The best part about being an entrepreneur is that nobody tells you what to do. The worst part about being an entrepreneur is that nobody tells you what to do. This catch 22 describes my life as an entrepreneur or perhaps better stated as solopreneur.
For the last 8 years, I have been implementing technological solutions for real estate tax law firms and consultancies. Those technological solutions ranged from fully developed applications to custom Microsoft excel macros to data harvesting large volumes of information that can be queried for value.
What makes me entrepreneurial is that for every tech solution that I’ve provided, I’ve retained the ownership of the asset. In a normal employee/employer environment this doesn’t happen as an employee would customarily agree to forfeit all intellectual property developed during the time span of employment.
Where I’m @ now in November 2019.
I’ve determined that the best pivot for Schwaps is to become a vertically integrated real estate tax consultancy and get away from only selling real estate property tax appeal evidence to lawyers. The vertical integration is to serve not only the other companies that find value in leasing individual software applications, but to also serve real estate property owners directly. Pulling this off in Cook County (Chicago, Illinois) will prove to be a challenge as the real estate property tax appeal market is super saturated. However, it’s a challenge that I’m up for through strategic marketing/advertising execution, an additional layer of vertical integration.
If there’s one gaping opportunity it’s in out-marketing the other property tax appeal outfits. Most lawyers aren’t known for their marketing ability. I think this is because word-of-mouth advertising is very effective with them and additionally there are very strict guidelines that lawyers must market within.
So the marketing plan for Schwaps is fairly simple.
There is just a large void of content aimed towards prospective property tax appeal clients. Here’s where my background in software becomes a strong advantage in the content game. I have the capabilities of a Data Journalist. This means that I can develop a thesis, run some data scrapes, run some data queries, study the results, then translate the results as evidential information supporting an argument. By the way, that last sentence describes of one my highest demand services to lawyers. The Data Journalist process is essential to compiling real estate evidence data whether that evidence is supplementing a property tax appeal complaint file or used in a LinkedIn article intended to provide value to prospects while demonstrating expertise of the article topic.
What you offer to the market doesn’t matter if nobody knows about it. Thus, content creation is king. Also, blogging more about my entrepreneurial life over here on MyInnerG will help me exercise my writing muscle that will be needed in a much larger capacity than before over at Schwaps.
I’ve been seeing a lot of content over on YouTube where software developers give an “Day In the Life…” kind of video. Watching some of them made me realize that I definitely don’t code everyday. Coding is one of my talents but I have to also sell what I produce, this makes for an added layer of what my “Day In the Life…” video would be. Perhaps I should make a weekly summary type of video to keep myself accountable. Keeping yourself accountable in every way is a major key (shout out DJ Khaled). Overall, my content creation game is going up.