CREi Summit Takeaways: AI, Online Presence, and What’s Next for CRE

‍

Last week in Palm Springs, I had the chance to attend the CREi Summit for the first time. This was the fifth year the event has taken place. If there's one thing I came back especially clear on, it’s this: the future of commercial real estate isn’t just about deals and dirt anymore. It’s about building and nurturing an online presence, establishing connections that translate to real life opportunities, activating the most valuable technology, and embracing AI-enabled tools and automation.

Reconnecting, Learning, and Networking

It was great to bump into some people I’ve known for years (some of which I was meeting in person for the first time) as well as make new connections with people I’ve seen on LinkedIn and X. Over discussions during panel sessions, during breaks, dinner, and the evening mixers, a few recurring threads stood out strongly.

1. Your online presence is your brand.
More and more, people are taking to platforms like LinkedIn and X, searching blog and article posts, and listening to podcasts to seek out CRE experts. Almost everyone I spoke with had a story about doing deals with someone who reached out because they discovered them online. I have similar stories myself. The first of which happened back in 2010. I was sitting at a closing celebration lunch with the buyer. He asked me if I knew why he had decided to work with my partner and me, and ultimately purchased the property he did with our representation. I said I didn’t. He said, “I read your blog post about that property in the Inland Empire. My dad had it under contract, and I found your article and showed it to him. He immediately cancelled that deal, and I called you.” That’s the power of building a brand and an authoritative voice online. It was $200,000 powerful to be exact.

2. Technology isn’t optional; it’s table stakes.
Brokers are no longer asking if tools and platforms will matter, they’re asking which platforms will move the needle the most, how much they can help, and how best to adopt and integrate them. Regardless of the topic covered, there was a sense of urgency coupled with excitement, stemming from the feeling that the group assembled was at the forefront of a technological revolution in the CRE industry.

3. AI will transform CRE.
There was palpable energy around what AI can do for automating every day tasks, underwriting, risk assessment, predictive analytics, and lease abstraction. I heard multiple talks about automations that can free up time so that brokers focus more on building relationships and doing more deals. I’m not talking about the old guard online CRE companies like CoStar, LoopNet, Crexi, RCA, Buildout, RealNex, etc. Based on the conversations I had, the forward thinking crew of CREi attendees sees that old guard as having inferior technology. The buzz centered on an almost euphoric optimism about the new crop of companies building the latest AI-enabled infrastructure. These new companies are focused on automation, saving users time, and unlocking insights that currently take days or weeks to assemble and analyze. The unlock and upside many of these companies will create is going to change the CRE game.

4. Emphasis on real-life use cases, practical insights & personal stories.
In the most compelling sessions, speakers demonstrated actual case studies. They brought them to life so that it wasn’t just hyperbole:

• How they execute their content distribution with a cross-platform approach. 
• The topics upon which they choose to share their thoughts. Building a brand through the display of expertise is an obvious pathway but I was surprised by how many people stated the content where they share personal details such as successes and failures, parenting experiences, and general life experience are often the most engaging. 
• At the end of the day, CRE is still a relationship business. People want to feel like they really know the people with whom they work. In a world increasingly online, these stories build connections and resonate with audiences. People remember the people to which they felt connected and that connection leads to business opportunities.

What’s Coming Next Year: Predictions & Aspirations

• AI and automation will move from “nice-to-have” to “must-have.” If you’re not exploring how AI can augment deal sourcing, risk analysis, or pipeline management and forecasting, you’re likely to fall behind.
• Data integration & interoperability will become increasingly critical. Brokers will expect their CRMs, property data providers, financial modeling, and platforms like DealGround to talk to each other fluidly.
• User experience & speed will set the pace. It’s one thing to have tools; it’s another for those tools to be intuitive, fast, and built for the way brokers work (on the go, under pressure, in split seconds) - and most importantly, add value and help brokers do more deals and make more money. Users expect the interfaces they use today to reflect 2025 intuitive UI advancements, not be relics of the 2000s.

Where DealGround Fits In

One of the things I got very excited about is how DealGround is aligning squarely with what the market is asking for:

• Data collection and accessibility: We’ve built features into DealGround that enable brokers to see more of the deals that bombard their inboxes daily. Collect all the data, make it usable and actionable in an instant. That’s precisely what brokers want.
• Automation to reclaim time: With AI and machine learning gaining traction, DealGround has been building best in class automation tools that actually work and add value. (e.g. instant data extraction - no more manual data entry, customizable reporting, workflow tools, data unification) so that brokers aren’t drowning in admin and scattered data throughout multiple systems and repositories.
• Decision tools: The conversations at CREi made clear that those staying ahead in CRE will be the ones combining relationships and intuition with data automation tools infused with AI. That’s where DealGround is squarely focused.

Final Thoughts

Attending CREi reinforced something I’ve believed for a while: CRE is evolving, and those who marry the old school - relationships, deal-craft, and intuition - with the new school - data automation and AI - will be the ones shaping the next decade.

If we didn’t cross paths in Palm Desert, let’s catch up soon. DealGround will be at ICSC in Palm Springs for the Western Division show in 2 weeks (Booth 1510). I’d love to hear how your business is integrating tech, what you're excited about, and where you see the biggest opportunity arising. Of course, if you want a peek under the hood at what DealGround is building, I’m only an email or call away.

‍