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Publisher:

Value Hound Academy

34807 N 32 Drive, #3070

Phoenix AZ 85086623-582-9764

This publication is intended to provide accurate and authoritative information with

regard to the subject matter covered. It is offered with the understanding that neither

the publisher nor the author is engaged in rendering legal, tax or other professional

advice or services. If legal, tax or other expert assistance is needed, the services of a

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This publication is intended for instructional purposes only. Readers are advised to

proceed with the techniques described herein with caution. Neither the author nor

publisher makes any warranties, expressed or implied, about the merchantability or

fitness for any particular use of this product.

Copyright ©2011-2020 by Craig Haskell

All rights are reserved under State and Federal Copyright Law. No part of this

publication may be reprinted, reproduced, paraphrased or quoted in whole or in part

by means without the written permission of the publisher and the author.

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How to Position an Apartment Investment Using the Integrated Positioning Initiative For More Special Reports Go to: ValueHoundAcademy.com Copyright ©2011-2020 by Craig Haskell All Rights Reserved

INTRODUCTION

I have developed a marketing and management system for the 21st Century called

the Integrated Positioning Initiative, or “IPI”. This lifestyle system has literally

changed the way property owners and managers approach their businesses. The IPI

system focuses on building the long-term success of a local community while

strengthening the bonds of a property as it appropriately integrates into an overall

community.

It’s true that highly integrated group unions are stronger than individual pursuit.

Building a strong village of like-minded people can only benefit its village members.

This system will become the driving force of building and growing your village as it

meets the daily demands of living, working, shopping and playing. This system will

help you position your property so that it can take a leadership role in developing the

future success of your property.

It’s about doing the right thing for your community so that the whole village can

become stronger, thus providing more economic and social benefits for its village

members. With a strong growing community infrastructure, your property will

benefit from the overall growth as well as the leadership role you will take in

shaping the direction of your village.

These benefits will create an almost exclusivity to your local market. Since you will

be leading the charge, you will get creditability, attention, and publicity. You will

dominate your market where your competition will become irrelevant. That’s right;

your competition will become a non-issue because of your leadership role in

growing your village.

Using the lifestyle Integrated Position Initiative has huge benefits:

• How would you like to have less unit turnover with higher resident retention

leading to higher rental income?

• How would you like to offer fewer concessions on new rentals?

• How would you like to outperform in your marketplace?

• How would you like to not be the best rental choice, but be the only rental

choice?

• How would you like to get 25% higher rents than your competition?

Before

After

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If I could show you a system that offered you all these wonderful benefits, would

you be interested?

Well, absolutely you would be interested. The system I am about to reveal will give

you the ability, if used correctly, to totally dominate in your local market. You will

become the only real rental housing choice in your market. Using this system will

allow you to take your property to a whole new level and stay there.

Everything about this system is natural and healthy for your property and market. It

solves problems for all market players while making the market a better place for all

participants and members. The Integrated Positioning system brings out the best in

everyone and is a win-win system.

What is the Integrated Positioning Initiative?

The Integrated Positioning Initiative is a system designed for property owners and

managers to build a long-term dominant presence in a local marketplace. This

presence is created and perpetuated as the result of a property leader taking the

initiative to build and grow a local market village, as well as accurately positioning

the property into a village in a way that solves village member’s problems.

A village is a group of combined neighborhoods that are linked together for the

common purpose of growing and improving an entire village. A property leader

takes the initiative to develop, build and grow a village so as to create a better

quality of life for all village members. With a growing and prospering village, all

member participants benefit, thus expanding the overall village pie.

The name Integrated Positioning Initiative was created to symbolize and represent

the process of building and growing a village. The term “integrated” refers to fitting

in with a group, or in this case, fitting a property into a market. Next, the term

“positioning” refers to the strategic arrangement or placement of something, or in

this case, strategically placing a property into a market so as to gain long-term

economic benefits. Finally, the term “initiative” refers to the ability to act and make

decisions without the help of anyone else. A village can only be created and

supervised by someone taking the initiative to build and grow a village.

Let’s take a trip. Imagine sitting in the front seat of a helicopter hovering about

1,500 feet up in the air looking down at your property. As you look at your

property, it appears to be quite small in comparison to the surrounding area.

Amazed at how small your property looks from the helicopter, you continue to stare

at the different types of buildings in the surrounding area.

Before

After

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As you look down more closely, while glancing all around noticing everything, you

notice that everything looks and feels quite similar. Most of the buildings are

similar. Most of the people drive similar cars. Most of the shops look similar with

the same types of people shopping in them. You notice the surrounding areas all

seem to work together and be connected in some weird way.

Your mind starts to wonder and you come to the realization that your property really

is just one small component in a larger picture. It can’t survive on its own, but can

thrive and do quite well when properly connected to the other surrounding buildings

and people.

All of a sudden, an idea comes into your mind that hits you like a thunderbolt.

ZZZZ Bang! The more successful at integrating my property into the market, the

more successful my property will become. I can help the local market become more

successful by helping the participants achieve a better personal and/or professional

quality of life. If I can position my property to help solve some of the problems

taking place in the local market and make a difference, then I will become the “go-

to” person in my local market. By being an active positive influence on integrating

my property into the local market, I can make my competition irrelevant and

dominate my market.

In essence, the Integrated Positioning Strategy involves the successful integration of

a property into a local market. A property must appropriately fit into its overall

market demographics, lifestyle, profile, personality, employment, and infrastructure.

Being a leader and influencing the success of a local market will ensure your

property’s exposure and business success.

An Opportunity to Enhance Quality of Life

When you step back, look around and really get a feel for what makes a market tick,

it is quite amazing that a population mass can successfully co-exist dealing with the

ever changing demands of life. A city functions and operates on a set of rules and

regulations governed by the local city government. The bigger macro city functions

as a result of leadership and supervision from the city government creating a system

to grow and improve the quality of life for its city members. The city leadership

creates and implements a plan to ensure the prosperity and success of the city

participants.

As one drills down a bit further, a city is made up of many neighborhoods that have

many specific issues relevant to each neighborhood. Most of the time, local

neighborhoods do not have the same structure, planning or leadership as exists at the

city level. Each neighborhood tends to act independently of other nearby

“We cannot adjust the

wind, but we can

adjust the sails”

Unknown

- 5 -


neighborhoods creating a non-participatory environment leading to a weak driving

force of economic and social prosperity. Since each neighborhood is doing its own

thing with no real direction or purpose, potential therein lies for leadership to

integrate and bond together neighborhoods for common purpose.

Think of what it would be like to have neighborhoods coming together with the sole

intent of making their neighborhoods stronger, both economically and socially.

Now instead of individual neighborhoods aimlessly getting by, they can band

together through leadership with a purpose to improve the quality of life for the

connected neighborhoods.

A leadership role would be created and assumed by the property. The property

would take the initiative to create a village organization with the sole purpose of

making life better for all market participants.

By improving the parts, the whole will become stronger. Business owners will have

stronger sales thus providing more jobs for the village. Living standards will

increase as housing accommodations are improved leading to less crime in the

village. Village members will become more active in the community creating a

personality and a sense of purpose for the village. With village members pulling

together for the good of the village, the entire village will benefit by providing

opportunities for all members while creating a better quality of life for it members.

Understanding the Market Drivers

Looking at the big picture of the local market as if we were viewing the market from

a helicopter 1,500 feet up in the air, you would find market participants engaged in

many varying activities. These activities can be grouped into four primary activities.

The activities are living, working, shopping and playing. The chart below illustrates

the basics inter-workings of what drives a market.

Live

Shop

Play

Work

Local Market

“Know your enemy and

know yourself and you

can fight a hundred

battles without

disaster”

Sun Tzu

- 6 -


As you can see by the diagram above, the four primary activities that drive a market

are in their own circles, but they are inter-connected. Each activity has its own

dynamics within its own circle. Each one of the four dynamic circles becomes a part

of the entire market. The interaction between the individual circles is critical to

understanding how the IPI system can benefit each circle and the market as a whole.

Each local market will be different in the size of each of the four primary activities

with varying influencing factors. Some markets will have more influence in one or

more activities than other markets. A local market with a high concentration of

‘Live’ is normally a bedroom community where people work outside of their local

market. A local market with a high concentration of ‘Work’ is normally located in a

heavy commercial or industrial area where people go to work. Each primary activity

has its own dynamics occurring within its circle and thus has different issues that

will shape the overall local market.

In each of the four primary market activities, there are problems that people are

having. Normally, these problems exist because of influencing factors from within,

as well as from the other primary activities. For example, problems at home may

cause problems at work. Problems at work may cause problems getting family

members to other activities. We all have our own problems that need solutions so

that we can have a better quality of life.

Now, the real secret to gaining success with your property is to be able to identify

these problems. By identifying these problems in your local market, you will be

able to create solutions for market participants. Thus, you will position your

property in the local market as the expert at solving a specific problem the market

participants are having. You will be building a reputation in the market as a leader

in your newly found expertise.

Integrating Your Property into The Market

To successfully integrate your property into a local market, it requires a procedural

method to be able to accurately position your property in a market. This process is

built around the concept of finding gaps in your market.

The primary elements that are the foundation of this system are the property and the

local market. Since a property is part of the overall local market, it is subject to the

events occurring in the market.

Before

After

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Understanding the market dynamics and how a property integrates into the overall

market is the very basis of this system.

In the chart above, the three cylinders on the left - Market, Property & Competition -

will be the key locations from which to gather information. Information is gathered

and accumulated in Phase 1.

After all gathered information has been collected, it is analyzed in Phase 2. From

this analysis, conclusions are formed about specific problems that will be solved.

A property lifestyle is developed encompassing the solutions to living problems.

This lifestyle becomes the target market of the property.

A marketing message is shaped in Phase 3, highlighting the uniqueness of the

property supported by powerful benefits. Finally, the property is positioned into the

market by delivering its unique marketing message back to the market.

In essence, the Integrated Positioning strategy involves successfully integrating a

property into a local market

A property must appropriately fit into its overall market demographics, lifestyle,

profile, personality, employment, and infrastructure.

Being a leader and influencing the success of a local market will ensure your

property’s exposure and business unit success.

Integrated Positioning

• Strengths

• Weaknesses

• Profile

• Demographics

• Problems

• Positioning

• Lifestyle

• Solutions

• Target Market

Unique Marketing Message

Competition

Market

Property

Phase 1 Phase 2 Phase 3

Before

After

- 8 -


Position Your Property to Create a Lifestyle Using the 5-Step IPI System

This 5-step system is designed to enhance and optimize the operating and financial

performance of an apartment property. A general step-by-step outline follows:

Step #1 – Discovery: Find the facts on the property and market. Evaluate and

assess the property, market, competition and customer using tailor made diagnostic

tools.

Step #2 – Position Exploitation: Position the property in the market to achieve

maximum business unit income. Exploit underserved needs, voids and gaps in the

marketplace. Develop a strategic positioning strategy and set-up for integration.

Step #3 – Integrate Competitive Positioning Strategy: Integrate the new strategy

into all functions of the business unit. Train staff on new strategy, enhance

promotion material to reflect new positioning, and implement action plan.

Step #4 – Resident Relationship Program: Set-up database marketing system.

Implement an aggressive resident referral, customer service and retention program.

Step #5 – Strategic Alliance Program: Set-up and implement referral system

within the local market and business community.

To successfully integrate your property into a local market, it requires a procedural

method. This process is built around the concept of finding gaps in your market.

These gaps are weaknesses that you can exploit by positioning your property in a

way that creates a solution to the weakness or gap you have identified.

Creating Lifestyle Niches

There are a number of Lifestyle niches you can create for your property. After

following the five steps above, you should be able to find a gap in the market and

position your property toward a specific target market.

Over the years, I have created many different lifestyle niches. Each lifestyle niche

will be different. Senior residents will want certain things that students don’t want.

For examples, seniors want to learn new things, so holding meetings with speakers

talking about history, retirement and medical health will be very popular. Students

on the other hand would rather engage in video game tournaments, dating games and

coffee gatherings. Shaping your amenities and services towards your target market

will create a lifestyle for your property where residents will stay longer and pay

more.

To give you a flavor on different lifestyle niches, I have put together a sample of the

- 9 -


kinds of things you should be thinking about. These are a few of lifestyle niches I

have created for apartment properties.

Target Niche Living Problems Living Solutions

COLLEGE

STUDENTS

o Tight budget

o Meet people

o Busy with school and

work with little free time

➢ Free roommate program

➢ Free wireless internet

➢ Free coffee bar

➢ Game room

➢ Dating game

➢ Video game tournament

➢ Study room with clubs &

groups

➢ 24 hr business center

SENIORS o Limited budget

o Active lifestyle

o Safety and security

o Companionship

➢ Free education seminars

➢ Activity director

➢ Guarded gated

community

➢ Daily social breakfast

➢ Bingo, bridge & poker

night

➢ Free transportation to

doctor, groceries, etc.

➢ Social clubs &

committees

SINGLE

PARENTS

o Busy schedule

o Tight budget

o Managing kids

o Complex life with little

balance

➢ Free school

transportation

➢ Free after school

program

➢ Free community center

➢ Social activities and

clubs

➢ Playground & sports

➢ Dating game

➢ Game and video room

HISPANIC

LIVING

EXPERIENCE

o Managing family and

friend gatherings

o Managing large household

family size

o Speaking better English

o Cooking space &

equipment

o Social gathering place for

➢ Community activity

center

➢ Computer room

➢ English speaking lessons

➢ Large stove in kitchen

with open space

➢ After school program for

kids

- 10 -


stay at home moms ➢ Large room for social

activities

➢ Playground & BBQ area

I am going to drill down on the Hispanic Living Experience Lifestyle Niche because

I have an apartment management company, Z Villa Communities, which specifically

focuses on this lifestyle niche strategy. This expertise will give you more insight so

that you have a better understanding of this concept. Read the following case study.

Case Study

Z Villa Communities took over day-to-day property management duties of a 103-

unit apartment building, a 156-unit apartment building and a 264-unit apartment

building on the Westside of Phoenix, Arizona from one owner. The properties were

struggling with a poor resident profile, crime throughout the property, numerous

units with unpaid rent, deferred maintenance, a huge pile of unpaid invoices, poorly

trained on-site staff with bad attitudes, and the apartment buildings averaged 68%

occupancy causing severe cash problems. The properties were located in areas

favorable to the Z Villa Communities lifestyle niche strategy.

Extensive research and investigation commenced to discover everything about the

property, local market and the competition. The following research and

investigation tasks were executed:

• Market survey of competing properties

• Survey of the property residents to find the likes and dislikes

• Lease and file audit

• Maintenance and vendor audit

• Accounting audit

• Calls were made to locators

• Calls were made to police and fire departments

• Visits were made to planning department

• Visits were made to residents to get feedback

• Strengths and weaknesses analysis of the property

Research concluded a gap in the local market was being under served for a Hispanic

living experience lifestyle niche. The properties were positioned to attracted a

higher grade tenant that wanted the planned services and amenities offered by the

properties.

- 11 -


With Z Villa’s expertise positioning apartment properties using the Z Villa lifestyle

niche to help solve the living problems of this target niche, the following services

and amenities were added to the property:

New on-site bilingual staff was hired and trained in the Z Villa lifestyle methods and

systems. New rental qualification standards were implemented and enforced. The

property under went physical upgrades to improve the product and curb appeal.

The Z Villa targeted marketing plan was rolled out to all local community

businesses, churches, schools, non-profit agencies and government agencies. Z

Villa made a huge push into the local market to spread the Z Villa lifestyle word to

new prospects, as well as the existing pool of Z Villa residents.

With the resident profile beginning to improve, an aggressive resident relationship

program was rolled out. Regular contact with existing residents commenced along

with many property functions were rolled out to create a sense of community and

belonging. The Z Villa brand became known in the rental marketplace as the only

place to rent an apartment with the Z Villa Lifestyle.

The three properties turned the corned from total losers to becoming top leading

apartment communities in their respective local markets. All properties were saved

from foreclosure. Each properties’ monthly income collections improved by an

average of 70+%...The apartment owners happily got out of the landlord rat race.

Using the M3 Marketing System to Rollout Your Lifestyle

Niche

I’m going to talk about an entirely new concept that goes against normal industry

practices. I’ve learned the hard way through having “my back against the wall” that

you may have the greatest property in the world seeing it the way you want to see it,

but if you can’t effectively market your property, then your occupancy and cash

flow will suffer right along with your preconceived beliefs.

• English speaking classes

• Women’s breakfasts

• Poker nights

• Movie nights

• Community room

• Playground

• Free Skype internet

• Free on-site hair cuts for family

• Free on-site nail service

• Free membership to on-site kids clubs

• Free on-site soccer tournaments

• BBQ area

“Z Villa Communities has

been a positive influence

in the Maryvale

community. It has taken

an active role in the

community to foster youth

development and family

values. I am proud to call

Z Villa Communities one

of our community

partners.”

Josh Stine, Manager

Boys & Girls Club of

Metro Phoenix

- 12 -


The number one biggest mistake apartment owners and managers make is “trying to

be all things to all people with their marketing.”

Apartment owners and managers do not spend the time or money to do the necessary

research to find out who the most likely customer is that will live at their property.

Instead, owners and managers regularly engage in “spray n pray” marketing where

as much marketing as possible is slopped out into the marketplace to try and

generate rental traffic. Been there done that.

In fact, apartment owners and managers regularly skip two important steps in the

marketing process. No thought is given to whom the target market is, and in

creating a message that meets the needs of the target market. It’s all about being like

everyone else with little thought given to being different and meeting the needs of

your most likely customer.

Most landlords market their properties missing important steps through the

marketing process. They just start shooting, and ignore the “ready and aim” steps

before “firing.”

The proper sequence to successfully hitting your target requires three important

steps. The three important steps are Ready, Aim, and Fire.

So, stop being all things to all people in your marketing. Do some research and

find out who your most likely customer will be. Focus your marketing on this small

segment of the market. By doing this type of marketing, you will find that your

property will develop an image and become well known as the property that

specializes in a certain segment of the market.

This will allow you to become an expert in your market segment, thus becoming a

big fish in a small pond.

The M3 Marketing System

I have created a very successful marketing system that can make a huge positive

impact on the success of your property. This system is easy to use and it doesn’t

require a lot of marketing money to implement.

The M3 Marketing System is a very tailored and specific approach to marketing

your property. This system is about getting the right marketing message into the

hands of your most likely customer using a cost effective marketing delivery

Before

After

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medium. Correctly using these three building blocks will turbo charge your

marketing so that you can maximize your occupancy and cash flow.

There are three essential building blocks to the M3 marketing system. The three

building blocks are market, message, and medium. Each of these building blocks

must be strategically aligned with your property’s goals. Failure to get the right

message to your market using the correct medium will result in wasted marketing

money, and most likely a failed marketing campaign.

Let’s take a closer look the three essential building blocks that make up the M3

marketing system.

Each of the three building blocks is critical to the entire marketing process. The first

step in the M3 system is to define your market by breaking it down into a smaller

segment known as your target market.

The second step is to shape a compelling and unique message to your target market.

The third step is to identify the most cost effective medium to deliver your unique

message to your target market. All three building blocks must correctly be

assembled for your marketing to be effective.

Each of the three building blocks must be followed in specific order. Find the target

market, then create your marketing message, and finally, locate the correct delivery

medium. If you do not follow each step in order, you will be setting yourself up for

failure.

Delivery Medium

Unique Message

Target Market

M3 Marketing System

- 14 -


7-Step Formula Using the M3 Marketing System

Step 1 - Identify your target market

Every successful business has a target market. After doing research about your

property and market, you will find the most likely people that will live at your

apartment building. Find the answers to such questions as:

• What is the current resident profile?

• What are new prospects’ expectations, likes and dislikes?

• What kinds of housing problems does this target group have?

• What strengths does my apartment building offer this target group?

>>Who is my target market?

Step 2 – Identify the problems that your target market experiences

Each target market experiences its frustrations and pains. The secret to crafting a

marketing message that will make your market sit up and listen is to identify their

problems and the pain and suffering they feel as a result of that problem.

>>What is the problem they have and how does it make them feel?

Step 3 – Present all your solutions to your target market

Now, identify all the benefits of your solution and how those benefits will improve

the lives of your prospects and take away all their pain and anguish.

>>What is the solution I have to offer my prospects?

Step 4 – Present the results you’ve produced for other people in the same

situation

It’s not enough to just tell people you have a solution; you have to prove to them that

your solution works. Give them testimonials from current or former residents

showing a positive living experience.

>>What are the results that my solution has produced?

Step 5 – Explain what makes your apartment building different from your

competition

Before

After

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Prospects are looking for you to communicate your differences. And those

differences need to have perceived value to the prospect. They need to be something

they care about. Make sure you effectively communicate your unique selling

proposition.

>>Is your apartment building unique and offering a positive advantage?

Step 6 – Create a compelling marketing message

Take all the information gathered from steps 2 – 5 and develop a marketing message

packed with benefits on how you can solve their problems.

Your marketing message should grab their attention; tell them you can solve their

problem, why they should trust you, and why they should do business with you over

and above all other rental choices. Make sure your message matches your market.

>>Will your marketing message grab your prospects attention and compel

them to act?

Step 7 - Get your marketing message in the hands of your target market

Locate the medium distribution points where your target market will see your

marketing message. Limit your delivered message to medium sources that have a

high probability of being seen. There is no sense in delivering your message into

areas your target market will not see.

>>Will my target market see my marketing message?

Now you have a simple 7-step formula to use for marketing your property that will

flood your property with qualified traffic. Your marketing message should be used

in all your external communications.

It starts with locating your target market; knowing the wants, needs, fears, and

problems of your target market; and ends by crafting a message that speaks to those

problems in a compelling and believable way. The result is an irresistible message

that makes your prospects want to know more.

The key to a successful marketing campaign using the M3 Marketing system is

based on locating the correct market for your property, the correct message to

your market, and in the correct medium where your market will see your message.

Your marketing will not flourish unless you correctly match all three M’s.

Before

After

- 16 -


When you put together your marketing material, you will follow my 7-step formula

so that the right message gets to the right people.

Case Study

Let me give you an example of how I used the M3 Marketing System using my Z

Villa lifestyle niche strategy. This formula works for any target market you

determine that fits your property, but I will use the Z Villa lifestyle as an example to

give you a picture of what this system looks like.

Step 1 - Identify your target market

• Hispanic living history

• Middle to low income

• Large family

• Loves to play soccer

• Poor English

Step 2 - Identify the problems your target market experiences

• Need to speak better English to get better jobs

• Need large space for family gatherings

• Need access to entertainment - ie: soccer, games, social gatherings

• Need affordable living arrangement

Step 3 - Present solutions to your target market

• English speaking classes

• Community center for family gatherings

• Soccer field and local soccer field to hold tournaments

• Offer many free extra items such as hair cuts, kids clubs, internet

• Social gatherings and functions sponsored by property

Step 4 - Prove the results of your solutions

Testimonials:

- 17 -


“Best place for my kids and family.” Maria Garcia

“Thank you, my Husband learned better English from your class.” Carmen Sanchez

“I really enjoy talking to my Mother in Mexico on the computer.” Juan Garcia

Step 5 - Explain what makes your apartment building different from your

competition

“The Ultimate in Hispanic Living”

“Genuine and Affordable Hispanic Living Experience”

“Hispanic Living Experience Like Home”

Step 6 - Create a compelling marketing message

Step 7 - Get your marketing message in step 6 in front of your target market

• Direct mail postcard to target rental properties where your target market lives

• Send flyers to local businesses

• Post flyer in local stores

• Post flyer in local schools and churches

• Put advertisement in local publication

THE ULTIMATE IN HISPANIC LIVING

Enjoy the Feeling of Belonging to a

Hispanic Lifestyle Surrounded by Lots

of Family and Friends.

English Classes: Learn to speak better English so that

you can get higher paying jobs.

Group Community Parties: Gather with family and

friends at the many group community parties and social

events.

Soccer Field: Score a goal playing soccer in a community

soccer tournament.

“Best place for my kids and family.” Maria Garcia

“Thank you, my Husband learned better English

from your class.” Carmen Sanchez

Come on Over Visit us Today!

MAP 1235 W. Sunrise Ave

Phoenix, AZ 85006 888-555-1212

- 18 -


• Put ad in local soccer league newsletter

• Add shorter version to banner and put out on curb of property

• Get local Hispanic grocery store to put your flyers in their bags

Z Villa uses the exact same 7-step M3 Marketing System for its apartment properties

with a lot of success. Rental traffic is more qualified so when prospects show up to

rent, they are easier to sell.

WARNING! Please do not expect good results from this type of marketing if your

property fails to deliver the type of lifestyle you are selling in your marketing. The

M3 Marketing System is selling your target market a dream - not an apartment rental

- so when the prospects show up to rent at your property, you must deliver the goods

(services and amenities) that encapsulate the dream you’re selling.

SUMMARY

Your management company needs to position your property to create a lifestyle

using the 5-step IPI system mentioned in this report. Creating a lifestyle for your

property will allow you to become the only choice for your lifestyle in your local

marketplace, thus allowing for increased occupancy, rents and rental income.

Your management company needs to implement the M3 Marketing System to

market your new lifestyle. You are selling a dream and your marketing plan will be

the delivery system to sell that dream to your target market. Just think about the

new lifestyle you have just created and how it will help others realize and achieve

their dreams…a pretty good feeling I must say.

By correctly positioning your property into the market using the IPI system, you will

create a unique lifestyle for your target group. Then blast your marketing message

out using the M3 Marketing System to sell your dream. Using the step-by-step

process outlined in the special report, you will have created a system for long term

success with your apartment investment that produces above average risk adjusted

returns.

- 19 -


ABOUT THE AUTHOR

Craig Haskell is author of, The Inside Game to Real Estate Value Investing, and

founder of Haskell Value Real Estate Investor, the only online publication dedicated

exclusively to opportunistic and value minded real estate investors. Craig is also

founder of Value Hound Academy, a leading training and coaching platform for new

and experienced real estate people where he teaches a value oriented approach to

real estate investing so that his students can make more money capitalizing on

today’s undervalued real estate market. Craig’s unique understanding of real estate

value investing is reinventing the way value investors do business to achieve high

risk adjusted returns. As an inspiring leader and in-demand speaker, trainer and

coach, Craig has helped hundreds of investors and organizations around the world to

become more successful value real estate investors.

Craig has interviewed some of today’s leading and smartest value minded real estate

investors such as Gary Sabin CEO of Excel Trust, Michael Brennan Co-Founder of

Brennan Investment Group, Jerome Fink Co-Founder of The Bascom Group,

Michael Schwartz CEO of Strategic Storage Trust, Ryan Krauth Principal of Mesa

West Capital, and many more. Craig has devoted over 35+years to value real estate

investing, and has owned and managed 9,200 units and 2.8 million square feet of

commercial space and provided advisory services on over $2 billion in value. Craig

is also author of How to Take an Apartment Building from Money Pit to Money

Maker, Inside Game to Value Investing, Syndication WealthSecrets of Successful

Apartment Buildings ,A Guide to Creating Successful Apartment Advertisements.

As the creator of the Value Hound Blueprint, a value investing system for real estate

investors, Craig is the nation’s leading expert on the subject of real estate value

investing. Meet Craig at www.ValueHoundAcademy.com

publisher · the property into a village in a way that solves village member’s problems. a...

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