Turn Followers Into Investors: Using Email, Webinars and a Deal Page the Right Way
The compliant way to turn followers into real estate investors is a simple funnel: teach in public, invite interested people onto an investor list, host a live call about the deal, and send everyone to one deal page with the full terms. Each step has guardrails, and the whole thing assumes a 506(c) offering in which every investor is accredited and verified.
New to this? Start with our guide to how creators raise money from followers for real estate.
The funnel
The funnel has six stages, and each has a compliance guardrail.
| Stage | What you do | Compliance guardrail |
|---|---|---|
| Educate | Videos, posts and a newsletter on how syndications work | Teaching is fine; don't tease a live deal's terms |
| Build a list | An investor interest list with an accredited-only notice | Say clearly who the deal is for |
| Live call | A webinar or Q&A about the deal | Only under 506(c); present the same facts as the documents |
| Deal page | One link with terms, fees, risks and documents | Every viewer sees the same information |
| Verify | Each investor proves accredited status | Required before accepting money under 506(c) |
| Sign and fund | Subscription documents and escrow | Funds go to escrow, not to you |
Writing the emails
Emails should lead with facts, state who the deal is for and link to the deal page.
- Lead with the facts of the property and the plan, not hype.
- State plainly that the deal is for accredited investors only.
- Link to the deal page for terms, fees and risks.
- Avoid urgency that pressures people to skip reading. "Only three spots left" can be a problem if it isn't true.
- Don't promise returns in subject lines.
Running a live call
Run a live call in five steps and keep a recording.
- Start with who you are, your role and how you're paid.
- Walk through the same facts as the deal page.
- Take questions, and answer from the documents.
- Don't make individual promises or side agreements.
- Record it and keep a copy.
What not to do in DMs
Private messages can become evidence. Move questions about terms to the deal page or a call, and don't send individualized return estimates.
After the call
Send the deal page link, the verification steps and a reminder of the deadline. See investor updates for keeping people informed once they've invested.
Who this isn't for
This funnel isn't for sponsors raising under 506(b). A public webinar about a live deal is general solicitation, which 506(b) doesn't allow.
How DoorRaise helps
A DoorRaise deal page includes live call sign-up right on the page, so followers can register without an account. We check every investor's accreditation, handle e-signing and hold funds in escrow.
DoorRaise is for apartment buildings with 5 or more units. Start your deal or see pricing.
Related guides
These guides cover the next questions most readers have.
- Rule 506(c) for Content Creators: How to Raise From Accredited Followers
- Can Your Followers Invest Under 506(b)? The Substantive Relationship Test for Creators
- How Much Can a Creator Raise From Followers for a Real Estate Deal? A Funnel Walkthrough
FAQ
Can I run a public webinar about my deal?
Yes under 506(c), as long as every investor is accredited and verified. Under 506(b), a public webinar about a live deal isn't allowed.
Should I record the call?
Yes, and keep it with your offering records.
Can I offer a bonus for signing up early?
Talk to a securities attorney first. Incentives can create disclosure and broker issues.
What if someone asks for a guarantee?
Don't give one. Point to the offering documents and the risk disclosures.
Sources
- SEC, general solicitation
- SEC, Rule 506(c)
- 17 CFR 240.10b-5
- Pino v. Cardone Capital, Ninth Circuit opinion, Dec. 21, 2022
- DoorRaise, how it works
This post is general information, not legal advice. Talk to a securities attorney before you market an offering. DoorRaise is not a broker-dealer, investment adviser or funding portal.