JLL Exchange – 1031 Exchange Product
Challenge
JLL Exchange is a 1031 exchange product offered alongside JLL Income Property Trust. It uses DST and UPREIT structures that are technical and often unfamiliar to advisors and investors. Even with a strong track record in prior DST offerings and significant equity raised, the story and education materials did not fully communicate the product’s scale, credibility, or its connection to JLL’s broader real-estate income platform.
Approach
- Clarified the narrative. Developed an advisor-friendly narrative that explains what JLL Exchange is, how DST and UPREIT structures work, and when the strategy fits 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 wove key product achievements into the story—including 26 prior DST offerings, more than $2B in equity raised, and $1.3B in UPREIT transactions—supported by clear disclosures.
- Updated digital and visual assets. Led creative direction for updated website and overview materials, pairing plain-language content with property photography so the underlying real estate and income focus are immediately clear.
- Educated through webinars. Built and presented the JLLX webinar series, including content, visuals, and talking points, regularly hosting sessions with around 100 live advisor attendees and providing follow-up materials to extend engagement.
Results
- Delivered a clear, repeatable product story and set of materials that advisors now use to introduce JLL Exchange in client meetings, events, and portfolio discussions.
- Strengthened the product’s perceived credibility by consistently surfacing its multi-billion-dollar track record within marketing and sales content, without overwhelming the narrative with numbers.
- Established JLLX webinars as a scalable education channel, with ~100 advisors per session, strong Q&A participation, and follow-up requests that support deeper conversations about 1031 strategies.