Real Estate Investment Trusts (Reits), a new way of investing in property, were introduced on 1 January 2007. This was big news in the commercial property press and there was much debate in the media about the way in which the legislation would be structured, not to mention speculation about which property companies would convert to Reit status.

There were many spokespersons fighting for a share of voice on this subject, particularly as those who advised on, and converted to, Reits early on would be held in high esteem by the industry. One of the most senior property partners at law firm Nabarro had been involved in advising the Government on the development of UK Reits. This experience and insight was used as a vehicle to position the partner’s expertise on the subject.

Objectives

• To position the partner as THE expert on Reits
• To raise awareness of the firm as a key adviser to those wishing to convert to Reits

Tactics

• Telephone contact with key journalists to create awareness of Nabarro’s involvement and expertise
• Media briefings timed to coincide with deadlines of key publications
• Comment drafted and sent to key contacts immediately following legislation annoucements
• Reits seminar held for members of the industry and press

Results

• Nabarro acted on three of the first Reits conversions, more than any other law firm
• Extensive coverage in the property and trade press including Building Magazine, Estates Gazette and cross-sector publications
• Widespread media attendance at the Reits seminar from key publications including Estates Gazette, Property Week, Europroperty and EG Capital
• Nabarro now hold regular Reits seminars which are well attended, and often over subscribed, by the media and industry