REcap: Commercial Real Estate Market ReportREcap: Commercial Real Estate Market Report
Best Use of a White Paper (one or a series)
Category: Best Use of a White Paper (one or a series)
Project Name: REcap: Commercial Real Estate Market Report
Company: Baker Tilly
Baker Tilly launched its commercial real estate market report in 2020 during the COVID-19 pandemic to provide clients and prospects with quarterly insights into key real estate sectors. With in-person meetings and events on hold, the firm sought to deliver valuable, actionable content safely while generating leads and positioning itself as a thought leader. Initially modest in reach, the report evolved into REcap in 2024, becoming Baker Tilly’s most consistently downloaded gated content.
The strategy focused on delivering timely, digestible insights complemented by charts, graphs, and visuals. Over time, Baker Tilly refined its approach, incorporating web pages, paid advertising, social media posts, short videos, and an annual webinar series. Engagement steadily increased, even as competitors expanded their content offerings. The report’s structured process involved collaboration across 20 team members, ensuring quality and adherence to deadlines.
Targeting real estate owners, developers, investors, and professionals, Baker Tilly leveraged CRM email campaigns, social media posts, and advertising with industry publications like Nareit and Commercial Observer. Focus groups helped refine the report’s content, adding illustrative graphics and rotating sections to meet audience needs.
Why they're award winning:
Proactive innovation: Delivered valuable content during a time when competitors scaled back
Consistent growth: Achieved sustained increases in engagement and audience reach
Audience-centric approach: Refined content based on reader feedback
Business impact: Generated leads, boosted brand awareness, and opened doors to real business opportunities