May 23, 2022

How To Market Your Real Estate Business with Jason Wright

Meet Jason Wright, the founder of Intentionally Inspirational, a digital agency that offers sales and digital marketing strategies to real estate investors focusing on ActiveCampaign and Zapier.      In this episode of Cash Flow...

Meet Jason Wright, the founder of Intentionally Inspirational, a digital agency that offers sales and digital marketing strategies to real estate investors focusing on ActiveCampaign and Zapier. 



In this episode of Cash Flow Pro, Jason will share his journey through HR and corporate life to self-employment and finding his calling – marketing. He will tell us how he found his niche in real estate, grew his business, and share tricks on how a proper marketing strategy can positively impact your business. 



In this episode, we discuss:

  • What a lead magnet is and how to use it to your advantage
  • Understanding the marketing funnel and creating brand awareness
  • How to use automation in your business
  • Strategic brand awareness and why it’s important 


Marketing is an essential pillar of business. Tune in to find out

how to speak and reach your target audience!


Find your flow, 

Casey Brown


Resources mentioned in this podcast:


Casey Brown  0:00  
what's your what's it called? What's your company called?

Unknown Speaker  0:02  
Intentionally inspirational.

Casey Brown  0:04  
Got it? Hey there, and welcome to today's episode of cash flow Pro, your daily real estate investing podcast and YouTube channel. I'm here today with Jason Wright. And I want to make sure I get this right with intentionally inspirational. And we usually on this show lead in with podcast guests that are either in the syndication business or actively investing in real estate, or a combination of the two. But today, we are going to take a break from that and we're going to discuss marketing automation. Now, marketing automation may not seem like it's all that interesting of a subject. However, I want you to understand how many automated marketing funnels are you in right now. Not that you are running, but the fact that you are potentially in a funnel to say buy tires, or buy a car or buy whatever it is a pack of gum, you are in a marketing funnel somewhere. And what we're going to discuss with him today is Marketing Automation, and how that fits into the real estate business, and how we can use it as because at the end of the day. We're all digital marketers when we're trying to get our message out to customers and clients. So Jason, how are you today?

Unknown Speaker  1:30  
Doing great, man. Thanks for having me. I'm excited to be here. Awesome. Well,

Casey Brown  1:34  
we're certainly glad to have you, especially somebody that's, that's considerably smarter than me when it comes to computers and, and automation. Now. We Jason specifically helped me set up my email program, my automated email programs. And basically he took, he took a huge template that he's got, he implemented everything in my account. And of course, I had to go in and give it the old cashflow pro or 3000, capital touch. And we made it so man tell us a little bit about you know, where are you? Again, we like backstories we like hearing where people came from, and how they got to where they are. But you know, with marketing automation, you just kind of tell us whatever you think we might want to hear.

Unknown Speaker  2:19  
Yeah, so I didn't take the traditional path into marketing. You know, I didn't go to school for it. I never thought about it. It's always good with people though, right? I was in HR and sales and safety in the corporate world. And like a lot of people I got tired of the rat race, right? Yeah, c'est with making money online and building something sustainable. So my company intentionally inspirational originally was a blog, encouraging other people to quit the nine to five, but I always felt like an impostor, because I hadn't done so myself. I knew what would happen. But I was like, I'm gonna encourage other people to quit even though I haven't done it, you know. So what I needed to what I started to realize was, hey, if I just shared this on Facebook, like, after a couple of weeks, my friends and family don't really care. So I was like, I need to learn how to market this a little bit. So I started to learn some basic stuff with email marketing, and basic stuff with funnels in Upwork was a big source of other jobs, I got to write blogs and copy back in the day. And I started, they didn't pay great, it paid, okay. But I started noticing a lot of people were seeking the knowledge that I had just learned for myself, hey, this person wants to set up some stuff in Active Campaign or Facebook ads. And I don't do anything with Facebook ads now. But back then there was quite a few different platforms that I had a little bit of knowledge. So I started doing that I started enjoying helping business owners, I started learning a ton about strategy, in architecture, how to build things myself. And then over time, I've just kind of niche down, I found out when it comes to marketing automation, especially across platforms, I'm kind of a natural at it, right? Just the way my mind works, pairs well with this industries, we found a great fit. We've been doing it about six and a half years now. January of this year, we kind of pivoted and said we're just going to work with real estate investors. We've got a great, we've got a great knowledge, a great way of teaching people, and I don't think I have any competition in the space not as specific as I am. If so I just haven't met him yet. But it's been a lot of fun, man. We're helping a lot of folks and enjoy what I do. And I'm good at it. And it's been a fun ride.

Casey Brown  4:31  
Awesome, man. And I want to give a plug to the you know what I call the Facebook ad world when, during the time that you're talking about. I call that the wild wild west. I know that's not a new term for anybody but man alive. I remember those days were where you were you were duplicating you were duplicating, you're duplicating and then you were scaling that to $1,000 a day and then or even more and then you were until it until it fizzled out. And then you came back and started over and and you duplicate it, duplicate and duplicate it, and you scale it to another $10,000 by selling T shirts and T shirts with people's names on them curated. I mean, it was unbelievable. It was really an unbelievable time. So. So tell us a little bit, you know, everybody has has seen, I think the perfect funnel where you start talking about, you know, what, what is awareness? Advertising? What is intentional? You know, the middle of the funnel there where people begin? And then of course, the conversion at the bottom. But what's, let's go through that a little bit. And how do you tend to get people into the funnel at the very top? Like, with whether it'd be a lead magnet? Or whether it be you what's what's your advice on that?

Unknown Speaker  5:50  
Yeah, this this is great question, this area can really overwhelm a lot of people, I mean, just tearing their hair out, you know, paralyzed, can't even do anything. So what I do is I say, think about it is any new relationship you care about, right? I use the example of let's pretend we're neighbors. And when I say we're neighbors, me and the new person on my email list, conversational communication, it's natural, it's easy, it's authentic. A lot of people have this misconception in this space that I have to sound like I'm the CEO of a big corporation when I speak, even though that's not how I really speak. So simplify it. And what you want to do is you want to think of a lead magnet is anything you give in exchange for an email address. So for example, somebody booking 20 minutes on your calendar, that's a lead magnet through giving you their email address and name for some of your time. And you want to you want to do something different than everybody. Everybody in this industry loves the idea of ebooks, a lot of people's eBooks are the same. I challenge you, anybody watching and listening? Do a lead magnet involves video, right? Video is one of the most powerful tools in marketing, because people can look at you and say, Do I leave? Do I believe this person? Do I trust them? Do I believe that they believe what they're saying. And that really shortens that trust curve, and lets them know who they're dealing with. So it's really, really powerful. But you know, one of the best lead magnet models that I've ever used is just three, three days in a short video for three days, that helps them get a clear result in a short amount of time, right? Sure. You could use video along with an ebook and say, here's this ebook. It's 50 pages, but let me tell you the big three things to take out of it. Here's where to find it. And if you have time and interest, you can dig deeper if you want to just something that simple, can really set you apart. A test you want to run is whatever your lead magnet is say what a stranger pay $25 for this thing. Yeah, the answer's no, it's not a good lead magnet. Throw it away. So yeah, there you go.

Casey Brown  7:56  
So yeah, so 25 day, what a stranger paid $25 To hear this from me. And that's the thing Well, and again, to lead back to the the awareness section. So a lot of people for the listeners out there that may not be necessarily familiar with a marketing funnel. At the very top, the the the insert of the funnel, or the spot where you would essentially pour the oil is is the awareness and, and the awareness is what a lot of big brands are really good at, is making you aware of their brand, you know, you don't go to the store to buy this, you're going to wreck instantly recognize their brand based on their hierarchy in, in, you know, in that space. And so when we start talking about brand awareness, it's the spot where nobody wants to spend any money or time because they feel like it can be you said overwhelmingly, and I want to add to that, that they feel like they're now competing with those household names. There, they are now having to spend their money to compete with Sony or Coke or whoever is, is there is there is there competition, because so people think or find that it's much easier to enter the funnel in the in the the, the phase in the middle, which is right before conversion. So if you can snatch people that maybe came in through somebody else and pull them out and get to him, but people have a hard time understanding or seeing that that money is well spent on the awareness part of

Unknown Speaker  9:31  
it. Yeah, that's a really good point. So I always tell people that most people do a bad job of this. But when you get somebody on a call, and your business, always ask them what you hear about me, where do you find me? That's right, you keep doing that you're going to see lead source, one, two, and three, it's going to stand out you're gonna say that's really weird, because I assume this thing that I'm spending less time on would work but this thing that I never thought about, it's actually pretty significant.

Casey Brown  9:56  
And you can do that with this view is like even 10 contacts. mean, just just looking, just look and see. And a lot of times if they if you have 10 people, and six of them like this, you know, the next 10, then you're going to have 12 out of 20 and 18 out of 30 and 24 out of 40, you know, your your percentage is going to, and then before you know it, you've got 1000 people in there. And now you have more customers than you could then you have time to talk to or deal with. And so that's, that's the idea. So Jason, I want to talk now a little bit about email marketing specifically. And I know you had said, right there, and a lot of people get hung up on the copy. Now for the listener out there that may not be familiar with the term copy. Copy is basically any message that comes in the form of I want to say writing, although I guess it could potentially be, you know, you write copy, and then do a video that that would consider good considered to be could be considered to be copy as well. So, but the copy is anything that is a marketing message that wants you to take action. So what tell us tell us what about email marketing and like, again, I think the misconception here is, is that people think that you need to sound like like you said, they need to sound like a CEO. And, and I'm even bad about sometimes about making things what I call word word, salad word salad Li, where it's like, you know, you focus on trying to talk above somebody when you really just need to be talking to them, going to be talking at them.

Unknown Speaker  11:31  
It's a phrase I used to use for that as a coffee shop conversation. If you're sitting at the table with a list, how would you speak to him? That's if you can think about that as you write, even though it may push you out of your comfort zone, I promise results will be better.

Casey Brown  11:44  
You know, we call that in the South was a cocktail hour conversation. There you go. Same thing same. Yeah,

Unknown Speaker  11:52  
absolutely. So email marketing is really helpful for real estate investors in two main areas. Right? I talked to a lot of people in this industry every week. And I always ask people, once somebody gets on your list, what happens next? And they always just look at me or they go nothing. I said, Let me guess. They sit in the list for six months until you have something to sell them a deal, right? Yeah, the comparison I give is we're neighbors, I introduce myself day one, ignore you for six months, then come over and ask you to borrow your truck in five grand and take your wife out for night. Like it's crazy. They go, Who are you like, Get out of here. And you're really doing the same thing to your list. So I said, So what I tell them is once people get on your list, you need to welcome them in your world, overwhelm them with value, right, spend a little time setting up that relationship. And then it becomes appropriate to use email marketing automation, to nurture them to get on a call, right and kind of work through that potential new investor journey with them. So that's a huge need, that a lot of people have, and they see a lot of value. The other side is for active capital raises. It's amazing to me, I just put this in a Facebook group I'm in I think yesterday, how many people do active capital raises all manually. It's all notepads and phone calls. And I'm like, you know, you can use automation, to tell people about a new webinar or nurture for soft commitments or paperwork or wiring money. Like if you're not using automation to help with that you're just making it harder, and you're potentially missing opportunities.

Casey Brown  13:22  
Sure, sure. Now, when you're talking about automation, you're saying use market automation for this? I assume? Are we talking stuff outside of just automated email type stuff? Or what what are we what are we discussing there?

Unknown Speaker  13:39  
Great question. So email is the foundation. It's been around a long, long time. And it's not going away. I don't think it's going away in our lifetime. So email is important. But it's not always as effective as we want it to be. There's deliverability stuff. There's the fact some people get 100 emails a day or more, etc, etc. So I'm a fan of email in conjunction with to a text, which can also be automated. And ironically, today, I'm actually working on step three, which is ringless voicemail as well. Yeah. So imagine, voicemail. Imagine if you had a capital raise, right, and you have a list of investors. And you're like, Alright, I'm gonna make them aware of a webinar to talk about this thing. I'm gonna hit him with all three, you're gonna have some people that respond to all three, some that have one or the other. So that's just going to get more people on that webinar and just going to help you raise that capital faster. In the same way. If you have a call with a potential new investor and you use ringless voicemail after you've had that call, and they know you know, not like, Who's this there's going to be some people that respond to that get back with you. And so you don't want to think I do want to do a deal with you. Let's go Yeah.

Casey Brown  14:48  
First day I ever I ever found ringless voicemail. I mean, I, I sat there and I I stared at my computer for like 30 minutes and I said, Alright, so Just yesterday, not an ominous emoji. But at the time, I was like, just yesterday, I was at my son's baseball game or wherever I was. And I looked down and I was like, I didn't hear the phone ring, I had a voicemail. And I admit it. And then when I first heard of it, it clicked, I was like, wait a minute, so you can actually do this, like, people are intentionally doing this so that you and I've just so anyway, it was it was I just I couldn't believe that it existed.

Unknown Speaker  15:29  
So there is one thing I want to say about this is very important. The timing of the texting and the ringless. Voicemail is important. Yeah, I believe if you do it cold, like I get them cold, you're dead. You're never gonna get me to respond. But if you have a video call with somebody, even if you spend 20 minutes with them, and they have somebody who you are they've seen you, they've heard their voice, it's no longer cold. I'm more willing to respond to that from somebody that just talked this guy or whatever. So if you think about the timing of it, it can be pretty powerful.

Casey Brown  16:01  
Yeah, yeah. And you know, and I'll, and I'll tell the listeners out there as well. And of course, there, I'm sure that every single person that's listening, or is going to listen to this is fully aware that or has had a marketing message that has just absolutely fell cold, right? How many times as a self employed individual, I couldn't even begin to tell you how many times a month I get an email for somebody wanting to help me with my health insurance. And it's like the Car Warranty people? Are they really getting responses to, obviously, are they keep doing it? But are they? Are they getting responses because I can't imagine that that's a profitable scenario. But I guess, I guess, people they're in the trick, they're in the trick business really, though, because they're, you know, they want to get some unsuspecting person that doesn't know any better, or that has access to 150 bucks to jump on with them. But at the same time, the cold marketing messages, you know, knock you said, whether you call it in the in the in the West coffee shop talk or you call it in the south cocktail hour talk, whatever it is, we it's the message that you want to give to somebody. But again, I used to tell real estate agents when I was coaching them, that, you know, when you arrive with your message, okay, you arrive in one of two ways, you arrive at the at the Super or you arrive at the truck lot with a truck for sale, and you're like, Hey, check this out, or you arrive at the grocery store with your truck at the end of the aisle where somebody comes around. They're like, what are you doing in this store with a truck? And that's, that's the difference. Do you know what I'm saying? I mean, that's ultimately, we you have to have somebody's mindset has to be focused on I am open to receiving this message. Or you're done. Yep. Absolutely. And I think so many so many people that are especially beginning marketers, which I learned myself, and I've learned through 1000s and 1000s and 1000s of dollars in social media ads. Yeah. What tends to resonate and what doesn't. And I think that's why people are so scared of the awareness section of the funnel, because that's where the most money is spent trying to find a message that resonates. Yep.

Unknown Speaker  18:32  
And it's funny, like when I think about my own business with awareness, I was gonna say earlier, you already hinted at, like, the big companies to look at who just murder brand awareness, McDonald's, Coke, Pepsi, they have huge budgets that can just never stop. Yeah, so I understand as the, you know, one or two person, company or person with a W two trying to build a company. I've been there, right, all those places, it's overwhelming. What we've done for years is we release one to two blogs a week, right? podcast, podcast is on a bit of a break. But it's just that consistent, value focused, sometimes a little intrigue, focused, brand awareness type marketing. And it's not real expensive that way, but it can take time to generate results. But it also serves as a benefit. Because when people first hear about you, what's the first thing they're gonna do in your space? They're gonna look you up on LinkedIn, check out your website, Facebook, and then they're gonna make sure you're consistently displayed everywhere, right? If you actually have content and you have for a while, they feel oh, this company seems legit. It feels so it does have value even beyond what you'd think. Yeah,

Casey Brown  19:37  
and those and you're right, those companies that have those budgets set up for the brand awareness section is and you know, they waste a million dollars on something that didn't work. That's like a rounding error basically. And so, when you look at when you look at how they do that, so honestly The the, the idea to me, and the way to somewhat fast track that section of the funnel, if there is a way to fast track it, which it should or could not be, but it's to define your avatar to begin with, you have to, you have to know what that person looks like smells like, feels like, you have to know what their hair I mean, you have to know everything about that person that's sitting on the other side of the table from you. Because if you don't, you're not going to know, you know, it's like having a woman sitting across the table from you and calling her sir. It's not, it's just not going to, to pull itself together. And so, again, that avatar being defined, is a way to because what that what was the the, I guess the old saying maybe the new saying, I don't know, the riches are in the niches. So as you've moved somebody down there, the you know, you can start at the bottom of that funnel and just knit your way down something that one of the bigger brands isn't necessarily focused on.

Unknown Speaker  21:05  
I asked the guy one time I said, in your industry, I said, What Who are you targeting? Are you targeting with your passive investors that you want to bring on his response? Was anybody with money? And I was like, Dude, I was like, that's, that's too broad. We mean, it's too broad. I said, How do you create messaging for that? If somebody inherited money, or if somebody is a dentist, or if somebody's a surgeon, or somebody is this what the thing that said, they're not going to resonate to the same message, anyone with money, like, might want to narrow that down? And I'll and I'll say this to the audience, I tortured myself for years mentally, like, who am I targeting, I can't figure it out, I can't figure it out. It's not always easy to figure it out. Like you can narrow it down a little. And then over time, as you start to find your best investors. You might say, You know what, this is my niche here. I like these people that have money. They like what we're doing. Well, with that, you know, somebody

Casey Brown  22:00  
that I've often said, it's, for instance, so my avatar specifically for for my investment business has a specific profession. They have a specific their specific age, their specific, there's a lot of specificities about that person. And what what I like about and it took me a long time to get there. Because, you know, I, for instance, two of the of the avatars that are really big in this business are doctors or medical field professionals, and engineers, okay, that's in the real estate investing space, specifically. Now. Now, will you start talking about real estate sales space is a different story. I defined my avatar for real estate sales years ago. And so but for instance, on these two, these two avatars right here, they don't speak the same language. And when I'm talking about speaking the same language, I'm talking about somebody talking about an engineering process, or how to build a bridge. And a person that talks about how to take somebody's I don't know, let's just say pancreas out. I don't know, did people get their pancreas taken out? I'm not sure. But anyway, whatever we whatever the case, is, those two different they're two different languages. But the intricacies of those languages is what is, you know, you don't have to know specifically about what they do. But you have to know how to specifically communicate with them.

Unknown Speaker  23:31  
Yep, absolutely. So like, it's interesting, you say that our business is probably 90% focused on real estate investors 10% on service based entrepreneurs, where we came from, so sometimes, not sometimes a lot of times, I'll write emails, or even in my calendar, it says this, And there'll be a little plug for real estate investors be like, if you're a real estate investor, you're in the right space, by the way, back to what I'm talking about. It appeals to everybody, but I'm always kind of picking them out and pull them in a little bit, let them know they're there. They should be so sure. When stuff got to talk to people in a way that they understand.

Casey Brown  24:03  
Yeah, and that's, like I said, if you like you said that guy said anybody that has money. And you know, and that may have been me at one point, you know, in our, in our in our talks, I mean, it was just it took a while for me to really figure out that there is just a certain type of a person that I jive with. And here's the thing, too, and I know I'm full of I'm full of things today, like the relatable type subjects. But the other thing that I heard a guy say when I very first got into the marketing space, even in the least, he said, if you have to drag them in, you have to drag them around. Yeah. And just the thought of that hit me like a freight train because it was like, wait a minute, what? You're right. You know, if I've got to convince somebody to do business with me, I don't want them as a client. And that's so hard for so many people that are not in the marketing business they look in and they're like, man, if he would just do that he could get so many more. I don't want those people. Yeah, I don't want the high strung guy that's trying to that I know is going to tell me to cut my commission at the end of the day. I don't want those people. I don't have any I'm sorry. But but that's just not in, they can't imagine you pass it up a deal where you can make a little bit instead of making a lot of I know, I don't know, I don't want to deal with the type of person.

Unknown Speaker  25:30  
Yeah, lesson, man, it's, you know, this is a great for a client thing. If it doesn't fit, don't force it. We've done this long enough. If we see one red flag, I'm out. Money is nothing because the headache and the stress and the stress on the team is not worth our time. Worth it. So sorry, sir. Sorry, ma'am. Your money is no good to me. Find somebody else. Have a good day.

Casey Brown  25:54  
All right. All right. You know, and that's, and I've actually used that I've actually, it's kind of like, I've always said it's kind of like that, that that you go back to the neighbor scenario, the neighbor that you really don't like and he asked you to borrow 20 bucks, that's the best damn $20 you ever spent because just don't even just don't even act like it exists because you won't see him for a while if he did, if he came by you back, you know, you do. Some people may do that with family or whatever, just loan a loan of 100 bucks and you won't see him anymore back that's worth it. Say you get out of here. And it's and troublesome clients are the same way and any and I'm not going to act like I'm not a troublesome client in some respects for you know, in some things where you expect more value than what you got. I think we're all tend to be that way and, and again and Walmart kind of led us has led us down the path of, of the belief that everybody deserves value for nothing and it just and it's and I'm sorry, but it's just the world doesn't work like that. So anyway, but but so real quick before we before we run out of time, I want to I'd like to hear you tell the listeners, what's the best book you think you've ever read.

Unknown Speaker  27:14  
It's gonna be old school. But thinking Grow Rich is one that comes to mind. Because you know what mindset is the foundation of building a business that flourishes that you enjoy that you're happy with? I know some really successful people with still struggle with mindset. I'm like, you're making 7 million bucks a year, you have a digital business and you're acting like you're working part time. Like, the mindset thing is big. And for some people, they just haven't been exposed to the right ideas and perspectives. So it's an old Napoleon Hill book, but oh my gosh, it's just you know, they talk about the concept of the mastermind. That's where all that came from and really surrounding yourself with people are going to build you up and support you like minded people is huge, but that's a great book.

Casey Brown  27:57  
Yeah. As a matter of fact, my my another marketing guy had on here's a good friend of mine, Derek Peterson. He said, he said, I forgot where I was gonna go with that for just a second. But he said, You know, when you joining a mastermind, is like, that's everything and surrounding yourself with people that are smarter than you. And I think he and I discussed if you're the smartest person in the room, you're in the wrong room. Yeah. Same same scenario. So all right, now tell the listeners. This is another just blindside question, what is the best trip you've ever taken? Or I'm going to actually start start changing this question on my podcast. What is what is the best trip you would like to take or have taken?

Unknown Speaker  28:40  
So the best trip I've taken was almost a year ago, we went up southern Indiana, we went up West visited Yellowstone, Wyoming. Love the state and we loved it so much. We're actually doing round two this year. We're going to finish Yellowstone, see the Tetons go up into Montana, and all the way down the east coast of Idaho. So don't be surprised if homebase becomes out west sooner than later.

Casey Brown  29:03  
Awesome, man, that's great. I the Hoosier State will very close to it as well. But I wouldn't blame you a bit old faithful. And I'll tell you, when we were out there, it was nothing to pull up. And you got and all of a sudden you're like, what, what's going on here because there's like 10 cars in a row store of your car out to see what's up, there's a moose walking down the road, everybody behind or whatever. And so it was it was very intriguing to see the signs of the old forest fire that they had there and all that good stuff. So Jason, thank you for taking time out of your busy schedule to give the listeners some value and discuss market automation and email mark, you know, whatever, whatever we call what we just discussed. I can't thank you enough. Thank you for having me, man. It's been great. And I'd like for you real quick before we jump off tell the listeners if if there's if there's a real estate investor out there that or or not an investor but or even a syndicator or somebody out there that's listening that wants to maybe implement your strategy or look at, look at a way for that to go. How can they reach out to

Unknown Speaker  30:11  
you? Yeah, best place is go to intentionally you'll see options to jump on a call with me. And that's where we'd go.

Casey Brown  30:18  
Awesome, man. That's great. And hey, and I can tell you I've done it. I've been all the way through Jason's funnel. It's great. He takes good care of us. I have a question. He answers almost just almost immediately. And, again, I can't thank you enough, sir. We appreciate it. Awesome. Thank you.

Transcribed by

Jason WrightProfile Photo

Jason Wright

Intentionally Inspirational