Finding Investors and Marketing Your Real-World Asset (RWA)

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Written by
Shivani Tripathi
Published on
June 21, 2024

Real-World Assets (RWAs) have emerged as a compelling opportunity for both investors and entrepreneurs. RWAs, such as real estate, commodities, and physical goods, offer tangible value and can be a cornerstone for a diversified investment portfolio. However, attracting investors and effectively marketing these assets can be challenging. This blog will guide you through the steps to find investors and market your RWA successfully.

Understanding Real-World Assets (RWA)

What are RWAs?

Real-World Assets refer to physical or tangible assets that hold intrinsic value. These include real estate, commodities, and physical goods. Real estate encompasses residential, commercial, and industrial properties, providing opportunities for both rental income and capital appreciation. Commodities like gold, silver, oil, and other natural resources are valued for their scarcity and utility. Physical goods, such as art, antiques, and collectibles, hold cultural and historical significance and can appreciate over time.

Why Invest in RWAs?

Investing in RWAs offers several benefits. Firstly, tangible assets provide stability, as they often retain value over time despite market fluctuations. Secondly, RWAs contribute to portfolio diversification, spreading risk across different asset classes and reducing the impact of market volatility. Lastly, RWAs can act as a hedge against inflation. Assets like real estate and commodities often increase in value as the cost of living rises, preserving purchasing power for investors.

Steps to Find Investors for Your RWA

1. Develop a Solid Business Plan

A comprehensive business plan is essential to attract investors. It should begin with an executive summary that provides a clear overview of the asset and the investment opportunity. The market analysis section should present detailed research on market trends, demand, and competitive landscape. Financial projections must outline expected returns, costs, and profit margins, giving investors a clear picture of potential gains. Finally, a risk assessment should identify potential risks and outline strategies for mitigation, demonstrating preparedness and foresight.

2. Identify Your Target Investors

Understanding who your potential investors are is crucial for a successful fundraising effort. Individual investors, such as high-net-worth individuals, often seek diversification and stable returns. Institutional investors, including banks, hedge funds, and investment firms, typically have larger capital to invest and look for scalable opportunities. Crowdfunding platforms can also be effective, allowing you to pool funds from multiple smaller investors who collectively support your project.

3. Network and Build Relationships

Building relationships is key to finding investors. Engage in industry conferences to connect with professionals and showcase your asset. Networking events offer opportunities to meet potential investors and industry experts. Online platforms like LinkedIn can be used to reach out to and engage with investors from around the world. Developing a strong network can lead to valuable connections and investment opportunities.

4. Leverage Online Investment Platforms

Online investment platforms like AngelList, SeedInvest, and Fundable can help you reach a wider audience of investors. Creating a compelling profile that effectively pitches your RWA is essential. Highlight the unique aspects of your asset, provide clear financial projections, and communicate the benefits to potential investors. These platforms offer a streamlined process for connecting with investors and raising capital.

5. Hire a Financial Advisor

A financial advisor or investment banker can provide valuable insights and connect you with potential investors. Their expertise in financial markets and investment strategies can help you navigate the complexities of fundraising. They can also assist in refining your business plan, financial projections, and marketing strategy, making your investment opportunity more attractive to potential investors.

The Success of Asset Tokenization

The success of an asset tokenization hinges on two critical components: finding investors and crafting an effective marketing strategy. These aspects are intertwined and mutually reinforcing. Finding investors is essential because, without adequate funding, even the most innovative and promising projects can falter. The pre-offering phase is the time to identify and court potential investors, ensuring that you have the financial backing needed for a successful offering launch. Simultaneously, effective marketing is vital because it's how you communicate your project's value to the world. An outstanding project, no matter how groundbreaking, will go unnoticed without a well-executed marketing strategy. Marketing not only attracts investors but also builds trust, transparency, and anticipation among your target audience.

Identifying Your Target Investor Audience

To effectively reach potential investors, you need to create detailed investor personas. An investor persona is a fictional representation of your ideal investor, crafted based on market research, data analysis, and a deep understanding of your project. Start by identifying the demographics of your potential investors, including age, gender, location, and income level. This helps tailor your messaging to resonate with specific demographic groups. Consider the investment experience of your investors—whether they are seasoned crypto investors or newcomers seeking promising opportunities. Understanding their investment goals is crucial; determine if they are looking for long-term growth, short-term gains, or portfolio diversification. Assess the risk tolerance of your target audience, recognizing that some investors may be willing to take high risks for potentially high rewards, while others may prefer lower-risk investments. Lastly, explore the interests and values that might influence their investment decisions, such as being environmentally conscious, tech enthusiasts, or advocates for social causes.

Understanding Investor Preferences & Goals

To attract investors during the pre-offering phase, you need to delve deeper into their preferences and goals. Conduct thorough market research to understand what types of projects and investments are currently attracting attention, and analyze successful RWAs in your niche to identify common investor preferences. Consider conducting investor surveys or focus groups to gather direct feedback from potential investors, which can help fine-tune your offering to align with their expectations. Determine whether your target investors are more inclined toward short-term or long-term investments, as this insight will guide your project's tokenomics and roadmap. Explore whether your audience has a preference for specific types of tokenized assets, such as real estate, equities, or commodities, to better tailor your offering.

Tailoring Your Token Offering to Attract the Right Investors

Once you've created investor personas and gained insights into your target audience's preferences and goals, it's time to tailor your token offering accordingly. Adjust your token structure to align with investor preferences. For instance, if your audience prefers stable and dividend-paying assets, consider incorporating these features into your tokens. Emphasize the security and transparency measures in place to reassure risk-averse investors, including rigorous auditing, compliance with regulations, and clear reporting practices. Craft your marketing messages to resonate with your identified personas, highlighting aspects of your project that directly address their goals and values. Choose the right communication channels to reach your target audience; if you're targeting tech-savvy investors, a strong online presence and social media marketing may be essential.

Building a Strong Value Proposition

A compelling value proposition is the cornerstone of attracting investors. It's essential to craft a value proposition that not only sets your project apart but also demonstrates its potential for growth and returns. Define your project's unique selling point and demonstrate the potential return on investment (ROI) for investors. Writing a compelling whitepaper that clearly articulates your project's vision, strategy, and benefits is crucial. Consider offering incentives such as early bird discounts, referral bonuses, and exclusive access to attract and reward investors.

A Comprehensive Marketing Strategy

During the pre-token launch phase, your marketing efforts lay the groundwork for attracting potential investors and creating buzz around your project. To create a fully-encompassing marketing strategy, take into account the following points:

Market Research

Conduct thorough industry analysis and competitor analysis to understand the market landscape. Profile your target audience and perform a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to identify areas of opportunity and potential challenges.

Clear Objectives and Goals

Set specific, measurable, achievable, relevant, and time-bound (SMART) objectives. Define both long-term and short-term goals to guide your marketing efforts and measure success.

Target Audience Segmentation

Create detailed buyer personas and segment your audience based on demographics, psychographics, and behavior. This helps in tailoring your messaging and marketing strategies to different segments effectively.

Value Proposition

Define what sets your product or service apart and highlight the benefits and solutions it offers to customers. Your value proposition should clearly communicate why investors should choose your project over others.


Determine where your brand fits in the market and identify your unique selling points (USPs). Effective positioning helps in differentiating your project and creating a strong brand identity.

Budget Allocation

Set a budget for your marketing activities and allocate funds to various marketing channels and campaigns. Ensure that you have sufficient resources to execute your marketing strategy effectively.

Marketing Mix (4Ps)

Develop strategies around the four Ps: Product (describe your product or service and its features), Price (determine pricing strategies and models), Place (define distribution channels and sales locations), and Promotion (develop strategies for advertising, sales promotions, PR, and content marketing).

Measurement and Analytics

Define key performance indicators (KPIs) and use tools to track and analyze marketing performance. Regular reporting and adjustments based on data ensure that your marketing efforts are effective and aligned with your goals.

Customer Relationship Management (CRM)

Implement systems for managing customer data and develop strategies for customer retention and loyalty. Building strong relationships with investors is essential for long-term success.

Legal and Compliance Considerations

Ensure compliance with relevant laws and regulations, such as KYC (Know Your Customer) and GDPR (General Data Protection Regulation). Protect your intellectual property and ensure that your marketing practices are ethical and legal.

Timeline and Milestones

Create a detailed timeline for implementation and set milestones and checkpoints to evaluate progress. A clear timeline helps in managing your marketing efforts and ensuring timely execution.

Risk Analysis

Identify potential risks to your marketing efforts and develop contingency plans to address these risks. Being prepared for challenges helps in mitigating their impact and ensuring a smooth execution of your marketing strategy.

Team and Responsibilities

Define roles and responsibilities within your marketing team and specify any external agencies or partners involved. Clear roles and responsibilities ensure efficient execution and accountability.

Testing and Optimization

Plan for A/B testing and experimentation to continuously optimize your marketing campaigns. Regularly review and update your marketing strategy based on performance and market changes to stay relevant and effective.

Feedback and Review

Regularly review and update your marketing strategy based on performance and market changes. Incorporate feedback from investors and stakeholders to continuously improve your approach.

By following these comprehensive steps, you can effectively find investors and craft a marketing strategy that highlights the value of your Real-World Asset, ensuring a successful token offering.

Summing Up

Finding investors and marketing your Real-World Asset (RWA) requires a strategic approach and persistent effort. By developing a comprehensive business plan, creating detailed investor personas, and understanding your target audience’s preferences and goals, you can attract the right investors. Tailoring your token offering to meet investor needs, building a strong value proposition, and implementing a comprehensive marketing strategy will help you effectively communicate your project's value and generate interest. Remember, the synergy between finding investors and crafting an effective marketing strategy is crucial; one supports and enhances the other. With the right strategies and dedication, you can successfully find investors, market your RWA, and ensure a successful token offering, paving the way for sustained growth and innovation.