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Finding Your Investor Avatar with Ruben Greth · The Academy Presents podcast

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Did you know that 90 % of the world's millionaires
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invest in real estate? Well, I'm Angel with the
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Academy Presents Real Estate Investing Rocks,
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and I'm here to help you if you want to go for
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your piece of that pie. Are you new? Are you
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new to this and you just don't know where to
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start? It's okay. Are you someone that has invested,
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but you feel stuck, you feel like you've lost
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momentum, you don't know where to really head
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from here? Are you a seasoned real estate investor
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dreamed of all through real estate investing.
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You're already taking the first step. Just by
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joining us here today. I've heard so many people
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talk about the necessity of having that avatar.
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And I'll be honest with you, I don't really have
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one. Um, I mean, I guess I say that, I guess
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I kind of do, but it's not necessarily a specific
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type of, like a specifically type of employed
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person, like they're employed in a certain industry
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or anything like that. It's more people that
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I've been able to establish a deep relationship
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with. And so there's a different level of trust
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there. And so maybe that's the avatar is that
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level of trust in the relationship avatar. I
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don't even know. I mean, is that, is that something
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that could be for real? No, I don't think so.
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Angel, you've met a whole bunch of multifamily
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syndicators over the last couple of years. I've
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seen you networking a ton all over the place.
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You've been building a brand. I think what you're
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trying to do is help people as they scale. And
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that's why you have this conference is because
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you want to lift other people up and succeed.
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But one of the things that my mentor taught me
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right off the beginning, her name is Annie Dickerson.
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She's got a company called Good Egg Investments.
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And we did a series called The Raising Money
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Minute. where we spent talk spent a lot of time
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talking about just avatar creation and she told
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me like in order to dial in your messaging and
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make it so that people can resonate with it you
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got to pick a specific person and go into crazy
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depth like so her Avatar is like this lady named
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Jen that lives in San Francisco. She's in a tech
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company. She's got two kids. She wears specific
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types of jeans. She struggles taking her kids
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back and forth to school. She goes to yoga sometimes.
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She doesn't have time to get educated on becoming
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an active investor, but she understands that.
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You know, she wants to create generational wealth
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for her kids. And maybe occasionally she listens
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to podcasts and like it gets down to like even
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what kind of jeans this person wears. And when
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you can kind of dial in that specific avatar
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at that level. then you can start to find where
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those people hang out because you know what they
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do for vacation, what topics they're interested
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in. So you can go on podcasts that are specific
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to that avatar and start building a following
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there. You can go into Facebook groups, find
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out where moms, you know, hang out and then start
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talking about creating generational wealth in
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your business. And that really helps. And one
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of the things she said is like when we first
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started dialing into this avatar thing, we were
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really afraid that like doctors and older gentlemen
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would not be attracted to our message, but we
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found quite the opposite. Even though like the
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majority of the people that invest with us aren't
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tech moms, the message, the wholesome message
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of wealth creation that is delivered to that
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avatar allows it so that people can resonate
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with the message and be attracted to a specific
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brand. And she said that when she did that, it
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took her business to the next level. So you can
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choose not to do it, but I hear it over and over
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from numerous guests on the show that this is
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one of the major keys to dialing in a brand,
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a marketing strategy. and other things that will
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attract a specific kind of audience that will
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resonate with one particular message versus,
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you know, a variety of kind of wide stream messages.
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So I highly recommend it. If you can dial in
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your avatar at a little bit higher level and
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chase them, that's going to help you quite a
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bit. And then, but sometimes you kind of stumble
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into what your avatar is, like knowing that I
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needed to create an avatar for my own business.
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I kind of was scared, you know, or kind of was
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concerned that my show, The Capital Razor Show,
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which was geared towards active investor would
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never allow me to tap into the limited partner
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market because limited partners don't listen
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to active information about how to become a better
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active operator. What I ended up finding was
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that there was an avatar for The Capital Razor
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Show. It wasn't an LP though. It was a capital
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raiser. So now I got all these capital raisers
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from the show that they want to do business and
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raise capital into something. And they're like
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lining up to talk about this new bill to rent
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thing that we're doing because they're having
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a harder time, you know, partnering with people
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and finding what value add stuff makes sense
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with the inflammation, with inflation and you
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know, the current changes. Inflation that's what
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I tell you that like I've never heard anybody
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Explain the avatar thing like you just did Because
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common well, but it makes so much more sense
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Because like if I think about like sorry my phone's
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going off. Um, if I think about really focuses
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focusing in on like because when I started all
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this my goal was to help my fellow teachers because
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When you're a teacher and you have to have that
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paycheck, you are so less likely to advocate
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for yourself. And so day in and day out, you
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have this like impending doom over you. You love
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your kids. You love your classroom. But there's
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like this impending doom. It's like this big
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dark gray cloud over you all the time because
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you cannot advocate for yourself. And so my goal
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was to show teachers how they could create some
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financial wiggle room. So that they could advocate
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for themselves because when I was teaching there
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were lots of teachers that saw what was going
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on with me and some of what some of how just
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treatment and Write -ups and all of these things
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and they felt very strongly About what was going
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on? But because of the tide of the paycheck They
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weren't willing to stand with me Yeah And so
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that's, that's my goal. My goal was always to
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be able to help out teachers, help out first
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responders, help out people that are in that
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place where they love what they do. It's a rewarding
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career, but man, it is paycheck to paycheck.
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That's kind of a scary concept to think about
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is like, there's these people that you want to
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help and there's an avatar that you want to help,
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but are they going to reciprocate and help you
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become a better syndicator? like do you want
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to go shopping for money in a pool where there
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is no money or do you want to select a pool that
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is wealthy enough and generational wealth mindseted
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enough to the point where they can get into the
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space and participate with you because like I
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can't go to waiters even though I know that they
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are, you know, exciting people, but there's probably
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not going to have any money for them to come
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in. So like, why am I going to chase those guys?
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I think you have to go and shop for people in
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a different pool, right? So our kind of avatar
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right now is like this. I forget what his name
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was, but he's in San Diego. He's also a tech
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guy. He's got a few kids. he goes skiing a couple
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days a year and he's just got the golden handcuffs
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right so he's got money but he doesn't have time
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freedom and he wants to spend time with his kids
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right he's very family oriented and family focused
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and wants to spend the majority of his time you
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know that's not spent working with his family
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so that means that he doesn't have enough time
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to invest actively in real estate and they may
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or may not know that you know passive investing
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syndications exist so it's our job to have the
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moral imperative to share our message of private
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placements and multifamily syndications and creating
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general generational wealth via passive syndicating
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to this kind of audience and we know that they
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have money but That's part of the selection of
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the avatars. You want to find an avatar that
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can at least invest with you, that's not going
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to be tied to a paycheck, that's going to be
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unable to be focused on creating generational
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wealth because they're so busy being stuck in
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the rat race that they can't figure out a way
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to get out. And they might like the idea of passive
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investing, but they still have no way to get
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involved. So it's kind of a tough situation,
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right? Because you want to help these people.
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but sometimes it's really an uphill battle if
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you pick the wrong person to help. Hey guys,
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it's Angel. In case you didn't know, I put on
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a three -day virtual summit twice a year. It's
9:58
the Real Estate Investing Rocks Summit, and I've
10:00
been hosting it since March of 2020. The next
10:03
one, number 11, is March 25th, 26th, and 27th.
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Three full days, no cost to you. My friend Sandy
10:11
is speaking, and she's supported me at every
10:13
single summit since I started. Joe Fairless,
10:16
Kathy Fedke, a Tony Award winner, another friend
10:20
who's raised literal millions from people met
10:22
on LinkedIn, and the list goes on. You have to
10:26
join our Mighty Networks community to gain access,
10:28
and that link, it's in the show notes. Well,
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thank you for shutting down my dreams. You can
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still create generational wealth and come back
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and help them in different ways. No, absolutely.
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That was kind of like the drive, though. It was
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the drive behind how we got started and why we
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got started. And it was really the teacher heart
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that I have that created the summit and the podcast
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and all of that stuff, because I like sharing
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information and I like helping people. It's fun.
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It is, I'm with you. It's a lot of fun. Um, so
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I guess I need to actually sit down more and
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really think about the avatar piece because.
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And the branding, right? So like, how do you
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stand out in this world of syndicators? Right?
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I mentioned earlier that you've been networking
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and you've met a bunch of these guys. How are
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you going to stand out? Right? So one of the
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things that we talk about is like. What kind
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of a brand are you building? Is it an inviting
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brand? What kind of a feeling? When you go to
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the website, is it dark colors? Is it bright
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colors? Is it stuff about buildings? Or is it
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stuff about spending time with your family and
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having images of time freedom and beaches? Or
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is it like, you know, a bunch of high story buildings
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that, you know, calls for a different audience?
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And is it an emotional based website or is a
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logic based? And same thing with your presentations,
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right? Are you talking about your team? Are you
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talking about the deal, the market, the hypotheticals,
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or are you actually kind of gearing this towards
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an emotional response that you're attracted to
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get from the audience? Because a lot of people
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that understand generational wealth, they They
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like investing in multifamily, but they don't
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invest in multifamily because they love buildings.
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They invest in multifamily because they're looking
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to solve some kind of emotional need, whether
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that's like putting their child through college
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or getting to the point where they can quit their.
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business and then spend time on the beach or
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take care of their family that's getting older
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or spend time with their family or travel or
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all of these things. They're emotional things.
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And when you can tap into that rather than just
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like shoving down a bunch of hypotheticals and
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informations and market analysis and me, me,
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me, look at me. I'm the hero. You should follow
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me into the promised land. Like there's this
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thing called story brand is booked by Donald
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Miller where he kind of takes a hero. and kind
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of gives them guides them through this whole
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journey it's very much like a a movie like star
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wars where you know if you're the syndicator
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you're not the hero you're kind of like the obi
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-wan Kenobi right so luke skywalker is the hero
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you're obi -wan and then Luke Skywalker's got
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all these dilemmas, right? Which is like, he
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doesn't know how to create generational wealth.
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He's got tax issues. He's got some other problems.
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So Obi -Wan guides Luke to kind of look at his
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tax situation and challenges him to face philosophical,
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moral and ethical dilemmas. Like, who are you
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going to invest with? How are you going to be
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able to help? Are you actually making an impact
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in the community? And then, you know, they together
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face the forces of evil, which is lack of creating
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of generational wealth and tax issues. And then
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we kind of fight them together. And at the end
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of the day, Luke is the hero. It's never Obi
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-Wan who's the hero, right? So us as syndicators,
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we're just the guide and the limited partner
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who's creating generational wealth for his family.
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That's the hero. And we can kind of brand ourselves
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in such a way where we're just the guides and
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we're helping people face all of the challenges
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that they have to get to. in order to create
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a successful passive income investment, right?
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So they get to the finish line, they invest $50
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,000. And then after three years, it turns into
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75 or $80 ,000. And they can do it all over again.
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And they feel more comfortable to be able to
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defeat these evil forces that exist. And this
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whole story brand is a very exciting kind of
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theme that I like to talk about on the show occasionally,
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too. Yeah, when I grabbed the book, I was showing
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off. Awesome. There's it's really funny. First
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off, we've got like three or four hundred books
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and different stacks all over the place. I'm
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with you. I'm like that. Yeah. So like I try
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and like when I hear people talk about books,
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I try and grab books. I'm showing what they are.
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I show the audience what they are. But it's it's
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it's different to read it and to do it. It is
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because like when I heard the people that I'm
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helping, those are the heroes. I can get that
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up here. But when it's going on, I think all
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of us want to be heroes. And it's hard to flip
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the switch so that it's not me being a hero,
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helping you. It's me guiding you to your own
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hero story so that you get to be the hero of
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your outcomes. If you're a limited partner, that's
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what you want. You want to be the hero too. Yeah.
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And that is a tricky nuance. Yeah. They require
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sophisticated selling. And, you know, like, even
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when you're selling, all you're doing is you're
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making friends and you're trying to make them
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the hero, I think, because if it's all about
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you and your deal, you know, people just go off
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and find somebody else that can tap into their
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emotional requirements that they need in order
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to satisfy their internal problems. Right. Yeah.
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No, it's, um, it's not just relationships either.
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Cause For some people like creating relationships
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is relatively easy. You know, I talk to everybody
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and for me, developing a relationship is not
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hard, but taking that relationship from more
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than a handshake to they're going to write me
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a six figure check. That's a different ballgame.
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It's a little scary. It is. And I don't think
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I have a system. that reliably gets me from one
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place to the next.