September 2016 — Office Properties Quarterly —
Page 21
G
one are the days of sticking a
broker sign on a building and
waiting for somebody to call
you. Or, at least, they should
be. Today, we are seeing build-
ing owners take a proactive approach
to creating a brand and using tactical
outreach methods for users to find
them wherever they can. After all,
every impression
counts, so taking a
broader, strategic
approach allows
more opportu-
nity for success. I’m
going to share three
ways to enhance
your marketing pro-
gram to make sure
your campaign is
sending the right
message about your
property.
• Branding in
America has become
a major driving force.
If you think about
the successful buildings in the region,
these properties, most likely, have a
strong brand behind the structure.
Branding is the expression of the
essential truth or value of something.
It is communication of characteris-
tics, values and attributes that clarify
what this particular brand is and is
not.With all the money that goes into
these commercial real estate deals,
properly communicating a building’s
brands is an important factor to the
success of the property.
For example, Central Development
owns Tower 1660, a 111,103-square-
foot Class B property located at Inter-
state 25 and Colorado Boulevard that
was built in 1972. After investing in
new branding, signage and some facil-
ity upgrades, the property took off.
“Before we bought the building, it
was just a street address, but brand-
ing brought Tower 1660 into the 21st
century,” said Central Development
Principal Jeremy Records. “This was so
valuable in doubling our occupancy
and improving the overall flavor of the
location.”
More people will see the marketing
of a building – which costs less than
building overhauls – than the number
of people who will see the inside of
the property itself. So it makes sense
to have this updated, upgraded and
looking good. Think about the brand,
the website and the signage for an
impactful face-lift.
• Technology allows us to increase
distribution channels.
Why bury your
listing on your brokers website and
have it compete with other listings
when it can have its own stage? Build
a website for your building that allows
you to direct traffic to it. This also will
ensure that it can be found through
Google and other online searches via
a well-optimized site.
“We want to reach potential users
everywhere we can,” said Tucker Man-
ion of Centre Point Properties. “With
younger owners using the web more,
this seems like a good place to be, so
we added custom websites to mul-
tiple commercial properties in our
portfolio.”
• Break through the template and tell
Doug Backman
Managing director,
DB Marketing,
Denver
Management
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With a new branding campaign that embraced the building’s street address, Tower 1660
was brought into the 21st century.
