Case studies / Nai Keystone
Making an out of town brand feel local
Brand
NAI Keystone
Industries
Real Estate
Services
Content Marketing
Video Marketing
Strategy
Background
NAI Keystone is a regional commercial real estate firm with deep roots in Redding and surrounding counties. As they prepared to expand into Lancaster County, they needed a way to introduce themselves without diluting the brand equity they had built in their home markets.
Challenge
They needed to enter Lancaster, a market that strongly favors local insiders, without pretending to be something they were not. The challenge was to position NAI Keystone as both seasoned in commercial real estate and credible in Lancaster County, while protecting trust in their existing regions.
01
Mapped how Lancaster decision makers choose CRE partners and what signals "local" trust.
02
Built the "NAI Keystone Knows Lancaster" concept plus parallel stories for each core region.
03
Planned interviews, scripts, locations, and properties that showed real on the ground insight.
04
Filmed leaders, clients, drone, and b roll at landmark commercial sites across all counties.
05
Cut platform ready videos and assets for email, social, and paid to support sales outreach.
Process
We started with market research on Lancaster buyers and how they perceive outside firms. From there, we built a simple regional story framework, then turned that into a video first campaign with tailored versions for Lancaster, Redding, and Schuylkill. Finally, we packaged everything for email, social, LinkedIn, and paid.
Solution
We created "NAI Keystone Knows Lancaster" and matching regional campaigns that proved local understanding on screen. By pairing interviews with drone footage and key properties in each county, we positioned them as experts in both CRE and the specific markets they serve, and gave their team content to open doors in Lancaster.