Corporate Thought Leadership for CRE Brokerage

Avison Young saw a 57% pageview lift in 30 days + organic earned media

Avison Young, a global commercial real estate services firm, needed corporate thought leadership content that did more than recap market data – it had to demonstrate that their experts were actually different than others in a crowded market.

Partnering with HMC, they transformed broad SME input into sharp, differentiated feature stories that drove a 57% increase in pageviews in the first month and a 91% increase in unique visitors year-over-year for their corporate thought leadership magazine, Viewpoints.

CLIENT

Magdalene Marvin Segal,

Director of Integrated Marketing, North America, Avison Young

SERVICE

Corporate thought leadership content retainer

IN THE CLIENT'S WORDS

“Hannah is an authority on all things branded content. She took broad topics, interviewed our SMEs, and came back with sharp story angles that resonated with the questions our clients and prospects are asking. The press achieved by one article in particular helped bolster our numbers – and it was impressive how easy it was to make this happen. I usually have to hand-hold vendors, but not with this team.”

Background

Viewpoints, Avison Young’s corporate magazine, was intended to highlight the firm’s differentiated commercial real estate expertise. The marketing team wanted:

Content that spoke directly to the questions clients and prospective clients were asking in real time.
Thought leadership articles that showcased their subject matter experts’ unique perspectives.
A way to increase site traffic to the magazine on Avison Young’s main domain.
Messaging-aligned content that supported the company’s broader narratives and content strategy.

Solution

HMC served as a specialized thought leadership content partner, bringing journalist-grade interviewing, writing, and an editorial lens to Avison Young’s internal expertise. The engagement included:

Interviewing internal subject matter experts on broad, complex topics across commercial real estate.
Distilling raw insights into sharp article ideas that reflected what clients and prospects were thinking about in that specific market moment.
Writing bylined articles with data, narrative, and a clear point of view, positioning Avison Young as a trusted authority.
Editing articles written by internal writers and communications teams.

Portfolio

HMC-penned articles for Avison Young’s corporate magazine include:

The flight to debt-free landlords

Lost miles: the cold storage challenge in North America’s grocery supply chain

Data center power plays: navigating site selection and energy needs

Capital markets clarity: five signals it's time to invest in CRE

Results

HMC’s content strategy and writing produced both quantitative and qualitative wins:

FIRST MONTH
57%
Increase in pageviews
The Viewpoints issue saw a significant increase in pageviews in the first month compared to the previous issue.
YEAR-OVER-YEAR
91%
Increase in unique visitors
A remarkable year-over-year growth demonstrating sustained audience engagement and reach.
QUALITATIVE IMPACT
Earned media coverage
Earned media coverage amplified the reach of the campaign, extending the message far beyond the firm's owned channels and establishing thought leadership in the industry.