The Property Education Funnel: Behind The Scenes

Sep 20 / David Lee
Have you ever heard someone say, “Once you see something, you can’t unsee it”? For example, you really fancy a red car for its sports look that will turn heads. But what happens next? Suddenly, you start seeing red cars that you never saw before!

If you are new to the property investor world and start tuning in to activities that attract beginners into that network, like social media posts, YouTube videos, networking events, etc., it's unlikely you'll see the subtleties that have been methodically and consciously put in place to bring you into their property education funnel. In a way, it’s akin to a child being enthralled by entering the gates of Disneyland for the first time. Let’s walk you through.

1) The Bright, Shiny Object 2) The Education Highway 3) The Emotional Belonging

Video Presentation

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The Bright, Shiny Object

Just like a child selecting their most favoured rides in the “Land of Make Believe”, you may also now be familiar with your preferred strategies for building your own property empire, even before you step into the property Magical Kingdom. And like magic, you discover that “bright, shiny object”, also known as “financial freedom”, is presented by those who have ridden the same ride many times over!

Nothing can feel more connecting than meeting people who speak the same language as you. Of course, there will be a good number who will baulk when they realise, just like parents, that the “entry price” for the entire trip is beyond their budget. But, since Disneyland has calculated the numbers in advance, they can expect a certain proportion of the market will sacrifice everything for the Disney experience.

The Educational Highway

There is so much to see and do on your family day out. How would it be if you simply wandered aimlessly, making the mistake of missing “must-do” attractions within the limited amount of time at your disposal? Are you prepared to stand in long lines as you navigate your way around? Or perhaps you begin to think about upgrading to Disney’s Lightning Lane pass, similar to the educator's introductory training courses that will move you faster towards that bright, shiny object?

You never imagined just how much you would be consumed by everything around you in the Property Magic Kingdom. You thought you could meet a few of your favourite characters and take a few rides, but no! Disneyland used to consist only of Tomorrowland, Adventureland, Frontierland and Fantasyland, but there are now another five lands you must visit to get the most out of your journey towards your “bright, shiny object”.

This is now more of a challenge for both children and parents alike. And when the journey becomes more demanding, there's nothing quite like having others around you who are experiencing the same thing.

The Emotional Bonding

Disneyland thrives on the emotion of family connections. While the credit card bill keeps mounting during this journey, parents adapt to justifying how this perceived “short-term” financial pain is worth it in the end. After all, what’s more important than family? Families stick together during good times and tough times. This emotional belonging to your new family keeps you going, despite the setbacks.

The property education business model promotes this sense of belonging and bonding among its own “family”. And, in order to maintain and grow their family, they reward the relative few highest achievers from the many to represent them as speakers to the newcomers visiting their events for the first time. It's like the young child meeting Mickey, Minnie or Donald for the first time.

Conclusion

Wait a minute! We started off looking at the people inside the park chasing their bright, shiny object. Then we turned it around and looked at what the property educator needs to survive.

Using the Disney theme park analogy, here's the parable:

1) the child sees Disneyland
2) the parent sees the cost
3) the outlooker sees 
how the theme park operates

Can you see it now?

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