Weiss Advice with Yonah Weiss

Why Cap Rates Alone Won’t Win the Day: A Conversation with Marisa Amirian

In the real estate world, focusing solely on cap rates in your emails isn’t going to excite anyone. At the end of the day, it’s the deals, the offerings, and the value you present that will truly make a difference. However, before someone decides to take action and push that button on your email, you need to have the foundational points established. As the saying goes, your network is your net worth.

Yonah: I’m Yonah Weiss, and welcome back to another episode of Weiss Advice! Today, I’m thrilled to be joined by Marisa Amirian, founder of CapBloom. Marisa, it’s great to have you on the show—how are you?

Marisa Amirian: I’m great, Yonah. Thanks for having me!

Yonah: Wonderful! We connected on LinkedIn a couple of years ago, and I’ve been impressed with your marketing expertise, especially your ability to craft compelling copy. I’m excited to have you share your insights with our listeners today. Can you give us a little background about who you are and what you do?

Marisa: Sure! My name is Marisa Amirian, and I’m the founder of CapBloom. My background is in technology—I’ve been in the field since the late ’90s, working in web development and software development. I spent several years at a niche corporate mergers and acquisitions law firm in Manhattan, honing my tech skills. Later, I transitioned into freelancing, focusing on marketing, social media, and website development.

Eventually, I started investing in real estate. After purchasing a few single-family rentals in the Philadelphia area, I joined a multifamily coaching program to learn about multifamily syndications and capital raising. As my friends in the program needed help with their tech stacks, I began assisting them with setting up CRMs, automations, and other technology solutions. This experience led me to create a business out of it—CapBloom was born, and now we help real estate investors streamline their capital raising processes with technology.

Yonah: That’s amazing! So, are you still involved in real estate investing, or has your focus shifted entirely to CapBloom?

Marisa: I’m fully focused on building CapBloom now, although I still invest as a limited partner (LP) in deals. I get to meet a lot of operators and learn about various deals, which is valuable. But my main business and focus are on growing CapBloom and helping investors with their technology needs.

Yonah: It’s fascinating to hear how you’ve combined your tech background with real estate. For many capital raisers, the tech side of things often gets overlooked or isn’t fully understood. What role do you think technology plays in capital raising, and how does it impact the process?

Marisa: Technology is crucial, but it’s often ignored by capital raisers who are more focused on networking and building relationships. My goal is to bridge that gap by providing the tools and systems that allow investors to automate processes, manage their pipelines, and ultimately make informed decisions without getting bogged down by the tech.

Yonah: For our listeners who might not be familiar with automation, can you explain what it involves and how it benefits capital raisers?

Marisa: Automations can range from sending automated messages to managing appointments and nurturing leads. For instance, we automate data collection from investors, such as finding out if they’re accredited or what kind of returns they’re looking for. This information is then used to tailor communications and track where each investor is in the pipeline. It’s all about making the process more efficient and data-driven.

Yonah: It sounds like technology, and data management are key to successful capital raising. But how do you balance automation with the need for personal interaction with investors?

Marisa: Automation is there to support the process, not replace it. We set up systems that ensure investors are nurtured and engaged through regular communication. But the ultimate goal is to get them on a call or in a meeting where real conversations happen. The tech is just a tool to get you to that point.

Yonah: That makes a lot of sense. Now, speaking of communication, you mentioned earlier how just talking about cap rates in emails isn’t enough. Can you elaborate on what you mean by that?

Marisa: Sure. If you’re only discussing cap rates and other data points in your emails, it’s not going to capture your audience’s interest. You need to provide value, tell your story, and engage with your investors on a deeper level. The real magic happens when you can present deals and offerings in a way that resonates with your audience, but you need to build up to that by establishing trust and credibility first.

Yonah: Great advice. On a related note, what are some common mistakes you see people making in their investor communications?

Marisa: One major mistake is not communicating enough. You need to regularly engage with your investors, even if you don’t have a deal to present. Another mistake is being too generic in your messaging. It’s important to tailor your communication to the specific needs and interests of your investors.

Yonah: Absolutely. Before we wrap up, Marisa, where can our listeners find you if they want to learn more about CapBloom or connect with you?

Marisa: You can find me at capbloom.com or connect with me on LinkedIn. I’m always happy to chat and answer any questions.

Yonah: Thanks, Marisa! This was a great conversation, and I’m sure our listeners learned a lot. And to everyone tuning in, remember—your network is your net worth. Thanks for joining us on Weiss Advice!