Behind the post: Why reels, stories, and shorts work for CRE (and how to use them) - by Kimberly Zar Bloorian

Let’s be real: if you’re still only posting photos of properties, you’re missing out. Reels, Stories, and Shorts are where attention lives, and in commercial real estate, attention is currency.

Short-form vertical video isn’t just a Gen Z thing. It’s the fastest way to get in front of your network, build credibility, and stay top of mind. Whether you’re a broker, owner, or lender, people want to see you.

Not just your listings, not just the building — you.

Use Reels to show a quick tour, share a market update, celebrate a win, or answer a question you keep getting. Keep it under 60 seconds. Add captions (most people scroll with the sound off). You don’t need fancy equipment because your phone and decent lighting are enough.

And here’s the secret: one video can go far. Post it to Instagram, LinkedIn, and YouTube Shorts with small tweaks. Consistency beats perfection, always.

We work in a relationship-driven business. Video builds trust faster than any graphic or press release ever will. If your competitors are showing up and you’re not, you’re already behind.

So next time you walk a property, close a deal, or even just have a thought worth sharing — record it. Post it. Don’t overthink it.

This is how CRE is marketing now. Time to hit record.

Kimberly Zar Bloorian is the founder and CEO of Kloud, Great Neck, N.Y.