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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.

Dec 24, 2019

Go to college, get a great job, invest in the stock market for the long haul, retire at 65. This is the path for many professionals, but certainly not the uber-wealthy. Groups like Goldman Sachs and Alex Rodriguez are investing in apartments to keep more of their money and Holly Williams thinks you should do the same. 

Holly spent more than 25 years as an executive in the advertising and market research industries. As the years went on, she found herself paying more and more of her salary in taxes, getting very little in return. Then she discovered apartment syndication and has invested in deals located in Texas, Tennessee, Florida, and South Carolina. On this episode, she shares how the uber-wealthy keep more of their money and why most “financial advisors” don’t want you to know about apartment investing.

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Key Insights

  • Grew up in middle-class family in Texas
  • After years of climbing the corporate ladder, was paying a significant amount in taxes
  • Was taught to invest in the stock market for the long haul but stockbrokers trade in 30-second intervals 
  • Bought a 1-bedroom Manhattan apartment and sold it for a big gain
  • Purchased single-family homes in Houston
  • Goldman Sachs, Alex Rodriguez, and other major investors are buying apartments now
  • You can write off depreciation and apartments have “bonus depreciation” which allows investors to pay less in taxes
  • Becomes a general partner on large apartment deals and helps with marketing, due diligence, and investor relations
  • Apartment investing is a club - Holly helps people in her network join the club
  • Some investors want “control” so they are hesitant to invest passively
  • “Keep More, Invest Like the Uber Wealthy” is a book Holly will be releasing soon
  • Paper loss: tax code benefits that exceed cash flow distributions
  • Americans and companies are fleeing Northeast for Texas, Carolinas, and Florida


Partner: Download a Free Sample Apartment Deal Package


Bull’s Eye Tips: 


Apparent Failure:

Parent’s dying with little to no money


Most Recommended Book:

Tax-Free Wealth by Tom Wheelwright


Most Recommended Digital/Mobile Resource:

Excel & Mailchimp


Daily Habit:

Plan the night before and prioritize high-value activities


Wish I Knew Starting Out:

How the wealthy were investing their money


Wish I Knew 12 Months Ago:

Safety is not with a W-2 job


Current Curiosity:

Oil and gas and other alternative investments


Best Place to Grab a Bite in Brooklyn, NY:

Sam’s on Court Street in Brooklyn


Connect with Holly:



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