Week 1 – Laying the Foundation.

Welcome to the Course!

Welcome to The Course

Week 1 – Introduction: Laying the Foundation

Why Mindset is the Starting Point

Why Mindset is the Starting Point

Take Time To Recognize Your Growth

Take Time To Acknowledge Your Progress!

✅ Week 1 – Day 1: Define the Goal

Chapter Overview: Goal Setting

Chapter Overview: Goal Setting

7 Strategies For Setting & Achieving Your Goals

Defining The Long Term Goal

Defining The Long Term Goal

3 Life Changing Questions

Mindset: Focus on the Pursuit!

TAKE ACTION

  • Listen to each video in this chapter
  • Review the “3 Life Changing Questions” resource
  • Using the provided template or in your own journal, do the following:
    1. Write out your 5 year goals
    2. Answer the 3 Life Changing Questions from the PDF
    3. Write your story
    4. Read & visualize your story
    5. Then continue to write, read, and visualize your goals everyday until you achieve them.

SUBMITSubmit your goals, answers, and story below. Our coaches would love to give you feedback on how to further clarify and take action on those goals!

Assignment download

✅ Week 1 – Day 2: The 12 Week Year

Chapter Overview: The 12 Week Year

Chapter Overview: The 12 Week Year

Planning Our 12 Week Year

Planning Our 12 Week Year

4 Week Journal

Mindset: Change Threatens The Brain

TAKE ACTION

– Using the ‘Quick Start Guide‘ set the road map for your 12 Week Year in your ‘Daily Journal

  • This can be a grueling process, so remember we’re here to help if you need us.
  • Also, we created a template to help you with different Goals, Milestones, and Actions!

Our Promise: Going through this will bring A TON of clarity as to HOW you’re going to accomplish your goals! You will absolutely not regret going through this step.

SUBMITSubmit any goals, action steps, or plans that you’d like feedback on from our coaches

✅ Week 1 – Day 3: Weekly Planning

Chapter Overview: Weekly Planning

Chapter Overview: Weekly Planning

Weekly Planning Quickstart Tutorial

Weekly Planning Quickstart Tutorial

Mindset: Eliminate The Non-Essentials

TAKE ACTION

1. Set up an Asana Account

  • Create your Task Project
  • Go through Steps 1-7

Mindset

– Remember that this process, and all other processes, aren’t about being perfect! That’s unrealistic! It’s about getting better and better each day, each week, and each 12 week year!

SUBMIT
Submit any Weekly Planning Tasks you’d like feedback on or any questions you have for our coaches.

✅ Week 1 – Day 4: Daily Planning

Miracle Morning & Daily Planning

Miracle Morning & Daily Planning

Morning & Evening Routine Checklist

Daily Habit Examples

Take Action: Morning Routine

TAKE ACTION

1.     Develop your perfect ‘Morning Routine’. Use the attached checklist if you find it helpful.

2.     Choose a calendar app or journal to use

  • Best Self Journal
  • Google Calendar

3.     Schedule your day

4.     WAKE UP & Conquer The Day

  • No pushing snooze
  • Dedicate yourself to trying this for the next 12 weeks… If you do, you’ll be hooked for life!

Lastly, remember it’s not about being perfect, it’s about improving Every. Damn. Day.

SUBMITWrite down and submit a short summary of the ways you put your Morning Routine into practice. This is a good way to measure your progress and celebrate your small victories!

✅ Week 1 – Day 5: Choosing A Market

Chapter Overview: Choosing A Market

Chapter Overview: Choosing A Market

Overview of Market Cycles

Overview of Market Cycles
There Are Two Books That I would Suggest Reading
-Emerging Real Estate Markets by David Lindahl
-Big Shifts Ahead by John Burns
Both those Books provide great information and metrics to consider when choosing a market. That being said, I’m going to do a deep dive into market cycles with you right now!
At any given point, a metro area is in 1 of these 4 stages
Sellers 1 
Sellers 2
Buyers 1
Buyers 2
In a Sellers Market, the demand is typically greater than the supply, making it much easier for the seller to find a buyer. 
This demand will ultimately drive the cap rates down, which results in a higher purchase price. 
While a Sellers markets occur during a rise in the real estate market, A Buyers Market occurs during a fall, when many apartment owners try to sell at the same time, resulting in the supply outweighing the demand. 
I’ll go into some more detail about what to look for, but we obviously want to buy down here and ride the wave back up! 
A full cycle, from tip to tip, is typically 12 to 15 years. 
The time In-between each stage is typically 3-5 years
For example, in the beginning of 2020, we were in the late innings of the cycle before the RONA started running a muck!
We were all preparing for a downturn at that point, but nobody could have expected or predicted the master reset caused by the coronavirus pandemic. 
What I mean by that… There is typically 8 – 20 emerging markets at any given time. 
But, because of the master reset caused from all the jobs lost in 2020, that number turned into 50+ emerging markets! 
Historically, the Markets that move the quickest after a downturn are DC, Minneapolis, NY, Boston, Orlando and some of the other major markets. 
But, the strategy now is to research the areas that have been hit the hardest by the coronavirus and focus there. 
Those are the areas where owners will have the most problems for us to solve.
Alright, Let’s Start With understanding some key indicators of A Sellers Market 
Sellers Market One
Key Indicators
• Supply of properties on the market are begin to dwindle down 
• Foreclosures being to decrease in number
• Properties are starting to sell fast
• At this point there’s typically a very Low unemployment rate in the market.
• That increase in job growth also increases the demand… 
Which means vacancy begins to tighten… allowing owners to increase rents.
This also results in prices beginning to rise! 
• That extra demand for housing causes Construction to accelerate
• In fact there’s such a demand that instead of re-habbing properties, it makes more sense to tear down Existing properties and re-build new properties instead. 
• In other words… Demand is at it’s highest level!! 
The Strategy
This is the only stage of the cycle where you can Buy & Hold as well as flip! 
There is enough demand to do a quick turn… but there’s also enough room left to buy and hold for appreciation.  
Sellers Market Two 
The strategy here will be to cash out & reinvest into another market… And we need to do that before the cycle rolls over into a buyers market 1. 
We don’t want to wait until the market reaches the tip…  we want to sell out before it rolls over, when the demand is still high! 
Because of that, we need to be looking for indicators that the market is slowing down. 
Key Indicators
• Time on market starts to increase
• Number of properties on the market is also beginning to increase
• Rents begin to plateau
• As you’re researching new properties you see that the Prices are inflated
• Overbuilding 
• Investors are starting to buy Properties based on speculation instead of existing cash flow
• Foreclosures are low but they are steady
• And lastly, Job growth starts to slow
Strategy
Once again… the strategy at this point is to sell and roll those funds into another emerging market! 
Buyers Market One
Things are starting to fall at this point!
Prices are falling, rents are falling…. 
Demand is at the lowest level as a bunch of sellers are looking to exit all at once.
Key Indicators
• Unemployment Increases
• There is excess of supply
• Which causes time on the market to be at it’s longest stage
• There is Inventory sitting idle and most of the time those properties have deferred maintenance
• At this point you’ll see a sharp up-tick in Foreclosures
• Construction overpriced & stagnant
Strategy
The strategy here is to Buy for cash flow only! 
You’re going to have to weather a bit of a plateau before you can start to be aggressive with your rent increases…. 
Which means the property has to be profitable at acquisition, not after! 
Buyers Market Two
This is where you’ll begin to see the most amount of motivated sellers, because they just went through a downturn. 
This is also where you’ll see the least amount of competition. 
But most importantly, this is where you’ll see the best upside potential for equity & growth! 
One big property in one buyers market two, will make you wealthy. It will completely absolutely change your wealth portfolio!
Two big properties and you’ll begin to be in a position to retire next generations. 
Even more properties… Future generations will give you credit for their success. 
Key Indicators
• The biggest key indicators are obviously growth! 
Time on the market start to Decrease
• Companies come in and begin to announce a bunch of new jobs
Other companies start to build around those companies 
All of That causes demand that begins to absorb the oversupply
• Prices & Rents begin to slowly increase
• You start to see Existing properties being rehabbed
• Foreclosure competition is high as the numbers start to decline
Strategy
*Buy with both hands! You buy everything & ride the wave!!
I felt like my portfolio changed drastically in a year after buying in the early stages of a seller market 1…. And it did! 
But now 6 years in… it’s crazy! It’s crazy to look back and see the growth! 
It’s also extremely humbling! 
Which is one of the reasons I love teaching others about it. 
So, on a side note… be excited for what you’re pursuing right now! 
When you stay dedicated to executing on a daily basis…. 
You’ll look back 2 – 3 – 5 years from now, and be in a completely different position!
It’s an amazing thing! 
Alright, lastly… let’s talk about the 4 MAJOR INFLUENCERS 
The 4 major things that will influence each of the markets that we’re in! 
Generations change over time due to…
1- Government Policies
2- Economic Cycles
3 New Technology
4- And shifts in societal norms.
These 4 major influencers will change the future just like they changed the past.
Here are some examples of how they’ve shaped the past.
1- Government:
Government laws, programs, and investments at the federal, state, and local levels can change a society more than most realize.
For example…
-Through the GI Bill and massive highway investments, the federal government boosted homeownership 18% in the 1940s and 1950s.
-Currently, Low state government income-tax policies have began to shift population growth south.
-Local government redevelopment investments have also revitalized urban areas.
2- Economy
-Economic growth, good or bad, shapes generations.
-Those born in the 1950’s are retiring as one of the most affluent generations ever
That’s Due in part to falling interest rates that boosted investment values.
-However Those born in the 1970’s Have far less net worth and homeownership at their age than any group in the past 40 years.
This is due largely in part to Foreclosures hitting this generation the hardest during the recession
Many of them had just purchased starter homes for their young families
And a lot of the time they had borrowed the entire purchase amount.
-The timing of the great recession in the late 2000’s & the coronavirus pandemic in 2020
Is projected to lead to millennials retiring with the lowest net worth of any generation since the great depression!
3- Technology
-Mass produced cars & highway expansions made suburban living far more doable
Causing household growth to flow in that direction.
-Technology wiped out manufacturing jobs and now threatens knowledge workers.
-Life expectancy has almost doubled as well over the last century 
This is thanks in part to crazy progress in the Health Technology field! 
-The internet & computer chip have to qualify as the most obvious transformative technologies of recent decades
That technology has enabled far more tele-commuting. 
Telecommuting has been heightened even more due to the coronavirus pandemic. 
For example, our company has employees all over the U.S…..
I’m in Hawaii
Todd, one of the other founders, along with A few others are in Utah… 
Ryan Woolley, who all of you know I’m sure… lives in Florida! 
And then We have others in North Carolina & California! 
-This ability to “telecommute” has caused Americans to move far less than they used to
We now move every 9 years instead of 6
4- Societal Shifts
-Divorces tripled from the 1950’s to the 1980’s.
This caused a number of shifts to societal norms.
-Societal pressure to marry by 25 turned into….. “why don’t you hold off.”
-Today, Women are now more likely to have a child before marriage than after.
Ultimately, This has delayed both marriage and child birth.
THE 4-5-6 Rule For Demographic Predictions Goes like this…
The 4 Major Influencers impact each generation differently depending on when they happen.
Childhood
Early Career 
Family formation
Late Career
Retirement
So, The 4 major influencers…. during peoples 5 main life stages…. 
Help answer 6 Key consumer questions.
1- How much money will people have?
2- What will they choose to purchase?
3- When will they make these purchases?
4- Where will they live / spend?
5- Who will they live with, spend money on, and share expenses with?
6- Why will they buy certain products & not others?
Some of the biggest opportunities right now are
1- Women:
-Women now earn 58% of all college degrees.
-They also Earn more than their spouse 38% of the time.
-They Have children later and more often alone.
-And By 2025,  it’s expected that 78 million women will be in the workforce… 
8 million more than there was in 2015. 
2- Retirees:
-People age 65 or older will increase by more than 18 Million between 2015 and 2025.
That’s a whopping 38% increase…  from 48 Million in 2015 to 66 Million in 2025.
3- Young Adults:
-Those born from 1989 to 1993 constitute the largest 5 year age group in the country. 
In 2020 they still live at home or crowd into urban apartments more than any other generation before them at the same age. 
That being said, they will lead the formation of 12.5 Million household from 2015 t0 2025… 
86% more households than created in the prior 10 years.
Now, most importantly… WHY ALL OF THAT MATTERS!!
-We are in the housing business… which means we certainly care about the future of housing!
3 big shifts are happening right now in regards to living preferences!
1- RENTALS
-Home ownership has clearly declined in importance.
Currently, homeownership is at the lowest level in the past 40 years!!
It’s Projected to decline even further—to less than 61% by 2025.
-This has been caused by a couple things….
The housing crisis in the late 2000s highlighted the risks of homeownership to a younger population now in adulthood.
Because of that, they know the risks and lack enough confidence in their job to take on a 30-year mortgage commitment.
The coronavirus pandemic only escalated that As it wiped out the economy right as millennials were starting to feel a little more secure!
2- THE SOUTH
-Growth will continue to flow south toward the affordable sunshine states.
California, the Northeast, and the Midwest will continue to grow more slowly.
-The southern regions where 42% of Americans currently live…
Are expected to welcome 62% of US household growth from 2015 – 2025.
Once again, State tax and growth policies determine where Americans decide to live.
3- SUBURBAN / URBAN
-With marriage and child birth rates declining, people don’t need or want as much space.
-They do however want to be as close to the action as possible…
But not so close that they can’t go outside if there happens to be a global pandemic!
-Apartments in strategic locations that provide easy access to…
Restaurants
Entertainment
And easy commutes
Will be in HIGH DEMAND!

How to Research & Commit to a Market

How to Research & Commit to a Market
Now that you know about market cycles & generational shifts… let’s dive into “How to research & commit to a Market!” 


There are a number of key factors to consider when choosing a market.
In this video I’ll walk you through the MOST IMPORTANT INDICATORS….


As well as some resources to help you research and determine what those important indicators look like for the area you are considering.


The key is to weaponize yourself with information, and you do that for three major purposes.
1- To Determine which Investment Market to grow roots in


2- To increase your capacity to answer Answer Investor Questions


-A very common question that Investors will ask you is “why” you decided to chose THAT specific market 


So, having an answer to that obviously helps!  


3- The information you find will begin To help you understand what your investment strategy should be for that specific area 


You Will Typically Begin To Grow Roots In Two Major Markets


You should ALWAYS conduct market research for your LOCAL area as well as one EMERGING MARKET. 


Regardless of where you’re at!


You can learn so much from your own backyard that will serve you well as you go into emerging markets. 


You should NOT choose more than 1 emerging market though.


Doing so will hurt you, not help you.


Some Resources that will help… 


Marcus & Millichap puts out a great free report on major commercial markets.


Also, Check with local community leaders like industrial or economic development committees.
You need to ask them what they are doing to attract jobs


This is a great resource for you… you will gather information from them that will save you hours of time trying to conduct your own research.


Then, Once you gather the information from them…. verify that information.


You also need to ask how strong the Leadership is


Markets don’t change without strong leadership
You should also Get a Copy of the Master Plan and Ask about Revitalization Zones or Target Areas




You should also Request Other Economic Info like… 


-Business Incentives, Economic Forecasts, Job Growth


For job growth, look at the Current year as well as the past 3 years


You can Contact The Local Building Department As Well


-Request info on multifamily housing permits for the past 7 years
If They are Tapering off, supply may be too high


-Also, check the Turnaround time frame on permit requests & the Number of requests currently in the pipeline


This will help you understand building supply like we spoke about in the previous lesson. 


Here are some other resources for you…


You Can look at sites like….


1- Areavibes.com


2- Neighborhoodscout.com
  
3- Bestplaces.net


4-  City-Data.com


5- Niche.com




Alright, Some of the Key Indicators We’re looking for are… 
Construction
This helps us understand what is being built and if it will increase or decrease demand for our apartments


Employment
This is one of the most important key indicators as it directly impacts demand.


Number of Households
Household formations is a direct representation of the demand! 


Household Income
Is it above or below the national average and is it on the up swing? 
Vacancy Rates
If vacancy rates & scheduled construction are low, there is a great need for the product we offer… which allows us to capitalize by increasing rents. 


Area Demographics Like… 
-Rental Rates, general population, age, race, gender, and household income… 


Help us begin to understand who our tenants will be and how we can appeal to their needs. 
Lastly, Employment Industry helps us understand what drives the market… 


Meaning…  
-What jobs or companies are in the area
-What is the unemployment rate
-Are the jobs all related to one specific field?


We want industry diversity to protect us from sudden downturns. 


Here are some resources to help you dial in on Job Growth


*US Census Bureau of Labor Statistics


*The Milken Institute
-They put out a report each January comparing the top 200 markets in the U.S. 


We’re looking for markets that have made significant jumps year-over-year


*Expansion Management Magazine
-Look for their articles that list Top 50 lists and things like that


*Inman.com, Reis.com, and Site Selection Magazine all provide great resources.
 


Some of my favorite resources are from Commercial Real Estate Broker Research


Companies like… 
*CBRE
*Marcus & Millichap
*Cushman & Wakefield
*Capstone
*Berkadia
*JLL
All put out great reports! 


When all else fails, or even if it doesn’t you can turn to the Almighty Google Search:


-Things like… the Top 10 places for…
*Job growth
*Quality of life
*Cost of doing business
*Etc


As we’re researching different markets, understand there are 3 Different Types Of Markets


1- Primary Markets
These are Major Cities with Populations over 1 Million


2- Secondary Markets


These are typically sub-markets of a major city that have a Population of 500K to 1MM


3- Tertiary Markets
These are smaller markets with Populations somewhere in the 200 to 500K range 




My Advice… 


-Properties in secondary and tertiary markets are great to focus on in the beginning! 


They typically have… 
-Less competition from large players and institutional investors… 
-And Less of a chance of overbuilding.


Ryan and I acquired our first $100M worth of real estate in markets like these!


Lastly is your Location Checklist


We are looking for properties in areas that have these types of conveniences! 


All of these would be considered a Plus… 


-Shopping centers
-Convenience stores
-Culture
-Recreation
-Major Transportation
-Mass Transit
-Mature, established Neighborhoods
-Homes are appreciating in value
-New Residential Construction is Limited
-Tight rental market with low vacancy rates and high rents
-Rents that are increasing or stable
-Minimum Competition
-Well established areas with successful track record as a rental market
-Pleasant political Climate


At this point…. you will have A TON of information!
More than enough to make a decision!


So…. Make A Final Decision on The Market


If the research you’ve found is positive… Dive in head first!!! 
And Get excited… because this business is about to get FUN!!!


But seriously… make a decision! 


The last thing you want is to get caught in analysis paralysis!! 


There is no perfect market… but there plenty of markets that will work perfectly fine for what we’re about to do… 


Which is Kick Some Ass and Take some names! Best believe that!!!

Overview of Market Cycles

Mindset: Protect The Asset

Take Action: Real Estate Market Analysis

TAKE ACTION

1.   Research 3-5 different cities

2.   Call economic development committee

3.   Begin to complete the ‘Market Analysis‘ questionnaire.

4.   Post on Multifamily Mindset Network page

  • Tell other students that you’re researching the area
  • Ask if anyone is investing in the area
  • Share some of your research
  • Ask for team member referrals

SUBMITSubmit some of your market research or ask any market research-related questions

✅ Week 1 – Day 6: Brand Creation

Chapter Overview: Brand Creation

Chapter Overview: Brand Creation
There Are Two Books That I would Suggest Reading
-Emerging Real Estate Markets by David Lindahl
-Big Shifts Ahead by John Burns
Both those Books provide great information and metrics to consider when choosing a market. That being said, I’m going to do a deep dive into market cycles with you right now!
At any given point, a metro area is in 1 of these 4 stages
Sellers 1 
Sellers 2
Buyers 1
Buyers 2
In a Sellers Market, the demand is typically greater than the supply, making it much easier for the seller to find a buyer. 
This demand will ultimately drive the cap rates down, which results in a higher purchase price. 
While a Sellers markets occur during a rise in the real estate market, A Buyers Market occurs during a fall, when many apartment owners try to sell at the same time, resulting in the supply outweighing the demand. 
I’ll go into some more detail about what to look for, but we obviously want to buy down here and ride the wave back up! 
A full cycle, from tip to tip, is typically 12 to 15 years. 
The time In-between each stage is typically 3-5 years
For example, in the beginning of 2020, we were in the late innings of the cycle before the RONA started running a muck!
We were all preparing for a downturn at that point, but nobody could have expected or predicted the master reset caused by the coronavirus pandemic. 
What I mean by that… There is typically 8 – 20 emerging markets at any given time. 
But, because of the master reset caused from all the jobs lost in 2020, that number turned into 50+ emerging markets! 
Historically, the Markets that move the quickest after a downturn are DC, Minneapolis, NY, Boston, Orlando and some of the other major markets. 
But, the strategy now is to research the areas that have been hit the hardest by the coronavirus and focus there. 
Those are the areas where owners will have the most problems for us to solve. 
Alright, Let’s Start With understanding some key indicators of A Sellers Market 1
Sellers Market One
Key Indicators
• Supply of properties on the market are begin to dwindle down 
• Foreclosures being to decrease in number
• Properties are starting to sell fast
• At this point there’s typically a very Low unemployment rate in the market.
• That increase in job growth also increases the demand… 
Which means vacancy begins to tighten… allowing owners to increase rents.
This also results in prices beginning to rise! 
• That extra demand for housing causes Construction to accelerate
• In fact there’s such a demand that instead of re-habbing properties, it makes more sense to tear down Existing properties and re-build new properties instead. 
• In other words… Demand is at it’s highest level!! 
The Strategy
This is the only stage of the cycle where you can Buy & Hold as well as flip! 
There is enough demand to do a quick turn… but there’s also enough room left to buy and hold for appreciation.  
Sellers Market Two 
The strategy here will be to cash out & reinvest into another market… And we need to do that before the cycle rolls over into a buyers market 1. 
We don’t want to wait until the market reaches the tip…  we want to sell out before it rolls over, when the demand is still high! 
Because of that, we need to be looking for indicators that the market is slowing down. 
Key Indicators
• Time on market starts to increase
• Number of properties on the market is also beginning to increase
• Rents begin to plateau
• As you’re researching new properties you see that the Prices are inflated
• Overbuilding 
• Investors are starting to buy Properties based on speculation instead of existing cash flow
• Foreclosures are low but they are steady
• And lastly, Job growth starts to slow
Strategy
Once again… the strategy at this point is to sell and roll those funds into another emerging market! 
Buyers Market One
Things are starting to fall at this point!
Prices are falling, rents are falling…. 
Demand is at the lowest level as a bunch of sellers are looking to exit all at once. 
Key Indicators
• Unemployment Increases
• There is excess of supply
• Which causes time on the market to be at it’s longest stage
• There is Inventory sitting idle and most of the time those properties have deferred maintenance
• At this point you’ll see a sharp up-tick in Foreclosures
• Construction overpriced & stagnant
Strategy
The strategy here is to Buy for cash flow only! 
You’re going to have to weather a bit of a plateau before you can start to be aggressive with your rent increases…. 
Which means the property has to be profitable at acquisition, not after! 
Buyers Market Two
This is where you’ll begin to see the most amount of motivated sellers, because they just went through a downturn. 
This is also where you’ll see the least amount of competition. 
But most importantly, this is where you’ll see the best upside potential for equity & growth! 
One big property in one buyers market two, will make you wealthy. It will completely absolutely change your wealth portfolio!
Two big properties and you’ll begin to be in a position to retire next generations. 
Even more properties… Future generations will give you credit for their success. 
Key Indicators
• The biggest key indicators are obviously growth! 
Time on the market start to Decrease
• Companies come in and begin to announce a bunch of new jobs
Other companies start to build around those companies 
All of That causes demand that begins to absorb the oversupply
• Prices & Rents begin to slowly increase
• You start to see Existing properties being rehabbed
• Foreclosure competition is high as the numbers start to decline
Strategy
*Buy with both hands! You buy everything & ride the wave!!
I felt like my portfolio changed drastically in a year after buying in the early stages of a seller market 1…. And it did! 
But now 6 years in… it’s crazy! It’s crazy to look back and see the growth! 
It’s also extremely humbling! 
Which is one of the reasons I love teaching others about it. 
So, on a side note… be excited for what you’re pursuing right now! 
When you stay dedicated to executing on a daily basis…. 
You’ll look back 2 – 3 – 5 years from now, and be in a completely different position!
It’s an amazing thing! 
Alright, lastly… let’s talk about the 4 MAJOR INFLUENCERS 
The 4 major things that will influence each of the markets that we’re in! 
Generations change over time due to…
1- Government Policies
2- Economic Cycles
3 New Technology
4- And shifts in societal norms.
These 4 major influencers will change the future just like they changed the past.
Here are some examples of how they’ve shaped the past.
1- Government:
Government laws, programs, and investments at the federal, state, and local levels can change a society more than most realize.
For example…
-Through the GI Bill and massive highway investments, the federal government boosted homeownership 18% in the 1940s and 1950s.
-Currently, Low state government income-tax policies have began to shift population growth south.
-Local government redevelopment investments have also revitalized urban areas.
2- Economy
-Economic growth, good or bad, shapes generations.
-Those born in the 1950’s are retiring as one of the most affluent generations ever
That’s Due in part to falling interest rates that boosted investment values
-However Those born in the 1970’s Have far less net worth and homeownership at their age than any group in the past 40 years.
This is due largely in part to Foreclosures hitting this generation the hardest during the recession
Many of them had just purchased starter homes for their young families
And a lot of the time they had borrowed the entire purchase amount.
-The timing of the great recession in the late 2000’s & the coronavirus pandemic in 2020
Is projected to lead to millennials retiring with the lowest net worth of any generation since the great depression!
3- Technology
-Mass produced cars & highway expansions made suburban living far more doable
Causing household growth to flow in that direction.
-Technology wiped out manufacturing jobs and now threatens knowledge workers.
-Life expectancy has almost doubled as well over the last century 
This is thanks in part to crazy progress in the Health Technology field! 
-The internet & computer chip have to qualify as the most obvious transformative technologies of recent decades
That technology has enabled far more tele-commuting. 
Telecommuting has been heightened even more due to the coronavirus pandemic. 
For example, our company has employees all over the U.S…..
I’m in Hawaii
Todd, one of the other founders, along with A few others are in Utah… 
Ryan Woolley, who all of you know I’m sure… lives in Florida! 
And then We have others in North Carolina & California! 
-This ability to “telecommute” has caused Americans to move far less than they used to
We now move every 9 years instead of 6
4- Societal Shifts
-Divorces tripled from the 1950’s to the 1980’s.
This caused a number of shifts to societal norms.
-Societal pressure to marry by 25 turned into….. “why don’t you hold off.”
-Today, Women are now more likely to have a child before marriage than after.
Ultimately, This has delayed both marriage and child birth. 
THE 4-5-6 Rule For Demographic Predictions Goes like this…
The 4 Major Influencers impact each generation differently depending on when they happen.
Childhood
Early Career 
Family formation
Late Career
Retirement
So, The 4 major influencers…. during peoples 5 main life stages…. 
Help answer 6 Key consumer questions.
1- How much money will people have?
2- What will they choose to purchase?
3- When will they make these purchases?
4- Where will they live / spend?
5- Who will they live with, spend money on, and share expenses with?
6- Why will they buy certain products & not others?
Some of the biggest opportunities right now are
1- Women:
-Women now earn 58% of all college degrees.
-They also Earn more than their spouse 38% of the time.
-They Have children later and more often alone.
-And By 2025,  it’s expected that 78 million women will be in the workforce… 
8 million more than there was in 2015. 
2- Retirees:
-People age 65 or older will increase by more than 18 Million between 2015 and 2025.
That’s a whopping 38% increase…  from 48 Million in 2015 to 66 Million in 2025.
3- Young Adults:
-Those born from 1989 to 1993 constitute the largest 5 year age group in the country. 
In 2020 they still live at home or crowd into urban apartments more than any other generation before them at the same age. 
That being said, they will lead the formation of 12.5 Million household from 2015 t0 2025… 
86% more households than created in the prior 10 years.
Now, most importantly… WHY ALL OF THAT MATTERS!!
-We are in the housing business… which means we certainly care about the future of housing!
3 big shifts are happening right now in regards to living preferences!
1- RENTALS
-Home ownership has clearly declined in importance.
Currently, homeownership is at the lowest level in the past 40 years!!
It’s Projected to decline even further—to less than 61% by 2025.
-This has been caused by a couple things….
The housing crisis in the late 2000s highlighted the risks of homeownership to a younger population now in adulthood.
Because of that, they know the risks and lack enough confidence in their job to take on a 30-year mortgage commitment.
The coronavirus pandemic only escalated that As it wiped out the economy right as millennials were starting to feel a little more secure!
2- THE SOUTH
-Growth will continue to flow south toward the affordable sunshine states.
California, the Northeast, and the Midwest will continue to grow more slowly.
-The southern regions where 42% of Americans currently live…
Are expected to welcome 62% of US household growth from 2015 – 2025.
Once again, State tax and growth policies determine where Americans decide to live.
3- SUBURBAN / URBAN
-With marriage and child birth rates declining, people don’t need or want as much space.
-They do however want to be as close to the action as possible…
But not so close that they can’t go outside if there happens to be a global pandemic!
-Apartments in strategic locations that provide easy access to…
Restaurants
Entertainment
And easy commutes
Will be in HIGH DEMAND!

Establishing A Credible Brand

Establishing A Credible Brand
Alright, let’s dive in to the “How To’s” of establishing a credible brand!! 


It’s starting to get official dammit!


First, We Need A Business Name


Our investment entity is “MF Capital Partners.” 
I love our name… but It didn’t take long for us to realize that the first time people hear that they don’t think “Multifamily Capital Partners” as intended! 
Instead, they immediately think…. ”Mother Effin Capital Partners!”
Not Ideal. 
Now, once they realize we’re in the multifamily space, they realize that MF stands for multifamily… but regardless…. the first impression is that.. We’re the bad asses of something to do with capital lol.
So, my advice… Take that into consideration when choosing a name!
You want something that you can grow over the next several decades!


Another Tip…


Make sure you’re checking domain name options as you go about this. 
I’ll show you where we get those shortly, but GoDaddy is the easiest place to do a quick search.




Next we’ll need a Logo


We’ve used 99designs.com for almost all of our logos.
If you’ve never used them, they’re great! 
Once you submit your request, different designers then begin to compete for the job. 
This allows you to choose from hundreds of designs, and then revise as needed.
If none of the designs work, you walk away with a refund. 
Not too bad! 




Once you have a logo & a name, you can get some Business Cards!! 


In the networking course coming up in week 4, you’ll see that spraying business cards to anyone and everyone isn’t the answer.
We want quality over quantity! 
With that in mind, you should get 100 quality business cards over 1,000 cheap ones.
The goal is to have a memorable impact on a few people instead of a forgettable impact on a lot of people.
You’ll probably want someone to design the card as well as someone to print the cards. 


For Designing The Cards you have free options or paid options. 


Free Option: Canva.com


They have a great platform that should make this process easy, but you’ll be the one choosing and editing the design. 
Paid Options: Fiverr.com or 99designs.com


You can get professional business cards designed for as little as $10 on Fiverr! 
For printing the cards, unless you do that at your house, you’ll need to pay! 


We usually use… 


Vista Print, Moo, or Canva for that. 




Next, we suggest you get a website! 


Website design was my bread and butter back in the day!
I’ve spent countless hours in front of a computer monitor, with techno music blaring through my headphones, building websites.
Now the thought of sitting down to design a website makes me physically ill lol!
So, we have Mason Slade at Slade Marketing design almost all of our sites.
He has a website specifically for our students at… 


Slademarketing.com/multifamily


Other Great Options are…  


WordPress.com
Wix.com
And ClickFunnels.com




Your website will be one of the most important steps to automate your marketing efforts.
Study the sites others in the space and make note of what you do or don’t like.
Here are some things to consider.


1- Remember Your Audience


Be yourself, that’s most important!
That being said, take into account who will be visiting your site because that’s who you’re talking to.
-Brokers
-Potential Investors
-And Potential Operating Partners are the ones who come to mind first.


2- Think of questions they may have and answer them on the website. 


The PDF guide in this lesson will certainly offer some guidance


3- Photos:


Make sure you have the right to any photos you use.
shutterstock.com
offset.com
Canva.com offer some great options.
Your web designer should help with this as well.


4- Design:


The site doesn’t need to be overly complicated, but it does need to look nice and function well.
If you need help designing it…
Upwork.com provides a pool of international talent that is more cost effective than you probably realize.


5- Call to Action:


-Social media followers can be taken away in a moments notice.
But Emails… those you own forever.
You are trying to collect emails & phone numbers so you can continue to contact people in the future…
And You do that by giving something away for free. 
(Which, as a side note, is probably the same way I collected your phone and email… 
which means I’ll be contacting you for years to come lol!)
We call these give-away’s lead magnets and I’ll speak about that during our marketing section to come.


Reminder: 


You’ll need to choose a domain name for your website.
If the business name is available that’s great… 
If not, just try to find something similar.


Another Reminder


You are not trying to become a web designer!
For Example, Ryan is a horrible designer… but dammit he wants to be good at it so bad! 
So, he’ll spend hours trying to make the most simple designs… then send it to me with all sorts of excitement… and not realizing he just spent hours designing it, I almost always laugh, tell him it looks horrible, and remind him to focus on his strengths and delegate his weaknesses!! 
So, remember, you’re not trying to become a web designer!! 
We need to Focus on our strengths and on what makes us the most money 
And then we delegate as many of the weaknesses as possible. 


Business Email & Email Signature


A business email & signature are a great way to set yourself apart and add credibility!
So, it’s time to upgrade from your high school Gmail address.


(On a side note…  


Brittany’s email address when I met her was brittanybabe72@gmail.com… 
AND her password was “Heath Ledger”
-So, for the record…  I replaced Heath Ledger!!!
I had nothing to do with his passing though. Scouts honor! Lol!!) 
Brittany is definitely a total babe though lol!!!


Anyway… 


You can access a Free Email Signature Creator through Hubspot. 
https://www.hubspot.com/email-signature-generator
Mason can help with these and Fiverr also has designers.


Lastly… Social Media


Not too many people know this, but the first opportunity I had to professionally speak on stage was about social media marketing.
I have spent hundreds of hours studying social media.
That being said, the minute I dove into multifamily investing I did a complete 180 away from it… almost avoiding it!
Only recently, in the last year or so, have I realized how critical this tool is too creating a credible brand.


My Advice…


Pick a platform & consistently post 2-3 times per week!  
We’ve found most of our investors on Facebook & LinkedIn


With that in mind… 


Remember that as you learn something in this course about multifamily investing, post about it!
That way you’re accomplishing a few things…


1- You’re letting people know you invest in multifamily properties
2- You’re establishing credibility with the knowledge that you share
3- You’re educating potential investors
4- You’re also putting yourself out there which is another level of commitment… 


If also provides an opportunity for people to feel comfortable asking you questions… which opens up tons of doors!!

PCS Entity Set Up

PCS Entity Set Up
https://primecorporateservices.com/multifamily-mindset/

Brand Creation Guide

Mindset: Producers vs Consumers

Take Action: Start Your Brand

TAKE ACTION

Use the PDF Guide To Complete The Following….

1.  Decide on a company name

  1. Remember to search for the related domain name 
  2. godaddy.com

2.  Schedule your appointment with prime corporate services

  1. They will set up your first entity for free
  2. Give you guidance on proper entity set up as well
  3. https://primecorporateservices.com/multifamily-mindset/

3.  Determine a website / hosting provider 

  1. Different Hosting providers…
  2. slademarketing.com/multifamily
  3. Wix.com
  4. GoDaddy.com

4.  Buy business domain name from hosting provider

5.  Create your social media accounts 

  1. Reminder: No more than two accounts
  2. Our preferred sites are Facebook & LinkedIn

SUBMIT

  • Submit a document outlining your company name and branding ideas for our coaches to give you feedback on.
  • Submit any branding-related questions

✅ Week 1 – Day 7: Rest & Refocus

Take A Rest & Plan For Week 2

TAKE ACTION

Plan For The Upcoming Week

  • Review the weekly planning section, if needed.
  • The key is to wake up Monday morning with purpose, already knowing what needs to be done!

Take Rest

  • Take a nap
  • Read a Book
  • Remember WHY you’re doing this!!

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