How to Create EB-5 Investor Personas For Your Practice

HOW TO CREATE EB-5 INVESTOR PERSONAS
FOR YOUR PRACTICE

TABLE OF CONTENTS
What Are Investor Personas…………………………………………………………………….…..3
What Are Negative Personas…………………………………………………………………………3
How Can You Use Investor Personas………………………………………………………….…4
How Do You Create Investor Personas……………………………………………………….…4
Section One: Who……………………………………………………………….………………………5
Section Two: What…………………………………..…………………………………………….……5
Section Three: Why…………………………………………………………………………………….6
Section Four: How……………………………………………………………………………….……..6
Your Turn………………………………………………………………………………………….……....7
About Digital Native Media, LLC……………………………………………………….…………10

WHAT ARE INVESTOR PERSONAS?
Investor personas are fictional, generalized representations of your ideal EB-5 clients. They help you
understand your investors (and prospective investors) better, and make it easier for you to tailor
content to the specific needs, behaviors, and concerns of different groups.
The strongest investor personas are based on market research as well as on insights you gather from
your actual client base (through surveys, interviews, etc.). Depending on your firm, you could have as
few as one or two personas, or as many as 10 or 20. (Note: If you’re new to personas, start small!
You can always develop more personas later if needed.)
WHAT ARE NEGATIVE PERSONAS?
Whereas an investor persona is a representation of an ideal client, a negative -- or “exclusionary” --
persona is a representation of who you don’t want as an EB-5 client.
This could include, for example, under-capitalized investors who are not able to utilize your SEC and
immigration expertise, students who are only engaging with your content for research/knowledge or
potential foreign nationals who hail from countries for which the EB-5 green card process is very
complicated (and not of interest to your firm) or investors that have untraceable funds.
Digital Native Media, LLC 2015 © Page | 3

HOW CAN YOU USE PERSONAS?
At the most basic level, personas allow you to personalize or target your marketing for different
segments of your audience. For example, instead of sending the same lead nurturing emails to
everyone in your database, you can segment by investor persona and tailor your messaging according
to what you know about those different personas.
If you take the time to create negative personas, you’ll have the added advantage of being able to
segment out the “time-wasters” from the rest of your contacts, which can help you achieve a lower
cost-per-lead and cost-per-investor and see higher sales productivity.
When combined with lifecycle stage (i.e. how far along your visa applicant is in your sales cycle),
investor personas also allow you to map out and create highly targeted content.
HOW DO YOU CREATE INVESTOR PERSONAS?
Investor personas are created through research, surveys, and interviews of your target audience.
That includes a mix of potential and past client investors and those EB-5 influencers outside of your
contact database who might align with your target investor audience.
Here are some practical methods for gathering the information you need to develop personas:
 Interview previous investors either in person or over the phone to discover what they like about
your EB-5 service
 Look through your contacts database to uncover trends about how certain leads or investors
find and consume your content
 When creating forms to use on your website, use form fields that capture important visa
information. (For example, if many of your personas vary based on country of origin, ask each
lead for information to confirm this on your forms. You could also gather information on what
forms of social media your leads use by asking a question about social media accounts. This
type of info can impact where you market and how you market.)
 Take into consideration your firm's feedback on the leads they are interacting with most. Make
it a point to gather data at each exchange with your investor. (What generalizations can your
team make about the different types of clients you serve best?)

SECTION 1: WHO?
Investor Persona Name Investor Inshan from India
Background
(Job? Career Path? Family?)
 Cardiac surgeon in Mumbai, India
 Worked at same hospital for 16 years
 Married with 2 children, ages 15 and 12
Demographics
(Male or Female? Age? Income?)
 Skews male
 Age 30-50
 Dual HH income of $450,000
 Suburban
Identifiers?
(Demeanor? Communication Preference?)
 Calm demeanor
 Confirms all decisions after careful
consideration with wife and mother
 Prefers email and mail; asks to receive
collateral printed and mailed
SECTION 2: WHAT?
Goals?
(Primary? Secondary?)
 Emigrate to city/state with good high
school and University
 Emigrate to area that has
hospitals/cardiac units within 30-45
minutes
 Married with 2 children, ages 15 and 12
Challenges?
 Complete process by junior year of eldest
child’s high school career
 Wants to relocate to area of high-
numbers of Indian-Americans and no
snow
 Dual HH income of $450,000
 Suburban
What can we do?
(To help our investor achieve their goals?)
 Make it easy to manage all immigration
and relocation processes
 Connect potential investor with previous
investors or previous Indian EB-5
investors we have helped
 Connect them to similar cultural
organizations that may be of interest

SECTION 3: WHY?
Real Quotes
(About Goals, Challenges)
 “It’s been difficult finding EB-5 projects
and lawyers that can work in our desired
timeframe, so our oldest child can attend
college.”
 “I don’t have time to create a direct
investment project.”
 “The EB-5 Visa application is complicated
and I want it done correctly the first time
and in such a way that I don’t waste time
or resources.”
 “I also have aged parents that I’d like to
bring to the US. I don’t want a process
that will take many years to complete.”
Common Objections
(Why wouldn’t they…)
 “I’m worried I’ll lose my capital
investment if the project fails.”
 “I’m worried that I won’t get my U.S.
Visa if I choose the wrong project or
attorney.”
SECTION 4: HOW?
Marketing Messaging
(How Should You…)
 Innovative, global law firm that provides
legal solutions to immigrants, investors
and regional centers across the U.S.
Elevator Pitch
(Sell your investor on your service)
 Clients and investors come to us when
they struggle to complete complex
immigration transactions that would
forever change their lives and give them
the ability to achieve The American Dream

YOUR TURN
We lead you this far…only to bring you to this point: now you can develop your own three
Investor templates. If your need help, please don’t hesitate to call us at 310.350.1245 or reach us
by email: projects (@) new digital native media.com (No spaces, curse those email bots!)
WHO?
Investor Persona Name
Background
Demographics
(Male or Female? Age? Income?
Identifiers?
WHAT?
Goals?
Challenges?
What can we do?
WHY?
Real Quotes
Common Objections
HOW?
Marketing Messaging
(How Should You…)
Elevator Pitch

WHO?
Background
Demographics
Identifiers?
WHAT?
Goals?
Challenges?
What can we do?
WHY?
Real Quotes
Common Objections
HOW?
Marketing Messaging
(How Should You…)
Elevator Pitch

Immigration attorneys, developers and financiers come to us when they struggle to attract
EB-5 visa investors who would make ideal clients and drive significant revenue. For the right
firms facing this challenge, we can deliver extraordinary results to attract the right clients and
establish the firm as a global expert. But we're not a magic bullet for most firms. If attracting
quality EB-5 clients and investors is important to you, then we'd be happy to learn about your
situation to see if we can help.
We strive to differentiate our clients by:
 Developing marketing strategies that position your firm as thought-leaders in your
target market
 Creating marketing magnets that attract the best clients/investors for their offerings
 Positioning your offering in front of law firms, wealth advisors and potential clients
Call us at 310.350.1245

How to Create EB-5 Investor Personas For Your Practice

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