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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.

Oct 10, 2017

As a child, he had other kids selling Kool-Aid for him, so it’s no surprise he became a real estate entrepreneur at a young age. Sterling White began working in construction on commercial projects before purchasing his first single family home at the age of 23 - with no money. Today, he thrives with an innovative model that attracts investors and Millennial renters in the urban cores of Indianapolis and Dayton. He is the co-founder of Holdfolio and holds an $8.8M real estate portfolio. Sterling often shares his experience through videos and posts on BiggerPockets and tells us more of those insights on today’s show. 

Key Market Insights

  • Sterling started as an entrepreneur selling Kool-Aid in elementary school
  • Started by partnering with a mentor who was a multifamily developer in Indianapolis who wanted to jump into Single Family homes
  • New legislation allowed everyday, non-accredited individuals to invest in real estate
  • Developed a unique passive investing model that combines elements of turnkey and syndication
  • Acquires properties with their own capital, funds the renovations, leases units and then brings in investors
  • Indianapolis is very stable and less volatile than coastal markets
  • Growing MSA with employers like Eli Lilly, Simon Property Group, Anthem, Indy 500
  • Indy is more landlord-friendly than Chicago and benefits from the close proximity
  • Recently, purchased a value-add 46-unit in Indianapolis
  • Run numbers in worst case scenario, the move-out was more than anticipated
  • Loves the Midwest for stability and cash flow and has expanded to Louisville, Cincinnati and Dayton
  • Focused on urban core in Indianapolis and Dayton markets
  • Lots of boarded up houses and loitering is a big red flag when exploring neighborhoods
  • To learn a new market, Sterling would visit the area for a few weeks


Bull’s Eye Tips:

Winning Your Market: Persistence and follow up

Market Changes: Networking and attending Local Meetups

Daily Habit: Writing and Reading Goals Daily



Best Business Books:

11 rings by Phil Jackson

Digital Resources

Inbox by Google

Sterling’s Apartment Video Update


Tweet This:

"Indy is stable and more landlord friendly than nearby Chicago"

"Spend a few weeks in a new market you’re evaluating"

"Run numbers based on worse case scenario and be conservative"


Places to Grab a Bite:

Dayton: Lucky’s Taproom

Indianapolis: Yats


Connect with Sterling:




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