This January, Gregory hosted Behind the Headlines, an intimate real estate reporter roundtable designed to foster candid conversation between journalists and industry leaders about the forces shaping today’s market and what’s coming next.
Held at The Lambs Club in New York City, the event brought together reporters covering real estate, housing, retail, and consumer trends alongside invited executives, communicators, and subject-matter experts. Moderated by Executive Vice President Britni Ackrivo at Gregory, the discussion focused on what reporters followed most closely in 2025, what they’re watching for in 2026, and how brands can more effectively engage with the media.Â
A Candid Conversation With the Journalists Shaping the Narrative
The panel featured reporters from some of the most influential outlets covering the real estate and housing markets today:
- Anne D’Innocenzio, Associated Press
- Rebecca Picciotto, The Wall Street Journal
- Aarthi Swaminathan, MarketWatch
- James Rodriguez, Business Insider
Each brought a unique lens to the conversation, but all shared a common goal: telling clearer, more human stories about how market forces affect real people.
Key Themes Reporters Are Watching
Several clear themes surfaced throughout the discussion, pointing to where coverage is heading next. Shifting consumer behavior continues to drive coverage across both retail and housing, influencing everything from store closures and experiential retail to how people are buying, renting, and investing in today’s market.
Housing affordability remains a central issue, with reporters closely watching local policy responses, distress in the multifamily market, and the evolution of single-family rentals. Experiential approaches, whether in retail environments or residential spaces, were also seen as potential bright spots as both retail and housing spaces adapt to changing expectations.
Technology, particularly AI, is increasingly shaping consumer decision-making. While reporters acknowledged its growing role, they emphasized that trust, transparency, and control remain top priorities for consumers.
What Makes a Pitch Break Through
One of the most practical parts of the conversation centered on pitching and what reporters actually want to hear from sources and brands. Across the board, reporters emphasized:
- Exclusive, specific insights rather than generalized trend commentary
- Clear points of view, particularly contrarian or under-reported angles
- Timely, ready-to-use insights, including direct quotes
- Personal stories, particularly from customers or individuals, not just executives
Ultimately, the most effective pitches don’t chase headlines—they help reporters see what’s coming next.
Why We Hosted Behind the Headlines
At Gregory, we believe the strongest media relationships are built on trust and understanding. Behind the Headlines was designed to create meaningful dialogue between journalists and industry leaders by helping brands better understand how reporters think, what they need, and where the story is headed next.
 We’re grateful to the reporters who shared their time and perspectives, and to everyone who joined us for the conversation. Events like this reinforce why thoughtful communications matter and why staying close to the media landscape is essential in a market that continues to evolve.
Why Gregory is a top real estate PR firm
Gregory is a four-time top 10-ranked real estate PR firm according to O'Dwyer's and five-time winner of Best PR/Communications Firm from the Mid-Atlantic Real Estate Journal, including 2025. We work with developers, REITs, landlords, and real estate investment firms across multifamily, retail, student housing, hospitality, industrial, and single-family residential.Â
Our team specializes in media relations, thought leadership, and crisis communications. We also have deep experience with complex development challenges, from zoning battles to community opposition, helping projects gain approval and public support.Â