Generating marketable leads

One of the forefront tactics we utilized was educating prospective investors through comprehensive white papers; these were multi-page documents brimming with technical information about our fund portfolios and their performance, first-hand knowledge from our founding principals, and carefully curated content to entice skeptics surrounding investment schedules, dividend structures, and portfolio compositions.

These were crucial to our marketing capabilities and would be distributed through digital channels such as landing pages, email campaigns, and form submissions; our white papers would also be strategically printed and brought to client meetings as a tangible example of showcasing the firm’s understanding of multifamily real estate across many emerging and developing markets.

Subsequently we would develop comphrensive fund portfolio presentation decks to be used during webinar sessions, delivered to qualified investors as supplemental information, or used as marketing incentives for would-be investors to schedule time with our relations team to learn more about our portfolio offerings. These slides were paramount in showcasing investment metrics alongside performance analytics; we would then use infographics, charts, and graphs strategically to illustrate Origin’s unique market differentiation.

Retargeting investors

In addition to traditional marketing tactics, we would employ ongoing advertising campaigns aimed at generating leads surrounding our active fund portfolios throughout the year. These ads encompassed all of our active portfolios and would utilize language and graphics tailored to the specific goals and expectations of that specific investing structure.

As various funds open, close, or expand we would tweak content based on past performance to better understand what type of messaging resonated with our audience so we could better align their expectations with our offerings.