The objective was to identify new sources of demand for BOURN by looking beyond its immediate market.

Rather than focusing on Birmingham-based occupiers - who typically remain within the city - we used demand signals to understand where relocation pressure was building across a wider geography.

This led to a shift in strategy: targeting businesses in surrounding cities such as Leicester, Nottingham, Derby, and Kettering that were approaching lease events, experiencing sustained growth, or reaching a scale where their existing space no longer fit.

By structuring demand in this way, BOURN was positioned not as an alternative, but as a considered relocation opportunity for occupiers actively evaluating their next move.