Tenants and tenant-reps find your building on LoopNet/CoStar and see just another Midtown glass box.
They don’t see:
- The great restaurant next door
- The unique lobby design
- The vibrant area
They see a commodity.
And commodities fight to win on price.
So they start expecting concessions and lowered rent.
Which hurts NOI →
which hurts property value →
which hurts portfolio value and landlord reputation.
To avoid being a commodity you have to stand out and control the narrative.
And that starts with building a brand.
