Landlord Amenity Investment Playbook

Amenity shapes which buildings make the shortlist. This guide gives landlords and asset managers a clear model for investing in base-building amenity that lifts leasing velocity and face rents. It covers seven levers, from lobby activation to end-of-trip, and sorts each into three investment tiers that match your capital plan. Projects PMG delivered for Goodman and Bayley Stuart show each lever at work.

Why This White Paper is Essential

The Amenity Investment Guide helps you:

• Win the shortlist inspection: Walk your building the way a decision-maker does, from arrival to the core services walk, and fix the moments where deals fall through.
• Cut incentives with spec suites: Compare the cost of building warm shell suites with the larger incentives that cold shell floors attract.
• Add value for tenants with a third space: Design shared boardrooms and event space that let tenants host large events without leasing extra floor area.
• Time capital to leasing milestones: Sort every amenity upgrade into one of three investment tiers and match it to lease expiries and refurbishments.

What You’ll Get Inside:

• Seven landlord levers: Common area and lobby experience, flexibility and servicing, end-of-trip facilities, shared amenity floors and the third space, distinctive design, sustainability credentials, and building technology.
• Australian market evidence: Current vacancy, incentive and leasing data from the Property Council of Australia, CBRE, JLL, Cushman & Wakefield and Herron Todd White.
• The Amenity Investment Framework: A one-page matrix showing the Landmark, Opportunity and Everyday signal for every lever.
• Delivered project examples: PMG work for Goodman, Dexus, Bayley Stuart and more. From the lobby transformation at 628 Bourke Street to distinct, quick-to-lease spec suites at 123 Albert Street. 

Expected Outcomes:

• Faster leasing: Warm shell spec suites give tenants move-in-ready space, which removes their build cost and delivery wait and speeds up the decision to lease.
• Smaller incentives: Every amenity lever you action gives tenants a reason to commit beyond the incentive on offer, which can reduce the incentive you need to make. 
• Stronger tenant rep conversations: A third space and strong end-of-trip facilities give tenant reps clear features to present to their clients, which strengthens the building’s employee attraction potential.
• Protected asset value: Buildings rated 5.5 or 6 Stars under NABERS Energy command a 1% to 5% rent advantage and a 12% occupancy advantage in the same CBD.