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
Resources:
Investing for Good by
Annie Dickerson and Julie Lam
Best Business Books:
Building Your StoryBrand by 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”
Places to Grab a Bite in Oakland:
Bay Grape (Wine
Store)
Connect with Annie:
Goodegginvestments.com
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Stitcher. Be sure to check out more info at
TargetMarketInsights.com.