Colliers ABR has a long successful history of owner representation acting as leasing agent, property manager and/or asset manager on behalf of some of the New York City metropolitan region’s largest owners and most prestigious institutions. Colliers ABR manages over 15 million square feet of office space thereby ranking the firm as one of the New York regions leading property management firms according to Crains New York Business.

Ultimately the goal of Colliers ABR’s landlord services is to maximize overall asset value. This includes understanding the owner’s investment criteria, leasing objectives, and building operations. From this understanding, Colliers ABR develops a marketing/asset management plan for maximizing value. Based upon the plan, Colliers ABR’s landlord agency representatives are able to execute transactions that can contribute to value or help in repositioning the product.

Typical Landlord Agency Marketing Plan
A typical marketing plan for a building consists of the following elements:

Product – Define the product and how it is to be differentiated from its competition

Perception in the Market – Colliers ABR will communicate what the current perception in the market is of the product and develop a strategy for changing that perception if necessary.

Leasing Goal  - Colliers ABR’s leasing goal is to improve the financial performance of the building by increasing rental rates. We will position the property so that existing tenants will renew at favorable rental rates and/or attract new tenants when necessary. If there is an indication that the existing tenants do not wish to renew, Colliers ABR will market to suitable tenants who may be attracted to the product.

Targeted Tenants

• Existing Tenants - This program’s basic principle is that with the delivery of high quality building services and personal attention, the likelihood of renewing existing tenants early at maximum rents dramatically increases.
• Ideal Replacement Tenants – The leasing team will seek tenants who desire the services and amenities associated with a building, and who wish to be located in the product.

Marketing Plan

• Segmenting the Market
• Promoting and packaging
• Tenant retention program
• Personal and telephone canvassing of prospective tenants
• Additional promotion, such as a broker awareness campaign, building brochures, fact sheets, monthly flyers, and promoting the building within the brokerage community

Pricing

• Asking Rental: communicated to the brokerage community
• Recommended Rental: best estimate of acceptable terms, given an average tenant and current market conditions
• Taking Rental: lowest terms recommended only in a special circumstance, such as for a large space user or a highly compatible tenant

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