In the alternative investments space, there’s often a tendency to lead with numbers. The fund facts, the asset structure, the targeted returns. After all, that’s what the end investor wants, right? Not quite, read on to learn why you should lead with why.
Advisors aren’t just looking to plug numbers into a spreadsheet to share with their clients. They’re looking to build trust, tell a compelling story, and offer meaningful solutions. And they can’t do that with just stats and performance charts. What they really need from your firm is the why.
The firms that win advisor attention and their confidence are the ones that tell a story. One that starts with purpose and paints a vivid picture of the real-world impact behind your offerings.
Why You Should “Lead With Why”
Let’s say your firm offers access to industrial real estate investments. Great. But that alone doesn’t spark a connection. Advisors are wondering: Why should I care? And how do I explain this to my clients in a way that feels relevant?
Instead, imagine saying:
“We invest in the warehouses that power next-day delivery. That package you ordered yesterday? Our buildings make that possible.”
Now you’ve anchored your product in something advisors experience every day. You’ve created a real-world connection. That’s the kind of clarity and context advisors need to carry your story forward to their clients. That’s how you lead with why.
In short: If you want advisors to sell your fund, they first have to believe in it and that belief starts with understanding your why.
From Case Studies to Concrete Examples: Bring the Asset Class to Life
Most alternative investments are complex. They’re not as easy to visualize as stocks or bonds. That’s where case studies and real-life examples come in.
Let’s say your fund just acquired a medical office building in a fast-growing suburb. That’s a perfect opportunity to showcase a tangible asset. Rather than just listing “healthcare real estate” as part of your strategy, you can show the actual property, its tenants, and its role in the community.
Suddenly, the abstract becomes real. Advisors can imagine talking to their clients about that specific building—and that’s powerful.
We always encourage our clients to gather and share these case studies regularly—whether through emails, flyers, or one-on-one sales conversations. They’re not just proof points. They’re stories that stick.
Building an Effective Advisor Journey with Drip Campaigns: Lead With Why
So, how do you structure all of this information to truly connect with advisors?
Think of it as a journey.
A simple three-step drip campaign could go something like this:
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- Step One – Lead with Education: Start by explaining the asset class and your “why.” For instance, why industrial real estate matters in the modern economy.
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- Step Two – Provide a Case Study: Show them what this looks like in practice. Highlight a recent acquisition. Share photos. Tell a short success story.
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- Step Three – Offer a Downloadable Guide: Help them take the next step. A branded guide on how to talk to clients about this asset class is both helpful and practical—and positions your firm as a partner.
This kind of structured content approach keeps your firm top-of-mind, nurtures advisor relationships, and builds confidence in your offering. Whether you use this in a formal drip campaign, on a landing page, or in your sales team’s outreach, the goal is the same: Help advisors move from interest to action.
And the best part? Once it’s built, you can repurpose and reuse the content again and again.
Ready to Tell Your Story, But Not Sure Where to Start?
That’s where we come in.
At Marketing Intent, we don’t just make things look good, we help you drive efforts to help raise capital through clear, strategic, and sales-focused marketing. Our team understands the nuance of the alts space and the importance of aligning with financial advisor needs.
We’re big on the “why” because we know it drives results. From branding and messaging to drip campaigns, sales collateral, and case study creation, we create content that advisors use. Content that leads to conversations. Conversations that lead to commitments.
