ECR was hired by Exeter property Group in July 2014 to provide proactive marketing and leasing services for Northpointe Trade Center.
At the time of Exeter’s hiring of ECR, the property had over 120,000 SF of vacant space and was approximately 75% occupied.
The ownership needed immediate leasing activity and a firm that could effectively market the vacancies for the property to create momentum and help Northpointe Trade Center reach 100% occupancy.
Strategy
ECR developed an aggressive marketing and leasing strategy targeted towards re-introducing Northponte Trade Center to the marketplace by showcasing the remaining vacancies in the class A industrial project. The strategy consisted of the following:
Utilized ECR’s in-house marketing resources to design creative marketing materials that were unique to the industry for the property.
Worked with ownership to finalize high-quality marketing.
Created and practiced a professional property tour through the project boasting the new offering, and hosted the best tour experience possible through the pre-construction and construction phase as suites were leased.
Hosted private lunches with active industrial leasing brokers to tour the property and discuss possible size and layout options.
Strategically executed a direct call, email, and internet marketing campaign targeted towards the brokerage community as well as directly to tenant prospects.
Provided a three-part direct mail campaign to brokers and tenants to educate them on the existing availabilities and updated as spaces were leased.
Followed up with all leads and opportunities consistently, aggressively, and effectively.
Worked with ownership to finalize all analysis for each prospect until the favored deal was selected, and then worked through lease documents to get final executed leases.
Results
ECR executed 3 leases at the building totaling over 78,000 RSF (17% of the project), within 11 months of being hired to lease the building.
Additionally, ECR assisted in the disposition of approximately 3.1 acres of excess land at NpT in the same time frame.
ECR was able to bring the project to full occupancy in May of 2015 and stabilize occupancy at 100% for the longer term.
ECR attributes this success to Exeter and their ability to be extremely responsive and decisive after all information was presented.
