To profit in real estate you must attract the right opportunities and do the right things.
Too many investors put all their focus on how to do deals … but they neglect the HOW of attracting people and opportunities.
Business has proven principles for building a brand people like and trust … and for building a database full of the active and prospective sources of deals, capital, and services you need to succeed.
Today, we’re visiting with a world-class marketing genius to discuss how to build a profitable brand and network.
In this episode of The Real Estate Guys™ show, hear from:
- Your successful host, Robert Helms
- His unprincipled co-host, Russell Gray
- Marketing legend, Kyle Wilson
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Building your brand and your network
Why is it that some real estate investors are so much more successful than others? It boils down to habits of success.
The good news is that these are learnable skills … and we’ve got a great guest who is going to share some awesome ideas about how YOU can connect the dots to get your message out there.
How do you market? How do you brand? How do you build a reputation? How do you work through other people?
Where a lot of real estate investors fail is they think success is about the transaction. They think it’s about the numbers. They think it’s about due diligence.
Those things are important, but in any business, none of that matters if you aren’t building your brand and building your network.
How people know you … how they think about you … how they feel about you … determines whether or not they move closer to your circle and bring you opportunities.
Those relationships are the key to having a great business … which we know is just as true for real estate investing as it is for any other venture.
Tactics vs. principles
Our guest today has an amazing background. He’s probably the best-known guy in the personal development world that you’ve never heard of.
Kyle Wilson has more than 10 number one Amazon bestseller books and has been business partners with the legendary Jim Rohn for … but before that he owned a service station in Vernon, Texas.
“I grew up in a small town, never went to college, and eventually owned this service station, but at age 26 I moved to Dallas looking for a new opportunity,” Kyle says.
Kyle went to a seminar and ended up working for the speaker selling tickets to events. He then struck out on his own hosting events, which is how he met Jim Rohn. In 1993, they went into business together.
The key is that Kyle was marketing before there were modern marketing tools … like the internet.
Today, people think that marketing means they have to be online … but marketing principles have been constant for decades.
For example, what’s easier … a referral or a cold call? Obviously, a referral is better.
Kyle says he thinks of marketing as a wheel … you’re the hub, and each spoke is one of your different products or services. You want to get people on the wheel and take them around.
It’s the mentality of hunting versus farming. You can try to hunt people down for a one-time opportunity, or you can try to grow and nurture lasting relationships for many opportunities in the future.
The first big principle is having a great product. Second is having great service. Third, is being consistent and relational over a period of time.
“People confuse tactics with principles, and so they put all their money and effort into tactics and ignore the principle side. But if you have a great product and great service and connect with people over and over, you’re going to watch your business compound,” Kyle says.
In real estate, people who churn through clients aren’t really interested in taking care of people long term … but if you are watching masterful agents, they keep in touch and do so much better.
Strategies for success
One strategy anyone can use is to create platforms where you can make connections … things like podcasts, seminars, email lists, and more.
“I think the way you take responsibility for your own business is that once you get a customer, you want to keep them, and you want to communicate with them,” Kyle says.
Remember, it takes people time to engage.
We have people show up at our own events who just found our podcast two weeks ago … and we have people who have been listening for eight years and just decided to take the plunge.
You want to get those people on your platform. Get them on your list so you can talk with them and interact with them. What you communicate to them is the biggest thing in your control.
“My ultimate goal is to get someone’s contact information so I can follow up. If you lose track of people, that’s throwing money away,” Kyle says.
There are certain things on your “marketing wheel” that are designed to bring people to you.
That could be a newsletter. It could be that you send out cool articles from other people. It could be a podcast like ours, or it could be that you’re doing a YouTube video once a week.
Whatever it is, you’re sharing something.
You don’t have to share with the mind to sell a specific product. Instead, simply think about creating value for these people.
Once you have built an audience and are sharing with that audience, then you can periodically give them the opportunity to say yes to something … but you’re not having to constantly sell.
If you build an audience, then you can attract talented thought leaders. They need an audience to talk to … and they might want to do business with you.
For more on principles that build a successful brand and database … listen to the full episode!
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The Real Estate Guys™ radio show and podcast provides real estate investing news, education, training, and resources to help real estate investors succeed.