Challenge

The lease assignment involved a 10,686-square-foot industrial/flex facility in Robertson County, Tennessee, situated just off Highway 41. While the location was advantageous, the building itself posed significant challenges. With an unconventional layout stemming from its former uses as a car dealership and equipment rental facility, the property included a large open showroom, a basement with segmented rooms, and an extensive amount of adjacent office space. This combination made the space difficult for prospective tenants to move in immediately.

 

The landlord’s goal of securing a long-term, stable tenant further heightened the complexity. Historically, the building had been leased to various short-term tenants, some of whom had sublet portions of the space—an arrangement the landlord no longer wanted. Additionally, the client strongly preferred not to invest in renovation or tenant improvement. This narrowed the prospective tenant pool even further, requiring a targeted, effective marketing approach to position the space effectively.

 

Strategy

Understanding that reactive marketing wouldn’t suffice for such a unique property, the agents adopted a proactive and highly targeted leasing strategy. Rather than relying solely on signage or listings, they launched a boots-on-the-ground campaign, physically distributing over 150 flyers to relevant occupiers and business owners throughout nearby communities including Springfield, Greenbrier, White House, and Goodlettsville.

 

This local outreach was strategically paired with Matthews’ national marketing capabilities. The agents deployed email and SMS blasts through the company’s extensive shared database, ensuring maximum exposure to tenant and owner-user contacts across the country. Weekly hard mailers reinforced visibility, and consistent cold calling kept the property top-of-mind among active prospects.

 

With each inquiry, the agents carefully vetted potential tenants, aligning use case scenarios with the building’s structural limitations and the landlord’s investment goals. Emphasis was placed on identifying businesses that could leverage the showroom-heavy layout without requesting expensive retrofits or concessions.

 

Result

Within just four months, the concerted multi-channel campaign produced 14 in-person tours—a high level of activity for the property. This steady stream of interest allowed the agents to generate competition and maintain strong negotiating leverage.

 

Ultimately, the lease was secured with a growing local concrete company that needed more operational space and was well-suited to the property’s layout. The tenant’s proximity to the building and their enthusiasm for expansion made them an ideal fit.

 

The deal culminated in a 5-year lease with 4% annual rent escalations—terms that exceeded the landlord’s prior lease durations and delivered the long-term financial stability he was seeking. By combining hyperlocal engagement with national-level marketing tools and a forward-thinking leasing strategy, the agents successfully transformed a challenging asset into a dependable investment.