Founders Club

You can’t argue with a story. And that’s why digital marketing legend Perry Belcher leverages storytelling to make sales. So, what makes people buy when they’re under the influence of story? And how can we harness an understanding of storytelling to sell real estate?

Connect with Founders Club Host Oliver Graf on Instagram

Perry is the cofounder of DigitalMarketer and the cocreator of Traffic & Conversion Summit. A serial entrepreneur known for his expertise in digital marketing and copywriting, he is a prolific author and sought-after consultant in the realm of growing an eCommerce business, driving web traffic, and increasing conversion. Today, Perry runs Olympus Peak Media, a digital marketing and membership company with 5.5M annual readers and a client roster of 500K.

On this episode of Founders Club, Perry joins Oliver to share the DigitalMarketer origin story and discuss how his background in retail contributes to his success in eCommerce. He offers his formula for building a business around a domain name, explaining why he sees web addresses as land and where to go to buy available domains. Perry also describes his ‘peel the onion’ approach to writing headlines and weighs in on the top tools for writing copy that converts. Listen in to understand the relationship between storytelling and sales—and learn how to apply the story arc for effective real estate marketing!

[1:23] Perry’s background in business

• Retail, manufacturing, eCommerce and digital marketing
• Partner with Ryan Dice on DigitalMarketer

[6:50] Perry’s insight around domain names

• View as real estate (buy and register for 10 years)
• Build site with content to increase value

[13:26] Resources for buying domain names

• Registercompass, JustDropped and Undeveloped
• Use NameJet for domain auctions

[19:16] Perry’s formula for picking winning domains

1. Product people need
2. Over $100
3. Hard to find in local market
4. Don’t sell on Amazon

[22:31] The DigitalMarketer origin story

• Met partner at mastermind
• Made $9M in first 7 months

[28:07] The relationship between storytelling and sales

• Creates connection with consumer
• Make promise, tell story + call to action

[35:57] Perry’s explanation of the story arc

1. Set the scene
2. Introduce characters
3. ‘Story cliff’

[43:19] How to adapt the story arc to real estate

• History of home
• Imagine…

[51:12] Why story is key to persuasion

• Puts prefrontal cortex to sleep
• Reptilian brain releases happy chemicals

[1:03:40] Perry’s ‘peel the onion’ approach to writing headlines

• Figure out what customer really wants (the WHY)
• Make replacement offer, not improvement offer

[1:09:30] Perry’s favorite online tools and software

• Hemingway app to write to grade level
• Natural Reader reads copy back in human voice
• Trello for storyboarding

[1:12:20] What Perry is investing in right now

• Business of human capital
• Trained and managed outsourcing

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DigitalMarketer

Olympus Peak Media

[email protected]

In 2010, Matt Fleming and his friends had money—but no deals. They were looking for a physical place to safeguard their cash, and Matt had the foresight to buy several projects with the intent to hold and maintain the properties until the real estate market came back. One of the unique communities Matt invested in was The Groves, a neighborhood in Temecula Wine Country with 2,400 citrus trees that he has transformed into a revenue-generating, licensed organic citrus farm.

Connect with Founders Club Host Oliver Graf on Instagram

Matt is the founder of Fleming Communities, a premiere boutique builder based in Southern California. The firm specializes in developing unique communities in the state’s most scenic locations, and the hallmark of their success lies in homes with timeless design and enduring quality—built in areas of great natural beauty.

Today on Founders Club, Matt joins Oliver to discuss his background in real estate and the uncommon attributes of the developments he decided to keep. He shares the details of The Groves, explaining how the community’s citrus farm generates revenue for the HOA, how he purchased the property from the bank, and what he did to maintain the property until the time came to build. Matt also describes the pick-a-lot, pick-a-home program at The Groves and the custom options available to buyers. Listen in to understand Matt’s biggest challenges in working with the county and incentivizing subcontractors and learn what inspired him to become a resident of the community himself!

[1:21] Matt’s background in real estate

• Family in construction industry
• Owned mobile home businesses
• Bought several projects in 2010

[3:02] Matt’s foresight to buy and hold

• Lucky enough to survive downturn
• Aligned with great partners
• Intent to sell when market turned

[6:31] The features of the developments Matt held

• Location and/or uncommon attributes
• The Groves = income-producing citrus farm

[8:18] How the community’s citrus farm generates revenue

• Grapefruit harvest three weeks per year
• Utilized by HOA to lower dues, apply to projects

[11:47] How Matt purchased the property from the bank

• Drawn to wine country setting, paths already cut
• Bought note from bank and settled with borrower

[13:57] Matt’s initial action plan for The Groves

• Paved road, installed gate at substantial savings
• Fence around 110 acres to secure asset

[17:15] The impetus for Matt to build at The Groves

• Pent-up demand (build only if pre-sold)
• Pick-a-lot, pick-a-home program

[20:03] How The Groves buyers customize their homes

• Choose lot, location/direction of house
• Pick from among three available models
• 8-month timeline from YES to move-in

[24:13] Matt’s biggest challenges with The Groves

• Getting site reapproved with county
• Incentive program to keep subs on job

[26:22] Matt’s advice for aspiring developers

• Understand process of BRE
• Surround self with good people

[27:43] Matt’s decision to live at The Groves himself

• Bike/walk to wineries, unique setting
• Heavily involved in community/HOA

Fleming Communities

The Groves

Big Block Realty

Oliver on Facebook

Oliver on LinkedIn

How do you come back from losing $50M? Rod Khleif had achieved incredible success as a real estate investor, building a portfolio of SFHs and apartment complexes that grew his net worth by $17M in 2006 alone. And then came the crash. So, how did Rod recover and revive his real estate career? And what did he learn about finding true fulfillment along the way?

Connect with Founders Club Host Oliver Graf on Instagram

Rod combines his passion for real estate investing with his personal philosophies around goal-setting, envisioning and manifesting success as one of America’s top multifamily investment and high-performance life coaches. Rod is an accomplished entrepreneur, building several multimillion-dollar businesses and developing a real estate portfolio of 2,000-plus properties. He is also a community philanthropist, founding the Tiny Hands Foundation, an organization dedicated to improving the quality of life for children in Sarasota, Florida, and the surrounding areas.

On this episode of Founders Club, Rod joins Oliver to share the goal-setting system that helped him recover from losing $50M in the crash and explain what drew him back to real estate in the last couple of years. He offers an overview of the apartment buying process, explaining how to choose the best properties and markets for multifamily. Rod also walks us through his five-step weekly planning process for prioritizing what’s really important. Listen in for Rod’s advice to would-be apartment investors and get inspired to achieve true success and fulfillment!

[0:53] The goal-setting system that helped Rod recover from the crash

• Brainstorm list of everything you want in life
• Make it measurable (# of years for each item)
• Pick juiciest goal + top 3 for year on new sheet
• Write paragraph re: WHY each goal is a MUST
• Collect pictures and visualize things you want
• Journal on qualities necessary to achieve goals

[23:46] How Rod overcame depression after achieving his big goal

• Vision for future, other goals lined up behind
• Remove focus on self by giving back (e.g.: feed families)

[29:59] Rod’s 5-step weekly planning process

1. Celebrate what got done
2. Journal to capture magic
3. Single page of declarations (top areas of focus)
4. Must-do tasks for this week
5. Block time for things get further faster

[42:55] What drew Rod back into multifamily real estate

• Ability to scale faster
• Easier to buy than SFH
• ‘Team sport’

[45:30] Rod’s overview of the apartment buying process

• Decide between residential and commercial multifamily
• Build team (brokers, property managers, bankers, etc.)
• Align with investors with resources
• Brand self through LLC, add value on social for reach
• Educate self around joint venture vs. syndication deals

[57:56] Rod’s advice around the best properties to invest in

• Look for B and C properties in A and B areas
• Add value to force appreciation

[1:02:57] What Rod looks for in an area to buy multifamily

• Growth in population, income and jobs
• Research on Best Places or City-Data

[1:05:29] Rod’s take on the current multifamily landscape

• Hard to find good deals right now
• Best time to learn, market correction yields opportunity

[1:07:23] Why Rod recommends specializing in one market

• Must know what people want to be competitive
• Learn business in one location before expand

[1:10:18] Rod’s favorite tech tools for real estate investing

• Slack + Asana to communicate with team, manage projects
• Maximize social media to add value for potential clients

[1:11:20] Rod’s advice for aspiring multifamily investors

• Learn the business
• Take action

Rod’s Website

Lifetime CashFlow Through Real Estate Investing Podcast

Multifamily Community on Facebook

Multifamily Bootcamp

Tiny Hands Foundation

Books by Rod

Big Block Realty

Oliver on Facebook

Oliver on LinkedIn

Tony Robbins

Grant Cardone

Dale Carnegie

Tom Hopkins

Zig Ziglar

Fiverr

Upwork

The 10X Rule: The Only Difference Between Success and Failure by Grant Cardone

The 5 Love Languages: The Secret to Love that Lasts by Gary Chapman

Rentometer

Rentbits

Apartments.com

Zillow

Craigslist

Best Places

City-Data

Glenn Gonzales on Lifetime CashFlow EP207

SpotCrime

Asana

Slack

How do you build relationships with high-net-worth individuals who have the resources to invest in your real estate deals? By treating them like friends, not ATMs.

Connect with Founders Club Host Oliver Graf on Instagram

Sal Buscemi is Managing Director at Dandrew Partners, a market leader in short-term loans and equity financing. He mentors aspiring fund managers through The Commercial Investor, a division of Dandrew that teaches wealth creation through real estate the Wall Street way. Sal started his career as an investment banker with Goldman Sachs before transitioning to real estate, and to date, he has raised a total of $500M in capital for other people’s projects as well as his own. He is also a sought-after speaker in the realm of real estate finance and has written countless articles on residential and commercial investing.

Today, Sal joins Oliver to discuss the details of his current project, a 166K square-foot class A industrial development in Las Vegas. He shares his three rules for choosing an operator and offers advice on vetting real estate deals ‘like a jilted ex-lover going through the cell phone records.’ Sal also provides guidance on presenting deals to potential investors, staying top-of-mind without becoming annoying, and conducting a capital call for a new deal. Listen in for insight into how Sal raised money for his current commercial investment and learn how to build and nurture positive relationships with a network of investors!

[0:45] An overview of Sal’s current project

• 166K ft2 industrial development
• Class A (credit-worthy tenants)

[3:54] Sal’s background and experience

• 5 years at Goldman Sachs
• ‘Hired gun’ for family office
• Two distressed credit funds

[9:42] Sal’s 3 rules for choosing operators

1. Audited track record
2. Been through 2 market cycles
3. 10% hard equity in game

[21:01] Sal’s advice on vetting deals

• Compare to market (cap rate)
• Rental income drives value

[24:38] Why Sal prefers industrial to multifamily

• Fewer inefficiencies
• Steady, credible tenants

[31:18] How to present a deal if you can’t put your own money in

• Equity in building business and relationships
• Demo conviction in other ways (e.g.: no management fee)

[35:20] Sal’s guidance around raising money

• Talk to people trust, build following
• Handle concerns re: liquidity

[40:16] How to build positive relationships with HNWI

• Get involved with charities, boards
• Treat network like friends
• Avoid conspicuous spending

[46:33] How to present deals to potential investors

• Reach out with newsletter on market
• Host cocktail mixers at office

[48:43] How to stay top-of-mind without becoming annoying

• Send article or text once per quarter
• Dedicated time to reach out via email

[59:36] How to conduct a capital call

• Offer fast-action bonuses
• Be specific with deadlines to create urgency

[1:06:07] How to deal with overbearing investors

• Recommend different asset
• Put in place (professional, passive investment)

[1:09:23] Sal’s process for offering a new deal

• Send out tear sheet
• Wiring instructions on page 1 of email

The Dandrew Letter

Big Block Realty

Oliver on Facebook

Oliver on LinkedIn

Monkey Business: Swinging Through the Wall Street Jungle by John Rolfe and Peter Troob

The 100 Million Dollar IRA: The Closely Guarded Secrets to Building a 9-Figure IRA by Salvatore M. Buscemi

Real Closers

Tony Robbins

Upwork

Joe Polish

Slybroadcast

Google Voice

DocuSign

When you’re a celebrity agent, you don’t have to chase real estate business anymore. Instead, it comes to you. But how do you become a rock star in your community? How do you get media attention? How do you develop relationships with the right people? What does it take to become THE go-to realtor in your market?

Connect with Founders Club Host Oliver Graf on Instagram

With 26 years of experience as an agent, Mike has perfected the art of building strategic relationships to become a celebrity in Santa Clarita. He is a well-known leader in the community, supporting business galas and charity events and serving as a board member and volunteer for local nonprofits. Mike is also the co-owner of California Leasing Property Management and the cohost of Santa Clarita Valley Today and The Real Estate Marketing Show.

Today, Mike joins Oliver to share his journey to becoming a local celebrity, explaining how he developed the idea of a Mega Open House and leveraged speaking engagements to establish authority in the community. He also describes his approach to developing relationships with the right people and getting your face in the media. Listen in for insight on how Mike uses branded swag to promote his business and learn how to become the center of attention at events and dominate your market!

[0:23] Mike’s early days in real estate

• 19 years old, not known as professional
• Back to basics (expireds, FSBOs, farming)
• Study Proctor & Ferry, attend seminars
• Strategy to stand out and get known
• Owned neighborhood within year

[4:50] How Mike developed the Mega Open House

• Flyers, door knock and cold call invitation
• Promote giveaways and drawings

[7:21] Mike’s unique selling propositions

• Sell in 90 days or free
• Quick over-the-phone market evaluation
• Seasonal promotions
• ‘Buy from me and we’ll buy yours’

[10:59] How to use speaking to become an authority

• Offer seminars for free ads in newspaper
• ‘People line up to talk to you’

[12:47] Mike’s advice on attending events

• Attend 2 to 4 per week
• Chamber events, nonprofits and charities

[14:47] Mike’s approach to taking over a room

• Pick 4 or 5 people must meet
• Get cell # and connect on social

[17:16] Mike’s strategy for getting your face in media

• Write free articles, ask to add headshot
• Volunteer for real estate segment on local TV

[22:55] How to develop strategic relationships

• Connect with business owners
• Join country club, send kids to private school
• Fly first class

[30:03] How to work social media

• Film what already doing (e.g.: speaking)
• Reach out re: life events like vacations

[33:26] How Mike leverages swag and gear

• Free stuff people don’t throw away (e.g.: koozies)
• Guilt gifts at open house or listing appointment
• Dickie’s line, people tag on social media

[35:54] Mike’s branded moving vans and trucks

• Serve as rolling billboard ($2K to wrap)
• Churches and charities use for free

Team Bjorkman

Team Bjorkman on Facebook

Team Bjorkman on Twitter

Team Bjorkman on Instagram

The Real Estate Marketing Show

Big Block Realty

Oliver on Facebook

Oliver on LinkedIn

Craig Proctor

Mike Ferry

Dr. Tony Alessandra

Closing Table

Lab Coat Agents

SCV Today

Sharran Srivatsaa is famous for growing Teles Properties 10X in five years, expanding from one office to 22, from 35 agents to 600, and from $300M in sales to $3.5B. But what you may not know is that Sharran endured some serious challenges along the way. In fact, he suffered through some hungry days early in his college career—going so far as to face off with a raccoon in a dumpster for a Subway sandwich and a box of Pop-Tarts!

Connect with Founders Club Host Oliver Graf on Instagram

Today, Sharran serves as a serial entrepreneur and sought-after keynote speaker whose thought leadership has been featured in The Wall Street Journal, Huffington Post and Forbes, among many other publications. On this episode of Founders Club, Sharran sits down with Oliver to share his sage advice for entrepreneurs, explaining how he tackles to-dos, why he recommends getting a coach early on, and what you need to know about negotiating an acquisition.

Sharran weighs in on the future of the real estate industry and offers insight around the strategies he used to recruit and retain top talent at Teles. He also walks us through the marketing and pricing pieces of his legendary listing presentation and addresses the power of scripting and role play to win business. Listen in to understand how Kingston Lane is working to give agents their time back and get inspired to own your brilliance—and create tomorrow today!

[1:30] The impact of Sharran’s 5am Club

• Started to improve personal health
• Grew organically to 4K people

[7:33] Sharran’s approach to creating tomorrow today

• Make list of things to accomplish night before
• Helps entrepreneur avoid overwhelm

[16:36] How having to dumpster dive in college shaped Sharran

• No meal points at beginning of freshman year
• Take more risks, less afraid to lose than most

[20:11] Sharran’s first entrepreneurial experiences

• Sold ethernet cable in dorms ($57K in 3 weeks)
• Programming contest led to joining startup

[26:16] The power of scripting to win business

• Explain how home fits in overall marketplace
• Frame self as data expert (next record price)

[33:50] Sharran’s move from investment banking to real estate

• Passive investor in Teles, principal asked for guidance
• Grew from 35 to 600 agents + $300M to $3.5B in sales
• Strategy to recruit great people vs. sell more homes

[39:46] How Sharran recruited for Teles DNA

• Agents who identify with mission don’t want to leave
• Identify team member who embodies and deconstruct

[45:24] How Teles attracted top talent

• Build ‘pearl necklace’ along California coast
• Systematize processes to give agent time back

[51:59] Sharran’s advice around acquisitions

• Shop business every year, feedback = goals for year
• Separate team into acquisitions and business growth

[57:24] The common terms of an acquisition deal

1. Get cash or stock upon sale
2. Earn out over 3- to 5-year period
3. Bonuses based on milestones

[1:06:56] How to negotiate an acquisition deal

• Identify 3 things you can’t live without
• Ask what’s important to them beyond $ terms

[1:11:16] Sharran’s insight on the job of a leader

• Think ahead re: bigger + better future
• Develop cadence to connect with team

[1:18:57] Sharran’s approach to tackling to-dos

• Put to-dos on calendar rather than list
• Aim for 100% say-do ratio
• Do what brings joy and hire out rest

[1:30:25] Where Sharran thinks the industry is headed

• Agent as quarterback (relationship manager)
• Banks, institutional buyers entering space

[1:39:46] Sharran’s famous listing presentation

• Build buyer avatar with client in real time
• Anchor pricing discussion in data
• Establish winner-sinner range

[1:56:39] How Sharran systematizes training

• Theory-practice-role play-mastery
• Role play 5 minutes/day in group setting

[2:04:19] The idea behind Kingston Lane

• Agent hand in database + go away
• Done-for-you systems generate appointments

[2:10:16] Kingston Lane’s 4-step Hero Process

1. Context bridge
2. Urgency loop
3. Story ask
4. Goodwill river

[2:22:25] Sharran’s advice for getting to the next level

• Pay for mentor or coach early on
• Invest amount that’s painful but doable

Sharran’s Website

The 5am Club

Kingston Lane

Kingston Lane Podcast

Big Block Realty

Oliver on Facebook

Oliver on LinkedIn

Sharran on The Passionate Few

Article on Sharran in Entrepreneur

Douglas Elliman

Roland Frasier on Founders Club EP005

Dean Jackson

Greg Reid on Founders Club EP008

Vivid Vision: A Remarkable Tool for Aligning Your Business Around a Shared Vision of the Future by Cameron Herold

Closing Table Mastermind

Kingston Lane Mastermind

Andy Stavros

Keri Shull

Peter Loewy

Jason Capital

Neuro-Linguistic Programming

Monday

Anchor

Mark Pattison began his career as an employee at Microsoft, but it didn’t take long for him to get bored and move on. Four years ago, he moved to San Diego (on a moped that didn’t belong to him) and started selling real estate. He did nine deals in his first year before starting his own team, and since then, he has grown like crazy, logging 73 transactions in 2017 and 116 in 2018. Mark’s team has closed 100 deals so far this year, putting them on track to do 250 deals in 2019. In March alone, they did 30 sides! So, what’s his secret?

Connect with Founders Club Host Oliver Graf on Instagram

Mark is the founder of the PorchLight Real Estate Team, a group of seven top agents set to sell over $100M in volume this year. He is a graduate of Seattle University’s Albers Business School and among the top 1% of realtors in San Diego County. Today, Mark sits down with Oliver to explain how his approach to managing a team has changed over time and discuss how educating his agents has led to their exponential growth.

Mark walks us through his team’s approach to generating leads, discussing how he uses Facebook to engage with his sphere of influence and how he converts prospects at an open house. He also describes the free online tools he can’t live without and the organizational habits that contribute to his success. Listen in for Mark’s insight on surrounding yourself with people who will lift you up and learn how to take your real estate career to the next level!

[0:45] Mark’s impressive exponential growth

• 30 deals in March alone
• On track to close 250 in 2019

[2:12] Mark’s approach to building a team

• Find key players
• Provide value so don’t leave

[4:04] How Mark educates his agents

• Streamlined, consistent processes
• Create classes with AdaptiveU

[10:59] Mark’s role on the team

• Empower team vs. star of show
• Mentor in generating long-term wealth

[16:00] Mark’s shifting approach to managing agents

• Eliminate morning huddle, weekly meeting
• Downsized from 20 to 7 based on commitment

[21:02] How Mark got started in real estate

• Buyer’s agent on Jesse Zagorsky team
• Sold 9 homes in first year (August to December)

[25:51] Mark’s experience with starting a team

• Share ideas, network with other team leaders
• Not profitable at first

[28:35] What makes Mark’s team profitable today

• Find out what online leads work in San Diego
• Measure and double down on what works

[31:29] The breakdown of Mark’s lead sources

• 95% of individual business from SOI
• Online leads + open houses

[33:15] How Mark earns new clients at an open house

• Educate in fun way (e.g.: schools, tax rates)
• Create doubt in process (i.e.: off-market binder)

[41:46] How Mark’s team handles portal leads

• 3-hour lead shifts routed through Boomtown
• 9am to 6pm Monday through Friday

[43:26] The value of having a coach

• Flesh out ideas and hold to it
• Share what’s working for others

[47:15] The tools Mark can’t live without

• Trello for organization
• Brokermint for transaction management
• Facebook to connect with sphere

[49:20] How Mark engages with his sphere

• Monthly Facebook ad to custom audience
• Events (e.g.: shows, Padres tickets)
• Private Facebook group
• Quarterly Happy Hour at office

[55:45] The habits that contribute to Mark’s success

• Color-coded calendar (block time for to-dos)
• Define 3 things must accomplish each day
• Surround self with good people
• Utilize free resources

[1:02:54] Mark’s insight on overcoming objections

• Know answers, be ready with referrals

[1:10:31] Mark’s advice for taking it to the next level

• Surround self with successful people
• Don’t compare self to others
• Find niche + double down

PorchLight Real Estate Team

PorchLight on Facebook

PorchLight on LinkedIn

Mark on LinkedIn

Big Block Realty

Oliver on Facebook

Oliver on LinkedIn

AdaptiveU

Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not by Robert T. Kiyosaki

Real Estate Riches: How to Become Rich Using Your Banker’s Money by Dolf de Roos and Robert T. Kiyosaki

Mischel’s Delayed Gratification Study

Sharran Srivatsaa

Jesse Zagorsky

Neuro-Linguistic Programming

Mello-Roos

BoomTown

Tom Ferry

Mike Ferry

Buffini & Company

Kevin Ward

Trello

Brokermint

BackAgent

Keri Shull

Mike Cuevas

The CORE Training

YouMail

When she moved to San Diego from her tiny Mexican town at the age of 18, Yesenia Nogales didn’t know anyone, and she didn’t speak any English. The fifth of ten children, Yesenia was used to doing things on her own, so she got a waitressing job and memorized the questions she would need to ask customers. Within five years, Yesenia had started her first restaurant, and she was well on her way to achieving the American dream.

Connect with Founders Club Host Oliver Graf on Instagram

Now, Yesenia is a real estate agent and consultant with the SoCal Lifestyle Team at Big Block Realty and the cofounder of WeLease Property Management USA. With 15 years of experience as an agent, Yesenia serves as the president of the San Diego NAHREP, and she is an advocate for building wealth through real estate investing. Today, Yesenia joins Oliver to share the story of her journey to the US, discussing how she eventually learned the language through ESL classes and a roommate who spoke only English.

Yesenia describes how she went from waitressing to owning her own restaurants and explains how a desire to be present for her daughter inspired the transition to real estate. She also offers insight around the lessons she learned as a top-producing agent and her aspiration to leave a legacy through real estate investing. Listen in for Yesenia’s insight on how books served as her mentors and get inspired by her fearless story of achieving the American dream!

[0:45] Yesenia’s journey to the United States

• Grew up in tiny Mexican town as fifth of ten kids
• Followed family to US at 18, didn’t know English
• Memorized questions for first job as waitress

[8:06] Yesenia’s enduring entrepreneurial spirit

• Love of learning, always looking for what’s next

[9:31] Yesenia’s experience in the restaurant business

• Found great location in downtown San Diego
• Expanded to four locations, ran for 12 years

[15:06] Why Yesenia transitioned to real estate

• Wanted to be present with two-year-old daughter
• Always interested in potential to build wealth

[17:39] Yesenia’s first real estate deal

• Hispanic family, first-time home buyers
• Found at Open House (focus on specific area)

[22:00] How Yesenia put her siblings through college

• Youngest sister UCLA grad, works for US Embassy
• Brother received master’s from Harvard

[28:18] Yesenia’s top lessons learned as a top producer

• Faith + hard work + action = success
• Not afraid of starting over if necessary

[31:26] How Yesenia has overcome her challenge with English

• Reading to keep focus (motivational books)
• ‘Books were my mentor’

[32:37] What’s next for Yesenia

• Growing property management company
• Transition to investment side of market

[34:26] Yesenia’s advice for her younger self

• Get education and take action
• Don’t be afraid to network

WeLease Property Management USA

SoCal Lifestyle Realty

Yesenia on LinkedIn

Big Block Realty

Oliver on Facebook

Oliver on LinkedIn

NAHREP

Toastmasters International

The Power of Focus: How to Hit Your Business, Personal and Financial Targets with Absolute Certainty by Jack Canfield, Mark Victor Hansen and Les Hewitt

You Can Heal Your Life by Louise Hay

Meetup

In a recent Allianz Life survey, more than 75% of people age 44 and up said that they fear outliving their money more than death! Real estate investing is one of the best ways to generate the kind of passive income that can take away that fear, but most of us don’t have the time or the talent to identify a good property, renovate it, find a tenant, get it cash flowing and manage the asset long-term. Is there a way to invest in out-of-state rental properties and earn mailbox money without being actively involved in the process?

Connect with Founders Club Host Oliver Graf on Instagram

Maureen McCann is the VP of Sales and Marketing at Spartan Invest, a turnkey real estate investment firm based in Birmingham, Alabama. Spartan has made the Inc. 5000 list of fastest-growing companies in the US four years in a row. Today, Maureen joins Oliver to explain the benefits of turnkey investing in out-of-state properties, discussing how Spartan Invest identifies markets for cash flow and what criteria the team uses to select investment properties.

Maureen offers insight around the Spartan approach to renovating single-family homes and describes how the business collects recurring revenue on each sale through property management. She also addresses the different ways to buy out-of-state investment properties, from traditional financing to leveraging a retirement savings account. Listen in to understand how Maureen’s team is using Shopify to sell real estate and learn how her turnkey business helps clients generate cash flow and live a worry-free life!

[0:39] The fundamentals of turnkey investing

• Way to help investors create passive income
• Seller finds, renovates and manages property

[1:42] How Maureen got into real estate

• 15 years in pharmaceutical sales (quiet discontent)
• Real estate flipping bootcamp, masterminds
• Started pitching real estate to doctors on route
• Offered position as consultant at Memphis Invest

[8:31] Maureen’s transition from 9-to-5 to real estate

• ‘Say YES and build airplane on way down’
• Left W-2 during divorce, near bankruptcy
• Show kids how to get back up + keep fighting

[16:26] How Maureen identifies markets for cash flow

• Job creation and population growth
• Diversity of industry (stable economy)

[18:09] How Maureen identifies investment properties

• Look at crime rate, school rankings + average income
• % of renters vs. owner occupants (40% to 50% ideal)
• Properties in B class areas with no signs of blight

[23:05] How much Spartan Invest puts into renovations

• Focus on distressed but not dilapidated properties
• Invest $30K (defer maintenance as long as possible)

[27:56] How people typically buy homes with Spartan Invest

• 75% use conventional financing
• Retirement accounts

[38:17] The drawback of investing with retirement funds

• Set aside reserves for deferred maintenance

[41:51] How Spartan Invest handles vacancies

• System in place to get back on market quickly
• Only 4.2 days to get property ready to rent

[45:45] The Spartan Invest referral program

• $1K per door referral fee

[52:21] Maureen’s latest international turnkey venture

• Help foreign service officers invest stateside
• Teach masterclass at embassies

[53:05] How Maureen’s team is leveraging Shopify

• Available properties listed in one place ($30/mo)
• Investor gets link + password, reserve through site

Spartan Invest

Spartan on Facebook

Spartan on Twitter

Spartan on Instagram

Spartan on LinkedIn

Maureen on LinkedIn

Big Block Realty

Oliver on Facebook

Oliver on LinkedIn

The Millionaire Next Door: The Surprising Secrets of America’s Wealthy by Thomas J. Stanley and William D. Danko

FortuneBuilders

Richard Branson

Bay Pointe Capital

Gold Coast Capital

Equity Trust Company

Specialized IRA Services

Historical Wealth Transfer Article in Business Insider

‘Outliving Your Money’ Study by Allianz Life

Grant Cardone

Shopify

Roofstock

Easy Notify

Slack

Social media can be an incredibly valuable tool for growing your real estate business, but most realtors and agent teams fall short by focusing on themselves and posting the same old uninspiring content. To win online, you have to connect with the people in your target market. So, how do you build rapport with the community through social channels? What types of videos build the most engagement? How do you create quality content, even if you can’t afford an in-house media team?

Connect with Founders Club Host Oliver Graf on Instagram

Steven Amaya is the entrepreneur behind Amaya Group Real Estate, one of BombBomb’s Top 10 Real Estate Video Influencers of 2018 and the REAL Trends 12th-ranked team in the state of California. Steven’s team is known for their focus on community ties, and A|G’s social media content makes them the best local guides in Moreno Valley.

Today on the podcast, Steven joins Oliver to share his definition of ‘the human touch’ and explain how A|G uses media to connect with the community. He offers insight around marketing with video, describing the types of footage the team shoots and the advantage to filming client testimonials. Listen in for Steven’s advice on taking advantage of Instagram stories and learn how to grow your business with hyperlocal social content!

[1:26] Steven’s definition of ‘the human touch’

• Relate to people in target market
• Identify avatar and focus around that

[3:49] How A|G uses media to connect on another level

• IE Foodies + IE Scenes to highlight community
• Unplanned interviews (e.g.: Day of the Dead)

[7:26] Steven’s real estate journey

• License right out of HS (3 homes first year)
• Got into flips, wholesaling until recession
• Joined Coldwell Banker, top agent in 12 months

[10:45] Steven’s insight on marketing with video

• Don’t make it about you
• Necessary in showing local expertise

[13:28] The types of videos A|G shoots

• General brand awareness
• Community highlights
• Client testimonials
• Real estate tips, process

[17:14] How A|G makes it easy for clients to leave reviews

• Email campaign (links to Google, Yelp + Zillow)
• Provide bullet points and keywords
• 10-minute video shoot, ask for feedback

[21:49] Steven’s advice for agents without a media team

• Use free apps (e.g.: Canva, iMovie, SMOVE, etc.)
• Take advantage of Instagram Stories

[24:01] What content is winning in Instagram Stories

• Day in life of agent
• Funny GIFs, ping pong in office

[27:11] Steven’s tips for growing your business with media

• Don’t make it about you or real estate
• Focus content on client experience + community
• Don’t overthink, ‘just do it’

[28:22] What Steven wishes he’d known when he started

• Surround self with super-successful people
• Be yourself 1,000%

A|G Group Real Estate

A|G on Facebook

A|G on Instagram

A|G on YouTube

IE Foodies

IE Scenes

Big Block Realty

Oliver on Facebook

Oliver on LinkedIn

Resources

A|G’s Day of the Dead Video

A|G’s Pushed in the Pool Video

BombBomb

Canva

iMovie

SMOVE