Updated: Jan 9
There’s no question that investors are the lifeblood of real estate syndicators. Successful syndicators have a group of “go-to” investors each time they have a deal to propose, but the competition for the real estate investors’ money is intense and growing. However, there are several best practices to employ to ensure that you are able to continually build relationships not only with new investors, but with the ones you’ve worked with in the past and hope to continue working with as new deals become available.
Syndicators have historically reached out to investors in their personal network whenever an investment opportunity comes up. But that process takes time and a lot of energy, and when added on to the myriad of other tasks involved in running a syndication business it can diminish the overall effectiveness of the personal relationships.
Best Practices #1:
Keep the Relationship Consistent
“Out of touch, out of mind” can be a huge detriment when It comes to investor relationships. You have to realize that other syndicators are reaching out to your investors all the time, so you have to be present all the time as well. Staying in touch even when you don’t have a deal to propose is just good business.
You can talk about personal stuff (their families, job, etc), or professional manners such as market trends, other deals that you’re involved in or just about any subject that you think they might find interesting. One way to keep connected is to use a CRM program like Contractually. You’ll be prompted to connect using a time-based metric, so you’ll never miss an opportunity to be visible. Another thing to remember: use various methods of connecting - text, emails or phone calls. Even better - connect in person over coffee or lunch - there’s nothing like a face-to-fact meeting to catch up or rekindle a business relationship. By using a variety of approaches, your audience won’t become complacent to a repeated method of contact.
Best Practices #2:
Utilize New Technology
As time is a limited commodity, streamlining the relationship process is a desirable concept. That’s where some of the newer technology solutions can help the syndicator. Technology is able to speed up and streamline the syndication process. Employing technology to help with the capital raising process from investors not only helps to quickly generate the capital required for syndication but frees up the syndicator’s time as well.
Available software and apps vary greatly, based on complexity, abilities and of course, price. One well-known company is IMS, or Investor Management Services. Other options include Juniper Square and Investor Deal Room. Most basic platforms assist in the marketing phase, enabling you to create an attention-grabbing deal page. This could include photos, location maps, investment numbers, comparable properties and more. They can also provide updated funding progress to let potential investors know how much money has been raised out of the total amount required.
Because most syndicators have a large number of investors in their personal network, the technology allows them to pinpoint specific investors for a specific deal. The software gives them the ability to classify investors by category, using filters like amount of money to invest, location, number of u