What’s your tenant engagement strategy? Do you have one? Research is continuing to prove that buildings with robust amenity packages have higher leasing velocity. According to Gallup, companies with highly engaged workforces are 21% more profitable and studies have continued to prove that in-person engagement is the key to helping the youngest generation of the workforce to become engaged with their company and reduce turnover.
It is more important than ever to invest in amenities and tenant engagement strategies. For buildings to be a differentiator in their market they need to have the amenity offering, an engagement strategy, and the marketing behind it to make it successful. As tenant engagement and amenity management experts for over 20 years, here are seven misconceptions we hear at The Experience Group.
1.) If we build it, they will come.
We have seen so many owners build beautiful amenity spaces and then wonder why it is underutilized. A successful amenity space is one that is activated. People want to be where everyone else is, no one wants to feel as if they are missing out. A successful tenant lounge, rooftop, fitness center, etc. needs to be not only thoughtful and welcoming in design, it needs activities and experiences that help to foster conversation, build community and create a destination.
2.) The Property Management team can manage the amenity center and plan tenant engagement events off the side of their desk.
Property Managers and the office team have their plates full managing building operations and are not necessarily experience experts. Hiring The Experience Group means tenants benefit from a trained professional that specializes in hospitality, event and activation ideation, conference center and fitness management.
3.) Building amenity spaces without an operational lens.
We recently toured a beautiful amenity center where the broker touring gave us his vision of how the space should be activated and the excitement of events potentially driving external revenue. The first question we asked was where the back of house space for catering is…crickets. They did not plan for that. As consultants who partner with architects and design firms, we put our amenity operations hats on and give feedback based on what we need in a space to be successful, what is getting the most traction and usage from tenants, and what in theory was a good idea, but could be better.
4.) Assuming what your tenants want/need versus asking them.
Survey your tenants and not just the main tenant contacts, find out what Bob in IT is looking for in his workday or Kara from marketing. The amenities are for everyone to enjoy. Building an amenity that keeps tenants onsite whether it is food and beverage, or a conference center is a perk that saves them time and helps owners retain tenants.
5.) I have a building app, isn’t that all I need for tenant engagement?
Property apps are a great technology tool, that create a hub for everything tenants need, but it is like your social media page, new content is required for regular engagement. The Experience Group community manager is that marketer and promoter that keeps the app content fresh and exciting, so people are interested in what is happening next.
6.) Is an ice cream social enough?
In a society where everyone wants to be ahead of the trend and be the next influencer, programs and activations need to stand out. We partner with celebrities and James Beard award winners for interesting twists on the classics. Our team has an eye for design and creates an event that is aesthetically insta-worthy. We spend a lot of time researching to find the latest or next cool thing so your tenants can be the first to say, “at work today they …”
7.) This is going to be expensive.
While not every building has the space or budget for an amenity center with a barista, bar, wellness center, and state-of-the-art conference center, every property can find a way to create moments of delight and foster community through activations that connect people. At the Experience Group, we are your partner in finding ways for these critical interactions to happen and work with clients to develop a budget with meaningful engagement.
We all have emotionally charged relationships with the places and spaces we spend time in. The feeling of possibility that washes over us when we walk briskly through a grand downtown building lobby or being awe struck when we get access to the sweeping skyline views from a gorgeous rooftop greenspace. We feel valued when we sit in a well-appointed conference room with big chairs and an elaborate coffee service.
Creating destinations where people want to be. That is the key. Let’s create the future!
