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— Office Properties Quarterly — September 2016
your story.
For example, 789 Sherman
Street is a six-story, 100,744-sf office
property that has been the recognizable
gold building at Seventh and Sherman
since the 1970s.
“Through good marketing we were
able to take this familiar gold building
and rebrandThe Sherman Center as
something desirable for tenants,” said
Manion. “With professional design and
messaging that claimed ‘The Gold Stan-
dard,’ we created this sense of exclu-
siveness. Our occupancy has gone from
60 percent to 92 percent since we pur-
chased the building and implemented
the new campaign.”
We often hear owners speak with
such pride about what makes their
project special.They will point to ame-
nities, services, neighborhood, building
design, the tenants and many other
aspects.This is wonderful to hear, but
why go to such great lengths if the mar-
keting doesn’t reflect how special your
real estate is? Good marketing shares
the vision and feeling of each space.
So instead of just putting up the bro-
ker sign and waiting for the phone to
ring, I recommend taking a good look at
your marketing program. This is what
helps you create awareness, stand out
and get a leg up on the competition.
s
Backman
First American Title
National Commercial Services
is excited to announce the addition of new members to our Colorado team!
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John Huemoller
National Account Manager
Blake Hardwick, Esq.
Senior Underwriting Counsel
Jordan Dunn
Senior Escrow Officer and
Underwriter
DB Marketing
Playing on the recognizable color of 789 Sherman Street, new messaging branded the building as “The Gold Standard” to create a
sense of exclusiveness.
ity, with shorter terms and language
designed for flexible and collaborative
office space uses – a trend that neces-
sitates greater lease administration and
proactive management, requiring addi-
tional skill sets from qualified property
managers.
As real estate professionals plan for
the shifts of tomorrow, developers,
planning officials, property owners and
industry leaders are collaborating to
be at the forefront of this evolution. In-
depth analyses are underway about the
effects of various trends in commercial
real estate, including impacts of office
space densification and its correlating
impact on productivity, and where the
sweet spot is located for office expense
reductions. In the case of autonomous
vehicles, the focus is on researching
how mass transit and existing ride-
sharing services such as Car to Go
serve as the bridge between reduced
parking requirements and autonomous
vehicles.
Embracing change, exhaustive
research, proactive planning and cre-
ative collaboration are the keys to
maximizing opportunities in commer-
cial real estate trends. Because, in the
words of Bob Dylan:
“The line it is drawn
The curse it is cast
The slow one now
Will later be fast
As the present now
Will later be past
The order is
Rapidly fadin’
And the first one now
Will later be last
For the times they are a-changin’.”
s
Simpson
