In this episode, Joe Cornwell talks with Derek Peterson about shifting his marketing firm to focus on real estate, helping operators in fundraising and marketing. Peterson highlights the importance of niching down and authenticity in marketing, and shares his journey in real estate, now overseeing over 500 doors and developing a new project in Phoenix. Key Takeaways: Importance of Niching Down in Marketing: Derek Peterson emphasizes the critical role of focusing on a specific niche in marketing to effectively attract and engage a targeted audience, leading to more successful fundraising and brand building efforts within the real estate sector. Transition to Real Estate from Marketing: Peterson shares his journey of leveraging his marketing expertise to transition into the real estate industry, detailing how he has grown to manage over 500 doors and undertake significant development projects, highlighting the synergy between marketing skills and real estate success. Value of Authenticity and Building Relationships: The discussion underscores the importance of authenticity in branding and marketing, alongside the power of building strong relationships and networking within the industry to facilitate growth, raise capital, and achieve long-term success in real estate investment.   Derek Peterson | Real Estate Background Head of Adapt Media Agency and 10Y Portfolio: 500+ doors, including 190 unit BTR currently under construction. Based in: Charlotte, NC Say hi to him at:  LinkedIn www.adaptmediaagency.com www.10Y.life Best Ever Book: The Power of One More - by Ed Mylett   Sponsors BAM Capital