From Quiet Expertise to Visible Leadership: Thought Leadership Lessons from Kelly...

From Quiet Expertise to Visible Leadership: Thought Leadership Lessons from Kelly Longwell

In community and economic development, technical experts are usually working behind the scenes to guide, advise, and connect the dots to bring complex projects to life. In this episode of The Comms Exchange, 30|90 Marketing’s Rachel Ledet and Christianne Brunini sit down with attorney and affordable housing expert Kelly Longwell to explore how she evolved from trusted advisor to industry leader, and then built her brand through intentional growth, connection, and credibility.

When Kelly Longwell launched Longwell Riess with her partner, she set out to create a culture of collaboration and purpose. After decades of advising developers, lenders, and investors, Kelly’s team had become a recognizable force within their former firm. Launching Longwell Riess was a natural next step and created an opportunity to focus fully on developers.

“We wanted our own identity. We’re really good at what we do (working with real estate development teams), and we wanted to create a place where we’d want to work,” — Kelly Longwell

Building a Personal Brand

For Longwell, thought leadership began organically with small, educational workshops rather than large audiences on keynote stages. She hosted lunch-and-learns for local developers interested in tax-credit financing. Those sessions were offered for free and built her confidence as a speaker, deepened relationships, and eventually opened doors to larger panels and conference invitations.

Her approach reflects a simple truth: teaching is one of the most effective marketing tools. Each conversation, whether with five people or fifty, helps refine the message while meeting a real community need.

Giver’s Gain as a Practice

Longwell also described her practice as one built on givers' gain, often investing an hour with a potential client before a formal engagement, simply to help them think through a project. That early collaboration often turns into lasting loyalty. “That small investment up front will pay off tenfold down the road,” she noted.

This generosity extends to how she mentors younger professionals and supports peers across the affordable-housing ecosystem. Her annual client dinner during the Louisiana Association for Affordable Housing Providers (LAAHP) conference has become an industry highlight. It’s a space where collaboration thrives, and introductions open new doors.

Staying Top of Mind

Consistency is where many technical experts fall short. Perfection isn’t the goal — presence is. Showing up regularly online, at events, and within the community keeps a brand top of mind and demonstrates reliability.

Longwell’s story is a reminder that sustainable leadership is built through steady visibility, shared opportunities, and authentic connections. The best marketing strategy often starts the same way every great project does: with a conversation.

Listen to the full episode: Building a Boutique Brand with Kelly Longwell on The Comms Exchange to hear how she balances legal precision, business growth, and community impact.

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