Richard McGirr breaks down why most syndicators struggle with online ads and explains why cold traffic is the last place capital raisers should be spending money. He argues that private investments require a level of trust that interruptive ads can’t establish, and that most managers burn cash chasing low-quality Facebook leads with terrible conversion. Instead, Richard outlines a hierarchy of “trust-based traffic,” from podcast tours that borrow a host’s credibility to scalable paid influencer webinars that transfer trust at a fraction of the cost of ads. He walks through real-world examples—from George Foreman to Proactiv—to show how borrowed brands can outperform traditional marketing by orders of magnitude, especially in capital-raising. Alternative Fund IV is closing soon and SMK is giving Best Ever listeners exclusive access to their Founders’ Shares, typically offered only to early investors. Visit smkcap.com/bec to learn more and download the full fund summary. Join us at Best Ever Conference 2026! Find more info at: https://www.besteverconference.com/  Join the Best Ever Community  The Best Ever Community is live and growing - and we want serious commercial real estate investors like you inside. It’s free to join, but you must apply and meet the criteria.  Connect with top operators, LPs, GPs, and more, get real insights, and be part of a curated network built to help you grow. Apply now at⁠ ⁠⁠⁠www.bestevercommunity.com⁠⁠ Podcast production done by⁠ ⁠Outlier Audio⁠ Learn more about your ad choices. Visit megaphone.fm/adchoices