The Work Speaks.
Shared with our client's permission. Two looks inside the work for Dr. Gina Merritt: Ground Up — the course and community platform we built and delivered — and the five-year engagement that built her presence from first deliverable to full platform.
A Course and Community Platform. Built and Delivered.
Thirty years of deal experience is worth more than a speaking fee. Ground Up turns Dr. Merritt's expertise into a product: a members-only curriculum for underrepresented real estate developers, a community built around it, and a direct line to her for members with a live deal.
Notable scoped it, designed it, built it, and handed it over running — courses loaded, payments live, members onboarding. This is what a new line of business looks like when it ships.
- —A seven-stage development curriculum — from finding and controlling a deal to financing, building, and operating it
- —Lessons, recordings, and downloadable tools gated to members, with single-course and all-access passes
- —Tiered membership: read, post, and — at the top — message Dr. Merritt directly about a live deal
- —Opportunity board, office hours, lunch & learns, and advisory calls that unlock as members stay
- —Four memberships plus one-time purchases, passes, and a paid project intake that feeds a retainer
- —Stripe billing, coupons, and annual plans — every tier change driven by payment, never by hand
- —Waitlist with a plan recommendation engine that matches each applicant to the right tier
- —Team dashboard for contacts, deal leads, member management, and transactional email
The Client: A Recognized Expert With a Limited Digital Footprint.
She was a prominent real estate developer, affordable housing leader, and active speaker — with a decade of credibility and almost nothing to show for it online. Her LinkedIn was quiet. Her website didn't exist. Her brand didn't match her impact.
Over five years, Notable built her entire digital presence from the ground up: personal brand website, LinkedIn platform, content strategy, RFP collateral, video production, and ongoing brand management. The engagement grew through three progressive roles — from content specialist to brand marketing manager to full creative director.
She arrived as a best-kept secret. She left impossible to overlook.
drginamerritt.net, As It Stands Today.
Her site didn't exist when we started. Today it carries her story, her numbers, and a booking page that turns a consultation request into a paid, scheduled session — on desktop and on a phone.
The Numbers Tell the Story.
From 1,645 to 5,543. In Five Years.
Before Notable, the network grew ~150 connections per year over a decade of organic activity. During the engagement, that pace accelerated to over 1,000 in a single year — and never dropped back down.
336 Posts. 10× Output.
Before Notable, she had published 33 posts across 8+ years. We produced 336 in four years — a 10× increase in publishing volume. The most active month saw 21 posts, each tied to strategic moments in her calendar.
8+ years, no strategy
4 years, Notable content management
2,346 Comments. From 215.
The platform didn't just grow — it activated. Comment activity surged from an average of 26 per year to 731 in a single year. The community she built continues to engage even after the engagement ended.
We Didn't Just Grow the Network. We Calibrated It.
Over 60% of connections added carry Director-level or above titles — the decision-makers, capital sources, and sector leaders most relevant to the client's work. Connections include professionals from JPMorgan Chase, Goldman Sachs, Wells Fargo, Capital One, EY, CBRE, JLL, and more.
The Full Scope of a Notable Engagement.
- —Designed, developed, and launched an 8-page thought leader website — home, about, speaking, media, passions, awards, and booking
- —Maintained and updated the site continuously over 5 years, tracking news, awards, and speaking appearances
- —Built and maintained affiliate websites for client's development firm
- —Wrote, designed, and published all LinkedIn content — 336 posts over 4 years
- —Developed and executed a strategic content calendar aligned with speaking schedule, award cycles, and milestones
- —Grew comment engagement from 215 total (all prior years) to 2,346 during engagement
- —Built company following from zero to 199 targeted organizations
- —Designed all outward-facing marketing packets, RFP covers, and distributable content
- —Compiled, edited, and reworked RFP/RFQ documents for government contract submissions
- —Created fillable deliverables, custom PDF forms, and testimonial videos
- —Supported media placements contributing to features in major business publications
- —Built platform infrastructure supporting multiple national award recognitions
- —Positioned client as a credible, visible voice in her industry through consistent strategic content
She arrived as a recognized expert with a limited digital footprint. She left with a platform that matches her impact — a website, a LinkedIn presence connected to capital sources and policymakers, a content archive that proves her expertise, and in Ground Up, a business that sells it.
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