EP NNA 92 – The 30X30 Marketing Matrix: Practical Tips And Tools To Grow Your Note Business

NNA 92 | Note Business Marketing


Did you know that there’s a tool available to help you stay on track and consistent with your note business? Today, Scott Carson breaks down what goes into the 30X30 Marketing Matrix and how you can go from a failing grade to getting an A! He shares and dissects what activities you need to be doing daily, weekly, and monthly to help you grow your note business. Take note as he gives practical tips and tools you can start using today to share and promote your note and real estate investing business.

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The 30X30 Marketing Matrix: Practical Tips And Tools To Grow Your Note Business

I’m excited about this topic. This is something I want to teach. Probably I have this on my calendar once every two years. There’s so much other stuff to talk about. As I have been communicating and talking with students and people, I overhear over and over again people are struggling to raise capital and find deals.

There are things that I see people doing that I hear from people that you aren’t doing to find success. Before we dive into that, if you are reading this for the first time, welcome to the show. Honored to have you. We’ve been doing these Monday night webinars for roughly several years now. We’ve had a different name, too, either Note Night or Note Night In America coaching calls.

Honored to have you here as we celebrate the anniversary of the show. If you’ve missed it, you’re brand new and you’re like, “I want to get some information on where do I get to the past? Where can I watch the replay of this one.?” It’s easy. If you’re a podcast listener, we do have the Note Night In America Podcast separate from The Note Closers Show Podcast, but its own thing, Note Night In America. It takes about two weeks for the episodes to come out on there because we are cranking lots of there. The first place you go on is We Close Notes. Make sure you subscribe to the YouTube channel when you’re there. You also go to our website, WeCloseNotes.com, check out the blogs. That’s our main website for more information on our classes or training anything else that’s out there.

NNA 92 | Note Business Marketing

Note Business Marketing: You get better, one step at a time, one day at a time.


As always, if you like what you read and you want to RSVP for the rest of them, the future ones, you can go to NoteNightInAmerica.com and schedule your reservation to join us each and every Monday night, as long as we have them. That link we get updated every year. You register for one. You’ll be getting notifications saying, “It’s coming up.” Don’t be upset if you’ve registered for them all, and we remind you. We’re glad to have you all here. We’ve got a lot of great stuff to cover. I want to give you a big shout out if you are reading and looking for more information. If you are registered for it, you will automatically get a replay link sent to you. Anyway, some new episodes came out.

You’ll start seeing 3 to 5 episodes per week again here. Very good one. There’s one that came out. It was my interview with Juan Robayo, from Stabilis Capital, talking about commercial distress debt, especially hotels. A great interview with Juan, I learned a lot from it, and I know some people thought that was very good. Also, we’ve got a great episode with Brett Swarts from deferred sales, from the Capital Gains Tax Solutions Podcast, talking about the proposed changes that Biden’s trying to do with the tax. Do you want to check that out? Capital gains, 1031 exchanges are all going to change if Biden gets his way and they get passed.

For many of you are brand new or you’re looking to invest in an outside market, we also have a new episode, rolled out from my buddies Juan and Sharon Restrepo out of West Palm Beach, Florida. They’re talking about how they started investing as wholesalers, selling, investing in West Palm Beach and North Carolina, and some of the things they’ve done to get themselves comfortable with the new market. I highly encourage you to check that out. You can read The Note Closers Show Podcast in any way by checking out the show on WeCloseNotes.com.

Anyway, let’s get into it, The 30×30 Marketing Matrix. You don’t need to take the red or blue pill to focus on things. I was very fortunate when I got started as a real estate investor the second time around. The first time around, I didn’t know marketing and I bombed. I almost lost my assets, all that stuff. The second time around, I was very fortunate to have some great people teach me marketing, and I call them marketing geniuses for various factors.

I learned the note business originally from Bob Leonetti and Jayme Kahla. Bob’s still around in the real estate space. He was teaching at Ron LeGrand’s event. Jamie Kayla is still in real estate. She’s doing basically big commercial syndications, big commercial management stuff. They’re partners. I learned so much from them about marketing, speaking, teaching, making yourself marketable as an individual, how to help you with your brand, how to get in front of a lot of people. I have to give them a big amount of that. I’m very blessed to spend four-plus years with them and learn notes and speak from both of them. The marketing side started in 2005. I learned marketing from a guy by the name of Roland Frasier, who came aboard and partnered with Bob and Jayme.

These days, he’s the host of the Business Lunch Podcast, which is good. He’s also principal of DigitalMarketer.com, which is North America’s premier digital marketing agency, where you learn about marketing. That helped me on a map. Before Digital Marketer was around, this guy, Roland, was around teaching stuff. He is one of the big names behind the Traffic & Conversion Summit, which is the largest marketing convention taking place in North America. There are 5,000 to 8,000, sometimes up to 10,000 people, at these conferences. I also think if I can’t attend that, I make sure I go check out his SlideShare decks because there’s tons of valuable information. He’s been around for a while. I’ve always gone through and pulled those up there.

Roland Frasier is well-known across the marketing community as a genius when it comes. I was very fortunate to learn from him. From 2005 to 2008, a lot of the great things that we use to this day didn’t stop there. I’ve always kept learning, applying what I’ve learned. I’ve attended podcasts conferences to make sure my show were good to help get the word out there.

I’ve attended a variety of different marketing summits like Traffic & Conversion or local or social media marketing, or connecting with other social media experts that I brought on here. Lyndsay Phillips, Stefanie Lahart, Adam Schaeuble, my friend Melody, just to name a few. There’s a whole variety of different experts that I’m constantly learning from and applying to my business. I get people all the time in the real estate space that Scott got you that you’re everywhere, and I love your content because you can crank stuff up.

Here’s the thing I’m going to realize. You don’t have to be me. I don’t want you to be me. I want you to be you. I want you to be the lawyers, the Derricks, the Terry’s, the wings out there. You have to realize a couple of things. You get better, one step at a time, one day at a time. The greatest thing I’ve ever received as an entrepreneur, business owner, note investor, and marketer is when I have my peers. Sometimes my competitors ask me for marketing help or ask me, “Can you come and help me market this for me?” That’s the biggest compliment. I asked them why, they said, “Scott, your students know how to close deals, and they know how to market.”

I love that, especially if they stick to it. Some of these people you might recognize like Dan Handford. He’s from a Multifamily Investor Nation. He got his whole virtual summit thing from spending time with me. Aaron Young of Laughlin Associates does a lot of stuff with the marketing. His mastermind came initially from being around our mastermind, seeing how we market that.

George Antone from Fynanc.com. You may know George from the Banker’s Code.  He’s a good buddy of mine. Eddie Speed approached me a while back to up the market, his trade desk in a variety of things that one of the quest expos a couple of years back, and he won’t admit it to him, but he did. Merrill Chandler from GetFundable.com. We’ve done a tremendous amount with Merrill’s team, helping them get marketing and taking his business to a different level.

The guys at Paperstac.com spent time with me and picked my brain watermark exchange, velocity, oil and launched as well. Jason Bible from Mr. Texas Real Estate. We’ve spent a lot of time with him. I like that. Not that they’re paying me to market them, and they can’t afford me, but they are picking my brain and taking what we’re learning and teaching and what we’re doing. Learning is great, but you have to apply what you learn. I can sit here and give you a PhD in brain surgery, and you can learn it all, but if you never apply it, you’re never a surgeon. I hate to say even though you educated. A lot of people, though, are scared. There’s a lot of things when it comes to applying that. People get nervous about shortcomings, “I can’t do it.” Yes, you can.

NNA 92 | Note Business Marketing

Note Business Marketing: Consistency is key.


The Major Keys To Success

Every one of you on here can do the things that we’ve taught you, especially the ones who’ve been through my one-on-one coaching. Everyone can do this because it’s not rocket science. It’s simple things that go there. There’ve been two major keys to my success, our success at WC and across the board. Two major keys to our success. One consistency is key.

If you’re going to market, you have to stick to a regular schedule. Whether it’s daily, weekly, whatever it might be, you have to stick to a regular schedule. Hence, Note Night In America, every Monday night, I don’t do one Monday night, and the next week I might do it on Wednesday night or I’m going to do it on a Friday afternoon. You wouldn’t show up, but Monday night for you, that is the core that has been around here Monday night, 7:00 PM, Central Standard Time.

I had Aaron Young call me. He’s like, “It’s Monday night. You’ve got your Note Night In America here in 10 minutes. Don’t you?” “Yes, I do.” Consistency is key. You have to stick to a regular schedule. That doesn’t mean you can’t schedule some of your marketing at a time when you’re not available. There are so many groups and great things out there to help you make sure your stuff is consistent.

Weekly Note Night In America has been on for many years now. We do weekly videos. Emails go out to our database. Sunday night at 7:00 PM, we crank out stuff on a regular basis. If I’m doing a replay, it’s out by noon the next day. New episode interviews are recorded. I try to get it out the next day by noon. Those are important things out there.

Weekly episodes we released at the same time, 3:00 in the morning, so that it’s live throughout the rest of the day. Consistency is key. Six hundred seventy some odd episodes from the show. The second thing is the KISS Method. It means, Keep It Simple Scott. To me, “I was a Keep It Simple, Scott.” My marketing is three levels. “Scott, your market is not simple.” Yes, it is because we’ll take one piece of content and use tools to clone that content.

What I meant with cloning is reusing it and reposting it because you can’t post one video and expect people to follow over with their checkbook, open to funding your deals. You can’t expect to send one letter out to people or one Facebook Live and expect people to come running to you. If you’re having trouble finding deals, it’s because you’re not marketing to asset managers.

If you’re having trouble finding funding, it’s because you’re not marketing enough to people with money, 80% of sales happen after the fifth contact. I’m also big on marketing on a budget because I know all of you are all on budget. You aren’t spending thousands of dollars each month on dropping out thousands of postcards. That’s why you like the note business. You have a budget. I get that. Most of us are bootstrap starting off with, so always look for free and cheap tools or software that I can use to replicate, to add a little extra touch. I’ve got a VA, Kevin’s his name. Every Note Closer video, he gets sent to him. For $10, he puts the headers on it, the intro, the outro, logo.

He cleans it up. It’s cheaper than me doing it. It’d take me 4 to 5 hours to do that. He does it for $10 a video. It is so cheap, plus there are other tools that I use that help. I can get use restraint to rebroadcast my St. John David Cross 3 or 4 channels a day. Another simple thing is I don’t have to think about a lot of my content. I don’t think about creating a loss of I’ll come up with good ideas.

What I’ve learned that works better is to keep it simple and to listen to what you tell me you want. You that are better on this call, watching the replay of this. Listening to the episode, reading the blog, Chase, Darrell, David, Derrick. I could go on and on. Francis, Gerald, Ivan, Jeff, Jessica, Jill, John, Larry, Joseph, Mark, Rick, Terry. There’s a whole bunch to be on here. I will give you what you want. I do pay attention to your comments, your questions, and stuff. I listened to what you told me you wanted. I go out, and I deliver.

Now somebody’s like, “Scott, I didn’t ask for 30×30.” I know. You did ask in other ways by telling me what your issues are. I’ll tell you this. You don’t have to be perfect. I am not perfect by any means. A lot of stuff I roll out isn’t as polished as it probably should be but it’s delivered. Delivered beats perfection every time, like the issue of my mic when I started. It’s a little bit air. It’s not perfect.

There might be a spelling. I don’t care. Delivered beats perfection every time. For you out there, “It’s going to be perfect. Send it out.” You are your own bottleneck. Some of my friends laugh at me because I’m honestly sending the damn email. Forget about everything. If there’s a spelling or there’s a spelling error and grammar error wrong in my email, send it out. I don’t care. People can read past it and move on.

The idea is to keep it simple. As I said, rinse and repeat consistency. I’m a keep it simple. I’m going to use little simple things to get out, to rinse and repeat over and over again. People get tired of me. I’ve had asset managers like, “Can you please quit calling me or emailing me? I’m tired of your emails.” That works for me. That’s okay.

Note Business Marketing: KISS Method: Keep it simple, stupid!


Marketing Struggles

If people unsubscribe from marketing, it’s working because they see it too much. Those are the two biggest keys, consistency and keeping it simple. Most people, when it comes to marketing, they struggle with a couple of things. “What the hell am I going to market to talk about?” You have that scared deer in the headlights look when somebody asks you to market it out. “What am I’m not that interesting? What am I going to say?” Just talk about what you’re talking about. “When should I post? I work during the day. I can’t post at the same time.” That’s okay. People have a work-life balance. You’ve worked 40 hours a week or 50 hours a week. You come home, spend time with your family. You only have from 7:00 PM to 2:00 AM to market.

That’s okay. There are things that you can post or use things you can do to schedule things. “How much time is this going to take me? How many hours went to commit to this?” Not much. It all depends on what you want to succeed. If you have big dreams, big goals get committed. If you’re doing this as a hobby, you can create a little bit on the side. “I’m not technically savvy. I can’t get MailChimp to work.” There are other things that you can do. If you can do a video, you can do MailChimp. If you can do MailChimp, you sure as hell can do a lot of other things. You don’t have to be those technologically savvy people person out there. I’m a big believer in cheap gets it done.

Simply get it delivered. You’re never going to go viral. I don’t think I’ve ever gone viral. I’ve got a couple of videos that got 36,000, 40,000, great. They didn’t have that overtime or overnight. You’re not going to go viral. You have to realize consistency and consistency delivering on a regular basis. Talking about things, talking about what issues you’re having, talking about different things, you have all heard me talk about the simple calendar scheduled to send an email out to your database once a week, four times a month, basically. Holiday is one thing. Talk about something that you’re working on. Maybe a meetup group or an event you’re going to that’s to a past or present deal or deal you’re working on that’s three, and then something interesting. Something personal on four. Pretty simple.

The 30×30 Marketing Matrix

Now going back to Roland, there’s been one tool that I learned from him earlier on that it’s probably had more help. It’s helped more people out there than anything else out there in the world. When Roland was working, Bob and Jayme, and I were coaching for them. We were doing notes and our one-on-one commercial. He pulled out this piece of paper that was probably 18 by 24. It had 150 things across the top you can do to the market for real estate. I realize you’re not going to do 150 things. It was overwhelming, but it was good because I learned a lot from that. “I can do that.” You need a reminder.

I needed a simple reminder about what I could talk about, what I could do or what I needed to do. How many of you,  are sitting around sometimes during the day, looking at your computer like, “I need to be doing something? What should I be doing now?” It happens. John raised his hands. “I’ve had that happen, and I need to be doing something, but what the hell should I be doing?”

We have all been there. This one tool, the Marketing Matrix, helps narrow that down. I’ve prided myself on the fact that we’ve narrowed this down to the basic necessities we need to do. You are a distressed note investor, whether it’s performing or not performing 1st or 2nd CFDs, whatever it might be in the note space that you can do on a daily, weekly, monthly basis for you. It’s not spending ten hours a day, every day, doing it. It is very simple. It’s a simple PDF form. This is basically for May 2021, 31 days in the month. We basically have 30 things across the board that you can do. Now, you’re not going to do 30 things every day. You wouldn’t have time to do anything else.

Actually, we wouldn’t have time to do a lot of these every day. We do have this broken up into daily, weekly, and monthly activities. Very easy to do. Here’s the way that I would approach things. I’ll get to this. Don’t approach it from the daily things. Approach it from right to left. Go to your monthly, look at your schedule and plan out the big things because these are bigger things. What day am I doing this and this? You mark those on, “What days of the month am I going to do that?” Those are the big rocks they need to be done. Secondly, weekly. What can I fill in around you on a weekly? What do I need to do daily on a day?

These are very simple things we’re doing. We’ll go through each of these here, but the 30×30 matrix is simple. It’s marketing activities. It’s basically a PDF that you can pull out, put on your desk next to you, put it out where you can look at it. This form was something that was very similar. I used to use it as a banker or when I worked back in the day, straight out of college as a financial advisor.

We would track your phone calls, track your activities, and how much that each was worth as far as points, especially a bank or Chase would give us a daily tracker. Who did you talk to? What appointments? What products? What did you sell? What did you come in? How many canceled, you open, and you track it day by day.

This is very simple. If you do something, all you do is check it off, “Did that and did that,” with your pen, or it can be electronic. It gives you something to do and know what to look at. Their daily, weekly, monthly exercise is a very simple tracker that is free to put and get work done. Some people have given this to the virtual assistant after they’ve gone through with a virtual assistant and what to do and said, “Here’s what I need you to do. Let’s fill in your marketing schedule.” You basically score yourself on a monthly basis. Not yearly but monthly. For the month of May, April, June, July, you score yourself and you adjust your mark in it as you need to. You’re going to tweak this schedule for your schedule calendar. It’s wide open.

That’s why I’m there, not specific dates on there. There are some specific times that you would do we’ll get to that. For the most part, you can fit these around your basic schedule. If you get an A, that’s 90 actions. It means 90 of those buckets are filled out. 30 times 30, that’s 900 possible things. Nine hundred and thirty for the month of May because there are 31 days. You’re not going to do that. I’m asking you to give 10% to get an A. If you fall on that 10% of people who take action and do something a little bit each day. 90 actions. That’s three little things a day. Eighty actions, that’s a B. Seventy action, a C. Sixty is a D. That’s a no-brainer.

There are two things you could do in the first fifteen minutes of every morning and that’s it, so get a D. That’s a no-brainer. If you’re not going to do that all, you’re probably going to get an F, and you probably won’t get close to it because you’re not doing it. I know 99.9% of you because I recognize you aren’t doing anything now.

You’re wondering why you’re not finding deals, not closing deals, not getting investors to call you because you’re not doing these simple actions on a day in, day out basis. You used to scratch your itch because you tried to do a variety of things. You’re also spread all over the place. “I going to try to be a fix and flip, or I’m going to try to be a wholesale. I’m going to try to do this.” No. Focus in.

Daily Activities

If you can’t market your business two times per day, you aren’t in the business. These are two simple things right off that you do on a daily basis, 15, 20 minutes at the max, if not less than that, once you get rocking and rolling. Let’s talk about these daily activities, and we’ll talk about daily, weekly, and monthly. Daily activities, the first one is you get up in the morning. What do I do when I get up in the morning? I’m looking at the news. I don’t go to my local. I don’t turn on their news. I’ll look at ESPN.com because I’m a big sports fan. I look at the USA Today. I also flip over to DS News and HousingWire.com. I look for articles that have come out that affects me. Affect my note business, real estate investors.

I’ll try to post an article or something on there to my socials, to my LinkedIn, whatever it might be. This is not hard to do. With your smartphones these days, don’t tell me you’re not sitting on the commode each morning, doing your business, not looking at your phone. I know you are or you’re sitting in bed waiting to get out of bed, looking at your phone. Everybody freaking does that. While you’re taking a shit, you can post some shit.

NNA 92 | Note Business Marketing

Note Business Marketing: If you’re having trouble finding deals, it’s because you’re not marketing to asset managers. If you’re having trouble finding funding, it’s because you’re not marketing enough to people with money.


There’s an article with a brief description of why the article is important to your Facebook, to your LinkedIn, to Twitter. It’s not hard to do that. The next thing is when you sit down in front of your computers and go straight to your email, go to add Octopus CRM, OctopusCRM.io, for $21 a month. On a month-to-month basis, you can automate your LinkedIn connections. That’s one of the most important things.

If you need to make new connections, you got to go out there. Instead of you clicking, you can automate it through Octopus and for less than basically $0.75 a day, $0.67 a day, LinkedIn can help you automate by using Octopus CRM. It’s something that I use. It helps you connect to 100 people a day. Now you’re sending out 100 invites. That doesn’t mean they’re all going to connect with you but it can dramatically impact who sees your stuff. These are two things. You set it and walk away. Forget it. You got to remember to log in each morning and do it before you start the day.

Put a little sticky note. Octopus, draw little octopus guy. Those are two things right there. If you do those on a daily basis, people will pay attention to what you’re talking about. They’re interested in articles, and that connect with it. It’s not hard to do. Another thing you can do that you fit in around your day. I do this on Wednesdays now. I don’t do it all throughout the day but I do check a couple of things. I’m enjoying Clubhouse, and I’ll get on there. I have my own room for Tuesday nights. I haven’t been doing it because I have other things on Tuesday night that we were taking care of, but there are still real estate investment rooms across the board.

If you have the Clubhouse app for Android, they launched the better version for Android. You can get on there, but I’ve used this to connect with other investors, other private people interested in note deals, and looking for deals. I connect them on Twitter. He gets the grant or the opt-in, and whether it’s 10, 15, 30 minutes, an hour, I wouldn’t spend longer than 30 minutes on this on a daily basis.

You can do it around your schedule. There’s always some real estate or marketing or something going on to take place. The Clubhouse was put productive and connecting with people, people looking for note deals, you can get on and talk about your deals, your case studies, what you’re looking to. Whenever it’s something about notes, I get 10 to 20 people, but how many people are in the room to connect with me?

They become investors or become a part of my databases, become very valuable. You’ll go on at the end of the day, while you’re killing 30 minutes in a day and looking at the BiggerPockets blogs, you can look at comments. You can see this posting, connecting with other people on there. Pretty simple and easy to do, not difficult to do at all.

You can set up some keywords to search those keywords for notes or distress debt, stuff like that. It’s an easy daily activity for you to do. Another thing is, as you’re scrolling on your phone, you can do this from your phone to look at your connections. Plus, scroll down your feed. If you see people that you’re connected to have a lot of comments, a lot of posts, comment on those.

They’re doing a lot of work in the comment. It’s a great way to connect to other people that are serious. This is who’s paying attention out there, and everybody is an investor of some sort. See who’s getting responses. See what posts are doing well and use that type of similarity in your marketing. I learned from my friend, Stephanie Saunders. She uses these slides where she has 4 or 5 images to tell. I was like, “That’s brilliant,” versus one post.

If you share an article on there, don’t just share the article. Go on there and share a short paragraph about something. The people that are responding are getting a lot of comments or sharing articles that they’re giving their own opinion in 2 to 3 sentences. It’s not difficult to use. That’s one of the most important things.

Five things to do on daily activity. Those can be done at any time. You got to remember to do them. REI articles on Octopus CRM, the first things of the day to do are, not hard to do. Clubhouse, BiggerPockets, and LinkedIn are the small gravel things you fit in your jar around the rest of the day while you’re bored and bombed. Those are three things you can jump on and take a look at.

You have to do something. Most of you aren’t doing anything. You are sitting around and wishing for God to send you a prayer. He’s here. He’s answering your questions. He’s answering your prayers. If you will just take action, the good Lord helps those that help themselves. If you’re not helping yourself, then you are the problem, not anybody else.

We are all where we’re at now in life and in business because of the individual decisions we have made. It’s the daily activities, in daily decisions that we make of what we’re going to do, what is going to get ahead or we’re going to still squander over at. You have to take action and make activities happen. A little bit of each day goes a long way.

If you connect with 10 people out of your 100 a day, that’s 300 new people in your database. There could be no investors or asset managers to be all that stuff. LinkedIn, connecting with people on there. That’s going to grow. Post an REI article once a day. That’s 22 to 30 new articles. You’re posting. People start seeing you as a content leader or a content specialist when it comes to debt and real estate.

Weekly Activities

You want to be top of mind when people start thinking about real estate investing. Moving on to the weekly activities, little bit bigger rocks that you have to take things. You’ve got a schedule, some things up there. The first thing is weekly activities. You need to set up, especially if you’re working, a Buffer.com, Hootsuite.com, set up your marketing, whether it’s linked, you want to go out. Maybe it was the links to the articles from last week that you scheduled to go out this week.

It doesn’t take long to schedule this stuff. In 30 minutes to an hour, you can do this on a Saturday or a Sunday, or at night when the rest of the house is asleep. This is something that should be done. That’s how you can share your interests, your articles, your subjects across Twitter, Facebook, Pinterest, Instagram, LinkedIn all at once, and be smart about it.

Everybody should be sending an email out at least once a week to your email investor database, your one database, people you’ve met business cards, touching base. We talked about that earlier. You should also follow up that email with a second email two days later to those that didn’t open the first email. You get another 10% to 20% of people that will open that second email.

They didn’t open the first one because it gets buried because of business. You changed, sending out an email on a Tuesday. Send another one out on Thursday. LinkedIn article posts. This is you sharing not an article during the day but posting an article of some sort. Maybe you’re doing the best comp, maybe the best articles or the week, “Three articles caught my eye. Hopefully, they catch yours. or here’s the deal I did last week,” you posted an article about something that’s important to you, not sharing the BS News or Housing Wire but sharing a video, sharing an article, sharing the transcription of a blog or a good case study.

Sharing that to LinkedIn once a week is very important. Doing a Facebook Live about that same deal, that same video, 10 to 30 minutes doing a quick Facebook Live. It’s free. It doesn’t cost anything. Just a bit of your time, and it could be you talking about your deal. Now you can do Facebook Lives, free to share your screen so you can share a screen about a deal that you’re working on. You can do it quick online due diligence on three deals that you’re working on. Something like that. It’s simple.

NNA 92 | Note Business Marketing

Note Business Marketing: Delivered beats perfection every time.


You can take that same video and shorten it or do a shorter ten-minute video straight to the LinkedIn Live, upload it LinkedIn because LinkedIn works well. “Make sure you go on over there. Connect with me, and I’ll send you a link to my video or check out the article I posted on the most recent deal that I’m working on.” Same thing you can download the same video you did from Facebook Live and upload it to YouTube. There is no extra work if you get in the download and the upload button and then add your description of stuff already. It should be doing a weekly, not once every blue moon but once a week, uploading videos.

Now a little bit more aggressive activity might be to go out to meetup groups in the areas or the cities that you’re investing in, and the same thing, “Check out my video, check out my deal of the week video, check out my LinkedIn article.” Sharing across to the different meetup groups. They’ve got message boards. You need to see one person to see it. One person to see all of those things. We’re not talking about you or your mom. Thank you, mom. Your mom doesn’t count if she looks at your stuff.

Now she counts if she looks at my stuff because she’s not my mom, but that’s a good thing. We got some more stuff. We talked about BiggerPockets keywords are getting out and looking at ours. Go out there and do a search for people, put keywords in the BiggerPockets, “People who have $50,000, $75,000, $100,000, $150,000.” These people are investors that have money that will say, “I have $150,000. What do I do with it? I have $100,000. What should I do with it?” Those are keywords worth going to, and you should connect to those people. “Here’s a recent deal that I just did. Maybe you want to invest with me. Maybe want to work together.”

You post your own the same article, the same blog that he posted on LinkedIn. Go post to BiggerPockets all you do is at least two a week. Instagram, massive posts, taking a picture of a property that you’re looking at it. You’ll see those on there, “I’ve got notes available in Texas or in Georgia. We’ll look at my fix and flip I did in Columbus.” Posting it to Instagram is one of the easiest things to do.

Podcast guesting. “I don’t want to have to start a podcast.” Don’t start a podcast. If you listen to podcasts, reach out to the people that you listened to and tell them, “I have a deal. I love listening to you. I’d love to be on.” For example, you’re interested in gardening. If you’re listening to garden podcasts, the host would love to hear from you that you took that he or she said. It’s the same thing as a note investor. You’re closing on a deal, working on a deal. I’d love to hear from you. “Come on to my show to be a guest.”

You can do this. I try to be on at least two podcasts a week because it’s 50 podcasts. At least once a week, that’s 100 new in a year. That’s 100 audiences. Same thing. You’re basically speaking. It’s you, two people having a conversation if you’re on a podcast and you’re in front of that person’s audience. It’s so valuable. Most of you aren’t doing it because you’re sitting around twiddling your phones like, “I work full-time.”

You work full-time. A lot of them will schedule around your schedule. Octopus, we talked about this being a daily activity. Some of you don’t realize that once you’ve connected with Octopus or people connected or accepted your invite, you can send an email out to that list. Remember if you’re sending out 100 invites a day, 10 days, so you only have 100 people who accepted the connection.

That could be an email you could send it to your second way to those 100 people. “I’d love to talk with you. Check out this, check out my article, check out my video,” easy way to boost some activities, do it on a weekly basis. You don’t have to do that every day. I would say that for fun Friday or do it on the weekends. It’s there first thing Monday morning for them.

Anything about LinkedIn is going to the group posts. I would not post daily into the groups. I would go once a week and look through some of your bigger groups that you’re part of and see who’s going. There are some big groups out there. Somebody posted maybe 30, 40, 50, or 100 comments when people here’s my email, name, and phone number.

If it’s relevant to what you’re doing, add them to your database. Take your video and post it across the groups at the end of the week. You got to get in the habit of doing that. Same thing with Facebook. Look at the Facebook groups. Facebook will ban you sometimes. They’ll ban you for 24 hours when you get booted out of a group. If your posts are something valuable to that group, why not?

If you’re doing a case study on Columbus, Georgia, then Georgia investors would beat grouped to post it, too. One thing that I do once a week, I will look at different posts that I track. I tracked note investors #NoteInvestors on LinkedIn or Instagram. I look at the posts that come up. It’s not the biggest keyword but I know that people use note investor or notes in their posts. They’re somebody I want to be connected to.

I either want to follow or I want to connect in a variety of ways. Those are things that I do once a week. I usually do that on Friday. Those are your weekly activities. We daily fit around these weekly. You’re not going to do all these, but you can pick up. “I’m going to do BiggerPockets. Maybe three of these on Friday, I’m going to do my creation. My email will go out Tuesday, and I can schedule the first email to go out.” Each of these that you do is a point, basically. To me, I’m already over scared, “It’s a lot.” It’s not a lot because you’re basically creating one thing and replicating it across 4, 5, 6 other places.

This is not difficult, my friends. I mean that from the bottom of my heart. You don’t have to go out and create code. You don’t have to go out and do things. You can do all of this. All of you are smart enough if you will sit down and focus on some of these things, you will see activities happen. If you can’t do it, then hire somebody to help you out with that. Hire a VA. Go to REVA Global, and hire one of their VAs to help you out with this. All of them understand this. You have to put them. That takes us to our monthly activities.

This is where I would start. Not your daily, not your weekly. I would look at your schedule, block out what you have to do, that you can’t be interrupted. If you work a 9:00 to 5:00 job. If you’ve got a commute and you’re on a train or subway, you could do some of these things while you’re sitting there on your phone and making things happen. You’re waiting in line or waiting on a woman, man, your kids, whatever it might be.

Monthly Activities

There are things that you can do on the daily and weekly things at any time. The monthly activities there are a little bit more scheduled. These are bigger rocks. You’re asking managers’ emails. You need to do this the second week of the month. You need to set in the follow-up one, at least a second email two days later. That should be done on a monthly basis. Not weekly, monthly, at least. Minimum monthly. It’s simple.

As you probably pick up the phone and call the asset manager, at least calling 50 of them that have opened your email is a good habit to do. Send out on Tuesday, send out the follow-up one on a Thursday. Make 50 phone calls on a Tuesday. If you’re working full-time, you’re not going to have time to make phone calls. I get that. There are other things you can do.

Maybe you reached out to those 50 on LinkedIn and sent it to them after hours. You can’t make a phone call or you try to schedule people to fit around your lunch break or coffee break step away. I get that. Not going to work for everybody, but everybody can still schedule an email through MailChimp to go out at specific times. Vendor networking, some people are like, “What the heck is vendor networking?”

This is literally picking the phone, calling mass and management, talking to your asset manager over there, talking to your servicer, calling Dickie Baldwin when you meet a BPO and asking, “What’s up? How are you doing?” Touching base with them. It’s built such strong intent is white. Many of our vendors are so loyal and willing to bend over backward in various ways.

We’re looking to help each other out. It’s because, “What’s going on? What are you doing this month? Do you get any promotions? Do you got anything going on?” I can help talk about each, and every one of you can reach out to your asset managers, to your vendors, to people you work with at your refer business to that you’d take care of, talk to them. It’s such a valuable thing. Your vendors want to hear from you.

What are we doing good? What are we doing badly? You never know. I get tips from others like, “Call this person. They’re trying to sell some notes.” Investor webinars, lunch, and learns. This is something you could do live and technically like Facebook Live video. Maybe you needed to pick the third Wednesday of the month, the hop day, and do a short video.

Cody Cox does a Friday stroll thing for a while. It was great. He made me do it. You don’t need to do it. Maybe you can’t do it weekly, but you can do at least monthly, which is better than nothing. If you’re working on some tapes, these are the deals of the month that you’re working on. What did we close last month? What are we working on this month?

Do it once a month. “Here are the deals where we’re at for the month.” Once a month is better than none. Lunch and learn about something new 30 minutes once a month. Pretty simple to do it. Your REIA clubs, if you’re in an area that you’d go to local RIEAs, go, schedule it, go network, go talk to people. Trust me. “The REIA, there’s not anybody talking about notes.” That’s your answer that you should be that person, go talk about what you’re working on. You will get more people bombarding you at the end when you get up and talk about a note deal that you’re working on.  “Are you going non-performing notes or coming across non-performing notes? I would love to talk with you.”

Your haves and wants. Start a SIG, a Special Interest Group around your REIA, but make it monthly. Put it on your calendar. We meet on the third Thursday of each month. You got to put on there. In cities like Austin, you could go to a networking group at least once a week. BNI, you could go to a breakfast and a lunch BNI group. Monday through Thursday, that’s eight groups a week. That’s a lot, but sometimes you need that momentum to get up there.

NNA 92 | Note Business Marketing

Note Business Marketing: If you’re not helping yourself, then you are the problem. Not anybody else. You have to take action and make activities happen a little bit each day. That goes a long way.


They’re all active employees, active vendors, entrepreneurs making things happen. If you want to get the word out, there you go. Attend a live event or conference. Note Night In America is great. I would love for you to circle that. We have note weekend coming, for somebody’s first time taking that, that would be something to circle.

“I need to attend something next month. Where I’m going to go to, I’m going to go to Merrill’s Get Fundable thing or I’m going to go on a Quest IRA doing a meetup or Mid-Atlantic is doing meetup or something different.” Besides your local RIEA, look at something to go attend. “There’s a trade show I’m going to go to. There’s a virtual summit that I’m going to jump on for three days.” There’s something you can attend almost every month to help you benefit yourself. Look at it. Schedule it, book it.

Sometimes you need to jump on a plane and go out and take it or sign up for it. That may cost you something. Monthly, you should be sending out letters, postcards, direct mail. This is the only direct mail we’ll talk about to self-directed RIEA investors that you can pull up the county appraisal district, either the county appraisal district or the recorder’s office.

Now in some cases, you don’t need to send postcards. If you can contact them and your county allows it makes it easier to pull that information. Just pick up the phone say, “Mr. Alder, my name is Scott Carson. I saw that you used your RIEA to buy a property there in Columbus. I would love to talk with you because I’m also a note investor.” Some of you were around for our last call in banks, and you heard us talk to these RIEA people at the very end. They’re like, “We’ve got definitely interested in some deals.” Those are brilliant ways to find deals. Postcards are easy and inexpensive. You can order 50-plus cards from the Vistaprint sheet. Create your own letter and print it out, make it look nice, and send it out. A hundred a month is not difficult at all.

You’ll have a pretty good high hit rate with this if you’ll send it out. Instead of that, you got to do it on a regular basis and do it routinely. Some people, when they get a postcard alert, they’ll hold onto it for a while. It’s not going to happen immediately, but it’s something you do regularly. You’ll see a lot of success from it.

Thank you notes. Somebody helped you out. You bought a deal from somebody. Talk to your vendor, send a thank you note to your favorite podcast host. You’ll be surprised. I send postcards. I send thank-you notes. I’ve got about a dozen here that I got to send out. I haven’t been as good as I should have, but anybody who’s a guest on my show, I send them a thank you note.

I send thank-you notes to my vendors or somebody who’s done well. I send these out, and I’ve gotten better at it than I have been in the past. It goes a long way. I love it when I get a thank you letter from somebody or somebody who had me on their podcast. It’s a nice touch. Anytime they have to send this out, people love it. It’s one of the great things that you should do on a regular basis for people to forget about not an email.

You can go on and post a recommendation to somebody on LinkedIn. That’s nice, but it’s not the same as a personal touch. I’ll hold onto cards that I get from people thank you notes for a long time. Phone calls, investors, this goes in line with your self-directed REIA postcards letters. Pick up the phone and call people that you work with or people that you know are investors.

I had a great conversation with Jim out of Green Bay. He invited me to go to a Packers game. I was blown away. It was nice. I called him about a deal. “I know that you’re looking for deals here. This is something I’m not in, but here’s an asset for you to take a look at.” “You’re in Clinton, Iowa. I got a deal.” There are little things you can do, just pick up the phone. The lost art of the phone is so valuable. It’s good to hear the voice. Zoom. Same thing, you may need a Zoom call. Talk with somebody. That’s fine. It might be easier for you. Sometimes a phone call, a text message or shooting a short little video.

“Stephanie. I wanted to say thank you for spending time with me. They’re not enjoyed our four hours together talking about real estate. Let’s connect. Let’s talk. How can I help you better? How can I serve you?” That’s monthly. We’re not talking, “Every Friday, I got to write twelve cards.” No. Do it once a month, pick it up, knock it all out on a Sunday. Put it on your calendar and stick to it.

The more dedicated you are to your calendar, whether it’s daily, weekly, or monthly, the more successful you’ll be. The more you guard your schedule and take your schedule seriously, the more that people respect your schedule. If you’re willy-nilly, and then people schedule within, then they flake and stuff, it’s you who control your schedule. Don’t let somebody else control your schedule. It’s valuable.

That’s what the matrix is all about. You have these activities across the top daily, weekly, monthly. I will start right to the left, schedule those things and then check them off. At the end of the month rolls around, calculate your checks. “How many did I get? I got 60. I need to do a little more this month.” If you posted an REI article on Octopus CRM, that’s 2 times 31 days. That’s a 62. You get a D. Everybody can do that.

Maybe you only do it for 22 days. You don’t do it all 32 days, but that’s the thing, you’re not going to do all of the stuff on a daily basis. Once a week. I need to go to my meetup groups. Once a month, I need to post this year. Pretty simple design for you. If you’d like my slides and the matrix, we can present the last light out. Very simple to go to.

Download that one slide. Go get it printed off. Go use it. Please go paste it up. Do you use it to teach somebody your assistant or if you have a marketing person do any marketing, here’s the guy to go with. I know a lot of people have used this 30×30 Market Matrix as the guide to train their VA, guide, and train their assistants who are working part-time or remotely to go through.

It’s such an easy thing to look back because you can give it to somebody who’s helping us like, “Check these off. Let me know. At the end of the month, let’s look at it. What worked, what didn’t work. How many comments did we get on this site,” and allow for you to go back and take a look and see what’s going on. If you go to Bit.ly/30daymarketingmatrix, that’ll take you to SlideShare. You can download my slides, and you can download the last slide. It’s the marketing matrix. I do want to give a big shout-out that this is our May note weekend training from 9:00 AM to roughly 3:00, 4:00 in the afternoon. It’s $49 for the cliff notes version of the training. When it comes to getting your feet wet and note investing in schedule, RSVP or you just spend NoteWeekend.com.

We’ll spend the first chunk of the morning talking about how to find deals. We’ll spend the middle part of the day talking about how to fund deals and the last part of that about the flip notes. It’s pretty easy. Sometimes it ends at 2:00. Sometimes it ends at 5:00. We’ll take a short little break. It is not everything. As my students say, it’s Cliff’s Notes version, getting your feet wet about note investing, but it’s a great starting course for $49. It is not a pitchfest. It’s me teaching years, truly with roughly about ten hours of other videos of the training involved with it but literally $49 over a $1,000 in bonuses involved with it. Always the third Saturday of the month. You get signed up by going to NoteWeekend.com.

If you sign up for my class, we’ll go through this. It’s one of the great things that we do if you want the slides. Great. I know what I do is difficult. I know that learning from me is a lot like drinking from a fire hydrant and all the different things we talk about, especially on day 2 of the 3-day virtual workshop. We go through a lot of marketing things. It’s like, “It’s confusing.” If you don’t know it, I get it, but you’d have to sit there. “I didn’t know I needed to be doing something, but what should I do?” Here’s a great thing to look at, and you start right to the left. “Wayne’s my local meetup group meeting in Milwaukee.” I got to put that down there. I got that blocked out my calendar.

Let me check that off. I’m going to go to it. “I’m going to send out an email on Tuesday night or Sunday night.” I’m going to go check these off. I’m going to do it on a Sunday, and send it out, and send a follow-up email on Tuesday. This is such an easy thing to do, everybody. You just have to do it if you schedule it on your calendar, set your notices. If you work 9:00 to 5:00, I get it. You can network every day by using Octopus, CRM, and then sharing an article. Share away your community sharing while you’re killing time. I know you all are on your phones. It’s easy to get most of the stuff directly from your phone.

I’m going to write the emails, that’s a little difficult. You need to spend time doing that on your computer laptop, but you can do that at night to send it out. When you need it, you can schedule it out. You’ll need to pay for MailChimp. Get a paid version. When you spend money on something, you’ll use it. Trust me. It is so worth it. You can use MailChimp for a variety of things.

I know there’s something on here as a loan officer. Use your email blast as a loan officer, but also share it when you’re marketing for deals. Once again, that Note Weekend is for $49. Go to NoteWeekend.com,  get signed up. You’ll get a link sent out with the replays. In the last class, you get a link for this Saturday’s class and then come Sunday.

The first thing, Monday morning, you get a link to the replays, in case you can’t meet and can’t make it on Saturday but join us live on NoteWeekend.com. “I’m ready to dive in, coach.” Awesome, Janell, we’ll see you. Once again, everybody, thank you so much for coming on Note Night In America being here. I want to hear from you about what’s working, what’s not working. What are you struggling with, and how can we help solve those problems for you to make things happen. Go out and take some action, and we’ll see you all at the top.


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