We hear a lot about thedemand creative office and how it can attract quality tenantsacross industries, but for major corporate users with large realestate portfolios, creative office alone isn't going to cut it. Toattract these users, landlords need to tune into the company'sinternal real estate strategy, work alongside the real estate teamand—most of all—be transparent. While quality space is important tocorporate users, partnership on real estate strategy is a toppriority. And, those needs change with every user.

A good place to start is with the company's tenant rep team. “Webecome a catalyst to those landlords that want to attract thetenants,” Jeremy Dee, EVP of brokerage atKennedy Wilson and a tenant rep expert, tellsGlobeSt.com. “With our knowledge and familiarity of the client'soperations, we become synonymous with the client and we are anextension of the client's real estate department. We operateseamlessly with respect to how the client is administering its realestate strategy. Landlords are well served to talk to us abouttheir needs. When they do that, it allows us to be transparent withour client's needs.”

This isn't to say that corporate users aren't focused on qualityworkspace. These users are competing for talent along with everyoneelse, and a quality work environment is key to attracting andretaining talent. However, creative office—especially in industrieslike health care and insurance—has not become a sweeping trend.“There has definitely been a focus on creating a quality workenvironment, and that is predominately based on the need to becompetitive in the employment market,” says Dee. “So, these tenantsare both focused on creating efficiency within the space as well ascreating a quality work environment.”