8 Types Of Lead Magnets That Are Working Right Now For Investor-Buyers

As an investor, you’re probably marketing to attract two types of audiences: motivated sellers and cash buyers (or some version of those two).

Many motivated sellers are looking to get rid of their house right now, so you often need to connect with them to get the deal done ASAP. But cash buyers are a different story. Whether you’re a wholesaler or structuring syndicate deals, you need investor-buyers who want to invest (or invest into) your deal but they may not always be ready to go right away. And, chances are, if you serve them once then you’ll get to serve them again in the future.

For that reason, you need to nurture that investor-buyer relationship, and sometimes add them to your list before they are ready to do a deal.

That process works well with a lead magnet.

A lead magnet is a free piece of information that someone exchanges their contact information to receive. You’ve likely seen these around on many sites that offer a free ebook, free report, free newsletter, etc.

The cash buyer or investor-buyer shares their contact info (maybe their email and/or their phone number, and perhaps even other pieces of info) to get the information.

So, what should you offer to entice cash buyers or investor-buyers to share their info with you?

#1. Report

In the early days of the internet, websites promised a free newsletter or ebook as a lead magnet, and that was enough. People craved ebooks and those early lead magnets delivered.

People still crave information now, and ebooks are still useful, but the word “ebook” doesn’t pack as much power as it once did. The word “report” holds much more value than “ebook,” even though the content inside might potentially be the same thing.

Deliver a brief, actionable report on anything that your audience will find helpful and insightful. It could be a trend that you’re seeing or an analysis of an opportunity.

For example, some reports I’ve written for clients recently include: trends on where people are moving from one state to another, analyses of specific states and their growth prospects, or a prediction of how inflation is shifting the value of money and might happen in the future.

#2. Tools

No, you’re not giving out hammers and screwdrivers. A tool is anything that your audience might find useful to help them do something… and it should be related to what you do.

The simplest tool is a checklist of resources or websites that your audience might use. A more complex tool for advanced investors running a bigger operation might be something like an app, software, or calculator that your audience might use.

So, if you’re just starting out as a wholesaler, you might consider a list of resources that include books, due diligence calculators, or a checklist of sources to get money to fund deals.

Or, if you’re really advanced, you might consider giving access to a custom or white-labelled software so your investor-buyers can market their own deals or perform in-app due diligence.

#3. Webinar

Webinars can be time-specific (“Wednesday at 7:00 PM”) or they can be evergreen (pre-recorded and typically available on-demand or appearing as if they were live).

If you love to speak or present to an audience, and if you have a great visual component for your deal then this works well. A good example might be for a syndicator who brings a lot of investors into structured deals without a lot of variation between deals. Or, if you’re a wholesaler, you might consider a webinar that talks about the power of passive cash flow.

I like webinars as a lead magnet but they can also be time-consuming and effort intensive. If you’re afraid of getting caught up in “getting ready” to do a webinar and struggling to actually get it done, consider doing one of the other lead magnets instead.

But if you want to get started fast, the simplest thing to do is record a video of you talking as if you were doing a webinar, and then post it on a page on your website (and require cash buyers to sign-up in order to view that video).

#4. Case Study

Case studies are really powerful and under-utilized, yet I think they can be a great lead magnet.

Case studies are the perfect combination between a testimonial and actionable insight, and you can create several small case studies or one large one (although several small ones might be faster to execute on). Case studies are also great because your audience of prospective cash buyers see themselves reflected in the case study, and it increases the likelihood that they’ll do a deal.

Your case study should show what your cash buyer’s life was like before they did a deal with you, what it was like after, and how you helped them bridge the gap. At the end, include specific action points that the reader can take.

#5. Book

This isn’t just an ebook – it’s a print book. If you have a book that will resonate with your audience, it can be a great lead magnet… and here’s the great part: it doesn’t have to be entirely free.

While most lead magnets are offered for free, a book is often a “free-plus-shipping” model, which means that your prospective cash buyer might want the book for free but be willing to pay a few bucks for shipping.

You might get fewer cash buyers to start with (since there is a small financial component on the front end of this lead magnet) but those who sign up are much more likely to do a deal with you because they are already warmed up to your offer.

Of course, the first thing you need is a book, so if you want to try this lead magnet, better start writing!

#6. Challenge

Challenges were really popular in 2020, and early 2021; I’m seeing less of them now but that doesn’t mean they’ve completely disappeared.

A challenge is where you lead a group of people in a multi-day program where they try to accomplish something. At the end, you’ve built up some massive interaction and proof… and many of the participants will be warmed up and ready to do a deal with you.

You can run a challenge on a Facebook page or, better yet, in a Facebook group. This type of lead magnet can be effort-intensive but the audience could be really ready to do a deal at the end.

Wondering what kind of challenge to do? Well, it really depends on what kind of deals you do and what your audience needs: maybe read through an investing book together… or perhaps analyze people’s passive cash flow and build a strategy to increase it.

#7. Course

This one is one of my favorite lead magnets because you can build the marketing for it even before you’ve built any of the content. In this lead magnet, you’re basically offering some type of free training but it’s spread out over the course of a few days (5-10 days is ideal).

You can deliver it by email or video or both, and you don’t really need to start creating the course until you start getting subscribers!

Use the content you’ve built for some of the lead magnet above (such as the report, the case studies, and the webinar) but space it out over a few days. The other advantage of this strategy is: people watch for your emails and open them because they want the next lesson.

#8. Access To A Community

If you have a thriving community (such as a Facebook group) then this might work well. Basically, people are exchanging their information to be part of that community.

This works well when you’ve clearly defined who your audience is and how they can benefit by working with you, and if your community is active (which means you’ll probably want to actively manage your community to weed out the scammers while also encouraging interaction).

Summary

If you’re looking for cash buyers or investor-buyers, a lead magnet is a great way to get them to share their contact information with you. There are lots of different kinds of lead magnets out there but these 8 are the one that are working right now. Why not grab a couple of ideas and test them to see what entices your audience of buyers to share their contact information with you?!?