During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer has an insightful conversation with Jay Lieberman, a Broker-Associate at Keller Williams Realty Westlake Village and Managing Partner at Lieberman & Ross. Jay talks about the keys to helping investors buy multi-family properties with simplicity, accuracy, and speed. Tune in to hear about his ready, aim, win approach and how it can help you create new streams of revenue for your real estate business in 2020. Episode Highlights:  Jay Lieberman is a native to the Los Angeles area. His family members were also in real estate. He got started in real estate after completing law school. In 2010 he opened his own brokerage and a law firm.  In 1995 he went to purchase his first apartment building with his wife and learned a lot of lessons quickly.  There were three problems that he had back then. First, he over-complicated the process. He didn't know if the data he had was accurate. His speed was way off. The three pillars of Jay’s approach became simplicity, accuracy, and speed. Using Jay’s free resource, The Resource Playbook, you will learn what you need to know about buying an apartment building in ten minutes.  The Playbook will give you much more confidence in this space. Jay does both residential and commercial real estate. Around four to five years ago they became a content marketing team and he hasn't made a cold call since. They focus on spotlighting people in the community. They raise money for charity. They had a podcast for three years. They share content regularly and he writes everything himself. He focuses on 3-4 platforms that he knows well. He uses Facebook and Instagram regularly. He posts periodically on LinkedIn and YouTube. He sends a weekly email blast. Jay shares original long-form content. He doesn't care who is reading it or how many likes he gets.  Sometimes he re-purposes his weekly email blast. It's hard to share how you feel. He uses Facebook as a testing ground. If what he posts inspires conversation and comments, he uses that and makes it into longer content later. If there's an important message to share people will read it. Jeff and Jay discuss what authentic content means to them. Jay gives himself thirty minutes to write. He doesn't give himself time to overthink it. He will share a surgery, a death, how he feels about a certain issue in the community. He writes for himself. A lot of people write with others in mind and that skews the content. YouTube should be primarily educational content. He doesn't do charity to get business. It fills the soul. Jay and his wife created a club that met quarterly for one hour. They raised 70-80k for local charities. To build this group he cold-called people. Initially, it was very grassroots. He invited people to come for an hour, quarterly, to help benefit local charities that were directly in his community. 100% of his donations went to that charity without any administration fees. Members got to select who was benefiting from those dollars. Jay’s approach is about helping agents discover multiple streams of income. One extra stream agents can build is this multi-family space. They offer The Resource Playbook and in ten minutes you know enough to talk to a client about multi-family opportunities. Minute details create value. Learn how to talk to clients about minute details.  Jay found himself hiring a developer to create a custom program and found he was building against his pillars. He threw it away and had someone program it in Excel. He chose Excel because it is simple and accurate. Jay recently used the analyzer for a client and was able to put an offer in within 30 minutes. You learn not only how to re-purpose this content but it builds confidence with your clients. There's a hole in the market for agents representing buyers in commercial property. Be you and write about it.  3 Key Points: Simplicity, accuracy, and speed are crucial in deals with multi-family units. Create authentic co