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Welcome to Target Market Insights. A podcast to help real estate investors navigate neighborhoods through the lens of local experts. In each episode, we speak to local specialists to learn about their market, useful tips, and the latest trends and developments. This show is designed to help you with the insights you need to win your target market.

Aug 9, 2019

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.


Partner: Download a Free Sample Apartment Deal Package


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 podcast with 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



Investing for Good by Annie Dickerson and Julie Lam

Best Business Books:

Building Your StoryBrand by Donald Miller 



Digital Resources

Active Campaign



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”



Places to Grab a Bite in Oakland:

Bay Grape (Wine Store)



Connect with Annie:


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