CREJ - Property Management Quarterly - August 2015
If seeing is believing and a photo is worth a thousand words, interacting with a high- resolution, photorealistic 3-D rendering connected to the power of the Internet, simply put, is priceless. Recent years have seen a significant increase in the use of interactive touch-screen technologies as well as 3-D visual communications assets, like cutaway renderings, integrated into digital media space. Informational kiosks continue to assist the real estate community in every sector; commercial office buildings are no exception. With a swipe of a finger, a user can access all the features, amenities and people in a building. How do you know if an interactive kiosk is communicating the right way? If people are using it, it is working. Effective digital signage and use of 3-D renderings can transcend language barriers, present images or branding, and instantly communicate complex concepts, feelings or ideas with little effort. When coupled with the versatility of open-source content management platforms, like WordPress, information can be timely and relevant and easily updated by staff already on the payroll. High-level real estate marketing collateral goes beyond the simple display of information, pretty pictures or the perfect font. The best real estate marketing solutions available involve engaging and educating users with overlaying interactive features on attention-grabbing visual elements. To date, the best solution for this is interactive and responsive digital signage, which allows for an intuitive, organized and, best of all, measurable user experience. Incredible insights are gained by placing this technology in a building’s lobby or reception area, resulting in a better understanding of a visitor’s experience and tenant satisfaction. What is meant by measurable? Affectionately referred to in marketing as the “fishing net,” analytical data captured in the unseen background of most digital platforms can give property managers insight as to what fish are swimming in their respective sea. For example, managers can discover which products, services or destinations visitors or tenants are attempting to locate most frequently. Analytics are important. A “great building” isn’t merely a function of cost per square foot, but rather the intangible flow of energy and people walking in the halls. Property managers should aim to identify this balance – after all, this is his constituency and to whom he should be catering. In the end, having complementary businesses in a building can create a synergy that leads to longer leases, less turnover, increased networking and greater professional relationships among tenants. Information garnished from analytics tells a manager exactly who the audience is, what the expectations are and which businesses are attracting visitors. Analytics is the way to place a finger on the pulse of the building. Following are seven key points to consider when deciding if interactive signage is a smart investment for aiding the operation of day-to-day activities of a building. 1. Kiosks can provide life-saving security information in times of crisis or critical incidents by illustrating pathways to nearby exits, offering emergency links to enhanced 911, and housing automated external defibrillator and CPR equipment in the unit’s basin. 2. Virtual receptionist features can ensure that the delivery guy gets lunch to the right boardroom on time and that packages don’t end up in the wrong place. 3. An interactive map can give people directions and information to the location they want. 4. Incorporated social media feeds that are relevant to the ambiance of the building can ensure that everyone knows what the “buzz” is all about. 5. Traffic, weather and public transit information in the area can be accessible for those who make a quick stop at your location and wish to continue on throughout their day. 6. Special events and building news can be on a scrolling slide show in periods of inactivity. In fact, the technology can be a valuable piece of real estate on its own because managers can sell the digital space on the screen to offset other budget line items and create a new revenue stream. 7. The kiosk can share a building’s LEED certified information with the public and let them know how much the environment and conservation means to the building’s management. LEED improvement can be highlighted in 3-D cutaway renderings with interactive touch points of relevant information. Most importantly, interactive signage serves as building directories. What used to be a desolate list in boring black and washed-out white is now an adaptive, visually enhanced conversation starter. As a visitor coming to a new building, this will be the first interaction with building tenants. Visitors want to see a polished presentation of information about the people they are visiting and information on how to find them. Additionally, if a visitor is running late, it is possible to let an office know he has arrived by clicking a button to check in. This feature also is useful to ensure guests are greeted as soon as they arrive at the destination office. If the building is exceptionally large, information kiosks can incorporate way-finding solutions that direct the user to his destination using 3-D renderings of the building’s floor plans and flythrough animations. In a nutshell, interactive and digital signage eventually will be in every building. There are many advantages and few drawbacks. While the technology can be intimidating, if a building is looking to incorporate this technology, we advise hiring a local company that specializes in real estate marketing, web design and interactive hardware. Be forewarned, many of these companies create a substantial revenue stream with ongoing service contracts using proprietary software. To avoid ongoing costs, try to use open-source content management that is easy to maintain and update. Digital sign space is valuable real estate by itself, creating a new revenue stream for property management. Creative content that captures the spirit of the office building is what makes it more appealing to those who are visiting, projects the building’s brand and image outward, and results in more value to those who visit and rent within your walls.