Mortar Group:
New Branding & Website Redesign Place New York Real Estate Fund at the Intersection of Architecture, Development and Asset Management

PROJECT CHALLENGE

Based in Manhattan, and positioned to serve investors seeking above average risk-adjusted returns, Mortar’s mission is to bring responsible real estate investment to New York City and the surrounding region by binding architecture, development and asset management into a single practice.

Having raised over $47 million in equity, with over $239 million in sales, Mortar has designed and built notable new multifamily residential buildings and private residences, and has also converted and renovated existing buildings in niche New York neighborhoods, including Brooklyn and Queens. The firm emphasizes maximizing investor returns and minimizing risk while providing residents with the highest standard of urban living and its projects have been featured in such publications as the New York Times, Fortune, Globe St.com, Inc. and others.

Given an earlier lackluster website that came up short on eye-catching visual imagery and distinguishing verbal messaging, Mortar tapped Minneapolis-based MVP, a leader in private equity firm website redesign, for a combination of rebranding and website redesign that would successfully communicate the firm’s unrivaled track record of real estate investment since 2001, which includes 30 projects since November 2021, and consistent return on real estate investment in prime New York neighborhoods.

PROJECT SOLUTION

MVP initiated the client’s project though its proven MVP BrandMate℠ process, which incorporates competitive website research and brand messaging analysis and formulation. Equally important, MVP interviewed 10 key stakeholders both inside and outside of the company. Following the interviews, MVP collaborated with the Mortar team to formulate a series of real estate investment fund business and brand positioning statements that position Mortar as the multi-family real estate investment fund that “binds architecture, development and asset management into a single practice focused on multifamily real estate investments in niche New York neighborhoods.”

Based on that branding foundation, MVP’s website design team, following a review of competitive real estate fund websites, formulated the “look and feel” of a new and impressive website that would differentiate Mortar from other multifamily real estate fund websites in New York and across the country.

The new MVP-designed home page grabs viewer attention through use of evocative drone fly-over footage dramatically featuring the Manhattan skyline, the adjacent boroughs and several Mortar multifamily residential projects.

The site also employs MVP’s unique application of the WordPress back-end site administration tool, which enables Mortar’s marketing team to make website content updates and site administration in a New York minute.

This new and distinctive real estate fund website, in combination with MVP-crafted brand messaging, site copy, and supplemental MVP search engine optimization (SEO) support, has awakened investor interest in an investment management fund that has yielded integrated and secure multi-family real estate investment opportunities in the prime niche neighborhoods of the city that never sleeps.

CLIENT TAKE

“Although they’re about 1,200 miles west of us, MVP built us a great website that more than meets our expectations. We researched and interviewed many other New York based website design and branding firms, and we chose to work with MVP. Now that they’ve completed our site (on time and on budget), we’re looking forward to the next phase of our project through additional projects such as content development, investor and how-to videos, PPC advertising, SEO and more. The process with MVP exceeded our expectations.”

Anthony Morena, Principal

Services
Branding & Logos
Website Design & Development
SEO & SEM
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