Why Real Estate Entrepreneurs Need a Personal Brand ft. Shane Seo | Coffeez for Closers with Joe Shalaby

Today we are sitting down right now with Shane,

so the founder and CEO of So Capital Management,

a real estate company headquartered at Atlanta, Georgia,

and really making a way in the real estate space.

They have hundreds of millions of dollars

under management and continuing to scale their business,

acquiring more and more properties

and dominating the space and growing in many verticals.

And now adding potentially movies to the mix

back by Real Estate, which is a totally new venture.

We're gonna dive right into it.

Let's welcome Shane, so thanks, Shane.

Hey, thanks for having me.

On today's podcast can be a fun one.

So now, you know, you're buying buildings,

you got a podcast, and now you're starting to create content.

And you know, we talked about this

when I first met you're kind of an introverted guy.

Yes, I am very.

What deals are already coming in right now

on the real estate side, what are you out working on?

So we're in a transition period right now.

So we have about 400 single family.

And you know, when I did a few motels,

I was like, well, I can have 59 units or 44 units

kind of all in one area.

But having 400 homes, that's 400 tax parcels,

400 insurance policies, 400 different,

and they're kind of spread out.

And there's no forced appreciation that can happen.

So we're trying to bundle up some of those.

So we have right now 42 to 43 houses under contract to sell.

And I'm going to 1031 them and put them into more multi family.

So that's what we're sourcing out.

We want to try and get into hotel business.

That's not, they say that's not,

that's more of a business play than a real estate play.

But I kind of want to try a hotel,

like to try some development eventually

and then also some single tenant,

triple net lease conversions.

So we'll find some older building

or maybe just some land, find a good,

triple net lease tenant that wants it

and we'll either build it or fix up the building

that's currently there.

And we tend to like those a lot too,

a lot easier tenant as well.

Where are you sourcing right now your deals?

Are you just finding them through your network?

Are you finding them through realtors?

Are you finding them through like online auctions?

How are you getting it?

Yeah, so we've always used,

so since we're going after multi family,

I guess it depends on the type that we're looking for.

But multi family, what we do is we pull the records

for the current dispossessories that are happening,

the current evictions.

And if you notice like the same name as the landlord,

it means they have a portfolio of single family homes

or multi family.

So we'll reach out to the landlord

and that's usually in their most motivating spot.

As you know, if you're in real estate

and you're a landlord and you're in the middle

of an eviction, especially a bunch of them,

you're probably in your most motivating spot.

So we tend to talk to them and try and upgrade them

from landlord to banker at that point

and make it completely passive

because most landlords got into real estate

for passive income and then it ends up not being as passive

as they thought ever passing.

Yeah, so we're like, well,

so we try and make it completely passive.

So we'll handle all repairs, maintenance, tax insurance

and we buy it with seller financing usually.

Unless it's just like a killer deal

and they can't sell our finance it

where they want it 1031 then we'll pull out

a good Fannie or Freddie Mac multi family loan.

So that's how we do multi family.

As far as commercial, we deal with a lot of brokers

and I'm very new at this.

Like I said, even doing podcasts,

I've done a few of them now

but like I'm new.

But since I've done more personal branding,

a lot of people know I'm the real estate guy

in the area that we're creating and what we're kind of buying.

So it's been really good for deal flow.

So that's been another way.

So brokers, dispossessories for the multi family,

people just bringing us deals

and then we're always sourcing some stuff

or if we're driving by property and we see one

that we like, we just we just make a hammer.

So I like that property.

I like the area where it's at

and we'll just try to reach out to the seller

just to make a relationship.

Talk to them, they may not want to sell now

but at least we're always first in mind later on.

So because we play the long game.

So that's kind of how we're sourcing right now.

Kind of basic and easy.

You said something now that really resonated with me

which is you started doing some personal branding

and for someone like yourself

already established in real estate,

already have a big portfolio of business.

And now you're like pivoting.

I'm going to build my personal brand.

What was the catalyst for you

to start to think about building your personal brand?

What really inspired that for you?

So it took me five years to even get my first deal

in real estate.

And I was 25 years old when this guy had slicked back here.

Kind of like you, like he had this real nice hair.

Even his wife had matching Cadillacs.

And I could just tell he had a lot of money.

Just like I look at him,

I was like, he's doing well for him.

So I said, what do you do?

And he said, boy, you should take me to lunch.

So took him to lunch and he said real estate.

But then he ghosted me after that.

So for five years, I got 33 properties under contract

and canceled them all never closed them or anything.

Because I was just, I didn't have any knowledge

of no mentor, not enough education.

I honestly wasn't in the right, like, I guess, groups at that time.

So but once I finally got my first property,

it snowballed so quickly.

And I looked back about a year and a half ago,

it was January, no, no, no, 24.

No, it was January 2023.

I'm sorry, so it's been a little bit longer

that I said, I'm gonna really lean into finding out

how to make what I do quicker.

Because if I would have started five years prior

to doing real estate at that time, where would I be?

So I reached out and I said, I'm gonna go to a bit

best mentor I can think of right now.

And I was watching a lot of YouTube.

So I paid 100 grand, talked to Grant Cardone.

I had four hours with him.

I've only used two of those four.

And the first time that I talked him,

he answered all my questions, made one phone call.

And they made me 88,000 hours, three months later.

And I said, that's why I should have done it.

So on the second time I saw Grant,

I say, Grant, what should I do?

Thank you for the real estate,

but what should I do?

Should I do events?

You know, what should I start doing?

And he says, you need to get in personal branding.

So then I reached out to Tai Lopez.

I paid his mentorship and both Grant and Tai

kept saying, do personal brand.

And I'm an extremely introverted person.

Like Bear, if I'm in an event,

I'm always in the back shatters if I can.

So it took a little bit of time.

And I did drag my feet a little bit

probably a couple more months.

And then in January, 2024, I said, aren't,

well, let's try and do this personal branding stuff.

I did my first podcasts and we started doing workshops

where I'd stand up front and start teaching people.

And then we started doing,

I don't even know what you call it,

but when you're talking to the camera,

I just teaching something.

I started doing a few of those.

And then slow bullet shirt is growing.

I'm still doing a lot to try and catch up to you guys,

but that's what got me into it.

I start personal brand, January 2024 as well.

Oh, well, you're killing it.

You're doing a great job.

But I went all in.

I started doing crazy content, antics, podcasting.

I just released a book, you know,

I went all in on personal branding.

Well, you got to coach me.

Cause right now I'm just doing the basics.

I love as in Grant Cardone.

Those are the biggest names you can go to.

Oh, yeah.

But there are bids that can't sit there

and they say, hey, make a whole plan all the time for.

I'm actually a skepticy grant again in the night.

It's like, month or two just to ask them,

but like, I haven't been making funny videos,

you know, that capture and keep it.

I'm minds more nerdy just, hey, here's this

teaching or podcast, but I need to do

like some creative videos.

What would you say if I, you know, I do real estate

and I'm doing it for deal flow.

And I love nerding out what are three things

that you think I should do when I get back to Atlanta?

I mean, I think you do have to do more relatable content

that actually resonates with people,

something along the lines of just making people laugh,

you know, and adding the flare of, you know,

where they know you're, it's associated with real estate.

That's just some sort of, you know,

relatable real estate comedy.

Like, you know, I, I do some relatable comedy

when it comes to real estate.

Like, oh, this is what like, you know,

a million bucks gets you in California

and I'll walk into like, you know, a bathroom,

you know, like a shack.

No, no, like a quarter potty.

Oh, yeah, that's, here's a million dollar house

down in California.

So like, you know, but it's like, it's funny,

but it's, it's, you know, it's just things

that make people laugh associated with real estate.

There's just millions of jokes.

That's just one example.

And, you know, you don't know, like,

I don't know how much short content

you're putting out right now.

We're trying to do 30 a month

and then hopefully get to where we can do three or four days

what I've heard is a sweet spot.

And post a lot.

Like, I don't know how many platforms you're on,

but I'm on every platform.

I'm on TikTok, YouTube, Snapchat, Instagram, Facebook,

LinkedIn, X, you know,

what's it called, the blue one, blue sky.

But I didn't, I've never even heard of blue sky.

Yeah, and then I'm on, I'm on Reddit.

I'm on Amazon.

I'm on, you know, Spotify, Apple, iTunes.

So I try to be on everything.

And then I'm on all the blog platforms.

So, you know, I try to, I try to get on every single platform

so that I can just get as much exposure as possible.

I'm writing down these.

Yeah, I'm on all of them,

but all that you said in the earlier parts

is set for Snapchat.

I have it, but I haven't been to it,

but I need to do it.

Yeah, yeah, Snapchat's actually a very untapped market.

There's not a lot of big influence.

I met with some of the sea level

and be going to Snapchat school

and actually represented by Snapchat.

Oh, wow, that's awesome.

Yeah.

So it's just an untapped market.

And what made you get into doing personal brand rules?

I just wanted a differentiator from my competitors.

My competitors, then I started building their brand

and I just wanted to build my brand.

And you said big difference

that it's helped with all the businesses that you do as well.

Yeah, it's helped, deal flow, it's helped recruiting.

It's just, it's made me relatable.

It's allowed me to get on stages.

It's opened a lot of doors.

And I'm in the very grassroots of it, you know.

So I just, I'm in the very beginning just like you.

I'm 18 months in.

Well, you're doing good, doing good.

So we're both kind of doing the same thing,

but it's opened so many doors.

It's awakened me to so many different things.

Yeah, that I just wasn't privy to.

I've just, because now you, you know,

and now with, with AI indexing,

with the way that the, the algorithm is moving

with ChatGPT, Grock and Gemini and all these platforms,

Cloud and all these guys.

They all get their data from online.

And they all aggregate their data from,

that's a good point.

Whatever you say on these podcasts,

everything I say on this podcast is going to be indexed.

Every word I say is now going to be indexed

by ChatGPT and will be quoted and will be,

you know, all these different things.

So they'll use it.

Oh, that makes sense.

That makes sense.

It's a way for you to stand out in the future.

And it's something that you just is a necessity

and you're vertical right now.

Just because the way that ChatGPT reasons.

So in the world of AI, you couldn't have timed it better.

Yeah, like your personal brand,

like no one's even relating personal branding

in the new world of AI fully yet.

And I'm kind of going on a mission talking about it

so it'll be much more important here and more about it for sure.

So real estate people love to say,

I don't have time for content.

What do you say when someone hits you with that?

I say you're 100% right

because I don't want them to do it.

It makes it easier for me.

Now, I just think it'd be a big mistake.

You know, I think real estate and content,

really any business, personal brand and doing content,

that's the best way to get yourself out there.

Weirdly enough, if you're driving down the road

and you see billboards, I bet more people see stuff

on their phone while driving or in a car

than they do on billboards.

So it's best for personal brand, it's good for business,

good for everything.

So I would say they're making a big mistake

if they don't take time.

In fact, I would say it's very important

to take two or three hours per day

and just do personal branding.

That's what I'm trying to, you know, I'm saying all this

and I struggle with it,

but I'm trying to be very disciplined now

to just make sure I'm very deliberate to do it.

I believe in the next year and a half,

since I'm a year and a half in, year and a half later,

I hope to sit out with you and laugh about it.

Man, I remember Senator doing that podcast

and I join those other groups now and it helped me, you know?

So I'd say it'd be a big mistake

if they don't do personal branding.

I agree 100%.

I mean, I think anyone in the real estate field,

financial sector, mortgage sector,

insurance sector, have to start building their brand.

Yes, because if they don't,

their competitors are going to eat their lunch.

Yeah, I mean, it's a great way for credibility.

People see you, they see you as the person

that's giving the knowledge and then when they meet you,

they trust you more or they feel like they know you.

I assume, because you've been doing very well

about what I was looking online and having met you're

very personable person, you're funny.

I saw so it was very good stuff,

but when they meet you, they act like they already know you

so they're just, if you say, hey, do this, do that,

they're going to act on it quicker,

which is good for them too.

Yeah, it's funny what branding has done for me,

because I don't think I can go somewhere in public now

where someone's like, you're in my feed

or I haven't seen, I see your videos or I like your stuff.

And they connect to you, just because the more relatable

you are, the more down to earth you are.

You got to do content that connects with people.

Absolutely.

And what I've identified is that we're both

in pretty boring businesses.

Yes.

So when you go on social media,

every platform has their own place.

LinkedIn is a good place to nerd out.

But like Instagram and TikTok and YouTube,

that's a, well, not YouTube, TikTok and Snapchat,

those are places for you to be more authentic to you.

You are. That's right.

Whatever your hobbies are, whatever you find funny,

whatever you think is like relatable to your life

or your dad life or whatever.

It has to be more entertaining for sure.

It has to be more entertaining.

It has to be more relatable,

because that's where the people go for release,

people go for education and information on LinkedIn,

on YouTube or whatever that's X.

X, we've converted our X-pages just hot takes,

which is just small tidbits of,

so I have so many verticals of content you probably saw

to embody my brand.

Listen, for me, personal branding is a big work in progress.

I just went through a full rerun myself, you know?

So it's a big work in progress,

like imagery, content creation,

like what sequences, cadences am I putting out?

It's all just, you know, I'm always thinking about it.

Now take us behind the curtain.

How are you, how are you planning?

How are you recording?

How are you editing and, you know,

really distributing your content to?

So I have a really good friend.

So I went on a Christian movie set as an extra,

and I met these, this husband and wife team

that they were directing the movie,

and I guess I should say a little bit before.

This before I did that extra,

was an extra on the show.

I had hired some people to do some video for me,

and it's after, even with me,

with the limited knowledge that I have,

I could just tell they wasn't up to party,

just because someone was out of film on wedding,

doesn't mean they know how to film for social media,

if that makes sense.

So I was already in transition period from that,

then I went to be an extra on this movie or whatever,

and I met this husband and wife team,

Austin and Haley Spicer, been phenomenal,

but not only did they know how to do movies and shorts

and things like that,

but they had actually done social media for other companies.

And when I told them what I wanted to do,

and they said, you know, I think we can,

I think we can do that.

So I said, well, just take your time,

go research and tell me your thoughts first,

and here's a few people to go look at the other,

you know, business guys online,

and they went looking at this as shame,

we can totally do that,

and what we do not know that,

or don't know at the moment,

we know other people in the industry that do it,

and they ended up having a pretty good role

of that sort of people that were already,

you know, had pretty good large podcasts and stuff.

So we sat down, they filled me a little bit,

they gave me some scripts,

and I kind of went off script,

because just because they give me a script,

doesn't mean it's the way I would believe.

So I just took the ideas that they said,

and I read it and I said, okay,

let me put it in my words,

and I taught it in my way,

because I like to buy things a little different

than what most other investors would do,

because I like to be creative,

and instead of just giving one offer,

we get three every time,

and we have reasons while we do it,

and then what do we do two weeks later before closing

or whatever.

So I would just tweak it up.

So then they would film it, they would edit it.

I would review it and give notes,

then whenever it comes perfect,

where they all feel good about, and I feel good,

and then we would try and post.

And I guess they put it,

I guess you can schedule when they come out,

so they looked at the optimum time,

the schedule win something long.

That's a lot of work.

Yeah, a lot of work.

Now, just to get out a few of the videos,

you have video,

and then if we do a podcast like this,

apparently you can break it up in the multiple shorts, right?

So they would choose pieces there,

and now we've been delegating,

talking to other people like,

that I don't want to say their names,

I guess, but like just other people that edit

for some of the other podcasters,

and other influence, some of the bigger influence,

I didn't realize how expensive it was until we did it.

It was like six grand, for like 30 shorts,

I was like, man, that's ridiculous.

But those got the best traction,

and they know when the hug,

and keep the audience's attention,

apparently you want,

on a short then to watch the whole thing,

and hopefully watch it again.

And then on long form, you want them to,

at least watch 30 seconds of it,

like to make sure to stand in,

you can kind of slow down the pace,

and let me nerd out a little bit.

There is a lot of science.

Oh, I was talking to your good guy here, Tim.

He was teaching me some more stuff.

So I was like, oh, I'm always trying to learn.

Yeah, coming out, we're coming out with something for,

because we've converted our podcast

to a media company as well,

for a guest who need content.

We meet a lot of people who are just like,

I don't know how content.

So we're rolling a lot of cool stuff out

to help our guests that really like launch their content.

I think you'd be interested,

Tim, which I would with you about it,

and you know, for sure.

Show you, you know, what you can do

to really optimize your content,

what to say, what like pictures to add,

and how to really like, you know,

add the hooks, et cetera.

There's a lot of science to the,

it's actually more science in this than anything else,

because it evolves so quickly.

It does.

It evolves every single day.

The algorithm is changing at rapid speed,

and we really are in a place where, you know,

if you're not up to date with what the algorithm wants,

it's like your content's null and void,

it's not going to be served to the audience, et cetera.

So staying up to date, staying relevant,

optimizing all the time for what the algorithm wants

is like imperative to gain adoption.

So no, that makes it.

And from a skill one to 10,

I'm saying that 10, you know,

I know everything about social media.

I'm like a four.

Yeah, so I can, I would say I'm a two.

I mean, it's like, it's impossible.

Like I'm going to conferences.

I'm going to, you know, all types of stuff

just to kind of keep up with the times.

And it's like, you know, it's really,

it's really a difficult, a difficult industry to,

to really dominate.

It is.

See the top podcast or the top social media influencer,

because someone's better than you.

That's right.

Like way better than you.

You know, and it's also pretty interesting.

You said, because it's like McDonald's cheeseburgers,

not the best burger, but it's the most bought burger.

You know what I'm saying?

So in my opinion, the same thing is like,

I just want to know enough, but I want to get the best

for you in Austin and Haley.

And then some of the guys that are using his editors

and kind of giving us advice and definitely want to work.

Tim, he knows this stuff.

He was every two, two, two, two, two, two, like,

man, because we've been at it for 18 months,

every day, all day talking to this guy.

And Tim also, like my team, we have a lot of resources.

So, you know, I'm talking to so many CEOs, so many founders,

so many big creators, so many influencers.

Every day, I'm coming up with something

I'm collaborating directly, so.

That's awesome.

That's awesome.

We're coaching each other.

And I'm studying this stuff every day,

so I can properly speak on it,

because I speak all over the country,

talking to people about branding,

because I'm going to, you know, again, me and you

are both in very boring sectors.

We are.

So branding to a lot of mortgage professionals

and real estate professionals isn't that important.

They just think they got a doorknob.

They got a, you know, co-call or whatever it is

that they're doing.

It's like, dude, welcome to 2025.

And who would have thought, okay,

because I came back when I was younger,

my space was the big thing, you know,

you never would have thought that like,

I had one of the founders of my space on my show.

Oh, that's crazy.

Yeah, I like to meet him.

I just never thought that it would be so big

that social media is just, you know what I mean?

Like, when I'm, I still thinking,

I used to love my space, you know, this kind of crazy.

But I will throw this out.

Just that you're speaking around, like on stages and stuff.

So we did a land of real estate conference,

which is our just real estate based company

about 400 people last year.

Then we did a business conference.

And now we're going to try and do a creator one.

So we can have those three going throughout the year.

The reason why is because we think business people

need to make money and preserve their wealth in real estate.

But they also need to do personal branding

and like influencer stuff.

Then we think the real estate people,

they need to treat their business more like a business

and they need to do social media.

Then you got influencers who are good at making money

and talent, but they don't know what to do with their money

and they don't treat what they're doing as a business.

So we feel like there's a good little triple pillar,

if you will.

So I'd love to have you come out to our creator summit

when we hold it.

Yeah, let me know.

We could do it.

Again, I'm going around speaking to boring mortgage real estate

professionals all over the country,

figuring out how I can help them build their business

and really like giving them insight

into the importance of building their brand

based on AI indexing.

My conversation isn't just about branding.

It's about how the algorithm is interpreting

your personal brand.

Interest, yeah.

So it's a different outlook on it

because it's the future

because we now use AI for decision making.

Oh, wow, yeah.

Right?

That's what you do.

If you go, what plumbing am I going to go with?

Or what's the best place to shop?

Or what's the best milk to buy?

Or who's the best loan officer to work with?

Who's the best?

Who's going to give me the best interest rate?

So I have the best realtor who provides the best financial.

And like, can I just exciting everything for you?

It's the reason we got to be more

on personal branding to make sure it picks up.

That makes sense.

So you got to formulate your brand around what you do

and put out content and podcasting's important

because every word you're saying right now,

everything is going to be, I mean,

chat GPT is going to site everything, I just said.

That's amazing.

Even every stutter, every word, every arm, every ah.

Mm.

Wow, I like it.

Well, I like Chick-fil-A with a large sweet tea.

If you're at any of my conferences,

bring it to me, you guys.

That's what I like.

Now, what gear tool software actually helped you move faster?

Like, when you launch your business.

Like, when I started doing the real estate stuff,

real estate, what gear tool software

is using podcasting?

Oh, okay.

So for real, just some tidbit of just my cell phone,

which of course, right now, it's starting now

because I can start what I did when I started real estate

is just driving by seeing for sale by owner signs

or a Craigslist.

But like right now, it's definitely chat GPT good AI stuff

like that is always helpful with.

Like you said, I sit there and brainstorm.

I do 10, 20 minute notes.

You know, I'll do it and it'll be talking

and it'll stop at 10 minutes.

I'll wait for it to catch up and then I'll keep doing it

over and over again until I ask you the bunch of questions

and brainstorm with it.

So chat GPT definitely.

We use a lot of softwares when we're doing sourcing too.

You know, we use Facebook marketplace

when we're finding deals.

We are always constantly looking for landlords.

So we're using, you know, social media, you know,

Facebook.

What else are we using?

You just just internet tools, you mean?

Yeah, yeah.

I mean, this is more application.

Thank you.

I'm studying somebody I want to know what they're doing.

What's your tech stack?

What's your, you know, sourcing staff?

What's your, well, we use co-star craze

because we're looking for commercial stuff there.

Facebook, we also scrape the public records too.

You know, we're trying to find the current evictions going on

or water shut offs to see what's vacant or what, you know,

where some of those motivated sellers are.

We are going to, we do a lot of ads or inorganic ads,

we're sourcing to, hey, look, if you want to sell your property

or hey, your landlord, it wasn't as easy as your daughter.

Why did you get into it?

We're trying to build up more landlord community as well.

And then of course, for, you know, we don't use clean,

we use go high level, if that's a software that's your

business.

Yeah, it's just a good CRM.

Yeah, I'm not very tech, it's real good for all my,

I know, like I said, on a scale 110,

I'm like, always a three or four,

but I have the best guys around me that know every bit.

I can just at least talk the language

and make sure we're all on the right page.

Now, have you ever had someone call you or want to invest with you

or do a deal with you based on your social media presence

or what they saw online?

We have, yeah.

The quince is only enough is I think my first larger podcast

that I got on and I was sitting there speaking

and then we had someone come to the meeting,

like our little workshop because we mentioned it on the podcast.

Then becoming one of our private clients,

which he is the best guy.

I'll even shout out his name is Jamie.

So he became a private client of mine

and we got him doing his first deal right now.

And then we met another young boy,

Tanner, so I'll give him a shout out.

And he was 20 years old, he's 21 right now.

So in one year, we got him 52 doors.

Very proud about that.

Yeah, we just showed him how we sourced,

how we talked the landlords and how we structured,

and he did all seller financing, so no banks.

Now that he's going past a year and a half,

we're trying to help builders relationship with banks and lenders.

You know, because we want to burr or cash that we finance

or bundle the loans or maybe wants to sell in 1031.

I just went knocking on people,

just took over their mortgages.

Yeah, he, well, no, no, no, no, no, no, they didn't.

How do you have the money to give the sellers?

Yeah, so some of those he paid down payments,

but I have this method that we do,

let's just say a landlord, let's just say you're a landlord.

And then I call and I'm talking to you,

and I know you're in the middle of an eviction,

and I mean, you're, you know, I'm talking to figure out

your motivations, and you say, okay, I'll use a real one.

My biggest portfolio, everybody,

as far as single families, 92 homes,

I was going to a little Caesars pizza,

the pizza for my grandma, which we call Big Bama,

and my little niece and nephew.

When I went through the drive through,

I saw for sale by owner sign kind of in the distance.

Had a buddy with me, I said,

hey, go get the number he went and got the number,

called the guy, ended up being an older gentleman.

He was about 81, 82 at the time.

And he was just surprised that we had called him

because this is a city about three hours from him.

My grandma lives about three hours from me.

He said, what are you doing down here

when you live up there in Atlanta?

And I said, sir, we buy all over the state.

He was very impressed, super nice guy.

For personal reasons, he had certain,

like, I can't explain everything that he was going to,

but he needed some cash, you know,

because he had these two homes that he told me,

he had the only city he had to at the dump.

Two homes, he needed to sell them for a personal reason,

and he needed to cash right away.

And I said, look, you know, I'm very interested.

I'm a young guy, I'm trying to catch up to you.

I'm trying to get into real estate,

it looks like you're trying to turn it more passive.

Lo and behold, he owned 92 total.

So I said, sir, how about this?

How about I buy two of those homes traditionally?

Unless that counts as the down payment

and you sell or finance me the other 90?

So I bought those two homes, I bought those traditionally.

Those were $100,000 each.

It's just kind of close to around $200.

So I paid 40,000 down, did the whole 20% down

and got along for 160, bought the homes,

and then he sell or finance me the other 90.

So that's what we try and repeat and do.

The thing that I did though, since I came out 40,

I'm always saying, how can I get my 40 bags

still owned the property, cash flow,

and then 1031 later?

Because if you sell or finance it,

you lose it 1031 eligibility, right?

So I bundled up about 42, 43, or 44 dollars.

I forget how many it was.

But is it some of the homes that I didn't necessarily want?

They're more work like in the hood, in the hood.

They're a little bit harder work.

And honestly, this is three hours away.

So I kept the ones that I wanted

and then those that needed a little bit more work,

I bundled them up and did a master lease and sold an option.

So I charged these investors that lived down there.

I said, look, you just paid me $150,000 down.

I master leased it to them for $12,500 bucks.

And that paid for my mortgage, gave me some cash flow

and I got all my homes for free.

And I got my 40 grand back.

So I made 110.

So that's kind of what I did.

So now what this boy Tanner did

and what I want him to keep doing is we find a property.

If I negotiate with the seller and let's just say

you have a $400,000 home, you want 40 down,

I'll get it under contract.

And then I'll find the tenant buyer

that can pay me 40 or more since I've got to pay you 40.

And let's just say I find some, give me 60.

They give me 60, I then close with the attorney.

Well, in Georgia's attorney say, here's an escrow

or title state here.

Yeah, it's a title state.

So I would then close that title.

Once I know I have the tenant buyer in place.

So now I've either made money or broke even.

Then I can cash for it, lease it with the option.

And then when they cash me out, I can 1031 it.

And during that time, at least got the depreciation

and have it as long term.

So that's kind of been my go, so he's put out money,

get it back, hold, put out the money, get it back, hold.

And then as I accumulate, then I'll put that into more

of a B plus a class asset with my own money.

Because now I can, I need to put the money so much,

I don't want to leave it in my bank account.

I think it's very volatile.

That way.

And for asset protection, that's terrifying, you know?

Absolutely.

So that's what this young gentleman did.

So he's just been rocking and rolling and doing it.

I'm very proud of him.

I'm proud of a young man that.

Oh, he's killing it.

Couple of last questions for you.

What's a personal goal that you have for yourself,

a business goal that you have for the business

and a family goal that you have?

Who I'm going to start with them to go.

So I just got married in November.

And so the same thing is I went to grant the lane.

So I went not just to grant,

but I went to the lane of Cardone here in Costa Mesa.

Well, you're in this Irvine, right?

Yeah, Costa Mesa.

There's two mentors as Glenn and Mindy Sterns.

So I went and asked them and just see how they are

as a husband and wife.

And I went to as many wealthy people as I could

and said, how does a wealthy couple make it

to have a maximum business, maximum portfolio

and still be able to give time to each other

and be a good family man.

So they all gave me great advice.

So in family, I want to make sure I give 100%

and 100% present with my wife.

I want to be able to have five children.

I'm going to start with one though,

but we have the idea, we want to have five.

I got four of myself.

Oh, I want to walk into a home and it'd be like chaos a little.

I don't know, I just, that's just how I like it.

I like the kids, but I don't know.

That's what I imagine it to be.

Is that how it is for your family?

And yeah, to me, that's a blessing.

So that's with my wife, I want to give her everything.

I want to have a ton of kids.

I like to have two or three homes throughout the country.

It doesn't have to be big.

But just something will work over a little bit here

in California, a little in Georgia, a little in Florida.

In business, I want to get into M&A

and I'm getting in the movie business.

So I'd love to expand on the movie business.

I believe the, well, the movie business is the only business

that hires every type of business.

So there's a great M&A play there.

So I like that.

And it has a real estate play, which I love.

And then in real estate, I want to get out a single family

and start doing more hiring stuff,

all privately owned right now.

And then I do have two little debt funds.

And the only reason I started that was to retire my mom and dad

in those funds.

And then all the sellers that did seller financing

when I cashed them out, they didn't have nothing to do with it.

So I put into my debt fund that's cross-collateralized

about multiple properties instead of just a first lien on one property.

So it's just a way to make sure I have that.

But now I may start ramping that up a little bit.

But I'd like to grow to a couple billion dollars

in assets under management in 10 to 20 years.

Hopefully, as quick as possible.

So I say, that's real estate business.

I want to do more M&A and family.

Yeah, that's what I said about the personal.

Anything personal for yourself?

Personally, I speak Spanish now.

I want to learn more Korean because I'm half Korean.

I'd like to be able to speak to my family in Korea.

I want to get in better shape.

I've been, have more of an uncle body right now.

So I want to be getting more maximum shape.

Definitely want to do that.

And I want to be a little bit more comfortable on stage speaking.

I want to be a better speaker because I'm a southern guy.

I stutter.

I'm introvers, I don't like being up there.

And I start getting nervous.

I want to be more comfortable when just working that muscle.

So I want to be able to do that.

The only way to do that is just do more of it.

That's what they say.

You got to just do more of it.

I would be terrified speaking on stages before.

Now it's like I just go up there and I'm just me.

Me everywhere I go, me on this podcast,

I'm me on social media, me on stages, that's me, me, me, me.

Well, that's great.

And I have a lot to learn from you.

And then I know David Meltzer, I call him Uncle David.

So I like to have a lot to learn from you guys.

I wish it was your day, you would have done your show today here.

Yeah, we did one, like, sometime in May, I think,

it's a couple of weeks.

And then you've done it.

Yeah.

One last question.

Yes.

When you're in front of the pearly gates,

what do you think God's going to tell you?

You know, that he doesn't see anything but his son.

That's what I would hope you'd say.

Because if you saw me, I would be straight to hell.

That's what I think.

So I hope he sees through me, sees his son, lets me in.

And he, because I don't think there's anything

that I can do to win myself to heaven, you know.

But I have fully, I grew up in the church since I was four years old.

And I had done mission trips since 19.

I even did, I was actually a pretty full-time missionary from 19 to 28.

But I got married, I got not married.

I got born again, though, when I was 28.

So I know what it feels like to be religious.

And then I know it is the like to have the actual thing,

not just a counterfeit.

Does that make sense?

Yeah.

And in that moment when I was 28, I realized no matter how kind I looked

or how people looked at me or how much I stood in church

and all the people that I fed and people that I helped,

I still saw it.

I really saw that like wretched man that I am.

You know what I mean?

I've always heard that in the church private.

I didn't get it until I really experienced

how wretched of a man that I am.

And I got saved that day.

So I hope when I stand before the pearly gates,

he doesn't see me at all, he just sees his son.

That's what I hope.

I hope that for you too, God bless you.

That's about you.

You know, I realized how wretched I am all the time, right?

We all do because that's just part of being saved.

And you know, for me, when I'm in front of the pearly gates,

all I want God is like, I know you tried and I know your screw up.

And I know you keep trying.

And I know you get back up.

But one thing he knows that I'm a fighter

and I keep getting that back up and I'm going to keep fighting

and I'm going to keep just doing his work.

I exist for one person, one reason.

Just here as a vessel to do God's work.

He knows that.

I love that.

As long as he knows that, because that's all,

that's the my whole purpose in my life.

Absolutely.

No, I love that.

Do God's work now?

Do I screw up every day?

Oh yeah, every day.

We all fall short, you know, but he knows I'm here to do his work.

Yes.

And he's given me a lot of power in society to, you know,

push a message.

And I do that.

And I do that with that with no shame.

And I do that even though a lot of people hate on me for him.

And that's what it is.

But I'm pushing the message.

No, well, I love that.

Bless you on that.

If people want to connect with you, how do they find you?

All right, so I'm not on that as many as Joe here.

But I'm on Instagram, Facebook, YouTube, TikTok,

and X at Shane Soe.

So at S-H-A-N-E-S-E-O, I love to connect with you guys.

Let's go.

Mr. Shane Soe, he is dominating.

Make sure to connect with him.

He will make you a real estate millionaire.

Let's go.

Let's do it.