A developer building new construction, or a landlord reimagining their retail floorplan, should create merchandising plans.

It’s much smarter to market retail with a proper strategy in place, rather than saying, “I just want the strongest credit and highest rent.” Every building, every space, should have its own strategy.

Before you can put together a merchandising plan, you have to understand the neighborhood around you and the overall business plan of the subject building.

What’s the average age and household income of the community? Would a golf pro shop succeed? Or fail because nearby residents prefer yoga and boxing? Would fast food do well? Or is fine dining the preferred option?

Putting together the right merchandising plans can increase RevPAR for a hotel. For an office tower, it can help attract cool companies. If it’s residential, it can potentially create a real sense of community.

You should have a clear understanding of your asking rent and which tenants you would make an exception for.