About The Client
A Class A commercial office building in downtown Tacoma, WA with over 70,000 SF of available space. The property features modern amenities, a prime downtown location near transit, and flexible floor plans suited for legal, healthcare, professional services, and creative firms..
Industry
- Commercial Real Estate
- Office Leasing
Services Provided
- Google Ads management
- Landing Page Design
- Facebook Lead Ads
Commercial Real Estate Marketing Case Study: Overview
A class A commercial office building in Tacoma was facing the same challenge as landlords across the country: rising vacancy and not enough qualified tenant inquiries. The existing leasing strategy relied almost entirely on broker relationships and listing platforms. There was no digital marketing presence, no paid advertising, and no system for capturing tenants who were actively searching online.
4rd Marketing built a tenant acquisition campaign from scratch to change that.
Key Challenge
- High Vacancy Market – The Puget Sound region was averaging 22.8% office vacancy. Tacoma sat at 17.26%. Competition for tenants was fierce.
- No Digital Presence – The building had no dedicated marketing website, no paid search campaigns, and no social media advertising in place.
- Broker-Dependent Pipeline – Leasing relied entirely on broker relationships and traditional listing sites like LoopNet and CoStar. There was no direct-to-tenant marketing strategy.
- Diverse Tenant Needs – The building needed to attract tenants across multiple industries (legal, therapy, accounting, healthcare) with different space requirements and decision timelines.
Result
We launched a multi-channel digital tenant acquisition campaign designed to reach business decision-makers actively searching for office space in the Tacoma and greater Puget Sound market.
Google Ads
We targeted high-intent keywords like “Class A office space Tacoma,” “office for lease downtown Tacoma,” and “commercial office space Puget Sound.” These commercial property marketing campaigns captured tenants at the moment they were searching. CTR hit 7.86%, well above the 3-5% industry average for real estate.
Meta Ads (Facebook and Instagram)
We ran remarketing and lead focused campaigns targeting business owners, executives, and office managers in the region. Cost per click came in at just $0.80. Video content showcasing the building’s amenities generated over 1,600 views and 34,000 impressions.
Landing Pages Built for Conversion
Every ad pointed to dedicated landing pages with virtual tour content, amenity highlights, floor plan info, and clear calls-to-action. No generic website. Every page was built to convert a visitor into an inquiry.
Lead Tracking and Qualification
We tracked every phone call, form submission, and email inquiry back to the campaign source. The leasing team only spent time on real prospects, not tire-kickers.tenant acquisition
The ROI
Eight leased suites at an average of $35/SF. Even conservatively estimating 1,000 SF per suite, that’s 8,000 SF generating $280,000 in annual rent from a $12,000 ad investment.
That’s over a 20x return in year one alone.
Most commercial leases run 3 to 7 years. The total lifetime value of these eight leases could reach $1M+. All from a campaign that cost less than one month’s rent on a single suite.
Key Takeaway
Tenants are actively searching for office space online. The buildings that get leased aren’t always the best buildings. They’re the most visible ones. A focused digital marketing campaign put this property in front of the right people at the right time, and the results speak for themselves
FAQ Section
How long did it take to see results?
The campaign generated inquiries within the first few weeks of launch. Within 4 months, 8 office suites were leased.
Does this work for buildings outside of Tacoma?
Yes. The strategy is market-agnostic. We target high-intent searches in whatever metro your building is located. The same approach works in Atlanta, Denver, Dallas, Phoenix, Chicago, and other high-vacancy markets.
What if my building already has a broker?
This complements broker activity. Digital marketing fills the top of the funnel with warm leads that brokers can then close. It doesn’t replace the broker relationship. It makes it more productive. The leasing agent was excited to follow up with fresh leads and schedule walk throughs.
What does a campaign like this cost?
Ad spend is typically $3,000 to $10,000 per month depending on the market. Add in management fees and you’re looking setting up a steady stream of tenants for under $5,000 a month.
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