What Again? Augmented Reality And Commercial Real Estate Revisited.

What Again? Augmented Reality and Commercial Real Estate Revisited.

Yes, I Am At It Again.

Here I go again jumping squarely up on the soapbox to scream yell opine and champion augmented reality for commercial real estate.

Let’s step back to oh let’s say 08 24 2011 where I asked the question “Will augmented reality change commercial real estate forever?”

Please take the time to read the post. I make what I think is a pretty compelling argument for the quick adoption and use of augmented reality.

So I thought that the post would help jumpstart at least the conversation and more than that some examples of real world use. Guess what?

I was wrong and made a video in January 2012 to say just that.

So let’s leap forward to April of 2013 . What do we see? Yea that’s what I said….nothing.

It’s ridiculous!

The entire world is on a mobile platform.

Residential real estate is waaaaay ahead of us. Why? Maybe they are just smarter and want to move inventory. I”m just guessing.

Here are some quick examples of augmented reality with a residential slant presented by James Dearsley. Founder of The Digital Marketing Bureau.

So there is nothing that commercial real estate people can come up with…..at all?

A quick side. I went on a few building tours for office space in San Francisco recently. You know the tech hub of the universe San Francisco.

Guess what we had for building information. A flat sheet of paper and a “tour book” which was the paper sheets bonded together. That was it! So now I guess I am supposed to go back to my office and look up all of the properties we looked at myself. If I can find them anywhere online (which I seriously doubt) in the same generic form as they were on the sheets of paper.

Did I say ridiculous? I really meant fucking ridiculous!

That’s it April 2013. I  want to look at office space for rent in one of the major commercial real estate markets in the world. I get a building pic some basic info the price and……….nothing else…on a sheet of paper.

Sad Pathetic Lazy Ignorant Unadaptable and dare I say just absolutely no fucking regard  or respect for your client! There I said it!

Yes Again Augmented Reality and Commercial Real Estate Revisited.



Duke Long


  • Duke, curious what you’d like to have in that situation. Granted, a printed flyer is pretty weak, but what would your ideal materials be?

    I can put a ton of info into pdfs and show it to you on my macbook pro as we tour the space. Showing images, drawings, space plans, renderings, the obvious flyer and detailed info pdf. Would that satisfy?

    If I have everything in the cloud and can show you any answer you want, is that the solution?

    Or is it more of a theatrical presentation? The way hackers have all these screens of code and bullshit running by and no one can understand their wizardry? Is it a desire for a multimedia/audio/video presentation?

    I’m curious to know, if you walked in and they had a presentation that made your jaw drop, what would that presentation be?

    Also, ten eight is a wonderful idea that is completely useless. I can do more with a fucking google doc spreadsheet and my phone. It has a ton of promise, but I don’t want to score 8 generic points with low medium high. WTF is CRE still talking about that app for? The only thing to be said about it is “goddamn, I wish they had pushed forward and made it an actual useful product.”

    • Well,
      Yes I want to be wowed by a presentation. I can’t think of one good reason CRE can’t do this. CRE is at this point non interactive. That needs to change. Christ what has developed in the last 10-20 years …..nothing!

      • I know man. I just wonder what the next version is. The crazy augmented reality stuff takes such an unreal amount of data and would have to be compiled from pre-development. Generally speaking, an owner can’t buy a building and then compile the data needed to make a really intense presentation. That would cost so much money and require looking in walls. Although, I could see top developers (Hines) selling you a server full of data as personal property transferred in the close. Would be fairly smart.

  • There are apps out there that give me hope but the fact of the matter is brokers who’ve been at it for more than 10-15 years, who are still the majority (at least in my region), are scared to DEATH of change, new technology or “fixing something that isn’t broke.” Apps like Floored, Flyer.io, BrowsAR (among other AR apps) are out there waiting to be utilized but you’ve got to jump in and start using them and stop expecting someone to hand you the goose that lays the golden egg.