3 for the price of one this week! We pick up the pace a bit this week as we cover the final 3 property core skills in today’s episode.
They are as follows:
Investment criteria and deal review.
Systems and process. Marketing and promotion.
So, quite a mixture then!
Everything comes in 3s this week as well. Not only do we have the last 3 property core skills but each of these core skills breaks down into 3 subsections too.
Listen in as we start to bring the series towards a conclusion. Although, fear not, as we still have plenty of panel discussion to come before the close.
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Transcription of the show
3 for the price of one this week! We pick up the pace a bit this week as we cover the final 3 property core skills in today’s episode.
They are as follows:
Investment criteria and deal review.
Systems and process. Marketing and promotion.
So, quite a mixture then!
Everything comes in 3s this week as well. Not only do we have the last 3 property core skills but each of these core skills breaks down into 3 subsections too.
Listen in as we start to bring the series towards a conclusion. Although, fear not, as we still have plenty of panel discussion to come before the close.
Property Chatter
Welcome to the property voice podcast helping you to navigate safely through the world of property investing, get the lowdown and updates, insights, and outcomes on all matters property with a splash of entertainment along the way, the property voice or voice to trust among the crowd. Now, let's get started with your host, Richard Brown.
Hello, and welcome to another episode of the property voice podcast. My name is Richard Brown. And as always, it's a pleasure to have you join me again on the show today. Now, today's content week, if you've been following the series, we've been having a content week and then discussion week, content has been about me on my own. And then the discussion is me with some special guests on the panel will instead of going one by one with each individual topic today, what I thought I'd do is, is effectively collect together the final three of the 10 core competencies, property core skills into one content share. And equally, what I thought I would do is we ever inevitably get into the discussion about how people look at these core skills themselves in the panel discussion, so I'm really just going to queue them up. So we're gonna have a consolidated episode today, we're gonna look at the three of the property, core skills, investment criteria, and deal review being one system and processes being the second, and marketing and promotion being the third. And I'm just going to share some top-level forts on those particular core skills, property core skills. And then over the next three weeks, we're going to have the panel discussions, and we're going to, you know, sit and talk about them collectively, amongst a group of us, and that will probably bring out a lot more richness in terms of the content. So slightly, slightly different format. And obviously, what it will mean is we'll have a couple less episodes to share before the end of the series. Now I'll come back and I'll do the panel discussions over the next few weeks. And I may, we'll come back after that and do some kind of wrap-up, I did say the maybe another one or two bonus core skills may come back and do that in the wrap-up session. So we'll be getting towards the end of the series during the month of October, in other words, right, so let's get into the content for today. And I'm going to rattle through it a little bit because I kind of wants to just set the scene really for these panel discussions. So the first of the property core skills I'd like to cover off today is investment criteria and deal review were probably noticing as well as there's a lot of overlap and crossover and interconnection between some of these core skills. So that you know, the investment criteria and deal review would have, you know, overlap some of the research and analysis, for example. So they'll be other things like that, that will happen. So there's a bit of overlap. But in terms of the investment criteria, and do a review, there are three main components that I think are relevant. One is in pre-purchase. So before we buy anything, we need to do have some criteria and undertake some sort of review of the purchase. So helps, you know, make a decision, basically pre-purchase, then we'll have post purchase review. So we've gone and bought the thing now how is it doing? How is the property doing? So we obviously make some criteria and have some measurements that we go into the deal with. And then we're going to test that really by actually plugging in plugging in the actuals and comparing it to what we thought would happen to kind of get this variance if you like and assess how good our judgment has been, how accurate our estimates have been, etc. So that's on an individual property basis. And then we also have the regular portfolio review. So if you're lucky enough to have more than one property, then good Anya, you've got a portfolio. So I don't have to technically classify as a portfolio, but let's just say it does. And in the portfolio review, it's really looking at everything collectively. And then looking at the bigger picture with your overall strategy and objectives and your life goals, etc. And then undertaking that. So in terms of pre-purchase, what we need is really it written down, just need it written down what are our investment criteria, and that really should be in the form of some words, so that we can describe it and some numbers so that we can measure it. That's it so clear written criteria in both words and numbers so that we can you can talk to people about what it is we're looking for what kind of strategy we're pursuing, what kind of property we're looking for whereabouts it is, what sort of things does it need characteristics does it need, for example, number of bedrooms or the property price and you know, transportation links, things like that. In terms of numbers, how we're going to measure the performance, it could be, you know, a purchase price, which is an indicator of affordability, it would be rent levels. So we've got yields, we've got our net returns our net profit or net cash flow returns, and we've got a return on our cash investment. There are some examples of how we could put some numbers into the measure. And once we've got those written down, and we've got some targets or measures, then we can look at any individual property, and we can judge it, does this meet our criteria? Yes or no. And that helps us to proceed with making a good decision to purchase an investment property. So that's pre-purchase. And as I kind of alluded to, so post-purchase, we don't just sort of give up, we keep tracking. So, when we're going in to buy a property, we make estimates, judgments about what will actually happen. So for example, the rent levels and the costs, we'll make an estimate. And that's what will help us determine whether the investment meets our criteria or not. But once we bought the property, we need to then measure the actual position, what is the rent level, we actually achieve? What are the costs over, say, an annual basis? And I know that there's a trap that people can fall into are thinking, Well, I didn't have any voids this year, but allow for voids. So I've actually made much more profit than I ought to have, well, yes, of course, but you may have avoided next year. And the same is true with maintenance and repair costs as well. So they will even out over time. So it's best to make provisions for those in your pre-purchase investment criteria. And then to evaluate what has really happened, post-purchase, as you look to own the property over a period of time. And this will help us to compare budget versus actual. And if we compare budget versus actual, it'll help us to learn for the next investment. You know what? Well, I thought it was going to be you know, x, as a rent level in that particular area was actually 50 pounds less than I was expecting, and then we can bake that in time numbers for our next purchase, for example. So it helps us to learn. Also, one of the things to be aware of here is that you know, do we get external input and advice to help us if we're not, you know, expert in cost, for example, we might bring in someone to help us to understand how to how to cross those things out. So we may also need to bring in another kind of expert, which is an accountant, for example, to help us record things. So bringing in external input and advice, you know, can play an important part here as well.
And then the third area is really about regular portfolio review, as they call it. So what I tend to do is have a review of my portfolio on an individual basis when there are key milestones. So I have all my properties, obviously, in the portfolio. And some of the key milestones would be things like a tenant changeover, for example. So if a tenant vacates we track, you know, do we put a new one in? or not do what rent level do we put them in? Or do Is it time to sell, these are the sort of cue questions triggered by the event, the event, in this case, being a tenant changeover. And you could look at a similar thing with a remortgage or your annual tax return. Actually, the annual tax returns are a good time to do the entire portfolio review. Whereas a tenant changeover or a remortgage, usually applies to individual properties rather than to the portfolio as a whole. So just use those trigger events, or those milestone events as triggers rather, and undertake some kind of review either on an individual basis or on a collective basis across the entire portfolio. And the other key question to ask really at this point is what I call the three Rs. So whenever you're doing, your portfolio review, you've got the three R's, that what I tend to do is I go back to my criteria, and my targets, I'm tracking my actuals. And then I'm scoring or color-coding red, Amber green, and we were scoring, you know how to 10, say, or red, Amber green, you know, to say, What if it's going well needs attention, or, you know, something in the middle, and then I will make some decisions based on how my performed portfolio is performing. In fact, before I make any decisions, I'll ask them questions. You know, should I do anything about this? Is this still serving me? Is it likely to change? And, and I practice what I call the three R's at this point as well. So should I repurpose the property into a different type of strategy, for example, changing the way in which is rented or from rental to sale or from sale to rental? Should I release equity? Has there been sufficient buildup of equity in the property? Could I release some of that equity, perhaps by remortgaging, and invest that equity into another asset? And if so, well, what's the trade-off, obviously, you have less profit on one every mortgage, but maybe I could make more profit by releasing the equity onto the new property asset. So we're always weighing the pros and cons and the trade-offs and the third option relates to reallocate. So, imagine we've got properties in our portfolio. And let's say the equity is really, really high, but the yield is pretty low. And the ROI as a result is pretty low. It might be, and I say might be, because everything depends on your individual circumstances, it might be appropriate to consider releasing or reallocating the equity. So in selling the property, sell the property, and perhaps buy something else for it. So that's the three Rs. So there, there we go, there are the investment criteria, and deal review three of the sort of component parts pre-purchase, post-purchase, and the regular portfolio review. And we're gonna extrapolate that, I guess, in the conversation that you're here next week with the panel. So that was the first of the core skill property skills that I wanted to share today. The next one is systems and processes. So this is all about how we do things effectively. And so we've got processes, technology, and apps and management systems, they're the three things I want to cover, you might have gathered, I'm going to do groups of three, it's easy to remember, isn't it groups of three, so processes, technology, and apps and management systems. So processes are, how we do things. That's what a process is, how we go about things, how we do things. And what I mean by that is we need to consider things like prioritization, work allocation, time management, how do we keep track of records and dates, they're the sorts of things that we need processes for. So we just think how we're going to do things, how we're going to set ourselves up, if you like, in business, you know, to prioritize what we do to allocate our time, and our and our work, and to keep track of things records and dates as we go. And that's then going to point at some of the systems if you like, or other types of process. So for example, we need to have a filing system or a data storage system. That could be in files, paper files, it could be in cloud storage, for example. We also need to think about calendars. So setting up, you know, time blocks for when we're going to do things to schedule our time. But also set reminders for key dates and events that are going to happen.
We also need to consider work methods. So when I talk about work methods, I'm talking about things like well-planned versus preventative maintenance, for example. Or it could be allocating our time during a working week, you know, and splitting that time between searching for properties, record keeping, personal development, and so on. So that's what I mean by processes, how do we do things, we just need an idea of how we're going to set ourselves up in the first place. The next category really is all about technology, and apps. Now, when people talk about systems, there's a natural tendency just to default to technology and apps. But actually, a system doesn't have to be using technology and apps. It could be a pad and a pen, a diary, paper filing system, that's also a system. It's just not a technological one, or not a very advanced technological one anyway. So but you know, having that's really covered under the processes section. But when we move on to technology and apps, we're perhaps thinking well, how can we utilize and use technology? As some of the apps that are out there applications? We all say upside away? How can we use some of these applications and technology to assist us to make our life easier, maybe systemize, store automate, you know, trigger, you know, remind us, that's the purpose of technology in apps is to make our life more organized to make it easier for us to manage. And I talked about using technologies and aid, you know, the technologies that you can have these days, you know, traditionally there's like web-based solutions, there's PC based solutions. There's also app based solutions or mobile app interface solutions for your mobile phone or your Yep, I was gonna say iPad, but other tablets are available. So what kinds of devices are going to sit on is going to sit in the cloud is going to sit on your computer, whether it's a laptop, or desktop? Or is it going to sit on your mobile phone or across all three? I guess the idea would be if it's across all three, right?
In addition to the using technologies need, we need to think about the platform, funnily enough, so not just web or mobile or PC, for example. We also need to consider what kind of technological operating system is, are we going to lose this, this is the point where everybody starts to have a bun fight about whether they prefer Apple, Microsoft, or Google as the sort of core platforms, they're the big three. And a lot of technologies sit on top of their platforms or integrate into those platforms, as well. So we've got Apple, Microsoft, and Google has applications. Some of those are cloud-based. Some of those are, you know, desktop-based, some of them are, excuse me mobile app-based as well. And then there's everything else. So you, if you stick to Apple, Microsoft, and Google, you've got a major sort of investors investment of technology behind you. But if you go into something else, you know, a startup, you know, company, then you don't have necessarily the muscle of a Google and Amazon or an apple behind you. But you might have a bit more agility, you might have a bit of more customization that goes into the technology that you're using, but equally, they haven't got the financial firepower, and they may not be around for that long. So don't necessarily rely on that and have some sort of backup system, or export system so that you are not, you know, if a smaller operator that you're telling to use, whether it's free where or freemium or you know, paid for subscriptions, that could go out of business, what if they did, what would happen to your data, if they did, so think about having a backup, you know, offline storage, and, and, and that kind of thing, if you're going to wander away, particularly from the big boys. And then the three main areas, I guess, well, four main areas of technology to consider in property are probably property management systems themselves. So you know, that's how you're going to keep records, manage your properties, manage your tenants, accounting systems, how you're going to count the beans, you could be, you know, could be receipts in a box that you give to your accountant at the end of the year, it could be an Excel spreadsheet, it could be a specialist form of accounting, software, General productivity tools to make your life easier. And there's a whole plethora of these available, you know, things like floor planning, you've got things like your password storage systems, everything really, you can just think of those general productivity tools to make your life easier and get things done, and move things along. And then you've got useful integration tools, the big two, I suppose, are if this, then that is API. And these are things that connect or help you to connect different platforms or systems together so that they can work together. And then you don't necessarily need to rely on it being a complete apple or Microsoft or Google system, although that possibly helps. But if you can use integration tools, like if this, then that, or if AWS API, you can perhaps connect different types of technology and different platforms together that way. So there's a queue there probably spoken more than I intended to, but I just wanted to give a bit of a signpost in terms of utilizing technology and applications. And then the third category, the final category in terms of systems and processes, is around management systems. And this is really the detail of how we do things. The fundamental, so I'll explain, and then it'll become clear. So do we do things ourselves? Do we work in partnership with others where we can split, you know, the workload between, say, two partners? Do we insource or delegate? That's where we actually employ people, whether it's on a full-time employment basis, or it's on a contract basis? Do we employ people within the business and delegate some of the processes to those people? Or do we outsource or buying resources from a third party? So that could be utilizing professional service providers, like accountants, for example? So the question is, how do we want to set ourselves up? Do we want to do the work ourselves? Or do we want to give it to someone else? And if we want to give it to someone else? On what sorts of basis do we bring in a partner? Do we bring in staff or contractors? Do we use external service providers? So when we're setting up our systems and processes, we need to think about how we're going to do things? What sort of technology and apps that we're going to use? And how are we going to organize ourselves in terms of whether we do it ourselves, or we give it to someone else in one of the forms I've just mentioned. So there you go. That's setting things up for the processes and systems side of things. In this pre prelude to the discussions around the topic, let's see what else comes out, by the way in those discussions. And then the third property core skill I wanted to run through today is marketing and promotion. So we've got three different core skills you can probably gather. So looking at different dimensions, of this sort of
landscape of the property, you know, ranging from investment criteria through to systems and processes now looking at marketing and promotion. So three different things to get your head around. I appreciate that. But I was also trying to buy some time here and consolidate these into one and obviously set up the conversation for when we get into the panel discussions. Right? marketing and promotion, you won't be surprised. I've got three things on my list to share with you So they are sharing his story, marketing channels, and marketing content. Okay, right. So sharing the story, I actually say sharing your story with a purpose. So I don't think it's necessary for everyone on property to share their story. There's quite a lot of people who do that. But I don't think it's necessary, I think when it is necessary is if you have a clear purpose to do so. So do you have a purpose to share your story? And, or not? Now, it might be? Well, I don't really I mean, I'm just investing in property, I don't necessarily need to share my story, and really have a purpose or a goal to do that. So what would be a suitable purpose to do that? Well, one example could be if you're trying to attract external investment for if you're trying to attract clients was two examples, obviously. So if you're trying to bring in investors or partners to work with you on your projects, or if you're trying to provide services to other investors or clients, then that would be a purpose. That would be a purpose, where you would share your story, now I'm using the term share your story, deliver your message, communicate, whatever you want to say, but I'm just using the terminology shows story with a purpose. So if you've got an outcome, or a purpose or a goal, then sharing your story, communicating is going to be important, and communicating is essentially marketing. And the things to consider really are who needs to hear your message? What do they need to hear? And then ask this question. So what, as a result of hearing it? So that's kind of a call to action? So who needs to hear your message? What do they need to hear? And what is the call to action? Or so what the answer to the so what question would you like them to undertake. And once you know, the answers to those questions is going to make your marketing promotion activity a lot more focused, actually straightforward. And the only other point I've got here is, is that you know, if you are sharing your story with a purpose, you're starting to make people aware of your story. And obviously, you or me, whoever, so but you move along this continuum from starting at one end of nonawareness to awareness to building some kind of authority, and then taking action, because the purpose results in taking action. But you can't just go straight to taking action, you need to, you know, generate awareness, put your hand up, you know, this is me, this is what I'm doing, come and say hello type of thing. That's awareness. Authority is will actually you demonstrate through your messaging, your capabilities, and by demonstrating your capabilities, you start to build authority. So people then look at you in a way that goes, do you know what, that's right, I can trust that person, because we're moving from knowing them to liking them, potentially, to trusting them. And once we start to trust people, once we understand that, you know, they are in a position of authority, we're more likely to take action and move towards them, and perhaps, you know, co-invest with them, perhaps by their services, etc. So that's the, in summary, sharing your story with a purpose. bullet points, for instance,
the next one on my list is marketing channels. And that's just a fancy way of saying, how are you going to communicate your story? So where are you going to talk about it? And it's not just talking, obviously, it could be lots of different mediums. And in fact, let's start there, the medium you use should be the medium that is a natural strength for you to use. So if you're really good with written words, then you know, then your medium of choice should be where there's a lot of written words, we write things down, and people can read those things. If you're, if your strength is perhaps talking, then you've got a couple of choices. If it's just talking, it could be an audio-based, you know, sharing bit like this, and a podcast, for example, or an audiobook. But if you know, you got the face for the camera, there maybe it could be a video where you got talking and visual, AIDS, etc. And of course, there are other ones as well. So if you're really good at sharing graphical content, and you know, look at places where you can share the graphical content. The point being is to focus in on the channels where the media suits your natural strengths and natural tendency, at least to begin with. And I would focus on maybe one, possibly two channels, which lend themselves to your strengths to get going over time. There's nothing wrong with potentially Expanding that. And if you look at someone like Gary Vee, for example, he talks about repurposing content across multiple different channels and platforms, so that you're actually reaching lots and lots of different people through different types of channels and media as a result, but when you get going, I would suggest that too much. And maybe you should just start with maybe one key area, get good at it, get confidence in it, master it, and then add another one. So that's that. And in terms of the marketing channels themselves, they kind of boil down into a couple of different categories, if I can say that. So you've got things that you can find on search engines, okay, that's the first category, search engine optimization. And that's basically your kind of Googles, and your YouTubes, you can look on YouTube, you can look at Google, basically owned by the same people. And you can actually do searches and you can find stuff. So the point there is you master things called keywords. So if your keywords that is searchable by Google by YouTube, then they consolidate that, and they present that when people go looking for stuff. So if you're hitting the right notes with the keywords in your content, then you know, then you will see Keaton periscopes search engine optimization, or SEO can help Google bring people to you. So search engine optimization is one. So basically Google and YouTube, but most of the keywords are the point. That's the first category. The second category is social media. Social media is everywhere. These days. It's all-pervasive. So you've got things like Instagram, you've got Facebook, you've got LinkedIn, and you've got Twitter, being the main ones, there are others people going crazy over tiktok at the moment, for example, I'm not really fancy dancing in front of a camera, to be honest with you. But anyway, lots of people are doing that. So of course, we had Snapchat and things like that in the past, so they can sort of come and go. But some of the big players are Instagram, Facebook, Linked In, and Twitter. And they've been around for a reasonable period of time. In technological terms. This is not like multiple decades, but they've been around a while. And they're well backed, and they're probably going to be here for a while longer. Yep. So there are social media channels. And then you've got things like, I guess I'm calling it distribution platforms. So these are platforms that aggregate or collect together different types of content of a similar nature. And really, the big two, you could argue this, there's a couple of other ones, the big two are Amazon and iTunes. So Amazon, you've got all the books, you know, met various formats, by the way. So you've got the paperback book, you've got a Kindle book, and you've got an audiobook. So you can see that there are different types of ways to consume a book on Amazon, they also do podcasts, by the way. And on iTunes, of course, iTunes does a lot of podcast content, you can find podcasts on Spotify as well. I won't even mention Netflix at this point, because that's the only thing that's something that, you know, the average Joe is going to get into Netflix anytime soon. But you can see an emerging trend for consuming content as you go subscription-based content, through platforms such as Spotify, and Netflix, and others, you know, that are coming forward. But you know, you probably need a big budget to get onto those sorts of platforms. So you've got the distribution platforms, that's the next category. And then finally, you've got what I call people to people, engagement, or channels. So you've got large events for one too many types of sharing. And then you've got networking, which could be one too many, but more regularly, once one conversation. So if you can meet someone at a networking event, you probably have a conversation, maybe just two of you together, perhaps a small group of people. So like, so you know, live events, or in-person rather, events, such as live events and networking. So there's some of the main marketing channels that you might want to consider the be the keyword being keyword funny enough. Now the keyword being stick to your strengths, certainly to begin with.
And then you've got marketing content. So we don't write What's our purpose of sharing a story, where we're going to communicate it, that's our channel, and what are we actually going to share? What is our message? What are we going to say, and that's marketing content. And then here's just a few ideas really, if you haven't thought about it already. So again, there are a few categories. The first one I'm calling personal. So the personal category, so that's literally talking about our own story, our progress, our journey and property, case studies from actual projects that we're working on. So it's everything to do with us as people and our projects personal. The next one, I guess I call topical. So it's not directly about Post is topical. So what's being discussed on forums? What are the current news stories and trends? Talking of trends? What does Google Trends talk about? What are people interested in? What are they searching for? There are other platforms that ask the public and buzz sumo that you can get those kinds of trends as well. So what's topical? What's current? What are people talking about? What are the buzz words, literally, that's another type of marketing content that you could look at? And the third one, there's more than three. But you know, I just wanted to keep it simple for the purposes of this conversation. The third one is what I call content curation. So content curation is just a fancy way of saying, collecting together different types of content, perhaps with different types of people. And presenting that. So a good way. One of the obvious ways of doing that is through interviews. So a lot of people do podcasts. So a lot of people who do podcasts, you know, often start by interviewing other people, because it's not your own content that you have to produce, you just have to get good at getting enough people to come on your podcast or your platform. Could be video-based, and interview them, and ask him some really good questions, and you get some really good answers. So you don't need to be an expert you to do that. You need to be good at getting people to show up effectively, and then ask him some good questions. So interviews are a good one. But equally, you could do reviews and recommendations. You could do tips, trips down economists say tips, tricks, and hacks, for example, and how-tos. So you know, curate different types of content from other places, consolidate it together and push it out through your channel, or your platform. So there we go. So that's marketing and promotion. So that may or may not be relevant to you. Because if you don't need to share your story with a purpose, you're probably thinking, Oh, I need to know about this, Richard. But actually, just one small word on that. If you are a landlord, you do actually have an audience and your audience attendance. So you might want to think about that in a slightly different context, one might want to think about marketing promotion in a slightly different context. I've positioned this particular share, insofar as attracting, perhaps investment or clients. But equally, you could look at this from an attracting a tenant point of view as well, or a buyer if you're selling property. And then the same rules apply, you know, who needs to hear my message? What do I want them to hear? And then answer the question. So what does that apply to buy a house or to rent your house, for example,
what channel do I want to go through? Well, I've spoken about some of the ones from marketing and promotion, you know, of content points of view, but there'll be other ones, if you're, if you're marketing or promoting a property, you know, things like spare room.com, or, you know, right move or examples, their channels. And then what content Do you want to share? In this case, it's possible, you know, relevant content about your property, you know, pictures and descriptions, for example, you know, fly-throughs, those sorts of things, too. So don't think this particular one's not for me, because actually, it probably still is, it's just coming at it from a different angle. So there we go. I wanted to do this sort of consolidated share today because I'm trying to catch back a lot of time, I've got an awful lot going on at the moment. I've acquired three businesses already this year. And there's a fourth one, I was hoping that I could say something on this podcast, but can't quite. But we're certainly shortlisted I can just say that much with another one. So there's an awful lot going on. And I'm just trying to consolidate some of my time. And equally, I wanted to set things up so that we can get into the panel discussions over the next few weeks, and the more richness of conversation between different people, we'll probably be able to build upon these property core strengths a little bit more than I shared today. So I hope that's been useful and interesting and helpful to you to have joined up in this way in this one particular episode. I hope so. I'm just gonna do some wrap-up now really. So the show notes are going to be over the website, theprophecyvoice.net. As always, you can reach out to me podcasts are theprophecyvoice.net was anything that's, you know, provoked your thinking on this particular episode, or you want to talk about anything in property. I'm here to hear what you have to say. But again, aside from that, all that's left to say right now is thanks once again for listening to the property voice this week. Until next time,
thank you for listening today. Now head over to theprophecyvoice.net. For more inspirational content, and get updates through our mailing list, join us next time on the property voice podcast and if you enjoyed the show, please don't forget to rate us on iTunes.
Transcribed by https://otter.ai