Mastering the Art of Outsourcing: Marketing and Research
INTRODUCTION
In today’s competitive real estate investment landscape, institutional managers increasingly turn to outsourced partners for design, public relations (PR), customer relationship management (CRM), research and thought leadership support. These functions are critical to building a credible brand, engaging investors and communicating strategy effectively. Outsourcing allows firms to focus on their strengths while accessing specialized expertise, modern tools and scalable solutions that enhance visibility and the client experience. At Alliance Global Advisors (Alliance), we advise investment managers to evaluate when and how to bring in these partners to support growth, strengthen market presence and align with broader strategic goals.
As investment managers consider how best to position their firms in a competitive capital raising environment, it is important to understand how investors evaluate brand, messaging and communications. To provide real-world insight, we spoke with John McClelland, retired Principal Real Estate Investment Officer at Los Angeles County Employees Retirement Association (LACERA), who sat on both the GP and LP side of the table during his career. He shared his perspective based on decades of experience underwriting investment managers. We thank John for his thoughtful responses to our questions about the importance of message consistency, brand alignment and the role of external partners in supporting communication strategies.
DESIGN, PR AND BRANDING SERVICES
Design, PR and branding have become essential components of a modern real estate investment platform, particularly as firms seek to differentiate themselves in a crowded marketplace. Inconsistent messaging can dilute an otherwise compelling story and raise concerns with investors. When internal resources are limited, engaging third-party specialists can help ensure consistency across visual identity, messaging, media relations and audience segmentation, enhancing credibility across all investor touchpoints.
As managers aim to position themselves as market leaders and communicate effectively with institutional and private wealth audiences, outsourcing these functions can enhance visibility, support thought leadership and strengthen trust through third-party validation. In an increasingly competitive capital fundraising environment, strategic brand communication is imperative.
Branding: Establishing a cohesive and professional message across all investor-facing materials is vital. A strong brand articulates a firm’s mission, values and investment philosophy in a way that resonates with investors. Without it, even high-performing managers can struggle to stand out. Branding ensures that all communications—from pitch decks to websites—speak with a unified voice. Lucidpress’ 2024 Brand Consistency Report states that consistent brand presentation across all platforms increases revenue by up to 23%. Consistency builds trust, fosters recognition and provides scaffolding for everything from media interactions to capital raise roadshows.
Key Services Provided:
Brand Strategy and Positioning: Defining differentiators, mission and values to guide all investor materials
Messaging Framework: Translating brand into clear, consistent messaging across decks, sites and internal and external communications
Voice and Tone Development: Establishing a consistent and recognizable communication style
Visual Identity Systems: Applying cohesive design elements systematically to ensure brand recognition and professionalism
Design: Design is where the brand becomes tangible. From websites to investor reports to presentation decks, good design reinforces professionalism and elevates perception. Inconsistent or outdated design can weaken credibility and confuse stakeholders. The 2025 Preqin Survey reports that firms with strong, recognizable visual branding are 2.5x more likely to be considered for mandates by institutional investors. Design makes information accessible and engaging, especially when dealing with complex investment strategies. It’s often a prospect’s first impression and can be a differentiator in an increasingly visual world.
Key Services Provided:
Visual Identity Development: Creating cohesive design systems to ensure brand consistency and professionalism
Website and Digital Platform Design: Building modern, accessible websites and investor portals that reflect credibility
Investor Facing Marketing Materials: Designing decks, reports and two-pagers to support fundraising and engagement
Infographics and Visual Data Storytelling: Visualizing complex data to enhance clarity and communicate insights effectively
Public Relations: PR drives visibility and builds third-party validation. Through media coverage, conference participation and strategic campaigns, it positions managers as thought leaders and signals institutional credibility. NAREIM reported that 70% of real estate investment managers report that positive media coverage directly led to new investor inquiries or capital commitments. In an environment where perception influences capital flows, media presence and external validation can play a critical role in both raising and retaining institutional interest.
Key Services Provided:
Press and Media Relations: Securing industry coverage to elevate visibility, credibility and third-party validation
Corporate and Asset Level Communication: Sharing consistent updates on firm, fund and asset-level developments
Thought Leadership and Research Distribution: Promoting executive insights via articles, podcasts and white papers
Event Promotion and Strategic PR Campaigns: Driving awareness and engagement around fundraises, events and conference appearances
Crisis Communication: Protecting the firm’s brand and stakeholder trust during reputational events and market disruptions
What to Evaluate when Evaluating an Outsourcing Provider:
Industry Expertise: Experience working with real estate and private markets firms, with relevant case studies
Impact Metrics: Demonstrated success supporting capital raises or brand initiatives, measured by media impressions, LP engagement or digital analytics
Engagement Models: Flexible offerings, including both retainer-based and project-specific engagements
Cost Structure: Monthly retainers typically range from $10K–$30K; project-based work may range from $25K–$100K+, depending on scope
Brand Dilution Risk: Over-reliance on external partners without clear internal alignment can lead to messaging that feels generic or disconnected from the firm’s strategy and culture
Alliance Perspective: Outsourcing design, PR and branding is a strategic decision that hinges on a manager’s growth objectives, internal marketing capabilities and the need to differentiate in a competitive capital-raising environment. As investor communications become more sophisticated and brand perception plays a greater role in fundraising success, managers must evaluate whether specialized external partners can better support their visibility, credibility and engagement goals. Alliance Global Advisors has researched the firms in this space and can help managers navigate design, PR and branding specialists.
CRM AND INVESTOR RELATIONSHIP MANAGEMENT PROVIDERS
CRM and relationship management systems, like Salesforce, HubSpot, Juniper Square and Yardi, have become a cornerstone of investor engagement for real estate investment managers. They offer centralized tools to streamline relationship management, capital tracking and fundraising workflows. As firms grow in complexity and scale, CRM platforms provide the infrastructure to organize investor data, track pipeline activity and deliver consistent, timely communication across teams using tools like AI plug-ins, customization within the interface and integration capabilities. Additionally, some of these providers have a marketing automation tool that uses data from the CRM to create email campaigns to reach investors.
With investor expectations increasing for personalized outreach and transparent updates, CRM solutions can enhance efficiency and accountability across the capital raising and servicing process. Whether used to manage contact history, automate follow-ups or create performance dashboards, modern CRMs allow managers to deepen relationships and drive better fundraising outcomes.
Key Services Provided:
Contact & Relationship Management: Centralizing investor profiles, history and communication records
Deal & Pipeline Tracking: Managing prospect stages, capital commitments and fundraising progress
Investor Onboarding Workflows: Automating subscription processes, document collection and compliance steps
Capital Activity Tracking & Dashboards: Visualizing contributions, distributions and performance metrics for internal and LP reporting
What to Evaluate when Evaluating an Outsourcing Provider:
System Integration: Does the system integrate with fund administration, reporting or marketing platforms?
Configurability: Can it be tailored to the firm’s investment process, investor types and data taxonomy?
Implementation Timeline: What does onboarding involve, and how long does full adoption typically take?
Support Model: What level of ongoing training, technical support and updates are included?
Cost Structure: Annual fees typically range from $15K–$100K, depending on AUM, number of users and feature set; however, some providers have free options available for early stages of using a CRM.
Adoption Challenges: Without property change management, CRMs risk low adoption by investment and investor relations teams, limiting ROI. Ensure internal buy-in, adequate training and clear workflows.
Alliance Perspective: Outsourcing CRM and investor relationship management to a third-party platform is a strategic decision driven by the need for process standardization, scalable infrastructure and improved investor experience. As managers seek to professionalize communications and optimize internal coordination, purpose-built CRM tools can be pivotal in supporting investor confidence, fundraising momentum and long-term relationship growth. With in-depth research on CRM and investor relationship manager providers, Alliance is well-positioned to support managers in navigating outsourced solutions.
RESEARCH
Research and thought leadership have become powerful tools for differentiation as investors increasingly value insights. Real asset managers are increasingly turning to specialized providers to craft compelling narratives that reinforce their expertise and deepen trust with current and prospective investors. Research and thought leadership can be published or distributed through a variety of channels. Consistent, high-quality communication of research enhances a firm’s reputation and visibility in the market.
Outsourcing research for thought leadership creation allows internal teams to focus on strategic relationship-building while ensuring messaging remains consistent, polished and tailored to the target audience. Research pieces can include host written white papers, podcasts and investor presentations, and third-party research partners help managers establish authority and maintain a regular cadence of engagement across channels. The impact is measurable - 66% of institutional asset managers say that thought leadership is highly influential when awarding mandates. Additionally, 92% of marketers recognize content as a valuable business asset for driving long-term ROI. Currently, short-term video formats are producing the highest ROI. Thought leadership and research are a top differentiator for real asset managers and can directly influence investor trust and mandate decisions.
Key Services Provided:
Outsourced Articles, White Papers & Op-Eds: Developing long-form or short-form content that articulates investment perspectives and industry insights, through co-authoring, ghostwriting or other for-hire arrangements
Thought Leadership & Market Research: Leveraging data and insights in maintaining consistent communication and top-of-mind presence with investors, consultants and prospects
Investor Presentation Enhancement: Enhancing pitch materials with key analytics and insights to include compelling narratives and clearly support messaging
Podcast & Video Support: Enhance multimedia content with research to ensure credibility of the manager in front of an extended audience
What to Evaluate when Evaluating an Outsourcing Provider or Partner:
Editorial Process: How collaborative is the provider in aligning research and thought leadership materials with your team’s voice and strategy?
Content Performance Metrics: What kind of ROI or engagement (e.g., views, clicks, LP inquiries) is tracked and/or enhanced?
Distribution Capabilities: Does the provider offer media partnerships or material distribution support?
Tone Customization: Can messaging be tailored for different investor/key stakeholder segments and communication formats?
Cost Structure: Monthly costs typically range from $3K–$20K depending on the scope of writing, production and distribution; pricing is often bespoke and customized to a manager’s needs.
Message Misalignment: If external partners lack domain expertise or context, content may come across as generic or inconsistent with the firm’s investment philosophy, potentially eroding credibility rather than enhancing it. Alignment of intentions and true collaboration is critical.
Alliance Perspective: Outsourcing research to produce thought leadership is a strategic move for firms seeking to elevate their profile without overextending internal resources. As content becomes a core part of investor engagement, the ability to deliver insightful, targeted and well-produced communications can significantly enhance market perception and fundraising success. Alliance brings insight into the landscape of outsourced providers and can help managers make informed decisions on research and thought leadership partnerships.
EXPERT Q&A
Alliance interviewed John McClelland, retired Principal Real Estate Investment Officer at Los Angeles County Employees Retirement Association (LACERA) to gain insights on outsourcing marketing functions.
Q: Why is it important for an investment manager to have a clear, consistent and cohesive marketing message when engaging with institutional investors?
John McClelland: Investors are inundated with marketing proposals. Anything but a clear and concise message will not be favorably viewed and is destined to be rejected. Investors do not want to have to do any "heavy lifting" in order to figure out what the message is and how it might fit their needs.
Q: How does strong marketing and brand alignment influence your perception of an investment manager?
McClelland: It conveys a message that the manager has its act together. That should help them accomplish strong investment results.
Q: What impact does disjointed messaging (across pitch decks, websites and meetings) have on your evaluation of a manager?
McClelland: It tells the investor that the manager has too many "balls in the air" and/or is just fishing for anything that might fit in order to capture a capital commitment. An investor, and the consultant if being used, is going to ask questions from many different angles and perspectives, looking for consistency. If they don't find it, they are unlikely to pursue investing with the manager.
Q: In your experience, is there added credibility when a manager engages an outside firm to help develop a cohesive brand and communication strategy?
McClelland: No. It just means that they didn't have the internal expertise to develop it in-house. I have seen great in-house teams that do not need an outside firm. Smaller, emerging managers may be well served to engage an outside firm.
CONCLUSION
As real estate investment managers seek to elevate their brand, enhance investor engagement and deliver consistent, high-quality communications, investing in design, PR, CRM and research functions can be a key differentiator. For some, outsourcing specific components may offer an efficient path to scale and improved execution, especially when internal resources are limited. The decision to outsource should be made thoughtfully, carefully considering provider expertise, cultural fit and long-term value.
Alliance has interviewed and worked alongside a wide range of outsourcing specialists. Through these engagements, we’ve developed a clear understanding of the provider universe. We help our clients assess internal capabilities and identify the right approach to support their long-term objectives. We tailor our solutions to each client’s unique platform, helping managers communicate with clarity, strengthen brand presence and compete more effectively for institutional capital. Interested in learning more? Let’s connect.
ABOUT ALLIANCE GLOBAL ADVISORS:
Alliance Global Advisors is a women-owned consulting firm focused on empowering the institutional investment community to elevate best practices. Advising clients with over $970 billion in assets under management, Alliance partners with organizations to provide an independent perspective and innovative approach to critical strategic initiatives. Our partnerships allow senior management teams to focus on what matters most: diligently managing client capital, creating value and delivering exceptional returns in a performance-driven market.
Disclaimer: This blog was originally published in June 2025 and will be updated periodically to reflect changes in the industry. The content may contain or cite personal and/or professional opinions that differ from the views of Alliance Global Advisors.