Podcasting to Real Estate Freedom with Kris Reid - Episode 517

And so we built our ICONS Real Estate brand specifically for that, is to, you know, build content for top agents, build relationships with top agents. Like, podcasting is such an awesome way to build a relationship. Again, that's how I know you. And, you know, we've done it, we've introduced each other to a bunch of people and done business together, and it's great. It's how you meet people.

Welcome to Streams to Impact and be inspired to engage passionately in the work of your calling while achieving financial prosperity through multiple streams of high-yield returns on investment to bring your dream of making a meaningful impact to reality. I'm your host, Dr. Allen, and I am delighted that you are joining us today. If you haven't yet, get a complimentary copy of our exclusive guide, High Yield Investment Blueprint: Secure 18%+ Returns in 60 Days. Go to our website, highyieldblueprint.com. That is www.highyieldblueprint.com. Just provide your email address and we'll send you a copy today. Hello and welcome back to Streams to Impact. I'm your host, Dr. Allen, and I'm so glad you are joining us today. And we have a very interesting guest with us. Chris and I go back several years now, and Chris is At the moment, he's an international real estate consultant and founder of the number one real estate podcast network. So just a bit about Chris. He is a business growth expert and he founded Adore SEO several years ago, and that's how he and I actually first came in contact with one another. After navigating the 2008 financial crisis, Chris developed a simple system to help businesses attract their ideal customers and grow predictably. So from that, Chris has transitioned into many different areas here, still focusing on business growth and development, and he has taken a big interest in podcasting. And as he and I were talking before we came on the show, that's actually how he and I first came in contact with one another. So Chris, welcome to the show.

Thank you.

We are delighted to have you. It's always good to be back with you. So, Chris, you have a really interesting background. If you could just start off by telling us how you transitioned from your work as a consultant to SEO expert, and from SEO expert to real estate entrepreneur and to podcasting. For sure.

So, as a software engineer for many years working in finance, lost my job in the global financial crisis which is, God, almost 20 years ago now. Hasn't that ticked by? I made a bunch of websites, learned SEO, turned out I was pretty good at it. Eventually, I started working with some real estate people and went, holy moly, there's a whole bunch of money in real estate. I knew nothing about real estate other than I live in a house. That's about it. And went, man, US residential real estate is just about the biggest— it is the biggest market in the world, right? So I went, well, that's a good one to focus on. And so our primary business was SEO for a bunch of years and we worked with some agents and helped them become the biggest agents in the country which is pretty great. I'm sure you're familiar with Avery Carl. We helped her in her rise. The first year she was with us, she did $53 million in production which is pretty okay. 4 years later, she did $1.066 billion which is just an insane growth rate. Obviously, she's a fantastic businesswoman. It's not on our laurels, it's on her own hard work. But that's really cemented our foray into real estate. And so, the thing with SEO though is it costs a lot of money, it takes a lot of time. So we could really only ever work with really top-notch agents. Most agents are not in the position to be spending $5,000 or more per month on marketing. So we built our Icons of Real Estate brand specifically for that, is to build content for top agents, build relationships with top agents. Podcasting is such an awesome way to build a relationship. Again, that's how I know you and we've done it with these introduced each other to a bunch of people and done business together and it's great. It's how you meet people. So, that's why we built the Icons brand, to build those relationships. I wish I was the sharpest businessman in the world but some of it just comes through happenstance, right? We had this one guy, Matthias Baker, who's a probate realtor in Beverly Hills, California. He was on our show and he's like, man, I had such a great time being on your show. Could you produce a podcast for me? Sure, why not? We've got all the infrastructure in place. And so we launched his show for him. And then along came another person and said, hey, can you launch a show for me? And we did. And we went, man, there seems to be quite a need for this. And we went, wow, that's actually way easier to manage, way easier to produce, way easier to sell. And really, we've transitioned the vast majority of our business to focusing on podcast production Primarily for real estate and have grown the number one real estate podcast network on the planet, and it's fantastic.

Well, that is indeed fascinating. So what is it that podcasting actually does for businesses that other avenues don't do?

Sure. Well, I mean, let's focus on real estate because that's where we know, and I'll focus on residential real estate because that's what we're best at. But, well, that's what we do the most of. And so, in the US, 87% of residential real estate transactions come from referrals. That's a big chunk. You can buy Zillow ads or Facebook ads or whatever the hell and they work, but you're chasing that 13%. Let's go after the 87%. And so, building that referral network is super important. I just saw a funny meme. Today of wherever you are in the US, you'll see billboards of real estate agents and those billboards aren't cheap. I saw one today, it was like, hey, I spent $18,000 on this billboard. Please, please, please buy a house from me. I thought, well, that's at least interesting. You probably get some attention from it but those billboards are not cheap, right? And how do you stand out from the other market? Well, a podcast is one way to do that. You can make money from podcasting, build your business From podcasts in 2 ways. One is referral partners and the other is through the content. So say you're an agent and your best referral partners come from title companies or mortgage brokers or the local pool guy or whoever you work with. Well, they're the people you invite on your podcast, right? So if mortgage brokers are who you build great referral relationships, great. Invite mortgage brokers to your podcast. So if you're talking to 52, one episode per per week, you're talking about 52 mortgage brokers in a year. That's 52 potential referral partners. Even if only 10% of them refer your business, that's 5.2, right? That's probably more referral partners than you've got right now, and that's going to really grow your business. And that's before you've released an episode, before you've put anything on the internet or done social media or anything. It's 5.2 new referral partners. Happy freaking days. That's going to pay for the effort. But then the other part is— and one of the parts that a podcast works so good with that, too, is you're elevating the guest, you're elevating the referral partner, you're making them feel good, you're promoting their business, and you're doing them a favor as well, right? You're showcasing them and why they're so good, you know. Plus then you give them social snippets that they get to share on their platforms, so that expands your reach as well. But the other thing is you're making like super relevant content, you know. Sure, it's awesome if you've got a podcast like Joe Rogan and, you know, 100 million people listen to it and you get Elon Musk and Donald Trump to come on your show. Happy days. But when you're selling a house, you don't generally need to have 100 million people listen to it. If 10 people listen to it and 3 reach out and 1 buys a house, well, it's way worth doing, right? And so if you're making super-specific content, like if you're in some small town or a subdivision and you're talking about loan rates or how to buy a house or how to increase property value in that little area, Well, the only person that's going to listen to that show is someone that wants to buy a house in that area. So the more niche-specific you can make that content, the more it's going to be boring as hell for anyone else on the planet, but the more exactly your target market is going to listen to it. And even if they don't, it gives you something to post on Facebook, post on your website, post on Instagram, post on YouTube that people can see and they go, oh, that's that Alan guy again. That's right. So when you come top of mind— I forget the statistic right now, but the average American, I think, buys or sells a house every 8 years or something like that. You want to be working with that person, but you can't just send them the same crap month after month. Hey, buy a house, buy a house, buy a house. But if you can keep them top of mind that you're a great agent and show them what an authority you are by providing good content— this is how you get a pool cleaner or this is how you do whatever in your local area, it's valuable content for them even if they're not seeing it or not watching it because people are busy and those cat videos are pretty distracting. But they still keep you top of mind and so when they do come to sell a house, they go, Allen, he's my boy.

Well, Chris, let's focus in here on my particular audience. Our audience are passive investors investing not just in real estate, but we offer private placement investments that includes real estate, but other entities as well. And so they are professionals, entrepreneurs, they're engaged in whatever the work of their calling is and find fulfillment there and desire to make an impact in the world through the work of their calling. And investing is the way that they're developing their wealth. What would be beneficial for them to be on podcasts?

Yeah, well, I mean, if you want to— if you've got cash and you want to make an impact on the world, then one way is to provide great content To help that, like whatever your area of impact that you want to do. Like if it's giving back to the community, is building content around that. Like recently, I was on Jake and Gino's podcast, the Multifamily Guys. And Jake, he's been married for— Jesus, I think coming up on 30 years or something.

Wow.

And he wants to give back. He's doing a podcast with his wife. He's got, I think, 5 kids or maybe 6 kids. He's got a lot of kids.

I think that's Gino, I think, that has all the kids, right?

It is Gino. I'm sorry. I'm sorry. It is Gino. Yeah, I think he's got 6 kids and been married forever and he wants to give back to the world by helping educate people on not only just how to make investments and raise money, which he's obviously very good at, but how to have a happy marriage and how to raise a great family which the world can need a lot of. What an awesome dude to be able to give his time back like that. That's one thing to do. It's hard to make money from that kind of stuff but if making money is not your game, that's great. Where if making money is your game and you want projects to invest in, then you can use the same model. I've been speaking to one of my friends who has a SaaS business. We used to be software engineers. We went to university together. I've been talking to him about doing the same. He wants to sell his business through private equity. So what better way to meet private equity partners than have a podcast about selling SaaS businesses, which helps you learn about it because you're speaking to the actual guys that are buying them. So you ask them everything you need to know. Tell me how you value businesses. What are you looking for to buy businesses? Then you can tick all those boxes and get the Best and price possible. Plus, you already have all the connections, right?

Absolutely. And, and that is— it has been podcasting where I have built my network of investors to give our investors the opportunities to invest. And, and through that podcasting, I mean, we— I have developed an exclusive an exclusive list of well-vetted, very experienced, very outstanding syndicators who have excellent opportunities. And it's all come through podcasting.

As I— podcasting is such a great way to build relationships. Like, just coming back to Jake and Gino, like, I was on their podcast Yeah. Like last month, but I was previous on there about 5 years ago. It was a really long time ago. We've flicked a few emails here and there between that, but it's like when I jumped on the show to talk to him, it's like we're buddies. It's like you've had a deep, long, meaningful conversation. So it's like even if you don't— I guess on podcasts a lot and that's how I've done business for years. I lived in Southeast Asia for more than a decade. I live in Europe now, but I do all my business in the US. And so it's very rare that I ever get to the US. It's very rare that I ever see anyone in person, but it's great to build those relationships. And this is just such a fun and easy way to make meaningful relationships. And that's just with the host or with the listener. And the listeners are great too, but just with the host is worth it enough.

Well, Chris, you've talked about living in Asia and in Europe. You're from Australia. So tell us about that journey from Australia to Asia to finally living in Europe. And how have you been able to manage that and still make a living?

Yeah, I mean, I grew up in Australia. I actually spent a couple years in California when I was a little kid. My dad moved to Silicon Valley which gave me a Social Security number which has been coming in a lot handy. Having a Social Security number makes you be able to sneak right into the whole American system without having the hassles of being a resident or a— what's it called— a citizen. That's pretty cool. Yeah, I first moved to London as a software engineer in my 20s. I lost my job in the finance as I mentioned. And then went, you know, looking for what to do. Found it— found my way to Southeast Asia eventually. Got married, made a bunch of babies, lived in Vietnam for many, many years, which is great. And Southeast Asia is certainly a developing place, but, you know, it doesn't have a lot of great opportunities for young people. And so my wife and I decided we wanted more for our children. Developing countries They are lacking a lot that developed countries do have. And so, we wanted to move to Europe. I think the US is the best place in the world if you want to make money, but Europe's— well, Western Europe's probably a better place to raise a family. The cost of living here is a lot less. I was in Miami for a conference a couple of months ago. I was like, holy crap, how much is a beer? And then, they want 25%, 30% tip on top. Yeah, like I live in a smallish town called Valencia. It's about 1.4 million people or something, 3rd biggest city in Spain. It's great. I'm going to jump on a bike in a minute to go pick up my kid from school. They really embrace the slow living here. Spain is certainly— it's not the richest country in Europe. But people are doing okay and they're not— they're certainly not as driven as Americans on average which is a good and a bad thing. Hats off, America is the best place in the world to do business which is why I do business there. Other places can live a more relaxed life. Like for instance, August everything shuts down. The whole country takes August off. Like, do not think about doing work in August.

Really? Wow. Yes.

Like, that's kind of nice, right?

Well, that's kind of the way it is here in November and December. I mean, not everything totally shuts down, but it's hard to get anything done, certainly in December. I, I don't even plan on having guests on my show during December because they're all doing other things. So yeah, but I mean, even then, it's, it's— people aren't even— they're not slowing down, they're just changing their activities to, to other busy things. Uh, yeah, the US is a busy place to be.

Sure is, sure is. That's why the economy is growing so strong. Like, I remember years ago The euro used to be coming near €2 to a USD and now it's like parity. It's crazy.

Well, Chris, what is one key element that has actually given you the ability to develop businesses and at the same time give you lifestyle freedom?

Yeah, I mean working online is really, really good. Like back in Vietnam, my wife had a bunch of restaurants which keeps you— it's hard to run a restaurant remotely. Restaurants cost a fortune. Like even in Vietnam, you're looking at 6 figures to set one up which is like— that's a lot of cash to put out. Like running stuff up like you want to launch a podcast, it doesn't cost anywhere near that. It's so much cheaper and easier and I can take my computer anywhere and work and I absolutely love that. And since then, my wife has sold her restaurants. She sold them when we left Vietnam and now she works with me which is fabulous. She was thinking about doing some other stuff like in-person stuff in Spain here. I was like, nah, stick to online then we've got freedom. We can go anywhere. I'll take you with me.

And speaking of Gino and all his kids, you're not doing too bad in that neighborhood either. How many do you have now?

We got 4. We got 4. Decent collection. He's still got 50% more. Yeah. Yeah, they keep you busy.

Yeah. I'm sure that they do. So if someone wants to To get into podcasting, where do you suggest they start? With guesting, or should they just go out and start their own podcast?

If you want to learn anything about podcasting, if you go to our website, iconsofrealestate.com/framework, we have our whole framework of how we do everything, how we—

Can you, can you say that slowly so Americans can understand what you're saying?

It's called Icons, iconsofrealestate.com/framework.

Okay.

/framework. So, IconsOfRealEstate.com/framework, and it shows exactly how we do everything. So, we've got a framework of how we produce a podcast, how we book guests, how we do the syndication, how you be a host, how you prepare your guests, absolutely everything. You can download it all for free in PDF format. And we also have our head podcast coach, Mr. Thomas Fonseca, who has a video going through every single part of it as well. So you can watch that as well if you like. So that's iconsrealestate.com/framework.

And we'll have that in the show notes as well. And so just give us one tip from that. Where's the best place to start? Guesting or starting your own podcast?

Most podcasts fail. I think it's after like 3 episodes or something. Kudos to you, man. You've been doing it for years. It's something like 90% fail after 3 episodes and then of those, like 90% of those fail after 17 or some number. The amount of podcasts that have started and failed is astronomical.

Really?

Generally, the hardest thing is you need to work out how to monetize it because it's really hard to keep things consistent if you don't know how to make money. Where if you're making money, it's pretty easy to keep that motivation alive. So you really need to understand What the hell is the purpose of my podcast? Why am I doing it? If you're doing it for joy and fun, well, then keep it joy and fun. But most of us, we need to make money. So you need to work out how you're going to make money and keep that main thing the main thing. If you have a business that grows through referral partners, which is most, then a podcast is a great way to build those referral relationships and then that pays for it. Then, you can do the rest for fun. Yeah.

Well, Chris, what are your final words of inspiration and advice?

Well, to be consistent. That's the thing. Building a business takes a really long time. Building anything takes a really long time. But, you know, you should have fun doing it. I used to be a software engineer. I loved programming, but I worked for big corporate. I worked for big banks and it sucks. You're like making billionaires richer. Yeah, it's great. And I found you can work really hard and no one cares. You can do nothing and no one cares. It's just a total BS game where I'm working for myself. I love what I do. I get to serve my clients and help them grow their businesses and generally, you can see that they love doing what they do too. That's why I like working with small business owners. Because they're doing it because they like doing it. And so it's, you know, find your passion and follow that.

Yeah. Well, Chris, it's been a delight being back with you. Enlightened Investors, thank you so much for being with us again today. And please take a moment to like, share, and subscribe. And I would be most grateful if you would take one step further and leave us a rating and a review on your favorite podcast application. Until next time, live abundantly, and we'll see you in the next episode.

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