Early in 2023, it's clear that the COVID-19 pandemic continues to change the way we live, work and has driven fundamental change across the real estate industry. As a marketer in the industry, I've seen these changes firsthand across my organization. Some members of my team have relocated and are hybrid employees whereas others are going into the office more than ever. Sentiment is mixed, but most people want a little of both—the daily connection of being in an office, with the ability to choose when and how often. As marketers, when and how we are communicating to our existing and prospective clients has also fundamentally changed. The rise of the liquid workforce and ongoing technology shifts transforming how and where we work has forced us to explore new strategies, mediums and methods of communication to ensure our messages are resonating with key audiences and driving demand generation. 

As we navigate this fundamental shift across real estate, here is what we can expect for marketing office space in 2023:

• Remaining agile to meet changing hybrid workforce needs

The tremendous shift in how businesses are using office space today has forced marketers to be nimbler than ever before to meet companies where and how they are working. Before the pandemic, helping customers find and develop physical spaces to work was a core part of marketing strategies for commercial real estate. COVID-19 changed that instantly, with working remotely transitioning from an exception to the norm; in fact, JLL found that over half (55%) of office-based employees are now in a hybrid work pattern, and this trend is poised to continue through 2023.