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Case Study

Branding a destination

west 8th seattle

​West 8th is a 28-story office building in Seattle that was 100 percent vacant in shell condition in 2010. The building lacked a brand identity and image in a challenging market, and was struggling to compete with two adjacent properties and large-block vacancies in established CBD buildings.

The building’s location was perceived as being too far north of the CBD and market fundamentals were challenging (23 percent market vacancy, low-cost competition for large-block space). The JLL team positioned the location as a “bridge” between the CBD and the dynamic South Lake Union submarket and focused marketing efforts on the growing tech and non-profit sectors.

To gain leasing momentum, the team sought smaller, full-floor tenancies while pursuing large-block users, and launched aggressive and proactive marketing and outreach campaigns targeting both brokers and tenants, using renderings, marketing boards and finished space tours to communicate the vision. JLL’s excellent tenant rep broker relationships were also leveraged to ensure touring and short-listing success.

By 2011, the JLL team had increased occupancy from zero to 97 percent, securing unmatched credit tenants at terms superior to those at the adjacent competition.

Learn more about our leasing services and team in Seattle.

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