Most pitch decks are built for institutional investment committees.
Those decks rarely close checks.
In real estate, most capital comes from accredited investors: high-net-worth individuals, small investment groups, and family offices. These investors don't think like institutions, and they don't evaluate deals the same way.
I've helped build pitch decks that closed $100M+ from accredited investors and investment groups. Here's the exact structure that works — and why.
Why Accredited Investors Decide Differently
Institutions have committees, memos, and formal processes. They expect long decks and supporting appendices.
Accredited investors are busy people allocating personal capital.
They ask four questions, often subconsciously:
- Trust: Do I believe this operator?
- Clarity: Do I understand this deal in five minutes?
- Returns: Does the math work for me?
- Risk: What could go wrong — and are you honest about it?
Your deck should answer all four in 10–12 slides. Not 40.
The 10-Slide Pitch Deck That Works
Slide 1: Title Slide
Clean and simple.
Include:
- Company or fund name
- "Investment Opportunity" or "[Asset Type] Investment"
- Your name and contact info
- Current date (stale dates signal stale deals)
No clip art. No stock photos. Professional, not corporate.
Slide 2: The Opportunity (One Sentence)
Before details, tell them exactly what this is.
Example:
"$5M equity raise to acquire a 12-facility self-storage portfolio in the Southeast, targeting 18% IRR over a 5-year hold."
That's it. Now they know what they're evaluating.
Slide 3: Why This Deal
Answer three questions only:
- Why this asset class?
- Why this market?
- Why now?
Use facts, not opinions. Limit to 3–4 bullets.
Example:
- Self-storage: historically 90%+ occupancy, recession-resistant demand
- Southeast markets: population growth ~2× national average
- Seller motivation: below-market rents, operational inefficiencies
- Debt environment: fixed-rate financing secured at acquisition
Slide 4: Deal Snapshot
Give them the hard facts.
Include:
- Number of properties and units
- Locations (map helps)
- Current occupancy
- Current NOI
- Purchase price
- Price per unit or square foot
Format matters: Tables or visuals beat paragraphs. Dense text gets skipped.
Slide 5: Value Creation Plan
(This is where most decks fail.)
"We'll operate better" is not a plan.
Be specific.
Revenue Levers
- Rate optimization: in-place rents
15% below market ($12/unit upside) - Ancillary income: tenant insurance, admin fees
- Occupancy: stabilize from 82% → 92%
Expense Levers
- Management: bring in-house, save ~$45K annually
- Vendor renegotiation: insurance, maintenance, utilities
Timeline
- Year 1: rate adjustments and operational stabilization
- Years 2–3: capital improvements and revenue optimization
- Years 4–5: refinance or exit positioning
Specificity builds confidence.
Slide 6: Financials (Readable, Defensible)
Show projections clearly. Don't overwhelm.
| Year | Revenue | NOI | Cash-on-Cash |
|---|---|---|---|
| 1 | $1.2M | $680K | 8% |
| 2 | $1.4M | $820K | 10% |
| 3 | $1.5M | $900K | 12% |
| 4 | $1.6M | $960K | 13% |
| 5 | $1.7M | $1.0M | 14% |
Target Returns
- IRR: 18%
- Equity multiple: 1.9×
- Avg. cash-on-cash: 11%
Key Assumptions
- Exit cap: 6.5% (wider than entry)
- Rent growth: 3% annually
- Expense growth: 2% annually
Show assumptions. Serious investors will test them.
Slide 7: Track Record
(Most important slide.)
Accredited investors back people, not spreadsheets.
Show:
- Property type, location, size
- Entry and exit dates
- Actual returns
- Your role in the outcome
Example:
| Deal | Units | Entry | Exit | IRR | Multiple |
|---|---|---|---|---|---|
| Austin Storage | 450 | 2019 | 2023 | 22% | 1.8× |
| FL Portfolio | 1,200 | 2020 | 2024 | 19% | 1.7× |
If your track record is limited:
- Highlight operational experience
- Include partners or advisors with exits
- Be honest — credibility compounds, spin destroys trust
Slide 8: Team
Photos matter. People invest in people.
For each key person:
- Name, role, photo
- 2–3 bullets of relevant experience
- Clear responsibility on this deal
Skip junior staff. Focus on decision-makers and capital at risk.
Slide 9: Deal Structure
Keep it familiar.
- Equity raise: $5,000,000
- Minimum: $50,000
- GP / LP split: 70 / 30
- Preferred return: 8%
- Promote: 20% above pref
GP co-investment: $250,000 (5%)
That line matters more than most slides.
Complex structures create friction. Default to standard unless there's a reason not to.
Slide 10: Why Invest With Us
Distill your edge into 3–4 bullets:
- Proven operating experience in this asset class
- Repeatable deal sourcing
- Conservative underwriting with downside scenarios
- History of hitting or beating projections
- Aligned incentives through GP co-investment
End with one clear next step:
"Schedule a call to discuss the opportunity."
What to Leave Out
Don't include:
- 50 pages of market research
- Property-level minutiae
- Personal backstory
- Industry basics
- Aggressive projections you can't defend
If it doesn't increase trust or clarity, cut it.
Design Is Not Optional
Your deck signals how you operate.
Do
- Consistent fonts and spacing
- White space
- Real property photos
- Charts over text
Don't
- Clip art
- Crowded slides
- Inconsistent formatting
- Low-quality images
If design isn't your strength, hire it out. A $500 designer is cheap compared to lost capital.
The Deck Opens the Door. The Conversation Closes the Deal.
Once you're on the call:
- Ask what they look for
- Listen more than you speak
- Address risks directly
- Don't oversell
The best investors want honest operators, not hype machines.
Final Check Before Sending
Ask yourself:
- Would I invest based on this deck?
- Can I defend every assumption?
- Did I acknowledge real risks?
- Is this under 12 slides?
If not, fix it first.
Key Takeaways
- Accredited investors decide on trust, clarity, and risk.
- Respect attention: 10–12 slides max.
- Track record outweighs projections.
- Specific plans beat vague promises.
- Co-investment matters.
- Design reflects discipline.
- The deck opens doors — you close the deal.