Simplifying Lease Management with SpaceBase | Brooke Colglazier of SpaceBase

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Hey everybody. Welcome back to Pathmonk Presents. We’re really excited for today’s episode because we’ve got Brooke, the Marketing Manager over at SpaceBase. Brooke, how are you doing today?

Brooke Colglazier: I’m good. Thank you for having me.

Kevin: Of course. We’re really looking forward to hearing what you guys are all about and what you’re doing from a marketing and growth perspective. So before we dive into anything too detailed, why don’t you give our audience a general understanding of SpaceBase—what is it and what do you do?

Brooke Colglazier: Absolutely. I’d love to share. SpaceBase is a modern lease accounting and lease management software. We actually started in 2016, so we’ve been around quite a while. We aren’t as heavy on the marketing, so some people haven’t heard of us before, but we do have a really strong brand.

We started in 2016 with Airbnb. They needed a software that would help them manage their leases—they didn’t have anything digital. So our head engineer built it in collaboration with Airbnb and Deloitte. After that, they realized that so many other companies also needed this software. So we started selling it to other companies and they loved it.

Because we built it for Airbnb, we were able to customize it for other companies like United Airlines for airplane leases and Doc Martens for retail leases. We’ve created new kinds of tools to really customize it to the needs of our users, which makes it so easy to use for everyone.

Kevin: I noticed when I was checking out the website, all of the different “trusted by” logos. You’ve got some awesome brands—Airbnb is huge, but you mentioned others too. Really impressive.

Let’s dive into marketing. In terms of the companies or industries you serve, who are you looking to work with? Are there specific roles you’re targeting when people are acquiring the software?

Brooke Colglazier: Sure. We serve a variety of companies and users. It’s really broad—we do anything from farm equipment leases to land leases to commercial leases. The only thing we don’t really do is residential.

A lot of people come to us because they’re still using Excel to manage their commercial leases—or even paper files. They’re trying to get organized. We help them put everything into a system. You can use OCR search technology to find lease details on our platform, which is super helpful.

You can do critical dates, reporting for accounting—we have a ton of accounting reporting, so a lot of accounting teams use us too. Our customer support is very hands-on. You won’t just hear from your account manager every few months—our team gets back to you within a few hours.

Kevin: I find it interesting that you cover both real estate management and accounting. Did one come before the other?

Brooke Colglazier: Yes. We started with lease management because that’s what Airbnb needed. Then in 2016, accounting regulations like ASC 842 changed. Accountants needed to access lease information, so we built reporting features into the software to help them stay compliant.

It’s very desirable because doing that manually is complicated and prone to mistakes. With our system, you just input the data and it takes care of the rest—it saves hours.

Kevin: I totally agree. That’s awesome—and I love that it evolved organically. Let’s talk more about marketing. How does your audience currently find you? Is it mostly inbound? SEO? Ads?

Brooke Colglazier: We haven’t changed much since we started. We’ve optimized the software, but from a marketing standpoint, it’s been pretty standard. A lot of our traffic comes from inbound leads or referrals. Clients recommend us to other companies their friends work at.

We’re fortunate to have so many advocates. They love us. As far as marketing goes, we’re starting to pivot. I’m new to the team—we just started our marketing efforts, which is really exciting.

We want to do more outbound now. Not many people have heard of us compared to larger lease software providers. We’re redoing our website to make information clearer and easier to understand. But typically, it’s been LinkedIn and word of mouth.

Kevin: So it’s early days at the marketing department for SpaceBase. I’ll be interested to see what direction you go in. It’s always exciting to find out which channels prove most valuable early on.

Brooke Colglazier: Yeah, I’ll keep you updated!

Kevin: Great. Speaking of the website—you mentioned updates are underway. What role does it currently play in client acquisition? Is it a lead gen tool, a qualifying tool, or educational?

Brooke Colglazier: We have a really strong call to action up front—to get people to book a demo. That’s where we shine. Once people see the software, our demos convert really well.

We are hesitant to share too much of the product online. It’s unique and we want to keep that under wraps a bit. But we do want to add more educational material. That helps both SEO and potential users.

We have really knowledgeable people on our team—especially in accounting and lease management—so their insights would be super valuable to share.

One thing I saw on a car website that I loved: they had an interactive quiz that calculated your car’s value. I’d love to do something like that—maybe a quiz like “How well do you know your ASC 842 compliance?” I think that would engage users more.

Kevin: Yes—those kinds of interactive tools or quizzes can really help pre-qualify people. Maybe it’s not just about selling SpaceBase, but helping visitors know if it’s even the right tool for them. That saves time on both sides.

Brooke Colglazier: Exactly. And it’s so fun to be at the start of this where we get to test new things and see what works.

Kevin: Total freedom.

Brooke Colglazier: Yeah. You can do heatmaps, analyze behavior, try stuff out. A lot of companies don’t have the freedom to experiment like that.

Kevin: Early days—enjoy it!

Kevin: So I want to move a little bit away from SpaceBase and more toward Brooke as the marketing professional. First and foremost—Pathmonk is a tool for increasing website conversions. Based on your experience, what do you think makes a great converting website? Any tools, tips, or approaches you’d recommend?

Brooke Colglazier: I think the more useful information you have, the more engaging the website becomes. I love websites that give detailed info about how to do something or provide deep background. I love learning, so I gravitate toward that.

Engaging content is key. There’s been an overload of content lately—especially with AI. Some of it’s just filler. But if you’re taking the time to share information that people actually need, that gets more valuable attention.

Kevin: I would agree. There’s a lot of extra content—repetitive and vague. I saw on your site: “SpaceBase is a modern lease accounting and lease management solution”—boom, straight to the point. No jargon, no fluff. I love that. You’re immediately qualifying or disqualifying visitors right there.

Brooke Colglazier: Exactly. Stripe does this really well. They’ve got testimonial videos where they went to a partner office and had a snowball fight with the team. It’s fun and tells a great story. That kind of creative, branded storytelling draws people in and makes them want to engage more.

Kevin: I wish someone came to our office for a snowball fight! Okay, next: what does your day-to-day look like? What do you work on daily versus weekly or monthly?

Brooke Colglazier: Definitely. A few key things I do every day: analytics using Google Analytics and Looker Studio. GA has a steep learning curve, so Looker makes it more user-friendly. I track traffic sources and demo origins.

I also work on content—blogs, LinkedIn updates, and general social media. I use G2 daily too, and sometimes Capterra. G2 has been really valuable for our niche. I’m managing our profile there, generating reviews, and working on a new video for it.

So daily it’s analytics, content creation, and managing our online presence.

Kevin: We use many of those tools too. AB testing, analytics—it’s a weekly process. Testing content, checking which version performed best. Anyone unfamiliar with GA—get to know it!

Brooke Colglazier: We hired someone on Upwork to help us get it set up properly. That was a smart move.

Kevin: Yes—go straight to the experts. Next question: Where do you go to learn and stay up to date in marketing?

Brooke Colglazier: I love podcasts and books. One podcast I like is AI Daily Brief—it’s not entirely about marketing, but so much AI news is relevant to us. I also listen to commercial real estate podcasts—since it’s our niche.

And there’s PMA (Product Marketing Alliance). They have a Slack channel with about 40,000 marketers. It’s a great place to ask questions and get templates, ideas, and support instantly.

Kevin: That’s a great one. Everyone talks about leveraging LinkedIn—but those public Slack channels are gold. It’s like Reddit, but live, with high-quality answers and practical help.

Brooke Colglazier: Exactly. I actually found PMA through Reddit. Someone mentioned it in a thread. These kinds of communities are so valuable, especially when you’re new to marketing a product.

Kevin: Okay, time for the final section—rapid fire questions. Crisp, short answers welcome, but feel free to elaborate if you want.

First up: what’s the last book you read?

Brooke Colglazier: Pachinko. It’s fiction, spans five generations of Korean immigrants in Japan. I was in Japan last month, so it was super relevant. Loved it.

Kevin: Nice. Next: if there were no boundaries in tech—anything is possible—what’s one thing you’d want fixed in your role as a marketer?

Brooke Colglazier: Definitely analytics. I’d love a system that, once you install your software, does all tagging and tracking setup for you automatically.

Kevin: Yes. That initial setup is tedious. Maybe soon, with AI.

Brooke Colglazier: Maybe it already exists—I just haven’t seen it yet!

Kevin: Okay. What’s one repetitive task you’d automate?

Brooke Colglazier: Every time there’s a demo, I check GA, find the source, and log it in Excel. I’d automate that whole process—data attribution.

Kevin: Makes sense. Last one: what’s one piece of advice you’d give yourself if you were restarting your marketing career today?

Brooke Colglazier: Don’t be afraid to ask for help. There are so many resources—use them!

Kevin: Really wise words. Brooke, thank you so much for joining us today. If anyone’s looking for real estate management or lease accounting software, SpaceBase is there for you. It was great having you!

Brooke Colglazier: Thank you, and thank you to the team at Pathmonk for having me on today.

Kevin: Of course.