Now that Sam has begun his institutional investor conversations–and hopefully gotten enough feedback to impress Uncle Ted, Allie, Fred and other high-net-worth investors and family offices–he can frame his “downstream” narrative to raise a single asset syndicate for Washington Place as a standalone investment

He’ll be preparing two separate pitches: one for Fred and other family offices, and the other for Allie and other accredited investors.  For Fred he’ll be focused on positioning Washington Place as a 10-year hold scenario, showing how it can be a hedge against inflation and highlighting its tax benefits.  For Allie, he’ll be focused on strong IRR and distributions that are able to be paid quarterly, ensuring she doesn’t have to wait on an exit before she sees cash flow.

Since he’ll need to be targeting hundreds–and potentially thousands–of potential retail investors, Sam will have to focus more heavily on creating an engaging brand presence online via active Linkedin channels showing thought leadership, a website that further highlights his profile as an institutional quality sponsor, and crowdfunding listings that leverage best practices to attract outside accredited investors to the deal.

His outreach operating system will more or less look like this:

Sam will then build out a family office list, leveraging a number of different resources including:

• FINTRX for family office contacts (although it will run him $10,000 per year)
• ChatGPT prompts: “find websites of family offices who mention ‘real estate investments’”
• Linkedin searches for “family office”+ “real estate”
• Google News searches: “family office” “real estate” “joint venture”
• Apollo to source specific contacts

He’ll then build out a HNWI list. This will be harder because no reliable database exists for HNWIs, so Sam will have to rely on wealth managers and life insurance brokers; well-networked, arms-length colleagues in specific industries & roles; a friends & family list, and hopefully 2-3 “golden geese” (like Uncle Ted) who can write $500k-1mm checks.  

For the targeted family office real estate investors, Sam’s cold outreach template will read as follows:

_{Hi John, will you look at multifamily investments in the Northeast?}

_{We’re a multifamily value-add sponsor with a unique furnished rental program that’s driving >8% UYOC.  Our team has acquired and managed $20bn of multifamily properties and operated 2,000+ units across the Northeast.}

_{Let me know if an intro call makes sense.}

Since family offices are not easy to score via email, Sam will also hit the conference circuit, specifically IMN, Carmo and a handful of other events in beautiful US destinations. In the course we’ll walk through specific playbooks for attacking conferences, including how to get attendee and email lists; hacks for getting all the benefits without having to pay; and how to get the hosts to put you on stage without spending tens of thousands of dollars sponsoring the event.

Lastly, we’ll watch as Sam navigates his high-net-worth investor network, using every new intro to pick up three more intros until he’s created a buzz–and competitive process–to get into his Washington Place deal.  

‍