Justin Udy - Winning Real Estate Through Sales & Investing
Justin Udy's real estate career began on the mortgage side, where he began buying and renovating homes. He eventually got his real estate license and was named "Rookie of the Year". He continued to grow, consistently placing among the top 1% of salespeople nationwide and is ranked in the Top 10 producers globally for Century 21 and among the Top 200 Producing Agents in the USA. Through strategic investments in multi-family, commercial, and development projects, Justin has a portfolio that now brings in over $100,000 in net cash flow annually. He also went back to school and earned his Masters Degree in Real Estate Development. Beyond sales, Justin is a co-author of the book "Winning Real Estate".
In this episode, you will be able to:
- Hear Justin's story of striving through financial freedom through his savvy real estate investing strategies.
- Uncover effective real estate development tactics for growth and success.
- Learn how Justin built a powerhouse real estate team
- Master the art of investing in multifamily properties for long-term wealth.
- Learn the secrets to maximizing property value for sellers and investors.
The key moments in this episode are:
00:00:00 - Becoming a Leader in Real Estate
00:01:37 - Justin's Real Estate Journey
00:05:30 - Overcoming Hurdles in Real Estate Investing
00:12:41 - Providing Options for Real Estate Clients
00:15:12 - Investing in Self-Development for Real Estate Success
00:16:34 - Importance of Specializing in Key Areas of Real Estate
00:20:58 - Finding Real Estate Opportunities
00:24:40 - Creative Real Estate Deals
00:25:40 - Morning Routine for Success
00:27:12 - Growing Through Incremental Steps
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Justin Udy
Now, your clients see you as the only person they will ever talk to about anything because you have essentially invested in yourself and you now become a leader. And people want to be led, not meaning they don't know what to do, but they want somebody to help them know what to do in the next steps. And you've just spent the time to build your best self so you can give yourself away to your clients. And that's truly a world class experience.
Mike Swenson
Welcome to the REL Freedom show. Wherever we inspire you to pursue your passion to gain time and financial freedom through opportunities and real estate. I'm your host, Mike Swenson. Let's get some REL Freedom together. Hello, everybody. Welcome to another episode of REL Freedom where we talk about building time and financial freedom through different opportunities in real estate. I'm your host, Mike Swenson. If you want to get started on your REL Freedom journey, feel free to check out our website, freedomthroughrealestate.com. that's freedomthroughrealestate.com. we have great videos, past podcasts, episodes, articles, whatever you want to get started to find your path towards financial freedom. And today we've got an amazing guest. We have Justin Udy here and he's going to talk about his path of building financial freedom. So, lives in Utah, past background in marketing, started as a real estate agent, added investments like a lot of folks do, went back and got his master's degree, does real estate investing, does some real estate development. And I'll let Justin share a lot about his story. But welcome, Justin, to the show. We're so excited to have you.
Justin Udy
Hey, great being here. Thank you so much.
Mike Swenson
Well, why don't you just start by sharing a little bit about your background and kind of sharing your story and we'll dig deeper from there.
Justin Udy
Great. So I graduated from the University of Utah and I was actually on my way to my last class and I remember my friend called me and he said, hey, why don't you come work with us? He's like, you know, we're, at the time, they were actually doing loans and I said, okay, great. Finished my final. Two weeks later, I started there. And interestingly enough, I actually worked for American Express while I was going to school because they did a tuition reimbursement program. So literally I was able to graduate with zero debt. It was fantastic. And so I was so used to just being on the phone, being in front of people. I was on this thing called service recovery team for the platinum card holders. When there's big escalated problems, they'd come to me, you know, looking back, that may not have been the best decision for them with a 24 year old, but, like, at the same time, I'd been there a couple of years, so it was just really used to being on the phone anyway. Went to the loan business. I was so used to being on the phone. Really learned quickly. Like, if you're not on the phone or you're not in person, you're not making money. But I remember, I mean, I was closing, you know, ten loans a month, and this was a. This is when rates dipped below 7%. I remember the day the guy came out of the office and yelled, it's a refi boom. The moment that they dropped below seven, because it had never happened before. But the difference was a lot of folks in that industry at that time, it was that 2000. What was that 2001, 2002 ish era. A lot of folks were buying cars, getting sushi, smoking cigars, doing whatever, and I was buying investment properties. But after I bought about my 15th property and referred my 15th client to my agent, he's like, look, you understand the physical sticks and bricks. You're flipping homes, you're doing loans, you're buying them yourself. He's like, you should really get your license. And that first year, I was rookie of the year for my brokerage. That was one of the largest brokerages here in Utah. And I just kept purchasing, but did build a team. I will tell you, I got to a little about 50 transactions on my own when I was really like, kind of starting to get Phil burned out. I just was like, man, I need to get somebody that's going to kind of just like, do I get out of this business or do I just dig deeper? And funny thing is, I put a post on Facebook and one of my past clients saw a guy that I had cold called and he's like, hey, what if I came and worked for you? And that first year he did 27 transactions. I think I did 60. And from there, we just kind of started going up in transactions and so forth. The most I ever did was, I believe, 97 transactions on my own with a full time assistant. So I am used to volume know how to list and sell property. You know, I am a boots on the ground guy, but I do think you do have to have your sales business in line in order to have that cash to get into real estate. But over time, those properties have given me the ability to grow cash flow. I mean, had I not had my rental properties during that whole, you know, 2000 820 ten era, frankly, I don't know how I would have paid my assistant. You know, it was those rental properties that gave me the additional income for me to fill up. And my business was able to double kind of during that time. But now we're kind of lean and mean. We're kind of like a sale team. You know, I have a full time listing partner that assists me. We have three full time buyer's agents. I have three on staff. I have a listing manager, I have a transaction manager, and then photography and marketing. That works for me. So that's kind of the way we're set up and multiple projects, multiple developments, kind of in the works.
Mike Swenson
Talk a little bit about the conscious decision to get into real estate investing. You know, I think for a lot of people, they research and research and then they do more research about the research they did to try to decide to get into investing. What was it about investing that really attracted you to where you decided to get in and then kind of, you know, for a lot of people they have to overcome some sort of hurdle. And im kind of curious, you know, what maybe voices in your head or uncertainty or whatever may be held you from making that leap because id really love to inspire people to get in. Right. Because youre not going to get better unless you get started. So id love to kind of hear about that initial transition for you.
Justin Udy
No, I love that. I love that. Cant get better unless you get started. Thats a, im going to steal that from you. Thats a good one. You know, ill tell you, I remember, like during that break when I was between school and that first job, I remember there was a number of books I wanted to read. And one of those books I remember was rich dad, poor dad. And it was just kind of a seed of like, I already kind of had it in my head, but it was just like verbalized kind of this internal feeling of like, I know there's different avenues that I can go put myself into. You know, kind of put myself into that road in creating opportunities for myself because I knew I'd be able to work. I just kind of needed an avenue. So that gave me kind of that seed of what should I do now? I will say this, since that happened, I remember one of my friends called me and there was one of these big investment groups that was around. I remember them charging $10,000. Now, again, this is me as a college student literally looking at this thing of $10,000. And I just remember saying, like, I don't know anybody. I know nobody that does this. I have this thing inside of me, and I was closing loans like I was saving my cash like crazy. And I remember paying them the ten grand. And although I will say it wasn't worth it wasn't worth the cost of what they were charging, but it was worth every penny to me because it just gave me the two or three little things that I needed in order to be like, okay, that's that. And I think that's the million dollar idea. Whether it be the book you read, the person you listen to, even if somebody's listening to this, you can just get, like, two things out of this and implement it. It could be your million dollar idea. And so that was a really key. And I think about that. You have to invest in something or people in order to really listen, and I think that's super important. I look back at that now, and I think, man, I give more information in one of my team meetings than I probably got out of that full $10,000 that I spent, or the people or some of my clients. But it was worth it to me because it just got me solidified and again, planted that seed that I can move in that direction.
Mike Swenson
I think for me, hearing you're willing to invest money in yourself and into your education, that's really important, because there's a lot of people out there. You hear a lot of wannabe real estate investors or wannabe entrepreneurs or people in the real estate space, and like, well, everything's out there on YouTube, right? I can just watch a video on YouTube, but it's kind of finding that right piece of information at the right time. I remember hearing somebody say, if you think about college, right, you've got, like, your 100 level courses, your 200, your 300, and your 400. You may hear a piece of 400 level course information when you're only at the 100 level of understanding. And so it's. It's kind of the right message at the right time that really matters. And I think about some of the courses that I've spent a lot of money on, and more than anything, it probably helped me to open up my mind and think bigger was really the value of that investment. It's connections. It's thinking about something different. I remember I invested in a course on being able to do the cash offer for your homes, right? It's a very popular thing. I took a course on it. We ended up not doing it because we realized that was an avenue we didn't want to go. So I spent that money, but it got me to where I really did want to focus and so that money still had a lot of value. And so, yeah, there's a lot of value in being able to invest in yourself and invest in your education. But, yeah, I'd love to go back to the podcast guests and have a tally of who really had rich dad, poor dad, as like, that key turning point, because that was the same way for me as well.
Justin Udy
Yeah, it's interesting, right? Cause then there was only, I mean, there was like a couple books, like, no money down by, like, Robert Allen, and there was like, I mean, really there was some, but they weren't. It was just different. Cause you didn't, you know, it wasn't, like, publicized, you know, other than these kind of late night things that you'd maybe see. But I think that's kind of our, I don't want to say that's our industry in general. I think maybe that's people in general. Sometimes we get a little bit of information, like, oh, yeah, I totally get it. I remember I had this literally 100 unit development project. Now, this is as a listing agent that we'd won it, interviewed like 30 agents. And in fact, it's interesting because the gentleman that bought it is a billionaire. Met him once. But I only dealt with his attorneys for four years as we sold out this hundred plus unit development project. And I felt like I really knew development probably. I felt like probably like 70%. But I always had this little thing in me, like, what about this? And what about that? And just always these little questions. And I think that I will say this. Just, you have to make sure that you are living your day where you're being your best self so that you can listen to yourself, because your conscience will tell you different things that you should probably be doing, whether it be call your mom, say you're sorry, or build your life or build your business. And I just remember this just kind of inkling of like, man, I need to figure this out. And that's when I ended up doing this. Masters in real estate development. And I realized I probably only knew 40% of it. And it, you know, it gave me so much more knowledge and experience and expertise. And I will say this. Anybody that's thinking about it, it is not for everybody. There's CCIM courses. There's different investment things that you can do. You do not have to. But I knew for me, again, we're selling over 200 homes a year. I have staff. I had people I knew. I mentally, physically had to get out of the office and sit in the class to pay attention, or I just never did anything out of it. So just, I tell people that just, like, when you feel that need of, like, I have something and I just need a little bit more, like, listen to yourself and quit talking to yourself and move in the direction of just getting the information you need, because that may be exactly the direction you should be going, or like you said, not be going so you don't cause yourself a problem. I mean, that's how we did the same thing you did, but ours changed of, like, now when we go out to properties, we give three offers. Here's my cash offer, and this is what I'll give you. Closing next week, cover everything, leave everything here. Here's our retail pricing. This is us bringing in our stager, doing our home selling plan, everything a to z. And then here is, I will give you no interest, no payments. Invest in your property, and we'll sell it for with an after repair value, which works good for you. And so now they have a menu of choices. Our listings, we get more listings. They have more options. I mean, we finished a sell of a property yesterday, got a call on a property today where they need 520 grand within the next 48 hours. So it's just like, you know, giving options does plant seeds, creates opportunities not only for your real estate business, but also so that you have things that you can take that cash to invest in long term.
Justin Udy
Well, I think what you said is very key, and it's just, you do have to understand the business at a higher level. You have to understand at a deep level, all asset classes in order that you can be valuable, not only valuable to yourself, but valuable to your clients. And what ends up happening over time is now your clients see you as the only person they will ever talk to about anything because you have essentially invested in yourself, and you now become a leader. And people want to be led, not meaning they don't know what to do, but they want somebody to help them know what to do in the next steps. And you've just spent the time to build your best self so you can give yourself away to your clients. And that's true, truly a world class experience. And I think that's the biggest gap that we're seeing in the business of people that are getting out versus those that are staying in is not providing a world class opportunity for your clients, but it starts with yourself. Early morning wake up self development work, getting a strong workout in. So you're vibrating at the highest level every single day. You're making your. You're spending at least ten to 15 minutes on your business so that you're growing in your business every single day. And you're being. Spending 3 hours of development, business development work every single day. And then you're being your own best client. When a deal comes up, you take advantage of it, and something's an opportunity, you're able to, like, tie that property up and figure out what you can do with it. Right. And you follow that plan. Not only are you kind of growing to be, like, the best human that you can, but also, like, people will see you different. Like, they. You're emulated differently. There's somebody that they want to emulate because they're like, man, they have got it together. They get up, they work on themselves, they work on their body, they work on their business and they are the best. So it's like, why not try to be the best in your business? And it only takes time, effort and energy. But yeah, you should look at things through the lens of an investment, not just a sales lens. So there's been plenty of properties. I'm like, I don't think we should sell this, but let me tell you why. And we talk through the numbers, they're like, oh my gosh, I've met with six different people, not one of them told me that. And it's like, no, I totally get that. This is why it doesn't make sense. But listen, anything else you need, I'm always going to be here for you. Let me know and guess what happens. Every single friend, every single family member, any person from then on out, they are referring to you because you are the person that was able to provide the information and knowledge. This is the problem people run into. They think they have to have all the knowledge. That's not the case. Think about a newspaper, it gathers the knowledge and disperses it, right? Like, you know, doing, hun, I've done over, I've done hundreds and hundreds and hundreds of transactions, over a thousand transactions personally. So nobody has to do that. Like, yeah, you gain knowledge by doing experience, but you can also gain it from others. So I guess I just say, like, if you're just starting, like, don't think you have to have all this experience, it's actually the opposite. Gather the information and knowledge, knowing there's more to grow and frankly you'll be lethal because nobody else tends to in life in general, go the extra mile, do a little bit harder, do the things they need to to be their best self.
Mike Swenson
I talk about, I try to be a connector, right? Like, and part of doing this podcast is being able to interview different people all over the United States and all over the world that are doing different things in real estate. Because then what I want to do is to be able to connect somebody where it's like I, this is what I want to do, Mike, in real estate. And I can say, oh, you should talk to so and so, right? Like you said, I don't have to have all those answers, but if I can know somebody who can help them, even if it's just go talk to that person and maybe that inspires a new idea or a new, a new thought or a new way of doing things. There's a lot of value there because, yeah, you can't be the expert in every area as it relates to residential real estate sales, real estate investing, real estate development, you name it. You have to know enough or enough people to be able to, to put it all together.
Justin Udy
No, absolutely. And that, and I think that's a key point is like, you really just know to need to know at least three to five to seven really strong things. You know, if somebody's like, well, Justin, I. I really want to get into development. I'm like, look, there's five key points I'm going to walk through. I'll go on a weekly meeting with you. Within 90 days, you're going to be able to tie up your own project. You know, like, that's. It sounds easy, but it's like, really, there's only some key things, like the other stuff you can learn along the way. Same with flipping a house. Like, hey, you got to make sure Herbert pill kitchen, baths and amenities, make sure they're in line, make sure you have equity, make sure you have cash flow. Keep yourself safe. Okay, great. You can flip a house. Great. Now let's think about a multi unit. You want to make sure you know how to build a pro forma. If you don't, guess what. I show my team how to deal with a pro forma operational cost. Why? Because when they get an astute investor, they just want to be able to talk the language. They don't have to know how to do everything, but they just use my blueprint, plug in the numbers, and they're at least able to go over the details. So now these deals that were two 3400 grand, they can get into one, two, three, and $5 million deals because it's the same math, you know, and so just know enough so that you can. It's spending the time. But I do think you need to understand land, you need to understand multifamily, you need to commercial at a general aspect, understand what leases are and different things, but understand, like highest and best use, not even development. Know what? Take away location, location, location. Take away all these other little things. Understand highest and best use so you can think for your client, for yourself, what is the maximum value you can bring to a project? And you'll find that when you think that way, man, you're pushing in so much value that people are just like, absolutely mesmerized. And they're like, man, I. I can't believe people literally say over and over, like nobody's even gone over that with me. But it's just because you spent a second to just like, let me just think about this for a second, you know, and you'll just find it, like, these ideas will come to you because you've spent the time and energy to build your best sell, increase your knowledge, and so that you can essentially serve them.
Mike Swenson
I'm curious for your real estate investments that you have, how much of it has been deals that you've actively pursued? How many has maybe just been stuff that's run across your desk where it's, you know, people, you know, that are like, hey, Justin, I've got this deal. Let me know what you think about. And you're like, oh, this might be something I'm interested. I'm just kind of curious. For somebody in your shoes that's been around, has, you know, has your hands in a lot of different things, how much of is it actively, I want this thing, I'm going to go get it. Or is it just, I'm networked with the right people and stuff kind of comes my way?
Justin Udy
Yeah. So I would tell you 75% of it is agents making mistakes, not understanding highest and best use. They literally are marketing it incorrectly. They dont know what theyre doing. They dont know how theyre doing it. Case in point, property came on the market. They were marketing this property as a duplex and a house and a duplex. And they said that one of the properties had a commercial overlay and the rents were just trash. Like, they were just like $300 on one unit. Market rents in our market is, you know, 1000 to 1500 on something like that, you know, and they were rough. I mean, properties were just freaking hammered, you know, long story short, saw the information, knew the project, did a little bit of research. Anyway, long story short, made a full price cash offer, said I'd close in ten days. They're like almost shocked it out of their mind, almost backpedaling, like, whoa, whoa, whoa. Why are you making a cash offer on this? But that property ended up purchasing for cash. And that property had a locally, our cap rate or rate of return essentially locally. I mean, it's kind of closer to about 5%. It produced about a 7% cap rate. Okay, so it had a higher rate of return just as a normal investment. But this is the problem. They were marketing it as a single family, little residential thing. That whole thing had an overlay, which I was aware of, that had five story buildings that we are going to be able to fit 50 units on, and a commercial about a little over 3000 under 5000 commercial space, mixed use. And guess what, we're just land banking. It has a good rate of return, has good cash flow. When it makes sense to develop it, we will go vertical tearing down those buildings and it'll be an asset that I can keep forever. One that I'll be able to have is something for myself and my family. And I did bring on partners on that just, you know, that were very experienced with that specific type of product, you know, doing a mixed use project. But again, that was on the market. Like that was just one like that. So, and there's other ones that people do sometimes refer to you, but I hate to say it, they're typically overpriced, over leveraged. Like they're maybe not the best deals. I will say this, it's usually you going through. I call it the 110. One rule I look at, maybe I have different settings and different things that I recommend that every agent probably should have in their criteria so that they can do searches and they will locate opportunities and then they'll look at 100 of those, they'll narrow it down to ten. They'll have maybe a folder or saved file and they'll usually find one that's like the deal of a decade comes along once a week. And so doing those searches, doing those evaluations will help an agent to locate things, leveraging the system, not them looking on their own in order to find something. Because usually they're out there and you can do other little things. Like I do believe in marketing yourself. I mean, my degree is in marketing, right? I believe in marketing and doing things. But most of my deals, if I think of like the majority of my properties that I've purchased, they were all on the market. And if they weren't on the market, they were people, they were overpriced on the market. And then I just ended up going in after as an expired property, just going in be like, yeah, they're not going to accept any of this. But then we got into discussions or even being creative on a few things, you know, whether it be seller finance or different things where the person didn't want the cash but they wanted to keep income coming through. One of my fourplexes I bought that way was just an older guy. He's like, I want to have cash flow for the next seven years. So he carried the contract, a post office, a retail building that we have with the post office leases. They wanted to do seller finance. So just know like those things are out there, but you just have to have it every morning. I get up at 04:40 a.m. i pray I go over my goals. Like, where am I headed? Like, think about a plane ride. Like, every time, they're always getting a little bit off course or hitting turbulence. But you got to get centered again. So for me, I got to use those morning hours to do that. And that centers me of, like, what do I got to do today? I do a super hard workout. I will tell you every time I have a workout, different things coming to me, people I should call, things I should do. I hurry and try to put it in my phone. And when you're at that high vibrate vibration, you're, like, operating at the best level. You'll just find that you're operating differently, that not. You're just, your eyes are almost open to opportunities, and when hard things come up, you're just in a problem solving mode. Sometimes, you know, in the real estate business, things just happen. You're fine. Like, dude, I've spent so much time on this. Bag it. I'm out of here. I'll spend more energy here, as opposed to be like, you know what? Give me 1 second. And you're just solving these things that produce you opportunity, income, and you'll just look at it differently. So I just highly suggest, like, if people aren't following a routine, like, follow one, do something, get that mindset right, you know, get your habits in line of just, again, being your best self so that you can essentially serve your clients and it'll also help you in your business. I know it sounds silly, but it's like, it just, it's an upward trajectory. Whereas most people, hey, sit, get up late, don't eat good. They're just not in a problem solving mode, and we tend to pick up those deals. So I hope that maybe gives a little bit of insight because it isn't maybe a specific route. It's just, maybe we're just seeing those opportunities different, but we're also operating our day differently.
Mike Swenson
Well, and I think for somebody listening to this scene, all that you've accomplished, we talk about, one of the favorite phrases that I have is, you know, how do you eat an elephant one byte at a time? And so you haven't encountered all of these opportunities in a month, and all sudden now you've done it all. You just pick up one, you pick up the next one. You pick up the next one, you pick up the next one. And then you look back and you see, oh, wow, we've got a good portfolio that's growing here, or even in your real estate agent business, right? Like, you do a deal, you do a deal, you do a deal. Well, now you look back and it's like, oh, we did 100 deals. You know, like, that's awesome. And so it's just slowly growing and taking on the next thing and the next thing and the next thing. So I'm not going to do that development deal right out of the beginning. Maybe you do. However, the next key unlocks the next door. And so it's just kind of finding the next deal. The next deal, the next deal. And you've done a great job of that.
Justin Udy
No, and I appreciate it. No, but I will say this. I mean, the one thing where I think people do get stopped, every single property, residential, multifamily, commercial, any of that, I always felt like I was paying too much. Every single time I felt like I was paying too much. In fact, I remember we went on a boat ride where all the local investors, guys that legitimately have 300 doors, flip 100 homes a year, the people in our market all got together. It was actually a really cool day on the lake. And I remember I posed that question of how many you feel like you've ever got the deal of a decade, really? Or do you feel like. And every single one of them kind of laughed and was like, we feel like we've overpaid on every freaking property, so just give yourself a little bit of forgiveness. Like, if you're like, this is too much, because over time, if you just think about the history, like, you're probably going to end up paying a little bit more than you want for a good asset in a good area that's providing good cash flow and be okay. Knowing that that is going to grow, it's going to increase. You're going to have opportunity there. And I think people get stuck sometimes on stuff like that. And I would just say, like, look at that. Pull the trigger. You can always sell the property. Don't over leverage yourself. But you got to buy real estate and wait. Don't wait to buy it. It's a mistake not to just get into it and get moving.
Justin Udy
Yeah, so just go follow me on Instagram. I go over all of this stuff. I mean, a lot of stuff I'm going through of everything. Even on the team meetings, people want one on one kind of FaceTime. They want to know how to do something. Reach out to me. I'm responding to everything, everything that comes through. I know people are like, what are you doing? All these deals? It's like, no, I respond to every single deal or every single message. So just one on one me, and I'll be happy to go over whether it be flips, multifamily, residential, even if people are evaluating projects. That's the thing is like, just reach out to me, I'd be happy to go over it. But yeah, anytime, anything anyone needs, like just reach out, I'll message you back and I'm happy to help any way I can.
Mike Swenson
Well, thank you so much for coming on, Justin. Sharon, we appreciate it. Best of luck to you in the future.
