Juniper Square: the Actual Estate Financial commitment Administration Procedure Designed to Scale

Juniper Square: the Actual Estate Financial commitment Administration Procedure Designed to Scale


In excess of the past 7 years, the Atlas portfolio and investor network has grown exponentially. What started as an intimate team of pals and family, has ballooned to a robust network of four hundred+ personal higher-web-truly worth traders.

In excess of time, the administrative load of handling one,200+ investor positions across 30+ bargains creating quarterly distributions became too much to handle.

Here’s what our quarterly reporting method seemed like:

  • Draft a three-five site quarterly summary for each individual offer in MS Word, plug in an cash flow statement in Excel, change the doc to PDF, and electronic mail to each individual investor through Outlook.
  • Update our funds accounts and distributions spreadsheet in Excel which calculates the distribution amount of money for each individual investor. Deliver a different electronic mail to each individual investor with the quarterly distribution amount of money and annualized yield.

If you have been an investor in 20 bargains, you’d get forty e-mail from us each individual quarter! It was mad, but there was no less complicated way. Traders would inevitably react with thoughts on the offer or requests for former quarterly letters. This back & forth would just take up a major amount of money of time.

The K-one tax doc distribution method was equally cumbersome. We’d password shield each individual K-one, then send the doc in just one electronic mail and password in a different electronic mail. Your inbox would be flooded by e-mail from Atlas. The doc was also being despatched insecurely via electronic mail, which is not a most effective follow.

Our funds elevating method was a combine of e-mail, PDF’s, printing & scanning, and monitoring almost everything on the back-conclude in Excel. It was mad that in 2016 this is how we, and most of the personal actual estate globe, operated.

Each individual of these features of our business enterprise have been cumbersome, they weren’t scalable, and it wasn’t a wonderful expertise for our traders.

We began looking for a remedy in 2014. Crowdfunding was model new, but we thought we could piggy-back off the application these companies have been developing to deal with one,000’s of traders.

As we demo’d many application solutions, we experienced three key criteria in intellect:

  1. Produce a wonderful expertise for our traders.
  2. Make our reporting and funds elevating method extra economical and scalable.
  3. Uncover a team we’re comfortable partnering with for the extensive-expression.

In excess of the future 24-months, we tested each and every application conceivable including resources created for actual estate, personal fairness, and hedge cash. Practically nothing satisfied our criteria. Both the application was not created for the actual estate marketplace and/or didn’t have the depth we desired. As we tested each individual remedy, we became quite superior at knowing reality from fiction. As a actual estate investment decision organization, we are generally heading to be a lot less know-how about the application than the vendor that created it, but we have been equipped to create a discerning eye to different the marketing and advertising fluff from truth. One particular thing we learned is that there is a large amount of marketing and advertising fluff out there. Unfortunately, there is no way to know it other than to leverage the know-how of all those of us who have learned the challenging way prior to you. At just one position, we even started to create our have application, utilizing the resources created for the crowdfunding marketplace and customizing it to satisfy our needs. We quickly realized why we are in the actual estate business enterprise and  not in the application business enterprise!

By late 2016, we made the decision to put the task on maintain. We faced truth we weren’t comfortable with any of the resources that existed these days however the load of handling our investor interactions continued.

However, in early 2017 that all modified. A buddy of ours introduced us to Juniper Square, a reason-created actual estate investor administration application remedy which experienced been all around because 2014 but targeted on quietly escalating via referrals vs accomplishing a large amount of mass marketing and advertising. By the time we linked with Juniper Square, it was distinct some of the nations’ foremost sponsors experienced by now trustworthy them with their traders and now it was up to us to see if they have been also a superior in good shape for Atlas.

A number of demo’s and phone calls with references later, and we have been hooked! We signed up in late February and advised the Juniper team we desired to be stay in three-4 months, in time for our 2016 K-one distribution.

The Juniper team stepped up to satisfy a genuinely intense launch plan, and we’re happy they did. In full they on-boarded one,200+ traders, 30+ bargains in a lot less than 30 times. If you have at any time completed a application migration, you know this style of timeline is unheard of. The marketplace normal if six-eight months and a lot of companies try out to hook you with what they contact “quick wins” meaning they deploy a part of the remedy so you are committed but then drag out the full implementation.

When the Juniper Square team advised us they would try out, we also have been a bit skeptical and we under wrote a considerably for a longer period migration. But the Juniper Square team sent and exceeded our anticipations. One particular thing we genuinely appreciated throughout the method was their transparency. They didn’t around promise and under supply, somewhat they tactic our romantic relationship as a partnership and evidently communicated with us together the way. Considering that launching, we have been given remarkable opinions from Atlas traders, and we’re eager to scale our business enterprise making use of Juniper Square application and together with their wonderful team that supports us.

In this put up I invite Co-founder and CEO, Alex Robinson, and Managing Director of Enterprise Enhancement, Brandon Sedloff, to inform us about the qualifications of the organization, some of the capabilities that make it exclusive, and exactly where they approach to just take Juniper Square going forward.

Enter Alex: 

Notify us a bit about your qualifications and how you came up with the plan for Juniper.

I have invested my total occupation in the tech marketplace, nevertheless I have generally experienced a aspect enthusiasm for actual estate and appreciated investing in actual estate as an LP.

Back in the summer months of 2013, we experienced just marketed my former tech organization and I was investing my time investing in actual estate with many pals who have been GPs. It was a wonderful time to be investing in the asset course, so I was performing challenging to satisfy new supervisors in geographies I was energized about.

As I acquired to know extra and extra investment decision companies, I retained looking at the similar pattern: each and every actual estate agency, big and little, was operating their investments business enterprise on spreadsheets. I was stunned to see this presented the dimension of the marketplace (practically a multi-trillion dollar funds current market).

Additionally, as an investor, I was coming to actual estate anticipating the similar kinds of internet resources that have been obtainable to me in public markets investing. But actual estate was like stepping back in time 20 years when it came to reporting. All the things was completed via paper, the investor internet interface–if any–was primarily a glorified FTP web-site for paperwork, and the facts stability practices terrified me, presented how considerably delicate private facts I shared with the supervisors.

I realized there experienced to be a far better way. So in February 2014 I teamed up with two pals who have been the smartest complex persons I realized, and we started Juniper Square. Considering that then, we have been challenging at function constructing that present day investor interface that I wished as an investor, and the streamlined investment decision administration procedure that I realized supervisors desperately desired.

What have been the most significant troubles in constructing the products and penetrating the actual estate business enterprise?

With a products like ours, which retailers remarkably delicate facts like social stability numbers and investor banking particulars, just one of the most significant troubles to surmount early on was establishing trust. With our variety of application, it is not like we can just slap together an application and throw it up on the application retail outlet, and stroll absent if it does not function. Our shoppers are trusting us to be superior stewards of their data, and extensive-expression associates to their companies.

To deal with this, we started the organization in a bit of an uncommon way. For the first approximately three years of the company’s life, we did no marketing and advertising by any means. As in, we didn’t even have a web site!

We weren’t targeted on marketing and advertising mainly because we have been a hundred% targeted on constructing a wonderful products.  When our early shoppers noticed our devotion to understanding their business enterprise — practically we became embedded with some of them as we created the application — it helped to create trust, and they in change referred us to other shoppers. So we have been escalating, but only by the sincere and authentic suggestions of our early buyers.  By way of that method we have now been fortunate to generate the trust of some of the most significant and most effective known investment decision supervisors in actual estate. And now satisfied to report that we have a web site. :)

What shocked you most about the actual estate business enterprise?

How facts-intensive it is. A large amount of persons do not know this, but in other asset lessons within the solutions marketplace, traders aren’t accustomed to finding thorough data on property. It’s not uncommon to get a quarterly letter from a hedge fund, and which is it. In actual estate, on the other hand, it is not uncommon for traders to talk to for particulars on leases! There is just a degree of facts depth that is genuinely exclusive to actual estate, however at the similar time most companies aren’t run like tech companies in the way that hedge cash are. So there’s this asymmetry: tons of data obtainable, couple of companies really having advantage of it.

Exactly where do you see Juniper in 10 years?

If we’re accomplishing our position, then by making use of our application supervisors are heading to be free to concentrate on what they do most effective: investing in actual estate. Back business office pains are heading to be a thing of the past. And traders are heading to have the similar potent resources that exist in public markets, but for personal cash. We feel that we are at the quite beginning of a enormous wave of innovation coming to the personal cash globe, and we feel the important to it all, ironically, is replacing just one of the products I employed to function on in my former life at Microsoft: Excel.

Enter Brandon:

What are some of the capabilities that different Juniper from the opposition?

Juniper Square is the only actual estate investment decision administration application that was created exclusively for actual estate reporting and can assistance the assortment of needs from entrepreneurial syndicator through to institutional fund supervisor. Mainly because we didn’t evolve out of yet another business enterprise, we experienced no encumbrances all around how we design the application.

When shoppers change from other service providers, the most frequent opinions we hear is how considerably less complicated our application is to use and how intuitive it is. This is deliberate and a outcome of obtaining an extraordinary team of engineers who can do all the challenging function behind the scenes so the consumer receives a resource to use that is effective out of the box. One particular of the difficult points for anyone shopping for application for the first time is that they may well not know the suitable thoughts to talk to.

Furthermore, it is quite challenging to different marketing and advertising “fluff” and products attribute checklists from true performance. The truth is that you won’t know the flaws of any application right up until you start out making use of it. That is why it is important to talk to any vendor for references as application vendors will demonstrate you what is effective vs. highlight the gaps. Do not drop for the marketing and advertising.

In terms of products capabilities, just one of the most employed capabilities in addition to the accounting and reporting is an integrated CRM with electronic mail integration. There is nothing that traders loathe extra than getting an vehicle-produced electronic mail that claims “a doc is ready” when they have no way of realizing if it is an important doc or a press release.

This seems minimal, but compound this around each and every electronic mail requesting funds to fund your bargains or communicating a distribution and this can not only turn out to be troublesome, it is uncomplicated for important details to be skipped. Speaking of lacking details, the electronic mail integration assists guarantee e-mail are sent from you directly to the inbox of your traders. If you are forced to use an outdoors electronic mail application like mailchimp, you chance your electronic mail heading to spam. That is important when it arrives to communicating you require funds or have funds to distribute.

Finally, presented that we have been reason created for actual estate funds elevating, investor reporting and investment decision accounting we are the only application provider that can present a really conclude to conclude remedy for an investment decision supervisor with $5M in investor fairness or $15bn in investor fairness. For a lot of of our shoppers, the skill to have a really institutional grade platform that can be scaled back to satisfy the needs of a supervisor considerably smaller is a superior investment decision.

What is the most frequent dilemma you get from possible buyers? In other words, what variety of resistance do you get?

There are three points we listed here around and around.

First, superior application is expensive. Like nearly anything else, you get what you spend for. If a vendor allows you defeat them up on cost, there is a explanation. We are quite fortunate that ninety% of our business enterprise is inbound and arrives from referrals from satisfied shoppers. That stated, there are some persons who are not however ready to spend for superior application.

Second is a timing concern. Most of our smaller shoppers run quite lean groups and like almost everything else, creating a final decision demands concentrate. The superior information with how we function is we do all the major lifting to migrate the data. This is things no actual estate developer/investment decision supervisor wants to do so we just take the load off their back. To give some perspective, our normal time from the time we have the customers’ data to deploying Juniper Square is 23 times. I’d question that we can be defeat in this classification.

Finally, if anyone has a procedure that is just “good enough” it is challenging to get them to rip and substitute. It genuinely arrives down to timing and willingness to adjust providers.

What is the frequent opinions you get from buyers after they apply Juniper?

In addition to “wow”, the opinions we hear most often is that the application is intuitive and maps to the way they are employed to transferring through the funds elevating, investor reporting and investment decision accounting method but assists them do it quicker, far better and with a lot less room for faults. Furthermore, shoppers inform us their traders like it.

At the conclude of the day, if a supervisor can power their romantic relationship with an investor, that is a quite important piece of the equation.  For our shoppers with smaller investor checks, they inform us we have helped them unlock ability. For a lot of of our shoppers, obtain to funds and bargains are not the troubles, the difficulty is the administrative load of reporting. With Juniper Square, this difficulty is absent as the procedure can aid supervisors use technologies to automate repeatable duties and thus scale their business enterprise.

Juniper Square has absolutely modified our see of the actual estate syndication business enterprise. Becoming equipped to obtain flexible funds from a pool of HNW traders is our aggressive advantage. Figuring out we have the resource to do it proficiently provides us with the ease and comfort we require to hold scaling our offer stream and investor foundation without the load of scaling headcount to satisfy our evolving needs.



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