How to win investors over!

But you've got to know what pulls the heartstrings the most.

Now you got somebody pulled aside for 5 minutes, you're going to now give them your pitch. What does that look like?

You've got to know what are the things that people care most about in the product that you're selling, even though you've never sold it. But you've got to know what pulls the heartstrings the most. I know in multifamily, what pulls the heartstrings the most is cash flow. And the other thing that works for multifamily is tax benefits. Those are the 2 that accredited investors care the most about. You might say not everybody seemed to react. Well, they weren't accredited. They're not your target audience. The people that are your target audience, they absolutely know just by their reaction. You can immediately tell, right?