Real estate
Post LinkedIn lead magnet · Real estate
I pitched a family office a deal last week that, five years ago, would have had them writing a check on the spot... "opportunistic upside; core-plus risk; hard asset collateral"... they passed. They're looking at SpaceX secondaries and AI deals. If you're raising capital from family offices right now, you need to understand what you're actually competing with. Real estate is genuinely hard to get family offices excited about right now... and if you don't understand why, you'll never get a second meeting. Here's how to reposition. 1/ Stop competing with venture; compete with volatility • Family offices aren't comparing your deal to another real estate deal • They're comparing it to SpaceX, AI infrastructure, and crypto. You won't win on upside. So don't try. Win on the other side of their portfolio — the allocation that's supposed to protect them when everything else goes sideways. Frame real estate as the real asset ballast within a portfolio that's increasingly loaded with high-beta, high-upside bets.... so "downside protection, inflation hedge, tangible collateral." 2/ Pitch asset classes that are AI-proof Family offices are smart enough to ask: "Will this asset class exist in 10 years?" If your pitch doesn't have a clear answer, you're done. Self-storage, industrial, workforce housing, land, etc. These are categories where AI doesn't displace demand. It may improve operations, but the underlying need is structural and physical. Lean into that. 3/ Let them invest in the GP, not just the deal Family offices understand enterprise value and cash flows better than they understand cap rates and NOI. Many would rather invest in your operating company - the platform, the fee stream, the brand - than a single asset. If you have a vertically integrated business, lead with the OpCo story. That's a language they speak fluently. 4/ Start local The highest-conversion family office relationships are local — either to your HQ or to your projects. They can: • Visit the asset • Meet you for coffee • Build trust in person Don't blast a cold deck to 200 family offices nationally.... focus on building 10 deep relationships in your backyard. 5/ Pitch an SPV, not a fund Family offices are tired of paying fund fees for the privilege of blind pool risk. They want: • deal-level transparency, • co-investment rights, and • the ability to choose. SPVs and co-invests align with how they want to deploy capital. Going deeper on all of this in a live workshop on Wednesday. Link in the comments.
Mécanisme lead magnet
Link in the comments.
