R&J builds a recurring multichannel program that turns NAI James E. Hanson’s New Jersey market research into a high-performing thought leadership campaign.

Market reports have long been a cornerstone of commercial real estate marketing, allowing firms to showcase proprietary data, demonstrate market expertise and strengthen client relationships. But as audiences increasingly consume information across digital, social and AI-driven touchpoints, producing strong research is no longer enough. Firms must also have a strategy for ensuring those insights reach the right audiences, in the right formats, through the right channels.

Since 2021, Teterboro, New Jersey-based NAI James E. Hanson has partnered with R&J Strategic Communications to transform its quarterly market reports from a standalone marketing asset into a recurring, integrated thought leadership program designed to expand the reports’ reach, drive qualified traffic to the firm’s website and strengthen its position as the go-to source for local market intelligence.

NAI James E. Hanson built a premier asset: respected quarterly reports covering the Northern and Central New Jersey industrial, Northern and Central New Jersey office, and Meadowlands markets. The insights were strong, but dissemination was limited.

At the same time, competing firms were publishing their reports and receiving more visibility. To help NAI James E. Hanson stand out in an increasingly competitive landscape, R&J developed a communications strategy that treated each quarterly report as the center of a broader thought leadership campaign, anchored by video content. The approach extended the reach of the firm’s market reports across multiple channels, turning static research into dynamic content that increased audience engagement, attracted qualified traffic and elevated the firm’s authority among brokers, investors, tenants, developers and other commercial real estate decision-makers.

R&J’s strategy was built around a simple premise: a quarterly market report should not function as a single piece of content; it should be the foundation for an integrated campaign that could generate sustained visibility across multiple channels. So the strategy focused on bringing the firm’s expertise to audiences wherever they consume information.

Recognizing that B2B decision-makers increasingly consume content through video and social media, R&J crafted a video-first strategy that translated complex market data into easily discoverable content. Every element of the campaign worked together to expand the reach of the firm’s market intelligence, increase engagement with key audiences and drive qualified traffic back to the full reports, while reinforcing NAI James E. Hanson’s position as a leading authority on New Jersey commercial real estate.

The strategy was executed through an integrated PESO Model® framework, with coordinated tactics across paid, earned, shared and owned media, ensuring every channel worked toward the same objective rather than operating independently. Each quarterly report generated coordinated content across media channels, allowing every asset to reinforce the others while extending the lifespan and reach of the firm’s research.

That video-first approach comes to life through a recurring series that anchors each quarterly campaign. Every quarter, R&J works with NAI James E. Hanson’s leadership and brokers to identify the report’s most newsworthy findings and translate them into compelling interview themes and messaging. Those interviews are then edited into multiple short-form videos that distill complex market insights into accessible, shareable content and drive viewers to the full report.

Originally launched as One Big Question, the series evolved into In Focus, shifting from broad market conversations to concise videos centered on individual trends and insights. The evolution created more targeted content while giving the firm greater flexibility to respond to emerging market topics.

To further extend the reach of the reports, R&J also launched and manages NAI James E. Hanson’s CRE Insights LinkedIn newsletter, providing subscribers with direct access to each quarterly report, expert analysis and ongoing market commentary, creating an owned channel that keeps the firm’s thought leadership visible between quarterly report releases.

Of course, no single channel is capable of reaching and engaging any organization’s entire target audience in today’s communications environment. So R&J developed a social distribution strategy that extended the reach of every quarterly campaign. By tailoring messaging to the unique strengths of each platform, the agency ensured market insights reached commercial real estate decision-makers where they were already consuming content. UTM tracking was applied across every campaign to measure exactly which avenues, audiences and creative assets drove qualified traffic back to the reports.

The CRE Insights newsletter serves a complementary role as a smaller, higher-intent channel that reaches senior decision-makers directly, rather than depending on algorithm-driven feeds. By Q1 2026, that audience had grown to 1,026 subscribers since the newsletter’s October 2024 launch, with top subscribers concentrated among Presidents, Owners and Managing Directors across real estate, leasing and construction in the New York City metropolitan area.

Paid media was used to accelerate, not replace, organic performance. Rather than viewing advertising as a standalone tactic, R&J used paid promotion to introduce NAI James E. Hanson’s market insights to new qualified audiences while reinforcing visibility among prospects already engaging with the firm’s content. Campaigns across Meta and LinkedIn have scaled quarter over quarter as performance data has validated the approach and justified increased investment.

In Q1 2026, that strategy evolved further with the addition of YouTube ads as a new acquisition channel, alongside retargeting campaigns on Meta and LinkedIn built to keep NAI James E. Hanson in front of audiences who had already shown interest in its content.

Precise targeting toward commercial real estate professionals, investors, developers, brokers and analysts across specific New Jersey and Pennsylvania counties ensures that paid spend reaches the audiences most likely to convert into qualified leads, rather than simply generating impressions.

Earned media completes the strategy with something owned and paid channels cannot manufacture: independent, third-party validation of the firm’s expertise. R&J positions NAI James E. Hanson’s leaders as go-to industry sources, securing placements in leading business and CRE trade outlets over the years, including NJBIZ, GlobeSt. Real Estate Forum, ROI-NJ, the Mid Atlantic Real Estate Journal and more. Each time a reporter cites the firm’s data on vacancy, deliveries, absorption or rents, it reinforces NAI James E. Hanson’s standing as a definitive voice on the New Jersey market.

That visibility now compounds in a way it never has before. As AI-powered search and large language models (LLMs) become a primary way people research the market, they lean heavily on exactly the kind of trusted, journalist-vetted coverage that earned media generates. A placement that once reached a publication’s readers for a single news cycle now emerges inside LLM answers, putting NAI James E. Hanson in front of both the professionals researching the market and the AI tools they increasingly rely on to do it. In an environment where search is shifting from a list of links to a single sourced answer, earning real estate in LLMs may be the most valuable outcome the entire program produces.

Because the program is designed as a recurring quarterly campaign, every reporting cycle informs the next. R&J analyzes performance across owned, shared, paid and earned media channels after each quarterly campaign and compares the data against the results of the previous campaign. That data and analysis result in specific recommendations for refined targeting, creative and media investments. This continuous optimization drives stronger performance quarter over quarter.

By Q1 2026, the program had matured into a high-performing, multichannel engine that grows more efficient with every cycle. More importantly, it established a repeatable communications framework that continues to expand NAI James E. Hanson’s visibility, strengthen its authority in the marketplace and improve performance with every quarterly report.