CASE STUDY · FINTECH · BRAND + PERFORMANCE

RealtyMogul: turning access into confidence.

Repositioning a real estate crowdfunding platform around the investor, then carrying that story through every stage of the funnel, from brand to thought leadership to connected TV.

ROLECreative Director

COMPANYRealtyMogul · real estate investing

SCOPEPositioning, investor personas, identity, creative strategy, thought leadership, CTV

Thought leadership video with founder and CEO Jilliene Helman: How to play the long game. Expertise plus innovation plus white glove service equals investor confidence. — THOUGHT LEADERSHIP · JILLIENE HELMAN, FOUNDER AND CEO

01 · THE POSITIONING

Sell the portfolio, not the platform.

Crowdfunding opened commercial real estate to everyday investors, but access alone doesn’t build trust, and trust is what brings an investor back for the second deal. I rebuilt the positioning around the investor’s ambition instead of the deal flow, and gave every touchpoint one promise to keep.

THE PROMISE “Build the portfolio you’ve dreamed of building.”

02 · THE INVESTOR

New personas, a sharper voice.

I rebuilt the investor personas, then wrote to each one directly. The voice stayed confident and a little wry: real estate expertise without the velvet rope.

FOR [PERSONA 1]“Build the portfolio you’ve dreamed of building.”[What this investor wants, in one line]

FOR [PERSONA 2]“Be (passively) aggressive.”[What this investor wants, in one line]

FOR [PERSONA 3]“Let passive income do the work for you.”[What this investor wants, in one line]

03 · THE ELEVATION

Keep the mark. Raise everything around it.

The tower mark already carried real equity, so I left it alone and elevated the brand around it: a tighter palette of ink, blue and pale sky, a cleaner type and UI system, portrait-led photography, and motion that lets the mark draw itself line by line. Same name on the door, a brand that finally looked like the deals behind it.

04 · THE SYSTEM

One promise, every surface

RealtyMogul website on desktop and as a full scrolling page — WebsitePositioning, design and UI style guide

RealtyMogul mobile screens — MobileThe same promise, pocket sized

Motion explainerBeyond the stock market

Be (passively) aggressive Instagram campaign — Social“Be (passively) aggressive.”

The Fundraising Process sponsor book — Sponsor collateralThe Fundraising Process

RealtyMogul trade show booth: banner stands and a curved backdrop reading Let passive income do the work for you — Trade show“Let passive income do the work for you.”

05 · THOUGHT LEADERSHIP

Let the experts be the ad.

Performance ads told investors what RealtyMogul offered. The thought leadership campaign showed them who they’d be investing with. I led a video series built on the platform’s own experts, framed by one line: expertise, innovation, white glove service. The payoff was investor confidence, and it fed every channel downstream.

Investor Confidence video: Why people over location — “WHY PEOPLE OVER LOCATION”

Foundations series title card — FOUNDATIONS · VIDEO

06 · CONNECTED TV

Four ideas, built for the big screen.

For CTV on Roku, I developed short-form explainer spots that each carry one proof point under a voiceover. They started in the sketchbook and went straight to the platform’s strongest arguments: how easy it is to invest, how steadily the platform has grown, how hard deals are vetted, and who does the legwork.

Pencil sketches of four spot concepts in a spiral notebook — INITIAL SKETCHES

Spot frame: property cards floating in a blue grid under the line The future of commercial real estate investing is here — DIGITAL ROLODEXSwipe, browse, select, invest.

Spot frame: a rising skyline of bar-chart towers under $3.5B+ in deals posted on the platform — GRAPHIC DATA INDEXA consistent rise over time, told in buildings.

Spot frame: a businessman scans a landscape of dark blocks where only one carries the RealtyMogul shield — THE 1%A structural landscape that shows how strictly deals are vetted.

Spot frame: an isometric city with a blue map pin holding the RealtyMogul tower — BOOTS ON THE GROUND“We do the walking, so you don’t have to.”

Spot frame: a dense blue city model scattered with numbered map pins — BOOTS ON THE GROUND · FRAME 2Every pin, a property someone actually visited.

FINAL ROKU SPOTThe aired spot was a short motion treatment of the pin frame. Recreated here.

07 · ACROSS THE FUNNEL

Performance that still sounds like the brand.

I led the performance marketing creative too, so the bottom of the funnel kept the same voice as the top. Offers, launches and returns all got the brand’s confidence and its wit, built to convert without sounding like a pitch.

Black Friday creative: a black and gold gift box of deals stamped $4.0B in deals posted on the platform — BLACK FRIDAYUnmissable deals, boxed.

Apartment Growth REIT ad with a blue bow and the line The gift that needs no shipping label for returns — HOLIDAY · APARTMENT GROWTH REIT“The gift that needs no shipping label for returns.”

Apartment Growth REIT ad showing total returns by year as a receipt with a bar chart — PROOF ON THE RECEIPTReturns by year, read like a receipt.

08 · THE RESULT

Investors came back.

Overhauling the brand positioning, the investor personas and the creative strategy across the funnel grew investor retention by 25% and supported the platform’s growth past $7B in crowdfunding.

25%growth in investor retention

$7B+in platform crowdfunding growth supported

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