Manifesto

Office Marketing is Broken

Owners spend billions acquiring and operating office assets.
Competition is fierce. Every deal is worth millions.

But the go-to-market stays basic, counting on brute force.
More broker calls, more email blasts.

Owners do little to differentiate their buildings.

They create the same templated brochures and put little thought into what actually makes the building desirable or better than the competition.

Undifferentiated products are commodities.

Commodities are inherently interchangeable: bananas, gas, napkins.

Commodities are easy to walk away from in negotiation.

So tenants always have the upper hand.

Rents and cap rates suffer.

CRE has been around for centuries, veterans are used to operating a certain way.

Deals are big and complex, there's little room for error.

Nobody wants to make a mistake.

Incumbents fear failure more than they seek great results.

So they choose comfort over progress.

They do what everybody's doing.

The McNamara Fallacy is the mistake of relying only on what can be easily measured.

And ignoring what cannot be measured but still matters.

Differentiation requires creative work.

Differentiated, sharply positioned assets command higher rents and higher valuations compared to commoditized buildings.

Some owners have figured this out. But the vast majority is still pushing commodity listings.

Differentiation is most impactful when competitors are commodities.

That window won't stay open forever.

We believe that most office buildings are diamonds in the rough.

We believe that good creative work is a result of deep business understanding.

We believe that our expertise in Manhattan office marketing is the key to uncovering value for many of the city's buildings.

We:

If you own or operate office assets, we're asking you to consider one question:

Are your buildings differentiated? Or are they commodities?

If its the latter, and you'd like to change that - let's talk.