Filling empty office space was a big job for many office landlords during the recession, and even in hot markets it is a challenge to attract tenants in a highly competitive industry. Not only are landlords and their leasing agents working harder to attract new tenants, but they are finding that they need to work smarter too.
Brokers are turning to technology to enhance, complement and even replace traditional marketing methods. Certainly, low-tech methods such as mailing postcards, running ads and hosting open-house events are still in play. But, the reality is that some old-school methods are falling by the wayside. Rarely are companies driving around the market on a hunt for space and scribbling down contact info from a building’s listing sign. These days, the search for space usually starts at the keyboard. As such, brokers are increasingly stepping up their game to take advantage of tools that save time and money, grab attention and reach a broader audience.
Traditional marketing mailers have been largely replaced with all things electronic, from building e-newsletters to e-blast updates for industry peers announcing the latest leasing opportunity. Brokers are making good use of those new tools. Gone are the days when you had to meet with every potential tenant who wanted a showing. Now brokers can provide virtual viewings with links to photos, detailed floor plans and even full video tours. That in itself is a huge time saver to weed out casual window shoppers from serious prospects.
Whether brokers are looking to share photos and documents or take their PowerPoint presentation up a notch, there are some pretty cool apps available. One of the biggest challenges for brokers is sifting through the technology to find what tools will be most effective. That in itself is a big job. But it is definitely a task that brokers have to make time for as prospective tenants not only expect that immediate response with real-time, detailed information, but demand it.