Occasionally, I miss important, relevant things I should be aware of. Such is the case with some great work one of our long-time clients, Paradigm Properties, is doing.
I quite accidentally stumbled upon the fantastic marketing program Paradigm developed for their 101 Tremont Street property today.
While looking at the #CRE Twitter feed, I noticed a funny post that compelled me to look closer at the source. Low and behold, I see that it’s from a client (and their property) running on the Building Engines platform.
So, what stood out and what is Paradigm doing with this property that other CRE companies should consider? A bunch of things!
First, they invested in a state-of-the-art website for the property that illustrates the building, its amenities, and area in a dynamic, interactive way. This may not be necessary for every property, but Paradigm obviously understands their target tenant audience. This will resonate with them. Additionally, the site is “responsive.” That means it renders well on mobile devices. Again, Paradigm knows their market as well as an important trend in how people consume information on mobile today.
So, who is their target audience? They make it quite clear with both the language on the site promoting Boston as a leading “digital city” as well as through their social media posts and activity: This is a building for entrepreneurs and for start ups.
Second, they use video, images, and social media well. Take a look at the Twitter, Facebook and Instagram sites for the property. They regularly post and update these sites. The content is edgy and entertaining (again understanding the audience), but also informative. They also use key search terms effectively in both their content and website. When a venture-backed start up begins their search online for potential space in Boston, who do you think they are going to find? What does the property positioning and marketing effort say about the likely tenant experience and management team at the building? Now price and location are always the key drivers in any deal, but getting found first and connecting in a meaningful way with your prospects certainly helps!
There is still consistent talk at the conferences I attend about how commercial real estate and property management are technology laggards, and years behind other industries in their use and application of technology for both marketing and operations. I see clear evidence that this is changing rapidly and companies like Paradigm who “get it” are leading the way. I’m just glad I eventually found this out and that we play a small role in their efforts.