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How To Talk To Investors About Money

You’re at the point now where all your hard work is coming to fruition in your real estate syndication investing business. People are booking calls on your calendar as a result of your content, the funnels you designed, and the systems and processes you’ve put into place. Score!

The last thing you want to do is blow your lead with this potential real estate syndication investor because of awkwardness during your first conversation. The pressure is on to not only establish rapport with this new connection, but also to learn in detail about their personal financial situation. In Western society, people keep how much they have, what they earn, and the amount they want to invest close to the chest, so this seems like quite the challenge. 

Just knowing this conversation is coming can ignite anxiety and nervousness in you and your potential passive investor, but there’s no way around it. So, how can you approach this conversation with confidence, ease the tension around the financial discussion, get the information you need, and close the interaction in a way that leaves your new investor feeling confident about investing with you? 


Flipping From Selfish To Selfless

The first, most important part of approaching any tough conversation is in preparing your mindset. The conversation you have about the potential investor’s financial situation is actually helpful to them in multiple ways. 

Helping someone invest in a real estate syndication deal is not taking an investor’s money. By facilitating access to real estate syndications, you’re providing an opportunity to make their money work harder for them than ever before. Illuminating this investing strategy and providing education around passive real estate investing opens their eyes to an entirely new way of growing their portfolio, diversifying, and creating the life they’ve always wished to have. What a gift!

Explore your mindset and the feelings you have around facilitating this investment opportunity to others and why it’s important that you share about it. Maybe investing passively in real estate syndications changed your outlook on life or allowed you to spend more time with your loved ones. When you reaffirm why you’re building this business around inviting others to invest alongside you, your mindset shifts from any feelings of selfishness toward absolute conviction that what you’re doing is selfless and helpful. 


The Simple Trick To Ease Tough Conversations

It’s likely they never even knew what a syndication was before they stumbled upon your website, so it’s natural for them to be a little nervous. Don’t just dive head-first into an interrogation about their money. This phone call is your chance to show them how open you are to dialogue and an opportunity to demonstrate that you’re a trustworthy, helpful, real person.

Ease into the discussion by getting to know them first (and sharing a little about yourself) by having a friendly, personal conversation. Listen to where they’re from, what they do for fun, how old their kids are, and any activities, volunteer work, or hobbies they are involved with. 

From there, ask how they found you and what made them sign up. This gives you valuable information about where your leads are coming from, plus, it’s an easy way to transition toward learning about their financial aspirations and investing goals. Really demonstrate your strengths as a facilitator by listening well, asking good questions, and giving them an opportunity to share.

Once you two chat about life for a few minutes, their tension will decrease and they’ll begin to realize you aren’t intimidating, demanding, or scary. As those fears subside, it will be easier to discuss their money and potential investment amount.


Dissolve Awkwardness With This Preframing Strategy

When it’s time to dig into the numbers with your potential real estate syndication investor, use a preframing strategy to further remove any potential awkwardness. Preframing is where you call out the elephant in the room and address that they might feel uncomfortable talking numbers. Empathize with them by sharing that it’s uncomfortable for you too. 

Bringing up the awkwardness around financial conversations ahead of asking about their personal finances deflates the tension. You might even be able to laugh a little together or take some collective deep breaths. Whew!

Now, when you ask questions about their money, because you preframed the awkwardness, your potential investors are more likely to answer your questions more thoroughly and you’re able to get the financial details you need without feeling like you’re pulling teeth.  



If you’ve been wondering how to talk to investors about money and feeling hesitant about these important conversations, it’s likely you’re also carrying unrecognized stigmas and fears about the subject. Your mindset about financial conversations in general, but especially about the capital raising portion of real estate syndications is of utmost importance. 

With the correct mindset, your tone in the conversation naturally adjusts toward helping instead of selling. Now you can use the simple strategy of beginning the call with a personal, friendly conversation where you get to know them before diving into the numbers. People buy from (or invest with) people they trust. So work to establish a relationship and a connection with your potential investor during the first half of your call. 

Then, once a trustworthy connection is in place, preframe the awkwardness, empathize about the tension that often comes with discussing personal finances, and begin the discussion about money. Using this tactic, your potential investors will warm up to you easily, allowing you to get the personal financial information you need and have a thorough understanding of which deals they will be best suited for. 

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