Why the best property stories are about people, not buildings
When promoting your commercial or mixed-use development, the building specifications only tell half the story.
Whilst floor space, facilities and cost all matter a great deal, you need to inspire people around what the development can offer long before conversations get down to that detail. You need to demonstrate its potential.
And don’t just take our word for it. JLL’s Global Occupancy Planning Benchmark Report 2026 highlights that office use is becoming a more strategic consideration for occupiers. Organisations are increasingly focused on understanding how workplaces can better support their businesses.
“As hybrid programs have matured, their strategic objectives have evolved,” the report states. “Optimize space utilization remains the primary goal, cited by 74% of organizations in 2026.”
So the question is no longer just: “What does this building offer?” Instead, it’s: “What role will this place play in helping my business succeed?”
Or, as the report suggests: “The question is how to create an environment where every space, whether for focus or collaboration, is genuinely useful to the employees who show up that day.”
For new developments, a clear offer is key, and a strong narrative will help to draw attention to your site.
A development’s story is much bigger than construction milestones
Engaging PR can help set your development apart, but it’s not enough to just rely solely on construction milestones. The best property stories are about people, not buildings.
Occupier announcement stories are a great place to start in showcasing what the place can offer, translating what was once a vision into a real-world example.
For Fasthosts at The Forum in Gloucester, for example, this was about bringing two disparate teams together in a space fit for the company’s future.
But the news doesn’t end with their move-in. Look beyond the move itself and find out what the development has unlocked for them. Revisiting a business you may uncover stories to showcase their growth, celebrate new products or services they’ve developed, or shout about collaboration opportunities that have emerged since they moved into the space.
Beyond your tenants, look for community and economic engagement stories that demonstrate impact. Jobs supported, apprentices trained, volunteer time given, and fundraising activities completed all help demonstrate this. Contractors track this as part of their social value efforts, so use this information to your best advantage.
Developments that stand out will not always be those with the biggest buildings or the longest specification sheets. They will be those that communicate why they matter to businesses, employees, communities and the wider market.
If you’re looking to tell a stronger story about your development, our guide ‘The shift from space to place’ explores five practical ways to bring your place to life through strategic PR – from uncovering the human stories behind a project to building a consistent narrative and preparing for challenges along the way.
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