Why a Simple Property Viewer Falls Short

In the digital age a well-designed website is a key tool in business attraction, serving as a virtual front door to the community and its available properties. While a simple viewer from a property data provider or your web developer might seem like a quick and easy solution for showcasing available properties, it falls short of meeting the comprehensive needs of the businesses EDOs are trying to serve. Here are the six reasons why:

Lack of Comprehensive Data

A basic plug-in provides no demographics, workforce, infrastructure, or incentive information – the exact data businesses and site selectors come to the EDO website to explore. Research by the International Economic Development Council shows that economic development organizations not providing this information or providing static data on other parts of their website suffer from missed opportunities. They simply get passed over, often without even knowing they were under consideration. Why? Because their choice not to provide a single technology presenting all their data makes the site selector’s work more difficult.

Inability to Stage Properties

Staging commercial and industrial property listings with 3D virtual buildings, relevant infrastructure, and other property-specific information brings property use cases to life. This is a particularly important tool for high-value properties and target industries. Nothing tells a high-value prospect that you are serious about their project more than a property perfectly staged to meet their needs. Similarly, nothing brings an RFI response to life like providing one-click access to a property staged to meet the complete specifications of the RFI. Staging properties for targeted use cases and target industries transforms property listings from static displays into dynamic, interactive tools that drive engagement. Simple property viewers do not provide the features, and EDOs using simple viewers are at a competitive disadvantage.

Lack of Analytics

The latest development in economic development technology, analytics are unavailable in simple property viewers but play a crucial role in enhancing the effectiveness of property listings. They do so in three ways. First, analytics provide EDOs valuable insights into the types of properties that are attracting the most interest, the geographic locations that users are focused on, and the specific property features that users prioritize. This information allows them to optimize property listings to better meet the needs of interested site selectors and businesses. Second, analytics can track the performance of outbound marketing campaigns and RFI responses, enabling EDOs to see the level of engagement they are getting and thereby refine their strategies for maximum impact. Third, analytics can identify the IP address of visitors, allowing EDOs critical insight into who is visiting their property listings. Overall, analytics provide crucial insights helping EDOs to be more effective.

Industrial Park Staged by The Shoals EDA, Alabama

Inability to Future-Proof

Technology is evolving rapidly, and simple property viewers are not designed to keep up. Utilizing a more comprehensive GIS solution ensures that EDOs stay on the leading edge by continuously including new features, data sources, and technological advancements – all without requiring any action or additional fees by the EDO. For example, in just the last few years we have added 3D virtual buildings, property staging, virtual tours, analytics, proposal management, and much more – all at no additional charge. Our clients simply get our continued innovation for free.

Inadequate User Experience

User experience (UX) is paramount in retaining visitors and converting them into inquiries and project leads. Research shows that a bad UX is a silent killer: users get frustrated and leave. An EDO’s property listing technology should offer an intuitive and engaging experience, allowing users to explore properties and community strengths through virtual tours, videos, and interactive data. Simple property viewers offer none of these, and lack the advanced functionality, multimedia content, and interactivity that enhance UX and keep visitors engaged and on your website.

Limited Customization and Branding

Economic development is a competitive world, and EDOs need to differentiate their regions and showcase their strengths. A generic property listing plug-in does not offer the level of customization needed to align with the organization’s branding and messaging, nor to highlight local assets like infrastructure, workforce, or incentives.

Conclusion

While a simple property listing plug-in might be a quick fix, it falls short of the comprehensive needs of the businesses and site selectors EDOs are trying to serve. By utilizing a modern and comprehensive solution, EDOs can provide a richer user experience, better and more customized data, and more effective marketing and lead management. Ultimately, a modern GIS technology will attract more businesses, investment, and talent to the region, driving economic growth.