Bullpen Capital Advisory creates new outsourced category of “investor relations enablement” for real estate and private equity managers
SAN FRANCISCO, CA, March 26, 2024 – Bullpen Capital Advisory is pleased to announce the launch of its business, a consultancy providing specialized investor relations and marketing solutions to help real estate and private equity managers effectively nurture and scale their investor bases.
The firm is founded by Elysha Johnston following a 15-year in-house investment management career spanning investor relations, capital formation, thought leadership, market research, marketing content development, communications strategy, and fundraising technology. While in-house, Johnston worked closely with investment teams to help launch new strategies and market investment products representing over $40 billion in value. She was also a former marketing thought leader for private fund solutions provider Juniper Square.
Bullpen launches amid a crosscurrent of real estate industry dynamics creating opportunity, but also new complexities affecting the strategic deployment of investor marketing programs. Managers are navigating heightened competition; the rise of new capital sources and marketing channels; the institutionalization of new property sectors and investment structures; more sophisticated tools for assessing manager track records; more stringent regulatory advertising rules; and a generational rise in new leadership teams resulting from succession-planning. From an operational perspective, managers are also looking for ways to maximize productivity by outsourcing specialized expertise and harnessing technology.
With Bullpen, Johnston is defining a new category of “investor relations enablement,” offering a spectrum of services to help investment managers – from established to emerging – hone their message, tell their stories, develop investment products, engage investors, and effectively implement technology to scale their marketing & distribution efforts.
Johnston said re: the new firm: “Investment marketing is becoming far more complex, and there’s significant unmet demand for the kind of specialized expertise that goes into developing impactful investor marketing strategies and materials. Relationships will always be the holy grail of the real estate industry, but unfortunately relationships – and performance – are no longer enough to secure new and repeat investor commitments. Bullpen steps in as an outsourced extension of our clients’ marketing and investor relations functions to help augment their sales efforts. We dig deep to define our clients’ unique value propositions, help position their products competitively, and engage investors through effective storytelling. In some cases that can manifest as a full audit and re-alignment of company and product messaging. In other cases, that can mean slotting in to help move key fundraising projects forward on expedited timelines. We also help managers create engaging content and experiences to nurture investors between fundraises.”
About Bullpen Capital Advisory
Bullpen is defining a new category of “investor relations enablement” with a full spectrum of outsourced solutions to help real estate and private equity managers nurture and scale their investor bases. For more information or to schedule a consultation, visit www.bullpencapitaladvisory.com, or follow us on LinkedIn at https://www.linkedin.com/company/bullpen-capital-advisory.
About Johnston
Elysha Johnston is the founder of Bullpen Capital Advisory. Prior to forming Bullpen, Johnston helped launch and lead marketing and product development efforts for multiple business lines of real estate investment manager Stockbridge Capital Group through periods of its growth evolution from $3bn to $30bn in AUM. Within real estate private equity, she has contributed to research, strategy, and messaging development for open- and closed-end funds, separate accounts, programmatic ventures, and fund/large-scale portfolio recapitalizations. She additionally served as an investment product specialist for investment teams at Artisan Partners, a global multi-asset-class investment manager, and was the former Head of Marketing Communications/thought leadership for Juniper Square, a software and services provider to private fund managers.
Contact Information:
Miranda Jilka
G.F. Bunting+Co.
Comments