How We Are Marketing Office Space During This Time Of Reinvention
In the year As 2023 begins, it's clear that the Covid-19 pandemic is changing the way we live, work, and continues to drive fundamental changes in the real estate industry. As an industrial marketer, I have seen these changes in my own organization. Some of my team members have moved and become hybrid workers, while others are commuting to the office more than ever. Emotions are mixed, but most people want a little bit of both—the ability to choose when and how often, and the daily commitment in the office. As marketers, when and how we communicate with existing and potential customers has also changed dramatically. The rise of a mobile workforce and constant technological changes in how and where we work have forced us to explore new communication strategies, media and techniques to ensure our messages resonate with key audiences and generate interest.
As we experience this fundamental shift in real estate, here's what to expect from office space marketing in 2023:
- Be flexible to meet the needs of a diverse workforce
The massive changes in how businesses use office space today have forced marketers to be more agile than ever in figuring out where and how companies work. Before the pandemic, helping clients find and develop physical spaces to operate was an important part of a commercial real estate marketing strategy. Covid-19 immediately changed this and made remote work different from the norm. In fact, JLL found that more than half (55%) of office workers now work in hybrid occupations , and this trend is expected to continue through 2023.
As marketers, when your services or products change suddenly, agility becomes critical. At JLL, we have moved quickly to help our clients understand the range of products and services we offer as real estate advisors for their changing jobs and locations. This is focused on increasing demand and expanding the pipeline for our work dynamics team, which advises clients on how to better manage and optimize their facilities to meet the new work demands of the future. Our goal was not to find an office space, but to optimize it in a way that suited the company.
- Expand technology capabilities to create deeper customer insights
While companies quickly adopt new technology almost overnight, technology adoption in real estate is still in its infancy. In fact, most companies have implemented only a small portion of the technology they should have. In the year By 2023, we will start to see tools such as collaborative management that will allow employees to occupy workplaces and implement shift schedules, environmental monitoring, digital infrastructure, communication and presence sensors in companies by 2023, and the list will continue to grow. .
To ease the transition, companies are looking to incorporate these technology solutions and partner with a trusted vendor that provides the best experience for their employees. This has prompted real estate companies to create an entirely new technology marketing function to meet the needs of their clients during the pandemic, realigning resources elsewhere. There are many new technologies available to marketers today that provide access to more sophisticated targeting information and better understand what customers are looking for. At JLL, we have the technology to better understand customers' needs, learn more efficiently about their preferences, and deliver more personalized and meaningful messages, enabling us to target larger audiences.
- Change the product ID to net zero in the run
Amidst the related pandemic and climate change crises, the need for sustainable solutions has grown rapidly. As demand for green practices grows, companies are looking to reinvent themselves, which means we as marketers need to understand how this sustainability movement translates into marketing strategies.
With the anthropogenic environment responsible for 40% of all carbon emissions, property marketers have a huge business opportunity to showcase the achievements of the anthropogenic environment. A JLL survey found that attracting and retaining talent is particularly important, with two out of three respondents saying they are more likely to hire organizations they see as green. Prioritizing sustainability in marketing materials and building this into the company's core story will be key to competing for great talent in 2023 so that clients understand how the real estate function can accelerate decarbonization efforts. Continue to engage with events such as the World Economic Forum and COP28. It is also important to be visible in corporate commitments and integrate sustainability aspirations into what the company does.
Employers will continue to look, listen and adapt to what works for their business, and so will we as marketers. The ability to respond quickly to changing market conditions, customer needs, and industry trends impacts business performance, and strategic marketing is key. Quickly rethinking brands, refining messaging and redeploying resources allows real estate marketers to meet their customers wherever they go for their location needs. The future of the office will look different for each company and play a different role in the life of each employee, but we expect the trends described above to accelerate and expand all office space transactions in 2023.
Siddharth Taparia is Director of Global Marketing at JLL.
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