The Death of the 100-Page Pitch Deck: Avi Solomon on Raising Millions Smarter - EP08

In this episode of The Wealth Clock with Steven Weinstock, I sit down with Avi Solomon, CEO of Pulse, straight from Israel, to discuss how he's changing the game for real estate operators raising capital.

Avi shares how outdated PDF pitch decks are killing deals and what he’s built instead—interactive, AI-powered investor presentations that actually get results. We dive into how his platform helps real estate sponsors—from syndicators to institutions—engage investors, close deals faster, and avoid the common pitfalls of traditional fundraising.

Topics we cover:
 ✅ The future of real estate pitch decks and capital raising
 ✅ How to communicate your story to investors in seconds
 ✅ Real-world examples of $10M+ raises using Pulse
 ✅ Why the real estate industry is 5–10 years behind on tech
 ✅ How AI is helping small operators work smarter, not harder
 ✅ The one thing that instantly builds trust in investor presentations

Avi also shares insights from living in Israel during recent conflicts, why communication matters more than ever, and how any operator—no matter the size—can upgrade their fundraising process today.

🔗 Learn more about Avi’s company: https://www.pulsecre.com
🔗 Connect with Avi on LinkedIn: https://www.linkedin.com/in/avi-solomon/

👉 Subscribe for new episodes of The Wealth Clock every week: operators, founders, and closers sharing what really works.

#RealEstate #CapitalRaising #AI #PropTech #Multifamily #Syndication #Pulse #WealthClock #StevenWeinstock

🎙 About Steven Weinstock
Steven Weinstock is a real estate investor and founder of WeCapital and the Goethals Capital Fund. Since 2001, he has built a diverse portfolio of residential and multifamily assets while helping investors access passive income through strategic real estate opportunities. On this podcast, he shares real-world insights on investing, capital raising, and what it really takes to build and scale in today’s market.

📩 Want to invest or get in touch?
Visit: www.WeCapitalX.com

📱 Connect with Steven:
LinkedIn: www.linkedin.com/in/stevenweinstock1

Instagram: https://www.instagram.com/wecapitalx/
YouTube: https://www.youtube.com/@TheWealthClockPodcast

Transcript

Steven M Weinstock: 0:01

Hi everyone, and welcome to the Wealth Clock with Steven Weinstock. I've been investing in real estate for over 20 years. Started out with single family homes, moved on to multi-family properties, and I recently launched my own real estate fund. This podcast is brought to you by WE Capital on the Goethals Capital Fund, where we buy properties in cash. We lock in deep discounts, eliminate the mortgage risk upfront, and later on we refinance. Is not about me. It's about operators, deal makers, strategists, and high performers who are building real results in real time. And today's guest is exactly that. Today I'm sitting down with Avi Solomon. He recently got out of his bomb shelter. He's living in Israel and he's the CEO of Pulse, A company helping real estate operators ditch the outdated PowerPoint and upgrade to something smarter. Avi is transforming how he pitched deals to investors using real time interactive AI powered pitch decks designed to actually engage capital allocators. His work is used by everyone from syndicators. To institutional firms who are tired of 40 page PDFs that do not move the needle. Avi's background mixes, tech design and psychology, and he's using it all to help sponsors raise capital with more clarity and confidence. Let's dive in. Avi, thank you for joining me. Are you in the bomb shelter as we speak?

Avi Solomon: 1:36

No, but it's very kind of you to have me, Steven. I appreciate it. We spent a lot of the last few weeks in and around bomb shelters, but now thanks to your wonderful president. We are we are currently living life large.

Steven M Weinstock: 1:53

I'm enjoying life.

Avi Solomon: 1:55

I'm from shelter.

Steven M Weinstock: 1:56

I'm glad to hear. Just I guess the audience just tell us where in Israel are you near Gaza? Are you near Syria? Where are you?

Avi Solomon: 2:04

I am in the holy city of Jerusalem. I am, thankfully, I would say as far away from the dangers theres, as I possibly could be but still got our fair of sirens. That was fun. Yeah,

Steven M Weinstock: 2:18

I can only imagine. I can only imagine how your sleep at night has been going on. Okay, Avi, let's start with this. Yeah what was the moment or the deal that made you say the way we pitch real estate could be improved or the way we real estate deals is broken?

Avi Solomon: 2:37

That's a really good question. It was really from day one, the moment that I saw an om and You said in the intro 40 pages. I think that's kind. Most of these deals are 70 to a hundred pages. I've seen, a hundred plus page oms and quite frankly my job., When I was a institutional capital raiser, was made very difficult by these things. I had to present these vast, long presentations to investors. And even the most sophisticated of investors does not simply have the time to read a hundred pages of information. When I was an institutional capital raiser, 'cause I was trying to get these investors to look through these very long presentations. And many of them just simply wouldn't. And my job in terms of trying to raise capital from them, get them interested, get them engaged in these deals, would've been made exceptionally smooth really from day one if they had the tool that I've now built which essentially. Removes the need for these long booklets. And we've, we, instead of creating these booklets we've created, and I'm sure you'll get to this in terms of your questioning, but we've created user experiences that are far more engaging, far more uniquely designed for the investor engagement process. And the story that I like to tell in terms of the moment that I knew that this system was like actually broken was when I had a deal. It was a 5 million raise or something like that, and I essentially had to send this big book of information along with, by the way, the, the Excel sheets and the term sheets and all the different documents associated with the deal. An investor, eventually that investor did get back to, they said, oh, okay, we're interested in, learning more about the deal. And so I had to. To the gps to the general partnership and say, oh, this, this group is interested in your deal. Let's find a time to to get both of you on the phone. And that whole back and forth ended up taking a couple of weeks. And I remember being on this call probably three weeks after I had initially sent that. That document and the investor pulls up the document, which was version 55 or whatever, the PDF and the GPS go, oh, you don't have version 79 that we're up to. And the investor's no. And the gps like, oh my gosh, we've changed so much. So much has changed since then. I can't believe you haven't been looking at the most recent numbers. And of course, I'm sitting there embarrassed. Because I hadn't received any of that information. Things just don't get updated live. And when you're dealing with this 50 page document that they've kind really dug through and looked at, and it is outdated information quite quickly. That was really the moment that I was like, enough is enough. It was probably a few months after that just I decided to quit my job and build this company. But that was the, that was one of the turning points, certainly. In this process.

Steven M Weinstock: 5:57

When I started raising capital for my deals back in 2017 ish I hired somebody to create this PDF. And I thought, okay, wow, this is great. It's got a picture of me. It gives a little bio. It's got all these numbers and excels and copies of Excels all in the file. And I thought I could just send this out and I'm good to go. And over the course of that raise and future deals I was doing, I realized that I would send these out. And while it looked good, some people read every detail of it and some people would respond saying, gimme the highlights. And I found myself over time preparing almost like a template of deal points in my email itself, or even in my WhatsApp, if I were to send the PDF on WhatsApp where it outlined, certain key points. And I would start now adding, a little sales pitch to that. Preview, so to speak, because I realized a lot of people, they want the pitch deck. They want this PDF because it makes you look official. And again, some people are reading it but they also needed that little preview to really tell them, are they interested? Are they not interested? And it took a while for me to realize that. I've gone through that. Same that same, debacle that you went through with version four, version five, and oh, you have the old one. Oh, I sent this to you back in January. Now we're talking in March and we updated, we changed. It becomes an awkward conversation. Why'd you change it?. Avi Solomon: Can I just define, because defining exactly what you just described. And people who want the kind of expanded information, what we like to call the paradox. Which essentially is that when you're sending information to someone, they want two things at the same time. They want lots of detail and they wanna know that you've done serious research into the deal. You know what you're talking about. You can present tons of information, loads of data, loads of graphs, loads of texts, loads of pictures you can present everything in the world. And hence, the hundred page presentations. And at exactly the same time, they don't wanna read a hundred pages worth of information. They just want highlights. And in the world of PDF or PowerPoint, there's no way of squaring that circle,. You cannot present both lots of information and also, small amounts of with the solution that we. You can, I'm happy to go into what the solution looks like and what it feels like, but you've certainly identified one of the big pain points that I think every commercial real estate gp as well as everyone in the private investing world who's pitching deals to investors comes across all the time.. A lot of my audience is raising money for multifamily value add or small funds. When you say interactive decks, what exactly does that mean for people like us?

. Avi Solomon: 9:09

Wonderful question. And the answer essentially is, we're in the 21st century. Can I ask you a quick trivia question if you're willing? Do you know what year the PDF was invented?

Steven M Weinstock: 9:22

I'm gonna say in the late eighties. Okay, the answer is 1993,

Avi Solomon: 9:28

so you ruined that point. The answer is 1993. And of course communication. If you think about where communication in general technol, technologically speaking has come from the early nineties to now. Nothing that we use that is from before the 10th century. Like nothing. Look around, look at your phone, look at your laptop, look at the microphone using, look at the fact that you and I are talking from thousands of miles away face to face and recording it in order to. Put on the internet so that people can watch and people can listen it. We are light years ahead in terms of communication from where we were even 10 years ago, but certainly 30 plus years ago. So that's the thesis in terms of why there was an absolute need to. To reform and to change the technology and the tools that we're using in terms of these interactive decks. So what is an interactive deck? An interactive deck is a web-based communication device, or presentation, although I don't love the word presentation which essentially flows and looks. And it is laid out in a similar way to your typical PDF or PowerPoint presentation. However, it implements a whole bunch of different web-based tools. So from simple features like video and scroll throughs, and the ability to click. On buttons and to I guess reference back to what I was saying before about this detailed clarity paradox is we implement something that we call depth, right? Which means that within each slide or within each frame, we're able to present a lot of information that people can click through and explore. So we can utilize the idea of sliding or scrolling within the, within a deck, within a slide. As well as having this concept of video, this concept of interactivity. So we'll include maps, we'll include different apps that you can use directly within the deck and within the slides themselves. So that's one aspect of an interactive deck. The other aspect of the interactive deck is that you can first of all, the fact. It's huge. So that kind of gets back to the issues we were discussing before with the version four and the version 75. The information is constantly live, so as soon as we update the information on the backend and investors seeing that most UpToDate information, it's mobile friendly, right? I don't know if you've ever looked at a PDF on mobile. I'm sure you have. That's you, that's an exercise in. Motor skills gymnastics in terms of zooming and zooming in, zooming out, as well as the fact that we can include essentially all information that could possibly be required within a deal into the deck in a very clean and clear way, so we can have data rooms directly within the deck. The. The various different documents and the term sheets, and you can have NDAs, all of that, living within this deck. So in essence, it actually becomes a lot more than a deck. We call it an interactive deck, only to describe what it looks and feels like, but it's actually not really a deck at all. It's a user experience. It's an investor experience of the deal rather than just being. One of the, documents that you send over when you are presenting your deal, if that makes sense.

Steven M Weinstock: 13:01

Yeah, sure. When I see the word interactive deck the first thing that came to mind was a webinar. I've seen that before. I've seen others do it. I've wanted to do it from my deals in the past. I guess I was a little camera shy. I know that sounds weird from a guy who's hosting a video podcast. But a webinar definitely adds a personal touch to it. But you're saying it's beyond just the video, but it's actually allowing somebody who wants just the small tidbits or they want that 80 page. Deck. So they could click through, look at maps, or they could really just, scroll through and finish the entire presentation within a minute or two. Let's say I'm, I buy property in Kentucky Louisville, Kentucky multifamily properties there. If I'm raising $6 million for a hundred unit property in Kentucky, how would using a pitch deck from Pulse, from Avi Solomon, straight from the bunker from the bomb shelter, how would that give me an edge in this process?

Avi Solomon: 14:05

Who would answer to that? Is that it would set you apart from everyone else? And provide your investors an experience that they engage with. Now, the longer answer to that is that, think about it, if you are an investor and you have 10 deals that come your way. If you are, you're a high net worth individual, or certainly if you're an institution, you're seeing deals on a very regular basis. You have to essentially filter out what info, what deals you even want to look at before you look at them, right? Especially because the PDFs that you are seeing are 40, 50, 60 pages long and you have no interest in looking through all of them. So maybe you'll look at the first couple of pages and you make a decision. So what you have to do as the GP is create something that is actually engaging. Have, you have to create something that is different. That is what we. This concept of something being shocking is not something that the commercial real estate industry is particularly good at, right? Because everything essentially looks the same. And, you think as a general partner, you think, okay, if my IRR is better than the next guy's, IRR, then they'll look at my deal, as opposed to the next guy. And that's of course's just wrong because. Who says your IRR is actually gonna end up being better? How much do I trust you? I have to find out the full story. So when you are presenting a deal, you are presenting much more than just, a few figures. And the location, what you are presenting is a thesis, right? Your thesis is, I'm gonna be able to get you this level of returns. And then you have to back that up with evidence in all sort different forms. The. Into corroborating your thesis. That's when you've won an investor. That's when an investor goes from potential to interested. Which already is a difficult process in and of itself. And then by the way, you're not done yet. Because it is possible that an investor will be interested in. Say three or four of those 10 deals that they might have looked through, you have to convert interest into investment. And so what you need to do is create a very simple what's known in the kind of marketing world as call to action. And you have to get, create a seamless and smooth process for an investor to take their interest. And immediately translate it into either a conversation with you, so what we'll do is we'll implement something like a calendar invite directly into the deck or have a little survey saying, okay, are you interested in this? In a follow up conversation. They just put their email and then you then do the follow up pretty much immediately. Or they can just e directly email you from within the deck. And that's. Or best case scenario, they go straight to your investor portal directly from the deck, which can take them there directly and even potentially embed it into the deck itself and just put in the money right there, right? So whereas most PDFs, they end with a little page that says, thank you so much. If you're interested, please reach out to us at info, at whatever. That doesn't do it, that doesn't, that you might have an investor who has said to themselves, oh, okay, this is interesting. I'd love to learn more. They're not gonna go back and find the email and say, okay, now I'm ready for an, for a conversation. However, if there's a very seamless, very quick one button call to action, they're much more likely to end up doing that, which is why the conversion rate on a, on an interactive deck is significantly higher than that of a regular PDF.

Steven M Weinstock: 17:51

I love that correct. Most people are not going back to page 63 and looking for the email address. Even if the email is highlighted where they can click it, they're still not gonna go back. So giving them multiple options on how to proceed, multiple call to actions as it's called. I was recently at a real estate conference, a real estate focused conference here in Manhattan last week. It was I guess it was tech focused, a lot of ai. The name of the conference was something AI and the consensus of the entire room was that the real estate industry is five or 10 years behind when it comes to tech. Got to speak and I was on stage over there and I was sitting next to some vc, some venture capitalist who invests in prop tech. There was some other guy who's some sort of data scientist. There was another guy who was an owner a real estate owner, but he had 400 employees and owned, like a billion dollars worth of real estate. And then there was me. When it was my turn to talk, they asked me why do I think that the real estate industry is five or 10 years behind? And the answer I gave apparently got a lot of applause or chatter in the room. And the answer I gave is that real estate, the business itself is very fragmented. It's not like soda where you have five companies and they run the, 80% of the business and then you have some small mom and pops with real estate, you have. I would say, just stick with the 80 20 rule. You have big companies that are, let's say 20% of, all the real estate , and those companies are big corporate behemoths that have hundreds of employees, that HR departments and they could hire these young kids to do implement AI into their into their organization. The rest of the real estate companies in the country, or maybe even the world for example, you could have a hundred million dollar portfolio and that could be run with a two man team or a three man team. And a lot of the times you have these companies that are built from the ground up. You're dealing with company founders. Who have been through market cycles , market turns, ups and downs and have weathered the storm. And they're obviously very successful in their own right. They're rich people. It's gonna be very hard to tell these guys how to change, what to do. And, force them to implement it as opposed to a big company. Yeah. You stick them in hr, you, you could automate those processes. And on stage , they asked me, so what AI am I using? And I said, I'm using chat GT And they said, what are you doing with chat GPT? I said I'm using it to make my life easier. They asked me for some examples. I said, for example, if I'm sending investor emails, I will use it for a first draft and then I'll tweak it and then maybe I'll run it through. Sometimes if someone sends me a PDF, I'll upload it to chat GPT, ask it a few questions, and I'll spit out some info. Obviously, I always have to double check it. Even when I get a contract from a lawyer I will upload it to chat GPT, ask it a few questions, see if there's anything that sticks out. Just on my part. And there was one thing I, there was one example I gave. I use a property management software and this software has got like a million bells and whistles and most of the bells and whistles I know nothing about. And in the old days I would do a search on YouTube saying, does Yardi, which is the name of the property management software, does Yard Breeze allow for. Electronic signatures on leases, for example, and I would, have to go through six or seven videos even watch them part of it, and then figure out either it could be done or can't be done. Now I could go to chat GPT as long as I prompt it well, right Prompt. That's the big word in in ai. And sure, it will tell me, yes your PropTech software could do this. Click this, click that, click this, and it gives me exact directions on how to do it. So I'm not using ai and this is what I told the audience. I'm not using AI to transform my entire organization. I would love if AI could tell me I. You're in contract with this property, don't do it, but buy the one next door. It I would love that, but I don't know how to use it for that. It's, probably not realistic at this point at least for a guy like me. But I am using AI to make my life a tad bit easier. Emails that used to be a hassle to write just quick research. And, little by little, I guess we'll catch up with the. Tech that's available out there. So that was my 2 cents that I gave to the crowds. And for the most part, again, it's, we're all fragmented. We, you could have, two guys, a guy who owns a hundred million dollars worth of real estate and then, the next block, another guy who owns$50 million worth of real estate. And they're not reliant on any major company or anything like that. So there's nothing pushing them to make that change.

Avi Solomon: 23:05

Can I give my, what I would've said, I know that I'm not gonna get a round of applause from the audience. But I give you a round of applause for that answer. I think it's, I think it's exactly right. I wrote first about this at some point, which was, which meant something along the lines of the real estate business is all about efficiency and organization. It's not about innovation, right? The name of the game in real estate is be as organized as possible in order to be able to buy something quickly, to be able to buy well and smartly utilizing financial engineering and utilizing leverage and utilizing relationships, and that's the organization and efficiency. Business and the best real estate operators are the people that are most, have their ducks in a room ready to jump on opportunities. It's not that innovation in real estate is not a game of innovation. And the funny thing is about with, it's not real estate. It's every private investing, everyone who is an investor. Except maybe VCs who really have to spend their time deep in tech because they're investing in tech companies, but even VCs, like anyone who is an investor, the goal is to be organized, and the goal is to make sure that everyone has all the information that they need. Make sure that you have all the information you need and make sure you jump as soon as as soon as. On the horizon that you know that things are coming and jumping is the right move. And the funny thing is that the way that you lay out the fragmentation of the real estate industry is exactly why it's such a fun industry to be in from my perspective. Because you'll have, as you said, you'll have these companies that are a hundred million dollar companies. They million, there's three guys sitting in a back office. All brilliant guys and like very with it in terms of what real estate cycles have and understand, deal analysis brilliantly. But they dunno how to put together a presentation and they certainly don't know how to utilize tools to maximize communication. Optimize communication. And that's where we're able to come into these massive companies dealing with companies that. Billion and billions of dollars on under management, and they've never put together. You look at the presentations they're putting together and the pdf, you're like, how is anyone even investing in you? If I was a random doctor. Who knew nothing about real estate and was presented with a 90 page thesis on, dissertation on this random deal in Louisville, Kentucky I wouldn't know where to start. The only reason I'm investing in you is because you sound really smart and you sound like you know what you're doing and you have a track record, and that's great. But the next, as soon as the next guy who has a better track record comes along, I'm just gonna go with him. If you can master communication and I think this is the, this is one of the real keys that we've, that we spotted. One of the real pain points that we spotted in the real estate industry and beyond is that if we can help general partners, master communication and utilize even, we're not using ridiculous AI tools. We using a little bit of AI and using. Basic web concepts to significantly improve investor communication. Your chances of success are much higher. Your ability to tell your story and actually build a narrative that you know the random high net worth doctor, lawyer, dentist is gonna engage with is gonna go through the roof and hopefully your platform and your company will follow suit.

Steven M Weinstock: 26:49

Can you share a real world example where someone came to you in middle of a raise? Hey, we're trying to raise money. Yeah, it's not working. We have a deck that my nephew prepared for us. And, I guess tell us, if that's happened, what's happened and, if they came to you and used your company what changed?

Avi Solomon: 27:12

Yeah. Give those kind of exact examples.'cause we don't, I don't, really stick around for the raise itself. But I will tell you, I'll tell you a couple of examples and you can take them or leave them. We had someone who was, who had just a. Fired his only employee. So this was the guy who owned, also owned tens of millions I think, in real estate. And he had, it was him and someone else, and that person was his analyst and his, his apprentice and whatever, and he had just decided to get to Poway with him. He came to us scrambling. He had. He had a raise that he was about to embark on. He said, I need something that's really strong. And he raised, I think it was $10 million in 10 days utilizing and look it's very difficult to use the counterfactual'cause I don't know how much, how long it would've taken him if he had not used us. But he claims that it was his quickest race ever. And it was made so much easier because of the because of the tech that we provided. We have a lot of people who who have similar stories, who were able to raise serious amounts of money extremely quickly. And the kind of scramble in the middle kind of story, it's hard because, does, it takes us between five and 10 days to put together a deck. Most people who are really scrambling we can do a bit faster, but we tend to not take on projects if they are just pure scrambles. We want this to be something that people go with from the outset with the knowledge that it is a much higher level, higher quality product, rather than something that's gonna save them in the middle of a race. That's it's not really the use case.

Steven M Weinstock: 28:49

If a company comes to you, a small company comes to you and they say. I saw this podcast, I wanna hire you. Yeah. I like your price. And they want all the bells and whistles. Do they have to implement any tech on their part? Do they have to get servers, do they have to get automated do they have to get call centers in in India? Or could they just, use their email and WhatsApp and all that to continue the process. Are you changing their life, meaning as far as what they need to implement this, or are you doing everything behind the scenes and it's seamlessly integrating into whatever they have going on?

Avi Solomon: 29:29

How you phrase that question. And the answer is, they change nothing. They change nothing. If anything, they do less and their life is made significantly easier. What they what we provide is twofold because and maybe this, I'll expand this answer a little bit into kind of what we were talking about with ai. Our thesis within AI is that. The best business model right now is something that we call reverse SaaS, which means instead of, so you've heard of SaaS, which is software as a service. We provide services as a software. What we've recognized is that because AI makes people, makes individuals five to 10 times more productive and efficient means that we can. Do something, . We can build something that would otherwise take months to build in a matter of days. Five to 10 business days is generally our timeline. What we create for every single deck and every single individual is essentially its own piece of software. So what we're building, because of the power of AI and AI coding and AI copilots we're able to build decks that are software, right? So instead of it being, as I say, software as a service, it's service as a software. So we provide a comprehensive service. Just like your regular pitch deck company would. So you provide us your raw information on your deal. You give us your underwriting, you give us some market analysis. You tell us about your team, and you tell us what you love about the. And that's it. We just dump that in our inbox and we create what is essentially your own unique piece of software, which ends up being your interactive deck , that is then yours and you are able to then share with your investors. The sharing process is exceptionally easy. It's just sharing a link, right? So it's even easier than sharing a PDF because , it's never too big for an email. It's ne, it doesn't take up any space in your memory or anything like that, and you get someone throughout the process. We assign an account ex. Is constantly available and they're putting together your information and it's just it's a surface at the end of which you get a software product. And I just think that's, honestly, that's the future of ai and like the kind of, I think it's the best business model within AI and it makes everyone's life significantly easier. Rather than it being, there's no servers involved, there's no call centers in India or anything like that. Like you were saying, it's really as simple as we are a regular service and we provide you a software outcome.

Steven M Weinstock: 32:26

You've worked with groups that pitch family offices institutional firms, what are they looking for differently than a pitch deck that. A retail investor or a small investor might not care about?

Avi Solomon: 32:40

That's a good question. So people like to differentiate between. Sophisticated and unsophisticated investor in exactly the way that you just laid it out, people assume that sophisticated investors are people who do investing for a living. Professional investors and unsophisticated investors are retail investors who dunno what they're talking about. And of course it's a very poor binary take. Everybody, I don't care if they're a professional investor or a professional dentist, believes that they're intelligent and sophisticated. And also on the flip side, on the other side of that coin, everybody, investor or dentist, believes what I should say, doesn't want to read through pages and pages of information. So I, I don't accept the binary that is, there are sophisticated investors, institutional investors, and retail unsophisticated investors. I don't accept the binary. I think everybody, I. Wants a sophisticated product and wants a kind of quote, unquote, unsophisticated or simple way of absorbing the information. Now, there is a slight difference. I will give you that between an institutional investor and a retail investor in the way that you have to communicate with them, which is simply the sophisticated investor needs to know. Then you have a lot of information and a lot of evidence backing you up and wants to see it quickly. The sophisticated investor also wants to know that you have a lot of evidence backing you up, but doesn't necessarily need to see it. They're happier to just know that it exists. But ultimately because our interactive decks have this concept of click through exploration like I was describing before, where. I'll paint the picture a little bit more clearly. Where and people by the way can check out our interactive decks. We have some samples on pulse cre.com where we'll have bullet points, right? So a kind of an executive summary that is in, 3, 4, 5 bullet points. And then there's a little button that says, read more. And. A kind of six or seven paragraph executive summary about all the in and outs of the deal, right? So that solves for your sophisticated, unsophisticated thing, which again, isn't really sophisticated. Everyone wants to read bullet points and wants to know that you have evidence to back it up. And in the same way, you can do that with much more, in depth things. So you can have graphs that indicate that the. Rents in your area are gonna go up, and then you could have an entire article or CoStar report available and accessible immediately afterwards to back up all that information or to back up that thesis, which again everyone wants the easy way of consuming information and to know that the evidence is there to corroborate your initial proposal.

Steven M Weinstock: 35:50

I'm gonna ask you some more questions. We're, coming to the end. What would you say to a syndicator who's used to raising. Check sizes in the amount of a hundred thousand dollars, and now he wants to go after larger, $2 million checks. What has to change in the materials and the messaging that they're providing.

Avi Solomon: 36:09

It's a good question. I genuinely don't think there's much difference. I think it is and most real estate moguls will tell you this. The amount of effort that it takes to raise a hundred K and the amount of effort it takes to raise a hundred m is the same. Yes, there are more phone calls involved, but ultimately it's a few more. Zero. You have to put at the end of personally. It requires a very you have to be sharp. Wherever you are in the industry, you might tell me, okay, a hundred KI can get from just knocking on my uncle's door. Okay, fine. As soon as you get past like very close friends and family, you need to be sharp. You need to be on a game. You need to be communicating with. Very high level materials. You need to know what your pitch is, what your narrative is, what your story is. It doesn't really matter if you're doing a million or a hundred million, maybe you might say the price tag for putting together high level, high-end materials makes a bit more sense if you're raising more money. Okay, fair enough. But ultimately you have to be, you have to be a really sharp communicator regardless.

Steven M Weinstock: 37:15

You only get a few minutes sometimes to make a first impression. Yeah. What's one thing that signals credibility right away in a deck or a pitch from your experience?

Avi Solomon: 37:27

You only get about 20 seconds. That's the number that we work based off of. And the very short answer to that is movement people. And this is just again, it's something we're able to integrate into interactive decks. If you have movement immediately, people immediately are drawn to that. That's just the way the brain works. We love movement. We love something that feels like it's alive, and if you can make your deal. Alive. You're in a very good place. There's a lot more to answer there, but I'm trying to keep it to one sentence.

Steven M Weinstock: 37:58

Thank you. Last one. Let's fast forward three to five years. What does the future of capital raising communication look like? Are pitch decks still around or do we evolve into something else entirely? What do you what do you think we are?

Avi Solomon: 38:15

I'd like to think that everyone will be using an interactive deck. I very much hope that Pulse is the front runner in that industry, but I think it's obvious that everyone's gonna be using interactive forms of communication that our platform, web-based interesting and 21st century.

Steven M Weinstock: 38:36

Avi, tell our audience a little about you, where they could reach you, whatever you want. Now's your chance, sir.

Avi Solomon: 38:42

Yeah, so I definitely encourage everyone to follow me on LinkedIn. We're even connected me on LinkedIn Avi Solomon. I'm the one that looks like this. CEO of Pulse. Definitely check out our website. Our website is Pulse, CR e.com and book of time. My, my Calendly is on the website. People can book a time directly with me. That probably will change relatively soon as we build out our team and engagement and my calendar gets more and more booked up. So for now you can still access me directly. Soon enough I'll be a member of our team. Get on that.

Steven M Weinstock: 39:19

Avi, this was awesome. I think a lot of real estate operators and capital raisers listening are going to rethink how they're telling their story after hearing this. You're not just, you're not just upgrading slide decks on pitch decks. You're helping people communicate better build trust faster and actually get deals done in a way that works for both sides. Thanks for joining me and for everyone listening, if you found this helpful, make sure to follow the wealth Clock with Steven Weinstock. New episodes drop every week where we sit down with operators, company founders, closers. Deal makers making real moves in real time. See you next week. Thank you.