B
oston commuters are about to get a fresh dose of Hunneman, the city's largest locally owned commercial real estate firm. In a bold move, Hunneman is splashing out on a six-figure ad campaign that will plaster digital billboards across MBTA properties for at least two months. Strategically placed along major routes like the Mass. Turnpike and Route 1 in Chelsea, these eye-catching ads aim to make a lasting impression.

    "We're not bound by traditional marketing rules," says Peter Evans, Hunneman's executive vice president. "We can think outside the box." This willingness to take risks is part of a multiyear effort to rebrand the company since dropping "NAI" from its name seven years ago. With a renewed focus on self-promotion, Hunneman is investing in its marketing budget this year.

    The decision to advertise during a downturn in the commercial real estate sector might seem counterintuitive, but Evans sees it as an opportunity to stand out. "With so many vacant offices available, brokers need trusted advisors more than ever," he notes. By emphasizing their expertise and value proposition, Hunneman aims to establish itself as a go-to partner for navigating the current market challenges.