235% to goal, powered by one Mexico-based rep

The Company

Hines is one of the largest privately-held real estate investment, management, and development firms globally. Since founding in 1957, Hines has developed, redeveloped, or acquired over 1,500 buildings and has a presence in 258 cities and 28 countries. The Square, launched in 2019, is Hines' flexible workspace brand, letting tenants, local businesses, and remote professionals rent office space as needed with hospitality, security, and amenities included.

The Challenge

With the Mexico City location opening in January 2023, Hines needed to build a scalable demand generation and sales process outside the U.S. for the first time. They set a goal of 40-60% committed capacity at opening, but faced several roadblocks: the sales funnel was managed by a single resource with no bandwidth, language capability, or understanding of the Mexican market; this was the organization's first attempt selling before a location opened, relying on virtual and "hard-hat" tours; competitors like WeWork, Regus, and IOS Offices undercut The Square on price; and data tools like ZoomInfo and CoStar were less effective or unavailable in Mexico City.

The Approach

FullFunnel identified each challenge and addressed it with a tailored solution, anchored by a dedicated, Mexico-based BDR.

A Mexico-based sales representative with local knowledge and language capabilities, plus omnichannel sales training in both Spanish and English to bridge understanding of the Mexican market.

Virtual tour scheduling paired with in-person tour booking and management once the dedicated sales asset was in place, backed by effective marketing collateral.

Identified and highlighted The Square's unique features versus WeWork, Regus, and IOS Offices, while the representative drafted and presented proposals for new business.

Industry-specific research combined with inbound and outbound leads, including re-engagement campaigns, to maximize monthly tour bookings where standard data tools fell short.

A Strategic Sales Manager collaborated closely with the BDR, providing direct oversight, pitch refinement, strategy development, and campaign adjustments.