Ep. 18 - PropTech Playbook: Data Monetization & How Property Owners Take Back Control w/ Bill Douglas
Tue Jan 27 2026
Bill Douglas doesn't sugarcoat it: most CRE owners are sitting on a goldmine of data they don't control, don't understand, and can't monetize while vendors quietly profit from it.
In this episode, the CEO of OpticWise and co-author of Peak Property Performance pulls back the curtain on the messy reality of digital strategy in commercial real estate. From buildings running 17 systems on 13 networks with zero integration, to property management firms recommending tech they've invested in without disclosure, Bill breaks down the conflicts of interest and missed opportunities that are costing owners millions.
Bill also opens up about his near-death skiing experience, his wife's cancer battle, and why he lives by the motto: "Life is a gift. Work to live, don't live to work."
If you've ever felt overwhelmed by vendor pitches, suspicious of PropTech promises, or unsure how to turn building data into actual NOI, this conversation will give you the framework to take control.
Show Notes:
0:10: Introducing Bill Douglas
1:39: Skiing and fatherhood - the "truth serum" of ski lifts
4:17: Why the CRE industry is at a critical crossroads
8:23: Status quo bias and why owners wait for fines to act
12:05: Case Study - 17 systems, $50K+ wasted, hidden savings
15:47: The 5C method for digital strategy
20:25: Dreamers on stage vs. doers in the audience
24:50: The AI bubble and 12 critical questions for vendors
37:08: Who should be the digital champion inside your firm?
40:38: Why do firms ghost vendors then scramble last minute?
47:31: How Bill unplugs and the gift of life
52:07: "Busy doesn't mean successful" - rethinking work-life balance
57:33: Ryan's takeaways
If you love what you hear, please take a moment to rate and review us. Your feedback helps us grow and improve!
Be sure to visit our website at www.creunplugged.com for all the latest news and updates. Have thoughts or suggestions?
We'd love to hear from you! Drop us a line at info@creunplugged.com.
Subscribe to our YouTube channel at @CREUnplugged1 and be sure to follow CRE Unplugged on LinkedIn and Instagram!
This episode is sponsored by our awesome partner, HILO, making connectivity and engagement a breeze in commercial real estate.
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Bill Douglas doesn't sugarcoat it: most CRE owners are sitting on a goldmine of data they don't control, don't understand, and can't monetize while vendors quietly profit from it. In this episode, the CEO of OpticWise and co-author of Peak Property Performance pulls back the curtain on the messy reality of digital strategy in commercial real estate. From buildings running 17 systems on 13 networks with zero integration, to property management firms recommending tech they've invested in without disclosure, Bill breaks down the conflicts of interest and missed opportunities that are costing owners millions. Bill also opens up about his near-death skiing experience, his wife's cancer battle, and why he lives by the motto: "Life is a gift. Work to live, don't live to work." If you've ever felt overwhelmed by vendor pitches, suspicious of PropTech promises, or unsure how to turn building data into actual NOI, this conversation will give you the framework to take control. Show Notes: 0:10: Introducing Bill Douglas 1:39: Skiing and fatherhood - the "truth serum" of ski lifts 4:17: Why the CRE industry is at a critical crossroads 8:23: Status quo bias and why owners wait for fines to act 12:05: Case Study - 17 systems, $50K+ wasted, hidden savings 15:47: The 5C method for digital strategy 20:25: Dreamers on stage vs. doers in the audience 24:50: The AI bubble and 12 critical questions for vendors 37:08: Who should be the digital champion inside your firm? 40:38: Why do firms ghost vendors then scramble last minute? 47:31: How Bill unplugs and the gift of life 52:07: "Busy doesn't mean successful" - rethinking work-life balance 57:33: Ryan's takeaways If you love what you hear, please take a moment to rate and review us. Your feedback helps us grow and improve! Be sure to visit our website at www.creunplugged.com for all the latest news and updates. Have thoughts or suggestions? We'd love to hear from you! Drop us a line at info@creunplugged.com. Subscribe to our YouTube channel at @CREUnplugged1 and be sure to follow CRE Unplugged on LinkedIn and Instagram! This episode is sponsored by our awesome partner, HILO, making connectivity and engagement a breeze in commercial real estate.