From Inefficient and Outdated to Incentives, New, and Modern
"Ken Ashley and team provided strategic leadership throughout the process, securing key incentives and guiding the development of a centralized facility."
- Primerica Financial Services
Primerica Financial Services Build-To-Suit
345,000 SF Build to Suit
The Problem
Primerica, a $1.1 billion distributor of financial and insurance services, had been headquartered in Duluth, Georgia since the mid-1980s. Operating across ten dispersed buildings under two separate leases with different landlords, the company faced significant inefficiencies in space utilization and operations. The workplace environment was outdated, and the existing footprint no longer aligned with how the business needed to operate or grow.
Primerica required a cost-effective headquarters solution that could consolidate operations into a single location, improve efficiency, support future growth, and remain close to its long-time location.
The Action
Ken Ashley and the Cushman & Wakefield team led the consolidation of Primerica’s operations from ten dispersed buildings into a single, efficient headquarters. The strategy balanced the need for modern facilities, including a cafeteria and expanded TV studio, with a reduced overall footprint and flexibility for future growth. The team evaluated renewal, relocation, and build-to-suit options, guided development within the same county, and negotiated incentives despite minimal job growth commitments, while ensuring a smooth and coordinated development process.
The Outcome
Primerica signed a 15-year lease for a 345,000-square-foot build-to-suit headquarters with Duke Realty on a 31-acre site. The new facility reduced the company’s footprint by 17%, incorporated critical amenities, and delivered a more efficient, centralized operation. The headquarters was completed two months ahead of schedule in April 2013 and included a robust incentive package with property tax abatements and expedited permitting.
What They Said
"Operating across ten dispersed buildings under separate leases, we faced significant inefficiencies and an outdated workplace environment. We required a cost-effective headquarters solution that would improve operations, support future growth, and align with long-term business objectives.
Ken Ashley and team provided strategic leadership throughout the process, securing key incentives and guiding the development of a centralized facility.
The result was a modern headquarters that reduced our footprint by 17%, incorporated critical amenities, and was delivered two months ahead of schedule."
— Primera Financial Services
Step 1
Conduct a needs analysis to affirm your real estate strategy and business objectives.
Step 2
Align and empower your business with optimized office location(s), space(s), and lease(s)
Step 3
Optimized outcomes with engaged people, stronger performance, and growing profitability.
Ken's Story
The Tenant Rep Broker who Teaches Real Estate Directors and works to Advance the Industry
Ken will remind you, “The biggest risk in office real estate is not making the wrong move. It’s believing there are no better options.”
Today, with 3 decades of experience in Office Tenant Rep, Ken Ashley is the broker who aligns executives to ensure workplaces that inspire, operations that move with maximum efficiency, and environments where people do their best work.
