@Julie Silvestro
Interesting to see the different takes that people have on this thread. My take is:
- You're trying to market your service to apartment owners as an "investment".
- It's a potentially high yielding investment so you want to effectively communicate this to apartment owners using their "lingo".
- You found out that apt owners, in their lingo, frequently use "cap rate" as a measure of return on an "investment" whereby the higher the cap rate the higher the return.
- So you're thinking - in my marketing, why don't I use the term "cap rate" to describe the potential high return of the service that I'm offering. Surely this will convey my message better than the term "ROI", after all just about every real estate investor knows what cap rate is.
- So your question is: which is better -
- Buy my service, it's an "investment" with 60% ROI... OR
- Buy my service, it's an "investment" with 60% Cap Rate.
If I have described your original question correctly, then my recommendation is scrap the cap... :-)
Reasons:
- As it is, there are already many investments marketed using "cap rate" where cap rate is totally irrelevant - single family residence, turnkey SFR's, duplex, triplex, etc. To market internet service with cap rate is kinda out there...lol
- Cap rate is not even a measure of return.
- You shouldn't think that you can actually connect better with real estate investors (i.e. apartment owners, in this case) by discussing cap rate. It's the most misunderstood metric, in my opinion.
Cheers... Immanuel