In the latest episode of the Raising Private Money podcast, Jay Conner, the Private Money Authority, embarked on an illuminating discussion with Jason Wright. Wright, a seasoned expert in digital marketing automation, shared his journey and deep insights into automating the capital-raising process—a vital skill for real estate investors looking to scale their business. Drawing from his experience working with 185 different capital raisers, Jason dissected the intricacies of building relationships and expanding one's network for automatic capital generation.

The Genesis of a Digital Marketing Expert

Jason Wright’s foray into digital marketing automation began serendipitously. Initially unaware of what capital raising entailed, his work with an early capital raiser led him to a burgeoning niche that lacked robust automated solutions. As opportunities mingled with curiosity, Jason's proficiency grew, enabling him to craft solutions to meet the capital-raising community's unique needs.

Diverse Asset Classes: One Size Does Not Fit All

Wright elaborated on the broad spectrum of asset classes his clients worked within. While multifamily units, self-storage, and RV parks are commonly associated with capital raising, the field is expansive. Single-family homes, hotels, car washes, and even almond farms have found their way into syndications. Jay Conner’s experience further highlighted the versatility within the field, reflecting on his history of single-family home investments.

Building Relationships: The Heart of Capital Raising

Automating the capital-raising process begins with understanding where potential investors can be found. Wright emphasized that LinkedIn remains the preeminent platform for accessing networks of accredited and non-accredited investors. Organic relationships, often built through personal networks, play a crucial role, though online avenues like YouTube, Facebook, and Instagram are also significant.

However, according to Wright, nothing trumps the efficacy of face-to-face interactions. In-person meetings, though less scalable, foster deeper connections. Once these connections are made, nurturing them through email marketing becomes paramount.

Crafting an Automated Marketing Funnel

Leveraging email lists is the cornerstone of Wright's automation strategy. On joining an email list, prospective investors enter a well-orchestrated sequence of communications. The process, often initiated by capturing a new lead through various forms on a capital raiser’s website, focuses on value-based engagement. 

Stage 1: The Welcome Series

This initial series, known as the "Welcome Series Automation," introduces new contacts to the capital raiser's story, wins, and value proposition without pitching any investments. This phase is akin to the dating phase in a relationship—laying the foundation of trust.

Stage 2: Education and Engagement

Subsequent automated sequences provide deeper educational content about the investor's operations and motivations. Communication shifts from pure storytelling to nurturing curiosity and interest in the investment opportunities ahead.

Stage 3: Call to Action

After roughly a week, the automation includes a call-to-action, often encouraging the prospect to book a call and delve deeper into potential investment opportunities. It's a meticulous journey designed to transition a cold lead into a warm prospect.

The Power of Multi-Modal Communication

While written emails form the core of the communication strategy, Wright utilizes varied formats, including videos, text messages, and even ringless voicemail drops. Engaging on multiple fronts increases the chances of maintaining top-of-mind awareness, which is critical in a market inundated with continuous marketing content.

Achieving Hig