The key for real estate investors to find high net worth (HNW) private lenders is marketing image first and then consistency of purpose.
Image Marketing
It is essential to know that most potential wealthy investors are NOT attracted by the typical private loan marketing. I get loan requests all the time from friends, investors, and others, and most of them are very common and uninteresting. Very few seem interested in meeting me or learning about my investment needs.
Wealthy investors are not going to respond to the same marketing you use to middle-class family investors. It takes a unique marketing edge to attract HNW investors.
We all have association links in our brain. Those associations will prompt us to make snap judgments based on past experiences.
Take the wealthy investor…
Most of their advisors use the personal approach to sell them services. Have you ever seen the business card of an investment banker or wealth advisor? Were you plagued with “Get 12% interest…” and all your front and back pitch?
Was it printed on bright green cardstock?
So do you think the wealthy investor will lend much credibility to your 400 word printed fluorescent business card?
Make sure you have quality marketing materials that portray you in a professional manner.
Consistency of Purpose
It is very important that when you market to HNW people, you have a consistent purpose and stay with your marketing. If you plan to send a marketing piece or two to a HNW without further follow-up, you’re better off doing none and saving yourself some money. You should have 7-15 steps in your marketing plan for HNW.
They will hardly ever respond to the first two marketing pieces. These types of people are busy and need to see your message repeatedly. You should plan for a repeat marketing step over at least a one-year period with many different types of marketing, including postcards and letters.
But it is very important that at some point your marketing tries to get a personal one on one meeting with the HNW person and that is where the real deal will be done.