Christian OsgoodCEO, Multifamily Strategy · CEO at Multifamily Strategy

Wrong

26 Jun 2026 · 1 min

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In this monologue, Christian Osgood argues that real estate investors should stop spending large monthly budgets on paid lead services and instead focus on inexpensive, relationship‑based sourcing methods. He explains that buying leads merely provides data that every other investor also has, leading to competition and low success rates. Osgood recommends two primary alternatives: (1) cultivating strong relationships with real‑estate brokers who can deliver quality deals directly, and (2) personally meeting property owners to negotiate purchases. Both approaches require minimal expense—often just the cost of a coffee—compared to the typical $2,000‑per‑month advertising spend. The overall message is that effective deal flow can be generated without heavy advertising costs, provided investors invest time in networking and direct outreach.

Chapters

You know what I always tell people is like, either way, you're investing money monthly into your real estate investing business. You know, if we say that, hey, you know what, we want to invest $2,000 a month into advertising to get motivated sellers. This actually makes a ton of sense. If you don't know anything at all about real estate, it does not cost money to market for real estate deals. If you're paying for leads, which you're going to end up with is the same data that every single other person has, you're trying to pay for leads and you'll be another one of those people who don't ever buy any real estate. I see this again and again and again. Uh, here's the way real estate is actually So you build relationships with brokers who are basically sitting there waiting to take your order for real estate. And if you know what you're doing, they'll continue to send you good deals, not just stick you on an email list. They'll actually give you really good deals if you build good relationships. Or you just go out and meet the owners who actually have the properties. None of these things cost any money. I mean, maybe you pay for a coffee with someone, but I mean, we're talking $4, not $2,000 a month.