Earlier this month, a packed room of real estate industry leaders gathered at The Highlawn in West Orange, N.J., for Real Estate NJ’s “The Road Ahead for Industrial” event, exploring the state of logistics, cold storage, and industrial real estate across New Jersey.

Two lively panels, featuring developers, owners, attorneys, and design experts, offered candid insights into where the market is heading. Below are some of the biggest takeaways from each session – including several communications insights.

Panel 1: Market Trends and Tenant Dynamics

Speakers including Mark Shearer (Rockefeller Group), Adam Pasternak (Russo Development), Jason Hart (PREMIER Design + Build Group) and Lance Bergstein (Lincoln Equities Group) emphasized the state of the market, challenges and emerging opportunities. Some panelists, including Shearer, emphasized a strategy that’s less about chasing occupancy and more about creating long-term value.

After years of rapid rent increases, rates appear to be leveling off, bringing stability to deal-making. The market remains dominated by 3PLs, regional companies, and credit-worthy tenants, with stronger bargaining power shifting to occupiers.

Some firms are focused on build-to-suit flexibility and futureproofing (particularly in areas like electrical infrastructure), while others are doubling down on ground-up development in dense submarkets. Despite macroeconomic headwinds, panelists expressed optimism heading into the fall, pointing to a flurry of new RFP activity and shovel-ready projects in the Meadowlands and along key corridors.

With activity likely picking up in the months ahead, developers and owners will need to be creative in finding ways to draw attention to property announcements and successes.

Some key factors to consider: Beyond project milestones, what are some other topics you and your company “own?” Do your spokespeople have a strong message on futureproofing properties or is there a hot-button issue they can weigh in on (the return to office, impact of tariffs and political uncertainty have all been big ones)? Establishing yourself and key executives as “thought leaders” in the media (and working alongside a skilled PR team) is another great way to ensure a steady drumbeat of exposure.

Panel 2: The Cold Storage Niche

A second panel featured David Greek (Greek Development), Axel Anderson (Yukon Real Estate Partners), Frank Giantomasi (CSG Law), John Inglesino (Inglesino Taylor), and Steve Hoyt (Pennoni) drilled down on the complexities of cold storage.

The intricacies of cold storage could not be understated – getting the balance between freezer and cooler space right is a multimillion-dollar decision — and often an impossible one to perfect. Mistakes can mean costly slab replacement.

This high-barrier-to-entry subsector requires proximity to ports, reliable power and highly specialized facilities. Anderson noted that with electricity costs in New Jersey up more than 30% year over year, the economics can be challenging.

Giantomasi also pointed to challenges in urban areas and cities like Newark that are tightening zoning rules, making projects more difficult but also spurring creative solutions, such as multi-story cold storage facilities.

Food and pharmaceuticals are driving tenant demand, with both industries requiring precision-controlled environments. The good news for this sector – investor interest continues to be strong, led by large players like Lineage and Americold.

The cold storage industry will likely see continued demand – especially with aging properties creating a growing need for modern, future-forward spaces.

So, for key players with a strong footprint in this space, there’s never been a better time to sharpen your messages to the market and nail down your communications strategy.

Looking Ahead

Speakers agreed that while costs, zoning, and community opposition create hurdles, the fundamentals for industrial – and especially cold storage – remain strong. As one panelist put it: “Americans need their stuff, and they’re going to need to get it from somewhere – we provide that somewhere.”

What real estate trends are you tracking? And are you equipped to effectively tell that story to external audiences?

If you are inching toward big milestones that need wider attention or looking for ways to fine-tune your thought leadership, we can help! Reach out to us at hello@violetpr.com – we’d love to hear from you!