In a perfect marketplace, every potential tenant who is qualified to lease your space would be aware of it. Technology advances bring us closer to this, giving all tenants greater transparency and access to information about available space.
However, there is a substantial gap in what we call the “transaction filter,” which is the process of moving a prospect from mere awareness to understanding of how the space might suit them, tointeracting with the space and finally choosing to lease it.
This is our sweet spot.
Anyone can broadcast a message—“Space Available!”—but not anyone can bridge the gap between what a tenant thinks they need and the potential for your space to fill the bill.
Our marketing approach segments potential tenants, focusing first on those likely to pay the highest price and create the least risk. This strategy directs our resources to drive top prospects through the transaction filter, ensuring that they fully understand the building’s benefits and unique attributes.
From property tours to test-fit space planning to lease negotiations, we create a continuous feedback loop that helps us consistently raise the bar in our marketing efforts.
For example, in one building we created a feedback incentive program, gathering both the prospect tenant’s thoughts and their broker’s thoughts on our clients’ building. Their comments spurred the owner to make several low-cost improvements to the property that ultimately attracted tenants from an industry not previously targeted.