Ten years ago I took a look at the market environment in 2011 and made the case for why alternative managers should be excited to market their offerings to investors. A lot has happened in the world since then, so midway through 2021, I’d like to revisit those 10 reasons from 2011 and see how they stack up in today’s environment
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With so much information easily accessed online, there is a continual demand for fresh and informative data that can be digested in a relatively short amount of time. I decided to take a look back at the reasons I gave for incorporating thought leadership as a marketing and sales practice and update them where needed for the progress the industry has made since then
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In order to deliver an integrated, professional and clever look, tone, and feel for a business, a manager must first work to define the elements of their differentiation. Branding is not about slapping a logo on all you produce: just as the story line in content development is essential to embody the uniqueness and differentiating qualities a portfolio manager needs to highlight when describing their offering, the complete visual identity for a business needs to foot back to those attributes as well
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One of the first areas to come under inspection from prospective investors is the compliance procedures of an investment firm, during a review process titled due diligence. Here, operational, managerial, investment, and risk management areas are thoroughly explored to determine if proper procedures and policies are in place to ensure the investment firm meets legal and regulatory guidelines and standards as well as performance benchmarks and policies for growth.
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Over the past several months, I have had many conversations with alternative managers preparing to boost their marketing efforts in a variety of real estate or related market investment strategies, all geared towards high net worth investors. This inspired me to ask the question, ‘Why is real estate the place to invest in 2021?’
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