Thread by @timjcarden

Mar-a-Lago in 1985:

A 126-room mansion nobody wanted.

Then, Donald Trump bought it for $7M.

It hemorrhaged money for years... Until Trump had a genius idea that transformed it into a $40M a year cash cow.

Here's the full story🧵

Mar-a-Lago wasn't just any property.

Built in the 1920s by cereal heiress Marjorie Merriweather Post, it was designated as a National Historic Landmark.

The name means "Sea to Lake" in Spanish - reflecting its unique location.

Here's where it gets interesting:

When Post died, she willed the estate to the US government.

But they returned it to her foundation. The maintenance costs were too high.

For years, the property sat empty. No one wanted to take on the financial burden.

Until Trump came along...

In 1985, Trump saw an opportunity others missed. But his initial bid for Mar-a-Lago was denied.

So, he strategically bought land between Mar-a-Lago and the ocean for $2M, causing competing interest to decline.

Result?

He nabbed the 126-room mansion for just $7M. But he soon realized why others stayed away.

The property was hemorrhaging money...

Due to its historical significance, there were preservation requirements.

Plus:

• High-end amenities to maintain
• Extensive renovations needed
• Massive operational costs

For years, it seemed like a massive mistake...

Then Trump had an idea that would change everything:

Instead of keeping it as a private residence, he'd turn it into an exclusive private club.

But not just any club...

He'd make it the most prestigious club in Palm Beach.

The transformation began in 1994:

• Five clay tennis courts
• Trump Spa and Salon
• Luxury guest suites
• Beach Club access
• Waterfront pool

But the real genius was in the membership structure:

Trump created artificial scarcity.

He capped membership at 500 people with an initiation fee of $25,000.

The wealthy elite of Palm Beach were practically begging to join.

By 2014?

It was generating $15.6M annually.

The property that was once bleeding money became a cash cow.

And today? It makes over $40M a year.

Having a Mar-a-Lago membership meant you were "somebody."

This is where it gets interesting...

The member list reads like a Who's Who:

• Billionaire William I. Koch
• Finance mogul Thomas Peterffy
• Real estate titan Richard LeFrak
• Newsmax CEO Christopher Ruddy

Trump wasn't just selling access. He was selling status.

That's why I love this story so much:

Trump took a product and turned it into a story people wanted to be a part of.

And we've spent the past 2 years developing a way for founders to do the same thing...

You see, people today don't buy from companies. They buy from people. From stories.

They don't trust the swathes of AI-generated content & corporate BS anymore.

Think about it:

Elon Musk. Logan Paul. The Kardashians...

They're businesses dependent on the stories of PEOPLE. And the best way to create this same effect?

The same thing Trump's been doing all his life:

Cultivate a personal brand. It's an asset that'll pay dividends for life...

When you build a strong personal brand, you create your own Mar-a-Lago effect:

• Customers seek YOU out
• Investors want to back YOU
• Top talent wants to work with YOU

All while you sleep.

Ready to get started?

Founders: We’ll build your personal/company brand on 𝕏 (and beyond) without you lifting a finger.

To date, we've already helped 100+ founders get 3+ Billion combined views.

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Thanks for reading! A bit about me:

2 years ago, I cofounded @ThoughtleadrX — a premium personal branding agency for world-class founders, executives, and investors looking to dominate socials.

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