Insights

infinitee, a strategic retail real estate marketing agency in Atlanta, GA developed the branding campaign for Tanger Outlets’ KidSTYLE Fashion Camp & Tour. The fashionably fun kids event was hosted at Tanger Outlet Centers across the country and consisted of interactive activities appealing to kids between the ages of 7-12. Select centers welcomed a celebrity appearance and performance by actress, singer and Disney star, Bridgit Mendler.

infinitee concepted and produced a national broadcast TV spot featuring Mendler, inclusive of photography, videography and editing, as well as created promotional web videos which lived on the Tanger Outlets national and center websites and were shared across Tanger’s portfolio of social media platforms. In addition, infinitee designed all digital campaign graphics for the Tanger Outlets website and all nationally distributed direct mailers promoting the event.

Tanger’s KidSTYLE Fashion Camp & Tour coincided with its Fall TangerSTYLE campaign to promote an ultimate shopping experience for back-to-school fashions and drive on-site traffic. infinitee seamlessly and successfully integrated the KidSTYLE Fashion Camp & Tour promotion into Tanger’s seasonal style guides and coupon inserts, leading to superseding coupon redemptions and record setting traffic counts for each Mendler tour event.

infinitee began as a full-service marketing agency dedicated to the shopping center industry in 1989 and has diversified over the last 25 years to include other real estate business verticals, including mixed-use, commercial, multi-family and residential. infinitee has produced many award-winning campaigns for Tanger Outlets for the past 19 years. Their unique retail flair continues to help grow market share for Tanger year after year.

For more information on infinitee, call Managing Partner, Jocelyn Smith, (404) 231-3481, visit www.www.infinitee.com, or find us on Facebook.

About infinitee

infinitee is a strategic real estate marketing and advertising agency that understands how to improve brands, communications and customer experiences. With a focus in real estate, It’s strategic and creative solutions build brand equity and drive sales for companies across the country. infinitee’s expertise has proven invaluable to national and southeast regional brands wishing to strengthen and grow their bottom line, including: OliverMcMillan, Cousins Properties, Parkway Properties, PM Realty Group, Tanger Outlets, Craig Realty Group, Lennar Commercial Investments and Banyan Street Capital. Through all facets of advertising, collateral, digital media, and brand strategy, infinitee creates award-­‐winning marketing and innovative communications.

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Developers of multi-family properties understand the importance of social media strategy to effectively communicate with their tenants while addressing comments and posts regarding customer complaints. Today, it is essential to create a strategic, well thought out social media plan to address both tenant likes and dislikes that are posted daily, if not hourly, on various online platforms. Monitoring and responding to these tweets and posts is a 24/7 job that can grow brand awareness and fan advocates, or have the exact opposite effect.

Real estate review pages have become a primary source for prospective tenants to research and find the perfect community for their needs. With the proliferation of sharing and commenting, both good and bad experiences, rating sites are a source of valuable, honest feedback for potential renters to use when making a decision about which apartment to select. Reviews are the word of mouth marketing tool social media provides. There are numerous rating sites that provide instant, real-time feedback that can and do impact a renter’s selection process.

One commonly used social media site is Yelp. Sites like Yelp not only allow for simple access to other tenants’ experiences but also provide more details about a company’s customer service, maintenance response time and even information about safety issues. It is critical that property managers address bad experiences immediately to position themselves as a hands-on, proactive company that genuinely cares about tenants and is willing to correct any issues that arise as quickly as possible. Review sites require a competent management staff to monitor negative online comments and prevention strategies to avoid low ratings on Yelp and other rating sites.

Additionally, social media’s most used platform, Facebook, has implemented a mandatory star and comment review tool on all business pages essentially centralizing word of mouth marketing effects in one location. This poses a large risk to businesses, especially multi-family communities, as Facebook is already a top search engine harnessing a third of search engine traffic.

“Online reviews, especially across social media, will either make or break your rental and referral rates. Because incidents like unhappy residents are bound to occur, it is imperative multi-family communities have a strategic crisis management plan in place that all social media contributors are properly trained to implement." – Chelsea Smith, Social Media Strategist, infinitee Communications, Inc.

In order to increase customer satisfaction ratings, many property managers have adopted incentive programs to encourage tenants to leave positive reviews on their most referenced social media platforms. Some of these incentives include entering a lottery for a gift card, participating in a raffle to win a trip or a chance to win other desirable items. This interactive marketing tactic of gamification and rewards is a great strategy that many companies are implementing to enhance positive engagement.

For more information on how to promote positive online comments about your multi-family community, contact our Atlanta real estate advertising agency today.

Scientists and engineers are inventing technologies that will affect the way companies not only market their brands but what new products they create. Here are the top 10 shopping technology trends to watch.

Facial Recognition

You have heard of motion sensing but what about “emotion” sensing? Cameras are being embedded into mannequins to pick up on customer reactions to products while audio sensing ears pick up keywords from customer discussions. Toyota is equipping cars with dashboard cameras that sense drowsiness and road rage sending you a signal to wake up or calm down. Microsoft is creating technology for bra manufacturers that will detect temperature, heart rate and perspiration and may even control binge eating.

Wearable Technology

Innovative design solutions for wearable products include narrative clips that take pictures every 30 seconds to document your life, eyeglasses with HD video that syncs to the cloud, contact lenses that sense blood sugar levels, and sports helmets that measure impacts on athletes to determine possible concussions.

Haptic touch

Haptic technology is a physical feedback technology that reacts through applying forces, vibrations or motions to users. This technology is being used in remote controllers to allow for a more physical interactive experience while playing video games. Video screens can now mimic fabrics with a simple touch of the screen through vibrations that simulate the texture.

Gamification

Gamification encourages loyalty with brands and interactive marketing. Some experts predict that over 70% of companies will have some kind of gamification in the near future. Fuel Good is a new free mobile phone app designed to help you track fuel efficiency for each car journey you make. It can track your car journeys, flagging when you’re driving inefficiently and at the end of your journey, provides a summary of distance travelled, time taken, average miles per gallon and the savings you could make by driving more efficiently. Snooze is an alarm app that donates a quarter to a non-profit organization (under the LetGive umbrella) every time you hit the snooze button when you're feeling lazy and can't get out of bed. The app doesn't force you to donate but it makes it easier. It will asks you two times a month if you would like to donate your snooze hits to the non-profit of your choice.

Smart Appliances

Smart refrigerators can now take inventory of its contents and text you when you are in a grocery aisle containing a specific food you need. Home security, ovens, lights and heating and air can all be controlled via your smartphone with a click of a button as you leave or arrive home resulting in not only extra convenience but saving money.

3D Printing

Customized 3D printing of anything you desire is now a reality. Fashion retailers are using 3D printing to create custom fabrics and accessories. Medical companies use it to replicate body parts for knee replacements. And how about your very own signature edible Oreo available via specially equipped vending machines when you tweet #TrendingVending, #EatTheTweet?

Food Innovation

IBM recently had a cognitive cooking kitchen for food trucks product launch. The trucks have robots that create your dish through requests on Twitter, creating some incredible and very unique recipes. Pare Lab is an app grocers can use to let consumers know about special sales on extra inventory or food that is nearing an expiration date.

Smart Highway

Think futuristic cities and you have electronic automated taxis in priority lanes and solar powered smart roads and cars that adjust to weather conditions, cooling and heating road surfaces as needed.

Crowd Funding

Fundraise allows real estate investors to cut out unnecessary middleman by giving access to great investment opportunities at a lower cost with more transparency than ever before. Fundraise has over 31,000 members, from 460 companies with over $59 billion of assets under management.

The Internet

A new medical condition “Nomophobia”, otherwise known as an addiction to you cell phone is a reality for many who have become dependent upon having access to information 24/7. People are so addicted to their phone and smart devices that they now consider them remote controllers of their lives and would rather go without food than their phone.

Technology and science will continue to influence how consumers engage with brands in more ways then we can ever imagine. So hold onto your devices and get ready for warp speed advancements in every part of your daily life. To stay abreast of the latest shopping technology trends contact our Atlanta advertising agency today.

What constitutes a quality brand? The attention paid to detail and if managed properly, a brand will never depreciate. In fact, it can increase in value year after year. Although it can’t be measured like sales, market share or stock price, it can be a victim of semantics and be referred to as reputation. Most companies would avoid doing anything that harms their reputations, but often companies forget about managing their brand.

Branding does not just live in the “marketing department.” Branding includes everything a company does, from the design of the corporate identity logo on its letterhead, to the way it handles customer service complaints and how employees interact with customers. Essentially, there isn’t anything that anybody within your organization does (or fails to do) that doesn’t affect how your brand is perceived.

Not long ago, I purchased a pair of jeans from a well-known upscale specialty store that I am a “club” member of. The store was out of my size but kindly called another nearby store and placed my order with them. The jeans were to be delivered directly to my home. I left the store feeling appreciative for their help, but after a week went by (the store was less than 10 miles from my home) and I did not receive my jeans, I called the store to check on the delivery. I was told by the sales associate after being on hold for over five minutes that delivery’s can take up to 10-days. I quickly told the sales associate that had I known that, I would have just driven to the other store and picked them up. With no apology, she responded by saying if I did not have them within the next week to call her again and she would see what was up. I suggested she call me to check.

A week later and still no jeans, I placed the call. Again, after trying to find my paperwork and information about the delay, I was told that the store had lost the order and was reassured they would send the jeans out within the week. Two weeks later my jeans finally arrived. The moral of this story, no matter how great your product is and brand, if personnel representing it are not properly trained in customer service and procedures (including autonomy to think outside the box), then you are missing a big component to customer retention.

Perhaps the manager of the store could have apologized for not informing me of the 10-day delivery policy as well as not following up with me, and ultimately could have taken the bull by the horns and considered driving to the store herself and hand delivering the jeans to my home with an additional 10% off coupon for my next store visit. Asking too much? Maybe, but I have not been back in that store since this incident.

Effective branding enhances margins and keeps long-term customers who are willing to pay more for products and services with companies they know and trust. Branding can also improve the internal dynamics of an organization and influence both recruiting and employee turnover. Ever heard of the Glass Door website? Look it up if you want to find out what employees are saying about companies.

It’s easy to think about branding just in terms of the latest-and-greatest social media marketing, viral video, or smartphone app. Doing so means missing the fundamental, timeless principles that go well beyond the trendy and transient. The totality of the details means you have to think about how the sales force and support team treats customers. These details may even be transmitted subconsciously. Expertly executed details may be imperceptible to most but they should create a sense of magic and wonder. Advertising and branding should be thought of in the same way. Yes, the big idea is important, but success hinges on execution, consistency, and attention to each and every word. Define the brand with succinct messaging, but also trust that consumers will recognize the collective positive attributes of the brand rather than just its tagline. Make sure your communications are well crafted and recognizable for all touch points.

And don’t ever forget that understanding how real humans interact in the real world can make the most significant impact on your business.

The millennial generation is influencing design and functionality of office environments. This age group born between 1981 and 2000 represents 38% of the work force. The older age bracket of this group, those in their mid-30’s, are demanding innovative space planning and amenities. Employers need to realize the need to appeal to this demographic group.

“Real estate decisions regarding office space are also being driven by fierce competition for employee recruitment and retention” according to Ada Healey, Vice President of Real Estate at Seattle-based owner/developer Vulcan Inc.

An office floor plan and design has always been an essential factor in attracting notable and highly recruited job candidates. Savvy companies acknowledge this fact by incorporating new innovations into their workspace centered on the idea of a work-life atmosphere. Meaning that Millennials not only want a place to work but a place to live, work and play as evident in recent year’s top real estate marketing ideas for mixed-used including the trendy open-office space design.

Not only do these creative real estate marketing strategies include revolutionary use of technology but they also capitalize on the new “lifestyle” that attracts millennials. A GlenStar property in Chicago, 55 East, plans on adding a number of new amenities for the younger worker including a 4,000-square-foot bike room on the property. This collaboration of amenities and technology promote flexibility and a balance in work and lifestyle.

“We are seeing office tenants across all industries focusing on space optimization, increased collaboration, enhanced culture, employee wellness and the ability to attract, engage and retain top talent,” Gary Baragona, Director of Research and Analysis for CBRE, stated.

Real estate marketers are finding creative and inventive ways to portray these changes they are making to attract millennials in terms of office space and design. By collaborating with advertising agencies and social media strategists, they are beginning to effectively promote this real work-life atmosphere to millennials via touchpoints this group engages in everyday.

For more information on marketing and social media strategies in real estate contact our local Atlanta Advertising Agency today.

With todays ever growing technology and tech savvy students, it only makes sense that student-housing companies take note and accommodate these students in their love for technology. Some new trends are starting to develop in student housing that will have any techy going nuts. Here’s the list.

1. Pay Online

Many student-housing companies are shifting from the old fashion way of paying rent tomodernized payments online. Philadelphia-based Campus Apartments, the nation’s oldest student housing company, recently added Facebook Connect to its SmartClick payment system. This newly developed system allows for students to pay rent electronically, view their tenant leger and make service requests.

Companies using Facebook has made it extremely easy for students and parents to access their accounts and stay on top of their payments. Social media has been increasingly popular way to get students engaged with their landlords and other tenants.

2. Service at the touch of a button

Many student housing companies are finding that implementing technology into the design not only helps the students but also themselves. By adding in features that allow for students to pay washing machines and other appliances by credit cards make for an easy process for everyone.

Princeton Heartland Payment Systems Campus Solutions recently introduced mobile technology, remote monitoring, and cashless transactions-capabilities to the student laundry services. The system allows for students to pay for laundry services with a debit card instead of cash or coins.

3. Lock by phone

Accessing home security through mobile devices is a new trend in residential real estate that is booming. This has been an exceptionally popular trend among student housing because, let’s face it, some students can be forgetful. The technology allows for instant access to your home security through any mobile. Some systems allow for locking ability on the apps.

For more information on how to modernize and tech-up your residential real estate properties Contact our local Real Estate Advertising Agency Atlanta.

Never before have businesses been on the same playing field. With advancements to the Internet and online marketing, more businesses are leveraging the rewards of a global marketplace and the game is becoming harder to play. Social media, more importantly, has played a large role in this globalization phenomenon and with revolutionizing company’s marketing strategies.

With the competition becoming ever so hot, companies are finding ways to cut down on unnecessary verbiage and include more vital information in their marketing materials. This vital information is known as “key words” or “buzz words”. Including this crucial wording in your marketing content will allow for search engines to better find your postings and thus generate more consumer traffic.

When developing content marketing it is important to cover all of your bases in terms of diversifying your media and content—blog posts, images, videos, etc. Ensuring that your strategy covers a wide range of media outlets is a key component to increasing your presence and brand recognition.

Optimizing your posts will not only allow for more traffic but it will also create more applicable content strategy for your marketing campaigns. With that goal in mind, your marketing campaigns will be able to best target the right audience and garner attention.

A good thing to remember when posting any content is to make sure that it is shareable. One way to guarantee that your post passes this test is to view your content as a two-way directed link. Two-way directed links allow open dialogue on your posting’s particular topic and ideas. There is no better marketing tool than a post that encourages discussion and conversations, so be sure that the content in your initial post is thought provoking and interesting.

Creating buzzing online discussions or hot topics is a great way to get your companies’ service offerings and brand into the pubic eye. Developing posts that solve problems in your particular industry will drive more traffic to your postings and your companies’ services.

When optimizing and creating more effective posts, it is crucial to have a basic social media strategy that will allow for a clear vision of your business’ objective. To best convey this vision, develop content that is appealing to the audience your business targets. In return, this simple practice will generate an enhanced ROI for your business while also improving your search engine rankings.

For more information on establishing a dominant content marketing strategy, contact our Atlanta Advertising Agency.

A recent study done by Google found that 18% of local searches on a smartphone lead to a purchase within a day, compared to just seven percent of non-local searches. These high percentages also compared with other mobile devices, i.e. tablets and desktops. Google also found that more consumers wanted their local advertising and marketing to be customized to their city. Not only did this study show that more consumers were using local searches but they were also looking online before purchasing.

More companies are paying closer attention to the importance of local SEO and how it drives organic traffic that results in sales. These statistics demonstrate the growth of more localized searches and why indoctrinating this strategy into your SEO plan is an essential part of attracting online customers who want to find a local service or product.

Some ways to implement these local searches into your strategy include going back to the basics. First, creating a landing page for each location of your business allows for better local searches. Designing and optimizing these pages towards a local area directs traffic specifically to the desired area. These pages should include unique URL’s, so that search engines can better match every local inquiry.

Second, develop locally centric content. This one seems like a no-brainer but if not applied then all your efforts are for not. Make sure that each individual landing-page is information specific to its local area. Small things like updated hours and store products can go a long way.

Third, utilize digital directories in your SEO strategy. Digital directories work as citations for each location. Search engines allow for these citations to be counted individually and use them to check the accuracy and legitimacy of your business’ information. This will establish online creditability for your business.

Lastly, customer reviews are one, if not, the most important aspects of marketing your business online. Google found that 85% of consumers look at product reviews before purchasing. By giving customers the option to leave ratings and/or comments you create a way for customers to leave their feedback for other viewers.

For more information on how to best implement a local SEO Strategy contact our local Atlanta Advertising Agency.

There has been a surge in building mixed-use developments due to a demand for more walkable, all-in-one-place neighborhoods. With the emergence of the newest generation of entrepreneurs and young professionals, studies find these “urbanites” have an increased desire for a more in-town living experience and lifestyle.

There are three categories of mixed-use properties: vertical mixed-use buildings, horizontal mixed-use blocks and mixed-use walkable neighborhoods. Although the layout of these different types of mixed-use properties varies in spatial design and layout, they all have the same goal in mind: to create an atmosphere where residents can live, work and play.

A large misconception about mixed-use projects is that they are simply shop-fronts with housing located above. Architects have declared a primary and secondary use for mixed-use developments. The primary use of a development controls configuration, orientation and disposition which helps to marginalize the building’s ability to effectively host other, commercial or office uses. This designation allows for a landowner to have the right to “choose” a specific use for the property: commercial or residential.

The common goal is to create a three-dimensional, pedestrian-friendly place that allows for compatible land uses, public amenities and utilities on a multitude of scales and intensities. The variability of mixed-use developments creates an atmosphere that allows people to live, work and play in one location that Millennials find very appealing.

If you are interested in what you’ve read and are looking for a solution to your real estate marketing needs, contact our Atlanta advertising agency today.

With the growth of technology and specifically social media, digital media in 2014 is full of promising ideas and technological advancements. Whether in fashion, food or travel, trends this year favor a love for life and the “simpler things.” Here is a look at 2014’s digital media stats and facts.

Growth in Mobile Revenues

In 2014 retail sales via smartphones and tablets more than doubled to 13.5 billion.

“Consumers want anytime-anywhere computing that allows them to consume and create content with ease, but also share and access that content from a different portfolio of products. Mobility is paramount in both mature and emerging markets,” said Carolina Milanesi, research vice president at Gartner.

Desktops Taken Over by Mobile Devices

According to Mashable, by 2015 mobile web browsing will be more common than desktop Internet use. Naturally, with this move from desktop to mobile devices it is important for businesses to have digital design solutions for their mobile sites and a compatible, user-friendly interface for mobile viewing.

Interacting on the World Wide Web

With the increasing number of mobile devices sold, interaction of all types on the World Wide Web has greatly increased. Studies by Business Intelligence found that the sales of mobile enabled objects went from just under $1.4 billion in 2013 to over $3.24 billion in 2014 and is projected to reach $6.94 billion by 2018 when they will account for half of all internet enabled devices.

Interactive Society

With more access to interactive media, society is shifting to a more virtual economy. More and more businesses are joining the movement and transitioning from traditional to digital advertisements in their marketing and communications strategy because developing your company’s digital media and social media strategy will ultimately boost revenue.

Triple Threat: Mobile, Social and Video

These three mediums proved to be the triple threat in 2013 and they continue to be powerhouses in 2014. Collaboration amongst these three mediums has created the newest trend of “visual sharing.” From the development of go-to meetings and sharing videos on all social media platforms, this trend is definitely one that we would all benefit from “jumping on the bandwagon.”

Digital Marketing

Companies are moving from costly ad campaigns to utilizing social media and other digital channels. Simple things such as creating a Pinterest account can increase engagement and website traffic.

Technology as a Fashion

With digital devices growing smaller and smaller we have seen the convergence of technology and fashion on a whole new level. Software companies have designed digital devices that are embedded into clothing or are wearable accessories. Nike for example has developed the Nike+FuelBand smart watch NikeFuel, a bracelet that syncs with your phone that provides a single, universal way to measure all kinds of activities—from your morning workout to your big night out. Uniquely designed to measure whole-body movement no matter your age, weight or gender, NikeFuel tracks your active life. Sales are expected to exceed $125 million units by 2017.

The Pursuit of Happiness

Not that this trend should ever come as a shock to people, but 2014 is seeing an increase in people’s desire for their happiness and well-being. Mood of the nation found that brands played a role in improving people’s level of happiness through being ethical, empowering people to be more active and performing unexpected acts of kindness.

Internet Currency

Currency is also joining the digital movement and venturing away from mere paper and plastic. Bitcoin is a new de-centralized currency that allows for the flow of transactions that can be made without going through a private bank or any trading fees. Other Apps have been created to perform the same actions such as BitGo and AirCoin.

For more information on trends in digital media or insights on how your company can benefit from adopting any of the above, contact our Atlanta advertising agency today.

Walkability, vibrancy, community, all traits of mixed-use developments that have been called a trend to watch in 2014, as the demand to live, work, and play in one location continues to grow at remarkable rates. Consumer and tenant interests are transitioning from the hustle and bustle of large urban areas to small town, niche environments. A large portion of this increasing demand is driven by the young adults making up Generation Y who are graduating or still in school and want to live close to where they work and play. Others who desire more variety within their community and who are not ready to settle down in suburban neighborhoods support their demands.

Current and future mixed-use developments vary in their purpose, function and offerings and include a wide mix of alternative destination styles and features. The following are some of the most popular trends for 2014.

Main Streets

An environment that is pedestrian friendly, designed similarly to a town square or a city strip. Scottsdale Waterfront, a thriving mixed-use development in Scottsdale, AZ created a property consisting of two 13-story condominium towers called the Waterfront Residences, connected by adjoining office spaces, restaurants and retail establishments. The design by Opus West creates the perfect live, work and play atmosphere, giving residents and consumers alike the feeling of ultimate luxury and convenience, all within a short walk.

Active Lifestyle

Upscale lifestyle boutiques and nationally recognized “healthy” retailers, restaurants and grocers, such as Lululemon and Whole Foods are moving out of strip malls and into mixed-use developments. These health conscious retailers have done exceptionally well since the recession and are attracting a younger, more affluent crowd. Successful developments include at least an “anchor” grocery store, health club, farm-to-table restaurant and a few lifestyle boutiques. This rising trend leads to the overall appeal of the property by fulfilling active lifestyle needs.

Entertainment Destinations

Entertainment venues such as dine-in theaters, microbreweries, and outdoor amphitheaters are thriving in mixed-use developments. They are as appealing to residents and tenants as they are to neighboring communities and serve as a place to meet and mingle. In additional to adding to the social interest of the developments, these venues are driving incredible amounts of traffic to surrounding retailers.

Hotel Partnerships

When hotels collaborate with retail and mixed-use developments, they experience increased market share, potentially 20%-40% sales increases, reports Global Hospitality. And hotels in these developments can demand 30%-40% rate increases per room compared to hotels not associated with or located within a property that offers variety and convenience for shopping and eating.

Transportation Convenience

Consumers and tenants alike agree that the proximity to public transportation is a huge benefactor in the decision to move into a mixed-use development. MultiHousing News reported in their Apartment Market Statistics that the majority of people would rather live in a smaller home with a smaller commute over a bigger home with a longer commute. Location continues to be key.

Now more than ever consumers desire a connection to their neighborhood and mixed-use developments are providing the solution.

Our Atlanta marketing agency fills spaces for real estate clients, both directly and indirectly. From high-rise Class A buildings to mid-rise Class B properties as well as mixed-use developments, warehouses and medical offices, infinitee is your national real estate marketing expert.

Learn more about the author here.

Nearly 120 million individuals in the United States work for small businesses, accounting for over half of the country’s population. Industry professionals claim that in order to remain competitive in the search for efficient office space, commercial real estate companies must work with architects to implement open office space designs and modify their real estate marketing strategies to meet small business needs. Below we dive into why these claims are debatable, outlining the pros and cons of open office space design.

The International Facility Management Association reported that 68% of North American employees already work in an office with an open floor plan or open seating. While in some cases this design trend has proven successful, others found it to be downright disasterous.

Pros

1. Cost efficient: According to a General Services Administration report, AT&T implemented the open office plan saving $3,000 on the cost per office and a total of $550 million per year. Another company that greatly benefited from this floorplan change was Nortel’s Telecommuting Program. The company saved $20 million a year in costs.

2. Increased Property value: Updating a building’s design not only increases the property value but also puts your building on the radar as a “hotspot” to rent. By doing so, you not only distinguish your commercial building as a place to be but it serves as an additional strategic real estate leasing marketing tool.

3. Enhanced office flow: Studies found the flow of the open office has allowed for staff to maintain morale and encourage teamwork. It also creates a sense of equality among all of the employees. The open office layout breaks down the barriers between communication among colleagues and allows creativity to flow. One could easily argue this free flow of ideas and feedback significantly increases innovative design solutions to many problems.

“Open office spaces encourage people from different backgrounds to interact with each other—the accountant with the creative guy or the C-suite executives with the janitors—thereby producing more creative output,” says Raj Raghunathan, a professor at the The University of Texas McCombs School of Business, who specializes in the study of happiness. “Open space connects people with diverse experiences to exchange notes on what is going on in their life and offers new perspectives.”  

Cons

1. Health hazards: A study examining short and long-term illness by Stockholm University found a ‘significant excess risk’ of short-term illnesses in open office spaces. These were especially greater among women. In terms of long-term illnesses, environmental stresses, ‘irrelevant sound’, lack of visual privacy and a reduced ability to control one’s own personal space showed greater risk for long-term infections.

“In a study by Cornell University psychologists, Gary Evans and Dana Johnson, clerical workers who were exposed to open office noise for three hours had increased levels of epinephrine—a hormone that we often call adrenaline, associated with the so-called fight-or-flight response. Evans and Johnson also discovered that people in noisy environments made fewer ergonomic adjustments than they would in private, causing increased physical strain. The subjects subsequently attempted to solve fewer puzzles than they had after working in a quiet environment; in other words, they became less motivated and less creative.”‍

2. Unnecessary Noise: Another major complaint with open office space is the distraction of noise. Studies have shown that open office spaces tend to be too loud for employees to fully attend to a project.  Noise can be managed through soundproofing with white noise and noise-proof materials. However, a major down side to soundproofing can be the exorbitant cost.

Although the open office space debate continues, some companies are using the feedback to create the optimal working space. One of these fortune 500 companies is Google. Christopher Colement, Google’s director of global design stated,

“We found that employees need a lot of diversity. There are so many ways to work—as a team, solo—and there are so many kinds of workers, from introverts to extroverts and so on. We create many different places so people can be as productive as possible—from formal and informal conference rooms to open spaces to stretching and yoga areas and gyms.”

A 2005 report by the UK Commission for Architecture & the Built Environment found that a well-designed, employee-friendly office environment can boost productivity by as much as a 25%. Planning spaces for employees based on their needs can create a highly functional and enjoyable office for everyone.

Our Atlanta commercial real estate marketing agency fills spaces for real estate clients, both directly and indirectly. From high-rise Class A buildings to mid-rise Class B properties as well as mixed-use developments, warehouses and medical offices, infinitee is your national real estate marketing expert.Learn more about the author here.