Three options. Only one actually works for your business.
The tenant rep books the meeting eighteen months out. Your website is on the shortlist or it isn't.
An office fit-out enquiry is months in the making. A growing 40-person team starts looking for new space twelve to eighteen months before the lease end. The tenant-rep agent (Cushman, JLL, CBRE, Knight Frank) shortlists buildings, the tenant settles on warm shell or cold shell space, and the fit-out conversation starts six months before move-in. By the time the brief lands on your desk, the tenant has already long-listed three fit-out companies from a Google search, a referral from the tenant rep, and a peek at LinkedIn. The companies that win Cat B briefs are not the ones with the prettiest hero image, they are the ones whose project library shows the right typology (corporate Cat B vs co-working build vs retail shopfit), whose project-management credentials are loud (MBA member, Worksafe induction protocol, joinery and electrical subcontractor panel), and whose LinkedIn shows last week's joinery install rather than a six-month-old award post. Miss the long-list and the brief never arrives.
Good office fit-out marketing is three things, in this order: a project case-study library segmented by typology (Cat B corporate tenant fit-out vs co-working build vs retail shopfit vs medical and allied-health rooms) so a tenant searching their own brief lands on a fit-out that mirrors their scope, a project-management credentials wall (MBA or HIA membership, Worksafe Cat 3 induction, $20m public liability, defects-and-handover process, joinery and electrical subcontractor panel with named partners) that pitches the PM chops to tenant reps and CFOs explicitly, and a LinkedIn-plus-Google Ads strategy that targets tenant-rep agents and HR or workplace directors directly rather than chasing the broad 'office fit-out' search where the D&C firms dominate. The companies that fill their Q3 pipeline are the ones whose project library is current, whose tenant-rep referral list is warm because of regular LinkedIn presence, and whose project pages pre-answer the BCA, base-building, and make-good questions every tenant asks at the brief stage.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the typologies you actually want to win (Cat B corporate tenant fit-out vs co-working build vs retail shopfit vs medical and allied-health) rather than chasing every 'office fit-out' search. Briefs the other agents so the project pages, the tenant-rep ads, the LinkedIn presence and the credentials wall all reinforce the highest-margin typology for your team, plus the tenant-rep referral relationships that actually drive the brief volume.
Imports your existing portfolio site so you stop paying Squarespace plus Houzz Pro plus a hosting bill, and makes spinning up a new project case study (a 'Cat B fit-out in [CBD]' or a 'retail shopfit in [precinct]') a five-minute job. Ships project pages with the full PM detail (named subbies, Worksafe protocol, BCA compliance, defects-and-handover process), real site photos from concept to handover, and a fee-proposal CTA, in two taps.
Goes through your live site for the things that actually move B2B fit-out rankings: per-typology and per-CBD keyword optimisation, Office Fit-Out Contractor schema (with the right secondary categories for the typologies you cover), tenant-rep-intent internal linking (project pages linking to your subbie panel page linking to your make-good service), and a Google Business Profile that says 'Office Fit-Out Contractor' loudly enough that the algorithm stops sending you residential renovator searches. Auto-applies the low-risk fixes.
Runs a layered ad strategy: Google Ads on typology-specific long-tail queries ('Cat B fit-out North Sydney', 'co-working build Melbourne', 'medical rooms fit-out Brisbane') where the multinationals look generic, plus LinkedIn campaigns targeting tenant-rep agents at Cushman, JLL, CBRE, Knight Frank, Colliers, plus workplace directors and CFOs at 50-200 person companies in your service cities. Loads 'home renovation', 'house extension', 'kitchen remodel' as negatives. Drops broad 'office fit-out' bids that bleed against the big D&C firms.
Turns every joinery install, AV commissioning, ceiling-tile patch and handover walkthrough into a post in your real accounts: a carousel of the reception-joinery install, a LinkedIn post about the four-bay boardroom AV go-live, a story tagging the named electrical subby on a tight programme. Builds the project-management trust signal that wins the tenant-rep referral and the CFO sign-off. You text one site photo per week, the agent drafts the caption in your voice, you approve.
Drafts the long-form pieces tenant reps and workplace directors Google before they pick a fit-out contractor: 'Cat A vs Cat B fit-out: what's the difference and who pays for what', 'how much should a Cat B fit-out cost per square metre in 2026', 'warm shell vs cold shell: a tenant rep's guide to base-build conditions', 'make-good at lease end: what your fit-out contractor should be doing differently'. Two drafts a month, in your voice, that pull in the tenant-side researcher and the tenant rep months before the brief goes out.
Your first 30 days.
- Portfolio site imported, Squarespace and Houzz Pro bills cancelled
- Annual plan against your priority typologies and tenant-rep relationships delivered by Sam
- Google Business Profile re-categorised to 'Office Fit-Out Contractor'
- Three project case-study pages indexed (one per typology you want more of)
- LinkedIn ads live targeting tenant reps at Cushman, JLL, CBRE in your service cities
- First fortnight of joinery and AV install captions queued in your voice
- PM credentials wall (MBA, Worksafe Cat 3, $20m PL, named subbie panel) shipped
- 'Cat A vs Cat B explained' guide drafted for approval
Office fit-out is a tenant-rep-referral business with a project-management problem layered on top. The big D&C firms win the broad search and the tenant-rep agents referee everything else. Your job is making sure the tenant rep at Cushman, the workplace director at the growing 40-person team, and the CFO who signs the cheque all read the same thing: this fit-out company runs a tight programme, has the named subbies on speed dial, hands over on time, and won't make the tenant rep look bad. The project library, the credentials wall, the LinkedIn presence and the tenant-rep-targeted ads do that work at scale, while you're on site.
Agencies are too dear to actually run the project library and the LinkedIn tenant-rep ads for $3.5k a month. Tools are cheap but the project case studies stay half-finished on a Sunday afternoon. In-House is the third option: for $299 a month the agents ship the case studies, launch the typology-by-typology ads, post the joinery installs and draft the Cat A vs Cat B guides. You stay in the driver's seat, two taps to approve, minutes a day. Stop losing the Cat B briefs to the D&C generalists who can't show their subbie panel.