Industry Insight: February 2026

As 2026 takes off, commercial real estate professionals are moving beyond broad forecasts and into a more intentional phase of execution. Macro conditions remain mixed, but key trends are already influencing how to underwrite deals, evaluate markets, and engage with clients.  This month’s insight examines how technology is being applied strategically to improve efficiency and clarity, and how the industry is responding to data and process-driven opportunities. 

Technology as a Productivity Advantage 
Across major CRE surveys and industry research, technology is being positioned not as a novelty but as a productivity lever. According to the 47th edition of the Emerging Trends in Real Estate® 2026 report from PwC and the Urban Land Institute, leading industry professionals emphasize the integration of technological advances into decision-making and market analysis. Rather than simply automating tasks, technology is providing strategic insights that help firms interpret data, navigate uncertainty, and evaluate long-term scenarios.  

This reflects a broader shift within CRE: professionals are increasingly adopting tools that support data-driven decision-making and enable faster, more accurate evaluation of scenarios that affect pricing, risk, and investor returns.  

For example, a growing number of firms are leveraging analytics platforms and forecasting dashboards to compare baseline, optimistic, and pessimistic market outcomes. These tools allow brokers and advisors to explain the economic drivers behind their projections to clients, turning raw data into market clarity and confidence.  

Industry research also finds that professionals understand technology works best when paired with sound analytical judgment. The PwC/ULI report underscores that opportunities in 2026 will tend to favor those “who combine speed, data-driven insight and a long-term strategic vision.”  

Site To Do Business: Turning Data into Client-Ready Insight 
A clear example of technology being applied this way is Site To Do Business (STDB), a location intelligence and market analysis platform available as a core benefit of The CCIM Institute membership. STDB helps professionals move from raw information to defensible recommendations by bringing mapping, demographic and consumer insights, and streamlined reporting into one workflow. Whether a broker is evaluating a trade area, pressure-testing demand drivers, or packaging a market narrative for investors, STDB supports faster analysis to compare scenarios, communicate assumptions clearly, and deliver client-ready insights with confidence. 

Operational Efficiency Becoming a Core Skill 
Another signal emerging in industry research is the increasing importance of efficiency and data literacy across CRE disciplines. The same Emerging Trends report cites technology integration across sectors- from data centers and logistics to senior housing and storage- as an enabler of operational efficiency. Professionals who can quickly draw insights from data and translate them into actionable advice are gaining a competitive advantage, particularly in markets where capital is selective and underwriting remains disciplined.  

This trend dovetails with expectations from the Deloitte 2026 Commercial Real Estate Outlook, where respondents from over 850 global CRE organizations expect fundamentals like rental rates, leasing activity, and vacancies to improve in 2026. That survey also highlights that organizations are being thoughtful about technology spending and integration as part of their broader strategies rather than expeditionary projects.  

Professional Insight: Technology and Strategy in Practice 
Recent industry research suggests that technology in CRE is increasingly viewed through the lens of practical application and strategic advantage rather than simple automation or hype. 

For example: 

• The PwC/ULI Emerging Trends report notes that technology continues to play a “significant role in driving the U.S. economy,” with the real estate sector beginning to integrate these advances to harness that power effectively, especially in high-growth segments like data centers and senior housing.  
• The report's data also highlights that the most successful participants are those combining data insight with long-term strategy — meaning tools matter, but judgment and narrative remain central to effective client guidance.  

These findings align with what many professionals are already experiencing: tools are most valuable when they support analytical thinking, informed conversation, and disciplined execution- not simply speed or flashy outputs. 

Policy and Early 2026 Signals 
While regulations and policy shifts are unlikely to immediately reshape markets, early 2026 signals point to areas worth watching. 

• Interest rate expectations and capital allocation strategies continue to evolve as economists and lenders interpret macro trends. 
• AI and analytics adoption is increasingly embedded in operational practices, moving from pilot stages into amplified use cases in research, underwriting, and reporting. 
• Selective adoption of technology platforms is influencing how capital markets participants evaluate risk and reward across sectors. 

These dynamics suggest that professionals who stay informed about both policy context and technology capability will be better equipped to guide clients through a complex business environment. 

Moving with Technology and Data in 2026 
Looking ahead, several practical focus areas are emerging for owners, investors, brokers, and advisors: 

• Pair technology with disciplined analysis to support smarter, faster decisions. 
• Develop skills to interpret data and explain assumptions clearly to clients. 
• Use forecasting and scenario modeling to plan for multiple outcomes. 
• Track how capital allocation patterns and sector performance are shaping portfolios. 
• Stay aware of policy trends that influence operating costs and investment strategy. 

Closing Thought 
In 2026, working smarter means more than adopting technology; it means using tools intentionally within a framework of analytical rigor, strategic insight, and disciplined judgment. As markets evolve, the professionals best positioned to succeed will be those who blend insight with execution, turn data into decisions, and help clients navigate ambiguity with clarity.