Making trust hereditary.

Making trust hereditary.

As Ben Beitel puts it, “In real estate, people trust you either because they can or because they must.” Now under the leadership of its third generation, his family business has earned its reputation by living squarely within the former of these two trust systems. Trust was rewarded. The challenge was growing the firm to national sway and helping it inherit institutional gravitas, all without touching a hair on the head of its trust body. It was a delicate balance of fusing two otherwise opposing values in the real estate sector: Insulation vs. inclusion.

The Turning Point

Stay mutual, or start hedging.

With hundreds of millions of dollars in assets across multiple states, this family office and its tight-knit investor network had done well for itself. Getting to the next level in asset size and class meant branching out to institutional lenders and giant funds, opening the deal table to new chairs.

The GCNY Partnership

All in the Family.

We determined that the firm’s old name, Besyata, didn’t resonate. So we began by doubling down on the heritage piece by renaming the firm to Beitel Group—a neat balance of family surname and amalgamated company. From there we leveraged their rich history, sprawling portfolio, and cherished business ethics to restructure Beitel as an investment firm, first and foremost. By creating a wide range of brand applications across web, digital, video, signage, we elevated their hustle into a powerful, imposing company that resonates with both familial and institutional audiences. For the first time in half a century, Beitel owned both its national presence and its investor intimacy.

Results