Leasing Tip of the Day: Personalize Your Pitch for the Big Fish

When you’re pitching to a national retailer or digitally native brand, ditch the cookie-cutter approach. Your marketing needs to be 100% personalized. Here’s how to stand out:

Tailor Every Detail: Customize your communications to fit their market and specific needs. You’re not casting a wide net; you’re targeting a match between their prototype and your property.

Know Your Target Inside Out: Only send relevant spaces for the tenant. Stay up-to-date on their prototypes to know what they’re looking for.

Get Specific: Always include the address and city of your property in your materials, and add some creative flair to show your dedication and understanding.

Do the Work for Them: Anticipate their questions and provide answers upfront. If they need specific dimensions, layout specs, or CAD drawings, have them ready—or get them done.

No Mismatches: Avoid sending inappropriate spaces, like a 5,000 SF spot to a tenant looking for 20,000 SF, or a low-end center to a high-end tenant. Misalignments like these can get you blocked.

Address Imperfections Head-On: If the space is slightly off-spec, acknowledge it. Highlight the value of the trade area and note any flexibility on their part. This proactive approach shows your attention to detail and helps them visualize the potential.

Be strategic, be specific, and make it easy for them to say “yes”!