Magazine article Journal of Property Management

Magic to Do: 3 Tips to Create Marketing Magic

Magazine article Journal of Property Management

Magic to Do: 3 Tips to Create Marketing Magic

Article excerpt

I've discovered the secret question. Not long ago, I was fortunate enough to stay at a Four Seasons Resort Hotel. Before I even had both feet out of the car, the doorman set the tone for my visit: "Miss Alter, welcome to the Four Seasons."

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How on earth did he know my name? If you've ever had the experience of staying at a five-star property, you know what I mean: it's magic.

It's crucial to tackle the real question first when you're looking for tactics to market your property into a five-star experience: Why you? Why should a tenant sign a lease for your building? What will persuade an owner to hire your firm?

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If you want to create marketing magic, here are three simple tins I've learned from the best.

1. Target the experience

How will you turn a prospect into a tenant? Think about how hotels turn guests into returning customers: they don't merely manage that guest's experience, they target it from the start.

When my daughter was little, I used to bring her with me on weekend property visits. First we'd drive around the property, just to get a picture of the whole thing. We're all busy--the trick is to try taking in the entire picture first. What's your impression of the property and of the space? What do you want it to be? Consider the impressions first-time visitors will have.

Tenants need our help visualizing what they can do. I have one client who uses before-and-after pictures to demonstrate how a space could look. …

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