McRae Group
Rebranding to connect with a new kind of investor.
McRae Group of Companies (MCG) is a real estate investment firm with holdings throughout the Southwest. They buy undeveloped and partially developed land, manage it for a period of time and then sell it to homebuilders and commercial developers. The result often yields high returns on the original investment.
What we did:
- Brand Strategy
- Messaging
- Content Strategy
- SEO Copy
- Website Copywriting
- Investor Pitch Script
- Book Editing
The Challenge
With a substantial portfolio of offerings, the company identified an opportunity to widen their investor outreach to high net worth family offices. For this, they needed to rework their messaging and marketing materials to appeal to a sophisticated investor.
Before the company could present their strong data and results, they needed to address and overcome the negative perception that investing in land is risky and highly speculative.
The Solution
The McRae Group needed a carefully structured messaging foundation to launch their brand and introduce themselves to advisors of family offices. We focused on clearly defining MCG’s process and value proposition, while addressing common concerns from high-net worth investors looking to diversify their portfolio. Then implemented messaging across their marketing platform.
