Annie Dickerson is the co-founder of Goodegg Investments. She and her partner have co-syndicated over $400 million worth of real estate. Annie focuses mostly on marketing and content. On this episode, she shares how she got started, tips for a successful partnership, how to find the perfect investor and how to use storytelling to create compelling content.

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Key Market Insights

• Real estate agent pushed her and her husband to buy a Row Home with a basement unit
• Purchased a few more duplexes and still lives in a duplex in Oakland
• Cash flow is non-existent in Oakland so Annie started investing out of state
• Settled on Huntsville, Alabama and quickly amassed 25 units
• Had vandalism, theft, storms and other issues that made her stress
• Friends and family were interested in investing, but the work was a high barrier of entry for them
• Lots of people with money that want to invest, but don't know how to do it
• Needed to grow, but thought to herself, how in the world will I ever find a partner?
• Met her partner, Julie, at a real estate investing conference
• Julie loved talking to investors and Annie loved content creation
• Tips for strong partnership: Brainstorming sessions and sticky storms, 3 minutes of writing
• Started off as a 4th-grade teacher and then became a game designer before instructional training design
• Key to success is a very clearly defined target audience or avatar
• Goodegg’s Avatar: Jen. She’s in her late 30s, works at Google, husband works at Facebook
• When creating content, think about having a conversation. Where is your avatar right now? What is she worried about? How can you help?
• With an avatar, you can focus on having a conversation with that person
• Spend a lot of time looking at a market and vetting partners
• Look at your investing goals before looking at a deal – cash flow, appreciation, tax shelter, hybrid?
• When you’re clear on what you’re looking for, it will make it easier to vet deals
• Focus solely on raising capital so they’re not tied to any specific market or deal
• On first deal had to have the same conversations with investors
• Tips for someone starting out: Create content to answer questions and educate investors.

Partner: Check out the Passive Income through Multifamily Real Estate podcastwith Kyle and Lalita Mitchell

Bull’s Eye Tips:

Winning Your Market: Create a strong story and connect the investment with the investor

Tracking Market Changes: Find the chamber of commerce for all markets on FB and follow

Daily Habit: Used to have sticky notes all over, now she schedules to-do tasks

Resources:

Investing for Good by Annie Dickerson and Julie Lam

Best Business Books:

Building Your StoryBrandby Donald Miller 

Digital Resources

Active Campaign

Evernote

Tweet This:

“Marketing is a combination of psychology and design”

“The blank screen with the cursor blinking is intimidating to everyone”

“You are not the hero, you are the guide”

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