Linchpin Real Estate Group
When the founders of the Linchpin Real Estate Group first started out, all they had was a name, a logo, and their impeccable reputation. Their next step was to create a website for the company, and Mutti was brought on to help define the brand and provide content services for the new site.
What We Did
Web content
Content Strategy
Branding
About the client
Based in Richmond, Va, Linchpin Real Estate Group has helped thousands of clients find dream homes, sell properties, and identify smart investment opportunities since its founding in 2011.
Bringing a brand to life
Goals
When it came to branding, Linchpin was mostly starting from scratch. They needed to articulate what is unique and special about their brokerage and bring their brand to to life.
Content goals included the following:
Articulate the Linchpin brand and communicate it via their new site
Convey key messages important to their audiences
Ensure copy aligned with the design of their website
Leveraging Research
Discovery
Linchpin had already conducted thorough discovery before we started the website, hiring an agency to do interviews, competitive analysis, and a brainstorming workshop. Through this document, and through our own interview with the founders, we were able to zero in on the tone for the site.
Linchpin helps clients find their dream homes and forms lasting friendships in the process, but at the same time they are no-nonsense people who aren’t afraid to tell it like it is.
Capturing the essence of a brand
Approach
With that in mind, we created an initial draft of the Linchpin website and shared it with the founders of Linchpin for feedback. They were excited by the the work done so far, but wanted to ensure their voice—kind, helpful and knowledgable, but not too sweet or too soft—would shine through.
We took their feedback and tweaked the copy, so potential clients are presented with a brand persona that’s more like a trusted advisor than a best friend who will pour over Pinterest boards.
An Authentic expression
Results
The final site checked all the boxes. It provided essential information about their business while also breathing life into their brand and establishing their digital presence.
The tagline Mutti created, “Where you are, to where you want to be,” is a brand promise Linchpin can use to ground their other communications—an authentic expression of who they are and what they stand for.
