Real Estate Marketing Dude

Today we are talking to someone who knows exactly what their brand is and has capitalized on it with precision. Everyone loves tacos and Alex has discovered a way to merge that with his business helping people find places to live in Austin.

Alex helps people find places to live in the Austin area and he has pretty great taco recommendations too.

• How do you make sure everyone knows your name?
• How are top agents thriving during a recession?
• Why you need to be making content and developing a brand.

Visit Alex's Website

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started. What's up ladies and gentlemen, welcome. Another episode of the real estate marketing podcast folks we're chatting about today is we're gonna go into branding. I want to talk about the importance of branding. I'm gonna tell you guys a true story. The guests that we have on today, I've never met him before I met him, what, five minutes ago. And we get pitched all the time to get on the show, I probably get four or five, six different inquiries. Hey, can we get on a real estate marketing podcast? And there's a lot of these podcasting companies that just book other people. And I always look at I do always usually do a quick glance, like, I'll look at an email. And I'll do the quick summary on the individual, whether it's a business and I'll be like, are they trying to sell their shit were they trying to do here were they really want to get on the podcast for and they only look for people that offer something that they could teach your audience. And I knew instantly when we got this guest on. I loved his branding. It resonated with me, it spoke to me, I didn't have to look anything. I just looked at the branding and the name of his company. And I'm like, book them, because I understood that he knew what attention meant. I understood I could tell that he knew marketing very well. And he had me at Taco. So you know, what we're going to chat about today is branding. And our guest today runs in apartment locating service. If you've been following the show the last couple of weeks. I'm telling everyone the riches are in the niches in a recession. If you don't think a recession is coming in is coming. We're about to get our asses handed to us. And the people that are going to be ready to adapt to that market will have the best time ever, but those that are not working on their systems, their business, what they're going to do in 2023 right now you're gonna get your ass kicked. I'm warning you right now I've been in this market before. I'm trying to sound the alarm because there's two areas I want you guys to concentrate in. I keep saying this every week one is going to be on your database on your database that'll get you through the recession. Number two is pick a niche. The riches are in the niches especially in a recession. And one of my top agents I'll tell story for introduce our guest, one of my top agents back in the day. Remember, this was like 2008 2009 Her name was Lauren Chu. She's in Chicago. Lauren, if you're listening, shout out to you. When 2010 11 Exodus 2008 2009 I was looking for more agents were crushing short sales, we took on a niche. And we started adapting to what the market was given us. And we went to where the transactions were occurring, which was the distressed market. Lauren at that time, I went out and recruited her cuz I knew she was a good agent. But her business was struggling. She went into the apartment niche, and she started renting apartments and she was making 20 grand a month just in the recession, she was making more money renting apartments and she was selling condos in downtown Chicago. So I tell you guys this because you're gonna see a lot of niches come up. And don't miss that opportunity because the riches are in the niches in a recession. And that's where we're headed. So without further ado, we're gonna go ahead and introduce our guest today. Mr. Alexander concepts she on that say correctly? Yep, perfect. Why don't you tell everybody who you are. Give me a little bit of intro what you do, and I got all kinds of questions for you. Cool. So

yeah, my name is Alexandra Concepcion. I run an apartment locating brokerage in Texas called taco street locating primarily based out of Austin. But I've got satellite operations over in Dallas in Houston been running the business for about five years close over 400 deals so yeah, kind of just stuck to this one niche and taken it as far as I can make it.

Do you do any sales? Are you just doing just leasing?

I don't do any sales. Love it.

It's smart. Like we get into this thing where agents like Oh, I gotta sell because we see Josh Altman on Bravo and we think we have to go out there there's there's a lot of ways to make money in real estate guys. And it's not always where it's not always like being the sales leader of the industry. There's a lot of like silent killers in this industry. Alright, so let's get into this for I got to talk about the branding, because that's what got you on the show. And it's what I think you probably my guess is when people then you have to go look at his website, right? It's called taco Street. locating.com. And first off what I loved about it was like, I'm like, taco Street. Like it's just so different, and that it stopped my attention. I'm like, fuck, but from Taco street locating, I understand so much about you as an individual. You know what I mean? Like I knew you're outside the box, you're probably a little bit of fun. And I could have you could have came up with anything you could have done. Apartment finders, Austin. And you could have done blink, blink, blink real estate, apartment finding service, but that all falls on deaf ears. How important was it? If you look in hindsight of strategically picking that name versus going with other and did it push the needle?

Oh, man, I have so many things to say. One won't back at all. The first thing was, I kind of just wanted to amuse myself. The idea of having a taco theme business was too absurd not to do. And I think and I think it actually makes a lot of sense. Like, I don't know if you've been to Austin, but it's an amazing food city. Taco city. I don't know if it's going to Chicago. But you go to any street, you can get tacos. And you just flip the words around. Street taco, taco Street. There's the brand

100% Yeah. Did you are you like a taco fanatic yourself?

Yeah, I'm, I'm a food fanatic period. Yeah, I try. I'm like a low budget Anthony Bourdain. I basically use this business as a conspiracy for me to travel the world. And do Anthony Bourdain type things. So yeah, it was one just I think, for my soul important that I could bring my actual self to the business, instead of some manufactured personality. I couldn't, it's this is the only way I could have done it. But the real like strategic reason is I think of everything in survival first framework. And when it comes to branding, reputation, I have to it stand out or die. Yeah. Because I don't believe in competition. Because if I approach things with a competitive mindset, I would look at what other people are doing and try to outdo what they're doing. But the reality when a client based business like this or any kind of anything, any business The trophy is a person and people have choice. Yep. So it's not I'm never gonna get beaten by another business. The my risk it's not being chosen. So the strategy is how do I make myself a replaceable or less replaceable? And so that I have to do things other people can't or won't do.

100% you guys listen, replay that back like and just what he just unpacked there was quite a bit. First off, he says, Look, I needed to adapt my personality in the business. So basically, I can be excited about it. I needed to reflect it and I want you guys to look at your own real estate business right now the exact same way. Are you really marketing your broker's brand like I see us all the time in real estate you probably see it in Austin quite a bit where people are like, I worked for Cole banker, I worked for exp like exp like like there are so many agents I have a hard on for exp right now. And nothing bad. They're running a great organization. I'm not talking trash about any of it. But they their marketing. And they're really smart and how they they built the culture around it, where they're just pumping exp at exp right now is an energy. Real is like an energy. People are joining these companies because of the energy and the buzz and what they stand for, not what the name is. But when it comes to a consumer facing side, I just did my podcast last week on this 96% of consumers are going to hire the individual not the person they hang their flag with. Which means that if you're out there if one if you don't even have your own branding or logo, like you're way behind the times, you're an individual and just because you work at a brokerage doesn't mean you don't have your own brand 96% of people are gonna hire you over though brokerage. And that's in this type of business like people, whether you're looking for

Today we are talking to someone who knows exactly what their brand is and has capitalized on it with precision. Everyone loves tacos and Alex has discovered a way to merge that with his business helping people find places to live in Austin.

Alex helps people find places to live in the Austin area and he has pretty great taco recommendations too.

• How do you make sure everyone knows your name?
• How are top agents thriving during a recession?
• Why you need to be making content and developing a brand.

Visit Alex's Website

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started. What's up ladies and gentlemen, welcome. Another episode of the real estate marketing podcast folks we're chatting about today is we're gonna go into branding. I want to talk about the importance of branding. I'm gonna tell you guys a true story. The guests that we have on today, I've never met him before I met him, what, five minutes ago. And we get pitched all the time to get on the show, I probably get four or five, six different inquiries. Hey, can we get on a real estate marketing podcast? And there's a lot of these podcasting companies that just book other people. And I always look at I do always usually do a quick glance, like, I'll look at an email. And I'll do the quick summary on the individual, whether it's a business and I'll be like, are they trying to sell their shit were they trying to do here were they really want to get on the podcast for and they only look for people that offer something that they could teach your audience. And I knew instantly when we got this guest on. I loved his branding. It resonated with me, it spoke to me, I didn't have to look anything. I just looked at the branding and the name of his company. And I'm like, book them, because I understood that he knew what attention meant. I understood I could tell that he knew marketing very well. And he had me at Taco. So you know, what we're going to chat about today is branding. And our guest today runs in apartment locating service. If you've been following the show the last couple of weeks. I'm telling everyone the riches are in the niches in a recession. If you don't think a recession is coming in is coming. We're about to get our asses handed to us. And the people that are going to be ready to adapt to that market will have the best time ever, but those that are not working on their systems, their business, what they're going to do in 2023 right now you're gonna get your ass kicked. I'm warning you right now I've been in this market before. I'm trying to sound the alarm because there's two areas I want you guys to concentrate in. I keep saying this every week one is going to be on your database on your database that'll get you through the recession. Number two is pick a niche. The riches are in the niches especially in a recession. And one of my top agents I'll tell story for introduce our guest, one of my top agents back in the day. Remember, this was like 2008 2009 Her name was Lauren Chu. She's in Chicago. Lauren, if you're listening, shout out to you. When 2010 11 Exodus 2008 2009 I was looking for more agents were crushing short sales, we took on a niche. And we started adapting to what the market was given us. And we went to where the transactions were occurring, which was the distressed market. Lauren at that time, I went out and recruited her cuz I knew she was a good agent. But her business was struggling. She went into the apartment niche, and she started renting apartments and she was making 20 grand a month just in the recession, she was making more money renting apartments and she was selling condos in downtown Chicago. So I tell you guys this because you're gonna see a lot of niches come up. And don't miss that opportunity because the riches are in the niches in a recession. And that's where we're headed. So without further ado, we're gonna go ahead and introduce our guest today. Mr. Alexander concepts she on that say correctly? Yep, perfect. Why don't you tell everybody who you are. Give me a little bit of intro what you do, and I got all kinds of questions for you. Cool. So

yeah, my name is Alexandra Concepcion. I run an apartment locating brokerage in Texas called taco street locating primarily based out of Austin. But I've got satellite operations over in Dallas in Houston been running the business for about five years close over 400 deals so yeah, kind of just stuck to this one niche and taken it as far as I can make it.

Do you do any sales? Are you just doing just leasing?

I don't do any sales. Love it.

It's smart. Like we get into this thing where agents like Oh, I gotta sell because we see Josh Altman on Bravo and we think we have to go out there there's there's a lot of ways to make money in real estate guys. And it's not always where it's not always like being the sales leader of the industry. There's a lot of like silent killers in this industry. Alright, so let's get into this for I got to talk about the branding, because that's what got you on the show. And it's what I think you probably my guess is when people then you have to go look at his website, right? It's called taco Street. locating.com. And first off what I loved about it was like, I'm like, taco Street. Like it's just so different, and that it stopped my attention. I'm like, fuck, but from Taco street locating, I understand so much about you as an individual. You know what I mean? Like I knew you're outside the box, you're probably a little bit of fun. And I could have you could have came up with anything you could have done. Apartment finders, Austin. And you could have done blink, blink, blink real estate, apartment finding service, but that all falls on deaf ears. How important was it? If you look in hindsight of strategically picking that name versus going with other and did it push the needle?

Oh, man, I have so many things to say. One won't back at all. The first thing was, I kind of just wanted to amuse myself. The idea of having a taco theme business was too absurd not to do. And I think and I think it actually makes a lot of sense. Like, I don't know if you've been to Austin, but it's an amazing food city. Taco city. I don't know if it's going to Chicago. But you go to any street, you can get tacos. And you just flip the words around. Street taco, taco Street. There's the brand

100% Yeah. Did you are you like a taco fanatic yourself?

Yeah, I'm, I'm a food fanatic period. Yeah, I try. I'm like a low budget Anthony Bourdain. I basically use this business as a conspiracy for me to travel the world. And do Anthony Bourdain type things. So yeah, it was one just I think, for my soul important that I could bring my actual self to the business, instead of some manufactured personality. I couldn't, it's this is the only way I could have done it. But the real like strategic reason is I think of everything in survival first framework. And when it comes to branding, reputation, I have to it stand out or die. Yeah. Because I don't believe in competition. Because if I approach things with a competitive mindset, I would look at what other people are doing and try to outdo what they're doing. But the reality when a client based business like this or any kind of anything, any business The trophy is a person and people have choice. Yep. So it's not I'm never gonna get beaten by another business. The my risk it's not being chosen. So the strategy is how do I make myself a replaceable or less replaceable? And so that I have to do things other people can't or won't do.

100% you guys listen, replay that back like and just what he just unpacked there was quite a bit. First off, he says, Look, I needed to adapt my personality in the business. So basically, I can be excited about it. I needed to reflect it and I want you guys to look at your own real estate business right now the exact same way. Are you really marketing your broker's brand like I see us all the time in real estate you probably see it in Austin quite a bit where people are like, I worked for Cole banker, I worked for exp like exp like like there are so many agents I have a hard on for exp right now. And nothing bad. They're running a great organization. I'm not talking trash about any of it. But they their marketing. And they're really smart and how they they built the culture around it, where they're just pumping exp at exp right now is an energy. Real is like an energy. People are joining these companies because of the energy and the buzz and what they stand for, not what the name is. But when it comes to a consumer facing side, I just did my podcast last week on this 96% of consumers are going to hire the individual not the person they hang their flag with. Which means that if you're out there if one if you don't even have your own branding or logo, like you're way behind the times, you're an individual and just because you work at a brokerage doesn't mean you don't have your own brand 96% of people are gonna hire you over though brokerage. And that's in this type of bu

Today we are talking to Suneet Agarwal, the CEO of the #1 realty team in California. What's his strategy that keeps him at the top and how is he planning on riding this recession?

Suneet Agarwal is a real estate coach and CEO of BIG BLOCK REALTY NORTH. He is currently ranked as the #1 agent in Greater Sacramento MLS and is the CEO of Best Sac Homes Group, the #2 mega team in California as ranked by the Wall Street Journal and Real Trends. His 12 years of dedication to his clients and his strong work ethic have made him one of the TOP Realtors in California.

• How do you make sure everyone knows your name?
• How are top agents thriving during a recession?
• Why you need to be making content and developing a brand.

Learn More About Suneet

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started

What's up ladies and gentlemen, welcome to this episode of the real estate marketing dude, podcast, folks we're gonna get in today it is fourth quarter.

A lot of people are going into hiding right now I'm gonna talk to someone who's not. As the market continues to retract, this guy gets louder and louder and louder. And in all honesty, that's what you need to do in this type of market. Look, I understand 90% of you have never seen a shift before in your industry. In this business. We've been spoiled for the last 12 to 14 years. But although some things may be a little slow right now, it's the stuff that you're going to do today that's going to pay off in the first quarter of next year. Because what's going to happen mark my words folks have been saying for the last four fucking months is that a lot of people are gonna go out of business and the ones who are still standing, they're going to wreak it all. And one of the ways that you're going to do that is by out branding everybody. And I saw a stat this morning this afternoon actually watch what a Jeff Pitzer his videos and his numbers are right on he goes, he goes look, Walston, 1% of people are actually like content creators. 9% of people slightly engaged and the 90% of people just fucking sit there and watch on social media. And it's like, which game do you want to play when you own the attention? And when people naturally just like you're everywhere all the time? Nothing but good happens. And that's what we're going to get into today? How do you take an omnipresent approach, specifically on video and be everywhere all the time? And then how do you use that to build your brand and build a business recruiting a client attraction, it's all the same thing. There's a reason why the most popular agents are always the ones who do the most businesses because they have the most eyeballs or attention. And that's the number one name in the game in real estate. Everyone's selling the same shit. So the one they think of first 85% of the time, that's who's gonna win the deal. So without further ado, we're going to introduce the number one or number two team in California.

The top team in California this year, Sydney, it's just a neat Agra. Well, let's welcome back, dude. Yes, happy to friggin be here, man. Let's go. And I love the intro. And it's great. Like all that, like, whatever success I have, which may be something maybe that thing?

Is my outlook on this comes from learning from you, brother. Appreciate that. Why don't you fucking send us some damn business, bro. Like, let's go. Alright, so

I want to tee this up. Because I've known suneet Before he like, right when he got licensed like Sunnite is probably you know, you're on a lot of stages. Right now you're on you're doing getting called on a lot of events, because he's doing a very high volume. How many appointments did your isa team set last month was like 596? No, last month was down by a fucking lot last month was only like 660. And normally we're like, 7030. And these are appointments. So your agents are going on? And then you know, pitching the services and what not. So that's great. But we're gonna backtrack this because with the amount of success and neat has, you would assume that he's been doing this for 15 or 20 years? He hasn't. Okay. So neat. I remember meeting Sunnite for the first time in a club wealth event. I like to say it was in 2016. That's right. I think just about six years ago, and sunny corners me at the bar. Hey, Mike, how do you run these? How do you run these Facebook ads? Right? Tell me how I'm running all these Facebook ads and Sunnite was all bug big I'd big bug I'd like a little kid just brand new and a candidate.

Since then, bro, you're just absolutely dominated. I'm really proud of what you've done and what you've built thanks up there in Sacramento. And I want to unpack it all.

Because I you're creating a lot of video content. So I didn't let sneak talk yet. So let's go ahead and introduce a neat right here. And we're gonna lay this up because I want to get into specifically what's happened since you started creating a lot of content. And I want to talk about what's happened with brand and stage presence and all this other stuff. So can you tell everyone who's got your arms? They don't know yet. So I've been licensed for eight years, and I met you two years and my first real estate event

ever. And it was really like pivotal. It was the night of the election and I met him and then like they're totally bug eyed and like

like I was hungry and I cornered everybody I said let me buy you a fucking drink beer for my Cuevas. You did let me buy you Let me buy you a beer dude. And let's sit down and talk about Dell or some shit. And let's let's sit there and talk through that journey. You know, like it's all the same stuff.

that you always hear about. I listen to books, I immerse myself in education. You know, I was a labcoat agents like rat, you know really learned a lot there learned a lot from you, Mike. And you know, like, there was a time guys, I listened to every fucking podcast Mike had done at that point, back to back to back to back and I absorbed it all. And I did that every day. I quit listening to music. I started a team two years in my sixth year as a real as a licensed real estate agent. I was number fucking one in the state of California.

Six years in, and now do I sound like I'm proud of that good, because I am. Right. Like, like, that was a big feat. And, you know, I was able to grow my business through relationships, something that Mike says all the time. Now I'm one of the you know, largest, or I have a huge coaching business. Now, I don't know where I rank, but top 10 For my coaching business, and I'm on a stage like, two times a month.

Remember me on stage, bro is I get like nervous. And I used to be like, we used to ask me, Hey, do you want to speak like, for what? How am I gonna talk about

that. Now he's doing keynotes. But a lot of this is brand, right?

Right. And people confuse what brand is like, Hey,

folks, if you don't, you have to put yourself out there if you're gonna grow brand, and I don't believe you could grow brand without content or success. It's either one or the other, you either have something you've did, that's very impressive that everyone wants to know how you did it. Or you create a shitload of content. I don't care about your success or not. When you do a little bit of both, it just goes lights out, which is what's the needs doing. But let's start to the very beginning, I want to go through your recruiting quite a bit. You're building your team. You guys gotta remember when you're recruiting, you're also recruiting other buyers and sellers and clients too, because it's all the same thing. It's a giant popularity competition. Most people probably most of your clients probably don't even know you're creating recruiting content. They just see a real estate guy on video. And they're like, oh, shit, they for all? You know, for all they know, you're probably talking about interest rates.

Yeah, well, I mean, we do have that content, too. I don't post that often. But yes, yes. I mean, it's just somebody sounding smart talking about something. Yep. And that's what video does, guys, it positions you as the expert whether or not you know what you're doing. Right. And the more of it you have, the more authority you grow. The more authority you have, the more people that listen to what the hell you say. And then the more people listen what you say the more conversations you're having them were compensated and more business leads to. So walk me through your strategy right now. What are you guys doing?

What's your video strategy? Cuz I know you're cutting up a lot of short form, I want to go through short form and long form why short form right now?

So

strategy? Yeah, like, why are we? Why are you going so hard? It's short form right now. And what's it? Let's start. So you started off doing long form. And but you've adapted to know we still do long form we, I mean, we were doing remember five long form a week and it just brutal it just murdering everybody. And that's how I came into this. You were telling

Today we are talking to Suneet Agarwal, the CEO of the #1 realty team in California. What's his strategy that keeps him at the top and how is he planning on riding this recession?

Suneet Agarwal is a real estate coach and CEO of BIG BLOCK REALTY NORTH. He is currently ranked as the #1 agent in Greater Sacramento MLS and is the CEO of Best Sac Homes Group, the #2 mega team in California as ranked by the Wall Street Journal and Real Trends. His 12 years of dedication to his clients and his strong work ethic have made him one of the TOP Realtors in California.

• How do you make sure everyone knows your name?
• How are top agents thriving during a recession?
• Why you need to be making content and developing a brand.

Learn More About Suneet

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started

What's up ladies and gentlemen, welcome to this episode of the real estate marketing dude, podcast, folks we're gonna get in today it is fourth quarter.

A lot of people are going into hiding right now I'm gonna talk to someone who's not. As the market continues to retract, this guy gets louder and louder and louder. And in all honesty, that's what you need to do in this type of market. Look, I understand 90% of you have never seen a shift before in your industry. In this business. We've been spoiled for the last 12 to 14 years. But although some things may be a little slow right now, it's the stuff that you're going to do today that's going to pay off in the first quarter of next year. Because what's going to happen mark my words folks have been saying for the last four fucking months is that a lot of people are gonna go out of business and the ones who are still standing, they're going to wreak it all. And one of the ways that you're going to do that is by out branding everybody. And I saw a stat this morning this afternoon actually watch what a Jeff Pitzer his videos and his numbers are right on he goes, he goes look, Walston, 1% of people are actually like content creators. 9% of people slightly engaged and the 90% of people just fucking sit there and watch on social media. And it's like, which game do you want to play when you own the attention? And when people naturally just like you're everywhere all the time? Nothing but good happens. And that's what we're going to get into today? How do you take an omnipresent approach, specifically on video and be everywhere all the time? And then how do you use that to build your brand and build a business recruiting a client attraction, it's all the same thing. There's a reason why the most popular agents are always the ones who do the most businesses because they have the most eyeballs or attention. And that's the number one name in the game in real estate. Everyone's selling the same shit. So the one they think of first 85% of the time, that's who's gonna win the deal. So without further ado, we're going to introduce the number one or number two team in California.

The top team in California this year, Sydney, it's just a neat Agra. Well, let's welcome back, dude. Yes, happy to friggin be here, man. Let's go. And I love the intro. And it's great. Like all that, like, whatever success I have, which may be something maybe that thing?

Is my outlook on this comes from learning from you, brother. Appreciate that. Why don't you fucking send us some damn business, bro. Like, let's go. Alright, so

I want to tee this up. Because I've known suneet Before he like, right when he got licensed like Sunnite is probably you know, you're on a lot of stages. Right now you're on you're doing getting called on a lot of events, because he's doing a very high volume. How many appointments did your isa team set last month was like 596? No, last month was down by a fucking lot last month was only like 660. And normally we're like, 7030. And these are appointments. So your agents are going on? And then you know, pitching the services and what not. So that's great. But we're gonna backtrack this because with the amount of success and neat has, you would assume that he's been doing this for 15 or 20 years? He hasn't. Okay. So neat. I remember meeting Sunnite for the first time in a club wealth event. I like to say it was in 2016. That's right. I think just about six years ago, and sunny corners me at the bar. Hey, Mike, how do you run these? How do you run these Facebook ads? Right? Tell me how I'm running all these Facebook ads and Sunnite was all bug big I'd big bug I'd like a little kid just brand new and a candidate.

Since then, bro, you're just absolutely dominated. I'm really proud of what you've done and what you've built thanks up there in Sacramento. And I want to unpack it all.

Because I you're creating a lot of video content. So I didn't let sneak talk yet. So let's go ahead and introduce a neat right here. And we're gonna lay this up because I want to get into specifically what's happened since you started creating a lot of content. And I want to talk about what's happened with brand and stage presence and all this other stuff. So can you tell everyone who's got your arms? They don't know yet. So I've been licensed for eight years, and I met you two years and my first real estate event

ever. And it was really like pivotal. It was the night of the election and I met him and then like they're totally bug eyed and like

like I was hungry and I cornered everybody I said let me buy you a fucking drink beer for my Cuevas. You did let me buy you Let me buy you a beer dude. And let's sit down and talk about Dell or some shit. And let's let's sit there and talk through that journey. You know, like it's all the same stuff.

that you always hear about. I listen to books, I immerse myself in education. You know, I was a labcoat agents like rat, you know really learned a lot there learned a lot from you, Mike. And you know, like, there was a time guys, I listened to every fucking podcast Mike had done at that point, back to back to back to back and I absorbed it all. And I did that every day. I quit listening to music. I started a team two years in my sixth year as a real as a licensed real estate agent. I was number fucking one in the state of California.

Six years in, and now do I sound like I'm proud of that good, because I am. Right. Like, like, that was a big feat. And, you know, I was able to grow my business through relationships, something that Mike says all the time. Now I'm one of the you know, largest, or I have a huge coaching business. Now, I don't know where I rank, but top 10 For my coaching business, and I'm on a stage like, two times a month.

Remember me on stage, bro is I get like nervous. And I used to be like, we used to ask me, Hey, do you want to speak like, for what? How am I gonna talk about

that. Now he's doing keynotes. But a lot of this is brand, right?

Right. And people confuse what brand is like, Hey,

folks, if you don't, you have to put yourself out there if you're gonna grow brand, and I don't believe you could grow brand without content or success. It's either one or the other, you either have something you've did, that's very impressive that everyone wants to know how you did it. Or you create a shitload of content. I don't care about your success or not. When you do a little bit of both, it just goes lights out, which is what's the needs doing. But let's start to the very beginning, I want to go through your recruiting quite a bit. You're building your team. You guys gotta remember when you're recruiting, you're also recruiting other buyers and sellers and clients too, because it's all the same thing. It's a giant popularity competition. Most people probably most of your clients probably don't even know you're creating recruiting content. They just see a real estate guy on video. And they're like, oh, shit, they for all? You know, for all they know, you're probably talking about interest rates.

Yeah, well, I mean, we do have that content, too. I don't post that often. But yes, yes. I mean, it's just somebody sounding smart talking about something. Yep. And that's what video does, guys, it positions you as the expert whether or not you know what you're doing. Right. And the more of it you have, the more authority you grow. The more authority you have, the more people that listen to what the hell you say. And then the more people listen what you say the more conversations you're having them were compensated and more business leads to. So walk me through your strategy right now. What are you guys doing?

What's your video strategy? Cuz I know you're cutting up a lot of short form, I want to go through short form and long form why short form right now?

So

strategy? Yeah, like, why are we? Why are you going so hard? It's short form right now. And what's it? Let's start. So you started off doing long form. And but you've adapted to know we still do long form we, I mean, we were doing remember

Today we are gonna be talking about brokerages. Are they worth it? What's the benefit? Do you really need them? You might be surprised but they just might help you survive this recession.

• Does your brokerage really matter?
• How can your brokerage help you through the recession?
• Why teams can be important to helping you grow.

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

So how do you track new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started. What's up ladies and gentlemen, welcome another episode of the real estate marketing do pa girls? What's up? Ladies Gentlemen, what we're going to be chatting about today is brokerage. Are you at the right brokerage? Does your brokerage even matter? What is the difference between all these different offices? And what does it mean to you? So, I have a lot of experience on this unfortunate, I think, in my career, I've been to like 11 different real estate offices or something like that. And for whatever reason, I used to switch every year to two years, I felt like, and I would go around and chase the next shiny object. And I did this for about 15 years. But in hindsight, when I really realized is that, you know, it doesn't matter what brokerage, you're actually at, at least for me, it didn't, because ultimately, unless they were handing me business, which meant I was just part of a large team, the chances were, that I was still going to be responsible for my business, all my advertising, and all of the above. So what we're gonna be chatting about, on this week's episode is at the end of the year, and a lot of the times in the fourth quarter here, if you don't haven't done this in the past, what I always advise and do a show out of this time of year for over the last four years has been, I'm preparing for next year, and it is ever more important than ever, right now in this particular season. And the reason for that is because of what we're experiencing books, the market is rough. I talked to a couple lenders today. And you know, guy's gone for four months, which is two closings, right, as someone who has to do a lot of business and people are being affected everywhere by this, which is why would I suggest you do during this time is to start working on that business, despite how many closings or clients you're working with right now. Because what you do today will pay off tomorrow. And the reality of the situation is that, you know, this market is going to be slow, guys, I don't see it getting better anytime soon. I wish I had different news for you. But there's opportunity in that. So as a matter of fact, I've seen transactions to be down roughly a third, transactions are down 33%. Across the board, we're seeing I just saw the data a couple of weeks ago. But agents are dropping just as quickly if not even faster. So there will be less transactions. But I say this to you, because the amount of agents that are leaving the business is greater than the lesser transactions from last year. And that alone is the opportunity. But you got to put yourself in the business of running a business folks, for most of you and I have not seen a shift like this before. I'm going to warn you, I've just done my second and a half shift, I know what's going to happen, I have a very good pulse of this stuff. And you have to start adjusting to what the markets doing. You see, most of the agents in today's world this is for your broker owners to anyone who's been in the business in charge of managing agents like you have to share with what happened in the past because we only learned from history. And what i i You guys can refer back to us it is November 10 2022. But I believe we're not seeing the worst of our marquee. And I think in the next six months, it's gonna get a little bit uglier, I may be wrong and may be right. But in either way, regardless of whether I am the most important thing you can be doing with your business right now is adapting to this change adapting to the shift. And part of that is whom you surround yourself with. All right. Real estate can be a lonely business. It really can sometimes just feel like you're on your own raft and you're your own little island out there. And no one's really out looking out for you. Right. And, you know, real estate's been pretty easy. You guys for the past 12 years, we've been in like a bull market for like 12 freakin years, man. It's insane. And things have shifted, which means about 90% of the population out there has never seen a shift, therefore they don't know what to do. And it's going to require shows like this. Other people in the industry stepping up and showing people what to do. And what is going to happen folks is you got to switch up. What you're doing today, the status quo is not going to be no longer acceptable. You have to go to where the transactions are going to be. And one of the best ways you can do that is because I know there's a lot of people at the end of every year making a switch and switching brokerages but I know soar more than now than ever is people are not only switching brokerages because it's the end of the year. People are switching brokerages because they're scared and they're looking for leadership. And if that's you, I want to share with you on how to look for the right spot for you because I wish someone would have shared this advice for me before I made 11 changes in my career. So here's what I'm going to get into. Ultimately 96% of consumers are going to hire the agent over the flag they hang their license with so people aren't hiring REMAX Coldwell Banker exp real big block whatever the hell it is people aren't hiring, that they're hiring you as an individual. So my first answer to you is, it doesn't matter what brokerage you're at, I believe that you are 100% responsible for your business. Now, the only caveat to that is going to be if you have a broker, or something along those lines that are feeding your business, okay. And if you're in the position right now, where you're struggling, and you're worried about the future, go out and find a team immediately. Like, there's nothing wrong with joining the team, especially if you're less than three years or so in the business. Or if you just don't have any business teams are a great way to leverage transactions, yes, you'll give up some of your commissions for it, but they weren't your deals anyways, and get that experience. Because what you want to do right now is rather the storm, and who you surround yourself with is going to be absolutely essential. Now, if you're looking at an overall office and an overall offering, I just want to give you pros and cons of different things. You're seeing a lot of movement with these 100% offices, and then we'll talk about the recruiting offices and the downlines. So you've seen a lot of movement with 100% brokerage, so is 100% brokerage right for you. In this type of market, I'm at 100% brokerage. And yes and no, just because you get 100% of your commission is nice, but if you don't have the support, that is going to help you get more commission, then it could sort of bite you in the butt. So if you're considering that type of brokerage, my advice, again is to who's running it, it doesn't matter who the flag is, the things I look for in a brokerage, our great culture, right culture is going to be really important in the next market. And the reason for that is you're gonna have to stay motivated in the next six to 12 months, this is no longer going to be just real estate, this is going to be hand to hand combat in the trenches of World War One, you're going to have to do some things that you are not used to doing that are gonna make you uncomfortable, but take peace in that because you only grow when you're in situations that you're uncomfortable, you stop growing when you are comfortable. So I want you to remember that something I heard Jesse Itzler say, once in a mastermind that really stuck and think about it all the time. But you have to always position yourself and put yourself in an uncomfortable situation. If you truly are working on growing. It's when you're in a comfortable situation that you stopped growing and stop building. That's where complacency sets in, which is where a lot of us has gotten into this market. So so look for a brokerage with that culture guys, because the culture is where gives you the motivation and gives you the ideas, brokerages with a good culture, I think always have their eyes on the ball. Some things I would tell you to be looking at for brokerages and questions I would be asking them is, what are you planning on doing on the shift? Do you guys plan on having any active foreclosure accounts? Do you guys plan on implementing any types of new systems? What are you guys doing about the shift to help us sell more houses? Right, because brokerages just as well as you are gonna have to also go out there and work twice as hard. Right, the brokers are gonna work twice as hard to support their agents. But you also have to work twice as hard on your business. So first thing is is look for that culture. Number two, look for niches. The riches are in the niches in this market. There's two rules I have in a real estate marketing when it comes to one is own your database.

Today we are gonna be talking about brokerages. Are they worth it? What's the benefit? Do you really need them? You might be surprised but they just might help you survive this recession.

• Does your brokerage really matter?
• How can your brokerage help you through the recession?
• Why teams can be important to helping you grow.

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

So how do you track new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started. What's up ladies and gentlemen, welcome another episode of the real estate marketing do pa girls? What's up? Ladies Gentlemen, what we're going to be chatting about today is brokerage. Are you at the right brokerage? Does your brokerage even matter? What is the difference between all these different offices? And what does it mean to you? So, I have a lot of experience on this unfortunate, I think, in my career, I've been to like 11 different real estate offices or something like that. And for whatever reason, I used to switch every year to two years, I felt like, and I would go around and chase the next shiny object. And I did this for about 15 years. But in hindsight, when I really realized is that, you know, it doesn't matter what brokerage, you're actually at, at least for me, it didn't, because ultimately, unless they were handing me business, which meant I was just part of a large team, the chances were, that I was still going to be responsible for my business, all my advertising, and all of the above. So what we're gonna be chatting about, on this week's episode is at the end of the year, and a lot of the times in the fourth quarter here, if you don't haven't done this in the past, what I always advise and do a show out of this time of year for over the last four years has been, I'm preparing for next year, and it is ever more important than ever, right now in this particular season. And the reason for that is because of what we're experiencing books, the market is rough. I talked to a couple lenders today. And you know, guy's gone for four months, which is two closings, right, as someone who has to do a lot of business and people are being affected everywhere by this, which is why would I suggest you do during this time is to start working on that business, despite how many closings or clients you're working with right now. Because what you do today will pay off tomorrow. And the reality of the situation is that, you know, this market is going to be slow, guys, I don't see it getting better anytime soon. I wish I had different news for you. But there's opportunity in that. So as a matter of fact, I've seen transactions to be down roughly a third, transactions are down 33%. Across the board, we're seeing I just saw the data a couple of weeks ago. But agents are dropping just as quickly if not even faster. So there will be less transactions. But I say this to you, because the amount of agents that are leaving the business is greater than the lesser transactions from last year. And that alone is the opportunity. But you got to put yourself in the business of running a business folks, for most of you and I have not seen a shift like this before. I'm going to warn you, I've just done my second and a half shift, I know what's going to happen, I have a very good pulse of this stuff. And you have to start adjusting to what the markets doing. You see, most of the agents in today's world this is for your broker owners to anyone who's been in the business in charge of managing agents like you have to share with what happened in the past because we only learned from history. And what i i You guys can refer back to us it is November 10 2022. But I believe we're not seeing the worst of our marquee. And I think in the next six months, it's gonna get a little bit uglier, I may be wrong and may be right. But in either way, regardless of whether I am the most important thing you can be doing with your business right now is adapting to this change adapting to the shift. And part of that is whom you surround yourself with. All right. Real estate can be a lonely business. It really can sometimes just feel like you're on your own raft and you're your own little island out there. And no one's really out looking out for you. Right. And, you know, real estate's been pretty easy. You guys for the past 12 years, we've been in like a bull market for like 12 freakin years, man. It's insane. And things have shifted, which means about 90% of the population out there has never seen a shift, therefore they don't know what to do. And it's going to require shows like this. Other people in the industry stepping up and showing people what to do. And what is going to happen folks is you got to switch up. What you're doing today, the status quo is not going to be no longer acceptable. You have to go to where the transactions are going to be. And one of the best ways you can do that is because I know there's a lot of people at the end of every year making a switch and switching brokerages but I know soar more than now than ever is people are not only switching brokerages because it's the end of the year. People are switching brokerages because they're scared and they're looking for leadership. And if that's you, I want to share with you on how to look for the right spot for you because I wish someone would have shared this advice for me before I made 11 changes in my career. So here's what I'm going to get into. Ultimately 96% of consumers are going to hire the agent over the flag they hang their license with so people aren't hiring REMAX Coldwell Banker exp real big block whatever the hell it is people aren't hiring, that they're hiring you as an individual. So my first answer to you is, it doesn't matter what brokerage you're at, I believe that you are 100% responsible for your business. Now, the only caveat to that is going to be if you have a broker, or something along those lines that are feeding your business, okay. And if you're in the position right now, where you're struggling, and you're worried about the future, go out and find a team immediately. Like, there's nothing wrong with joining the team, especially if you're less than three years or so in the business. Or if you just don't have any business teams are a great way to leverage transactions, yes, you'll give up some of your commissions for it, but they weren't your deals anyways, and get that experience. Because what you want to do right now is rather the storm, and who you surround yourself with is going to be absolutely essential. Now, if you're looking at an overall office and an overall offering, I just want to give you pros and cons of different things. You're seeing a lot of movement with these 100% offices, and then we'll talk about the recruiting offices and the downlines. So you've seen a lot of movement with 100% brokerage, so is 100% brokerage right for you. In this type of market, I'm at 100% brokerage. And yes and no, just because you get 100% of your commission is nice, but if you don't have the support, that is going to help you get more commission, then it could sort of bite you in the butt. So if you're considering that type of brokerage, my advice, again is to who's running it, it doesn't matter who the flag is, the things I look for in a brokerage, our great culture, right culture is going to be really important in the next market. And the reason for that is you're gonna have to stay motivated in the next six to 12 months, this is no longer going to be just real estate, this is going to be hand to hand combat in the trenches of World War One, you're going to have to do some things that you are not used to doing that are gonna make you uncomfortable, but take peace in that because you only grow when you're in situations that you're uncomfortable, you stop growing when you are comfortable. So I want you to remember that something I heard Jesse Itzler say, once in a mastermind that really stuck and think about it all the time. But you have to always position yourself and put yourself in an uncomfortable situation. If you truly are working on growing. It's when you're in a comfortable situation that you stopped growing and stop building. That's where complacency sets in, which is where a lot of us has gotten into this market. So so look for a brokerage with that culture guys, because the culture is where gives you the motivation and gives you the ideas, brokerages with a good culture, I think always have their eyes on the ball. Some things I would tell you to be looking at for brokerages and questions I would be asking them is, what are you planning on doing on the shift? Do you guys plan on having any active foreclosure accounts? Do you guys plan on implementing any types of new systems? What are you guys doing about the shift to help us sell more houses? Right, because brokerages just as well as you are gonna have to also go out there and work twice as hard. Right, the brokers are gonna work twice as hard to support their agents. But you also have to work twice as hard on your business. So first thing is is look for that culture. Number two, look for niches. The riches are in the niches in this market. There's two rules I have in a real estate marketing when it comes to one is own your database. Your

Today we are looking at alternative and supplemental ways to thrive during this recession. It's a hot season for investors and my provide exactly the financial freedom you are looking for.

AJ Osborne has overcome insurmountable odds to be where he is today and now has a bestselling book and top rated podcast about the success he found in the self storage industry.

• Why you should consider investing during a recession.
• How you can invest in the self-storage industry.
• How you gain financial freedom when times are tough.

Check Out AJ's Website

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started

What's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, we're gonna talk about opportunities and what's going to happen in this upcoming recession. I know a lot of you guys are scared shitless. But there's no reason to be because these are when the best opportunities come about. And sometimes those opportunities involve you not actually selling a house, but investing in stuff, maybe for once, or maybe investing in yourself in real estate, if you're gonna have a license to help other people invest in real estate, some of the best deals are about to pop off. Maybe not right now. But mark my words and 1218 months ago, see a whole different story. And I think there's gonna be a whole lot of opportunity. And it's just gonna be a matter of whether or not you want to grasp it.

My advice to you guys is to learn other things get uncomfortable, being comfortable and or get comfortable being uncomfortable, I guess, is what I meant to say. And just literally, start learning new things, because you're gonna seize opportunities, you're gonna see foreclosures, you're gonna see short sales, what happens in a recession is that people lose their shirts, people lose their jobs, their shoes, their income, their livelihoods. And a lot of these people own properties, and there's going to be a need. People think real estate investors are these big, bad evil people know that they really do as they help people that have house problems, Otherwise, they wouldn't have a fucking business. That's the truth. So what we're going to talk about is investing today. And we're gonna talk about specifically self storage, investing super interesting space. I don't know much about it. I know of it. But I'm excited to have him on the show today. And he's going to tell us how to sort of think outside the box and take ideas like this, you guys and look at it to expand your horizons because that's what you need to do right now. Looking at other opportunities, this could be one of them. So without further ado, let's go ahead and introduce our guest, Mr. AJ Osborne. What's up, dude? How's it going, man? Happy to be here. Thanks for joining us, why don't you go ahead and just do a quick intro to everybody who you are what you do. And let's get into this. I have all kinds of questions for you. Right on. Yeah, so I've been doing self storage since a prior to 2008. I was in insurance sales, moved over to self storage, because we were like everybody trying to get financial freedom, passive income tax benefits, right? We were slammed with our tax liabilities because we were commissioned base, right. And so when looking at assets, we couldn't find anything that made sense. It was like, I don't understand this. We were all cash businesses, right? Everything was cash base. So when we looked at the real estate market, prior to Oh, eight, it was like, there's no cash here. There's no cash flow. And so we found self storage, self storage, was a asset class that nobody wanted. Nobody liked it. It was a junkyard banks didn't like it, institutions didn't play in it. And so we could buy these from these Mom and Pop operators that own them. And we could turn them around through very basic things. But more importantly, we could buy them really good. And we had a lot of cash flow. And so we started doing that. And we focused purely on things like operations. So I firmly believe we focused on

business ops, and I looked at self storage and said, this isn't a real estate asset class. This is an actual business. We have products, we're going to do product market fit, we need to do all of these things. It's acts more like a retail center than it does some passive real estate investing. So we built our self storage company around that. We scaled up right now we have roughly, I was actually doing the numbers yesterday, just over 300 million in assets, we have 33% debt over 60% is owned just by me and my partner.

And we have over 80 employees across eight nine states are in the top 70 operators in the world. I have the best selling book on self storage, self storage income podcast, which is the number one rated and largest Self Storage podcast in the world. I also own a property management system company, a tech company in self storage, as well as founder founding member of the largest Self Storage co op in the world. And the reason why I got so into self storage was due to the fact that after building up our portfolio, I was still working full time. So an insurance. I became a quadriplegic overnight. My legs stopped working. My wife took me to hospital, didn't even know

To say goodbye to my kids. And within days I was put on life. I was put into a coma, hooked up to tubes, put on life support. Then I woke up from my eyes down paralyzed, and I lived on tubes for months, I was taken off finally, when I could breathe for myself, and I was put into rehab facilities.

And when I was in my rehab facility, I, when I went into the hospital, I was planting trees. It was nice and warm. My kids were all playing soccer than the in the rehab facility, I was going to get to go home for the first time, and it was Christmas Eve. And I was going to get to see my kids open up the Christmas presents. And I was not concerned about my kids not having Christmas presents, I wasn't concerned that I lost my house, I wasn't concerned that my wife would have to leave our now for children, we had just had a child, he was three months old, when I went into the hospital, I wasn't worried that she would have to leave our newborn and our three children to go get a job to pay bills. So we would go bankrupt. And I was fired in the hospital. So my employer fired me and let me go. And I did not have a concern about those things. Why it was due to the passive income from real estate that saved my family's financial life. And I realized at that moment that night before I was going home to see my kids how important it was. And I thought I'm going to share this with others. And we're going to allow other people to invest alongside with us, but I'm going to teach and share it. And then I got out of the hospital. And for the last five years I've been I had to relearn how to of course do everything talk, eat everything else and relearn how to walk, I was sent home paralyzed and bed. And for the last five years, I've been coming back teaching about self storage, growing our self storage, business, and portfolio. So that's me, dude. Well done. And holy crap. What a fucking study you are. Great story, dude, I have to break it down into two. I'm unpacking all kinds of questions. I'm writing down here as you're doing it, but very, very impressive. So you guys, this guy knows what he's talking about when it comes to self storage. I want to talk about when it started, and oh seven.

You know, like, and this is what happens like you took on a problem no one else wanted.

And he became the only one like the only shop in town. And I say that because when we look at all of these different people that listen to like his real estate agents, mortgage brokers, they're all selling the same thing

listed on the MLS put a house inside and it's like a commodity right now. And it's like, well, what are you doing differently? One of the guys I found a lot of content is Billie Jean. And he says, he says it really well on one of his webinars. And

I don't know if it's a podcast or what it was. But long story short, he goes,

the one who's able to solve the most problems that is least competition basically is the one who always out performs and wins. And he's like, that's why doctors get paid so much because there's not as many doctors as there are mates. Right? So it makes a lot of sense. I challenge you guys on it is like just think about what he just said and how that story got there because I think you're gonna have a lot of that opportunity in this upcoming market with investments like this. So awesome story. How did you get sick though? Just like what happened? And how did you end up number ray. So gamma ray is it's not a disease, it's not anything like that. It gets triggered. So something happens and it triggers the body. My blood cells my white blood cells

were triggered and confused and thought my central nervous system was the virus that it was supposed to be attacking. And it my body produced white blood c

Today we are looking at alternative and supplemental ways to thrive during this recession. It's a hot season for investors and my provide exactly the financial freedom you are looking for.

AJ Osborne has overcome insurmountable odds to be where he is today and now has a bestselling book and top rated podcast about the success he found in the self storage industry.

• Why you should consider investing during a recession.
• How you can invest in the self-storage industry.
• How you gain financial freedom when times are tough.

Check Out AJ's Website

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started

What's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, we're gonna talk about opportunities and what's going to happen in this upcoming recession. I know a lot of you guys are scared shitless. But there's no reason to be because these are when the best opportunities come about. And sometimes those opportunities involve you not actually selling a house, but investing in stuff, maybe for once, or maybe investing in yourself in real estate, if you're gonna have a license to help other people invest in real estate, some of the best deals are about to pop off. Maybe not right now. But mark my words and 1218 months ago, see a whole different story. And I think there's gonna be a whole lot of opportunity. And it's just gonna be a matter of whether or not you want to grasp it.

My advice to you guys is to learn other things get uncomfortable, being comfortable and or get comfortable being uncomfortable, I guess, is what I meant to say. And just literally, start learning new things, because you're gonna seize opportunities, you're gonna see foreclosures, you're gonna see short sales, what happens in a recession is that people lose their shirts, people lose their jobs, their shoes, their income, their livelihoods. And a lot of these people own properties, and there's going to be a need. People think real estate investors are these big, bad evil people know that they really do as they help people that have house problems, Otherwise, they wouldn't have a fucking business. That's the truth. So what we're going to talk about is investing today. And we're gonna talk about specifically self storage, investing super interesting space. I don't know much about it. I know of it. But I'm excited to have him on the show today. And he's going to tell us how to sort of think outside the box and take ideas like this, you guys and look at it to expand your horizons because that's what you need to do right now. Looking at other opportunities, this could be one of them. So without further ado, let's go ahead and introduce our guest, Mr. AJ Osborne. What's up, dude? How's it going, man? Happy to be here. Thanks for joining us, why don't you go ahead and just do a quick intro to everybody who you are what you do. And let's get into this. I have all kinds of questions for you. Right on. Yeah, so I've been doing self storage since a prior to 2008. I was in insurance sales, moved over to self storage, because we were like everybody trying to get financial freedom, passive income tax benefits, right? We were slammed with our tax liabilities because we were commissioned base, right. And so when looking at assets, we couldn't find anything that made sense. It was like, I don't understand this. We were all cash businesses, right? Everything was cash base. So when we looked at the real estate market, prior to Oh, eight, it was like, there's no cash here. There's no cash flow. And so we found self storage, self storage, was a asset class that nobody wanted. Nobody liked it. It was a junkyard banks didn't like it, institutions didn't play in it. And so we could buy these from these Mom and Pop operators that own them. And we could turn them around through very basic things. But more importantly, we could buy them really good. And we had a lot of cash flow. And so we started doing that. And we focused purely on things like operations. So I firmly believe we focused on

business ops, and I looked at self storage and said, this isn't a real estate asset class. This is an actual business. We have products, we're going to do product market fit, we need to do all of these things. It's acts more like a retail center than it does some passive real estate investing. So we built our self storage company around that. We scaled up right now we have roughly, I was actually doing the numbers yesterday, just over 300 million in assets, we have 33% debt over 60% is owned just by me and my partner.

And we have over 80 employees across eight nine states are in the top 70 operators in the world. I have the best selling book on self storage, self storage income podcast, which is the number one rated and largest Self Storage podcast in the world. I also own a property management system company, a tech company in self storage, as well as founder founding member of the largest Self Storage co op in the world. And the reason why I got so into self storage was due to the fact that after building up our portfolio, I was still working full time. So an insurance. I became a quadriplegic overnight. My legs stopped working. My wife took me to hospital, didn't even know

To say goodbye to my kids. And within days I was put on life. I was put into a coma, hooked up to tubes, put on life support. Then I woke up from my eyes down paralyzed, and I lived on tubes for months, I was taken off finally, when I could breathe for myself, and I was put into rehab facilities.

And when I was in my rehab facility, I, when I went into the hospital, I was planting trees. It was nice and warm. My kids were all playing soccer than the in the rehab facility, I was going to get to go home for the first time, and it was Christmas Eve. And I was going to get to see my kids open up the Christmas presents. And I was not concerned about my kids not having Christmas presents, I wasn't concerned that I lost my house, I wasn't concerned that my wife would have to leave our now for children, we had just had a child, he was three months old, when I went into the hospital, I wasn't worried that she would have to leave our newborn and our three children to go get a job to pay bills. So we would go bankrupt. And I was fired in the hospital. So my employer fired me and let me go. And I did not have a concern about those things. Why it was due to the passive income from real estate that saved my family's financial life. And I realized at that moment that night before I was going home to see my kids how important it was. And I thought I'm going to share this with others. And we're going to allow other people to invest alongside with us, but I'm going to teach and share it. And then I got out of the hospital. And for the last five years I've been I had to relearn how to of course do everything talk, eat everything else and relearn how to walk, I was sent home paralyzed and bed. And for the last five years, I've been coming back teaching about self storage, growing our self storage, business, and portfolio. So that's me, dude. Well done. And holy crap. What a fucking study you are. Great story, dude, I have to break it down into two. I'm unpacking all kinds of questions. I'm writing down here as you're doing it, but very, very impressive. So you guys, this guy knows what he's talking about when it comes to self storage. I want to talk about when it started, and oh seven.

You know, like, and this is what happens like you took on a problem no one else wanted.

And he became the only one like the only shop in town. And I say that because when we look at all of these different people that listen to like his real estate agents, mortgage brokers, they're all selling the same thing

listed on the MLS put a house inside and it's like a commodity right now. And it's like, well, what are you doing differently? One of the guys I found a lot of content is Billie Jean. And he says, he says it really well on one of his webinars. And

I don't know if it's a podcast or what it was. But long story short, he goes,

the one who's able to solve the most problems that is least competition basically is the one who always out performs and wins. And he's like, that's why doctors get paid so much because there's not as many doctors as there are mates. Right? So it makes a lot of sense. I challenge you guys on it is like just think about what he just said and how that story got there because I think you're gonna have a lot of that opportunity in this upcoming market with investments like this. So awesome story. How did you get sick though? Just like what happened? And how did you end up number ray. So gamma ray is it's not a disease, it's not anything like that. It gets triggered. So something happens and it triggers the body. My blood cells my white blood cells

were triggered and confused and thought my central nervous system was the virus that it was supposed to be attacking. And it my body produced white blood cells that hundreds of times normal and they severed my my nerve nervous

Today we are continuing the conversation on how you can use the recession to launch your brand in front of everyone else. While everyone else is cutting costs and attempting to just weather this thing through, you should be capitalizing on the marketing vacuum and making sure everyone knows your name.

• How you can capitalize on lead generation without spending a fortune.
• How to develop a message that clients relate to.
• How to present the right solution to sellers and earn a bunch of new clients.

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. This podcast is all about building a strong personal brand people have come to know, like trust, and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started.

What is up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast. Welcome, folks. It is October 20.

Thursday, we're seeing interest rates at 7.7%. You got the Prime Minister of Britain just resigned in three weeks What the hell is going on? Guess what, who the hell cares? What you do is you focus on your business right now. And none of the noise because if you turn on the news, it's very depressing. So beyond that, what we're going to be chatting about on this video, or on this video on this podcast today, I don't have any guests. I've been enjoying doing these little teaching sessions. And I don't practice these you guys, I just sort of get up and just everything here comes from the hip. But if you watch or listen to last week's podcast, I talked about one thing to own during this market in this recession, and that is your database. I'm not going to talk about database during this podcast, because we're gonna switch towards if you're going to do lead generation, what kind of lead generation and that's the topic of today. You have to own your database. First, folks, I've been saying it for years, it's the only recession proof business model now seen it before there was a recession.

The truth is, you have to own your database, because it'll support you in any single market you're in. Alright. So if you did not listen to that podcast, I highly recommend not only do you subscribe to the show, you leave a great review, go listen to that podcast. And let me tell you why owning your database is so important not just in the recession in any market, because you don't have a business without it. But I want to talk about where opportunity is going to be going forward into this market. And

I'm one of the first people that said, we're going to, we're going to have a big reset here, I saw this in oh seven, I saw this in a way I was in the mix, I saw the behind the scenes. And I've done this before. I'm so excited for this market. What I'm not, I'm sad for it, because a lot of people have the potential to get hurt. However, from a business perspective, I'm excited about it because I know how to make money in these markets. And what I'm going to share with you today is going to be where if you're going to start focusing on lead generation, where you start focusing, right. And I'm telling you this because we see a lot of data, folks, we have a company called the owner, advocate and owner, advocate agent. And if you want to visit owner advocate agent, it is all about giving sellers, multiple options, sharpening your listing presents presentation during this time, and using options as leverage to create and attract more listings. But beyond that, we generate a lot of leads, motivated seller leads and we have been sort of behind the scenes for the last 12 months, we anticipated a lot of the things with the market was going to happen. We didn't know what's going to happen this fast. Now that we're here, I can tell you exactly what's happening in the background, because we know what kind of leads we're creating. And you have to look at this from the macro perspective. What were sellers like at the beginning of this year, say prior to June or July? What were sellers like that they're arrogant, oh, my house is worth this Oh, everyone's because they've been spoiled for the last 12 years. The challenge we're all having right now and is Hey, your house isn't worth what it used to be sorry, the market change. And for many sellers, they can't understand that. And it's going to take some time it did last time. But the reality is starting to set in, because the truth of the matter is that people are worried about investing right now. And the ones who aren't don't have any money issues or any financial constraints. But for the majority of people out there, the housing has gotten more expensive with interest rates and all the above. So what you're going to see Mark my words as a prediction, if you're going to focus on anything you focus on listings now, you should always be focusing on listings, but what kind of listings is that motivated, motivated sellers. Okay, I still don't understand why real estate investors never have a problem in any type of real estate market. Real Estate Investors were still buying properties for pennies on the dollar in the last market when they're all selling over list price. And they're gonna be buying a lot of properties into this market. And

sellers are more likely to entertain a lot of these alternative solutions during a market shift like this, which is why you need them.

What's going to happen is that you're going to have a lot of people unfortunately lose their jobs. You're gonna have people are getting squeezed. You have people that are just looking to get married, but they can't sell their house to move out of it because it's not worth what it was. Folks, I want you to think about everybody that bought a property from the time I would say

A 21 at basically almost anytime. And I would say in 2021, almost almost all of them are going to be underwater very soon. And I know that's not something a lot of people want to hear, but the cost of selling folks is 678 percent alone. And if someone bought a house at 5%, down, they're already underwater on it is what I'm seeing in most markets as we're seeing anywhere between a 10 and 20% correction, depending on where you're at. Midwest markets, lower priced markets a lot safer, but where I'm at on the coast Gergan crush, which means there's a lot of back demand for properties that may be underwater. And that's the that's the worrisome part. Now. In addition to this, though, there's going to be a lot of motivated sellers, when when there's a recession, people pull back on spending, they go into saving, one of the places that they go into saving is hey, my house is like my equity trap, I got 300,000 hours and equity, I'm gonna go ahead and tap into that for right now. Use this money for the time being to weather the storm. So how do you what I'm getting at is you want to focus your lead generation efforts on motivated sellers. This is one of the reasons why real estate investors are so great at creating a solution for him, which is just known as a cash offer. One you have to have a cash offer in this market, there's going to be a lot of people looking for him. And it's not a matter of whether or not they take you up on your cash offer, it's that you actually have one for a solution because people who said who have a who are distressed or who raise their hands immediately result to what's known as a fast solution, which is what a cash offer is, see the only thing real estate investors have been really, really good at. I mean, they're good at a lot of things. But I mean, from a marketing, the number one thing they're really really good at, is taking that cash offer and putting it in front of people that really need it or are facing the housing problem. And they do all that through buying the right data, having the right data, putting their offer in front of people that are distressed, and there's 1,000,001 ways to do that. What they're not doing is they're not farming an area, they're not farming Every Door Direct Mail, like most Realtors do, and do a blanket market approach, or a bus stop mentality or a billboard type of approach, throw a lot of shit at the wall and hope something sticks. That's not what you do for lead generation. That's what you do for branding. for lead generation, you need to be dialed into that message, you need to know exactly who the client is. And you need to provide a solution for them to exchange and get a lead. And one of the solutions that people are going to need more than ever are going to be exit strategies for their properties. Right. And the cash offer is always the one that generates the lead. My partner Dustin, at owner advocate agent.com

generates a lot of these leads lots of these leads, Justin's got a portfolio of 100 homes in Phoenix. And he's Jenner he's bought all these properties because he's mastered the cash offer process. But what's really interesting is that he never what do you do with the rest of the 90% of people who don't take their cash offer? That's why you need a solution folks I'm getting at is creating your listing strategy, one focusing on sellers, 100%. But creating alternative solutions for sellers is where I believe you can win. It's the main reason why we created owner advocate agent. And it's because we know that sellers want options. The real es

Today we are continuing the conversation on how you can use the recession to launch your brand in front of everyone else. While everyone else is cutting costs and attempting to just weather this thing through, you should be capitalizing on the marketing vacuum and making sure everyone knows your name.

• How you can capitalize on lead generation without spending a fortune.
• How to develop a message that clients relate to.
• How to present the right solution to sellers and earn a bunch of new clients.

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. This podcast is all about building a strong personal brand people have come to know, like trust, and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started.

What is up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast. Welcome, folks. It is October 20.

Thursday, we're seeing interest rates at 7.7%. You got the Prime Minister of Britain just resigned in three weeks What the hell is going on? Guess what, who the hell cares? What you do is you focus on your business right now. And none of the noise because if you turn on the news, it's very depressing. So beyond that, what we're going to be chatting about on this video, or on this video on this podcast today, I don't have any guests. I've been enjoying doing these little teaching sessions. And I don't practice these you guys, I just sort of get up and just everything here comes from the hip. But if you watch or listen to last week's podcast, I talked about one thing to own during this market in this recession, and that is your database. I'm not going to talk about database during this podcast, because we're gonna switch towards if you're going to do lead generation, what kind of lead generation and that's the topic of today. You have to own your database. First, folks, I've been saying it for years, it's the only recession proof business model now seen it before there was a recession.

The truth is, you have to own your database, because it'll support you in any single market you're in. Alright. So if you did not listen to that podcast, I highly recommend not only do you subscribe to the show, you leave a great review, go listen to that podcast. And let me tell you why owning your database is so important not just in the recession in any market, because you don't have a business without it. But I want to talk about where opportunity is going to be going forward into this market. And

I'm one of the first people that said, we're going to, we're going to have a big reset here, I saw this in oh seven, I saw this in a way I was in the mix, I saw the behind the scenes. And I've done this before. I'm so excited for this market. What I'm not, I'm sad for it, because a lot of people have the potential to get hurt. However, from a business perspective, I'm excited about it because I know how to make money in these markets. And what I'm going to share with you today is going to be where if you're going to start focusing on lead generation, where you start focusing, right. And I'm telling you this because we see a lot of data, folks, we have a company called the owner, advocate and owner, advocate agent. And if you want to visit owner advocate agent, it is all about giving sellers, multiple options, sharpening your listing presents presentation during this time, and using options as leverage to create and attract more listings. But beyond that, we generate a lot of leads, motivated seller leads and we have been sort of behind the scenes for the last 12 months, we anticipated a lot of the things with the market was going to happen. We didn't know what's going to happen this fast. Now that we're here, I can tell you exactly what's happening in the background, because we know what kind of leads we're creating. And you have to look at this from the macro perspective. What were sellers like at the beginning of this year, say prior to June or July? What were sellers like that they're arrogant, oh, my house is worth this Oh, everyone's because they've been spoiled for the last 12 years. The challenge we're all having right now and is Hey, your house isn't worth what it used to be sorry, the market change. And for many sellers, they can't understand that. And it's going to take some time it did last time. But the reality is starting to set in, because the truth of the matter is that people are worried about investing right now. And the ones who aren't don't have any money issues or any financial constraints. But for the majority of people out there, the housing has gotten more expensive with interest rates and all the above. So what you're going to see Mark my words as a prediction, if you're going to focus on anything you focus on listings now, you should always be focusing on listings, but what kind of listings is that motivated, motivated sellers. Okay, I still don't understand why real estate investors never have a problem in any type of real estate market. Real Estate Investors were still buying properties for pennies on the dollar in the last market when they're all selling over list price. And they're gonna be buying a lot of properties into this market. And

sellers are more likely to entertain a lot of these alternative solutions during a market shift like this, which is why you need them.

What's going to happen is that you're going to have a lot of people unfortunately lose their jobs. You're gonna have people are getting squeezed. You have people that are just looking to get married, but they can't sell their house to move out of it because it's not worth what it was. Folks, I want you to think about everybody that bought a property from the time I would say

A 21 at basically almost anytime. And I would say in 2021, almost almost all of them are going to be underwater very soon. And I know that's not something a lot of people want to hear, but the cost of selling folks is 678 percent alone. And if someone bought a house at 5%, down, they're already underwater on it is what I'm seeing in most markets as we're seeing anywhere between a 10 and 20% correction, depending on where you're at. Midwest markets, lower priced markets a lot safer, but where I'm at on the coast Gergan crush, which means there's a lot of back demand for properties that may be underwater. And that's the that's the worrisome part. Now. In addition to this, though, there's going to be a lot of motivated sellers, when when there's a recession, people pull back on spending, they go into saving, one of the places that they go into saving is hey, my house is like my equity trap, I got 300,000 hours and equity, I'm gonna go ahead and tap into that for right now. Use this money for the time being to weather the storm. So how do you what I'm getting at is you want to focus your lead generation efforts on motivated sellers. This is one of the reasons why real estate investors are so great at creating a solution for him, which is just known as a cash offer. One you have to have a cash offer in this market, there's going to be a lot of people looking for him. And it's not a matter of whether or not they take you up on your cash offer, it's that you actually have one for a solution because people who said who have a who are distressed or who raise their hands immediately result to what's known as a fast solution, which is what a cash offer is, see the only thing real estate investors have been really, really good at. I mean, they're good at a lot of things. But I mean, from a marketing, the number one thing they're really really good at, is taking that cash offer and putting it in front of people that really need it or are facing the housing problem. And they do all that through buying the right data, having the right data, putting their offer in front of people that are distressed, and there's 1,000,001 ways to do that. What they're not doing is they're not farming an area, they're not farming Every Door Direct Mail, like most Realtors do, and do a blanket market approach, or a bus stop mentality or a billboard type of approach, throw a lot of shit at the wall and hope something sticks. That's not what you do for lead generation. That's what you do for branding. for lead generation, you need to be dialed into that message, you need to know exactly who the client is. And you need to provide a solution for them to exchange and get a lead. And one of the solutions that people are going to need more than ever are going to be exit strategies for their properties. Right. And the cash offer is always the one that generates the lead. My partner Dustin, at owner advocate agent.com

generates a lot of these leads lots of these leads, Justin's got a portfolio of 100 homes in Phoenix. And he's Jenner he's bought all these properties because he's mastered the cash offer process. But what's really interesting is that he never what do you do with the rest of the 90% of people who don't take their cash offer? That's why you need a solution folks I'm getting at is creating your listing strategy, one focusing on sellers, 100%. But creating alternative solutions for sellers is where I believe you can win. It's the main reason why we created owner advocate agent. And it's because we know that sellers want options. The real estate market has never changed in like the