Mastering Multifamily Real Estate Marketing: Insights from Dylan Vanas on Building Your Brand and Raising Capital

Dylan. >> Yes, sir. >> Yeah. Yeah. Email me the visuals or send it on our Slack channel. >> Whatever works. Yeah, I can absolutely get your visuals up. >> Yeah, >> yeah, just text me. Yeah, I'll get your visuals up. So, Dylan, uh, quick intro here. Uh, Dylan is, uh, he came into the company at a at an interesting time. I was trying to figure out how to market multi family strategy because turns out uh bigger pockets doesn't promote you for free forever. Uh that was really nice in the beginning. I had gone through a few different marketing companies and if you guys have done thirdparty vendors in anything, a lot of them suck. It's very hard to run. Uh, somehow I got on Dylan has a podcast and I got on a pre-all with him for his podcast of which we're still waiting to do two years later. We still have not filmed that episode. Uh, we were talking about he he had owned a pre like a you had a 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 there's more story there." Uh 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. Uh but when we're doing marketing, branding, storytelling, uh 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 Robin Hood, how he does marketing for multif family 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 going to 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 Robin Hood. Thanks. [applause] I'll mic. >> Yeah, it's cool being here after like, you know, two years of him telling me this idea. I'm so much taller than him. I'm gonna have to raise this. There we go. 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 Robin Hood 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 it? So, um, I was gonna tell you guys something while he was pulling that up. Let me tell you guys this. Um, >> 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 I'm going to 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. Yeah. Okay. Um real quick, could 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 podcast 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 two weeks took that put 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 do a 15inute preod conversation, which is basically a sales call. Me determining if I wanted to work with them. Christian's like, "Oh, >> yeah. >> So maybe you guys need something." I'm going to 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. Make 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 want to share their legacy like whatever it is you guys can use a podcast as your platform to platform other people. Does that make sense? So use a podcast to platform with people. So uh I'm going to show you guys three things. Number one, how to raise money. These are three things I've done with Christian. So I helped him raise money for a deal called Anson Park. Anyone know about that? In Abene, Texas. Cool. Um, so we helped do some marketing for that. Um, 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 Robin Hood is up 44% year-over-year from last year using this strategy. So I'll show you guys that. Um, and then how to get paid to build your network. Um, 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. >> So, um, that was me. That was I spent four years doing this. I made millions of dollars selling flying squirrels. Uh, it was crazy. We were doing 14-hour days. Uh, there was days that we would make literally over $10,000 in a single day selling flying squirrels. We talked about this last night. Uh, they come from his land, Australia. Uh 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. Um so what we'd do is we would spend uh 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. Um the booth looked something like that. And uh one night I was sitting in a Denny's with about $20,000 in cash. We dress up like Crocodile Dundy as you can see. And I was sitting in this Denny's because it was the only thing that was open at night and uh I had $20,000 in cash. It's like 1:00 am and this like homeless people were coming in and out 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 sevenfigure business to my employee said, "Hey, you go sell squirrels and I'm done." And uh that's when I started marketing. So that pretty much led me to build a mindful agency which we built to the number one PR firm for thought leaders. Um, I sold that company in 2024. And then, uh, dope tech, which is a software company, uh, much smaller company, but I sold that one in last year in 2025. Uh, now I run rorowaz.co, which we basically do marketing for guys like Christian and other people. Um, we worked with some largest personal brands in the world. Uh, done stuff like this. This is a guy named Chris Ross. He wrote a book called Never Split the Difference. He called me three 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 Elliot, he's a sales trainer. Uh, we do all of his paid marketing for the last two 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 in 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. Um, who here has something to sell? It's a question. Okay. Uh, 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? [laughter] Um, my goal today is to number one prove that convince you guys that you all have something to sell and number two show you how to make it way easier to do it even if you don't like to be a salesperson. Um, so there's three things that might be relevant to you guys. Number one, you want to sell, figure out how to get more capital for a project. Number two, when you have a project, get more renters for the project. And number three, what might be helpful if you want to scale and become a full-time real estate uh 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. Um, 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 And Phil, you've been real estate investing for how long? >> March of last year. >> That's amazing, man. 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. Um, and that's why we need to as business owners, as investors, getting in front of the right people. So, there's three steps to do it to get literally anything you want in life. Um, it's how I built my businesses. It's how Chris and I have built every project. There's three things. I'm going to give you these three things, but I'm give you them in reverse order. Okay? So, I'll start with uh step three. Uh, 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. equity. >> Deal at equity. And how do you find the deal? >> Speak with owners. And how do you speak with owners? >> Call them, hit them up, find them, door knock. Um, 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. Um, so who here understands, who here has ever ran an ad before or understands what 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 a ad for the Robin Hood. It says, "Unwind in nature's beauty cabins with fire pits and something else." Um, and so we run Google ads for people to come to the Robin Hood. Uh, Christian on the right runs we run uh Facebook ads to get people to register for multif family strategy. by the way. Almost forgot. Forgot my orange glasses just like Christian here. Yeah. >> Um, 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 can you get one of you guys in the front read that out loud? The right picture. What does it say? >> I'm looking for one more W2 employee to mentor into buying their first multif family investment property. Read the caption. I'm looking for one more W2 employee to mentor to buy their first property. Who here is a W2 employee or was in the last three years? And who here is looking to get their first rental property when you know in when you were in that phase? Of course, right? So, you can literally make a text 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. Um, so that's the step three. 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. Um, I was talking with Matt last night. I was like, "Dude, how do you who here went down to his his uh property down here just a couple hours ago? Uh, 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 seven? where I asked you where do you 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 um I would I would probably say that if you had one source that you wanted to put attention on it would be Facebook marketplace and doing it more of it right um but in marketing we call this your funnel so it's where you drive traffic to okay so step three is get in front of people that's the traffic. Step two is you need a consistent place to drive them to. This is Anson Park. This is uh the Aberly, Texas deal. Um 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, right? So, a place people 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? Hey, I'm interested. Okay. Um, and who here, uh, Cody, how do you, uh, when people are interested in renting one of your apartments, what do they do? Do they call you? 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. Uh, anyone do any other strategy to fill your guys' places? Yeah. >> Cool. >> I love that. So, that's like a little one step further more advanced strategy where now she's automating the back end, right? So, actually that's what we did with with this Abene deal. people put their uh 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? So, that's cool. You can do that strategy, but it also works just for Facebook Marketplace. So, the the concept here is a funnel is the path someone takes from finding out you exist to transacting with you. Okay? And uh it's it it has to exist before you do anything. Now besides you two 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 of someone from 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 created every step in the way. If you thought about it and you're like, "Okay, let me design this. People find out about me. Here's the five 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 D. 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 make sense? Can you see how that could relate to what you guys are doing? Now, who here who here uh is currently like uh has a deal is a like 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 two in uh getting whatever you want. Build your intentional funnel. Step three was get in front of the right people. Step one 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. And then >> Andrew. >> Andrew. Okay. And then there was someone in the back too that raised their hand. Bridget. Cool. Great. So you guys have done it. And maybe some of you guys have done it in goal setting and other stuff. But in um marketing, we call this your offer. Step one in the success of actually getting out there and doing getting more of what you want and less of what you don't want in life is properly well- definfining your offer. Uh 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 I would probably I would probably agree with that. I think based on our conversations, you do. Now, there's two 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 four things, no matter where you go, where the traffic is, you're going to be able to properly get people into your ecosystem. For Matt, uh I want to ask you for you're trying to lease up seven more. You got seven more pads. My ideal person is who? someone that owns an RV that's looking for a place in Union or in uh Woodstock >> in in in this area, the peninsula of Washington, whatever. Their problem is what? What is that person's problem at? >> They need an affordable place to live. >> Affordable place to live and probably somewhere that's safe and nice and you [clears throat] know it's close like that's their 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 two and step three around this. Does that make sense? I What do you solve for them, Matt? I solve blank for them. >> 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 uh 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? Uh you give them a good place to live and they're you said something better though. >> Affordable housing. >> Affordable housing and their investment is seven bucks a month. Can anyone else answer this? Uh Phil, go ahead. >> Yeah, I start at the back. Who do I want to rent to? You know, young professional that makes 80 to 100 grand a year and then I build the unit that that person would want to live in. Something that's >> clean. you know, they're they're young, they're dating, they want to be somewhere they can be proud of to bring somebody back to and >> 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 who rents, which I think is Christian, you've some done something with the Robin Hood. Who do we want here? Let's build the place, you know, the hot tubs, other stuff to attract them, right? I love that. Um, 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. Uh, so your ideal person is what? >> Tax challenge. >> Tax. >> Tax challenge. Okay. >> They have money and they need to reduce their taxes, right? >> Yeah. >> And their problem is that, right? They have money. They need to reduce their taxes. What do you solve for them? I solve a blank. >> Well, they've worked too many hours. They don't have enough time with their family. They're paying too much in taxes. You 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? >> 100,000 to >> 100,000 to million. >> 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 going to be able to transact with you. Make sense? So, just clearly defining that in one sentence, you can uh you can do that. Now, uh in uh anyone know what this is? >> Oh, wow. You guys are good. Uh dog whistle. Um 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 and this is something we see in marketing. Um 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 one, get conscious about who you sell to and what you sell them. Step two, build your intentional funnel. And step three, get in front of the right people. That track make sense? Now, uh here's how it all comes together. So this is uh the Abene deal. So we ran Facebook ads on this. I'll tell you guys the stats just because I know it's super small here. Um, 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. Um, an average cost of $29 per submission. So, what that means and and they had to check a box saying they were a qualified investor or accredited investor. Um, so we're getting for 29 bucks, 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 bucks and get 10 potential investors in your deal, that'd be pretty pretty solid. So, that's how that worked for that deal. Uh, what do you how much did you end up raising? >> Um, that deal that was a $3 million. >> Okay. It was a $8.5 million project, I think. 144 unit deal. And and a lot of it you know >> about three and a half >> oh about three and a half 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 s one potential source of it um but now there's 144 people in additional people in Christian's ecosystem that might invest in future projects so it's compounding um Robin Hood so how to fill vacancies so we run Google ads so That's step three, the traffic uh to a Oh, first thing I ever did with Robin Hood, 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 wish I knew the answer. I feel like I started that step one. 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, you know, the uh Olympia, hike the Olympic Mountains, go kayak down there." So, I went and revamped the website, which was step two, build your intentional funnel and the intentional funnel with Robin Hood, for those that can see. I thought I had it here somewhere. Um, was uh 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 uh immediately once we did that. Um 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 uh honestly any of it. I mean, the you know, like 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. So you jump from like, "Hey, I've got um an idea of what you want to do." >> Yeah. >> To specifically on this web page, I'm now gonna go straight to focusing on cooking. 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 you guys place here? You had to click four or five times in order to book a place." >> Okay. 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 Robin Hood for one of two reasons. Either to book a place or to spy on it because they own, you know, a place nearby or Airbnb or something, you know, like um 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 had 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? >> Yeah. Or they stayed before. >> And so I was like, that's a huge opportunity. >> Yeah. Um 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, uh you know, relax or something at the Robin Hood. Um, makes sense on that. So, for uh for Matt, how 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 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 uh we got uh first month free something to get them to take fast action you know something like that uh 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 um 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. Uh, what was your name again? >> Stefan. >> Stefan. Um, 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. Uh we also do webinars. So every single week, give or take, uh we have webinars going out that you guys might see. And we'll spend anywhere from five to 10 bucks to get someone to sign up. Uh 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 bucks in men in multif family strategy mentorship sales. Um, worst case scenario, he gets 500 to a,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 the concept, the overall um uh uh strategy. Make sense? Anyone have questions on this stuff? >> Good. >> Okay, cool. Um, so yeah. uh last thing here I just want to uh share with you guys. So uh like I mentioned earlier, I did the logical thing and became a flying squirrel salesman. And uh there's five things that made me millions of dollars. Number one, uh I went where the people were. So we went to trade shows, fairs, festivals, events, uh home shows, wherever there was an audience. For me, that's paid ads. Number two, in a sea of charging cables and heat pads, I was crocodile Dundy with bright color booth and animals ultimately be different. There's a reason I'm a Q-tip. Um, and you guys do want to stand out. It's important. Um, uh, Cody and Christian both have very memorable things. Phil does too being 7 foot4 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 three, 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 what you want in life is don't just uh don't just expect people to to ask the questions. Answer the question before it comes up. Um Matt's refinancing a deal right I keep going to Matt because uh I I learned a lot from him last night and he's refi 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. Uh number four, 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 uh uh 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 uh Curtis earlier. He's 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, uh, when you meet with the guy next week, uh, tell him tell him this. Uh, hey, 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. It's like, "Hey, I don't need you, but like I'd like to work with you." Make sense? And then finally, uh, when people came back to our booth, I wouldn't say, "Hey, do you want to buy one?" I'd say, "Hey, uh, 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 uh and you guys will have much more success with that. Um 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. Uh some would say you know Bob Proctor, Zig Ziggler. Heck, maybe even the Bible. In fact, you trace back all this personal development stuff. usually points back to one of the the great books. Um and uh 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. Uh my first billionaire mentor uh told me he'd read Think and Grow Rich 500 times and each time it made him a million dollars. That's conscious success. Guy named Brian Sedorski, interesting guy. He's uh he's made he made uh hundreds of millions of dollars in trailer uh trailer parks uh up in Canada. Um 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. Um 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 saw a blank for them and their investment blank. And then pick one strategy, optimize all of that stuff and uh you know, report back in six months. I guarantee your life will change. So, uh that's all I got. [applause] >> Yeah. >> Yeah. Yeah. So, what are you looking for right now? Uh, tenants, capital, or deals? >> All three. >> Okay. Uh, you know, property management, I'd say, is the simplest. and we're about to start working on his uh property management stuff too. So maybe in six months I'll have some tangible like here's what we've done for Christian. Um but uh you know that's Google ads. How do people find out about how do people find out about your pro your uh project manage like properties right now? >> Zillow. Okay. If you have a vacancy, do you always have vacancies? >> Do you always have uh ads up on Zillow? >> Okay. As a marketer, I would I would make the case that you should always have ads. You should always have a vacancy even if you don't. >> Oh. Uh how to find uh people who need property manage uh management. Um, how do current people currently find you? >> How many clients you got? How many? >> Eight. Okay, great. I would do a referral program. Hey, I'll give you five grand or a thousand. I don't know how much that it's worth, but you know, I'll give you,000 bucks. I would just start there with the people you already have. What properties do you have? But, um, the from the principal perspective, it's it's pick which what are you looking for? Do I want more property? Uh, I want more people that own properties, owners. And then go through that process. This thing right here. What's the 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. 12 plus units. Uh, their problem is what? >> Property management. They 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 to8% something like that. Okay. No risk upfront. Great. I love that. And then step two, what's the funnel? How do they find you? Is it referrals? Is it >> do you make content? >> Okay. Uh there's a there's 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 it's Facebook marketplace for you I'm just suggesting maybe referrals I'm trying to give you like lowhanging fruit but like make content you know post on Instagram uh about it like hey and you know you can share stories of you know what you do well what you don't do well um 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 the simplified version which is like what's the simplest way that you could take some big leads forward and I would say referrals. Do you have a referral program right now? >> Yeah. I mean you can hit up your eight clients and say hey do you own other any other properties? Um you know we're doing 3% for the first 90 days and then uh you know and then if you have a friend that has a property I'll give you a $2,000 you know Amazon gift card. Yeah. Happy to jam more on it too. We can talk more specifics. Any other questions? Cool. Thank you guys. [applause] 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 I need to know what debt 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 a time back in this was when I 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 uh 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 It's a person in a t-shirt." They wouldn't repeal it. My only funnel to reach people for our community for multi family 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 mentioned, "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 two, 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 to 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 again, one funnel at a time, you one product, one idea. If you are collecting this and you own this, you end up with there 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 unacredited, 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 going to have Phil jump up. We're going to skip the break. I know we love the breaks. We're just going to 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, 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 a way that you can't. Just know that uh don't accidentally just make a funnel that's totally illeal.