Opportunity/Challenge
Hillsboro Center is a five (5) building office complex consisting of over 225,000 square feet located at Broward and Palm Beach County line. Commercial Florida was retained by Parkway Properties (NYSE Symbol: PKY) to assume the project leasing agency. At the time the property had lost its major occupant (72,000 square foot real estate mortgage provider) that had fallen do to real estate downturn in 2008. There had been little leasing activity at the property in the prior eighteen months and the opportunity lied in reintroducing the complex to the real estate brokerage and business communities in Broward and Palm Beach Counties.
Solution
Commercial Florida developed an aggressive marketing campaign to increase awareness of Hillsboro Center in the tenant and brokerage communities. The campaign focused on a specifically designed ‘units of activities’ marketing program for the property. In order to showcase the project to the brokerage community Commercial Florida hosted the NAIOP bus tour luncheon and secured the cover of Black’s Real Estate Guide. In addition customer and broker incentive program were established where the prospective tenants would receive relocation allowances in addition to rental abatement and the highest level of customer service in the marketplace. Coopering brokers received cash bonuses in addition to the full commissions being offered. The result was eight (8) new lease transactions in the first 120 days of the assignment.
Value Added By Commercial Florida
- Implementation and execution of a pre-approved proactive marketing campaign
- Successful aggressive marketing for the project have increased the buildings by nine (9%) percent
- Ninety-six (96%) tenant retention
- Increase of project awareness
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