1/ Do you want to buy more rentals (SFRs and MF)?
You have time and/or some in-company resources but not much of a budget?
This is what you can do. I've implemented this strategy in 1 Midwest market, more in process.
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You have time and/or some in-company resources but not much of a budget?
This is what you can do. I've implemented this strategy in 1 Midwest market, more in process.
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2/ Build some media (content) for current landlords.
Most small landlords are amateurs, meaning they're not educated in being landlords.
They want information, support and data.
Build a resource for them.
Most small landlords are amateurs, meaning they're not educated in being landlords.
They want information, support and data.
Build a resource for them.
3/ You don't want to get overwhelmed, so start with these 3 channels:
1. Facebook groups
2. YouTube
3. Short-form podcasts
Are you getting a Boomer vibe from this list?
Good.
Because we're starting with that demographic of owners. Older, individual mom & pop investors.
1. Facebook groups
2. YouTube
3. Short-form podcasts
Are you getting a Boomer vibe from this list?
Good.
Because we're starting with that demographic of owners. Older, individual mom & pop investors.
4/ The point of all of this is to add value and build a connection.
You want to present yourself as someone who cares about these people and position yourself as a helper when they need it.
Yes, this is a long-term strategy, but it's organic, stable and has a significant moat.
You want to present yourself as someone who cares about these people and position yourself as a helper when they need it.
Yes, this is a long-term strategy, but it's organic, stable and has a significant moat.
5/ Facebook Groups
Set up a Facebook Group and provide 1 item of value every weekday. It doesn't have to be big and it doesn't have to a news item from that day. 1 paragraph. A 60 second video. Something that adds value to the a struggling landlord.
Set up a Facebook Group and provide 1 item of value every weekday. It doesn't have to be big and it doesn't have to a news item from that day. 1 paragraph. A 60 second video. Something that adds value to the a struggling landlord.
https://twitter.com/SullyBusiness/status/1422332387338465282
6/ You can make a lot of this content ahead of time and have it published automatically at a given time each day.
The goal is to provide a bit of real, actionable value every day.
Share information about laws, best practices, insights, etc. What has helped you as a landlord?
The goal is to provide a bit of real, actionable value every day.
Share information about laws, best practices, insights, etc. What has helped you as a landlord?
7/ Do the same on YouTube. A minute a day is enough. A video that ads value with real actionable insight.
Use the audio for podcast snippets.
People consume media in their own way. Meet them where they are.
Use the audio for podcast snippets.
People consume media in their own way. Meet them where they are.
8/ How do you drive traffic to these posts?
First, you hustle. You let people know - you DM, you post, you write cold email, you ask friends to share, etc.
Then you trust the algorithms and they will do much of the heavy lifting for you.
First, you hustle. You let people know - you DM, you post, you write cold email, you ask friends to share, etc.
Then you trust the algorithms and they will do much of the heavy lifting for you.
9/ This is one of the groups I run, started in early April 2020.
From April to October there was VERY little growth and lots of hustle. Then the Facebook algorithm noticed it and up we went.
From April to October there was VERY little growth and lots of hustle. Then the Facebook algorithm noticed it and up we went.
10/ None of this requires $$$.
It does require time so it's good if you either have that or if you have a resource on your team that's underutilized.
This work can be batched and can be done way ahead of time.
It does require time so it's good if you either have that or if you have a resource on your team that's underutilized.
This work can be batched and can be done way ahead of time.
11/ What you'll most likely have a couple months into this journey is some early organic reach and an audience of a couple thousand local landlords.
Again, provide value, interact and form a connection.
Again, provide value, interact and form a connection.
12/ You can also capture email addresses and phone numbers either when folks come to you (apply to join your Facebook group) or by offering them more value later on and capturing their information (with a lead magnet).
13/ Do this for a little while.
Do a little digest of the local news that pertain to their business. Highlight some wins. Tell a story or two that pertains to landlords in your city.
Soon, you'll be considered one of the guys/gals, not another pesky buyer or agent.
Do a little digest of the local news that pertain to their business. Highlight some wins. Tell a story or two that pertains to landlords in your city.
Soon, you'll be considered one of the guys/gals, not another pesky buyer or agent.
14/ There are A LOT of things you can do for growth (backlinks, cross promotion, cross guests, scraping city data + paid acquisitions, etc.) but today we're going low key and zero cost:
provide value > hustle > trust the algo
You can do this in 2-3 hours a week
provide value > hustle > trust the algo
You can do this in 2-3 hours a week
15/ In a year, maybe 9 months, you will be having daily conversations (most 1-way, but many 2-way) with thousands of local landlords.
They'll trust you to come to you for advice, referrals and solutions to their problems.
They'll trust you to come to you for advice, referrals and solutions to their problems.
16/ Now you're in a position to offer help to those landlords struggling - and in 9-12 months you know lots of landlords will be beat up and ready to call it quits.
You can offer them cash at a considerable discount. You can do seller financing or similar. And so on.
You can offer them cash at a considerable discount. You can do seller financing or similar. And so on.
17/ Point is it's no longer just transnational. You're in the trenches with them, helping them educate themselves and discover new information every day.
And now they're in trouble and you're there.
And now they're in trouble and you're there.
18/ While this strategy does take a while, it's also MEGA ORGANIC and has tremendous momentum and gravity
meaning when you stop paying-to-play (like with paid traffic or having a cold caller or sending out mailers)
it keeps going. It continues working.
meaning when you stop paying-to-play (like with paid traffic or having a cold caller or sending out mailers)
it keeps going. It continues working.
19/ It's also a very deep natural moat.
Because it took work someone else can't easily come in and replicate what you've done with paid blasts.
Yes, you did spend 150-200 hours on this (or someone on your team) but now you've got something real and something strong.
Because it took work someone else can't easily come in and replicate what you've done with paid blasts.
Yes, you did spend 150-200 hours on this (or someone on your team) but now you've got something real and something strong.
20/ Continue providing value and every couple of days ask landlords if they're looking to sell or if they know anyone who needs a quick out of a difficult situation.
Can be replicated for infinite markets, as long as your content is local and relatable.
Can be replicated for infinite markets, as long as your content is local and relatable.
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