Marketing your Omaha commercial real estate is a lot like online dating—it’s easy to make your property look presentable, but more challenging to make it look irresistible. But as with dating, the key is finding the right audience. And the way to do that is to uncover the USPs, or Unique Selling Points, of the Omaha office space you’re trying to fill. Every property has them; the trick is finding yours and making them stand out.
For example: most Omaha commercial real estate properties can make a number of generic claims: central location, flexible space, on-site parking and restaurants and other services nearby. To find out what’s truly unique about your property, we recommend working with Colliers International to take a detailed inventory of the building’s attributes—then use those attributes to craft a compelling “story” for your Omaha office space. During this process, it’s important think about both the physical attributes of the building itself, as well as the benefits of the building’s location. Here are six critical factors worth considering:
A great location is obviously a huge selling point for Omaha commercial real estate—but location is rarely black and white. For example, one client was trying to fill a large office and retail project on the fringes of downtown—a less-than-ideal location. But since the building was adjacent to a popular bookstore, the client was able to use their famous neighbor as a unique selling point to get the property “on the map.”
How well does your Omaha commercial real estate property use its space? This question can be answered quickly by noting the load factor of your property—the percentage of space (typically occupied by elevator lobbies, hallways and restrooms) that isn’t usable for business purposes. If your Omaha office space has a higher rate but a lower load factor, you can make the case that your property uses space more efficiently, and therefore presents a better value to prospective tenants.
The existing infrastructure of your Omaha commercial real estate can play a major role in attracting the right tenants. For example, technology businesses with major power and cooling needs might not be right for a building that lacks the HVAC infrastructure. Likewise, if your building doesn’t offer ample parking, you may have trouble accommodating a business with a large on-site sales force.
Regular surveys tell us that the key factor in tenant satisfaction is the quality of interactions tenants have with their property managers. Before taking your Omaha office space to market, consider the performance record of the current property manager—including their level of involvement with the property and their face time with existing tenants.
A tenant’s energy, taxes, janitorial, maintenance and other pass-through costs add up— and can become a competitive advantage, particularly if a broker has knowledge of comparable buildings’ typical charges. This is an opportunity to capitalize on your Omaha office space’s efficiency improvements, whether that’s a new HVAC system, energy-saving switches, LEED® Certification or other differentiators.
While many companies seeking Omaha commercial real estate look to the bottom line when deciding where to locate, that is rarely their only consideration. A “cool factor” or singular benefit might be enough to sway the decision if all things are equal between competing properties—but they rarely are equal. That’s why it’s critical to develop a handful of benefits that add up to a singular value proposition for tenants.