091: Test, Tweak, and Understand Pain to Craft a Brand

Sep 17, 2019

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How do you get investors? Grow your database? Build your brand? Let’s dive deep into the marketing aspect of apartment syndication.

Today, I’m talking to John Casmon, GP in more than $70 million apartment real estate and host of the Target Market Insights Podcast. Also, John’s the co-creator of the MidWest Real Estate Networking Summit.

Topics on Today’s Episode:

Volatile Work World: Never tie your entire livelihood to a corporation
From Cars to Chicago: John’s passion for real estate investing ran out of capital
Go house hack! Lots of interest doesn’t lead to replication; what people want is to find someone else to get them some return on their investment
Less Babysitting, Scale Up: Make more passive income and cash flow by doing less to give investors a decent portion and not waste your time and energy
Appreciation Potential with Apartments: When you fix-and-flip a single-family property, you only make money one time—when you sell it
Value vs. Devalue: Marketing drives a brand and attracts investors to get a sale
Apartment Syndication Aspects: Finding deals and then pairing those deals with capital to accomplish them
Ways to raise capital include 506(b) based on pre-existing relationships and no advertising, or 506(c) open to accredited investors only and allows advertising
Lead/Deal Magnet: Create a Website, offer value-added content to prospects, get their contact information, and follow up to qualify investors for your deals
Who is your actual target market/audience? Understand why or what it is about your brand that connects with specific consumers
MailChimp and Pipedrive: Track leads for email campaigns and conversations
How to Find Investors: Build your credibility and connect with investors (starting with your own database)

Links and Resources Mentioned:

Quotes by John Casmon:

“You can have the best product (or service) in the world, but if you don't know how to convey that to someone and convey the benefits to them, it's not really going to grow.”

“Anyone who gets into apartment syndication, it really comes down to two aspects. It's finding deals and then pairing those deals with the capital to do them.”

“The light bulb went off, and I started to learn more about working with other people's money, working with investors, and then ultimately, apartment syndication.”

“You do want to make sure you're building that brand and building a reputation where people want to work with you, not just today, but for the long haul.”

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