- Stepping into the role of Director – North at JBP, how will your experience to date shape your approach?
With over 30 years in PR – including 20 specialising in real estate – I’ve developed valuable skills for clients seeking asset promotion and reputation management. Balancing commercial goals with CSR values is crucial, and PR is key to this process. My established network and reputation in the North position me well at JBP to connect regional voices with national audiences.
- How is the property market in the North evolving, and what trends should investors and developers be paying attention to right now?
The North of England’s commercial property market is moving from uncertainty to cautious optimism and stabilisation in 2026, driven by limited supply and rising demand for quality. Investment is growing but remains selective, targeting assets with strong ESG credentials and high flexibility.
- How do you see the North positioning itself over the next 5–10 years in terms of development and investment?
Over the coming decade (2026–2036), the North of England is expected to evolve from a secondary investment area to a leading contributor to growth in the UK commercial property sector. This progression will be supported by extensive regeneration initiatives, improved affordability and strategic infrastructure investments. According to Savills forecasts, northern regions – especially the North West – are anticipated to outperform, with cumulative commercial property growth estimated at approximately 29–31% between 2025 and 2029, considerably surpassing London’s projected growth of 15–17%.
- Can you share an example of a campaign or project you’re particularly proud of and why it stood out?
For more than a decade, I was privileged to support Scarborough Group International in positioning Thorpe Park Leeds as one of its most significant northern assets. The vision has been to establish a leading, sustainable mixed-use community, seamlessly blending over 1.43 million square feet of workspace with new residential developments, a wide array of retail and leisure amenities, and the creation of a new logistics park. Central to this transformation is the development of a 113-acre public park and the planned addition of a future railway station, set to be realised between 2027 and 2035.
In overseeing the communications strategy, my focus was on balancing extensive stakeholder engagement with the need to highlight the commercial value of Thorpe Park Leeds as a world-class destination. This approach has offered substantial rewards, allowing the project to thrive as a model for sustainable and integrated community development in the North.
- How do you balance the needs of developers, investors, local authorities, and communities in your communications?
Balancing the needs of developers, investors, authorities and communities calls for a transparent, proactive communication strategy that frames projects as mutual value creators. Instead of “decide, announce, defend,” it’s important to use a collaborative engagement approach.
- Investors/developers: Prioritise risk reduction, ROI, project speed, planning approval and budget control.
- Local authorities: Focus on planning policy, housing targets, economic growth, sustainability and Infrastructure Levy.
- Residents: Value quality of life, job creation, public amenities, improved infrastructure and local relevance.
Early engagement, two-way dialogue, transparency, and demonstrating social benefit are essential. Navigating these priorities efficiently requires skill and network from the outset.
- How has the media landscape changed for property PR in recent years?
Property PR now prioritises digital strategies, using social media, influencers and AI for integrated campaigns with success tracked by online metrics like backlinks and Domain Authority rather than traditional OTS.
Clients are increasingly using their own websites and LinkedIn for direct communication, with LinkedIn leading B2B property conversations. Instagram and TikTok are also gaining traction for reaching younger, visual-oriented audiences. Influencer marketing is much more mainstream, with creators building authentic communities and helping clients humanise developments. Green building and ESG issues are rising in importance, with expert opinions and personal stories crucial for audience engagement. PR teams must react swiftly in the 24-hour news cycle and address misinformation promptly.
- What excites you most about the future of the property sector in the North?
The commercial property market in the North of England is undergoing some really exciting changes with extensive regeneration projects, a move towards eco-friendly “smart” buildings and increasing demand for industrial logistics.
The North now plays a vital part in the UK’s economic revival, with the “Northern Powerhouse” serving as a centre for innovation and investment.
The commercial sector in particular is evolving from simply providing space to developing vibrant “places” that emphasise sustainability, connectivity, and technological advancement.
I feel truly privileged to be actively involved in some of the most pivotal developments within our region. It is both exciting and rewarding to be entrusted by a diverse range of clients, from investors and developers to key supply chain professionals such as architects and engineers, to manage their public profiles and safeguard their reputations.
Now, more than ever, stakeholder engagement and placemaking are essential aspects of the property sector. With the support of JBP, I am able to provide clients with an even greater depth of resource and expertise, enhancing the value and breadth of services available to them.