Why Real Estate Entrepreneurs Need a Personal Brand ft. Shane Seo | Coffeez for Closers with Joe Shalaby

[SPEAKER_00]: Today we are sitting down right now with Shane, so the founder and CEO of SO Capital Management, a real estate company, headquartered at Atlanta, Georgia, and really making a way in the real estate space.
[SPEAKER_00]: They have hundreds of millions of dollars under management and continuing to scale their business, acquiring more and more properties and dominating the space in growing in many verticals.
[SPEAKER_00]: And now,
[SPEAKER_00]: Adding the Kenji movies to the mix back by real estate, which is a totally new venture.
[SPEAKER_00]: We're in dive right into it.
[SPEAKER_00]: Let's welcome Shane.
[SPEAKER_00]: So thanks, Shane.
[SPEAKER_00]: Hey, thanks for having me.
[SPEAKER_00]: On today's podcast can be a fun one.
[SPEAKER_00]: So now, you know, you're buying buildings.
[SPEAKER_00]: You got a podcast.
[SPEAKER_00]: And now you're starting to create content and you're, you know, we talked about this when my first mention kind of an introverted guy.
[SPEAKER_00]: Yes, I'm very.
[SPEAKER_00]: What deals are already coming in right now on the real estate side?
[SPEAKER_00]: What do you got working on?
[SPEAKER_02]: So we're in a transition period right now.
[SPEAKER_02]: So we have about 400 single family.
[SPEAKER_02]: And you know, when I did a few motiles like, well, I can have 59 units or 44 units kind of all in one area, but having 400 homes, that's 400 tax parcels, 400 insurance policies, 400 different, and they're kind of spread out, and there's no forced appreciation that can happen.
[SPEAKER_02]: So we're trying to bundle up some of those.
[SPEAKER_02]: So we have right now 42 to 43 houses on the contract to sell and I'm going to 1031 them and put them in the more multifamily.
[SPEAKER_02]: So that's what we're sourcing out.
[SPEAKER_02]: Uh, we want to try and get in the hotel business.
[SPEAKER_02]: That's not they say that's not that's more of a business play than a real estate play, but I kind of want to try a hotel.
[SPEAKER_02]: Um, like to try some, uh, development eventually and then also some single tenant, trippin' at least conversions so we'll find some older building or maybe just some land.
[SPEAKER_02]: Find a good trippin' at least tenant that wants it and we either build it or, you know, fix up the building that's currently there.
[SPEAKER_02]: And, uh, we tend to like those a lot too, a lot easier tenant as well.
[SPEAKER_00]: Where are you sourcing right now your deals?
[SPEAKER_00]: Are you just finding them through your network?
[SPEAKER_00]: Are you finding them through realtors?
[SPEAKER_00]: Are you finding them through online auctions?
[SPEAKER_00]: How are you getting them?
[SPEAKER_00]: Yeah, so we've always used.
[SPEAKER_02]: So since we're going after multi-family, I guess it depends on the type that we're looking for.
[SPEAKER_02]: But multi-family, what we do is we pull the records for the current disposetaries that are happening.
[SPEAKER_02]: the current evictions.
[SPEAKER_02]: And if you notice like the same name as the landlord, they do means they have a portfolio of single family homes or multi-family.
[SPEAKER_02]: So, reach out to the landlord and that's usually in their most motivating spot.
[SPEAKER_02]: As you know, if you're in real estate and you're a landlord and you're in the middle of an eviction, especially a bunch of them,
[SPEAKER_02]: you're probably in your most motivating spots.
[SPEAKER_02]: So we tend to talk to them and try and upgrade them from landlord to banker at that point and make it completely passive.
[SPEAKER_02]: Because most landlords got into real estate for passive income and then the ends up not being as passive as they thought.
[SPEAKER_02]: Have ever passed them.
[SPEAKER_02]: Yeah, so we're like, well, so we try and make it completely passive.
[SPEAKER_02]: So we'll hand all repairs, maintenance, tax, insurance.
[SPEAKER_02]: And we buy it with seller financing, usually.
[SPEAKER_02]: Unless it's just like a killer deal and they can't sell or finance it.
[SPEAKER_02]: pull out a good fan, a Freddie Mac, multi-family loan.
[SPEAKER_02]: So that's how we do multi-family as far as commercial.
[SPEAKER_02]: We deal with a lot of brokers.
[SPEAKER_02]: And I'm very new at this, like I said, so I'm even doing podcasts.
[SPEAKER_02]: I've done a few of them now, but like I'm new.
[SPEAKER_02]: But since I've done more personal branding, a lot of people know I'm the real estate guy in the area that we're creating and what we're kind of buying.
[SPEAKER_02]: So it's been really good for deal flow.
[SPEAKER_02]: So that's been another way.
[SPEAKER_02]: So brokers, you know, dispossessories for the moldy family, people just bringing us deals and then we're always sourcing some stuff.
[SPEAKER_02]: Or if we're driving by properly, we see one that we like, we just, we just make a habit.
[SPEAKER_02]: I like that property.
[SPEAKER_02]: I like the area where it's at and we'll just try and reach out to the sellers just to make a
[SPEAKER_02]: Relationship talk to them.
[SPEAKER_02]: They may not want to sell now, but at least we're always first in mine later on, so because we play the long game.
[SPEAKER_02]: So that's kind of how we're source of right now kind of basic and easy.
[SPEAKER_00]: You said something now that really resonated with me, which is, you know, you started doing some personal branding and for someone like yourself already established in real estate.
[SPEAKER_00]: Already have a big portfolio of business.
[SPEAKER_00]: And now you're like, Pivoting, I'm going to build my personal brand.
[SPEAKER_00]: What was the catalyst for you to start to think about building your personal brand?
[SPEAKER_00]: What really inspired that for you?
[SPEAKER_02]: So it took me five years to even get my first deal in real estate.
[SPEAKER_02]: And I was 25 years old when this guy had sleep back here.
[SPEAKER_02]: Kind of like you, I had to realize here, him and his wife had matching Cadillacs.
[SPEAKER_02]: And I could just tell he had a lot of money.
[SPEAKER_02]: Just like I look at him, he's doing well for him.
[SPEAKER_02]: So I said, what do you do?
[SPEAKER_02]: And he said, boy, you should take me to a lot of stuff.
[SPEAKER_02]: Took him to lunch and he said, real estate.
[SPEAKER_02]: But then he ghosted me after that.
[SPEAKER_02]: So for five years, I got 33 properties on a country and canceled them all and never closed them or anything because I didn't have any knowledge, no mentor, not enough education.
[SPEAKER_02]: I honestly wasn't in the right like I guess groups at that time.
[SPEAKER_02]: So but once I finally got my first property, it snowballed so quickly.
[SPEAKER_02]: And I looked back about a year and a half ago it's January, no, no.
[SPEAKER_02]: 24 now it's January 2023 I'm sorry so it's been a little bit longer that I said I'm going to really lean into finding out how to make what I do quicker because if I want to start at five years prior to doing real estate at that time.
[SPEAKER_02]: Where would I be?
[SPEAKER_02]: So I reached out and I said, I'm going to go to a bit best mentor.
[SPEAKER_02]: I can think of right now.
[SPEAKER_02]: And I was watching a lot of YouTube.
[SPEAKER_02]: So I paid 100 grand.
[SPEAKER_02]: Talked a grand card owner had four hours with them.
[SPEAKER_02]: I've only used two of those for in the first time that I talked to him.
[SPEAKER_02]: He answered all my questions, made one phone call and they made me 888,000 hours three months later.
[SPEAKER_02]: And I said, that's why I should have done it.
[SPEAKER_02]: So I, on the second time I saw Grant, I say Grant, what should I do?
[SPEAKER_02]: Thank you for the real estate, but like what should I do?
[SPEAKER_02]: Should I do events?
[SPEAKER_02]: You know, should I, what should I start doing?
[SPEAKER_02]: And he says, you need to get in personal branding.
[SPEAKER_02]: So then I reached out to Ty Lopez.
[SPEAKER_02]: I paid his mentorship and both grant and Ty kept saying, do personal brand.
[SPEAKER_02]: And I'm an extremely introverted person.
[SPEAKER_02]: Like, bear, like, if I'm in an event, I'm always in the back shadows, if I can.
[SPEAKER_02]: So it took a little bit of time and I did drag my feet a little bit, probably a couple more months.
[SPEAKER_02]: And then in January,
[SPEAKER_02]: 2024.
[SPEAKER_02]: I said, aren't let's try and do this personal branding stuff.
[SPEAKER_02]: I did my first podcast and we started doing workshops where I'd stand up front and start teaching people.
[SPEAKER_02]: And then we started doing, I don't even know what you call it when you're talking to the camera, just teaching something I started doing a few of those.
[SPEAKER_02]: Well, you're killing it.
[SPEAKER_00]: You're doing a great job.
[SPEAKER_00]: But I went all in.
[SPEAKER_00]: I started doing crazy content antics podcasting
[SPEAKER_00]: I just released a book, you know, I went all in on personal branding.
[SPEAKER_00]: Well, you got to coach me because right now, I'm just doing the day.
[SPEAKER_00]: And Lopez and Grant Cardone, those are the biggest names you can go to.
[SPEAKER_02]: Oh, yeah, they're busy.
[SPEAKER_02]: They can't sit there and say, hey, make a whole plan all the time for them.
[SPEAKER_02]: I'm actually scheduled to see Grant again in the next like month or two, just to ask them.
[SPEAKER_02]: But like, I haven't been making funny videos, you know, that catcher and keep that.
[SPEAKER_02]: Mine's more nerdy.
[SPEAKER_02]: Just, hey, here's this and teaching or podcasts.
[SPEAKER_02]: But I need to do like some creative videos.
[SPEAKER_02]: And I'm doing it for deal flow and I love nerding out.
[SPEAKER_02]: What are three things that you think I should do when I get back to Atlanta?
[SPEAKER_00]: I mean, I think you do have to do more relatable content that actually resonates with people, something along the lines of just making people laugh, and adding the flair of where they know you're, it's associated with real estate.
[SPEAKER_00]: That makes sense.
[SPEAKER_00]: That's just some sort of relatable real estate comedy.
[SPEAKER_00]: Like...
[SPEAKER_00]: You know, I do some relatable comedy when it comes to real estate, like, oh, this is what, like, you know, a million bucks gets you in California and I'll walk into like, you know, a bathrooms, you know, um, like a shack.
[SPEAKER_00]: No, no, like a border party.
[SPEAKER_00]: You know, that's here's a million dollar house down in California, so like, you know, but it's like, it's funny, but it's, you know, it's just things that make people laugh associated with real estate, it's just millions of jokes.
[SPEAKER_00]: That's just one example.
[SPEAKER_00]: And, you know, you don't know, like, I don't know how much short content you're putting out right now.
[SPEAKER_02]: We're trying to do 30 a month and hopefully get to where we can do three or four days, but I've heard of the sweet spot and post a lot like I don't know how many platforms you're on, but I'm on every platform.
[SPEAKER_00]: I'm on TikTok, YouTube Snapchat, Instagram, Facebook, LinkedIn, X, you know,
[SPEAKER_00]: I'm on Reddit.
[SPEAKER_00]: I'm on Amazon.
[SPEAKER_00]: I'm on, you know, that Spotify Apple iTunes.
[SPEAKER_00]: So I try to be on everything.
[SPEAKER_00]: And then I'm on all the blog platforms.
[SPEAKER_02]: So, you know, I try to get on every single platform so that I can just get as much exposure as possible.
[SPEAKER_00]: Yeah, yes, Snapchat is actually a very untapped market.
[SPEAKER_00]: There's not a lot of big influence.
[SPEAKER_00]: I met with there's some of the sea level and be going to Samtats will actually represent it by Snapchat.
[SPEAKER_00]: Oh, wow, that's awesome.
[SPEAKER_00]: Yeah.
[SPEAKER_00]: Um, so it's just an untapped market and what made you get into doing personal brand.
[SPEAKER_00]: I was on a different year for my competitors.
[SPEAKER_00]: My competitors are going to start building their brand and I just wanted to build my brand.
[SPEAKER_00]: And you sit big difference that it's helped with all the businesses that you do as well.
[SPEAKER_00]: Yeah, it's, it's helped deal flow.
[SPEAKER_00]: It's helped recruiting.
[SPEAKER_00]: It's just made me relatable.
[SPEAKER_00]: It's a lot of me get on stages.
[SPEAKER_00]: It's opened a lot of doors.
[SPEAKER_00]: And I'm in the very grassroots of it, you know, so I just, I'm in the very beginning.
[SPEAKER_00]: Just like you, I'm 18 months in.
[SPEAKER_00]: Well, you're doing good, doing good, so we're both doing the same thing, but it's open so many doors.
[SPEAKER_00]: It's awakened me to so many different things.
[SPEAKER_00]: Yeah.
[SPEAKER_00]: That I just wasn't privy to.
[SPEAKER_00]: I've just, because now you, you know, and now with with AI indexing, with the way that the algorithm is moving with chatchipd, grock and Gemini and all these platforms, cloud and all these guys, they all get their data from online.
[SPEAKER_00]: And they all aggregate their data from that's all point.
[SPEAKER_00]: Whatever you say on these podcasts, everything I say on this podcast is going to be indexed every word I say is now going to be indexed by chat GPT and we'll be quoted and we'll be.
[SPEAKER_00]: you know, all these different things.
[SPEAKER_00]: So they're to use it.
[SPEAKER_00]: Oh, that makes sense.
[SPEAKER_00]: That makes sense.
[SPEAKER_00]: It's a way for you to stand out in the future.
[SPEAKER_00]: And it's something that you just is is a necessity in any vertical right now, just because the way that chat GP team reasons.
[SPEAKER_00]: Mm-hmm.
[SPEAKER_00]: So, in the world of AI, you couldn't have timed it better.
[SPEAKER_00]: Yeah.
[SPEAKER_00]: Like, your personal brand, like, no one's even relating personal branding in the world, the new world of AI, like, fully yet.
[SPEAKER_00]: And I'm kind of going on a mission, talking about it, so to be much more.
[SPEAKER_00]: I'm looking forward to hearing more about it for sure.
[SPEAKER_00]: So, real estate people love to say, I don't have time for content.
[SPEAKER_00]: What do you say when someone hits you with that?
[SPEAKER_02]: I say, you're 100% right because I don't want them to do it.
[SPEAKER_02]: That makes it easier for me.
[SPEAKER_02]: Now, I just think you'd be a big mistake.
[SPEAKER_02]: You know, I think, you know, real estate and content will really any business.
[SPEAKER_02]: Personal brand and doing content, that's the best way to get yourself out there.
[SPEAKER_02]: Yeah.
[SPEAKER_02]: Weirdly enough, if you're driving down the road and you see billboards, I bet.
[SPEAKER_02]: More people see stuff on their phone while driving or in the car than they do on billboards.
[SPEAKER_02]: So it's best for personal brand.
[SPEAKER_02]: It's good for business, good for everything.
[SPEAKER_02]: So I would say they're making a big mistake if they don't take time.
[SPEAKER_02]: In fact, I would say it's very important to take two or three hours per day and just do personal branding.
[SPEAKER_02]: That's what I'm trying to, you know, I'm saying all this and I, you know, I struggle with it.
[SPEAKER_02]: But I'm trying to be very disciplined now to just make sure I'm very delivered to do it.
[SPEAKER_02]: I believe in the next year and a half since I'm year and a half in, year and a half.
[SPEAKER_02]: Later, I hope to sit out with you and laugh about that man.
[SPEAKER_02]: I remember sitting there doing that podcast and I joined those other groups now and it helped me, you know.
[SPEAKER_02]: So I'd say it'd be a big mistake if they don't do personal branding.
[SPEAKER_00]: I agree 100% I mean, I think, uh,
[SPEAKER_00]: And anyone in the real estate field financial sectors, mortgage sector, you know, insurance sector have to start building their brand.
[SPEAKER_00]: Yes, because if they don't, their competitors are going to eat their lunch.
[SPEAKER_02]: Yeah.
[SPEAKER_02]: I mean, it's a great way for, um, for credibility.
[SPEAKER_02]: People see you.
[SPEAKER_02]: They see you as the person that's giving the knowledge.
[SPEAKER_02]: And then when they meet you, they trust you more.
[SPEAKER_02]: They feel like they know you.
[SPEAKER_02]: I assume because you've been doing pretty very well about what I was looking online and having met your very personal person, you're funny.
[SPEAKER_02]: I saw it so it was very good stuff.
[SPEAKER_02]: But when they meet you that, they already know you.
[SPEAKER_02]: So if you say, hey, do this, do that.
[SPEAKER_02]: They're going to act on a quicker, which is good for them, too.
[SPEAKER_00]: Yeah, you know.
[SPEAKER_00]: Yeah.
[SPEAKER_00]: It's funny, you know, what branding has done for me, because I don't think I can go somewhere in public now, or someone's like, you're in my feed or I haven't seen, I see your videos or I like your stuff or, you know, and they connect to you, you know, just because the more relatable you are, the more down the earth, you are, like, you got to do content that connects with people.
[SPEAKER_02]: Absolutely.
[SPEAKER_00]: And and what I've identified is that we're both in pretty boring businesses.
[SPEAKER_00]: Yes, you know, so when you go on social media, every platform has their own.
[SPEAKER_00]: place, LinkedIn is a good place to nerd out.
[SPEAKER_00]: But like Instagram and and TikTok and YouTube, that's a well, not YouTube, TikTok and Snapchat.
[SPEAKER_00]: Those are places for you to be more authentic to you.
[SPEAKER_00]: You are.
[SPEAKER_00]: That's right.
[SPEAKER_00]: Whatever your hobbies are, whatever you find funny, whatever you think is like relatable to your life or, you know, your dad's life or whatever, you know, that has to be more entertaining for sure.
[SPEAKER_02]: That has to be more entertaining.
[SPEAKER_00]: has been more relatable because that's where the people go for release, people go for education and information on LinkedIn, on YouTube, or what it's X, you know, X, we've converted our X page to just hot takes, which is just small tidbits of.
[SPEAKER_00]: So I have so many verticals of content you probably saw to kind of embody my brand.
[SPEAKER_00]: And I'm listen, for me personal branding,
[SPEAKER_00]: is a big work in progress.
[SPEAKER_00]: I just went through a full re-brand myself.
[SPEAKER_00]: You know?
[SPEAKER_00]: So it's a big work in progress.
[SPEAKER_00]: Like imagery, content creation, like what sequence is cadence is in my putting out.
[SPEAKER_00]: It's all just, you know, I'm always thinking about it.
[SPEAKER_00]: Now take us behind the current.
[SPEAKER_00]: How are you planning?
[SPEAKER_00]: How are you recording?
[SPEAKER_00]: How are you editing?
[SPEAKER_00]: And you know, really distributing your content.
[SPEAKER_02]: So I have a really good friend.
[SPEAKER_02]: I went on a Christian movie set as an extra, and I met this husband and wife team that they were direct in the movie.
[SPEAKER_02]: I guess I should say a little bit before this before I did that extra was an extra on the show.
[SPEAKER_02]: I had hired some people to do some video for me and it's after even with me with the limited knowledge that I have I could just tell it wasn't up the part of it just because someone was out of film on wedding doesn't mean they know how to film for social media if that makes sense.
[SPEAKER_02]: Yeah.
[SPEAKER_02]: So I was already in transition period from that then I went to be an extra on this movie or whatever and I met this husband and wife team Austin and Haley Spicer been phenomenal.
[SPEAKER_02]: But not only do they know how to do movies and shorts and things like that, but they had actually done social media for other companies and when I told them what I wanted to do
[SPEAKER_02]: And they said, you know, I think we can, I think we can do that.
[SPEAKER_02]: So I said, we'll just take your time.
[SPEAKER_02]: Go research and tell me your thoughts first.
[SPEAKER_02]: And here's a few people to go look at the other business guys online.
[SPEAKER_02]: And they went looking at this as Shane, we can totally do that.
[SPEAKER_02]: And what we do not know, that we don't know at the moment, we know other people in this show that do it.
[SPEAKER_02]: And they ended up having a pretty good role of that.
[SPEAKER_02]: So people that were already, you know, had pretty good large podcast and stuff.
[SPEAKER_02]: So, um,
[SPEAKER_02]: We sat down.
[SPEAKER_02]: They filled me a little bit.
[SPEAKER_02]: They gave me some scripts and I kind of went off script because just because they gave me a script doesn't mean it's the way I would believe.
[SPEAKER_02]: So I just took the ideas that they said and I read it and it's okay.
[SPEAKER_02]: Let me put in my words and I taught it in my way because I would like to buy things.
[SPEAKER_02]: A little different than what most other investors would do because I like to be creative instead of just giving one off or we get three every time we have reasons why we do and then what do we do two weeks later before closing or whatever so I would just treat it up so then they would film it.
[SPEAKER_02]: they would edit it.
[SPEAKER_02]: I would review it and give notes.
[SPEAKER_02]: Then whenever it comes perfect where they all feel good about and I feel good and then we would try and post and I guess they put it I guess you can schedule when they come out so they looked at the optimum time to schedule when something was a lot of work.
[SPEAKER_02]: Yeah, a lot of work.
[SPEAKER_00]: Just a lot of video.
[SPEAKER_02]: Just to get out a few of the videos, yeah, video and then if we do a podcast like this apparently you can break it up into multiple shorts, right?
[SPEAKER_02]: So they would choose pieces there and now we've been delegating talking to other people like that I don't want to say their name I guess the like just other people that edit for some of the other podcasters and other influence some of the bigger I didn't realize how expensive it was until we did it.
[SPEAKER_02]: It was like six grand flight 30 shorts.
[SPEAKER_02]: I was like man.
[SPEAKER_02]: That's ridiculous but
[SPEAKER_02]: those got the best traction and they know when the hood can keep the audience's tension apparently you want on a short than the watch the whole thing and hopefully watch it again and then on long form you want them that least watch 30 seconds of it like to make sure to stand in you and kind of slow down the pace to let me nerd out a little bit.
[SPEAKER_02]: There is a lot of science.
[SPEAKER_02]: Oh, I was talking to your good guy here, Tim.
[SPEAKER_02]: He was teaching me some more stuff.
[SPEAKER_02]: So I was like, oh, I'm always trying to learn.
[SPEAKER_00]: Coming out, we're coming out with something for, because we've converted our podcast to a media company, as well, for guest.
[SPEAKER_00]: Who need content.
[SPEAKER_00]: We need a lot of people who are just like, I don't have content.
[SPEAKER_00]: So we're rolling a lot of cool stuff out to help our guests that really like launch another content.
[SPEAKER_00]: I think you'll be able to Tim, which I would be about it, and you'll, for sure.
[SPEAKER_00]: You know, what you can do to really optimize your content, what to say, what like pictures to add, and how to really like, you know, add the hooks, et cetera.
[SPEAKER_00]: There's a lot of science to the, it's actually more science in this than anything else, because it evolves so quickly.
[SPEAKER_00]: It does.
[SPEAKER_00]: It evolves every single day.
[SPEAKER_00]: The algorithm is changing at rapid speed.
[SPEAKER_00]: And we really aren't a place where
[SPEAKER_00]: you know, if you're not up to date with what the algorithm wants, it's like your content's Nolan void, it's not going to be served to the audience, et cetera.
[SPEAKER_00]: So staying up to date, staying relevant, optimizing all the time for what the algorithm wants is like imperative to gain adoption.
[SPEAKER_02]: So no, that makes it in from a skill one to ten is saying that ten you know, I know everything about socially I'm like a four.
[SPEAKER_00]: Yeah, so I can I mean, I would say I'm a two.
[SPEAKER_00]: I mean, I like it's impossible like I'm going to conferences I'm going to you know all types of stuff just to kind of keep up with the times and it's like, you know, it's it's really it's really a difficult difficult industry to
[SPEAKER_00]: to really dominate the top podcast or the top social media influencer because someone's better than you that's right like way better than you know and it's also pretty interesting you said because let's like McDonald's cheese burgers not the best burger but it's the most bought burger.
[SPEAKER_02]: You know what I'm saying so in my opinion same thing it's like I just want to know enough But I want to get the best feeling awesome and haily and then some other guys that are using his editors and kind of giving us advice and Definitely what worked tip he knows this stuff.
[SPEAKER_02]: He was every two does it.
[SPEAKER_00]: Yeah, because I've been at it for yeah 18 months every day all day talking to this and Tim also like my team
[SPEAKER_00]: We have a lot of resources, so you know, I'm talking to so many CEOs, so many founders, so many big creators, many influencers, every day I'm coming up with something I'm collaborating directly, so it's awesome.
[SPEAKER_00]: That's awesome.
[SPEAKER_00]: We're coaching each other and I'm studying this stuff every day so I can probably properly speak on it because I speak all over the country, talking to people,
[SPEAKER_00]: about branding because I'm going to, you know, again, me and you are both in very boring sectors.
[SPEAKER_00]: We are.
[SPEAKER_00]: So, branding to a lot of mortgage professionals and real estate professionals isn't that important.
[SPEAKER_00]: They just think they got a door knock.
[SPEAKER_00]: They got a
[SPEAKER_00]: you know, cold call or whatever it is that they're doing.
[SPEAKER_00]: It's like, dude, welcome to 2025.
[SPEAKER_02]: And who would have thought, okay, because I came back when it was younger, my space was the big thing, you know, you never would have thought that like one of the founders of my space on my show.
[SPEAKER_02]: Oh, that's crazy.
[SPEAKER_02]: Yeah, I like to meet him.
[SPEAKER_02]: I just never thought that it would be so big that social media just you know I mean like when I still think I used to love my space, you know Just kind of crazy, but I will throw this out this and you're speaking around like on stages and stuff So we did a land or real estate conference, which is our just real estate base comment about 400 people last year
[SPEAKER_02]: Then we did business conference and now we're going to try to create it once we have those three going throughout the year the reason was because we think business people need to make money and preserve their wealth in real estate, but they also need to do personal branding and like influence or stuff then we think the real estate people they need to treat their business more like a business and they need to do social media then you got influencers.
[SPEAKER_02]: who are good at making money and talent but they don't know what to do with their money and they don't treat what they're doing as a business.
[SPEAKER_02]: So we feel like there's a good little triple pillar if you will.
[SPEAKER_02]: So I'd love to have you come out to our Creator Summit when we hold it.
[SPEAKER_00]: Yeah, let me know.
[SPEAKER_00]: Yeah, we could do it.
[SPEAKER_00]: Again, I'm going around speaking to boring, mortgage, real estate professionals all over the country, figuring out how I can help them build their business and really like giving them insight into the importance of building their brand.
[SPEAKER_00]: based on AI indexing my, my conversation isn't just about branding.
[SPEAKER_00]: It's about how the algorithm is interpreting your personal brand interests.
[SPEAKER_00]: Yeah.
[SPEAKER_00]: So it's a different outlook on on it because it's it's the future because we now use AI for decision making.
[SPEAKER_00]: No, wow.
[SPEAKER_00]: Yeah.
[SPEAKER_00]: Right.
[SPEAKER_00]: That's what you're trying to say.
[SPEAKER_00]: If you go, what plumber am I going to go with or what's the best place to shop or what's the best milk to buy or who's the best loan officer to work with, who's the best who's going to give me the best interest rate.
[SPEAKER_00]: So it's the best realtor who provides the best find in.
[SPEAKER_00]: And like,
[SPEAKER_00]: guys deciding everything for you history is we got to be more on personal branding to make sure and pick stuff that makes sense so you got to formulate your brand around what you do and put out content and podcasting is important because every word you're saying right now everything is going to be i mean chat GPT is going to cite everything i just said that's amazing even every stutter
[SPEAKER_02]: Well, I like Chick-fil-A with a large sweet tea.
[SPEAKER_02]: If you're at any of my conferences, bring it to me, guys.
[SPEAKER_00]: Now, what gear tools software actually helped you move faster?
[SPEAKER_00]: Like when you relaunch your business.
[SPEAKER_00]: Like when I started doing the real estate stuff, real estate, what gear tools software are you seeing?
[SPEAKER_02]: Well, okay, yes.
[SPEAKER_00]: So for real audiences, some some tidbit of
[SPEAKER_02]: just my cell phone which of course right now chat starting now because I talked what I did when I started real estate is just driving my scene for cell phone or signs or or Craigslist but like right now it's definitely chat GPT good AI stuff like that is always helpful with like you said I sit there and brainstormed 10 20 minute notes you know I do it and it'll
[SPEAKER_02]: I'll be talking and it'll stop at 10 minutes, I'll wait for the catch up and then I'll keep doing it over and over again until I ask you the bunch of questions and brainstorm with it.
[SPEAKER_02]: So chat GPT definitely.
[SPEAKER_02]: We use a lot of software as we're doing sourcing to, you know, we use Facebook marketplace when we're finding deals.
[SPEAKER_02]: We are always constantly looking for landlords.
[SPEAKER_02]: So we're using social media, you know, Facebook.
[SPEAKER_02]: What else are we using?
[SPEAKER_02]: News is just just internet tools.
[SPEAKER_00]: Yeah, yeah, I mean, this is more application.
[SPEAKER_00]: Thank you.
[SPEAKER_00]: When I'm studying somebody, I want to know what they're doing.
[SPEAKER_00]: What's your tech stack?
[SPEAKER_00]: What's your, you know, sourcing stack?
[SPEAKER_02]: What's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what's your, what
[SPEAKER_02]: We do a lot of ads or inorganic ads, you know, we're sourcing to hey, look, if you want to sell your property, hey, your landlord, it wasn't as easy as your thought or why did you get into it?
[SPEAKER_02]: We're trying to build up more landlord community as well.
[SPEAKER_02]: And then, of course, for, you know, we don't use Clayton, we use go high level, but that's a software that's just a, yeah, good CRM, yeah, I'm not very tech.
[SPEAKER_02]: It's, it's real good for all my, I know, like I said on a scale, one attend, I'm like, always a three or four, but I have the best guys around me that know every bit, I can just at least talk the language to make sure we're all on the right page.
[SPEAKER_00]: Now, um,
[SPEAKER_00]: have you ever had someone call you or want to invest with you or do a deal with you based on your social media presence or what they saw online?
[SPEAKER_02]: We have.
[SPEAKER_02]: Yeah, the quince is only enough is I think my first larger podcast that I got on and I was sitting there speaking and then we had someone come to the meeting.
[SPEAKER_02]: Like our little workshop because we mentioned it on the podcast and becoming one of our private clients, which he is the best guy.
[SPEAKER_02]: I'll even shout out his name is Jamie, so he became a private client of mine, and we got him doing his first deal right now, and then we met another young boy.
[SPEAKER_02]: Tanner, so I'll give him a shout out.
[SPEAKER_02]: And he was 20 years old.
[SPEAKER_02]: He's 21 right now.
[SPEAKER_02]: So in one year, we got a 52 doors.
[SPEAKER_02]: very proud about that.
[SPEAKER_02]: Yeah, we just showed them how we sourced how we talked the landlords and how we structured and he did all seller financing.
[SPEAKER_02]: So no base.
[SPEAKER_02]: Now that he's in going past a year, a year and a half, we're trying to help builders realize it with banks and lenders.
[SPEAKER_02]: You know, because we want to burn a cash that we finance or bundle the loans or maybe wants to sell in 1031.
[SPEAKER_00]: Just went knocking on people just to hear their mortgages.
[SPEAKER_00]: He, he, well, no, no, no,
[SPEAKER_00]: to give the sellers.
[SPEAKER_02]: Yeah, so some of those he paid down payments, but I have this method that we do like let's just say a landlord, let's just say you're a landlord.
[SPEAKER_02]: And then I call and I'm talking to you.
[SPEAKER_02]: I know you're in the middle of the action.
[SPEAKER_02]: And mean you're, you know, I'm talking to figure out your motivations.
[SPEAKER_02]: And you say.
[SPEAKER_02]: Okay, I'll use a real one.
[SPEAKER_02]: My biggest portfolio ever bought as far as single family was 92 homes.
[SPEAKER_02]: I was going to a little Caesar's pizza at the Bapitza for my grandma, which we call big mama.
[SPEAKER_02]: And my little niece and nephew.
[SPEAKER_02]: When I went through the drive through, I saw for so by owner's sign, kind of in the distance.
[SPEAKER_02]: Had a buddy with me, I said, hey, go get the number he went and got the number.
[SPEAKER_02]: Call of the guy ended up being an older gentleman.
[SPEAKER_02]: He's about 81, 82 at the time.
[SPEAKER_02]: he was just surprised that we had called him because this is a city about three hours from in my grandma is about three hours from me.
[SPEAKER_02]: He said, what are you doing down here when you live up there in Atlanta?
[SPEAKER_02]: And I said, sir, we buy all over the state.
[SPEAKER_02]: So it is very press, super nice guy.
[SPEAKER_02]: For personal reasons, he had certainly, I can't explain everything he was going through, but he needed some cash.
[SPEAKER_02]: He, you know, because he had
[SPEAKER_02]: these two homes that he told me he had the only city at two of the dumb two home.
[SPEAKER_02]: He needed to sell them for personal reasons and he needed the cash light right away.
[SPEAKER_02]: And so we looked, you know, I'm very interested.
[SPEAKER_02]: I'm a young guy.
[SPEAKER_02]: I'm trying to catch up to you.
[SPEAKER_02]: I'm trying to get in the real estate.
[SPEAKER_02]: Looks like you're trying to turn it more passive.
[SPEAKER_02]: Low and behold, he own 92 total.
[SPEAKER_02]: So I said, sir, how about this?
[SPEAKER_02]: How about I buy two of those homes traditionally?
[SPEAKER_02]: Let's say that count as the down payment and
[SPEAKER_02]: So I bought those two homes.
[SPEAKER_02]: I bought those traditionally those were $100,000 each.
[SPEAKER_02]: It's just kind of close around $200.
[SPEAKER_02]: So I paid $40,000 down.
[SPEAKER_02]: Did the whole 20% down and got along for $160, bought the homes and then he seller financed me the other 90.
[SPEAKER_02]: So that's what we try and repeat and do.
[SPEAKER_02]: The thing that I did since I came out 40, I'm always saying, how can I get my 40 bags still own the property, cash flow, and then 1031 later?
[SPEAKER_02]: Because if you sell or finance, that you lose the 1031 eligibility, right?
[SPEAKER_02]: So I bundle up about 42, 43, or 44 dollars.
[SPEAKER_02]: I forget how many it was.
[SPEAKER_02]: Some of the homes I didn't necessarily want.
[SPEAKER_02]: more work like in the hood in the hood, a little bit harder work and honestly, this is three hours away.
[SPEAKER_02]: So I kept the ones that I wanted and then those that needed a little bit work, I bundled them up and did a master lease and sold an option.
[SPEAKER_02]: So I charged these investors that lived down there.
[SPEAKER_02]: I said, look, you just pay me $150,000 down.
[SPEAKER_02]: I'm master leased it.
[SPEAKER_02]: to them for $12,500 bucks.
[SPEAKER_02]: And that paid for my mortgage, gave me some casual, and I got all my homes for free, and I got my 40 grand back, so I made 110.
[SPEAKER_02]: So that's kind of what I did.
[SPEAKER_02]: So now what this boy Tanner did and what I want him to keep doing is we find the property, if I negotiate with the seller, and let's just say you have a $400,000 home, you want 40 down.
[SPEAKER_02]: I'll get it under contract and then I'll find the tenant buyer that can pay me 40 or more since I've got to pay you 40.
[SPEAKER_02]: And let's just say, I found something give me 60.
[SPEAKER_02]: They give me 60.
[SPEAKER_02]: I then close with the attorney in Georgia's attorney state.
[SPEAKER_02]: Here's the escrow or title state here.
[SPEAKER_02]: Yeah, it's a title state.
[SPEAKER_02]: So I would then close that the title coming.
[SPEAKER_02]: Once I know I have the tenant buyer in place.
[SPEAKER_02]: So now I've either made money or broke even.
[SPEAKER_02]: Then I can cash for the lease it with the option.
[SPEAKER_02]: And then when they cash me out,
[SPEAKER_02]: I can 1031 it and during that time at least got the depreciation and have it as long term.
[SPEAKER_02]: So that's kind of been my goal.
[SPEAKER_02]: So always put out money, get it back, hold, put out the money, get it back, hold.
[SPEAKER_02]: And then as I accumulate, then I'll put that into more of a B plus A class asset with my own money because now I can I need to put the money.
[SPEAKER_02]: So I don't want to leave in my bank account.
[SPEAKER_02]: I think he's very volatile that way and for asset protection that's terrifying, you know?
[SPEAKER_00]: Absolutely.
[SPEAKER_02]: So that's what this young gentleman did.
[SPEAKER_02]: So he's just been rocking and rolling and doing it.
[SPEAKER_00]: I'm very proud of how a young man that.
[SPEAKER_00]: Oh, he's killing it.
[SPEAKER_00]: Yeah.
[SPEAKER_00]: A couple last questions for you.
[SPEAKER_00]: What's the personal goal that you have for yourself?
[SPEAKER_00]: A business goal that you have for the business and a family goal that you have?
[SPEAKER_02]: who always towards them to go.
[SPEAKER_02]: So I just got married in November.
[SPEAKER_02]: And so the same thing is I went to grant the lane.
[SPEAKER_02]: It's not just the grant ground went the lane accord on here in Costa Massa.
[SPEAKER_02]: Well, you're in this Irvine, right?
[SPEAKER_02]: Yeah, because there's two mentors as I Glenn and Mindy Stearns.
[SPEAKER_02]: So I went and asked them and just see how they are as a husband and wife and I went to this But many wealthy people as I couldn't say how does a wealthy couple make it to have a maximum business maximum portfolio and still be able to give time to each other and be a good family man So they all gave me great advice.
[SPEAKER_02]: So in family, I want to make sure I give a hundred percent a hundred percent present with my wife I want to be able to have five children.
[SPEAKER_02]: I want to start with one though, but you know, but we have that idea want to have five
[SPEAKER_02]: I got for myself, I want to walk into a home and it'd be like chaos a little I don't I just that's just how I like the kids.
[SPEAKER_02]: I don't know that's what I imagine it to be.
[SPEAKER_02]: Is that how it is for your family?
[SPEAKER_02]: And yeah to me that's a blessing.
[SPEAKER_02]: So that's with my wife.
[SPEAKER_02]: I want to give her everything.
[SPEAKER_02]: I want to have a ton of kids.
[SPEAKER_02]: I like to have two or three homes throughout the country.
[SPEAKER_02]: It doesn't have to be big.
[SPEAKER_02]: But just something we'll recover a little bit here in California, a little in Georgia, a little in Florida.
[SPEAKER_02]: In business, I want to get into M&A and I'm getting in the movie business, so I love to expand on the movie business.
[SPEAKER_02]: I believe the movie business is the only business that has every type of business.
[SPEAKER_02]: So there's a great M&A player.
[SPEAKER_02]: So I like that.
[SPEAKER_02]: And has a real estate play with China.
[SPEAKER_02]: And then in real estate, I want to get out of single family and start doing more hiring stuff all privately on right now and then I do have two little debt funds and the only reason I started that was a retirement mom and dad and those funds and then all the
[SPEAKER_02]: Sellers that the seller financed when I cashed him out they didn't have nothing to do with it So I put into my debt fund that's crossed collateralize about multiple properties instead of just a first lean on one property So it's just a way to make sure I have that but now I may start ramping that up a little bit
[SPEAKER_02]: But I'd like to grow to a couple billion dollars in assets under management in 10 to 20 years.
[SPEAKER_02]: Hopefully the quickest possible So I think that's that's real estate business.
[SPEAKER_02]: I want to do more in my name and family Yeah, that's that's what I said about the personal
[SPEAKER_02]: Anything personal for yourself personal I my speak Spanish now.
[SPEAKER_02]: I want to learn more Korean cuz I'm half Korean I'd like to be able to speak to my family in Korea I want to get in better shape.
[SPEAKER_02]: I've been have more of an uncle body right now.
[SPEAKER_02]: So I want to get in more mags home shape Definitely want to do that and I want to be
[SPEAKER_02]: a little bit more comfortable on stage speaking, I want to be a better speaker because I'm a southern guy, I stutter, you know, I'm introverts, I don't like being out there and I start, you know, getting nerves, I want to be more comfortable when just work that muscle so I want to be able to do that.
[SPEAKER_00]: The only way to do that is just do more of it.
[SPEAKER_00]: That's what they say that you got to do more of it.
[SPEAKER_00]: You know like I would be terrified speaking on stages before now It's like I just go up there and I'm just me Me everywhere I got me on this podcast on me on social media on me on Stages us me me me me me me.
[SPEAKER_00]: Well, that's good.
[SPEAKER_02]: I have a lot to learn from you you and then I know David melts or I call him Uncle David So like yeah, I have a lot to learn from you guys I wish you was here today.
[SPEAKER_00]: You would have then your show today here.
[SPEAKER_02]: Yeah.
[SPEAKER_02]: Yeah.
[SPEAKER_02]: We did one like
[SPEAKER_02]: And sometime in May, I think it's a couple of years.
[SPEAKER_00]: And then you've got it.
[SPEAKER_00]: Yeah.
[SPEAKER_00]: One last question.
[SPEAKER_00]: Yes.
[SPEAKER_00]: When you're in front of the pearly gates, what do you think God's going to tell you?
[SPEAKER_01]: Hmm.
[SPEAKER_02]: You know, that he doesn't see anything but his son.
[SPEAKER_02]: That's what I would hope you'd say, because if you saw me, I would be straight to hell.
[SPEAKER_02]: That's what I think.
[SPEAKER_02]: So I hope he sees through me, sees his son, let's me in.
[SPEAKER_02]: And he, um, because I don't think there's anything that I can do to win myself to heaven, you know, um, but I have fully, I grew up in the church since I was four years old.
[SPEAKER_02]: And I had done mission trips since 19, I even did, I was a, I actually a pretty full-time
[SPEAKER_02]: Born again though when I was 28 so I know what it feels like to be religious and then I know that it is the like to have the actual thing not just a counterfeit Does that make sense?
[SPEAKER_02]: Yeah, and in that moment when I was 28 I realized no matter how Kind I looked or how people looked at me or how how much I stood in church and all the people that I fed and people that I helped
[SPEAKER_02]: I still saw it.
[SPEAKER_02]: I really saw that like wretched man that I am.
[SPEAKER_02]: You know, let me like I've always heard that in the church private I didn't get it until I really experienced how wretched of a man that I am.
[SPEAKER_02]: And I got saved that day.
[SPEAKER_02]: So I hope when I stand with to it before the early gates.
[SPEAKER_02]: He doesn't see me at all.
[SPEAKER_02]: He just sees his son.
[SPEAKER_00]: That's what I hope not that for you to come about you.
[SPEAKER_00]: You know.
[SPEAKER_00]: I realize how Richard I am all the time, right?
[SPEAKER_00]: We all do, because that's just part of being saved.
[SPEAKER_00]: And, you know, for me, when I'm in front of the疫s, all I want God is to like, I know you tried and I know you're a screw up and I know you keep trying and I know you get back up at one thing he knows that I'm a fighter and I keep getting that back up and I'm gonna keep fighting and I'm gonna keep just doing his work.
[SPEAKER_00]: I exist for one person, one reason.
[SPEAKER_00]: Just here, as a vessel, to do God's work.
[SPEAKER_00]: And he knows that.
[SPEAKER_00]: I love that so obviously note he knows that because that's all that's the my whole purpose in my life Absolutely not love sir do guys work now do I screw up every day?
[SPEAKER_00]: Oh, yeah every day We all fall short, you know, but yeah, but he knows I'm here to do his work Yes, yes, and he's giving me a lot of power in society to
[SPEAKER_00]: You know, push a message and and I do that and I do that with that with no shame and I do that Even though a lot of people hate on me for him and this is what it is, but I'm pushing the message.
[SPEAKER_00]: No, well, I love that
[SPEAKER_00]: Bless you on that.
[SPEAKER_00]: If people want to connect with you, how do they find you?
[SPEAKER_02]: All right.
[SPEAKER_02]: So I'm not on that as many as Joe here But I'm on Instagram Facebook YouTube TikTok and X at Shane so so at S. H. A. N. S. E. O. I love the connect with you guys.
[SPEAKER_00]: Let's go.
[SPEAKER_00]: Yeah, Mr. Shane.
[SPEAKER_00]: So he is dominating.
[SPEAKER_00]: Make sure to connect with him.
[SPEAKER_00]: He will make you a real estate millionaire.
[SPEAKER_00]: Let's go.
[SPEAKER_00]: Let's do it.