CREview Ep. 49 | Short-Form Video in CRE Marketing: Why It’s Taking Over

Josh and Dylan run through 2025 marketing trends, but land on the one they're most excited about: authentic storytelling over any platform-specific tactic.

Key Takeaways

Short-form video continues to dominate across platforms, with even LinkedIn adopting a short-video feed format.

Niche communities on platforms like Reddit are becoming valuable for authentic, high-converting conversations, especially since commercial real estate is a naturally community-centric industry.

Authentic storytelling outperforms direct sales pitches—people remember and share stories far more than facts or statistics.

Long-form video isn't dying—people will watch extended content when the story is genuinely engaging, even if short-form content dominates casual scrolling.

Augmented reality remains interesting but largely impractical for most CRE companies due to high cost relative to unclear ROI.

Frequently Asked Questions

Is short-form video still worth investing in for commercial real estate marketing?

Yes, short-form video's dominance continues to grow across platforms, with even LinkedIn now pushing a short-video feed format similar to Instagram Reels.

Are niche online communities like Reddit useful for commercial real estate marketing?

Yes, niche communities offer more authentic conversations and higher conversion potential than broad platforms, and CRE audiences are naturally community-driven around specific asset types and markets.

Why does storytelling work better than a sales pitch in marketing?

People remember and share stories far more than facts or statistics, making authentic storytelling a stronger long-term trust-builder than direct promotional content.

Is long-form video content becoming obsolete because of short attention spans?

No, people happily watch long-form content when the story is genuinely compelling, even though short-form video wins the average casual scrolling moment.

Is augmented reality worth investing in for real estate marketing?

Not yet for most companies, since the cost and effort required still outweigh the unclear return on investment for all but the largest firms with significant marketing budgets.

Is niche audience targeting more effective than broad reach on social media?

Yes, niche communities offer more authentic conversations and higher conversion potential than trying to appeal broadly across a large platform.

Get smarter CRE marketing insights in your inbox

Sign up for practical CRE marketing insights, tools and updates from our team. No fluff, no spam, just useful thinking to help you market smarter.