Recently, I had the opportunity to sit down with a group of leaders from the commercial real estate sector. The participants — investors, operators, owners and developers — were primarily focused on multi-tenant office buildings (including medical office buildings) and retail environments. Our discussion centered on security technology trends, how these executives evaluate return on investment (ROI) and which areas of security technology are top of mind for them today. 

What follows are several high-level takeaways from that conversation. I share these insights with the hope they’ll help your sales and business development teams engage more effectively with non-security executives in commercial real estate organizations. 

They Want Clear & Immediate ROI 

When speaking with executive owners of commercial real estate assets, one theme becomes clear very quickly: the conversation almost always returns to ROI. It’s important to understand that many real estate investment firms do not hold assets indefinitely. In many cases, a property may be a five- to seven-year investment, acquired or developed with the goal of increasing profitability before sale. 

Because of this, traditional “security-first” conversations often fall flat. Instead, discussions must connect security investments directly to business outcomes. When we talked about video systems, the analytics that generated the most interest were those tied to tenant experience, public perception, liability reduction and operational efficiency, such as: loitering detection, graffiti detection, debris and illegal dumping detection, package delivery verification and theft detection, traffic and people counting, parking availability monitoring, blocked exit detection, and spill and slip-and-fall detection. 

These capabilities resonated because they will address real operational pain points and financial risks. 

Access Control Is an Opportunity to Unlock Deeper Value 

Access control emerged as one of the most compelling areas for ROI-driven discussions. While many assume office buildings are already using access and identity systems to measure return-to-office trends, the reality is that most owners are only scratching the surface of what this data can provide. 

Many landlords and building operators are just beginning to explore how access control and traffic data can create value for tenants and operators alike. This includes insights into space utilization, support for predictive and demand-based cleaning, and improved understanding of how amenities — rooftop spaces, fitness centers, shared meeting rooms and event areas — are actually used. 

Positioned correctly, access control data can even enable new revenue opportunities. For example, building operators may be able to upcharge for exclusive access or reservations of premium shared spaces. The broader lesson is clear: security technology conversations must be framed around ROI — whether that means cost reduction, new revenue generation or improved tenant satisfaction. Done right, security providers can become trusted technology partners rather than cost centers. 

Don’t Assume Commercial Real Estate Leaders Know Security Brands 

One important insight reinforced during this discussion aligns with findings from SIA’s 2022 Proptech Report: Commercial real estate firms generally do not have strong familiarity with security technology manufacturers or software brands. They are far more likely to recognize and trust the brand of their systems integrator than the underlying product vendors. 

This pattern surfaced again in our conversation. Mentions of well-known security manufacturers and software providers were often met with blank stares. In contrast, naming leading systems integration firms with strong commercial real estate presence immediately resonated. For sales teams, this reinforces the importance of leading with outcomes and relationships — not product branding. 

Don’t Assume Familiarity With Cutting-Edge Technology 

Another key takeaway: avoid assuming this audience is fluent in the latest security industry terminology or innovations. These executives are focused on leasing activity, revenue generation, construction timelines, tenant experiences and overall market performance. Building technology is typically a secondary concern, if it’s a priority at all. 

I experienced this firsthand when discussing mobile credentials. I assumed the concept would be widely understood. It wasn’t. I had to step back and explain it in simple terms (“your tenant will be able to unlock her office door using her phone”) before moving into more advanced discussions about standards, infrastructure upgrades and future readiness. 

The lesson is straightforward: meet this audience where they are and speak the language of revenue generation, property traffic, cost control and tenant experiences. 

Despite This, Interest in Upgrading Security Is Growing 

While commercial real estate executives may not live and breathe security technology, they are increasingly attuned to the risks their properties face. The Federal Bureau of Investigation’s Active Shooter Incidents in the United States 2024 report showed that 17% of the active shooter incidents documented in 2024 occurred in commerce facilities open to pedestrian traffic, which would include building lobbies and the interior areas of many office buildings and multi-tenant retail spaces.  

Commercial office buildings face inherent challenges: they are often publicly accessible, process high volumes of visitors and lack clear separation between tenant and visitor entry paths. Many were never designed to operate as high-security environments, and even those that attempt to improve access control, visitor management and screening may lack physical measures such as turnstiles or defined checkpoints with weapons detection. 

As recent high-profile incidents have shown, these vulnerabilities are becoming harder to ignore. Encouragingly, awareness of these risks appears to be higher than ever, and it was clear that building owners and operators are increasingly open to exploring technologies that meaningfully enhance security. 

They Want Technology That’s Truly Future-Proof 

Access control dominated much of the conversation, and one frustration surfaced repeatedly: systems installed just a few years ago are already failing to deliver expected ROI. Whether it’s infrastructure that cannot support mobile credentials or a video system that lacks advanced analytics, many commercial operators feel locked into technology that is aging faster than anticipated. 

“Rip and replace” is unappealing for any security leader and even less so for real estate investors accountable for asset-level financial performance. That said, a hard focus on ROI does not equate to disinterest in functionality. These organizations want high-performance, modern technology that enhances tenant experience and remains adaptable over time. 

The takeaway for security manufacturers, integrators and solution providers is clear: future-proofing matters. Positioning technology investments as flexible, standards-based and capable of evolving alongside tenant expectations can make the difference between a stalled conversation and a trusted long-term partnership.

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