Linchpin Real Estate Website Copy
Provided 250+ pages of on-brand copy for a Virginia health system website. Made complex medical information more readable and accessible to the community.
Amy Lee Tesauro and Catherine Willis of the Linchpin Real Estate Group, had just recently separated from Keller Williams to start their own brokerage. In terms of branding, all they had was a name, a logo, and their impeccable reputation. The latter had gotten them far, but they knew they needed a website and wanted to better define their brand. Mutti was brought in to provide content services for the new site.
Objectives:
Bring the Linchpin brand to life through their new site
Communicate key messages important to their audiences
Make sure design and copy are aligned
Overview
Process
Process
IdeaSpring was brought in to provide brand strategy. Their process involved interviews, competitive analysis, and a brainstorming workshop. They developed a creative brief, which we used to write copy for the site. We also worked closely with Convoy who designed the site.
Using the brief, we were able to create an initial draft which we reviewed live with Tesauro and Willis. During that extended conversation, we were able to fine-tune their brand voice even further.
We landed on–not too sweet, and not too soft. Although Linchpin does help clients find their dream homes and form lasting friendships in the process, their brand persona is more like a trusted advisor who “tells it like it is” than a best friend who will pour over Pinterest boards. Their voice is more pragmatic, less emotional.
After a couple more rounds of in-person review–their profession keeps them on the move–we were able to finalize their site content.
The final site checked all the boxes. It provided essential information about their business and gave their brand new life in the digital realm.
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.
