Fay Group Bets on Marketing Veteran to Drive Integrated Real Estate Expansion

NEW YORK, NY – November 19, 2025

The Rise of the Integrated Real Estate Model

Fay Group, a fully integrated real estate and mortgage services firm, has appointed Michael Hartman as Chief Marketing Officer, a strategic move designed to accelerate growth and strengthen its position in a rapidly evolving market. The appointment signals a commitment to the “one-stop shop” model, where companies offer a comprehensive suite of services spanning the entire property lifecycle – from initial financing and property management to construction and field services. This approach is gaining traction as consumers increasingly seek streamlined, convenient solutions for their real estate needs.

“The industry is seeing a shift towards integrated platforms,” explains one industry analyst. “Consumers want simplicity and efficiency. They don’t want to deal with multiple vendors for different aspects of a real estate transaction. Companies that can offer a seamless, end-to-end experience will have a significant competitive advantage.” Fay Group, with its diverse range of services, appears to be positioning itself to capitalize on this trend.

Hartman’s Mission: Building a Brand for Holistic Services

Hartman brings over 30 years of marketing experience to Fay Group, including leadership roles at prominent companies like PepsiCo, SeaWorld, Mr. Cooper, and Onity Group. His expertise lies in building brands, driving consumer engagement, and implementing data-driven marketing strategies. He will report to Andy Laing, President of Fay Group, and will be responsible for all marketing efforts across the company’s business units, with a focus on growing the integrated platform and enhancing customer experience.

“Hartman’s background is particularly relevant in today’s market,” says a source familiar with the company’s strategy. “He understands how to build a brand that resonates with consumers and how to leverage data to personalize the customer journey. This is crucial for a company like Fay Group, which offers a complex array of services.” The company aims to differentiate itself through exceptional service and a data-driven approach to understanding customer needs and preferences.

Navigating a Competitive Landscape

The real estate services market is highly competitive, with numerous players vying for market share. Fay Group faces competition from large financial institutions, specialized real estate firms, and proptech startups. In addition to established players, the market is becoming increasingly fragmented, with new entrants constantly emerging. To succeed in this environment, Fay Group must differentiate itself through innovation, customer service, and effective marketing.

The appointment of Hartman suggests a renewed focus on brand building and customer engagement. “Marketing is no longer just about advertising,” notes a marketing executive. “It's about creating a compelling brand experience that resonates with consumers and builds long-term relationships.” Fay Group is betting that Hartman’s expertise will help it achieve this goal.

The market is witnessing a growing emphasis on technology and data analytics. Companies are leveraging AI and machine learning to personalize customer interactions, improve operational efficiency, and predict market trends. The successful integration of these technologies will be crucial for Fay Group to maintain its competitive edge. “Data is the new currency in the real estate industry,” explains a technology consultant. “Companies that can effectively collect, analyze, and leverage data will be well-positioned for success.”

Synergy with Genstone Companies and Future Growth

Fay Group operates under the Genstone Companies umbrella, suggesting a broader strategy of vertical integration. While details regarding the specific relationship between the companies are limited, it’s clear that Fay Group plays a key role in delivering a comprehensive suite of real estate and financial services. Hartman’s mandate extends to driving growth across all Genstone Companies, indicating a coordinated effort to leverage synergies and maximize value.

“The goal is to create a seamless experience for customers, regardless of which Genstone Companies service they are using,” says a source familiar with the overall strategy. “Hartman’s role is to ensure that all marketing efforts are aligned and that the brand message is consistent across all platforms.” The company sees significant opportunities to cross-sell services and build long-term relationships with customers.

The future growth of Fay Group will depend on its ability to adapt to changing market conditions, embrace new technologies, and deliver exceptional customer service. Hartman’s expertise in marketing, combined with the company’s integrated platform and strategic alignment with Genstone Companies, positions it for continued success in the competitive real estate landscape. The company's focus on data-driven strategies and customer experience will be key differentiators in attracting and retaining customers in the years to come.