MIPIM is Over. For Real Estate Firms, Your Media Strategy Shouldn’t Be

MIPIM has always been the real estate industry’s annual temperature check. A few days on the Croisette can quickly reveal the (real) mood of the global real estate sector: how confident capital feels and how global events are shaping decision-making.

This year was no different. Conversations pointed to cautious optimism on dealmaking, continued conviction in fast-growing sectors such as living and data centres, and a growing focus on how geopolitics – inevitably, the Middle East conflict.

And, of course, the topic du jour, Artificial Intelligence: how it is driving operational enhancements but also creating tangible strategic investment and development opportunities, most clearly in the form of data centres.

But MIPIM is about more than sentiment and deal chatter. It is also one of the most concentrated annual gatherings of real estate media anywhere in Europe. Over the course of the week, thousands of interviews take place between journalists and senior executives, with months of preparation compressed into a few intense days.

And then, almost immediately, everyone moves on.

That is understandable. Pipelines need attention and deals need progressing. Other priorities quickly take over. But it raises an important question: what actually landed?

The Media? What Matters is What Journalists Remember

In the rush of back-to-back meetings, it is easy to assume that being present – and busy – equates to being effective. From a media perspective, it doesn’t. Volume is rarely the differentiator. What matters is what journalists remember, what they choose to write about, and how they perceive the firms they meet.

Insights from our inaugural – and unique – Real Estate MediaScan research conducted among UK and pan-European journalists just before the event in Cannes, reinforced a point that is often understood but not always acted on: communications genuinely matter.

Our research found that while investment track record may be the strongest driver of brand value, effective communications and senior leadership visibility come close behind. Even in a performance-driven industry, how you communicate is central to how you are judged.

CDR’s Flagship Journalist Sentiment Survey

MediaScan, CDR’s flagship journalist sentiment survey, has tracked investment media perceptions of more than 40 leading European investment houses for over 20 years, with its first wave conducted in July 2005. This year, we expanded the programme to include real estate investment managers and their key media titles.

This initial Real Estate MediaScan focused specifically on the UK and pan-European real estate trade and financial media, monitoring sentiment towards more than 45 real estate investment brands. The February 2026 edition drew on insights from outlets such as IPE Real Assets, Green Street News, CoStar and Property Week.

Four findings were:

• While investment track record remains the strongest driver of brand value, effective communications and visible senior leadership play a critical supporting role in shaping overall perception
• Journalists are increasingly looking for sector-specific insight, original research and thoughtful commentary, with a clear preference for direct access to leadership. One-to-one meetings rank highest, followed by on-background briefings that allow for depth and nuance
• Formats that provide depth, such as on-background briefings and site visits, are also valued, whereas broader channels like events tend to have less impact
• In terms of content, coverage continues to be driven by deals and capital raising activity, alongside market outlooks and sector analysis, while thought leadership reports retain relevancy

For much of the past year – and particularly the last few months and weeks – journalists have been clear that market volatility and geopolitics are the defining challenges facing real estate managers today. That aligned with the tone of many MIPIM conversations.

Against such a dynamic backdrop, generic messaging will struggle to cut through. In contrast, what resonates is a clear, confident view on how firms are navigating uncertainty, not simply acknowledging it.

And while deals and capital raising activity still drive coverage, they are not enough on their own. As conversations at MIPIM illustrated, journalists value deep sector analysis and original conviction-led thought leadership. Indeed, the most effective communications programmes combine evidence of activity with interpretation, helping all stakeholders understand what comes next.

At events such as MIPIM – as well as in more traditional media engagement scenarios – it is entirely possible to have a packed schedule of meetings and still fail to shift how your firm is understood or differentiated. In some cases, high visibility without a clear message can even reinforce a lack of distinctiveness.

That is why the period immediately after MIPIM can matter. It is a chance to step back and assess what worked: which messages resonated and which conversations felt interchangeable, using it as an opportunity to shape a more focused, consistent and insight-led communications strategy.

If you would like more information about CDR’s next Real Estate MediaScan wave, or how we can help your business optimise its communications strategy more generally, please don’t hesitate to contact me or the CDR team. CDR will also be attending EXPO Real in Munich in October.