The other important issue is actual access to the parking. Some locations were poorly planned or have restrictive ordinances due to the traffic patterns. The more difficult it is to enter and exit your parking, the more impact this will have on your new patients and patient retention. Forcing people to make u-turns or forced turns to exit the parking area is an unstated message that can lead to patients finding it inconvenient to seek out your brand of chiropractic.

Lease Terms

When selecting your office location and once you have determined that the location meets your standards, as described above, the next step is to submit a lease or purchase proposal. Again, be sure you are working with a commercial building realtor, not a residential realtor. There is a HUGE difference. You will need guidance in terms of what to offer:

1. Lease Rate or Purchase Price
2. Lease Term
3. Move-in Allowance
4. Tenant Improvement Allowance

Your broker should be able to provide you with recommendations on an appropriate lease rate, which is often influenced by the term of the lease. Go for a long-term lease! That's why it is important to select space based on your vision, not your current situation. The longer the term, the more power you have in getting the right terms. Lease terms should never be less than three years, and 7 to 10 years with options are strongly recommended.

Tenant Improvement Allowance

Ask for a move in allowance. This is lease free rent for a specific number of months to allow you to cash flow your relocation expenses. Depending on the market, you can ask for one month per each year of the lease term. The tenant improvement allowance is based on the estimate to bring the office up to your planned layout and interior design. The architect you consult with can give you a good quotation based on the size of the office and the style you desire. You want the landlord to provide the tenant improvements. Tenant improvements are affixed to the building, owned by the landlord, so should you need to relocate in the future, you would need to leave the tenant improvements behind. The lease rate will include the tenant improvement allowance. This way you are paying for the T.I. monthly, as part of your lease. If the landlord refuses to provide the tenant improvements to your specifications, then you should seek an alternative location. Fronting the T.I. on leased spaced is not the best utilization of your capital.

Preparing the Site

Once you have a lease agreement, it is time to begin developing the site for your office. Your architect will prepare working plans and the contractor will submit for permits. Once the project begins, inspect what you expect and if the contractor makes errors, they must do it over! Don't compromise on your dream. Next, as soon as possible, get a banner mounted to the building announcing "Coming Soon." As you get closer to opening day, change the banner to "Now Accepting New Patients." Window graphics should include brand name, telephone, office hours, website and e-mail address, which are easily visible to people in the parking lot. If the parking lot needs resurfacing or maintenance, get it scheduled as this should have been included in the lease proposal. Order your exterior signage and schedule installation appropriately.

Marketing

Develop a marketing plan to launch the new location. Use multiple streams of communications including inserts, mailers, radio, outdoor media, etc. This budget should have been determined before signing a lease agreement. Your target is 100 new patients in the first month, in addition to your current patient flow. There are three marketing elements for a successful plan:

1. Pre-Opening
2. Opening
3. Post Opening

Pre-opening marketing is focused on building awareness for your new location. You must plant the "seed" in order to harvest the orchard. Shout it out, "Coming Soon!" Plan an open house event about 30-60 days after you have opened and everything is working. You will discover that after you get your occupancy permit that not all is well. Allow time to "fix" the problems before you plan a major event. An open house must be much more than an open house. You must inspire and motivate people before they will participate in your open house. Create an event, not a punch and cookie affair. Do a health fair concept with an alliance with a charity. After your grand open house, you then move into spaced repetition with a consistent and planned marketing program. You started a fire, now keep it burning!

Current Patients

If you are relocating an existing office, then you need to communicate with your patients regularly and consistently. This can be a postcard showing "progress" photographs and promoting the benefits of the new location. Depending on the time to occupancy for the new space, you may want to do this in a weekly mailer to create and maintain excitement and anticipation for the new location. Plan on losing 30% of your current patient flow when you relocate. Some will drop out of care because they are beyond the 15 minute optimum drive time from their home or work to your new office. Others will leave because this gives them a good excuse. But, don't write them off. Keep them on your list for future promotions. In the end, selecting your office location is a major decision that should be carefully considered and planned. It will be one of your most important marketing tools!

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Lawton W. Howell is the founder and chief executive officer of WellnessOne Corporation, a chiropractic alliance marketing group based in Las Vegas. Direct questions and comments regarding this article to 877 WELNES1 (toll free), send an e-mail to , or visit www.growmypractice.wellnessone.net.