The Best Ever CRE Show JF 4092: Why Cold Traffic Fails and Trust-Based Marketing Wins with Richard McGirr
Nov 17, 2025
Richard McGirr, founder of Unlimited Capital and expert in trust-based marketing, reveals why cold traffic fails for capital raising. He emphasizes the critical importance of trust in private investments, arguing that interruptive ads often create a trust deficit. Richard discusses innovative strategies like borrowing credibility through podcast tours and utilizing paid influencer webinars. He highlights the superior conversion rates of micro-influencers over celebrities and shares legendary case studies, illustrating how renting brand trust can dramatically increase marketing efficiency.
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Cold Ads Start With A Trust Deficit
- Cold traffic from interruptive ads has very low trust and poor conversion for capital raising.
- Richard McGirr says buying expensive cold impressions is the worst place to spend capital-raising budgets.
Capital Raising Requires Extraordinary Trust
- Capital raising demands an exceptionally high level of trust compared with other services.
- McGirr emphasizes investors commit money for years with limited guarantees, raising the trust bar.
Interruptive Ads Trigger Skepticism
- Interruptive ads deliver impressions but start with negative trust because they interrupt personal media consumption.
- McGirr explains users see unknown sponsors making big promises, producing skepticism and low engagement.
