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 the 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.
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, 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
“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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