I recently spoke with a syndicator who is absolutely crushing it. He’s diligent, having lots of face-to-face conversations, and successfully raising capital.
But he told me something striking.
Sometimes someone will see him walking down the hall and they literally dart into another room to avoid him.
Why? Because they assume he’s going to ask them for money – again.
This is a stark, real-time mirror of what happens in an investor’s inbox. If your communication is only about presenting deals and raising capital, you’re constantly taking from the relationship.
Relationships are like bank accounts, where you make deposits and withdrawals. You want to make more deposits than withdrawals, otherwise the relationship is overdrawn.
When you only withdraw, people start avoiding you. They dread seeing your name.
The solution we’ve seen consistently work for hundreds of successful syndicators is what I call the 80/20 Relationship System.
80% of your communication should provide value with no strings attached. 20% can be business-related.
Think of the 80/20 relationship system as the ideal balance of your content over time, not a strict ‘send four, then send one’ formula.
Here’s what the 80% (Value-First) looks like:
- Educational content: Market insights they won’t get anywhere else, investment principles that apply beyond just your specific deals, or industry trends that genuinely affect their decisions.
- Behind-the-scenes updates: What you’re working on, crucial lessons you’re learning from the trenches, or even challenges you’re navigating in your business (people appreciate authenticity, and it builds immense trust).
For example: “I looked at three properties this week that all seemed good on paper, but here’s what killed each deal…” Then, walk them through your detailed decision-making process. This positions you as thoughtful, selective, and an expert (all excellent qualities in a syndicator) while educating them about how successful deals truly come together behind the scenes.
- Personal stories: Your travel experiences, family updates, or interesting observations – the same kind of stories that make someone an interesting dinner guest and truly memorable.
- Useful resources: Tools, articles, or insights you’ve discovered that would help them, even if they never invest with you. This positions you as a connector and a valuable resource, not just a deal-seeker.
The key insight here is simple, yet profound: treat them like a trusted friend or peer, not just a prospect.
Friends share interesting things they’ve learned. Friends update each other on what’s happening in their lives. Friends don’t constantly ask for favors or push for a transaction. This builds genuine rapport and long-term loyalty.
Here’s what the 20% (Business-Related) looks like:
- New Deal Announcements: This is the most common one. When you have a new investment opportunity, you present it professionally and thoroughly to your list.
- A “Coming Soon” Preview: You can send a “heads-up” email when you get a property under contract, letting your investors know that a new opportunity is on the horizon. This builds anticipation and allows them to prepare.
- Investor-Only Briefings & Webinars: This goes beyond a simple announcement. You can invite your list to an exclusive webinar to walk through a new deal’s specifics, share your analysis, and answer their questions live.
- Updates on an Active Capital Raise: Sharing milestones (e.g., “This offering is now 70% subscribed”) creates social proof and a sense of urgency for those who are still considering the investment.
But even your business communications should lead with value. Instead of a blunt “I have a new deal,” try something like, “I found a property that perfectly illustrates the exact market trend I mentioned last month, and I thought you’d find the numbers interesting…” This frames your deal in a valuable, educational context.
Let’s talk about frequency.
Most syndicators worry endlessly about emailing too much. My experience, having worked with over 589 syndicators, is that
if you’re providing genuine value, frequency isn’t usually the problem – a lack of value is.
Think about it: Would you rather get weekly emails that consistently teach you something new and keep you engaged, or sporadic monthly emails that just say “still looking for deals”? The answer is obvious.
While “less frequent but excellent quality” might sound appealing, our data shows that a consistent, ideally weekly, cadence of high-value content keeps you top-of-mind and builds momentum. It builds a habit for your investors to expect and open your emails.
Here’s the real test: Would they miss your emails if you stopped sending them?
If you’re sharing market insights they can’t get elsewhere, personal stories that make you memorable, and resources that help them make better decisions, they’ll actually look forward to hearing from you. If you’re just checking in or talking about your deal pipeline without context, they probably won’t.
The biggest mistake we consistently see: treating investor relations like a part-time job you only do when you need money.
Successful syndicators stay in touch consistently. They don’t disappear for months then suddenly reappear when they need to raise capital. They understand that raising capital is fundamentally about relationships, and truly valuable relationships require ongoing, consistent investment – not just sporadic asks.
Your homework: Plan out your next four emails to your investor list using the 80/20 framework.
What unique market insight could you share? What authentic personal story would make you more memorable? What useful resource have you discovered that your investors would find truly beneficial?
Then, commit to a consistent schedule. Weekly is ideal for building momentum and keeping you top-of-mind, but even bi-weekly or monthly is better than sporadic silence.
The goal isn’t to impress them with how busy you are – it’s to provide so much genuine value that they appreciate (and even look forward to) hearing from you every time.