Sterling Group
For Sterling GroupPrepared by Leadfins · For Lance Swank
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No. 01 · For Sterling Group

A 50-year family-owned firm building $3 billion of multifamily and storage. Custom assets for Sterling Group.

A custom investor-acquisition stack designed to outperform the Meta ads currently running on the Sterling account and the landing page they convert into.

II.Landing page

Landing page.

A dedicated 506(c) page that takes an accredited investor from the first-touch Meta ad straight to a booked intro call, so every paid-social dollar Sterling spends lands on a page built to convert into the active Argento and self-storage offerings.

sterling-group-lp.vercel.app
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III.Image ads

Image ads.

4 custom static ads that lead with the numbers Sterling has actually built, so accredited investors writing $100,000 and $1 million tickets see a 50-year track record before they see another generic "institutional multifamily" hero.

Ad 0150-year family story
Sterling Group Ad 01 — 50-year family-owned firm
Ad 02$3B track record
Sterling Group Ad 02 — $3B built since 1976
Ad 03Multifamily + storage
Sterling Group Ad 03 — 23,000 units + 4M sf storage
Ad 0417% IRR Argento
Sterling Group Ad 04 — 17% IRR target Argento
IV.Ad scripts

Ad scripts.

4 ad scripts paired one-to-one with the creatives above. Drop straight into Meta and split-test which one books the most accredited intro calls into the Sterling pipeline.

Script 01paired with Ad 01
50 years. $3B built. Same family.
Accredited Investors: Larry Swank founded Sterling Group in 1976, his son Lance has led operations since 1983, and the next generation is already running construction, which means the family signing every quarterly investor letter today is the same family that built the first apartment community five decades ago. Over those 50 years the firm has aggregated more than $3 billion of value across Class A multifamily and institutional self-storage in the Sunbelt, while every dollar of investor capital moves through one vertically integrated platform that sources, underwrites, builds, leases, and manages the asset under one roof in Mishawaka, Indiana. Current 506(c) offerings target 17% IRR and a 2.5x equity multiple on 4 to 7 year holds, with a $100,000 minimum subscription for verified accredited LPs. Book a 15-minute call with the Sterling capital team and walk the active pipeline. Accredited Investors Only. Past performance is not indicative of future results.
Script 02paired with Ad 02
$3 billion built. 17% IRR target.
Accredited Investors: most multifamily sponsors pitching 506(c) raises today started their first fund inside the last decade, which means their track records are anchored entirely in the zero-interest-rate era and have never been tested through a real downturn. Sterling Group has aggregated over $3 billion of multifamily and self-storage value since 1976, has held the same Sunbelt thesis across five separate interest-rate cycles, and is currently offering accredited investors a 17% IRR and 2.5x equity multiple target on 4 to 7 year holds inside the Argento multifamily platform and the Sterling Self Storage funds. The structure is Reg D 506(c) at a $100,000 minimum, with K-1 tax reporting, cost segregation, and bonus depreciation flowing through the operating LP. If you want to back a platform that has been operating since the 1970s and is still owned by the same family, book a 15-minute intro call. Accredited Investors Only. Past performance is not indicative of future results.
Script 03paired with Ad 03
23,000 units. 4 million sqft of storage.
Accredited Investors: Sterling Group operates 23,000+ Class A apartment units and 4 million square feet of self-storage across the Sunbelt, which is a dual-mandate footprint that very few private sponsors at this size can credibly underwrite from a single balance sheet. That matters because a single 506(c) allocation into the Sterling platform gives you exposure to both asset classes simultaneously, with the same vertically integrated investment, construction, and 200-person property management team running every property from day one of acquisition through the eventual exit. Current offerings include Sterling Real Estate Development Fund II for Class A multifamily, Sterling Self Storage Master Fund I for storage acquisitions, and Sterling Self Storage Fund VII for ground-up storage development, all open to verified accredited investors at a $100,000 minimum. Schedule a 15-minute call with the Sterling capital team to walk the active pipeline. Accredited Investors Only. Past performance is not indicative of future results.
Script 04paired with Ad 04
17% IRR. 2.5x EM. 4-7 year hold.
Accredited Investors: the active Sterling Group offerings target a 17% IRR and a 2.5x equity multiple over a 4 to 7 year hold, with a 4% cash distribution during the construction phase and an approximately 7% average annual cash return after stabilization, all backed by 50 years of continuous operating history under the same family. The Argento at Three86 in Nashville is a 286-unit Class A multifamily community currently raising under Sterling Gallatin Investors, and the Argento at Cane Bay is a 240-unit Charleston deal raising under Sterling Charleston III, both at a $100,000 minimum subscription for verified accredited LPs under Reg D 506(c). K-1 tax treatment, cost segregation, and bonus depreciation flow through the LP structure, with monthly investor reporting from the in-house management team. Book a 15-minute intro to walk the underwriting and the subscription mechanics. Accredited Investors Only. Past performance is not indicative of future results.
V.VSL script

Founder VSL.

A 5 to 6 minute founder script in Lance Swank's first-person voice, ready to record and drop onto the landing page hero. Front-loads the 50-year track record and the $3B built so an accredited LP commits inside the first 30 seconds.

IHook00:00 – 00:25

My name is Lance Swank, and I am the President and CEO of Sterling Group.

My father Larry founded this firm in 1976, I have been running operations since 1983, and over the last 50 years we have aggregated more than $3 billion of value across Class A multifamily and institutional self-storage in the Sunbelt.

If you are an accredited investor who has spent the last few years writing $100,000 and $1 million tickets into 506(c) raises and you are tired of backing first-time sponsors with a four-year track record, the next five minutes are for you.

IIThe Opportunity00:25 – 02:00

Sterling Group is privately held, family-owned, and vertically integrated.

We do not outsource construction, we do not outsource leasing, and we do not outsource property management.

We operate four divisions under one roof in Mishawaka, Indiana, which is Sterling Investments handling the capital formation and the 506(c) syndication, Sterling Development sourcing the deals, Sterling Construction building the asset, and Sterling Management running 23,000 apartment units and 4 million square feet of self-storage every single day.

When an investor wires capital into a Sterling offering, they are partnering with the team that will physically build the property, lease the units, and sign the K-1s for the entire life of the hold, not a paper syndicator who outsources every operational layer to a third party.

That structural choice is the single biggest reason our investor distributions have held up across five interest-rate cycles, because the operating margin that most peer sponsors leak to third-party general contractors and third-party property managers sits on our own balance sheet, which means it ends up in the investor waterfall instead of someone else's.

IIIThe Numbers02:00 – 03:30

Here is what is currently open to accredited investors under Reg D 506(c).

Sterling Real Estate Development Fund II is the active Class A multifamily vehicle, with the Argento at Three86 in Nashville and the Argento at Cane Bay in Charleston already raising, and additional tranches coming online through the first three quarters of 2026.

The target return is a 16 to 18% IRR on the broader fund and a 17% IRR with a 2.5x equity multiple on the deal-specific Sterling Gallatin and Sterling Charleston vehicles, both over a 4 to 7 year hold.

The cash distribution cadence is 4% during the construction phase, then an average of roughly 7% annual cash return after the asset stabilizes.

On the self-storage side, Sterling Self Storage Master Fund I is the acquisition and recapitalization vehicle with 15 deals already closed and more than 50 targeted, while Sterling Self Storage Fund VII is the ground-up development fund focused on the Atlanta MSA, with 3 projects already in motion and 2 fully delivered.

All of these vehicles flow K-1 tax treatment, cost segregation, and bonus depreciation through the operating LP.

IVThe Track Record03:30 – 04:30

The reason these numbers matter is that they are not projections off a first-time pitch deck.

Sterling Construction has completed more than $1 billion of projects under Larry Swank the second, who runs the construction division, and Sterling Investments has deployed nearly $1 billion of development, acquisition, and syndication activity since 2011 under Josh Miller, our Chief Investment Officer.

Andrea Vinstra runs the 200-person property management arm, Drew Strobel handles every dollar of legal activity across the platform, and Bob Voss runs the finance function out of the same Mishawaka office where my father started the firm half a century ago.

Three generations of the Swank family currently sit on the masthead, which means the succession question that quietly worries most LPs writing $1 million checks into a 7-year hold has already been answered.

VThe Terms04:30 – 05:15

Subscription minimums are $100,000 for the deal-specific vehicles and the Master Storage Fund, $250,000 for Sterling Self Storage Fund VII, and we strongly prefer $4 million plus into Sterling Real Estate Development Fund II and $5 million plus into the Self Storage Master Fund.

The structure is Reg D 506(c), which means we are required to verify accreditation status on every subscription before a dollar of capital is accepted, and we handle that verification through our subscription documents directly.

Investor reporting runs monthly through our in-house management team, with quarterly investor calls and annual K-1 delivery on schedule.

VICall to Action05:15 – 05:45

If any of what I just walked through is interesting, the right next step is a 15-minute conversation with our capital team.

We will walk you through the active Argento and self-storage offerings, share the actual subscription documents, and answer every question you have about the underwriting, the construction schedule, and the in-house management of the asset.

There is a calendar link on the landing page below this video.

Pick a time, we will be on the call, and we will treat your capital with the same discipline that has carried this family business across the last 50 years.

Thank you.

VI. · Why this outperforms the Meta ads currently running

The current ads under-use the 50-year story. The new ones lead with it.

Sterling has 6 active 2026 Meta ads. Every one of them says "50-year privately-owned firm" but not a single one anchors to a hard number. No $3B. No 23,000 units. No 17% IRR. No Argento. The package above replaces all of that with copy that frames the entire family story around the metrics accredited investors actually buy on.

01 Numerical anchors in every hook

Every ad lead with $3B, 50 years, 23,000 units, 4M sqft, 17% IRR, or 2.5x EM. The current account opens with "stability and long-term growth" instead.

02 Dual-mandate as the moat

One creative anchors the multifamily plus storage thesis as a single allocation, which is a footprint very few peer sponsors can credibly underwrite from a single balance sheet.

03 Argento and Sunbelt specificity

The Argento brand and the Three86 plus Cane Bay deals show up by name, which pre-qualifies the click and gets the lead 30 seconds further down the funnel before they hit the landing page.

VII. · Next step

We'd implement all of this for free, plus a few more things, so you can see the investors we'd get you.

Pick a time below. We will hop on a quick call, walk through the assets together, and outline exactly what the first 30 days of running this against your accredited audience would look like. No retainer pitch. No follow-up funnel. Just a working conversation.