Streitwise

Overview

Streitwise offered an Office REIT to retail investors under Reg A+, open to investors of all wealth levels since 2017. When I joined as Marketing Director in April 2018, the REIT had a small base of early investors and little marketing traction. From 2018 through 2022, it raised over $20M from more than 1,500 retail investors, with five consecutive growth years.

I led marketing and fundraising for the REIT, and later for the multifamily syndications Streitwise offered with Tryperion Holdings.

The challenge

A promising REIT with few investors

When I joined, most of the REIT's early investors came from close personal networks. The agency handling its marketing had produced few qualified leads and fewer investments.

The company needed more than campaigns. It needed clearer positioning, a stronger brand, a website built for lead capture, compliant lead generation, email automation, partners, paid media, investor education, and a better experience after sign-up. The product was also a long-cycle decision: a non-traded office REIT that investors had to understand and trust before committing. From 2020, the office market itself was under pressure.

Goals and scope

The playbook

The investor acquisition system I built

1. 01

   Rebuilt the brand and the positioning

   I led the rebrand from "stREITwise" to "Streitwise": a cleaner name, a new visual identity, and investor messaging built around passive income from commercial real estate. As Streitwise added offerings, I repositioned it from a single REIT into a marketplace that could serve both retail and higher-net-worth investors.

   

   

2. 02

   Rebuilt the website around lead capture and education

   I redesigned the website to capture sign-ups and explain the offering, and later rebuilt it to speak to accredited, family office, and institutional investors as well as retail investors. Content, SEO, link building, and paid search brought in the traffic. Heatmaps and conversion data showed what to change on the page, and I worked with the executive team to simplify sign-up and add auto-invest and dividend reinvestment.

   

   

3. 03

   Built the CRM, the nurture sequence, and sales follow-up

   I built a HubSpot CRM to prioritize investor leads, record conversations, and connect marketing interest to direct outreach. Automations kept existing investors out of lead sequences and moved prospects into an education series on dividend reinvestment, alternative assets in a recession, and investing through an IRA.

   I personally called priority prospects and coordinated a small contracted calling team. My own calls converted more than $2M in REIT investments during my tenure, part of the Office REIT total rather than additional to it.

   

   

4. 04

   Built a partner program with 200+ publishers and creators

   I built an affiliate and media partner program with more than 200 partners, including Business Insider, Forbes, Yahoo Finance, The Motley Fool, and US News. It brought in 349 new investors. Reviews and rankings gave an unfamiliar product third-party credibility, and live interviews with financial creators put the Streitwise CEO in front of new audiences.

   Major partners included

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5. 05

   Measured paid media to funded accounts, and went local

   Google Search captured high-intent searches such as "passive real estate investing," with branded and non-branded campaigns run separately and display retargeting behind them. Meta built and reengaged audiences, segmented into new prospects, researchers, and returning visitors. Microsoft Ads, YouTube, native ads on Yahoo and Taboola, and programmatic ads on The Trade Desk each had a specific job. Conversions were tracked through to funded accounts, so budget followed investments rather than clicks.

   In July 2022, a Meta campaign built on refreshed dividend and NAV messaging and CRM-based audiences was attributed $418K in new investor capital. Near the REIT's buildings in Midtown Carmel, Indiana, geotargeted ads and direct mail sent local residents to a dedicated lead funnel.

   

   

6. 06

   Made it easier to stay invested and add more

   In 2021 I worked with a developer to launch the Streitwise iOS app alongside a new investor portal, so investors could check holdings, read statements, and add funds. I also led the issuer-side move of the REIT's transfer agent from Computershare to Securitize, covering partner testing, implementation decisions, investor communications, and the portal. The move put the REIT's share records on Securitize's blockchain-backed infrastructure. Separately, investors gained the option to pay with Bitcoin or Ethereum. My role was product and operational leadership, not engineering.

   

   

7. 07

   Kept shareholders informed through the office downturn

   Covid-19 hit office real estate hard, and the REIT lowered its share price and dividend twice. I led investor communications through that period: portfolio updates, redemption strategy, webinars, and investor support. Redemption and sale requests stayed at roughly 12% of shareholders from 2020 to 2023.

   Each year I also wrote the annual meeting webinar content, worked on the presentation script with the Board, and ran the shareholder voting outreach needed to reach quorum. The REIT met quorum every year I ran it.

   

8. 08

   Added Reg D syndications for accredited investors

   As office real estate struggled, I worked with the C-suite to add multifamily syndications from Tryperion Holdings, the private equity firm behind Streitwise, under Rule 506(b) and Rule 506(c). I built accredited-investor qualification flows and retargeting with webinars and deal previews, working with legal on each offering. I led the marketing strategy for the syndications, which recorded $8.35M in investor commitments: $4.53M under Rule 506(b) in 2022 and $3.81M under Rule 506(c) in 2023.

   

Key moves

What changed

1. The rebrand from "stREITwise" to "Streitwise," then a shift from one REIT to a marketplace of offerings
2. A website rebuilt for lead capture, with heatmaps and conversion data guiding changes
3. CRM workflows that kept investors out of lead sequences and moved prospects into education and sales follow-up
4. A partner program of 200+ publishers, reviewers, and creators
5. Paid media measured to funded accounts, plus geotargeted ads and direct mail near the REIT's buildings
6. Accredited-only Reg D syndications alongside the Reg A+ REIT

Results

The numbers

Each figure comes from my reporting as Streitwise's Marketing Director. The July 2022 figure is capital that Streitwise's reporting attributed to one campaign.

• $6M+

  Office REIT investments in one year

  2022, part of the $20M+ total

• $418K

  New investor capital attributed to one Meta campaign

  July 2022, part of the 2022 total

• $9.6K

  Average initial investment

  2022, up from about $4.5K in 2020

• 349

  New investors through the partner program

  Program total since 2018

• 200+

  Media and finance partners

  Program total since 2018

• About 12%

  Shareholders requesting redemption or sale

  2020 to 2023, through the office downturn

Results in detail

What the numbers mean

The $20M+ from more than 1,500 retail investors covers 2018 through 2022, five consecutive growth years, not my whole tenure. It is a cumulative offering total. 2022 alone brought in over $6M.

The $8.35M in investor commitments to the multifamily syndications in 2022 and 2023 came from separate Reg D offerings. It is not part of the Office REIT total.

The average initial investment rose from about $4.5K in 2020 to $7.2K in 2021 and $9.6K in 2022. It is not a marketing-attributed figure. During that period I also worked with the executive team on minimum investment thresholds.

Redemption and sale requests stayed at roughly 12% of shareholders from 2020 to 2023, through Covid-19 and two share price and dividend decreases.

Testimonials

From Streitwise's leadership and Forbes

Timeline

Streitwise timeline

1. 2017

   Streitwise opened its Office REIT to investors of all wealth levels, with an agency handling marketing.

2. April 2018

   I joined as Marketing Director and took over marketing.

3. 2018 through 2022

   Five consecutive growth years for the Office REIT: over $20M from more than 1,500 retail investors.

4. 2020

   Covid-19 lockdowns hit office real estate. Investor communications moved to updates, webinars, and redemption strategy.

5. 2021

   The Streitwise iOS app launched.

6. 2022

   Over $6M in Office REIT investments. Streitwise also expanded its offerings with a new Reg D 506(b) multifamily syndication, which recorded $4.53M in investor commitments from an accredited investor network.

7. July 2022

   A Meta campaign was attributed $418K in new investor capital.

8. 2023

   A new Reg D 506(c) syndication recorded $3.81M in investor commitments from the accredited investor network and public marketing.

9. December 2024

   I stepped down as Marketing Director and continued as a consultant.

10. November 2026

    I consulted on the annual meeting, saving Streitwise over $20K in annual meeting software costs.

Key learnings

Learning Experiences

1. Build the system before buying reach. The brand, website, CRM, and follow-up had to work before paid media and partners could pay off.
2. Measure to funded investments, not leads. Budget should follow the channels that produce investors.
3. An unfamiliar product needs third-party credibility. Reviews, rankings, and creator interviews did work that ads could not.
4. Existing investors are part of the raise. Clear communication through a downturn, and easy ways to reinvest, protect the base that later investments come from.