Creating Content That Actually Converts in CRE

Aviva (00:00)
This week's Listener of the Week is Landlocked Lucy. Lucy, thank you so much for leaving us a five star review. And for those of you listening, if you leave us a five star review below, you might be next week's Listener of the Week, week, week. This week on Commercial Real Estate Secrets, we have Justin Ryder out of Kentucky.

Justin Ryder is a commercial real estate advisor, investor, and moreover, the reason we are here today with Justin is because he is a commercial real estate media enthusiast, but I would refer to him as a commercial real estate media master. Welcome to the show, Justin.

Justin Ryder (00:44)
wow.

Aviva, such an honor sitting in the same seat as Gary V. Not that he was at my house, but figuratively speaking, what an awesome guest and you have a great show. So it's really an honor to be here.

Aviva (01:01)
Justin, let's go straight into it. Tell us about the new podcast. What's it called? Who you're talking with and yeah.

Justin Ryder (01:06)
Yeah, sure.

Well, I will say like many of your listeners and I'm sure like you, the reason I started media in the commercial real estate space was to tell stories about the deals I was doing and therefore recruit more clients. And as I sort of did that along the way, which has worked wonderfully and been really awesome. I love social. I love making stuff, love creative storytelling and figuring out how to do that on different mediums that people are on. but

Along the way, my goal broadened a little bit from just telling stories and recruiting clients to realizing, there's people care about their sales lives, so to speak. And there's a lot going on in people's lives. know, people are onions, Aviva, as you know, and there's a lot going on, right? So I then started to write, cause I want, I want to be a person who posts daily. You know, I like that kind of presence. And I realized, okay, I just need more than.

deal stories. And so that ventured into, you know, commenting on shared experiences and things that brokers and investors know about and problems I was having or solutions. And they all sort of revolve around this idea of the sales life. And along the way met a fellow compatriot in this journey whose name is Sean Ward, who's a great

you know, expert broker of industrial outside of Southern California. We began to talk and realize, we're, we're having a lot of the same questions. And he was someone who's writing. looked up to greatly. And so I kind of tricked him into doing a podcast. ⁓ truly I said, why don't we have some conversations? And he was like, well, that's great. You know, we could become buddies. And I said, well, let's, but let's record them. And then I'll publish them in podcast format and.

You know, so every conversation we've had that's been recorded is being published. Like we didn't start with, you know, trial runs or whatever. We just kind of started from the beginning. Let's say, let's improve the sales life through this friendship and conversation. So long answer to your short question which is the podcast is called sales life and it's live everywhere.

Aviva (03:23)
I told Sean this and I say to everybody, I'm so glad he is not in my market because I could scream from the mountain tops how important social media is for us to sell and lease warehouses and nobody in my market does it except for me and some other highly light attempts, just sold, just listed.

Justin Ryder (03:48)
Mm-hmm. Mm-hmm.

Aviva (03:50)
under contract,

Justin Ryder (03:50)
Mm-hmm.

Aviva (03:51)
know, valueless content, Sean smashes it out of the park. you know, good thing he sells boxes in Orange County and not in Denver, Colorado, because boy, my friends and competition making it easy to just let the digital world lead the way and grow and expand our business and brokerage practice. So.

Justin Ryder (04:17)
It's true. You know, I obviously, really look up to Sean and there's no disguising the fact that selling buildings is one small piece of our lives, right? We have families, have, you know, we have hopes and dreams outside of this profession. Although this profession takes so much tenacity and emotional energy, won't deny that. And so I kind of enjoy focusing on that.

that angle and to be honest with you, I listen to some podcasts, like for example, I might listen to yours because I'm looking for an idea, a secret if you will, on some type of productivity or efficiency. And there's so many people that are doing that really well that Sean and I kind of set back and said, what could we do differently? Maybe we just give these crazy driven type A hyper-focused salespeople

something to listen to on their commute home. When you're tired of selling stuff and tired of talking to cap rates, investments and cashflow and all that, maybe it's like, I'm just driving home. This will be my little buffer before I walk into my family or spouse or friends or whatever. And I can decompress a little bit, laugh with these guys. so we enjoy it. We do it on the weekends. It's a non-work time pod. Otherwise we couldn't do it.

frankly.

Aviva (05:43)
Sure.

Well, go every, if you're listening right now, go after this podcast, go listen to Sales Life with Justin and Sean. So.

Justin Ryder (05:54)
Yep. Yep. And

by the way, don't new to the podcast media space, but shocking that Spotify like dwarfs the other platforms. Always thought of podcasting as an Apple type thing. And of course I was like, well, we should publish on Spotify, but wow, you know, it's like three, two to three times the listens on Spotify than it is. ⁓ and then I just learned the other day, YouTube is like the number one podcasting platform technically.

Aviva (06:12)
Hmph.

Get ya.

Justin Ryder (06:23)
So we're

everywhere and it's been a fun experiment.

Aviva (06:28)
It's a serious can of worms when you actually realize what goes into having a podcast, but it's worth it. know, it's somebody who's willing to wake up and sell for a living, you know, cold call. It's like you said, these really emotionally intensive jobs, high risk, high reward. It's not that hard compared to some of the other things we do.

Justin Ryder (06:32)
Mm-hmm.

Right. That's exactly right. And you got to be consistent. Like think about this, this might be a fun topic for you, because I'd love to hear your comments on this, but our number one downloaded episode is about consistency over intensity, which is not how I'm built. Like I'm built to be intense. I like fighting. I like being the hero in situations. And I'm typically the loser in a commercial real estate situation long-term. Like it's typically just the people that are

Aviva (06:58)
It's.

Hmph.

Justin Ryder (07:24)
Consistent, I'm gonna make this number of calls. I'm gonna have this number of meetings. I'm just gonna consistently plot away at this. because it's a numbers game, outside of everything else, if it's all things equal, it's a numbers game, those people are successful, which is super cool. You've had a lot of those on your pod.

Aviva (07:46)
You know, I think a lot about success in this business and what it means and what it looks like and over the length of our, you know, lives and careers, because generally if somebody gets into this business, they can, and they stick in it, which is a very small percent, but then the longevity is really, really impressive thereafter, you know, the first two, three years. And I think about that all the time because

Justin Ryder (07:52)
Sure.

Mm-hmm.

Aviva (08:13)
It's a very unique business. And it kind of, want to talk to this. I didn't know this about you. So you're an investor. You're not just a broker. You know, everybody thinks brokers. Brokers are the hit men of Al Capone commercial real estate life, but you're an investor as well. Tell me about that.

Justin Ryder (08:24)
Yes.

Yeah, I am basically an LP investor in some central Kentucky warehouse or industrial projects, which have been super successful and really fun. have a tight market. so, you know, the properties we own have never really had a vacancy or it's been very, very quick. And then I'm venturing into LP investing on the multifamily side.

So I've talked a little bit about this, I think on my channel or YouTube or something, but made my largest LP investment to date last year. Pretty nerve wracking, very fun. Obviously, we've all heard a lot of horror stories out there about big LP investments and the apartment space, but I just looked around in this last year or so and my conclusion was,

Smart money is buying and you look at the numbers and you look at, okay, this project is being purchased at debt cost. We can handle the issues with it, will be handled immediately. There's a lot of opportunity with it. It's a good property, but it was bought in a place where it couldn't run well. Let's go for this.

Aviva (09:25)
Hmph.

Justin Ryder (09:49)
And then it's just trusting the operator. this whole business is trust, right? But this operator, I would trust to watch my kids if I was going out of town or something like that, just solid person integrity. I know their portfolio inside and out. And so when this opportunity opened up to me, it was more of like, how much can I get into it versus like, let me think about this, but it's

It's just trusting the operator, I think.

Aviva (10:21)
That's so interesting. Yeah, I mean, my father and mentor always said to me, you can make money being ethical. You don't have to, you know, because there are the, you know, Bernie Madoff or like your local, you know, we've got a local Bernie Madoff situation that affected our community. And the whole thing was like, I don't need to be on private jets.

I don't need, know, every lunch doesn't need to be catered here at the office. I can still travel, travel well, we can still eat lunch and we can all like, I don't have to be unethical in raising money to buy real estate in order to live an amazing life. And so finding that operator and having that trust is as valuable as it gets, I suppose.

Justin Ryder (11:08)
Right.

Yeah, 100%.

Aviva (11:17)
Does it make you wanna be a GP?

Justin Ryder (11:22)
⁓ it does. It does. I've passed on most of the opportunities to buy stuff myself and even things I've sold, like, there will be people listening will have mixed reviews to this, but there are projects that I look back on and I think I sold that. Like I definitely should have bought that based on how it's gone. That would have been much better to sell it to myself, but.

You know, there's a fine line in that, that sort of speaks to the integrity pieces. Like as a broker, when I meet with owners, I try to make what I do very clear and what I do for sellers. And I do represent some buyers in special circumstances, but 98 % of what I do is representing sellers and it's in the posture of maximizing value.

Aviva (11:57)
Mm-hmm.

Yeah.

Justin Ryder (12:13)
Right?

So it's like Aviva, you own this. My job is to work with you to, to, to maximize the value of this. and then I know brokers that then say, and this is not a judgment, but I just have not felt like it was my place to then say, by the way, this is probably what I could sell it for. This is what I'd be willing to buy it for. I don't think there's anything wrong with that integrity wise. you're being open and honest. I just haven't really ventured into that and.

You know, so in doing a lot of multifamily sales, it's been very helpful to invest in it in industrial which has been fun. Those are pretty small. This apartment one is fun, but it's a, and it's outside of our central Kentucky market.

Aviva (12:53)
Hmph.

Everybody's talking about the South right now. They are loving and buying up the Sun Belt.

Justin Ryder (13:01)
Yeah.

Yes,

it's a hundred percent true. ⁓ I just spent some time out in Vegas at NMHC and, you know, I met with 22 different groups while I was out there, ⁓ as well as a ton of other run-in meetings and quick coffees in the hallway or whatever. But in, the formal meetings, I came back with this, there's this unbelievable drive to buy in places like Lexington, Kentucky, which is home of university of Kentucky for your listeners, ⁓ Knoxville.

Aviva (13:28)
Mm-hmm.

Justin Ryder (13:34)
home of UT, you know, some of the SEC tertiary markets with a pretty, limited supply. You know, one, one thing we are is not oversupplied. In fact, we're about 22,000 units short on the housing side, which I think is actually a low measurement. So when groups find that out, it's like, to your point, it's like, that's a secret. That's like a, that's a commercial real estate secret. Like,

I need to invest there. wait, rent growth was 3.8 % last year in Fayette County? That's crazy. So I met with a lot of groups that are like pretty excited to buy here. And like most of us out there as brokers, product is always the issue. you know, it's connecting those two and letting sellers know what's happening. I spend a lot of time these days doing that. So.

Aviva (14:24)
what's funny is, you know, when you talk about multifamily in Denver, we are oversupplied, but, yeah, but where I can relate with the lack of supply is actually in the warehousing space.

Justin Ryder (14:31)
Yeah, that's what I've heard.

Aviva (14:39)
And Colorado is an anomaly because Colorado was the first state to recreationally legalize cannabis. The impact on the warehouses was substantial overnight. That was in 2010. Aside from the 25 % absorption overnight of warehouses in our town or in our cities and states, e-commerce, right?

Justin Ryder (14:53)
Wow.

Aviva (15:03)
cannabis, five, 10 years later, cue e-commerce, suddenly everybody was buying warehouses in Denver. So if I had a dollar for every time somebody called me and told me they wanted an off-market, multi-tenant industrial property, I wouldn't have to sell off-market, multi-tenant industrial properties. it's an interesting parallel and inventory.

Justin Ryder (15:28)
⁓ you're

like, get in line, pal.

Aviva (15:30)
I know. Well, and inventory is the issue too. You know, I call people and they're like, people don't leave me alone. And I'm like, I know that

Justin Ryder (15:39)
we're a lot of the same way. Owners get so many calls. And it depends on your... I like to differentiate, obviously most brokers do, between sub-institutional and institutional. And those two, when I'm calling a sub-institutional owner, let's say an owner of a 48 unit property, and...

I can very distinctly paint a picture quickly between the difference of most people that call him or her and me and why I'm calling. Right? And that's been something that's been tremendously helpful dealing with, let's say mom and pop sellers that have owned for 12, 15 years or more, built these, built apartments, just recently did a deal where the seller

built those apartments in 2001. Had him ever since mowed the grass himself, gave me a shoe box full of receipts and a handwritten rent roll, which can be great. but you know, people call to buy and wholesale a lot, not saying that's wrong. People probably get rich richer than me doing it. but then when you call and say, I'm actually calling you for a different reason, you know, I'm, I'm on your team actually.

Aviva (16:37)
Hmph.

Justin Ryder (17:03)
you may not want to sell tomorrow or ever, but you should at least understand the decision, the information that would guide those decisions around the market. And I think people sort of, you know, open up and they decompress a little bit. take a deep breath and they're like, I'm not a very quickly, the I'm not interested goes into like, okay, what do you got to say?

Aviva (17:28)
Yeah. Did you learn that with Massimo or did you learn that out, figure that out yourself?

Justin Ryder (17:36)
That's right.

That's, that's where you and I plan. was Massimo, which that that's another, a whole another, ⁓ discussion in itself. I don't know if you've talked about coaching a ton in the past. ⁓ no, I had discovered that previously as far as what to say. I think the, what, what coaching has added to my life is probably the, I'm focusing on the systems and processes.

Aviva (18:02)
Interesting.

Justin Ryder (18:02)
that will

allow me to be more consistent. Work a little less intensely and a little more consistently on the right things, maybe free up some time. Like many people listening to this, I probably do a little too much commercial real estate work. Maybe we should take a step back a little bit. But yeah, coaching has been super helpful. you doing, do you have a personal coach? You talk about that on the show a ton.

Aviva (18:29)
No, I haven't talked about it a ton. I'm happy to talk about it. You know what really stuck with me at MassimoCon the conference we went to, was when they said athletes have coaches. So you got, I'm watching these athletes for the Denver Broncos and the Nuggets and they're all being coached and they're running around. That really stuck with me. ⁓ you know.

Justin Ryder (18:39)
Sure.

yeah.

Aviva (18:57)
And I found nothing but value in our coaching and learned a ton, leveled up my game immensely, got the confidence to go for the $100 million building when I generally wouldn't have prior. So coaching, I have found it to be tremendously valuable and excited to see. I've only been doing Massimo the coaching for...

Justin Ryder (19:12)
Mm-hmm.

Aviva (19:21)
a year since November of 23. So that's kind of a yeah, how long are you in? nice. Okay.

Justin Ryder (19:26)
Okay. Yeah. I'm, I'm like November 24. Like I just started from the conference. Yeah. But I was like you. Yeah. I was

like you. was sitting there thinking like, I just didn't quite get it. You know, I'd seen, I had seen the process from a distance and then going to the conference and you see a lot of your heroes and people that are very high income earning proficient team leaders.

Aviva (19:41)
you

Justin Ryder (19:55)
who also see who also have time, you know, more free time. And, that's when it kind of clicked. And frankly, I just feel compelled to share too is like one of my biggest surprises was the guy who runs and owns the company, Rod, he just cares. Like I kind of thought it was a sales thing, Rod, if you're listening to this, I'm sorry. I didn't mean to judge. I just thought it was being called to like,

Aviva (20:12)
Yeah, he's a good guy.

Justin Ryder (20:19)
spend another couple thousand bucks on this, this, this, or whatever. But when I was there, I was kind of like very touched.

You know what I thought like, I feel like actually cared about. Like there's this idea of like, I want brokers to have more freedom and, you know, improved lives and more time and, to dream bigger dreams. so it was pretty cool.

Aviva (20:45)
super eye opening to just understand that you could do a for 1 million, a deal for 10 million or a deal for 100 million. And who's to say that you're the broker in the bracket of the 1 million versus the 100 million. That person who is delineating that is you. And facing that and like you said, talking to people who are

Justin Ryder (21:05)
That's right.

Aviva (21:11)
seven, eight figure annual earners who have systems and it's not sleazy sales to go back to what you were, the podcast. It's fun. It's actually very rewarding and fun. And now I talk to owners and I understand, it's not just like, do you want to sell your building? No, bye. There's a lot more, it's the long game as opposed to

Justin Ryder (21:32)
Mm-hmm.

Right.

Aviva (21:39)
a one or a two every day.

Justin Ryder (21:42)
Yeah, I thought, I thought what you said was so profound a second ago, because I have recently been asking myself, how many times a day do I say no for people or no for myself? And what, and where does that come from? Like, am I a pessimist? I literally wrote this down today. was like, I, people would describe me as positive, I think, but

Internally, I think I'm way more of a pessimist. Like, that will, that'll never work. That's not going to work. This is by the way, like, this is a lot of people on Twitter, right? So what throws a deal out there and it's like, or an idea or something that people say, no, this, this is wrong. It'll never work and whatever. And I'm like, I kind of have that mindset maybe. So if you don't get anything else out of this recording, maybe just ask yourself like how, how many times today that I say no for someone else.

Aviva (22:12)
Yeah.

Justin Ryder (22:36)
How many times did I say no for something I could do? Stop saying no. Like say yes, say potentially yes, ask, say potentially yes for yourself and do it. That's been a game changer in commercial real estate for me.

Aviva (22:41)
Yeah.

Hmph.

Perfect segue, game changers in commercial estate. Your content, and I just have to bring this up because it's too good. Your content is better than 99 % of the brokers that I see online. A, yeah, that's true. A, video. B, you're LinkedIn. You're a fire on LinkedIn. Talk to me a bit about your journey, how you got here and what, everybody's like, what's the ROI? I'm like.

Justin Ryder (23:07)
my gosh, that's-

Well, mm-hmm.

Aviva (23:25)
That's not a tangible figure, but I want to hear all about.

Justin Ryder (23:29)
Yes.

Yeah, no, I'm, I'm look, I'm really happy to, I, a little bit of my journey is basically discovering LinkedIn and like late 2020. There were some people still hanging around from the post COVID boom. by the way, number one social media regret I think about it all the time. I was doing basically nothing during COVID. Like nothing. I was brokering stuff.

I just didn't know about the world and I journeyed late 2020. There was a few people that had done like daily or weekly videos on LinkedIn. And I just looked at them and thought, my gosh, that's so putting yourself out there. Like, I can't believe it. And then I started reading Sean. So then I found Sean Ward's post and I started reading these like post about life and brokerage and how it mixed together. And I was like, this is exactly how I think.

So I just started writing. Like that just gave me a license to write who I am and have always loved writing. You know, I kind of picture when I'm writing, I sort of picture people. So I'll picture an investor or I'll picture another broker or a younger broker. And so Sean really gave me permission. And then I kind of start like everybody else does, Hey, I sold this apartment building. I sold this, you know, this investment sale.

I will say one of that probably my number one client to date saw one of those DM me and said, I'm interested in central Kentucky. We've now done six deals together most recently this fall. So LinkedIn has paid for itself. If you look at ROI a bunch of times over, but, I think it was just growing and understanding that you can do more in that. The worst case scenario is people don't care. Right.

Aviva (25:02)
Hmph.

Justin Ryder (25:16)
Like that's what I think is so funny. People are like, I can never do that. I can never put myself out there. I'm like, people already don't care. And worst case scenario is you put yourself out there and they don't care. But at least you had fun. You were creative. You told a story. You grew that skill. You know, that, that can be great. I will say it probably took two years to get traction. I probably did two years of posting that would get an average of eight reactions and

Aviva (25:22)
You

Yeah.

Yeah.

Justin Ryder (25:45)
Then you get up around five or 600, you know, followers or whatever LinkedIn calls them. And then, the algorithm will take you further. So, but in my most recent post ever was a couple of weeks ago, which is kind of a case in point of like how to do social media today. It's, it was my, was the perfect sales day versus the, authentic sales day.

Aviva (25:54)
you

Yeah.

Justin Ryder (26:13)
which is anything but perfect.

And it was one of those where I posted, checked back in at lunch and I was like, Whoa, this is, mean, people really like this and it's approaching a thousand reactions now. and You know, honestly Aviva, like just obsessed with video. Don't know how else to say it. Like video nerd. Just watch. I watch Peter McKinnon and Ali Abdaal. Like I don't watch a ton of commercial real estate. there are a few, I don't.

There aren't a ton of commercial real estate video creators like on YouTube, but nothing makes me happier than like a well-packaged crisp 4K video with good audio and graphics. And I just like, I just love it. What should I do? You should tell me. Where should I take it?

Aviva (26:59)
And it matters. No, you're doing what you should be doing.

You're doing it. Well, of course, right. That's like the question, like, where's the last train stop? What's the point of all of this? When has have I reached enough, right? There's no that right. Enough is for a lot of people. I talked to my dad who's retired about this. Enough is never enough. It's like, what's wrong with me? I everything I could ever want.

Justin Ryder (27:05)
Yeah.

Mm-hmm.

Aviva (27:28)
It's not enough, you know. So to answer your question, there is no answer. As long as, refer back to what you were just talking about, you authentically enjoy it. That's very clear. If authenticity just pours through these digital devices, which I find to just be so interesting and people can smell it from a mile away. And if you're not into it,

it shows and it's very clear. And so to just continue to keep authentically bringing value to the masses, understanding that A, societally, this is where we all hang out, realistically. B, brokers in our industry are median age is like

55, 60, know, you know, understanding where that opportunity is to insert ourselves and just the way that we, communities and society consumes media marketing, et cetera. Having an understanding of that, A, is pretty good to bring visibility to yourself, but then B, visibility to the properties that you're ultimately transacting.

Justin Ryder (28:25)
Right.

Mm.

Yes. Yes. And to your point, of last week, I now have a media page on my BOVs, which I didn't before, although I did talk about it, obviously, but Jake Glazer, who sells like truly very skilled, driven, great young broker in Southern California sells smaller multifamily stuff. He shared the other day when I...

Aviva (29:02)
Hmm.

Justin Ryder (29:16)
comment on one of my posts and said, you know, I do have a, I have a media page now for on my BOVs to show like that social reach, which is going to become more more powerful as well as video. You know, like to your point about pushing into new boundaries where people aren't right. Like as the market gets more and more flooded with people writing on LinkedIn or using graphics or that kind of thing, that's where I said, okay, what's, what's next. And

how you can incorporate video, which is I think where it's all headed. Where we're showing someone a property in AR probably in five to 10 years or whatever, and you can kind of like walk through it if you have the right glasses on and see it if you're just in your driveway, if all you need is an open space and you can kind of like get a sense of it. I think that's gonna be, it's gonna be good to get a head start in that world.

I speak on this now, like SVN is our company. My good friend Matt owns the brokerage here. They're all independently owned, but there's over 200 SVN offices. And I do love this company. And one of the things that they've asked me to do is speak to new advisors. And this might help some of your listeners is the biggest pushback to all this is like, well, I'm too late.

Aviva (30:32)
Sure.

Justin Ryder (30:33)
You

know, like they, they, people do constantly share that, you know what? I'm just, everybody started on too late and I have to literally tell them you are not too late. Like say it with me. I am not too late. It's only the beginning. And I sort of have this rubric of going through that you may have heard. And it's just very quickly, like fine people, you know, like if I were just starting out now, I think one of the, there was a, a young broker who reached out to me recently happens to be a

a female selling industrial in Florida. And I was like, follow Aviva and comment on all of her stuff. Like set notifications, look at what she's doing. Cause she was kind of like, well, how do I fill my content pipeline if I want to do this? You surround yourself with this tribe and see what other people are doing is the best way to start. Even before you apply your own voice and find your own rhythm for posting.

You know, the most important thing is to get out there and be inspired, right?

Aviva (31:34)
Mm-hmm.

yeah. Hey, I feel like genuinely we're at like day one for posting about commercial real estate online. Literally, like this train hasn't even left the station at all whatsoever.

Justin Ryder (31:48)
Yes.

I agree. What do you think's

next? Like give me just something random that you're kind of like, Ooh, this is exciting. This is what's come in. This is a great way to market property or.

Aviva (32:05)
I'm starting to see like Instagram. know that sounds crazy, but I'm starting to get, yesterday I made a listing appointment with a gentleman. We're gonna meet at the property tomorrow. I noticed his wife followed me on Instagram after the call. Right, so it's having those social, I started noticing last year, people were actually clicking the social links in my email signature.

Justin Ryder (32:23)
Yes.

Wow.

Aviva (32:34)
And that was creating a proof of concept that I am who I say I am. So like, the question is, what's next? Right? What's the next TikTok? We don't know the answer to that. But I do know the answer is to continue to post on social media consistently with value, and it will pay dividends today, tomorrow. And...

for many years to come.

Justin Ryder (33:05)
Yeah, was just, that's a big thought. Like a big thought for me recently has been the way that marketing has changed. You you used to sell something to someone and then they potentially would leave you a Yelp review or something in that the sale would create a conversation, right? We're not, we're no longer doing that. Like we're now inviting people into the conversation pre-sale.

And so I framed a lot of like recent YouTube videos, which I was frankly out of ideas at the end of 2024. I'm just starting to get about like, just went through a huge video slump. But one of the ways I framed coming up with these ideas was what would invite investors into the conversation and you know, to be a part of it before a purchase happens or something like that.

So we'll see where it goes. My two ideas now, this should be like a Aviva content grading session. You should do this at the end of the show, invite people on and they could submit ideas. It's like Shark Tank. So I'll submit an idea to you and then you tell me what you think. YouTube series called Back of the Napkin? Maybe, like, you know.

Aviva (34:24)
Yeah, yeah, that's cool. That makes sense.

Justin Ryder (34:28)
six, five, six minutes, not something super involved, a concept that you'd have to draw on a napkin. We've had these conversations many times with clients, people like what's what, who's who, you know, I know, that's one idea. The other idea is I'm very, like I would love to do interviews and I love, you know, I wanna give you kudos here in front of your audience because you do have like a system.

Aviva (34:30)
Mm-hmm.

Hmph.

Yeah.

Justin Ryder (34:59)
built into where you just show up. Like your assistant reached out to me, the link is provided, best practices, whatever, and it doesn't take a whole lot of time. That's kind of the reason I haven't done interviews is just not really having the time for it. But I'd like to do a CRE speed round and ask a bunch of questions like really quickly.

Aviva (35:23)
I love it. I think that's smart. think I do think shorter, like sometimes the shorter the content, like Back of the Napkin, I think that could be a multi-channel series. That could be on every, know, written on Twitter, written on LinkedIn, YouTube, shorts, you know. I'm just looking to achieve maximum exposure in every direction. hey, well that...

Justin Ryder (35:36)
Mm-hmm.

You're doing it. You're doing it. I love it.

Aviva (35:52)
You are too. And that's why we're literally here today.

Justin Ryder (35:56)
Yeah. And well, thank you. And for the, thank you for the encouragement and let's, you know, figure out something to partner on. You know, I, I want to, I do want to find and tell great stories in this space that inspire people that improve people's sales lives. ⁓ I think there's a cool market for that out there.

Aviva (36:17)
Absolutely.

Justin Ryder (36:19)
So,

and like you said, it's only day one, just the beginning.

Aviva (36:24)
I know, as hokey as it sounds, it's actually true. Justin, I could pick your brain for hours, but that's not socially acceptable. What makes you happy with what you do in commercial real estate?

Justin Ryder (36:38)
What makes me happy?

you know, would say two things. you hate to sound cliche, of course, which is a bit of, my personality to say that even, but a freedom of a really awesome trip with my family, with memories and, you know, that came from hard work in the business that elevated where you can go, what you can do.

life memories that you can make. Huge believer in Daiwa Zero now. Like reading that book last year was recommended to me. I've thought about it a lot. Haven't really changed my life per se, but made me feel less guilty for some of the memories I was making. That makes me really happy. And then the other thing is I have had a handful of deals where I've gotten to really help a client.

Aviva (37:21)
Yeah.

Justin Ryder (37:35)
and get out of a jam, let's say, right? Now, anytime where you and I are brokering something, we're helping. Like that's obvious, but I'm saying like, it's helping and this is gonna change my life or it's in a state that's like very difficult to deal with or they were put in a jam and we can help them out. Those have been very fulfilling to me.

Aviva (38:02)
Yep, I know. You know, you get a call from a widow you know, and they're in a mess and you have the opportunity to help them help the buyer, help yourself. And it's a cool place to be because our, know, we're not doctors, we're not operating, people don't die on our table. But what we do is pretty significant in people's lives. And we need to be doctors of

of property and I suppose we are. Call me doc. No, I'm just kidding. Don't call me doc. Justin, for all the listeners. First off, where can they listen to the pod? no, you said, but replug the podcast and then where can everybody find you, follow you, contact you, et cetera.

Justin Ryder (38:33)
I love it.

Yes.

Yeah, please. You know, like I said earlier, Sales Life is available wherever you listen to podcasts. So check it out. My YouTube channel is at the Justin Ryder. You know, great. My goal this year is to make it to a thousand subscribers. And I'm sitting at like, I don't know, 750-ish, something like that. So it's about a year old and would love your comments, feedback.

And then I'm on LinkedIn and Twitter, or now X. Definitely convicted because you said Instagram, not doing anything on Instagram. Don't understand the world. Very intimidated by it, like most people are LinkedIn before they start, but yeah. So that's where I am.

Aviva (39:36)
Justin, don't be intimidated by Instagram. It's a happy place sometimes. Thank you so much for being on the show today. If anybody has a multifamily asset in Kentucky, you now got your broker or advisor, however you refer to yourself as. And for everybody listening, we'll see you next week.

Justin Ryder (39:45)
anytime.