Beyond websites, tour collateral and targeted email marketing campaigns, commercial real estate marketers understand the power of an impactful physical tour experience. While storied brands and active marketing campaigns raise awareness and peak initial interest, in-person asset previews and the ability to connect story propositions to physical space remains the ultimate decision driver for prospects in search of a workplace home.
With so much riding on this part of the user journey to leasing success, this month we invited Maria Royal, Nimble. Design Co. Brand Strategy Manager, to share a few considerations for building effective marketing centers. As a design consultancy dedicated to Branding For The Built Environment™, Nimble.’s team is driven by the mission to continually impact the intersection of where brand meets place across commercial real estate.
Find four strategic steps for approaching marketing center design for place, with best practices from coast-to-coast.
Should Your Commercial Property Have a Marketing Center?
Whether it makes sense to design a marketing center for your asset or not should depend wholly on your business objectives. Whether the goal is to help audiences visualize what renovations will look like once debuted or to demonstrate an intangible benefit like quality ownership — with a strong intent behind the design, creating a marketing center can help control the environment for a memorable and impactful user experience.
If you’re considering creating a marketing center, here are a few strategic drivers you should determine first:
- Who is our audience, and what is their attention span?
- What is our differentiating offering and what type of content will we plan to showcase?
- Which tour script points will these visuals support?
How To Select a Marketing Center Location
Once you’ve honed your ‘why,’ you will need to select a location. While there are a number of things to consider while scouting, here are a few to get the conversation started:
Understanding whether there is a need for this experience to be modular or designed to suit one space in particular will be the first step. If there is a need for the ability to migrate a marketing center experience from vacancy to vacancy as spaces lease, you would need to design a modular solution. On the flip side, if a marketing center is going to live in a semi-permanent place across the duration of a construction cycle, you might think about a more bespoke solution.
Technology can be a strong addition to a marketing center when real-time flexibility is top of mind. Digital screens can be useful for customizing a tour experience to a particular prospect, pulling up an orienting site plan or playing a brand video. In this case, a foundational conversation on how the space can support tech needs becomes critical to spatial planning. Electrical additions, WiFi extenders and seamless ability to access and update planned tech are important things to logistically program pre-design.
How much does it cost to build an effective marketing center?
Low-Cost, High-Impact Marketing Centers
High-end, High Impact Marketing Centers
Nimble. recently consulted on one for a mid-construction project in the heart of north San Jose, CA’s Silicon Valley. With this project’s target user in mind, we created custom-designed displays, showcased VR-generated renderings and utilized technology to support the tour experience across two floors of the building.While more dollars were certainly allocated to support the custom look and feel desired for this space, the result was a completely unique and differentiating marketing center experience built around the new mixed-use development’s brand and its promise to consumers.
In recap, effective marketing centers are capable of adding a level of engagement for enhanced tour experiences. By strategically honing the why, planning the tour sequence, defining the location and budget, you will set yourself up for success.
To continue learning about the value that your project leasing team can create for your commercial property, check out these articles:
- How to Market a Commercial Property: 6 Essential Tools Your Leasing Firm Should Provide
- Do I Need a Custom Brand Identity for My Commercial Property?
- 7 Things That Should Be on Your Property Website
- How to Master Email Marketing for Commercial Real Estate
- 5 Best Firms for Photorealistic Renderings of Commercial Real Estate Developments
- 10 Best Examples of Commercial Real Estate Video Marketing