In 2011, I left Goldman Sachs and took my biggest risk ever.
I reverse mortgaged my house to invest in a struggling business called Teles Properties.
But five years later, Teles had grown from $300 million to $3.4 billion in sales and was bought by Douglas Elliman.
And I built it with a small brand. Not 1 million or 10 million followers.
So here are the 3 pillars I used to build a big business with a small brand:
Get your value prop right
I asked all 28 real estate agents why they chose to work with us.
Every single one said the Teles platform saved them one day a week.
This became our value prop that we built the entire business on.
Let your brand reduce your customer acquisition cost
Now, building a brand doesn’t give you free leads…
But it does make every ad cheaper.
Let me explain:
You could run the exact same ad as Oprah Winfrey, but hers will cost less because the familiarity drives trust.
So give away your best stuff to build that trust.
Keep the funnel simple and repeat it
A daily podcast I made public took us from 28 agents to 700 in five years with no ad spend.
I break down exactly how all three pillars work in my latest video:
Watch it on 2x speed.
But one of the most important skills I learned that helped me build Teles wasn’t just brand or marketing…
It was learning how to become an investor.
People think investing means buying the S&P 500 or Bitcoin.
But I think that definition is completely wrong.
Investing is the intentional allocation of resources, and there are 5 forms of capital you’re already investing, whether you mean to or not:
Money
Skill
Time
Relationships
Brand
I break down how to invest each of the five forms of capital in this video:
Your main man,
Sharran


