CBRE Group vs JLL: Tone of Voice Compared

A side-by-side comparison of how CBRE Group and JLL communicate — tone words, language style, sentence structure, and taglines.

In short

CBRE Group and JLL both compete in Real Estate, but they don't sound alike. CBRE Group sounds global, professional, expert, writing in professional language, while JLL sounds future-focused, global, sustainable, writing in visionary language. Their common ground is a global tone. CBRE Group's tagline, "The Global Leader in Commercial Real Estate", captures its voice; JLL answers with "We Shape the Future of Real Estate".

Voice comparison

DimensionCBRE GroupJLL
Tone wordsGlobal, Professional, ExpertFuture-Focused, Global, Sustainable
Language styleProfessionalVisionary
Sentence typeStatementStatement
TensePresentPresent
ExpressionStraightforwardImaginative
Tagline"The Global Leader in Commercial Real Estate""We Shape the Future of Real Estate"

What CBRE Group and JLL share

Both brands use a global tone. Both compete in the Real Estate sector.

Where they differ

CBRE Group leans professional, expert. JLL leans future-focused, sustainable.

Positioning & strategy

DimensionCBRE GroupJLL
Brand messageWorld's largest commercial real estate services firmShaping the future of commercial real estate
MissionRealize the potential of real estateShape the future of real estate for a better world
Core conceptCommercial ExpertiseFuture Shaping
Core tensionLocal vs. GlobalPresent vs. Future

Frequently Asked Questions

How is CBRE Group's tone of voice different from JLL's?

CBRE Group uses a global, professional, expert tone with professional language, while JLL uses a future-focused, global, sustainable tone with visionary language. They share the tone word Global.

What is CBRE Group's tagline and what is JLL's tagline?

CBRE Group's tagline is "The Global Leader in Commercial Real Estate". JLL's tagline is "We Shape the Future of Real Estate".

Do CBRE Group and JLL target the same market?

Yes — both CBRE Group and JLL compete in the Real Estate sector.

Is CBRE Group or JLL more figurative in its messaging?

CBRE Group's messaging is straightforward, while JLL's is imaginative.

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