Copywriting
Elan Multifamily Investments: Building an Unshakable Brand
Elan Multifamily Investments is a private equity firm specializing in core+, suburban, and value-add assets governed by seasoned leaders with decades of partnership investment, property management, asset management, and brokerage expertise.
When they came to us, they were changing their name away from Elan Property Management to Elan Multifamily Investments. With evolving customer experiences and a burgeoning list of industry competitors, EMI were in need of some brand strategy to help their new name rise above the crowd.
The Problem
At Risk of Being Lost to Competition
Multifamily investments can be a congested marketplace where everyone seems to be offering the same thing.
It can be hard to differentiate oneself.
Because the human brain is often bombarded with a million stimuli (all competing for its attention) EMI needed a way to position their truly unique products and services in a way that would set them apart from other multifamily investment offices.
The Solution
Finding EMI’s Secret Sauce to Reveal 4 Unique Brand Pillars
Creating a Brand Moat
A brand moat is a durable competitive advantage that allows a company to survive and thrive, even amongst cut-throat competition.
A strong brand moat sets a company apart from the competition and lets the consumer know exactly what they can expect, every single time.
In order to establish a lasting brand moat for Elan Multifamily Investments, we took them through part of our proprietary system (the Marketing RAMPⓇ) — the vital piece known as “Crafting the Brand Voice.”
“Crafting the Brand Voice,” included uncovering not just the ONE big thing, but the FOUR big things that made them unique and memorable — their “Secret Sauce.” We defined their 4 Branded Pillars of what they do, how they do it, and how it makes them provide a truly unique service from their competition.
The Results
Deep & Wide Moat Established Around the Elan Multifamily Brand
4 Pillars of Success.
Investment Evaluation Matrix (IEM)
A strategic process matching investors’ qualifications with EMI’s proprietary evaluation tools.
Singular Opportunity Offerings (SOO)
Individually curated multi-family property investment opportunities are presented with in-depth analysis and transparency.
Fundamentally Aligned Interests (FAI)
EMI takes no commissions or fees from suppliers and only profits after our investors receive a pre-set annual return.
Integrated Asset Management (IAM)
EMI directly manages all of the properties in our client investment portfolios.
With their 4 Pillars of Success defined, Elan Multifamily Investments became a brand that wasn’t just powerful and unique — but also predictable and systemized. And it’s that proprietary system and predictability that gives their brand a deep and wide moat, as well as a high value that isn’t going away anytime soon.
