2017 New Product Lineup 2(CFFL 392)

2017 New Product Lineup 2

Jack Butala: 2017 New Product Lineup. Leave us your feedback for this podcast on iTunes and get the free ebook at landacademy.com, you don’t even have to read it. Thanks for listening.

Jack Butala:                            Jack Butala with Jill DeWit.

Jill DeWit:                               Hi.

Jack Butala:                            Welcome to our show today, our …

Jill DeWit:                               New product lineup part B.

Jack Butala:                            Part two, yeah. Part two of our show for this Tuesday.

Jill DeWit:                               Exactly. We don’t have a question. We’re going to finish where we left off earlier today.

Jack Butala:                            In this episode, Jill and I talk about this is part two of our 2017 product lineup. So go ahead, Jill. We kind of covered LandPin.

Jill DeWit:                               And we run out of time.

Jack Butala:                            What’s next on your list?

Jill DeWit:                               Okay.

Jack Butala:                            LandClique.

Jill DeWit:                               LandClique.

Jack Butala:                            C-L-I-Q-U-E. That’s our online community.

Jill DeWit:                               I’m not going to say the name. I’m going to spell the name. Our G-O-O-G-L-E device picked up something you just said. That’s hilarious.

Jack Butala:                            It’s like a little kid’s house.

Jill DeWit:                               Like a child. I can’t say the G-O-O-G-L-E word out loud, because it’s going to know I’m talking about her.

Jack Butala:                            And she starts answering questions we don’t ask.

Jill DeWit:                               Exactly.

Jack Butala:                            That’s hilarious.

Jill DeWit:                               That’s really funny. All right. I would like to talk about a product that you’re working on. Well, you know what? Let me finish up some of the current products. One of them is Offers2Owners, Jack. Please [crosstalk 00:01:07].

Jack Butala:                            Yeah, so we get a lot of questions about Offers2Owners. Offers2Owners, again, is free with membership for us. What is happening is people are contacting us all the time, every day, about flipping houses. They are house flippers. They’re not interested in investing in land, the way that our membership is geared towards. My answer is constantly, “Well, I know land isn’t the name of everything, but the same data set is successfully used by a tremendous amount of people every day to flip land.” Then, what ended up happening is we created a product for SFR/home flippers.

Jill DeWit:                               Anyone only needing data …

Jack Butala:                            Yeah.

Jill DeWit:                               … and mailing.

Jack Butala:                            It’s access to RealQuest Pro, access to TitlePro, and it’s access to the fantastic relationship that we have with LetterStream.com, which is our mailing company for about the price of a stamp. You can send out 10 offers or you can send out 100 million offers. They’re all about the price of a stamp, and they all go out that day.

Jill DeWit:                               Right. It could be a [REIT 00:02:13].

Jack Butala:                            It’s the latest software. It’s all run … Dave’s the greatest. He is an IT guy. It’s IT- driven, bulk-mail service. If you know anything about bulk mail, nobody’s an IT professional. They all have ink on their hands, still, and these guys don’t.

Jill DeWit:                               That’s hilarious.

Jack Butala:                            They work on a computer in an air conditioned office.

Jill DeWit:                               That’s really funny. They have ink on their hands. I’m mean, going like … that’s hilarious.

Jack Butala:                            Yeah. They’re like cranking a newspaper thing, like 1884.

Jill DeWit:                               Awesome. That’s funny.

Jack Butala:                            Like the Civil War.

Jill DeWit:                               Yeah, like, “Oh, it’s too late. Sorry, that batch already went out.”

Jack Butala:                            They say stuff like that. “Like what are you talking about, it’s too late?”

Jill DeWit:                               Hilarious.

Jack Butala:                            Yeah, that never happens at LetterStream. I can’t say enough good about those guys.

Jill DeWit:                               That’s good. I love it.

Jack Butala:                            And their pricing rocks. We did $100,000 with them …

Jill DeWit:                               Mm-hmm (affirmative).

Jack Butala:                            … in the first month of operations …

Jill DeWit:                               It’s amazing.

Jack Butala:                            … when we changed from the other company to this. The other company, they have ink on their hands.

Jill DeWit:                               I would like to point out, too, that this pricing and deal and stuff is exclusive to our members …

Jack Butala:                            Yeah, it’s only membership. Exactly.

Jill DeWit:                               … so if you call them out of the blue and say, “I want that deal,” they’re going to say, “Great. Call Jack and Jill.”

Jack Butala:                            Yeah. Well, it’s $0.92 a letter if you go through them, and it’s $0.49 through us.

Jill DeWit:                               Exactly.

Jack Butala:                            Same thing with RealQuest. RealQuest is 275, and with Offers2Owners, it’s actually going to be cheaper. It will be …

Jill DeWit:                               It’s dedicated. You put together a whole program for the merge. I mean, they do the mail merge. You just put your stuff in a certain format, and it’s awesome. They do all the work for you.

Jack Butala:                            Yeah. RealQuest is what I’m saying.

Jill DeWit:                               Oh, we’re talking about RealQuest? Oh, I’m sorry. I thought that we were [crosstalk 00:03:50].

Jack Butala:                            It’s about half the price for the street rate. All of our products are about half. Half the price as if you went in off the street and got a subscription to RealQuest, at the end of the day …

Jill DeWit:                               When you add everything up.

Jack Butala:                            … it’s half, if you do it with us.

Jill DeWit:                               Right. Cool.

Jack Butala:                            That’s the same thing with all of our products, LetterStream, TitlePro, all of it.

Jill DeWit:                               All right. You know what, Jack? I swear it’s even better than that, because some of our products you can’t get off the street.

Jack Butala:                            Yeah, I mean the product we’re going to develop, that we haven’t looked at yet, is a different way to look at CoreLogic’s data.

Jill DeWit:                               Yeah.

Jack Butala:                            Because of our numbers, and how much our group is using it, they’ve given us access to their backend data. So we have an IT team, right now, developing a front end …

Jill DeWit:                               I know.

Jack Butala:                            … so that you can see the data the way that you want to see it. If you want to see a neighborhood full of homes, you click on it that way. You can map them. If you see things in like an APN scheme, like I tend to, then you can look at the data that way. You click through it that way.

Jill DeWit:                               Exactly. It’s going to be awesome.

Jack Butala:                            The backend data’s all the same. It comes right from the assessor, but the front end, we’re going to redevelop.

Jill DeWit:                               It’s going to be awesome.

Jack Butala:                            I think that it’s going to get to the board level of CoreLogic, and we’re probably going to have to …

Jill DeWit:                               It’s going to be something better.

Jack Butala:                            They might hire us to help them.

Jill DeWit:                               This is very true.

Jack Butala:                            I’m serious.

Jill DeWit:                               I agree. All right. Moving on. DeedPerfect. I think that product doesn’t get the credit it deserves, because every time I go looking on like … Is it LegalZoom? I don’t know. There’s other companies out there, other online things. They do deeds for you. I have yet to find one for under $200. I think the cheapest I found was like $249, and I put it in one of our newsletters to make sure. I’m like, “Are you guys using DeedPerfect?” because it’s such a good tool. It’s free to our members, and then we charge $98 for everybody else.

Jack Butala:                            It does your deeds for you. You put the information in, and it kicks a deed out, and it’s record ready.

Jill DeWit:                               Yeah. DeedPerfect.com. You fill in grantor. You fill in grantee.

Jack Butala:                            You know, I was walking through with LandPin, our real company, and I found out that everybody uses it there.

Jill DeWit:                               They do?

Jack Butala:                            They use DeedPerfect to do our deeds.

Jill DeWit:                               All the time.

Jack Butala:                            I didn’t know that.

Jill DeWit:                               All the time. You mean our people?

Jack Butala:                            Yes.

Jill DeWit:                               Oh, yeah, yeah.

Jack Butala:                            On real estate that we purchase.

Jill DeWit:                               Oh, you mean, not just our members. No. Yeah, our staff uses DeedPerfect. Of course, they do.

Jack Butala:                            Yeah. I didn’t know that.

Jill DeWit:                               Exactly, because it’s the easiest thing.

Jack Butala:                            I know.

Jill DeWit:                               Yeah, so DeedPerfect.com. It’s awesome. It’s cheap. If you’re a member, you need … I’m sure you’re using it already, but I wanted to tell the world about it, because it’s a really great product. Don’t go spending a couple hundred bucks with whoever. We have a great one right there. All right. BackTaxLists.

Jack Butala:                            .com.

Jill DeWit:                               Jack.

Jack Butala:                            The birth of this company or this .com, the roots of it were almost the same as the other ones. It was at-request. People who were going through our Cash Flow From Land Program, the educational program, I talk about TaxSaleLists.com a lot, and eTaxSales also gets talked about a lot, especially early on in the podcast episodes. eTaxSaleList is gone. I tried to buy the company. I cannot find the owner. I don’t know if he passed away or what, and BackTaxLists was purchased by two guys who are maybe some of the most evil people I’ve ever talked to in business.

Jill DeWit:                               Exactly.

Jack Butala:                            So I said, “Fine.” I threw my hands up and said, “You know, we’re going to create our own.” It’s being worked on, right now. The front page of it is a U.S. map. Each state is clickable, and there, you see every county in each state. Then, you click through that, through the county, and you get just a tremendous amount of information on that backend page. All the county links are in there, the county phone number, the information. The back tax lists are in there. I mean, I’m not even scratching the surface. It’s a tremendous resource, not just for our group. It’s all free, obviously. Not just for our group, but …

Jill DeWit:                               Free for our members.

Jack Butala:                            … for anybody who buys tax liens or tax deeds, or anybody … You know, we talk about finding density maps a lot? All the density map information will be in there …

Jill DeWit:                               That’s awesome.

Jack Butala:                            … about population density and you know …

Jill DeWit:                               That’s our show for tomorrow, too, so we’re going to talk more about it then.

Jack Butala:                            Oh, good.

Jill DeWit:                               I just wanted to talk to you a little bit. We’ll get in more detail. All right. I have two new things, and then we’ve got to swoop back around to the Black level, because we promised.

Jack Butala:                            All right.

Jill DeWit:                               Please tell us about LandInvestors.com.

Jack Butala:                            Yeah, so whose idea … What this your idea?

Jill DeWit:                               I think it was both of us. It was you and I, again, horsing around, drinking coffee, sitting at a table, and with a brainstorm, we were just playing with different sites.

Jack Butala:                            Well, Land and Farm, they went and got land.com, and it made me incredibly jealous. That’s how this all started. So land.com is Land and Farm, and I said, “Darn it, we need a fantastic .com like that, that belongs to our show.” Long story short, we bought LandInvestors, which I think really covers the whole thing.

Jill DeWit:                               It does.

Jack Butala:                            That tag line is, “If you’re involved in land in any way, there’s something in here for you,” so Land Academy will be part of LandInvestors. LandPin is part of LandInvestors. We’ll roll out a how to buy farmland projects, ranches, the whole thing. I mean, if you need to find a notary to get a deal done, you’re going to be able to do it through LandInvestors. If you need to hire a drone company, you’ll find it through there. You need a local surveyor, you’ll find it through there.

Jill DeWit:                               That’s cool.

Jack Butala:                            All that.

Jill DeWit:                               It’s going to be awesome.

Jack Butala:                            Subdivision, there’s a white paper on every state that covers, you know … I’m excited about this.

Jill DeWit:                               I know.

Jack Butala:                            There’s a white paper in there – I need to do like 10 more – that covers whether or not … It’s a summary of the state, so whether or not you need an attorney to close the deal. Do you typically use a title company? and then a list of all the title companies there.

Jill DeWit:                               It’s going to be the end all. This is going to be the one, big, massive …

Jack Butala:                            A tremendous resource.

Jill DeWit:                               If you have any questions, go check it out.

Jack Butala:                            Exactly. It’s just packed full of answers.

Jill DeWit:                               Perfect. And that parlays into my last thing, which is live events.

Jack Butala:                            Live events.

Jill DeWit:                               As land investors, because we are land investors – we’re professional land investors – the whole world, not just our people, have been asking for live events, so we are starting to do those.

Jack Butala:                            If you’ve been with us for a while, I’ve been pretty vocal about the fact that I do not want …

Jill DeWit:                               I know.

Jack Butala:                            … to put on a live event in a hotel lobby like some of these ding dongs on late-night TV.

Jill DeWit:                               Right. It’s hard to find a location that will hold us and do what we want to do.

Jack Butala:                            So that’s what we’re doing.

Jill DeWit:                               We’re doing it in a hotel, but …

Jack Butala:                            But it’s on the ocean.

Jill DeWit:                               It’s a different hotel.

Jack Butala:                            It’s cool.

Jill DeWit:                               It’s a cool hotel. It is. It’s beachfront, thank you very much. It’s on The Strand. Check out the address. It’s on The Strand. All right. If you’re not in the LA area, it’s not going to be a long event. You don’t need to fly to town for this, but if you’re anywhere within the LA area, within a couple hour drive – even San Diego, it’s not crazy – come on up. We’re going to do our first one. I’ll tell you why we’re doing it here, because we’re gearing up for something. Our first one, you’ll find that it’s a meet-up, and guess what it’s under? LandInvestors. So go look at LandInvestors, and you’ll see an LA group.

Jack Butala:                            There’s one in Scottsdale, too, yup.

Jill DeWit:                               Yup, and you’ll see us in Scottsdale, because I’m going to do one in March. Right now, we’re getting ready to book the March one. First one is going to be February 22. It’s a Wednesday. It’s at the Beach House Hotel in Hermosa.

Jack Butala:                            It’s coming up.

Jill DeWit:                               Yes, it is. From 6:30 to, I think I said 6:30 to 8:00, because we’ve got to be out of the room like at 8:45, so it will give us some time to horse around before and after. I put an agenda on there, so go check it out. It’s free to our members, and everybody else it’s 40 bucks, which is way cheap for what we bring to the table.

Jack Butala:                            That first one’s an overview.

Jill DeWit:                               It is.

Jack Butala:                            It’s an overview of the land investment business. It’s a way to meet us, if you’re into that kind of thing, and really just get any questions that you have, answered. We’re not selling anything there.

Jill DeWit:                               Oh, no. This is not a thing. It’s all information.

Jack Butala:                            I have said that from the beginning. I love these live events, by the way, the idea of it, but it’s not a sales show.

Jill DeWit:                               No, it’s not.

Jack Butala:                            Leave your credit cards at home.

Jill DeWit:                               It’s really to pay for the room. Just help pay for the room, is what it is …

Jack Butala:                            That’s all it is. That’s it.

Jill DeWit:                               … because it’s in really … When you see it, you’ll see why. It’s really nice.

Jack Butala:                            But I’m saying we’re not going to sell our products or anything.

Jill DeWit:                               Oh, no, no, no. It’s not a sales event. This first one that we’re doing in LA, and then next month, in March, in Scottsdale, is really about, so you think you want to do this. Jack and I talking about what’s needed, who we’ve seen are the real successful ones …

Jack Butala:                            Why.

Jill DeWit:                               … what makes them stand out.

Jack Butala:                            Right, Jill.

Jill DeWit:                               You know, a little more information about really what this is all about, you know, so you can really make an educated decision about being a land investor or anything like that. Then, it’s going to grow into all kinds of other things. We’ll get into more detailed topics as these progress. I’m real excited, but we’ll always do … We always are available for Q&A. The thing about Jack and I, I know that makes us different, is we’re brutally honest. If you ask us a question, Jack and I will never, ever say, “Oh, that’s a question for a Black level,” or black whatever it is, or gold or something.

Jack Butala:                            Black level [crosstalk 00:13:10].

Jill DeWit:                               We will never, ever refer you somewhere else or something. We will candidly answer the question, you know? It will be a great Q&A time, so gosh, even if you’re in the industry, already, but you’re hung up on something, come on out. It’s going to be cool, and you can ask us some questions.

Jack Butala:                            Right.

Jill DeWit:                               That was my last thing, was our live events. Oh, I was going to say, too, I’m doing these meet-ups right now, and Jack and I are … I’m starting small. It’s limited to – I think 45 – I think 45 people. If I have to, I’ll expand it. I can grow into another room there, but I’m trying to keep it small and intimate, because I really want it to be cool. Then these are going to grow into some much bigger, more involved live events. For example, we are going to have like CoreLogic lined up. When we do these big events, we’re going to have real deal …

Jack Butala:                            Yeah. Real deal instructional on the people …

Jill DeWit:                               … big speakers.

Jack Butala:                            Exactly. The providers of the tools in our membership, like CoreLogic, RealQuest …

Jill DeWit:                               They’ll be there.

Jack Butala:                            … TitlePro, LetterStream.

Jill DeWit:                               Yup.

Jack Butala:                            The guys that own these companies or run the divisions for these larger companies will be there. You can meet them and ask them any questions.

Jill DeWit:                               Exactly.

Jack Butala:                            Ask them what’s coming up. Tell them how to improve. They want to hear that, too.

Jill DeWit:                               That’s true. Yeah. Exactly.

Jack Butala:                            The way to get involved in all this is to go to meetup.com, and like Jill said, type in LandInvestors …

Jill DeWit:                               LandInvestors.

Jack Butala:                            … and you’ll see Scottsdale and Los Angeles. It doesn’t cost anything. Even if you have no intention of going to this thing, it’s a good way … Jill sends a lot of information out. It’s free to find a group …

Jill DeWit:                               Join the groups. You’ll see where my meet-ups are happening. There might be a topic down the road that will really help you, so you want to get in the loop. Yeah.

Jack Butala:                            Or like you’re a home flipper, maybe, because we will be rolling Offers2Owners out …

Jill DeWit:                               Sure.

Jack Butala:                            … so there’s a whole part of that. You know, if you’re a home flipper, and you’re getting properties through the MLS or through a real estate agent, I’m going to be very blunt and say, “You’re doing it wrong.”

Jill DeWit:                               Yeah.

Jack Butala:                            You need to be sending out mail, just like all the members that we have do to buy land. We have a lot of members who are – I call them – they’re closet. They say they’re doing the land stuff, but I think they that they’re using data to buy houses, and I think that’s great.

Jill DeWit:                               I know they are.

Jack Butala:                            I hope they are.

Jill DeWit:                               No, I’m sure they are.

Jack Butala:                            We’re just going to make it official.

Jill DeWit:                               No, it’s awesome. Totally.

Jack Butala:                            We also find that people that come to us from the home flipping business, that have some success or failure – they just have some experience – they do very, very well.

Jill DeWit:                               They really do.

Jack Butala:                            So that’s what’s Offers2Owners is. There’s no education that’s involved in it. It’s just access to these tools cheaper.

Jill DeWit:                               I have found many of our group that came from that background, Jack, and then once they get into this, they’re like, “Oh, I’m done flipping houses forever.”

Jack Butala:                            Yeah.

Jill DeWit:                               But they have that network, so what do they do? Find them, source them, mark them up, and then give them to their friends that are still swinging a hammer, and they’re laughing. Our members are like, “Ha, ha, ha. I just gave it to my buddy. I did not want to do that. I’m moving on to the next one.”

All right. The last thing I want to talk about, Jack. I want to circle back around on the Black membership, because we kind of cut that off, today. Do you want to expound on that anymore?

Jack Butala:                            Yeah. There’s a bunch of products that we didn’t cover and that’s fine. You need to go to LandAcademy.com and just peruse the membership area. You know, it’s very detailed, and when they’re going to be released. To run through them real quick, there’s … One of the products, we call it in the office, Ethandata, because Ethan’s the guy that … He doesn’t work with us any longer, but he was our original engineer. It’s a three-point input, you know, state, county, and APN, and Google Earth, it will take you right to the property, the corner points on it. Our members, especially the new ones, are having a hard time finding property. This is really going to help.

Jill DeWit:                               And not finding property, he just means like finding it on the map.

Jack Butala:                            Yeah, finding it on Google Earth specifically, not in the real world.

Jill DeWit:                               Because sometimes, you get these properties, and you have a legal description, and it’s not an address, and maybe there’s not a GPS coordinated with it that you could get real quick out of one of our other resources, so you’ve got to do the old school, go find it. You have to learn how to do that.

Jack Butala:                            That’s right.

Jill DeWit:                               This is going to take a lot of that work out of there for you, so …

Jack Butala:                            Exactly. We’re going to be opening a title and escrow service, and probably before that … I’m talking to the top two national title companies for deed-deep membership-wide discounts. I mean, I’m talking about less than half. That’s what we’re talking about, right now, so …

Jill DeWit:                               Exactly.

Jack Butala:                            There’s too much to mention, so we’re running out of time on the second show.

Jill DeWit:                               It’s awesome. Oh, again. Oh, my gosh. Don’t you love this stuff?

Jack Butala:                            So Black membership, I guess apparently … Jill says there’s one, two, three, four, five levels of membership with Land Academy. Green, which is free. Silver’s what we have now. Everybody’s a Silver member right now. They’re all capped, by the way. There’s a certain amount of slots that we have. The whole worlds not going to get involved. We do that for a reason, because Jill and I believe that … We are trying to build, and we are building, a group of very special people that … not little, short bus special.

Jill DeWit:                               Oh, my gosh.

Jack Butala:                            But people who are motivated …

Jill DeWit:                               I can’t believe you said that.

Jack Butala:                            People who are very motivated to …

Jill DeWit:                               Oh, my gosh. People that ride the short bus.

Jack Butala:                            … to get some great real estate deals.

Jill DeWit:                               No, not those people.

Jack Butala:                            To get real estate deals done in a small group like this, [crosstalk 00:18:31].

Jill DeWit:                               Jack, some people would describe us like we should be on the short bus, I think, and when I say, “Us,” I mean you, not me.

Jack Butala:                            There’s five levels. It’s all about getting to the Black level of membership, which is also free, by the way. The first level and the last level are free. The ones in between, there’s a monthly subscription. The more deals you do, it makes more sense to travel through these … because the more resources you get, it’s all designed so you don’t have to build your own staff. You can use ours.

Jill DeWit:                               Right.

Jack Butala:                            You know, we spent a quarter of a million bucks building a CRM database that’s custom made for this business, for flipping houses and land, so you’ll have access to that. But the Black level membership, is invite only. There’s, at the moment, 25 slots. There’s actually six people in there, right now. We all do deals together. You know, we do really large deals together, and make a ton of money.

Jill DeWit:                               Uh-huh (affirmative).

Jack Butala:                            That’s what it’s for.

Jill DeWit:                               Exactly.

Jack Butala:                            I’ve actually had two people in the last month ask me, and the first question I ask is, “How many deals have you done?” “Well, I haven’t done it, yet, but I want to be a Black member.” Okay.

Jill DeWit:                               That’s nice.

Jack Butala:                            That’s hilarious.

Jill DeWit:                               Call me when you have a hundred.

Jack Butala:                            Hundreds and hundreds of deals under your belt. Even then, if you don’t have the right attitude, no, that stuff’s not going to happen, so you know …

Jill DeWit:                               That’s very true.

Jack Butala:                            You have to come to this, as a Black level member, with something that’s incredibly unique. Like I think I mentioned on the first half of the show, one of the guys that we’re doing incredibly well with is, he’s got a lot of experience subdividing property. That’s something, personally, that I love.

Jill DeWit:                               Yeah.

Jack Butala:                            I mean, like a perfect example would be, let’s say somebody specializes in Maine. Ranch lands are out. Timberland in Maine would be a perfect Black level member person.

Jill DeWit:                               I’ve got people like in Northern California, like the Santa Barbara area, where we’re doing some stuff out there in that world …

Jack Butala:                            Exactly.

Jill DeWit:                               … and that kind of thing.

Jack Butala:                            Right. Yeah. If you’re not on a first name … Like the subdivider’s on a first-name basis with a lot of the planning and zoning people in a certain state, that’s huge. Like I can benefit from that personally.

Jill DeWit:                               Exactly.

Jack Butala:                            That’s what this is all about: sharing.

Jill DeWit:                               It is sharing. Thank you.

Jack Butala:                            We’ve done it again, Jill.

Jill DeWit:                               We did. I’m out.

Jack Butala:                            We’re out of time.

Jill DeWit:                               I know.

Jack Butala:                            Join us in another episode where Jack and Jill discuss how to use information – that’s me …

Jill DeWit:                               And inspiration – that’s me …

Jack Butala:                            … to get just about anything you want.

Jill DeWit:                               We use it every day to buy property for half of what it’s worth and sell it immediately.

Jack Butala:                            You are not alone in your real estate ambition. We sounded like the Car Talk guys there for a minute.

Jill DeWit:                               Did we really? Why?

Jack Butala:                            You’ve done again. You’ve wasted another hour.

Jill DeWit:                               Oh, seriously. Is that what they say?

Jack Butala:                            You’ve wasted another hour of your life listening to us say silly stuff.

Jill DeWit:                               That is so darn funny. Oh, my gosh. That’s really good. Oops.

Jack Butala:                            Information and inspiration to buy undervalued property.

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If you have any questions or comments, please feel free to email me directly at jack@LandAcademy.com.



I would like to think it’s entertaining and informative and in the end profitable.

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