Digital Signage & Tenant Engagement: 5 Ways to Build Community in Commercial Properties

In the commercial real estate (CRE) world, tenant engagement has become a key part of successful property management. It’s not just about occupancy — it’s about connection.

Building strong relationships with tenants leads to higher renewal rates, better occupancy, and more vibrant workplaces. But when emails go unread and bulletin boards collect dust, property managers need better tools to connect with the people in their buildings.

That’s where digital signage comes in.

Screens in lobbies, elevators, and shared spaces offer a high-impact, non-intrusive way to share updates and foster a sense of community — one that tenants actually prefer. In fact, many view digital signage as just as effective as email or text, making it an ideal complement to traditional communication channels.

In this post, we’ll explore five practical ways property managers and CRE teams can use digital signage to improve the tenant experience, build stronger communities, and support retention strategies across their portfolios.

Why Tenant Engagement Matters in CRE

Tenant experience is directly tied to building performance. A positive experience can increase satisfaction scores, reduce turnover, and strengthen long-term relationships, all of which impact a building’s bottom line.

According to the National Multifamily Housing Council (NMHC), the average cost of turnover in residential settings is over $4,000 per unit, and while the numbers may vary in office or commercial properties, the principle holds: Retention is more cost-effective than acquisition.

For commercial buildings, tenant engagement can influence:

• Renewal rates and occupancy
• Satisfaction survey results
• Event attendance and amenity usage
• Property reputation and referrals
  

Digital signage supports these goals by offering a centralized, visible, and timely way to communicate, helping property managers stay ahead of issues and build a stronger sense of connection with their tenants.

5 Ways Digital Signage Builds Community in Commercial Properties

1. Centralize Building-Wide Communications

Forget about email overload or scattered paper flyers. Digital signage acts as a centralized hub for important messages, from building announcements to seasonal reminders.

Whether you’re managing one property or dozens, you can send targeted updates across your entire portfolio or tailor messages to individual locations. This saves time, reduces strain on your property team, and minimizes tenant confusion.

By streamlining communication, signage can:

• Promote transparency across the building
• Reduce inbound inquiries to management
• Automate recurring updates
• Keep tenants better informed without crowding their inbox
  

The result? Smoother operations and a more connected tenant experience.

2. Promote Local Partnerships & Amenities

Screens in high-traffic areas are also a great way to highlight what’s available within and around the building. From on-site fitness centers and cafés to local restaurant partnerships or dry cleaning services, digital signage gives these perks the attention they deserve.

This type of content does more than inform — it creates a sense of place. Tenants begin to see the property not just as an office or workspace, but as part of a larger, supportive community.

Consider spotlighting:

• Local coffee shops or vendors offering tenant discounts
  
• Nearby events or retail promotions
  
• On-site perks like gyms, bike storage, or coworking lounges
  

It’s a small touch that can boost tenant satisfaction in a big way.

3. Highlight Tenant & Team Achievements

Want to make new tenants feel welcome? Recognize a company milestone? Introduce building staff? Digital signage gives you a platform to celebrate the people who make your building special.

Consider using your screens to:

• Welcome new tenants or visiting teams with personalized messages
  
• Highlight tenant company achievements (awards, expansions, media features)
  
• Introduce property management staff with photos and short bios
  

These updates help humanize the space, foster pride among tenants, and build stronger relationships between teams and property management.

4. Encourage Participation in Events & Programs

From tenant appreciation breakfasts to lunchtime yoga sessions, community events are a powerful way to build rapport. But if attendance is low, they lose their impact.

Digital signage helps boost participation by making event promotion more visible, timely, and consistent. A strategically placed screen, like in a lobby or elevator, can serve as a friendly reminder, nudging tenants to join in. 

Adding QR codes to event messages makes it easy for tenants to RSVP on the spot, helping boost attendance and giving property managers a better sense of expected headcount.

Try promoting:

• Networking mixers or tenant socials
• Lunch-and-learns with guest speakers
• Holiday parties or charity drives
• Wellness initiatives (fitness classes, mental health days)
  

Screens with built-in scheduling capabilities can even rotate content based on time of day or day of week, ensuring your messages reach tenants when they’re most relevant.

5. Share Real-Time Building & Safety Updates

When it comes to safety, speed and visibility are critical. Digital signage allows property teams to instantly share important updates, such as:

• Emergency alerts (fire drills, severe weather, security incidents)
  
• Access control changes
  
• Scheduled maintenance or utility work
  

Unlike email or text, which may be delayed or ignored, digital signage reaches people as they move throughout the building — offering peace of mind and reinforcing your commitment to tenant well-being.

Best Practices for Using Digital Signage in Commercial Real Estate

To get the most out of your signage network, keep the following tips in mind:

• Location matters: Prioritize high-traffic areas like lobbies, reception desks, elevator bays, and cafeterias.
• Balance your content: Mix functional messaging (alerts, maintenance, updates) with community-focused content (event reminders, staff spotlights).
• Keep it fresh: Rotate content frequently to avoid screen fatigue and maintain interest.
• Coordinate across teams: Ensure marketing, leasing, and operations teams align on key messages to streamline delivery.
• Invest in professional content curation: Tenants who are more engaged with the overall content experience are more likely to pay attention to property updates and important messages.

Need inspiration for screen messaging? Check out these tenant messaging ideas from Captivate to see what resonates with commercial audiences.

Measuring Success: Tenant Engagement KPIs to Track

A strong signage strategy should support clear goals. Here are a few ways to track impact:

• Event participation rates: Are more tenants attending on-site events after signage promotion?
• Satisfaction survey results: Are you seeing improvement in tenant feedback or perception of communication?
• Renewal and retention rates: Over time, are more tenants choosing to stay?
• Content interaction (for digital touchscreens): Are tenants engaging with on-screen tools or features?
  

Digital signage also integrates with many tenant apps, feedback tools, and CRE platforms, allowing for smarter content planning and data-backed decisions.

The Future of Tenant Engagement in CRE

As commercial properties become more tech-enabled, signage will play an even bigger role in how we communicate and connect.

Some emerging trends include:

• Personalized content: AI-driven targeting to show specific content to specific tenants or companies.
• Interactive screens: Touch-enabled signage for wayfinding, feedback collection, or amenity booking.
• Smart integrations: Syncing with building systems for dynamic content tied to occupancy, weather, or tenant preferences.
  

These innovations promise a more seamless, tailored, and responsive experience, keeping properties competitive and tenants engaged.

How Captivate Supports Tenant Engagement Goals

Captivate’s digital signage solutions are built for commercial real estate. From Class A office towers to mixed-use portfolios, our platform empowers property managers to:

• Communicate building-wide updates with ease
• Promote tenant engagement and satisfaction
• Reduce manual communication tasks and free up staff time
• Strengthen the community atmosphere of every space
  

With branded design options, smart content scheduling, and built-in analytics, Captivate helps teams deliver a modern tenant experience that stands out — and sticks.