Before it was Marker 20, this was one of many suburban office parks in a car-dependent suburb of Washington, D.C., often viewed as commodity space that was indistinguishable from the rest.
My team was brought in by new owners who saw more. Their vision? Upgrade with fresh amenities to create a vibrant destination for creative professionals.
One big hurdle stood in the way. Our target audience gravitated towards urban locations with multimodal transportation. We needed a strong story to draw attention away from the status quo.
I spotted an opportunity. The campus sat directly on the Washington & Old Dominion Trail, a popular jogging and bike route connecting several nearby communities. And a unique advantage that no competitor could claim.
After pitching the idea, we repositioned our offering as Marker 20, tying its identity to its mile marker location on the trail, and reframing the offer as a unique destination for active and connected knowledge workers.
Our bold messaging challenged urban commuting routines, while serene visuals invited prospects to choose a different path in a vibrant park setting.
Leasing inquiries surged. By playing to our client's strengths, we reshaped conversations with prospects, and deal activity soon followed.
Thrilled, our client pressed on with multiple initiatives: email marketing campaigns, new branded signage, a 3D video in collaboration with vendors, and an on-site marketing space to host networking events.
The result? A once-overlooked office park quickly won deals and gained value, enabling ownership to resell three buildings and recapture much of their cost basis while retaining the majority of the portfolio.
