The time we spend online continues to increase. In 2025, adults spent an average of four and a half hours a day online, 10 minutes longer than in 2024 and half an hour longer than during the pandemic.
This has an impact on how commercial properties are marketed, said Mark Watson, area director at property portal Rightmove Commercial. At least 70% of consumers search for commercial properties online before contacting an agent, he said.
“This is why standing out in a digital-first commercial property market really matters,” Watson said. “However, a business should make sure that what a consumer sees online benefits, rather than damages, a brand.”
Bisnow spoke to Watson about how digital advancement is reshaping how consumers find commercial property to lease or acquire.
Bisnow: What do you see as the biggest benefits of digital advancement?
Watson: Access and insight. Knowledge is no longer locked behind walls or based on geography because consumers and businesses in one place can now access the same information and learnings as those who live or operate in another.
As consumers, we can now access huge amounts of information and data and expect that to be immediately available. We also expect it to be detailed and comprehensive, providing greater insights.
Digital advancement has given us the ability to observe behaviours, to anticipate challenges and to make informed decisions with clarity and confidence. Insight allows us to transform uncertainty into understanding and complexity into direction. This matters because better insight leads to better outcomes.
Bisnow: What insights does Rightmove’s research give about how consumers use digital tools?
Watson: We know that those looking for commercial property use digital tools for all elements of their process. Our research shows that 84% are influenced by online content and 51% use an online tool to shortlist properties.
Rightmove also publishes quarterly insights into the market, giving regional data about supply and demand. We help agents to monitor trends, which will impact their marketing campaigns.
Bisnow: How should commercial property agents approach creating a listing?
Watson: The most important things for those searching for properties on Rightmove Commercial are comprehensive property details.
When we asked commercial property consumers what makes a listing catch their attention, 69% said it was comprehensive property details, while 66% said transparent pricing. Sixty-five percent wanted clear floor plans, and 61% look for high-quality images.
Essentially, the more information an agent can give, the better. If they can include a good-quality video walkthrough or brochure, they are likely to achieve better engagement.
Including clear, transparent pricing is important, too. Many agents list properties with “price on application” because they want the viewer to reach out directly, but this could mean missed opportunities.
They could lose an interested viewer because we all want and expect to see as much detail and transparency as possible when we undertake our own research.
Bisnow: How should agents approach marketing properties effectively?
Watson: We’ve learned that the best marketing balances short-term activation with long-term brand building. Agents need to combine direct activation — measures that drive immediate, measurable consumer action, such as viewing a property or transacting — with growing brand share of voice over time for long-term sustained benefit.
We’ve created the Ultimate Commercial Property Listing Guide to give our partners an idea of how to create listings and marketing collateral that work.
Bisnow: How is Rightmove Commercial adapting its offering as technology evolves?
Watson: As a commercial property portal, we can speak with confidence about what we have learned about marketing in the digital space. We’re well placed to see how consumer behaviour is changing and how our technology can move with it.
As a business, we’re investing heavily in AI-powered technology and tools to experiment with, identify and create opportunities. Rightmove Commercial will continue to evolve and enrich our platform with changing consumer needs and behaviour.
This article was produced in collaboration between Rightmove Commercial and Studio B. Bisnow news staff was not involved in the production of this content.
Studio B is Bisnow’s in-house content and design studio. To learn more about how Studio B can help your team, reach out to studio@bisnow.com.