Short Form Video
Some of Houston's most inspiring workspaces used to be warehouses and factories. DealCo restores them, turning industrial buildings and historic structures in the city's urban core into nationally recognized adaptive reuse developments with offices, lofts, retail, and creative workspaces, including Sawyer Yards, the award-winning arts campus home to more than 600 tenants. WWC partnered with DealCo on a strategic social media campaign that highlighted the character and versatility of these spaces through short-form video. Filmed across several signature properties, the videos captured the vibrant tenant community, walkable surroundings, and thoughtfully designed interiors that define the DealCo brand. WWC optimized each piece for Instagram Reels, TikTok, and Facebook to reach the creative professionals, entrepreneurs, and startups the spaces were made for. The campaign presented DealCo not just as a landlord but as a curator of creative culture, the go-to destination for flexible, character-rich space in Houston's growing creative economy.
Atmosphere is hard to lease from a listing. DealCo has built a portfolio of restored industrial and historic buildings across Houston's urban core, spaces that give creative tenants a setting new construction cannot replicate. The audience was the challenge. The professionals, entrepreneurs, and startups these spaces suit best discover their next move on their phones, not through traditional commercial real estate channels. DealCo asked WWC to bring the character of its office and creative workspaces to those feeds, and to position the company as more than a landlord in the process.
WWC produced a series of roughly 15 short-form videos shot on location at DealCo properties, including 1512 Center St., from repurposed industrial buildings to restored historic structures. Instead of touring floor plans, the content led with atmosphere, capturing the energy of the tenant community, the walkable surroundings, and the interiors that give each building its character. WWC cut every video natively for Instagram Reels, TikTok, and Facebook, meeting Houston's creative professionals, entrepreneurs, and startups inside the feeds they already scroll rather than waiting for them to find a listing. Together the pieces presented the buildings the way tenants experience them, as places with a culture, not simply square footage.
The numbers made the case for atmosphere. Engagement on the posts WWC helped create increased 2,500%, all of it organic, as the content found exactly the audience the spaces were built for. That attention translated into activity, with DealCo seeing a noticeable increase in leasing inquiries and tours. More importantly, it proved that character-rich space sells best when people can feel the character, positioning DealCo as the curator of Houston's creative culture, one scroll at a time.
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