LPs used to diligence deals. Now they diligence the sponsor first, and they do it before you ever get on a call. A GP's LinkedIn feed, newsletter archive, and public track record have become part of underwriting, whether the GP has planned for that or not.
The JOBS Act made this unavoidable. 506(c) and RegA+ opened digital fundraising to sponsors who used to raise entirely through warm introductions, and the GPs winning capital today are the ones who've built a recognizable personal brand and a channel to distribute it.
This session helps you build a working profile of your target investor, a consistent voice, and a LinkedIn plan to start sourcing capital relationships via digital channels.
Paul is also a partner at PTB, a real estate investment banking boutique, and focuses on the intersection of capital markets, media, and alternative real estate. He has funded over $1B of real estate projects and platforms, and acquired and asset-managed over 8 million square feet of office, industrial, and multifamily assets in the US.
Contact the host →You'll learn how to
Get specific about who you're actually raising from
Map your target investor by background, what they read, where they spend attention, and what makes them say no before you ever pitch them.
Tell the difference between a credible GP brand and a promotional one
Identify what makes a sponsor's public presence read as trustworthy versus salesy, and where the line actually sits.
Read your own LinkedIn profile the way an LP does
Understand what a profile signals in the first ten seconds, and why most GP profiles undersell a strong track record.
Turn deal experience into content that isn't a pitch
Convert lessons learned, market calls, and deal specifics into posts that build credibility instead of reading as marketing.
Set a posting rhythm you'll actually keep
Build a cadence and a short list of content types that compound over months instead of demanding daily output.
What the workshop covers
Positioning
- Mapping your target investor: background, behavior, objections
- Auditing your current brand for inconsistency between how you present and who you're trying to reach
LinkedIn Execution
- What LPs actually check before a first call, and what reads as inexperience
- Content that performs with investors: market calls, deal lessons, track record, versus generic commentary
- Personal tone versus institutional tone, and where GPs get this wrong
Distribution
- A cadence that holds up without a marketing hire
- What to measure instead of likes and follower count
Exercises
Target Investor Profile
Build a working profile of who you're raising from: background, what they read, what they care about, what makes them walk away.
Brand Consistency Audit
Review your current public presence (LinkedIn, deck, website, whatever exists) against your target investor profile and flag where they don't line up.
Profile Rewrite
Rework your own LinkedIn profile against what the workshop covers on first impressions and credibility signals.
First 30 Days
Plan your first month of posts: what to say, how often, and which of the content types covered in the workshop fit your track record.
Format & access
One live session
Two hours, live on Zoom.
Four hands-on exercises
Applied to your own brand and profile.
Recording and materials
The recording, slides, and exercise templates are sent to all registrants after the session.
Frequently asked questions
I'm an emerging manager with no track record. Is this still relevant?
This may be most useful for emerging managers. If you're raising your first fund or still building deal history, brand and distribution are among the few levers you can pull before you have a long track record. The framework works whether you have 2 deals or 20.
Do I need a marketing background?
No. This is built for GPs, not marketers. If you can write an email, you can execute this.
I already have a brand and a LinkedIn presence. Is this only for people starting from scratch?
It works both ways. If you already have a presence, the audit and profile rewrite exercises are built specifically to find the gaps in what's already there.
Will the session be recorded?
Yes. All registered attendees get the recording, slides, and exercise templates after the session.
Is this relevant if I'm raising institutional or family office capital, not retail?
Yes. LinkedIn plays a role across retail, family office, and institutional capital, though how it's used shifts by investor type.
Hear from our alumni
"Brad and Paul opened my eyes to how real estate deals get put together, where incentives lie, and how we might create business cases for proptech and climate tech. Great stuff!"
"A perfect introduction to the most important real estate concepts, distilled down in the perfect way to absorb and retain. Paul and Brad clearly thought a lot about how to actually educate, not just data-dump the group."
"Excellent course that guides you through a fictional case study with detailed explanation of every single step for all personas at every stage of a real estate deal. I highly recommend enrolling."
"Huge thank you for an amazing five weeks. The 'Selling into Real Estate Owners' course content is a goldmine for anyone building or selling in PropTech, and the weekly cohort discussions are a rare chance to learn directly from peers."
"A collection of engaging and collaborative sessions on how to launch and structure a venture into real estate. Paul and Brad put on a great class with an even better collection of participants."
As featured in
Building an Investor-Ready GP Profile
Live on Wednesday, October 21, 12-2pm Eastern Time. $299.
Register for this workshopRecordings are sent to all registered attendees, whether or not you attend live.