They like to save time by outsourcing to professionals (You), they want to work with someone they ("feel" important word) sophisticated, sharp, an expert in his field (whether you are or not).Middle class people want to feel like they're getting a deal.Poor people are opportunistic, more impulsive but are rarely qualified and you probably shouldn't sell to them.

Its not inconceivable to find less sophisticated investors that would be very happy with a 10-12% return on their money but you'll likely have to hand hold them for a long while to get them to the finish line with you. 

When house hunting my first home I used zestimate as a ballpark estimate in placing offers .Now that I am planning to sell my home I see that zestimate is awfully skewed as other highly similar homes in my neighborhood are zestimated at a much higher price and and I presume most potential buyers perceptions are colored by the zestimate tool in zillow.Is there anything I can do to address this discrepancy in zestimate?

Do they understand the terminology, are they sophisticated or newbie, do they understand there is risk in any kind of investing.

Here's the link if you want to check it out.https://www.biggerpockets.com/member-blogs/9232/55313-intro-to-section-8---your-perceptions-vs-my-realities

Less sophisticated investors only focus on the gross income generated, while more savvy investors evaluate the entire net income, inclusive of tax obligations.

Here is the link if you want to read it.https://www.biggerpockets.com/member-blogs/9232/55313-intro-to-section-8---your-perceptions-vs-my-realities

This is why you will often read on BP where sophisticated investors tell new investors to consult with an attorney AND an accountant first.

Rates are higher, too, but the ease of use is a game-changer for more sophisticated investors.

(I am in the Bay Area and my perceptions are subject to being skewed by that)