Torque Digital
0

In the Moment

Notes from the forefront

 
 
 

COVID-19 Drives Real Estate Innovation—Now and in the Future

 
 

Since the start of COVID-19, the real estate landscape has been changing faster than ever. In many ways these are changes that have been in the making for years, and the global pandemic has forced the issue for developers, owners and all other industry players. 

Our clients need new ways to respond to the challenges and upheavals of 2020. One of Torque's top priorities has been to ask our clients what’s going on, to understand their biggest struggles, and to help develop proactive solutions.

Here are Seven new CRE power tools, developed in response for what we’ve been hearing during these changing times. 

1 - Bridging the distance: virtual broker leasing tools and investor roadshows

brokers need virtual tour presentations, and capital market directors need virtual investor roadshows.

Torque Virtual Showcase Platform is a powerful selling tool for brokers and investor pitches:

  • Powerful internet reach in a fraction of the time of website development time

  • Real-time customization 

  • Fast launch and continued addition of content as the team learns

  • Nonlinear, interactive navigation

  • Rich media: video, renderings, Matterport tours and more

  • Link sharing

  • Multiple versions and formats

  • Allows presentation of virtual tours as well as in-person on a big screen

 

2 - Connecting to Culture and the Local Community with Contemporary Urban Murals and Graffiti Art

Owners want their properties to stand out. Tenants need office buildings that help them create culture & purpose, and to connect them with communities. 

Torque partners with a network of Urban Artists to create authentic graffiti and mural art & events that turn property experiences into gathering places for community, people and new ideas — these buildings become sources of creative new energy, curiosity, discovery and engagement.

Activate building spaces with art galleries

  • Permanent art pieces, installations and murals

  • Curated and rotating gallery of art in lobbies, shared spaces, on terraces and in empty offices 

  • Art events, openings and shows

  • Local artist speakers, performers promote through their own networks in addition to the property marketing activity to further spread awareness

Art content and events create awareness for building leasing

  • Plan campaigns to highlight the vision of a property as a vibrant place for creative expression

  • Feature the art in the marketing & ad media

  • Create and promote key events, showings, unveilings, art auctions to stay top-of-mind in the market

  • Promote the artists and tap their networks and popularity.

ARTWORK TO COURT TOP BROKERS

  • Leverage the drama and excitement of the murals

  • Tease the market with regular small physical pieces of art / excerpts of the mural and a special message on the back

  • Create prizes and giveaways:

    • Large panel as a fine art grand prize 

    • Produce a body of 20 panels and 200 ft more of painted canvas from a mural

 

3 - Personalizing occupant experiences by activating amenities with hospitality 

Properties are looking for ways to win the amenity war. We’ve focused on increased hospitality and engagement to enhance the amenity experience

Turn-key amenity management services can manage property amenities end-to-end. Those that are forward-looking also provide them with high levels of hospitality. 

Torque brings brand-relevant communications to hospitality services, to activate the building experience and increase engagement, both virtually & on-site. 

 

4 - Marketing efficiency, speed and relevance with smart digital campaigns 

Leasing needs better reach, accuracy and measurability. Using rich digital media, Torque can execute advanced property marketing programs.

Squarespace fast, collaborative web development on this strong platform, to focus costs and effort on the unique content and leasing process

  • Stacking plans and local amenity maps: animated, customized, high-quality renderings

  • Driving inbound leasing lead traffic into the decision-maker funnel of the website: 

  • RealtyAds creative advertising and program fulfillment

  • Authentic visibility via Social Media programs

  • Risch media animation, FPV drone video, renderings

 

5 - Visualizing space with virtual staging image assets

Turn high-quality photos of any white boxed or raw space into a fully staged office to aid prospects in visualizing their next ideal office.

  • Surfaces / colors and materials

  • Furniture / configurations of space, utility, fashion

  • Lighting / amience, function, design

  • Fixtures / Style and accent

  • Quick turnaround renderings

  • High quality image output 

  • Flythroughs available as a next-level service

 

6 - Extending sales outreach with proactive direct-to-tenant prospecting

Support leasing teams by connecting marketing to sales prospecting

  • Dimensional mailers, gifts and targeted RealtyAds programs

  • Marketing content for the buyer journey: before, during and after tours

  • Targeting key national markets 

 

7 - Delivering cost and time-efficient campaigns for second tier properties with The Torque Property Creative Campaign Vault

Owners and agency leasing teams need fast and efficient ways to jumpstart marketing for 2nd tier properties. 

Torque has a vault of completed creative campaigns, curated over the years, that can be implemented for property campaigns, providing strong cost, time efficiency and top-quality creative.

Who benefits from The Vault: 

  • Properties with limited marketing budgets

  • Internal marketing teams lacking time or capacity

  • Properties with an urgent marketing launch

  • Properties needing distinct, premium image

 
Torque