In a previous blog, we covered the 80/20 rule and why consistent, valuable communication is your gold standard.
The question that always follows is: “Todd, that sounds great, but… what do I say every week? How do I keep coming up with ideas without it becoming a second job?”
It’s a huge concern. Think you’re too busy to “create content”? Think the ‘only thing you can talk about’ is your current deal or nothing?
I’ve got good news for you…
You’re already living and breathing the content your investors want. You don’t need to create anything new; you just need a system to capture it.
Here is the simple, three-pillar system that ensures you’ll always have something valuable to say—without the stress.
Pillar 1: Share What You’re Learning You’re constantly analyzing deals, reading books, and listening to podcasts. Each of these activities generates insights investors crave. You don’t have to be the ultimate expert; you just have to share your journey of learning. This is how you build trust.
- Example: “I analyzed a deal this week and passed on it. Here are the three red flags I found and what they taught me about the current market.”
Pillar 2: Share What You’re Doing (Behind the Scenes) Your business activities are content. Bringing on a team member, refining a process, or navigating a property management issue are all valuable stories. This transparency shows you’re a real operator in the trenches.
- Example: “We just refined our due diligence checklist. Here’s one new item we added and the story behind why it’s now non-negotiable for us.”
Pillar 3: Share What You’re Thinking (Your Unique Perspective) Don’t just report facts; share your informed opinion. Your perspective is your differentiator. What’s your take on interest rates? What common industry advice do you disagree with?
- Example: “Everyone is focused on interest rates, but here’s why I believe local job growth is the metric that matters most right now.”
Your entire professional life is a content goldmine. The trick is simply to keep a running list on your phone or in a doc. When you learn, do, or think something interesting, jot it down.
This isn’t about adding another task to your plate. It’s about leveraging the work you’re already doing.
Your Homework: The 1-Minute Content Capture
- Open the notes app on your phone.
- Write down one thing you learned, did, or thought about this week related to your business. Just one sentence.
- That’s it. That’s your next email idea.
Start sharing your journey now. Your investors aren’t just looking for deals; they’re looking for a trusted expert to guide them. Be that expert, consistently.