Title: “Building a Thriving Real Estate Business with Supercharged Offers”
Episode: 218
In this episode of Profit First for REI podcast, we have Alicia Jarrett. She is the co-founder at Supercharged Offers and has been in real estate for eight years.
Listen as she gives you practical advice on marketing in the real estate investing world. Alicia will also teach you how to get the leads so you can make more money to keep.
There’s a lot of value in this episode. Listen and enjoy!
Key Takeaways:
[00:55] Introducing Alicia Jarrett
[02:40] How she started in the real estate industry
[05:59] What makes Supercharged Offers different from other marketing companies?
[12:09] Best Channels for Marketing
[17:30] 20% of your profit needs to go back into your business
[24:27] Alicia’s advice for real estate investors
[26:31] Connect with Alicia Jarrett
Quotes:
[08:06] “Marketing needs to cover all demographics, all people, all ways of doing business.”
[19:03] “Marketing is an investment if done right.”
[25:35] “To be successful in real estate investing, you’ve got to move past the fear of the unknown.”
Connect with Alicia:
Website: https://superchargedoffers.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):
Eight years ago, it was a real estate business. I often say now that it’s a relationship business, it’s not a real estate business. We’re in the business of building relationships, rapport, and trust with these property owners who are probably getting conversations from 10 different people. So what do you do as a real estate investor to stand out from all of your competition, have different conversations with your prospects that might then lead to a deal?
Speaker 2 (00:28):
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 (00:55):
Hey, we’ve got Jarret here today on the Profit First RI podcast. She works with supercharged offers. She gave some great practical advice on marketing in the real estate investing world and how to get the leads in the door so you can make more money so you actually have money to keep. So I absolutely love getting this advice from people like this who are seeing so many trends in the real estate space. I know this can help you. Thank you for listening. Hey everyone, to another episode of the Profit First RI podcast. Super excited to have Alicia ER from Supercharged offers. She’s got a great community, but honestly, lots of people need the help that she provides and getting leads in the door, that’s really all you care about. Let’s get the money in the door. We help you keep it on the backend, and that’s what a lot of this is about. But I can’t wait to dive in here. So Alicia, how are you today,
Speaker 1 (01:46):
David? I’m fantastic. Thank you. And I love what you just said in your intro. You got to get the leads in the door and then you help them to keep the money. So I think you and I, we make the perfect partnership, right? Because we’re all about acquisitions, marketing, you’re all about keeping the cash,
Speaker 3 (02:02):
Right? Exactly. Tell people you work soane hard to get the deals in the door. You need a system to keep it on the back end.
Speaker 1 (02:09):
Exactly. Not only a system to keep it, but I think one of the topics I’d love to make sure we talk about today, I see this so often with so many real estate investors, is they’ll do deals and then they forget that part of that profit needs to go back into their marketing and that whole cycle of money and how we see things go around. So we, we’ll talk about that today as well.
Speaker 3 (02:31):
Yeah, no, that sounds great. So I guess how did you even start? Have you been in the real estate community a long time? You get started in the real estate side?
Speaker 1 (02:39):
Yeah, so for those that have never heard of me before, because I’ve been on quite a few podcasts, so in the real estate space, sometimes I find that people are like, oh, that Aussie chick. Yeah, I’ve heard from her before. So I’ve been doing deals in the US now for just over eight years. And it’s funny, I have to stop there and my has to go, how many years has it been? Because at some point it’s going to click over from eight to nine, but it’s about eight years, somewhere between there. And I used to do fix and flipping in houses and myself and my business partner, Matt, we started fixing and flipping in Jacksonville, Florida. Not far from you David, hence when you said this morning you were in Orlando. I’m like, yep, I know Orlando. I’ve been there a few times. So we started doing houses, loved it. It was so much fun, fabulous. Had some great deals that we did, but honestly, it then got pretty hard and it got hard for a couple of reasons. It got hard because number one, where the other side of the world. So yes, for those that can hear my accent, I’m an Aussie and I am doing deals in the US based from the other side of the world. So for anyone listening, if you think that it’s impossible to do a deal in another state in the us I’m telling you it’s not
(03:53):
If you can do this from anyway. Yeah, exactly. So we did houses for a while and then as I said, it got really difficult, David, and it got difficult to not only find a really good off market deal because this was at the stage that everybody wanted to get into fixing and flipping houses. No thanks to HGTV and everyone was trying to get those off market deals and they were getting a lot harder to get, but contractors were getting harder to keep all of that. So we switched about seven years ago to doing vacant land. So we now do a lot. And you were on with some of my community just last week. We do a lot in the vacant land space. We’ve gone from doing infill lots to larger acreage to subdivisions, and now that’s what we do in the real estate space. Secondary to that though is supercharged offers that you mentioned, and that’s a real estate marketing company.
(04:43):
So we saw very early on, we saw the opportunity to really streamline our own business, David, because if we think about how most people do real estate, if they’re anything like us, when we started, we had somewhere between five and six different companies that we were working with to do our marketing. One company for our data, another one for our cold calling, another one for our direct mail. And it was all over the place. It was really disjointed and that meant that we had inefficiencies in how we were running our business. So we then thought, you know what, maybe we can do this a little bit better. So we came up with our own system as to how we do acquisitions. Marketing didn’t actually think at the time, David, that would turn into its own company, but here we are nearly five years on with supercharged offers and got hundreds of customers in nine countries all doing deals in the us and we help them out on that front end as you mentioned, getting that consistency with their pipeline, getting leads in the door, helping them to manage those leads and making sure that they have a true omnichannel presence with their marketing and then you help in the backend.
(05:49):
So we make a good team, right?
Speaker 3 (05:51):
Yeah, exactly. So talk more about that. So what makes supercharge offers different than most other marketing companies?
Speaker 1 (05:58):
Yeah, a couple of things I think that make us different. Number one is built by real estate investors for real estate investors. So we understand the whole process of doing deals, we understand the data and what’s required in the data. The other thing too is we are an all-in-one. So a lot of other marketing companies out there will do your data and your direct mail for you, or they might do your cold calling for you or they might just run pay per click ads for you and things like that. We do it all. So we call it like the five Ds. It’s first of all business designs, they helping you out with your strategy. We then do all of your data, your direct mail, your digital marketing, which is building out sales funnels, email automation, socials, running all ads on your socials as well, doing retargeting, all of that stuff as well as a dashboard that shows you all of your results.
(06:50):
And we have regular calls with you throughout that. So we don’t just set up a system and walk away. We are literally there with you the entire time. And I think the main difference in that, David, is a couple of things. Number one, omnichannel presence. A lot of people think that marketing is just doing one thing. It’s not Because if we just pause there for a second and think about our target audience these days in the vacant land space, we can be dealing with anyone from their eighties and nineties that’s sitting on intergenerational properties that they’ve had for decades and decades and decades, and it’s just sitting in the family. No one’s using it all the way through to people in their twenties and thirties that maybe they bought a property to build on and it hasn’t worked out. Or maybe they’re going through a divorce or maybe they inherited property and they didn’t even know it existed, so they don’t even know what to do with it and everyone in between.
(07:43):
Now I’m in my late forties, I would say that my typical way of doing business is digitally. So I’m not the kind of person that responds to a direct mail or a cold call, but I will click on an ad any day of the week and go through to someone’s website and check them out and do my research before I pick up the phone. So we need to realize these days that marketing needs to cover all demographics, all people, all ways of doing business. And if we’re just doing one avenue, we are leaving money on the table. So hence we have a true omni-channel presence to how we do marketing. And the thing that I think not only stands this apart, but how we add value to that is, let’s face it, if you’re a real estate investor, where you make your money is doing deals, speaking with sellers, speaking with buyers and doing deals, that’s where your specialization should be and where your skillset lies and where your time should be spent. If you are then trying to do everything like pulling data, building websites, running ads, knowing how to do retargeting, it just takes the time away from doing the deals. And for me, that’s a big thing in business these days. What’s that saying, David? You can be a jack of all trades or a master of none. And I think as a real estate investor, what I encourage our customers to do is to ask themselves, where is your time best spent?
(09:12):
Where is that time best spent that’s going to get that income in? And it’s in doing the deal itself.
Speaker 3 (09:18):
So then you help them with myriad different ways of getting the leads in the door. Correct. And then they need to close it. They need to get it across the finish line, which is great. Yeah, okay. No, I like that a lot. So then is this someone, okay, for the people out there that are listening now, is this someone that’s new in real estate, been in there years and years, it’s like this sounds like great for someone who’s just starting out or if someone wants to add needs help on the backend? I love
Speaker 1 (09:46):
That question, David. Yeah, I love that question. We cover anything and everything. So from someone just getting a proof of concept that needs to get some mailing out and they just want to see can they get some phone calls through and can they then know that they’re going to do this business all the way through to people that are super experienced, but now they want to have a fractional marketing team, they want to go from these five or six different suppliers that is taking up a lot of time and energy and bringing it all together into one. So we’ve had a lot of experience real estate investors come to us and say, I like that you guys are an all-in-one, and I have an account manager that manages everything for me. Can you take over the marketing for my business? It’s like, yep, we sure.
(10:28):
We also, we have a number of people that come to us that may be, and for a lot of people listening when they’re starting out, they’ll resonate with this, right? When you’re starting a business, you know that you need to get a website up that you need to get some marketing done that you need to maybe implement a CRM and do all this stuff. But a lot of times when people are starting out their businesses, they’ve got so much to do that they do what I would call the quick and dirty of it. They’ll just get a landing page up and whatever. They’ll get a logo done on Fiverr or Upwork or they’ll design one themselves and it’s terrible. They do all these things to tick the boxes and get stuff done, but then they realize later on that it maybe isn’t fit for purpose and maybe it is time for a rebrand or a redo of setting things up to really function in their business. So often we get those people that are a couple of years in David and they’re like, look, my business is good, but it’s not great. Can you help me polish it just like a piece of coal into a diamond? Can you help me polish it up and make it look great and make sure that I’ve got that omnichannel presence? Yep, no problems. So yeah, to answer your question, anyone from beginner to advanced or anything in the middle, we cover it all.
Speaker 3 (11:43):
Awesome. So that way you can get them up and running, doing deals or just taking over their marketing that one guy came to you and was like, help just put it all one roof.
Speaker 1 (11:53):
Yeah.
Speaker 3 (11:55):
Okay. No, that’s pretty cool. I like how you do that and that it’s so spread out. I guess as the owner or someone that works with a lot of real estate investors here in this space, what would you say are some of the best channels for marketing that you’re seeing right now?
Speaker 1 (12:10):
Yeah, yeah, really great question. Look, all the channels work, it just depends on your list. So let me give you an example here. I’ll give you an example of two of our customers. And again, for anyone listening, you might see yourself in this as well. Got one customer at the moment that their data criteria for the properties they’re going after is people that have owned the properties for 10 plus years, they’re an older demographic, they want them to be in a family trust, had zero improvements on the property. The data criteria is then typically meaning that the list that we are pulling and the data that we are working with a lot of an older generation, so that older generation, they tend to respond well to direct mail and cold calling if the cold calling is done right, because cold calling can be pretty intrusive.
(13:00):
So there’s an art to doing cold calling really, really well because these people just want to have a conversation with someone. So those two channels work really well with that list. We’ve got someone else that their list is they want to specifically go after probate deals. People that have owned their property for less than three years and it’s been done with a quick claim deed or a hundred dollars transaction, they’re looking for people that have maybe inherited properties. Typically, that data list is people like you and I, David, now I don’t know how old you are, and I’ve said I’m late forties and I don’t want to put you in the same category as me, but typically they’re going to be people that are a bit younger, the older generation has passed on, deeded the property to a younger generation, or it’s now in a family trust.
(13:48):
So they will respond to all mediums and they also tend to respond really, really well to the online marketing too. So different data will actually respond to different marketing. And I think the thing that stands us apart, David, is we’re often segmenting that marketing out based upon the data. What do I mean by that? So let’s say that we’re pulling a data list and in that list is a number of avatars we’ve got in that list. We’ve got people that own multi properties, so portfolio owners that maybe own more than three. We’ve got people with larger acreage that might have different needs to someone who has an infill lot. So we can alter that marketing story and that marketing message in the direct mail and even online as well to make sure that we’re speaking to the right people and meeting them where they’re at.
Speaker 3 (14:37):
Okay, that’s awesome. So the better question is what data do you have and what demographics are you looking to market to? And then that’s where the corresponding channel is going to be the best to line up with.
Speaker 1 (14:49):
Correct? Yeah, and when I said before, we have those five Ds, and I said, the first one is business design, where we’re working with you on your strategy. That’s that where we’re going through and looking at, well, what is your demographic? What’s your data telling us? What are the key messages that the people in that data need to hear? And how do we then craft the right, because everything we do is customized. It’s not an off the shelf thing. We don’t have a templated website. We’re going to give you, we’re going to build one specifically for you, your business, your values, your demographic. We’ve got one customer who only does Texas, so his entire marketing and everything that we’re doing and the keywords that we’re using, the cold calls that we’re doing, the letter that’s being sent out all talks about a local doing business locally, and he is got a cowboy hat on and all of that stuff. We’ve got a plate to the avatar, and I think what stands us a part is that we’re not just a one size fits all. We’re really customizing that. And the reason why we’re doing that, David as well, if I go back eight years ago when we started, and you’ve been in real estate a long time too. You’ve done hundreds and hundreds of deals eight years ago, you could send a generic piece of mail out to a list and get a deal,
Speaker 3 (16:02):
Right?
Speaker 1 (16:03):
Yeah. No problems easy. Okay. Times have changed. You can no longer just send out a generic piece of mail to the same list and expect to get the same results. You need to segment, you need to differentiate, you need to be more personalized. And these days, I always say as well that eight years ago it was a real estate business. I often say now that it’s a relationship business, it’s not a real estate business. We’re in the business of building relationships, rapport and trust with these property owners who are probably getting conversations from 10 different people. So what do you do as a real estate investor to stand out from all of your competition, have different conversations with your prospects that might then lead to a deal?
Speaker 3 (16:49):
Yeah, that’s good stuff. You’re tailoring it more to the market and the actual people that they’re sending the marketing to.
Speaker 1 (16:58):
Market message match, market message match.
Speaker 3 (17:02):
Good stuff. You had mentioned, going back to what we talked about at the beginning, using some of the profits to go back into marketing. So since you run, it sounds like you run it by data numbers, you got the KPIs, you got a dashboard. What do you suggest goes into marketing? Is that also dependent on avatar area and the business design, or is it something that you see across the board, just very curious about?
Speaker 1 (17:27):
Yeah, yeah, good question. Look, typically what I would say to people is, 20% of your profits need to go back into your business. Okay, 20%. Now, that 20% could be all marketing, or it could be like 15% marketing, 5% for your CRM, your systems, your processes, et cetera, et cetera. But for me, that rule of sum is around discipline. It’s not so much about the strategy of what you’re doing. The discipline is every time you do a deal, 20% back in. Because if you’re starting to say, well, I only want to do 10%, and then you’re in a stage that you want to grow your business or you want to implement a different system or hire a new team member, all of a sudden you don’t have enough cash to do that. So I like that rule of thumb of 20% back in. And the other rule of thumb for me around that is that’s what we also typically see is when we reverse engineer the numbers with our customers. So if someone’s done a campaign that they’ve made $200,000 profit, we often see that the investment for that campaign was somewhere between that 30 to 40,000 to get the 200.
Speaker 3 (18:34):
That makes sense. So then you’re looking at their actual data and seeing how much is
Speaker 1 (18:38):
Coming back. Yeah, correct. Yeah. And for me, this is pretty typical across most industries, and this is where I think people need to look at marketing as a, it’s not a cost. Well, yes, it is a cost, but it’s an investment because marketing should be, you put a dollar in, you get X amount of dollars back as opposed to paying for things like a CRM or team members, what have you. They’re a cost, but marketing really is an investment if it’s done right,
Speaker 3 (19:07):
Which it sounds like you handhold people and go through all their different stages of where they’re at
Speaker 1 (19:13):
And what’s the best,
Speaker 3 (19:14):
Yeah. What’s the thing to get out there, which is really cool because that way you don’t have to spend as much money to hopefully not spend as much money to bring the money in
Speaker 1 (19:23):
Because you being much more, do you want to make that more efficient? Yeah, more efficient, more targeted, more consistent. Can we talk about consistency for a second here, David? Because this is the number one killer for me, and this is also why a lot of people come to us is because they’ve been trying to do everything themselves. So they’ll do some marketing, maybe they’ll send out some direct mail and follow up with some cold calls, and then they might get some deals in, and so they stop marketing
(19:51):
And then they realize that two or three months later, their pipeline’s dried up. There’s no more leads in the pipeline and they got to start again. So I feel that a lot of the reasons why people come to us and lean on us is we are doing everything for them. So we are keeping them consistent. We are marketing either every week or every second week or every month, depending upon that customized approach. We’re marketing for them all the time, which means that their job in managing their lead pipeline never dries up. Because the number one thing I see with people that are trying to do it all themselves is they end up saying things like, this business doesn’t work. It’s all too hard. It’s very hit and miss. There’s not enough leads coming through. But when I hear all of those things, my question back to people every time is, tell me about your marketing and how consistent are you? And invariably, David, this is the response I get. Well, aj, I did some marketing. I marketed three times last year, and I’m like three times, how about every week? If you’re really serious about this business, you’ve got to keep that consistency going. That consistency leads to lead pipeline, and that lead pipeline leads to deals and profit. You can’t just do this business and expect miracles,
Speaker 3 (21:08):
Right? Yeah. That consistency is key also how you have consistent profits. Yeah. Yeah, it is. A lot of people need that help just to make sure that they’re consistent in where they’re going, which that’s what I wanted to ask too. It sounds like most, or does everyone who come in get access to an account manager, someone that’s taking them through these processes, the design and just all the different things?
Speaker 1 (21:31):
Correct? Yeah, we literally build it with them. Well, we build it for them, but they have a say in it all, right, because their business. Yeah, for sure. So throughout that first month when we’re building out all of their content, their marketing assets, their design, their development, all of that stuff that we’re building, we do all the heavy lifting. They just simply give us input. Once we then turn the marketing engine on, they basically meet with me. I’m the account manager, I’ll be honest, because I’m also the real estate investor, so I’m the best one to be able to give them coaching and advice and stuff. So every month they meet with me and we’re talking about things like response rates, conversion rates, bottlenecks in their business, where are they struggling, how can I help them through that? And even outside of supercharged offers, like you, David, you and I really connected in the real estate space.
(22:17):
We know lots of people and different systems and processes and VA providers and all of these things. So what I find with customers who work with us is not only are we doing the marketing side, I’m actually helping them out with their total end-to-end business. When you came along and spoke at my group the other week, I had some people reach back out to me afterwards and say, aj, thank you so much for introducing us to David, because without you, we wouldn’t have had that connection. So I think one of the benefits of working with somebody like you or like me, is that we have those connections that our customers invariably dunno where to get. And I think that’s a really good thing.
Speaker 3 (22:54):
Yeah. Yeah. It is it real estate, right? That statement or your network is your net worth. So it’s like making sure you get out there and get around the right people and making sure that you have them in your sphere. But I like that. I like that they have someone on the team, they get to talk to you at this point and going through and really building that plan and holding accountable, it seems like too,
Speaker 1 (23:17):
What’s correct? Correct. And throughout that, they’ve got a dedicated project manager and data concierge, so two other points of contact that are specifically helping them out with things. The reason why we designed it that way, David, and I don’t want to poo poo on any of the educators out there. I know some amazing educators, but I also know some that provide all this knowledge and information, and then they do nothing more. There’s no implementation. I always say we’re not an educator. We’re an implementer. And that’s one of the things that I think some of the education space lets themselves down with is they give people all this knowledge and information, but then they fail to provide that support to implement. Where are people at three months, six months, 12 months? What do they need at that point in time? Those needs change as they evolve and their business evolves. So that’s what we’re really there to provide.
Speaker 3 (24:14):
Awesome. Well, this has been very good. So just a couple final questions here. Do you have any last minute advice here or anything that you would want to give the real estate invested, community marketing or otherwise?
Speaker 1 (24:27):
Yeah, A couple of things I think I’d want to say, and that is don’t ever feel like you need to do this business alone. Because one thing that I noticed early on is being a real estate investor can be pretty lonely. And here’s why. Because most people set out to be a real estate investor for three specific goals, and they all start with, or they all end with freedom. Most people want time freedom, money freedom, location freedom. That location freedom might mean that you’re working from home by yourself. And that can be pretty isolating, especially when your family and friends don’t understand what you’re doing, don’t get it, perhaps don’t support you with it. And so don’t ever feel like you need to do this business alone because there’s lots of people that you can reach out to, myself included in the communities that a lot of these businesses, you’ve got a great community, David, I’ve got a great community.
(25:17):
You can be a part of something that makes you feel like you’re less alone on this real estate investing journey. The other thing I would say is, and this is going to be some tough love for people out there, get over yourself and keep moving forward. And the reason why I say that to be successful as a real estate investor, you’ve got to move past the fear of the unknown. The fear of, can I do this? The fear of is this going to work? And you’ve just got to give it a go. So go all in, because I notice a lot of people that when they have those fears in place, and those fears are real for a lot of people, but then what they tend to do is play on the outside. And that is that they’re doing a little bit here and a little bit there, and they’re trying a little bit here, but then they end up with the bright shiny syndrome, which is, oh, maybe that thing will work. Maybe that thing will work. And I think sometimes when we just put the noise aside and just focus on doing the basics and doing them well and going all in, that’s when I start to see people getting success.
Speaker 3 (26:19):
Awesome. So surround yourself with good people and then get out of your own way and really take action and go to that next level, which means me too. Okay, this sounds amazing. How do people get in touch with you? Where do they go?
Speaker 1 (26:31):
Easy. They can just go to supercharged offers.com. They can check us out on Facebook at supercharged offers as well. They can just email me direct at alicia@superchargedoffers.com, and we’d be more than happy to help. I’ll put them in touch with my team, we’ll get on a call, we’ll see if we’re right for them and if they are right for us as well. And I say that with love because we often get people coming to us and they’re like, I don’t want to spend any money on marketing. I’m only willing to put in two hours a week to my business, et cetera. And I’m like, you’re probably not right for us. So it is about a partnership. We don’t say yes to everyone. And I think that’s really important to note that you are probably the same, right? It’s like we have people that come to you and they’re not the right fit, and that’s okay. So we do want to get on a call with people, get to know each other a little bit, find out if we’re right for you and you’re right for us, and then we go from there.
Speaker 3 (27:21):
Awesome. So supercharge offers.com where you can find that, which they’re going to help you make the money. It sounds like this is the end to end fractional marketing company to be able to go out there and really figure out how to get the money in the door, which is amazing. So supercharge offers.com. Now, if you start making money and you don’t know where you’re going with it and what the heck to do with it, you can head over to simple cfo.com. We can help you on the keep side. They’re going to help you make it. We’re going to help you keep it, which is why this is such a good fit here. And I’m glad you were on here. Gave a lot of great information, a lot of good practical tips today. I think this was a great episode. Thank you so much for being here, aj, for
Speaker 1 (27:58):
Providing that. Thank you, David. Thanks for giving me the space to hopefully help some of your community and to talk a little bit more about what we do. I do get super passionate about it, so for anyone listening, if you hear me getting a bit rah about it, it’s because I really care. And I care about the fact that so many people go and spend all this money on education and then they just don’t implement. And that for me is, and you would know, right? When you see people’s balance sheets and you go, oh, they’ve spent $50,000 on education and they haven’t done a deal yet, that gets me, and I want to change those numbers. I’m really passionate about changing that for people.
Speaker 3 (28:35):
Well, there you go. Well, this has been a great episode. And remember, if you’re listening to this Make Profit a Habit in Your Business,
Speaker 2 (28:44):
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.
