98% of Available Spaces Receive High-Quality Engagement that Converts Into In-Person Tours

Lack of high-quality, virtual marketing content

Before VTS Market, not every space in Adams & Company’s portfolio was represented with high-quality, engaging marketing content, which sometimes prevented tenant reps and tenants from moving forward with an in-person tour. For instance, some spaces had floorplans, a few had photos, and even fewer had virtual tours. And the content that was available lacked a consistent look and feel that was representative of the company brand.

Limited insight into marketing performance

Adams & Company relied on their brokers to share updates on listing performance, with the insights being mostly anecdotal. Without real-time, data-driven insights, Adams & Company couldn’t understand how marketing content was being distributed, who was seeing it, or how it was contributing to in-person tours. This limited insight into marketing performance left them unable to proactively pivot their efforts if a strategy wasn’t working.

No central place to manage marketing content

Without a single place to store marketing collateral, the team spent a lot of time tracking down and compiling content when listing a new availability. And once the content was found, there was no guarantee it was still accurate or provided tenant reps and tenants with the information they needed to make an informed decision. The extra time spent locating and updating content often caused delays when bringing a new space to market, a process that already takes the typical landlord 45 days on average.

High-quality online marketing content across their entire portfolio

With VTS Market, 100% of Adams & Company’s listings now have premium digital marketing content that shows tenant reps and tenants exactly what they need to know in order to move forward in the process. This includes virtual tours, photos, 3D space renderings, digital floor plans, and landlord-verified information for each space — all produced by the VTS team. As a result, 98% of Adams & Company’s available spaces have been interacted with, helping to drive qualified inquiries and in-person tours in a down market.

Real-time insight into marketing performance

With VTS Market, Adams & Company captures qualified tenant interest daily that converts to in-person tours using interactive online listings. They now have a single source of truth for real-time marketing performance by channel to ensure they’re optimizing activities and course-correcting strategies as needed. From their analytics dashboard, team members can instantly see how many times a space has been shared, a video has been played, or a photo has been viewed. And by using UTM parameters to track where content is being shared, they can tie specific activities to resulting engagement to understand which channels are performing the best.

Go-to-market speed

After just six months on VTS Market, Adams & Company now brings available spaces to market 5 weeks faster than the industry average. This gets their spaces in front of tenant reps and tenants quicker, giving them a competitive advantage in the market. By centralizing all their marketing collateral and space information in a single platform, teams no longer spend time locating what they need and can instead focus on each space’s unique marketing strategy. In addition, the company’s executives can easily access and review new availabilities. Once approved, a new listing can be published to the VTS Marketplace in just a few clicks.