Helping Penn Capital Raise $6.5M in
2023 Despite Economic Uncertainty
In the face of early 2023’s deep economic uncertainty, we had a mission: support Penn Capital, Philadelphia-based private equity luminaries, in quickly raising $6.5M from Accredited Investors.
The goal was to fund the acquisition of Creekside Athens, a 98-unit multifamily property in Huntsville, AL.
Challenge
- Generating brand new, eager Accredited Investor leads from diverse advertising platforms such as Facebook, Instagram, LinkedIn, and Google.
- Fostering and nurturing these new connections, with the goal of transforming a “lead” into a committed Penn Capital investor.
- Using email and text messaging effectively to communicate the value of the opportunity to Penn Capital’s existing database of accredited investors to encourage new and additional investment
To meet these challenges, we leveraged in our messaging the most appealing qualities of the opportunity in the ads, social media posts and in emails and texts we created. To speak to widespread investor uncertainty, we further emphasized the capital-protective foundation of the acquisition while making clear the excellent likelihood of attractive returns.
We then launched a nationwide marketing campaign targeting Accredited Investors that included:
- Creating and running paid advertising on Facebook, Instagram, LinkedIn, and Google, using careful audience targeting
- Deploying an array of email and SMS marketing campaigns to existing and new prospects
- Producing and distributing long-form articles and engagement-boosting organic social media content
Outcome
Over 200 promising new Accredited Investor leads generated.
We also combined our lead-generating activities with relationship-building nurture campaigns. Regular updates, educational and inspirational emails and texts plus interactive webinars kept current and potential investors engaged.
Despite the macro-economic challenges we faced, these strategies and systems were able to bring $6.5M of Accredited Investor capital through Penn Capital’s door in time to complete the acquisition as scheduled.
Today we continue to work with Penn Capital to help them attract new investors and maintain excellent relations with their existing community of investors.
“I count on Lightmark to help me attract and nurture potential limited partners – and keep our current investors engaged. I consider them our marketing partner.”
~Percy Nikora, Principal, Penn Capital
About Penn Capital
Penn Capital is a Philadelphia based real estate private equity firm that focuses on investing in multifamily properties across up-and-coming MSA’s before they appear on the institutional radar. With over $175,000,000 in assets under management, Penn Capital prioritizes preserving their investors’ wealth and providing access to returns that were once reserved for institutional investors.