Damian’s Golden Money Principle (The One Nobody Knows Or Is Willing To Talk About!)

What I am about to share is a revelation I had that truly define who is and will continue to make money and succeed in an ever-changing market. It’s a principle that nobody else teaches or educates about. And it is on the more advanced side, so hang on tight! (If you can understand and apply what I show you, you will automatically move yourself out of a bloody ocean into a world of opportunity and profit most people cannot even understand).

“Now, settle down class. Settle down. Class is in session.

Let’s start from the beginning.

What business are you in?”

(A simple question with a not so simple answer).

“Yes, Johnny, do you know the answer?”

“We are in the business of real estate.”

“ERRRR. I’m sorry, Johnny. that’s the incorrect answer. Anyone else? Suzie?”

“We are in the business of helping people find creative solutions to their real estate problems.”

“DING DING DING! You are correct! Somebody get this young lady a prize.”

Hopefully you remember this 101 lesson from my other teachings because you’ll need to understand it before we can go any further. You see, if you think this business is actually about real estate and that it works pretty much the same as say trading cold, soulless pieces of paper on the stock exchange, you’re missing the boat.

(Granted once in a while there’s the REO deal with a bank and a fair point, they can be cold and soulless )

However, when you buy properties, sell properties and make deals, you do it with people. Living breathing people with hearts and souls. This is a people business.

“Now class, as a ‘people business’ what is the main and most thing we can do to be successful in our real estate businesses?”

- Entire Class > “MARKET!”

“Gold stars around the room! Yes, Marketing is the heart of our business. And Marketing solves ALL other problems.”

Let me make an even bolder statement and say that in just about any business there is “Marketing Solves ALL Problems.”

When you have the leads, the prospects and the deals you can always generate the money to figure out the rest of the stuff.

A business with great administrative and operations with no marketing is as dead in the water as a fluffy bunny trapped in a cage with a hungry lion.

Now that we’ve covered or recovered the basics of this business, let’s get to the million dollar question, “If this is a marketing business, how do I make the most money and build a business that keeps making money?”

Great question, with an answer most people will not talk or teach about.

WARNING: I’m about to use a few advanced terms. Don’t be overwhelmed. It’ll all make sense. And when you understand and apply this principle you’ll be able to transform your business permanently.

Marketing is a funnel. It starts at the top with lead acquisition and ends at the bottom with conversion, upselling / cross-selling, retention and referrals if you want to get technical.

For now, let’s work with a simple funnel that looks like this

> LEAD ACQUISITION > FOLLOW-UP > CONVERSION

Now you probably own a funnel, maybe you have one in your kitchen and use it when baking blueberry muffins or whatever it is you like to whip up.

And as someone familiar with funnels you understand that the FLOW of the funnel starts at the top. To have good flow, the mouth or top of the funnel needs to be as wide as possible.

A funnel with a mouth as narrow at the start as it is at the end is no funnel at all. It is a useless cylinder!

The top of your marketing funnel is LEAD ACQUISITION.

This means if we want to net as much juicy profit at the end of the day we need to have as wide of a lead acquisition mouth as possible.

Acquiring leads has a cost. Both of time or money or most likely a combination of the both. And herein is where the game changing principle I want to share with you today comes in.

“Class, get your pencils ready. Scratch that! Get a permanent marker and prepare to write this on your foreheads. You cannot afford to forget this!!!

Who wins the real estate and marketing game?

The answer is the person who can AFFORD to pay the most for leads.”

“Huh, Damian! What?! This doesn’t make any sense. I thought we were supposed to keep lead cost as low as possible.”

“You’re correct little Henry. But there’s more to it, and this is where everyone is missing the boat and choking off their own businesses and profits. And exactly where you are going to set yourself apart.”

If you are pursuing real estate the right way, your greatest expenses should be in marketing… because marketing is what drives your business.

And yes, you want to keep your lead cost as low as possible.

But there is a second principle which if you absolutely MUST apply simultaneously. And that is…

* Whoever can afford to pay the MOST for leads, win the game! *

Maybe a Scientific Proof will help make things clearer.

FACT #1: Marketing solves all problems

FACT: #2: Lead acquisition is the mouth of the funnel that determines profit potential

THEREFORE = If you can afford to pay more for leads than everyone else you WIN the game!

“How do you afford to pay more for leads than everyone else?”

This is NOT a cash thing. It’s not about getting more money to dump into your business.

Remember (from a past training of mine for those of you who do your homework) Marketing is NOT an expense. When done right, marketing is what makes you money.

Of course you’ll strive to be as cost effective as possible when acquiring leads BUT you still must strive to BE ABLE to spend more leads than anyone else in your business.

Being able to spend more on leads than your competition is not about having more cash to spend, it’s about being able to convert leads into profits better than everyone else.

Most of you have probably heard, seen and read about different ways to get better at converting prospects into deals. And that’s certainly part of the puzzle. But there is an equally big piece you are probably missing and that’s this:

Not every lead in your system is a deal right now, and many never will be.

(I mean even the best of the best, may only turn 2 or 3 out of every 10 leads into an actual deal. And sure there’s good money in that. But that strategy still leaves 70-80% of the most valuable part of your business unused and wasting away).

This brings us to the principle of LEAD MONETIZATION.

You need to be able to have other ways aside from a real estate deal to generate income from your leads.

This is not just a marketing principle, it’s a service principle. If someone comes into your marketing funnel looking for support or a solution and you cannot give it to them, at the very least you should direct or guide them to an alternate solution (of which countless companies are happy and waiting to pay you for doing so).

In your business, once you understand the average timeframe it takes in which the majority of your leads convert into deals (it is typically 15-45 days), for those who do not convert it is time for you to offer other solutions.

(This is exactly what I practice in our business and exactly why I designed the Done-For-You Deals System the way I did with custom pages and customizable follow-up campaigns).

“Damian, can you give me some examples of how to Monetize?”

Absolutely. And I’ll try to keep it short and sweet – what began this morning as a simple and poignant marketing lesson is now turning into a full blown lecture!

It’s wonderful when real estate leads turn into deals. That is the goal.

When they don’t though, what are some other things someone is interested in buying or selling a property needs or may want?

Credit repair… Credit monitoring… Loan modification… Tax relief assistance… A Mortgage.. Products on how to repair and improve the value of their home… Low cost insurance alternatives…

The list goes on and on.

The best part is with the Internet, you don’t need to offer all of these products and service yourself (not only can’t you, but it would be financial and mental suicide to even try).

In everyone one of these areas and all the creative areas I didn’t even think of or mention right now, you can find companies who have referral programs with their offers.

So when a lead is not right for a deal you can send them a message and say,

“Hey since it looks like it’s not the right time to do a deal together, I had something else that may help you…”

When you can become GOOD if not GREAT at this part of the business, you truly step into a world of profitability and opportunity that few understand and even fewer can even compete in.

Since marketing IS your business, this strategy and maximizing lead monetization actually becomes the goal of your business.

Trust me, I know entire business models that are based around this one principle and are wildly successful without even touch the “real estate deal” part which everyone teaches is the meat part of the “meat and potatoes”.

Let me sum it all up for you.

Point #1: As real estate investors we are in the business of helping people find solutions to their real estate problems.

Point #2: Marketing solves all problems.

Point #3: Lead acquisition is the top of your marketing funnel which determines all profit potential at the end of the day.

Point #4: Whoever can afford to pay the most for lead acquisition wins the game!

In an ever changing market and economy applying and mastering this principle is truly the difference between having a business that makes some great profits one day and then vanishes the next versus building a wildly profitable business that lasts!

Now go forth and examine your own business.

Your homework: Examine your own marketing funnel. Are you doing the best job possible converting your leads? And for those that do not convert, what are you doing the monetize the most valuable and expensive part of your business and not let it go to waste?

Put what I taught you to work in your business and you will move into a blue ocean of opportunity few others even understand.

Class dismissed!!!

Damian's Golden Money Principle (The One Nobody Knows Or Is Willing To Talk About!)10.0104

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