If you want to achieve massive levels of success as an apartment syndicator (or really any entrepreneurial endeavor in general), having an online presence as a thought leader is a MUST. Therefore, I wanted to create a post that outlines why you should create a business thought leadership platform and how to actually do so.

Joe Fairless, the author of “Best Ever Apartment Syndication Book” has provided an in-depth discussion on creating a real estate thought leadership platform.  We have condensed his discussion below for you.  If you would like further information concerning a thought leadership platform visit:  https://joefairless.com/guide-creating-real-estate-thought-leadership-platform/

What Is a Thought Leadership Platform?

An investment thought leadership platform may take many different forms. Examples that many have found successful are:

  • A YouTube channel – interviewing real estate investors and entrepreneurs and/or providing daily/weekly/monthly insights
  • Write a book and self-publish in the Amazon store
  • Create an interview-based podcast and post to iTunes, Soundcloud and other popular podcast business thought leadership platforms
  • Create a blog, posting to your own personal site and leveraging existing platforms like social media sites, LinkedIn, BiggerPockets, etc.
  • Starting an in-person meetup group in your local market
  • Hosting an annual real estate conference
  • Weekly or monthly newsletter

What Should My Thought Leadership Platform Be?

Eventually, you will do all seven. But take it one step at a time, starting with a podcast and pursuing additional business thought leadership platforms once the previous ones were already established.  The key to determining which investment thought leadership option to initially pursue is simple: ask yourself, “What would I enjoy doing?”

How to Structure Your Platform

Once you’ve selected a business thought leadership platform, the next step is to build out its structure, which is distilled into a simple six-step process:

  • Step 1 – What Is the Goal?

What is the large, overarching goal? How does this goal extend outside of simply adding value to your own business? Before doing anything else, brainstorm and create a list of goals. Then, condense that down into a paragraph or two that clearly communicates the intentions of the business thought leadership platform.

  • Step 2 – What Is the Name?

The ideal name will quickly communicate the goal to your followers.  Pick three to five potential names and then ask for feedback from friends and colleagues.

  • Step 3 – Who Is the Target Audience?

Based on the goal, determine the target audience of your investment thought leadership platform. Be specific here. Who will benefit most from what you will offer? What will be the demographic? What are their interests?

  • Step 4 – Why Will They Come?

This step is key. Why will anyone follow your thought leadership platform? If you cannot provide an answer to this question, your followers won’t be able to either.

Ask yourself, why does your target audience NEED the information you will be offering? What is in it for them? How will they benefit? Why should they consume your content and not the thousands of others in the marketplace?

  • Step 5 – How Will It Flow?

What will be the structure of your business thought leadership platform? Will it be interview-based? If so, how will the conversation start? How will it end? How long will it be? Will you have a list of questions you will ask every guest? How often will you produce content?

  • Step 6 – How Will It Be Unique?

When creating an investment thought leadership platform, make it unique to your area of expertise. The goal is to be specific and unique. Based on your area of expertise (or interests or passions), see if there is a narrow idea on the types of people you can interview and the types of topics you can discuss.

The Three Keys to Long-Term Success

There are three important things to keep in mind to ensure long-term success and effectively build a large following.

  • First is consistency. Once you’ve established a posting frequency, whether it’s daily, weekly, biweekly, monthly, etc., make a conscious commitment to stick to it. Don’t expect to see a massive uptick in followers for at least six months.
  • Second, to increase your chances of reaching your target audience, tap into a large, built-in audience. For example, if you start a podcast, make sure you’re posting to iTunes, Libsyn, SoundCloud, etc. to leverage their existing listenership. Or if you create a real estate blog, post to social media and BiggerPockets.
  • Last, Tony Robbins says, “Success leaves clues.” Someone out there has already accomplished what you are also trying to do. So, go out, find established thought leaders, extract out their best practices, and apply those to your thought leadership platform.