Realty411 Magazine The Future of Real Estate is Here | Page 94

Whiterock Capital CEO Discusses
Relationship Building
R
cultivated by being an
already began to fade
expert nor through slick
for the serious investor
marketing. Whiterock
looking for real value. A
Capital’s success is based
solid mix of direct mail,
upon demonstrating and
online, print marketing
practicing this loyalty
and referrals avoids the
first.
reliance on one method,
During the interview
and the risk of being put
Edrosolan specifically
out of business with the
pointed to three current
next inevitable market
examples of how White-
change.
rock is investing in the
The same is true for
success of others. These
the types of properties
include taking care of
and sources that inves-
agents, giving hard money
tors seek. Trustee sales,
lenders the business oppor- Photograph of Richard Edrosolan HUD auctions, probate
by John DeCindis
tunity to make some mon-
properties, the MLS,
ey when their use wasn’t
and dealing directly
completely necessary, and the creation of
with distressed borrowers are all good, but
a true win-win situation for a seller who
the best performer of these sources at any
was previously stuck with a burned out
particular time is in constant flux.
home. Although these situations may have Edrosolan also places great emphasis
cost Whiterock some money in the short
on “building on your real estate education,
term, these are the types of activities that
understanding of how markets work, and
create long-term loyalty.
how knowledge of trends in jobs and the
Things often move in this industry at
economy can be used to keep investors
lighting speed, but those individuals with
ahead of the herd.”
great relationships will most likely make
it, and continue to grow their business.
Whiterock Capital’s Tips for
Such entrepreneurs will deliver out-
Crushing it in the Year Ahead
standing products and services thanks to
business partners who are willing to go
In our exclusive interview with the found-
the extra mile to assist them. In order to
er of Whiterock Capital, the CEO said
cultivate loyalty, one must reward the loy-
he believed that contrary to media hype,
alty shown by others, remembering that it
that there were still “plenty of deals out
is not all about price, but about generosity there.” In fact, he says “even if you won
and delivery on one’s promises.
the lottery you still couldn’t soak up all of
the inventory out there.”
On Real Estate Marketing
In addition to the above, Edrosolan’s
for Success in 2014
top tips for success ahead include:
1) Monitoring the competition and look-
Whiterock Capital has been candid about
ing for ways to do it better;
its love of direct mail in its marketing
2) Be lightning fast when making offers
to reach sellers and to uncover yet more
(as in making offers on the spot);
deals. However, the firm’s CEO is also
3) Value consistent volume over “ele-
quick to point out the vital importance of
phant hunting”;
maintaining a well-rounded marketing
4) Be ready to adapt to a changing mar-
mix, thereby staying ahead of the curve.
ket.
Nothing stays the same in real estate
For more information about
investing forever. As soon as the media
Richard Edrosolan, please visit his
reports on a hot niche, that trend has
website: www.whiterockrei.com
By Janice Bell
ichard Edrosolan is the
CEO of Whiterock Capi-
tal, whose investment firm
focuses primarily on markets
in Southern California and Arizona.
He is well known as an advocate for
developing relationships in real estate.
These relationships, combined with
the right marketing mix and a flexible
business model, will enable real estate
investors to grow their volume in 2014.
Many people talk about relationships
in business today, but Edrosolan lives
it. He has earned a reputation for what
some might call “intense” loyalty and
while simultaneously enjoying rapid
business growth by remaining flexible,
and investing in others.

Real Relationship Building for
Real Estate Investors
Authentic relationship building takes
more than just talk in the real estate
industry today. Less experienced inves-
tors need to realize this, and develop
loyalty with others not only to survive,
but to thrive.
Despite fast talking “gurus” and the
hype in various books and programs,
newer investors must avoid being led
astray. The “experts” who are solely
concerned with squeezing every last
cent out of each and every transaction
are often doing themselves a serious
disservice. In fact, they are ruining
the opportunity to establish meaning-
ful relationships. Edrosolan says that
building relationships is one of the
most important priorities for real estate
investors who want to ensure their long
term success and profitability. Among
the most essential professional partners
he cites Realtors, lenders, and contrac-
tors. Richard says, “Everyone wants to
be treated fairly, and to be respected,”
and more than “just buying family
dinners for connections, it’s really
about loyalty.” Such loyalty cannot be
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