Last November, ORIX Corporation USA has acquired Hunt Real Estate Capital, a family-owned commercial property investment company. The marriage brought Hunt together with the ORIX Real Estate Capital, Lancaster Pollard and Red Capital Group brands.
A year later, ORIX, a global financial services company and subsidiary of Japan-based ORIX Corporation, tightened the bonds between its three brands by merging them and ORIX's real estate lending arm under the same roof in a company called Lument.
Jim Flynn, CEO of Lument, told GlobeSt.com that each brand "will remove confusion and questions about who we are".
"We're basically branding our entire credit and debt business in order to turn the page positively and to be really effective in communicating to our customers and investors in the marketplace," says Flynn.
The word lument was attractive because of its association with light and energy. The company worked with its marketing and consulting teams, employees, and constituencies, including customers, investors, and business partners, for much of the year to improve the new brand.
Now that Hunt, Lancaster Pollard and Red Capital Group have combined to form Lument, the company has an impressive footprint. It is the top multi-family, affordable, and senior lender for the Federal Housing Administration (FHA). It is also among the top 3 senior senior lenders overall and top 10 non-bank apartment buildings. The combined service portfolio is now more than $ 46 billion.
"We believe the merger will help us find new ways to serve our customers," says Flynn. "It will make us more visible to our customers."
According to Flynn, the combined companies will also enable Lument to “harness the power of our brand and the power of our platform and the size of our platform to help these customers achieve their goals”.
Lument provides capital for a wide range of products including conventional apartment buildings, affordable housing, senior loans, small loan landings, prefabricated homes, and non-agency commercial real estate loans. This service includes apartment buildings but is located outside the Fannie Mae, Freddie Mac, and FHA areas.
With so many offers, the merger process was not easy. "In some cases we had to take in groups of people from three different organizations, all of whom worked in a specific area and (we) formed a single team with a single leader," says Flynn.
Lument found some efficiency advantages, e. B. the commissioning of the maintenance capacity and the combination in one unit. But there were also some complementary functions. "We've worked in a lot of the same areas, but we haven't had a tremendous amount of client overlap, which has allowed us to put these teams together by putting them together and creating the one plus one three environment," says Flynn.