Page 6 of 6
Pages 1 through 5 explained the industry. Page 6 turns the knowledge into a usable filter. The rubric below ranks any prospective RE sponsor against eight weighted criteria, slots them into one of three priority tiers, and tells you whether to put them at the top of next week's outbound queue or pass.
Each criterion carries a maximum point value reflecting its importance to Leadfins fit. AUM range and LP base composition are the two heaviest weights because they predict marketing-spend tolerance more than anything else.
Bar fill reflects relative weight (visual only). Add the eight scored values to get the prospect's ICP score.
Under $50M AUM the sponsor cannot afford a $5K+/mo retainer reliably. Over $2B AUM the sponsor likely has an internal marketing team and uses placement agents for capital raising. The sweet spot is $50M – $2B where outbound and paid-media spend is funded but no marketing department exists yet. Score: 20 if AUM is $100M – $1.5B, 15 if $50M – $100M or $1.5B – $2B, 8 if $20M – $50M, 0 if outside the range entirely.
Sponsors raising primarily from accredited individuals, RIAs, and family offices have a constant marketing need. Sponsors raising primarily from institutional LPs (pensions, endowments, sovereign) use placement agents and have no need for Leadfins. Score 15 if LP base is 70%+ retail/accredited/FO, 10 if mixed, 5 if mostly institutional with a small retail sleeve, 0 if pure institutional.
Marketing budget is tightly correlated with whether a raise is open right now. A sponsor that raises once a year has a 4-month annual window where Leadfins matters. A sponsor with an always-on fund or a continuous-offering vehicle is a year-round buyer. Score 15 if always-on/continuous-offering, 12 if 2+ raises per year, 8 if 1 per year, 4 if every 18+ months, 0 if rare.
Strong-tailwind classes raise easier and pay more for leads. Score 10 if focused on multifamily Sun Belt value-add, industrial last-mile, data centers, BTR/SFR, or self-storage. Score 7 if focused on grocery-anchored retail, MHP, or senior living. Score 4 on office (distressed-only fit). Score 1 on land/dev or speculative hospitality.
Below 5 the firm is too small to support a vendor relationship and the principal is doing everything personally. Above 50 the firm has internal marketing capacity. Score 10 if team is 8 – 30, 6 if 5 – 8 or 30 – 50, 3 if 2 – 5 or 50 – 100, 0 if outside.
Counterintuitive: lower maturity = higher score. A sponsor with a 2018-era WordPress site, no LinkedIn presence, and a one-page raise PDF is a 10. A sponsor with a polished brand, active podcast, weekly LinkedIn cadence, and a head of marketing in place is a 3. We want the gap.
EDGAR Form D filings prove the sponsor is actually raising right now. Score 10 if 2+ filings in last 12 months, 7 if 1 filing in last 12 months, 4 if 1 filing in last 24 months, 0 if no filings. Use the EDGAR tutorial at edgar.leadfins.com for the lookup workflow.
The opposite of criterion 6 but scored differently. We want a sponsor who is investing in their digital presence but still has a clear gap on the marketing-execution side. Score 10 if site looks 2024+ and they post on LinkedIn but lack ad creative or paid-media discipline, 7 if site is decent but no content cadence, 4 if site is dated, 0 if no real digital footprint at all.
Goes to the top of next week's outbound list. Personalized opener, customized landing page mock, scheduled within 14 days. Expect a 12 – 18% positive reply rate on this tier.
Goes into the long-cycle sequence. Six-touch outbound over 90 days. Send the EDGAR tutorial and the ICP primer as value drops. Expect 4 – 7% positive reply on this tier.
Do not invest outbound effort. Add to a quarterly watchlist for re-scoring. Many Tier C prospects move to Tier B after a year of growth.
Origin Investments is a Chicago-based real-estate sponsor with roughly $3B in AUM as of 2026, focused primarily on multifamily build-to-rent and value-add across the Sun Belt and Midwest. They raise through a continuous-offering fund (Origin IncomePlus Fund) and a series of closed-end funds. Substantial LP base of accredited individuals + RIAs.
| Criterion | Score | Why |
|---|---|---|
| 1 · AUM in $50M – $2B | 15 | $3B is slightly above the sweet spot. Still a fit but no longer ideal. Partial credit. |
| 2 · LP base composition | 15 | 70%+ accredited individuals + RIAs. Exactly Leadfins' fit. Full credit. |
| 3 · Raise frequency | 15 | IncomePlus is continuous-offering. Always raising. Full credit. |
| 4 · Asset class momentum | 10 | Multifamily Sun Belt + BTR. Highest-momentum class. Full credit. |
| 5 · Team size | 6 | ~80 employees in 2026. Above the sweet spot. Partial credit. |
| 6 · Marketing maturity gap | 3 | Strong brand, podcast, weekly content, dedicated marketing team. Small gap. Low credit. |
| 7 · Form D activity | 10 | Multiple Form D filings in the last 12 months. Full credit. |
| 8 · Online presence quality | 7 | Decent site, decent content. Still room for paid-media optimization. Partial credit. |
| Total | 81 | Tier A · immediate priority but pitch the right wedge. |
Origin is a Tier A prospect but their pitch angle is not "build your raise". It is "supplement your existing paid-media spend with a verified-accredited cold-outbound layer targeting family offices and RIAs that your podcast cannot reach". The framework correctly identifies them as a fit and the criterion-by-criterion scores tell you exactly which wedge to lead with.
Wildhorn Capital is an Austin-based multifamily syndicator with roughly $400M in transacted volume and a small team of less than 10. They raise per-deal under Reg D 506(c) from accredited individuals.
| Criterion | Score |
|---|---|
| 1 · AUM $50M – $2B | 20 |
| 2 · LP base = retail/accredited | 15 |
| 3 · Raise frequency 1+/year | 12 |
| 4 · Asset class momentum | 10 |
| 5 · Team size 5 – 50 | 6 |
| 6 · Marketing maturity gap | 8 |
| 7 · Recent Form D activity | 10 |
| 8 · Online presence quality | 7 |
| Total | 88 · Tier A |
Wildhorn scores higher than Origin because they sit perfectly in the sweet spot on every axis and have a wider marketing-execution gap. They are the prototypical Tier A Leadfins prospect.
The fastest path from raw list to scored tiers is the existing Leadfins lead-cleaning pipeline (02-Areas/lead-cleaning). Feed it any list of RE sponsor URLs, let the keyword filter and Haiku scoring handle criteria 4, 6, and 8, then layer EDGAR Form D for criterion 7 using the EDGAR tutorial workflow. AUM and team size come from PitchBook or Crunchbase. LP base composition is hardest to source from cold data and usually requires a single 10-minute LinkedIn-and-website review per prospect.
Plan on roughly 6 – 9 minutes per fully scored prospect at scale. A focused half-day produces 25 – 35 fully scored sponsors, of which 4 – 8 will be Tier A.