Homecoming

Real estate tech company founded by Houstonian launches locally, looks for office space

SquareFoot — a real estate tech company with Houston roots — is entering the Houston market. Getty Images

A New York-based company that uses technology to optimize the commercial real estate leasing process is expanding into Houston — and it's a bit of a homecoming for the company's CEO.

SquareFoot, which was founded by Houston native Jonathan Wasserstrum in 2011, has launched in Houston following the closing of a $16 million series B funding round led by Chicago-based DRW VC. The company uses tech tools — like a space calculator and online listings to help users find the right office space quicker and easier than traditional methods.

The Bayou City's growth in small businesses and startups makes for a great market for SquareFoot.

"Houston, in addition to being a leading market for business, is a city in transition," Wasserstrum says. "We've witnessed a growing trend of smaller companies cropping up, with startups showing that they're here to stay. I want SquareFoot to be a major part of the city's growth and evolution."

The idea for a company, Wasserstrum says, came from a friend in Houston who was struggling to find office space for his small company. Years later, that problem's solution would be SquareFoot.

SquareFoot's Houston operations are up and running online, and the listings and resources will continue to grow. Wasserstrum says the team will also open a physical office in Houston, and the team is currently looking for its own office space in a "highly-desirable" area, Wasserstrum says.

"That will not only make it easier for us to show office spaces to prospective clients, but it also sends the message that we understand these clients better than anyone," he explains. "Where you choose to open your offices is part of the story you're shaping for candidates and clients."

In regards to Houston-based employees, Wasserstrum says he will start with tapping a few Houston real estate experts. He will take the business model that was successful in New York and adapt it for Houston

"It's not only the East and West Coasts where innovation is taking place," Wasserstrum says. "We want to help Houston continue to grow as a stellar place to launch and grow a company."

National expansion is Wasserstrum's big goal, he says, and after settling in Houston, he plans to next enter into Washington, D.C., and a few other major markets.

Wasserstrum explains what the Houston expansion means to him, how tech is changing real estate, and trends he's keeping an eye on.

IM: What does it mean to be expanding in your hometown?

Jonathan Wasserstrum: Houston is where I grew up. My whole life has been shaped by what I saw and learned in Houston. I moved away for college, and have built my career on the East Coast, but Houston will always be a big part of me. My parents still live there so I have good reasons to fly home and to come home again.

As I've built out my company, SquareFoot, since 2012 at our NYC headquarters, I have dreamed of being able to expand our services nationally. We have helped over 1,200 companies find and secure office spaces in major cities. As our executive team considered where to invest in and to expand to next, Houston emerged at the top of the list. We made this decision for professional growth reasons, but that choice has an emotional element for me as well.

Going forward, I should have additional good reasons to fly home and to see my parents more often than I have had the occasion to over recent years. Plus, we save on hotel costs!

IM: What makes Houston a great place to expand into?

JW: From an office space perspective, Houston is an under tapped market. There are countless companies looking for the services we provide, but nobody has yet figured out how to build a company to serve them specifically.

We acquire many of our clients through online search — people looking for office space are literally searching online for solutions. We've seen in recent months and years a surge in searches from Houston, which indicated to us that there was a gap that had developed there. We've long had a digital presence there, thanks to these searches, but now we're increasing our physical presence on the ground. We'll hire a broker and put an office there in the coming months.

IM: What sort of trends are you seeing in office real estate? Are these trends happening in Houston already?

JW: Over the past years, we've seen a sharp increase in demand for flexible solutions. Traditional coworking spaces have worked out for many companies, but it's not for everyone.

At the same time, the long-term leases that are usually required upon signing on for an office space of your own has largely kept growing companies out of the market; it has scared them off. We realized there had to be a middle option so we launched FLEX by SquareFoot last year. Now, for the first time, all companies can find the spaces they want with the terms they want.

We are excited to introduce FLEX to the Houston market and to show companies there that there's more lease flexibility and opportunity available than they might think. Change in commercial real estate happens slowly over a long period of time. Houston has the chance now to be a part of their changing wave.

IM: How is technology changing the industry?

JW: For many decades, commercial real estate operated the exact same way. And it intended to stay that way because nobody had reason to believe anything was broken or wrong. However, there were several inefficiencies that clients just had to deal with because that was the industry standard.

The first one was the lack of transparency of which office spaces were unoccupied or what they'd cost. Brokers would lock up this information and keep clients at a distance, unless they were willing to sign on to work with them. With SquareFoot's online listings platform, we have unlocked that information, have educated countless people, and have made for a more seamless and enjoyable process for our clients as partners in their searches.

The other technological breakthrough we've made is in our mobile app. Still, in 2020, too many clients are taking tours of these offices with pen and paper and occasionally snapping a photo or video to send back to their stakeholders. Our app solved those issues once and for all, enabling better communication back and forth and a better user experience for all. Regardless of which team member goes on the office tour with our broker, everyone is clued in and on the same page.

We want everyone on the greater team to buy into the vision, and to recognize the potential, not just one representative who happened to be on the office tour one afternoon.

Trending News

 
 

Promoted

From enlightening talks to networking opportunities, here's where you need to be in October. Photo via Getty Images

From networking meetups to pitch competitions, October is lined with opportunities for Houston innovators.

Here's a roundup of events you won't want to miss out on so mark your calendars and register accordingly.

Note: This post might be updated to add more events.

Additionally, mark your calendars for November 8 for the annual Houston Innovation Awards.

October 6 — Texas Venture Crawl

Head over to the Ion for pre-panel networking, an engaging Ask-Me-Anything (AMA) investor panel, followed by a happy hour for networking. Panelists include Grace Chan, Principal at bp Ventures; Jason Ethier, Founder of Lambda Catalyzer; Alex Gras, Associate at Mercury Fund; and Billy Grandy, Chief Innovation Officer and Managing Partner at Softeq Venture Fund.

This event is Friday, October 6, from 5 to 8 pm at the Ion. Click here to register.

October 7 — Ideation Competition

The Pearland Innovation Hub is hosting it's first Ideation Competition. Participants will get an opportunity to have mentors guide them through Design Thinking and other methodologies to help generate ideas to solve local civic issues.

This event is Saturday, October 7, from 9:30 am to 3 pm at Pearland Innovation Hub. Click here to register.

October 11 — Emerging Tech: Revolutionizing the Industry Panel

From artificial intelligence and blockchain to virtual reality, this panel will explore the impact of these innovations on businesses and society. Whether you are a tech enthusiast, a professional in the industry, or simply curious about the future of technology, this event will have valuable networking opportunities.

This event is Wednesday, October 11, from 1 to 2 pm at HCC West Loop Campus. Click here to register.

October 13 — Web3, Blockchain, & Crypto...Oh My!

Expert speakers will unravel the mysteries of Web3, showcasing its potential to revolutionize industries like finance, gaming, and more. Learn about the power of Blockchain technology and how it ensures transparency, security, and trust in various sectors. Explore the endless possibilities of Cryptocurrencies and their impact on the global economy.

This event is Friday, October 13, at the Cannon. Click here to register.

October 16 — Health & MedTech Mingle

Pumps & Pipes is hosting a night of industry mingles occurring simultaneously at the Ion featuring FinTech, EdTech, Food Tech, and more. This month's featured speaker is Dr. Alan Lumsden, Chair of Cardiovascular Surgery and Chair of the DeBakey Heart & Vascular Center at Houston Methodist.

This event is Monday, October 16, at the Ion. Click here to register.

October 19 — UH Energy Symposium Series - The Future of Mobility Promises & Bottlenecks

The latest installment of UH Energy's Critical Issues in Energy Symposium Series tackles the obstacles facing a transition to a circular economy.

Panelists to include: Dave Mullaney – Principal, Rocky Mountain Institute; Varuna Singh – Deputy District Engineer TxDOT; Erika Myers – Executive Director, CharIN, e.V.; Matt Peterson – President and CEO, Los Angeles Cleantech Incubator; Catherine McCreight – Director of Transportation Planning, TxDOT; Funda Sahin – Associate Professor of Supply Chain Management, University of Houston (Moderator).

This event is Thursday, October 19, at the University of Houston. Click here to register.

October 25 — Houston Startup Ecosystem Summit

The Houston Startup Ecosystem Summit is an opportunity for innovators, entrepreneurs, and tech enthusiasts to come together and push the boundaries of what's possible. This event features a lineup of panelists, diverse breakout session tracks, and a competitive startup pitch showcase.

This event is Wednesday, October 25, at the Cannon. Click here to register.

October 25  — TMC Startup Symposium

The Symposium will include 1:1 time with subject matter experts, industry networking events, educational presentations, and thought leader panel discussions. The following topics will be covered: intellectual property, voice of customer, regulatory reimbursement, clinical commercialization strategy, angel investing, venture capital investing, and serial entrepreneurship. Startup registration is $250 for a ticket.

This event starts Wednesday, October 25, from 8 am to 5 pm at TMCi. Click here to register.

October 26 — Unleash the Power of AI and ChatGPT

Attendees will have the opportunity to interact with a panel of industry experts, and network with like-minded individuals. Whether you're a seasoned professional or just starting your AI journey, this event is designed to inspire and educate. Discover how AI is revolutionizing various industries and learn how to leverage its power to drive innovation in your own projects.

This event is Thursday, October 26, from 6 to 8:30 pm at the Cannon. Click here to register.

October 27 — SHINE: The Conference on Culture

Shine is a half day conference focused on the organizational structures of workplaces. Attendees can expect to hear from a range of speakers who will share their wisdom gained from industries, from breweries to public relations.

This event is Friday, October 27, from 8 am to 1 pm at Stages. Click here to register.

October 30-31 — Fuze

This energy conference is a must-attend event for executives, investors, and founders serious about solving the energy crisis and boosting company efficiency. Featuring keynotes, expert panels, tech showcases, and networking, Fuze has a variety of activities planned for energy industry professionals. Price of admission ranges from $299-$799.

This event starts on Monday, October 30, from 8 am to 7 pm at 713 Music Hall. Click here to register.

Trending News

 
 

Promoted