From Maps to Marketing: GIS and Design in CRE

Remember the days of using Rand McNally maps, marking them with colored markers, and attaching retail logos to get a comprehensive view of your market? Managing and constantly updating a giant, poster-sized map was once the norm. When I entered the CRE industry in 2010, tools like Google Earth and KML files had become the preferred way to handle maps and data. While these tools worked well for internal use, they weren’t ideal for marketing or sharing with clients.

For decades, the standard practice in CRE marketing has been to create static map images and embed them into marketing materials. While advances in GIS software have made it easier to produce high-quality maps, many offices still rely on design software for map-making. Each approach has its pros and cons, but combining GIS and design software offers the best of both worlds.

There are also third-party, web-based GIS platforms that might fit your needs, though they often lack the customization and control some offices require. Choosing the right software depends on the size of your office and the marketing and research needs of your agents. For simpler tasks, tools like Canva might suffice. For more advanced projects, Adobe Creative Cloud offers a comprehensive suite of programs, though it requires a steeper learning curve and is costlier.

Similarly, GIS software like QGIS or ESRI platforms is essential for managing proprietary spatial datasets. These tools allow you to overlay your data with public datasets and demographics while maintaining full control of your information. Online versions like Regis Online are user-friendly but lack the depth and control of more robust platforms. Keep in mind that both graphic design and GIS software often require specialized training or certification.

Adobe vs. ArcGIS: Pros and Cons

Here’s a closer look at the strengths and limitations of Adobe and ArcGIS software:

ArcGIS

Pros:

• Geospatial Data Handling: Ideal for managing and analyzing large datasets with spatial relationships.

• Advanced Analysis: Features tools for complex geospatial analysis (e.g., heat maps, overlays).

• Data Integration: Supports diverse data formats like shapefiles, KML, and CAD.

• Interactive Maps: Enables the creation of interactive web maps and dashboards.

• Precision Mapping: Offers high accuracy in projections and coordinate systems.

Cons:

• Steep Learning Curve: Challenging for beginners.

• High Cost: Licensing can be expensive for smaller teams.

• Resource Intensive: Requires robust hardware for large datasets.

• Limited Design: Not suitable for polished, visually appealing designs.

Adobe Creative Cloud

Pros:

• Design Flexibility: Unmatched customization for styles, colors, and elements.

• Aesthetic Quality: Produces professional, visually striking maps.

• Creative Freedom: No constraints on data or design, enabling unique outputs.

• Ease of Use: Intuitive for experienced graphic designers.

Cons:

• No Geospatial Tools: Lacks advanced spatial analysis capabilities.

• Time-Consuming: Handling large datasets can be inefficient.

• Lower Precision: Less accurate for geospatial projections and manipulation.

Combining GIS and Design: The Optimal Workflow

A collaborative workflow between GIS and design teams can maximize efficiency and quality. Here’s how it can look:

1. GIS Data Management: Your GIS analyst maintains up-to-date spatial databases, incorporating both proprietary and public datasets. Updates to tenant or location data are made centrally and reflect across all relevant project files.

2. Layer Setup: The GIS analyst organizes layers appropriately, allowing quick panning across markets and efficient map exports.

3. Design Integration: The graphic designer uses pre-set templates or master pages for marketing materials, focusing on aesthetics rather than raw data visualization. Exported GIS maps are shared via a centralized drive for seamless integration.

4. Finalization: Both teams collaborate to ensure the best size, resolution, and data presentation for the final piece. This streamlined workflow reduces turnaround time—critical for closing deals.

By leveraging the strengths of both GIS and design software, your team can create professional, data-driven marketing materials while maintaining efficiency. After all, in CRE, time kills deals—the faster the turnaround, the better the results.