Summary
In this conversation, Rafael Cortez discusses the foundational aspects of real estate wholesaling, emphasizing the importance of communication and understanding the process before diving into systems and procedures. He highlights the need for confidence in conversations with sellers and the significance of tracking key performance indicators (KPIs) to fine-tune operations.
Takeaways

• Hustle is a season, not a strategy — real businesses are built on systems.
• Seller conversations and confidence matter more than fancy marketing at the start.
• The PULSE framework (Prospect, Underwrite, Lock, Sell, Elevate) is a roadmap for wholesaling success.
• Mentors, masterminds, and networking cut years off the learning curve.
• AI and automation (GHL, follow-up sequences) unlock hidden deals and scale businesses faster.

Mentions

📚 Books

• Entrepreneurial Leap – Gino Wickman

🎙 People & Platforms

• Rafael Cortez – guest, founder of CEO Pulse Platform

• Gino Wickman – author (Entrepreneurial Leap)
• Sean Terry – wholesaling mentor/coach

🌐 Websites & Software

• PropStream – data & comps software

• BatchLeads – lead generation platform
• ConnectedInvestors.com – lead/data software
• Zillow, Redfin, Realtor.com – free comps tools
• InvestorLift – dispositions/buyer platform
• InvestorBase.com – dispositions platform
• Meetup.com – for finding REI networking events
• Go High Level (GHL) – CRM & automation software
• Podio – CRM (previously used by Rafael)

💼 Business / Investing References

• PULSE Framework (Prospect, Underwrite, Lock, Sell, Elevate)

• Standard Operating Procedures (SOPs)
• Key Performance Indicators (KPIs)
• Cold calling & door knocking (seller lead gen strategies)
• Skip tracing (mentioned in lead sourcing)
• Title companies (for free lists, e.g., 60-day late list)
• Joint Ventures (JV) / Co-wholesaling
• AI in follow-up automation

Chapters
00:00 Introduction to the Podcast and Guest
01:25 Rafael's Journey from Firefighter to Entrepreneur
03:36 Transitioning to Real Estate and Business Mindset
06:35 The Leap into Entrepreneurship
09:50 Lessons from Early Business Ventures
12:42 Scaling Up in Real Estate Wholesaling
15:41 Building Systems for a Scalable Business
17:32 Understanding the Wholesaling Process
19:20 The PULS Framework for Success
25:18 Underwriting and Locking Deals
30:48 Selling and Disposition Strategies
34:31 Elevating Your Business
42:53 The Role of Organizational Psychology
46:36 Incorporating AI in Business Operations
50:32 Outro