ECR was hired by mm Investment Company in December of 2012 to provide marketing and leasing services for Colina West. At that time, the property’s occupancy rate was 62% and leasing activity was limited at the building. The ownership decided they needed to make a change with the brokerage role and hire an aggressive leasing team with new ideas in order to create lease activity.
Strategy
ECR developed a marketing and leasing strategy targeted towards obtaining new tenants for the project while working with existing tenants in the best manner possible. The strategy consisted of the following:
Utilized ECr’s in-house marketing resources to create attractive and creative marketing materials for the property, including custom marketing videos
Installed creative property signage on Capital of Texas Highway and great Hills Trail to create buzz amongst the building’s high-count traffic area and list specific size availabilities
Strategically executed a direct call, email, and internet marketing campaign targeted towards the brokerage community as well as directly to tenant prospects
Followed up with all leads and opportunities consistently, aggressively and effectively
Proactively met with existing tenants to help expand and address renewals early on
Created and practiced a professional property tour through the project boasting the amenities of the property
Set personal marketing meetings with multiple tenant representation firms in Austin to provide top-of-mind information of the building’s new ownership and leasing opportunities
Strategically created spec suites for immediate occupancy for many office suites and created a board of the finish selections to showcase on tours
Promoted leasing specials to generate leasing activity
Held a broker breakfast for brokers to preview our availabilities to keep in mind for potential tenants
I am very pleased with the results achieved by ECr in leasing Colina West. They came to me with a fresh marketing strategy, and executed that strategy with care and diligence resulting in a fully leased property to quality companies.
Mark McAllister
MM Investment Company
Results
ECR executed 12 leases/renewals/expansions at the building totaling 26,105 RSF at Colina West within 18 months of being hired to lease the building. ECR was able to bring the building’s occupancy to 100% in April of 2014, which had not been done at the building with the current ownership. During this same period, ECR managed to increase the lease rates by approximately 23%.
