Private equity investing for the U.S. immigrant-investor program
For the past six years, I've been working for a private equity financial firm that sells investments at a minimum cost of $800,000 USD per investor to foreign nationals who want to qualify for the U.S. immigrant-investor program known as EB-5. The program, which has raised $53 billion, attracts businesses interested in lower-cost capital, and investors who want U.S. Green Cards.
The role demands an intimate knowledge of the financial and immigration worlds. Responsibilities include promoting the various investments we sell, managing a wide variety of content on multiple affiliated websites, direct marketing to investors, and B2B marketing to businesses raising EB-5 capital as well as immigration lawyers,
The role demands an intimate knowledge of the financial and immigration worlds. Responsibilities include promoting the various investments we sell, managing a wide variety of content on multiple affiliated websites, direct marketing to investors, and B2B marketing to businesses raising EB-5 capital as well as immigration lawyers,
Making complex information easily understood and compelling
A major aspect of my role is understanding investments and an immigration-by-investment program that is very complicated. I must distill complex information, ideas, and insights, often from legislation, a government policy manual, or immigration lawyers (who aren't always the most succinct speakers or writers) into website copy, articles, and newsletters that resonate with industry professionals and investors alike. The content I create in this challenging industry is well organized, accurate, and easy to understand and act upon.
Writing for multiple websites and stakeholders
EB5 Marketplace
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Green Card By Investment
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EB5 Diligence
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One company, EB5 Marketplace, sells to investors and works with businesses raising capital. Another, Green Card By Investment, is an information and news source about the program for stakeholders and investors. A third company, EB5 Diligence, provides due diligence for investors and speaks about the best practices. We also have websites dedicated to compliance and specific investments we sell.
Here's an article I wrote that summarized a complicated podcast featuring both a securities lawyer and an immigration attorney. Further, I wrote about 35 headers to allow users to find the specific content they may be looking for and to prevent the transcript from looking like a wall of text that no one wants to read. User experience is always at the forefront of my thoughts when crafting content.
This is an article I wrote summarizing quarterly government data about the program. Beyond just listing some statistics, I point out the significance of the numbers as well as trends and even highlights over a half-decade.
And here is an article of over 4,000 words I created after a 50-minute chat with a veteran immigration lawyer. The article isn't merely a transcript as I organized our digressive conversation into logical sections with helpful subheads; what's more, I fact-checked it (and corrected a minor misstatement by the lawyer about the time-line requirement for one particular policy), and added additional content I researched on my own. In the end, the lawyer reviewed it, approved it and was very happy to have a lunch-hour conversation turn into a number-one article on Google about this very important subject, E-2 to EB-5 (go ahead, Google "E-2 to Eb-5" and see how the article ranks).
Of note, I often write custom CTA’s according to page content. Here's an example (scroll down to see how different FAQs have different CTAs).
Green Card By Investment has the most content and contains hundreds of articles I wrote about industry news, updates, and insights from professionals.
Here's an article I wrote that summarized a complicated podcast featuring both a securities lawyer and an immigration attorney. Further, I wrote about 35 headers to allow users to find the specific content they may be looking for and to prevent the transcript from looking like a wall of text that no one wants to read. User experience is always at the forefront of my thoughts when crafting content.
This is an article I wrote summarizing quarterly government data about the program. Beyond just listing some statistics, I point out the significance of the numbers as well as trends and even highlights over a half-decade.
And here is an article of over 4,000 words I created after a 50-minute chat with a veteran immigration lawyer. The article isn't merely a transcript as I organized our digressive conversation into logical sections with helpful subheads; what's more, I fact-checked it (and corrected a minor misstatement by the lawyer about the time-line requirement for one particular policy), and added additional content I researched on my own. In the end, the lawyer reviewed it, approved it and was very happy to have a lunch-hour conversation turn into a number-one article on Google about this very important subject, E-2 to EB-5 (go ahead, Google "E-2 to Eb-5" and see how the article ranks).
Of note, I often write custom CTA’s according to page content. Here's an example (scroll down to see how different FAQs have different CTAs).
Green Card By Investment has the most content and contains hundreds of articles I wrote about industry news, updates, and insights from professionals.
Understanding and promoting investments
To properly understand and promote our multiple investments, for each one, I review a 30-page due diligence report and pull out the salient highlights that I believe will resonate with investors.
The financial analyst who writes the reports and the senior salesperson have complimented my critical-thinking ability and ability to bring a fresh investor perspective to the task. I'm proud of that.
Click here to see the "Showcase" page for one of our investments, EB5 Energy. To see different investment Showcases, click the thumbnails at the top of the page.
The financial analyst who writes the reports and the senior salesperson have complimented my critical-thinking ability and ability to bring a fresh investor perspective to the task. I'm proud of that.
Click here to see the "Showcase" page for one of our investments, EB5 Energy. To see different investment Showcases, click the thumbnails at the top of the page.
Delivering the industry's leading newsletter
I have been the primary researcher and writer for the Green Card By Investment newsletter which goes out to thousands of people and is considered by many professionals in the industry to be the leading EB-5 newsletter. The aim of each newsletter is to create two exclusive long-content stories on our Green Card By Investment website; the other custom-written summaries link to the original sources. Below is a single newsletter.
Here are the delivery and engagement numbers: we send our newsletters to over 14,000 people in our database; we have a consistent open rate of high teens to low 20s; the engagement is consistently about two-thirds of the audience reading it, about one-quarter skimming through it, and only a small percentage of people merely glancing at it.
Direct marketing to investors
I write and research multiple email sequences that target investors. The messaging depends on how we acquired a prospect and can be specific promotions about a particular investment they have shown interest in or our general services.
Below is the second in a sequence of six emails promoting a specific investment. This email focuses on market demand for the investment. Berkeley Student Housing, to prospects who had an interest in this investment. If direct emails are a vital part of your business, I can share the entire six-email sequence upon request.
Below is the second in a sequence of six emails promoting a specific investment. This email focuses on market demand for the investment. Berkeley Student Housing, to prospects who had an interest in this investment. If direct emails are a vital part of your business, I can share the entire six-email sequence upon request.
B2B marketing to developers and lawyers
My financial experience includes writing (and occasionally designing) messaging and collateral for our B2B marketing. The targets are typically businesses raising EB-5 capital — often aiming to raise an eight-figure number — and immigration lawyers whose businesses depend on EB-5 investors for a substantial revenue stream.
Raising Capital brochure targeting targets businesses looking to raise EB-5 capital.
EB-5 Reform and Integrity Act and Securities Compliance brochure targeting EB-5 businesses aiming to comply with the new and more stringent regulations required by 2022 legislation enacted by Congress.
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Social content
I write and sometimes design social ads for many of our brands and services. These include promotions for specific investments, services, events, and articles and podcasts.
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Working with industry experts
In addition to working with lawyers and other professionals to create content, I regularly take part in the Immigration Lawyer's Roundtable, a weekly meeting of leading EB-5 immigration lawyers who discuss their latest developments, ask questions, and share insights with each other. I can understand the dialogue and even contribute to it, thanks to my knowledge of the industry's regulations and updates.
Fostering these relationships has led to the creation of some compelling long-form content, both as podcasts and articles. The lawyers appreciate my knowledge of the industry, my ability to listen, and my writing skills that can turn a conversation into a top-ranked Google article that will promote their industry authority and business. I can provide multiple lawyers as references.
Fostering these relationships has led to the creation of some compelling long-form content, both as podcasts and articles. The lawyers appreciate my knowledge of the industry, my ability to listen, and my writing skills that can turn a conversation into a top-ranked Google article that will promote their industry authority and business. I can provide multiple lawyers as references.
SEO expertiseA regular part of my role includes integrating high-value keywords in articles and web copy, and incorporating linking strategies (internally to other pages of ours and externally linking our articles to lawyer websites).
In an industry worth billions of dollars, I have helped one of our brands, EB5 Diligence, maintain the second overall ranking on the first page of Google, second only to the U.S. Citizenship and Immigration Services page on the program (and above the Wikipedia entry for the program). We also rank third for the important keywords "EB-5 process" (only below two USCIS pages), and we rank in the top 10 for the important keywords "EB-5 news." As there are several hundred businesses and professionals in the industry, our top ranking is a notable achievement. |
Google page-one ranking for "EB-5"
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Ensuring compliance in a heavily regulated industry
As our firm is affiliated with a registered broker-dealer, we must regularly submit our marketing materials to ensure compliance with securities laws and financial agencies like the Securities and Exchange Commission (SEC), Financial Industry Regulatory Authority (FINRA), and Securities Investor Protection Corporation (SIPC).
Leading the marketing efforts of our multiple brands, I personally deal with the compliance officers of our broker-dealer to understand regulatory restrictions and the best solutions to be both compliant and competitive.
Leading the marketing efforts of our multiple brands, I personally deal with the compliance officers of our broker-dealer to understand regulatory restrictions and the best solutions to be both compliant and competitive.
Custom AI buildingWhile the human factor is still the key element of our business, we want to stay current with new technologies and resources.
As such, I was tasked with creating a custom AI for the most complicated U.S. immigration program that requires an $800,000 investment . No easy feat. I “feed” it specific content and “rules” for its operation. |
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Conference and in-person savoir faireWhile I pride myself as an exceptional writer, I love to meet clients and partners face-to-face at industry events or social gatherings. I can sell our services just as easily with a brochure or cocktail in my hand (after dinner, of course) as I can with my fingers on a keyboard. It's fun and I love to travel. So if that's part of the job description, sign me up!
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Contact Jason.
Looking for a copywriter? Drop me a note on the scope of work and anything else you'd like to share.
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