By early 2025, Hunneman Real Estate faced a pivotal moment in its near century-long history. Despite being one of New England’s oldest and largest independent commercial real estate firms, the company struggled with brand recognition in a market dominated by global giants like CBRE, JLL, and Colliers.
Hunneman’s track record spoke volumes, but brand recognition lagged behind their legacy. At the same time, the commercial real estate market was under pressure from record office vacancies, slower deal cycles, and cautious investors.
Against this backdrop, Hunneman confronted the dual challenge of differentiating themselves in a crowded, highly competitive industry while also countering the perception that bigger, international firms had the scale and sophistication to outmaneuver local players. What Hunneman needed was a way to not just get their name out in front of decision-makers, but to redefine their brand narrative: positioning themselves as the local experts—more attentive, knowledgeable, and nimble than their larger, slower-moving competitors.
Published: May 13, 2026