Kirby & Kirby
Thoughtfully crafted about copy for community-rooted real estate duo
Challenge
Kirby & Kirby founders, sisters Molly & Rory, needed a tone of voice and website copy to assure Newport, RI that they were here to help vitalize the community through real estate—for the long haul. As their entrepreneurial debut, the sister-led outfit sought a presence that conveyed their fresh, fit-fueled philosophy and legitimized their business by showcasing previous industry and industry-adjacent experience.
Approach
Shore—Creative™, the design director on the project, and I worked directly with Molly and Rory to position them as thoughtful matchmakers and community advocates. That meant communicating each founder’s history and complementary skill sets. Because the business was undeniably rooted in family and partnership, I knew the bios and brand DNA were critical pathways to connecting with their target audiences.
Spotlight: The K&K DNA
I took extra care crafting Kirby & Kirby’s about copy—combining their personal and professional backgrounds and attributes into an approachable and highly qualified package. I wanted their clients to feel excited about working with the pair as people and feel confident in K&K’s abilities to match the right individuals with the right properties. This included defining brand values that drew a line from the founders’ characters to their mission of cultivating a network poised for tangible, long-term success.
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Molly, co-founder and principal broker of Kirby & Kirby and an “inbox zero” subscriber, has worked in commercial real estate for 8 years. She originally studied Textiles, Fashion Merchandising, and Design at URI and cut her corporate teeth in sales at the design-forward printing platform, MOO. Her creative background and a handful of service jobs inspire her thoughtful and hospitable approach to supporting space owners and seekers.
Molly is a dedicated list maker, podcast listener, and firm believer in creating work versus simply showing up to work. Trading her 9-5 for co-founder status allows her to make picture-perfect matches between people and commercial spaces—and stay fully immersed in her clients’ goals. She’s energized by new beginnings and enjoys unwinding with her most immediate community (boyfriend and goldendoodle) on the farm in Portsmouth where they reside.
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Rory, co-founder of Kirby & Kirby and spreadsheet savant, has been in commercial real estate for 4 years. Although, growing up with a parent in the industry makes it feel like longer. Before paving her own way in real estate, she graduated with a degree in Economics and PR from URI and worked as a recruiter for Ximedica, a medical device company.
An avid reader and planner, the co-founder combines creativity and efficiency when problem solving. As the direct complement to Molly’s client-facing strengths, Rory tackles the business’ logistics and hones processes for more seamless transactions. Clients trust her to think outside the box—while still dotting the i's and crossing the t's. The only box she won’t touch? A cake mix. She hates to bake, likes to cook, loves to swim.
Impact
In their first eight months of business, Kirby & Kirby completed 52 transactions. In addition to the impressive stat, the team grew to include Molly & Rory’s father, solidifying the family business hallmark I chose to emphasize. The founders felt the overall copy and tone were “spot on” and look forward to continuing to “thoughtfully serve commercial space owners and seekers.” This piece of copy I crafted was used as the closer in their official end-of-year message to clients.
