Situation
Hines and Ivanhoe Cambridge partnered on a new development set to deliver in mid-2021: The Stack Deep Ellum. The asset team realized their marketing efforts were missing an effective tool to keep the building’s messaging top of mind throughout the uniquely long commercial real estate (CRE) sales cycle. To ensure the asset’s key features weren’t lost in a broker’s comparison matrix, they sought a marketing tool to consistently convey the building’s “why” post-tour—right up until a lease was executed.
After an introductory demonstration, Hines and Ivanhoe Cambridge decided to present RealtyAds to their third-party leasing team. Within 30 days, ownership and the brokerage team were fully onboarded and began using RealtyAds’ AI to target brokers and C-level decision-makers throughout the entire pursuit process.
Solution
Hines, Ivanhoe Cambridge, and their representation, Alt Schuler, quickly leveraged RealtyAds’ ability to proactively share The Stack Deep Ellum’s messaging with a hyper-targeted audience. Understanding that the pursuit in CRE doesn’t end after a tour, the Alt Schuler team gathered a list of key stakeholders involved in all their active pursuits and uploaded it into RealtyAds’ Targeting Settings.
Once The Stack Deep Ellum built its online presence through RealtyAds, the asset immediately began reaching its target audiences more effectively than ever before. By reaching the right people at the right time—over the entire life of the transaction—the building significantly increased its chances of converting tenant pursuits into executed leases.
For example, in Q2 and Q3, The Stack Deep Ellum was pursuing several key occupiers, two of which were especially notable for their size:
• A 25,000-square-foot logistics company
• A 40,000-square-foot life insurance provider
Without RealtyAds, there would have been no consistent or scalable way to reach decision-makers at these companies. With RealtyAds, the brokerage team identified these companies as key pursuits, targeted them using the platform, and consistently reminded them why The Stack Deep Ellum stood above the competition.
Great brokerage combined with the right technology produced exceptional results for Hines and Ivanhoe Cambridge.
From tour to RFP, LOI, and through lease negotiations, the building was never buried in a comparison matrix. Instead, it came to life across the world’s most advanced marketing channels, including Facebook, Google, Instagram, and LinkedIn. Both tenants, who were reached over 100 times during their 6+ month pursuits, ultimately executed leases at the property. These transactions translated into approximately $35,000,000 in transaction value on less than $10,000 in RealtyAds spend.
Takeaway
Tenant pursuits don’t end once a tour is secured—they’re only just beginning. Unfortunately, most buildings lack the tools to reach tenants post-tour. It’s critical for commercial real estate to catch up with other industries in engaging customers during key buying decisions—not just during a 20-minute tour. There’s no medium more effective than RealtyAds at achieving this.
Additional Benefits
RealtyAds led all forms of marketing in broker reach:
RealtyAds increased broker reach by 235%
RealtyAds led all forms of marketing in tenant reach:
RealtyAds reached over 400 companies, specifically reaching targeted decision-makers and top prospects defined by the local brokers over 120 times
