Use a Visual Narrative to Bring Life to the Invisible

Commercial real estate brokers often face the daunting challenge of building excitement out of the invisible, the un-built. They are asked to consistently communicate a developer’s vision into compelling, tangible selling points for prospective tenants, often without the benefit of the physical space.

Inspire and Motivate Prospective Tenants

Inspiring prospective tenants to emotionally engage with an undeveloped property is daunting. Connecting the rational and emotional aspects of a property’s value and amenities without the benefit of a structure can seem limiting. Real estate marketing materials need to educate and motivate. Collateral and messaging needs to convey the rational aspects of a workspace while foreshadowing the property’s day-to-day lifestyle. Tenants need to clearly envision their employees thriving.

This was particularly true when Rockefeller Group, developers of the 268-acre Green at Florham Park, went looking for a tenant to occupy their latest project, a planned office complex at 110 Park Avenue. Rockefeller Group tasked Raymond Trevisan and William O’Keefe from Morristown-based Cushman & Wakefield to market the property to potential tenants.

We’re extremely proud of what we’ve already accomplished at The Green at Florham Park, and we’re confident that 110 Park Avenue will be an excellent addition to the urban-inspired destination we’re creating. Florham Park has truly become a prime destination for office, hotel, multifamily, retail and recreation, and we’re thrilled to play a role in the community’s continued reinvention.

Clark Machemer
Senior Vice President & Regional Office Manager, Rockefeller Group

Build a Strategic Marketing Partnership

Rockefeller Group turned to St. Louis-based StoryTrack Studio, Inc. to bring the unbuilt property to life through a comprehensive and visually stimulating real estate marketing package. Working in partnership with both the developer and broker, StoryTrack recommended a strong visual narrative to carry the primary message of the upscale, dynamic 110 Park Avenue property.

Through deep listening, StoryTrack gained a thorough understanding of the objectives of both the Rockefeller Group and Cushman Wakefield. We then strategically integrated the objectives, vision, and wishes of both the developer and the broker.

Create Content to Bring the Property to Life

StoryTrack brought the property to life visually through a comprehensive marketing package that efficiently used visual assets and content that delivered the right messages through the right channels: web, video, print. Content focuses on live/work/play; allowing potential tenants to envision both a contemporary work environment and engaging lifestyle. Simply, StoryTrack’s visually-focused approach places potential tenants directly on the 110 Park Avenue campus using video, design renderings, motion graphics, writing and photography. The quality treatment of the creative collateral mirrors the upscale and dynamic image of the 110 Park property.

Custom Website Development

Marketing materials included an interactive website that conveys highlights of the 110 Park Avenue opportunity, detailed property amenities, and enticing lifestyle advantages.

Video Production

We worked with existing assets, stock footage and original photography to create a cinematic experience designed to open doors and bring the developer’s vision to life. We created two short videos for the property:

  • An image and brand video of the 110 Park Ave. property and amenities. This video is used as promotional material and as native content embedded in social media and PR campaigns. This proves to be a win/win for publisher and developer/broker, as releases are more visually engaging with the embedded video content. Versions of this video are repurposed for outbound marketing and social/digital marketing campaigns. StoryTrack took a “mobile-first” approach in optimizing the video assets, and “sound-off” & captioned versions were created.
  • A supporting header video used on the landing page of the 110 Park Avenue website that tied the image video treatment to the website.

Print Marketing Collateral

Strong visual design is at the core of everything we do and that extended to the 110 Park Ave property brochure. We created a tri-fold on heavy matte stock with full color bleeds. We visually and verbally communicated the property features, amenities, and lifestyle…even before ground was broken.

Think StoryTrack might be right for your next real estate marketing campaign?

About the Author

Lori Dowd

Lori Dowd is an award-winning filmmaker and founder of StoryTrack Studio. For over 20 years, she has directed and produced programming for a range of corporate, non-profit, online and broadcast partner/client.