Stonemont

The Challenge

Stonemont Financial Group, a privately held real estate investment firm focused on the development and acquisition of industrial assets, headquartered in Atlanta with offices in Charlotte, Dallas and Chicago, runs on relationships. With the brokers who bring deals, the tenants who fill buildings, the capital partners who fund them and the talent needed to keep growing a national platform.

In January 2020, Stonemont’s LinkedIn page had 421 followers and no dedicated content strategy. For a firm whose stakeholders increasingly look to LinkedIn first to gauge who is active, who is growing and who is worth doing business with, that gap was a missed opportunity to put Stonemont’s project pipeline, its people and its momentum in front of the audiences that mattered most.

The Strategy

Wilbert has managed Stonemont’s LinkedIn presence since 2020, publishing on a consistent cadence and building the page around three content pillars that speak to Stonemont’s full range of stakeholders rather than a single audience:

• Project news — groundbreakings, deliveries and leasing milestones across Stonemont’s national industrial portfolio, keeping brokers, tenants and capital partners current on where the firm is active.
• Team and culture — new hires, company outings and year-in-review recaps that put Stonemont’s growing bench in front of prospective talent and partners alike.
• Thought leadership — amplifying executive media hits and speaking panels, and building ownership of specific industry conversations, like the growth of the industrial outdoor storage (IOS) platform.

The format mix evolved alongside the strategy. Photo posts have anchored the page throughout, but Wilbert introduced video and document-style carousel posts as the page matured, which post the highest engagement rate of any format on the page, more than double the account average.

The Results

Years of consistent execution have turned Stonemont’s LinkedIn page into one of the firm’s most visible business development and recruiting assets. The growth has been steady rather than spiky; the average engagement rate per impression has climbed nearly every year since 2020, evidence that the strategy has matured with the page rather than relying on one viral moment. As Stonemont’s national footprint has grown, so has its LinkedIn presence: a compounding asset for deal flow, recruiting and credibility alike.