Michael Epps Utley {kind=image/jpg}
It’s been a wild few years for providers of dedicated office and coworking spaces for lease. The emergence of the gig economy created a new market for short-term rental of space. Then, the pandemic delivered a massive wave of alternatives to leasing office space. Now, some companies are going back to the office, some are keeping it hybrid, and others are permanently remote. But all of these buyers of office space are doing one thing: shopping harder and with more awareness of amenities and lifestyle considerations. This creates an opportunity.
Create a Lead Magnet That Attracts Office Tenants
Being the Trusted Community Advisor
Lead magnets are online tools and content that you can offer to people so they discover your brand or offers while trying to solve a problem.
An example of a lead magnet is a guide to local schools for people considering relocation to a city. Here in Nashville, we see a lot of new headquarters relocating to the area. So, we recommend serving that community with content so they are aware of local options for office space.
One might think that in the age of AI content, these lead magnets would not be needed. But people see the mistakes in AI content and generally do more than one search when it comes to important decisions (there’s also a lot of healthy skepticism when it comes to AI-produced results). Deciding where to office (or where to live) is a big decision, so trustworthy, authoritative content goes a long way.
First, Consider Your Audience
How is your workspace set up? Do you offer entire buildings, dedicated floors, single rooms, or desks for a day? All of the above? To plan your approach to using lead magnets, start by getting clear on who your audience is. Once you state the audiences you serve, you can consider the unique pain points of each audience. Don’t hesitate to include smaller pain points, like where to eat lunch or parking advice. The local, inside knowledge on these questions is exactly what people want to find online.
Next, for each discrete audience you serve, what offers do you have? Do you have clear offers for each audience, or are your offers blended to work anywhere? For planning lead magnets, you need to go one lever deeper than your brand tagline and consider the unique audiences. In reaching each audience with lead magnets, you want to show them offers that are relevant and not generic or less clearly related to them as potential customers.
Types of Lead Magnets That Work for Coworking and Office Lease Brands
With a clear set of audiences you want to reach and an offer for each, what type of magnets should you consider? Again, lead magnets are just things your target audience needs to know that you can provide, along with your offer (e.g., “Building available for lease”).
Here are some ideas you can adapt to create for your audiences:
Building Leases
HQ Relocation Guide: Straight Talk on Schools in [YOUR NEW COUNTY]
Workforce Amenities: The [CITY NAME] Guide to Happy Workers
Floor and Private Suite Leases
Who You’ll Meet in the [BUILDING NAME]: An Inside Look at the [BUILDING NAME] Community
Eating Local at [BUILDING NAME]: Our Faves and Go-To Options for Living and Working at [BUILDING NAME]
Coworking Spaces
The Vibe at [BUILDING NAME]: What It’s Really Like Here
Free Day Package: Buy a Day, Get a Free Day Pass for a Friend
Is Coworking Right for Your Business? Take Our Short Quiz!
Anything that offers “insider information” or addresses a potential customer’s key concerns is going to be the most valuable content. Don’t be afraid to make your content more casual and timely, and share updated versions annually to maintain freshness and pique interest in what has changed around your property locations.
Where and How to Promote Your Lead Magnets for Commercial Real Estate Offers
Wherever you can promote anything, you can promote your lead magnet offers and content. Placements can include:
Social media posts.
A promo bar at the top of your website or a home page block.
As a pop-up on your website.
An email to existing customers and prospects.
An email to your referral partners and any local businesses mentioned in your content.
As gated content on your website—include tools on your landing page and in your content to share your content and offers with others.
As a sales support asset for use in email by your sales team to nurture prospects.
Create landing pages on your website for search engines to index your landing page or your full content.
If you need help developing these resources, we offer this type of work in our Content Marketing Services. For help getting found via search engines, explore our SEO services.
Wherever possible, solve your audience’s questions and problems, and mention your offers along the way. Whether you gate content to force a lead, or offer the content for free and include your offer mentions, lead magnets work when you stick with it and build your active magnet base over time.
Driving Real Business With Lead Magnets
Your lead magnets can grow and evolve over time. When you gain leads, ask how they found you. Track your leads and give your lead magnets a score. Over time, you will see what works best for your locations and your business. Experimentation is key and a part of the work of finding greatness.
