A dynamic economy, shifting market trends, and changing financial directions make it tricky to find real estate investors for your real estate syndication deal. With such external changes, it makes sense that the passive real estate investor you seek to help also has changing goals and pain points that shift with a changing economy.
Reevaluating your ideal customer’s pain points is an important process for any capital raiser looking to better understand your customers, improve your overall marketing strategy, and help more people leverage the power of real estate investment.
Not to mention how this could help improve your ability to find real estate investors to join your next deal. And we all want to fill our deals more easily.
When we can anticipate the questions and concerns of a real estate investor, we not only make the process of investing passively in a real estate syndication easier, we also boost our own credibility. We show potential investors that we understand their current situation, problems, and desires. When we can share our understanding of their concerns directly with real estate investors, we can find investors who are ready to jump into deals.
Why Refresh Your Ideal Investor’s Pain Points To Find More Real Estate Investors
You likely investigated your ideal investor’s pain points when you initially decided what type of real estate investor you wanted to serve with your business. This is the work of defining your ideal investor avatar. We believe this is how to get real estate investors to find you and your brand authentically.
However, the work of defining your ideal investor avatar is not once-and-done.
We suggest taking time to reevaluate your ideal investor avatar’s pain points on a regular basis, at least every year. You may find that rising inflation or high real estate investment interest rates have replaced their top concern due to today’s market climate.
If you continue to show ways that real estate investing can help them build additional income streams, you may be missing the investor who is more concerned with protecting their capital against inflation.
With this information, you will be more impactful in reaching your investors, ultimately helping more people find and leverage commercial real estate investing to build their wealth.
Here are some steps that you can follow to reevaluate your ideal investor’s pain points.
Step #1: Review Your Current Ideal Customer Avatar Descriptions
Start by reviewing your current investor personas or avatars, which are representations of your ideal real estate investors. Identify the key pain points that your ideal real estate investor is likely to experience, and use this information to create a list of potential pain points that you can further investigate.
Now, are any of these pain points outdated? Are any of these pain points not relevant considering the current state of the market?
Consider what your ideal real estate investor may be struggling with that is outside of any current real estate market dynamics. These could be evergreen pain points, or pain points that won’t go away despite a changing economy. For example, your ideal investor avatar may want to quit their job but doesn’t know how to replace their income using real estate investing.
Evergreen pain points can help you find real estate investors no matter what is happening in the current economy. However, investors will want to see that you can speak to their pain points as they are right now. Let’s look at how we can add more specifics to your avatar description.
Step #2: Conduct Investor Interviews
During your investor calls, ask investors what matters most to them right now. It may feel strange to be this direct, but when you take extra time to learn about their thoughts around current market trends, you gain incredibly powerful insight.
Ask open-ended questions about their biggest challenges, frustrations, and concerns related to real estate investing, or their broader financial goals. Are there any fears about the current state of the market hidden in their answers? How would their responses be different if the commercial real estate market was looking better or worse? Remember to talk to multiple investors during this step.
We also suggest sending out a regular, such as quarterly, email asking for your real estate investors to provide feedback directly. These can be investors who have joined one of your real estate investment offerings, or investors who have yet to commit funds. You can learn more about how you’re doing to serve their needs and if there are any additional questions or concerns someone has that you have yet to answer.
Step #3: Analyze You Real Estate Investor Feedback
Review investor feedback from various sources, including investor calls, investor feedback emails, social media comments, and any investor interaction you have in person. The trick here is to record it all in one place so that you can pull out trends.
Open a spreadsheet right now where you can track real estate investor feedback as you receive it. Bookmark the location and anytime you hear from an investor with a current concern, make a quick note. Look for patterns or recurring themes in the feedback that can help you identify pain points.
You’ll thank yourself later.
Step #4: Look At Other Real Estate Capital Raisers
Here is where a community of fellow capital investors comes in very handy. Ask your fellow capital raisers if they are hearing about new pain points emerge from their real estate investors. Take a look at the current marketing being released from other real estate deals and see how they are addressing investor pain points.
Consider ways that you can differentiate your real estate deals or services by addressing pain points that are being overlooked by the market.
Keep in mind that other brands may be talking to completely different investor avatars (such as a highly experienced financial CEO vs a start-up entrepreneur vs a stay-at-home parent). Just because they are addressing a certain pain point doesn’t mean that your ideal real estate investor has that same pain point. Be sure to think of your original avatar description and confirm whether the pain point aligns with that avatar’s real estate investing goals and desires.
Step #5: Revisit Your Value Proposition
Your value proposition should speak directly to the pain points of your real estate investors. If you see that the real estate investments you offer investors don’t solve their current pain points or help them achieve their financial goals, then it’s time to revisit your marketing or your offerings to better align your real estate business with the demands of investors.
You may find that by adjusting your marketing strategy, you can quickly reach a whole new segment of potential real estate investors. Using the insights that you’ve gathered, consider creating content that addresses specific pain points. You can also use targeted advertising to reach investors who are experiencing those pain points, and optimize your website and real estate offerings descriptions to speak directly to those pain points.
When an investor can see that you are speaking to their concerns right now, in this market, they will likely find your investment opportunities more appealing. You may just discover that you can find other real estate investors more easily.
How To Get Investors: Keep Your Real Estate Business Marketing Fresh
Keeping your marketing efforts fresh greatly increases your credibility. Investors frequently want to see that their partners understand and address any new economic challenges or market trends, especially in real estate investing.
By following these steps, you can reevaluate your ideal investor’s pain points and create a marketing strategy that speaks directly to those pain points, helping you to better understand your investors and ultimately convert more leads in your next deal.
Join The Capital Raising Community To Find Real Estate Investors More Easily
Our Real Estate Accelerator Program was built for you, the capital raiser looking to reach more investors and scale your business. We are a community of fellow real estate investors who want to help each other succeed. Our members share real estate investment knowledge and even partner on deals.
Apply to join and let us help create your ideal avatar marketing, and the foundation to find investors that align with your brand, collect and educate more leads, and successfully hit your raise goals for your real estate projects.
