Match what you have with what you want
This is equity marketing, the way the session runs it. Members put positions on the board — properties, cash, notes — and the room structures exchanges that turn what one member has into what another wants.
The I have / I want model
Every position a member puts on the board reduces to two sentences. What you have: a property, cash, or a note. What you want: income, liquidity, tax deferral, less management, a partner. Equity marketing is the discipline of matching the two — your position with another member’s — through a structured exchange.
The wants members put on the board most often
Three participants, one structure
Here is the simplest version: two members’ positions that answer each other, and GEMS in the middle drawing the legs.
Diagram of one structured exchange. Owner A has a rental duplex worth $400k and wants monthly income without tenants. Investor B has cash to place and wants reliable yield. GEMS sits in the middle and structures the deal legs: the property moves into the exchange, the investor’s cash funds it, the investor receives an income-producing property, and the owner receives monthly income — the matched connection.
Owner A
The property owner
GEMS
The session
Structures the deal legs so each side gives what it has and receives what it wants.
Investor B
The investor
Every leg is a real transaction, reviewed by the licensed professionals in the room before anything is signed. Nothing closes until every party’s want is satisfied.
From board to closing
Your asset goes on the board
Submit it through your dashboard before the session, or state it in the room: what you have, and what you want from it. One line each is enough.
The room proposes legs
Members — including licensed professionals in taxation, financing, and exchange — connect your position with others on the board and sketch the legs that could link them.
Parties agree in principle
The members in each proposed leg confirm the outline together: what each party would give, what each would receive, and what remains to be verified.
Each leg closes with your own advisors
Every leg is a real transaction, papered and closed with your own attorney, tax advisor, and lender. Nothing binds until your side of the table says it does.
Common questions
Straight answers to what prospective members ask first.
See the room work a board
The fastest way to understand equity marketing is to sit in on a session. Your first two are free — bring a position, or just observe.