By Shannon Bedinger
September 24, 2019
For many decision makers, it is difficult to envision everything vacant office space can become. Often, the most neglected spaces have the highest potential to provide creative workplace solutions. Tenants looking for office space can now tour vacancies with fully immersive branding to visualize how their company can thrive in the space.
An experienced marketing team with knowledge on what drives office leasing can create a custom approach to any vacant space. This creative lens allows tenants to envision space that meets their own unique business needs by transforming empty floors into experiential environments complete with three-dimensional activations, graphic packages, custom built-ins for lounging and the latest touch-screen technologies.
The custom spaces are branded to fit the identity of the building and the type of tenants the ownership is looking to attract. The graphics showcase nearby amenities, potential office layouts, and the lifestyle employees would enjoy at the building.
Creating a branded and experiential white-box floor has resulted in increased leasing velocity and higher lease rates for several properties. At one Houston building, a 50,000-square-foot space had been vacant for over six years. After the marketing team completed the branded white-box package, the office leasing agents secured a 150,000-square-foot lease, representing a significant return on investment for the ownership.
It’s important for real estate owners to entrust their properties to skilled leasing agents, but it’s equally important that they have a highly creative and innovative marketing team behind them. Unique marketing solutions can set a building apart from its competitors and add unexpected value for real estate investors.
Shannon Bedinger is Vice President of Marketing & Communications for Transwestern’s Houston office, where she oversees initiatives to drive leasing momentum at properties and increase brand awareness.
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