The Marketing Power Of Radio For Real Estate Investors With Chris Arnold

FO 22 | Radio Marketing

 

The little known marketing method of radio can be used to give you instant credibility in your market and at a fraction of the cost of direct mail, PPC, cold calling, and other methods of real estate marketing. On today’s podcast, Paul Lizell brings on Chris Arnold to dive into the power and credibility that radio has to offer to dominate your market or move into other markets. Tune in as he explains how he gets a $3 to $4 return on every dollar he spends on radio advertising. Chris is a real estate investor and a partner at Wholesaling Inc. He and his team are the developers of the REO Radio Program, a coaching program that educates real estate investors on how to maximize their marketing and advertising efforts through radio advertising.

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The Marketing Power Of Radio For Real Estate Investors With Chris Arnold

With me, a good friend of mine, Chris Arnold. Chris, we’ve known each other for a few years. We see each other at these different mastermind events that we’ve gone to like Reunion Family Mastermind group. Your background in real estate investing is interesting because what you’re doing in marketing, nobody else in this industry is doing out there. That’s something that’s huge. Before we dive into that, give us your background. What got you into real estate investing? We know you’re in Mexico and that’s something different. You’re virtual investing from another country. It’s something nobody else I’ve interviewed has. Tell us, where did you start and when did you start? We’ll take it from there.

I’ve been in the game for many years. I’m getting to be a seasoned guy or one of those guys. I got my start because I went and got a Master’s degree in Theology. A lot of people were like, “That’s strange. How did you go from a seminary to real estate?” One of those moments where a seed was dropped that changed the trajectory of my life. I was eating a chicken biscuit at Chick-fil-A thinking and looking up on the mirror at how Cathy Truett had built Chick-fil-A and was utilizing those freedom of resources to impact the world whether that was by providing funds for colleges, different things like that.

It’s the first time where I’ve felt this direction change for me to, what would it like be rather than go into vocational church world to utilize my business for freedom of time and resources so I can impact the world the way that I wanted to, but more importantly, write the check myself, not have to run around, raise money and be at the mercy of other people. The only two things I knew that people had decent vehicles is the way I think.

I have no business understanding at age 25. It was real estate or I could go and invest in the stock market. That was easy because I’m not that strong in math. I was like, “I’ll go to real estate.” The way I got in the game initially was I got licensed to be a real estate agent. I went to work for Century 21 calling expired and FSBOs. This is before we had the technology that would do it for you where you had to pull the lists, go on to a white page. I started my calls at 8:30, 8:45, while people were still home on their rotary phones.

I could relate to that because I got my license too. I was already investing, but I was doing the same. I was doing listings and investing, and trying to do listings for other investors that are out there. I understand where you’re going from there. Century 21 is interesting. The theological background is great. There’s so much you can do in a real estate world with the amount of wealth you can create, what you can do, and the good you can do. It’s big time stuff. I never interviewed somebody with a theological degree either especially Master’s. Several years ago, you and I are better there. I got in many years ago as well. What you do that’s totally different than anybody else is you advertise on radio. That’s your number one method.

I like to call it the Marketing Channel that everyone knows about, but nobody is using it. Everybody knows about radio. I like to lob this question out there, and this is usually what people go, “That’s interesting.” Who in your market do you know who’s utilizing radio to generate investment opportunities? You’ll step back and you’ll go, “I might hear somebody coming to town for a couple of weeks like a FortuneBuilder or something like that to fill some seats. I can’t think of anyone in my market that’s utilizing radio because there’s virtually no competition on call.”

That is for sure. The only one I’ve ever heard besides FortuneBuilders is Ron LeGrand. He’s been doing it since the late ‘80s or early ‘90s. It’s less expensive than direct mail or at least in a similar frame. You’re branding yourself on radio. Everybody sends out those little postcards, but not everybody is advertising out there in the radio. People want to hear you on the radio or television and think you’re big time, legit outfit. It changes perception for the sellers.

You said a few things there I want to unpack. There are two things that I find that keep people away from the radio that they don’t consider it. The first one is they say it’s not affordable. If you ask most people, “What do you think it’s going to cost you to start advertising on radio monthly?” I usually hear somewhere around $10,000. We help people set this up all over the country at this point, and the average monthly spend for our students is between $500 to $2,000 a month, that’s advertising 100 times on a station. We start 100 times. We stop at 100 and then we go duplicate that on another station. If you’re doing the math, that means our 60-second spots on the radio are between $5 to $20 on average, which is crazy to think that you can do that.

The second assumption is people mistake themselves as their avatar or their demographic. They go, “I stream music. Why would I advertise on radio?” Here’s this huge misconception. If you look at closings all across the country, statistically, the people that are giving us houses as sellers that we’re buying from are over the age of 50. I’m sorry, but our parents and grandparents do not have Spotify downloaded on their phones. They have two habits that they were raised with and continue to do. They watch television. When they get in the car, they turn on the radio. When you realize that your demographic is over the age of 50, those dots connect and go, “What an incredible way to get right in front of my audience in a way in which they receive messaging,” which is the actual radio.

You talked about, I like to call it, celebrity status. There’s something that happens psychologically in our mind, this happens with television, radio, podcasts, and now even social media as the internet is growing. We automatically elevate somebody in our minds. This is why we have celebrities. This is where movie stars come from. A problem with a lot of the other marketing channels out there is you can’t build your brand off of them. If anything, you’re hiding your brand. You don’t put your company name on a bandit sign.

You don’t put your company name on the direct mail that you’re sending out because you’re spanning people. The problem is you’re not building a forte in your area. You’re not strengthening your brand. Radio creates celebrity status. Here’s the interesting thing that happens next, Paul, it creates instant credibility. Here’s what happens in the mind of the seller, particularly someone over the age of 50. If Paul is advertising on the radio, he must be an expert because only people who advertise on the radio are experts.

This is incredible particularly for someone that’s newer to the game. You might be going up against some other players in your area like the veterans. You’re like, “How do I ever catch up to them because they built such authority?” You can get it instantly via radio which is incredible because consumers don’t know that you have been in business for 15, 20 years. They think that you have because you’ve been on the radio, you must have been because new people don’t advertise on the radio, which isn’t true.

FO 22 | Radio Marketing

Radio Marketing: Radio creates celebrity status. It creates instant credibility.

 

The costs are way low. Most people spend in direct mail marketing anywhere from $5,000 to $10,000 per month. I’m thinking that you’re going to get more legitimate leads or at least just as good if not better leads off the radio than you’re going to get on direct mail. Am I wrong?

I view it as a spectrum. Direct mail is on the quantity spectrum. You’re going to get a lot of calls, but we know that over half of those calls are hey calls, stop, don’t enjoy whether you’re taking those yourself and you’re listening, you’re like, “I know what you’re talking about.” You give it to your team and you’re having to play counselor because your assistant caller calls you crying because they got cussed out. That’s the difficult thing. The problem is it creates a large maintenance problem on the call volume side. Radio is on the other side. It’s a lower, more manageable call volume, which is great particularly if you’re newer and don’t have a lot of systems or taking these calls yourself. It is, to this day, outside of a direct referral, the highest quality lead that we know how to generate. Think about it. Paul is driving down the road that here’s a call to action, picks up the phone to dial you. That’s very different and motivated because if they don’t like you, they just turn the knob. They just listen to another station. You don’t get a bunch of tire kickers. I can tell you, I’ve been doing radio for several years. I have never gotten a hate call, but I still to this day get compliment texts or buddies call me. For some reason, people had as need far and go, “I heard your ad on the radio.” Even our friends and that’s full celebrity authority radios. It’s interesting that dynamic, even with people that know you.

All those hate calls that you get, it’s when you’re mailing lists like probate lists so you have state sales where somebody has passed away. It’s a real tough time. On a radio, you can advertise that. You’re only hitting the people that are ready for it. They’re ready to call you whereas the reason you’re getting those hate ones people are pissed off or upset that their loved one passed away and then you’re sending these things and trying to buy their house and thinking, “This person is trying to rip me off. They get on the phone, they call you, and they hear any of it.” You’re avoiding all of those, which are great. No investor likes to hear that especially not a new investor. That will rattle you. That’s huge.

This is not a sprint brand approach. This is not rocket science. The reality is that when you were born, the area that you were born in, you are accustomed to a certain type of music genre. Again, 25-year-olds don’t listen to the same station that their grandparents listened to. When you go onto a radio station, you pick something like classical music, old school country, or old school rock, you are hitting primarily your target audience. Therefore, the calls that are coming in are the ones that you want. People that own homes that have equity and obviously, have the circumstance that’s requiring them to sell at a discount. It’s very targeted from that statement.

Do you have any numbers? Do you get a certain amount of calls per month out of a certain number of commercials? Do you know what the numbers fall down on that or does it vary from place-to-place?

We track everything. Call volume, cost per lead, cost per acquisition as we help students all across the country to set this up. Those are going to go up and down, but here’s the number that comes out the backend that creates what I would call away to line, everybody up and compare it. That’s what we call your dollar-per-dollar return. For every dollar you spend in marketing, how many dollars are you getting back in return? The way it works with radio is we see on average a $3 to $4 return. For every dollar, we’re fundamentally tripling to quadrupling our investment on the radio. That’s consistent. In Dallas, year-after-year, we hit right at $3.50.

Here’s the thing I like about it, I don’t know if you’ve experienced this, things like direct mail, I had years and months where they tend to be a little bit more of a rollercoaster ride depending on competition, saturation, what’s happening. Radio has been a very dependable and consistent $3 to $4 return. For those reading, that might be a little bit more advanced if you have operations and payroll, in which you’re responsible for, the last thing you want is a marketing channel that fluctuates a lot. The thing I like about the radio is I can rely on the consistency of it. It’s a consistent call volume for me. It’s a consistent dollar-for-dollar return for us as well.

You’ve got somebody whether it’s yourself initially if you’re a newer investor, who’s answered phone calls or you can set up and have a call center to do it, more or less.

I do not recommend a call center and I do not recommend sending these to voicemail like you would on direct mail. These are calls that you want and must answer because these call volumes coming in are very quality so you want to answer them. Here’s what’s cool about radio. We put a distinct phone number on each radio station that we advertise on. You program your phone so when your phone rings, you know what radio station that it’s coming from. Here’s the coolest thing about the radio. They send you what’s called a pre-lot the day before.

You know when your spots are going to run and the call volume comes in almost on closely. For instance, if you’re listening and you’re working 9:00 to 5:00 or you’re juggling some vocation and trying to make the jump to real estate, and you’ve got to be balanced and protective of your time, radio is so easy to manage. That’s the way I like to describe radio, Paul, is it’s set it and forget it so you won’t pick on direct mail again. In direct mail, you’re constantly tinkering with the postcard and message. Let’s get into list-building. Everyone is trying to fight over who can build the actual best list like the stacking.

You’ve got to deal with the mail company and the mail drops and everything that has to do with that. The great thing about radio is the radio station does everything for you. You only have two responsibilities. Pay your monthly bill and answer the phone when it rings. Other than that, it is the lowest maintenance market channel I know. I had one student who tell me, do you know how I feel when I go in, I take programs, and I launched new marketing programs? I feel like I’m launching an entirely new job for myself. That’s how something like direct mail fills or text blasting. They require this long, ongoing high maintenance to keep them managed. Once you lock in the radio, all you’ve got to do is answer the phone. It’s that small of a maintenance piece. I live in New Mexico. I’m a lifestyle guy. I don’t want something eating up a lot of my time because of the management side.

There are two questions I’m going to ask you. I’m going to ask you the first one and we’ll go to the second one in a little bit. In direct mail, generally it takes four hits for you to hit a customer before they’ll contact you because they’re like, “I see this name over. Chris keeps sending me this postcard. I’ll give him a call. It seems legit.” Whereas in radio, you can get people on that initial first hit much more so than you’re going to a mail, have you seen that? Instead of a 3 or 4-month build-up like you have with direct mail, you’re getting there much quicker?

Radio is the marketing channel that everyone knows about but nobody is using. Click To Tweet

I find from any time I launched a station or our students do, on average, they’re executing contracts within the first 4 to 8 weeks. Here’s the reason why. I want you and your readers think about this. Where do you begin with the seller when you begin with the spam approach? Text blast, RVMing, and whatever. You already said earlier, Paul. I’ve heard from this guy four times or this woman four times, they must be somewhat credible. I think they’ll call. Understand that they’re calling you under suspicion. With radio, it’s not that case. You are perceived as sophisticated and professional so when they call you, you’re beginning way much further down the road of know, like and trust. I hear my students say, “They’re easier conversions because I’m starting in a much different place of trust than I am with the spam-based approaches that I’ve been doing before. which is critical.”

The next question is timeframes. There’s going to be good timeframes for you to advertise on the radio. I would think something like this. Your morning drive into work, your lunch hour, and then your evening commute back home. Am I right with that or am I wrong?

You nailed it. The difficult thing with radio, Paul, is always figuring out all of the variables to line up. Do I run a 30-second spot or a 60-second spot? Do I advertise weekdays or weekends? Do I advertise during the day or it goes on and on? Do I put a phone number and a URL on there or just a phone number? What we’re doing is laying out all the variables that we split-tested over time. The variable you touched on is important. We advertise Monday through Friday, 7:00 AM to 8:00 PM. We advertise during prime time. That’s when people are in morning commute, lunch commute and coming home from work. That’s when we find that we’re capturing the people that we’re looking forward.

It’s key, the phone numbers is the big thing. The URL is going to be an action later because you’re driving. You’re not going to be looking up the URL and get the website to try to find that. While given the phone number out, you’re going to get the quickest response from people. Have you had a better response one way or the other? What are the percentages giving you a phone call as compared to contacting you through the web?

We don’t give a URL.

They don’t pay to do that.

You do not send a motivated seller to a website to fill out a form in which you got to chase them back down. In the emotion and the circumstance that got them to pick up that phone while driving in value, we run everything through the phone and we capture those calls blast.

I buy a lot of rural areas so you’re going to have a much smaller population. How many of your students advertise in more rural areas? I imagine, they’re still getting very good responses, but do you see numbers differentiate much?

When you say rural areas, you’re talking about smaller markets in general.

It’s small markets.

First of all, you have to understand the bandwidth. I advertise in Dallas. I’m heard all the way up to Oklahoma, south all the way to Temple Belton, Texas which is where my dad is which is 2.5 hours in South Beach. You are covering some big landscapes.

It’s a monster market that Dallas market is.

FO 22 | Radio Marketing

Radio Marketing: Radio is, to this day, outside of direct referral, the highest quality lead that we know how to generate.

 

A lot of the markets you’re getting a big station. The other important thing is remember to tag onto this. You’re not list dependent. RVM, text blasting, cold calling, where everyone is competing over the same list, we are advertising and hitting people that are not getting an RVM message. What I’ll tell you is, most of the time, myself and my students have no competition when it comes to these. Can you imagine that? You’re not worried and your walking in is the only one, which is cool. When it comes to rural areas, there are three types of markets that exist in the US.

We divide them into small markets, mid-size markets and large markets. DFW is a large market. Small markets are what I call winners, but they’re winners for different reasons. The value of being in a small market is that your cost of the radio is going to be so low. I’ll give you an example. I have a guy in multipliers, Mitch Coluzzi. I was hanging out with him in San Antonio. I helped him set up his radio. He’s getting roughly around 30 calls per week executing several deals. He’s crushing it. He is on eleven stations.

The cost to advertise on eleven stations in his area is under $3,000 per month. What he’ll tell you is like, “I am dominating my city.” There are only two stations he’s not advertising on. The cool thing about that is the authority that he’s so rapidly building in which everyone in that city knows who he is. For me in Dallas, I got to work a lot harder and spend a lot more money because there are more stations and we have a million people. When people say, does it work in a rural area? Absolutely.

The only flip side is you won’t be able to scale it as much as I’m going to be able to adopt but the deal is in Dallas, I’ll never get the ROI that someone like Mitch Coluzzi is going to get because he closes one deal or let’s say his average deals is $15,000. He closes 2 or 2.5 deals per year. He’s paid for his radio market for a year. This guy is picking up and executing closing multiple deals per month. A guy like that is going to see an ROI that’s out of control. I always tell people to expect 3 to 4, but we have students in small markets that get above that.

The cost per lead in small markets is going to be so low in comparison to the bigger markets. You’re going to have even less competition in a small market. It’s still as a benefit. The next question is, I’m assuming you do some AM dial type stuff. A lot of people on their 50s are listening to either talk radio or they’re listening to local KYW News and news station where get traffic updates, all that stuff. Are you hitting those type of things? Are you mixing it? You do an FM or you’re doing everything?

If you’re advertising on the radio, we always recommend for you to start on music versus talk. The reason is that people, who listen to talk radio tend to be more affluent by nature. The more affluent your audience, the less likely they’re going to have a circumstance that requires them to sell at a discount. What we always tell our students is begin on the music and then over time, you can layer in the talk radio. It works. It’s secondary to the actual music stations.

There’s so much great information we’re getting from this. I can’t tell people enough. This is such a great marketing method that nobody else is teaching out there that nobody else knows about. Tell me some other things I’m not even asking about it. I’m sure you’ve got other things that you want to hit on there that I’m not even diving and asked you questions a lot. Anything specific that I’m missing in there?

A lot of people are burned out on the outbound side of prospecting. There are two ways in which you market. You either spend time or spend money. When you’re new, you don’t have any money so you’re going to do things like cold calling and text blasting. That’s what a lot of people do. As soon as you can make that transition over, you’re starting to have a small budget, even if it’s $1,000 to $2,000 a month, the great thing about radio is it’s inbound. You do not have to smile and dial. You do not have to sit down and turn on the autodialer and make X number of hundreds of contacts per day. Does cold calling work? Yes. Let’s say, it’s not easy to do.

I would much rather pay and wait for my phone to ring and answer it. The thing about radio is that it’s 100% inbound. By comparison to outbound, my students are like, “Are you kidding me? I want all of my marketing to be this simple by comparison.” That’s important as well. That’s a key thing. The other thing about radio is we’re very protective of making sure that it doesn’t get oversaturated. With people that we work with, we provide exclusivity record markets around the country. If someone joins on and goes, “Chris, I don’t want to try to figure all this out myself. Let me come in. I’m going to pay for speed. Help me set this thing up.” They know that based on the size of the market, we’ll never have more than one person in a small market to three people in a large market. That’s the other thing. We’re going to preserve radio. We’ve worked diligently to do that around the country.

I’m assuming you could set people up. You may already be doing this. Let’s say somebody like me and I invest all over the country. I already know Casper Wyoming and I want to turn on the radio for Casper Wyoming. Do you show us how to do that? It’s the same thing. I’m not going to be face-to-face meeting the person. It’s the same deal?

We have students that are on the virtual wholesaling side. How are you going to go into another market? Most people will go into another market via direct mail, text blasting, cold calling, or RVM. That’s a lot. Doing what you do is so unique, Paul. We were talking about that when it comes to the auction piece. In my personal opinion, going into another market on the radio is one of the best ways to do virtual wholesaling. You’re talking about small costs out-of-pocket, you’re coming in and you’re able to get data back very quickly because it’s not like cold calling where you’ve got to call for six months before you start seeing returns.

You’re going to be able within a 90-day period to get a good sense for it. I’m telling you, I’m not doing virtual wholesaling all over the country, but I have students that have landed in these little niche markets. They’re crushing it and nobody there. I’m like, “What would it be like to have a radio in that area? If you’re reading and you’re like, “I’m a virtual wholesaler.” Have you thought about potentially utilizing radio to grow your virtual wholesaling company? For instance, I’m in Dallas. Everybody wants to do deals in Dallas. I was talking to a buddy of mine from San Antonio about that. The good thing is you can go into a competitive market and still be doing something that nobody else is doing in that market and capitalizing on an area like in Texas or wherever else that people want to be buying.

For every dollar you spend in marketing, how many dollars are you getting back in return? Click To Tweet

You’re getting me thinking here on stuff because I’m operating in different markets already virtually with the auction side and I’ve got boots on the ground in San Antonio, in Casper, Wyoming, in Tucson, Arizona, and the Carolinas. I’m starting to thinking, I might utilize radio as a part of my business here. I’m bringing a whole other different avenue. It’s tremendous. You’re opening up my brain here, Chris. I’m going to be reaching out to you for some coaching. It’s not even met outside the box thinking.

You’ve been doing it for a very long time and people used to do it. They think it’s so expensive, but it is outside the box in a way we operate in this world because everybody is so tech-heavy. Everybody is thinking I need to do PPC or text messaging and these are so expensive and then the audience that you’re hitting with a PPC and a text, you’re hitting the Millennials and younger people. Not a whole lot of them own house. Your marketing is the best out there when it comes down to it because of the target audience that you’re hitting besides direct mail list where you’re hitting directly to people you want to. This is the second-best method, if not the best method.

You’re getting right in front of the people that are going to sell you your properties and the thing that’s so comical about radio is it’s been sitting under everyone’s nose. I’ve stayed quiet for several years. This was a rule in my tool belt. People always ask me, “Why are you talking about it now?” That’s because I live in Mexico now. I don’t have a desire to wholesale all over the country. I got my nice little North Texas spot. That’s plenty of deals for us to do per year. I have launched other companies in which I’m even more passionate about. If you learned to do it up in Wyoming, out in Miami, or San Francisco, what do I care?

We’ve opened it up and started to teach it. What a great year for the radio because of COVID. We’re buying at a super discounted rate. What we’re teaching students is our formula for how to calculate and how much you need to advertise on the radio station because the worst thing you can do, which everyone does, is go to the radio station, ask to speak to the rep, and look at their media packet. It is about the same as calling a real estate agent and asking them to put you in front of an investment deal. They don’t know how. For real estate agents, they sell retail. It’s the same reps. We teach people how to do that. This 2020 has been fascinating. I’m not saying this is for every student.

Every student has a different experience, but in my ten years, I’ve never seen one call closes on the radio until 2020. I have students that will come in, throw that number down, which is 25% to 50% below what everyone else is paying in no go done, let’s do the deal. That is because of COVID 2020, you had a mass exodus of people advertising on radio, particularly people that were not doing direct call to actions, but we’re simply doing it to create awareness around a brand. If you are using radio for brand awareness, you dropped it because you had to focus on lead gen. This has been an incredible year for radio. In my ten years, I have never seen a more negotiable year. How long that window is going to stay open? I don’t know but it’s still open.

That’s something that people need to get into. For our audience that’s still in the virtual stuff, think about what areas you want to invest in and think about areas that there’s not a whole lot of other investors in. Reach out to Chris and his group. I’m going to ask him about how to get in touch with him so he can give you all that information if you are interested in his coaching program, which to me, would be tremendous. If you’re looking at different markets, there’s no way to do it here quicker. You’re going to get in right away. You’re creating a commercial, you’re putting it on air, and then within 30 to 60 days, you could potentially have a deal. You’re going to get your return. Your first deal should pay for your advertising for a little while, which is great.

No bigger profitable deals because you’re not having to drop your price based on competition. We do direct mail. We do pay-per-click. We do all that stuff. Again, I got it track everything. Our profit per deal is higher on the radio than anything else we do. That’s because we don’t have any competition. The seller can’t compare us and chop us.

Chris, if people want to get into your coaching program, I know you show them how to do other things as well, what’s the best way for them to reach out and get in touch with you?

This is either going to resonate with you if it’s not, but the people that come in are like, “The dots are connecting. How did I miss this?” Everyone has that same type of epiphany around it. I always tell people, start with questions and simply book a call, see if your market is open, and make sure it’s a good fit for you, but go to WholesalingInc.com/REIRadio and book a call.

I want to talk about some of your other endeavors. I know you’re doing some other different things. Is there anything else you want to share? Any endeavors you’re looking to do? You do some not-for-profit stuff potentially. Is there anything else you want to talk about with that?

The only thing that I would touch on is people always ask me, “Chris, if the radio is not your first passion, what is your passion?” More importantly, it’s the message behind on what we’re doing. The thing I’ve learned being in this game for years is entrepreneurs tend to isolate particularly when things get hard. Statistically, we understand that 1 out of 3 leaders will finish the race. That means that 2/3 will fail to finish the leadership race either they will get disqualified because of a moral misstep or they will burn themselves out. When a leader falls, particularly influencer, like in the real estate industry or you might know that person that you looked up to, made that mistake and on top of their empire, it’s a blow to those of us that look up to that person.

I run Multipliers Brotherhood, which focuses on legacy fulfillment. I am key in that word brotherhood not mastermind. My group serves men. That’s who we focused on. Most men have never experienced brotherhood. If you look at statistics on asking men, name the number of men in your life that if the shit hit the fan, you could confide in. It’s a big whopping zero. That’s 80% of the time. That’s dangerous for leaders to function. If you ask me what my passion is, it’s about changing the statistic of the number of leaders that are not finishing well and helping more of us, as leaders, who are called to influence, to utilize businesses, as we were talking earlier, as a vehicle or delivery system to impact the world. If you have that mission, that’s great. Understand that you can’t get to the clarity alone. You will not scale to the top of Everest by yourself. You’re foolish to think that you can do it. I’m all about brotherhood and community. As they say, iron sharpens iron. It’s extremely important and that’s my passion.

FO 22 | Radio Marketing

Radio Marketing: The great thing about radio is the radio station does everything for you. You only have two responsibilities – pay your monthly bill and answer the phone when it rings.

 

That hits home because you’re right. We’re all entrepreneurs. We do tend to stay at home and stay by ourselves. When something goes bad, we’re not telling people too much about that. We’re fine when things are going, but when things go bad, it gets dark and you need that brother to reach out to who can help bring you back up or pointing in the right direction. That’s important.

It comes out sideways. This is why you see so much alcohol and drug abuse, and why you see extramarital affairs and porn? Guys are looking for something as a Band-Aid to put over what they’re feeling as they’re off in a corner by themselves dealing with the way of being a business owner, which in my opinion, is one of the heaviest weights to carry because you are responsible, not just for you and your family, but every person that works for you. Every family member that they support and everyone has eyes on you that are looking to you for guidance and wisdom as you grow your real estate business. The problem is isolation leads to sideways behavior and that sideways behavior leads to disqualification from leadership. It’s devastating to watch a leader to fall. That’s one of the hardest things to watch is to watch someone block their life.

I’ve seen it happen to people. Unfortunately, it’s tough. It goes back to that Spider-Man line with great power comes great responsibility. When you’re a business leader and you’re responsible, you look at it. All the people that work for you, you’re responsible for them, their families, and taking care of them. It’s not the stress of ourselves that we’re looking at. I talk to a lot of guys in the mastermind. It’s like, “All my employees when COVID hit, they were stressing.” Everybody in this industry and every industry was stressing.

What am I going to do? Do I lay people off? I don’t want to lay people off. The PPP thing came in and help people out there a bit. That is stressful stuff. When the market tanks and it’s going to tank here at some point or another. It’s going to add more stress and we’ll see people need this brotherhood. This brotherhood thing will be very important to people. It was a great cause. I appreciate you share it. That is big. You already gave us that the Multipliers Brotherhood, if anybody is interested and wants to join that group. I appreciate that.

That’s a minimum of $1 million a year in revenue to qualify. I chose them to serve the top of the game. We serve the top 5% to 10% of the real estate investors out there. If you’re reading and you don’t qualify for it, there are people that serve all different levels of audience for different reasons. I’d like to also learn a little bit more about what the other Chris is doing. I always go to my YouTube and subscribe there. Free information, go to Chris Arnold Real Estate on YouTube, subscribe and follow. Keep up with what the heck I’m doing down here in Mexico.

I’m going to be subscribing to your channel. I’m doing a ton on YouTube. I love YouTube, but there’s almost too much information on YouTube when you think of it. I appreciate you sharing the whole radio thing here. This will be big for our audience here. I’m sure people will be reaching out to you. I hope that they do. For people looking to grow their business beyond what we do with the bank own and the auctions, get into this. This radio is going to be something that you can add more additional properties to you each month. Chris, I appreciate it. We’ll be interviewing you within the next year or so.

I appreciate it, Paul. Thanks for having me.

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About Chris Arnold

FO 21 | Owner Financing

Chris Arnold is a real estate investor and a partner at Wholesaling Inc, a platform that aims to provide quality education and services to both veterans and new investors in the industry. Chris and his team are also the developers of the REO Radio Program, a coaching program that teaches real estate investors how to maximize their marketing and advertising efforts through radio advertising. Chris has over 14 years of experience in real estate, but what sets him apart is he has been relying on radio advertising to attract leads for nine years now, which led to over 2,500 deals closed.

Chris joins me today to discuss the marketing platform that every real estate investor knows about – but doesn’t use. He shares why he uses radio to generate leads and how he made it work. He explains some of the difficulties he encountered in the industry and the challenges he experienced while learning to build and lead his team. Chris also discusses the other marketing channels he uses to attract new leads beyond radio marketing and shares his advice for those who are thinking about becoming a real estate investor.

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