New Perspectives That Build Value: A 2025 Outlook for #CRE #Marcomms

As we start the first full working week of 2025 - in the office or not - our #CRE sector continues to transform amidst shifting economic, geopolitical, consumer and technological landscapes. Nothing new there you might say - but what if you saw these not only as a Rubik's cube to solve, but also bringing untold opportunity - provided your communication strategies are as dynamic and forward-thinking as the markets you serve.

For those of us passionate about B2B marketing and professional services for CRE, our particular challenge lies not only in keeping pace with effective channels and engagement but also in ensuring that our strategies reflect the true value of communication as an investment (and its limitless potential). The festive break gave me a chance to jot down some thoughts on how, in 2025, we’ll better support some of the most ambitious projects, portfolios, and businesses out there.

So, first of all, if we can all agree that strategic marketing and communications are not just optional? - they’re a business imperative for CRE, as demonstrated by the most successful asset managers. The economist Thomas Sowell reminds us: “There are no solutions, only trade-offs.” Sowell’s idea underpins the theory of opportunity cost—a concept critical to understanding why investing in expert marketing today is far more cost-effective than attempting to recover from poorly executed campaigns or missed opportunities tomorrow.

There’s one thing for sure: in 2025, the cost of not communicating effectively and expediently will only grow steeper, whether it’s the erosion of stakeholder trust, underwhelming leasing activity, unsustainable premiums, or an inability to differentiate in increasingly competitive markets - all taking up valuable time and killing deals.

Therefore, as we start this new year, let’s take a moment to explore how (and why) a fresh new perspective—grounded in history, economic insight, commercial imperatives, and creative thinking—can shape better outcomes for CRE marketing in the year ahead.

Strategies That Deliver

In 2025, our sixteenth year, I’ll be encouraging the team to go far beyond the obvious to deliver strategies that are:

1. Strategically Holistic: Don’t just focus your marketing on one piece of the puzzle; see and articulate the bigger picture. Whether it’s integrating investor messaging with tenant-focused campaigns or aligning communications with ESG and economic drivers, our approach ensures every touchpoint builds toward a unified objective. Our advocacy work with senior leadership teams reflects all this.
2. Deeply Global Yet Sharply Local: Our international expertise spans the UK, Europe, the Middle East, and frequently beyond—yet we understand that success lies in local and regional nuance. By tailoring strategies that resonate with both global stakeholders and local audiences, we deliver results that balance reach and precision.
3. Insight-Led Creativity: Quite often we see teams relying on templates and following trends. Instead, we bring a research-driven approach that uncovers the real motivations of decision-makers, tenants, and investors—and we’re happy to review and improve as we go. We even focused on the psychology of teams and decision-making in 2024 with our valued partner in Saudi. Our creativity is visceral and actionable, delivering integrated campaigns that don’t just resonate or look good but deliver measurable, commercial business results.
4. Proactive Risk Mitigation and Advocacy: Many teams can be reactive, stepping in when problems arise, or where the horse has already bolted. At Innesco, we pride ourselves on helping clients to anticipate CRE challenges and proactively manage risk—whether it’s driving valuable consensus, shaping sentiment, mitigating public opposition, or navigating regulatory complexities.

The Power of Sentiment in Real Estate Markets

Both financial and real estate markets are underpinned by one of the most intangible yet critical factors: sentiment. Whether you prefer to call it perception, confidence, or public opinion it doesnt matter - sentiment is the invisible force that can make or break a deal, and drives consensus. Positive sentiment builds momentum, driving investments, leasing activity, and collaboration. Negative sentiment, or operating in a vacuum, by contrast, kills deals. It stalls projects, erodes asset value, and tarnishes reputations for today (and tomorrow).

Ill-advised teams often overlook the critical importance of sentiment—or lack the tools to influence it effectively. At Innesco, we've always approached sentiment as a business asset that must be actively managed. Many of our targeted B2B campaigns trigger confidence and excitement among global tenants and investors for example. By shaping sentiment proactively, we’ve contributed to record-breaking occupancy rates ahead of leasing horizons/hurdles and attracted significant investors and joint venture partners—tangible results no ordinary campaign could achieve.

This is where our expertise shines: we understand that sentiment is not static, and we deploy advanced analytics (yes, utilising AI for a while now), real-time monitoring, and storytelling to shift perceptions, build trust, and create value—all collegiately with in-house teams too.

Avoiding the Opportunity Cost Trap

Opportunity cost is the silent risk from my economics A-level days - and keeps me up at night! Too often, CRE marketing is seen as an expense rather than an investment, with investment managers too frequently focusing on short-term budget savings instead of long-term asset value. Yet the cost of neglecting or under-funding strategic communications can be utterly profound, and can bring a project to a shuddering halt.

For example, in the last couple of years, we worked with a European developer whose project was mired in public resistance and regulatory hurdles relating to scale. Traditional communications tactics had failed to move the needle. By stepping in with a data-driven, stakeholder-focused strategy, we reframed the project’s narrative, demonstrating its economic and social value while addressing community concerns. The result? A complete shift in public (and committee's) sentiment and the project’s green light to move forward, even with extended planning permission. Had our client relied on a more reactive or inexperienced team delivering only the basics, the project might still be stalled today - costing millions in delays and missed opportunities. We could intuitively see that the price of inaction far outweighed the cost of getting it right the first time.

Looking Ahead

What does this all mean for B2B CRE marketing in 2025? The opportunity costs of inaction or misalignment will be higher than ever. Without giving away the crown jewels, here’s how Innesco is preparing to help clients unlock value in an increasingly interconnected property universe:

1. Actionable Creativity: Creativity must do more than attract attention; it must drive cold, hard business results. For example, when designing campaigns for major developments, we tailor messaging that connects economic benefits with emotional resonance.
2. Sentiment as Strategy: Managing perception is no longer optional. Innesco’s approach integrates sentiment analysis and stakeholder engagement to shape narratives that inspire trust and confidence.
3. Beyond the Basics: We integrate brand, public relations, digital strategy, advocacy, and stakeholder management into one cohesive approach that delivers impact at every level.
4. Proactive Risk Mitigation: By anticipating potential challenges—whether public opposition, regulatory shifts, or competitor activity—we protect and enhance asset value from the outset.

Finally, A Call to Action for 2025

As Warren Buffett once said: “Price is what you pay; value is what you get.” Therefore think - marketing and message is not simply about visibility—it’s about value creation that drives consensus. Our approach has always gone far beyond the basics, delivering a strategically integrated, insight-driven service that positions your project, investment, or business for success.

In 2025, resolve to move beyond ordinary, average communications. Whether you’re planning a global mixed-use development or navigating stakeholder complexities, the cost of inaction is too great to ignore. Partner with Innesco, and let’s shape the future together—one story, one strategy, and one sentiment at a time.

...

Get in touch with myself, Simon or any of the Innesco team today to see how we can help you unlock the full value of your initiative in 2025 and beyond.

...

#CREMarketing #CommercialRealEstate #StrategicCommunications #Advocacy #ValueCreation #OpportunityCost #SentimentStrategy #Consensus #RealEstateInnovation #GlobalCRE #InnescoInsights #FutureOfMarketing