Christian OsgoodCEO, Multifamily Strategy · CEO at Multifamily Strategy

Why Real Estate Investors Fall in Love with Their Buildings

14 Mar 2026 · 1 min

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1:05

In this concise monologue, Christian Osgood warns real‑estate investors—especially newcomers—against becoming emotionally attached to a property. He explains that many investors fall in love with a building before the numbers are verified, leading to deals that are overpriced, cash‑flow negative, or require excessive work. Osgood stresses that a building is merely “sticks, bricks, and money” and will not “love you back.” The core advice is to “marry the numbers”: rigorously evaluate cash flow, pricing, and the business plan before committing. He encourages investors to view the market as abundant, driving around any town of more than 500 people to find a deal that works, rather than fixating on a single property. The overall message is disciplined, numbers‑first decision‑making over emotional attachment.

Chapters

Why do real estate investors fall in love with buildings? She won't love you back. I don't understand. This is so common with newer investors. They find this deal and it doesn't work at all, and the pricing's way off, and it doesn't cash flow, and there's tons of work. They're like, this is the property, I'm in love with this deal. It's sticks, bricks, and money. The building will not love you back. It's just a building. You negotiate a deal that works or it doesn't. I've never regretted not doing a deal when we've passed on a deal. There will be more opportunities. If this is you and you're like, man, I just, I keep getting married to the property before we try to close on the property, the numbers never work, do this. If you live in a population of more than 500 people, hop in your car, drive literally anywhere in town, look at all the buildings. We're talking the largest industry out there, real estate. You look around at all of the buildings, someone owns all of them, there's deals that close every single day, find one that works. Marry the numbers, marry the business plan that works and makes you money, because the building will not magically make you money just because you love the building. There's a ton of buildings out there. It's sticks, bricks, and money. Keep it that simple.