Here’s How to Protect Your Finances in a Recession

Here’s How to Protect Your Finances in a Recession


A recession is upon us and now is the time to protect your finances. The S&P 500 was down 20% for the first half of 2022. The last time the market performed this poorly was over 50 years ago, in 1970. 

Inflation has reached its highest since 1981. To counter this, the Federal Reserve has increased interest rates three times this year.

In an effort to curb inflation, the government is intentionally slowing the economy — creating this recession. It’s important to note that recessions are not economic depressions. However, recessions can impact your personal finances due to job loss, income loss, and decreased home valuations. For Black Americans, the problem is even more pronounced. 

How Recessions Impact Black Families

Here are the facts:

– Black workers are twice as likely to be laid off than their white counterparts. 

– Black employees make up to 80% of what a white employee with similar education makes.

– Homes in predominantly Black neighborhoods are devalued by 23%.

Add it all up and many families have, or will, experience a major financial setback. The good news is that you can overcome, or even prevent, a potential crisis. The key is to have a clear vision, strong mindset, and proactive approach. 

Former HBCU grad, NFL player, and multi-millionaire Marques Ogden understands financial setbacks. Ogden’s construction and contracting company, Kayden Premier Enterprises, became Maryland’s largest black-owned subcontractor in 2012. This success, however, was short-lived, as the company collapsed into bankruptcy as a result of bad projects. One year later, Ogden was bankrupt, had lost his home to foreclosure, and both of his cars had been repossessed. 

The struggle to find steady work drove Odgen to take a job as a custodian. Soon after, his lowest point came courtesy of a busted trash bag, which covered him in spoiled milk, rotting meat, and other waste. Feeling demoralized, he went home that night and made a plan to get his life back together.

Three Keys to Achieve Financial Goals

Today, Marques is a successful keynote speaker, business coach, and author of The Success Cycle: 3 Keys for Achieving Your Goals in Business and Life. In addition to hard work, he also credits his monetary rebirth to a three-step internal process that helped him overcome disaster and come out on top.

Visualize your goal and actually see, feel, and believe in it

Do this until your mind processes it as a foregone conclusion with a positive outcome. Writing down your goals and breaking them down into bite-sized weekly and daily actions is a great way to start. 

Stay committed to the work, not the result itself

This is the key to creating the life you want and is where belief comes into play. Many people want to be financially free, but when they face setbacks, they simply give up or quit.

“Ninety to ninety-five percent of society falls off because they want instant gratification,” says Ogden.

Take hold of your subconscious mindset

Use vision boards, meditation, and affirmations to build a foundation for permanent, long-lasting change. Successful people realize that “the conscious mindset is to survive, the subconscious mindset is to thrive.” Do whatever it takes to evolve from stale, old patterns to new, growth-oriented beliefs. 

It took 2.5 years before Ogden earned a paid speaking gig. To stay motivated and focused, he fed his inner self positive images of his success and learned to ignore any habitual negative self-talk or sabotage. He credits meditation and visualization for helping him maintain clarity and focus, despite the lack of quick, tangible results. After a while, this habitual reinforcement allowed Ogden to learn, adapt, and ultimately take the right actions to make his goal a reality.

Mindset is one thing. Tactical strategies are another. In addition to focusing on his mental approach, Ogden focused on three key financial steps, which he recommends to his clients. 

Financial Actions to Take Now

Pay yourself first by saving 10-15% of your income

Instead of focusing on just cutting expenses, make saving 10-15% the first priority before your expenses. Reductions become less painful if you’ve already allocated funds for savings and don’t treat it as an afterthought. Most payroll providers will automatically deposit a percentage of your pay if specified on your direct deposit form. Better yet, amp up your savings even more with apps like Digits or Acorns that painlessly round up your purchases to the nearest dollar, then deposit the change into an interest-bearing savings or investment account.   

Create multiple streams of income

Even if you’re a high-income earner, it’s good to cultivate multiple sources to diversify your income base as a defense against surprise fluctuations. Dependence on a single income source is a recipe for disaster, especially in the face of an unexpected layoff, furlough, or termination. Since 64% of workers live paycheck to paycheck, multiple streams are critical to create a cushion. Consider app-driven gig jobs like rideshare or food delivery, or start a small business that’s complementary to your core skills. Another option is to offer on-demand services through providers like Rover, Care.com, Fiverr, or Upwork. However, be careful to avoid get-rich-quick multi-level marketing programs or work-from-home outfits that end up costing more than you’ll ever make.

Gather a network of empowerment

Remember the old saying that your network is your net worth? Give your connections a close look and figure out the best supporters in your crew. These are the people who’ll vouch for you, set up important connections, and will be your cheering squad after every win. Don’t use others. Instead, always work from a place of genuine reciprocity and gratefully offer to give value of your own in return. After a while, that supporter will gladly turn into a sponsor who will then connect you with their most influential contacts. 

Weathering the Storm of Uncertainty

With the Federal Reserve actively looking to curb inflation and stall economic growth, a recession is imminent. Being proactive with your financial decisions can make the difference between riding rippling waves or standing on a sinking ship. 

Protect yourself from the financial storms that lie ahead by saving a portion of your earnings, maintaining multiple income sources, and leveraging your network. Suffering a financial setback is tough, but with the right mindset and strategy, you can overcome it and maybe even come out better than where you started.

About the author

John Casmon is a real estate entrepreneur and former marketing executive. He has partnered with busy professionals to earn passive income and acquire over $100 million worth of apartments. In addition, John hosts the Multifamily Insights podcast and is the co-creator of the Midwest Real Estate Networking Summit.
Check Out These 15 Real Estate Podcasts with Black Hosts

Check Out These 15 Real Estate Podcasts with Black Hosts


One of the best ways to learn about real estate investing is to listen to podcasts. The number of shows has exploded, with over 1 million active podcasts available. There are real estate podcasts with millions of downloads and a growing range of lesser-known shows. These shows deliver amazing quality, educational content, and focus on a particular niche or audience. With the rise of podcasting, there is a rise in Black podcast hosts who understand the nuances and challenges that come with being a Black real estate investor. 

We know how much representation matters and finding hosts that you identify with will enhance the experience and likely provide insights to help you navigate your current situation. Some shows focus on motivational content and high-level theory. Others focus more on practical and actionable insights to make informed decisions. Discovering other Black real estate investors can mean the difference in taking the next step in your journey.

Here is a list of 15 multifamily podcasts with Black hosts. 

 

1. Target Market Insights: Multifamily + Marketing, hosted by John Casmon

This show covers the multifamily and marketing insights investors and entrepreneurs need to grow their portfolios. While it focuses on multifamily, the show has great insights for any entrepreneur. It was named the #1 multifamily podcast you should follow in 2021.  

 

2. Myers Method Presents Multifamily Missteps, hosted by Jerome Myers

This show tosses the syrupy fairytales of apartment investing and digs into the missteps of active apartment operators to help investors learn from their mistakes.

 

3. Real Estate Investor Goddesses, by Monick Halm

Monick Halm interviews women who are rocking it in real estate investment and covers how women are finding joy and happiness through investing.

 

4. The Passive Investor Show, hosted by John Fortes

The Passive Investor Show delivers insights on the fundamentals of private passive investing. The show was designed to help working professionals understand that they don’t have to create another job to create another stream of income. 

 

5. Cashflow Diary, hosted by J. Massey

Massey shares beneficial strategies to improve your skills in prospecting, placing offers, closing deals, buying, selling, wholesaling, fix and flips, rehabs, and much more.

 

6. Going Long by Billy Keels

Based in Barcelona, Spain, Billy Keels shares tips for long-distance real estate investing. These insights can help you whether you are looking to invest in a different state or in a different country.  

 

7. The Level Up REI Podcast, hosted by Lisa Hylton

The Level Up REI podcast was created to meet listeners where they are and provide them with endless opportunities to level up their real estate investing game and their life in general. 

 

8. TheOglesby and Scott Show, hosted by Todd Oglesby and Rashauna Scott

The Oglesby and Scott Show is a premier podcast on Black wealth building and real estate investing. Hosted by Charles Oglesby of Todd Capital and Rashauna Scott of Flippin in Heels, this show highlights African American real estate investing and entrepreneurship.

 

9. Multifamily Investor Situation Room, hosted by Dion Huey

An interview-based program that dives into investor mindset when challenges arise. We explore the decision-making process of successful real estate investors, learn about their mistakes, and how you can make the right decisions to make you successful.

 

10. Black Wealth Renaissance

The show has a simple goal of normalizing Black wealth and shares helpful resources and tips to help others attain and maintain generational wealth. The platform was founded by David Bellard, Jared Spiller, Jalen Clark, and Kelly Rhodes.

 

11. Wealth through Real Estate Investing, hosted by Dwaine Clarke

This show is focused on creating wealth, cash flow, and financial freedom through real estate. Show topics include Passive Real Estate Investing, Multifamily Real Estate, Commercial Real Estate, Asset Protection, and more.

 

12. Real Estate Experiment, hosted by Ruben Kanya

This show bridges the gap between entrepreneurship and real estate investing. The show focuses on systems, processes, and personal development to be an effective business owner and operator.

 

13. Generational Wealth through Commercial Real Estate, hosted by Will Smith

Hosted by a former NFL player that found his passion in commercial real estate. Will Smith shares insights to help you get started in commercial real estate.

 

14. Buy the Block with Bryan Chavis

This show relies on Bryan’s experience building successful real estate ventures. Bryan shares info on the tools people need to thrive in real estate investing.

 

15. Money with Mission hosted by Felecia Froe

This show shares inspiring stories from everyday people investing to improve their communities. They are, in some cases, leveraging dollars and time to transform neighborhoods and generate profits for their mission-minded investors.

 

These shows were selected based on their quality, insights, and longevity. Certainly, there are other deserving podcasts, so view this as a launching point to help you add some shows to your library. Listening to podcasts is an excellent way to accelerate your investing. Finding shows and hosts that you can connect with will make the experience more fulfilling. This list provides you with options to connect with a show that can help you reach your investing goals. Start listening and find your favorite to grow as a real estate investor.  

How to Start Investing in Real Estate in 2021


If you are ready to start investing in real estate in 2021, you need an action plan that gives you clear direction. Developing a plan can be challenging, especially if you are new and need help figuring out where to start. I’ve interviewed hundreds of investors and those interviews have uncovered a pattern and framework to help others get started in real estate. These patterns serve as a blueprint to go from complete newbie to real estate investor.

Before we begin, it’s important to know that your plan should be based on your goals and your situation. Don’t feel compelled to copy a strategy because you hear others doing it. Everyone moves at a different pace, so it helps to identify key milestones that facilitate moving on to the next step. 

Start Investing in Real Estate

There are various ways to start investing in real estate. The first thing you need to do is select a strategy that works for your time, budget, and risk tolerance. You may be inspired by the house-flipping shows you see on HGTV, but they leave out critical details for first time-time flippers. Spend time researching popular strategies such as wholesaling, flipping, single-family rentals, and multifamily rentals.

A great source for this information is BiggerPockets, an online community dedicated to real estate professionals. Once you have a general sense of the strategy you want to explore, dive deeper into that topic. Podcasts are a great source of information as you can find many that are specifically tailored to that investing topic. Once you understand the terminology, the major parts of the process, and a general sense of your budget and timing, it’s time to move on to the next step.

Assemble Your Team 

Real estate investing is a team sport and you are going to need key members to help you find good deals. The first team member to start with is a real estate agent. Real estate agents have great local market knowledge, access to key data, and are experienced in the process. You want an agent that is experienced with helping investors with your skill level, seeking properties with your business plan. If you want to gut-rehab a property, find an agent that specializes in these types of projects. They will be able to educate you on the pitfalls and already have other key members to help you fill out your team. 

In addition to an agent, you will need a lender, inspector, attorney, appraiser, and title company. Many of these roles can be sourced from your agent’s contacts. Depending on your strategy, you will likely need a property manager, contractor, partners, or investors. You will want to vet these people closely and find people that have experience executing your business plan. 

Analyze Properties 

The next step is to analyze properties. While you may have access to Zillow, Redfin, or LoopNet, working with an agent can grant you access to the MLS. This will allow you to refine your search and gather more info on properties. If you plan to wholesale or find off-market deals, you will need to find ways to connect directly with owners like sending direct mail or cold-calling. 

Analyzing properties can be simple or complex depending on your goals. Starting out, you should focus on a couple of key metrics based on your investment strategy and level of risk. Set your return expectations, make sure they are realistic by talking to your agent and other investors. It might take a while to find properties that meet your return projections but remain diligent in your pursuit.

Many new investors make mistakes evaluating deals when they simply plug in the current owner’s financials. Your assumptions should be based on your business plan and what you will have to pay. There’s probably an additional cost associated with any improvements you would make to the property. And remember, taxes and insurance are more likely to go up than to go down. 

Make Offers on Properties

When you find a property that fits your criteria, it’s time to make an offer. This is where all that hard work, research, and preparation comes in. You may be nervous to make your first offer, but if you’ve selected a seasoned agent, they can provide the gut check you need. 

Your first offer may not get accepted and you may have to put in a few before you reach an agreement with a seller. In a competitive market, price is just one factor to make an offer stand out. Terms are another. Consider a shorter closing window, a higher earnest money deposit, or even a non-refundable deposit in the most competitive situations. You could waive inspection or financing contingencies but this is risky for first-time buyers. Consult with your agent on the best way to structure the offer to make it most appealing.

Close and Collect Checks

Congratulations, you got your offer accepted! But it’s not time to pop the champagne just yet. Now, you have to get all those other team members we discussed before to help you make sure this gem of a deal is actually a diamond, not a piece of glass. 

While your lender begins the loan process, you will want to do a physical inspection and learn more about the foundation, roof, mechanical systems, and any big-ticket items that may need repair or replacement. Most properties–even new construction–have items that may come upon an inspection report, so focus on the things that will be costly to correct or any signs of a larger issue.  

In addition, you need to dig into the financials. Review the rent roll and match it up against the actual leases. Are there any discrepancies? Review the income statement and ensure the utility bills match the income statements. You’ll want to do the same for other expenses to ensure the accuracy of your financial projections. 

If all checks out, you should be all set to start investing in real estate and close on your first property. Even if there is an issue, it doesn’t mean the end of the deal. Discuss it with your team and determine if a concession or reduction in price is necessary and would be acceptable. 

If so, the next step is to close on the property and get the keys to your brand new investment. Trust the process and develop a strong team and you’ll be on your way to start investing in real estate and building an income-generating real estate portfolio. 

Your 2021 Goals: Here’s The Trick to Get Back on Track

Your 2021 Goals: Here’s The Trick to Get Back on Track


The new year brings new hope and new dreams as well as a chance to reset the scoreboard and become the person you’ve always wanted to be. This year, many people were more excited to turn the page to a new year and focus on living their best life. Unfortunately, most people drop their New Year goals just 14 days into the new year, according to Linal Harris, an executive coach and author of “Slay Your Goals: 5 Simple Tips For Achieving Your Life Goals.” Given the dysfunction of 2020, you deserve to keep the optimism and hope for the new year longer than just a couple of weeks. So consider this a boost to help you get back on track with your 2021 goals.

Harris shares that the number one reason people drop their goals is simply that they forget them. Yes, they forget them. Could you imagine forgetting that you want to be rich, get ripped, or travel the world? Of course not, but you may lose focus on the daily actions and decisions to make consistent progress towards your goal.

Here are a few strategies and actionable to help you realign with your goals and make 2021 your best year ever.

Affirm and Track Your 2021 Goals

Goals are usually made when people are in a peak state of inspiration. The challenge kicks in when you get back to your routine and face the demands of real-life. One of the ways to keep your goals top of mind is to affirm them daily. This will allow you to intentionally move towards the person you want to become. Harris shares that it only takes 1-2 minutes to read your goals out loud and affirm them daily. This daily attention to your goals will allow you to easily remember what you want to achieve and make choices that align with that vision.

To help keep you on track, make sure you set SMART Goals for the year. SMART stands for specific, measurable, achievable, relevant, and time-based. Don’t worry if you don’t know how you’re going to accomplish these things just yet, just focus on the outcomes you want. How you accomplish your goal is not as important as creating the vision of what you want to achieve. 

Understand Your Goals

It also helps to understand the root cause behind your 2021 goals. Making more money is a nice goal, but why do you want to make more money? What desires and fears do you have around money? Why do you feel that way? How will making more money alleviate those fears or fulfill those desires? Answering these questions around your goals will provide you the clarity and motivation to stay focused.

“When you’re starting something new, you have to start at the bottom. If you don’t want to start at the bottom, then don’t bother starting,” says Marques Ogden, a former NFL offensive lineman who went on to run a multi-million dollar construction company.

A bad deal crushed Ogden’s business, forcing him into bankruptcy, and at his lowest point, he took on a part-time job as a janitor. To get back on top, he spent time focusing on his fears and desires. He then created a vision around his strengths and decided he wanted to help others through his own story. Now, Ogden serves as an executive coach, inspirational speaker, and corporate consultant. 

Strengthen Your Commitment

Your goals will require changes to your current habits, so you need to identify, specifically, what you will change to create space for your goals. Look at your daily routine and how you spend your time, how you eat, and how you spend money and determine what you will eliminate or reduce to create space for your new goal-oriented habits. It may be time to stop binging Netflix, endlessly scrolling through social media, eating out too often, or cruising Amazon for yet another purchase.

Making these sacrifices can be a challenge so you must develop your mental strength. Ogden went from a multi-millionaire to a janitor to a highly sought after speaker and coach. The ups and downs can be stressful, but mental toughness kept him focused. To develop a strong, resilient mind, he shares three things you need: good physiology, mental focus, and the belief that you deserve to succeed. He shares that you must take action, moving with good energy and positive thoughts. You need to control your mental focus by locking in on your strengths and goals, and not paying attention to the noise going on around you. 

When you have a strong desire and believe you deserve it, you will work harder to get it. If last year taught us anything, it’s to embrace change. This is the year to make those changes and develop into the person you truly want to be. Get back on track for your goals and share this with anyone who may need a bit of inspiration to make this their best year yet.

5 Secret Real Estate Investing Strategies to Create and Preserve Wealth


Real estate ownership is the most critical driver of wealth creation in America. In fact, homeowners have 80 times the median net worth of renters. However, past housing policies discriminated against Black families with restrictions that made it harder to buy real estate. This is a major contributor to the racial wealth gap in America. Since then, numerous policy changes have removed or reduced discriminatory practices, making it easier for people to buy and invest in real estate. Some of these changes have even created secret real estate investing strategies that help those who are plugged in to create and preserve wealth. 

Most people view real estate investing as buying rentals or a fixer-upper to sell. While these are common approaches, they may present challenges for new investors. Luckily, there are lesser-known strategies to invest in real estate that serve novice and expert investors.

Whether you have no experience or you are scaling a portfolio, consider how these strategies can help you start or scale your investments. 

House-Hack

The first wealth-building secret strategy is to live in a 1-4 unit residential home and rent out the other units or rooms. If you are currently renting, this should be the No.1 strategy you explore. This approach has been popularized on BiggerPockets, where it was coined as a “house-hack” by the community. In many instances, you can live rent-free as other residents pay down the mortgage and expenses. 

The strategy is particularly popular with 2-4 units as you can have your own apartment and rent out the other units. These properties qualify for an FHA loan, where the required down payment is only 3.5% of the purchase price. Using this approach, you could buy a $200,000 property with a downpayment of just $7,000!  

I used this strategy when I bought my first investment property, a 2-unit in Chicago. I lived upstairs and rented out the first floor. The first-floor resident covered most of my mortgage payment. I reduced my amount to less than I was previously paying in rent. This allowed me to save more money and create equity at the same time. 

Like me, Jay-R Domantay used a house-hack to buy his first 2-unit apartment and used that to launch his apartment investing portfolio. In fact, I know dozens of people who have used the same strategy because it is such a powerful, efficient, and ideal way to acquire your first property.

1031 Exchange

A 1031 exchange allows you to roll your equity from an investment property into a similar investment while deferring capital gains. Think of it like Monopoly, where you trade up from houses to a hotel. In this case, you can exchange a property, allowing you to scale a portfolio, all while delaying the capital gains tax. The best part is that you can do this until you die. At that time, when your heirs inherit the property, they are given a new cost basis, which just means the capital gain is reset to zero. The bottom line is they will not have to pay any capital gains tax that you deferred, even if they decide to sell at that time.

Here’s an example: let’s say you buy an investment property for $400,000. In five years, you exchange it–not sell, but exchange–for $700,000 and acquire a new asset for equal or greater value. Instead of paying the capital gains tax on the $300,000 in profit, you defer the tax hit until a sale is realized. You can keep exchanging the property and rolling over the equity indefinitely. If and when you sell, you will pay the full capital gains tax. However, if you never sell and instead leave the property to your heirs, they will not have to pay the deferred capital gains tax.

real estate
How 1031 Exchange Defers Capital Gains

This strategy is so strong at preserving wealth that it became a point of contention on the presidential campaign trail. Investors argue that this enables them to continue re-investing into properties and communities where there is little incentive to do so otherwise. It also encourages more transactions, welcomes new investors, and generates business for brokerage firms, architects, civil engineers, insurers, inspectors, and more. Either way, it incentivizes investors to trade up and create tax-deferred wealth in the process. 

Note Investing

There are ways to invest in real estate without actually buying physical property. One advanced strategy is to purchase existing mortgages, known as note investing. Note investors purchase loans from lenders and then notify borrowers that they are the new loan holder. Now, instead of the borrower paying their monthly mortgage to the traditional bank, they make the payment to the investor.

On mortgage notes, one of the driving factors determining value is the payment status of the loan. A performing note is where payments from the borrower are current. All you have to do is send out invoices and collect the monthly payments. People refer to this as “mailbox money” for its simplicity and ease. However, non-performing notes are loans where the borrower has stopped making payments. Investors who buy non-performing notes hope to incentivize borrowers to get back to making payments, usually through a loan modification. These tend to require more work and patience but allow you to make money while helping a borrower stay in their home. 

In addition, you can begin note investing with less than $5,000. However, the costs vary widely based on if you are the primary mortgage lender, holding a line of credit, or carrying a second mortgage. Lastly, make sure you understand the local governance around foreclosures. Judicial and non-judicial states have different laws and processes that must be followed.  

Bonus Depreciation

Real estate has excellent tax benefits that supersede other investment vehicles. One of the core advantages comes from depreciation. This allows you to deduct the value of a property over time based on the fact that the property is getting older and losing value as it ages. However, typically properties go up in value, creating an excellent tax advantage. 

Bonus depreciation allows you to accelerate the depreciation time frame for eligible elements instead of writing them off over their normal useful life. This applies to all the mechanicals, fixtures, appliances, etc. Instead of depreciating an item over the course of 15 years, you get to take it all in the first year. This allows investors to create more initial cash flow to spend or invest in other ways. This strategy works best on commercial real estate properties where an engineering study, known as cost segregation, can be performed to determine the remaining life expectancy of each component.

Apartment Syndication  

Wealthy people have invested in apartments for decades, but did you know that everyday people invest in large apartments and get the same great benefits? You do not need to be a multi-millionaire to invest in large apartments. In fact, we partner with regular people to pool money together to acquire larger properties. This process is known as syndication. 

Syndications allow qualifying participants to invest alongside others to acquire and own a property, like an apartment community. Private groups buy these properties and invite private investors in their network to participate in the investment. Most investments are issued through private offerings, so you will need to join a group’s investor list. The general partnership team handles all aspects of inspections, loan approval, and managing operations. You just need to review the opportunity, decide to invest, and collect distributions. The best part is that you get all the benefits of owning real estate without the headaches of being a landlord. This includes cash flow distributions, equity upside, and bonus depreciation.

Implementing the Strategies

These five strategies are not all-inclusive but help everyday people create and preserve wealth through real estate. They also show that you do not have to become a landlord or flipper to create wealth for your family. If you are starting out, consider house-hacking or note investing. You can get started in both of these strategies for as little as $5,000. If you own real estate take advantage of bonus depreciation. Be sure to consider a 1031 exchange instead of selling when you are ready to exit. If you are looking to earn passive income while diversifying your portfolio and reducing your tax liability, consider investing in apartment syndications. These investments qualify for self-directed retirement funds. Minimum investments are usually $50,000 with some being as low as $25,000 and others starting at $100,000. 

As you look to create and preserve wealth for your family, consider investing in real estate. Real estate serves as the most powerful driver of wealth as an appreciating asset with tremendous tax advantages that can be passed down for generations. These secret strategies show various ways to use this tool to get started and make strides toward closing the wealth gap. 

4 Ways Entrepreneurs and Marketers Can Use Podcasts for Business Growth

4 Ways Entrepreneurs and Marketers Can Use Podcasts for Business Growth


Podcasts are exploding as a digital medium, with over 100 million Americans listening to at least one podcast every month. Currently, there are over 1,000,000 active podcasts covering current events, music, sports, politics, business, investing, real estate, and more. As podcasting becomes more popular, entrepreneurs and professionals are looking to use podcasts for business growth.

According to Magellan AI, 10 advertisers spent more than $1 million on podcast advertising in July 2020 alone. This spending will continue to grow. That is one of the reasons Spotify signed exclusive deals with Kim Kardashian West, Michelle Obama, and Joe Rogan, reportedly paying $100 million for exclusive rights to The Joe Rogan Experience. Podcasts can serve as entertainment, but the real benefit comes through the education and insights of more complex topics. 

How to Use Podcasts for Business Growth

When I launched the Target Market Insights: Multifamily + Marketing Podcast, I was hoping to learn how successful multifamily investors were finding the best places to invest. I was able to answer that question, not just for me but also for others seeking the same insights. Since then, I’ve expanded the show to highlight the marketing challenges people face as real estate investors, entrepreneurs, and business professionals. 

Some shows appeal to a broad audience, covering a wide range of interests. This approach is often to garner more subscriptions and downloads. However, downloads and plays will not determine success. The ability to build trust with potential customers will drive success. 

For this reason, you should consider using podcasts for business growth and reaching new customers. Unlike other mediums, there are multiple opportunities to grow your business through podcasts. Below are four ways you can leverage podcasts to nurture skills, implement strategies, drive awareness, and attract more business.   

Listen to Business Podcasts

The easiest way to leverage podcasts is to listen to them. The audio quality of top-rated shows rivals the production found on mainstream radio. Unlike reading a book, you can listen to shows during your morning routine, commute, or workout. And you can listen across different devices like your computer, tablet, smartphone, or smart speaker. Start with specific episodes that address specific questions or challenges. Subscribe to shows geared toward relevant topics. 

Many business podcasts attract top entrepreneurs, professionals, and investors who openly share their insights to help you grow your business. These shows are both educational and entertaining. Find shows and episodes that will help you attract new clients, improve your operations, and improve your profitability. It should be noted that the real value is implementing the tips, not just listening to the episodes. Make it a point to identify and implement key insights that will have a positive impact on your business. 

Advertise on Podcasts

While major brands are spending on podcast advertising, there is plenty of room for smaller businesses and entrepreneurs. If you have a clearly defined target audience, it is easy to find shows that appeal to that demographic. For example, say you make accounting software; you can find top accounting podcasts like Cloud Accounting Podcast and get in front of a dedicated audience of people who are likely interested in using accounting software. Running an ad campaign on these shows will allow you to put a message in front of a highly targeted audience. And because those listeners are listening to podcasts, you know they are looking to learn or grow and will be open to products or services that can aid them on their journey.

Podcast advertising rates can vary widely, but most shows are flexible and can work within your budget. When exploring costs, you will want to know the CPM (or cost per thousand). CPM is a standard rate used to measure the cost to reach 1,000 people. The average CPM for podcasts is $18 for a 30-second ad and $25 for a 60-second ad, according to AdvertiseCast. Note that these costs will vary greatly based on the show and the perceived value of the targeted audience. 

Become a Podcast Guest

Many podcasts are interview-based and accept qualified guests. Being a guest on a podcast is an excellent way to generate awareness of your brand, service, or product. To start, make a list of the top-rated shows for your category or industry. Some firms assist with booking guests, but you can also reach out directly. In most cases, all you have to do is find the show’s website link on Apple Podcast or Spotify, then contact them via email if you do not see a guest application form. It helps to put together a media kit or pitch sheet to highlight your expertise and topics you can cover. This makes it easy for a host to know if you are a fit to book for the show. 

When preparing to be a guest on a podcast, be sure to listen to a few episodes ahead of time to get a sense of the show’s format and the host’s personality. Prepare a few talking points to help you stand out and deliver value to the listener. Think about what your ideal audience is struggling with and share a few tips to help them. Remember, the audience wants to get value from the discussion, not hear an extended sales pitch for your business. If you deliver enough value, listeners will want to get in touch with you so make it easy to capture these new leads by sharing the best contact method.

Launch Your Own Podcast

The most impactful way to leverage podcasts for business growth is to launch your own show. Granted, it requires a commitment and some equipment to get a show off the ground. Audiences crave content and the best podcasts deliver. Top-rated podcasts know who they help, the content they seek, and have a unique perspective to share. It helps to be genuinely curious about a topic and develop interviewing skills that will capture the interest of your followers. 

I’ve interviewed over 200 guests and have seen the benefits in our business as I established more credibility in the industry. The benefits of having your own show include building awareness for your personal brand or business, attracting new clients, learning and networking with guests, invitations to speak or write for larger events and publications, and adding an additional revenue stream.

If you are considering launching a show, it’s worth noting that most podcasts don’t make it to 20 episodes. Many podcasters underestimate the time commitment needed to develop and produce a quality show consistently. It may be better to start with one of the other options before deciding to launch your own show so you can get a good feel for the impact the platforms can have on your business. 

Of the 100 million monthly podcast listeners, your ideal client is listening and waiting to hear how you and your product or service can solve their needs. Now is the time to tap into podcasts to grow your business. 

Looking for an Alternative to Stocks? Here Are the Benefits of Investing in Multifamily Real Estate


In the midst of a pandemic and record unemployment, stocks are reaching a new all-time high. Understandably, many investors are concerned about a bubble and seeking stock alternatives. Real estate is a popular option, in particular, multifamily apartments. Multifamily is seen as recession resilient, evidenced by the high rent collection rates during the pandemic. 

 

Rent Payment Tracker Aug. 2020
Source: National Multifamily Housing Council

 

Apartments can be bought by large institutional investors, but more and more everyday professionals are buying apartments or investing through private investing groups. Multifamily intrigues investors because it’s a real, tangible asset. In addition, it provides various benefits to round out investing portfolios for stock and rental investors. 

Here are some of the top reasons to consider multifamily investing:

Rising Apartment Demand

The demand for rentals continues to increase. According to RentCafé, 34% of America’s general population are renters. And since 2010, the number of renters has increased two times faster than the number of homeowners, climbing by 9.1% and 4.3%, respectively. Many rent by choice to have greater flexibility in an uncertain environment. These renters want their apartments to feel like home, without the weight of a mortgage to limit their options.

Developers have responded by building the largest number of new apartments since the 1980s, but as much of 80% of the rentals are high-end luxury units. The vast majority of renters can not afford to rent these luxury units, creating an opportunity for more affordable apartments that reflect the designs tastes of today’s renter.  

Strong Returns on Multifamily

Cash flow and appreciation make a dynamic duo for multifamily returns. Cash flow is driven primarily by rental income, but also includes other income such as pet fees, late fees, utility fees, laundry, and parking. Investors can increase cash flow by improving the property or adding new revenue streams. In addition, they can lower expenses through smart upgrades and renegotiating contracts and services.  

Appreciation is the increase in value over time. Appreciation is driven by inflation, surrounding developments, or renovations to a property. Renovations force appreciation; this is common with flip projects, where someone remodels an outdated property to increase the value. Investors can do the same thing with apartments with greater scale, efficiency, and impact than renovating a single house. 

Apartment Valuations

Unlike residential properties, which are valued on what your neighbor fetched for his house, commercial real estate is valued as a business. The two metrics that determine value are net operating income (NOI) and cap rate. NOI measures profitability, while cap rate is the expected rate of return based on demand for an area.

NOI/Cap Rate = Value

When apartment investors increase the NOI, they are also increasing the overall value of the property.

As an example, let’s say a property has a net operating income of $100,000 and a cap rate of 6.5%.

NOI/Cap Rate = Value

$100,000/6.5% = Value

The value is $1,538,431. 

If an investor is able to add an additional $15,000 of income, it would boost the NOI to $115,000. While that may not seem significant, the real kicker is what it does to the valuation. 

NOI/Cap Rate = Value

$115,000/6.5% = Value

The value is $1,769,231. 

At a 6.5% cap rate, the initial value was $1,538,461. With the $15,000 increase to the NOI, the new value becomes $1,769,231. That $15K increase in the NOI added over $230,000 in value to the property! 

The strategy of buying multifamily properties to increase the value creates wealth-building opportunities, but protecting this newfound equity is where this asset really shines as a stock alternative.

Unrivaled Tax Benefits

Many wealthy people invest in commercial real estate as a stock alternative for tax advantages. Houses and buildings can be depreciated over time. Commercial buildings are also depreciated but have the option to use an accelerated schedule that can create a significant paper loss. These paper losses can be used against any profits from the actual rental income and can also offset other qualifying passive income gains in an investor’s portfolio. Savvy investors use this strategy to reduce or eliminate their tax liability. 

Capital gains taxes can eat up a significant portion of profits on any investment. However, with multifamily, you have two options to lock in gains without triggering capital gains taxes. The first is to refinance the property and pull out some of the new equity. This is a tax-free event. The second is to do a 1031 exchange, which allows investors to defer the capital gains indefinitely and roll the equity into the acquisition of a new property. 

A note on taxes: Some may criticize these tax benefits, but the government recognizes that it is awful at providing housing, so these incentives encourage private companies and investors to create, provide, and sustain housing. Real estate investors help drive the economy by hiring vendors, employees, buying materials, and providing Americans with a basic necessity. These tax breaks are incentives to encourage that contribution.  

Portfolio Diversification

Many financial advisers state that professionals should create a diversified portfolio with at least a small portion of their holdings in real estate. Multifamily helps investors diversify their portfolio and spreads the risk across multiple units. When factoring in future demand, cash flow, appreciation, value-add opportunities, and tax benefits, it’s easy to see why multifamily is a popular alternative investment. 

Multifamily has served as a wealth driver for generations. These assets can be a hedge against a looming downturn. If you are seeking alternatives to the stock market, it would be prudent to consider multifamily investing.

3 Ways Busy Professionals Can Invest in Real Estate and Generate Passive Income


Steel tycoon Andrew Carnegie once said 90% of millionaires made their wealth investing in real estate. Although most busy professionals are not aspiring to be Carnegie, many do want financial freedom, flexibility, and generational wealth. And while the path to riches has broadened over the last 100 years, real estate investing still serves as a great avenue to financial freedom and wealth creation.

However, the fear of managing tenants, rehabs, and negotiations is a drawback for many aspiring real estate investors. Most people are unaware that there are ways to invest in real estate without becoming a landlord, flipper, or wholesaler. In fact, many busy professionals are better served through alternative strategies that allow them to focus on their priorities, instead of day-to-day real estate operations.

Here are three simple strategies to invest in real estate without screening tenants, swinging hammers, or soliciting sellers.

Invest in REITs

REITs are Real Estate Investment Trusts that are publicly traded on the stock exchange. Investors purchase shares of large firms that develop and own properties. REITs are easy to find, have low minimums, and are fairly liquid investments. As a fund, REITs invest in multiple projects so you won’t be able to review specific properties. Instead, you are investing in more of an index-fund across commercial real estate sectors.

REITs are one of the easiest ways to invest in real estate, but they have their disadvantages. For starters, as REITs perform more like an index fund, you won’t get to select specific companies or investments. Also, tax benefits are factored in prior to dividend payouts, which are taxed as ordinary income and could increase your overall tax liability.

Become The Bank

Lending isn’t just for big banks. Individuals can provide private loans to real estate investors and hold the promissory note to generate passive returns. These loans are usually backed by the real property, providing some assurances in case of a default. Private loans are common for short-term holds, such as a fix and flip project.

In addition, you can invest in long-term existing mortgages. According to Daphne Wilson of Note Newbie Investor Education, “mortgage note investing is real estate investing without property management.”  Investors buy notes and borrowers simply make their monthly payments directly to the investor, instead of the bank.

Notes are not limited to real estate mortgages. You can invest in student loans, business loans, personal loans, and more.

Invest with Others

Partnering with other investors can be done through a joint venture or a real estate syndication. Real estate syndication is the process of pooling money together between active and passive investors to buy a commercial property. As an example, instead of 10 people investing $100,000 to buy and manage 10 separate properties, they pool those funds together and use $1,000,000 to buy an apartment complex.

Real estate syndications have two groups, active investors and passive investors. Active investors are called general partners and handle all aspects of buying and managing the property. Passive investors or limited partners invest equity and simply earn a return on their capital. Unlike REITs, investors are able to review specific deal details before investing.

Syndications provide cash flow, appreciation potential, and depreciation that can lower your tax liability. However, these deals are not as liquid as REITs, typically have longer hold periods, and require higher minimums. These deals are shared through private offerings, so to evaluate these opportunities, you need to connect with a real estate syndicator.

Investing Options for Busy Professionals

REITs, lending, and syndications are great strategies for busy professionals, who want to invest in real estate and put their money to work, without picking up a side job. So, if you don’t want to deal with tenants or rehabs, consider one of these three passive investing strategies.