Let’s talk about ways to help your offering stand out with financial advisors, how to sync your sales and marketing efforts and how your PPM can help develop advisors’ trust.
Simplicity and a Good Story
Standing out among the growing number of alternative investment offerings can be difficult. We see many firms dive deep into the jargon of their asset classes to try to explain investment offerings to advisors. And their eyes glaze over. Simplicity and a good story is the key to helping advisors quickly grasp what you’re doing and why.
For example:
- Industrial buildings = Amazon packages
- Farmland = the need for food
- Residential = solving the housing crisis
Sync Marketing & Sales
Once you have your simple story down, it’s time to make sure that your marketing and sales efforts are synced up. I know this can be a sensitive topic for people, because of the battle that marketing and sales can have.
It is really important for us to re-think marketing and sales and how they can help each other be successful with a feedback loop. Whether it’s sales getting feedback on what’s resonating with advisors, what a common objection is, or how something should be explained, marketing can help answer those questions for advisors and help engage them for the sales team.
This can often result in more warm leads and conversations that lead to capital being raised.
Use Your PPM to Build Trust
Once those conversations start leading to capital raising, the next most important thing to do is develop trust with advisors. We don’t often think of the PPM as being a marketing tool, but it needs to be updated continually. Especially depending on how rigid your law firm is on what you can say with or without it being updated in the PPM. For example, if you’ve acquired properties and you haven’t updated your PPM, you may not be able to discuss them with advisors. That looks like a communication gap from their standpoint, versus you being proactive and letting them know what’s happening with your offering.
Updating your PPM can provide advisors with what they need to give their clients updates –and to continue to present your offering and raise capital for it. Get ahead of the curve and think about how you can regularly update your PPM so you can get updates out to advisors and continue to develop their trust.
To recap…
- Simplify your sales story. Think about your asset class and what it means to advisors and how it translates –to sync up your marketing and sales efforts, because it is really important for them to have open communication and have a feedback loop.
- Plan for your PPM to be updated regularly. This enables you to get information out to advisors quickly, which helps develop trust.
CONTACT US FOR MARKETING HELP
If you need help maximizing your marketing to raise capital, contact Marketing Intent. We have deep experience in the financial services and the alternative investments space.
