Marketing drive for new project
LEADING chartered surveyors, Allison & Lightbody, are marketing a commercial unit of 2,800 sq ft within Collegelands – one of Scotland’s largest redevelopment projects, to the east of Glasgow City Centre.
The unit is currently in shell condition offering flexibility and has been designed to serve the 1,000 or so Glasgow City Council workers in the new office block directly opposite the site, as well as the 588 students who occupy the upper floors.
A large residential development opposite is nearing completion and the unit will benefit from proximity to the adjacent ITREZ – Scotland’s International Technology and Renewable Energy Zone – due in July. In addition, a 200 bed hotel is planned for the site which means the unit should prove profitable for the right operator.
Sandy Lightbody said: “We are looking for the right sort of operator and envisage a high quality convenience store, coffee shop/deli or gymnasium. Straightforward office use may also be considered.”
THE MARKETING CAMPAIGN
Speaking about the campaign, the company said they were keen to make an immediate impression and expose the unit to the market as quickly as possible. The marketing campaign combines a series of ‘teaser ads’ (see below) within the traditional mainstream press leading potential occupiers to a bespoke website providing additional information, floor-plans and numerous photographs. As a direct result, the firm are now speaking to a number of interested parties.
Sandy comments: “The really clever aspect to the campaign were the ‘teaser ads’ which do not specifically mention the site or building, but rather are designed to appeal to a particular sort of operator. Initial filtering is achieved by simply being in the property pages of The Herald.
“If the reader then takes the time to follow the adverts on to the website, then we are identifying some serious operators who are actively looking for commercial premises.”
A number of individual URLs all lead to the site. Optimisation and consideration of webanalytics means we are able to further refine the site.
“We truly believe that we are taking commercial property marketing one step further. We have had recent success with this technique – letting the top floor of Atlantic House to Stephenson Halliday, environmental planning consultants, via an enquiry (from Kendal in the Lake District) which came from another of our ‘bespoke’ websites – www.officeglasgow.co.uk.
“Please take a look at our site – www.retailunitglasgow.co.uk. At the time of publication there is still space available at Collegelands.”
Contact Sandy Lightbody on 0141 229 6020 or email: firstname.lastname@example.org.