The Marketing Playbook Every GP Needs to Raise More Capital

From Ads to Assets: The Shift to Real Estate

Anthony cut his teeth running lead-gen campaigns for high-ticket coaches, fitness pros, and online courses. But when one of his clients asked for help raising money for a mobile home park deal, he saw the light.

The commission from that raise was larger than anything he had made from info products. More importantly, the people were different. Less fluff. More substance. He was hooked.

He taught himself the language of LPs. Built pitch decks that got funded. And designed marketing systems that let sponsors scale without being on the phone all day.

The Play: Marry Direct Response With Real Estate Trust

Anthony’s edge is his blend of copywriting and capital raising. He doesn’t just make sponsors look good. He makes them legible to investors who want clarity, simplicity, and confidence.

Here’s what he focuses on:

• Positioning GPs so investors see them as trustworthy guides, not salespeople

• Designing investor pages that communicate risk and upside in plain language

• Writing emails that actually get read and drive action

• Auditing decks so every slide leads the investor toward a clear yes

He says most GPs bury the lead. They talk about themselves, not the deal. They confuse information with persuasion. His job is to clean that up.

Why This Works

1. He makes your brand do the heavy lifting
Most GPs rely on word of mouth, referrals, or past deals. Anthony builds brands that create inbound interest. When a sponsor looks institutional online, LPs take the call, stay engaged, and move through the funnel faster.

2. He understands how investors think
Anthony worked inside institutional real estate and saw how capital allocators judge opportunities. He reverse engineers that psychology for GPs so their messaging, visuals, and data speaks directly to investor confidence.

3. He builds systems that scale beyond the founder
A single GP can only take so many calls. A great brand and a cohesive digital presence lets sponsors create momentum without burning out. Anthony helps them build an engine instead of a personality driven operation.

The Risks (and How He Manages Them)

Misalignment between story and strategy:
A sponsor might want a premium brand while targeting C class value add. Anthony fixes this early by building a narrative that matches the actual business model, not a fantasy version of it.

Overbuilding the brand too early:
Some operators focus on a polished website before they have credibility. Anthony solves this by creating staged rollouts, letting the brand evolve as track record and deal flow grow.

Content that attracts the wrong investors:
If your messaging is too broad, you get tourists, not long term LPs. Anthony tightens positioning so your content attracts people who can actually write checks.

What You Can Learn (and Steal)

Your brand is your first underwriting package
Investors decide whether to trust you before they ever see a deal. Anthony encourages sponsors to treat their brand the same way they treat a pro forma: everything must pass a credibility check.

Consistency wins more capital than perfection
You do not need perfect videos or a flawless website. You need a repeatable cadence of updates, insights, and market commentary. Anthony sees more capital raised from consistency than from one perfect design project.

Make your story simple enough for LPs to repeat
Investors share deals when they can explain the GP in one sentence. Anthony helps operators create a crisp identity. When LPs can say who you are and what you do without thinking, your referrals compound.

Listen to the full episode

🎙 Groundbreakers with Anthony Carlton

In it, we cover:

• How Anthony pivoted from ads to capital raising

• The biggest mistakes he sees on GP websites and decks

• Why credibility and clarity matter more than design

• How new GPs can build momentum even with small lists

• The single best offer to get LPs to book a call with you