Here’s a question I get asked a lot: “How do I get potential investors to give me their contact information without seeming pushy or salesy?”
The answer isn’t what most people expect.
Most syndicators approach this backward. They think: “What can I offer so people will give me their email address?”
But successful syndicators think: “What do my potential investors actually want to know, and how can I help them with that?”
The difference is huge.
The first approach feels transactional – like you’re trying to “get” something from them.
The second approach feels helpful – like you’re genuinely trying to solve a problem they have, which builds the foundation of trust you need to raise capital.
Here’s what doesn’t work:
“Join our investor list to learn about upcoming deals!”
Why doesn’t this work? Because it’s all about you and what you want (their contact info and their money). There’s no immediate value for them.
Also avoid the “ebook trap”:
I see a lot of syndicators offering a free book or ebook as their lead magnet. While this might seem like high value, it’s actually WAY too big of an ask for early stage leads.
Think about it: you’re asking someone you just met to commit to reading an entire book. That’s like asking someone to go on a 2-week vacation with you in the mountains after the first date.
I don’t have many close friends who will actually read a book I recommend (even if they say they will), so why would a stranger commit to reading yours?
And if they don’t read it, what’s the point? Have you provided any value? (Who needs another file sitting in their Downloads folder?) Are they any closer to investing with you? Do they know you better or trust you more? The answer is no.
Books are great for credibility and can work well later in your relationship – maybe as a follow-up offer after someone has already engaged with your shorter content. But as a first ask? It’s waaaayyyy too much.
Here’s what does work:
Offering something that solves a specific, urgent problem your ideal investor is facing right now.
Remember the recent email where we talked about knowing your ideal investor? This is where that work pays off.
If your ideal investor is a busy doctor who wants passive income but doesn’t have time to research investments, they don’t want a 100-page book. What would they actually want?
Maybe: “5-Minute Guide: How Busy Oncologists Can Evaluate Real Estate Investments Without Becoming Real Estate Experts”
If your ideal investor is a successful business owner looking to diversify beyond their operating business, they might want:
“The Business Owner’s Tax-Smart Investment Checklist: 7 Questions to Ask Before Putting Money Into Any Deal”
Notice the pattern:
- It’s specific to their situation (busy professionals, business owners)
- It addresses a real problem they have (no time to research, need tax advantages)
- It promises a quick, practical solution (5 minutes, checklist format)
- It doesn’t require them to become an expert in something new
The key insight: Give them what they want, not what you want to tell them.
Most syndicators want to talk about cap rates, IRR, and market fundamentals. But potential investors often want to know simpler things like:
- “How do I know if this is legitimate?”
- “What questions should I ask?”
- “How much time will this require from me?”
- “What are the tax implications for me?”
- “How is this different from a REIT or other investments I already understand?”
Here’s a simple framework to create something people actually want:
Step 1: Think about your ideal investor’s single biggest frustration or question about investing.
Step 2: Create something that helps them with that specific problem in 10 minutes or less
Step 3: Frame it as a new capability. Ask yourself: What will they be able to do after using this that they couldn’t do before? (e.g., spot 3 red flags in a deal, ask the one question that uncovers how experienced the operator really is, pick up on subtle red flags that many passive investors overlook).
Examples of what this might look like:
- Checklist: “7 Red Flags to Avoid When Evaluating Any Real Estate Investment”
- Calculator: “How Much Passive Income Do You Actually Need for Financial Freedom?”
- Guide: “The Accredited Investor’s Guide to Due Diligence Questions”
- Worksheet: “Investment Portfolio Diversification Planning for High Earners”
The magic happens when someone thinks: “This person understands my situation and actually wants to help me make better decisions, not just get my money.”
That’s when they don’t just give you their contact information – they actually look forward to hearing from you.
Here’s the test: Would your ideal investor find this valuable even if they never invested with you?
If the answer is yes, you’ve got something worth offering.
If the answer is no, keep working on it until you do.
Your Homework: The 5-Minute Lead Magnet Test
You don’t need to build a whole new lead magnet right now. Just try this simple exercise:
- Think of one question a potential investor has asked you recently.
- Now, what’s the title of a 5-minute checklist or one-page guide that answers only that question?
Just thinking through this will put you ahead of 90% of syndicators.