Throughout my career in investor relations, I’ve learned the difference between what it takes to be a good investor relations representative, and what it takes to be great. Based on what I have learned, I’d like to share three ways you can stand out from the crowd as an investor relations rep.
These three tips are by no means an all-inclusive list of what makes a great investor relations rep; they’re just a few additional things to consider if you want to go above and beyond what is expected in your role.
1. Articulating Strategy
Not all investors are real estate investors by trade — it’s possible that they don’t have a background in real estate at all. Many investors are working professionals in other industries who typically are seeking to diversify their portfolios.
Those of us in investor relations should be able to articulate our business strategy quickly and easily for these investors. Clearly explaining your business model, and most importantly, how it benefits them, is key to helping investors take the next step and invest. If you make your business model sound confusing or difficult, there is a high probability that the investors will resort to another option they think will be simpler or more convenient; that’s just human nature.
2. Intelligence Gathering
Intelligence gathering — keeping up with industry news, what your competition is doing, and listening to what investors are asking is what truly sets great investor relations reps apart from the rest. It is discouraging when I bring up national real estate news or basic investing concepts to an IR rep, and they have no idea what I’m talking about.
David Goggins once said, “We don’t rise to the level of our expectations; we fall to the level of our training.” In other words, keep up the training and education; it’s a lifelong pursuit. Or as Joe Fairless likes to say, “Do a little more than is expected.” I love that philosophy.
3. Cultivating the Right Investors
Not every investor is the right fit, even if he or she is accredited and willing to deploy the minimum investment into a deal. In my experience, skeptical and overly needy investors can cost a lot of time, money, and effort. If you sense this to be the case in a conversation, take a moment to ask additional clarifying questions to get a better sense of what type of investor you’re working with and where they are coming from. This is especially important if the deployment amount is likely to be near the minimum investment threshold.
Based on their responses, it may be best for the investor to consider other investment options. If they feel nervous or skeptical, it may be better for them to wait until they can equip themselves with the education they need to make an informed decision. An investment firm’s success is largely due to having the “right” investors, and it is up to you to vet them in the same way that they vet you.
Did you find these tips useful? Would you like to have a more in-depth conversation on the topic? I’m always happy to connect and be a resource; reach out anytime.
To Your Success,
Director of Investor Relations — Ashcroft Capital
Disclaimer: The views and opinions expressed in this blog post are provided for informational purposes only, and should not be construed as an offer to buy or sell any securities or to make or consider any investment or course of action.