As demand holds firm but supply tightens across Northern cities, the commercial property market is entering a more competitive, complex phase. Hannah Fisher, Head of Property PR at BIG Partnership, argues that success now hinges not just on buildings themselves, but on how their stories are shaped, positioned and brought to life through strategic communications…
Across the North of England, commercial property fundamentals remain strong, but market dynamics are shifting. With supply tightening and occupiers becoming more discerning, success is increasingly shaped not just by what is delivered, but by how it is positioned and communicated.
The data tells a story of resilience but also increasing complexity. In Manchester alone, office take-up reached around 1.06 million sq ft in 2025, just below the five-year average of 1.2 million sq ft, showing sustained demand despite wider economic pressures. At the same time, supply is tightening and high-quality space is becoming increasingly scarce, with limited new development coming forward and only a small pipeline expected before 2028.
What is increasingly clear is that success is no longer defined by physical space alone. It is shaped by how places are understood, how they are positioned, and how effectively their stories are told.
Nowhere is this more evident than in the wave of regeneration projects redefining Northern cities. In Manchester, St John’s Manchester has transformed a former industrial district into a vibrant hub for creative professionals, while Mayfield Park has introduced the city centre’s first new public park in decades.
In Liverpool, Liverpool Waters is reimagining historic docklands into a major mixed-use destination, and in Leeds, Wellington Place continues to grow as a leading business district designed around modern working patterns.
These developments are not just changing skylines; they are reshaping how cities are experienced and understood. Crucially, their success is underpinned by clear narratives – about innovation, sustainability, community and long-term economic growth.
This is where marketing and communications have become central. Commercial property has traditionally been driven by metrics – square footage, rents, yields – and whilst those fundamentals remain critical, they are no longer enough on their own. Today’s occupiers are making more deliberate decisions, often with longer lead times, as they weigh up not just cost but culture, brand alignment and employee experience.
Sectors like professional services and technology now account for over half of Manchester’s office demand, reflecting a shift towards businesses that prioritise high-quality, experience-led environments.
For developers and landlords, this changes the role of marketing entirely. It is no longer about listing features but about articulating purpose and harnessing their own brand. It is about creating a narrative that explains not just what a building is, but why it matters.
With new supply constrained, there is a growing focus on refurbishing existing assets. While design and delivery are critical, perception is often what determines success. A well-told story, supported by clear messaging, strong branding and targeted campaigns, can redefine how a building is viewed and unlock its full commercial potential.
At the same time, the rise of flexible and amenity-rich workplaces is changing expectations further. Occupiers want spaces that support collaboration, wellbeing and connection. Communicating these qualities requires a more human, experience-led approach.
For communications and marketing professionals, this is a move from support role to strategic influence and being embedded earlier, shaping positioning from the planning stage and ensuring a clear, coherent narrative carries through every stage of delivery.
The North of England has a powerful story to tell. Its cities are evolving rapidly, with regeneration, investment and demand all pointing in the right direction. However, in a more competitive and supply-constrained market, how that story is told will increasingly define success.
*Founded in the early 2000s, BIG Partnership is a fully integrated communications agency with more than 100 specialists working across multiple sectors. With offices in Glasgow, Manchester and Aberdeen, and a network of global partners, the agency blends strategic thinking with creative execution to deliver campaigns that drive impact, add value and help brands stand out in increasingly competitive markets.
