Hines is one of the largest privately-held real estate investment, management, and development firms renowned globally for the quality of their various properties.
A recent endeavor from Hines’s was the launch of The Square – a flexible workspace that allows building tenants, local businesses, and remote professionals to rent office space as needed while receiving best-in-class hospitality, security, and amenities.
Hines is one of the largest privately-held real estate investment, management, and development firms renowned globally for the quality of their various properties. Since their founding in 1957, Hines has had a hand in developing, redeveloping, or acquiring over 1,500 buildings and currently has a presence in 258 cities and 28 countries.
A recent endeavor from Hines’s was the launch of The Square – a flexible workspace that allows building tenants, local businesses, and remote professionals to rent office space as needed while receiving best-in-class hospitality, security, and amenities. The Square initially launched in 2019 to provide a new and differentiated way to access office space, a trend that started before the COVID-19 pandemic. Now, more than ever, how business owners and employees utilize office space and seek access to high-quality meeting and event space on demand has shifted, and The Square by Hines provides a differentiated office product to clients of all sizes.
With the Mexico City location opening in January 2023, Hines engaged FullFunnel’s expertise in global staffing to help their team build a more scalable demand generation and sales process outside of U.S. borders. Currently, FullFunnel manages Alexander Rosales, a Mexican-based BDR, to coordinate and schedule tours, send proposals for new business, and manage potential new opportunities for the Square.
The Hines team had a goal of opening their Mexico City location at a 40-60% committed capacity, and, despite offering some of the most flexible workspace solutions for modern businesses, they faced the following challenges as it relates to their continued expansion:
FullFunnel identified the aforementioned challenges and addressed them with a tailored solution:
Following a period of onboarding,, the SDR yielded impressive results. Over the course of a few months, the tour goal for The Square was met and surpassed. Please find progress of achieving & exceeding targets outlined below:
With the progression of productivity and optimizing the pipeline for The Square, the total revenue generated from FullFunnel efforts has reached $104,485.50, with nearly 86% capacity for this Mexico City location. These outcomes not only met Hines’s objectives for their Mexico City location, but also positioned The Square for further international expansion with a scalable demand generation and sales process. The success in Mexico City highlighted the value of strategic staffing and management in overcoming market challenges and driving revenue growth for Hines.
"As the Sales Manager for our flex office product, entering a new country with a language barrier was our first roadblock. We also knew as we continued to open more locations in the states that our sales team would need to scale to capture inbound leads, outbound leads, and nurturing active opportunities. Fortunately, FullFunnel was able to step in and have an impact from day one. After only a few short training sessions, our sales representative, Alexander, was ready to go.
In our business, there is nothing more important than a person touring. While we prefer this to be in-person, it can occasionally be virtual. Between inbound and outbound lead efforts, Alexander and the FullFunnel team exceeded our tour goal each month. With FullFunnel managing emails and calls, our on-site manager could pick up a lead once they were already qualified and excited to tour the space.
Because of FullFunnel, our local team can dedicate 100% of their time to our members rather than chasing down leads. We are thankful for Alexander and the FullFunnel team for all the work they have done in our Mexico City location." - Trent Oswalt, Manager, Sales Hines Workplace Services.
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