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Up to 100% of buyers now shop for homes online, according to the NAR, which also means that a huge chunk of your marketing efforts has shifted toward professional photography, virtual staging, 3D tours, and social media ads. And that's great, you've got the attention of online browsers.
But what about people walking past your office? Or strolling through the neighborhood they're considering moving to?
If it's a few printed listings taped to the glass, you're leaving money on the table. There is a better alternative that enables you to repurpose the same creative you use online, with the added advantage of high-impact 24/7 visibility, and lead capture directly from foot traffic–namely, real estate digital signage.
So in this post, you're going to learn how digital window displays for real estate can get you more qualified leads, the different types available in the market, content strategies that convert, and how to measure success.
Why Digital Window Displays Work for Real Estate
First point of contact with local foot traffic
Before someone becomes a client, they have to know you exist. And before they trust you enough to list their home or book a viewing, they usually need to see you a few times.
Estate agent window displays give you the space to introduce your team, share testimonials from past clients, highlight your sales process, or show what makes your agency different from the one down the street.
Static paper listings can't do that. They show properties, but they don't tell people anything about who you are or why they should work with you. A rotating display lets you build familiarity and trust with people who pass by regularly, so when they're finally ready to make a move, you're not a stranger.
24/7 visibility
Your office might close at 6 PM, but the neighborhood doesn't. This is when people are walking or jogging past on their evening route. Estate window displays are commercial-grade panels designed to run continuously without overheating or burning out.
These screens are powered by digital signage software that lets you schedule content to play during specific hours, so you can rotate property listings during the day and switch to branding content, agent bios, or neighborhood highlight reels after hours.
The panels are also sunlight-readable, typically rated at 2,500 to 3,500 nits of brightness, which means your listings stay visible in direct afternoon sun without washing out.
Differentiate from local competitors
If there are three real estate offices within two blocks, digital signage immediately separates you from agencies that still haven't made the switch.
This goes back to being that first point of contact where customers can really get to know you. They see your branding, scroll through multiple listings in real time, and one of those properties might catch their eye in a way a static printout never would.
It also signals professionalism. You're using the same tools that high-end retailers and financial institutions use, and that creates an impression of competence before anyone walks through your door.
Projects a modern, professional image
A polished digital display tells people you know how to market properties. If you can't make your own office window look professional, why would a seller trust you to market their home effectively?
The display becomes proof of capability before anyone walks through your door. It shows you understand presentation, that you're willing to invest in tools that work, and that you're running a business that keeps pace with how people search for homes today.
First impressions matter in real estate, and your window is making one whether you're thinking about it or not.
Reduces unnecessary viewings by giving buyers more info upfront
You can successfully pre-qualify interest by showing floor plans that reveal deal-breakers upfront, like no parking or steep stairs, or using video walkthroughs that give people a realistic sense of the space before they even contact you.
If a buyer still requests a viewing after seeing that level of detail, they're much more likely to be a qualified lead. You're essentially filtering for quality and getting back hours every week that would've been spent on tours that weren't going anywhere.
Types of Digital Window Displays
High-Brightness LCD/LED Screens
These are industrial-grade digital displays built to stay readable when direct sunlight hits the glass. Consumer monitors wash out in bright conditions, but these units use high-output LEDs to keep colors vibrant and text sharp even at midday. They run continuously, so property listings stay visible to pedestrians regardless of weather or time of day.
Features
- Extreme high brightness ranging from 2,500 to 4,000+ nits
- Integrated ambient light sensors for automatic day and night dimming
- Industrial cooling systems to prevent screen blackening from solar heat
- Specialized filters for visibility through polarized sunglasses
Pros
- Guaranteed visibility in direct sunlight where standard TVs fail
- High-impact professional branding that attracts significant foot traffic
Cons
- Higher initial investment compared to traditional backlit paper displays
- Requires professional installation to manage weight and thermal venting
Best for: Offices with south-facing windows or storefronts in high-sunlight regions managing multiple properties with regular content updates
Hanging Double-Sided Digital Displays
These units have two slim screens placed back-to-back so you can show different content on each side. The outward-facing screen uses high brightness to catch attention from the sidewalk. The inward-facing screen runs at standard brightness for clients inside the office. This setup makes better use of window space without needing separate mounts or extra cables running everywhere.
Features
- Ultra-slim chassis often measuring less than 25mm in thickness
- Asymmetrical brightness levels optimized for both indoor and outdoor environments
- Single-cable power and data delivery systems for a clean floating look
- Independent content management allowing different videos on each side
Pros
- Captures attention from both outside pedestrians and inside visitors
- Highly space-efficient for agencies with limited window real estate
Cons
- Heavy units require reinforced ceiling or floor-to-ceiling cable mounts
- More expensive than single-sided digital units due to dual panels
Best for: Busy high-street offices with a high volume of walk-in traffic and window shoppers.
Through-Glass Interactive Touchscreens
In this setup, the display sits behind your window glass, and pedestrians interact with it by touching the glass itself from outside. The screen uses projected capacitive touch technology that detects touches through up to 6mm of glass, so there's no exposed touchscreen on the exterior.
They can browse your full property database, filter by price or bedrooms, view floor plans, scroll through photos, and submit inquiries right there on the sidewalk.
Features
- Projected capacitive touch technology that works through glass up to 20mm thick
- Live API integration for real-time property price and availability updates
- Mobile hand-off via dynamic QR codes for saving listings to smartphones
- Vandal-proof hardware since all electronics remain safely inside the building
Pros
- Exceptional lead generation capability through 24/7 user interaction
- High "wow factor" that differentiates the agency from local competitors
Cons
- Requires frequent window cleaning to remove finger marks and smudges
Best for: Agencies in high foot-traffic areas who want to capture leads around the clock without staffing after hours or exposing hardware to the elements
Digital screens vs backlit/LED poster holders
You'll find that most real estate agencies still use backlit or LED poster holders in their windows. They're affordable and straightforward, but every listing change means printing and swapping posters manually, which adds up in both time and cost.
Digital screens are the high-tech alternative. Not only can you update your property listings instantly from any device, but you also turn your storefront into a live information hub that works for you 24/7. You can stream high-definition video walkthroughs and neighborhood drone footage that build an emotional connection with buyers before they even step inside.
Hardware and Installation Considerations
Content Strategies For Estate Window Displays That Convert
Motion Over Static
Listings with video receive 403% more inquiries than those without, yet only 10% of agents actually create listing videos. If you're looking for a way to differentiate your agency from the competition, this is it.
It's also worth noting that 73% of homeowners say they'd choose an agent who uses video over one who doesn't. Video communicates space, light, and flow, and is the closest thing to giving passersby a comprehensive view of the lifestyle on offer without stepping inside the property.
Look DS supports a wide range of media formats and high-resolution images, and importantly, it doesn't compress your videos. What you upload is what displays, so the production quality you've invested in actually comes through on screen.
Highlight Key Info at a Glance
The window display needs to communicate its message in the few seconds it takes for someone to walk past. This means your design strategy should prioritize bold pricing, clear property types, and high-contrast text that remains legible from across the street or in direct sunlight.
Modern displays make this easier through multi-zone layouts, which allow you to show a primary property video in one section while simultaneously displaying live mortgage rates, agent contact details, and client testimonials in secondary zones. The result is that viewers absorb multiple data points at a single glance without needing to stop or study the screen.
Dayparting: Schedule Content by Time
Your content strategy should shift based on who's walking past the window at different times of day. Morning commuters tend to respond better to quick, digestible content like market stats or new listing alerts, while evening foot traffic typically has more time and attention for detailed property tours and neighborhood lifestyle videos.
Weekends present another opportunity entirely. This is when you can pivot toward open house schedules, local events, or family-focused content. The Look DS scheduling tool allows you to automate these shifts, so you're not manually swapping content throughout the week.
Social Proof
Trust is arguably the most valuable currency in real estate, and your window display provides an excellent platform to showcase third-party validation. Look has an integrated Google Reviews app that enables you to pull reviews and star ratings directly onto the screen. This way, you build credibility with passersby before they even interact with your team.
Success indicators work particularly well here. "Sold in 2 Weeks" banners or user-generated photos of happy clients in front of their new homes.
Real-Time Data Feeds
Syncing with your MLS or IDX feed, property availability and pricing update automatically eliminates the risk of displaying a listing as available when it's already under contract.
Beyond listings, you can integrate live mortgage rate widgets, local weather, and market trend statistics. There's a library of built-in apps in the Look CMS for RSS feeds, weather, and Google Slides, and if you're already tracking data in spreadsheets or third-party tools, you can connect those through Zapier or the API so updates flow to your screen without any manual work.
QR Codes and Lead Capture
QR codes achieve a 37% click-through rate, which is three to four times higher than traditional digital ads. When placed on a window display, they let passersby save a listing to their phone, view a full digital brochure, or schedule a viewing directly. This means you're still capturing leads during off-hours without anyone from your team lifting a finger.
Look CMS lets you generate and assign a unique QR code to each property, giving you clear attribution on which listings are driving the most engagement. You can also link these codes to chatbots or calendar booking tools, so lead capture runs around the clock even when your office is closed.
Interactive Features
So one of your listings has stopped someone in their tracks, and they want to learn more. With through-glass touch technology, you can include interactive elements like "Find Your Perfect Home" kiosk searches, polls about local market sentiment, or preference quizzes that capture email addresses while keeping people engaged.
If you already have an interactive property search on your website, a mortgage calculator, or a neighbourhood guide, you can use the Look embeddable code app to pull them directly to your window display.
And if you want to take things a step further, AR can bring an extra wow factor to your window. A passerby points their phone at a listing photo and is instantly transported into a virtually staged version of the property, with furniture placed and rooms redecorated in real time. According to Lumus Vision, 71% of consumers say they'd prefer to shop at stores offering an AR experience, and that preference is only growing.
Florin Partners Case Study (Stockholm, Sweden)
Florin Partners, a real estate brokerage in Stockholm, wanted a dynamic way to showcase their listings. They installed two screens in the window to display infographics, statistics, and videos about their properties. Using Look DS, they can easily update content from anywhere. “It’s so user-friendly that everyone on our team can update the displays themselves,” says co-founder Jonathan. The seamless setup and remote management have made their digital signage both efficient and engaging.
Check the case study:
Measuring ROI
KPIs to Track
The point of a window display is getting people through the door or onto your contact list.
- Walk-ins and foot traffic tell you if the display is actually pulling attention.
- QR scans per listing show which properties people care enough about to engage with from the sidewalk.
- Lead form completions track how many of those scans turn into actual contact information in your CRM.
- View-to-inquiry rate connects everything—how many people who stop to look at your window end up reaching out.
A/B Testing
You can test different layouts, motion levels, and content types to see what actually works. Run a property video on one layout and a static image carousel on another, then check which one gets more QR scans. Unique QR codes for each listing make attribution straightforward. If one property gets fifty scans and another gets three, you know which presentation style is resonating with foot traffic.
Compliance and Accessibility
GDPR and Privacy Considerations
If you're using interactive touch displays that capture contact information, you need to handle personal data properly. Make sure lead forms include clear consent language and that you're storing information securely. GDPR applies if you're collecting data from EU residents, even if your office is elsewhere.
ADA-Friendly Kiosk Height
Touchscreens need to be reachable from a wheelchair. ADA guidelines put controls between 15 and 48 inches from the ground, with most agencies mounting interactive displays around 42 inches. This works for standing adults and meets accessibility requirements.
Night-Time Brightness
A 4,000-nit display that works perfectly at noon can light up the entire block at midnight. Most systems include ambient light sensors that automatically dim screens after dark, which keeps neighbors happy and avoids complaints to the city. Some municipalities have brightness caps for after-hours signage, so check local ordinances before installation.
Content Moderation for User-Generated Content
If your interactive display lets people submit reviews, comments, or photos, someone needs to review that content before it goes live. Unmoderated user-generated content can turn into a liability quickly, especially if someone posts something offensive or factually wrong about a property.
Getting Started with Look Digital Signage
If you've made it this far, you're probably wondering what it takes to actually get one of these displays up and running. The honest answer is that the hardware is the biggest decision, and we've covered the key specs earlier in this article. Once that's sorted, the software side is straightforward.
Look offers a 14-day free trial with no credit card required, which gives you enough time to test the CMS, upload your listings, and see how the scheduling and layout tools work before committing. If you're managing multiple branches or running a luxury-focused agency with more complex needs, you can book a demo, and we'll walk you through a setup tailored to your situation.
The Look CMS comes with reliability built in. There's a library of real estate-specific templates so you're not designing from scratch, proof-of-play reporting for co-marketing arrangements where you need to verify content ran as agreed, and device health monitoring that alerts you the moment a screen goes offline.
Frequently Asked Questions on Digital Window Displays
How much do digital window displays cost?
It depends on the screen type and size. High-brightness commercial displays designed for window use typically range from $1,500 to $5,000+ per unit, with through-glass interactive touchscreens at the higher end. The Look software starts at a monthly subscription of $13.5/screen/month that goes lower as you build your network.
What screen brightness do I need for a window facing direct sunlight?
For south-facing or sun-exposed windows, you'll want a display rated at 2,500 nits or higher. Screens in the 3,000 to 4,000 nit range handle direct midday sun without washing out, and most commercial-grade units include auto-dimming for after dark.
Can I update content on TV remotely?
Yes. The Look CMS is cloud-based, so you can update listings, swap out content, or adjust schedules from any device with a web browser, whether you're at the office, at a viewing, or at home.
Do the screens work without an internet connection?
They do. Content is cached locally on the media player, so your listings and videos keep running even if your internet connection drops. Once you're back online, any updates you've made will sync automatically.
What TV sizes are best for real estate windows?
For most storefronts, 55 to 65-inch displays work well and are readable from across the street. If your window is right on the sidewalk with close foot traffic, a 43-inch screen can be effective. Portrait orientation is most common since it mirrors how people scroll on their phones.
Can I sync with my MLS feed to the TV screen?
Yes. Look integrates with MLS and IDX feeds through Zapier or direct API connections, so property details, pricing, and availability update on your display automatically whenever you make changes in your source system.
