CREview Ep. 65 | Wining Office Tenants in a High Vacancy Market

With US office vacancy at a record 21%, Josh and Dylan break down four tactics for marketing office space: clear positioning, building demand early, selling experience, and reducing friction.

Key Takeaways

Stop marketing office space "for everyone"—clearly define the ideal tenant profile and speak directly to them.

Build demand and authority before a listing goes live, rather than waiting for leads to come from the listing itself.

Sell the experience of working in the space (a "day in the life"), not just square footage and amenities.

Reduce decision friction with clear messaging, strong visuals, and a simple journey—modeled on residential real estate's user experience.

Post-pandemic tenants care more about space quality than size—"better space, not more space" is the new standard.

Frequently Asked Questions

How do you market office space in a high-vacancy market?

Four tactics help: clearly define the target tenant profile, build demand before the listing goes live, sell the experience of the space rather than just its features, and reduce friction throughout the decision journey.

What is the current US office vacancy rate?

US office vacancy has hit a record high of around 21%, meaning tenants have significantly more space to choose from and far less pressure to settle for a generic listing.

How do you attract tenants to an office building?

Position the space for a specific tenant type rather than trying to appeal to everyone, and use video or storytelling content to help prospective tenants imagine themselves actually working there.

Why do office listings need more than photos and square footage?

With this much available inventory, tenants need to feel an emotional connection to a space before committing, which static photos and spec sheets alone don't create.

Do tenants want bigger office space or better office space?

Better space, not more space, is the current trend; hybrid and remote work have shifted tenant priorities toward quality and amenities over sheer square footage.

How does residential real estate marketing apply to commercial office leasing?

Commercial office marketing can borrow from residential real estate's stronger user experience, guiding prospects from an ad through a polished landing page to inquiry, rather than relying on a static listing alone.

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