In real estate, location determines the value of a property. Choosing my massage office location was an intentional decision based on convenience for clients as well as the income level of the people who work and live nearby. My office is at the edge of the Denver Tech Center, which is a five to six square mile (this is my estimation) complex of office buildings nestled on either side of the main north-south interstate that runs through Denver (it’s a twenty to thirty minute drive from home each way). The residential demographic of this area is upper middle class to extremely wealthy (I wonder if Peyton Manning knows we’re practically neighbors).
I have a couple of clients that drive an hour to see me (or more in heavy traffic), but the majority of them drive thirty minutes or less. In the past, if I’ve spent more time in my car to get to and from a massage than I spent on the table, I didn’t continue seeing that therapist for long regardless of how incredible their service was. It was simply too inconvenient. Being located near an interstate cuts down on the amount of travel time for clients, and being in an area where thousands of people work makes a massage an easy stop on the way home or a welcome lunch break getaway.
As much as I wish the reality of the expense of massage didn’t exist, it does. I make an intentional effort to provide affordable services, but the sad reality is that regular massage simply doesn’t fit into everyone’s budget. Being located in an area where the residents have discretionary income ensures that I’ll have more clients.
My treatment space is in an office building, limiting drive-by exposure which is definitely a negative (although the building is really nice). I’ve rented space from other business owners in the past (a skin-care shop and a tanning salon) that had store fronts. The benefits in those locations were that my business was exposed to their clients and I had the opportunity to advertise in their windows. In both instances, the business I was renting from closed so I had to relocate (to office buildings both times). In my current office (three offices with a lobby), I share the space with another independent massage therapist and a spray tan stylist, and we have our printed materials available to each others’ clients.
Convenience for clients as a top priority has driven my choice of office space, while choosing an area that has an income level to support me just makes good business sense. This is my second location since I opened Get Deep Massage and I intend to stay for a long time (my first office didn’t have air conditioning and the landlord expected me to pay for installing it). Every treatment space has pluses and minuses. Being easy to get to and having a quiet space where clients can relax has helped me create a successful massage practice that I love!
What considerations are most important to you for your practice location? Please share in the comments. Thank you!