Ten Years, Countless Deals: Anthony Coffey on the Frontlines of Real Estate Innovation

November 7, 2023

Title: “Ten Years, Countless Deals: Anthony Coffee on the Frontlines of Real Estate Innovation”

Episode: 205

“I want to talk. I love doing deals and real estate as the vehicle. I love creating value and solving problems.”

We have Anthony Coffey for this week’s episode of Profit First for the REI podcast. He had a lot of great insights from being in the real estate world for over ten years.

In this episode, he shared tips on how he built his business and what it takes for him to be successful in the real estate game.

Listen and enjoy the show!

Key Takeaways:

[00:47] Introducing Anthony Coffey

[02:43] Burning the boat to real estate

[07:35] Hardest thing he encountered in real estate

[11:19] Before and after Profit First

[18:00] Know, Like, and Trust

[26:00] His advice for first-time investors

[27:44] Connect with Anthony Coffey

Quotes:

[07:47] “Managing the people is by far the hardest… you just never know how another person is thinking or feeling.”

[11:55] “Managing the debt is like a game in general.”

[18:02] “They have to know you, like you, and trust you.”

Connect with Anthony:

Website: anthonycoffey@mail.com

Tired of living deal to deal?

If you are a real estate investor or business owner who is tired of living deal to deal and want to double your profits, head over here to book your no-obligation discovery call with me. Either myself or someone from my team will hop on a short call with you to get clear on your business goals, remove any obstacles holding you back, and map out a game plan to help you finally start keeping more of the money you work so hard to make. – David

Transcript:

Speaker 1 (00:00):

I honestly love making a deal. I love talking to distressed sellers or lenders, anybody who wants to do business, whether it be a lender, a contractor, a seller, a buyer. I want to talk. I love doing deals. I love real estate as the vehicle. I love buying distressed properties. I love creating value and solving problems.

Speaker 2 (00:18):

If you’re a real estate investor who’s sick and tired of living deal to deal, then welcome home. Hear from everyday real estate investors just like you, and discover how they’ve completely transformed their business by taking a profit First approach. This is the profit first for REI podcast, where we believe revenue is vanity. Profit is sanity. It’s time to start making profit, a habit in your business. So here’s your host, David Richter.

Speaker 3 (00:46):

Have real estate investor Anthony Coffee on today, which he gives a lot of great insight to being in the real estate world for the last 10 years, building his business, the things that he’s struggled with, the things that he’s been really good at, and just is very honest and open and really talks about what it’s taken for him to be successful in the real estate game. So I know that this can be something for you to grasp onto and get some golden nuggets and implement in your business right away. Thank you for being a great listener and enjoy the episode. Hey everyone, it is David Richter, profit first, RI podcast. Have an awesome guest, Anthony Coffey here today, which I’ve known him and his wife for years now, part of another mastermind that I’m a part of and honored to not only know him, but work with him and work with the team, but then just a great guy and they’re helping to start coach people and he’s not even broadcasting that much yet, but you’re hearing it here on the first hi podcast. But Anthony, thanks for being on the show today.

Speaker 1 (01:39):

David, thanks for having me. Appreciate it. Thank you.

Speaker 3 (01:41):

Yeah, yeah, for sure. So tell people first, just because if they don’t know you and don’t know who you are, how’d you get into real estate? What are you doing now? Just give ’em a brief overview of how you got to this point.

Speaker 1 (01:52):

Yeah, good question. I got into real estate blindly, knew nothing about it. I have a twin brother. Yeah, I have a twin brother. I just got back from Afghanistan and there was this real estate seminar going on and we just went to that and signed up for their little three day bootcamp type deal, and that’s how the ball got rolling. I didn’t even know what a deeded or a mortgage was to let you know on how green I was. But yeah, that was about 10 years ago and burned the boats, got obsessed with the business content and education and networking and doing it ever since. Failing forward ever since.

Speaker 3 (02:29):

Failing forward ever since. I like that, especially in the real estate world. Okay. You just said burn the boats. What boats did you have to burn? Did you have a job or something like that? You came back to, it sounds like you were military, so it’s like what boats needed to be burned to get into real estate?

Speaker 1 (02:43):

Well, a lot of it was I always had a fail safe going, trading my time for money. I used to be a union power line worker, so I could always go back to the union if I wanted to. I just didn’t want to do that. Right. So burning the boats meant it was a philosophy. I was just all in. I wasn’t going to go back and do anything else. And so I was just all in and I consumed. I was reading a book a week on business or real estate or personal development, and I was motivated. I saw this as a great vehicle of opportunity and just ran with it.

Speaker 3 (03:16):

That’s awesome. So then what kind of exit strategy did you start with? Did you do multiple things up front or wholesale? Mainly up upfront. What did you do?

Speaker 1 (03:24):

Again, I knew nothing going into it. I didn’t have a coach or a mentor. So we started flipping houses. So the first year we flipped two or three houses, didn’t really make any money. Our first house made like seven grand or something like that. It took about over 120 days to get it done. And I was looking at my brother. I’m like, we can’t survive off this. So we just started wholesaling until probably five years into it or so we really started everything backwards. We, Candace and I started doing our own marketing and mailing, hand stuffing envelopes and stuff like that. So we really did everything from the ground up and backwards and just pounding our head against the wall. But we didn’t know any different. Like I said, we didn’t have a mentor or a networking group at the time or anything, and so we were just trying to get our reps and then just learn.

Speaker 3 (04:11):

Here’s the

Speaker 1 (04:11):

Funny thing, I would do a mailing campaign. I would do a mailing campaign. We’d push it out there and then knowing that we need the phone to ring, but I was scared that the phone would ring.

Speaker 3 (04:20):

That’s great. I hear that story. A lot of people, successful people like you that have been in ’em for a long time. It’s like, yeah, scared for the phone to ring. I remember those nervous jitters up front too for the phone. So no, that’s great. Did Candace, who’s your wife, did she start, when did she come into play with the real estate business? How long ago has

Speaker 1 (04:41):

She been? So yeah, after about a year or so, my brother and myself figured we weren’t a good fit for partnerships, so we went our own separate ways. Candace came on board shortly after that, and then shortly after that we joined the mastermind group and then started seeing how other investors are treating their business and started structuring it like a real business and got a podium, CRM and marketing and started tracking KPIs and all that stuff.

Speaker 3 (05:06):

So would you say that the Mastermind was a big part of you getting on the right track and just seeing what other people were doing?

Speaker 1 (05:12):

A hundred percent. A hundred percent. I mean, because before that I didn’t know anybody. I wasn’t networking with anybody, and I didn’t even know what the date in life of a real estate investor was.

Speaker 3 (05:22):

Okay.

Speaker 1 (05:23):

I would talk to investors, I’d be like, Hey, what are you doing during the day? What’s going on? But I didn’t know anything about lead gen or tracking or qualifying or disqualifying or raising capital or any of that stuff. So I was just new.

Speaker 3 (05:37):

Awesome. So that helped you become more of the business owner mindset of, and I love what you said, what’s the day in the life even look like? And there’s other people doing it and they all congregate here, like help. That’s great. Okay. So then about five years into it, you were doing the wholesaling and stuff. So how about the last few years? Have you just been real estate, full time, building a team, just so people get to know where you’re at in the journey?

Speaker 1 (06:03):

So we started 2014. Candace and I have been doing it by ourselves up to about five years ago, and then we really started bringing on people and trying to train people up here. But managing people is just, it’s been tough. It’s been really tough. But we are a real estate solution based company. We’re a hundred percent funded by OPM, so we’re constantly raising capital and putting our investors’ capital in first or second position properties. But yeah, me training and trying to be a better manager and leader, it’s tough. I learned something new every day trying to retain talent as well. But yeah, I mean, we do a lot of stuff on the creative side as well, especially in this buyer’s market where the sellers still want a retail price. We’re able to acquire a lot of properties with little to no money down, but still make it a favorable offer for our seller unless they want to take a deep cash offer. So honestly, we’re trying to close all the closable deals, and if we’re partnering any of our own capital in there, that it’s a good ROI, we’re not going to have any headaches. The headache is we’re going to be worth the returns.

Speaker 3 (07:08):

Awesome. Okay. Well, that’s good stuff. Just to know where you are now, and then it sounds like it’s been a journey over the last 10 years with a different, because real estate, real estate’s fun, right? The ups and downs of living in through the real estate cycles. Then you even mentioned the other big part, managing people, retaining talent. That’s another big thing. Do you think that that’s been one of the hardest things in business? What would you say running a real estate business, one of the hardest things has been for all the years that you’ve been in it?

Speaker 1 (07:36):

For me, by far, this is the hardest thing I’ve ever had to do as far as gathering as many people, so many moving parts. It’s not any one thing is too difficult. It’s just so many moving parts. And yeah, I would say managing the people is, for me, at least by far the hardest and all I can try and be is just honest, transparent, and vulnerable as an owner and a leader and manager, and think that would resonate with the team and everything like that. But you just never know how another person’s thinking or feeling or whatever. And I learned lessons every day on people in general and managing. So that in itself for sure is the hardest. And I fail every day like that. I learn every day.

Speaker 3 (08:13):

Right. That’s a constant, I feel like that’s a constant learning thing. Even if you feel like, oh, we’re good then to go to the next level, you can’t stay where you are. So it’s like you’re always just, okay, I’ve hired one person, two people, three, I just got to keep growing. So

Speaker 1 (08:26):

Yeah,

Speaker 3 (08:27):

I get where you’re coming from

Speaker 1 (08:28):

And then hiring somebody, making sure they’re either taking time off your plate or bringing money into the company, and just knowing that was a big indicator for me too, because before I outsourced the hiring, I was just hiring anybody with a pulse basically, and that wasn’t really working out for me. And so we outsourced the onboarding and that’s been helpful. But yeah, I, and then the person you bring on has to take time, your plate or money into the company,

Speaker 3 (08:56):

Right? Yeah. You’ve got to do one of those things. And so it sounds like you were doing it for a while, but now you’ve got help on that side to get the right people in the right seat to make sure it’s the actual, was that a company that you hired to do that that does that? Or is that a person on your team that helps with the filtering process? Just for

Speaker 1 (09:15):

Travis Kelly, his company, war Room Operations, they do an onboarding service and they’ll screen and do the job postings and screen and do the initial, they’re great, really highly written with them.

Speaker 3 (09:31):

So then they bring someone to you. Now, is that local talent or is this overseas talent?

Speaker 1 (09:37):

They can find talent overseas, but if need somebody locally, they can do that as well.

Speaker 3 (09:42):

Okay. But

Speaker 1 (09:42):

Yeah. Cool.

Speaker 3 (09:43):

Well then there you go. Travis Kelly of war room operations. I know him. He is a great guy. I just wanted to make sure that if people are listening, they can get that information as well. Awesome. So now we talked about your business, talked about some of the hardest lessons. Let’s talk since the Profit First, sorry, podcast. Talk about the financial side. How did you hear about Profit First or get that message in your world?

Speaker 1 (10:06):

So I originally read Profit First. The original book by it was Mike, right? And that originally got me going, and then you wrote Profit First or the Real Estate version of Profit First, which is great. And then you and I met at our mastermind investor Fuel Mastermind meetup, and I remember the first few times we’re talking about it, I’m like, ah, I think I’m good. And after a while, I think it was about a year or two

Speaker 3 (10:33):

A year. Yeah,

Speaker 1 (10:35):

I think I need you, man.

Speaker 3 (10:37):

And

Speaker 1 (10:37):

So honestly, I brought your team in and it’s been a night and day difference, especially us trying to scale so many moving pieces. Having that part-time, CFO in there really helps us dial in our ROIs and our marketing lead gen and what’s working, what’s not working, and how to just do the Profit First System general correctly.

Speaker 3 (11:00):

Yeah. Well now I love to hear that. So let’s dive into a little bit, okay, so where were you say night and day difference, and you gave a kind of list of things, but where was some of that before versus now? Was it like no clarity now you have Clarity or just knowing some of those things individually so people can be like, okay, this is how Profit First helped, or this is how we

Speaker 1 (11:19):

Had a vague idea of where each dollar was going, but it wasn’t exact. And then I didn’t know, I wasn’t tracking our marketing per legion, how much we’re spending. And then also every dollar comes in there. I didn’t have it broken down on how much is going to opex, how much is going to owner pay, how much is going to taxes, how much is going to profit, how much is going to, so all those stuff. So I had all the accounts, but the dollar would come in and I was like, I just feed it to this account until this one was dry and I moved to this account. And so it’s just managing debt’s, just a game in general. Plus generating constantly is a constant income. It’s a fun game.

Speaker 3 (12:02):

Yeah. Yeah. No kidding. I think everyone goes through that, the up and down cycles. So then I guess life before Profit first looked like just it was chaos on the financial side too, it sounds like just like most

Speaker 1 (12:14):

People, well, I have an in-house bookkeeper, third party bookkeeper and ACPA. And like I said, it’s helpful, but even then with those eyeballs screening, it’s still a mess. You know what I mean? And we’re still making errors, and we’ve been working with Michael for I think about four months now or so. So we’re still setting some things up and working with the CPA accounting department. But again, it’s been having, having the oversight with the real estate background and my CPA, he has a real estate background too, but then working together, especially with the mess I got cooking over here.

Speaker 3 (12:46):

So what would you say the biggest difference was between having a CPA’s eyes on it versus ACFO?

Speaker 1 (12:53):

Really just tracking the legion of the ROI, what is our biggest money maker.

Speaker 3 (13:02):

Yeah, that makes sense, because a lot of people don’t have that visibility and then being

Speaker 1 (13:06):

Able to

Speaker 3 (13:06):

Pour the money in.

Speaker 1 (13:07):

Yeah. Yeah. I mean tracking each lead gen and then also breaking down how the dollar should be split up into each account. Because like I said before that I was just chunk here, chunk there, you know what I mean?

Speaker 3 (13:17):

Yeah.

Speaker 1 (13:18):

That here, pay that debt there,

Speaker 3 (13:21):

Just using it randomly. Yeah, the account set up, but no system around the accounts. That’s what I’m hearing of just,

Speaker 1 (13:27):

And then, so now we’re dialing it in where each accountant’s going to have its own accountability per where the dollar’s going for its marketing or OPM or construction or whatever. So that big opex accountant is going to get narrowed down into more strategic. So it was, like I said, we were a little sloppy with it, but as we’re working with Michael, we’re narrowing it down and the accounting department.

Speaker 3 (13:49):

Awesome. I like to hear that. Just because that clarity, I don’t know if you’ve seen this, but that clarity usually creates a confidence at least to make better decisions of

Speaker 1 (13:58):

Where

Speaker 3 (13:59):

Should we put the money, where should it be gone? So have you seen that effect of that with the clarity?

Speaker 1 (14:05):

Yeah, him coming in here and taking a look at everything, he was actually able to break down on where we’re progressing, where we need to put more attention on and stuff like that. So it was really helpful for sure.

Speaker 3 (14:14):

Yeah. Did you ever think you’d have ACFO and in your business, because kind of a big title?

Speaker 1 (14:21):

Yeah. Yeah. It’s crazy. I talk about it all the time. I was like, yeah, I just hired AC ffo. Like, oh, wow. It’s like, oh, it’s a fractional CFO. But it’s still great though. I mean, yeah, the initial, when you say, I just hired ACFO, it’s like, oh, yeah, it’s still a little, a little. You know what I mean? But yeah, having even a fractional CFO, we talk, I think now we’re just talking three times a month or whatever, but it’s been great. You know what I mean? I highly recommend it.

Speaker 3 (14:46):

Yeah. Well, I appreciate that because not only for this show, but just I want to help people. A lot of people are right there where you were saying, Hey, might have the account set up, might have some of this have a vague idea, but it’s getting the knowledge and the power of where everything’s going.

Speaker 1 (15:00):

Well, whenever you’re contemplating hiring a third party service, you actually think it’s just actually worth it, or I can do it myself or whatever. And that’s exactly where I was for two years. I’m like, eh. Then I was like, man, because we weren’t there. And then him coming on board, it’s shine to light on things like, okay, let’s do it now.

Speaker 3 (15:18):

So the things he’s doing, do you think you could do it or do you think this is like, well, no, this is the expertise, so we got to go and make the money

Speaker 1 (15:24):

There it is. Yeah. No, I mean, I could do it, but it would drain my energy and time, you know what I mean? And I have things to focus on, other things to focus on, and then the quality of which I could get it done, he do a better job. I think the quality of my job would be sloppy.

Speaker 3 (15:41):

Yeah, yeah, exactly. I hear that a lot too in the entrepreneur space. So you stay in your lane, it’s like making sure you have the right people, right seats, and then you staying in your highest and best use. What do you like in the business? Do you like the sales part, the operational part? What’s your strength that you draw from?

Speaker 1 (15:59):

I honestly love making a deal. I love talking to, I love talking to distressed sellers or lenders, anybody who wants to do business and whether it be a lender, a contractor, a seller, a buyer, I want to talk. I love doing deals. I love real estate as the vehicle. I love buying distressed properties. I love creating value and solving problems. You know what I mean? So our goal as an investment company is to acquire as much market share as possible with little to no money, and then make our investors double digit returns and add to the portfolio. But that’s what we’re trying to do and have fun with it. But we lose money. We make money, and it’s fun.

Speaker 3 (16:37):

Our

Speaker 1 (16:38):

Investors never lose money. We lose money from time to time,

Speaker 3 (16:41):

Right?

Speaker 1 (16:42):

Yeah. Oh

Speaker 3 (16:43):

Man. And that’s when you do the right thing. Sometimes it is like, ah, we didn’t make money, but the investors do. That’s where it’s like you’re working with the right people in the real estate space because then just how important it is taking care of other people’s money. Hey, because, okay, let me ask this. Have you seen other people in the real estate space go down that haven’t done right by their lenders or their investors or other people? Have you come across that in the 10 years that you’ve worked in the space?

Speaker 1 (17:09):

Yeah, I’ve seen a few people in the past 10 years come in, borrow money, default. A couple of ’em did it to a couple of my own lenders. They jumped in and came to me, and they just have a couple horror stories and it’s just no good. And for me, I’d like the investor name to have a good pure name, be honest and transparent with who you’re doing business with. Let them know that profit’s name in the game too. We are going to be a profit for this, but really solve some problems and add some value with whoever you’re doing business with.

Speaker 3 (17:38):

How have you seen it be most effective to talk to a lender if you have a deal or to find a lender? Sure. A lot of people on here are like, yeah, great real estate. You’re these deals. You’ve got these lenders. But some of ’em might be thinking, how’d you even get to that point that you had a lenders?

Speaker 1 (17:55):

Yeah, we started from nothing. Like I said, we raise money all the time, so we really sell the know, like, and trust. They have to know you, like you and trust you.

(18:04):

So we’re constantly, marketing helps. Doing content helps. Facebook helps people, letting people know what you’re doing, that you’re active in the game. And then if you have a deal, if it’s an actual deal and people know who you are, people will lend on it. If you have a good business model, a good scope of work, an exit strategy, what you’re going to do with it, what you’re going to do with the dollar, the budget, a material, a material budget, a Gantt chart, all that stuff. If you have a good business model and you’re like, Hey, I got 1, 2, 3 main sheet, we’re going to close it in three weeks, you’re going to make 12% in two points in 90 days or whatever it is. If you can dial it down, people are going to jump on board with the like and trust. And if you’re selling that confidence,

Speaker 3 (18:41):

It’s

Speaker 1 (18:41):

Just whatever product you’re selling. But if you’re selling, if you’re not selling a deal and you’re selling a good operator, they’re still not going to buy the deal.

Speaker 3 (18:49):

Right? Yeah, no, that makes sense. So do you say that’s the same thing with sellers too? Buyers, anyone that know and trust you use that framework a lot?

Speaker 1 (18:59):

Yeah, I mean, that’s everybody you do business with. I mean, they have to. I mean, look at us for example, David. I mean, I knew you. I liked you. I actually didn’t quite trust you quite yet. You know what I mean? I didn’t know if I could trust the business and the model and the product, and it just took time. And it all depends on how much time it takes each person and then how many reps it takes to see that person get in front of them. But at the end of the day, good energy is going to recognize good energy and somebody wants to do business. And if you have a good product and you’re solving a problem, people are going to do business with you, especially if you’re a likable guy. You know what I mean? If you’re a likable guy and you’re not trying to push any secret agenda, you really have their position, their position at best of your heart, you know what I mean? Still try to create a win-win. You can’t go wrong in business.

Speaker 3 (19:41):

Yeah, yeah, that’s very true. So that’s very true, especially when you get in front of that seller. It’s making sure that they go down that path with you first they got a million, then it, and then trust you to be able to close that deal and actually get it across the finish line. Sure. You’ve seen out there, some people go down that road and then they don’t close or whatever it might be. And it’s like, I like what you said. You want to keep the investor name pure clean. This is what we do, and we say what we’re going to do. We do what we’re

Speaker 1 (20:08):

Saying. Yeah. Even talking to distress seller, I mean, just dig deep on why they’re selling, expose the pain. See if you can solve that pain and then paint the paradise picture of getting ’em past the exit or the finish line. You know what I mean? But you’re the savior solving the problem, fixing the pain, moving ’em across the line. You just have to uncover all that stuff and make it aware to whoever you’re talking to. You know what I mean?

Speaker 3 (20:34):

Yeah.

Speaker 1 (20:34):

This stuff is really simple. I love doing it. You know what I mean? People really do want to complicate it, but it’s just a relationship. The real estate’s the byproduct. It’s just relationships.

Speaker 3 (20:43):

Yeah. So that’s how you say most of your interactions with sellers then. Are you asking ’em a lot of questions? How you get, is that how you get ’em to go from the pain to like, okay, this is the actual way I want to go out and use Anthony and his company and his services to help me?

Speaker 1 (20:58):

So we are real big on qualifying and disqualifying. So we do have VAs and stuff like that. So we do have an initial lead manager who will scrub the initial lead coming in, and we always want to know what the lead source is. But yeah, I mean, we want to know the why is very important. Before anybody says anything to me, I want to know why are we selling, why are we calling, why are we talking? And then so we verify the why. I want to know when do we need to do this by? So the timeline’s next, I want to know what you’d like to walk away with or what you want to sell for and see if that’s something’s going to align. And then the last thing we verify is the condition of the property. The first three, we want to make sure we’re qualifying and disqualifying correctly and asking the correct questions.

(21:42):

But if they’re not in any pain and if they don’t know what they want or when they want, we kick ’em back to our lead managers and we don’t waste anyone’s time, time’s a commodity that no one’s getting back, and we don’t want to waste ours and we don’t want to waste theirs. So we let them know that we’re just not a good fit at this time and we happy to come back with you later, but until somebody knows what they want, when they want or how they want to get it, you know what I mean? We can’t help ’em. And we can ask ’em certain questions to help ’em get there, but our customers in distress in some way, shape or form, and we need to help them out.

Speaker 3 (22:14):

I like how you said that because like you’re not trying to bend them into what your end result is. It’s only if they have the actual problem and you’re just trying to uncover that and really making sure that it is a good fit. And if not, then you don’t waste anyone’s time. I don’t know. Yeah, we’ve all been on those calls where it’s like, this really isn’t good for either of us. I really just want to get away.

Speaker 1 (22:34):

Yeah, nobody wants to be forced anything. Just see if you’re a good fit. And 90% of the time we just let know, Hey, we are not going to buy your house. It’s okay. It’s okay to say no to us. The goal is for us to be fair and favorable and let this know at any point in this time, let us know if we’re not being fair or favorable. And it’s okay to say no to us, but we are investor buyers. We have to buy these properties for investment purposes. They have to make a profit. So I mean, we educate the seller a little bit and let them know that we’re not retail. And so that’s helpful as well. You know what I mean? But just being honest with who you are and what you could do and what you can provide,

Speaker 3 (23:08):

That goes a long way. Go figure, right? It goes a long

Speaker 1 (23:10):

Way. It’s

Speaker 3 (23:10):

Being honest and telling people how it actually is. Man, that’s good stuff. So

Speaker 1 (23:16):

Then

Speaker 3 (23:17):

Couple last questions here. Since you’ve been in the real estate world 10 years, what would you say is one of your biggest habits that you have that get you to be a success as a real estate investor?

Speaker 1 (23:29):

I would say what I’ve been doing for 10 years is every day, every week I write down daily goals, top priorities and tasks I need to hit and get done to keep the ball moving. I would say that’s probably the biggest thing that I do. I also listen to daily motivational and inspirational stuff, keep my head, because it’s real easy to get sideways and negative in this world, but those are the biggest things. I’m constantly checking. I write down my goals and actions and we’re checking KPIs, but past 10 years is goal writing daily every day and, and then I try to educate as much as I can too. The first few years I was consuming so many physically reading a book a week, you know what I mean?

Speaker 3 (24:17):

Yeah.

Speaker 1 (24:17):

Past few years since I got a little lazy with that, I’m starting start reading again. But the reading, joining in Mastermind and reading the education really, really would put me level me up.

Speaker 3 (24:31):

Yeah, no, that’s awesome. That’s what we are, the people we hang around and the books we read, so I like that a lot. I also like what you said too, sounds like you’re good at prioritizing. You’re writing down those goals, you’re focusing on the things that matter and keeping them in front of you, which is big. And then the daily motivation, that was good too. Like yeah, it can be very depressing out there sometimes. So it’s like making sure that you’re keeping your head right. So especially if you’re leading a team, I dunno if you see that, but if the more people you lead, the more important it is to keep your head right, and in the game. Do you see that in your company?

Speaker 1 (25:03):

Yeah. Yeah. And it’s real easy to say something and not do something, but actions speak louder than words. And so I really try to have good actions. I, and I am not perfect by any means. I fail every day, but I try to reflect at the end of the day, at the end of the week and the month and the quarter of the year reflect as me as an owner, a husband, a leader, a team member, all that stuff, an operator. What did I do well, what did I do wrong? What can I improve on? Because there’s always, always room for improvement, and I constantly try to keep my ego and pride in check. Years ago, that was a big enemy of mine. So really, and I’ve been humbled a lot, especially in the last third quarter. So yeah, life is fun. Business is fun. Perspective is everything. And yeah, man,

Speaker 3 (25:51):

For sure. Well, good stuff. Then. One last question here. What advice would you give to a real estate investor who’s looking to implement Profit First or Adopt It?

Speaker 1 (26:01):

I would say if you’re looking to implement Profit First, reach out to David or somebody from his team or read the book. If you haven’t read the book, really great. When I first got, even before I met David, I read the book twice and I did everything the book said didn’t make any sense to me at the time. I just did it. I opened all the bank accounts, did all that stuff. Like I said, didn’t quite understand it, but I’m real big on taking action and stuff. But it just took a while. And then like I said, from that point on until two years, I actually signed up is what that whole process was. So I was doing the profit first, just I wasn’t doing it well, it was Loppy was all that stuff. So I would suggest if you’re really trying to level up and really try to take this and treat it like a real business would say, reach out to David and his team. I have nothing bad to say about it. The entry price point and the monthly bill is really fair. I have no complaints at all. Awesome. So I’m really grateful and I’m look forward to seeing what Michael and David and his team can do for the faithful operation.

Speaker 3 (27:01):

Awesome. Well, I appreciate that a lot. I did not pay him to say that either, which is great. So really appreciate, right? I need to now, but no, that was great. So then you’ve provided a ton of value here. This has been great. I like how you said the reading and the Masterminds, have you been your biggest things, which I think those are two great things. If you’re really serious in the real estate space, like and trust how that is in everything, in every single relationship you gave the onboarding and that connection there, which was really great. You gave some of your hardest stuff in the real estate world. You talked about Profit First and just getting the clarification, lots of great stuff on here. So how could people get in touch with you? You provide a lot of value, so how can people provide the value back?

Speaker 1 (27:44):

Yeah. Yeah. Candace and I, we actually just started a mentorship coaching program. We’re not really pushing it at all, but we just started. It should be up and running before the year is out. We’re still putting everything together. But if you’re interested in that or want to get to know us in the operation, you can reach out to me at my personal email, which is my first and last name, Anthony coffee@mail.com, A-N-T-H-O-N-Y-C-O-F-F-E-Y, at mail.com. And then we’re on Facebook, faithful Home Buyers, kc. We’re on Instagram, faithful Home Buyers, KC TikTok, same thing. Faithful Home Buyers, kc, so Faithful Home Buyers. KC is our local, our company, and that’s the brand we push. And again, we’re a local real estate investment company, funded a hundred percent by OPM, and we love what we do. So if you’re interested, want to learn more, and I’d love to talk to you.

Speaker 3 (28:38):

There you go. He gave his email out there and then he gave you all the handles and stuff. So Fall, Anthony, he’s a great guy, his wife’s great too. They’ve got a great company, great operation, and he’s serious about it, serious about leveling up as that business owner can help you level up as well too. And if you are that owner where you’re like, ah, man, I resonate a lot with Anthony and the not knowing where my money’s going, needing that help, if you want to reach out to us, we’d love to work with you. Simple cfo.com, that’s where we help people. Just get that clarity, get into it. If you don’t know where your money’s going on the marketing side, wherever it might be, just go to simple cfo.com and we will get you up and running. So I just want to make sure that you have an outlet there, and if we’re not a good fit, we’ll pin you to someone in this space. I’m just trying, like Anthony said, I want you to get to where you need to be, wherever you are in that stage of business. So simple cfo.com, thank you so much for being a great listener, and also making it to the end then if you have remember to make profit a habit in your business. And Anthony, thank you again for being such a great guest on the podcast today.

Speaker 4 (29:40):

Thank you.

Speaker 2 (29:42):

This episode of The Profit First for REI podcast is over, but there are plenty more where that came from. Are you ready to learn how David and his team can help implement the Profit First system in your business? Schedule a discovery call@simplecfo.com right now. We’ll see you next time on The Profit First for REI podcast with David Richter.

Title: “Profit First Strategies with Jay Conner: The Power of Private Money”

Episode: 242

There are 15 reasons to love about borrowing private money over traditional money. One of them is making your own rules for your private money.

In this episode of Profit First for REI podcast, Jay Conner, a nationally renowned real estate investor and the king of private money. He talks about how private money works.

Jay helps you get your money from private lenders and will share with you the mindset that will get you money in the door without you ever having to worry about it.

Listen and enjoy the show!

Key Takeaways:

[01:01] Introducing Jay Conner

[05:00] Introduction to private money

[08:30] The Great News Phone Call

[11:23] Why don’t you use your own money?

[13:18] Maintaining relationships with private lenders

[15:40] Private money vs traditional money

[22:05] Things that make them want to recommend you

[25:18] Advice for real estate investors

[29:01] Connect with Jay Conner

Quotes:

[07:34] “If you are talking about private money and raising private money with an individual and you got a deal for them to fund, you already sounded desperate.”

[12:07] “If you want to scale your business, private money is the way to go.”

[16:05] “In this world of private money, we make the rules. We set the interest rate, we sent the length and all of that.”

Connect with Jay:

Website: https://www.jayconner.com/book-details/

Tired of living deal to deal?

Transcript:

Speaker 1 (00:00):

I got 15 reasons I love private money over traditional money. I won’t share all 15, but the biggest one is it puts you in the driver’s seat. The traditional way to borrow money is you go to the bank and get on your hands and knees and you’re begging and chasing. Well, they are making the rules right? Like the lender is making the rules. But in this world of private money, we make the rules, we set the interest rate, we set the length of the note and all that.

Speaker 2 (00:34):

If you’re a real estate investor who’s sick and tired of living deal to deal, then welcome home. Hear from everyday real estate investors just like you, and discover how they’ve completely transformed their business by taking a profit First approach. This is the profit first for REI podcast, where we believe revenue is vanity. Profit is sanity. It’s time to start making profit a habit in your business. So here’s your host, David Richter.

Speaker 3 (01:01):

We have Jay Connor back on the podcast. I love Jay Connor. He helps you get your money, the money from private lenders and that whole framework and process, but he does it from a passion and a place of heart. And servant Teachership. I feel like he goes out there and is a servant teacher of how private money works. Listen to this episode. He gives the magic question he tells about desperation and private lending, and I thought his perspective was so good, and then ultimately the mindset that will get you money in the door without you ever having to worry about it. So listen to this episode. Can’t wait for you to get value from it. Thank you for being a listener of the Profit First. RII podcast. Have a great episode. Hey, here’s the profit first RI podcast. Really excited to have Jay Connor back because he’s the came of private money. And this is where I love to go into this topic because I don’t care what kind of business you’re in, you probably need help with this, but especially if you’re in the real estate world, this comes up all the time at every event I’m at with every conversation I have. So we’re having the cane here talk about private money today. So Jay, thanks for being on the show.

Speaker 1 (02:07):

Hey David, thank you so much for having me come on here to talk about my most favorite topic. Of course, that being private money. And why is that? Because private money’s had a bigger impact on our real estate investing business than any other strategy that we’ve implemented in our business.

Speaker 3 (02:24):

Why did you go down that road though? I mean, you teach this all the time. You’re helping a ton of people, like anyone I’ve ever talked to that works with you is like he taught me how to do and I got money and it actually works. So I mean, how did you even go down that road where it made a difference on you and then you wanted to get it to others?

Speaker 1 (02:43):

Well, I actually backed into it. I didn’t do it on purpose. So here’s what happened. So my wife, Carol, joy and I, we’ve been investing in real estate, single family houses, other real estate full time here in eastern North Carolina since 2003. And here’s what happened. From 2003 until 2009, David, all I knew to do in my real estate investing business was rely on the local banks to fund my deals. I mean, all I knew to do was go to the bank, get on my hands and knees, put my hand underneath my chin, raise my skirt up so they could look at all my personal financial statements and stuff and actually beg to get my deals funded. That’s all I knew to do. And so I had a big wake up call in January of 2009 after being in this business here in Eastern North Carolina. I called up my banker.

(03:38):

I told him about these two deals I had under contract in Newport, these two single family houses. And David, I learned like that over the telephone that my line of credit had been shut down with no notice. My banker, his name was Steve, and the bank was bb and t at the time. I said, Steve, what in the world are you telling me? My line of credit is shut down. I got two deals under contract. You gave me no notice. Why is the bank closing my line of credit? He said, Jay, don’t. There’s a global financial crisis going on right now. I said, no, but now you just gave me a global financial crisis. Financial crisis, yeah, I ain’t got no way to fund my deals. And I got ’em under contract. So I hung up the phone and here’s what happened, David. I sat here and I asked myself a very important question.

(04:27):

And so I’m going to share this question with your audience right now. This question I’m going to share with you will help you solve any problem you’ve got. I don’t care if it’s business, financial, career, health, relationships. I don’t care what your problem is. By the way, David, these people going around and saying, any problem, you got some opportunity I want to throw up. I didn’t have no opportunity. I had a problem of not funding my deal. So here’s the question I asked myself. The question I asked myself was, Jay, who do you know that can help you with your problem? And when I asked myself that question, I immediately thought of my good friend Jeff, who lived in Greensboro, North Carolina at the time, and he was investing in real estate. And so I called him up and I told him what happened. And he said, well, Jay, welcome to the club.

(05:18):

I said, what club? He said, the club of the bank shutting you down and losing amount of credit. They shut me down last week. I said, well, how are you funding your deals, Jeff? He says, well, have you ever heard of private money? And I hadn’t. So Jeff told me about private money. He told me about self-directed IRAs and how people can use their retirement accounts and funds that they currently have and move them over to a self-directed IRA company and then loan that money out to us real estate investors, either tax deferred or tax free depending on the type of account they’ve got. Well, that just opened up my whole world. I’d never heard of that. And so what did I do? How did raise $2,150,000 in less than 90 days after being cut off from the bank? Well, here’s what I did, and here’s the secret sauce I put on my teacher hat.

(06:10):

So I put on my teacher cap, which is my private money teacher cap, and I just started teaching people in my own network what private money is, how they can earn high rates of returns safely and securely. And what’s interesting, Carol, joy and I, we got 47 private lenders right now. Not one of them had ever heard of private money and private lending. Not one of them had ever heard of self-directed IRA companies and what a third party custodian is. That’s important by the way, to establish a relationship with a self-directed IRA company because over half of my private lenders are using their retirement funds. And if I didn’t have that relationship to introduce them to move their retirement funds over, I’d be missing out on over half of my private money. So how did I go about raising all this money when I was cut off from the banks?

(07:02):

I led with a servant’s heart. I led with education. And here’s a really, really important point. I separated the activity. I separated the conversations of telling people what private money is and how they can earn high rates of return safely and securely and having a deal for them to fund. You see, desperation has got a smell to it. And when you talk about is that not true, David? Yeah, very true. So if you’re talking about private money and raising private money with an individual and you got a deal for them to fund, you’re already sounding desperate and you’re not even trying to sound desperate. So we don’t talk about deals and when we’re first exposing somebody to how they can earn high rates of return, we talk about private money. So how do we separate those conversations? Well, when someone has told me that they’ve got, let’s say they’ve got $150,000 they want to invest and get high rates of return conservatively, I’ll say, great, I’ll put your money to work for you just as soon as possible.

(08:11):

I don’t talk about a deal upfront. If they’ve got retirement funds that they want to get higher rates of return on, I’ll introduce ’em to the self-directed IRA company that I recommend. They’ll get their funds moved over. And so here’s what happens and here’s the magic sauce, David, I give ’em and I call ’em up with what I call the great news phone call. What in the world is the great news phone call? Well, the great news phone call is not a pitch. I’ve never pitched a deal in my life ever since I started raising private money in 2009. I pick up my handset with my cord attached to it here in North Carolina and I call some of your, don’t even know what that is. And let’s say, David, let’s say you’re one of my private lenders. So I’ll put my phone right up here and you’ll answer the phone and we’ll have a little chitchat and I’ll say, Dave, I got great news for you.

(09:06):

I can now put your money to work. I got a house in Newport with an after repaired value of $200,000. The funding requires 150. Closing is next Tuesday. You’ll need to have your funds wired to my real estate attorney next Monday. I’m going to have my real estate attorney email you the wiring instructions end of conversation. Notice I didn’t ask If you want to fund the deal, of course you want to fund the deal. You’ve been waiting for the phone call. I’ve told you the program. I’ve taught you the program, you know what kind of rate you get, what the maximum loan to value is, the program that I’ve taught you. And so now you’re waiting for the good news phone call, which I just gave you. And in addition to that, if you as my private lender, if you’ve moved your retirement funds over to a self-directed IRA company, you ain’t earning any money until I put your money to work.

(10:04):

You moved it at my recommendation. Now I’m ethically bound to put your money to work. You ain’t earning any money until you actually put her to work. So again, we separate conversations, we leave with a servant’s heart, we educate, and by the way, David, these people going around saying don’t just get the deal under contract. The money is show up. I want to throw up where is the money going to show up? Is it just going to rain out of clouds or something? No, get the money lined up and you can get it lined up fast. Just like me. There’s always going to be deals.

Speaker 3 (10:38):

Yeah. Oh man, that’s really good stuff. I love how you went down that road and it helped you personally. Now you’re just teaching a lot of people. I love that magic question. Who do you know that can help me with my problem? It’s that who, it’s not always the how. It’s the who did I know, and in that point it really helped you. I also run into a lot of times, I don’t know if you see this, where there’s someone who’s like, I could save a couple interest points if I just use my own money versus a private lender’s funds. What are your thoughts on that of always taking down your own deals versus going out there and putting the work into getting a private lender?

Speaker 1 (11:17):

Sure, I get that question all the time. They say, Jay, you making all that money? Why don’t you use your own money to invest in real estate? Why are you still borrowing private money? Well, here’s the answer. If you’re just going to do one deal, that’s a great use of your money. That’s a fantastic use of your money. But do you want to scale your business? I mean, right now we’ve got seven different projects going on, single family houses simultaneously. Well, I don’t want my money buried in seven houses or projects simultaneously, which here in our local market can easily be over 3 million with the prices of our homes. So if you want to scale and really, I mean most people have got a bottom of the bucket in their checkbook. So if you want to scale your business, then private money is the way to go. Another answer to that question is, do I want to pay myself 8% or do I want to use my money for something else,

Speaker 3 (12:22):

Right? Yep.

Speaker 1 (12:24):

So that’s a couple of answers to why I use private lending and why I’m still using 47 private lenders,

Speaker 3 (12:33):

Which is great. I love what you said. If you want to scale, it can run out of cash real quick. If you just keep using your own money where a lot of people have to choose between, okay, paying some percentage points or sleeping at night, and it’s like, I think I like your option a whole lot better, especially if you’re looking to grow. But I like how you said that one deal. That’s okay, but if you are looking to be a real estate investor, this is something you’re going to have to go down that road. Now, last time I asked you some questions about the private lending process. I don’t think I asked this one though, is how do you maintain a relationship with that many private lenders? You’ve got 47 people in your network that you call up with the good news call. So is it like how do you maintain a relationship with all those people?

Speaker 1 (13:22):

I mail ’em checks.

Speaker 3 (13:25):

I love that. That’s a great answer. Oh man. No better way to keep a relationship there.

Speaker 1 (13:33):

I mean, they love getting money in the mail, right? Yeah. They love mailbox money, so I mail ’em checks.

Speaker 3 (13:41):

So you mail ’em checks. So you’ve built a good enough business where you can keep 47 lenders busy and their money active.

Speaker 1 (13:50):

Well, to be totally transparent, I mean, it is a juggling act to tell you the truth. I mean, there’s more money than there is deals.

Speaker 3 (14:00):

Yep.

Speaker 1 (14:01):

There’s more money than there is deals. And so we got 47 private lenders. Some of them have got $30,000 with us, some of ’em have got a million dollars with us. I can’t buy a house for 30,000, but I can use 30,000 for rehab money. You can use private money, borrow private money in a junior position, you’ve got to disclose that. But I can put private money in a junior lien. But what comes into play there is what we call total loan to value. So I’m not going to be borrowing more than 75% of the after repaired value. I didn’t say the purchase price 75% of the after repaired value. But let’s say back to that example that we just talked about, David, where if I’ve got a after repaired value on a home of 200,000 for easy figuring, I can borrow up to 150,000. That’s 75% of the after repaired value. But if I buy it for a hundred thousand, which I do all the time, 50% of the after repaired value, I can have a private lender in first position at a hundred grand. I could have another private lender in second position at 50 grand. So add a hundred to the 50, now one 50 divided by 200,000 after repaired value, I got a total loan to value of still 75%.

Speaker 3 (15:27):

Yeah, I love that. And it seems like private money gives you flexibility and

Speaker 1 (15:32):

Options. Does that make sense?

Speaker 3 (15:34):

Yeah, that makes sense. A hundred percent.

Speaker 1 (15:37):

Oh, absolutely. Flexibility is where it’s all at. I got 15 reasons. I love private money over traditional money. I won’t share all 15, but the biggest one is it puts you in the driver’s seat. The traditional way to borrow money is you go to the bank and get on your hands and knees and you’re begging and chasing, well, they are making the rules, right? The lender is making the rules. But in this world of private money, we make the rules, we set the interest rate, we set the length of the node and all that.

Speaker 3 (16:14):

I love that. Flexibility is the ultimate play in real estate. You want to have flexibility and you want to be able to have that. So I love what you teach. Who is the person that you’re trying to teach out there? Is it the person that’s done one deal a thousand deals? Who are you trying to help the most with your business?

Speaker 1 (16:33):

Yeah, that’s interesting. At my live events, which is called the private money conference, and my live events, we have about 60% or so have already done deals. They’ve already done deals. They want to scale their business. They are real estate investors wanting to scale their business, and about 40% are looking to get their very first deal. So I’m helping everybody. I mean Stu and Harriet Baldwin from New York State, they enrolled and joined my mastermind membership community and they already had a portfolio of a hundred houses. They’d already raised over $2 million in private money, but they wanted to see how I went about it. Well, just one webinar that I recorded with them brought in 1.2 million in additional private private money. So I’ve worked with real estate investors that are brand new and those that are also seasoned to help them get more private money ready to go for their business.

Speaker 3 (17:33):

I love that. It sounds like a lot of people out there need private money, and even if you’re just getting started, if you don’t have the funds to do that first deal, like you mentioned, you do that first deal, that one deal at a time, it might be okay, but this sounds like a great spot where if you’re getting into it or if you’ve got lots of stuff going on, this could be another way to make sure your company can keep running without what you ran into with the banks back in 2007, eight or oh nine. Would you say that’s true as well?

Speaker 1 (18:04):

Absolutely. Absolutely. I mean, I’ve met very, very few people. In fact, I can’t even think of one. I haven’t met any real estate investor that says, I got enough money.

Speaker 3 (18:20):

Yeah, me either.

Speaker 1 (18:22):

I can’t use any more private money. However, David, you are looking at one right now. I got about almost $2 million right now, what I call sitting on the shelf waiting to be deployed. And I tell you what, I’ve had new private lenders come into my world that want to invest and just to prove to them that I can perform. I’ll take the new private lender’s money and pay off a current private lender, refinance the deal so I can get their money to work for ’em, right?

Speaker 3 (18:53):

Ah, yep, that makes sense. I like that. As you grow and scale, you might run into that issue and you make one lender a little bit happy. I mean, at least they’re getting paid off, but then they probably come back to you and say, I want you to put my money to work again. Do you have that come up a lot?

Speaker 1 (19:12):

Quite frankly, when I pay ’em off, they’re not happy.

Speaker 3 (19:17):

That’s why I said just a little happy, maybe a little bit.

Speaker 1 (19:20):

But when I pay ’em off, they’re not making any money on that money. In fact, with a new private lender, I’ll get ready to pay ’em off cashing out on a deal and I’ll call ’em up and say, Hey, just want you to know that you’re going to have a check coming in the mail from a real estate attorney’s trust account. We’re paying off this house. And they’ll say, Jay, can’t you just keep the money? And I’ll go, no, I can’t keep the money unless I’ve got your money secured by a property because we do not borrow unsecured funds. Now, here’s maybe a little advanced strategy for some folks, but I do substitutions of collateral or loan modifications all the time. If it’s a small amount of money that a private lender’s invested 30, 40, $50,000, and we use it for rehabbing a property. So when I’ve got another property I’m getting ready to start on, I’ll substitute the collateral and keep that 30 or $50,000 note in play. So they keep earning money on that money, but we will substitute the collateral just to a different project that we’re moving to.

Speaker 3 (20:25):

That’s awesome. So then sounds like you have a good problem. It’s like, I want that. Well, I think a lot of real estate investors would rather the problem, I have too much money versus I’ve got these deals and I can’t fund them. So I really like how you teach people that and where it could snowball into this, where it’s like, I’ve got 47 private lenders, I’ve got to go out there and get the deals for ’em. Absolutely. And I really like that. And

Speaker 1 (20:50):

For goodness sakes, you don’t start out with 47 private lenders. I started out with one, right? I started out with one and then that quickly became two and three and four and five because private lenders tell other people what’s going on. So I haven’t actively attracted private money for years because our current private lenders just keep sending us people. In fact, day before yesterday, day before yesterday, I got a phone call from the mother of a good friend of mine, his name’s Craig, lives in Newburg, North Carolina. Craig had told his mother about this investment thing that I got going on and she had never heard of it, which is really funny. I’ve been doing it now private money since 2009. So she calls me up and she says, Hey, my son’s been telling me about this investment thing you got going on. Tell me about it. So word of mouth gets around very, very quickly when you start doing business with private lenders the way I do.

Speaker 3 (21:53):

Yeah, I like that a lot. So in order to get people to talk like that, what are the biggest things that you do for your current private lenders that makes them want to recommend you?

Speaker 1 (22:07):

Well pay ’em on time.

Speaker 3 (22:08):

There you go. That’s a big one. Sounds like that would be a really great place to start.

Speaker 1 (22:12):

Pay ’em on time. But I also have three times a year I put on a party for our private lenders at the Dunes Club. So we have three times a year a VIP reception over at the Dunes Club on the beach, and it’s just an evening of private lenders getting together and we have a good old time and I feed them and give them all the soft shell crabs they want, and I tell ’em to bring their friends with them.

Speaker 3 (22:42):

Yeah, that’s awesome. So number one though, that anyone can do at any stage is pay people on time. So actually pay, would you say, what about communication? I hear that come up sometimes too. How do you do a good job on the communication with your private lenders as well?

Speaker 1 (23:03):

Well, it must be good enough. They never go away,

Speaker 3 (23:06):

Right? Yeah, that’s the big things I hear.

Speaker 1 (23:10):

Here’s one thing I have not delegated as far as communication. I personally, I mean my relationships with my private lenders are very, very important. So I personally pick up the phone, pick up the phone, and call my private lenders when I have got a deal for them to fund. I do not delegate that out. I could

(23:37):

Delegate that out, but I don’t, when I got a deal for them to fund, I’m the person on the phone keeping that relationship When I’m getting ready to pay them off. I don’t have a check just show up in the mail. Of course they got to sign a payoff instruction letter if a different closing agent is closing it for a buyer. But before any of that happens, I personally call ’em up and I tell ’em that we’ve got that property sold. We’re getting ready to pay you off. Or I’ll call ’em up and I’ll say, Hey, we’re getting ready to pay this property off, but I will keep your note open so you can keep earning money. I’m just going to substitute the collateral. We got some documents we’re going to email to you for you to sign and send back the communication. I’m personally involved in putting their money to work and letting them know when we’re cashing out and where they are on the deal.

Speaker 3 (24:31):

That’s awesome. Then since it’s the profit first I podcast here, I love this concept of the private money because you need your cash in your accounts. So to be able to run your business, do those things, and then setting up a separate account just for your private money lenders, so it makes it easier to do what Jay just told you to pay them back, to pay them back on time to be in good communication with them. So now this has been really good. Do you have any other advice before I ask you? How could they work with you? How can they get in touch with, because I know this is something that is needed desperately, that I send people your way all the time. I know I trust you to help people, but any other last minute advice here that you would give to the real estate investors listening to the podcast?

Speaker 1 (25:18):

Sure. I appreciate you asking that question. It’s going to be very hard to own a lot of real estate

(25:26):

Until you own the real estate between your ears. So what do I mean by that? People ask me, how do I start? How do I start raising money? I can tell you how you start raising private money. You get your heart right, you get your mindset right. So what do I mean by that? Well, what do you do? You lead with a servant’s heart, you lead with education, you put your private lender money hat on, you private lender, teacher hat on, and you leave with education, don’t pitch deals, and you really, really are concerned about the other person and realize, part of this mindset is realize you’ve got an opportunity to change people’s lives, right?

Speaker 3 (26:11):

That’s so good.

Speaker 1 (26:13):

We’ve got countless people that are particularly in their retirement years, that have thanked me and Carol Joy for making a difference in their retirement years to where they can, I mean, they don’t want to touch their principal. They want to live off of their principal investment. So they’ve been able to travel, go see grandkids, do all this stuff that they couldn’t do otherwise until they got involved in our program. So just know that you’ve got a way to really make an impact on other people’s lives. And lemme tell you another part of mindset. It ain’t about reaping. It’s not about reaping. It’s all about sowing. It’s all about sowing. I can’t be reaping all that private money and deals until I have sown and given and led with value first. So how you sow is how you’re going to reap.

Speaker 3 (27:08):

Yeah. Oh man, this is so good. I’m glad I asked that question because I hear the passion in your voice and I hear that you really care about the people you work with, the people that have private money lenders out there, you care about that relationship. I love what you said. Get your heart right, get your head right. I also think, like you said too, that if they don’t have that desperation has a smell. So if you’re out there, you’re desperate and you’re just going out there, then you won’t have people like you have that want to keep coming back, that want to continuously invest in you. So that was, I think, the best advice that you could give right there. Get it between your ears and get your heart right. I absolutely love that. And just to recap too, I love your magic question.

(27:55):

Who do you know that can help me with my problem? Then one day you’re going to wake up and you’re going to be like Jay, and you’re going to be helping other people with their problem. I’ve got money. I want to put it somewhere, and you’re the able to get them to where they can be. Desperation has a smell. I love that. And then honestly, I love that pivot. You are like, it’s not about the reaping, it’s not about the interest that I’m making or the profit I’m making for the deal. It’s more about sowing those seeds and ultimately you’re changing lives. That’s why you get private money, and it’s like that interest that you’re paying them is twofold. It’s like you get to sleep at night, you’re not using all your money and you’re getting to help someone else get a return that they wouldn’t be able to get anywhere else or in someone that they trust as well too, and that’s a little bit more tangible than the stock markets or all this other Bitcoin, some of that stuff that’s floating around out there. So this has been awesome. So how do people then, Jay, take that next step with you? Do you have a book? You talked about an event. What can people do?

Speaker 1 (29:01):

Absolutely. Well for your audience, David, I’ve got two gifts. First of all, I finished writing my book Where to Get the Money. Now, this is not a ebook. This is a book book that we actually send in the mail Autographic where to get the money. Now the subtitle is How and Where to Get Money for Your Real Estate Deals Without Relying on Hard Money Lenders or Traditional Lenders. It’ll walk you through step by step how to get all the private money you would want. Very, very easy to read. It’s $20 on Amazon, but you can get it for free. Being David’s audience, just cover shipping. You can go to www dot j Connor, J-A-Y-C-O-N-N-E r.com/book. So I’m an er, not an or. So that’s j Connor, J-A-Y-C-O-N-N-E r.com/book, and we’ll three day priority mail it out to you. Now, in addition to that, I’ve got an upcoming $3,000 per ticket live event right around the corner. But for your audience, Dave, I’m going to let everybody come for free with a measly $97 registration fee. This private money event. You can check it out at www.theprivatemoneyconference.com. The private money conference.com. That’s coming up right around the corner in June. Get on over there. Registrations are open, and I’d love to meet you in person at the private money conference.com.

Speaker 3 (30:31):

Awesome. I’m excited about that too. I love what you’re doing and you’re solving a big need that we hear all the time. Just like all people always needing to sharpen their acts when it comes to private money, you graciously have also invited me there to speak about Profit First. So I’m excited to get to tell people about that so they can get more private money and be more confident and not be desperate when they go and ask for people. So I’m really excited about that as well. So make sure we’re going to put those links there, but make sure either get his book or go to that event. I cannot endorse Jay Moore because I know how many people he helps, but then he also has the heart. You heard it right here. That’s how he wants to help you too. It’s very much a heart and a mission and a passion for him.

(31:13):

So Jay, thank you for coming on, for sharing your wisdom, your knowledge today. If you are listening to this episode and you feel stuck like, what the heck is going on? Where is my money? I don’t know what to do. I’m a little bit nervous to go out there and get private money. I can’t keep my own house in order. That’s where you could go to simple cfo.com where we can help you walk you through that process. We’ll link you up to Jay too. If you need private money or need to learn about private money, this is who we recommend. I recommend Jay to many people, so make sure that if you need that help you go to simple cfo.com. But Jay, again, thank you for being on the show and sharing your wisdom here today.

Speaker 1 (31:51):

David, thank you so much for having me. God bless you.

Speaker 2 (31:54):

This episode of the Profit First for REI podcast is over, but there are plenty more where that came from. Are you ready to learn how David and his team can help implement the Profit First system in your business? Schedule a discovery call@simplecfo.com right now. We’ll see you next time on The Profit First for REI podcast with David Richter.