One of the biggest concerns we hear about in the commercial real estate industry is how tough it is to get property leased. But the million dollar question is, “What are you doing different from your competitors?”
When it comes to promoting your office space there are a couple of tricks of trade to get the exposure you desire. You have to make sure that your building stands alone from the “masses”, or other office buildings in your designated area.
There are a number of different marketing mediums you can choose from; you just have to make sure you hit every category possible to make your building get the spotlight. Remember in a room full of black and white objects only the most colorful will stand out.
When the average user searches for office space they usually get a plate full of the same looking properties…tons! This can present a huge problem for landlords trying to promote their building because the property can get mixed in and forgotten in the fray. Learning to make it through the “filter” is key for landlords trying to sell or lease office space. You have to find ways that your building will not get filtered out from the list of properties an active Tenant or Buyer generates. You can accomplish not getting “filtered-out” from the others by strategically marketing your building’s location, style, price, size, incentives, etc.
Today, pricing is the most critical aspect of a building. You have to become more creative than your competitors when deciding how much you are going to sell or lease your property for. Adding enticing incentives can catapult your property past your competition. This will catch the attention of available tenants and make them feel like you’re office space is the best on the market.
When you are creating your marketing materials you have to make sure the picture of your property is immaculate and that the location of building is appealing to the user. The key is that you have to make sure everything on your marketing materials (brochures, flyers, postcards) look aesthetically appealing and compelling to the eye. The actual picture of the property should be in a nice setting and preferably on a nice day with an abundance of sun shine. The different marketing materials should also be very easy to read and communicate the purpose quickly. A great looking building and a simple map easily identifying the location of a property can go a LONG way. Especially when your competition is fierce.
The main objective when trying to promote your property is to get it sold or leased very fast. There is an outrageous amount of competition out there trying to accomplish the same goals you are. You are all vying for the same Buyer or Tenant. So, you have to think outside the box and use alleys that haven’t been discovered yet. Use all of your available resources including MLS Systems like Loopnet, CoStar, SmithGuide and social media like Craigslist, Facebook, and Twitter must be used. Take us for example, we have exclusive property marketing campaigns via Twitter and Facebook for special deals on available office space in Orange County, but a user can only access those special deals through Twitter or Facebook. The amount of publicity we’ve received from this marketing angle has been great. We’ve been mentioned in OC Metro and The Orange County Business Journal, which only adds even more value to the property owners we represent in leasing or selling commercial property.
Remember, all in all, there are plenty of ways to promote your building. The hard part is effectively separating your building from the competition. Make sure all of your marketing materials are attractive, pleasing and hit all of the main features of the building. Price your building strategically, add some great incentives and watch the calls start rolling in. Be creative and be different from the norm, this will boost your building to the top of the list for available office space. If you have any questions or need some friendly advice on ways to promote your building give us a call at (949) 790-3150 and we’ll help you with the tricks of trade 
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