Gemma Esmerelda Jones, Sunday Madrid 15th March 2026

Building Insight: Data, Information and Advanced Analytics in Corporate Real Estate

In an era where corporate real estate management (CREM) is no longer a mere back-office function but a strategic lever for sustainability, efficiency and value creation, Martyn Jones’s Building Insight arrives as a timely manifesto. Drawing on decades of experience advising blue-chip firms from Adidas to Xerox, Jones, a Welshman based in Spain with a flair for data architecture, argues that CREM’s future lies in harnessing data, information and advanced analytics. This is not a dry textbook on property spreadsheets; rather, it is a thoughtful exploration of how insight can transform bricks-and-mortar decisions into competitive advantages. At a compact yet comprehensive length, the book bridges the gap between CREM practitioners and the broader C-suite, echoing the analytical rigour of industry journals while infusing a personal, almost anthropological lens on the field.

Jones begins with a dual portrait of CREM: the “formal take,” outlining its multifaceted roles from lease administration to sustainability, and a “personal take,” in which he likens it to anthropology, sociology, and psychology. This duality sets the tone, CREM is not just about optimising square metres, but about understanding human behaviour within them. He warns against ignoring the “natives” (the organisation’s people) in favour of rigid logic, an insight that resonates in post-pandemic workplaces grappling with hybrid models. From here, the book pivots to pressing contemporary issues, such as aligning CREM with the UN’s Agenda 2030. Jones deftly integrates sustainable development goals (SDGs) into real estate practices, from net-zero buildings to circular-economy principles. His discussion of “15-minute city” concepts for employee well-being or of embedding ESG clauses in leases feels prescient, especially as regulators tighten scrutiny of corporate footprints.

At its core, Building Insight champions data as the “grand central of everything.” Jones introduces frameworks like ADAGiO (a data governance model tailored for CRE) and Le FAIR Play (adapting FAIR principles, Findability, Accessibility, Interoperability, Reusability, to real estate data). These are not abstract; they come with practical tools, including minimum data cataloguing for activities and roles in data governance. The appendices are a treasure trove: SMART KPIs for CREM, measures of added value, innovative performance metrics, workplace experience factors and a curated list of software providers from Autodesk Revit to Planon. For instance, Appendix A details KPIs like occupancy cost per square metre or reactive versus preventive maintenance ratios, offering benchmarks that could save firms millions. Jones’s emphasis on cost optimisation, framed by Oscar Wilde’s quip on knowing the price of everything but the value of nothing, underscores the need to balance expenses with broader alignment to business goals.

The book’s strength lies in its interdisciplinary approach. Jones weaves in case studies (a “basket full of cases”) and historical nods, such as Einstein on curiosity surviving education, to humanise what could be a technocratic tome. His critique of CREM’s historical insularity, often left to its own devices, leading to resistance against scrutiny, is spot-on, urging a shift to “high-visibility, high-octane” engagement. Analytics enthusiasts will appreciate sections on PropTech, IoT and AI for space planning, while sustainability advocates find robust discussions on green leasing and adaptive reuse. Jones’s global perspective, informed by collaborations with UN agencies and firms like Hoffmann-La Roche (whose Basel headquarters graces the cover), adds credibility without descending into name-dropping.

Yet, for all its merits, Building Insight is not without flaws. The structure occasionally meanders, with chapters on facilities management or transaction management feeling like standalone essays rather than a seamless narrative. Some sections, such as the built environment and BIM, skim the surface, assuming familiarity that novices might lack. Moreover, while Jones advocates for data-driven decisions, the book could benefit from more empirical evidence, perhaps anonymised case studies quantifying ROI from analytics adoption. In a field rife with jargon, his abbreviations list is exhaustive (from AV for Added Value to WPI for Workplace Innovation), but it risks overwhelming lay readers. And at times, the personal anecdotes veer into the anecdotal, diluting the analytical edge.

These quibbles aside, Jones’s work stands out for its optimism and pragmatism. He posits CREM as a driver of sustainability leadership, not mere cost-cutting, echoing Marshall McLuhan’s view of Earth as a spaceship with no passengers, only crew. In a market flooded with generic management tomes, this book targets a niche audience: CRE professionals, students, consultants, IT specialists and even lay enthusiasts. For corporate leaders eyeing Agenda 2030 compliance or hybrid work optimisation, it offers actionable insights without the fluff. Priced accessibly and self-published via GoodStrat, it democratises knowledge that might otherwise remain siloed in consultancies.

In sum, Building Insight is a valuable addition to CREM literature, blending the Economist’s incisive analysis with the FT Weekend’s elegant prose and the Corporate Real Estate Journal’s practical depth. It reminds us that in real estate, as in life, true value emerges not from data alone, but from the insights we build upon it. Recommended for anyone seeking to elevate CREM from operational drudgery to strategic artistry.

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