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So what should any investor, at any level do to create that time capital, ac- cording to Santarelli? Simple, he said: the Seven-Minute Rule. Spend just seven minutes a day educating your-
self about real estate investing, but be selective in how you are conducting that education. “Maybe you should spend that time actually picking up the phone and speaking with a real
estate investment counselor,” Santarel- li suggested, noting that in most cases his clients handle 10 percent or less of the actual real estate investing and management processes. Instead, they
ing to drop. “It’s still a good market to invest in, but it’s slowly going from that green light to yellow light—a caution status,” he said. Because Norada loves the “boring” markets, however, clients will likely not experience any delay in the flow or availability of additions for their portfolios. That’s because the team has long since spotted the indicators that markets like Dallas might be verging on too exciting and have begun cultivating options in other green-light regions. NOT PROPERTIES—PEOPLE At first take (and second, for that matter) Santarelli comes off as all business. He clearly takes the market-ag- nostic philosophy to heart, and he is an intensely private individual. However, the longer one listens to him, whether via his popular podcast, “The Passive Real Estate Investing Show,” or in person, it becomes very apparent that the very heart of his business, his Norada team, and his own personal philosophy is not actually num- bers and properties, but people. “I didn’t realize it at the beginning, but this business has enabled me to reach out and touch a lot of people’s lives,” he said. Adding that although “at first it was all about the properties,” Santarelli said he soon realized that real estate itself is, at the heart, all about people. “Norada affects people all around the world and will have a very significant impact on their lives,” Santarelli ex- plained. “When I speak to an investor on the phone he’s not just ‘Mark’ or whatever his name happens to be, he’s Mark who has a wife and kids, a family and a future. He’s Mark building that family’s financial future and financial freedom.” Not surprisingly, Santarelli’s thoughts on his own legacy hinge largely on his own family: a wife and 9-year-old daughter. “I’m always thinking about my daughter’s future,” he said. “It’s no different from anyone else asking, ‘What am I leaving my kids?’ or ‘What am I
teaching them?’” Add to that the vast number of clients whose portfolios Nora- da is constantly expanding, managing and optimizing, and that legacy takes on impressive proportions. From 18-year- olds finding new directions (much as Santarelli himself did) to parents and grandparents imparting legacies of their own, Santarelli keeps every success story in a private folder. “It is so touching and meaningful, and it helps me remember that I and my company are changing other people’s lives,” he said. “The biggest thing that every one of our investors has in common is time,” Santarelli said, and he doesn’t mean that they have it to spare. “Time is the com- mon denominator. Our investors value their families, their kids’ soccer games and their life obligations, but they know that they need to invest in real estate and that we (Norada) are the logical next step.” Santarelli describes the Norada buying and management processes as a “done- with-you” strategy rather than “done- for-you” because his clients tend to place a heavy emphasis on the Norada team’s level of knowledge. “Knowledge paired with action is the key combination to success,” San- tarelli said, noting that in many cases clients have spent a great deal of mon- ey gathering knowledge about real estate investing but end up looking to his team to help them pull the trigger. “It can be fear or a lack of confidence, but a lot of the time it is simply a lack of time,” he said. “Working with Norada is the logical action to take as your next step if you have the knowl- edge but you simply have not taken the action.” He added that in many cases, even seasoned investors may give up on real estate because they simply do not have the time capital to make it work on their own and meet their other priorities. BUILDING YOUR CLOCK CAPITAL
NORADA REAL ESTATE INVESTMENTS: ATAGLANCE WEB: noradarealestate.com
PHONE: (949) 218-6668
Norada routinely identified great deals on cash-flowing rentals in the city during those years and investors purchased hun- dreds of properties. “Now, we’re seeing deals like that show up far less frequently, and the same properties are priced $50,000 or more higher than they were just a few years ago,” he said, adding that rent is “keeping up” at present but the rental growth rate is slowing, so the rent-to-value ratio is start- • Currently actively monitoring more than 400 U.S. markets • Serves investors at all levels, including servicing portfolios containing more than 2,000 properties • Clients hail from the United States, Australia, Europe and Canada • “Market agnosticism” means that all markets are selected based on local economic and housing factors • Specialized knowledge regarding real estate investing within IRAs and 401(k)s • Founded in 2003, making it the second nationwide provider of turnkey real estate and one of the only providers to survive the housing crash • Provides investors with quality new and refurbished investment properties in growth markets throughout the United States
Santarelli at the podcast mic.
22 | think realty magazine january :: february 2017
thinkrealty . com / mag | 23
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