How to Attract, Nurture, and Convert Investors Using AI: A Comprehensive Guide
Introduction to AI in Real Estate Marketing
Leveraging AI for Increased Productivity
What AI tools are you using?
We use dozens of AI-powered tools, most for specific, highly defined tasks.
However, I use Large Language Models (LLMs) frequently on a daily basis as though they were my personal assistants because they dramatically increase my productivity.
It would be nice to think that increased productivity means simply doing the same amount of work in far less time (which it does), leading to more free time (which it does not).
It just means my productivity is up, so I am getting more work done in less time, but I am spending the same amount of time working.
The primary effect has been that my output has significantly increased.
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The Importance of Authentic Content
One use case example you can try yourself is in content production for your website.
Two core principles of successfully selling (anything) online, including 'selling' shares in a company to raise equity capital for real estate, are:
1. Create content on your website to make it easier for your prospects to research you.
This way, they become predisposed to buying from (investing with) you without the need for direct contact, saving everyone time while allowing them to get to know you on their own time, enabling you to scale dramatically.
2. Ensure that the content you develop to attract and nurture prospects authentically reflects your voice, perspective, and view of the world.
It's no good just plugging questions into an LLM and then using that language as your website/online language.
Your content needs to be authentically 'you' to ensure your messaging remains consistent throughout the entire journey your prospects will take in getting to know, like, and trust you (the three core pillars of successful online marketing).
The way we do that for our clients when we build out their Investor Acquisition Systems for them is through recorded video interviews that we then convert into articles and video shorts.
I recently upgraded the process for doing that using AI and wanted to show you how you can do it yourself.
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The Process of Using AI to Create High-Value Content
Preparing for Content Production with AI
I Interview clients on recorded video calls and have them describe their investment thesis in detail so I can create authentic, quality content for them (articles/videos/social posts, etc.) that accurately reflect their unique value proposition, track record, experience, and view of the commercial real estate world.
Here's the exact upgraded process I use - I'll show you how to do it for your own content later in this article:
Using AI to prepare for the interview.
I used to spend at least an hour or two doing research on clients before putting together a list of questions specifically tailored to what I could find online about them as a baseline for starting the conversations.
Now all I do is plug whatever online resources I can find for them (not much usually - that's why they hire us) and ask AI to put together a list of questions for me specifically oriented to their unique situation.
In the prompt I use, I specify that I want the questions to be structured to be optimized for SEO with a main topic and a list of subtopics.
This allows me to structure the conversation in a logical order that makes writing the final articles for their website not only authentically their voice but also naturally structured for SEO - which will drive more organic traffic to their website.
Using an LLM (I like ChatGPT for this task), it takes seconds to deliver a highly tailored list of questions as a starting point for our conversations, vs. the hours it used to take me, and the output is even better than before.
Here's a step-by-step guide to doing that yourself.
Practical Steps to Implement AI in Your Content Strategy
How to Prompt AI for Content Ideas
Provide ChatGPT with some brief background on yourself and what you do, and then adapt this prompt to ask it to generate some questions for you to answer, modifying it to your unique circumstances.
"I am a real estate sponsor looking to create high-value content for my website to attract, nurture, and convert accredited investors.
I need your help in generating questions I can answer in my articles that will:
- Provide valuable education about investing in real estate syndications.
- Demonstrate my expertise and track record in real estate investments.
- Optimize for SEO to attract and engage more accredited investors.
The content should showcase my background and experience in real estate, highlight successful investments, and offer detailed information about the benefits and process of investing in real estate syndications. The articles should start at a high level and then dive deep for a well-educated audience.
Imagine you are an accredited investor who is considering real estate syndications but has limited experience with them and is skeptical about their potential.
What questions should I answer to help you understand, trust, and consider investing with me?
Please ensure the questions are designed to optimize SEO, using relevant keywords and phrases. Use the information from my website here [add full website URL] to help formulate these questions."
Step 2: Record Your Answers
Open up a Zoom session (or any other tool you use that can record at least audio) and hit record.
Take the list of questions your prompt generates and record yourself answering those questions.
Now take the recordings of the answers you gave and generate a transcript.
There are many ways to do this.
I have used Sonix.ai for years for its speed and accuracy, but you can use any service.
Once you have the transcript, adapt it to the written word (from the spoken) and generate an article from it.
Here's how.
Step 3: Converting Transcripts into SEO-Friendly Articles
First, use Claude at https://claude.ai for these next steps.
I have found Claude tends to produce better quality and more reliable written output than ChatGPT and is more accurate on word-count instructions, which is important for SEO.
1. Start with a list of questions
Upload the transcript to Claude (you can simply drag/drop the transcript) and run this prompt, replacing the [square bracketed] terms with your own language:
"I am a real estate sponsor who wants to raise equity capital from accredited investors for [multifamily] real estate acquisitions.
To do this, I need to create articles for my website that attract, nurture, and convert prospects into becoming active repeat investors with me.
Attached is the transcript of me discussing my unique views about [topic].
Please review the transcript and come up with a list of questions that investors who are inclined to trust me with their money but who remain skeptical might ask that I have answered in the transcript.
Format the questions to be SEO friendly."
You will likely get a list of questions similar to the ones you used to generate the transcript, but the list will be refined based on your own responses.
2. Generate some content ideas
Once you have that list, run this prompt:
"I want to create articles that are no less than 1200 words long.
Consolidate the questions above into article outlines that have coherent theses.
How many articles can we derive from this one transcript, and what would the titles of those articles be with subheadings?
Ensure the article titles and sub-headings are optimized for SEO."
Once you have your list of content ideas, you can begin to formulate final articles.
3. Start writing final article drafts
Use this prompt to take the next step:
"Start with article suggestion [1] and write an article with that topic and sub-headings with no fewer than 1200 words.
Be sure to use the following style guide: Use the first-person plural form, i.e., instead of talking about [company name], say 'we' or 'our' or 'us,' etc.
Repeat this rule for instances where you might otherwise use 'me' or my name.
Make sure the article does not read like a news media article; it should read as though my company were talking directly to a highly educated reader, explaining what it does."
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Step 4: Refine and publish
Now you have an article derived from your own words that incorporates your unique perspective it is time to fine tune.
Take the article Claude generated and edit it to make sure the nuances are accurate and that it reflects your thinking precisely.
Then get it up on your website being sure to code the headings appropriately using H1, H2 headings etc., and create some meta-data using a plugin like Rank Math to optimize the page for SEO.
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Well done!
You now have a high-value article designed specifically to attract, nurture, and convert prospective investors.
You've written this article the right way because:
- It perfectly reflects your perspective and is authentically you.
- By creating authentic content, you maintain consistency in messaging, which is vitally important for converting prospects.
This is important because:
If your messaging is inconsistent, investors will sense something is 'wrong' and be less inclined to trust you.
- When they do 'meet' you in person (either on a phone call, Zoom call, or when you host a webinar), and the content they have consumed that led them to meet with you does not reflect the real you, they'll run away and never come back.
And you may never know why.
- Your investment thesis is unique to you.
It is the only thing that sets you apart from your competition.
Only a tiny proportion of the potentially millions of people who see your content will invest with you.
They will love everything you say and do and will be anxious to invest with you.
They are the ones that will change your life.
- It's really easy to do!
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That's it, now all that's left is that you give it a whirl and, most importantly, have fun using these tools!