Cushman Realty's Digital Marketing Increases Transaction Velocity; Technology Tools Pay Real Time Dividends for Those Who Use Digital Marketing Campaigns.

Business & Feature Editors

LOS ANGELES--(BUSINESS WIRE)--Sept. 21, 2000

Digital marketing is creating real time dividends in the real estate industry by dramatically decreasing the amount of time required to close a transaction, and ultimately reducing the cost.

As a result, digital marketing campaigns can create instant access to all the information a client may need -- right down to the specifications for furniture.

One such company that just took advantage of a 100% digital marketing campaign strategy was Alltel Information Services, a communications and information services company that needed to sublease its space at Media Studios North, a building in Burbank, California.

They turned to Steve Marcussen, senior vice president, and Andrew Feola, director, in Cushman Realty Corporation's downtown Los Angeles office, who developed a 100% digital marketing campaign strategy that ultimately sub-leased the space in less than half the time of a traditional transaction.

"This space was perfect for the high-tech market, and since there was competitive space available in the building, we needed to make our space more attractive and more visible. We were able to do that by implementing a 100% digital marketing campaign that, in essence, created a plug and play environment that allows potential tenants to view the space, and implement the transaction on-line."

This digital marketing campaign included posting all marketing materials on-line, producing in-house photos and marketing materials digitally and negotiating the lease over the Internet by constant e-mail communication.

"While a typical transaction might have taken six weeks to complete, we were able to complete ours in three weeks," said Marcussen. "In addition, we posted the photos, space plans, sub-lease documents, timelines, and economic analyses on CushmanLink, our company extranet, which allowed everyone who needed the information direct access. This prevented the telephone tag time delay that is so often caused by lack of information."

The result? Cushman Realty closed on the $2.2 million, 23,360 SF, 41-month sub-lease transaction in less than half the time of a traditional transaction.

"The new tenant, Liberty Livewire Corporation, was able to move in faster, and the landlord gets rent sooner," said Marcussen. "With this type of high-tech marketing, the correct information can be disseminated faster -- and shows the brokerage community that you're serious about closing this transaction."

Headquartered in downtown Los Angeles, Cushman Realty Corporation is an internationally recognized real estate brokerage and advisory firm specializing in office leasing, investment services and consulting. Founded in 1978, the firm also maintains offices in West Los Angeles, Orange County, San Diego, San Francisco, Walnut Creek, Denver, Houston, Chicago, Washington, D.C. and New York. The firm's corporate headquarters is located at 601 South Figueroa Street, 47th floor, Los Angeles, CA, 90017; phone: [phone].