Got something to say? It could be just what the industry needs to hear
We know, we talk about thought leadership a lot.
Four times in the last nine months alone.
But there’s a reason for that (and it’s not that we’re running dry on content ideas). Let’s recap on its importance as a B2B marketing tactic.
Thought leadership isn’t just valuable. It’s expected. And it plays an increasing role in the decision-making process for companies looking to buy services.
Our campaign for Hatch, Shaping UK Places
It’s a key way you can demonstrate your lived experiences and expert knowledge, positioning you as the best person to unblock a development site, resolve a planning dispute or make the once-unviable, viable.
So let’s step into the nuts and bolts of thought leadership in the built environment sector.
Wait, what is it, again?
Thought leadership is more than an interesting blog piece. It’s the practice of positioning an individual, organisation or brand as an innovator or trusted expert in a particular field or topic.
It’s a broad church that feeds into most of your marketing outputs. It informs:
Your long-form comment, whitepapers, reports and journalistic comments
Your round tables, panels and keynote speeches
Your paid media, video content and more…
Thought leadership starts conversations, asks the pertinent questions and moves the discourse on.
A short video from Andrew Evans, Deputy Chief Executive at VM Finance talking to Place North West about the best ways to get SME housebuilders back to their best.
So, what’s keeping the sector up at night?
Where do we start?
From the housing crisis, building safety, sustainability or skills, there is no shortage of complex, meaningful conversations to be part of. The challenges we face aren’t theoretical – they’re playing out in real time, on real sites, in real communities.
The housing crisis
We all know the scale of the challenge: high demand, slow delivery, squeezed viability. But how we talk about housing matters too. Whether it’s reforming the planning system, unlocking stalled brownfield sites or building the right type of homes to meet needs, there’s plenty of space for those with real project experience to contribute.
Euan Kellie Property Solutions has been doing just that – sharing stories of Greater Manchester’s evolution through its EK Unlocked campaign and lifting the lid on the planning system’s role in solving the housing crisis. Their front line experience gives them the insight into what’s actually working (and what’s not), and we’ve helped them clarify their message and lead the conversation.
A snippet from our “Unlocked” campaign for Euan Kellie
Building safety
Post-Grenfell, building safety is no longer just a regulatory requirement – it’s a cultural shift. The industry is navigating new responsibilities, from dutyholder roles to golden thread compliance. But many are still unclear on what “good” looks like, or how new responsibilities can be effectively managed.
Firms like AEW Architects have been doing the hard work behind the scenes to interpret these changes, upskill teams and manage a building’s information to ensure compliance.
It’s a perspective that’s well worth sharing, not least because others are still figuring it out.
Sustainability and net zero
Carbon targets are tightening, but the pathway to meaningful reduction isn’t always clear, particularly with viability considerations in the mix. There’s a real appetite for honest, practical content about how to balance cost, compliance and climate responsibility.
Engineering firm renaissance is bringing a fresh perspective to how to take practical steps towards more sustainable construction practices.
Thought leadership content produced for Manchester engineering firm, renaissance.
Skills and labour shortages
The skills crisis isn’t new, but it’s reaching untenable levels and compounding other built environment challenges like the housing crisis. The industry (alongside our political leaders) needs fresh thinking on how to attract, train and retain talent, especially in trades and technical roles.
It’s something that Mansell Building Solutions understands first-hand and the company has taken a proactive approach to recruitment and training within the offsite construction sector. Company director, Angela Mansell, regularly speaks on the topic, including most recently at MIPIM.
Managing Director, Angela Mansell talking to Place North at MIPIM 2025, raising the sticky wicket of the skills crisis.
What do you want to talk about?
But you tell us. You’re the industry expert. What do you want to talk about?
Beyond what the stats tell us about thought leadership’s value, we’re convinced that it’s the best way to build genuine conversations and professional relationships because it lets real experience lead.
No, you’re not expected to solve the problem alone, but you may just be the right person in your field to raise questions and challenge the status quo.
Yes, imposter syndrome is real but don’t let that hold you back.
If you’ve got something to say, we’ll help you say it. Contact us today to get started.