Krista Mashore has been in the top 1 % of realtors nationwide for 20 years, selling over 2,300 homes. Krista is the author of four best selling books focusing on digital marketing and was named Yahoo Finance’s number 1 digital marketer to watch in 2021! She can also be found among the top 125 most impactful leaders in 2022 alongside Tony Robbins in Success Magazine. Krista recently went from zero to 40 million dollars in just four years. She is the recipient of eight Two Comma-Club Awards, one Two Comma Club X Award, and one Two Comma Club C Award.
Here’s some of the topics we covered:
- Getting Passed Your Biggest Failures
- Making Choices From Positive Thoughts
- Generating Leads For Deals
- Strategy For Digital Marketing
- Going Further Faster
- Adding Value To A Community
To find out more about partnering or investing in a multifamily deal: Text Partner to 72345 or email Partner@RodKhleif.com
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Intro
Hi. My name is Rod Khleif and I’m the host of “The Lifetime Cash Flow Through Real Estate Investing” podcast. And every week, I interview Multifamily Rock Stars and we talk about how they built incredible wealth for themselves and their families through multifamily properties. So hit the “Like” and “Subscribe” buttons to get notified every Monday when a new episode comes out. Let’s get to it.
Rod
Welcome to another edition of How to Build a Lifetime Cash Flow Through Real Estate Investing. I’m Rod Khleif, and I’m thrilled you’re here. I know you’re going to love the dynamic woman we’re interviewing today. Her name is Krista Mashore, and she is like one of the top 1% of all realtors nationwide. But what she’s really known for is digital marketing. She’s a digital marketing expert, and she’s been in Success Magazine, The Wall Street Journal, Forbes, and all sorts of other places. And so very excited to get into it. And you’re wondering, why are we going to talk about digital marketing on a multifamily, you know, show? Because you need it. You need it to build reach. You need it to find investors, to find partners, to build your team. It’s all about digital marketing, which is, you know, of course, a love of mine as well. So I’m very excited to get into this. Krista, welcome to the show.
Krista
Thanks for having me, Rod. I appreciate it. I’m super excited to be here. And your story is amazing. And so I’m honored. I know you’re kicking well on this podcast, so congrats.
Rod
Oh, thank you. Thank you. Well, let’s have some fun. You know, why don’t you tell a little bit of your story, and then we’ll drill down on some strategy around marketing.
Krista
Yeah. So it’s funny. I believe that mindset is more important than skillset. Kind of like, you know, I know you’re a big mindset person, and I think a lot of times people will look at successful people and they’ll kind of make assumptions that they just were successful all the time. And maybe, you know, they were born genetically with a predisposition to be more successful if they’re an athlete. Or maybe they just– for some reason, we make excuses in our heads that people are successful because they’re different than us and they excel in things that we don’t, which truthfully, I believe that all of us are kind of on an equal playing field. So when we look at somebody, we don’t want to just assume that they just have it easy. Right? But I think sometimes people do that. So I like to tell people my story. And I actually– one of my coaches a couple of years ago talked about how important your story is and really, truly helping people get past their own barriers and kind of moving past things and getting to where they want to go in life. So he encouraged us to tell our story. And for me, I had been telling a story about my divorce that I went through, which was really hard, but it wasn’t really the story I should have been telling. It was a true story, but it wasn’t like the real story. If that makes sense, that was going to really, really make an impact. So I remember leaving the conference and I got on the plane and I got out a piece of, you know, yellow paper and started writing a letter to my mom. And I remember crying when I was writing this letter and, you know, it was very emotional for me because I had some physical abuse from my mom when I was younger. And so I asked if I could kind of talk about that. And so, I did. I gave her the letter, took me two weeks just to give her the letter, and then took another two weeks for her to respond. But we went and had lunch one day. We never talked about the letter but I knew that meant I had the permission from her to talk about it. And the reason I want that is because I’m very, very close to my mom now. I respect her and love her and she’s been a huge, integral part of my healing. But I have not lived at home since I was 13 years old. So because of the abuse, I wet to bed until I was about ten. I had a severe learning disability, and couldn’t read until I was in the 4th grade. They just get discovered in second grade I couldn’t read so they put me in a special education class. And then finally when I was 13, I started running away from home for about a year and I lived on the streets, I lived in cars, I lived in my friend’s closets while their parents were sleeping. And every time I get picked back up I’d run away again. Until finally I broke the law. I ended up breaking into my 8th-grade locker room where they were at PE and stealing all the girls’ clothes and stealing their lunch money because we didn’t have any. We needed money and we needed food. And that got me through the juvenile hall which where I stayed there for about three months. Then they shipped me off to a group home called Group Home Hidden Hills for Girls. There was nothing hidden about it because we got dropped off in this huge green bus that basically gave us a label as being like screw-ups and bad kids. So the kids in 9th grade in high school, they weren’t very nice to us, right? They berated us and made fun of us and kind of ignored us unless it was mean that their being. And so we were there for– I was there for a year and then from there I got shipped off to a foster home. So I have not lived at home since I was 13. I tell the story because, you know, when you have physical abuse from a parent there’s a lot of mental stuff that goes on. And so to be able to, you know, have several multimillion-dollar businesses, you know its– I’m just like everybody else. Right? But I’ve been able to figure out how to really develop my mind and to focus on the positive things and to make my past be, you know, a catalyst for change and growth. And I think everybody has that ability. So it might not be physical abuse that somebody has gone through. Maybe it’s PTSD, maybe it’s a bad divorce, maybe it’s, you know, a major loss, major failures, kind of like you like losing $55 million, you know, back in ’08, ’09, my gosh, like that’s– and then being able to recover is amazing, but there’s–you know, anybody can do that. I think that’s–I’m glad we started off with that because I think people always look for reasons why they can’t.
Rod
Do you mind if I– listen, thank you for being that vulnerable and open. I want to tell you that, you know, the most successful people on the planet are the ones that are able to tell stories. They are storytellers. And I actually had a story coach as well, myself. And I remember and they said, you need to pick your most painful moment and start with that because that helps you connect with your audience, which you just obviously did. And mine was, you know I got–my thought it was being picked on the playground when I was young. And they’re like, no, that’s not painful enough. And then I actually started crying when I started thinking about the most painful moment was telling my kids we were getting a divorce and my daughter screaming about it. And so, you know, I really appreciate your vulnerability. And guys, there’s a message in this, and that is you need to find your own story as well because when you can tell your story as succinctly, you know, as Krista just did, it’s very, very powerful and helps you connect with people. And that really is the secret. You guys know this business is a team sport. So, you know, I really appreciate you sharing that. So let’s talk– if you don’t mind, because they’ve heard me talk about how I got past my, you know, losing everything. I’d love to hear how you–you know, what you leaned on, what you embraced, what you embodied to get through, what you got through, and how you got to the incredible success that you have today. Do you mind sharing maybe some of that strategy?
Krista
Yeah, no problem. And like you, I’ve been successful and then lost it all and came home to drain bank accounts as well after making a lot of money. So I’ve been in the same position as you. I think, you know, everything, Rod, boils down to just a choice, right? And understanding like, that truly–you know, people really have to find extreme ownership in every aspect of their life. Right. So you can make your mess be your message. You can make your mess be the reason why you do well, or you can make your mess be like your excuse as to why you don’t. And I just remember making it. You know, I was always a really good kid. I mean, I was a good kid. It was almost like I lived in two families. There was a family that, you know, we went camping, and I’m so close to my dad, and he’s the best father in the whole world. And then my mom was here but then she was also just– she was very volatile and abusive. Very abusive, actually. And so it was like she was two different people sometimes. I kind of lived in the same house. It was like two different houses at times, if that makes sense.
Rod
Yeah.
Krista
But I just realized I wanted more in life, you know, and I knew I was a good kid, you know, at heart, and I wanted to be able to– I love people. I used to be a teacher. I taught third grade for six years. And people are kind of my thing. I like people. And I just decided like I want to be the best version of myself. And there’s no one coming to save me. Right. Like, I’ve got to save myself. I mean, I paid for my own– my foster parents kicked me out of the house as soon as I graduated because I was 18 and the money quit coming in. So instead of crying and whining, I went and got student loans, and I, you know, applied for a few really small scholarships. But I worked full time and went to school full time. And everything is about a choice. Like, you just make the choice. And the biggest thing that I know that I have and that everybody has is it’s our brain. Right. Because our thoughts and there’s so much research, scientific research about the brain and how the brain works and how our thoughts, our philosophy–
Rod
How powerful. How powerful they are.
Krista
Yes. How powerful. I mean, it’s like they are the most powerful thing in your thoughts. They turn into the way you act, how you implement, your routines, your habits, and those– your actions and your habits and your routines and your rituals they turn into your life. Right? And they all start from your thoughts. So, I love reading and studying, so, you know, I’ve become a huge–just reader and learner. And then not just reading and learning, because the power is not in knowledge. The power is in actually implementing the knowledge that you learn over and over again. And, I mean, just like you and everyone else, I’m sure there are times where it’s like, oh, my God, I’m being really negative today, or I’m doing what is wrong with me? Why am I focusing on this? And you have to reset. Right. But noticing– being able to notice that and make the adjustment, you know, the success for me has come, you know, 1000% on what I think about, what I focus on, you know, the gratitude, all the things that people talk about but everyone thinks they don’t really listen to it because they think it’s not really important. When it’s like it’s everything.
Rod
It’s the most important. Yeah. You know what? I want to circle back to something you said, which was really profound. You kind of glossed over it, which was, you know, you have a choice how to decide what something that happened to you means, really. And life is about meaning. And two people can have, you know, like someone could have had the same abusive experience that you had growing up, jumping into a foster home, getting kicked out of that foster home right when you turned 18, and, you know, how that could make you feel. And you chose–you know, you basically put a positive meaning on it where someone else could have been destroyed from it. And so, guys, remember this. You know, you choose the meaning that you placed on someone. I lost $50 million. Although, frankly, I don’t think it compares to what you went through, the meaning I placed on it is I never would have met my wife if it hadn’t happened. And I’d give it all up again for her. And that’s the truth of it. And so remember that life really is about meaning. And you also mentioned ownership. And, you know, when you can totally own everything that happens to you, both the positive and the negative, it’s actually very freeing. And you’re not finding excuses. Would you agree with that?
Krista
Oh, my gosh. Have you ever read the book from Navy Seals, “Extreme Ownership”?
Rod
Oh, yeah, right.
Krista
Everything. We have a choice. I went through a horrible divorce, but it was my–I chose to get married. I have to look at what– well, you had warning signs. You kind of knew. Like that was your fault, you know. Everything is like that. Now, when I say that, I understand that some people, you know, there’s abuse and there are victims. And when you’re a victim of rape, let’s say, or even abuse from parents, that is not your fault. So please, when Rod and I are saying this, we don’t mean for things like that. But whether it is like a rape or an abusive whatever, you do have a choice of how you choose to let that affect your life, right? I mean, there’s nobody else coming to save us but us, right?
Rod
Right.
Krista
There really isn’t. And we can blame everybody else. I could blame my mom. In fact, you know, about two years ago, my mom broke down, and she just was like she was sobbing uncontrollably for a couple of hours because of the guilt and the regret from what she did. And I said, mom. I said, don’t be mad. I said, don’t be sad. Don’t be. Guilt is useless, number one. I mean, I believe that everything happens for a reason. I know that sounds crazy, but if you didn’t do that to me, I don’t believe I’d be as successful today. I don’t believe I’d be as valuable today.
Rod
No question. I’m sorry I interrupted. Please continue.
Krista
No, you’re good. I’m just glad it happened. I had to tell her, please release yourself from that guilt because, you know, I made my message and because you allowed me to share it, I’ve been able to help a lot of people, so I don’t regret any of it.
Rod
Yeah. And I’d say being a little selfish, digging into this more because it’s got so many parallels to things that have happened for me. And I know you guys are getting value from this. And so, you know, I just remember, you know, I had a lot of childhood stuff growing up as well and picked on in school, beat up a lot, and didn’t speak English. You know, and then some childhood experience with some girl on a playground. And I came up with the belief that I wasn’t good enough. And, you know, that’s a limiting belief system. And a lot of people have that limiting belief system. If that happened to you, you took and spun it and moved on and passed it. And I had to do the same thing. So, you know, I think this is adding a ton of value, but we can shift now. I mean, thank you for sharing that very much. And here’s something else I want to mention. You know, that was incredibly vulnerable, and a lot of– women, especially, are afraid of being vulnerable. But there’s incredible power and strength in vulnerability. And I hope you guys see that in this dialogue that Krista and I are having. But let’s shift over to marketing. So, you know, you’re known for that. I know you’ve got a book called “The Ultimate Lead Gen Playbook”. And guys, you know, when you’re out there raising money for a deal, you basically need to generate leads for potential investors. You know, if you’re out there direct marketing to sellers, you’re going to generate leads for that business. So it’s a very relevant conversation. So maybe we could drill down on some of the strategies. I know you’re a big Facebook expert. You know, I don’t know where to take this. So maybe help me a little bit. Let’s talk strategy a little bit.
Krista
Okay. So first of all, understand it doesn’t matter what you do for a living. Marketing is the basis of everybody’s business, right? If you want to sell a lot of homes, flip a lot of homes, whatever, you know, invest in a lot of homes. If you have proper marketing, that’s going to be– every aspect of your business is going to be easier.
Rod
Peter Drucker said, “every business is nothing but innovation and marketing”.
Krista
I totally agree.
Rod
There you go.
Krista
I totally agree. And marketing is attraction. So what I want you to think about, especially like, I know that in investing, it can be pretty competitive, especially if you’re trying to find off-market properties. Right? Like you know, you’re buying them for, you know, 50, 60, 70 cents a dollar and that’s your hope. And it’s hard, right? It’s one of the hardest things. But people want to work with people that they know and that they trust. And instead of trying to find a diamond interrupt to find these properties, wouldn’t it be nice if people actually came to you and ask you for help with these? And I think–like, I love marketing, but the marketing isn’t just creating, you know, a $10 million funnel or $25 million funnel. It’s not just about that, but it’s about your message and people seeing you and developing a relationship with you and you breaking down their barriers and positioning yourself as the authority and actually adding value to them to help them. That’s all where it starts. When the market crashed back in 2008 and ’09, I was working as– I had like 14 different transaction management companies. I worked for, you know, Wells Fargo. I had the head account. I was selling all these foreclosures. And my best year, I sold 169 foreclosures.
Rod
Wow.
Krista
And then all of a sudden the market got better. Okay. And I went from doing 150 and 160 to down to 12. And I was like, oh, crap, you know. I was the main breadwinner in the house. I had, you know, two assistants. I had to fix it. So I started really watching what the Fortune 500 companies were doing. How were Google and Nike and Whole Foods? How are they so successful? So I started analyzing their marketing and they do content marketing. And what content marketing is is like you produce content, you–
Rod
You educate.
Krista
You educate. Yes. It’s all about educating.
Rod
Yeah.
Krista
Educating and adding value.
Rod
Right.
Krista
So I came up with the term engagement marketing, which is the exact same thing but you just engage the community. Right? So if your investors, if they want to do more business, they have to engage their community, engage their leads, engage who they’re going after and you do so by this type of marketing that we’re talking about right now.
Rod
Yeah.
Krista
That’s the first step in marketing.
Rod
Yeah. Let me just add one quick thing there. One– not even really a caveat, just an aside, you know, in this education-based marketing that we live in right now, which is really all marketing that’s any good is education-based. There are two things to remember. One is you need to add value. And I heard it said that if you put out crap, you are crap. And so let’s stick with that because that’s the truth. Okay. You can’t have somebody write your stuff for you and have it be crappy. It’s got to be good, educational content. Number two is you have to be consistent. Those are probably the two biggest factors for this business. Would you agree?
Krista
Absolutely. 1000%. And that’s also one of the hardest things, people consistency is hard.
Rod
Right.
Krista
They give up before they start seeing the results. They don’t realize they’re 3ft from gold.
Rod
Right.
Krista
And, you know, adding value and truly, really, truly helping people. And the funniest thing is, the more that you do that, the floodgates just open. Like for example, my books. I tell the people how to do exactly what I do in my books, but because– it’s kind of overwhelming and the fact there’s so much, they end up hiring me to coach them. Right. But I just give it all away. Here’s everything. And then they still, you know–
Rod
Same here. Same here, same here. I do my boot camps for a couple of $100. Three days, no sales pitch. But they want my coaching because it’s drinking through a fire hose. And they recognize, you know, that they can go further, faster by paying for speed. And so it’s the same dynamic. And, you know, when you add the most value, you’re going to be the most successful. I remember when I started my podcast, I started doing free phone calls for my listeners, 30 minutes calls. And I did hundreds of them. Literally. And that’s what blew up my podcast initially, and I didn’t have anything to sell at the time. And I just added value. And, you know, I got lots of love and positive feedback and growth from it. But yeah, those that add the most value, the most successful. No question.
Krista
I would say serve, not sell. Serve, not sell–
Rod
Now let’s talk about engagement for a minute because that’s something we are actually fairly recently doing in my tribe where we’ll add some– you know we’ll put some content out there but then we’ll actively engage with the people in our community. And I’m DM’ing all freaking day long with people doing that. Is that the kind of engagement you’re talking about, or do you have a different definition?
Krista
More like involving them. But what you’re saying is very important, right?
Rod
Okay.
Krista
Like, you can’t take the person outside of the sales process, and so, you know, no matter how great your processes or your CRM, you still have to put the person back in, which is what you’re talking about. But engaging means like I involve the community. So, for example, I tell people to become the community market leader, the area expert. Anytime somebody thinks about real estate or the community, your name should come up. Right. And so, you’re doing, you’re interviewing, you’re creating content and you’re interviewing local restaurants, you’re interviewing local businesses, interviewing local professionals. You know you’re–and your people can do the exact same thing. Right. You just to need figure out who is involved in the process of what you guys are doing and then start becoming like a reporter and interviewing those people and then bringing them in. Right. So my goal is to get them to think about– if they’re thinking real estate or they’re thinking community, my name comes up because I’m bringing the community in. Right. Doing things like going into Facebook forum groups and just offering value. Somebody needs, you know, a local home Inspector, right? And you’re on a Facebook group and you give them that home inspector’s number and your people can do the exact same thing. Think about all the different aspects of the transaction, you know, and understanding who your client avatar is huge with this.
Rod
Right. So let me stop you for one second. So, guys, so you might be–you know, your avatar might be accredited investors. So how do you add value to accredited investors? Maybe you educate them on syndication and educate them on passive investing. Of course, a lot of syndicators do just that, but you figure out a way to set yourself apart. Now, one other thing you said, just let me drill down one other thing is, you know, even if you’re not an expert, by virtue of interviewing people you’re perceived as an expert, even though you’re just asking the questions, so you can act as if. Fake it till you make it as it were if that’s the case. If you’re not totally up to speed on this business yet. So keep that in mind. Do you agree with that?
Krista
Some of the things that we say are so similar? Because I always say, you know, perception is reality. I actually have a real estate agent that got voted best Buford Realtor. And you know what, people like she didn’t ask to be voted. She had never sold a house yet. She had never sold a house yet because she was producing so much content about her community and doing local market updates and, you know, the best things to do in town and, you know, talking about the neighborhood. She got voted the best Buford Realtor in her town because perception is reality. So you can be brand new, I would say you can be a brand new anything. And if you give value, you help people, you educate them. Be a reporter. Right. Like, be a reporter and understanding who your clients are. And you cannot be considered a solution unless you’re solving a problem. So what are the problems that people have? What are the fears they have, their aspirations, their desires, and speak directly to that. You know, research shows that the more that your content, the more that your message speaks directly to somebody, the more likely you will convert. So really spending time knowing who you’re going after and where they’re at right now, what they’re thinking, where they’re shopping, what they’re doing, and knowing where they want to go. And if your content speaks to that, you’re going to convert so much more.
Rod
Yeah. And guys, in the business, what you do is you create something called an avatar and you can even name that person. This is your ideal investor, as it were for example, as an example. If you’re going after sellers, then it would be different. But, you know, what does that investor look like? You know, what’s their age, gender, interests, you know, background. And you just try to come as close as you can, and then you identify what their problems and aspirations are and you’re off to the races. So, you know, that’s good stuff. Now, you do this on Facebook? Do you do this in Facebook groups, or can we get a little more granular?
Krista
Yes. We have done, you know, so much business online, and 99% of it’s all been from Facebook. Now, we take video content, we repurpose it, which means we’ll still put it on YouTube because it’s organic. We’ll put it on our website.
Rod
Sure.
Krista
But I run ad campaigns. You’ve got to pay to play. Right?
Rod
Right.
Krista
So I would say, it’s kind of like what you said. It’s the eight C’s. You’ve got to commit to consistently producing content correctly. Correctly, meaning, I got to make sure people see it. And I got to put the right content out there. Right? And if I do that, I’m going to make a connection. So I’m going to convert more. Okay. I think for your investors, it’s so important because the more you can make a connection with somebody, the more likely you’re going to convert them. And so you’re kind of like standing out from all the crap. And I can guarantee that no one– there’s not a lot of investors that are doing this. Right?
Rod
Probably not doing it properly. You know, I can think of one actually, that’s killer at it. But, you know, the thing with, you know, what we’re talking about where you’re out there looking for investors for deals. You know, ultimately, you’ll likely have a conversation with them, just so you know, because they’re in–you know, it could be investing $100,000 to $500,000. So, you know, you’ll very often have a conversation, but, you know, you can also have a pretty incredible marketing funnel and sales funnel that takes them to, you know, your webinar, and, or has you know, has videos that explain different parts of the process, and you’re educating them on what to expect and so on and so forth. And there are a lot of ways to automate this. So you agree with that, I’m sure, yes?
Krista
Oh, we have that. Yeah. I have a funnel that we send people to, like, well, people raise their hand and request, you know, market analysis at their home. And then we direct them to a, you know, 17 minutes marketing video, and then we send them to a seller seminar where there are 23 videos from anything, from inspections, what to expect, who pays for what? And I’m just, like, indoctrinating them in the process. And so by the time I’ve already won. I always call it, you don’t want to win before you arrive, right? Before I even get there, they already know they want to hire me because they’ve already made this choice because I’ve just given them so much.
Rod
And that same thing can apply here, guys.
Krista
Absolutely.
Rod
Love it. Love it. So you’ve got your book, “Ultimate Lead Gen Playbook”. It’s on Amazon, guys. And her name is Krista Mashore. Just like it sounds. And, yeah.
Krista
They go to “getkristasbook.com”. We can give them a digital copy.
Rod
“Getkristasbook.com”. Okay, there you go.
Krista
“Getkristasbook.com”.
Rod
And that’s where the K, guys. Krista. “Getkristasbook.com”. Love it.
Krista
And we’ll put in the notes in case I’m doing the wrong thing. But. Yeah.
Rod
All right. We’ll put it in the notes. You let me know if that’s not quite right.
Krista
Yeah. That’s not quite right.
Rod
Is there anything else I should have asked you that might add some more value, Krista?
Krista
Yes. The more that you can create video content, the better. There’s something called a parasocial relationship. And what that is, is like research shows that the more that we see somebody on the other side of a screen, we start to develop a relationship with them. We feel like we know them, and then we start to trust them more. And your barriers get broken down. And then it’s literally called a one-sided parasocial relationship. And when you do that, you’re more likely to convert because people feel like they know you. I was just– yesterday I went to a sandwich shop. I was there for 45 minutes. There were maybe 20 people total in the place. Within that 45 minutes, three different people came up to me and said, aren’t you that girl that I see all the videos on? Like, one person is like, oh, I see you on TV. Well, no, I’m not on TV. I’m on Facebook. And the other one is like, she goes, I feel like– she actually said this to my friend. I went to get some soda, and she goes, I feel like Krista and I are friends. Like I just–I feel like I know her. Like, she’s like the girl next door. You know, and so I’m sitting here listening to this, and then another guy is like, hey, I saw you on Facebook. I just moved here from Burlingame, and I watch her videos all the time. Within 45 minutes, three different people, and they’re talking to me like, they know me. Right. And they think they do because they have developed a one-sided parasocial relationship with me.
Rod
Fascinating.
Krista
Because they’re seeing my content and I’m adding value, and they’re getting to know me. And that makes conversions so much better. And also, you attract the right people. I’m attracting people that are more likely to want to work with me and like my personality. And then I’m detracting the ones that are like, she’s too hyper, she’s too loud, like you know, she’s too bubbly for me. Great, let’s not work together. Right?
Rod
Right.
Krista
So it just works in so many ways. And I think the more that your people can figure this out, it will make a massive difference in the kind of impact they can make.
Rod
Yeah. You know, with my Warrior coaching students, my mentorship students, some of my coaches make them post videos in our Warrior Facebook group because, you know, they’ve got to get past the discomfort with it. And even me. I had a lot of discomforts. I look at some of my early videos that I did five, six years ago, and I’m like, oh, good God. But, you know, it’s like, anything, you do it enough, and you’ll get better and better at it. You’ll get more comfortable with it. But yeah, video is absolutely the bell of the ball on all social platforms. The beautiful thing about it, when you create something, you can put it everywhere. You can put clips on– I mean, it got me on TikTok. I’ve got a video– it’s got almost a million views now. I’ve only been on there for four or five months. And so, you know, you just can cross-pollinate all of this stuff and use it on every single platform to drive people back to wherever you’re doing the most work. And be it Facebook, be at LinkedIn, be it, you know, whatever it is, Instagram, TikTok, whatever it is, or drive them to your website, or drive them to what’s called a lead magnet, you know, where you give something away for free to capture their email address. And by the way, when Krista said conversions, it’s kind of like a sale. But in the digital marketing space, it’s like converting someone from doing your lead magnet to maybe buying a small thing or setting an appointment. You know it’s a conversion in the process itself. Just so if you didn’t know what that meant.
Krista
And conversions are so much stronger. So, for example, a lead magnet, just as Rod said, is you’re giving away information to get somebody’s most precious asset, which is their contact information, because your goal is to get people off of these platforms like Facebook and YouTube and all, and you want to own their contact information. Right?
Rod
Right.
Krista
But most people start with the lead magnet. So they’ll start with like, hey, download this PDF and I’ll get you the seven steps to selling your house or seven steps to, you know, flipping. But people are afraid to do that now, right? First of all, they’re getting you know, hundreds and hundreds of marketing messages every day. They’re being asked for contact information. People are afraid to give it up because they don’t want to get hacked or they don’t want to get stalked. So they don’t do it. But if you develop a relationship with people first and they get to know you and you do that through video marketing when you ask for their information, because you know what it is that they’re interested in. Right? Because you’re targeting them and retargeting them on, you know, platforms like Facebook. When you ask them for their contact information, they are so much more likely to give it to you because you’ve developed the trust first.
Rod
Yeah. Well, here’s a great example. These are some of my books that I’ve written that I give away for free. And like tonight I’m doing a Facebook Live on syndications and I have a book that is huge, that I give away for free on “Guide to Multifamily Syndication”. So I’ll educate first and I’ll say, hey, if you want this book, just ping me and I’ll give it to you. And of course, then I’ve got your information and you’ll probably get some emails from me. No hard sales, but you’ll get some emails and that’s really– you can do the same thing with investors, guys. So anyway, we’ll listen Krista, this has been a lot of fun. I really appreciate you coming on the show, and you’ve added tremendous value, and I’m really glad that we got to connect.
Krista
Thanks for having me. I love your story. I appreciate you. And keep on doing what you’re doing because you’re making a difference.
Rod
Thank you. Thank you.
Outro
Rod, I know a lot of our listeners are wanting to take their multifamily investing business to the next level. Now, I know you’ve been hard at work helping our Warrior students do just that using our “ACT” methodology, which is Awareness, Close, and Transform. Can you explain to the listeners how they can get our help?
Rod
You bet. Guys, We’ve been going nonstop for three years building an amazing community of like-minded people. And our coaching students, which we call our warriors, have had extraordinary results. They’ve purchased thousands and thousands of units, and last year we did over 1000 units with our students. And we’re looking to grow this group and take it to the next level. We’re looking for people who want to follow a proven framework that’s really step by step and then leverage our systems and network to raise equity, to find and close deals, and to build partnerships nationwide. Now, our Warrior community is finding success in any market cycle. So if you’re interested in finding out more about how you can become more of our incredible network and take advantage of the incredible opportunities that are coming very soon apply to work with us at “MentorWithRod.com” or text “CRUSH” to “72345” and we’ll set up a call so you can check us out and we can check you out. That’s “MentorWithRod.com” or text “CRUSH” to “72345”.
