Posted on: September 05, 2019

Have you always wanted to make a killing in the wholesaling world through TTP (Talk to People)? Today’s your lucky day! Our special guest has cracked the TTP code and is richer by over $100,000 because of it!

Eli Rose is a phenomenal rhino from Canton, Georgia. While he has a career in the corporate sales world, two and a half years ago, he decided to get into wholesaling full-time. With two big cheques to his name ($50,600 and $51,593), there’s no denying it was one of the best decisions he has ever made.

Thankfully, the doting family man candidly shared how he made those two massive TTP deals happen in today’s episode. So be prepared to see what it’s like to think outside of the box and walk away a thousand dollars richer!

Key Takeaways

  • What he learned from his mentor
  • The advantages of having a real estate license
  • What his daily schedule is like
  • What his business structure is
  • Lists that works for him
  • The importance of qualifying the property accordingly
  • What his virtual lead manager does
  • Number of leads they get in a day
  • How he got the deal with the $50,600 assignment fee
  • What “cash for keys” is
  • How selling to hedge funds work
  • How he got his second massive deal
  • Number of zip codes he’s targeting
  • Who should set the price
  • His advice to those who would like to get into wholesaling and build a team
  • How people can reach out to him

RESOURCES:

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Episode Transcription

Brent: Hey, hey, hey, everybody. It is Brent Daniels, your host of the Wholesaling Inc Podcast, the world’s number one podcast when it comes to all things wholesaling, real estate. With me today, I am so excited to introduce out of just outside of Atlanta from Canton, Ohio, Mr. Eli Rose. Eli, say hello to everybody.

Eli: Brent, what’s up, man? What’s up, TTP family?

Brent: I’m excited, man. I’m really excited, because here’s the deal, guys. Everybody that’s watching this on YouTube or listening to this on the podcast, Eli recently posted to the TTP group two big massive checks, okay? One for 50,600, the other one for $51,593. These are back-to-back checks in one picture, if you can imagine. So obviously, it definitely piqued my interest to find out more about those deals, and it was really incredible because he wrote down the story. These are not very traditional wholesale deals, but these are something that you really have to think outside of the box. I know that’s a little cliche to say that, but you really had to think creatively about how to put this together to get the most profit out of these deals. Now, just in full disclosure, both these deals were from TTP, right, from picking up the phone? Is that right?

Eli: That’s right, man.

Brent: Awesome. Love it. So let’s do this. Before we get into it, that was like the teaser, right? That’s sort of to bring people in, to watch and listen to this podcast because it’s going to be great and it’s going to give you a lot of information. But tell us your background. Tell us where you’re coming from. Have you always been doing this? Is this new to you? Are you a family man? Are you a single guy? Tell everybody about you. Let’s get some relatability here.

Eli: Yeah, man. So family man, two kids, a six-year-old and a three-year-old. Been married for 10 years. Got into real estate about three years ago. Dabbled part-time while I was in corporate sales. I spent about seven years in the corporate sales world. Two and a half years ago, I took the plunge, went full-time, hooked up with a guy who does some of the traveling real estate seminars. I’m a licensed agent as well, so I was listing a lot of his flips. I was wholesaling deals, kind of getting to see the inside of his business. I mean, the dude was a madman. He flipped like 150 houses a year, so great learning experience. Did a lot of listings my first year. Last year, I cut out all the traditional agent stuff, went strictly to flipping houses, wholesaling houses. I sell properties, quite a few properties to hedge funds here in Atlanta, some as a traditional agent, some, I’ll take them down and sell them off as a wholesale or a wholetail deal.

Brent: Got it. And you’re in Canton and Georgia. How big of an area is that?

Eli: You know, man, I don’t even know the population here. My business is done in the city.

Brent: It’s all in Atlanta.

Eli: I do most of my stuff in the Atlanta area.

Brent: Awesome. And so you touched on a couple of different things there. You talked about really you had a mentor in this to really kind of pull back the curtain and let you look at what he was doing to flip so many properties, right? How much did he show you? Did you get everything? Did you understand everything that he was doing and kind of how he was sourcing his deals?

Eli: Kind of. I got the insight on the production piece of the renovations really well. I was the listing agent, so I was going in and getting to see them while they were being produced, and then obviously I was really involved in the final process selling it as the listing agent. Once we built that relationship up, I started picking his brain, understanding how he sourced his off-market deals. Most of his stuff, if not all of it, was off-market stuff. He wasn’t doing a bunch of direct marketing. He would buy from wholesalers. He had just a huge Rolodex of wholesalers that he sourced deals from.

Brent: Yeah, it’s amazing, isn’t it? It’s amazing how many of those big time fix-and-flippers do not source their own deals. And in my experience, that’s because they do not want to deal with one, the marketing or prospecting of finding the deals, and two, most importantly, they don’t want to deal with the emotions of the sellers, or kind of sitting down and going through everything, solving that seller’s problem. They just want to come in, they want to bring a cashier’s check, sign at closing and start renovating, right?

Eli: Yeah, man. I mean, I like to tell folks I’m in the sales and marketing business. It just so happens that the byproduct of my sales and marketing system is discounted real estate. It’s a totally different monster than actually flipping houses.

Brent: Oh, for sure. For sure. And then how much of an advantage, disadvantage do you think it is having a real estate license? Because I get that question all the time, “Should I get my license? Do I need my license?” What do you think?

Eli: I think it’s an extreme advantage. I’ve obviously seen the argument of, “Hey, you should and you shouldn’t.” For me, it gives me access to the MLS, which is amazing for analyzing deals. When I flip properties, I’m trying to get out of this, but when I was flipping properties in the past, I would list them and save money there. Really, you just have to disclose. It’s just disclosure, disclosure, disclosure. Anytime I buy a property, I am letting people know in paper verbally, “Hey, I’m a licensed agent. I’m in this to profit. I don’t represent you in any capacity whatsoever.” And yeah, man, I think it’s a huge advantage, personally.

Brent: Awesome. And so talk to me about your schedule. How does it work? Are you a one man show? Do you have a virtual assistant? Do you have an acquisition manager? What is the structure of one, your business, and two, your daily schedule?

Eli: Yeah, sure, man. I have a full-time lead manager. I have an acquisitions manager, three cold callers and a virtual assistant.

Brent: Awesome.

Eli: The virtual assistant, he pretty much builds cold calling lists and skip traces all day long. That’s all he really does. The lead manager, she also doubles … I’m not quite big enough to keep her full-time as a lead manager, so she’ll cold call when she’s not busy, but she’s doing all the followup. She’s presenting initial offers. Cold callers, they’re obviously cold calling, and my acquisitions manager is taking the leads that kind of make it through the filtering process that are hot, and she takes over those and tries to close the deal.
I spend my time analyzing deals right now, so we have a setup where it goes through a workflow process and it comes to me and we have information on the property, the four pillars that you teach in TTP. My cold callers are going through qualifying the four pillars, property condition, timeframe to sell, price and motivation. And then they’re coming to me and I’ll go into the MLS and I’m doing a very detailed, I guess you could call it comparative market analysis. So I’m looking at it and saying, “Okay, is it better to flip this property? Is it better to wholesale this property? If I wholesale, is it going to a buy-and-hold investor? Is it going to a hedge fund? Is it going to the flip guy?” And really figuring out what our best offer is. Most of my time is spent on that, looking at KPIs, managing how my team’s performing, cold callers, acquisitions managers, and coaching and training them.

Brent: Love it. Love it. And you mentioned that your VA is scraping to put together lists and skip tracing. What lists are you finding are working?

Eli: We’ve actually done most of our TTP deals off of a general high equity absentee owner list. Another benefit to being a real estate agent, you have access to tax record data through the MLS system.

Brent: Sure.

Eli: I’m pulling lists, he’s scrubbing those, he’s skip tracing those. We also do [inaudible 00:08:37], so tax delinquent code violations. We have a couple of counties figured out where we can go online and get real niche. We can get divorces, probates, and all sorts of different distress type situations. But my highest performing list year over year is tax delinquent. Tax delinquent’s been awesome for me. I always get a couple of deals squeezed out on one of those. And with the cold calling, we’ve actually had more success going worldwide, so we build these what I call blanket list or world lists and then we’ll just pound them, triple line dial them and pound out as many as we can.

Brent: Well, and you have three people, right? Are they full-time?

Eli: One is 30 hours a week and the other two are 20 hours a week.

Brent: Yeah. So you’re getting, what is that, 70 hours a week of calls?

Eli: Yeah.

Brent: Yeah. You need a lot of addresses to call for sure. There’s no way you’re going real tiny with your list there unless you’re ham dialing and leaving messages, specific ones for each one, so that’s great. You’re going wide, you’re getting big lists, you’re calling all of them. You get a lead coming in. That’s somebody that says, yes, they would consider an offer or they’re kind of showing some interest in selling it. Are your cold callers really diving deep into the four pillars of pre-qualifying or are they just scraping the surface, getting off the top ones that say they would consider and then that goes to your lead manager?

Eli: Yeah, good question. They’re pretty heavy on the property qualification. They’ll pull up Zillow, a feature in Mojo where you can just pull up Zillow, and they’ll use that Zillow data to kind of break the barrier into the property questions and they’ll qualify pretty heavily on the property condition questions. I leave the motivational questions more so for that acquisitions manager. It’s a way to really get into the rapport building. But yeah, I mean, they’re really tasked with just finding folks who say they are interested in receiving a cash offer. And depending on what information is disclosed by that prospect, depends on the workflow moving forward. So if they provide an asking price, we have a different workflow for that than somebody that says, “Well, why don’t you give me an offer? You called me.” So it goes through different workflows and there’s different scripting throughout each of those different types of responses.

Brent: Perfect. Yeah, that makes so much sense. And your lead manager, I mean, is this a full-time job for them, I mean, as soon as the leads come in, or is it just like, I only get, let’s call it 5 leads, 10 leads a day, it’s not a full-time thing, I’ve got her doing other things or him doing other things? Is this somebody that’s in your market or is this somebody that’s virtual, as well?

Eli: She’s virtual. She’s from the Philippines. She’s been in real estate for 10 years, BPO real estate. She worked for a broker in Savannah, Georgia for three years, a Keller Williams broker, so she understands the dynamics of real estate. Her English is killer. But yeah, she’s full-time. I mean, we’ve also ramped up some text message marketing lately, and we’re right at about 30 leads a day.

Brent: Awesome.

Eli: She’s keeping an eye on these leads coming into Podio. Part of her job is getting them ready for me to analyze, so she’ll get basic property data put into one place so I can quickly just go down this list and bang out the CMAs. But yeah, right now, about four hours of her time is allocated towards scrubbing those new leads and following up. The big part of the lead manager role is followup. When you start popping out massive amounts of leads, that followup gets overwhelming. It’s crazy. She is an absolute beast with followups. She’s four hours a day right now on the lead manager tasks and the other four hours, she’s cold calling, but she’s full-time [crosstalk 00:12:07].

Brent: That’s huge. Yeah. The lead followup is where, as you build up your pipeline and you have leads that aren’t ready to go now and you’re kind of walking them through the sales cycle, right, you’ve got to stay in front of them. You can’t just let them go by, you know what I mean? And it starts adding up, adding up, adding up, especially when you get 30 leads a day. That’s beast, man. I love that. I love that so much. So tell me about these two deals, okay? Let’s first break down this first one. The one that we closed for 50,600, tell me what was going on there. Really awesome. I mean, you did a great job describing it in the Facebook poss, but let everybody know that’s listening and watching.

Eli: Yeah, that was a cool one. The initial lead came in and this guy disclosed his asking price. He was an absentee owner. He lived a city away. This deal was in Acworth, Georgia, and he disclosed his price, and his price was full retail. We make an offer when every lead. We don’t care. We’re going to make you an offer. It may be 100,000 less than what your asking price is, but you’re getting an offer. So lead manager, it comes to me. I do my thing, produce a CMA, put it back in the lead manager’s bucket and say, “Hey, G, follow up on this.” She calls him, delivers the offer. He’s like, “Heck no.” A day later he calls back and he counters, I think, 30,000 less. G comes back to me, so we have a workflow for that. She’s like, “Well, we got a counter.” I said, “Hold tight. Hold firm on our initial offer. We hold firm.” He calls back a day later and he’s $3,000 over our initial offer. So it was awesome, man. His original asking was 235 and we ended up getting it for 153.

Brent: Oh my gosh. Awesome. So what was the condition?

Eli: It was great, man. My original strategy with this was to take it down and do a quick cosmetic flip. There were tenants in it, so it was tenant-occupied. I let the tenants’ lease expire. They took great care of it. I was estimating 15 to 18K in repairs. The biggest thing was the HVAC system, but I mean, it was minor cosmetic. It had granite countertops, hardwood floors, nice, nice house.

Brent: Awesome, so it had a tenant in it, though. How long was their lease until?

Eli: It was supposed to be through August of 2019.

Brent: Okay. And then what happened?

Eli: I went to them and offered cash for keys. I was going to let them stay. I used private money to take down the deal. My interest payment was $300 less than what they were paying for monthly rent, so I covered my interest payment at least, and I was just going to let them stay in there and do a quick cosmetic flip and sell at retail. I presented it to a hedge fund before I actually bought it. And the way that hedge funds work is they go binding. You go under contract with the hedge fund before they actually send somebody out to see it. I had already done a really good rental estimate, so they offered 220K as-is. After they went out, did their thing with their inspection, they renegotiated 5K, which I was fine with. I ended up offering the tenants cash for keys to get out early.

Brent: So explain real quick, explain what cash for keys means.

Eli: Yeah, sure. So tenant had a lease. Their lease wasn’t up until August of ’19. I said, “Hey, how about I give you a couple grand? I’ll give you your security deposit back if you get out of here in 30 days.” That simple. And they were like, “You’re going to pay me to get out of here and give me my security deposit back?” They were like, “Heck yeah,” so they packed it up and got out.

Brent: That’s awesome. Yeah, it’s amazing. A lot of people get scared of that, but just ask them. You never know. I mean, they might go. Now, did they have the right to stay there until their lease was out? Absolutely. As long as they didn’t breach their lease contract, absolutely. But you were there. You made them an offer, I guess, that they felt would be better for them at the time. Maybe they were already thinking about moving. Maybe they just didn’t want to be there anymore. Maybe this was the push that they needed to get out of there. So just everybody out there, if you do have tenants that are longterm leases, have the conversation. See if there’s something that you can work out to get them out of the property or to get out of the lease so that you don’t have to hold onto that property as long.
Another great thing that you talked about is you talked about selling to hedge funds. Now, this is a really interesting topic, because there was a couple of different things going on. There’s certainly hedge funds like you sold to, that they were in the business of buying these properties, holding these properties, renting them out for the longterm or whatever, and they just have a huge portfolio. But also, for everybody out there, and I think they’re in Atlanta too, the Zillow cash offers, the Offer Pad cash offers, and the Open Door cash offers, these guys, I am telling you, if they are clean properties, you can sell it directly to them as-is for way more than you bought it for, and they don’t care. They don’t care. It is a number on their equation. We’ve done it multiple times and it made way more selling to them than selling to just a traditional fix-and-flipper because they just have a bigger budget. They just have really tighter margins, right? I mean, it’s just a really smart strategy. I love that you mentioned that.

Eli: Yep.

Brent: So you bought it, so give us the timeline. You bought it, and how long before you sold it and got paid?

Eli: Yep. I bought it first or second week in January and got paid within two months.

Brent: Woo. And this was a cold call lead off of which list? Do you remember?

Eli: This was high equity absentee.

Brent: High equity absentee. And what was the total you made again?

Eli: I believe 51,000, 50,000.

Brent: 50,600. Yeah. I love it. Victory bells all around. Tell us the second deal that you closed in the same amount of time for 51,593. Tell us about that one.

Eli: Yeah, so this is one that I was planning on wholesaling. It’s a three bedroom, two bathroom townhouse in Stone Mountain, Georgia. I was going to wholesale it, but once I put it out as a wholesale, I just didn’t get an offer that made sense. It made more sense to flip it. So I used a new private lender on this deal and they funded 100% of it, so I ended up taking this one down as a flip. They funded 100% of it. They paid for the construction, which typically, lenders will do a LIP account, a loan-in-process account.

Brent: Sure.

Eli: You’ll have these reserves where you draw out the construction funds as you go through the renovation process. And this lender ended up paying the LIP account upfront at closing. So essentially at closing, I bought a house to flip and was stroked a check for $51,000.

Brent: I love it.

Eli: Yeah, man. We pulled permits yesterday and we’re quote unquote “breaking ground” on that one tomorrow. We got probably a 30 day timeline to flip that or to renovate that one and then we’ll put it back on the market and list it.

Brent: Awesome. Awesome, awesome, awesome. And where did you get that deal from?

Eli: That was a cold call lead as well. That list, I believe that was a tax delinquent list. I’m almost certain that was tax delinquent.

Brent: So it sounds like you’re doing some of these, and I apologize if I don’t understand the area as much, but these areas that you’re doing it, are they in the outskirts of Atlanta? Are they kind of like the suburbs? Where are these at?

Eli: Sure. Acworth is more of a suburbs. Stone Mountain’s more in the city. I have 115 zip codes that I target throughout Metro Atlanta. Metro Atlanta is really sub-market. I mean, probably like Phoenix, there’s sub-markets. There’s pockets. Little pockets are different. Stone Mountain’s more in town are more closer to the city. Acworth is more of your suburban area north of the city.

Brent: Awesome.

Eli: I’m doing deals all over Atlanta. Most of my stuff is in the city, but it’s pretty close suburbs to the actual Atlanta.

Brent: Yeah. So what is the difference that you make on a wholesale or a wholetail or a flip versus what you were making as a traditional real estate agent?

Eli: Oh man.

Brent: Do you remember what your average deal size was for each one, you know what I mean?

Eli: Oh yeah. I mean, I was working for the large scale fix-and-flip investor and we all know they don’t pay 3%, man. So I was hustling my butt off for a 2% listing check, typically on lower end properties [inaudible 00:20:26]. The reason I cut out the agent business is I went back during 20, was that 2017, and analyzed my time and my profit, and about 70% of my time was spent on those listings and about 30% of my profit came from them, so it just didn’t make sense, man.

Brent: Oh yeah. No. I was as a real estate agent for a decade 2.7% commission, right? Wholesaling, it’s 16%. Listen to me, everybody out there that has been a realtor for a while, knock it off, wake up. The market has changed. It’s direct to the homeowners. It’s direct to the sellers. Start working in the distressed market. Quality conversations with distressed property owners, that’s how you win this wholesale game. That’s it. That’s it. You just got to be consistent with it. If you’re out there and you’re a real estate agent, I’m getting on my soap box right now, make the change. Make the change now to wholesaling. Don’t wake up three years from now and be like, “Oh, I’m still making 100 grand while all these other guys around doing wholesale are doing 250, 500, million bucks.” Telling you, make the change. Anyway, don’t you think? Do you agree?

Eli: I agree, man. 100%.

Brent: How good is life right now? How happy are you?

Eli: It’s good, man.

Brent: Right? Isn’t it better than going around and getting the pictures and doing showings and doing all the agent activities that you have to do? Essentially, you’re an employee of whatever that seller is and you have different sellers all over and you have to keep going and building and doing all this. Aren’t you just so much happier?

Eli: Oh yeah, man.

Brent: More time with the family, more time to grow your business, more time to invest. I mean, it’s just phenomenal. That’s really, really awesome. That’s 101, 102,000 bucks in two deals. I mean, these are massive deals. How do you keep doing massive deals? What do you do mentally to make sure that you’re looking for the biggest and the best deals, and technique-wise, what little instructions or what kind of instructions can you give people listening to this or watching this that will help them mentally get into getting big, massive checks?

Eli: Yeah, man, I still struggle with that. It’s just being firm or being confident in your offer. Sometimes you feel like you’re going to hurt somebody’s feelings. You get this feeling in the pit of your stomach when you’re making these offers that, “Man, this is just way too low.” Just trust the numbers. Don’t get emotional. Offer low. Have your initial offer be on the low end and if you need to negotiate, negotiate up. But don’t be afraid to make the offer where it’s a great deal for you. You’ll be surprised.
I mean, the one we talked about in Acworth, that’s my third largest wholesale deal. And I remember when I was getting into this, I was looking at it and going, “Wow man, I could make 10 grand on one of these deals,” and that seemed like a lot. Then, you get your first one, you’re like, “Well, maybe that was just an accident. What did I do? Maybe that isn’t normal.” And then you do another one and then you do another one. And yeah man, it’s real. And just keep that mindset. Don’t let the emotion get you, and just stick to your numbers. Know your numbers and offer low, man. Make a low offer and see what they say.

Brent: Yeah. And it goes back to the fundamentals, which the fundamental is in any transaction, there’s only one party, one side of the transaction that sets the price, and that is the buyer. Listen to me. Get it in your head. Everybody listen. The buyer sets the price for everything, okay? It’s not the seller. It’s not the appraiser. It’s not the county assessor. It’s not the real estate agent. It is the buyer. If there is not a ready, willing, and able buyer willing to pay a price for the property, then it will never sell. That’s the point. What is your price that you think that property is worth for you? What do you want to make on it? And stick to your guns.
It goes back to what Todd Toback taught me years ago. When you’re giving an offer, just go with two words in mind, certainty and likeability. You’re certain about the offer that you’re making and you do it with a tone of voice that is likable, it is not aggressive, it is not being a jerk. It is being somebody that is very, very likable, somebody that has a kind tone, then you will win. Courage and likability, baby. Those are the two words when you’re making your offers. So definitely think about that today when you’re making offers, tomorrow when you’re making offers, the rest of your career. Keep going with that.
So yeah, in closing this, give some advice to people starting out. Give some advice to maybe somebody that’s done a little bit but wants to build a team, wants to make this a business.

Eli: Yeah. I would say be laser-focused. I made the mistake of chasing shiny objects. There’s so many shiny objects in this real estate investing world, buy-and-holds, fix-and-flips, wholesales, retail agent stuff. Stay laser-focused and don’t take your eye off the goal and figure out how to get there, and just don’t let anything deter you. Don’t let the naysayers get in your head and get a bunch of negative head noise up there. Don’t let the opportunity for a quick buck deter you from going after what you really want. Just stay laser-focused and don’t stop no matter what.

Brent: I love it. Thank you so much. If people want to reach out to you, how do they find you? If somebody in Atlanta that’s inspired by this and they want to maybe work with you or they want to just talk to you, meet up with you, how do they get ahold of you?

Eli: Yeah, man. Fire me an email. Eli, E-L-I, at HomeTeamHB.com.

Brent: HB, okay. HB as in boy, right? Yep.

Eli: House buyer, HB as in house buyer.

Brent: I love it. Guys, if you are interested, remember, 80% of communication is visual so if you want to watch this, if you’re listening to this, you want to watch this, check out the Brent Daniels Real Estate Coach YouTube page. It’ll be up there. It’s always awesome. It helps us remember a lot of things, a lot of gold nuggets that Eli dropped in this podcast. Make sure you check that out.
Also, if you are ready to be part of the most proactive group in real estate investing, you’ve got to go to WholesalingInc.com/TTP. That’s WholesalingInc.com/TTP. I look forward to working with you personally. You work with me personally, just like I worked with Eli and some of the others that you have heard on this podcast and on the YouTube channel. So check that out.
But as always, first of all, I want to say thank you again, Eli. Thank you.

Eli: Thank you, man.

Brent: All right, and for everybody out there, I encourage you to talk to people. Love you. See the next time. Bye.

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