Posts tagged "multifamily"

JC 008: How to maximize cash flow with Tyler Sheff

April 26th, 2017 | no comments

Want More Mailbox Money?

Real Estate is a Team SportMeet Tyler Sheff who is the founder of CashFlowGuys.com, a licensed real estate agent, problem solver, educator, inventor and syndicator.

Want more mailbox money? Stop paying retail for your investment properties and boost your cash flow. Tyler shares his strategies for deal structure and offers advice on how to adjust your mindset in order to scale your business.

The mission of The Cash Flow Guys is to create successful real estate investors. Tyler teaches investor how to do the math associated with vetting a deal and how to interoperate the results.

Tyler’s the host of the Cash Flow Guys Podcast and a Master Facilitator of Robert Kiyosaki’s Cash Flow 101 Game.

5 Key Points:

  1. Put people on your team who own rental property
  2. You need an education to invest in real estate
  3. Lean how to receive mail box money
  4. Learn how to do the math
  5. There are different ways to structure a deal

 

Favorite book, Equity Happens by Robert Helms and Russell Gray

Favorite quote, “you can be fired from your job but you can’t be fired from you investments”

The Power Hour – Tyler’s parting advice for ongoing success is to tune out and think for an hour every day.

Reach out to Tyler by visiting his website, http://www.Cashflowguys.com

Facebook – https://www.facebook.com/tylersheff

Twitter – https://twitter.com/tyler_sheff

Listen to all the episodes of The Real Estate Locker Room Show and sign up for my FREE monthly newsletter at http://www.johncarneyonlie.com

POST GAME REPORT: Episode Transcript

PODCAST:                        008 – How to Maximize Cash Flow with Tyler Sheff

Introduction:            Welcome to the Real Estate Locker Room Show with John Carney. Did you know that investing in real estate is a team sport? Join John and his guests as they explore the intersection of the business of real estate and athletic competition. The goal for this show is to grant you direct access to the real estate pros that are closing profitable deals and growing their businesses. On the Real Estate Locker Room Show we are getting in the ring with successful investors, developers, operators, and all of the industry professionals to learn what it takes to achieve ongoing success. Now it’s time to kick off and level up with new ways to grow your real estate business.

 

John Carney:            Welcome back to the Real Estate Locker Room Show. I’m your host, John Carney coming at you today from Cleveland, Ohio. We’ve got another great guest on the line from the Tampa area down in Florida, and that’s Mr. Tyler Sheff, and we are going to talk about the importance of cash flow. Tyler is the founder the www.CashFlowGuys.com and a licensed real estate problem solver, educator, investor, and syndicator. Tyler has been involved in the real estate game for over sixteen years and now maintains a 100% laser focus on investing for cash flow and helping others do the same. As a master facilitator of Robert Kiyosaki’s Cashflow 101 game, Tyler hosts workshops to teach the busy people how to use what they have to obtain what they need in order to build passive income and escape the rat race. Welcome to the show, Tyler.

 

Tyler Sheff:            Thanks, John.

 

John Carney:            The Real Estate Locker Room is all about having the casual locker room conversation about real estate. I’m really interested in the intersection of sports and the business of real estate. To get kicked off, I like to stretch out a little bit with just a warm-up question about sports. Do you have a favorite athlete that you can share with our audience?

 

Tyler Sheff:            Oh let me think. A favorite athlete? Maybe Wayne Gretzky. There was a time that I watched hockey when I was a kid, and I was a big fan of Wayne Gretzky back at the time.

 

John Carney:            Fantastic. I had number 99 on my bedroom door in the Oilers jersey.

 

Tyler Sheff:            There you go.

 

John Carney:            Coming from up here in Cleveland, he was a guy we loved. So you’re all about cash flow (cash flow is king), but before we talk about some of those strategies that you love and implement, can you let me know how or why real estate ended up as your career path?

 

Tyler Sheff:            It’s interesting. I like to tell people this is my second act in real estate. My first act went good, don’t get me wrong. I got involved, I started flipping houses and of course I got my real estate license, it’s going back to the year 2000. And that was all fine and dandy. I learned how to make money, but I never learned necessarily how to. That’s why I went into real estate initially, to answer your question, for money. I wanted to make lots of money, but what I didn’t take the time to learn is how to keep the money. So it took unfortunately a second act for me to figure out how to actually keep the money and have the money working for me instead of me working for it. That was a big revelation.

 

John Carney:            So if you’re in sales, we’re talking about real estate sales, you’re finding a buyer or a seller and then you’re getting a commission check, and then you’re onto the next one.

 

Tyler Sheff:            Hopefully.

 

John Carney:            Hopefully. If you’re a good agent you’re on to the next one. You have multiple deals cooking. But what you’re saying is we’ve got to get that income producing more income through assets, correct?

 

Tyler Sheff:            I call it mailbox money. I love it when I open the mailbox the last couple days of the month and the first few days of the following month, and I’ve got all these checks rolling in. It’s just beautiful every time that happens. And here’s what’s cool, John. I also get this mailbox money from properties that I’ve never owned, and just serving as an agent. Because what I’ve figured out I learned from one of my mentors, is I can take my real estate commissions as a promissory note instead of taking it as a lump sum at closing. Now by doing that I found myself putting together a lot more deals because the realtor commission no longer became an issue. ,You would think that the buyer would be paying the real estate commission if it’s after closing, right? But what we found is that with rental property it wasn’t really the buyer that was paying the commission, it was the tenants because they’re paying to live there. So once you adjust your mindset a little bit, I was able to carry my commission back as a note, make a decent little bit of interest, and then receive monthly payments of my real estate commission over time so I could take that payday and I could stretch that payday out over three years, five years, ten years, whatever the buyer decides they want.

 

John Carney:            I’m unfamiliar with this strategy, but believe me I will become familiar with this strategy quickly. So you’re getting a principle plus interest type arrangement with the new buyer on the promissory note, right?

 

Tyler Sheff:            Correct. So let’s say for example I sell a house for you and my commission on that house would be $10,000. Now normally in most markets the seller pays the real estate commission. I run across a lot of buyers that are not skilled at negotiating, so what happens is they wind up buying what I call off-the-shelf or they wind up paying retail. Well that’s really not going to help them if they can’t structure deals that make sense based on their investor identity. So instead the service that I offer to buyers in my market and actually across the country because we have buyers from all over the place that buy in my market, is I go in and negotiate for them on their behalf. Yes believe it or not, there’s a real estate agent out there that can negotiate, there are a few of us. And in exchange for me negotiating, the buyer pays my fee. That way in negotiations the seller is not concerned with having to pay a ‘realtor commission’ because it’s not coming out of their proceeds. That allows us to focus on the true negotiation that which the seller, or the buyer, is really going to pay, and what the seller is really going to receive. And now when I do that, I can talk to the seller about what their walk-away money is. I don’t have to talk in hypotheticals, ‘Well if I give you $100,000 for this house, that really means you’re going to net $80,000.’ No if I say we’re going to give you $100,000 for the house, you’re going to net $100,000 and here’s how we’re going to do it.

 

John Carney:            So that is really removing the elephant from the room on both sides in getting down into the negotiations, deal structure, and all the other fun stuff, huh?

 

Tyler Sheff:            Absolutely. Absolutely, I find that most investors are just like realtors. They’re not skilled at negotiating and they don’t enjoy negotiating. So if you’re not skilled at something and you don’t like doing it, well do you really- what’s the chances of being successful while you’re doing it?

 

John Carney:            So for all the listeners out there, when we’re talking about sourcing a real estate agent and how important they are in most markets, and looking for that extra value, now you have another tool, another question you can ask, another way of thinking about generating a better cash flow right from day one. Not only that, by removing the commission you’re also lowering the tax basis of the property.

 

Tyler Sheff:            Yup.

 

John Carney:            I’m not an accountant but I believe that that’s how that works because I’ve asked- in the past I’ve asked for the commission to be separated and paid separately out of escrow so that- this was for a property I bought as a primary residence, and that was basically to lower my tax basis on the public record, which is legal in the state where I did that. So that is a strategy that I’ve not heard of, and I’m going to be looking into. Alright, well cool. When you’re out there working for yourself on your own cash flow investments, you have- you’re representing your partnerships, and your family interest. Talk to me about the team you have and how you went about finding those people.

 

Tyler Sheff:            My team is very diverse, and as is my business. I’ve got several different classes or different legs of the business and I was probably the last person to get on board with the team concept. I thought one of two things depending on what time in my life it was. It was either nobody could do it as good as I do, or I can’t afford to hire somebody because I thought to myself, ‘If I hire an employee, that’s going to cost me $40,000 a year.’ I didn’t sit there and think- my mindset was off, that’s a big problem. If your mindset’s not right then it’s going to keep you from doing things. When you hire somebody for $40,000 a year, you’re not writing them a check for $40,000 a year on the first day they show up to work. What you owe them is $769 for this week, and then if they’re good, next week there will be another $769. So I was stuck in this mindset and one of my mentors, Jay Massey, helped me get unstuck in that regard. It’s like you’re not paying them in advance. I mean they do a job, they do a good job, you keep paying them and they’re valuable. If they don’t do a good job, then you don’t have to pay them anymore. That’s kind of how it works. So that was a game changer for me.

 

John Carney:            Finding the mentors to help you get a business structure that would allow you to help more people and to scale up, right?

 

Tyler Sheff:            Absolutely.

 

John Carney:            So with the Cash Flow Guys, I love the name because cash flow is what real estate investment should be all about, and if it’s ticking along and well-structured in advance, and everything works out, that’s what you should be receiving, mailbox money. Talk to me a little bit about how your business helps people get in that right mindset and get that first deal, or that third deal, or that obstacle deal in the portfolio.

 

Tyler Sheff:            Robert Helms from the Real Estate Guys Podcast, Real Estate Guys Radio, he said do the math and the math will tell you what to do. And I heard that a few years back at one of his seminars, and it really rung true. Like Cash Flow Guys is about educating people on the right way to do the math on the real estate investments, to do the due diligence, to do their homework, to understand what they’re investing in because our mission is to create successful real estate investors. People say, “What do you do?” I say, “I make billionaires,” and essentially that’s what we do. I teach people the steps that they need with no gimmicks, no hype, no extra up-sell to be successful as a real estate investor. And that’s the real crux of the service that we bring to the community. We’re not in it to sell courses, we’re in it to sell real estate. So there’s a big difference there and if I sell somebody one property and they get nuked, do you really think they’re going to buy another property from my team?

 

John Carney:            Succession follows success, and you would want your clients to be successful, that is just Business 101, right?

 

Tyler Sheff:            Absolutely right.

 

John Carney:            But not everybody subscribes to that, but that sounds great and I mean right out of the bat whether you’re a client of the Cash Flow Guys or not, if Tyler or one of his agents is working on a deal with you, it sounds like he’s got a system right out of the gate that helps you maximize your cash on cash return.

 

Tyler Sheff:            Absolutely right. For us, John, it’s not a rush, we’re not in a race. And a lot of investors, they go to some weekend seminar, and that’s great because everybody needs education. I’m not anti-education, I’m actually very pro-education. But they come out and they’re ill-prepared to make buying decisions. What we do, what separates us- and then they get with some regular real estate agent who’s just dying to make a commission. And it really to some degree, you really can’t blame them because they’ve got to eat, right?

 

John Carney:            Absolutely.

 

Tyler Sheff:            And so you’ve got a person that’s overly anxious to get into a property, and then you’ve got somebody who’s overly anxious to sell one because they don’t have a passive income themselves; that creates a potentially volatile and riddled with failure type situation, where I don’t need to sell real estate to make a living because I can do nothing. I can spend my days on my kayak, I am retired at 46, I don’t have to work. So I’m able to take the time to get my clients on board with the right mindset, the right skills and tools to allow them to be successful, because I’m not in this for the money. Money’s nice, yes, but it’s a byproduct of the service that we provide.

 

John Carney:            Correct, you are an entrepreneur at heart solving problems, and the income is just the natural byproduct of having happy clients is what it sounds like to me, Tyler. But along with being an entrepreneur, like real estate investing to me is bare bones entrepreneurship, whether people want to call it investing or being an entrepreneur, I look at them to be somewhat interchangeable because if you want to have multiple properties and scale up so that you can be fishing when you want to be fishing, when the fish are in town so to speak, and running at the right spot, you have to get started and then you have to have sound strategies, cash flow strategies, and it takes the average entrepreneur or small business ten years to be successful. What have you seen? What timelines have you seen, kind of an average from the people you’ve been able to help who said, “I understand real estate, I just don’t have the confidence to do it all by myself. Give me a hand.” How many years are you seeing before people are really able to sit back and say, “You know what? I can double this now.”

 

Tyler Sheff:            You know it depends on the person. We meet lots of different people, and the big part of what we do with coaching is we take the time to interview people and really get to know them and try to get to the bottom line of what they’re trying to accomplish. You’ve got the engineer types that have to know every single bit of information because that’s how they process thought, that’s how they think. Engineers are going to have a more difficult time, in other words their success gap is going to be much larger, it’s going to take them longer to accomplish the same thing as somebody who is a little less conservative so to speak, who is not as analytical to get to where they need to be. The engineer is a very risk averse type person, so it’s just going to take them a heck of a lot longer than it would the average person per say. Now I am very concerned about risk, and I’m cautious when I do things, I’m far more conservative than my wife is. And she’s not careless by any means, I’m just more conservative than she is, and we were able to get our first couple dozen doors within our first year of getting out there and doing it. Now with that process, as far as a timeline, I was in a big rush. I thought there was a badge of honor by the number of units that I had under my belt. I took a financial bath to some degree, or at least a dip in the pond that gave me an invaluable education, so we’ll call that tuition.

 

John Carney:            Okay, I mean that is a great analogy because that’s maybe skipping a valuable step.

 

Tyler Sheff:            Yeah.

 

John Carney:            But you didn’t make the same mistake twice, right?

 

Tyler Sheff:            Well actually I’ve got to say, I actually have made the same mistake more than once. I’m not going to lie, I couldn’t say otherwise. But the best thing I try to tell people whether they listen to my podcast or at any one of our events is that take the time to understand what we’re doing. In America we go out and buy stocks and mutual funds, we don’t understand what we’re investing in, we trust somebody else, a complete stranger on Wall Street to bargain with our retirement fund. It’s kind of illogical if you think about it. I used to play the stock market and now I look at the two, it’s like real estate is not rocket science. You don’t have to have a PhD to invest in real estate. Although I do have a PhD technically, I’ve got a Public Highschool Diploma, PhD, but it’s not hard, it’s not difficult to invest in real estate, but it does take some education and whatnot. And the faster you’re willing to take action, I think the faster you’ll see it.

 

John Carney:            I agree. A big proponent of taking action because results only follow action as opposed to planning I suppose. You’ve got to have that action step in there. Well great, so I mean we are talking about cash flow, and you’ve brought up some great points and some great tips for helping investors get started with cash flow. So before we get into our two minute drill and conclude this, what is your number one piece of advice for a rookie real estate investor who is after the cash flow? I might be repeating myself but know the numbers, is there something other than the math that you find to be a critical piece of the puzzle?

 

Tyler Sheff:            Put people on your team that own rental properties. Whether that be an attorney, especially a tax professional, a real estate agent. Insist that your team members in those roles own rental property because if they own rental property, they should be able to teach you how to maximize your efficiency in that regard.

 

John Carney:            There you go. We could end on that note because that is great advice, but we won’t. We’re going to now tie the sports aspect into this show. So are you ready for the two minute drill?

 

Tyler Sheff:            I’m ready, bring it.

 

John Carney:            Perfect. When you were growing up did you love playing sports or did you participate in any sports that made you realize ‘Wow I learned a few lessons there and I’m applying that to my business’?

 

Tyler Sheff:            I played a lot of sports, and I’ve got to be honest with you, I was terrible in most of them. But I did enjoy baseball and I learned quickly that I enjoy being part of a team. I absolutely enjoy being part of a team.

 

John Carney:            Okay, that’s great. I think that I learned the same thing. And are you still playing softball, or playing any team sports today, or is it fishing and-?

 

Tyler Sheff:            Well I got a little older John, and then I got a little fatter, and things don’t work the way they used to, and I’ve fallen down and gone boom a few times, and now I unfortunately don’t play sports anymore. I am an avid kayaker and fisherman and whatnot. I do some diving and that type of thing, and spear fishing. I’m an outdoorsman, a sportsman.

 

John Carney:            Don’t discount that though, like I think the outdoor solo athlete is just as much of a sportsman as the team guy playing the branded sports.

 

Tyler Sheff:            I agree.

 

John Carney:            And I’ve been fortunate enough to reel in a big game fish, and it wasn’t easy.

 

Tyler Sheff:            That’s for sure.

 

John Carney:            The fish made it easy for me being a rookie, he just swam right up and we pulled him in, but it’s supposed to be harder than that and the people on the boat were blown away. But it’s a tough sport.

 

Tyler Sheff:            Well hey, get a swordfish on the line and then tell me if that’s easy.

 

John Carney:            I doubt it, it was by no means a swordfish and that doesn’t look easy, not at all. Have you caught a few of those?

 

Tyler Sheff:            I have actually, I caught a few out in the Gulf of Mexico, and let me tell you that was an experience.

 

John Carney:            That is, that’s pretty cool. I’d love to see the photo.

 

Tyler Sheff:            Yeah I’ve got them somewhere around here, I’ve got to dig them out.

 

John Carney:            Look I know that a lot of our guests and a lot of our audience are avid readers, or their avid podcast listeners. Is there a favorite book that you have whether it’s related to sports or to business or to just something that supports being better at business that you can recommend?

 

Tyler Sheff:            I’ve got to say, the best book- and I’ll say this before I even give the title, and it’s about- they’re hopefully supposed to be releasing an updated edition. Not that the old edition is necessarily outdated, but these two guys put out so much value when they put out a piece of product that they’re just going to add more value to it. It’s called ‘Equity Happens,’ and it’s been written by The Real Estate Guys which are Robert Helms and Russell Gray. You cannot- it’s no longer in print but it’s still available from time to time on Amazon and I see the price fluctuating between $20 and $150. I love that book, I learned so much from that thing. It’s a big thick read, but I absolutely love it.

 

John Carney:            ‘Equity Happens,’ that’s good. We’ll get that up on the show notes for sure. Alright, is there a quote that keeps you motivated when things aren’t going your way? When the chips aren’t falling your way?

 

Tyler Sheff:            That keeps me motivated? Yeah what keeps me motivated, and sometimes I tend to be a little over-conservative, and it’s actually a quote that I use quite often and people have- I feel people now using it, so I guess I originated this. You can be fired from your job but you cannot be fired from your investments. So I’m having a down day, and I’m thinking, ‘Ah jeez.’ At the end of the day I think to myself- listen I have a stream of income that will remain uninterrupted for a lifetime the way I’ve structured it. So whatever’s bothering me, whatever’s bumming me out, I don’t really have anything to complain about because there’s always someone else that’s worse off than me, and at the end of the day my stream of income is never going to stop. So really I just need to put on my big boy pants, and buck up, and get back to work because I’ll be okay.

 

John Carney:            The gratefulness practice. It could always be worse.

 

Tyler Sheff:            That’s right.

 

John Carney:            Cool. Do you mind sharing one come from behind victory in real estate that you’ve had in the last ten years?

 

Tyler Sheff:            I had some properties under contract when I was first starting out in real estate. I had 22 houses under contract as a lister, or one investor. And apparently there was a riot in the neighborhood where all these houses were located, it was not in a friendly neighborhood. So long story short is on that Friday night, every one of those houses was burned to the ground. There was nothing but literally charred remains. But it turns out that after it was all said and done, the seller kind of thought about trying to figure everything out, and we wound up selling the lots for much more than we wound up getting for- that we had the houses listed for because the houses were in pretty bad condition. So it turned out that the riot actually helped the situation, it made it better because it just cleared all that rubble out of the way and he didn’t have to pay $10,000 a house to have them torn down.

 

John Carney:            That’s a good story. You have to be in it to win it, don’t you?

 

Tyler Sheff:            Amen.

 

John Carney:            Cool. Before I let you go, is there anything you do on a daily basis to train for success or to get into a flow state?

 

Tyler Sheff:            I have my power hour in the morning. I tune out. No Facebook, no email, no cell phone, no nothing. I sit back, I do absolutely nothing. I don’t read, I just sit back and think, and I do that for an hour every morning before anything else happens in the morning, even before my coffee happens in the morning, I just sit back for an hour and I guess some would call it meditating but I just call it thinking. I just sit back and think.

 

John Carney:            That is a great success tip, and it gets you into the flow state, and then you’re ready to tackle the day, right?

 

Tyler Sheff:            Amen.

 

John Carney:            Perfect. Well thank you for joining me in the Locker Room today, Tyler. Where can the audience find you to carry on the conversation if they have any questions or want to get ahold of you through the Cash Flow Guys?

 

Tyler Sheff:            I’m kind of everywhere but I guess the best way to reach out to me is through my website, go to www.CashFlowGuys.com. Of course you’ve got my podcast and all of our content information, my contact information is right on there. So feel free to reach out if you have questions or if there’s anything I can do to help you.

 

John Carney:            Perfect and we’ll have all of that on iTunes and on my website in the show notes. Alright, there you have it folks. Cash flow, cash flow is king. I truly hope that you picked up some actionable advice today from Mr. Tyler Sheff, and we thank him for taking the time to share those gems with us. Make sure to check out the Post Game Report on iTunes. Again we’ll have links to all the great places you can connect and interact with Tyler there. And while you’re there please subscribe to the Real Estate Locker Room Show to ensure that you don’t miss another episode, but also to help other likeminded real estate investors find us when they’re looking for real estate related content. If you like what we’re about, I’d be grateful if you’d tell a couple of your friends so that they can also share in the learning. If you visit www.JohnCarneyOnline.com you will see the additional content and links, and while you’re there you can sign up for our newsletter and keep in touch with me for other real estate investing insights, and tricks, and hacks, and other great stuff. So remember to stay focused on your goals, have fun, and stay in the game. I’m your host, John Carney, and until next week work hard, play hard, and profit hard. Thank you Mr. Tyler Sheff.

[End of Audio [00:28:12]

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JC 004: Reed Goossens is the Australian dominating the US multifamily market

April 3rd, 2017 | no comments

Meet the Australian real estate investor who’s living the American Dream

In 2012 Reed Goossens packed his bags and left Australia to pursue his dream of living in New York City. He hit the ground in the Big Apple hustling and networking.

Today Reed is living the American Dream and pursuing financial independence as real estate entrepreneur who syndicated multifamily deals across the county.

Learn how horse jumping, rugby and surfing provided the Reed the confidence and discipline to successfully pursue any goal.

Reed attributes his rapid success in the apartment syndication business to having a mentor, a coach and partnering with investors who already had a successful track record.

Now Reed helps investors get started in US multifamily real estate and hosts the podcast, “Investing in the U.S. – An Aussies Guide to U.S. Real Estate”

Favorite quote, “Don’t give up” – Winston Churchill

Reed’s recommended reading list;

  1. How to Win Friends and Influence People by Dale Carnegie
  2. Rich Dad, Poor Dad by Robert Kiyosaki – www.richdad.com
  3. The 4 Hour Work Week by Tim Ferris – http://www.fourhourworkweek.com

Favorite Athletes

  1. Favorite U.S. athlete – Michael Phelps – Swimmer, multiple world record holder
  2. Favorite Australian athlete – Steven Bradbury Speed Skater
  3. Favorite athlete – Usain Bolt – Sprinter

Reed’s #1 tip for success is to get a mentor and surround yourself with successful people.

Thank you Reed for taking the time to share your story with my audience.

Visit Reed’s website www.rsnpropertygroup.com  or email him direct Reed@rmspropertygroup.com

Follow Reed on Facebook and Twitter

 

POST GAME REPORT: Episode Transcript

The Real Estate Locker Room Show Podcast

JC 004: Reed Goossens is the Australian dominating the US multifamily market

Announcer: Welcome to the, “Real Estate Locker Room Show” with John Carney. Did you know investing in real estate is a team sport? Join John and his guests as they explore the business of real estate and athletic competition. The goal for this show is to grant you direct access to the real estate pros that are closing profitable deals and growing their businesses. On the “Real Estate Locker Room Show” we are getting in the ring with successful investors, developers, operators, and all of the industry professionals to learn what it takes to achieve on-going success. Now it’s time to kick-off and level up with new ways to grow your real estate business.

John Carney: Welcome to the Real Estate Locker Room Show. I’m your host John Carney and today we have lined up another great episode. We’re talking to international real estate investor Reed Goossens. Reed is an Australian currently living in Los Angeles California. He’s going to tell us his story f
rom going from no American real estate ownership to an interest in over 866 doors. He’s a multi-family investor. He’s the host of the podcasts Investing In The U.S. and An Aussie’s Guide to U.S. Real Estate. and all around good bloke. Reed moved to the U.S. in 2012 to pursue a career in structural engineering. However, he discovered a passion for real estate investing. With limited funds, and zero credit Reed went from purchasing a small duplex to growing his own real estate investing firm, RSN Property Group. Since 2012 Reed has been involved in over $50 million worth of multi-family syndication. That is excellent. Reed lives up to a never say die Aussie attitude when it comes to being a successful entrepreneur. So, Reed you are sitting in the Real Estate Locker Room. Before we get into your awesome story we’re going to offer you up a stretching question. A sports related question of course. Who is your favorite American athlete?

Reed Goossens: Oooohhhh, that’s a good one. My favorite American athlete? I think I would have to go with Michael Phelps. I’m a pretty big swimmer myself, growing up in Australia. You know, as you know mate, we all like swim and get wet in the pool. And yeah, just incredible, what? Won 22 gold medals was it? I can even, I lost count. The last Olympics was pretty incredible to watch and get back in the pool. So, Michael Phelps would be my #1 U.S. athlete.

John Carney: Yep. He’s had an amazing career of ups and downs. He definitely has that never quit mentality that champions have.

Reed Goossens: Exactly, exactly.

John Carney: Just so, you know, I lived in Australia, as you know, for seven years. Just recently moved back to the U.S.A. and when I was over there I was introduced to all of your sports. The one guy that I fell in love with is Steven Brandary, Bradbury.
Only because for listeners out there. I’m going to put in the show notes. A note here to put in the show notes, is a link to who this guy is. But, I mean, he’s an Australian speed skater that is not a popular sport in Australia, by the way.

Reed Goossens: There’s a ton of ice in Australia right?

John Carney: Yeah, right, there’s no ice in Australia. Talk about being put in a position to be successful. It was the winter games back in 2012, if I’m correct? Hopefully. There was a Winter Games in 2012. But anyways, he was in the gold medal final round and I believe there were four other competitors. And the lead skater on the last lap beat it in. And took out the two trailing ones. So, the fourth-place guy, you know, was in it to win it. And he crossed the finish line first, gold medal. It’s an amazing success story. So, any comment on that Reed?

Reed Goossens: Right. He is. I remember watching it. I don’t think it was 2012? I think it was earlier. Because I was a little bit younger. And 2012 was the Olympic Game is London, I think it was? So the funny thing was, he did that, that same thing happened in the heats. If you read into the story like. It wasn’t just in the final, flipped over and he skated across the finish line. Coming dead last and then all of a sudden then coming in first. He did it in one of the heats as well. Which is, it’s incredible. He won the gold and a lot of people were not very happy about it. Well hey, you got to be in it to win it right?

John Carney: Absolutely. With that being said, let’s get into this interview. Let me ask ya, why real estate Reed? And how’d you get started?

Reed Goossens: Sure thing, and you know, I want to say, this is awesome and well done for putting on this show. The Real Estate Locker Room is a really, really, cool concept. And I think you’re going to get a lot of awesome listeners and the name is so catchy. So, well done to you. The reason why I got involved in real estate? Was two fold. One, was I just graduated from the University in 2007 and I’d been backpacking around the world for about 18 months I looked at myself and said, I can’t be sitting in this cubical for the rest of my life. I just can’t be 40 years, 50 years. Get a retirement package, and then retire. I felt like a very small cog, a part of a very big machine, which was corporate Australia at the time. So, I really was felt like I wanted to give, like I had more to give. I was very entrepreneurial. But I didn’t know where to place my energy. I remember attending a Amway pyramid scheme sort of thing and that just wasn’t for me. And it was my dad that said to me, you should try and place some capital in some real estate. You’re in engineering, you’re a civil engineer. You surround yourself with real estate every day. And that right there was the little trigger that got it started. Making me look at things a little differently from that point on. In 2009 I picked up a book, “Rich Dad, Poor Dad.” by Robert Kiyosaki. I’m sure a lot of your listeners will be influenced by that particular gentleman. He has influenced a lot of my guest on my show. And has had some huge success. In that book really, you know, materialized what it meant to be a real estate investor. And I just, you know, took that book with, you know, it was with both arms and went forward leaps and bounds I was attending as much real estate investing networking classes as I could. And it was really understanding the asset that is real estate investing. And for all our listeners out there the reason I love real estate is because there is no other investment across the world anywhere across the world that offers the four ways to make money. And that is, that real estate has cash flow. And amortization, which is the pay down of the principle in a particular property because your tenants are paying down the debt. You have appreciation, and there are five forms of appreciation, I won’t get into those. But, there are five forms. And you have the tax benefits. So comparing that to a stock investment, it just makes so much more sense. I have control over my asset. That really is the power to me and why I love investing in real estate.

John Carney: “Rich Dad, Poor Dad” obviously a book that I read and I keep it close by. Because it’s still has notes in it. I haven’t looked at it for a few years, but I mean, you know, it’s one of my. I’ve got a stack of books in my office sitting behind that I keep as references. They have notes and everything. You just never know when you’re going to have to return to that. Look, I like to draw the comparison between what it takes to be a professional elite athlete because there’s a certain amount of dedication. You touched on that, you were educating yourself, became dedicated to learning how to become a real estate investor. And so, on this show, we’re exploring that crossroads where we have the intersection, sports and real estate. Growing-up did you have an athletic background? Was there anything you learned playing sports as a kid or participating in any sports now as an adult that helps you? That helps you along the way in real estate?

Reed Goossens: Yeah, that’s actually quite a good question? And a lot of people don’t know, this about me, that when I was growing-up, I was hugely into horses. I was riding show jumping actually. My parents, who were actually teachers. I don’t know how they afforded it, but we had a team of horses, we went around the country. Being in show jumping, it’s a very, it takes a lot of dedication and time. Getting up at [5:30]AM every morning. Dealing with horses, mucking out stables, feedings, grooming, all that sort of stuff. And having an animal that is your responsibility to them essentially. If it’s not working at it’s peak you’re not going to be able to jump as best you can. Because the horse is whatever, feeling tired or lethargic. And so that there, for me, a young age it was very much instilled in me to have dedication, to have drive, to have passion, for what you do. And I think that if you put your mind to anything especially particularly real estate. And how does this related to real estate investing? Not everyone is born with ten years worth of credibility in real estate investing. I certainly wasn’t. But I actively was wanting a goal to achieve, and that was the financial freedom. And I wasn’t going to give up until I got there. And I actively pursued educating myself on real estate. In life with my show jumping you know, I was actively trying to become a better horse rider, every single day in and day out. And if you continue to put your mindset to that, and have a goal and you’re laser focused on that goal, that I think it’s very, very, likely that you’re going to achieve that goal. So sporting was definitely a huge part of my growing up. I played Rugby, I swam, I surfed. I went to Nippers. And for all of the Americans, out there who don’t know what Nippers is, it’s just sort of surf like savings for kids. Sports had a huge impact on me growing up and it has shaped me into the adult that I am today. And it has definitely shaped me into the person that is you very driven about what I do. And I thank God for the goals I set and how I achieve them.

John Carney: We have young children now. It’s really, really interesting watching them play and develop. I can’t wait until they fall into. We want to expose them to a lot of sports. Because I believe that, that does instill a certain amount of, discipline that’s required and you kinda carry through school and through life. So can you tell our audience what you’re working on right now that’s getting you out of bed in the morning excited and you are laser focused on. And bring us up to date. You arrived in the United States. You own no property, right. Now, you have an interest in a substantial portfolio. Can you give us a little bit of that story and the time line. You know, we kind of kick this off in 2012. You know, we’re ¾ of the way through 2016 now, close the gap for us.

Reed Goossens: Sure thing. So to rewind a little bit more than that. It was 2009 and I educating myself for a couple of years in Australia. Very, very, close to pulling the trigger in Australia. It was a flip or something in Aussie that I wanted to invest in, maybe split a block and I was very close to pulling the trigger and saved a bit of money. At the time, my girlfriend who was American, was studying in Australia. She had finished up her studies and I really, really, wanted to move to New York City. Because I felt New York City, is in terms of business, in terms of growth, it just had this feel to me when I was backpacking through there in ’08. That I just had to live in this particular city for a period of time. Early in 2012, we packed up all our stuff and we moved across the world. We rocked up in the United States and I didn’t have a job and I was on a tourist visa. And I just pounded the streets, untill I found one. I found one as a structural engineer and up until a year ago, 18 months ago I was a structural engineer. And within the first two weeks of me being boots on the ground in the United States in 2012 I was at my first real estate networking event. And John, I thought Australia had some awesome networking events! By gosh, the United States in the heart of New York City, in Time Square, it was like networking on steroids. I had not experienced anything like this before. And I was just so, you know, invigorated to go out and learn a lot about real estate here in the United States. You know, people don’t realize that in the U.S.A. when I first came to the United States, that the barriers to entry are a lot lower compared with Australia. You know, maybe is Aussie, I can pick-up 150 maybe 200 thousand dollar absolute heap, and try and flip it, and make a little bit of profit. Well, in the United States here, I saw that you can pick-up places for $50, 60 thousand dollars that would cashflow for you know, $200, $300, $400, dollars a month. Which was incredible. And I was just like, hang-on, this is something awesome here. And so, 2012, educating myself. And as I said, I picked up my book in ’09, and so I had been educating myself for a period of time now and I was very, very getting to the point where I was just chomping at the bit like there is only so much to learn, there’s only so much you can read. Actually get your feet wet in a deal. So, I think I had a little deal in Up State New York. It was within driving distance from New York City, Syracuse New York, is about 4 ½ hours. It was a duplex and the cash flow side of it. So, I went and purchased it. And I purchased it all in cash. When I first moved to the United States, I didn’t have any credit. You know, anyone who moves here will understand that credit is king in this country. And I couldn’t borrow. I had to pay for things all with my own cash. So, then I slowly over a period of time. I developed relationships with the local bank and I was able to refinance some money out of that deal and buy a second deal. And through that time when I bought the first deal I rearranged to the property. And we did, I spruced it up, nice new counter tops, and nothing crazy that you and I would approve of and appreciate. But something that was affordable for my tenants. And in doing so, I was able to increase the cash flow of that particular property and it was quite powerful. I increased the rent about $60-$70 bucks on the two individual units. So, it had a Gross over effect of $126.00 a month. Which was really nice, in terms of cash flow. I had done that deal and I did a second deal. I did a separate deal, it was a flip in Philadelphia and I was slowly, slowly building credit and building these little portfolios. Then it came to a point when I ran out of my own money. I just couldn’t do any more real estate. I had 3 or 4 properties. You know, very cheap properties under my belt. It in deed, maybe the portfolio was worth then $200,000 maybe $250,000. What I started to realize was hey, I need to up my game here. I saw the power of multi- family real estate. A buddy came down from Canada at the end of 2013, and we had dinner. Hey guess what I am doing? These duplexes in upstate New York. Look how good I’m Killin’ it! Reed, that’s awesome. I closed on a 70-unit apartment building in Canada. I was like, what?! How did you do that? What does that even mean? And he went on to explain the power of “The cap rate theory.” That if you force the net operating income, you can increase the cash flow for one unit. You can also force the value of the property. That was really, really, powerful for me. Because I started to see that on my smaller duplexes, even if I wasn’t forcing value, I was increasing cash flow. And the key was commercial real estate. You have to get involved in commercial real estate. But, you know, commercial real estate is a lot more expensive. Instead of buying two duplex, you might be buying a hundred units or 50 units, or whatever it might be? But I saw the economy as scale there. That if I could apply what I was doing on the duplexes to the large multi-families then I would be able to build a huge wealth and crate a lot of passive income, a lot of cash flow at the time. So, that was sort of started my journey from 2012 to 2013. In 2014 I started RSN Property Group and I got a coach/mentor, and we definitely were on personal branding. And getting into the day, people will invest in your deal because they invest in you. The deal might not necessarily matter than much. They actually invest in you because they trust you. You have credibility with them. So, how do you build credibility without being born with it? Well, there’s a number of ways. I know John, you’re an expert at it, as well, writing a book. Or being a key person of influence in your sphere. And there are those difficult things that you can do to brand yourself in a certain way that will attract real estate investors. And over a period of the last 18 months I’ve been able to get involved in I think 866 units and I have an equity stake in all those. And I’ve been able to raise a bunch of capital. And I’m slowly building towards something awesome. And you know, my journey is not over, by no means, it’s only just getting started. And I want to continue to grow my portfolio and continue to buy as many multi-family real estate properties as I possibly can. So, that’s caught everyone up to date a little. It’s a bit of a journey, but it’s certainly a lot of fun along the way.

John Carney: Yeah, that’s a great story. And I believe it’s common at least from my experience. In surrounding yourself with the right people, right? I mean, you’re the average of the people you meet and choose to hang out with. And with the common interest you’re with these real estate people now, through networking, right? And you’ve grown into the investor you are today and with the sights on growing more. You know, I talk to a lot of first time investors and help people get started in the game. I always start by recruiting the team when I go to new markets. I want to touch on your team. But, I think it’s an important to note what you just said, starting zero properties. That first rental which you had to drive 8 hours round trip to get to and then you just turn the clock forward a few years, all the blood, sweat, and tears turns into 866 doors. So, I mean, that’s just a great story. You know, that is the American dream isn’t it, Reed?

Reed Goossens: Right,

John Carney: you’re living it.

Reed Goossens: Exactly.

John: Leading by example. So, you know, I’m a big believer in growing into who you are today, it doesn’t happen overnight and if you set your sights, continue to set your sights higher and raise that bar you will continue to grow. So, awesome, thank you for sharing that part of your story. So, you know, I just moved back from Australia to Cleveland. I haven’t lived in Cleveland for 19 years. It’s a completely different city and we won’t go on about how expensive real estate is in Australia. I had to get the lay of the land here and I was able to do it pretty quickly. For the last 120 days I’ve really been figuring it out and running the numbers and doing the math to define where my next acquisition is going to be. But, you know, it also requires putting together the right team.

Reed Goossens: Exactly.

John Carney: So I want you to talk a little bit about how you went about assembling your team that supports you. What it means to you, and you know, aside from you who’s driving this, you’re the quarterback. Who’s the key-player?

Reed Goossens: Yeah, that’s a good question. I think, you know, I had you on my show, a while ago. I was very taken. Very impressed by what your show produced. Enjoying you book about real estate is a team sport. That really resonated with me, that is completely true. The key-players on my team are a couple of other syndicators. I can name, names, I don’t have to name, names, it doesn’t really matter. But, the power of understanding that you not, in real estate you can’t do it by yourself. And on particularly on large multi-family units you can’t go and raise all the capital. You can’t go and find the deal. You can’t do the PPM. You can’t go and do the financing all by yourself. So, splitting it up amongst people who are capable of raising the capital. Capable of getting financing. Capable of finding deals. That’s really, really, important. And you know, if yes, I have an equity stake in 866 units. But, we all do. And so without the team we wouldn’t have gotten to that amount of units so quickly. If it was just me, Reed Goossens doing it by myself, I wouldn’t have been able to scale as quickly. And that’s really important to the listeners out there. Surround yourself with the right credible people, get a mentor, get a coach. Then work on your personal brand and understand that you’re not going to be able to do this by yourself. And it’s okay to use other people and leverage other people’s skills and abilities to help you scale your portfolio. So, I think that is really important, in my investing career, having a coach and getting a mentor is, without them I was, first started leveraging their ability. They had done some deals. And I leveraged their experience to then go and show my investors. To say, “Hey, I’m partnering with these awesome guys. They’ve done “X,Y & Z” or have done a couple of deals and they’re looking to grow like I am And then all of a sudden I’ve got mentees who I mentor. And then they’re leveraging my ability to and they’re raising capital. Because I’ve been involved in 866 units in the 18 to 24 months. So the cycle goes around. I’ve got high hopes on that. I’m helping other people and continue to help other people where I can because the power of your team is very, very important.

John Carney: It definitely is and I suppose you just feel obligated, don’t ya to pay it forward, when someone comes to you. And you see the fire in their eyes and say, “Hey, you know, I’ve learned this, I can help you out.”

Reed Goossens: Sure.

John Carney: And it’s not always, you know, a lot of the times, you know, I’m always opened to directing people to the right advice. So, I mean, I think you’ve touched on it.
If you’re a rookie real estate investor who wants to break out, who wants to go, tapped out with cash and bank loans and wants to elevate their game to another level, you’re advising that they go out and find a mentor or a coach, and has the same vision as they do, and ask for help. Would you say that’s?

Reed Goossens: 100%, John. That is key, and as I touched on before, leverage a mentor or a coach helped me to get where I am today and I was able to leverage their skills and abilities. The number one thing that I like to talk about when you’re presenting a deal to an investor, a potential investor. They’re going to go say, “Well, how much experience do you have?” Well, then you’re not going to have any experience because you might not have done this before. So having a team, showing the investor that you have a team around you and that you have a great team, and a great package, and a great deal. And that goes to the core of, I trust you, I trust your credibility, I trust the team you’ve got established around you that you’re going to invest. And raising that first $100,000.00 or $150,000.00 or whatever it might be in syndication, that’s what I do, can be tough. And once you do that, it’s a little bit of a snowball effect. Like people start referring you to other clients. You start building a track record and things become a little easier. But it does take a little bit of time and effort to get that first deal done and I always like to say, that you don’t get to deal 15 without deal number 1. So, that’s my little motto.

John Carney: Right, loads of action in between. You’ve shared an incredible story. And before we get into the “2 minute drill” here. Think back really, quickly, certainly there’s a recent obstacle that had you banging your head against the locker door, so to speak. Can you share one of those stories with us?

Reed Goossens: Yeah,

John Carney: I always learn and so I’m listening with opened ears because, they are just obstacles in the way when you a real estate investor. I really enjoy learning from how others navigate those obstacles. To find their way to crush it.

Reed Goossens: Sure thing yeah so. I think the biggest one recently. And I’m going to get pretty in depth now. It’s a little bit more advanced. But, I don’t really care. Your listeners will learn a lot from this. On some recent deals that I was involved in I had raised a bunch of money and what had happened was that the deal sponsor, who was the person who comes along and essentially puts their neck on the debt, they sign on the dotted line,
didn’t want to have what was called “sophisticated investors.” And for all those people who are listening understand the FCC rules. Sophisticated investor means they are not accredited, non-credited means, you don’t earn $200,000.00 or more a year. Or you’re not worth a million bucks. So that meant a lot of my investors in the deal were walked off the table to leave a good portion of money. Like, I’m talking $500,000.00 to $600,000.00 off the table. Now, I didn’t know this till like D-Day, so it really frustrated me, that I couldn’t one, perform on what I was going to sell what I was going to do. And two, I, communication wasn’t there to say, okay, we’re only going to take accredited investors. Lesson learned. But, in saying that, I can’t then leave those investors out in the cold because you know there’s other rules in the FCC Laws that you can use on the sophisticated investors in your capital raising abilities it just meant for me as a business owner and RSN Property Group to start finding some smaller deals. I needed to start getting my other non accredited investors involved in some smaller deals and that’s why I went to Kansas City, just recently to check out a 48 unit, a 50 unit. I want to be in a place in my business where I can if someone comes to me and says, “Hey, Reed I really want to invest with you.” I love what you’re doing. I need to be able to put them in a deal and that’s just me as a business owner and to find the right deal to help them navigate the world of multi-family investing in the United States. So that’s definitely one thing that I recently had me banging my head against the wall. Lesson learned. I understood where the deal response was coming from. That meant I had to change my action in my own business and say, “hey” I need to start going out and increase my deal flow on some slightly smaller sized deals to get my sophisticated investors involved. So, that’s definitely one of them recently.

John Carney: Yeah, sounds like it’s one of those cases where you’re insanely frustrated in the moment but then it turns you’ve learned a lesson. You’ve built a system into your business and then almost, you know, the obstacle becomes the way, and you have almost come up with a solution to handle a different investor classes

Reed Goossens: Yeah, it’s definitely lesson learned as I said. I haven’t executed all on a smaller deal with my sophisticated investors yet. But I will be ready to go by the year’s end. I should have 4 or 5 or 6 of them involved in a sale of a smaller deal in the Mid-West somewhere? Just trying to find that deal right now.

John Carney: Right, you’re on a hunt. That’s the part I like.

Reed Goossens: Exactly.

John Carney: Before we wrap up the show here with a “Two-minute drill.” I’ve got ten questions and they are coming at ya starting right, now! What sport did you love playing as a kid, and the lesson, one lesson.

Reed Goossens: It probably would have been Rugby. I think the biggest lesson is that, I like my show jumping and then being in the equestrian world, that was a very individualist sport. I think being on the Rugby field, there’s 14 other guys out there slogging in the trenches. It’s a team sport, you know and that was really powerful.
My dad always said, “You got to be involved in team sports. It helps with leadership. It helps in just understanding the dynamics of other people at work.” And that is really powerful and that was a really good lesson learned over the years coming in now into my adult life.

John Carney: Number 2. What sport are you currently participating in today that you’re enjoying and lessons from that?

Reed Goossens: I still get out in the water for a surf every now and then. I really love surfing. It’s a great way to just, you know, life can be go, go, go, go and it’s just a great way to get out on a Saturday or Sunday, early before…as the sun is rising and just take a great big breath and let all the worries and stresses of the world just drift away. You know catch a few waves and just enjoy the morning. I love getting out and in particular a nice fresh still winter’s morning which is a bit more crisp and just get in the water and getting some nice waves. It always makes me feel good.

John Carney: Yeah, the cold salt water, love it and miss it. Other than Robert Kiyosaki’s “Rich Dad, Poor Dad”, do you have a favorite sports book or business book that you’ve just finished that’s on your list?

Reed Goossens: Yeah, I have one, by Dale Carnegie “How to Influence People” that one? I’ll have to send you to it? “How to talk and Influence People” something along those lines? I’ll have to send you to it? Dale Carnegie, very important book in my career. The other one I love is, “The Four Hour Work Week” by Tim Ferriss. Very, very good book. I really enjoy that book.

John Carney: What a great title.

Reed Goossens: It is, it is.

John Carney: What a way to sell books.

Reed Goossens: The four-hour work week. I mean, what I sign up?

John Carney: I know, I know. I read it. I can’t imagine that there’s an entrepreneur out there that has not read that book unless you’re well established before it was published. But, even then, I mean that is a great book. He does great work. I’m a big fan of Tim Ferris. One quote that keeps you motivated? And this can be something that doesn’t have to be from a person. It can be something that you came up with.

Reed Goossens: Yeah, one quote Winston Churchill says, “Never give up.” And that is just never, ever, give up. It doesn’t matter if the chips are down. Don’t give up, have belief in yourself as I said earlier in the show. If you continue to be laser focused on your goal, whatever that might be. It might be real estate investing or something completely different, then do it and don’t let anyone tell you otherwise until you achieve that goal. And anyone can literally achieve anything you put your mind it. So, I’m a huge believer in mindset. And if you are so motivated in it and dogged it about your approach, you’ll achieve those goals, you’ll get there.

John Carney: Thank you. What is your number one come from behind victory in real state and what did you learn from that?

Reed Goossens: Come from behind victory? I don’t know if I’ve had one yet? I had an issue with a flip in Philadelphia with the contractor. Definitely at one stage I thought the chips were down. I had done a couple of flips in Philly. I’m not going to get into the weeds but, it was some issues with the city and trying to get this thing on line and I was constantly just pouring money into it. And we did, we ended up getting it over the line. It was probably six months later than scheduled but we got it done and we got it sold for a small profit. We got our money back and I definitely thought six months earlier, geez this is going to you know, the explicit excrement is going to hit the fan. So, I definitely go to lesson’s learned on that. Flipping is not my business, it’s not my job, it was hard to manage from out of state and I definitely just needed to focus on my multi-family investments of which I have had lots of success in.

John Carney: Perfect. Alright, now we’re asking who’s your favorite athlete of all time is?

Reed Goossens: Favorite athlete of all time? I think, Usain Bolt, would have to be my favorite athlete of all time. I love his poses that he does that he does. Just the sort of grin as he’s running across the finish line, you know, ten yards in front of the next person. I think he’s a real inspirational guy. He comes from Jamaica, I just love his attitude. I just love the way he leads his life. So, really, really, inspirational for me.

John Carney: Yeah, you watch him run and blow everyone out of the water and it doesn’t even look like he’s breathing hard. I

Reed Goossens: Or he’s even trying hard. It’s like, this guy’s a freak.

John Carney: Yeah, he doesn’t sweat.

Reed Goossens: Yeah, exactly.

John Carney: What gets you into your flow state or if you need to get into the zone and focus on something? Do you have a practice that you can share?

Reed Goossens: Yeah, if I have to really focus on something and I’m sitting at home. I like to get out of my. If I have to really hit something on the head. As I say, eat the green frog” or whatever it is? You know, the first thing you don’t want to do is? First thing in the morning, I like to get up, go for an exercise and then have my breakfast and then get out of the house and go somewhere where you can concentrate. It might be a coffee shop, it might be the library and I get so much more work done when I get out of the house. Because being in the house can distract you a little bit. So, you can’t get work done as much. So, it’s just like turning off your phone, turning off your Internet and doing whatever you need to get done, done. And it’s surprising how quickly it does get done and then you’ve got that thing done and out of the way that you’re sort of regretting to do. So, it’s definitely one of those things that changing up your environment a little bit that way you’re working to be more productive.

John Carney: And would that lead into the next question? Which is, do you train for success?

Reed Goossens: Yeah. definitely, I’m a huge believer of in meditation. I love going and trying to do yoga once a week. Just to try and it’s very much like surfing, it’s therapeutic. Just like to get away from everything for a little bit and I also like to work out a lot as well because it’s another way that I can go and just a great way to start the day. It’s a great way to be energized. But it’s also a great way to keep your mind set focused, keep focused. People, there have been studies shown other people that workout live longer, they’re more healthy, they are more active and have better mindset. Being an entrepreneur you want to have all those things and you want to continue to do what you do, which is the business of real estate investing.

John Carney: Yeah, I agree with you on the working out part. My wife will see if I haven’t been to the gym in a couple of days tell me to go lift something heavy. That’s why I love her so much. All right, finally, what is your number one tip for winning more?

Reed Goossens: The number one tip for winning more? I think it would have to be is taking a page out of your book mate and as you said earlier in the show already you are only as successful as the people you surround yourself with. So, going back to what I the underlining theme of this particular episode was, get a mentor, surround yourself with successful people. That’s all, that’s my number one tip for winning.

John Carney: Awesome, can you tell me how our guest can find you if they want to continue the conversation?

Reed Goossens: Let’s do it. So, you can hit me up at – Reed@rmspropertygroup.com, or you can hit me up at my, I’m also have a Podcast, which is, as John mentioned, Investing in the U.S. Aussie. U.S. Guide to Real Estate. Educating international investors about the awesomeness of the investing in and cash flow property here in the United States. Check it out on iTunes and if you’re ever coming through L.A. please hit me up. I love hanging out for beer, or coffee, or going out for lunch. Whatever it might be, just hit me up at – Reed@rmspropertygroup.com.

John Carney: Awesome. Well there ya have it folks. I truly hope that you picked up some useful tips by tuning into today’s show. Thank you, Reed it was a pleasure having you on the show today. And I’m sure our listeners have some actionable tips that they can implement immediately. You can check out the show notes on iTunes and while you’re there, please subscribe to the podcast and we will continue to deliver awesome guests like Reed, who are crushing it, and hitting home runs here in the real estate game. You can also visit – www.johncarneyonline.com for a more comprehensive review of today’s show, in the show notes. And we look forward to bringing you another episode next week. I’m your host – John Carney and tune in next week, until then, work hard, play hard, and profit hard, thank you Reed.

Reed Goossens: Thanks mate.

John: Alright, have a good one.

[38:37]

Listen to all the episodes of The Real Estate Locker Room Show and sign up for my FREE monthly newsletter at http://www.johncarneyonlie.com

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© John Carney 2017

JC 002: Multifamily Syndication, Teams and Giving More with Joe Fairless

March 29th, 2017 | no comments
Meet Joe Fairless; real estate investor, multifamily syndicator, philanthropist, author and host of the world’s longest running daily real estate podcast, The Best Real Estate Investing Advice Ever Show.

 

Joe started his career in advertising on Madison Avenue in New York City. He began researching real estate as a way to achieve financial independence.

In 2009 Joe began investing in single-family homes. Joe wanted to scale his real estate investment business and focused his attention on multifamily buildings and syndications as a strategy to grow bigger, faster. Now Joe controls over $85 Million in multifamily real estate.

Joe competed in baseball and football growing up and played football in college. The lesson that he learned sports that he applies to real estate every day is that when something bad happens, learn form it quickly and move on quickly.

Favorite quote, “the secret to living is giving”

Check out Joe’s book, The Best Real Estate Investing Advice Ever. Volume I

Tune in and subscribe to Joe’s podcast, Best Real Estate Investing Advice Ever Show

You can reach out to Joe directly by email to info@joefairless.com Don’t forget to mention that you heard him on John Carney’s podcast and receive your FREE APARTMENT RESOURCES GUIDE.

Thanks again Joe for taking the time to share your story with us.

POST GAME REPORT: Episode Transcript

The Real Estate Locker Room Podcast

JC 002 Multifamily Syndication, Teams and Giving More with Joe Fairless

 

Announcer:  Welcome to the, “Real Estate Locker Room Show” with John Carney. Did you know investing in real estate is a team sport? Join John and his team as they explore the business of real estate and athletic competition. The goal for this show is to grant you direct access to the real estate pros that are closing profitable deals and growing their businesses. On the “Real Estate Locker Room Show” we are getting in the ring with successful investors, developers, operators, and all of the industry professionals to learn what it takes to achieve on-going success. Now it’s time to kick-off and level off with new place to grow your real estate business.

 

John Carney:  Hello and welcome back to the Real Estate Locker Room Show. I’m your host, John Carney, coming at you from Cleveland Ohio. Joining me today in the locker room, from Cincinnati Ohio, is Joe Fairless. Joe is a real estate investor, a podcast host, a philanthropist, and author. If you’re not familiar with Joe’s show on iTunes, it is the world’s longest running daily podcast for real estate. It’s the Best Real Estate Investing Advice Show. Joe has interviewed Barbara Corcoran, the author we all know so well in the real estate world, Robert Kiyosaki, as well as hundreds of other high profile and influential real estate investors. His podcast has over 4000 daily downloads, and 140,000 each month. And we’re up to episode #771, so check that out. Along with being a Podcast Host, Joe is also the author of, “Best Real Estate Investing Advice – Volume 1.” which we can talk about. I remember seeing that release, it blew-up Amazon. So, check out his book as well. Klout considers Joe the top 5% online influencer. Joe is an active, full-time real estate investor, who controls over $54 million in real estate at the moment. His focus is on multiple family. How are you doing Joe? Thanks for taking the time to share your experience with our audience.  

 

Joe Fairless:  My pleasure. Nice to be on the show. I know that you are a little under the weather. So, I will try to talk as much as I can. That way you don’t have to talk. I am really looking forward to our conversation.

 

John Carney:  An all-around good guy, thanks for that Joe. All right, we’re here to explore the intersection between elite sports and elite real estate investing. I like to stretch out, as with a sports related question? Who is your favorite athlete of all time? And why?

 

Joe Fairless:  Well, I’d say, the first person that comes to mind and it’s a little ridiculous, but Mickey Tettleton. He was baseball player who played for the Detroit Tigers, the Texas Rangers and probably others. He just had a funky batting stance and I just really enjoy how he approached the game a little bit differently. Because he had a batting stance where you know, you typically hold the bat upright, right before the pitcher throws. But, instead he had it just parallel to the ground. And then he would bring it upright, right before the pitch came. And what I liked about that is, it’s different. But, yet he was effective non-the-less. I think applying that in our real estate business is certainly noteworthy. Where we can approach things differently but then be just as effective, or more effective as before anyone else.

 

John Carney: I’m not familiar with this player and his batting stance, but I will look that up here shortly. You transitioned from the advertising world in New York City, to full time real estate investing. I’m interested in that journey, how people make that transition. Do you mind sharing your story about, “why real estate?”

 

Joe Fairless:  Yes. I am from Texas, where I graduated from college in 2005 from Texas Tech. as an advertising major and then went to New York City. I went from, cows and cotton, to concrete and I guess, no sun and lived in New York City for ten years. I worked on Madison Avenue after college, which is very prestigious, but it is also code for, I didn’t make any money at all because I was in a very competitive environment. I climbed the corporate ladder, became the youngest Vice President of a New York City advertisement agency and then, at the tail end of my advertising career, I started investing in real estate. The reason why is because I knew that I had to invest, I had to learn about investing, but I didn’t know quite what to do? So, I ended up reading a bunch of books, went to online forums, talked to people I knew and found real estate investment the choice that I wanted to pursue. Once I did that I started looking at what I wanted to invest in. Initially I bought single family homes and in 2009 I bought my first house. Not because I had a crystal ball, and I knew it was what the right time to buy. But, because I didn’t have any money. So, in 2009, I was very fortunate, I didn’t have any money until 2009. And once I bought in 2009, I bought my first house, $76,000.00 that rented for about $1100.00 or so. Rent is around $1200.00 now. Went for $1100.00 to $1200.00 now. I bought three more houses, and then realized that it just wasn’t happening fast enough. I would make $250.00 a month, on a house. And then a tenant would move out and I would have to pay, meaning me, would have to pay $5000.00 for move-in ready costs, the carpet, painting, and misc. fixes. There would be my profit that was going to be wiped out for a year and a half. I thought, wait a second; this isn’t going to make me financially independent. I’ve got to think of a different approach. I started studying multi-family investing, learned the process, bought a lot of books, started talking to a bunch of people. I ended up leaving my full-time job while I was still studying, multi-family investing. Well, after I left, I left because I just wasn’t digging it anymore and life is too short not to do stuff you enjoy and let it go by. Therefore, I started looking at syndication where I raise money from investors in my apartments and share in the profits. Because I couldn’t get approved for a mortgage for a house. And I couldn’t get approved for a mortgage for an apartment building. Because I didn’t have a W2 income. I was kind of forced to find creative ways to buy apartments, and that’s what I did, I wrote and learned how to raise money from investors. By getting something together, and share in the profits and now, you mentioned $54 million, it has actually increased, to $85 million, since the last buy out. So, now I control $85 million-dollars-worth of real estate. That is, apartment communities, that’s like 99% of it, apartment communities. I still have three homes but most of it is apartment communities and they are in Dallas, Fort Worth, and Houston, Texas.

 

John Carney:  Congratulations. So, you got into the single-family home game. Which is where, I don’t know? I’ve never really made this comparison before. But right now, up in Cleveland we’re in the ALS, so I’m thinking baseball right?

Yes, in order to get to the ALCS, all these guys started in Little League right? So you have to start somewhere. Would you say, the single-family home experience taught you what you needed to know to raise the bar to the next step because that’s part of the progression of being a real estate investor?

 

Joe Fairless:  Yes, I’d say it taught me what I needed to know and to learn more about it. It taught me that real estate is the way to go, for my own purposes. And it taught me that what I was doing at the time wasn’t going to be scalable and wasn’t going to help me become financially independent. I created a spreadsheet for my homes that included a home, I think it was like a home a year, 3 homes a year that I was going to buy. And over ten years it was like, oh, my god, stop the madness. Because I bought four homes, I was having a hard time keeping track of all the paperwork that’s involved with the property management, the insurance, the taxes. I was like, I do not want to scale this at all. And, I want to pause, by saying you can make money doing that approach by the way. People have and they do. I just didn’t want to set myself up with single-family homes. So, it inspired me. And gave me some perspective for what I did want to do.

 

John Carney:  Right. We both know people who have enormous single-family home portfolios. And a big key to that is, a big key to everything is management. You decided that your niche was going to move and we come across that all of the time too. You know, we are talking about sports, what athletic competition were you involved in, when you were growing-up?

 

Joe Fairless:  Well, I primarily played baseball and football. I played a little bit of football in college at a small Division III school. I primarily played baseball and football.

 

John Carney:  To be a collegian athlete, in any division, requires a certain amount of discipline. When you left the competitive sports arena of college did you see that it helped you apply what you learned through the discipline of sports and in your first job, and translate that right into real estate.

 

Joe Fairless:  I think what it taught me the most is that when something bad happens, learn from it quickly and move on quickly. That’s what so many people get caught up in. I’m on a softball team right now and I see people on my softball team and they make an error, or they strike out and when they strike out, they should kick themselves off the team… it’s soft pitch, when they pop-up, or hit a grounder…and they’re pissed off for four innings. It’s like, dude, get over it! Immediately, learn from it and get over it, immediately. Otherwise, you’re going to let that influence the rest of the game and they’re going to be compounding negative consequences. And that’s what I apply in business too. When stuff goes down, which happens weekly. Something goes wrong weekly. Sometimes daily depending on what’s happening but at least once a week. We got to learn from it quickly, and then move on.

 

John Carney:  I agree, it’s a team effort, real estate or business. And whether you’re buying apartments or selling doughnuts you need a whole team of people to help you be successful. .

 

Joe Fairless:  Yes, I read that in a book somewhere too, but I forget which book?

 

John Carney: It’s really the same.

 

Joe Fairless:  I’m kidding, it’s your book.

 

John Carney:  I know. Doughnuts—that’s what got me, I just can’t come up with the doughnuts. I just moved back to the states. Now we have a Dunkin’ Doughnuts around the corner. So, of course I had to try that. But, along the lines of what you just said is something that I learned recently. And maybe it’s something we’ll, it was the way it was phrased? “A bad decision made quickly is better than a good decision that takes a long time to plan.” And this can be applied to when you have to make a decision quickly. If you don’t have all the time in the world, make a decision and if it isn’t the best decision at that time, you still have time to adjust.

 

Joe Fairless:  Yup. I agree with that for the most part. It depends on how high the stakes are? Sometimes it takes a little bit more. But, one of my favorite books, is, “Blink” by Malcom Gladwell. He talks about how he can a split decision, an informed decision in the blink of an eye. That is just as informed as if we’d spent months, years, pondering what we would or should do? Our eyes very much embrace that philosophy for the most part.

 

John Carney:  Malcom Gladwell’s fantastic. I like all his stuff. What are you working on right now? I think you might want to share with us, I guess?

 

Joe Fairless:  I’m working on a couple of things. I mean, the three ways I make money. Because let’s start there, and then we’ll talk about a couple of projects. Three ways I make money –

 

  1. By doing multi-families syndications. Where I raise money from investors and invest and put up a little bit of my own money on the deals. And then we share in the profits. We are under-writing multiple deals. Well, more than multiple. Lots of deals right now. My business partner is in Dallas, as we speak, literally as we speak. He’s in Dallas touring properties that we’re in the final found on. And so, I’m focused on that and getting my investors prepared for the next deal.

 

  1. The second way I make money is through my Podcasts. And really, when I say make money it’s pretty much break even, depending on my staff salaries. But, it is, a way for me to provide thought leadership, to learn by interviewing people like yourself and others who are very experienced, or doing something very interesting. And just keeping my mind sharp. So, working on continuing to optimize the Podcast, and getting the word out there.

 

  1. And then the third way, I make money is through my client consulting program. I have private group of clients that I walk, hand by hand through the multi-family syndication process. It’s a major amount of my time. So, I also am working on new content to continue to keep that program refreshed. My team and I upload a new piece of content each week to the resources site that my clients have access to.

 

Those three revenue streams are what I use to guide my months, my weeks, my days. In terms of what I focus on. Those are some of the projects.

 

John Carney:  Okay. And in each project, or each income stream I would imagine has a unique team allocated to that right? So, I mean, what they’re investing in, in real estate. Where you’re providing a service, like consulting service. Or you have to surround yourself with a group of people, correct? And would you look at those teams, as one big team, or individual teams, or how do you manage that?

 

Joe Fairless:  There’s overlap, for the most part. I have my administrative assistant, Samantha and I have my content creator, who helps me with the content and thought leadership, that’s Theo. He’s a Co-Author of the book with me. And we’re writing another one right now together. He and I and she and I, all three of us, overlap on all three of those revenue streams. As far as other team members go. I have team member who finds interview guests for my podcasts, as well as does the show notes and does the promotional efforts. And I have a team member who does all the editing of the podcasts. So, those are the four team members that are on my payroll every month. And then misc. contractors. Like, someone in India, who does SEO for me through UpWork.com. And some social media company that handles social media and things like that.

 

John Carney:  Got it. And I mean today, in today’s world, stay on track with real estate. You look at it like a business, the business of real estate, and being an investor. And you want to grow and attract money, right. Because everyone runs out of money. As someone put it recently, you have your internal/external team. The external team being your professionals, like, your accountants, and your local lawyers, your internal team being like, partners, mentors, and assistants. So where do you go when you have profile. How do you fit a profile into the mix if you’re starting out as a real estate investor and you want to raise the bar, build your portfolio, in whatever niche you’re in and take it to the next level? Would you recommend that raising your profile in your community is something you ought to look into doing?

 

Joe Fairless:  Yes. Help me understand what you’re asking?

 

John Carney:  You’ve got your team, and you’ve got your businesses up and running, but you’ve also built a great profile in the industry. When it comes to people who are investing in real estate, investors who are new or wanting to scale up. I just wanted you to touch on adding to your profile. You spoke about social media management and some content creation.

 

Joe Firless:  I think the most important thing when you talk about building your profile. Or building your brand, or creating awareness for yourself and your company is to find one platform that comes natural to you, that you enjoy posting on and own that one platform. One of the mistakes people make, is try to be everything to everyone all of the time. That’s huge mistake, because any one of these platforms, Instagram, Twitter, Facebook, a blog community, YouTube, iTunes, Amazon, has millions, upon millions of people to speak to and to connect with. The mistake people make is that they want to be everywhere at once. They water down their message and don’t focus on one thing. Just focus on one thing, on one platform that you enjoy posting on. Provide thought and leadership to your audience once you define them, and you’re going to over time, build a following. That’s going to translate into the direct business results.

 

John Fairless:  That is great business advice. So, I guess that’s what carries us onto the next question that I have. If you’re a rookie real estate investor, or a newbie that might have one deal or two deals under their belt and are just thinking of doing exactly what you did in your career—and that is, they may burn out on the corporate ladder side or just need a change of pace or might be wanting a move from a warm climate to a cold climate, or visa-versa—what advice would you have for them to kick-off and get started?

 

Joe:  For someone starting out? I’d say, make sure that you know the basics of what you’re looking to do. Whether it’s a single family, or multi-family, or storage units, or office retail, industrial parking, or whatever? Learn the basics through books, and online forums. Then, once you know the basics. Identify people in your area who are doing what you want to do, reach out to him or her, or them, attend meetings. Speak to them, and get to know them. Buy them lunch, buy them dinner, buy them whatever, a book, or whatever. Add value, be very grateful and appreciative for their time in meeting them, the time they are spending with you. Be respectful of their time and go with an agenda. Have a focused conversation, make sure, if the meeting is for 30 minutes, you meet for 30 minutes. If they can stay longer, then by all means do it. But, be respectful of their time and say, “I know we scheduled for 30 minutes, are we good? Do we need to wrap this up?” Stay in touch with them. That’s probably the best way to get things going. I think 98% of the people who hear this, won’t do that. Instead they’ll read some books, do some online forums, listen to Podcasts. Then maybe reach out to one or two people at most. And not be respectful of their time, not buy them lunch. Not go in with an agenda. And that’s what happens and how the herd gets thinned. That’s how some people go to the top, some stay in the middle, some kind of float in between, and some sink to the bottom. So, I’d say fortunately you have an audience who is taking the time out of their day, to listen to this Podcast. So, I’m going to take that into consideration. In what I said earlier, I think a majority of the people listening will do that advice. But, in general the real estate investors who hear this advice, or where told this through some other channel, they won’t act on it. And it’s a shame, but it makes everyone who does that stand out, and be more successful.

 

John Carney:  Right and joining a community that’s actually not as large as people think it is. Or would you agree with that? I mean, that is also sound advice for the people that do listen to Podcasts, your Podcast, this show and the other good real estate Podcasts out there. What a great way to be in a conversation with people and learning something during that commute to work, or when you’re jogging. I quit radio probably two years ago when I was first told about Podcasts and started looking them up. The day I listened to my first Podcast I thought this is awesome! There’s more in it, and it just became a habit. So, when I moved back to the states, they were trying to sell me every subscription possible for radio. I told them I don’t listen to the radio and the guy couldn’t believe it. I listen to Podcasts, man and that’s how I continued to educate myself. Well, cool. That’s great advice Joe. Can we get into our two-minute drill here?

 

Joe Fairless:  Let’s do it!  And we’ll get to the rhythm and point of this interview.

 

John Carney:  What is your favorite sport? Or business book? That you’ve read recently?

 

Joe Fairless:  My favorite sport is, well recently, my favorite sport right now is softball.

 

John Carney:  Softball, okay, perfect, that’s a lot of fun. What about like books? Like, that might not have come up? Correct.

 

Joe Fairless:  Okay.

 

John Carney:  What is your favorite book related to either business, or for instance, sports.

 

Joe Fairless:  Okay, favorite book about business, sports, would be, “Crucial Conversations” and the whole point of the book is that they help you create a mutual purpose when the stakes are high, and opinions vary. And that’s the key, create mutual person and build up from there.  

 

John Carney:  Cool, I’m going to check that out. Is there one quote that keeps you motivated when things get tough? Like that one quote?

 

Joe Fairless:  Yeah, “The secret to living, is giving.” Another cousin of that quote is, “Help enough people get everything they want, you’ll get everything you want.”

 

John Carney:  Perfect. So, when the chips are down. Think about what you can do to give a little bit more.

 

Joe Fairless:  Yep.

 

John Carney:  Got it. Awesome. Do you have your #1 come from behind victory in real estate, and what did you learn from that?  

 

Joe Fairless:  The come from behind victory would be when my first syndication deal, it was about 2 and half weeks before we were supposed to close. We had over $200,000 worth of investor dollars go away for various reasons. And it was last minute. But, I got my one of my existing investors to go and bid what he had originally asked. And it ended up closing.

 

John Carney:  Did that translate into a happy investor at the end of the day.

 

Joe Fairless:  Yes, absolutely, certainly.

 

John Carney:  Going big. Is there any training for success? Like, your number one, maybe habit that you do on a daily basis. That would put you in a flow-state, or is it training for success habit?

 

Joe Fairless:  I have a liter of water with a scoop of wheat grass every single morning. I’ve been doing that every single morning for the last 3 years and it helps me stay healthy.

 

John Carney:  Fantastic. And then the #1 tip for winning more?

 

Joe Fairless: Would be, don’t focus on winning the score. Focus on winning the battle within how good you can be. Because the competition is in others. The competition is how good you can be within yourself.

 

John Carney:  Perfect, alright, that’s great! Well, thanks again for joining me today Joe. We want to be able to let our audience know exactly what, where they might be able to find you if they want to hook up on some social media, or carry on a conversation with you, where are you these days online?

 

Joe Fairless:  You can go to the App Store and just put my name – Joe Fairless, and you’ll find my Podcast, “The Best Real Estate Investing Advice Ever.”

 

John Carney:  And I highly recommend that all of you out there put that on your show list. So, when you’re in the car you can listen to great advice and the great guests that Joe has on his Podcast as well.

 

Joe Fairless:  I also say that if you Email me at info@joefairless.com I have a department resource guide that has all the websites and research places I go to when I’m researching markets, as well as books I wrote and recommend. So, email me at info@joefairless.com and mention that you heard me on John’s Podcast, and I’ll be happy to get that to you.

 

John Carney:  All right, perfect. So, there you have it folks. I truly hope that you picked up some actionable advice today, from Mr. Joe Fairless. Make sure to check-out this program – Post Game Report on iTunes. And while you’re there, please subscribe to the – Real Estate Locker Room Show to ensure that you never miss out on the pro tips from our guests. The mission here is to help you elevate your real estate game. If you like what this show is about, I’d be grateful if you would leave us a five star review on iTunes so that other like-minded real estate investors can find us easily. You can also visit John Carney online at www.johncarneyonline.com, for links and additional content associated with today’s show. And while you’re there please drop your Email into the newsletter sign-up form, to receive more real estate investing insight, tips and tricks, and other great stuff. Remember to stay focused on your goals, have fun, and stay in the game. I’m your host John Carney, and until next week, work hard, play hard, and profit hard. That’s a wrap Joe. Thanks again for taking some time out to share your story with us.
Joe Fairless:  Hey, I enjoyed it, thank you.

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