The Power of Video Technology in Marketing Mixed-Use Developments for CRE Brokers

Mixed-use developments are gaining significant momentum in the commercial real estate (CRE) world as urbanization and the desire for live-work-play environments continue to grow. These properties, which combine residential, commercial, and sometimes industrial spaces within one development, offer investors and tenants a unique value proposition. For CRE brokers, effectively showcasing the diverse benefits of mixed-use developments can be a challenge, but advanced video technology, including video offering memorandums (OMs), drone footage, and 3D modeling, can offer an edge in marketing these complex properties.

The Growth of Mixed-Use Developments

The U.S. market has seen an increased focus on mixed-use developments, especially in cities where space is limited, and demand for sustainable, walkable communities is high. These properties are designed to meet the needs of diverse tenants, offering residential units, retail spaces, office areas, and sometimes entertainment or hospitality venues all within the same building or complex.

Mixed-use developments are highly attractive to investors because they diversify risk by drawing income from multiple sources, while tenants are drawn to the convenience and lifestyle these properties offer. However, showcasing the full potential of a mixed-use development requires a comprehensive marketing strategy, and this is where video technology plays a crucial role.

Video Offering Memorandums: Showcasing Diverse Components in One Package

One of the main challenges brokers face when marketing mixed-use developments is communicating the value of multiple asset classes within a single property. A traditional offering memorandum, filled with static images and dense text, often fails to capture the dynamic nature of these developments. Video OMs offer a more engaging way to present mixed-use assets by combining visuals of residential, commercial, and communal spaces into one cohesive narrative.

A well-executed video OM can highlight:

• Residential units, showcasing different layouts and interior designs
• Commercial spaces, including retail storefronts and office units
• Amenities like gyms, green spaces, and event areas
• The surrounding neighborhood, with proximity to transit, parks, and other key locations

By integrating high-quality video, brokers can provide potential buyers and tenants with a virtual tour that brings the property to life. For example, drone footage can offer aerial views of how residential units are positioned in relation to shops and public spaces, emphasizing the convenience and functionality of the development.

Drone Footage: Capturing the Full Scope of Mixed-Use Developments

With mixed-use developments often covering large areas, drone footage provides a comprehensive view of the property and its surroundings. A 360-degree aerial perspective gives potential investors a clear understanding of the property’s scale, layout, and how its various components interact.

For example, in a multi-tower development, drone footage can show how residential towers are spaced around a central park or how retail shops are positioned for optimal foot traffic. It can also illustrate proximity to key transit hubs or local landmarks, which is critical for investors evaluating a property’s long-term value.

Data shows that properties marketed with aerial footage see a significant uptick in interest. According to industry statistics, listings with drone footage receive 68% more views than those without, and they tend to sell faster. For brokers dealing with mixed-use properties, this technology is invaluable for presenting a complete picture of the asset.

Data-Infused Video: Highlighting the Value Across Asset Classes

Investors in mixed-use developments want to understand the financial performance of both residential and commercial components. Data-infused videos allow brokers to present vital information such as rental rates, occupancy trends, and market comparisons within the video itself, using dynamic on-screen graphics to communicate this data.

This approach is particularly useful for mixed-use properties, where brokers need to convey the performance of multiple asset classes in one presentation. For example, a video OM for a mixed-use development could display key metrics like retail vacancy rates, residential occupancy levels, and projected rental growth alongside visuals of the property’s interior and exterior spaces. This combination of data and video ensures that investors have a clear understanding of the property’s value proposition.

3D Modeling: Bringing Future Developments to Life

For mixed-use developments that are still in the planning or construction phase, 3D modeling offers a powerful tool to showcase the project’s future potential. Using 3D models, brokers can give investors a detailed look at how the residential, retail, and office components will come together, allowing them to virtually explore the property before it’s even completed.

This is particularly important in large-scale mixed-use projects, where investors and tenants may be wary of committing to a property they can’t physically visit yet. With 3D modeling, they can see exactly how the development will look, how spaces will be used, and how the property will evolve as construction progresses. This level of detail helps build confidence and can speed up decision-making for investors.

Video Inspections: Streamlining Due Diligence for Mixed-Use Properties

Video inspections are another critical tool for brokers managing mixed-use developments. These inspections provide detailed footage of key property areas—such as HVAC systems, electrical setups, or shared amenities—giving investors the information they need without requiring a physical visit.

Mixed-use developments often involve more complex inspections due to the different types of spaces involved (residential, retail, office), and video inspections streamline this process. Investors, property managers, and other stakeholders can view the footage remotely, reducing the need for multiple site visits and accelerating the due diligence process. This is especially valuable for out-of-town investors who may not be able to visit the property in person.

Meeting the Needs of a Complex Market

Mixed-use developments are becoming a cornerstone of urban growth, and brokers who market these properties need to be equipped with the right tools to showcase their unique value. Video technology, including video OMs, drone footage, 3D modeling, and video inspections, provides an all-encompassing solution for presenting these multifaceted properties in a compelling way.

By integrating these technologies into their marketing strategies, brokers can enhance the visibility of mixed-use developments, attract a wider pool of investors, and ultimately close deals faster.

Conclusion

Mixed-use developments are a complex but lucrative asset class in the commercial real estate market. For brokers, effectively showcasing the full potential of these properties is essential to securing investor interest and closing deals. With video OMs, drone footage, data-driven presentations, and 3D modeling, brokers can offer a dynamic, immersive view of mixed-use properties that goes far beyond traditional marketing methods.

As mixed-use developments continue to shape the urban landscape, brokers who leverage video technology will be at the forefront of the market, offering investors the insights they need to make informed decisions with confidence. VidTech’s suite of video services provides brokers with the tools they need to succeed in this fast-evolving sector.