| The key for real estate investors to finding high net | | | | So do you think the wealthy investor will give much |
| worth (HNW) private lenders is first the marketing | | | | credibility to your fluorescent business card that's |
| image and then a consistency of purpose. | | | | printed with 400 words? |
| Marketing Image | | | | Be sure to have quality marketing materials that |
| It's essential to know that most affluent potential | | | | show you in a professional light. |
| investors are NOT attracted to the typical private | | | | Consistency of Purpose |
| lending marketing. I receive loan requests all the time | | | | It is very important that when marketing to HNW |
| from friends, investors and others and most are very | | | | people that you have a consistency of purpose and |
| ordinary and uninteresting. Very few seem interested | | | | stay with your marketing. If you plan to send one or |
| in getting to know me or my investment needs. | | | | two marketing pieces to a HNW with no further |
| Affluent investors are not going to respond to the | | | | follow up you might as well not do any and save |
| same marketing you use for middle-class mom | | | | some money. You need to have 7 to 15 steps in |
| & pop investors. It takes a unique marketing | | | | your marketing plan to HNW. |
| edge to attract HNW investors. | | | | They will almost never respond to the first couple |
| We all have association links in our brain. Those | | | | marketing pieces. These type people are busy and |
| associations will cue us to make snap judgments | | | | need to see your message on a repeated basis. You |
| based on past experiences. | | | | should plan repeated marketing step over at least |
| Take the affluent investor... | | | | one year period with many different types of |
| Most of their advisers use the personal approach in | | | | marketing including post cards and letters. |
| selling services to them. Have you ever seen the | | | | But is very important that at some point your |
| business card of an investment banker or wealth | | | | marketing tries to get a one on one personal meeting |
| adviser? Was it riddled with "Earn 12% Interest.." and | | | | with the HNW person and that is where the real deal |
| their entire pitch front & back? | | | | will be made. |
| Was it printed on bright green card stock? | | | | |