“Juniper Square has improved our business and allowed us to scale efficiently. Previously, it would take 30 to 60 days to raise capital, now we can do it in under a week. We’re able to provide more transparent reporting, which deepens relationships with our existing investors. And we can demonstrate to prospective investors that we take the investor experience seriously, which builds that relationship and wins trust. All that allowed us to have our best year ever.”
Impressive Investor Experience
“Investors today expect a certain standard of service. One of the ways you can do that is by being thoughtful about their time, whether that’s in how you run subscriptions, process distributions, or respond to their questions. Our goal is to deepen investor relationships and make their experience the best it can be. We offer an unparalleled commercial real estate investment opportunity, so we want to make sure that the way our data and underlying opportunities are presented reinforces that. Juniper Square allows us to do that—and it’s worlds apart from where we used to be, both functionally and in how we are representing our brand.”
“We can grow our team smartly because our operations and investor relations are streamlined. When I first got into this business, the solution was to throw bodies at a problem. With Juniper Square, that’s just not necessary. And when we manage overhead effectively, we can continue to grow our business and provide more distributions to our investors.”
Founded in 2010, Excelsior Capital (Excelsior) is a Nashville-based real estate private equity firm that specializes in yield generation by focusing on stabilized income and capital preservation.
Excelsior’s strategy centers around the belief that real estate assets are undervalued in secondary markets that possess strong underlying economic fundamentals. They target stable assets that are located in healthy submarkets and have a strong history of occupancy. To capitalize on this strategy, the Excelsior team, which has more than 80 years of combined real estate investing experience, focuses on assets in the $10M-$25M range, which are often overlooked by institutional investors.
Today, Excelsior manages more than $130M in assets for 250-plus active investors with properties in Tennessee, Texas, Florida, Ohio, Kansas, Virginia, Georgia, and Michigan.
When Excelsior first got its start, they raised blind pool commingled funds. A few years later, they transitioned to doing purely deal-by-deal syndication, working with accredited but non-institutional investors. Since Excelsior became a pure play syndication platform, one of the things that Founder and President Brian Adams wishes he had done sooner was to better understand and address the amount of time, energy, and resources that investor relations, marketing, and reporting were taking.
“It was one of the biggest hindrances in terms of running the company—and one of the most important in terms of driving its success,” Adams says. “It wasn’t until I sat down and really listened to what my investor base wanted that I was able to grow the company. For a long time, I was just doing what I thought was interesting or what I thought the right thing to do with the company was. Once I started hearing my investors and understanding what they wanted their experience to look and feel like—down to the smallest minutiae—that’s what really allowed us to scale.”
Once Excelsior identified the need to amp up their investor experience, one of the first things they did was to send out an RFP looking for the best investor relations platform out there. And that’s how they connected with Juniper Square.
SEARCH FOR A SOLUTION
To take that next step forward, Adams knew they needed to find a solution that would allow them to deepen their relationship with existing investors, but also broaden their investor network. “We’re focused on the experience from the moment an investor initially connects with us—whether that’s on LinkedIn, or they hear one of us on a podcast, or visit our website, or sign up for our newsletter—until they come in on a specific opportunity and as long as they invest with us. We want to make sure that we’re being empathetic to their needs, their requirements, and, quite frankly, their time every step of the way.”
Echoing Adams, COO Jarrod Arnold said, “We’re on a mission to continually improve the investor experience. We want to ensure that the information we’re putting out is top notch. To do that, we’re focused on easing common investor pain points, including making it easier to communicate with us, execute documents, access reporting, and interact with and understand the investment information that we’re providing.”
“We talked to every GP and sponsor in our networks and everyone came back with the same recommendation: Juniper Square was best in class,” Brian says. “We did our homework and realized that Juniper Square was the way to go.”