Raising capital for real estate projects is an evolving challenge in today’s digital world. Traditional methods like tapping into your personal network can only take you so far. To expand your reach and attract new investors, mastering social media is essential. Drawing upon years of experience in media production and marketing, Adrian Rae, founder of Heyraise, shares practical strategies to build trust and stand out on social platforms, ultimately accelerating your capital raising efforts.

Step 1: Embrace Your Role as a Content Creator

Most real estate professionals don’t start their journey thinking, “I want to be a content creator.” You’re likely juggling multiple roles: operator, syndicator, parent, and more. Content creation might feel unfamiliar or even uncomfortable, especially if your background is behind the scenes like Adrian’s, who spent 15 years in media production and agency representation.

However, the reality is that social media is now a necessary tool to raise capital. Gone are the days when simply presenting your deal was enough. Today, you need to capture attention, build relevance, and most importantly, establish trust.

Trust is the new currency in capital raising. It’s not about how many posts you push out but how memorable and authentic you are. Your audience needs to remember your name and face, and that comes from consistently showing up as a reputable source.

Step 2: Build Trust at Scale Through Parasocial Relationships

One of the most powerful concepts Adrian introduces is the idea of parasocial relationships. This term describes one-sided emotional bonds your audience develops with you through consistent and authentic online presence. In essence, people start to feel like they know you—even if they’ve never met you in person.

In the past, trust was built through face-to-face interactions and handshakes. Now, it’s often built digitally. Parasocial relationships allow you to scale this trust-building process, enabling investors to trust your judgment and approach before you even have a call.

"If someone trusts your direction, they're willing to follow you with conviction, not just consent."

This emotional alignment and relatability create emotional deposits that deepen trust. It’s not a manipulation tactic but a genuine way to connect by sharing your thought process, values, and operating rhythm.

Showcase how you choose properties, why you pick specific markets, and your journey in getting to the deal. Share your decision-making process, how you manage risk, and even how you recover from mistakes. Being human and relatable is key.

Step 3: Shift Your Mindset About Content

Content shouldn’t feel like a chore or a to-do list. Instead, it’s your most powerful trust-building asset. Many professionals struggle with putting themselves out there because it feels awkward or cringy at first. Adrian encourages you to lean into that discomfort because most people aren’t paying close attention—they’re focused on themselves.

Allow yourself to experiment, fail, and find what resonates. While AI tools like ChatGPT can help generate ideas or drafts, they shouldn’t replace your authentic voice. You must first understand how you write and speak, then use AI as an assistant to enhance—not replace—your unique perspective.

"Bad content is worse than no content."

Authenticity wins over robotic or overly curated posts every time. Your investors want to know you, not a sanitized corporate brand.

Step 4: Understand and Work With Social Media Algorithms

Each social media platform has its own algorithm that decides what content gets seen. Think of the algorithm as your boss at work—it determines if your efforts get promoted or ignored. Without the algorithm’s approval, even the best content can go unnoticed.

Adrienne highlights several key platforms and how their algorithms work:

• LinkedIn: Engagement in the first 90 minutes is critical. Meaningful conversations and authentic comments signal the algorithm to boost your post. Dwell time—the amount of time someone spends on your post or profile—is another important factor.

• Instagram: This platform acts as a visibility engine. Focus on feed posts, reels, and stories. Saves and shares matter more than likes. Reels once dominated, but carousel posts are making a comeback due to their ability to increase dwell time.

• TikTok and YouTube Shorts: These platforms push content to new, unbiased audiences before showing it to followers. This makes them excellent for testing hooks and ideas before posting on Instagram or LinkedIn.

• Twitter/X: A great place to test text-based ideas and hooks. You can repurpose successful tweets into Instagram carousels or LinkedIn posts.

Step 5: Use TikTok and Twitter as Testing Grounds

TikTok and YouTube Shorts offer a unique advantage: their algorithms don’t prioritize followers first. Instead, they distribute your content to a broad audience, providing unbiased feedback on what resonates.

Test different hooks, thumbnails, and captions by posting multiple variations simultaneously. Wait 24-72 hours to see which performs best, then repost the winning content on Instagram or LinkedIn to maximize engagement.

Similarly, Twitter (or X) is perfect for rapid-fire text experiments. Post ideas, captions, or hooks liberally. When you find what works, transform those posts into visual content for other platforms.

Step 6: Optimize Your LinkedIn Strategy

LinkedIn is often praised as a top platform for raising capital, but it’s also highly competitive. To succeed:

• Ensure your profile is complete and set to creator mode for better insights.

• Engage authentically within the first 90 minutes after posting—reply to comments, start conversations.

• Focus on meaningful engagement rather than generic AI-generated comments.

• Increase dwell time by creating carousel posts that encourage viewers to click through multiple slides.

• Maintain consistency with posting—about three times per week is better than sporadic bursts.

Even if your target investors don’t actively engage on LinkedIn, other capital raisers and syndicators do. Supporting each other boosts visibility and strengthens the entire community.

Step 7: Master Instagram for Visibility and Social Proof

Instagram excels as a visibility engine, where saturation and social proof are key. While it’s less about immediate conversions, it helps build your brand reputation and trust over time.

Key tips for Instagram:

• Choose one lead platform to focus your energy on, whether that’s Instagram, LinkedIn, or another.

• Experiment with formats: reels, stories, and carousel posts.

• Prioritize saves, shares, and watch time over likes.

• Create carousel posts with compelling visuals and text to increase dwell time.

• Use tools like Opus Clips to repurpose long-form content into short, engaging clips.

• Add subtitles and hooks to all videos for better engagement.

Don’t be afraid to try different styles. Track your analytics to see what resonates and lean into those formats.

Step 8: Create a Two-Way Conversation

Remember that social media isn’t just broadcasting—it’s a conversation. Talk with your audience, not at them. Imagine you’re speaking to one specific investor when creating content. This personal touch makes your message more relatable and impactful.

When followers engage—whether through comments or direct messages—be sure to respond. This engagement fuels the algorithm and deepens parasocial relationships.

Adrian shares a favorite quote from Zig Ziglar that perfectly captures the goal:

"If people like you, they will listen to you. If they trust you, they will do business with you."

FAQs

Q: What if I’m not comfortable on camera?

A: It’s normal to feel awkward at first. Start by sharing your thought process and behind-the-scenes insights in formats you’re comfortable with—text posts, voiceovers, or short clips. Remember, authenticity beats perfection.

Q: Should I be on every social media platform?

A: No. Focus on one or two platforms where your target audience is most active and where you feel comfortable creating content. Consistency on fewer platforms is more effective than spreading yourself thin.

Q: How often should I post?

Consistency is key. Aim for about three posts per week rather than posting a lot in a short time and then going silent. Use smaller posts, like Twitter updates or Instagram stories, to supplement your main content.

Q: Can I use AI tools like ChatGPT to create my content?

AI is a helpful assistant for brainstorming and drafting, but your final content should always reflect your unique voice and perspective. Avoid relying on AI to produce generic content, as authenticity is crucial for building trust.

Q: How do I increase engagement on LinkedIn?

Post content that invites conversation, respond promptly to comments, and spend time engaging with others’ posts. Increasing dwell time by using carousel posts and encouraging viewers to click through slides also helps boost visibility.

Q: What types of content work best on Instagram?

Currently, a mix of reels, stories, and carousel posts perform well. Focus on creating content that encourages saves, shares, and watch time. Visual storytelling and educational lists are especially effective in carousel format.

Conclusion

Raising capital in real estate today demands more than just solid deals—it requires building trust and relevance in a crowded digital space. By embracing your role as a content creator, leveraging parasocial relationships, and mastering social media algorithms, you can amplify your reach and attract investors who resonate with your vision.

Remember, social media is a dynamic game, always evolving with new algorithms and trends. Stay curious, test different formats, and most importantly, be authentic. Your unique perspective is your greatest asset in the capital raising journey.

Start today by choosing your platform, sharing your story, and engaging genuinely with your audience. The digital world is waiting to meet the real you.

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