Transcription
This is Brian Payne. And if you think that land flipping is just a small deals and side hustle money, Brian is about to completely rewrite that for you. Because Brian doesn't flip houses. He flips dirt vacant land, those overlooked, misunderstood, and the ridiculously profitable niche in real estate. No tenants, no toilets, no contractors blowing your budget, just clean deals with big spreads. And here's the punch line. In the last 90 days, Brian put 13 land deals under contract. Not leads, not maybe deals. Contracts.
Now, let's do the math real quick. Brian says the predictable land flips he targets are $10 to $20,000 profit per deal. So, 13 contracts at $10 to $20,000 each, that's $130 to $260,000 in potential profit. Conservatively, that's over $150,000 in land flipping profit sitting in the pipeline. And the craziest part, he didn't do it by blasting a million call texts or sending a stack of mailers or gambling on volume. He did it by building a real system. Speed to lead, follow up that actually happens, KPIs that don't lie, and a simple sales process that turned warm land sellers into signed contracts.
Here's to call leads back in 4 to 8 hours. Now, it's less than two to five minutes to an hour. Now, his conversion rate jumped from 50% to 80%. Because in land flipping, the winner isn't the loudest marketer that moves faster and follows up the longest. And one of the biggest mic drop moments is that a seller who was stuck at $350,000 ended up accepting $210,000. Not because Brian was the highest offer, but because he was the most trustworthy, the most transparent, the most human, and the one that used the best sales process. How are people making real money flipping land? What does that predictable pipeline really look like? And how do you stop doing random deals and start stacking contracts? This episode is going to be a blueprint. We're breaking down how his land flipping process from lead to contract to payday is the KPIs, the tool call setup that he has to increase conversions and why he's now building an AI tool to help you call land fast. Let's dive in.
>> All right. So, we got you here, Brian. What's going on, man?
>> Oh, you know, uh, flipping flipping land deals. So, that's most I do. Yeah.
>> Yeah. So, you obviously have been having a good success and running paid ads with, you know, with the new marketing that you're doing and but you've also been in the space for for some time now doing some land and and now you're getting some consistent uh leads and and and appointments and contracts. But tell us a a little bit more about uh you before you started working with us. What what did your business look like?
>> Yeah, gosh, I've been doing this for um over 10 years. I started flipping houses, building custom homes, back homes. Um needed more land for those and then got into the land niche. And so, um really focusing on land uh flipping, land wholesaling, and then development deals. So, mostly I've been um you know playing around with what everybody else does with uh mailers and cold calling and texting and uh found that it worked to a point. Um but the the leads just weren't as warm and you know excited um to work with us as I was hoping for and so I kept searching for different ways to to acquire leads. Yeah.
>> Okay. So I mean how long you been in the space uh of real estate and you know before doing real estate were you always an entrepreneur that doing land or you started wholesaling? What what's your story here?
>> Yeah, no my my degree was in construction management. So I worked um as a project manager for other companies for uh years and then 2016 um started my own business flipping houses. didn't know what I was doing and so uh I kind of fell forward and just made every mistake in the book and collected a lot of debt from you know deals going south and uh I you know I I realized I I did a couple land deals then and I made you know a $30,000 profit on one, $80,000 profit on another flip and I was losing money on my house flip so it was hit or miss. So, uh I was like, I need to pursue this some more. Yeah.
>> Yeah. Okay. So, you went into land and uh so what was your what was your uh how many deals were you closing before things changed and you started working with uh the Google ads and stuff like what was what was your deal flow look looking like or what was your revenue and your business?
>> Um it was hit or miss and obviously it's been up and down since COVID. Um and so we were probably averaging about one a month. Um and that was um also bringing in some development deals. We'll do some subdivides. Um we'll cherrypick the good deals, but um yeah, it's it was averaging about one a month.
>> One a month. And uh I'm I'm assuming you you were doing everything with cold calling and the traditional way of doing it or what what is it that was not really working?
>> Um yeah, so it it really came down to a lot of us are, you know, solopreneurs or maybe we have a VA or two, you know, helping out and so there's only so much capacity we can handle. But then um I think one of the biggest issues is you just you don't track everything as much as you should. and um you don't take the time to fully complete um each deal or each contact as well as you can, right? So, it's just going off of experience. You're going off what works for other people and um you're not really uh firing at 100%. So, that was we again like we would take leads in, we would get them under contract, it would take us forever to sell them. um and then it might fall through, but it's like there was never that time spent nurturing the lead, following up, staying in contact, you know, doing all the things that real businesses do. So, that was part of it.
>> Yeah. I remember when when we uh met maybe about three months ago, let's just say, we created a game plan for you. And I know that uh at the beginning you you didn't you didn't have the the full amount of funding to get it going with Google ads but eventually you were able to get traction because you understood the uh the capability of and the thing that it can do for you. So, you ended up taking I think it was a a funding partner loan, a small loan, right?
>> In order to get started, right? But I mean, how long did you actually take from uh having to trying to figure it out, right, and until you actually took different methods and started doing different things? How long did it take you to to get to that point?
>> Yeah, I mean um you guys really provided just a solution of consistent lead flow um from a um standpoint of not just hey here we're going to do you know your your lead flow for you where but we're actually going to you know take leads live transfer them get them build in that consistency and so um I mean just in the three months I've been working with you I think we have Um, we've done 13 deals under contract. Um, and obviously, you know, we're selling, we've started, we've closed two of those and we've got so many more on the market and we're trying to close more. So, um, but it's like right away you guys implemented KPIs, spreadsheets, follow-up calls, call tracking, number of dials, um, all of the the actual data that helps us realize, you know, where we're at in the process and who needs who needs the work done. So,
>> Nice. I mean, you've been you've been in in a few coaching programs and also uh you've been trying a few things. What do you what what what made you feel that going with an agency that a proven agency that had something going on was the a better idea?
>> Yeah, I needed predictability and um consistency because obviously you know I did get um you know a small loan to help out to make sure this process worked and cash flow is tough in this business and that's most people deal with that and um it's a hard problem to break out of without consistency and predictability. And so by, you know, implementing that, it just helps know exactly how much is being spent every month. And then right now we I mean we keep improving and so we keep dialing things in even more. So three months in, month four is going to be the best yet, but um you know just getting to a point to where it's going to be really predictable is is the goal for the year. I'm just curious and for the listeners here, for people that are listening and watching here in this YouTube video, um, what mistakes were you making that you were not really realizing that were happening?
>> Oh gosh, a lot. Um, man, everything from uh just time to lead, like not contacting the lead, you know, within five minutes. um it changes everything. um leaving money on the table by negotiating a little bit more with with sellers versus saying, you know, as underwriters, we're underwriting this deal and the numbers, the math says I need to go with this offer and sticking with it. um the deals that we actually have that type of communication with on um often get accepted quicker and they're way less of an issue after acceptance. And so we were doing all that wrong. The language we were doing on the calls, the time to the calls. um yeah, and then just followup. There was there's pretty inconsistent followup. So that was huge.
>> Yeah. So, so essentially I mean obviously it's not a it's not a cheap investment. It's actually a good amount of investment that you've had had to do, right? And not everyone is prepared. But what was it that actually made it worth it? And and essentially some people invest and they try to try to seek for uh fast returns or you know some some quick wins or being able to to get it as fast as possible to make it work but they get frustrated and lose patience. What is it that you did differently that had a turning point inside of the business aside from getting good leads?
>> Um, I I think it's buy-in, like trust in the system, you know, because like we have some of these deals we locked up and the cash is coming. um and I have in buyers and we have closing dates set and a couple of these deals are going to be $20,000 paydays. um some of them are going to be even more. And it's like the consistency and buying into just the system that you paid for. It's like um trust in um for me it was like um I think I made the mistake before of being too scattered across too many different platforms and when I went with you guys I kind of stopped everything and poured everything into one basket and once the consistency this this is um closing deals multiple deals a month then maybe I'll look at doing something else. But yeah, until then, it's buying into fully to the one system that we're
>> Yeah. And it's also kind of risky, too, right? Because you're like shifting and then putting going all in and and you know, being bought in, which is good. It's a good thing, right? If you're in the right vehicle with the right people on the right channel and everything, right? So, I mean, what what is it that changed everything that what were you skeptical about first that you were like, you know what, I'm assuming a few things. Um, but they're wrong. Like, because a there's a lot of marketing companies out there or a lot of lead generation channels, PPL, there's a lot of ways to skin the cat, right? So, what is this that made you believe and think like we can do it?
>> Yeah. Well, I think all of us in real estate are go-getters. Otherwise, you know, we wouldn't really be in this industry, but I think the fear we still have is that we're not going to be able to do it all the way or we won't be able to figure it out ourselves. And so, the reason I went with you and like everybody needs some type of support or accountability um especially as entrepreneurs. And so you guys like the amount of support um you guys provided, I mean down to scripts and um all of the tracking, the follow-up coaching calls. um I mean it was weekly and it was like this is the type of thing that keeps you on track moving towards my goal, but also you know my success is your success. And so I think it's great when you can partner with people that you know really have your success in mind.
>> Nice. So tell me a little bit more about how it started because I'm assuming that not everything starts uh on at least on marketing, right? Uh not everything starts like good unless unless everything was excellent and perfect. But tell me a little bit how it started the first 30 days, 60 days. What are some of the changes, tweaks, campaigns or decision that shifted momentum towards like actually getting a lot of traction?
>> Yeah. Um I would say probably um speed to lead um as leads coming in and then taking the live transfer calls from you guys um for leads that are coming in. And then we really narrowed in this is who we are. this is what our offering is. um So that way we broke it into um two different calls. We take the discovery call um and then usually my VA does that um and I hired him through Remote Latinos which you guys set up for me as well. So that was that was a blessing. um He takes yeah he takes those calls and then um basically um says you know we're going to be underwriting this deal and we collect the info. We have the internal system. We verify the comps and then we generate our offer uh really efficiently through through our process and then do a second call and that's the offer call and basically says this is what the math shows. um And again in these calls, you're you're building rapport and relationship. um But you're also making it very clear that we need to make these deals work for us, not just, um, you know, I'm going to throw an offer at you. It's and then they're really trying to appeal to that so that they'll they'll get an offer in the first place. um And then they just hope that it will be a good one. But, uh, I think that really changed everything in the first 30 to 60 days is is really establishing that two offer, uh, call setup with these with these leads.
>> I love that. Can you give me one minute, Brian? I gotta get the door here.
>> Go for it. Yeah.
>> Sec. Oh my god.
>> Hey.
>> Sorry, dude. Man, um, my stomach is not feeling that great. It's
>> Oh, sorry to hear that, man.
>> That's fine. you know, I had to go uh had to go open the door and then like I'm like, "Oh, I gotta go to the bathroom real quick."
>> Yeah.
>> But
>> yeah, man. We can continue if you want to.
>> All right.
>> Y
>> All right. Let's make it happen. So, let's do once again. And um let's go.
>> So, it seems like you doubled down really well into your sales process. Uh and then you started seeing better results. Is that is that is that something that you did and like do you also apply that with other leads from other marketing channels?
>> We did we did that with cold calling and texting as well. Um and we saw increase of leads but those are again they're cold and you're reaching out to people that um just own a property. They don't necessarily have been thinking about selling at all. And so, um, it's great with the pay-per-click leads, like when you, you know, really double down on every lead that's coming in wants to sell. um And so it's a great starting point whether they're just looking or they're in emergency mode. It's um great to be able to talk with a warm lead.
>> Yeah. Okay. So I mean you said that these leads want to sell and obviously this is more of a land uh campaign that you have. What type of sellers have you be like you mostly get or you talk to whenever you're running online ads?
>> Um, so you're the sellers usually I mean I targeted land leads and you guys were actually able to tweak it the first month so that I got a couple house leads um and one of them I actually took and sold and so we we made a little wholesale profit on that one. But um you guys were able to refine the marketing and only bring me land leads. So, um, they're usually distressed sellers that own land, vacant land, and looking for, you know, a way to turn it into cash. So,
>> okay. And, uh, so mostly what type of like what type of pain points these people actually are coming with?
>> Um, it seems like we have several that have, um, either a house is burned down and they the the land is vacant or um, they've inherited the properties. Um, some are just, um, hey, times are tough right now and I have this parcel next to my house that I'm never going to do anything with. Like, what can I get for it? um And so it's it's a it's a mixture. um Because people are realizing there's there's other ways to get cash than just jobs. And so, um, I think there's, you know, land is a great asset for that.
>> No, I love that, man. So it sounds like before of course you had a a good understanding on how to talk to seller but a lot of people underestimate the much needed work to be able to learn how to make it into a process. So what is it that you believe right now as you refining everything? So what is it that looks so simple from the outside you coming before starting to actually optimizing your processes and in sales and getting better leads that was actually very critical behind the scenes?
>> Um yeah actually um I have a lot of experience and so I think like a lot of other investors we tend to just rely on our experience and go with our gut and you know we know the numbers and um but I think what I loved about it was like just getting really real with um you know with the data and and saying um letting the data lead the decisions and and um whether it was number of leads, um time to call back, um the offer amounts, the days from getting a lead to getting a contract, just like really tracking all the KPIs, um change change it visually for us so we could actually see what the problems were to to do something about it.
>> Nice. So, let's talk about that more. the no hype, just real numbers, right? Yeah. What changed u like met like the numbers that you currently have? What are those what are those looking like with the current campaigns that you're currently running?
>> Yeah, so we have um like I said, we've gotten like 13 deals under contract right now and we've gone from like a 52% um conversion rate to an 80% conversion rate. And um we went from you know getting back with leads in like a 4 to 8 hour window to getting back with them in about you know a five minute to an hour window. um And so but again we know that because it's we're actually tracking it. um And then also like one of your coaches, uh, helped us understand my VA was was kind of the the small talk villain as it were. He he would make a little too much small talk versus following the script and then presenting the number and then staying silent. And so it was like having you guys even review our our recorded calls um helped us realize within the call itself, you know, we could really tighten it up and um actually make each call more efficient. So uh just increasing chances of success that much more.
>> Nice.
>> When was your first contract? Do you have it in your first month, second month? How fast did you get it?
>> Uh I think it was within two weeks. Yeah.
>> Within two weeks.
>> Yeah.
>> You already closed on that one.
>> Yeah. And that that one was the the house. And so it was like a we made a like a $2,500 wholesale on that one and then um closed another um a land deal that was like $6,800.
>> Okay. Okay.
>> So right now quick ones. Yeah.
>> Yeah. Right now. So you had quick ones uh at the beginning. I'm assuming you you were trying to get some traction on cash.
>> Uh but what what's going to be the um the actual size per deal that you've been looking to get and attain?
>> Um the average for the predictable ones will be between $10 to $20 grand per deal.
>> Okay. Nice.
>> We have another buyer that's locked up right now that'll be the third deal and that'll be about $22,000.
>> Nice. So tell me more about you know the business itself. How does it look like right now compared to before?
>> Um yeah I guess a lot more certainty now than before. Uh there's so many weird things happening in the market and more and more investors I talk about are kind of negative and it's like you've got to make the change. It's like the market is the market and you decide whether you are going to overcome it and figure this out for what works for you or just keep being underneath of it and uh hoping whatever you did before works. I like I think innovation and and getting creative is the only way to win in real estate. And so I think um every year, if not every quarter, you should really evaluate what's working and what's not and keep adjusting to the market. um I think that that's huge.
>> Nice. Was there anything that felt kind of heavy before that it used to be feel heavy, but now it's or or chaotic, but now it's much easier?
>> Um yeah, not having any cash, but yeah, I think it's like, you know, we've got, you know, we've already closed a couple deals. We've got, you know, over 10 more to go and more offers going out today. And, um, it's like, you know, just running through the system now with with more qualified leads, better offers. um You know, makes me have to look at the disposition side of my company and improve that now because we're we're scaling and we're doing more deals. And so, yeah, that that feels like a huge weight off to be able to have that problem. Yeah.
>> When you said uh 50 to 80% conversion, was that from the amount of leads that you're getting or the amount of appointments or contract to to close deal? Like what what was that conversion?
>> Leads to close contracts. Yeah.
>> Oh wow, man. That's that's huge. So, how many how many leads have you generated do you know so far? How many have you generated so far?
>> Yeah, I have that all on the KPIs, right? Like um I can tell you we have about total number of leads is about 100 in three months. Yeah.
>> 100 and 13 contracted basically.
>> Yeah. And of course the first month or two we were figuring things out a lot. So this a lot of it came from just the last month here and really narrowing in our systems. So
>> Oh nice. Well, so what would you say is like looking back um looking back what are the best practices or um or things that you want to do you want to keep doing better and you know that a lot of people do?
>> Yeah. um are are there um I think my best practice is too for I mean whether you're doing houses or land it's like people just want volume and it's like um like the hundred leads we've got I can actually put time into um and convert them on a higher rate now than you know I would get a hundred leads in a week uh before and that was so stressful and so many like opportunities that you have to navigate. It's like you're you're weeding through people versus knowing every lead is going to be warmer and actually worth your time. um And so that's a game changer for me. um And I think it would be for a lot of people in the business.
>> So you wasted a lot of time in getting a lot of time and money in getting a lot more volume rather than quality.
>> Quality. Exactly. Yeah.
>> And learning how to convert quality leads, um what what I know you're having good success and and and in honestly in 90 days you have learned a lot, um but what would you say is um one of the biggest objections that you still are looking uh you still need to overcome with these sellers that they give you?
>> Yeah. Um, it always comes down to price, you know, like you can do everything right at the end of the day. um But really it comes down to price and making sure offers are going to be at a point where they'll be accepted, but most of the time you don't want them accepted anyways right up front. um It's the ones that come back to you a week or two later that say okay yeah I'm ready to accept that now because um I have checked with you know other people and they've they've called around but we provided the best service the best conversations and um you know one of my biggest deals right now under contract is um uh it's worth probably close to $400,000 and she didn't want to go below $350. And she accepted my offer for $210,000.
>> So, it's it's like and I just I and she had two offers that were higher, but I just stood my ground and said, "This is the math and we would love to work with you, but at the end of the day, it's up to you." Like, and um it's she came back to me and said, "I just appreciate working with you better than them, and we're gonna go with your offer. You've given me the most certainty." Yeah.
>> So tell me what is it that you did inside of their in the sales process in the backend sales process the sales process that uh gave that certainty to that seller and made them prefer you over the competition that it's even higher.
>> Yeah. It it came down to um like 10 like I didn't have any more than like 10-minute calls. Like there was two 10-minute calls, right? And so that was morning call. My VA wasn't working. um I took the appointment and just made personal connection with her and I found out where she was at, how to relate to her um in my script, found her pain point, and wanted to make sure we've met the need for her pain point. And so hers was um, she inherited the property, the property's in the wrong place. They wanted to be on the other side of town. And so they could sell this property and buy something else with it. um But until then the capital is just tied up in the property. And so you know we were able to say yeah here's the deal. We were fully transparent with her. um We may or may not be the end buyer but we will find an end buyer if it's not us to assign the contract to make sure we get this closed in six months or less. And so um she was really you know happy to hear that. And some other guys were like, you know, we'll give you a little more and we'll close in seven days. But she's like, they just seem sketchy, you know, and so um you know, we we tried to really hear her and then meet the need. So
>> Was it a virtual? It was virtual or you you did a Zoom call with them or
>> No, just over the phone. Yeah.
>> just over the phone. Okay.
>> And so over the phone you were able to like transfer that conviction and you know transfer that transfer that trust.
>> That's that's good. That's impressive. So, what do you think the other competitors didn't have didn't have?
>> Yeah. Um, I I mean, I think they probably did everything over the phone, too. And it was probably seven days from our first call to to being under contract with her. um But I think it was really um, you know, just like it's you just got to let people know you're human, you know, like I think everybody when they're ran through a process, they they know it. um And in this world of AI, like if AI doesn't help you come across as more human or engage with people better, like then I wouldn't use it. um And I think there's there's just too much of that automation going on that people are losing the connection.
>> Yeah, for sure. um One thing that also has helped some other clients, you're going to be part of this too, is um, so in order to connect with a human and be human, you have to do it in the emotional level. um And that's why you were able to win in my opinion. Now, uh, because us humans are, you know, emotional human beings and we want to really connect and and feel trust and so on.
>> Yeah.
>> Yeah. So, NEPQ is the the system, the methodology that we going to start, you know, having inside of the business. It's called neuro emotional persuasion questioning. And I'm not sure if you're familiar with it.
>> I've heard of it. Yeah. Absolutely. I think it's awesome. Yeah.
>> Yeah. We're going to start doing it. So, all right. So, last few things, brother. Uh what what has the way that you think about your business changed now?
>> I like I feel like I can get out of the trenches a bit and start to look at a high level view of the business and um really focus on being an owner, not just the operator. um And and so that's been huge for for me. And now I'm I'm building out I'm I have time to research more really cool platforms and I'm I'm going to be putting out an an actually an AI comp tool um for land that's going to be available to other investors and it's going to really add value. um my own business but it'll be available to other people too. So
>> Nice.
>> Nice man. So what do you what do you think beginners usually obsess over that doesn't really matter?
>> Um, I mean obviously the fear of of this is this even going to work, you know. um But I think when you have good-hearted people aligned with really good processes and kind of a a mindset of we're not going to give up, it's actually harder to fail than if you just test the waters, you know. um So I think that's it's better to dive in with with a proven system versus um just keep throwing money at Facebook ads or lists or mailers or whatever it is. You know, it's like go go the proven route. Yeah.
>> What will be one thing that uh most people are not willing to do that actually works that now you're realizing you're going to have to go all in?
>> Um yeah. Well, I mean after 3 months I've already figured out a way to increase my marketing budget. So, I'm going to be spending more on Google Ads and the VA is going to full-time and um you know, I'm actually going to hand off 100% of the lead intake to him and um it's going to be fun. So, I'm excited.
>> Yeah.
>> Nice.
>> Yeah.
>> Nice, man. Um what what keeps you motivated though? what keeps you going and uh and worth, you know, pushing even though things were
>> I mean, yeah, I love like I love doing something different every day. And so I like it excites me knowing that the business now has a positive projection and I actually get to continue improving it and not just, you know, software for my business, but that'll help other people. um You know, I'm a praying person and I love, you know, uh uh the Lord keeps me going, uh just from a there's always hope and there's always someone else I can help out. And so, um, yeah, I guess that's, I mean, that's truly what it is. I have a lot of goals and dreams and things for my family and this is part of it. So, this is going to help us get there.
>> Nice, man. I love that. Thank you so much for being part of this uh entrepreneur podcast man. Uh so that means that you're gonna be creating an AI tool. Can are you going to be able to drop it in this YouTube channel whenever it's done and maybe
>> Yeah, I will. I'll post it in when when it's ready. Yeah, we're we're using
>> We'll drop it in the comments.
>> Yeah, we'll drop we'll drop it in the comments. Nice. That'll be it'll be nice to see, man. um I'd love to see if you can also drop it for the rest of our entrepreneurs community and clients that we have and everything. I'll be
>> I'll make it free. And also, we we know that there's a lot of house flippers, too, that get land deals that don't know what to do with them and we want to make sure they still profit from those deals. So,
>> a cool system to help.
>> I love that, brother. Thank you so much, man. So, again, we had Brian Payne right here. And if you like this interview, if you like this episode, just hit the thumbs up, subscribe to the YouTube channel, give us a review and Spotify, Audible, whatever it is that you're listening to this. And uh if you have any questions or you want to reach out to Brian, Brian, how can people actually find you?
>> Yeah. um Look up landmadeeasy.com and you can get in contact with me directly through there.
>> I love that. All right. Thank you so much, Brian. and uh thank you for being part of this episode of the entrepreneurs and uh I'll see you next time.
>> Sounds good. Thanks, Eston.
>> All right, that sounds good, bro.
>> Cool. Thank you.
>> I know you're probably not feeling great, so
>> I I know, man. It's It's funny. Now, I'll have to tell the editor that midway the interview, I had to run.
>> Yeah. Well, and tell my son, too. Like, you got to cut that out.
>> Oh, yeah. Your son as well. But it's okay. All right, brother. Thank you so much, man.
>> Sounds good, man. We'll talk to you soon.
>> Have a good one. Bye.
>> You, too.