If this past year has taught us anything, it’s that the commercial real estate (CRE) industry needs a digital tenant experience solution to create the most value for modern tenants.
In the United States, COVID-19 vaccination rates are on the rise. As restrictions lift across the country, tenants and their employees will soon be heading back to the office in numbers we haven’t seen in months. Property teams will need to communicate necessary return-to-office information, and engage tenants who are taking a more hybrid approach to the workplace. This is exactly why leveraging technology is mission-critical.
However, simply selecting and implementing a tenant experience app is one thing. Making sure that your tenants stay engaged with the app is a whole other challenge. That’s why at HqO, our team is dedicated to helping you get the most out of our Tenant Experience Platform. Whether it’s through our expert consultation, digital programming calendars, analytics features, or more, we can keep you proactive and maintain end-user engagement to ensure success.
Awareness vs. Acquisition
To truly generate value with tenant experience software, you need to look at the adoption process from two lenses: the awareness stage and the acquisition stage.
In the awareness stage, it’s important to note that saturation success — or how many app downloads you receive per building, and how engaged tenants remain with your app once they’ve downloaded it — is dependent on the dedication of your property management team. Property managers who invest time in the app, as they would do with any other experience or marketing initiative, will start to see that tenant experience technology (also known as TeX or TenX) is an extension of their brand.
To help with this focus, we advise that property managers conduct digital outreach to tenants about their building app before it’s even ready to download. They should set up a “town hall” event to demo the app and showcase its features and value props with the entire building community. Property teams should also include signage in their building to promote the app where it’s needed most. Some notable areas may include a well-trafficked lobby, fitness center, bookable event space, or even on-site retailers.
After you’ve built awareness around your building app, you’ll have to make sure that your tenant software is packed with the right programming to engage tenants. For example, leveraging an ongoing content calendar that will fuel exciting articles or events throughout the year will keep your tenants coming back for more. In many cases, HqO customers have facilitated discounts and giveaways through their app, as well as virtual and on-site initiatives like company lunches, professional development resources, corporate social responsibility (CSR) campaigns, and more.
Once your programming is up and running, you can then leverage our analytics dashboards from the HqOS Digital Grid to see the results of your efforts. Based on high-level trends aggregated from your building’s Spaces, People, and Experiences, you will be able to see what your tenants like (and perhaps more importantly, what they don’t like) to inform future investments and strategies.
Ensuring Customer Success
Ultimately, our customers’ success is our success.
Getting through the awareness and acquisition stages of TeX can be a lot of work. That’s why we offer each of our customers a comprehensive digital launch playbook, complete with global digital programming and ongoing support. In addition, our custom digital experiences help bridge the on-site and remote workplaces through four main categories: entertainment, wellness and development, CSR and charity, and perks and giveaways.
These are just a few ways we help you remain proactive about your tenant experience strategy. Now more than ever, getting ahead of the technology curve will make or break the success of your business. As CRE becomes more acquainted with proptech, working alongside a team of experts that can quickly and efficiently navigate changes to the landscape will be the key to attracting and retaining tenants across your portfolio.
For more information on how HqO can help engage your office tenants, schedule a free demo.