Takeaways from Violet PR’s attendance at the latest ULI Northern New Jersey event

At this week’s ULI Northern New Jersey event in Livingston, N.J., industry leaders and panelists came together to unpack what’s really driving today’s real estate market and what’s coming next. The discussion reinforced one key message: opportunity exists, if you know where to look.

Below are some highlights from the event, along with the key communications and public relations takeaways for the commercial real estate industry.

It’s Not About More Space – It’s About the ‘Right’ Space

A recurring theme throughout the event was that real estate success today isn’t about adding square footage – it’s increasingly about adding the right type of space in the right markets.

Nowhere is this clearer than in housing. As the “silver tsunami” approaches, with the oldest baby boomers turning 80, demand for senior housing is accelerating rapidly. Yet supply is lagging far behind, with inventory growing by only about 1%. Demand is there, but the market simply isn’t keeping up.

AI Is Changing Workflows, Not Eliminating Jobs

As expected, AI was a constant undercurrent in the discussion – and one of the “major disruptors” covered in-depth.

Rather than eliminating jobs, the area’s real estate leaders suggested, AI is simply reshaping how work gets done – changing workflows, space needs and organizational structures along the way.

As commercial real estate businesses aim to make their buildings work better, AI is increasingly part of the conversation. And it’s certainly something that cannot be ignored.

New Jersey’s Spillover Effect and Market Variability

ULI’s industry report named Jersey City and Northern New Jersey as its top markets for 2026. These markets remain linked due to Jersey City’s success continuing to spill over into surrounding markets such as Hoboken, Newark and New Brunswick.

One panelist also noted that New Brunswick, in particular, stands out as a market with proven demand, transit access and strong fundamentals.

That said, experiences vary widely across the country: Some regions are seeing construction starts dip sharply, while others remain very active. Rising construction costs are a universal challenge, forcing developers to be more disciplined, creative and strategic.

3 Public Relations Takeaways

Acknowledging the above, and some additional topics discussed this week in Livingston, here are some tried-and-true PR pointers:

• “Right Space” can be a strong narrative hook. This can be an opportunity to strengthen messaging and focus on how your project can solve specific market or consumer gaps. As people crave community and authentic experiences, there is a significant storytelling opportunity in the current moment.
• Communicate your strengths. Panelists mentioned that when seeking out real estate partners, “integrity, communication and track record” matter most. Focus on what you do best but make sure you’re not missing opportunities to tell your story. This is a time to conduct a deep dive into your messaging and communications infrastructure. Are your website, social media profiles and marketing collateral effectively highlighting not only who you are today, but where you are going? They should.
• Lead with confidence, not caution. Acknowledge headwinds, but don’t let them define your message. The most effective communicators pair realism with conviction. Brands that can communicate with empathy and emotion are those that are well-positioned to stand out in today’s market filled with inauthentic, and in many cases, AI generated content.

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Interested in learning more about how you can capitalize on 2026 through a strategic communications program? Reach out today at hello@violetpr.com.