Expert: Peter Gabany - 3/17/2006

Question
Dear Mr. Peter Gabany

Recently I am assigned to develop strategy for Rent/Sale space in luxury business center in the center of Belgrade (Serbia). It is building for business/office purposes only, no shops or else.
It is quite expensive for local standards and minimum rent area is 300m2 which discourage smaller companies to rent space.  
Can you please advice me how to allocate future clients and what would be the best approach to them?

Thnaks in advance

Danilo Danilovic  

Answer
Well this is a monster of a job with little information, but one approach might be to forget pitching the attributes and benefits of the space and concentrate on the VALUE of the area being trasformed as THE NEW AREA to be part of.

Make your product offering seem exclusive and with each new tenent - create a BUZZ around them. Hype the tenent not the space.

                     “See who has moved into the neighbourhood?”

Don't make it about you make it about them. The new tenent will applaud you and prospective businesses wanting to be associated with the new tenent may be mobilized quicker if they know in advance who their neighbour is.

For example - if a bank were to move in, more people may wish to rent space as the building promises to be most secure.

I hope that this helps.

Pete