Property Marketing
Repositioning a Suburban Office Park
Before it was Marker 20, this was just another single-story office park struggling to stand out, and seen as commodity space versus competitors in the marketplace.
New owners saw the potential for more. Their goal? Renovate the park with exciting amenities to create a destination for young professionals and their employers.
But moving upmarket would not be easy. The property’s location and car dependency posed major hurdles. To succeed, we had to change the narrative.
Client
Marker 20 Office Park
Challenge
Repositioning a 288,000-sf suburban office park
Services
Brand Strategy & Identity, Property Marketing
Results
Quick lease-up and successful exit within 2 years
The Process: Uncovering a Hidden Gem
We began by analyzing the property's strengths. This 288,000-sf office park is nestled between low density neighborhoods and a vibrant town center, directly on the Washington & Old Dominion Trail (a popular paved multi-use trail connecting several cities in northern Virginia).
As soon as we uncovered this unique advantage, we recognized our opportunity to attract young professionals seeking a balanced, active, and connected lifestyle.
We offered a new vision for work. With the help of leasing brokers, we rebranded the park as “Marker 20” highlighting its mile marker location along the W&OD Trail. Competing buildings might offer better transit, but none could offer this kind of natural escape so close to the city.
Our marketing strategy challenged old routines with a defiant tone, balanced by serene hues encouraging tenants to seek their own path at Marker 20.
The Solution: Activating Our Vision for the Future
Our strategy worked. By playing to our client's strengths, we delivered marketing that completely reframed conversations with leasing prospects. This helped build momentum that we amplified through creative campaigns to stay top-of-mind with multiple eblasts and a digital marketing website. Owners weaved Marker 20 branding into every touchpoint, including new stainless steel signage and an engaging marketing center within the park.
The result? A wave of leasing inquiries and sustained excitement for the project throughout our 18 months of marketing activation. Quick lease-up allowed ownership to resell three buildings shortly after acquiring the portfolio, recapturing a significant portion of their basis while maximizing the value of their remaining buildings.
Client Results:
Signed multiple pre-leases during construction
Stabilized occupancy within 18 months
Grew rental rates across the office park
