Elevating the Brand Profile and Positioning to Drive Growth

Some businesses grow rapidly and in the spotlight while others grow slowly and methodically with little recognition for the impact they have on an industry.

Overview

For 20 years, Gina Merritt quietly built her company, Northern Real Estate Urban Ventures, and fueled her passion for leveraging social capital to expand economic opportunity for all. As a technical expert in complex financing deals for affordable housing development projects, for two decades she helped larger firms, backed with strong financing and generational wealth, advance their projects. Then in 2020, George Floyd was murdered and she, a black woman, suddenly had access to capital and resources that allowed her to finally manage her own projects.

In addition to supporting the financial aspects of development deals, she also created a program rooted in social capital that helped developers meet local hiring goals as well as expand economic opportunity for underestimated individuals.

A robust PR strategy helped position her company for growth and establish her as an industry thought leader.

Over three years we helped Gina earn industry and national awards as well as secure earned and placed media nationally and in key markets including Affordable Housing News, Bloomberg, and NextCity. Additionally, we supported two groundbreaking ceremonies and announced two new projects that resulted in numerous media stories. She frequently speaks at events such as the BisNow Affordable Housing Summit and the Diversity in Commercial Real Estate Conference.

Mary’s House Groundbreaking – Washington, D.C.

Mary’s House for Older Adults (Mary’s House) will be the nation’s first communal housing providing a safe and affordable housing environment for adults over 60 years of age, including lesbian, gay, bisexual, transgender, queer and same-gender-loving (LGBTQ/SGL) individuals. The project broke ground in June 2023. We provided support in developing the invitation list to include influential leaders, elected officials and key stakeholders, building the event agenda and securing media attendance and post event coverage.

Media Coverage

WBJ
NBC4
Washington Blade
Bisnow
Senior Housing News

9410 Hough – Cleveland, OH

9410 Hough is a vacant 116-unit housing tower that will serve households earning 60% of area median income, or $33,060 to $42,480 a year, along with 50 units of family housing on a vacant lot across the street. The team will renovate the property into 1- and 2-bedroom units and a new community center will provide residents access to health screenings, employment services and entrepreneurship. The project broke ground in September 2024. We secured media attendance and post event coverage.

Media Coverage

Crains Cleveland
Cleveland Plain Dealer
Cleveland Business Journal
Neo-Trans
WOIO
ABC5
The Land

Awards Received

2024 Inc 5000
2024 CREW DC Gamechanger
2024 Inner City 100 Award
2024 MD Daily Record Empowering Women
2024 I95 Magazine Women of Influence
2023 MD Daily Record Top 100 Women
2023 GBC Bridging the Gap
2023 GBC Mayor’s Business Recognition Award
2023 Washington Business Journal Women Who Mean Business
2023 Inner City 100 Award
2023 Anthem Awards
2023 BisNow Innovator of the Year
2023 Moxie Award Finalist
2023 Stevie Award Changemaker of the Year
2022 BisNow Women in Real Estate
2022 Stevie Award Changemaker of the Year
2022 Social Innovation Summit Award for Economic Empowerment
2022 Baltimore Business Journal Leaders in Diversity

My firm has won more than 20 awards in the last two years—thanks to Kristi—our work has been amplified tenfold.

Kristi’s work has changed the trajectory of my firm. She is very knowledgeable about what media and public relations opportunities will work for you and your specific business. She is responsible for helping me obtain both local and national recognition by many in my field. My firm has won more than 20 awards in the last two years—thanks to Kristi—our work has been amplified tenfold.