JLL Exchange | Product Narrative & Advisor Education (1031 / DST / UPREIT)

Metrics snapshot

• 26 prior DST offerings
• $2B+ equity raised (DST offerings)
• $1.3B in UPREIT transactions 
• Webinar education channel averaging ~100 live advisors per session
   

Challenge 

JLL Exchange is a 1031 exchange offering alongside JLL Income Property Trust, using DST structures and UPREIT transactions that can be technical and unfamiliar to both advisors and investors. Despite a strong track record and significant equity raised, the existing story and educational materials did not clearly communicate the product’s scale, credibility, or how it fit within JLL’s broader real estate income platform.

Approach

Clarified the narrative: Developed an advisor-friendly product story that explains what JLL Exchange is, how DST and UPREIT structures work, and when the strategy aligns with client needs—positioning it as a 1031 complement to JLL Income Property Trust rather than a standalone product.

Showcased the track record: Created a suite of presentations, brochures, and digital content that integrated performance and credibility proof points into the narrative—including 26 DST offerings, $2B+ in equity raised, and $1.3B in UPREIT transactions—supported by clear, compliant disclosures.

Updated digital and visual assets: Led creative direction for the updated website and overview materials, combining plain-language content with property-led photography so the underlying real estate and income focus was immediately evident.

Educated through webinars: Built and presented a JLLX webinar series, developing content, visuals, and speaker talking points. Regularly hosted sessions with ~100 live advisor attendees, supported by follow-up materials designed to sustain engagement beyond the event.

Results

• Delivered a clear, repeatable product story and a refreshed set of materials that advisors use in client meetings, events, and portfolio discussions.
• Strengthened perceived credibility by consistently embedding multi-billion-dollar proof points into marketing and sales content—without overwhelming the narrative. 
• Established webinars as a scalable education channel, averaging ~100 advisors per session, with strong Q&A participation and follow-up requests that drove deeper 1031 strategy conversations.