How to Become a Lead Generating Machine! | EREI 5

How to Become a Lead Generating Machine! | EREI 5

Want to succeed as a real estate investor? Well, you should know that the investor who has the greatest number of leads also has the greatest opportunity. That’s because the quality of the leads is IN the quantity. On today’s episode, Matt teaches you how to become a lead generating machine, so that you’ll have so many leads you won’t know what to do with them all!

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Podcast Transcript:
(Voice Over): Epic Real Estate Investing Podcast Episode Five. You’re about to meet a man that can show you how he took control of his life and financial future and how you can do the same. He’s never been on TV. He’s not a millionaire. He doesn’t know Donald Trump. He is a full time real estate investor, newly discovered author, and family man. He does not report to a boss.

He creates his own schedule and takes his family on a few vacations every year. He got started investing in real estate with almost no money and a really crummy credit score. And he’s going to show you exactly how he did it and how he continues to do it. You will have to work.

You will have to be responsible. However, laying the beach, sipping fruity drinks is a reasonable goal. Without further delay, your guru. Sorry. Your guide to a better life, the real estate investor, Matt Theriault.

Matt Theriault: Hello. And greetings from The Epic Real Estate Investing Podcast. The podcast that will show you how to create wealth through conventional and creative real estate investing so you’ll have the option to realistically retire in the next 10 years or less. And enjoy the good life while you’re still young enough to do so.

My name is Matt Theriault, author, full time real estate investor and family man. If this is your first time listening to the show. You want to do two things. One, go back and listen to episode one. Episode one is going to give you the gist of what the show is about and why it’s here.

I mean everything that we discussed is going to make a lot more sense if you do that. And two, download the free real estate investing course on how to deals, no money required. And you can get at

It’s a step-by-step course of which I reveal everything that I do, everything that I say, everything that I use including the documents and contracts. Everything that you are going to need to invest in real estate using no money or credit. And that’s yours for free at

So today, it’s likely the day many of you have been waiting for. But I got to commend you, if you’ve gotten this far meaning you’ve completed the homework up to this point and you’re still listening. I mean still listening without losing your patience causing to search somewhere for the answers. Congratulations.

You are in the minority and you know what? I actually have hope for you. If you can follow instructions, practice a little bit of patience, and be open to always learning. Be open to never seeing failure as failure but as an opportunity to practice your skill in perfect your technique. You can do this. Stay with me and do the right activities.

Do them consistently and do them long enough. And all of the time and money freedom that real estate investing can provide is yours for the taking.

So here we are. The moment I know many of you have been waiting for: where and how do I find deals? Well, I’m glad you asked because on today’s episode. I’m about to answer those questions for you. Where do you find deals and how do you find deals?

These are two very important questions. You see, in order for you to be a successful real estate investor you’re going to need leads. You’re going to need lots of them. The more leads, the better because with lots of leads comes lots of opportunities.

And with lots of opportunities, you get the pick of the ladder. You get to pick only the best deals. When you have lots of leads, you’re negotiating position of strength as well. Meaning if you have enough leads you will never be in desperate position. And often it’s desperation that causes an investor to get involved in a bad deal, to get involved in a bad price, or to get involved with a bad property with bad terms, with bad partners.

I mean anyone or any combination of those can result in you losing. And they frequently do. If you’ve got enough leads, you won’t have to worry about it too much. And as we go on, you’ll understand. When it comes to finding good deals, it is a numbers game. I’m sure you have heard of that expression before.

But really when someone says that something is a numbers game. What they’re saying is be prepared for lots of rejection. Be prepared for lots of failed attempts.
Finding good deals is a number game meaning most deals will not be good ones.

When I say most of them, darn near all of them so just expect that. But there are good deals so that’s why we do what we do because when we find a good deal as real estate investors we’re paid handsomely.

So to be paid handsomely, you need to find deals. And to find deals, you need to generate lots of leads. And when it comes to leads, the quality is in the quantity. Now, finding good deals is not easy. But it’s not complicated either.

The first step is to know what you’re looking for. Are you looking for a deal that is going to produce cash? Or are you looking for deal that produces cash flow? You see the cash is produced in a short-term strategy like wholesaling, fix and flipping, and some types of optioning.

Cash flows produce in your buy and hold strategy but which one you choose to execute depends greatly on your own personal situation. So do you need cash or do you need cash flow?

Your answer to that question will dictate which strategy you would likely implement of which will determine the second step. And that is to determine what type of property you will look for that will produce what you are looking for. Cash or cash flow?

Hopefully you’re following me there. Along with the type of property you will look for, you’re going to identify the area of which you want to work. And the price range of which you’ll work with in. You’ve got to know what you’re looking for. It’s much easier to sort through the hundreds of properties that most investors have to sort through when you know exactly what you’re looking for.

And it’s been said that the average investors going to have to look through a hundred deals to narrow down to thirty to make the offers of ten. And maybe he gets three of those. I’m not sure that’s the exact ratio but it works out something like that. You have to look at a lot of deals.

And if you know what you’re looking for, it makes the sorting through the deals much easier. For example, if you need cash you’ll have to execute a short-term strategy like fix and flip or wholesaling. So if you know what you’re looking for a property that will enable you to execute that short-term strategy, you’ll know you won’t be looking at multi-family properties for the most part.

If you’re really clear on your criteria, a considerable of your property analysis of your deals sorting, it’s already done. I mean, it almost counter intuitive but the more narrow your search criteria, the more successful you’re going to be.

So many new investors and some seasoned ones too; opportunities outside their criteria distract them. They chase the shiny things. It’s like the dog that sees the squirrel and takes off running. Squirrel! The dog takes off. Fito, no! Sit! Stay! Don’t do that. We are hunting rabbits not squirrels.

Real estate investing can be like that. You’ve got squirrels. You’ve got rabbits. You’ve got hamsters. You’ve got pigs, chickens, and raccoons. You’ve got rats. You’ve got snakes. Running wild and loose everywhere. Stay focused on your game.

Distractions are literally everywhere. And they come on all shapes and sizes. Keep your focus narrow. As narrow as you’re comfortable with. And resist all temptation that doesn’t fit within your scope of focus. If you have been investing for a while, you will likely to come up with your criteria of what you’re looking for.

If you’re brand new to investing or even reasonably new, I’m going to recommend. You don’t have to do this but I’m going to recommend that you look for single family residences within a five to fifteen miles radius of personal residence at or just below the medium sale price for the area of which are owned by people who need to sell.

I emphasize need to sell. You’re going to come across a lot of people that who want to sell. You’ll going to come across a lot of people who are interested in selling but I want you to focus on the people who need to sell. Often referred to as “motivated sellers or distressed sellers.”

This basic criteria puts you in the best position to flip properties fast because it represents the biggest buyer pool in any given area because in order for you to flip the property. You’ll going to be needed to be able to sell it.

So you want the biggest buyer pool in any given area available to you. You want that buyer pool interested in what you’ve got for sale. And when you have the biggest buyer pool interested in what you’re selling. It enables you to flip fast. And then result enables you to be paid fast.

The third step is to identify the people who can connect you to the type of real estate that meets your criteria. Preferably you will want to directly connect with the motivated and distressed property owners themselves.

Secondarily, you will want to connect with the people who regularly come in contact with this type of property owners, who regularly come in contact with the motivated and distressed property owners. Some examples are wholesalers, or accountants, or attorneys, realtors, loan officers, financial planners.

Once you know what you are looking for and who can help you find it, you are well on your way to generating high quality leads in doing deals. Now, where and how do you find the people, connect you to what you’re looking for?

Well, millionaire real estate investors. They’re are a creative bunch who are constantly innovating and improving their lead generation methods but they all agree on what they’re taught three methods of generating leads are.

I was fortunate to find a poll online of where 100 millionaire real estate investors were asked. Where do you find your deals? I already know most of you. You’re not going to like the answers.

You’re not to like the answers because they actually involve work. And what I really mean by that, there’s just no easy button in real estate. There is no silver bullet so stop for it.

Okay? Stop expecting to find it. It’s not lurking around the corner. It’s not in some seminar. It’s not behind some guy’s real estate website. Just stop looking for it. There isn’t one.

Now the results of this poll, they reveal the top lead generation sources of millionaire real estate investor. And I’ll start at the bottom top. 5% categorized as “others” so I guess that’s the random and insignificant ways of finding deals.

But up from there, I think you might find this as a surprise. Surprise because so many gurus teach this as a form of finding deals. Just 2% of their leads come from targeted directed mail. Just 2%.

So don’t fall for the magic post card and the letter writing campaigns. Well, actually there is a caveat and I’ll get to that in just a minute.

But don’t fall for that magic post card. Don’t fall for the letter writing campaign. It’s just 2% of millionaire real estate investors’ deals come from this approach. Now I’ve used this approach with some success but is expensive and is time intensive.

Now 3% of their deals come from Internet marketing. Just 3%. Now I’ve used the Internet with some minor success but I can relate to where they’re coming from.

You’ve got to sort through a bunch of garbage to find a deal. And again, this can be expensive too. 4% of their deals came from Fysbo. If you’re not familiar with that term, it means for sale by owners. Property owners who are selling their houses directly.

Now I actually like Fysbo. Though not so much because I get deals from them but more because they’re fun to practice on. For sale by owners presents a great opportunity to practice presenting offers to practice negotiating.

Fysbos, however, they can be a rather shall I say unique group. For the most part, they’re cut from a very different cloth.

But hey, every once in a while one will pop. 7% of their deal comes from foreclosure listing of which I’ve never been a fan of, as it generally requires cash to play that game. And I’m all about not using my own cash. But that doesn’t mean you can’t play in that arena.

I know many that do and there’s no reason why you can’t also. But I choose not to and you’re not probably not going to learn how to does it here. 9% of our millionaire real estate investors’ deals are found on the newspapers in the classified ads.

Actually it doesn’t state whether that includes online classifieds. But for me 9% of the deals I would have to imagine it does. So that’s six different areas of where millionaire real estate investors find their deals. And they account of just 30% of their methods of finding deals.

There are only three methods left of which adds to 70% of their deals. I mean it’s almost the 80-20 rule that works here. Right? But it’s more of the 70-30 rule. And what I mean by that is 70% of the millionaire real estate investors’ deals come from just 30% of their efforts.

Now, those efforts that create 70% of their deals driving and walking neighborhood account for 10%. 28% of their deals are actually found through real estate agents and the multiple listing service.

Now, I actually have to interject for a second because if you’re looking for deals. With a lot of equity that you intend to flip fast, personally I don’t think the multiple listing services are a great place to look at all.

I think real estate agents because you have to remember what the fourth stage of becoming a millionaire real estate investor is. It’s to receive a million of dollars of annual passive income. Right?

So that’s their primary intent is to find properties that cash flow. And in most parts of the country, it is infinitely easier to pluck properties right off the multiple listing services that cash flow than it is to find properties on the multiple listing services with equity. At least enough equity that enable to flip the properties quickly for cash.

So in my opinion, that’s why real estate agents in the multiple listing services made the list. I don’t know for sure but that’s my hunch. As a new investor without a lot of money to play with, I mean the multiple listing services can make a good practice ground to analyze properties and it can make practice ground to submit offers.

But it’s very much a numbers game in itself. A big numbers game. There’ll be lots of rejections and failed attempts if you’re looking for properties with lots of equity.
Now the number one place where millionaire real estate investors find their deals. It accounts for 32% of their deals.

Almost one third, they find 32% of their deals through networking. And I agree 100%. You know as I look back on my 50 plus deals in the last 18 months, I would say a good 75% of them came from my network.

Now, I know that’s not the answer most of you are hoping for. I mean most of you were looking for that secret. I know.

I have to admit I was too when I first stumbled upon this survey. I was pretty excited to see where they find their deals. Well, that is the secret.

The secret is that there is no secret. And here’s another thing I’ve noticed over the years. And you’ll notice that the top three sources of deals for these millionaire real estate investors, they take no money at all.

I mean it’s absolutely free to network. And it’s absolutely free to walk the neighborhood. What I’ve come to learn over the years, the more money a lead generation source costs you upfront, the less effective it is.

I mean the cost effectiveness drops fast as the investment in that advertising; the investment of that marketing goes up.

The love diminishing returns id well at play in real estate investing lead generation. I’m sure there are some exceptions where a few savvy investors have figured something out to produce massive amounts of leads for really low costs.

And I’ll probably box it up and sell it to you once it doesn’t work for them anymore.
That’s typically how it goes. Once the profit scales tip in favor of selling information versus implementing the information. That’s when you are going to hear about it. And they’re going to get your $597 too.

Okay. Sorry. Let’s get back to lead generation. Leads and lead sources are going to fall into two categories. Category one, people you already know. And category two, people you have yet to meet. Start with the people that you already know, the ones who like you and trust you.

Go through your roll of decks of database and if you don’t have one. You’re going to need one. I’ll give you a couple of recommendations in a minute but start with your context like your own accountant, your own attorney. Contact the realtor that sold you your last house. Contact your mortgage broker. You get the idea.

Let them know what you’re doing. Let them know you’re buying houses and you’re looking for distressed property owners that could use some help. Start there and begin to organize your context in a database.

Now in the survey I mentioned earlier, they had asked millionaire real estate investors several questions. One of the other questions they asked was, “what program do you use to keep track of your leads and referral sources?”

And among the most popular database is used by millionaire real estate investors, the number one answer was MS Outlook. And that’s understandable and very universal. It’s totally free. It comes bundled with MS Office and backed up by I think it comes installed in all personal computers these days. I’m not sure though.

I just recently converted to Mac and I’m very happy that I did. But MS Outlook as the number one database that they use. The second one was ACT Customer Relation Management. I’m not too familiar with it other than I just knew what it when I heard the name but it is more of a professional customer relation management system. And I think it’s a couple of hundred bucks.

Personally, I use Epic Database by Operius. It’s really simple to use. It’s online so I always have access to it regardless of what computer I’m on. It has a really easy to use built in Internet and email marketing feature of which I’ll talk more about later.

And inside the free course I mentioned at the top of the show,, I give a pretty extensive tutorial on the program when I showed you how easy and efficiently it actually is. I think like $14 a month but you can get a 30-day trial at

If you want, go activate your free trial and tank around with it. By the time, we get to how it will help you build your buyers list with automated system. I mean you will have some familiarity so as you’re letting your professional network know what you do, let it be known within your social circle as well.

I mean the next time someone asks you what’s up or how is it going? There’s your opportunity. Let them know. Don’t keep what you’re up to a secret. Secret agents don’t make much money in this business. So don’t be a secret agent.

Let everybody know that you’re buying houses and that you’re looking for distressed property owners that could use some help. That’s how you interact with the people or the leads you already know.

With regard to the 2nd category of leads, the people you have yet to meet. There are two approaches to meeting them. You can hunt for them or you can fish for them. Hunting for lead consists of activities like asking your network for referrals, being proactive about it, cold calling and door knocking.

Not really my methods of choice but you know many investors do it. They do it with great success. Fishing for leads for however that works best for me. And because it does that that’s what I recommend and teach.

It just fits my personality more. I do better when people call me as opposed to me initiating contact by calling them or by hunting for them.

Fishing for leads. It consists of activities like classified advertising, direct mail, Internet marketing, and networking. Getting people to either call you or ask you about what you do.

As I mentioned, I get the vast majority of my deals from my network. I’m very proactive of building that network on a maintaining that network.

That’s where I spend most of my time. But I do get plenty of leads from other sources as well. In fact, I have a system of which has literally transformed me into a lead generation machine.

That’s the system. First, I post classified ads on Craigslist, Back Page, and eBay classified ads. There are a few other ads but those are the main ones as for most of my activity comes from.

Every morning I post a fresh ad on each of those website and actually show you how I do that and what I post specifically what my ads say. I’ll show you how I do that at

Second, I conduct a direct mail campaign using specialize targeted list. And I send something called a yellow letter. Now, if you have been paying attention. You’re probably wondering why would you be sending letters to targeted list when only 2% of millionaire real estate investors find their deals there.

Well, I don’t think they know this yellow letter or at the very least they knew about it but they didn’t use it. Now, I’ve never been fan of direct mail as the professionals in that business. The professionals in the business of direct mail will tell you. If you’re getting a 1% return, you’re doing really, really, really good.

What that means is, if I send out 100 letters and I get 1 call. I’m doing well of which means if I want 10 phone calls for motivated sellers. I would have to send out 1,000 letters. And in today’s postal rates that can get expensive really fast. Those types of numbers that type of return, it doesn’t excite me at all.

Remember what I said, the more expensive you’re lead generation is. Typically the less effective it is. I only recently started this yellow letter. And I first learned of it about four months from a guy named Shaun Terry. And I learn of it on his podcast “Flip to Freedom.”

Go check that out. It’s a really good podcast. I learned a lot from there. Remember what I said, commit to your education. Keep it going just because you have all the answers don’t mean there is not more to learn from other sources.

So go to Shaun’s “Flip to Freedom” podcast. I think he’s writing number 3 or number 4 for real estate investing on iTunes. He shares a lot of great information plus he gets me pumped about my own business.

He’s got a great energy and he keeps me motivated you know. Motivation is just like a bathing. You need it everyday. And yes, your coaches, your gurus, your mentors, they need it everyday too.

Anyway, I put these yellow letters to the test just this past May because Shaun said I could expect a 10 to 15% call to letters sent ratio. And if I received 25 calls, one of them would be a deal. That’s what he told me.

So, I just did the math. What’s the minimum letters I have to send out everyday to make sure I get it at least 25 calls this month. Well 25 calls at a 10% ratio, I decided to give Shaun a break and not press him on the 15%.

So 25 calls at a 10% ratio, I’d have to send out 250 letters in the month so I divided that by 20 days. I took weekends off. And that equates to about 12 letters that I would have to send. I just rounded it down to make it simple. 10 letters a day.

So in the month of May, as soon as I got up every morning. I read a chapter of my Bible. I read one of my squirrels from Og Mandino’s “Greatest Salesman In The World.” I’d hit the jam and when I got home. I have a cup of coffee and write 10 yellow letters.

I did it exactly how Shaun told me to. I mean there’s a very specific way you have to write the letter and a very specific way of how you tuff in the envelope and I’ll show you that in slow motion in fact.

And how to do deals, no money required at That was my system. I wrote 10 letter a day and just went on my day. I mean every one of you could do that. It only took me about 20 minutes every morning to do.

I’ve got to tell you. I was really surprised. I mean almost from day one, I was averaging about 1 ½ calls per day from people wanting to sell their house. I was getting a 15% response.

Now, most of the people that call me I will admit were a bit, should I say, loco. They’re a little crazy but after my 21st call.

I had my first deal under contract. It was foreplay. Right? And urban Los Angeles, fully tented and cash flowing. The owner was in a bit of a jam. He basically said, “Take it. I don’t want it anymore. Just take it. Don’t want a foreclosure on my credit score.” That’s what he said.

So, I honored his request and I took it. It’s mine. You see, my main strategy is to fix and flip or wholesale here in California. And then I take those large checks and I buy cash flow in real estate in the Midwest. I’ve got properties right now in Illinois and Detroit.

That’s where up to this point I’ve been building my passive income. It’s been, it’s a good system that’s been working for me but I really want to pick a piece of California real estate that cash flows because I know we are going to experience massive appreciation again. When you know, who knows?

But for as long as my California real estate would be cash flowing in the meantime, I can wait it out. But one is tough to cash flow in California. And two, if you want to cash flow in California; it’s going to take a big chunk of cash.

So the barrier of entry has been a little high for me. But thanks to the little yellow letter that Shaun Terry introduced me to, I’ve got my first piece of California real estate. I like the yellow letter.

And I now teach its implementation in my L.A. workshops. Several of my students there experiencing very similar success at least the ones who are following the instructions.

Third, I do use Internet marketing and landing pages to generate leads but I got to tell you. That’s a skill all of in itself. And if I explain how I do, what I do, I mean this podcast would quickly turn into a “how to make money on the Internet podcast.”

But if you’re interested, I learned almost everything that I know about marketing online from And I’ve received an abundance of inspiration and ideas from many sources but the foundation of my marketing practice comes from

It’s not real estate specific, it’s more Internet marketing specific but I’ve been able to take those principles and apply it to my real estate investing business. I mean perhaps I’ll do an episode just on that in the future. Now, as I mentioned earlier what has produced more business for me than any other methods. It’s attending networking events and seminars.

It’s building my network and there is a tool that I use that attracts people to me. Let me clarify, attracts the right people to me like bees to honey really and I call it the audio business card. I show you exactly how to construct your own. And how to do deals, no money required of which you can find it. Guess where?

I know I’ve already mentioned this several times on this episode. It’s not my shameless plug fest but there is just so much that I can show you with just my words. So I created videos for everything that I’ve discussed today. It’s all in my free real estate investing course, like how to do deal, no money required.

Now, I can show you a number of ways to generate of leads of just about any guru can but what none of them are showing you is the most valuable skill of a real estate investor of which without it all the lead generation strategies in the world are virtually useless.

I mean your number one skill, as a real estate investor is your ability to connect with people. And what I mean by that is, did you know that every piece of real estate you ever purchase will be from another person?

And your success will be indirect proportion to your ability to get these people to like you, trust you, and believe that you are competent that you know what you are doing and that is a skill. But don’t be afraid of it. The great thing about skills is that they can be learned.

Skills beat talent every time so don’t feel like you can’t do it. Yes, you can. There are several books and programs that will help you with your people skills and I’ll give a couple of titles in a moment but I want to give to put your teeth in right now.

I’m going to give you the fastest path to creating rapport with people. In order for people to be interested in you, you must first show interest in them.

And you do this with two basic practices; the first one is to listen. Listen until it hurts. Listen as if there is going to be a quiz at the end of your conversation. I mean God gave two ears and one mouth. And to successfully build rapport, you should use them proportionately.

And the second practice is to ask a lot of questions. Ask a lot of good relevant questions. You see. When you’re telling somebody something. It’s pushing them away but when you ask them something, it’s pulling them towards you. So ask a lot of questions. Those are people skills to be mastered.

They’ll get you by those two skills: empathic and authentic listening. And asking good relevant and discrete questions. And these aren’t called people skills by chance.

They are skills and just like any skill, they must be practiced and rehearsed. Just as a basketball player practices his free throws and lay ups. A child practices riding a biker’s skateboard.

And perhaps how you practice driving a stick shift or a golf ball. Your people skills must be practiced in the same way. As your success in real estate investing will be indirect proportion to your ability to connect with people. The better you are at this, the more money you’re going to make.

In fact, if your people skills as a real estate investor. If those skills are comparable to that of a NBA basketball player’s free throw skills, there is no doubt in my mind you would make more money than the basketball player.

And you don’t have to be seven feet tall either. Whether you choose to hunt for your leads or fish, you will need this skill. I mean it’s no wonder the top 3 lead sources of millionaire real estate investors involve the skill. They require this skill.

One, networking. Two, working with real estate professionals like your agents, your lenders. Three, walking neighbourhoods. You’ve got to know how to connect with people. They know what’s the number one skills so they develop that skill.

And it’s why they are millionaire real estate investors. I mean it took to be successful in real estate investing was to hand out some business cards. Mail some letters and post a few classified ads.

Everybody would be a successful real estate investor. It’s two skills that will separate you from everyone else. It’s what is going to separate you from the observers, the pretenders, the excuse makers, and the quitters.

I know that it isn’t you. I could create an entire episode on just this skill too as I could with Internet marketing. I will likely in the very near future. But to get started developing your people skills, writing out. Don’t wait for me.

Pick up these two books Dale Carnegie’s How to Win Friends and Influence People. It’s an all time classic and a great place to start. That could essentially be everything that you need to know and Leil Lowndes’ How to Talk to Anyone. Two great books.

And if you missed any of the resources and websites I mentioned today, I’ll include a link to everything in the show notes that which you would be able to find that and you guess. Yes,

I’ll show you more ways to generate leads as we go along but I wanted to show you the most effective ones first. Start networking. Start sending out your yellow letters. And start placing online classified ads at Craig lists and BackPage and eBay classifieds.

I’ll see you on the next episode of where I’ll show how to overcome every investor’s biggest obstacles. So, until next time. As a very wise man once said, determination today leads to success tomorrow. To your success, I am Matt Theriault. Living the dream.

Narrator: Thank you for spending this time with Matt Theriault and the Epic Real Estate Investing podcast. When you have time, stop by iTunes to leave your comments and let us know what you think of this show.

And if you haven’t done so already, get started investing today by visiting to access Matt’s free course on how to deals, no money required. Until next time. To your success, to your success, to your success.

Matt Theriault

Real estate investor and educator.