Helping Healthcare Scale
Imagine you're friends with multiple CEO's of billion dollar organizations. You can call them anytime you like and ask them all that they've learned about real estate and investing, including some of their biggest mistakes.
That's the mission of this podcast, to teach the insider strategies used by the big guys to everyday healthcare operators in order to get access to the best strategies and real estate at the best prices.
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Helping Healthcare Scale
Adam Gower: Mastering Capital Raising and Real Estate Innovation with AI and Online Marketing Strategies
Join us for an incredible journey with Adam Gower, a master in real estate and online marketing, who transitioned from working as an electrician in California to becoming a key player in capital raising for large-scale developments. Adam shares his remarkable story, including his adventures in Japan during the savings and loan crisis, where he raised funds from Japanese investors for multifamily projects. His experience highlights the power of resilience and adaptability, showcasing how he overcame language barriers to become a fluent Japanese speaker and a pivotal figure in the real estate industry.
Prepare to unlock the secrets of capital raising with Regulation D offerings, as we explore the nuances of 506b and 506c and their implications for investor outreach. Discover how platforms like Facebook and LinkedIn can be leveraged for lead generation, and why the lifetime value of investors is more critical than initial acquisition costs. Through engaging discussions, you'll learn how to harness the power of a strong online presence and educational content to build credibility and long-lasting relationships with investors.
We also delve into the innovative realm of AI in real estate, with insights into companies like Dono.AI revolutionizing title searches and off-market deal identification. From AI's transformative potential to enhancing your email marketing strategies, this episode is packed with valuable tips to elevate your real estate endeavors. Enhance your lead generation with LinkedIn and newsletters, and stay ahead of the curve with our upcoming LinkedIn training. Don't miss out on the opportunity to expand your knowledge and connect with industry experts through our weekly newsletter and exclusive webinar offers.
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Our clients manage over $35 billion of assets, so AUM is $35 billion plus and probably I'm going to be careful with this, I don't want to overstate probably raised close to a billion dollars in equity with as low as $25,000 minimum. Oh, wow, that's a lot of checks. It is, yeah, thousands of investors we brought to our clients.
Speaker 2:The goal of this show is to help healthcare organizations scale by leveraging real estate strategies and interviewing high-level healthcare executives in order to pull out lessons learned along the way. If you'd like a free site selection analysis from our team, visit us at wwwreuniversityorg and drop us a line.
Speaker 3:Hello everybody, welcome back to Helping Healthcare Scale. I'm Austin Hare. Our guest today is Adam Gower. He has 30 years in real estate. He's an expert in online marketing for real estate and capital raising and so, adam, it's a pleasure to have you on the show. It's nice to be here. Thanks for having me, austin. So first things first. People are going to be wondering where's your accent from, so why don't we start with that? Okay?
Speaker 1:So whenever somebody asks me where I'm from, my wife usually kicks me under the table because I like to say I'm from West Texas. And then when people say really, I say yeah, have you ever been to Lubbock? And they say no, so this is how we speak in Lubbock. So she always kicks me. She'd be surprised how many people believe me. That's funny, but I'm actually from Northern England, originally a long time ago, but it's been a long time. I've been here for a very long time.
Speaker 3:Did you get started in real estate over in England or when you came stateside?
Speaker 1:I started my life actually working for an electrician pulling wires in California. That's really how I started. My family was in real estate in England. They developed a lot of properties in England but also in Southern Spain golf courses and estates. But my personal path started pulling wires from an electrician in the early 1980s a very long time ago.
Speaker 3:So how do you go from pulling electric wires as an electrician to raising money for real estate?
Speaker 1:So the short story I'll keep it short was that one of my friends in those days was a ground up multifamily developer and they wanted to. Actually how I ended up. I remember I used to go for breakfast with him and he would tell me about these deals he was doing. It was just fantastic. He showed me the proformas. I have no idea how this stuff was structured. He showed me the proformas and I was working for a little shop at the time and I said listen, there's a lot of Japanese investors around at the moment. Why don't you present to them? I know you're looking for investors. That's what he was doing. So he hired me to raise money from Japanese investors and in those days I didn't speak Japanese, so what?
Speaker 3:do you mean in those days? Do you speak Japanese? Now I do, I speak fluent.
Speaker 1:Cool, but, but in those days I didn't. So nevertheless I was gosh. I must have been. I was like early 20s, I was really young, and they put me up in front of two groups of investors that had flown in around conference tables and my job was to present the deals. That's what I did and apparently I was really good at it. In today's dollars, in those days, I probably raised 30 million, which doesn't sound like very much, but 40 years ago Right, you could probably triple or quadruple that number, yeah maybe 10x.
Speaker 1:If you'd bought 30 million dollars of real estate in the 80s, it'd be worth, and maybe more times, but that was just the equity. So that's how I really started. So I got my hands dirty, first pulling wires and working on job sites. Then I started raising capital. Then there was a major downturn it was called the savings and loan crisis. So the bottom fell out of the real estate market.
Speaker 1:My investors the people I'd raised money from asked me to go to Japan and help them with workouts and whatever. So that's what I did. That's where I learned to speak Japanese. And once I'd finished doing that, I was hired by a division of a joint venture of Universal Studios and Paramount Studios to build their real estate across Asia Pacific. I was made president of this division in Tokyo. So I did a lot of institutional investing scale investing, underwriting and planning. It was cool, actually Awesome. So I participated in a $400 million raise again in the 90s. That was a lot of money in those days, and so I had this huge budget, and the nice thing about working for these large institutions was it was a fight. The first thing I had to do in my first three months was build a five-year plan. So, and I was fully financed, so I built this plan how many people I was going to hire at certain times, along the scale and how many buildings I'd open. And there's this huge budget and they just said yes.
Speaker 3:This is for Universal Paramount. Yeah, it was for a joint venture. What do you mean? Opening new buildings like new film locations?
Speaker 1:No, my focus was to build large scale multiplex movie theaters.
Speaker 3:Movie theaters I had no idea, so I dealt with retail outlets, scale, multiplex, movie theaters, actually movie theaters.
Speaker 1:I had no idea outlets and, uh, we, but I saw. But I was involved in these huge destination developments because the movie theater was what was expected to drive the most traffic. The people that own these properties were really keen to have us right. Right, because we drove traffic, but we were also huge names, huge, famous brands, so they were very keen to have us develop. So I got involved in big development designs and I also did some other ancillary real estate work for the studios across Asia Pacific.
Speaker 1:But then I came back and started to do my own developments in Southern California and then in 2007, I sold out, got lucky right before the global financial crisis. So I sold out, was brought into East West Bank, who had done a lot of a major bank. They've done a lot of lending real estate, collateralized lending. All these loans were going bad and so my job was to purge the balance sheet of non-performing loans and so I sold them. They're called notes. I sold notes to investors and then I'll get to where I am today in a second. And then I've moved over to Colony Capital and I worked on I don't know in total between East West and Colony, probably 10 plus billion dollars of non-performing assets, all real estate collateralized. So when I finished that, I started doing seed and angel investing.
Speaker 3:And I guess, maybe just to clarify for the listeners so when you're doing like non-performing assets, that means you're taking the debt that a bank owns the bank owns the debt and then you're taking that and selling it to somebody else at a discount pennies on the dollar. Somebody's buying that debt and then the bank issuing the debt takes a loss, but now their hands are free and clear. That's what you're responsible for. Yeah.
Speaker 1:So my job was to minimize those losses. So I did that very effectively and then the buyer of the note became the new lender, right? So if you bought a house, oftentimes what will happen is you'll get a loan and then a month or two later you get a letter from another lender saying we just bought your loan.
Speaker 3:Yeah, it's so annoying, it happens all the time.
Speaker 1:Nothing changed. Everything's the same, but we're your lender, so you got to send the checks to us. Yeah, that's basically what I did was I sold these notes, but they were non-performing, in other words, the borrower had stopped paying on them, and the people that bought those were interested in most cases not all, it's a whole different discussion, austin but most cases they were interested in getting to the asset. So they buy a note and then they would do the foreclosure or the workout, basically. So, anyway, so that was my job, but then I got into, so I stopped doing that when the market picked up.
Speaker 1:I did very well with it during the global financial crisis and I learned the language of digital marketing from all these startups that I was investing in little tech startups and saw an opportunity to introduce the same kind of marketing to the commercial real estate world. That had never before been allowed to do that, but the 2012 Jobs Act allowed them essentially to do proactive public marketing, to advertise, and so I started to apply the skills that I'd been learning from my seed in angel investing to real estate. That's where I am today Interesting.
Speaker 3:Yeah, so you saw these other industries how quickly they were adapting. Real estate is slower in some of those practices, and then now you're taking it to real estate. Okay, so great. What does that look like?
Speaker 1:So since then, we have built. So what we do is we build digital marketing systems primarily to help real estate professionals raise equity capital, that's from accredited investors. That's our primary focus. Our clients manage over 35 billion of assets, so AUM is 35 billion plus and probably I'm going to be careful with this, I don't want to overstate probably raised close to a billion dollars in equity with as low as $25,000 minimum. Oh, wow, that's a lot of checks. It is, yeah, thousands of investors we brought to our clients. So that's what we do All right.
Speaker 3:So then it's maybe dive into the weeds a little bit. What does the process look like? Because I know that the sec has regulations about how you can market for advertising and when it comes to raising money for a particular dealer or particular fund, it's like you're not supposed to. If you're, I know it depends if you're 50c3 or 50cb I don't know the exact technical definitions off the top of my head, but there are regular. I know that there are regulations around advertising for a deal. So like what? How do you guys go about doing that?
Speaker 1:Okay so, I'm not a lawyer so I can't give legal advice, but I do know this area very well, so, so, basically, when you raise capital as a real estate sponsor, what you're doing, what you typically do, is you form a company, you form an SPV special purpose vehicle entity, spv so you create an entity. That entity buys the product or the asset and then investors come in and they invest actually in the entity itself. They don't go on title for the real estate, so they're not investing in real estate, they're investing in a company. And because they're investing in a company, they are basically buying securities. So that's how you end up under the Securities and Exchange Commission Regulations, sec.
Speaker 1:There are two primary differences. There's actually a few. There's two primary ways you can do that. It's called Regulation D, 506b A. 506b offering, which is the old pre-2012 Jobs Act structure, limits you to only soliciting investors from people with whom you have a pre-existing relationship. So it's got to be somebody you already know and can demonstrate. You've got a relationship and they know you. That's 506B, so that precludes you from openly advertising at least openly advertising a deal. 506c, which came out of the 2012 Jobs Act, allows you to solicit from people you've never met before with whom you have no relationship. Therefore, that allows you to advertise and to do marketing. You can put on your website. Invest with me. Here are the projected returns. Click here to invest projected returns. Click here to invest. You couldn't do that before. So most people run 506c offerings that allow them to solicit from the general population. Most of our clients use those regulations that makes sense.
Speaker 3:Yeah, I remember somebody told me once 506c, think of c is crowd. It's like you can invest to the crowd like people that you don't aren't familiar with. But yeah, I didn't know the dates of when that came out, when that switched. So that's interesting and I guess, as long as you're doing so, let me see if I understand if you do a 506c, then you are you're able to advertise, post on social media, have a website, do do whatever you want because of the regulation.
Speaker 1:Basically, yes, you can advertise. You can talk about your deals, you can do projections. There's a lot more under the surface in terms of the language that you use, but, yes, you can advertise. You can advertise on Facebook to people you've never had contact with before.
Speaker 3:Is that conducive? I've heard that the cost per lead can be anywhere up to $150 a lead, which is like for people listening, when you get a lead, it doesn't mean they're going to advertise with you. It means like they're either that means they're interested in going to webinar or media, but they might not actually show up, and then if they do show up, they might not actually buy. So there's like a lot of steps down the funnel that they have to go. Yeah, I guess. What specific mediums or platforms do you recommend using and what metrics do you look for?
Speaker 1:Oh, I'm so glad you asked that. So the actual numbers for Facebook, the way that we do it typically a lead so an accredited investor lead is going to cost you between 50 and 100 dollars. We've worked with shops where they pay up to 200 for a lead, but a lead is not an investor. So once you bring a lead in, you've got to convert them to being an investor. Yeah, and if you do it right and I'll explain how to do it right in a minute, I'm going to take a note so I don't forget You're going to convert approximately 2% of all leads. Oh, my goodness. And the best way to convert them is to actually call them. So that means you've got to make 100 phone calls to get two. So 98 are going to be duds. So it's a lot of brain damage. It costs between $3,500 and $4,500 for each investor first-time investor which might seem a lot, but keep in mind that the second time you ask that same person to invest is going to cost you zero, because now you've got their name, you've got their email address and all you do is send an email. So you've got to think a lifetime value of all your investors.
Speaker 1:When you look at these numbers. However, those numbers are dependent on you having a good platform. That means you've got to have an educational website that's loaded with lead gen forms, loaded with high value, authentic educational content that articulates your value proposition in detail, creatively answering all the questions that investors might have. And you've got to have a really good online presence beyond just your website, which includes to answer your question primarily. Linkedin, if you play it right, is by by far the best organic lead generation. Okay, it's Facebook, but it's brain damage and the lead quality is extremely low. Linkedin requires more work, it's free and the quality of the leads will be 10 times better than you get on Facebook.
Speaker 3:Yeah, because just doing the math at 2%, so the guys that were paying $200 a lead are paying $10,000 per investor if they're converting at 2%, it's very expensive yeah, but the other thing is this look, think about it, austin.
Speaker 1:Chances are that before you invited me on the podcast I'm guessing and when people come to me and I speak to them for the first time, chances are they have looked at my website. I've been to my website. They've seen me on LinkedIn. They may have seen me quoted in an article. They've heard me on a podcast somewhere else. They do research.
Speaker 1:When they first hear your name, the first thing a prospect is going to do is they're going to do research. They want to see who you are, are you credible? So your job, especially if you're raising capital, is to make that task of research as easy as possible. If they want to know who you are, just get content up on your website and on social that explains that, so that your first call with them I have a prop here for anyone watching with my phone to my ear your first question or your first conversation is not who are you? What do you do? What's your background? What's your investment philosophy? Why do you do this? They don't ask any of those questions because they've already studied the content that you've got online and those questions have been answered. So by the time they come to you. In most cases they are already predisposed to investing with you, so your job is that much easier. All you need to do is carry them over the finish line with a particular deal.
Speaker 3:You don't have to spend all your time repeating your background, experience and investment thesis time and time again with prospects, yeah that's interesting because, yeah, a big part of what we do when we're investing, raising money for a deal, is, yeah, it's a pitch deck, and you go through and you're saying who you are and your history and your pro forma and the thesis and all that sort of stuff, and so I think what you're saying is, if they come in through the website, then they've already. You can cut down the time it takes to talk to them, because they already have a lot of that information and you're really just pitching them more or less on this deal. They're already sold on you. Now you've just got to sell them on the deal. Is that what you're saying?
Speaker 1:Yeah, so actually let's talk about that. Do you do webinars when you've got deals or you just produce pitch decks, correct? My guess is that the pitch decks you produce are strictly in pdf format. Yeah, powerpoint but yeah like on a pdf. You convert to a pdf and you send it out.
Speaker 3:Okay we try to present it in real time, so we try and do it on a call with people.
Speaker 1:That's incredibly time consuming yeah, it is, and you can't scale that way. Yeah, the way that you want to scale. First of all, you cannot read a PDF on a phone. You open it up. It's tiny print. You got to zoom in. It's incredibly inefficient way of delivering something at Pitch Deck. So you are better off building a page on your website that has all that information and just send out the link.
Speaker 1:You can create a Pitch Deck as well, right in PDF format if somebody wants to print it and read it. But if you've got a web page that has all that information, it's optimized for mobile as well, which means that when somebody is sitting there watching TV at the end of the day and they get your email and the kids are bouncing off the wall watching something you don't want to watch, and you're sitting there on your phone doing a bit of work right looking at your emails, they can open it up and read it immediately. They can open it up and read it immediately. That pitch deck should also have a hot link to whatever you want Book, a call or invest now so that somebody can click on a link. It opens up automatically and they can put their name and number in and send you a request to have a conversation, if they want one.
Speaker 3:Right, or you can send them all the way through to the invest now button. You're a broker, right? Yeah, yeah, so you're selling properties, so you might just we also purchase properties, yeah, so our goal is to own the properties long-term.
Speaker 1:Okay, fine. So then you definitely want to have a funnel that is housed on your website so that people can read it easily and then easily transition from one piece of content that you send them to another. So keep this in mind Every single piece of content that you produce needs to have a call to action at the end of it. Right, a call to action helps progress people who are interested through to the next step. A call to action helps progress people who are interested through to the next step. So it might say if you're interested in this deal, book a call. Or if you want to go and see it, book a call If you want to invest in it. Here's how to invest Look at the offering documents by clicking this link. When you say, piece of content.
Speaker 3:Is that an email or a social media post?
Speaker 1:Anything, austin, really any time you communicate in any media or medium with prospects should always have a call to action. So if you post on LinkedIn, you might say here's the highlights of our deal, click this link to learn more or to get access to the pitch deck, or to invest in the pitch deck. It might have everything in it and at the end it will say if you're interested, click this link to invest or click this link to book a call in your emails. Every single time you send out an email, you want to invite people to take an action. Why else would you take send out an email? You want them to take an action.
Speaker 1:Why else would you take send out an email? You want them to take an action. So that email should have in it the highlights of what it is that you've got. And then here's the next step If you want to learn more, if you want to book a call, make sure it's just one call to action. You want to book a call? If you want to invest, click here to learn more or to access the PDF.
Speaker 3:So that's interesting. Are you talking about specifically when you send out an email about a deal, or do you just have that in your signature at all times?
Speaker 1:Yeah, so if it's, each email should have its own specific call to action. So give me an example. Are you talking about capital raising?
Speaker 3:Yeah, I'm saying like, if you do, you have a permanent call to action in your email, just like in your signature, whenever you respond to people. Are you talking more like we're doing a mass email?
Speaker 1:in your email, for example, your email signature, right, the signature block. It really depends on how you are trying to generate leads, follow up with people, but your signature block might say it might say we have one client that has a thing that says people, if you want to get early notice of our next opportunity, sign up for text messages by clicking yeah. Or I think it actually says text wait list to this number and that is in his signature block. So somebody that sees that might sign up for it. Right, so that's a. That's a generic lead gen.
Speaker 1:The problem of having something in your signature is it needs to be evergreen. Yeah, you're constantly changing your signature block, so that's a good one, right? If you want to get text alerts of our next deal, sign up here. Or text to this number In the email itself. You've got a specific topic right. We're buying this building. These are the projected returns. If you'd like to know more, click here and then it would be to access the again. I would recommend that you build a page to access more information so that would click and take them directly to the information page, or you could say to download the PDF. But each one of those an information page or the PDF needs to have in it another call to action. Right that call to action might be book a call or invest now.
Speaker 3:Yeah, that makes sense. I totally get how, essentially, what you're doing is replacing the pitch deck on a PDF, which is tried and true but a little bit outdated, with having them as a landing page is serving as your pitch deck, because that's dynamic, that can auto format for their phone or their tablet or their computer, whatever device they're on, and I would think that when you create a funnel like that, it's a little bit more like you're. Maybe your conversion rate is higher.
Speaker 1:But here's the other thing to think about. There's a certain number of people who will read print and read a PDF. There are others who will be more responsive to an article or a summary on a web page and there are others, for example, who might want to watch a video presentation. So what you want to do is create all of them so that whoever it is dependent on, whatever their personal preferences, they have access to that Right. So you're, you want to, you want to be, and it's easy enough to do.
Speaker 1:Let's say you've got a deal. So you get on a Zoom call with your colleagues, walk through the pitch deck, record it On the landing page, put that recording of the webinar. You can send out an email to everyone saying we just did a presentation on this, why we like it. If you want to watch the video, click here right. And then the next day you could say I see you want to watch the video, click here right. And then the next day you could say I see you didn't watch the video. Can I send you a pdf? Or here's a link to the landing page with more information, so it gives you multiple touch points.
Speaker 1:And then somebody's going to say, oh yeah, I'm so glad he's got a pitch deck in pdf format. I like that. I'll take that right. I'm not gonna watch a video, and there are other people who watch a video. It doesn't take that much work, right? Once you've got all the details, you can create all this content relatively easily, uh, and then push it all and then you advertise it on social. Access the. Watch the video here, watch the webinar here, access the pdf, learn more here and send them to the web page yeah, it's fascinating.
Speaker 3:Yeah, it's a really. It's a really different way of thinking about it, and I know like on your website too, it looks like you're doing the same thing creating a funnel allowing people to read about you and having multiple call to actions options to watch a video or watch multiple videos.
Speaker 1:Yeah, I think we did a. I did a, an analysis of my website a couple of weeks ago, actually for a linkedin post, and I've got 1.1 million words of content. Wow, I don't know how many videos and 52 different funnels I can't believe I've built so many over the years. So people land on you'd be surprised. They do a seo search, uh. Or they do a google search. They find my website. They land on a page, some random page because of search results. You just never took it down, and and on that page is the top of funnel. He'll watch the video on the jobs act and how it changed real estate, and they go on to that and they watch that. At the end of that there's another call to action that says if you're interested in being a client, click the button that says apply now. And so occasionally I get emails from people that have watched them. We've got no idea. Okay, what, what? They're so old, they're so evergreen. I forget what funnel. What did they see?
Speaker 3:to get here I need to ask them when they're on there no, I can always tell well, yeah, I just.
Speaker 1:But there are so many sometimes I lose track of, I get a lead and they've watched something. They love what I do, they know what I charge and they want to talk. Okay, what? What was it they watched? So I know what to say to them.
Speaker 3:What about? Okay, so I know that with your podcast it's about AI, so you know the name of it is the Easy Win AI Real Estate Podcast. When did you start utilizing AI? Was it when ChatGVT came out? Maybe you can talk a little bit about that too chat gpt came out.
Speaker 1:Maybe you can talk a little bit about that too. Yeah, it's a bit later, so that's my current series. That's, I think, series six. So I've had six seasons before or five before. So I had an epiphany with ai when it first came out. I went on to chat gpt and I I think this is very typical a Google style prompt search, and the results were really bad. Yeah, I see people generating really bad content.
Speaker 3:Yeah, you can tell when it's just put it in Jetship, you don't say anything. It's junk. It's like the same person, like they all sound the exact same.
Speaker 1:But I had an epiphany and I forget exactly what it was, but I started learning. Prompt engineering was the first. What does what does a search look like? It's not really a search called a prompt. What does a prompt look like in chat, gpt, and how is it different from google? And I started from Google and I started playing with it, austin. The results I were getting were mind blowing, for stuff that would take me a half day to do, I could do in under five minutes using prompted properly and with the right systems in place.
Speaker 1:So I started researching intensively how AI is being used specifically in real estate and I discovered there's a lot of companies that are tailoring their platform specifically to leveraging AI for real estate. So I had, for example, one client, one client, one podcast guest who specializes in instant title searches. So you run a search on a property, you'll get all the title information and it could be super long and super detailed, but it has a function where you can chat with all that title information so you don't have to read a hundred pages. You can say, all right, tell me what is the. You can ask are there any liens or what would just? You can chat or you can run a search where you say show me every single property with these criteria in this city that has a tax lien on it. Boom, it just pops up instantly and now you can drill down and find off-market deals.
Speaker 1:It's incredibly powerful and there's a bunch of companies like that that are revolutionizing the way real estate is conducted. I've actually I've invested some of the podcast guests oh my goodness, that's fantastic. I invest with them as well, so I'm like it's gonna be a. They may or may not make it. It's the startup world, but wow, I really like that.
Speaker 3:That's a good idea. What's the name of the company that does the tax things like you talked about?
Speaker 1:They're called Dono D-O-N-O. Dot A-I Okay.
Speaker 3:Yeah, so for anybody who wants to check them out.
Speaker 1:Yeah, I think it's.
Speaker 3:the podcast this week is a good example Okay, Okay, and so that's a company that you just I guess it's a you just go on to their site and then you are chatting, you put in the property address and then it gives you the title information. Is that kind of how it works, Basically?
Speaker 1:instantly. A lot of the clients actually title companies as well.
Speaker 1:Plus, the other thing that's cool is that their AI will look at a title report and identify auto identify clouds on title where there are inconsistencies or missing gaps, so you can OK, that's interesting. You take a look at clouds on title all the time and there are people that specialize in cleaning those up, but you want to know quickly and it can be difficult to find them if you don't know what you're looking for. Their ai will auto identify those. I don't want to oversell them but try it okay.
Speaker 3:Yeah, I wrote it down. Yeah, it is fascinating. Yeah, it sounds like even because sometimes with the health care space, whether it's dental or vet or whatever groups will essentially start their own fund for real estate. And it sounds like, yeah, would this process be any different based on a particular asset, like real estate, asset class, or it just it doesn't matter, it's all.
Speaker 1:Yeah, it's completely agnostic asset class. Our clients include medical office professionals, data centers, regular office, multifamily, self-storage, industrial. Every single mobile home, every single asset class you can imagine. It works the same.
Speaker 3:The systems that we build work for any real estate asset so, yeah, maybe we can talk more about systems too, because it makes sense what you're saying about the website. Right, like you, you have a really good landing page. That landing page you'd have a call to action. I guess you would have make okay. So post content, have a call to action, go to the landing page. Once you're in the landing page, that has a lot about identifying yourself, the company, and then you'd have a. Maybe you have a track record on that page and then you would do the webinar at the bottom and then at the bottom of the webinar it has a call to action. Is that kind of like the nutshell which would be how to call it the best.
Speaker 1:Yes, that's basically it, except not quite in the way that you've described. Okay, what did?
Speaker 1:I get wrong. Foundation is a website that has, or basically preempts, all the questions an investor might ask about your track record, background and investment philosophy. So you want to have solidly 20,000 to 30,000 words of content that just explains that in a series of educational articles all evergreen right. So that is your foundation. All of those articles need to have lead generation forms. All of the pages on your website need to have a call to action that says sign up to learn more or sign up to learn to access or to be on the wait list, priority notification for the next deal. Then you push that out on social media in small bite sizes so all of that content gets fragmented and sent out on social media, pointing back to the website. So you're driving people to your website.
Speaker 1:Your specific deals are landing page. Every page on your website is a landing page, but for a specific deal, you would create a deal page for that and you don't need to have all that information on your background on that page. You don't need to have all that information on your background on that page. What you can do is hyperlink. So at the bottom you're going to say back sponsors background. You might have a little video there and a link that says to learn more. Click this link and that's going to take them to a page on your website that has detailed explanation of your investment thesis right, so they can navigate away from the deal page to learn more about you if they want to. The webinar recording should be at the top, and then you would allow people to scroll through all the other details that you would normally have on a pitch deck through the rest of the page.
Speaker 3:Oh, interesting Webinar's at the top.
Speaker 1:Yeah, you want the video at the top Because it's going to be the latest information. You build the website, the webpage, and then you'll do the webinar.
Speaker 3:I see why you have a giant whiteboard behind you, because it can start to get tricky to mind. Map this without writing anything down, oh yeah.
Speaker 1:This was actually a conference that I put together, so that was just how we modeled that thing out.
Speaker 3:Do you recommend posting in groups or on your feed, or tagging people or using hashtags? I guess my question would be how do you generate? Because getting engagement on your social media is a is another ballgame, really.
Speaker 1:Austin, I'm glad you brought that up. I got a question for you when will this podcast go live? Probably about three weeks, all right, so it's going to be too late for what I've got, but I'm going to talk to you about this anyway. So we have found that LinkedIn is by far the best platform to be on, and you want to be posting regularly high value content that isn't all pitchy, right? You've got to educate people on LinkedIn. There are all kinds of ways of doing that really effectively. The reason I asked when the podcast was going to be launched and I'll tell you this anyway but is that I'm actually doing so.
Speaker 1:I've spent the last four months super deep diving on linkedin. I got a phd in something unrelated to linkedin, but I am very detailed and what I like to do is to crack codes to make things really easy that are otherwise really complicated for people to figure out. Like you just asked me, should I use hashtags? Should I do this? Should I do that? What should I do?
Speaker 1:Linkedin is fantastic for lead generation, but you've got to have a system to make it work extremely well in as short amount of time as possible. Right, you don't want to be spending all your life on LinkedIn? Yeah, but if you can spend an hour a day on LinkedIn and I spend an hour and a half every morning when I get started on LinkedIn, morning, when I get started on LinkedIn but if you spend an hour a day for three days a week minimum, and if you've got the right system, you can dramatically improve your visibility, engagement, follower list and prospecting. You will get people coming to you. It is mind-blowing how well it works. And why did I ask you about November, when we're going to do it? Because I've got a training, so I'm not advertising because it'll be too late.
Speaker 3:Yeah, maybe, maybe, if we can see about sliding this podcast up, just when would be the? When would the?
Speaker 1:So the training starts December the 3rd. I'll give you a link it's Tuesday for session third, fifth, 10th and 12th. So two weeks, one hour, two hours each week, right, so one on each day, one hour a day, four times. It's systematic. I've created and proven a system works and what's really important about it is that the more people who run this system, the better it gets, the stronger it gets. So, austin, I was actually going to. I looked at your profile. You have around 3000 followers, reasonable posting. You don't post often enough, but do post, which is good, but you get almost zero engagement. So the system that I've got I'll snap. I'm telling you it will blow your socks off, it will dramatically matter?
Speaker 3:do you talk about everything in terms of? I've noticed a lot of people who are now doing like a lot of movement I don't know if pace, morby and some of those guys, but it seems like they have a person filming vertical and then and it used to be, or I don't know I've done somewhere. I'm just sitting down with the camera. So do you go that granular? Do you have a recommendation for that sort of thing?
Speaker 1:So look, there are multiple levels to marketing. I would say on LinkedIn there are what I call. There are basically three levels. One is zero activity you got an account, you don't do anything, so anything is better than that, yeah. Next step is to create, and this is what we do for clients is to create posts that you auto post. So you create a couple of hundred posts. Again, we do this for clients. We create a couple of hundred posts and then you set them to go out automatically. Client spends no time at all on linkedin, but they now have a presence because there's all this stuff auto posting. How do you?
Speaker 3:create. When you say create posts, is that text? Is it like?
Speaker 1:graphic and text yeah, okay, so it's not the account owner like necessarily filming himself saying anything, or yeah, so we produce videos, we produce articles, we produce short posts and we mix those up and we auto post those, like once a day, on LinkedIn. So it could be a video, it could be an article, it could be a download, whatever it is right Carousel. We push all of those out on LinkedIn, but they are automatic. So we'll batch produce 100 to 200 of those and then we set them to go out automatically every day at the same time, but they don't get much engagement, but it works exceptionally well. That's the next step, up from zero manual engagement.
Speaker 1:The next step, however, is to manually engage, to come online onto LinkedIn and to engage when those posts go out. That is the best option and that's what I'm going to be training in this training. That's what I'm going to be teaching in this training. That's what I'm going to be teaching in the training is how to optimize your profile very important. How to decide what to write about and how to write about it extremely effectively and quickly, and how to engage and what are the tactics you use to engage the right people, your ideal audience. How do you do that in a consistent, predictable way that doesn't take all your time? So that's what we're also going to be going through in the training.
Speaker 3:Yeah, I think that's great. Is the price something? Is there a cost?
Speaker 1:So what I'll do is I'll give you a discount coupon. I'll send you a link to that. The reason that I'm even charging for this at all is because what I've found is that when you charge nothing, people don't see value in it. This is super advanced, so they don't show up and they don't engage. Don't show up and they don't engage. The only people who will benefit really from this are people who are serious about finding new prospects. If you are serious about finding new prospects and you don't mind doing a little foundational work and then keeping that up over time, this will work for you. So I want committed people. That's why we're charging. Our sticker is uh, 397. Uh. I've got a discount that expires tomorrow 50 off if you're. If you would like, I'd be happy to give you a unique yeah yeah, you can send out, if you want, to your email list.
Speaker 1:And what's nice about it is anybody that participates austin and does this. You will benefit, and so will they, and I'll show you exactly how that works, yeah it's like an amazingly powerful flywheel. Yeah, it's blow away, but the more people, especially in your circle, who do it will. You will all benefit from it by working together, and I'll show you how to do that.
Speaker 3:No, I love that. Okay, just as we get close to our time here, is there anything that you want to talk about that we feel like we didn't get a chance to talk about?
Speaker 1:No, not particularly. You've been very thorough and interesting with your questions, Austin.
Speaker 3:Thanks, yes, my podcast is a little bit selfish in that I just ask the questions that I think are interesting and I hope other people get a kick out of it.
Speaker 1:That's the best thing to do. I have podcasts because I want to learn, yeah, and so I ask people to teach me on their podcasts what it is they do. I learn, and everyone listening learns as well.
Speaker 3:So that's great. What's a good resource for people to reach out if they want to learn more?
Speaker 1:So go to gowercloudcom that's my website, g-o-w-e-rgowercloudcom and hit the subscribe button. I have a newsletter that describes in detail goes out once a week and you'll get detailed tips and how-t's in that email once a week.
Speaker 3:I love that and then yeah, when you send me that link, I'll drop that in the show notes too, Okay.
Speaker 1:I'll give you a special one, actually, that you can use, because the only one I've got 50% off expires tomorrow. Okay, so I'll give you one especially for you.
Speaker 3:I appreciate that a lot. Thanks so much for educating us and hopefully we'll see some people on that webinar.
Speaker 1:It's nice to meet you, Austin. Thanks for having me on the podcast.
Speaker 4:If you need help finding the perfect location for your practice or you're ready to invest in commercial real estate, email us podcast at leadersreecom R-E, as in realestatecom, or go to leadersreecom and fill out our form. See you next time.