Office Space News
What’s So Customized about Torrance Office Center?
Published January 1st, 2010 by Jennifer LeClaire
Custom office space. That’s the marketing cry of Torrance Office Center near Los Angeles. The serviced office provider is touting customization (at an affordable price, no less) as a key differentiator for both large and small companies looking for office space in 2010.
At Torrance Office Center, your serviced office space is arranged according to your specific needs – when you sign a lease. Now, I have no idea what they mean by customized because their corporate materials don’t offer more than the promise of tailor-fit offices. And I have no idea what they mean by affordable because the rates aren’t listed.
Torrance Office Center issued a press release quoting an unnamed manager that seems to attempt to explain the customization advantage: “We are providing totally customized office space solutions to our clients at an affordable price. Our office spaces at Torrance is suitable for small business as well as for big corporate. You just need to contact our office and we will make every arrangement according to your business needs.”
I went to Torrance Office Center’s Web site and they don’t tell me who the manager is; only that the property is managed by ESDI, a full-service executive suite management company that handles 30 projects. There are two contacts listed from ESDI. Presumably one of them offered the quote in question.
All in all, Torrance Office Center seems like an attractive facility, complete with all the typical serviced office bells and whistles, as well as an on-site gym and restaurant, eTenantCare technology that lets you pay your rent and make online concierge requests, and plug and play wireless office technology. But the promise of customization without any detail makes the property less credible. When you make a claim like that, you need to explain it.
I think it’s great that executive suites companies are working to promote themselves, but some lessons in PR 101 would be helpful. Done wrong, shooting out press releases with big promises, sketchy information and lots of sales and marketing speak don’t resonate well with journalists, customers, or anyone else.
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Bill Brookshire January 1st, 2010 at 10:33 am
I see what you are saying. Customized is one of those buzzwords that people throw around freely. Without any explanation of what customization means, customers could be pretty disappointed when they call up expecting one thing and end up getting another. I think it’s dangerous in the marketing world to play it that way. The serviced office industry does have customized office space, but it’s not all created equal.
Elizabeth Sanchez January 1st, 2010 at 12:22 pm
I think Torannce Office Center is an extremely attractive location and has a strong value proposition. I am not sure what they mean by customized, other than maybe a package of amenities. But I am not sure that’s going to hurt them. I agree they should explain what is customized about their serviced office space, but it sounds like they have a lot going for them.