#156: Gain Trust & Authority from Radio Marketing

Welcome to The Accelerated Investor Podcast with Josh Cantwell, if you love entrepreneurship and investing in real estate then you are in the right place. Josh is the CEO of Freeland Ventures Real Estate Private Equity and has personally invested in well over 500 properties all across the country. He’s also made hundreds of private lender loans and owns over 1,000 units of apartments. Josh is an expert at raising private money for deals and he prides himself on never having had a boss in his entire adult life. Josh and his team also mentor investors and entrepreneurs from all over the world. He doesn’t dream about doing deals, he actually does them and so do his listeners and students. Now sit back, listen, learn, and accelerate your business, your life, and your investing with The Accelerated Investor Podcast.

Josh: So, hey, welcome back to Accelerated Investor. Thanks so much again for joining me. You have no idea how much it means to me to share with you, to come into your heart, your mind, your business, and share ideas around raising capital, investing in multi-family deals, marketing, wholesaling, rehabbing and flipping properties. We’ve had some amazing guests on. We’ve done some amazing solo casts. And today is no different today. My guest is Chris Arnold. Chris has been a real estate investor for over 15 years. But the interesting thing and the reason why I wanted to have him on today is because Chris is an expert at radio advertising, radio marketing.

Josh: And when you look at what’s happened with COVID and what’s happened with, you know, direct mail and direct response, people are still always going to be getting in their cars. And when you also look at the fact that most of the sellers that we’re looking to target of over the age of really 60, 70, 80 years old, those that the marketing the market that those people know, like and trust is television and radio. So when you think about the sort of hierarchy of what do those people in those age brackets, let’s say 50 to 90 years old or 60 to 80 years old. What types of marketing do they trust? What types of mediums do they trust? It’s television. It’s radio, it’s the mail. And it’s probably social media at the bottom. The last piece.

Josh: And a lot of folks, including, you know, my mother and grandmother, they’re not on social media at all, but they’re both probably going to be motivated sellers in the next couple of years. And so Chris and I have a very unique conversation about radio advertising, how to set it up, how to buy it, what’s the messaging, what’s the funnel and the return on investment for radio marketing for real estate investors. You’ll also hear a lot more about how Chris runs a virtual business from Tulum, Mexico and how he invests in the Dallas Fort Worth Metroplex and a little bit more about his coaching and consulting and mastermind group. You’re going to love this interview with Chris Arnold.

Josh: So, Chris, hey, listen, thank you so much for joining us on Accelerate Investor super excited to have you. And let me jump in with our first question, which is, you know, we’re getting down to the end of the year. The election’s around the corner kind of people are buttoning up their year-end Q4 goals. And then a lot of us will be focused on what are we going to do in 2021? Hopefully things are a little bit more normal in 2021. So what are you focused on right now at the end of your year? What are some things that you’re working on right now, this week, this month that you’re excited about, that you’re teaching to your members, but also that you’re doing in your own business?

Chris: Yeah, I mean, 2021 is going to be really interesting. I think there’s a lot of people that have had to kick the can down the road on the distress sell. I’ve read statistics maybe up to potentially 30 to 40 million Americans facing eviction. So I think it’s about positioning, particularly with marketing right now. Now, I know one of the things that people automatically do as a reaction to something like 2020 is they back off on the marketing. Right. I think a lot of times you should actually consider potentially doubling down. As of right now, what we’re doing is making sure all of our marketing is in position, particularly radio. Which is what we’re going to talk about today, because once the CDC comes in and kind of removes that safety net, a lot of these people that have been sitting back, not making a decision about what they’re going to do with their property, are now going to have to make that decision. And, of course, we want to be out in the front, particularly utilizing radio, getting that message out there and being ready for it. I think it’s going to be kind of a break in the dam of people coming in and need to make decisions around selling homes.

Josh:So tell me a little bit more about your experience with radio. I haven’t had that many guests talk about radio in particular to brand their business and get direct response leads into their real estate business. We all know you can reach a lot of people. Some of the some of the folks have said, well, you can’t target radio like Target, a social media ad like a YouTube bad or Facebook ad. Tell me, where does your what are your thoughts around radio relative to other marketing channels and why are you using it now? Why do you think it’s going to be a big piece of your puzzle going forward?

Chris: Yeah, I’m in the radio now for 10 years. It’s been the most consistent, dependable marketing channel that I’ve actually ever hand in place. A couple of things that people don’t realize when it comes to radio rights. The first thing is, you know, they confused themselves as their avatar or their demographics. So maybe guys like you and I, Josh, we download our music, we stream it on things like Spotify. But if you look historically around the country when it comes to single family investments, the primary demographic is over the age of 50. Right. Those people being our parents or grandparents don’t listen to Pandora. It just, you know. And so what they do is they have two habits that have been ingrained with them. And number one watching television. Number two, when they hop in the car, they’re turning on the radio.

Chris:So I think light bulbs go off for a lot of people because I like to call radio the marketing channel that everyone knows about, but really no one is using. One of the great things about radio is that there’s virtually no competition and doesn’t matter how good you are at conversion if you’ve got a marketing channel that’s oversaturated. Some other things like direct mail. Lot of people out there doing RVM, text blasting, different things like that, which made an interesting comment. Radios not spray and pray. You actually get in and you target radio. And this is because human behavior, depending on when you were born, determines the type of music you listen to. So people that are 20 and 30 years old are primarily not listening to the same type of music that their grandparents are. So what we find is based on the type of genre of music. When we go we advertise on radio. We’re actually getting a very specific demographic. That’s the way that our music preferences work. And so we’re able to get right in front of people over the age of 50 with radio.

Josh: Nice. Man, that seems so logical, I think about my own family. Right. So in my own audience knows sort of the some of the dynamics of my family. I talk to my audience through this podcast about some of the things that are going on. My father has really advanced Parkinson’s. My mother is very spry, taking care of my dad. There’s gonna come a time when my mom is a widow. We know that’s going to happen. Also, my grandmother is 92, lives alone. She’s also very spry. So hopefully my mom is like my grandmother. But here you have two women over the age of 70, both going to eventually need to sell their homes. Neither one of them are on Facebook. Neither one of them are clicking on Facebook ads that either one of them are going to get a text blast or respond to a. Voicemail, but they both listened to the radio.

Josh: Like my mom listens to talk radio, Christian talk radio, some of the soft elevator music type of stuff, my grandmother, 93, still drives. She’s still spry. Listen to the radio. I’m sure she doesn’t even have a computer in her house. My grandmother. But they’re both going to need to sell. Right. And so you can target that by the genre of music that they listen to, which means the radio channel or station that they listen to. Right. So tell us a little about some of your results that you’ve gotten, some of the stuff that you’re doing now, Chris, that’s worked for you. So maybe deals that you closed from the radio marketing?

Chris: Yeah. You know, I think an important question is everyone wants to, which I think is the most important question. If I’m investing in radio, what type of returns can I expect? So, again, if you look at cost per lead, cost per acquisition, doesn’t matter what market channel we’re talking about, those will vary market to market. But the number that I tell people that comes out the back end that we care about the most is dollar per dollar return. Now, if you’re newer into investing, we simply mean that for every dollar you spend in marketing. How many dollars are you getting back in return? And so we have set this up literally in markets east to west coast, all across the country. And what we see is a consistent three to four-dollar return. So that means for every dollar being spent, there is roughly triple to quadruple on that investment for the revenue that’s coming back for that.

Chris: But the thing I like is you don’t get any peaks and valleys. You know, I’ll pick on direct mail a little bit. You know that can be a little bit of a roller coaster ride. But what I found with radio is just very consistent. So, again, I operate out of Dallas Fort Worth. I live full time in the Caribbean. I’m down to Mexico, but I run a virtual company. And so kind of our home base in north Texas. And so what we do is we maintain right around three dollars and fifty cents within the Dallas area. And budget wise for us, we spend about twenty-seven thousand five hundred per month. Now, Josh, here’s the interesting thing. You know, we’re going really heavy into radio. It’s something that you can scale. It’s listener right now is a little bit more avid on the marketing side. The first thing I tell those people is you’ve got a lot of room to grow this thing if you’re on the scaling side. But here’s the interesting part.

Chris: The barrier of entry for radio is super low. So if I ask most people, what do you think the cost is beginning an advertise man on radio. The number they get kicked back to me is I’d probably gotta start with about ten thousand dollars. So we help people set this all around the country and our students on average are spending between about a thousand to two thousand dollars a month to get started. That’s less than what most people are spending on a direct mail campaign. And the reason why that is, is most people are paying retail for radio their processes. I’m going to call my local rep. They’re going to send me over a media packet. And that’s how I’m going to buy my radio. That would be like calling a real estate agent for an investment deal.

Josh: Send you everything on the MLS that’s full price.

Chris: Exactly. So what we’re doing is we are buying radio like we buy our real estate at a deep discount at a wholesale price. I’m talking usually probably anywhere from 25 to 50 percent of what most people are paying. And here’s the secret. It’s no different than real estate. You always make your money on the purchase. Yeah, no doubt. Buy a fix and flip property at the right level. Then you’re going to be profitable if you overpay it. I don’t care how spectacular your process is for rehab and you’re probably not going to get a profit on that deal. And that’s why we’re seeing such great consistent returns, is because we buy it at such a low price. And then on top of that, our students are able to get in the game for a thousand or two thousand dollars a month, which is for most people. I can’t believe that. I just assume. But, Josh, there’s two assumptions here. Number one, I assume that radio is outdated and I don’t listen to it. And when I’m telling you as it is old, it’s dinosaur ish, but so is your target audience. And number two, it’s affordable because you’re probably assuming that and I’ve got to have a lot of money to do this. And that’s why I found people that just kind of left it untouched. That’s why there’s virtually no competition.

Josh: So, Chris, help me peel back the onion a little bit more. So you’re spending twenty seven thousand five hundred dollars per month, but someone that’s new, that’s getting started might be interpreting this and say, well, I can start relatively inexpensive. Maybe I spend 500 bucks. A thousand bucks. Two thousand bucks. I’m going to get consistent leads. But how do you get leads or pricing at a wholesale price when you’re maybe not spending nearly as much money as you are? Is there a secret? Is there something that maybe people don’t know how to acquire that wholesale price with a radio station or with some sort of a radio broker? Because a lot of people just know they’re going to call up a rep. They get calls from rep and then they’re getting price and they’re paying retail. Maybe somebody might interpret this, but. Well, Chris could do it because Chris is spending so much money. So what would you would you say to that?

Chris: It has nothing to do with the amount of money that you’re spending at all. That’s why, as I mentioned, you know, we have over probably over a hundred on 150 students across the country right now that we’ve helped set this up. And none of them have ever to advertise on radio. And I would say that probably over half of those have been in real estate just less than a couple of years. So we’re talking to that are fresh to the game. But to answer your question, what we show and teach is the negotiation strategy. So we go completely through a different door than most people do. Again, natural person will go and call the rep and get a media packet and start the negotiations. What we do is we go and we pooled data and reports on this station, which is telling us everything about the representation, the station, how many people listen to their station, how many people own homes versus rent them, how many people listen over the age of forty-five. Right. All of this data got to do is based on that data. We run and utilize a formula that tells us how much a 60 second spot is worth on that station. So, man, this throws reps way back.

Josh: Also coming in from sort of through the back door with all the information that they don’t maybe want you to know that you already know. So you’re walking in and saying, this is what I’m willing to pay, not what pricing can you give me?

Chris: One hundred percent. We tell them what they’re worth. And that really throws them back because they’re not used to someone calling in and asking for things like qualitative rapport or rank or an hour by hour, like who is this person? Even know that deals and how to access them. And that’s when we come in. And we fundamentally say, hey, this is the formula that we use all across the country to buy. We’re not just making this number up. It’s predicated on the value you bring is a radio station. This is why we’re willing to pay. Take it or leave it. But here’s the interesting thing about radio is they will always take that price at some point because the selling of radio is based on inventory. So inventory is high. They’re cocky. They don’t need us.

Chris: But when that inventory drops, it goes low and they have to sell time. This is how radio stations stay in business. The great thing and again, kind of a silver lining of COVID is it has been an incredible year to pick up radio stations and media this year. So I’ve seen one call close this with students that call and say this is the price, which is 25 to 50 cents on the dollar. And reps are going OK. We’ll take that deal, cause a lot of people bounced off radio and other pieces of marketing because we talked about that earlier in the show. Also, we come in and shop down marketing, which I think is the very last thing you should touch in your business, particularly when an economic down turn occurs.

Josh: No doubt. So, Chris, help me understand the messaging. Right. So there’s no direct response messaging that we buy houses kind of message. You know, we help people move, avoid foreclosure, those kinds of messages. Now that we know a little bit more about the strategy of buying radio and going in, analyzing the station, what is a lead worth in that market? What is the demographic that listens to that channel and you know, for lack of a better word sort of thing. This is what I’m willing to pay and jamming that down their throat and saying take it or leave it. But the messaging now to get results, like putting the ad up is one thing, getting good pricing for it. Is there any secret sauce to the actual ad? Like what is the copy say? What is the what is the voice over sound like? Are we are we hiring someone that sounds like the target audience to read the radio ad? Is it somebody that sounds like they’re 65, like Wilford Brimley or something like that? You know, somebody that sounds like them. What are some of the secret sauce to get the conversion of somebody to listen to the radio ad now and actually pick up the phone and call or visit a website?

Chris: Absolutely. So the first thing I’ll say is we’re all utilizing the same ad. It doesn’t matter what our exit strategy is. Some people use radio to buy on terms and do creative finance. Right. Some are building rental portfolio. Some are fix and flip, wholesale. A distressed seller is a distressed seller. What you decide to do with that lead as an exit strategy is completely up to you. So you don’t have to come in and tweak ads and, you know, talk about whatever exit strategy you’re doing. We’re coming in, we’re hitting pain points, so we’re coming in on an ad literally bringing up the primary reasons we know that people need to sell at a discount. Are you a landlord that’s tired of dealing with tenants? Is this a property that you recently inherited? Do you own a junky house that needs thousands of dollars in repair? Are you going into a potential foreclosure? So if you listen to us, I think we’re just hitting on all of those pain points, average driving down the road will go You know what? Man, that’s me. I’m a landlord. I’m sick of what’s mean. This is really key right now on radio. Yeah, I am tired of everything I’ve had to do as a landlord this year because it’s been a very difficult year to deal with tenants and, you know, all the different safety nets that have been rolled out. I’m not you to sell my package of X amount of properties and get out. And so that’s how we’re targeting them is via pain points through that ad.

Josh: Perfect. Love it. And you’re looking for people that have gone on. I teach this to my members, which is multiple layers of motivation. Right. So we just bought an 80 unit apartment building last week and the guy was, you know, sixty five years old and actually owned the building for twenty seven years. The biggest reason why he was selling it was because his tax deductions are running out. But again, like you said, over the age of 50. But this was a big apartment building where another hundred and 12 unit that we just tried to buy, the guy was eighty-one. We ended up we made a full price offer, six point one million. Lost it because the other group also offered six point one million but had a relationship with the seller. We just bought a bunch of duplexes from people. Again, multiple layers of COVID motivation. They’ve got evictions pending. They’ve got potential foreclosures pending. They’ve got a lot of equity they want to unlock because they don’t always march again because they’re more of a senior owner. They’re over the age of 50 or even a lot of these people over the age of 65.

Josh: They’ve built up a lot of equity. And you might say, well, what problem does somebody have if they have a lot of equity? The problem is they want to get the cash out. Right. That’s what everybody wants, is to find someone multiple layers of motivation. So the messaging that you just described sort of hits that they might have one of those layers. So they might have four or six of different pain points of motivation to sell. And they hear that radio and they’re like, oh, well. And, you know, they might be getting direct mail. There might be an absentee owner getting direct mail and just throwing that stuff out. Right. They might trust radio because they listen to it every day in the car, more so than some direct mail piece.

Chris: You hit a really good point right there on the trust piece.

Josh: Yeah, I was just let me just evaluate on that little I’d like to hear your reply. But when we think of TV and radio, I think generally we trust that more than what we get in from direct mail, which we trust even more so than what we see on social media. To me, that might never seem like a hierarchy or study, but to me that’s how I look at TV, even though a lot of stuff we’d see CBS Garbage, the news is fake, half of it. It’s all crazy, but we tend to trust TV the most. Radio’s next. Direct mail next. And then social media last, at least in my view. What are your thoughts on that?

Chris: Yeah. So you’re getting on what I think is one of the best two qualities of radio that you’re not going to get with other marketing channels. Let’s just be honest, if you’re running bandit signs, right, to generate leads or you’re text blasting people, you’re spamming people. And I almost guarantee that most people are not putting their name or their company name on it, sign out on the side of the road brand to be added. So the problem is people are generating leads through spam based marketing. And again, it works. Not saying that text blasting and RVM doesn’t work. It works. The problem and the thing that you’re leaving out is the actual building of your personal brand because you’re fired and fired off. So two things happened on me. First is celebrity status. We know that psychologically something happens in our mind when we see people on television, when we hear them on the radio. Now, this is a podcast and social media. This is where movie stars come from. This is why people are famous. We elevate people in our minds. So here’s what’s so interesting about radio.

Chris: If you’re or seasoned, it doesn’t matter when you start advertising on radio, you are seen as a local celebrity. Everyone has the attorney and their town. All the billboards advertising, all radio. And if you see that guy or woman walking down the street and you’re walking with someone else, you’re going to turn and point that out. That’s the attorney that’s on all the billboards. We do that because that is our psychological response. This is where celebrity status comes from. Now you’re talking about people over the age of 50. So they’ve grown up and they trust people on the radio. And here’s the second name that comes behind celebrity status, which is instant credibility. Here’s what the consumer’s thinking. If Josh is on the radio, he must know what he’s talking about. Because only people that are experts average that’s on the radar isn’t the assumption. So if you look at the starting point with a seller, mailer directs versus the Starting Point with the seller via radio, you are way down the road on the know you, like you, trust you already.  And when you start with the spam-based approach, they’re calling you because they have no choice, but they’re calling under suspicion. Like I need to sell my house, but this person has been text blasting me. But I’ve got to get the job done first. I’m really excited to call Joshua I’ve heard on radio. You know, I know that guy knows what he’s doing. He’s an expert. He’s a celebrity in the market. I trust this guy, you know, automatically to get the job done. And that’s a huge, huge value.

Josh: Fantastic stuff, Chris. So, Chris, let me back up for a second and ask you how you got your start. Like when you were getting going with your real estate investing business. Again, you live in Tolu Mexico, but you invest in a lot of different markets. Students all over the country permanently. Dallas Fort Worth. When did you win and how did you get your start in real estate? And then secondly, when did radio enter your eco system? When did that become your preferred method of property acquisition?

Chris: Absolutely. So I had actually a background in a Masters in theology. I guess like in church world or out in the mission field.

Josh: I love the religion classes and theology classes I took in college. I took those instead of history classes because I thought the religion and theology was so much cooler and it was the same category as history. Right. So that’s cool. Yeah.

Chris: And so I really kind of had a pivotal moment in my life. Receipt was playing and I was finished now my grad degree. And I was like, man, I’m just not a conventional person. I just don’t see myself in a typical church role. And I’m going to do. I’ve got this massive geology. I remember eating a chicken biscuit, at Chic fil-a, looking up on a mural and like how Kathy Truet built Chic fil-a, utilized the revenue and profit from that company to go out and create positive change again. We now call this social entrepreneurship. It’s building a business with an intended purpose to solve social problems. And so that seed was planted. And I haven’t looked back from then. And at that point it was like, OK. Twenty-five. I know nothing about business. I have master’s in theology. The only two, what I would consider vehicles or delivery systems that I understand that people seem to do well with this real estate and stock market.

Chris: And process of elimination, I’m not that great at math. I go I’m going to go the real estate route and all I knew at that time how to get into the game was literally just to get it real estate license. So now I was hustling for sale by owners and expireds. You know, that’s how I got here. And that’s been like fifteen years. But, you know, what I always tell people is sometimes the most important thing is just to get going on the road. Just head in a direction. You don’t have to have a specific and clear destination just literally head in a particular direction. And if you least get that ball rolling, you can pivot in. Just figure out where you want to end up. And so that’s what I did. And I start on the agency side and went there from there.

Josh: Nice. Fantastic. How about radio? When did radio enter into the discussion? You probably tried lots of different marketing techniques to begin with and eventually tried radio and thought, wow, this radio stuff really working. And now you’re an expert at that. When was that part of the conversation and how did your first experience with radio go?

Chris: It was 10 years ago, so I can’t tell you another marketing channel I kept around for 10 years. Yeah, because most of you know, either get oversaturated. You have things, obviously, that can get deregulated, potentially or disrupted. So I’ve been doing now for 10 years. And honestly, 10 years ago, I got really lucky where I came across a coach who said that this is an incredible opportunity, a market channel. I trusted that, picked it up and I haven’t looked back since. So that’s how I got started 10 years ago.

Josh: How was your results out of the gate? Was there like a horror story, like, oh, man, I picked the wrong channel? Or did the coach really do a good job in pointing you in the right direction and have a lot of success out of the gate? It’s funny, I hear stories of both right here, people. I picked up a good coach. I paid somebody. I had success right away my own story. I was nine months in real estate with two deals closed, quit my job, six figures as a financial adviser, what, almost nine months with making no money. Finally, when I picked up a coach and believed in someone and some of that really taught me some things, we made like three and fifty thousand dollars and ten weeks. Right. It was really about that coach. So what was your story like? Did you have some success out of the gate with radio because you had a coach take some trial and error?

Chris: Yeah. So this is the interesting thing about radio. I would say that most the time when you start something out of the gate, there’s a lot of kind of failing board. Very rarely do you launch something and it just works. You know, I would love to be able to light the fuse every time and know that the, you know, fireworks gonna go off like it should, but it doesn’t. But radio did. And this is why I’m so passionate about it, because as I helped students set this up, I can tell you that the majority of them are executing contracts within the first four to eight weeks. Now, the reason that occurs is, number one, these people are not on a list. You have to realize everyone is fundamentally fighting over this right now. How can I do the best list stacking?

Chris:So I don’t care what your methodology is, if you’re cold calling, direct mailing, RVM texting, those are just different methodologies around the same list. What about all those people that aren’t on the list? How are you getting in front of them? So we’re finding with radio is because it hits so many people, depending on your market that could be up to millions of people within like somewhere like the Dallas Fort Worth Metroplex, right where I am at. All of a sudden you get people that have not been marketed to that are responding. And so what we find is we have a good chunk of the time when we go on these appointments and we’re the only ones. Yeah, name calling. And when our best ones to they weren’t on the list. And so now we’re getting deeper, discounted properties because we don’t have to get into a competition bout.

Chris: So, I mean, I ask with you when I say I didn’t ever have a period of time in which I was really just trying to tweak and adjust and get this thing going. It’s always just been solid and something I can depend on and get. If you’re listening and you’re like me where I’m out of the gate, which means, though, that costs me a certain amount of payroll to have that type of luxury and lifestyle. I don’t want marketing channels that I can’t rely on. And from a stance of consistency. Right. You know, the worst thing you have when you have payroll and overhead that you’ve got to write a check for every month is to have marking that just goes up and down, you know, whenever it wants to. So that’s why I love radio, because it’s just tried and true. It’s consistent and I can depend on it for that lead volume for myself team.

Josh: Fantastic. So, Chris, we kind of round third here and head for home. Now that you’ve had this experience, this 15-year journey as an entrepreneur, you’ve obviously relocated to Tulum, you’re operating in one of the most beautiful parts of the world. And you’re doing things virtually using radio as the backbone of your business. What kind of advice would you give your younger former self or maybe one of even your new students or one of our listeners who’s just kind of getting going or maybe somebody who’s maybe had a lot of experience and had a lot of success, but COVID maybe chopped their knees out? And they’ve got to find a new path. They’ve got to find a new way forward. What kind of advice would you give those different groups based on what you’ve learned and some of the, you know, trial and error that you’ve tried and had success with?

Chris: Yeah. So I can tell you and, you know, my biggest passion is I run a brotherhood to the top real estate entrepreneurs around the country. All those guys fly down here to Tulum. They the best of the best. But I can tell you, people ask me, Chris, why do you do that? The problem that we’re solving is the problem that entrepreneurs isolate, particularly if shit hits the fan. Entrepreneurs isolate. In that isolation, they’re left to their own to try to figure out what’s going on. And usually it will come out sideways. Right. This is why you see a lot of substance abuse and alcoholism, different things like that, extra marital affairs. So people always ask me, Chris, if you could go back, you know, what would you have done quicker? I always tell two people it comes down to the two Cs. You know, what coach do you have in your life? That’s coming in and speaking truth? And what community are you a part of this not allowing you to isolate what is there to be a reflection and is willing at those times you need to kind of get your face and tell you the truth?

Chris: I just find it’s not natural, particularly for men to do that. If you look at statistics and anything that surveys men on, you know, how many men in your life did you confide in about their deepest, darkest things in your life? Over 80 percent will give you a resounding zero. Zero men. Which means that statistically, two thirds of the audience listening today, two thirds of the leaders in the world will fail to finish the race that they’re starting to run. Two thirds will fall out either because of a moral misstep or they’ll burn themselves out. That means you only have one third of people out there that are creating a long-term legacy and really leading people in a direction, not just disqualifying, leaving a wake of bodies, a lot of discouragement. So if you asked me, I wish I would’ve got it sooner. I waited probably about three years. That was way too long. I was trying to follow an arrow, which is. Yes. And I waited so long to build communities. And that’s why I built multipliers, because I needed it as much for myself as I knew these other men and friends in my life needed it as well. And so I tell people my coaching community it’s essential. You ain’t going to get the clarity alone. I don’t care how smart you are. You’re a fool if you think you can get to the top by yourself.

Josh: Coaching plus community equals clarity. I love it, Chris. It’s been an absolute blast. Spending some time with you on accelerated investor. If our audience wanted to learn more about you, your business, your radio strategies, your community. Or just make a trip to Tolu Man. How would they. How would they get in touch with you?

Chris: I tell you, I love that I got a buddy here who just arrived yesterday and some things I love having people come down and hosting them. But if you show us in the radio piece again, you want to see if your markets opened. We do run exclusivity per market. I’m smart enough to preserve this thing and not let it get oversaturated. But if you check that out and book a call and just start with questions, well, that’s why I tell people to do. Go to WholesalingInc.com/reiradio. Again, that’s Wholesalinginc.com/reiradio. If you heard a little bit about the isolation piece and I hear guys that will call me and go dude. I don’t have community and when you said that I realized I was the guy you were talking about. Yeah. You’re gonna, you know, a minimum of a million a year in revenue. I mean, you’re interested in real estate community at a very high level. You can go to multipliersbrotherhood.com. Multipliersbrotherhood.com.

Josh: Sweet. Chris, listen, that’s been a blast getting to know you a little bit better. Thanks for spending some time with us on Accelerated Investor.

Chris: Glad to add some value today and talk about something unique.

Josh:So there you have it, guys. Listen, I hope you enjoyed that interview with Chris Arnold. I was absolutely blessed to have him on today. You know, I love interviewing people that have brand new strategies, in this case, radio marketing, love to talk to people who are authentic, who are talking about having, you know, coaching and community and how they can take that community to have a larger social purpose. Was Chris talked about and hope you really enjoyed the interview if you did. Please go to items. Leave us a rating. Leave us to review. Go into YouTube. Subscribe, click that red slider button and subscribe to our YouTube channel. Make sure you get the notifications. Every time I release another podcast, release another YouTube video.


Josh: You can only get those notifications if you go in and hit that subscribe button in I tunes in YouTube. And guys, listen, if you enjoyed what you heard from Chris. Check out his Web sites, check out his information and you’ll take the next step and learn more about what Chris has to offer. Listen, I always use appreciate you and our community so much. Thank you for joining me today. If you enjoyed the interview, share it shared on your social media platform, share it in your email marketing. Share it with your other groups so we can get the word out about Accelerated Investor. Thank you so much for being here today and I’ll talk to you soon. Take care. 

Hey, Josh here. And do you want to win a free Accelerated Investor T-shirt? All you have to do is give Accelerated Investor our podcasta rating and a review on iTunes. OK. Do that now then send us a screenshot on Facebook, Instagram or Twitter. What we’re going to do then is every week we’re gonna pick our favorite rating in review and we’re going to send that person a free T-shirt and maybe again, some other cool fun stuff as well from Accelerated Investor. So, again, don’t forget to take a screenshot, leave a rating review, take a screenshot, send it to us so we know exactly who you are. And then once a week, every week on the podcast, we will announce a new winner. Don’t forget to take a screenshot and send it to us so we know exactly who you are. We’ll announce a new winner every week.

You’ve been listening to Josh Cantwell and the Accelerated Investor Podcast. Leave a comment on our iTunes channel and let us know what you want to learn next, or who you’d like Josh to interview. While you’re there, give us some five-star rating and make sure to subscribe so you can be the first to hear new episodes. Follow Josh Cantwell and his companies, the Strategic Real Estate Coach and Freeland Ventures on all social media platforms now and stay up to date on new training and investment opportunities to start your journey toward the lifestyle you’ve always dreamed of. Apply for coaching at JoshCantwellCoaching.com.

What kind of music do you listen to? And what kind of music does your dad listen to? If you wanted to reach motivated sellers who are 60, 70, or 80 years old, how would you find them? Chris Arnold’s discovered that reaching a targeted demographic is just as easy as figuring out what kind of music they listen to.

For many older motivated sellers, advertising on a marketing platform they trust is going to bring you instant credibility. People still get excited about seeing minor local celebrities walking down the street like the lawyer who has billboards plastered all over town or the dentist whose face is on every shopping cart. For this group, social media marketing and bandit signs are going to be at the bottom of the list, while television, radio, and direct mail marketing still carry trust and instant name recognition.

For Chris, radio offers very consistent returns on his marketing dollars. Right now, he’s averaging $3.50 a lead, with a monthly budget of $27,500. Those numbers stay consistent, and he can plan for a steady marketing budget because radio manages to avoid those peaks and valleys you can get stuck in with other marketing channels. Chris invests in only one market, the Dallas/Fort Worth area, and because COVID has killed so many radio budgets, he’s dominating this market.

No matter your end goal for the house, whether you’re a wholesaler, a fix and flipper, or looking to grow your rental portfolio, the radio ads you create can be the same basic ad. Chris talks about the pain points he likes to identify for his radio audience, and then encourages real estate investors to take that lead and turn it into whatever kind of strategy you employ in your business. If you want to learn how to create radio ads and pay wholesale prices, Chris would love to talk with you about your market.

What’s Inside:

  • The barrier of entry into radio is a lot less than you’d imagine.
  • How to quickly narrow in on your targeted demographic with radio marketing.
  • Become a local celebrity instantly when you market on the radio and TV.
  • Coaching plus community equals clarity.

Mentioned in this episode​

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