REBRANDING A NYC LEADER
Marcus & Millichap rebrands their multifamily real estate division
New York Multifamily (NYM), a subsidiary of Marcus & Millichap, NYC’s leading multifamily real estate investment firm was in need of a major brand overhaul to combat competitive threats. We helped NYM bridge the gap between private capital and institutional investors through a comprehensive rebrand and a digital transformation that also helped to automate key parts of their business process, and give them a competitive advantage.
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Through extensive research we devised a brand strategy that would allow the company to be repositioned as leaders in their space by leveraging their core strengths as “niche experts” powered by technology and the resources of a national organization, Marcus & Millichap. We then modernized their brand DNA from naming, to visual identity to messaging. New York Multifamily would now be know as NYM and their new logo and brand would exude NYC wealth, power and elegance.
With the new brand in hand, we overhauled their website to look and function as a clean, modern digital experience across all devices. We re-architected their website using the latest user experience practices to deliver their value proposition that led prospects or clients to easily take action and find what they wanted fast. The design was minimal and utilitarian with dynamic content and navigation functions leading the design approach to deliver an enjoyable and intuitive experience.
This is where a lot of the magic takes place on the NYM website. Beautiful and easy to use on the frontend, but highly complex and loaded with technology integrations on the backend to make managing and updating property information and managing leads effortless, or shall we say automated. We built a custom dashboard with seamless integration between WordPress and Salesforce to ensure there was one centralized truth for data.
As part of the rebrand we also created a new messaging platform that allowed the company to speak as one voice and clearly deliver their value proposition and core message across all marketing initiatives. We unearthed their mission, vision and core values. We then established the tone and copy for each of their products, services and their unique differentiator.
With the brand foundation and website infrastructure set, we then redesigned all of NYN’s sales enablement and marketing collateral. We created a unified look with their new messaging infused into all of their collateral, and as part of the digital transformation, we synced up the document creation process with their Salesforce CRM to create blazing fast collateral on-demand. This included offering memorandums, proposals, sales reports, market reports and other documents that would help NYM close deals faster and in style.
All of the efforts culminated in developing new multichannel marketing deliverables so that NYM could hit the ground running on the launch of their new brand. We put together social media, digital advertising, email strategies, content calendars with designed assets and guidelines to empower their team to do their own marketing in-house. We of course were here to support and guide them through the process, but since we were collaborating so closely throughout the entire process, the hand-off was a breeze.