can grasp your deal in 30 seconds? You win.
5. AI-Enhanced Renders and Touch-Ups
Not every property is camera-ready. And that’s okay.
With AI tools, we can now clean up photos, replace dull skies, remove messy objects—or even generate photorealistic renderings of how the property could look post-renovation.
It’s especially powerful for:
- Value-add plays
- Under-construction deals
- Listings with unrealized potential
Remember: if you can show the vision, you don’t have to just explain it.
6. Short Video Teasers Are In
Video is everywhere—and CRE is catching up.
A short, 45-second video with music, text overlays, drone clips, and your contact info can work wonders. Post it on LinkedIn, send it in an email, or loop it on a screen at your next pitch meeting.
It’s quick, engaging, and perfect for today’s attention spans.
7. Design for Mobile First
Let’s face it: we all check listings on our phones. So if your OM looks awkward or unreadable on mobile, you’re already behind.
Modern CRE materials should:
- Load fast
- Scroll smoothly
- Look great on any screen
- Be easy to navigate with your thumb
If it doesn’t pass the “commute test” (would you read it on the train or in an Uber?), it needs a redesign.
8. Highlight ESG & Green Features
Whether you’re targeting institutions or younger investors, sustainability sells.
If your asset has solar panels, EV chargers, LEED certification, energy-efficient systems, or green space—make it pop. Use icons, a dedicated ESG section, or before-and-after impact visuals.
ESG is no longer a bonus—it’s a box that needs ticking.
9. Personalized Marketing for Target Investors
Not all buyers are the same. So why send them the same brochure?
With good design and smart systems, you can tweak a base OM for:
- REITs vs. Private Equity
- Local buyers vs. out-of-state
- Value-add investors vs. long-term holders
A little personalization makes a big difference in conversions.
10. Neighborhood Lifestyle Photography
People don’t just buy buildings. They buy into a location.
Use photos that show:
- Local cafés, gyms, and parks
- Walkability and culture
- Transit stops and future developments
- Foot traffic and street activity
These lifestyle visuals help buyers picture the potential—especially for mixed-use, multifamily, and retail properties.
Here’s the truth: real estate marketing is no longer just a box to check. It’s how you make your deal stand out, look credible, and get noticed by the right people.
You don’t need to be flashy. You need to be clear, smart, and strategic.
That’s what we help with at OM Design Agency. From custom offering memorandums to aerial maps, brochures, and brand materials—we know what it takes to make your listings look like investments worth chasing.