Investor Communications | JLL Income Property Trust

Challenge 

JLL Income Property Trust needed a more coordinated approach to advisor and stockholder communications. While collateral, events, webinars, and annual stockholder materials were effective individually, they weren’t integrated into a single strategic program. The goal was to educate financial advisors on core real estate, support capital raising, and meet the expectations of IBD, RIA, and wirehouse partners.

Approach 

Integrated program: Built a unified investor communications program spanning advisor, platform, and stockholder audiences—aligning messaging across collateral, events, digital content, and recurring communications.

Advisor due diligence events: Planned and executed four invitation-only events annually for IBD/RIA/wirehouse partners (including Morgan Stanley and Merrill), totaling 500 attendees per year. Led messaging, content strategy, and creative direction for all executive presentations and event materials used by distribution and leadership teams.

Webinars: Produced and presented an eight-webinar series, averaging ~90 attendees per webinar (~720 total attendees). Developed narratives, decks, and follow-up communications to extend education beyond in-person events and reinforce platform-specific messaging.

Collateral & sales enablement: Oversaw production of 16 collateral pieces per quarter (factsheets, quarterly updates, capability decks, and advisor leave-behinds), ensuring alignment with refreshed brand standards and clear articulation of a complex, multi-billion-dollar daily NAV REIT.

Partner communications: Developed ~5 partner emails per quarter to support platform initiatives, event/webinar follow-up, and key distribution moments.

Stockholder communications: Directed creative and content for the annual report, proxy, and ongoing stockholder letters, partnering closely with legal, finance, and distribution to keep communications accurate, compliant, and on brand.

Results 

• Generated approximately $1.5M in incremental sales from events and webinars, demonstrating a direct link between the communications program and capital-raising outcomes.
• Delivered a repeatable communications engine supporting 4 partner channels, combining high-touch experiences (events) with scalable education (webinars).
• Reduced reactive work by standardizing messaging, cadence, and reusable templates across collateral, presentations, and recurring communications.