Speaker 1: 0:20

Hey everybody, ryan Golan here, founder and chairman of Paradigm. Thank you very much for watching the Paradigm Shift podcast sponsored by 10 Day Doors. And they made this 2000 pound table that it took an entire lift and like 20 men to get in here. So what we have today? I'm super honored.

Speaker 1: 0:34

Jordan is my boy, my videographer and a new addition to Paradigm. What we're going to do is talk a little bit about his background and what it is that he likes to do for fun, and how he is here and what he wants to talk about and probably extract out of me. So we'll see how this goes. But, jordan, thanks for being here. Buddy, thanks for having me. I love you, bro. I remember I found you on social media and I just thought your photos were absolutely amazing and I'm like this needs to be in an art district somewhere in London or Miami. And I'm like no, he's just a normal Instagram guy out in Boise, humble and normal and has a beautiful wife and it's just kind of starting his game and I was like, man, you got to team up with this guy at some level.

Speaker 2: 1:10

And now you're here, dude, two or three years later. You always find what you're looking for, and so, with that being said, what is it? That you saw and what I created, because I'm always curious about what people see.

Speaker 1: 1:23

You know, as I get older, I try to capture images with my kids probably more now than I ever have and with all the projects that I build, I'm always trying to capture an image and what I realize is there's always a story behind every image.

Speaker 1: 1:35

Right, and that's the one thing that I've continued to try to perfect for my brand is to teach people or tell people who I am and what I do.

Speaker 1: 1:44

As far as my company, or my storage, or the next project I'm building, it's always about creating the storylines, and I think what I've seen in you is that and it was really kind of getting to know your personality through your social media was that you care enough to start asking questions so that way, when you are capturing and working for that person, you're able to really kind of highlight what the purpose is, and I don't think a lot of you know people in your shoes are able to really do that.

Speaker 1: 2:10

I think most people are chasing paychecks and I say it respectfully to other practices of people I don't know that may be implementing those same things, but you know I haven't had people at your caliber really care enough to capture the storyline. They're just here to capture pictures and make them look good for social media Instagram but you have this whole. I mean it's because of your, your background and really highlighting you know ranches, if you will like, millions and millions of dollars of ranches, and ranches have stories. It's the generational wealth and you know how many family members and raising kids and so forth. So you really get to know the story before you capture, you know those images or create the video and that's the thing I think that that pulled me towards you and wanted me to reach out.

Speaker 2: 2:50

It's just like I could see your work, I could see your personality through your work, and that's rare for me and you know, it's even rare too is being able to see that in you as well, cause being able to no, being able to come out and actually see how you do business. Because you said something to me one time. You looked at me and you said you notice how, when I talk to people, I don't talk about the numbers, I don't talk about the returns, I talk about the story. And stories just create such a monumental memory in people's lives that you're never going to forget. If they get to know you outside of just it being a typical transaction, when they get to know who you are, they get to know who you are, they get to know what you care about and you start to resonate with that person. Pretty soon you start feeling that person you start building a relationship with that person.

Speaker 2: 3:31

And that's what I started to build with you, because I got to understand you, I got to actually see you in action. Yeah, not just on the field, but off the field too, because when people are out there and of course the spotlight's on, I mean it's easy to put up, it's easy to put your put, put yourself out there and kind of get into your own little acting and you get into that mode. But what about when the walls come down right, what about when you actually have to be vulnerable? And I mean, you know, you guys, like I cried for the ride, like, yeah, I did, because he he saw something in me that I didn't even see in myself. He saw something in my work that I was really chasing to just at least hear it. And I just couldn't find that. People always say that they value you, but the thing is, do they actually take the time to get to know you?

Speaker 2: 4:14

Do they get to take the time to know who you are, where you come from, what you've been through. So much of what I've been through is really just capturing other people's lives, capturing other people's memories, capturing other people's stories, and for once it was nice to have somebody else that I found that when I did see them in a very beautiful way, they actually saw me in the same way.

Speaker 1: 4:34

You know. What I learned a lot from that, though, too, is and I'm glad thank you for saying that that was really because I try, you know, because I, I know what it's like to be, you know, doing my own thing and kind of be in my own world, and people need stuff from you but not really receiving. So I understand that feeling, but I my, I think my relationship with Joe. Joe has surrounded his whole life, trying to highlight me and my family and my company, but I always ask you what about yourself? Like that's what he does for a living, and he's not able to do that for himself and his family, and so and he's doing it now you'll see his pictures and he's getting more stuff with his kids and his family, but he never does anything to highlight himself. Look at his social media. He's not trying to grow it, but what I've learned is that there is a personality behind the camera, and those people typically really care, because if they have good work, they have to put a lot of energy and a lot of thought, and typically it's emotionally driven, and that typically tells me if you're an emotionally driven person, you really let your heart lead you, but you're also the ones that are fast the forgotten. You're forgotten fastest too, and that's really unfortunate. That's why I'm bringing all of my trades and all my contractors that are. You know, no one ever talks to electricians and my HVAC guys and nobody really brings those guys in for as a developer, to give them recognition or tell the world how much I appreciate you, because they're the ones that are actually doing the work, you know. So what about the people that were doing the work? What about the guys that are highlighting my brand, my business? How about all the people back behind that I believe in what we're doing that also need the world to see their talent and possibly reach out to them for business?

Speaker 1: 6:08

The point was for the podcast is really not. It's just to add value and cross many metrics in people's lives. But I've realized that I have such an impact with so many people that I work with. My all-time goal now is to try to create a positive impact for them. Yes, I financially provide, but without them doing their job, I can't continue to do my job, and that's why I always talk about how this is an economy and if I have all my contractors and all my trades and everyone's all into it with the same mission and we succeed. It's the most powerful feeling a human being can ever feel when there's that many people that are coming together, that are happy, that want to be here, that are just excited to be a part of that. Something bigger, you know, and that's what you've done. You've been reaching out to me and, dude, I, I just your photos. Every time you take photos, I'm just like, dude, send them to me now, like.

Speaker 2: 6:55

I want to see them, you know, because I already know just the brand.

Speaker 1: 6:58

Like you, look at me, you shot some stuff for me and Joe. You know you did behind the scenes for Joe and I and Joe's like my best friend so for you to do that. But I could, you could see the personality and the dynamics between our relationship. But we never get that and we're like best friends because he's too busy capturing me and the company. So those moments, and that's the, that's the view, that's what I see in you. So that's why your talent doors need to open, bro. The door opens for you. You're going to be just here. I mean, just don't forget about us little people when you take off.

Speaker 2: 7:30

Okay, Whatever you see, he says that, but I mean from our times in the gym too. You see the little people and you got to remember I'm a golfer too.

Speaker 1: 7:36

Even though this is a golf simulator, I'm still working on my swing man.

Speaker 2: 7:39

Hey, well, I mean, we've talked about this. You should do long drive.

Speaker 1: 7:42

I said I got the hips and the speed you do I know you're doing hip practice, like we won't get into that.

Speaker 2: 7:48

But you know I will say this, like you know, talking about that picture of like you and Joe on stage right, I remember you sitting there. You are the first business person that I ever saw actually give credits to his media guy, and to me that was probably the most beautiful thing because I actually just got out of off the phone with my buddy, chris Raid. He owns TBR Productions over in Idaho and you know he said this to me. He's like so many people take advantage of the fact that we love what we do. Yeah, because we put our heart and our soul in it. It's an emotional thing for us.

Speaker 2: 8:17

The reason why the work is so good is because we put a little bit of a piece of it, us, into it everywhere you go and you always talk about, you know, like everybody that comes and works with you, a piece of you goes with them everywhere they go, and so that's what I started looking at. I want to insert a little bit of myself into this moment because, if I do, there's life in it and I think that's beautiful because in this field, the industry's becoming more and more versed in the media realm right. Everybody's doing photography, everybody's doing videography, everybody's doing podcasts, but it's becoming so saturated. How do you separate it? And it's because of those powerful connections, like the connection that you have with Joe. It's a beautiful thing to see and I love being able to do that for people, because it's almost to the point if you spend so much time documenting it for you that, when you actually get to step back and look at it from a different perspective.

Speaker 2: 9:06

It's a beautiful, fricking picture and people just don't appreciate it. They think it's the numbers, they think it's the analytics, they think it's the, you know, customer acquisition costs or whatever it is, but at the end of the day, it's so much more than that. I think about all the people that are doing you're still being able to raise capital.

Speaker 2: 9:25

You're still being able to bring out the best in the relationships of people actually coming out here and seeing what it is that you're doing, and not only that. You're painting a picture that hasn't even it hasn't even come into fruition yet, but people believe it so much that they're willing to invest with you and not only invest into you but also build a lifelong relationship. I think that's a beautiful thing about the family office culture You've been teaching me and it's been awesome to get into that entire environment, because you told me a lot of times that once you just start coming around me and you start seeing this culture, you start learning about private equity. You start learning about I just need you to trust me and I just need you to listen. Just do.

Speaker 1: 10:04

Which that comment's going to resonate with my whole team when they watch this, because every time I bring somebody else on, I'm like, just do, and it'll all come to you later. But no, I appreciate that comment because I think it's hard to teach 20 years of intuition. You can't, and the only thing that I can do is just lead by example, day in and day out. That's it, you know, by you being around me and seeing how much I take on and capturing the hard moments and all these conversations and how tired I really am. You know it's eight o'clock and I'm like we need to eat dinner. We haven't eaten in eight hours, you know and we then go and have dinner. We were just exhausted. And then we do the same thing over and over and over, and even on the weekends. Right, people take off. We're not. We're working, dude. And I mean, since you've been with me for the last two weeks, have we taken a day off? No, we don't take days off. We're working all the time and, to be candid with you, I don't know any other way to be. But it's because I love what I do, and not only that, I've learned to love everybody that believes in it too. So now I wake up with a purpose every morning. I'm not doing this for myself anymore.

Speaker 1: 11:04

You know the money was good. Yeah, let's be honest, I chased the money. I was a loan officer and prior to 2008, chasing the money and girls and cars and so forth. I'm married and times past and different. Now, right, of course, when you get to a certain point in life and you've had it all, you realize how much that matters. That doesn't matter. So the cars, the boats, all that. That's why I could sell and trade these things and I'm just using them for marketing. I outwardly tell people this is just for marketing. The algorithms on social media grab that stuff and bring it, get me in front of more people and it's the lifestyle that it sells. But when I've been able to capture people, the idea is to really build who I, or show them who I really am.

Speaker 1: 11:38

You know, and and now, at this time in my life, I'm realizing every day when I wake up it's hard, when you need discipline right, you hear all these podcasts you need discipline, you need to be working day in and day out over a long period of time and through that hard work will create fruit, and it's so true, but that discipline sometimes isn't even enough because you will burn out. It's hard to continue to keep going. One is love when you love what you do, when you love the people that also love you and love what they do, and you have a big team. You wake up every morning knowing you have a purpose and it's biblical. I don't know how many people ever really get that, I think what's happening and I wasn't like this forever, by the way. I was a hard driver and you got to perform and otherwise you're fired, and I've had a lot of people mad at me over the years, but I've learned how to tailor that into.

Speaker 1: 12:28

Everybody has hardships. Everybody's got stuff going on in their lives, but I need to lead by example more than anything, and just continue to shed love and be one gear and not change the way I am, but be very honest with everybody about where I'm at or the company's at or what have you, and when you reach out to the people that you love the most, they will love you. If they love you, they'll show up for you, and those relationships are tested again and again. You know this is not an easy business to be in. I have friends, let's say kids and friends of mine that they're younger and they're like I want to get married. I'm like have you even been in a fight with her yet? They're like no, I'm like, get into a few fights and see how you handle it. You need to have some of those hardships to see how that relationship pans out. And that's the thing that I love about my company is like the pain or the beauty is within the pain.

Speaker 1: 13:16

It's like we've gone through so much hardship and my core team right now, which is including you and Val, now what you'll see is that we constantly show up for each other.

Speaker 1: 13:25

We have our weak moments, but we all wake up knowing we have a mission and we have to deliver that mission, and that mission is typically we have a project, we need to raise capital, we need to tell the story, we need to show transparency, we need to show honesty, and I don't know another operator that's doing what we're doing, and so I really appreciate that comment. But, at the end of the day, relationships and family office is it? You can't take this with you, If I can take my skills and my leadership skills and I can give to other people and help them create financial freedom for their families and their lives and their kids and their grandkids. When I feel like the world is burning right now, it feels pretty cool, so I know it's nice as I wake up in the morning knowing I've gotten, I've done, I've gone through so much. I know I can add that value to the people that trust me and that love me, because I will show up for them again and again.

Speaker 2: 14:14

Oh yeah.

Speaker 1: 14:15

You've always called me, and it was kind of random too, cause we would talk only maybe a couple of times a year. And then it was like more and more and more over time, and then you were getting more interactive with me on social media and then you kept offering your services and I'm like man, I need you, bro.

Speaker 2: 14:27

It was. I think, the more and more that I talked to you, the more and more that I embrace a lot of humility. When we first started talking, like it was a pretty, it was a pretty rough time for me, like it really was, like I really didn't know what to focus on, and I know that's kind of metaphorically.

Speaker 1: 14:40

I mean, think about me as an artist, like I've got a camera in my hands Shot in an artist's eye Right, but the thing was.

Speaker 2: 14:45

I didn't really know what to focus on. I didn't really know how to paint the picture that I wanted other people to see. I could paint the picture, but I was always painting it for other people. And then I take a step back and I look at my picture. I'm like shoot man, what does this picture look like? And he's spending A lot of people in the luxury market.

Speaker 2: 15:02

I mean, I get to quite literally see how these people live. Right, I see the cars, I see the money, I see it at the highest level. Go in. You see somebody at $10 million house. They got all the designer bags, they got the cars, they got everything.

Speaker 2: 15:13

But what I wanted to see was just who they are. What do you care about? And there's so many times I walk in and I'm like you know, I got to ask you a question and it was funny because the conversations that I've had with you and the way you've been mentoring me I'll never forget. I think it was the last couple of times I went back and I was shooting a house and there's this gentleman that was actually with me and his name was Raymond and you know he's got this immaculate house built by Tradewinds. It was amazing and I think the most fascinating part about it is he has everything right, sat him down, he's in private equity and I'm like, fantastic, it was like that's the industry that I'm looking to learn in, right, and like, okay, we start having a conversation for the first time. I was actually able to articulate and communicate with people in that sector for the first time, and it's because of me being able to embrace humility and to be able to come open and be myself and ask the right questions and just focus on the things that mattered.

Speaker 2: 16:07

And what he had said specifically was it's just about having the right people in your life. It's everything. It's priceless, because the right people that are in your life are genuinely going to show up for you, they're going to help you, they're going to care about you, they're going to have the hard conversations, just like Val and I have to do. So, of course, time. It's because of that adversity that we go through. It's because the adversity that you're able to work through that and to be able to almost break yourself down. God quite literally breaks you down into nothing before he builds you into the person that you're supposed and designed to.

Speaker 2: 16:36

Yeah, kind of for some, because if you can actually achieve that full potential, then you actually can help others achieve that full potential, and I think that's what I'm so grateful for with what you brought out in me, because in this time I mean, I've never had to run that fast and work that fast and think that fast. It was all day, it was nonstop. You're just like here, record this record, this, record this, and I'm just like man, this was a lot. We're just getting started, but you know, the fascinating thing that I think a lot of people don't realize about videography and photography is, for some of us, especially those that classify ourselves as artists too, it's not just a job, it's part of what we do. It's like playing an instrument right it's how I learn.

Speaker 2: 17:14

I learn through music, I learn through images, I learn through the information that I'm hearing, through audio. I learn through so many different avenues, and so, in recording all of this, I think it's been so amazing to be able to see how my conversations have changed. Everything's changed. It's because of what I've seen with you and how you communicate with your team, how you lead your team, how you love your family and how you build relationships with other people.

Speaker 1: 17:37

Yeah.

Speaker 2: 17:38

Because that is something that money cannot buy. That is something that you really have to have inside of your heart. Then other people are going to feel that, oh for sure. And if they can't feel that love, then they're not going to see the vision.

Speaker 1: 17:48

And you know, and that's what people need to see when they do business with you, especially at this level. They need to feel that heart. They want to feel the conviction that what you say you believe in as well. The guy that you were talking about that was also in private equity. He figured it out and it's no secret. But there's still like that question people have is like well, how do you find the right people? How did like okay, yes, we heard it by a million people. Yes, you need to have good people in your life. I learned it from my wife. You need to have boundaries, meaning certain characteristics in human beings. If they do it once, they'll probably do it again. If they talk bad about somebody when you're around, they'll probably say it about you. So you need to take a step back and disappear.

Speaker 1: 18:28

Now I have gone through so much and it's taken me so long to learn. I feel like it's taken me longer to learn than most because I just want to continue to believe in people. So I provide probably too much grace. Everybody would tell you. For the longest time I gave too much bandwidth, but I think now I'm on the opposite edge of that. I'm kind of like what Tony Robbins says higher, slow fire, fast, you know kind of thing. And I'm kind of in that point in my life with any relationship because I know the value I can bring to somebody and that value is priceless because the industry I'm in is basically about financial freedom. I have showed up through distressed markets and have continued to create, no matter, against all odds. There's not much I probably couldn't accomplish or any business I couldn't run. Private equity and running multiple businesses is really the hardest part because you got to be full transparency and you got a governing body. If I'm able to do that, I'm picking, pick one job and I'm or one company or business I can probably do pretty well and make a living. So my confidence level has gone through the roof. So when I'm interacting with somebody, I already know there's no insecurity. I know what value I can bring to you and 99.9% of the people in this world need financial security and that's all we chase as human beings is security, whether it's in a relationship or it's in finances.

Speaker 1: 19:39

Yes, I still wake up in the morning with fear of reputational risk if I don't perform or not hurting my investors of something, if I can't manage or something slides through the cracks I didn't catch right. I can't live with myself. So I continue to operate in a place of fear, which is good, because I have action and I don't want to lose all the things that I've worked hard for. I want to stay on this track and the more knowledge I get, the more I can feel the future Right and at the end of the day, going back to the those relationships, when it's in a business setting, that is the most important.

Speaker 1: 20:11

Personal stuff is kind of easy because there a lot of times if you have to cut ties, it's really simple there's no finances involved. But when you start adding finances and those people at finances also have families they got to provide for those people now are going to be tested and you're going to identify exactly who they are, especially when money comes around Right and money is the root of all evil. There's a reason why these things exist and it's biblical. And when you sit back and you watch how people operate and if they work out of fear or what have you and they just over. You need people that can make decisions regardless of how they feel, and make the right decision If they're just selfish and scared and even the best people in the world I know will make bad decisions financially and they'll lie, cheat and steal. But how do you find those people that aren't that way? They have to prove yourself to you over and over again. You have to be patient and kind of let people expose themselves.

Speaker 1: 21:07

Remember the same concept commercial real estate. It's all about longevity. It's about the long game. Got to be patient. Look at this project. It's taken me two years to get off the ground. Europa Village. One of the other projects we're involved in seven years. These are monumental, life-changing projects. It took a couple of years to put together and had to be patient. But what is it going to become when it's done? One day you're going to blink and you're going to be like wow, look what we created. It was worth the wait.

Speaker 2: 21:33

Right, it ties into big money, doesn't come easy it does not. And you have to be patient, because I've heard that time and time again from a lot of my mentors. It was always the patience and it always came in the times when I literally had every opportunity that I should have done things the wrong way. There's moments when I was tested that it really showed me who I am, and it also showed me who other people are too, because when you talk about, money is the root of all evil that was always the case.

Speaker 2: 22:00

So many times. I helped so many people and I just didn't get the love. But I kept on loving. And you told me this too just never change who you are and continue to be that, Because ultimately especially in family, office and private equity, like that's what ends up driving the success of whatever it is that you're building. Because you told me this too, it was the other day.

Speaker 1: 22:22

Yeah, every time. So when you tell me, oh man, this guy just ripped me off. I put $10,000 in a website and the guy took my money and ran, didn't give me anything. And I'm looking at you and I'm like, yeah, man, I've been there. And then tell you something, I'm like it's that way all the way up, the whole way. It's a fight the whole time and it's dude when they, when you hear a mental toughness, mental stamina, grit, you hear all these.

Speaker 1: 22:46

I don't even know if there's any words that really can highlight what it actually takes. I mean full blown sacrifice, everything. My marriage, my first marriage, my second marriage, has been on the rocks a couple of times, like in full transparency. And then what happens is, when you get there, then you have so many responsibilities, now you've got to maintain it. I always tell everybody it's easy to be able to make $50,000 and put it down on the Lamborghini and get your financing, but now make that $5,000 payment for two or three years and then come talk to me. It really showed that the idea is that sometimes it's easier to get it, that's hard to maintain it and keep it. That's the real key, right?

Speaker 2: 23:20

So that's what I say to wealth.

Speaker 1: 23:22

And now you hear people that are rich and then you hear people that are wealthy. Rich are the people that made fast money. Wealthy are the people that know how to take that money and multiply it and keep it and use that for multi-generations. Wealth and rich are two different things and that's how you people can be rich in certain things but wealthy in other things. Everyone's just. I would rather be wealthy because everybody knows in the back of their mind what wealthy really means. You know like mindset, mental states, you know it's a huge thing. The other thing that I, when I say patience I had to learn that too, because I come from in real estate it's always about you kill. Whatever you kill, you eat. You don't have a freezer. You got to kill and you eat now and you live paycheck to paycheck. And I have people that have come on with my company that have always been that way. They're going to operate at a really fast pace and make money right away to eat. Well, with private equity, it's about creating, you know, basically a bucket of income, cash, and then you pull from that cash over time to build the next business or next business plan and then you want to free fill that pot more than what you did last time, so you can now invest into another business and invest resources in another business. That's the hardest. That's why they say 99% of startups fail in year one. It's true, it's hard Without capital. You fail Without knowing what you need to do. You fail Without understanding your burn rate. You're going to fail. Now that I've been operating for so long, I know what my burn rate is. I know how long it's going to take. I've been through 2008. I've been through the pandemic. We've had to shift a million times. I've had to go through employees. I've had all kinds of crap thrown at me. But I also know that you have to what it takes. I also now know every project that I have I'll probably be in a lawsuit with some contractor. So I put in my budget a lawsuit. So if there's a lawsuit that comes, I'm like just pull it out of the budget. So mentally, I don't have to stress because people will get into a lawsuit. They're like oh my God, life is over. I'm like nah, I prepared for it. It's sitting on the pro forma. Pull a couple hundred racks, let's just fight it. Let's just drag this thing out and play the game. That's what you do. And now I don't, I don't worry about it, I just let my attorneys do it. And now I sleep at night knowing it's all going to be over anyways. It was amazing, like when you told me that that's how you approach, that's how I not emotionally draining on me at all, because I know the game. I've been there, I'm fine going after other people. I know the games now. So that's when you become dangerous, when you learn the game.

Speaker 1: 25:44

I tell everybody the value isn't in the money that you make with me. The value is I'm going to teach you how money works. When you understand BlackRock, blackstone, goldman, vanguard, where they're investing their money. They have a monopoly in the stocks. They have a monopoly in a lot of businesses which they're against the monopoly agreement, right. But at the end of the day, I'm just the small guy back there watching and going. Okay, now I know what they're doing. Cool, I'll just pivot over here and I'll take some of the stuff that just falls off the back of their truck and I'll probably do just fine. They're big, you know. But once you understand how money moves and money works, that's it. It's like the same thing I always tell everybody you know Cara had a human trafficking nonprofit. You know we'd raise money and help to aid against human trafficking, which is unfortunate because, with what we did, made no dent on how big that industry is. Well, what happened was and I'll probably blake this out because I know too much when she went down that road, I told her it's always stems around money, and that's probably the biggest, you know, cash business period in the world is human trafficking, right? So what you learn, though, is that this company opened up a subsidiary and a trust in Canada and put $950 million into that trust and then funded and purchased Pornhub. And these are big institutions that are right here out of New York in the US, and these are guys that have hundreds of millions of dollars, so, like, for, the smallest client is $100 million deposit, so those are the wealthiest people in the country that are banking with them. Those guys are opening up companies and then going out and buying Pornhub, which has more lawsuits and federal indictments and all kinds of stuff in any corporation around the country, but they're making so much money that they have a lawsuit. Obviously, their law firm is just going to fight those lawsuits and settle out. That's how much money Pornhub makes. It's the same thing.

Speaker 1: 27:30

The owner of Spearmint Rhino I know him really well makes $22 million on his W-2. He really is a law firm and the backstory is that he bought a. He's a real estate guy and he bought a building and when he was buying the building it had a strip club and this was in Colorado and so he went to go look at the building, going what the heck? And he ran the numbers in the strip club and he's like these guys are just basically blowing the money and doing drugs or whatever. This could actually be a very fruitful business. So they get in and say, hey, we'll buy the building from you, lease it back, but we'll help you run the business.

Speaker 1: 28:02

He said within five years later, every single club that he's had since then. He hasn't been in a club in 13 years, not one him. He's never walked in a club in 13 years. Every single club he's got makes a million a week on average. Million a week, a million? No, not one club makes less than a million a week. Spearmint Rhino, bro, a million a week, that's a lot of money.

Speaker 1: 28:26

But the point is like when you see where the up with, you know the demand of feeding people. Look at our health industry dude. The list goes on and all the corruption and all that stuff. But when you learn where the movement is or people are pushing back, or big pharma now is getting pressure, you know you're seeing policies changing left and right. The idea is to take all of that and try to separate yourself from them, because all the people that don't believe in that want nothing to do with it.

Speaker 1: 29:03

So if I have the same beliefs and all of these investors that I'm typically doing business with believe in what I believe in, the likelihood of them to invest in me is much higher.

Speaker 1: 29:11

So it's not just a project, right, they believe in the project, they believe in the area, but they have to have the same core values as I do. So what's happening as an operator for me is I have to be more transparent with my beliefs. That's why my social media I don't care, I post whatever the hell I want to post, because it's all about just that. You've got to trust. You're either going to like me or you're not. You know, if you like me, great, do business with me. If you don't like me, fine, don't do business with me. I would rather be myself and do business and show you. Here's what I believe. In my last book I predicted the market. I've been right. Sometimes my beliefs align with my studies and my data, and then those are decisions that I make to maneuver the company and my finances. I want to look at the data. This is a chess game.

Speaker 2: 29:51

Right, you talk about looking at data. I remember on that drive the other day too, we drove by that little development, right, and he told me this guy was going to be building this massive development.

Speaker 1: 30:00

At least like $2 million over budget just on moving dirt Right.

Speaker 2: 30:03

And it's so funny because, like I know, a lot of people that you know used to be in my circle that literally were taking advice from somebody that was bragging about the fact that he went $1.5 million over budget.

Speaker 1: 30:12

That's not like you, don't brag about that.

Speaker 2: 30:14

Because, at the end of the day, yes, it's good to have different ideas, but at the end of the day, if you can't be trusted and you can't even get past the dirt phase, what things you can get past? The foundation, the framing, the steel everything else that goes with it.

Speaker 2: 30:25

I mean, and what you talk about too, is like looking at where the money is going. Right, you, you said this one time too. It was the people that actually made the money during the gold rush were the people that were actually supplying the tools and shovels 100.

Speaker 1: 30:35

That's why, even with your guys's camera equipment, which we were- just talking about people aren't making the money. The one's giving you guys all your equipment and making the equipment. Their stuff is selling off the shelves like crazy.

Speaker 2: 30:45

And that's what I found fascinating about private equity, right Was it was starting to move past the ladder of like okay, not only is it photography and videography, you can make money there, but now you're moving into marketing, now you're working into business, now you're working into developments, now you're working into private equity. I found this fascination, especially with spending time with you, of starting to follow where is the money going, how does money move, how does it work and how do I actually understand it. Because if I actually start to understand it correctly and I actually start resonating that with the people that I'm around and they start seeing it, they start feeling it, they start believing it, well then it's no longer a sale, then it's no longer that I'm following a script and I'm talking about data.

Speaker 2: 31:24

So many of the firms have tried to sold me on different investments. Right here, here's our PowerPoint slide. I'm like, well, that's great, but what's the story? Right? How do you base those decisions? Are you just showing me the same PowerPoint that you show everybody else? Right, and you talked about, too, like wealth management, right, wealth management financial advisors being able to get, be able to get access to just building a relationship with not only them but their investors as well. It has to come from an actual relationship, because it's all relationship. Yep.

Speaker 1: 31:52

That really is. So it's funny because when I tell you, you'll hear me say institutionalized a lot. Right, the reason I say that is because I look at big amounts of data and what. Again, going back to what are the big guys doing, where they spend their money? You've probably heard me talk about it, but it's funny to say it here. You know they say by 2030, all women, 50% of women over the age of 30, by 2030, year 2030, will be childless and single. So 50% of all women by 2030, by the age of 30, will be childless and single. That's insane.

Speaker 1: 32:26

If you look at any stocks or like, like, in regards to dog food, cat food, that type of stuff, it's going up and up and up. There's more of a demand for it because those people are having more dogs and cats and now less kids. Then you look at like I think it was a company out of Goldman that is starting to buy veterinarians. They're starting to look at this. So now you have C private equity picking up veterinarian companies and you know, in essence, hospitals Remember, it's the long game. They're seeing an uptick now, but they're going to invest now and grab it because there'll be a big profit at the end. That's that private equity patients uptick and when you hit, you hit big. And that's the thing that I'm tracking is like where's the world going?

Speaker 1: 33:05

Okay, well, let's talk about 2008 and the financial crash and how many divorces. The most amount of divorces in history was after the 2008 crash and the number one reason for divorce is financial hardship. Okay, so now you have all these apartments being built out. All these institutions are building apartments all over the country right now. Apartments is a big deal. Build the rent community single families. You have Goldman and BlackRock that are coming up with the DSCR loans for investors Now, yet they're buying up all of the rentals and they're buying all these big institutional grade 200 unit, 250 unit, thousand unit apartment projects. Right.

Speaker 1: 33:41

But when you have another financial problem and crash, it drives people out of homes. One home now becomes two, so there's more demand for housing and most people will go to apartments and rent after a divorce. I mean, it's insane when you track what's really going on and in my opinion, it's not that hard. It's just continue education, read I want to perfect my craft and I position myself according to where the world's going. That's it. I'm just kind of staying in front of it, paradigm I shift right in front of everybody else. That's all I'm doing. That's it.

Speaker 2: 34:10

Let's talk about this, too, because obviously this is a conversation we had, because there's been a couple of expos that I go to and not snark anybody that's there, but you talked a lot about this too. It's capital raising right and where people are getting the right information, because there's a lot of people that are getting information out there. Everybody's trying to do podcasts, everybody's trying to do videos, everybody's trying to be an expert on something, so what is it that people need to look for when it comes to where they're getting their information? Because you're an SEC reg, a tier two fund.

Speaker 1: 34:36

I have a couple, I have several funds, but yeah, that's one of the hard ones.

Speaker 2: 34:39

Yeah, that's one of the hard ones, but that means that you quite literally have to have complete transparency.

Speaker 1: 34:46

It's not just Get audited in financials and everything Right.

Speaker 2: 34:48

So what is it that people can actually start to look for as far as a good resource and a reliable resource is going to be continuing to give accurate information, accurate data, so they can continue to make better investment decisions in real estate specifically?

Speaker 1: 35:01

The smartest thing to do is try to look at other publications from, like alternative investments or real estate investments or, you know, google how many people are pulling in or going in from stocks to alternatives, or how many people are investing in real estate right now, how many baby boomers are investing in real estate? And you'll see all these publications pop up. But when you look at like JLL, or you look at, let's say, cushman Wakefield, you look at some of these larger brokers that also are backed financially pretty big, those groups will have pretty good data, you know, on what's going on. One of the biggest and this is kind of my secret weapon there's a company called Green Street Advisors. They're out of Newport, I think. They have a couple of different locations now. I'm really good friends with one of the guys there, so he keeps feeding me data all the time. In fact, for you to sign up, it's a platform. You got to be on with them and I get emails from them, newsletters, all the time. I read everything. When they have a webinar, I'm on it. I don't miss it A lot of times. I just sign up knowing I'll get the recording if I can't make it Right. But these guys are kind of like a third party data. They have all this software that scrapes the internet, but they also have boots on the ground and a call center that calls appraisers and brokers and all this stuff in the area to do a better collection of data to put in a third party report.

Speaker 1: 36:12

So, for example, let's say I'm a hedge fund, pension fund or anything else, that I have a department that's private equity slash, real estate driven. If I'm raising hundreds of millions of dollars or open up so, for example, my hundred million dollar debt fund, when I manage a fund like that, I'll put in my fund the business strategy. That business strategy is mortgage backed securities, first trustees, hard money lending 65% loan to value. Right, I create the business plan. That business plan I send over to my investors to sign off. Inside that business plan it says not only this is my business plan, I'm going to show you financials, audited financials from a third party. And this is who they are in New York that also audits pension funds, hedge funds, all the SEC, big or any public companies or any beginning IPO stage companies. They do all my audits Big name guys. That separates us from men, from the boys too. And we pay for those type of audits audits and company I mean, it makes us look like we're a much larger firm.

Speaker 1: 37:09

When you're working out with investors family office wealth management, you know, looking for placement fees, what have you? But what happens is is now I go to this company and I say, hey, I need a specialized report because I'm going to operate in these key states. I have this much money I'm going to lend out, I'm going to trade these amount of notes, I'm going to sell these amount of notes. My buyers are also in Israel, which is true. I have a note buyer in Israel. I have note buyers in New York. This is my overall business model. I need you to give me a specialized report for that and it's not cheap. Some of these are 90 grand $120,000 reports. These are detailed data. That sources where they get that data and these reports are this thick and we bolt that on to our business plan. Now, of course, I have to know everything. I bolt that onto my business plan and I go here. You go and I go to a guy for 10 million bucks, $20 million.

Speaker 1: 37:54

Wealth managers that are very sophisticated. Here's every lawsuit I've ever been in. Here's a background check and every employee that's W2'd. Here's who everybody is. It's high level conversations. If I'm managing somebody's money, they want to know who works for me.

Speaker 1: 38:09

A lot of times I get on the phone with guys. This is no joke. If I get on the phone with a guy who's going to give me 10 million or 20 million, how many lawsuits have you been in? This is no joke. This is right out the gate. This is this conversation. Have you attacked before? Yeah, I have a federal prosecutor. I just filed a lawsuit against this person. I'm going after them Hard. Great. Who's your attorney? Public record but you can see. Here they are. Here's background checks on everybody that's in my company. And, no joke, I do background checks on everybody. At the end of every year. The team hates me, right, so I know everything about these people.

Speaker 1: 38:39

But that's the type of information we provide to go out to raise capital. So the people that are out there going, oh, I raised capital. I'm going to train you for $10,000 how to raise money. Bro, you can't teach this. This isn't something that you teach. You got to have a track record. You got to.

Speaker 1: 38:56

I didn't learn this by just stepping into the. I learned this the hard way. People lost money. That's why I decided to do my own projects. I stopped raising money for other people's projects. I can control what we do. I can't control what other people do. So you get to a point where you're like hey, like when you want to be a big boy, act like one. Go get those CPAs and those big audited companies and these finance, use this financial or this software or this technology. Go be, but people go.

Speaker 1: 39:20

How did you get there? I spent all my money. I sold the house that my wife just had a baby in. We had an all a helm natural birth. I went to my wife and said babe, we have some equity in this thing and I believe in this company. I need to sell it. Take all this money, open up an office, staff up with a bunch of people we don't know, or can we trust that we need to grow our business. And she said, okay, and we did, you know, and I got there by doing hard money loans, just a little bit at a time and chipping away, and I already went through a divorce and cut up all my assets several times and lost everything in a way.

Speaker 1: 39:49

So you get to a point where you're like I want to be a big player. I'm going to show the world I can do this. I want to do it for myself. And then, all of a sudden, what happens is the amount of bullets you take all the way up. But you've made a commitment to yourself and everybody else and you got to keep going. You can't stop. And then, all of a sudden, you get gray hair, you're filled with humility, you're humbled and you're like I just need good people around me, because when you have good people around you, you can keep fighting, because you get to a point where you gas out. If you have good people around you that love you and that you love equally back, it's easy to get up every day and fight. It really actually continues to be beautiful. I've been doing this for 20 years. I'm just getting started, dude. So that means all the turmoil, all the people that have wronged me, everything I've ever gone through. I'm over it. I don't care. Bye, see you later, remember?

Speaker 1: 40:36

I've been trying to do talk, share on camera my testimony with Joe per years. I can't, I don't know how to articulate the bullshit I've been through, because I'm so committed and focused moving forward. I don't have time to look backwards. I only care about adding value to you, jordan. I care about adding value to my investors that trusted me, that wrote me a hundred thousand dollar. Check that I know their story, that it was not easy to earn that $100,000.

Speaker 1: 41:02

And my job is to show up and everybody needs a pit bull and someone tough to fight this world for them and that's what I feel like God has given me is this relentless pursuit of bullet after bullet being fired and I just don't stop. I don't know how to and I don't, and you will have to kill me. And my team will tell you Ryan will have to die before he stops. He won't stop. My wife will tell you, ryan will put everything on the line for us. But here's the best part my wife's like, but I love that man and I'm not leaving him because I won't stop, because I love her, I love my kids, I love everything hard.

Speaker 2: 41:35

And that's what's attributed to all the successes that you've had and all the successes that are yet to come, because let's talk about this, I mean last touch point, the Barn Cave Project, right and just doing units right.

Speaker 2: 41:46

Yeah, I mean everything that you're doing, like because what it's the winery in California, I mean, you've got developments out in Texas, you've got developments coming up in Memphis. You've got so much going on all around the world and this is just the beginning, right. But it's that relentlessness and everything that you've been through, because you don't focus on what's in the past, you keep moving forward, you keep driving the needle forward, and can you talk a little bit about everything that's going on with the Barn Caves? Because, honestly, like, I mean, this is revolutionary, right? Nobody else is doing it and, from what I've seen in a lot of these conversations, you're actually going on the back end and see how everything's working. That's because of what you went through and because of the way that you approach so many different things, not only with your business, but with your relationships, with your team, your people, with problems and adversities that pop up in your life. Which is what I think actually makes that project so successful and so unique is because you're doing it so differently than everybody else.

Speaker 2: 42:36

You're using the data and that data is the experiences that you've been through life.

Speaker 1: 42:41

So the barn caves project's 108 units right now, no-transcript. Health and wellness is the fastest growing industry period, right. Healthcare, in essence, health and wellness right behind it, all in one category, Right. And when you look at the data, if you look, call Alexis and say send me the data on gyms and opening gyms and all that health and wellness and even gym equipment and sales and all that, it's going through the roof, and it did in 2008 too. But overall, that movement is huge and I want to. I believe in a gym. I that movement is huge and I want to. I believe in a gym.

Speaker 1: 43:11

I'm in an area where I just don't like the gyms here. I don't think it's just, it's just they're a little behind, respectfully, and so I was like I need to build something with a better community center. Long story short between you know, doing my calculations, opening up a community center, having a pool, maintaining that pool, insurance costs it was too high to pawn off those costs over to my HOAs for my unit owners and I know that number one everybody hates HOAs. I got to focus on bringing down the cost on the HOAs right now, like paradigm storage we're in right now these are the lowest HOAs in the entire city by far. I think it's like $200 a year just for HOAs like $200 yeah just for one of our.

Speaker 1: 43:49

yeah, so it's like $200 a year. So to be able to have that much HOA now which means I do less, you know, let's say watering, I have more concrete Like I just make the product better for maintenance down the road which my last podcast yesterday, I talked about how big buyers 50 million, a hundred million, $200 million institutions are looking at buying apartments. The number one thing they focus on is maintenance. They want to see Anderson windows, they want to see the way you built it. They don't want to see you cut corners because they're going to be buying for long game.

Speaker 1: 44:17

Big players buy for long game 20, 30 year plays. They want to see what their maintenance track is going to look like too, how much they have to put into these things. So all of that matters right. So, going back to this building out of steel, less maintenance over a long period of time. The speed in which building out of steel, even though cost of material may be higher, the speed of developing goes through speeds up significantly. So the labor costs are a whole lot lower. As inflation is high, we get to figure out on how to compress our costs.

Speaker 1: 44:43

Well, if I could build and sell faster, that helps our budget overall and it compresses our, makes our pro forma look sexier. And now I can build something that's superior to a stick built home, because the barn dominium is a trendy movement. Building out of steel is definitely a trendy movement, but it's also more desirable due to no power costs and resilience to multiple different atmospheres, no matter where you are in the country, and cold and heat what have you like. It's way better overall. So, looking at that, along with the details that this technology now has in regards to the equipment that does cut the steel, the technology is different. Before, homes were always built out of stucco and sticks because you can create detail. You couldn't do that with steel. Now there is equipment that'll cut the steel for that detail. So now we're like, okay, game back on. A lot of people don't know that, right. So we're kind of creating a movement that people don't know about yet. But now I'm going to build this product for a whole lot cheaper than I would regular stick built residential and then I'm going to send a product to people that people want, with less maintenance, more desirable, much more open space, huge drive-through RV garage, which is what everybody wants out here. But it's also trending across the country and really kind of marrying up to that lifestyle. So I'm really watching healthcare demand for units going up.

Speaker 1: 46:00

People migrating do affordability and generational movement. So they used to think, you know, rvs was only baby boomers that bought RVs. Well, no, it's multi-generational. Now, if you look at the data Gen X, gen Zs, you know millennials they're all buying boats and RVs too. So now you have a bigger pool of buyers and, as you know, people retire. The baby boomers retire. They don't care what's going on financially. They worked hard for that 401k, they want their boat, they want this and they want to lower their cost of living so they can have a better lifestyle, but also focus on their cost of healthcare because it's going to go up. So if I bolt on all of these things, including solar, because the power bill just went through the roof out here and I put on now power where I can pass on the savings to the homeowner how big of a deal is that? And then even possibly give power back to the power company. And now the power company in the city loves me even more because I'm helping the community, the people that are in it for investors and I'm forward facing with technology as well, the likelihood of that investment doing good goes up.

Speaker 1: 47:01

And so the barn cave project. I think what's happening is the reason why people believe in it is because the level of detail we have on everything about this, we know our budget. This is 18 acres right next to this project, 225,000 square feet. I bought 18 acres from the original landowner. I know the area, I have my trades. People want to know they're going to do business with someone who has a track record or knows the local game and has a big stick in the game right. So that's what I think is going to get us over the edge is our attention to detail, our passion. People can feel it when we talk. They see the project and they fall in love with the project. They see the value in it. Now, one of my investors that just committed in money yesterday. It was the husband and wife. The wife was the WNBA player.

Speaker 2: 47:42

Oh yeah, yeah, they finally committed, he committed.

Speaker 1: 47:44

You know what his questions were.

Speaker 2: 47:45

What.

Speaker 1: 47:45

How many people do you have as an end buyer? We put Eric on the phone. Eric, as you know, he's like number one in the state. What have you as far as a broker and agent? We get calls literally every day. He wants me to slow down marketing on raising capital for that so we can finish selling these Because people are going. Well, when are those barn caves going to be done? I won't buy a paradigm storage, I'll just wait for the barn caves. It is so funny. So he's like dude, we just need to stack close out, you know, because it's just the amount of people that want a barn cave. It's wild. We have probably 400 people on the list and I don't know any other developer in the country 400 people in this market that has a list of buyers that want a home that bad. At least 400, at least 400. I have lost count. We had 250 inquiries on the first day winning the paper out here.

Speaker 1: 48:29

Look, we only have 108 so now we have investors that are like, hey, if I invest, can I lock in a lot? So now people are going well, I was going to buy one anyways, I'll just go ahead and lock in a lot and put a hundred grand down. There you go, smart guy. So now you have people that just want one or just willing to invest to get one. It's wild. You heard me talk to a few people on that, so it's just crazy, man.

Speaker 1: 48:50

I think it's a good movement. I think you're seeing larger institutions and family office wanting to write big checks. You're seeing larger family office wanting to get involved in the movement because, again, you have health and wellness. You have a gym that's a cash flowing retail asset. That's going to cash flow. That can help me with cost overruns if we go over budget on construction, because I have cash flow coming in that's not normal in projects like this and then I'm going to build that project, in essence, with cash and I'm going to do it in phases and that's even more, that's even less risk and I think, overall the strategy, people like it, it's trendy, it's a great product, got the garage probably, like I have to say, and I'm not going to.

Speaker 1: 49:23

I want to brag a little bit. I think this gym is going to be one of a kind. I don't. I think this gym is going to be so unbelievably known because of what we're building inside of it, even to the level of what we're going to do for the equipment, down to a Dubai-style pool that we're building. It's just the resort feel, more like Scottsdale spa feel. I mean, we're really trying to create a lot of polish.

Speaker 2: 49:49

I've already been getting inquiries from Idaho too. They're just like this is amazing and I'm like, yeah, are you interested in it? Because this is going to be one of like a rare opportunity. So if you don't take advantage of it now, like you're going to have to pay for it later.

Speaker 1: 50:02

Well. So the question is right and I tell people this all the time it's how much. I already forecasted the data and the desirability. I'm only raising $15 million. I got a lot more to go. Once this deck is stacked, I'm moving on to the next one. You know Lake Travis, old Hickory Ozarks. We have some sites that we're looking at.

Speaker 2: 50:25

And what was that golf course you were talking about too? That was Palm Camelo. What am I talking about? Wasn't? It wasn't a golf course. It was like that massive. It was like Palm, it was in the middle, it was like some country club. You told me it was like about 108, no, sorry, $320,000 just to even be a member there.

Speaker 1: 50:42

Oh, you're talking about Palm Desert. Palm Desert, no, that was just one of our old past projects. Those houses are anywhere between five, 6 million, probably up to like 40 million bucks. Wow, yeah, barncage probably wouldn't fit in there. No, it has like one stories and what have you there? But, yeah, I think that's a good movement. I think again and I really appreciate this podcast. But it's an honor to get to know you. I see your work and I see your heart through your work and those are the people I want to expose to the world. Everybody that's going to be on my podcast has to be that type of person, and those people are the boundaries I aligned. If you're going to cross over, that's because I allowed you, because you have the heart to be able to do that, because I trust you, and those are the only people I need in my life, are the people I can trust. Everybody should follow that rule.

Speaker 2: 51:18

Well, I'm just grateful for the opportunity to be here and to actually take on this opportunity to start learning everything that you've been able to show me and start learning how to speak the language, and not only that, just embracing it as a part of who I am, because I only know like I'm just getting started right now. So I'm grateful for just even you taking the time and investing the time back into me, because I know that I have nothing more than just to make proud and to align with the team.

Speaker 1: 51:42

Well, you invested too. You literally went online and invested and sit it down. So not only did you want to come and work here, you literally invested, yeah.

Speaker 2: 51:50

That's quite literally before we even started working here, like literally pulled everything out and just said all right, we believe in it so much.

Speaker 1: 51:56

This is exactly where we want to invest our money.

Speaker 2: 51:58

Yeah, where we want to put our money.

Speaker 1: 51:59

I love everybody. I believe in it. Love you, buddy, Appreciate it. All right, guys. Thank you very much for watching my boy Jordan.