In commercial real estate, data drives decisions, but let’s not underestimate the power of design.  

It’s easy to focus on financials, projections, and numbers (they are important, of course). But often, what really captures an investor’s attention isn’t just the ROI… it’s how the story is told visually. A well-designed presentation or deck can say a lot before you even start talking.  

Because whether we admit it or not, design influences perception. A clean, intentional layout with sharp branding signals professionalism. Consistency in visual materials tells your audience you’re organized, detail-oriented, and trustworthy.   

On the flip side, sloppy formatting, outdated visuals, or cluttered slides can quietly erode confidence, even if the numbers behind them are solid.  

Beyond Aesthetics: Design as Strategy  

Design is not merely about aesthetics; it is a strategic communication tool.

In a fast-moving industry where decisions are made quickly, visuals can either clarify your message or confuse it. Good design helps investors absorb key takeaways faster, focus on the metrics that matter, and connect with the bigger vision behind the asset.

According to a study by McKinsey & Company ¹, design-led companies experience 32% more revenue growth and 56% higher total returns to shareholders compared to their counterparts. In addition, 73% of businesses reported that their design efforts significantly contributed to increased revenue.

Effective design supports the following:

• Clear and compelling storytelling
• Hierarchical presentation of data
• Consistent branding across materials
• Greater confidence in the preparedness and professionalism of a team

At the end of the day, great design helps people feel like they’re in good hands.

Challenges in CRE-Related Design Execution

Of course, knowing that design is important is one thing. Having the time, talent, and bandwidth to execute it well is another.  

This is where a lot of CRE teams get stuck:  

• The high cost of maintaining in-house creative teams  
• Long lead times required to recruit experienced designers  
• Inconsistent results from do-it-yourself design efforts  
• Burnout among internal staff who manage multiple roles  
• Materials being rushed or left unfinished  

This is why many companies, especially in CRE, are starting to rethink how they build their teams. Some are blending internal resources with flexible creative support outside their core staff. Outsourcing parts of the design workload has quietly become a smart move to stay agile, scale design output, and maintain quality without draining the team.  

This approach is not solely about cost reduction. It also enhances adaptability and ensures teams are prepared when opportunities arise.  

A Gentle Reminder: Design = Leverage 

In this space, the best pitch doesn’t always win. Often, it’s the best-presented one.

So the next time you’re working on a property deck, a new pitch, or even your firm’s branding refresh — remember that visuals carry weight. They’re doing more than just decorating your data. They’re telling a story, setting a tone, and helping investors decide if they want to be part of it.

Sometimes, just cleaning up the layout, sharpening the brand feel, or presenting data more clearly is all it takes to tip the scale in your favor.

¹ McKinsey & Company. (2018). The business value of design. https://www.mckinsey.com/capabilities/mckinsey-design/our-insights/the-business-value-of-design