Focus Areas

Real Estate Investment Trust (REIT)

Marketing materials for public, private and non-traded REITs each have unique requirements specific to the investment vehicle and compliance regulations. Darien Group develops materials that comply with the appropriate regulations while illustrating compelling value propositions to investors.

Darien Group owns specialized experience producing digital presences and collateral for REITs, including non-traded and private REITs. We bring our core expertise in fund marketing materials to this particular segment of the real estate investment industry. Our goal, as always, is to help our clients raise capital more confidently and more efficiently.

 

REIT Websites

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An effective REIT website must serve the same purposes as an effective site for a private equity real estate fund. A strong site will detail its funds’ missions, their investment strategies and processes, and their management teams. Calls-to-actions for prospective investor visitors to the sites should be clear and easy to find.

Unlike many private equity websites, a REIT website’s copy must be written with RIA and individual investor audiences in mind. The website cannot assume the same degree of subject matter knowledge that a more institutional investor-focused site may. As such, the REIT manager should be measured in its use of industry-specific terminology and jargon throughout their REIT website.

It is critical for any REIT website developer to work efficiently with the REIT manager’s legal counsel to install all necessary disclosures so that the site is compliant with REIT regulations. These disclosures are often formatted as pop-ups or footers on relevant pages. Savvy development and design teams can craft these necessary messages in such a way that they do not detract from the overall REIT website visitor’s user experience (UX).

Starwood Real Estate Income Trust Website

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REIT Brochures

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REIT brochures can be somewhat formulaic in their content inventory and organization. The same justifications for an individual investor to include a REIT in his or her investment portfolio apply rather consistently from REIT to REIT. And the same regulatory requirements that apply to REIT websites also make the structuring of a REIT brochure somewhat rigid.

It can, therefore, be very valuable to employ narrative and design talent to help a given REIT brochure differentiate itself from its competitors’ materials. Creativity in copywriting, exhibit formatting, and overall visual brand can push a REIT brochure ahead of the pack and cause RIAs and prospective investors to remember the messages contained within.

Vukota Apartment Fund I Brochure

Vukota Apartment Fund I Brochure

Vukota Apartment Fund I Brochure

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REIT Investor Presentations

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REIT investor presentations or ‘pitchbooks’ are key tools for REIT sales teams and broker-dealers to illustrate to target RIAs and other advisors the selling points of a given vehicle. Just like the investor presentation document for a private equity fund, a REIT investor presentation should aspire to deliver information in a concise, and compelling manner.

REIT investor presentation documents are most effective when copy is brief and to-the-point, so that the document does not compete with the fundraiser in a given pitch meeting. Experienced pitchbook production teams can also increase the documents’ potency by formatting REIT exhibits clearly for easy comprehension, and by giving REIT presentations an attractive aesthetic that offers positive brand associations.

Starwood Real Estate Income Trust Investor Presentation

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REIT Tearsheets

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REIT tearsheets are another important leave-behind document. A REIT sales team can offer digital or printed REIT tearsheets to RIAs for distribution to their client base.

The short format of REIT tearsheets often impels document creators to cram as much information as can possibly fit into one or two pages. This is a mistake that leads to messy, illegible REIT tearsheets.

Rather, the relevant REIT communications team should distill their REIT’s message down to the most concise and insightful possible headlines and exhibits, and then lay that content into a logical, simple plan that communicates effectively on their behalves.

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