JLLIPT- Investor Communications & Events
Challenge
JLL Income Property Trust needed a more coordinated approach to advisor and stockholder communications. Literature, events, webinars, and annual stockholder materials were effective on their own, but they weren’t fully integrated into a single strategic program that educated financial advisors on core real estate, supported capital-raising, and met the expectations of IBD, RIA, and wirehouse partners.
Approach
- Integrated program. Built an investor communications program spanning advisor, platform, and stockholder audiences, aligning messaging across collateral, events, digital content, and recurring communications in line with JLLIPT’s marketing strategy.
- Advisor events. Planned and executed four invitation-only due-diligence events per year for IBD, RIA, and wirehouse partners (including Morgan Stanley and Merrill), with 150+ advisors attending annually. Led content and creative for all presentations and materials used by distribution and leadership teams.
- Webinars. Produced and presented four JLLIPT webinars each year, developing narratives, decks, and follow-up communications that extended reach beyond in-person events and supported platform-specific education.
- Literature & sales enablement. Oversaw development of core collateral—factsheets, quarterly updates, capability decks, and advisor leave-behinds—ensuring everything reflected the refreshed brand and clearly explained a complex, multi-billion-dollar daily NAV REIT.
- Stockholder communications. Directed creative and content for the annual report, proxy, and ongoing stockholder letters, coordinating closely with legal, finance, and distribution to keep messages accurate, compliant, and on brand.
Results
- Events and webinars together generated approximately $1.5M in incremental sales, demonstrating a direct link between the communications program and capital-raising outcomes.
- Delivered a consistent, professional experience for financial advisors and stockholders, improving confidence in JLL Income Property Trust and strengthening relationships with key distribution partners.
- Created a repeatable communications engine—annual events, quarterly updates, webinars, and reports—that supports ongoing AUM growth while reducing ad hoc, reactive requests.