Redefining Category Perception for a Global Real Estate Leader
Case Study: Redefining Category Perception for a Global Real Estate Leader
For the international real estate sector, Pinpoint PR executed a multi-channel, PESO-driven integrated campaign to launch a first-of-its-kind property exhibition, cleanly differentiating JLL Residential from its parent commercial brand and capturing a massive share of the Southeast Asian buyer market.
This case study is exemplar of Pinpoint PR’s award-winning approach to publicizing Events & Trade Shows.
In early 2025, JLL faced a complex communications barrier in Singapore. The cross-border residential property market was deeply fragmented, crowded by small, single-developer showcases that made comprehensive property evaluation grueling for local buyers.
Worse, JLL's massive public equity was tethered almost exclusively to its dominant commercial real estate enterprise. The public simply did not recognize JLL Residential as a B2C partner capable of helping families buy, manage, and secure properties overseas.
JLL and Clearwater Communications devised the inaugural Global Property Expo | Singapore 2025 to overcome some of these issues. Pinpoint PR was asked to manage earned media strategy and reputation framework for the event. We had to build top-of-mind brand awareness from scratch with zero historical equity, zero pre-existing community, and a mandate to position JLL Residential as a trusted, consumer-facing gateway.
Our behind-the-scenes secret weapon was the systematic application of a high-synchronicity PESO (Paid, Earned, Shared, Owned) model. This multi-layered framework transformed PR into a structural "trust engine," using paid channels for scale and organic content to funnel long-term intent.
On the ground, we deployed real-time data dashboards to monitor incoming conversions. When analytics indicated varying channel costs, our teams dynamically reallocated budgets away from lower-yield formats directly into high-performing LinkedIn static ads and Google Performance Max automation, slashing our Cost-Per-Click (CPC) by 15% mid-campaign.
The 3-day expo at the Sands Expo & Convention Centre also featured a powerhouse conference with 45 international speakers across 30 sessions, turning raw footfall into an educational masterclass on cross-border legalities, tax structures, and fractional property tokenization. Pinpoint PR managed the conference, creating the agenda, identifying and booking the speakers.
Pinpoint PR organised a media interview at the Global Property Expo in Singapore, June 2025
The integrated PESO campaign obliterated every pre-set benchmark, transforming an unproven brand into the gold standard for regional property exhibitions.
Total Market Penetration: The campaign generated between 9.8 and 14.2 million cumulative impressions across all media streams. This resulted in a de-duplicated unique reach of over 2.6 million Singapore resident adults—saturating an astonishing 91% of the country’s entire target addressable market (TAM) aged 15–64.
Digital Intent Metrics: Digital channels generated between 57,000 and 68,000 tracked website sessions. Advance registrations climbed to 2,270, handily beating the initial client benchmark.
Exceptional Paid Efficiencies: Paid social ads returned an average Cost-Per-Click (CPC) of just USD 0.44, with an incredibly lean Cost-Per-Registration (CPR) of USD 6.35—outperforming standard real estate event industry benchmarks by 2x to 3x.
Astronomical PR Capital: Pinpoint PR’s targeted earned campaign successfully secured 765 placements globally, resulting in a massive potential unique monthly visitor (UVM) footprint of 388 million and a staggering Advertising Value Equivalent (AVE) of USD 4.49 million. Sentiment was monitored at 100% positive-to-neutral.
Best 360-Degree Integrated Campaign Award, IPRS PRISM Awards 2025 | Pictured: Ross Gan, President of the IPRS, with award recipient, Hakim Ishak of Pinpoint PR
The campaign’s commercial success and communications rigor earned for us elite industry recognition. Pinpoint PR was awarded Merit at the IPRS PRISM Awards (November 2025) and achieved the ultimate distinction as the Outright Gold Winner at the WCFA Awards (April 2026) for Best 360-Degree Integrated Campaign.
Most crucially, post-event qualitative auditing proved that JLL Residential completely broke away from its commercial brand shadow, standing firmly in the eyes of Asian consumers as the leading authority in borderless homeownership.
Illka Gobius is the Managing Director of Pinpoint PR Pte. Ltd., a boutique APAC communications agency headquartered in Singapore, with nearly three decades of regional experience. We specialise in B2B Technology PR, Events & Exhibitions PR, and Reputation & Stakeholder Management.
