(Check out these main technology concerns of modern real estate developers.)

“Bringing these into the marketing strategies around real estate includes finding the right tool to tell the right story,” MacLeod tells GlobeSt.com. “This is our challenge for the next cycle—using tools that align with the marketing strategy will ensure that the project stands on its own and finds its audience most effectively.”

Marc Rutzen, cofounder and CTO of Enodo Score, a predictive analytics platform for the commercial real estate industry, has identified a different problem technology can solve: current real estate data providers just aggregate tons of data and basically throw it at you. No one actually tells you what that data means, he says, and the sheer volume of data available today is way too much for any one person to make sense of.

“What if instead of hearing 'granite countertops are in demand' you knew installing them would lead to exactly a $10 monthly rent increase?” Rutzen asks. “I think the adoption of predictive analytics in decision making processes within the commercial real estate industry is going to have a significant impact. Right now most real estate data providers are focused on data aggregation and visualization, but national firms and a select few startup companies are starting to incorporate true data science and predictive algorithms into their projects.”

Who will the winners be? Beyond the companies that provide the technology itself, the commercial real estate firm that embrace new tech trends while also having the resources available to develop their own innovations will advance, Doug Irmscher, a market director at JLL, tells GlobeSt.com.

(What's preventing technology from disrupting next generation real estate developments? Find out.)

“Brokerage firms must be able to create platforms that directly contribute to achieving clients' investment and corporate business objectives,” he says. “Moving forward, commercial real estate firms will maintain a competitive edge in the marketplace by building their own proprietary technologies. For example, we have launched an in-house innovation team at JLL that does just that. One of the tools that JLL has recently rolled out is called Blackbird and it gives clients a virtual 3-D tour of individual markets, while visually integrating relevant data points for prospective buyers, landlords and tenants.”

ATLANTA—The prevalence of technology—from mobile devices and platforms to smart buildings and virtual dealmaking—is poised to change the face of commercial real estate. Technology has already revolutionized the retail industry through e-commerce, for example, and made an impact through online real estate auctions.

WiredScore, for example, is leading the charge in commercial building connectivity. Launched in 2013 in partnership with the City of New York, WiredScore has certified more than 650 properties, totaling a quarter-billion square feet of office space in over 50 cities worldwide. The Wired Certification is the international standard for cutting-edge Internet connectivity in office buildings.

Meanwhile, virtual reality and real-time technology tools have shaken up the traditional commercial real estate marketing paradigm. Rob MacLeod, president of Neoscape, a company that crafts branded experiences of built environments, is convinced we'll see the use of these tools explode in the commercial real estate indutry in the next five to 10 years.

In the next five to 10 years, and even over the next year, we'll see the use of these tools explode in the industry. Real estate is typically thought of as a very traditional industry, but technology like virtual reality is changing the way the industry markets buildings and projects. When projects aren't yet built it can be difficult to envision how these buildings will look and impossible to experience the space and scale.

(Check out these main technology concerns of modern real estate developers.)

“Bringing these into the marketing strategies around real estate includes finding the right tool to tell the right story,” MacLeod tells GlobeSt.com. “This is our challenge for the next cycle—using tools that align with the marketing strategy will ensure that the project stands on its own and finds its audience most effectively.”

Marc Rutzen, cofounder and CTO of Enodo Score, a predictive analytics platform for the commercial real estate industry, has identified a different problem technology can solve: current real estate data providers just aggregate tons of data and basically throw it at you. No one actually tells you what that data means, he says, and the sheer volume of data available today is way too much for any one person to make sense of.

“What if instead of hearing 'granite countertops are in demand' you knew installing them would lead to exactly a $10 monthly rent increase?” Rutzen asks. “I think the adoption of predictive analytics in decision making processes within the commercial real estate industry is going to have a significant impact. Right now most real estate data providers are focused on data aggregation and visualization, but national firms and a select few startup companies are starting to incorporate true data science and predictive algorithms into their projects.”

Who will the winners be? Beyond the companies that provide the technology itself, the commercial real estate firm that embrace new tech trends while also having the resources available to develop their own innovations will advance, Doug Irmscher, a market director at JLL, tells GlobeSt.com.

(What's preventing technology from disrupting next generation real estate developments? Find out.)

“Brokerage firms must be able to create platforms that directly contribute to achieving clients' investment and corporate business objectives,” he says. “Moving forward, commercial real estate firms will maintain a competitive edge in the marketplace by building their own proprietary technologies. For example, we have launched an in-house innovation team at JLL that does just that. One of the tools that JLL has recently rolled out is called Blackbird and it gives clients a virtual 3-D tour of individual markets, while visually integrating relevant data points for prospective buyers, landlords and tenants.”