Bisnow: 'The Extra Push': How Marketing Became The New Survival Tactic In U.S. Office Leasing

In today’s U.S. office‐leasing market, landlords are finding that location and reputation alone aren’t enough to fill vacancies: expert marketing has become essential. Properties now need more than a listing—they require cosmetic upgrades, high-quality photography, social media, refreshed public spaces and amenities to stand out. The competitive margin is tight, and buildings that invest early in these enhancements often attract tenants faster and retain them longer.

One standout example is BGO, whose investment in renovating Newport Tower in Jersey City—upgrading its entrance, adding an amenity center, and enhancing the lobby—helped secure one of the largest office lease renewals and expansions in New Jersey in a decade. BGO has also introduced “RTO by BGO,” which gives tenants access to office and hotel properties, perks for those living in BGO communities, and event credits at BGO‐associated venues—demonstrating how holistic marketing plus tangible amenity value are now vital in closing deals.

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