If you want to become a thought leader in multifamily investing, what this really means is: how do you position yourself as the go-to authority in multifamily so that when someone is looking for answers, guidance, or a solution, they find you? They listen to you. They trust you. They see you as the person who can help them.
Most people think becoming a thought leader means posting consistently, sharing your story, or building an audience. But that’s not actually what creates authority. Authority comes from positioning. It comes from being discovered by the right people at the exact moment that they’re looking for help. And when that happens, you don’t have to convince them. They tell themselves, “This is the person I need to learn from.” So instead of thinking about becoming a thought leader as something you declare, you need to think about it as something you build through positioning. So that’s what we’re going to discuss in this episode. Let’s dive right in.
Building Authority Through Strategic Positioning
So when I said that you need to build your personal brand through positioning, the way that you do that is by owning a category. Not all of real estate, not all of investing, but a specific category within multifamily investing—something that you specifically can actually become known for.
Because if you try to speak for everyone, you won’t be known by anyone. But when you narrow it down and you consistently show up around the exact problems that your ideal audience is trying to solve, you start to build something very different. You build trust. You attract inbound opportunities, and you position yourself above everyone else who is just creating content.
Now instead of just explaining this, let me show you what this actually looks like. So let me introduce you to Kris Krohn.
What Category Dominance Looks Like in Practice
This is his YouTube channel. You’ll see that he has over a million subscribers. But don’t be fooled by that number. As you look at the videos, we’re not expecting videos to go viral. These videos have a very small number of views compared to what channels this size normally have.
But this channel generates way more revenue in the single-family home space. When people are looking to get into real estate, what they do today is they hire Kris Krohn for their expertise. They put money down on a property. Kris Krohn helps make sure that it turns a profit, and they split those profits.
Think about how powerful that is for Kris. So what you’re seeing here is not just a YouTube channel. This is category dominance. He’s directly associated with a specific type of real estate investing. And because of that, when people are searching, learning, and trying to understand that space, they find Kris. They find him over and over and over. And he teaches them. And this builds trust at scale.
Real-World Examples of Category Ownership
So now let me introduce you to Noelle Randall. She is a real estate investing expert specific to Airbnb. She’s got an episode right here: “Airbnb Isn’t Dead.” She had many years of successfully investing in real estate. She gained this expertise in Airbnb investing. She started to build a coaching program around that and she built a little bit of momentum.
And when we applied personal branding strategy to this and helped her own the category, it took her business through the roof. Before this approach, she had built a seven-figure revenue stream from this type of coaching. But after leveraging personal branding and category dominance on YouTube, Google, and ChatGPT, her revenue quickly grew by six times. Her lifestyle improved because she had to work less.
This isn’t random content. This isn’t broad, but it’s focused positioning within a category. When someone is trying to understand Airbnb investing, she becomes the person that they find. She provides value, and that leads to trust. That trust leads to opportunities, and those opportunities lead to business growth.
Now this isn’t limited to broad real estate audiences. I’ve helped someone dominate in land investing. I’ve helped someone dominate in short sales. I’ve helped someone dominate in tax deeds and tax liens. And the same exact thing happens. They become known for that category. They get discovered by the right people and they start attracting inbound opportunities and inbound leads—not because they’re posting more, but because they’re positioned correctly.
The Most Important Principle to Apply
Now here’s what is most important for you to understand in multifamily investing. You don’t need to copy what these people are doing, but you need to understand the principle. This works because they chose a category and they became known within it.
So the question becomes: what’s the category within multifamily investing that you can own? Is it a specific category, a specific type of deal, a specific audience, or a specific problem that people are trying to solve?
That’s where category dominance starts—not with content, not with platforms, but with positioning. And once you have clarity on that, your content becomes the vehicle that helps you build that authority. It allows people to find you, learn from you, trust you, and choose to work with you.
Watch Next
Now if you’re thinking about doing this and you want to see what this actually looks like when it’s executed correctly, I want you to watch the next episode. It’s called “Achieve Category Dominance.” In that video, I break down real case studies and examples to show you exactly what’s possible when you position yourself in the right way, so you’ll understand what it means to dominate multifamily real estate. I’ll see you there.
