Turning investment dreams into reality
- Identity Design
- Brand Strategy
- Lead Generation
- Web Development
- Sales Funnel
- Lead Magnet
A need for change
Curating multifamily communities in strategic locations with desirable amenities and affordable rents is the key to successful operation in the multifamily housing game. Tenants and property managers both enjoy the benefits of a well-designed and effectively maintained housing facility.
Investors, on the other hand, need opportunities led by credible, experienced principals and featuring a strong roadmap to reliable returns and minimal stress over day-to-day operations.
Expertly creating a nuanced middle ground where these two needs meet is the everyday art practiced by the professionals at Spindrift Capital Partners.
When Spindrift Capital Partners decided to expand their networks and look for new investment partners, they were referred to Up n Up by other investment syndicates who knew that they could expect a top of class result for their investment in brand and technology.
Innovation empowers expertise
The transition from a close, private group to a larger syndication network servicing broader audiences is not a fast or simple one. Because of previous experience with investment groups, Up n Up was able to quickly identify Spindrift’s needs and develop a roadmap that incorporated all of the key objectives important to Spindrift’s executive leadership.
Up n Up formed a team including visual design specialists, web development experts and copywriters to meet all of Spindrift’s needs.
First the company’s brand identity was formalized, including voice development, based on their existing documents and communications. Color palettes for digital and print, fonts and more were all put into a brand guide, and this informed next steps for the project’s marketing team as well as providing clear instruction for other 3rd party contractors and developers.
Once Spindrift’s brand identity was formalized, completion of the website didn’t take long. Overall design of the website had already begun while branding was in development and the new standards were quickly applied to the basic website. Spindrift’s website was envisioned and created to give them someplace to showcase their favorite investment projects from the past, as well as to communicate with their existing investor network, property management contractors and community residents.
Pitch decks were designed for making investor presentations and reports, along with a series of publications culminating in a 60+ page ebook asset written and created to generate new contacts who could then get to know the company’s principals and possibly consider investing over the long term.
Unique challenges, unique solutions
Because investment firms and syndicators like Spindrift operate under strict regulatory restrictions, their needs are uniquely different from those of many other companies. The SEC prohibits the use of the kinds of lead generation funnels most commercial enterprises employ to generate leads and sales.
Most marketing firms specialize in “one-size fits all” solutions. Standard digital sales funnels are the clearly proven winner for most companies, and not all marketers understand how to win at a different game. So investment firms are often forced to make significant financial outlays to access the network expansion capabilities of a company that specializes in curating investor networks, then partner separately with a marketing firm to develop their website, brand and presentation materials (as well as to keep these updated over time). Not only is this more burdensome financially, it creates a much more complex and time-consuming approach to marketing.
When they learned of Spindrift’s unique needs, Up n Up assigned one of their experienced business consultants to the project.
Through extensive consultation with the company’s top leadership, it was decided that rather than focusing on traditional lead generation by funnel, Spindrift would focus on building relationships with already qualified investors and investment groups. These relationships became a community by which the principals at Spindrift had the opportunity to meet and correspond with a wide variety of investors from different backgrounds. Through this process, closer personal relationships were formed over time and Spindrift’s leadership was eventually able to identify several of those now-established relationships as qualified investors to whom offerings could be circulated.
Rather than a funnel, Spindrift built a community. A place where friends, associates and partners could meet, discuss their goals and hopes, and learn more about each other in order to form more meaningful teams and take on even bigger and more exciting new projects.
"I looked over the completed work and have no comments. You NAILED IT!"
Gerard O'Sullivan
Principal / Founder
A meaningful result
With a powerful, dynamic new brand identity in place and a growing community intended for nurturing the unique kinds of relationships an investment firm requires, Spindrift was ready to expand!
Over the following months several new investments were syndicated and the principals at Spindrift learned to navigate their new network expansion tools.
Since partnering with Up n Up and making our company a long-term part of their team, Spindrift has more than doubled the number of investments in their portfolio, and substantially grown their network of qualified investors.
They even partnered with members of their new investor community to expand their focus from only investing in traditional multifamily developments, to making substantial inroads into the booming new market in mobile home community development and renewal. These kinds of investments are the perfect opportunity for junior associates and qualified investors at Spindrift to easily get in on the action!
