Dylan Vanas Showcases Establishing Your Personal Brand: Episode 10 of the Live Sessions

Dylan.

Yes, sir.

Can I have some visuals on there? Can I share a link?

Yeah, yeah, email me the visuals or send it on our Slack channel. Whatever works. Yeah, I can absolutely get your visuals up.

Can I message on there?

Yeah.

I can text you?

Yeah, just text me. Yeah, I'll get your visuals up. So Dylan, quick intro here. Dylan is— he came into the company at an interesting time. I was trying to figure out how to market Multifamily Strategy because turns out BiggerPockets doesn't promote you for free forever. That was really nice in the beginning. I had gone through a few different marketing companies, and if you guys have done third-party vendors in anything, a lot of them suck. It's very hard to run. Somehow I got on— Dylan has a podcast, and I got on a pre-call with him for his podcast. of which we're still waiting to do 2 years later. We still have not filmed that episode. We were talking about, he owned a pretty, like a, you had a big PR company and then he was starting his marketing division out of that venture. He sold his company and was like, the way that he worded it was like, oh, you can only be on a beach for so long. I'm like, okay, there's more story there. But basically he was transitioning one company to another. He was doing exactly what I needed. I was one of the first clients of his marketing company. He's scaled it to be absolutely huge. But when we're doing marketing, branding, storytelling, Dylan and his team power everything that I do. So what Dylan's talking about today, to my understanding, is going to be how he marketed deals for me, like the strategy for how we're getting the deal out there, how he's helped manage the marketing for the Robinhood, how he does marketing for Multifamily Strategy. The things that he has done for my company to build a brand that allows us to do events like this and to raise capital beyond that couple million dollars that's, that I believe is in everyone's phone. Once you get through the capital that you have in your immediate sphere and the next sphere, Dylan's gonna talk about how you do stuff that gets you to the next level. So Dylan, I'll get your slides up here. Welcome to the Robinhood.

Thanks. Yeah, it's cool being here after like, you know, 2 years of him telling me this idea. I'm so much taller than him, I'm gonna have to raise this. There we go. No, I'm not actually taller. But yeah, a couple years, you know, you know people digitally and you don't know them in person. I mean, we've met, we've hung out many times now, but like, I feel like the Robinhood is one of those things. And the interesting time I came in was the time where Cody's viral podcast wasn't going viral as much and Cody was transitioning out. So how do you, you know, when the viral sensation is becoming less of the company, what do you do next? So, um, it's on the screen now. Can I poke the button to switch this? So, um, I was gonna tell you guys something while he was pulling that up. Let me tell you guys this. This will be your monitor as well.

Sorry about that.

My—

oh, it's perfect. My goal today is to tell you more about Christian than he will ever tell you about himself. I'm gonna, I'm gonna give you guys more, uh, behind the scenes secrets of what actually happens in his business. Uh, so hopefully I can, I can do justice on that. I'm not used to standing on a mic. Usually I'll like walk around and like hang out and talk and stuff, but Um, but I wanted to share one thing real quick. So, uh, did you guys hear how he said I— we connected? Do you guys remember what he just said just now? How we met? Podcast.

Podcast.

Okay.

Um, real quick, can I give you guys like the 30-second secret to connect with any single person you want in the entire world? Okay, have a podcast. So I— my podcast, um, was top 20 in the iTunes Apple Podcasts Uh, in the business niche because I ran ads behind it to rank it so more people would watch it. All you have to have someone do is watch, listen to 30 seconds of your podcast and it counts as a whole stream. So I just ran ads for like 2 weeks, took that, put it on my Instagram, said, hey, I have a top 20 podcast. And I started DMing people I wanted to connect with and invite them on the podcast. But before I did the podcast, we'd do a 15-minute pre-podcast conversation, which is basically a sales call. Me determining if I wanted to work with them. Christian's like, oh.

Crazy idea. Yeah.

So maybe you guys need something. I'm gonna talk about how to get your way today. This is literally in the digital-first era, how you guys can get your way with literally anything you want. Makes sense? So podcasting is a great way to do that because what happens when you reach out to a whole bunch of successful people or business owners or old people that, you know, are about to die and wanna share their legacy, like whatever it is, You guys can use a podcast as your platform to platform other people. Does that make sense?

Yeah.

So use a podcast to platform other people. So I'm going to show you guys 3 things. Number 1, how to raise money. These are 3 things I've done with Christian. So I helped him raise money for a deal called Anson Park. Anyone know about that in Abilene, Texas?

Cool.

So we helped do some marketing for that. How to fill vacancies. So if you guys want to actually get vacancies, Who here has a property that has vacancies right now? Okay. So Robinhood is up 44% year over year from last year using this strategy. So I'll show you guys that. And then how to get paid to build your network. Just real quick, 30 seconds on me. I came from a family of dentists. So I did the logical thing and I became a traveling squirrel salesman. I don't know if you guys can see that video, but did you see that flying squirrel? I'll show you guys one more time.

Good shot.

So that was me. That was— I spent 4 years doing this. I made millions of dollars selling flying squirrels. It was crazy. We were doing 14-hour days. There was days where we would make literally over $10,000 in a single day selling flying squirrels. We talked about this last night. They come from his land, Australia. They're marsupials like kangaroos. They have little pouches in them and they make great pets. At least that's what I thought at the time. So what we'd do is we would spend like a whole week in the city at like a trade show, convention, conference, home show, festival. We'd set a booth up and educate people about the animals. The booth looks something like that. And one night I was sitting in a Denny's with about $20,000 in cash. We dress up like Crocodile Dundee, as you can see. And I was sitting in this Denny's because it was the only thing that was open at night, and I had $20,000 in cash. It's like 1 a.m., and there's like homeless people are coming in now, and like I was like, "Dude, what am I doing with my life?" So that's when I made the decision to drop everything. I literally gave my entire seven-figure business to my employee, said, "Hey, you go sell squirrels, and I'm done." And that's when I started marketing. So that pretty much led me to build Mindful Agency, which we. We built to the number one PR firm for thought leaders. I sold that company in 2024, and then Dope Tech, which is a software company, much smaller company, but I sold that one in last year in 2025. Now I run Roaz.co, which we basically do marketing for guys like Christian and other people. We've worked with some of the largest personal brands in the world, done stuff like this. This is a guy named Chris Voss. He wrote a book called Never Split the Difference. He called me. 3 weeks before one of his big summits and said, I have only sold about 20% of the room and I need help. So we helped him market that event. Year and a half later, we do all their marketing, paid ads. Um, guy named Andy Elliott, he's a sales trainer. Uh, we do all of his paid marketing for the last 2 years, uh, funnels, live events marketing. So we've had some pretty cool stuff. Uh, we got about 100 clients and, um, it all goes back to me selling flying squirrels. Where there's five things in this photo that I didn't know at the time, but they helped me get my way and make millions of dollars doing this stuff. So hopefully I can give you guys one or two tips on how to get your way and make more money. Who here has something to sell? Question. Okay. Keep your hand up. Who here doesn't have something to sell? Who here is not going to raise your hand no matter what I say? My goal today is to number one prove that. Convince you guys that you all have something to sell. And number 2, show you how to make it way easier to do it, even if you don't like to be a salesperson. So there's 3 things that might be relevant to you guys. Number 1, you want to sell, figure out how to get more capital for a project. Number 2, when you have a project, get more renters for the project. And number 3, what might be helpful if you want to scale and become a full-time real estate professional is figuring out how to build a network of investors to deploy for any project. Christian? Can snap his fingers. Cody can probably do the same thing. Phil is probably at this point, and maybe there's more of you guys in this room that I haven't connected with yet. You can snap your fingers and raise money for a project, millions of dollars if you wanted to. Who here feels like you could do that? Christian can raise his hand. Cody could raise his hand. Phil could raise his hand. You guys can do it. And Phil, you've been real estate investing for how long?

March of last year.

That's amazing, man. A little round of applause for Phil. That's crazy. I didn't realize it was that short. That's amazing. So he just said he could snap his fingers. If he finds a— if you find a good deal, you could raise capital, you could be in it. Yeah. So like, that's amazing. And that's what multifamily strategy is for Christian. Like, he literally is getting paid to build his brand and build a network and like have this room and have other events and, you know, have thousands of people. So, um, a lot of people think it's hard to get to that place. Um, but my belief is it's because most people aren't taking The action steps to go out and get in front of the right people. So this is 100% real picture of me sitting, waiting for opportunity to come to me. Of course, it's not going to come, right? And that's why we need to, as business owners, as investors, get in front of the right people. So there's 3 steps to do it, to get literally anything you want in life. It's how I built my businesses. It's how Christian and I have built every project. There's 3 things. I'm going to give you these 3 things, but I'm going to give you them in reverse order.

Okay?

So, I'll start with step 3. It's getting in front of the right people. So, Christian teaches, when you guys want to find deals, what's the strategy he teaches?

Deal, debt, equity.

Deal, debt, equity. And how do you find the deal? Speak with owners. Speak with owners. And how do you speak with owners?

Call them.

Call them, hit them up, find them, door knock. My method has always been paid ads. Everything I do has always been like, let me run paid ads on Google and Facebook to get in front of people. So who here understands, who here has ever ran an ad before or understands what it— okay, cool. So a fair amount of you guys. Just for those who maybe haven't been too familiar, this is basically what it is. So for the Robin Hood, we run these. I don't know if you guys can see, but on the right side of the screen is an ad for the Robin Hood. It says, unwind in nature's beauty, cabins with fire pits and something else. And so we run Google Ads for people to come to the Robin Hood. Christian on the right runs— we run Facebook Ads to get people to register for Multifamily Strategy. Oh, by the way, almost forgot. Forgot my orange glasses just like Christian here. But it doesn't have to be a cool fancy video. You guys may or may not be able to see the ad on the right. It just says— can you get one of you guys in the front to read that out loud? The right picture, what does it say?

I'm looking for one more W-2 employee to mentor into buying their first multifamily investment property.

Read the caption. I'm looking for one more W-2 employee to mentor to buy their first property. Who here is a W-2 employee or was in the last 3 years? And who here is looking to get their first rental property when, you know, You know, when you were in that phase, of course, right? So you can literally make a piece of text like this and run ads to it. It doesn't have to be crazy, right? That's the cool thing. You just describe what you need. Ads are just a form of attention to get in front of the right people. So that's step 3, get in front of— be prepared to get in front of the right people. Now, before sending them anywhere, running ads or doing anything, you need to be very clear on where you're sending them. I was talking with Matt last night. I was like, dude, how do you— who here went down to his property down here just a couple hours ago? It's very cool. I said, dude, you got 25 places to lease. You have 18 leased?

Yeah.

18 leased. How is he going to lease the other 7? I asked, where do they find you? And you said? Number one place is Facebook Marketplace. Facebook Marketplace, and some find the website, and maybe there's some referrals. I would, I would probably say that if you had one source that you want to put attention on, it would be Facebook Marketplace and doing it more of it, right? But in marketing, we call this your funnel. So it's where you drive traffic to. Okay, so step 3 is get in front of people. That's the traffic. Step 2 is you need a consistent place to drive them to. This is Anson Park. This is the deal. The first thing we did, the second thing we did was before we started running ads, and I'll show you the ads in a moment here, was we built a funnel. So a place people would go to, to click, put their info in, and then schedule a call. Does that make sense? So when it comes to Facebook Marketplace, what do they do? When they see the thing, what do they do? What's the reply action? They message you, right?

They message me, yeah.

Hey, I'm interested, okay. And who here— Cody, how do you— when people are interested in renting one of your apartments, what do they do? Do they call you? Do you have an office they call? Or how does that work?

Text on Facebook.

Text on Facebook? Is it Marketplace, the same thing?

Yeah.

Okay, cool. Okay, got it. Anyone do any other strategy to fill your guys' places?

Yep. They come in, put their information in, and then it sends them to my CRM and then they fill out what their house is about. And then from there, I can figure out how much I can make them more out for.

I love that. So that's like a little one step further, more advanced strategy where now she's automating the backend, right? So actually that's what we did with this Abilene deal. People put their name and phone number in. There's— I had this blurred out where in order to see the deal details, You had to click, it popped open a form, you put your info in, and then it would automatically send you a text and email and say, hey, I saw you're interested, here's the details, book a call. Make sense?

Yeah.

So that's cool, you can do that strategy, but it also works just for Facebook Marketplace. So the concept here is a funnel is the path someone takes from finding out you exist to transacting with you, okay? And it has to exist before you do anything. Besides you 2 that we just spoke with, who here has a funnel? Okay. Now I want to challenge that. I actually believe, my opinion is every single person in this room has a funnel. The reason why is a funnel is what did I just say? It's the path from someone finding out about you to transacting with you. All of you guys have a funnel here. The question is, did you build it on purpose or by accident? See, what you just described to me is an intentional funnel. You built it on purpose. Someone sees, then they buy from you. But in your case with Facebook Marketplace, it— I don't know if you've curated every step of the way. If you thought about it and you're okay, let me design this. People find out about me. Here's the 5 photos that they need to see in order to know everything they need to know about working with me. The last photo has frequently asked questions along with my phone number to text me. Once they text me, I've set it up on Facebook where they get the automated reply that gives them all the details, right? So every single step in order for you to have the most success needs to be perfectly curated on the buyer's journey. That makes sense?

Yeah.

Can you see how that could relate to what you guys are doing? Now, who here is currently like has a deal, is an investor, you have active deals? Okay. Who here is looking for— your next step is to find a deal? And then one last question, who here Has a deal and you're looking for capital. Okay, so think about what's the next step in your journey you're looking to do. Find a deal, curate the step-by-step funnel. Find investors, curate the step-by-step process to bring them into your ecosystem. Fill your vacancies, find the step-by-step process to do that. Make sense? Uh, so that's step 2 in, uh, getting whatever you want. Build your intentional funnel. Step 3 was get in front of the right people. Step 1 is the most important. The reason most people fail in everything they do— when we've marketed, we've spent hundreds of millions of dollars on Facebook ads. Um, we've— I've seen hundreds of millions of dollars in revenue come through. Personally, I've done over $20 million in sales in my businesses from ads. Uh, and this is the reason everyone fails. It's because they sell what they sell because that's what they've always sold. They've never sat down and constantly asked, what am I actually offering and who specifically needs it? Who here has done an activity like this with your business, your investing? Phil? Christian, I know you've done it. What was your name?

Kimberly.

Kimberly, and then?

Andrew.

Andrew, okay. And then there was someone in the back too that raised their hand. Bridget.

Bridget?

Cool, great. So you guys have done it. Maybe some of you guys have done it in goal setting and other stuff. But in marketing, we call this your offer. Step 1 in the success of actually getting out there and getting more of what you want and less of what you don't want in life is properly well-defining your offer. So, question for you guys, who feels like if I were to test you right now, you truly understand your offer, what you sell, and who you sell to? Okay, I don't see anyone's hands. Now, Phil says maybe, and I would probably agree with that. I think based on our conversations, you do. Now, there's 2 questions, a couple questions. My ideal person I'm looking for is blank. Their problem is blank. I solve blank for them, and their investment is blank. If you can answer these 4 things, no matter where you go or where the traffic is, you're going to be able to properly get people into your ecosystem. For Matt, I want to ask you, for— you're trying to lease up 7 more, you got 7 more pads. My ideal person is who? Someone that owns an RV that's looking for a place in Union or in Woodstock?

Yeah.

In this area. The peninsula of Washington, whatever. Their problem is what? What is that person's problem, Matt?

They need an affordable place to live.

Affordable place to live, and probably somewhere that's safe and nice and, you know, it's close to the— like, that's the problem, right? Affordable place to live. But there's probably some deeper problems, right? You know, maybe they've tried other places before and got burned. So when you understand this, you can curate step 2 and step 3 around this. Does that make sense? What do you solve for them, Matt? I solve blank for them. Safe place to live.

A housing problem.

Okay, a housing problem.

Good.

And their investment is what?

$700 a month.

$700 a month. Amazing. So my ideal person is someone who needs affordable housing. Their problem is— or sorry, someone that needs to live in this area. Their problem is they need affordable housing. I solve this by— what did you say? You give them a good place to live. And you said something better though.

Affordable housing.

Affordable housing. And their investment is $700 a month. Can anyone else answer this? Phil, go ahead.

Yeah. I start at the back. Who do I want to rent to? Young professional that makes $80,000 to $100,000 a year. And then, I build the unit that that person would want to live Yeah.

Something that's clean.

That's cool.

You know, they're young, they're dating, they want to be somewhere they can be proud of to bring somebody back to. And then you just work backwards from there.

Yeah, I like that. So, you're going even further back in the funnel. You're thinking about, how do I build the place that the person I want to rent to rents? Which I think is, Christian, you've done something with the Robin Hood. Who do we want here? Let's build the place, you know, the hot tubs, that stuff, to attract them, right? I love that. Can someone who's— give me another example that's not related to renters? with this? Maybe investors. Who here is looking for capital right now? What was your name again?

Dave.

Dave. So your ideal person is what?

Tax challenge.

Tax? Tax challenge, okay. They have money and they need to reduce their taxes, right? And their problem is that, right, they have money, they need to reduce their taxes. What do you solve for them? I solve blank. Well, they've worked too many hours, they don't have enough time with their family, and they're paying too much in taxes.

We try to speak to that.

Okay, and so you solve what for them?

Blank.

Passive income, start building passive income over your taxes. Got it, and their investment is what? Anywhere from $100,000 to a quarter million. $100,000 to a quarter million, okay. That's it. So the reason I'm just going through this, guys, is this is really important for everything you're doing because Ultimately, it results in clarity. If I don't know what you guys do, I can't refer you guys business. I don't care how many coffee dates you go on, how many investors you reach out to, if you don't have this clearly articulated, no one's gonna be able to transact with you. Make sense? So just clearly defining that in one sentence, you can do that. Now, anyone know what this is?

Dog whistle.

Oh wow, you guys are good. Dog whistle. When you guys define your offer properly, it acts as a dog whistle where all of a sudden you guys will see it. These leads, these opportunities are just coming to you guys. And this is something we see in marketing. After you know your avatar or your offer, you need to know who you sell to your avatar. We combine both those. So, that's step 1, get conscious about who you sell to and what you sell them. Step 2, build your intentional funnel. Step 3, get in front of the right people. That track? Make sense? Now, here's how it all comes together. So this is the Abilene deal. So we ran Facebook ads on this. I'll tell you guys the stats just because I know it's super small here. So we had 144 people come to this page from an ad. There was like a few different ads we were running, but that's just one example. An average cost of $29 per submission. So what that means— and they had to check a box saying they were a qualified investor or accredited investor. So we're getting for $29, we're getting a person to submit, say, hey, I'm interested and I'm accredited. That's pretty good, right? If you guys could spend $300 and get 10 potential investors in your deal, that'd be pretty, pretty solid. So, that's how that worked for that deal. What do you— how much did you end up raising?

For that deal, that was about a $3 million raise.

Okay. It was an $8.5 million project, I think, 144-unit deal. And a lot of it, you know—

Over $3 million, sorry, about $3.5 million.

Oh, about $3.5 million, okay. And a lot Christian and partners raised from their sources as well, which is why it's not just about doing one thing well, it's about doing many, right? This is just one source, one potential source of it. But now there's 144 people in— additional people in Christian's ecosystem that might invest in future projects. So this compounding. Robinhood. So how to fill vacancies. So we run Google Ads. So that's step 3, the traffic, to a— oh, first thing I ever did with Robinhood, by the way, do you remember what I said before you said, hey, I need help with it? What was the first thing I said? I don't remember.

I wish I knew the answer to this. I feel like I should have this.

I started at step 1. I said, dude, what do you guys do? Why would anyone want to come here? And we had like a 90-minute conversation about it. And at the end of it, he said, well, we do cool weddings and people like to come to the, you know, the Olympic— hike the Olympic Mountains, go kayak down there. So I went and revamped the website, which was step 2, build your intentional funnel. And the intentional funnel with Robin Hood, for those that can see, I thought I had it here somewhere, was I revamped the website to just focus on the booking link right there so people can book. And then it takes you to the page to check out. And we started seeing the numbers of conversions go up immediately once we did that. And like Christian said, they're up 44% year over year. Which is a combination of many things. I'm not going to take credit for, honestly, any of it. I mean, the team that's working here is doing amazing stuff. But it's, again, one step in the whole ecosystem. Make sense?

Yes.

Cool.

Hold on, hold on, hold on.

So you jump from, like, hey, I've got an idea of what you want to do, to specifically on this web page, I'm now going to Go straight to focusing on booking. So what was your thought process around like something's blocking them from doing what they want to do?

I went to the website. I was like, dude, bro, how do I like? I literally said, dude, how are people booking your guys' place here? You had to click four or five times in order to book a place.

Okay, so you simplify the process like okay, they're clicking on this because they want to book.

Yeah, yeah. So let's well, someone's going to the Robin Hood for one of two reasons: either to book a place or to spy on it because their own you know a place nearby or Airbnb or something, you know, like, you know, so that, that was like the biggest, or I mean, this is my opinion after doing this for a while is you guys have thousands of visitors and I think you said, I think you told me like, oh yeah, like once a month someone will book from the website organically. All the other bookings came from Airbnb, Booking.com and other places, right?

Or they've stayed here before and then booked.

Yeah. Or they stayed before. And so I was like, that's a huge opportunity.

Yeah.

And then we just curated it. So like, I think the headline says, it says, your Hood Canal story starts at the Robin Hood. And then you scroll down and right under that, this says like, hike, kayak, you know, relax or something at the Robin Hood. So makes sense on that. So for Matt, how did you come up with this? How could this apply for Matt? Well, what Matt could do is what we just talked about, curate the images that they get that you post on the Facebook Marketplace. The first message you automatically send when they reply has all the things that people ask and some kind of like, you know, for the month of August, we got first month free. Something to get them to take fast action. You know, something like that. Okay, how it works to build your own network. So this is something I wanted to share with you guys that a lot of you might not know. Who here who here saw an ad, went to a website, and ended up here today? A couple of you guys, right? Jeff, right?

Cool.

I talked to Jeff last night. What was your name again?

Stefan.

Stefan. So Jeff told me he saw an ad, filled it out, spoke to Christian, joined Elite, and ended up here. That's because— and he's been following for some time, but that's this process. So just to prove to you guys that this stuff isn't just theory, it actually works. That's the idea. We also do webinars. So every single week, give or take, we have webinars going out that you guys might see, and we'll spend anywhere from $5 to $10 to get someone to sign up. You know, on an average week, we'll get 200 to 300 people on Christian's webinar, and he'll get a handful of them to sign up for the mentorship. Best-case scenario, he puts in $10 in ads and makes $20 in multifamily strategy mentorship sales. Worst-case scenario, he gets 500 to 1,000 new people in his ecosystem that might invest in projects in the future.

Cool, right?

It's kind of like the Grant Cardone strategy where he's now built a network where he can snap his fingers like Phil and Cody and Christian where they can fill a deal. So that's kind of the concept, the overall strategy. Makes sense? Anyone have questions on this stuff?

No, good.

Okay, cool. So yeah, last thing here I just want to share with you guys. So like I mentioned earlier, I did the logical thing and became a flying squirrel salesman. And there's 5 things that made me millions of dollars. Number 1, I went where the people were. So we went to trade shows, fairs, festivals, events, home shows, wherever there was an audience. For me, that's paid ads. Number 2, in a sea of charging cables and heat pads, I was Crocodile Dundee with bright color booth and animals. Ultimately be different. There's a reason I'm a Q-tip. And you guys do wanna stand out. It's important. Um, uh, Cody and Christian both have very memorable things. Phil does too, being 7'4 and a mustache. And there's a reason that you'll find a lot of people that are successful have a unique appearance to them. Maybe they're incredibly handsome, just like Christian. Uh, maybe they're, uh, incredibly tall like Phil, or maybe they're a Q-tip. Um, Number 3, 15-minute script. So we actually had a script I would read through that would answer all the objections. So my advice for you guys, if you want to get more of what you want in life, is don't just, don't just expect people to ask the questions. Answer the question before it comes up. Matt's refinancing a deal right now. I keep going to Matt because I learned a lot from him last night. And he's refinancing a deal. And I know you probably have— The answer to every question that they may ask you. But what if you preloaded, of course avoiding some of the things you might not want to bring up, what if you preloaded every question that you know is going to come up with a positive answer before it comes up? That's what we do. Number 4, at the end of every pitch, I'd say, hey, look at this here. This isn't an impulse buy. Here's a brochure. Walk around, think about it, come back when you want to buy. And the money from that comes from the follow-through. Also, it's a lot more cool and authoritative if you tell someone you don't want their business, because now they immediately— it's the reverse psychology. They want your— they want to work with you. So if you are working with investors, you're like, I was talking with Curtis earlier. He's working on a deal. I gave him some totally unsolicited feedback from someone who's not in the industry. And I said, dude, when you meet with the guy next week, Uh, tell him, tell him this. Uh, hey, uh, look, you know, I, uh, Christian, and we came up with this idea of like, hey, I want to retire you. He's got a few options. He may or may not do the deal is, uh, what Curtis told me. But, uh, I got, uh, I want to retire you. Now here's the thing. We've been talking for about a year now. I really love, you know, our relationship, but there's another deal I'm considering. I'd much rather retire you than John Smith over there. So I just want to see what we can do to push this forward. No pressure, totally understand, but like just wanted to put that out there and be transparent. It's like a much more authoritative way of doing business is like, hey, I don't need you, but like I'd like to work with you. Make sense? And then finally, when people came back to our booth, I wouldn't say, hey, do you want to buy one? I'd say, hey, you're back, do you want to get one or two? In everything we do, let's assume people are in before they tell us otherwise. The presumptive sale is something Christian is amazing at. And you guys will have much more success with that. There's a quote I used to hear called success leaves clues, and it always confused me. Who's heard this quote before? Success leaves clues.

Tony Robbins.

Tony Robbins. Some would say, you know, Bob Proctor, Zig Ziglar, heck, maybe even the Bible. In fact, you trace back all this personal development stuff, it usually points back to one of the great books. And I realized there's patterns behind every successful business, every successful campaign, every successful person. And you're either running patterns consciously, success patterns, or unconsciously. So for all of us in this room, the successful people are either consciously successful. For me, I used to stand in the mirror every single day with my list of goals, repeat them. I have achieved this. I've got this. I've got this. I've got this and drilled it into my brain. On the other hand, there's people I know who have never read a personal development book, never gone to an event like this, and they're worth millions and millions of dollars. The secret is not the fact that they read the book. The secret is the patterns of success behind success. So you guys can choose to run them consciously or unconsciously. My first billionaire mentor told me he'd read Think and Grow Rich 500 times, and each time it made him a million dollars. That's conscious success. A guy named Brian Sadowski, interesting guy. He's a— he's made— he made hundreds of millions of dollars in trailer parks up in Canada. So he was one of my first mentors. So here's the formula. Define your offer, what you sell. Define your avatar, who you sell to. Build your intentional funnel. So what's the step-by-step process people go through to transact with you? And then go out and get attention. And that's how we create conscious success. If I'd say this weekend, give you guys one takeaway, it would be this. Go deep. Be able to answer your ideal person's blank, their problem's blank, I solve blank for them, and their investment blank. And then pick one strategy, optimize all of that stuff, and, you know, report back in 6 months. I guarantee your life will change. So that's all I got.

Question?

Yeah.

Do you have a minute for that?

Yeah.

So just as an individual investor growing my portfolio, how do I afford to do Yeah, so what are you looking for right now?

Tenants, capital, or deals? All three.

Okay.

You know, property management, I'd say the simplest. And we're about to start working on his property management stuff too. So. Maybe in six months I'll have some tangible, like here's what we've done for Christian. But you know that's Google Ads. How do people find out about? How do people find out about your prop your property management like properties right now? Zillow.

Okay.

If you have a vacancy. Do you always have vacancies?

No, we're running pretty low vacancy.

Do you always have ads up on Zillow?

Okay.

As a marketer, I would make the case that you should always have ads. You should always have a vacancy, even if you don't.

And then how about finding more owners that have property representation in February?

Oh, how to find people who need property management? How do people currently find you?

Word of mouth, referrals from my existing clients.

How many clients do you have?

Right now, I have 8 properties.

How many?

8.

8? Okay, great. I would do a referral program. Hey, I'll give you $5,000 or $1,000. I don't know how much it's worth, but I'll give you $1,000. I would just start there with the people you already have. What properties do you have? But from the principal perspective, It's pick which— what are you looking for? Do I want more property? I want more people that own properties, owners. And then go through that process. This thing right here. What's the— what do you sell and who do you sell to? So, my ideal person is someone who owns how many units? 12?

Sure.

12+ units. Their problem is what?

Property management.

Property management. Maybe it's unreliable or, you know, they don't take care of the property. I solve what for them? Okay, urgent property management. And their investment is what? 6 to 8%, something like that. No risk upfront. Great, I love that. And then step 2, what's the funnel? How do they find you? Is it referrals?

Is it—

do you make content?

No.

Okay, there's infinite ways to do it. The reason I'm kind of speaking in generalities is just because for every individual person, for him it's Facebook Marketplace. For you, I'm just suggesting maybe referrals. I'm trying to give you like low-hanging fruit. But like make content, you know, post on Instagram about it. Like hey, and you know, you can share stories of, you know, what you do well, what you don't do well. Ads are a little bit more technical because A lot of people don't, you know, you need a lot of times need someone to do it. There's simple ways. There's AI that can launch ads now and stuff too. But I'm just trying to give you like kind of a simplified version, which is like, what's the simplest way that you could take some big leaps forward? I would say referrals. Do you have a referral program right now?

No. Yeah.

I mean, you can hit up your 8 clients and say, hey, do you own any other properties? You know, we're doing 3% for the first 90 days and then And then if you have a friend that has a property, I'll give you a $2,000 Amazon gift card.

Yeah.

Happy to jam more on it too. We can talk more specifics. Any other questions? Cool. Thank you guys.

Hey, Christian. Yes.

Go back one slide.

I want to get a picture of the license plate.

Thank you. Now, one thing that I learned with the marketing thing, this goes right into sales, this ties into everything that we just did. When you are building a product, what is our core product? Our core product is the deal. This goes right into deal debt equity. What are you selling? An opportunity. We need to raise capital for that opportunity. I need to sell that to lenders. I need to sell that to people who— I need to know what products are available and I need to find people who are aligned with what I want to do. Something that I learned, there was a time back in, this was when I met Dylan. I texted him, I was like, do you know anything about webinars? He's like, do we ever? Very, very helpful timing on that. I had, I posted a, some video that was comedic. It was a post and the person was wearing a tan shirt and Facebook banned me from messaging for a month for Nudity. I'm like, no, it's a tan shirt. It's a person in a t-shirt. They wouldn't repeal it. My only funnel to reach people for our community, for multifamily strategy, was specifically Meta. That was the only thing I was doing.

It was just Instagram.

It was literally just Caleb messaging people on Instagram. That was my only funnel. We lost Instagram. I'm still doing marketing. I still have overhead. I still have the SBA loan that I Bought Cody out with, I still have expenses to run the company. We had no way to make any income. So one thing that I learned is when you do these, when you're raising capital for a deal or any funnel, you need to own your contacts. I cannot contact— if I can't reach you on Instagram, I don't own your Instagram. I don't know. I cannot hit you up on Instagram. Huge business problem. You can do it in Excel. Cody and I had always had this when we were operating. Caleb does this. I do this. I always did it in Google Docs. I just had a sheet that we literally just called it the money list. Someone mentions, hey, I want to invest with you, so I don't have to think about it again. I put their name, I put their email address, I put their phone number. I give myself one sentence of notes, maybe 2, of this is the last conversation that I had with this person. So at least when I had a great opportunity, I can remember what it is they were trying to do. Do I have someone who wants to multiply their money? Do I have someone who's trying to maximize their cash flow? Cody and I, there's the only thing that I think we did from the very beginning that we did correctly. And it wasn't a massive CRM, it was Google Docs. It was just Cody and I always knew who the person in our network was, who would be a good fit for every deal at every stage. For every single company, that's the most important thing through the whole network of things that Dylan and I have put together. As you just start, you know, again, one funnel at a time, you just do one product, one idea. If you are collecting this and you own this, you end up with— there are hundreds of thousands of contacts, and I know where they're located. I know what conversations we've had. And so if I am raising for a deal now today, I know who is accredited, who is unaccredited, what geographies are these people in, roughly how much do they intend to invest. And I can have AI sort those and put together a list. So I know the first 50,000 people that we want to message. if we have a deal that we're allowed to market. Last disclaimer, and then we're gonna have Phil jump up. We're gonna skip the break. I know we love the breaks. We're just gonna get back on track. You guys have got a lot of breaks though, so this is— we'll have more fun right after. With the, uh, with the actual model, the most important thing— oh, I lost my train of thought. The, the most important piece of the entire thing though, when you are, when you are raising capital and you are putting together your strategy, is just know Who you are trying exactly what he said. Know who you are trying to target. Know what you can know about them. Build a network and then just build a system so that you don't have to remember every single person every single time. If you do that, it's unlimited capital. That is the secret to go from your first five deals or your first couple million dollars of raise is just consistently building the network. Last disclaimer: If you are marketing, do not just straight Facebook market on a joint venture. There are SEC. Rules around that. There's a way to market those. I will talk about that at any time. If anyone's doing a marketing project, I will happily review it. There are ways that you can market, there's ways that you can't. Just know that. Don't accidentally just make a funnel that's totally illegal.