What makes a leasing site convert
The handful of things a prospect looks for before they will give you an inspection.
A leasing site has one job: get an inspection booked. The renders, the plan, the specification table and the neighbourhood paragraph all either move a prospect one step closer to walking through the door, or they are on the page for no reason.
Judged that way, most of the usual arguments about a campaign page go quiet. The question to put to any element on it is whether a person who has never seen this floor now knows enough to spend an hour of their afternoon on it.
Answer the fit question first
Anyone looking at a floor is working out whether their people fit in it, and the headline area answers that badly. Shape answers it. A 1,200 sqm plate with a central core and a long return is a completely different proposition to 1,200 sqm of open rectangle, and the area figure says nothing about which one is on offer.
So the plan cannot be the only artefact on the page, and it cannot be left off either. A prospect who reads plans wants the plan. A prospect who does not read plans wants to see the space. StudiO puts the interactive 3D view next to the fitted vector plan so that both of them are served without either having to learn the other one’s format.
Let them move through it themselves
A still render is somebody else’s decision about where to stand. It is usually a good decision, and it is still one viewpoint out of every viewpoint the floor has. An interactive view in the browser lets a prospect ask their own questions. What does the corner look like. How far is the meeting room from the lift lobby. Nothing has to be booked and nobody has to be asked.
The requirement that comes with it is that the view must not be a download. A plugin, a CAD licence or a file to open is an installation charged to the prospect, and a 3D view that costs an installation gets closed before it loads.
One link, and it survives a phone
The link gets forwarded. That is the actual distribution model of every leasing campaign: an agent sends it to a tenant rep, who sends it to the person who signs, who opens it on a phone in a taxi. Every hop is a chance to lose the attachment, or to arrive at something that assumes a desktop.
A hosted page holds up through those hops in a way a 14 MB PDF does not. It can also be corrected after it has been sent, which matters on the day the wrong floor plate goes out to a distribution list.
Put the person in reach
The agent’s details belong on the page, near the thing that prompts the enquiry. Interest is perishable. The gap between deciding to see a floor and finding out who to ask is where a meaningful share of enquiries quietly end.
Be quick enough that it happens at all
The best leasing site is the one that exists. A campaign that takes three weeks to assemble does not get built for a floor that might lease anyway, or for the secondary suite on level four, or for the sublease that came up on Tuesday. Those spaces go to market as a plan attached to an email, which is where this piece started.
Upload in two minutes, review in one hour, launch in twenty-four is a turnaround with one consequence worth stating: the campaign standard you hold your flagship asset to becomes affordable on every space you have.