Brand Iron Results
Capitalizing on Market Potential
 Baceline Investments was originally Highline Properties, a successful property management company. After several years in business, the company began to realize that their clients were benefiting substantially more from the property's appreciation than Highline Properties. To capitalize on this, the company decided to transform into a real estate investment firm and needed to reinvent itself and adjust to the new business model.
The Approach:
- Brand and position the "No Debt" Equity Fund
- Developed the "building value, not debt" tagline and message
- Created a new look and feel
- Develop a sales and marketing process to target investors, investment advisors, and broker dealers, and identify ways to reach these targets
- Implement a strategic partner program to increase referrals
- Launch public relations initiative to increase awareness of Baceline Investments and its "No Debt" Equity Fund
The Results:
- Established Baceline Investments in high growth, affluent metropolitan areas
- Significant market position in the Denver and Dallas metro areas
- Established markets in Chicago, Kansas City, Omaha and Minneapolis
- Raised $23 million in the first year with an 8.4% unleveraged cash return to investors
- Increase assets by $85 million
- Achieved three years of successful investment results
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