Article | Intelligent Investment

3 Ways COVID-19 Has Transformed Commercial Property Marketing

Property Marketing & Touring: The Way Forward

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01 Virtual Tours are No Longer “Nice to Have”

Virtual touring isn’t a new concept, but it became a necessity during COVID-19 shutdowns, and leasing and sales professionals were forced to become virtual marketing experts. Now, greater comfort with the technology, combined with travel restrictions and cost-savings initiatives, will lead to out-of-market investors and tenants virtually touring dozens of properties before making a short-list to tour in person.

There is no “one-size-fits-all” virtual marketing solution. Professionals diagnose each assignment to identify the right fit based on their goals.

Today’s property marketing is more competitive than ever. It’s important to understand the best strategies and tactics to engage with potential tenants and buyers and cut through the clutter. Some of CBRE’s go-to strategies include:

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02 A Healthy & Safe Building is a Key Differentiator

Before COVID-19, most property marketing emphasized in-demand amenities like communal gathering spaces. Today tenants want property features that support a healthy and safe building environment and a property owner that cares about their tenant’s wellbeing. CBRE professionals are reporting a shift in the most sought-after building amenities, as illustrated below.

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03 In-Person Tours Must Be Meticulously Planned

It’s important to showcase the building ownership’s dedication to the wellness and safety of its tenants by providing a well thought out and communicated process for all on-site tours at the property.

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All of CBRE’s COVID-19 related materials have been developed with information from the World Health Organization, the Centers for Disease Control & Prevention (and similar global organizations), public health experts, industrial hygienists, and global subject matter experts across CBRE and our strategic suppliers. Guidance and requirements from public health and governmental organizations vary by geography and should inform decisions in specific locations. Our materials may not be suitable for application to all facilities or situations.

Ultimately, occupiers and landlords must make and implement their own reopening decisions for their individual stakeholders and facilities. CBRE’s guidance is intended to help facilitate those discussions and expedite the implementation of those decisions once made by the client. We make no representations or warranties regarding the accuracy or completeness of these materials. CBRE cannot ensure safety and disclaims all liability arising from use of these materials.

The partnership between our property management, leasing and sales professionals is more important now than ever before. While virtual tours are replacing in-person tours in many instances, physically visiting a short-list of properties is likely necessary to make a final selection. Both parties are working together to support health and safety protocols for existing and prospective tenants during on-site tours.
Emma BucklandGlobal President, Property Management

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All of CBRE’s COVID-19 related materials have been developed with information from the World Health Organization, the Centers for Disease Control & Prevention (and similar global organizations), public health experts, industrial hygienists, and global subject matter experts across CBRE and our strategic suppliers. Guidance and requirements from public health and governmental organizations vary by geography and should inform decisions in specific locations. Our materials may not be suitable for application to all facilities or situations.

Ultimately, occupiers and landlords must make and implement their own reopening decisions for their individual stakeholders and facilities. CBRE’s guidance is intended to help facilitate those discussions and expedite the implementation of those decisions once made by the client. We make no representations or warranties regarding the accuracy or completeness of these materials. CBRE cannot ensure safety and disclaims all liability arising from use of these materials.