Brand-Building for GPs: Playbooks to Raise Capital with Brand, Marketing, & Infrastructure

The capital raising environment has changed. Whether targeting high-net-worth individuals, family offices, or institutions, a GP’s brand plays a decisive role in whether investors choose them over the dozens of other sponsors in their inbox. Today, raising capital at scale means building trust through thought leadership, creating a repeatable marketing infrastructure, and managing investor relationships with the same discipline traditionally applied to asset management.

This two-part workshop highlighted the importance of brand in today’s real estate capital markets. Learn from successful sponsors who have built durable reputations, see how retail and institutional strategies increasingly overlap, and gain a blueprint for the infrastructure needed to scale.

• How investor expectations have shifted in the past five years
• Why thought leadership, storytelling, and visibility drive credibility
• Lessons from sponsors who have built brands that resonate across retail and institutional capital sources
• The differences (and surprising overlaps) between brand strategies for retail investors vs. institutional investors

• Real-world examples of sponsors leveraging brand to raise at scale
• How thought leadership translates into committed capital
• The role of niche positioning and using specialization as a brand strategy
• What worked, what didn’t, and how to apply these lessons