JONES LANG LASALLE
When systems change, people decide: Turning skepticism into adoption
When JLL introduced a new system post-acquisition, the real challenge wasn’t the rollout—it was earning the trust of the people whose work depended on it.
Average visits in first 30 days, doubling projection
of employees expressed commitment
Downloads occurred among 1,500+ users
THE CHALLENGE
Making a merger work
Following its acquisition of advisory firm HFF, JLL faced a pivotal test of whether the merger would work in practice.
Their integration team was tasked with migrating 1,500 HFF employees, along with their client contacts and deal data, from a homegrown CRM into JLL’s global platform, Capforce.
On paper, the move made sense. In reality, it was far more complex.
HFF’s entrepreneurial culture was being asked to adapt to a global system. Their brokers were proud of client relationships spanning years and questioned how Capforce would support them.
JLL recognized this as a sink-or-swim moment. They would have to do more than get brokers to adopt a new system. They would have to earn their trust.
KEY SERVICES
THE SHIFT
From technology to behavior change
To meet the challenge, JLL partnered with Strategy Muse.
Together, we reframed the effort from a technology rollout to a behavior change challenge. Our focus was to help high-performing brokers see how Capforce could strengthen, not disrupt, the way they built and managed client relationship.
As one leader put it: “Our brokers succeed because of the relationships they build. Any system we introduced had to support that reality.”
THE APPROACH
Equip leaders and build credibility
We equipped leaders to lead the change.
We built a practical playbook with clear actions for their teams and launched a targeted internal campaign that showed brokers what was in it for them. Not in terms of features, but outcomes: better client service, stronger insights, and more closed deals.
We built credibility from within.
We identified and mobilized respected “super users” to pilot the system, shape the experience, and influence their peers.
We made adoption practical.
We grounded training in real workflows and developed short learning modules that brokers could immediately apply to their work. We introduced a branded “Power Up” campaign and microsite that made resources easy to find, supported by toolkits that helped managers coach and recognize new behaviors.
We adapted in real time.
Midway through rollout planning, COVID forced a rapid shift, threatening the program’s momentum. We jumped in to reorient the rollout for a virtual delivery almost overnight.
“Strategy Muse’s creativity, flexibility and professionalism made them invaluable to our success. They showed up as a true partner.”
Senior Director, Capital Markets M&A, Change Leadership
THE RESULTS
A successful transition
By year’s end all the legacy HFF employees had successfully transitioned to Capforce.
1,500
Employees trained across the organization
79%
of employees understood the rationale for change
88%
of employees expressed commitment
4,400
downloads occurred among 1,500+ users
Turning doubters into believers
Within months, previously skeptical brokers were actively using Capforce to track deals and share client intelligence across offices. Leaders who had questioned the move began calling it “the right decision.”
The migration did more than unify systems. It created a shared data foundation for future AI and analytics, strengthening JLL’s ability to scale its relationship-driven business.
For JLL, this became a flagship success. It showed the organization could bridge cultures, manage resistance, and deliver transformation, even amid a global pandemic.
THE TAKEAWAY
The challenge wasn’t the software. It was the trust.
Most technology projects fail for a simple reason: they focus on the tool, not the people who use it. But when people are brought along thoughtfully, transformation sticks.
At Strategy Muse, we often say: everything communicates. The way change is introduced sends a message about whether people’s work and expertise are respected.
