Insights from our recent webinar with property management experts from RXR, Rockhill Management, and The Cammeby’s & Witkoff groups.
The workplace landscape has shifted significantly since 2019, turning tenant engagement from an optional perk into a strategic necessity. In our recent webinar, three industry leaders shared how they are adapting to this new reality and strengthening tenant relationships in a hybrid work environment.
Tenant engagement has become essential for success
“I think that as a company, RXR and the industry have come to see it as a must,” says Mitchell Grant, Property Manager at 75 Rockefeller Plaza. What used to be basic lobby programming has evolved into sophisticated strategies supported by dedicated teams and meaningful budgets.
The change is driven by necessity.
With most tenants working in the office fewer days per week, property managers must make every interaction count. “We have to be there when they’re there and engage with them,” notes Kevin Arrigo, Asset Manager at Witkoff’s Woolworth Building.
Moving beyond traditional tenant events to meaningful engagement
While popular events like ice cream socials remain, successful tenant engagement now includes:
- Community programs such as blood drives and charitable initiatives
- Sandwich-making events for homeless individuals
- Sustainability committees meeting quarterly
- Live concerts in outdoor spaces
Tailoring engagement strategies for each property
Each property requires tailored strategies. Carolina Ramos from Rockhill Management illustrates this by describing the contrast between two of her buildings: “One of my assets is on the east side, within the UN District, so most of those tenants are government entities and missions, so they have a very unique need versus another asset I have on the west side where I have law firms and hedge funds.”
Using technology to support personal tenant connections
Technology plays an important role, RXR’s workplace app centralizes everything from access control to air quality monitoring, but the human connection remains key.
“You’re not developing a relationship with people through an app,” Mitchell emphasizes. “An app is a tool that supports the connection to the community. It’s not the central point of it.”
Property teams still engage face-to-face, knocking on doors and setting up lobby tables to maintain direct relationships.
Leveraging sustainability to engage diverse tenants
Sustainability has emerged as a powerful engagement tool that transcends industries. “Sustainability transcends every industry. It’s one language, no matter what business you’re in,” Mitchell observes.
Successful sustainability programs include:
- Tenant training and education initiatives
- Energy consumption tracking and transparency
- Quarterly sustainability committees
- Green building certifications and shared achievements
Even century-old buildings like the Woolworth in New York City are finding innovative ways to integrate sustainability, with Kevin working to add beehives as part of his “sustainability puzzle.”
Hospitality and amenities as key business priorities
Hospitality and amenities have moved from nice-to-have extras to essential budget items. “It’s now a serious business,” Mitchell explains. “It’s critical to remain competitive.” According to Kevin, a strong office experience is “part of workplace DNA” and no longer optional.
Tenant renewals as the key measure of success
All three experts agree that tenant renewals are the best success indicator. As Carolina puts it, “When tenants renew, you know you’re succeeding.” Other signs of success include a strong reputation, referrals, consistent occupancy, and positive broker relationships.
Essential insights for effective tenant engagement
Based on our discussion with these industry leaders, several critical insights emerge:
1. Authenticity matters: “Have a good heart and care about what you do,” Mitchell advises. Genuine engagement resonates more than programmatic approaches.
2. Flexibility is key: From meditation rooms to flexible lease terms, providing adaptable solutions meets diverse tenant needs.
3. Consistency across portfolios: Ensure equal programming and messaging across all properties while respecting individual building characteristics.
4. Embrace feedback: “You cannot make everybody happy, but you should always try,” Carolina reminds us. Use negative feedback as fuel for innovation.
5. Plan with long runways: Successful events require extensive planning and team coordination; they’re not last-minute additions.
Preparing for the future of tenant engagement
Tenant engagement continues to evolve, especially as hybrid work becomes the norm. The properties that stand out will be those that treat engagement as a long-term investment in creating welcoming, purposeful spaces where people enjoy spending time.
With fewer days in the office, each one matters more. By prioritizing meaningful connections and understanding tenant needs, property managers can foster a sense of community that supports both tenant satisfaction and long-term retention.
Want to learn more about how Alveole’s urban beekeeping programs can support your tenant engagement strategy? Contact us to discover how hives can create buzz around your sustainability initiatives while fostering genuine community connections.
