The Private Money Presentation

By Susan Lassiter-Lyons | Real Estate

When you're raising investment capital, aka private money, it's helpful to have a kick-ass presentation to share with prospects.

This presentation, or “pitch deck,” is your chance to share the high level details of your investment opportunity and give your prospect a great visual representation of the deal.

I've raised millions with “ugly” presentations and I've raised millions with “pretty” presentations, so let's not worry about the fact you may not be a PowerPoint expert or graphic designer.

Let me show you what I do and a step by step template to create YOUR private money presentation.

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What I typically do when courting a private money prospect is put together a brief PowerPoint presentation that goes over the big picture to get the initial buy-in and, if available, specific property details or just a proforma (estimated project details).

TADA!

This is your awe inspiring, can’t pass up the deal, private money presentation.

Easy-peasy right?

Yes, yes it is…

Awe inspiring.

But, not easy.

There is a ton of leg work that goes into preparing the presentation and I’d like to share some of the grunt work with you

It’s All About the Introduction

You know how to identify those private money partner prospects from the three buckets I am always talking about:

  • The friends and family bucket.
  • The people already investing in real estate bucket.
  • The people already making private loans on real state bucket.

If you need a recap, check out my blog post How to Market to Private Money Leads.

If you are looking for more, check out my Instant Private Money course for all the secrets.

We’ll wait while you catch up…

Ok, now you’re ready to introduce your private money framework to your leads with an awe inspiring, can’t pass up the deal, private money presentation.

A Little Preparation

For starters, everyone should take a shot of confidence before heading out to present to a private money partner.

You’ve got this!

Let your credibility shine by being fully prepared. This will help significantly with your confidence.

Remember…

You created your value statement and have something like “I put together lucrative real estate investments so my investors make safe, consistent returns.” This particular value statement is a good one, and I see it everywhere now.

Embrace your statement and the business supporting its value and…

Take it all out to dinner

I’m a huge fan of meeting with people personally. As you know, I like La Loma and margaritas.

When you’re delivering your presentation and determining whether or not you want to work with a private money partner, it’s best to be sitting down right across from them.

If you try to do this over email, you give the impression that you’re scared or worse disinterested, and your business will never get off the ground.

This is relationship financing.

You’re building a relationship so you can have these partners serve your business and make you money for years to come.

Customize for Everyone

I never give the same presentation twice.

I like to demonstrate alignment with my potential partner, so I customize each presentation to suit them.

How?

Over the course of the relationship building period, I take the time to chat about what’s important to them because I want to get to know them and find an alignment between us.

For example,

If I know they are particularly concerned about neighborhood market values and they’re into community and neighborhood revitalization, I lead with something like:

“What’s important to you is important to me. I know that maintaining and even elevating market values in this area is important to you, and it’s important to me, too. My company adds value to properties, to neighborhoods, and to people’s lives. As an investor here, you’ll benefit from the value we add and have a hand in changing your community for the better for everyone.”

Solve Their Problem

I try to figure out some sort of issue that they have and let them know how I can solve it.

For example:

“The traditional investments such as mutual funds, CDs, and stocks not only are extremely volatile, but they are also producing record low returns for most of us. Lots of people like you are really frustrated with the lower returns lately, right?”

That’s a problem they’re having.

“Here’s my solution. Our unique investment program offers quality investment opportunities backed by real estate to private investment partners just like you. Our partners rely on safe, consistent monthly cash flow or equity returns between X and X.”

That’s my fix.

The Coolness Factor

If there is a “secret sauce” to my presentations, I would say it’s the coolness factor.

To do this, I figure out something cool about my investment and lead with that.

For example:

There’s a multi-family developer here in Denver called Boutique Apartments.

Their buildings are the coolest multi-family properties in town.

Each apartment building they develop has a theme. Like this one, Aperture, which they market as a celebration — of still photography, of motion picture photography, of cameras, film, life and memories.

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That’s cool, right?

I remember living in apartments when I was younger, and not one of my apartments was that cool.

Given the choice, people would rather invest in a company that’s cool than a company that’s boring.

Make it cool.

So, now you’re prepared with background information and a personalized strategy.

Let’s do this!

The Private Money Presentation Template

Executive Summary

It can be something like,

“We have an opportunity to acquire a one-hundred-and-fifty-six-unit, Class B apartment building in [whatever area] to hold for a minimum of five years, at thirty-five percent of the value, to rehabilitate and sell within one year.”

I want to give you a quick word of caution here. Unless you are presenting to someone from Bucket Three – people who are currently investing in real estate – you can lose your prospect by using real estate jargon.

Be aware of who you’re speaking with and adjust the complexity of the presentation to suit.

Project Overview

A picture of the property, the cost, and the investment criteria – Tell them the total amount you need, the minimum amount you’re accepting, and the term of their investment.

Describe the exit strategy and the profit potential or estimated return on their investment.

You and Your Company

Share little bit about you and your company. This is also a great point to share your testimonials.

The information you’re going to share about your company is either your past accomplishments, if you have them, or what you are planning to accomplish – your goals.

Once you have done a few deals, then you get to tweak your presentation with testimonials.

Partner Benefits

This is not about you!

  • Talk about proven performance if you have a documented record of success.
  • Talk about how your plan is an effective approach to wealth-building.
  • Put a slide up that shows some stats about how real estate is a good wealth diversification and accumulation strategy.
  • Outline how your investors benefit from real estate tax advantages.

Call to Action

This is where you tell a perspective partner what you want them to do.

It is so important!

People have pitched me before using this very template, but when they get to this point they just look at me and say, “So what do you think?”

That’s the kiss of death.

I don’t care what my potential investors think because it’s my job to tell them what to think. This deal is mine and I’m not going to ask them for their thoughts.

I’m going to say, “If you want to partner with me, this is exactly how you do it and what you must do right now to make that happen.” Then define the investment details.

  • Talk about the amount they need.
  • Describe the timeframe during which you will be using the money.
  • Explain the payment terms.
  • Prepare a simple loan offering, position the funds for availability, prepare the investor paperwork, and deliver funds to closing.

Investor Questions

No matter how good your presentation is, there are five questions your potential partners will have even if they don’t ask them.

Be sure to answer all five of these questions during the course of your presentation.

“What is it?” Explain the deal in common terms that they can understand. Instead of a “multi-family acquisition,” just say, “We’re going to buy an apartment building.” That’s what it is.

“How much do you need?” “We’re raising two million, but you can get in for as little as fifty thousand.”

“How much can I make?” Show them the range of returns they can make or the profitability of previous projects similar to this one. They’re going want to know when they get their money back, so address that in the terms.

“What if I need to get my money back before then?” I usually write the answer into my offering and explain…

“This is a five-year deal, and I hope that you’re going to be in with us for the whole five years to make the biggest return, but I know things happen. So you’re going to commit your money to us for at least a year. If after that year something happens and you need to cash out your shares and get your money, here’s what happens: The other members of this investment have first right of refusal, meaning we have the first option to buy your shares. I will ask the other members if they want to buy your shares. I’ve only had this happen once, and the other investors said, ‘Hell yes, we want the shares.’ If the other members of the investment don’t want them, they have approval over whom you sell your shares to.”

“What if something happens to you?” This last question might seem a little morbid, but I learned the hard way that I need to provide the answer whether they ask or not. When I first started out and kept getting no for an answer, I sought out feedback to find out what I was doing wrong and this was the problem…

They were afraid of my mortality.

Be sure you have a plan and answer this question in advance. Write it into the offer.

  • You can appoint someone to wind up operations if something happens to you.
  • Buy a life insurance policy and direct the proceeds to go to an attorney who will take over operations and wind down the asset or investment.

There are lots of different ways to structure it, but let your prospects know how they will get their money back.

Those are the Mechanics of the Presentation.

What should you do now?

  • If you’re raising money for a specific deal, craft your presentation around that deal.
  • If you’ve identified your specific investment criteria, craft it around those criteria.
  • Practice your presentation OUT LOUD on at least three people. It doesn’t have to be three prospects from your buckets; it can be your spouse, your partner, or your neighbor.
  • Ask for feedback.

Good Luck.

If you need me, you can see me during your Getting the Money or Instant Private Money course.

And if you're a little iffy about creating a presentation yourself, The Investor Agency will craft amazing private money presentations for you.

Next week, we’ll look a little deeper at the psychology behind your awesome, awe inspiring, can’t pass up the deal private money presentation and why it works.

Until then…

Have fun. Create value.

 

Leave a Comment:

(4) comments

Thanks for sharing Susan, you break it down into small bite sizes. I have a long way to go being a newbie. Catch ya on your next post.

Reply
Simone Hardy

This is awesome. I am working on something that this will come in so handy for. Thank you for such a gem.

Reply
    Susan Lassiter-Lyons

    You are most welcome.

    Reply

As usual, you shared great and valuable information for us!!

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