AND FINALLY YOUR PROPERTY IS HAPPENING AGAIN.

8 GOLDEN RULES

FOR SUCCESSFUL REAL ESTATE MARKETING

The best anti-vacancy strategies or: what

commercial real estate really needs ...

01 EXPECT THE BEST

Full leasing can be this easy: invest 100% of your energy, confidence and ability in your property and your commitment will be rewarded 100%. The question remains, can you do this for all your properties at the same time? Quite apart from the many “construction sites” within each property ... this is why you need to be capably represented. For example by an external operational asset management service. It’s 100% focused on vacancy reduction and revitalisation. It takes care of all the positioning, sales and marketing activities on the ground. And it only gets involved when or where you need capacity. Do everything yourself. Or do some delegating. It’s that simple.

OPERATIONAL ASSET MANAGEMENT

NOTHING DRAWS ATTENTION TO YOUR PROPERTY MORE THAN YOUR FULL ATTENTION.

02 FIND THE TRUMP CARD

What do you think is the value of a meeting place without a name? How inviting is a build-ing without any character? How much vitality is there in a soulless room? Why not give your property its own identity. Have a good brand and positioning concept developed that originates from the essence of the place itself. Avoid vacuous showing off with addresses as well as contrived branding exercises. Instead why not have a striking overall identity designed with a name, face, heart and principles. Not just for a building you’d like to occupy but for a brand you’d like to meet. What’s your property’s trump card? Find it and play it!

POSITIONING

A PROPERTY THAT HAS NO NAME HAS NO SIGNIFICANCE EITHER.

03 FORGET PRACTICALITIES

Don’t talk ABOUT your property – let it speak for itself. And do so live and in colour. Not only in the form of prospectus, advertising and web presence but also on the construction and inside the building. As a ubiquitously visible signature that new life has been breathed into it. Communicate what anyone can feel when they look at and enter your property. Focus on what conveys the best feeling and comfort to your tenants. Even if location, facilities and price are the decisive factors initially – raw facts are seldom unique. Genuine emotions always are. And ultimately they are always what count.

COMMUNICATION

HEART AND SOUL BEATS GREY MATTER. IN EVERY DISCIPLINE. AND AT ALL LEVELS.

04 RELY ON YOUR INTUITION

Avoid splashing out on cheap effects as well as expensive broad-brush solutions in your architectural regeneration activities. Simply take a walk through all the public spaces and areas and take note – what looks appealing and what doesn’t? Do I like what I see? What attracts me? What turns me off? Et cetera. Whether it’s the driveway, façade, entrance, reception, hallway, stairway, lighting or plumbing facilities – simply resist the urge just to modernise everything. Take your cues from the location’s identity and do your planning and conversion with sensitivity as to what fits, what works, what is and should be allowed. That’s it.

SPATIAL CONCEPT DESIGN

ACHIEVEMENTS ARE ALWAYS ACHIEVED WHEN EVERYTHING IS RUNNING SMOOTHLY TOGETHER.

05 LET THE CAT OUT OF THE BAG

Don’t just say you have the best interests of tenants and estate agents at heart. Prove it with an exciting model area in your property. Whether its purpose is to show off your build-ing’s advantages in all its aspects; as a lounge for meetings and events; to provide some great ideas for interior design and furnishings; as a reference for promotional shots; to greet and entertain visitors; to offer experiences and events that people remember; as a stage for press and estate agent launches ... nothing provides more of a foretaste of your property than a model area. And nothing looks as vivid and appealing as a sneak preview of everything you and your property represent.

MODEL OFFICE

A SPACE SAYS MORE THAN A THOUSAND WORDS.

06 ABANDON THE MIDDLE GROUND

Don’t skimp on marked and signed areas. Make your property more vibrant, human and tangible with signs on and in the building. But don’t fall into the digital signage trap in the process; modern technology by itself doesn’t make rooms warmer, more appealing or unique. Just ask yourself two questions – how can you add value to the property through the design and style of signage? And how will you fulfil people’s four basic needs in public spaces – orientation, identification, information and inspiration. To know and implement that alone puts you miles ahead of your competitors.

SIGNAGE

THE MORE CHARACTER A PLACE HAS, THE MORE LASTING THE IMPRESSION IT LEAVES BEHIND.

07 CLEAR THE DECKS

Here are some questions you may be familiar with. Why can’t we find any tenants for property X, even though everything seems to fit? Why doesn’t any business thrive in property Y? Answers to these questions – have you ever had a property energetically cleaned? Or looked for and removed interfering fields? Whether you use feng shui, geomancy, radiesthesia or building biology – why not break new ground and bring the energy of your property into the light and into balance. Hone your sensitivity to the “good spirit” inside the building and banish everything else. Once again, whether a house is blessed or not is something you can’t measure or see. But everyone will notice it sooner or later.

HOUSE BLESSING

THE ESSENTIALS ALWAYS REMAIN HIDDEN FROM OUR EYES.

08 RELAX

The development of new real estate values is neither a DIY job nor a solo crusade. The best thing to do is look for a well-rehearsed team and then sit back; have all the aspects of your property examined and observed calmly, as a whole, from the outside and from various perspectives. And then have the best measures planned and implemented within your budget – individually or combined, in sequence or simultaneously; without friction and wastage but with plenty of harmony and synergistic effects. Specialists with the appropriate skills, consistently reliable results and support from a single source. What a great plan …

PROJECT MANAGEMENT

THE MORE FULL SERVICE, THE SOONER THE FULL HOUSE. (PASS IT ON.)

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