#115 Stop Buying Blind | Jeff Emalaba
Stop Buying Blind | Jeff Emalaba features Jeff Emalaba breaking down how investors can avoid costly real estate mistakes by using data-driven risk checks before going under contract. He shares how a failed duplex deal cost him over $11,000, why due diligence fees and inspections make buyers “blind,” and how his platform Invest Fusion flags big-ticket issues like foundation, structural, and electrical problems in under a minute. Jeff also explains how deal scoring, previous appraisal insights, and a buyer-to-agent-and-lender marketplace can speed up smarter decisions, plus the most common investor errors, what success means to him, and how to rebuild from scratch using credit repair, LLC funding, and multifamily strategy.
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Show Transcription:
Over 60% of most house payers, their income goes to rent. Do you know how it feels like not paying rent for a month? And yes, you things like an that ability to transfer your life is what gives you sources. Time is our biggest guest resource.
Noah Kesslin (00:15):
Jeff, thank you so much for coming on. I know you just started a crazy, crazy company that’s going to help tons of investors and agents all across the country. Jeff, I just kind of want to get into it. How did you get into real estate in the first place?
Jeff Emalaba (00:31):
That’s a very good question. I would say 25 years ago I was driving in traffic. I had my own business. I used to be a guest host on CNBC, Africa analyzing global financial markets. So I was driving in traffic after leaving the TVB station and then I saw this book on traffic about real estate, how to make money has to be a million. I was curious, a young kid growing up, driving in traffic, just going. So I bought the book and just reading through the pages, I could understand why real estate was by far the short way to building works. And the data has proven it. Look at what we’ve seen from folks. It’s shown that more millionaires are built in real estate than in any other industry combined. And again, it makes sense because among the human needs, housing is a critical factor of a human. So whether we like it or not, housing is critical matrix and when you look at renting majority of income, over 60% of most house payers, their income goes to rent. And that lets me understand that this is a gap in the industry that if you want to grow serious world, you must think in the real estate space. And that’s how I got into real estate.
Noah Kesslin (01:39):
That’s awesome. And what was your life like before real estate investing?
Jeff Emalaba (01:44):
So I was the guy you go to when it comes to analyzing global financial markets. I look at Matrix, I look at GDPI look at economics numbers. I look at where money is flowing, what flows monitor, what angle, where is it flowing from? I look at the markets, I was also a certified options trader, so I understand risk, I understand risk transparency. So all of that guided my approach into the market and that’s what evolved into what we do right now presently because life is about mitigating risk. And so understanding the front, because the economics drives the market, you want to understand what drives the game plan of an investor. So that mindset, that risk transparent mindset is what I’ve been doing on tv analyzing global financial markets for a very period of time.
Noah Kesslin (02:26):
Awesome. And what is your real estate investing business look like today?
Jeff Emalaba (02:30):
Very good, very good. So now I play the multifamily units and the commercial real estate space. Now we teach investors don’t just buy a house for the sake of I want to own a home. And then you are slapped into a lot of mortgage that you cannot pay. You have to be strategic, you have to think contrary. What the things we teach investors is simple, start with the baseline, a duplex, a quadruplex, or a triplex. Now if you cannot get your hands on those asset class, the next gameplay is get a single family unit with a basement. Why? Because you can mitigate your mortgage by renting out the basement, of course the world structured basement. And then because it gives you peace of mind, do you know how it feels like just not paying rent for a month, just relaxing and someone else covering up at least 80 or 70% of your mortgage. And that’s what I do. So purely from the ground up, I’m heavy on the multifamily side of things and of course the commercial side of real estate itself and that’s what I’ve been playing.
Noah Kesslin (03:30):
Awesome, awesome. And I know you just started your new company. So what was the problem that you were trying to solve when starting your new business?
Jeff Emalaba (03:41):
Like I said, my background is about mitigating risk. That direction is what drives what I’m doing. My company, why did I start this company? Some years ago I was trying to buy a duplex here in North Carolina. Now what happened with every real estate investor, the of a real estate investor is lemme use a simple analogy so that we can understand the point. Say you want to buy a Rolls Royce. Yes. You go to the car dealership shop and you say, Hey, this car is beautiful. You see the pain, the color, the tires is clean, everything is sweet. You know how it feels like. Yeah. And he said Before you can test drive this vehicle, you got to pay a non-refundable deposit. Now you don’t know if there’s an engine that functions in that vehicle. It’s a Rolls Royce. Yeah, you love the idea and then you pay your non-refundable fee.
Jeff Emalaba (04:22):
Look and behold, you get into the vehicle, you crack the engine, and I think does not start, you just lost your non-refundable deposit. That’s the pain point of most buyers in the us, we all buying blindly. Every real estate investor until today are blind buyers. How do I mean you go to the listing sites, you go to the Zs, the correct, the look net, the real thoughts, or you go on the MS listings, all you see is one, the price. Price per square foot. The agents you have to call and then what happens? You call your agent, you go and see the property maybe 1, 2, 3, or 10 properties because you are free. You don’t even know what’s going on. Everything you see is the description and what the seller told you. Now they tell you, okay, if you are interested in this property to take it off the market to go on contracts, you’ll pay what they call a non-refundable due diligence fee.
Jeff Emalaba (05:15):
In the seller’s market, the non-refundable due diligence fee can go as high as 3,500 to over 5,000 bucks. It’s non-refundable. That’s number one. Number two, you call an inspector. The inspector as of today will cost you about $700 to go and inspect the property. Hold on. You pay also what they call an EMD, the NS money deposit. That’s another 5,000 bucks out of your pocket. Then you pay what an appraisal fee to go and appraise the property because for the loan officers to give you the loan, the value of the property must not be above the appraised value. So it must make sense from a numbers point of view. So you’re asked for 11,000 bucks. That’s what happened to me. I saw this property, I and my agent went to see the property and I paid over 11,000 bucks. Now when we paid that money, I called the inspector, we went to inspect the property and he came back with the report and says, do not buy this property.
Jeff Emalaba (06:08):
I said, why? He said, one, it has foundation issues, it has structural damage, it has electrical problems, it has mow and media, all the cross crawlspace. It has electrical wiring issues it cannot resolve. And I said, so I thought he was just lying. I never took his word seriously. So I called the general contractor to go into the property and go and check. This same gentleman came back and said, Jeff, do not buy this property unless you want to be in pains. I called the seller, I said, listen, I’m backing out of this deal. They said, no, we’re not refunding your funds. Guess what? It took me to the point of getting a solicitor. The lawyer fees, the loan is over $325 an hour. These same people released this property without disclosing this material facts, somebody else bought that property and is in line to suffer the pitfall.
Jeff Emalaba (06:58):
I avoided, yes, I lost 11,000 bucks. That pain point is what drove me to found invest future. So invest Future was good for three major reasons. Number one, to protect the average investor who was the average real estate investor who wants to buy property and remove that fear, that fear factor from their buying decisions. How do I mean investigation goes into any property anywhere in the US and identify one, is there any foundation issues? Are there any structural damage? Are there any 4G Windows? Those three items, we call them BT I big ticket items. Then it is flags for any electrical issues. The issues on modern meeting the crawl space, it flags all of those information and lets you know the buyer in 60 seconds while you are seeing your pajama as a home or drinking coffee like you’re doing right now, and let you know if that property has any red flag you should be wary of and back of that deal before you spend thousands of dollars upfront.
Jeff Emalaba (08:03):
That’s one. Number two, it gives you the previous appraisal reports. Now why is that report powerful? Like I said before, there is no way on the planet you get your hands on the appraiser reports until you pay an appraiser. The previous appraiser report lets you know what it was valued for you. The buyer can use that information to renegotiate the price with the seller or know the value and then the gap, there’s a gap between the dates you see the reports. You cannot ask, has there been any home improvement done that justifies the new asking price? Why? Because your loan officers look at the current appraisal report to grant the loan given to the buyer. And the third reason is it’s a marketplace connecting buyers that found deals because we call it the deal score, the 62nd deal score. Once you find a deal score, the next thing is to find the agent or the loan officer that will grant you loan.
Jeff Emalaba (08:56):
And loan officers are excited because they’ve seen a deal which we’re closing tomorrow with investigation and they’re excited to fund buyers who are savvy buyers who understand the risk mitigation process to find these deals in the market. So that’s what got me into the creation of investors. It’s the pain point. And trust me, I’ve done interviews with stakeholders, investors who have been born several times. So until now that blind investment is gone, investment blocks or mitigate that risk by putting a block to that loophole. Because in real estate, that’s the local most sellers are exploiting,
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Noah Kesslin (10:19):
What do you think the most common misconception is about invest Fusion?
Jeff Emalaba (10:24):
Well, people don’t understand the power of, so AI is still new. So that’s the misconception is, oh, how can AI do this? How is it possible? It’s doing this? Understand that we’re in the world of technology. Imagine your life right now before now we used to go to Google to do our searches. Yes, imagine how many times you go on Google right now, charge g BT has solved almost all of that for you. Invest you shown things like an investor, it thinks for you. It does not give you data, it interpret the data, it gives you suggestions, it tells you why it’s giving you a recommendation so that the biggest Miscon people will have is oh, as able to do this, is it possible? But guess what? We validated that with the industry. Experts have validated their accuracy of the data and that’s why we brought in stakeholders.
Jeff Emalaba (11:11):
One, the property. I’m closing tomorrow. By the time I put it on contract, I called an inspector. The inspector came to, I inspect the property and said everything is in tip top shape. So how do you find this? I said it was Invest Fusion. Now what he found was what? Invest Fusion corroborated. That means the accuracy of the data loan officers when we send in an appraisal report to get the appraisal back again, same thing validated by Invest Fusion. So that misconception, that fear is gone. So that fear factor of can AI do this? Absolutely, and that’s why you see the investments from billionaire are investing heavily into ai. Why? Because it’s the future. So two things can happen. It’s either you want to remain buying blindly or get first. I was born in the past, don’t lose over 11,000 bucks and call. Where is that Jeff? Lemme go call Jeff this time around because that’s what is doing. It’s changing the game. It’s changing how investors invest in real estate. This is a disruption in the real estate space and we are pioneering this disruption with Invest Fusion.
Noah Kesslin (12:15):
Is this something that’s going to be more for the onesie twosie buyer that buys maybe one or two properties a year? Or is this more for someone that’s doing a hundred and 150 deals a year or anyone in the space?
Jeff Emalaba (12:30):
For anyone in the space? Anyone who’s looking to find good deals, who is just tired of guessing? Because our tagline says from deals to decisions. So if you’re tired of guessing, if you’re tired of the guess game, you’re tired of buying blindly. If it’s one property because you want to buy a good deal at any point in time, if it’s one deal, avoid losses because we protect you. The first thing we do with invest is to protect your funds. That’s the first goal. That’s our primary goal. Protect your funds because if your funds is still in your pocket, the likelihood of you growing more is there than losing it. That’s number number two. Not find due deals with building equity. The reason is simple. If you buy a property that the appraised value is higher than the asking price, you’ve seen a gap. That gap is called equity.
Jeff Emalaba (13:16):
When that gap is there, you can walk into the bank and say, give me X, Y, Z because I have built in equity. The next thing is cashflow. Cashflow can be done several ways. You can either expand the space, add in more rooms, get more. Cashflow is simple. There’s various strategies you can deploy to get expansive cashflow. That’s what investment gives to the buyer. So if you’re buying one, two, a hundred, we’ve had the way we build Invest Fusion, we built it in layers. Layers. One is for those who are just starting out, the single family units and the multifamily players. This layer two is for the pros. The pros and the commercial players. Commercial property is the big boys game. The layer three is for the enterprise version. Give it to huge institutional firms with over 10 licenses. So the big firm that have a team of analysts can run their deals on investment because it’s your pi, he’s your gatekeeper to the deal itself.
Jeff Emalaba (14:12):
Every investment coaches, every investment firm who spoken will tell them, keep your strategy, keep your method of teaching your teams. Keep that to yourself. Use invest to flag what is a red flag? It’s like buying a car mentioned at the outset, you want that vehicle to have an engine. If it doesn’t have an engine, there’s no point in the Rolls Royce in the Bugatti. It doesn’t matter if there’s no engine, there’s no engine. So get that point done first. Mitigate your risk. Once you’ve mitigated your risk, the next level will not be to go into using your own method. Like I said, cashflow. This is how we do. So you can expand your own strategy with your team, but the bottom line is if you’re buying one, you’re buying two, you’re buying 10, you’re buying hundred. The gatekeepers of preventing the guessing game is invest future. And that’s why every player in real estate, if you are serious though, if you are serious about building Western real estate, you absolutely need invest future to be a gatekeeper.
Noah Kesslin (15:05):
When it comes to investors, I feel like there’s a lot of mistakes that people make. What’s the most common mistake that you see investors make that you think can be really easily avoided?
Jeff Emalaba (15:19):
So that’s a very, very good question. One of the biggest mistakes most investors do is they just fall in love with the property. They fall in love with the design, the aesthetics, how beautiful it looks outside. Like I said, you want to buy a car where you don’t even know what’s going on. So that’s a huge, huge misconception. And the work we built in invest is built with over 400 data points. When I say this, it is funny, but it’s just the reality. I’m also a licensed related agent here in North Carolina. I have over 20 plus years industry experiencing this in this industry. I will tell you this, even with your own human intelligence, there are limit to what you can do. You make mistakes. Invest vision doesn’t care about mistakes. It has no emotion attached to the property because I’m emotional like, oh, I like how the design is, let buy this design.
Jeff Emalaba (16:07):
No, it goes in and says, these are the facts. It gives you his own suggestion. He’s going to tell you why. He say, if you do this, this is what’s going to happen. So for a fact, what you are getting in your hands, so most investors, they fall in love with what they see and in most times what the complaints. I’ve seen most investors ask Jeff, well, I don’t have cash. What do I do next? How do I, and so the only funds they have saved, this is sad, but it’s the reality. The only funds they have saved, if they go into the guessing game, guess what happens? That money is bonds and then they just fall back into the renting game. That’s one of the issue. Number two is the misconception of them thinking that, oh, renting is okay. It’s convenient. Let just stay in the comfort zone.
Jeff Emalaba (16:46):
No, don’t sit on your comfort zone. Why? Because it build nothing for you. Renting, build nothing but beat your landlord wealth. If you have followed the strategy of deployed, don’t just go and buy a house. That’s the biggest mistake most investors make. You buy a house, you buy into an area that has huge OA fees. You just adding more and more expenses. Your mortgage, your PMI, your ho, everything built up. That’s not the game plan. Having a house alone is not the game plan. You have to find a way to begin to mitigate that and get cash flow from your property. So the barest minimum, a home with a basement or a duplex, a triplex or a quadruplex, that’s the game plan. So in real estate, a lot of mistakes are made in real estate, but you have to understand that the guidance, the shortcuts to wealth is now narrowed drastically. So that pain points that you can, because before now it’s I, there’s no platform. There’s no tool. There’s no tool anywhere in the US unless you know. So before now, those pain points, you can avoid it. You can go and buy a deal today and then it has in foundational issues. There’s nothing you can do. But until now, invest is your gatekeeper to preventing those losses.
Noah Kesslin (18:01):
That’s awesome. When it comes to success and how you view it, how do you define success in your own life and how do you strive for it every single day?
Jeff Emalaba (18:13):
Success is a very important word to understand it because it’s dependent on the individual. How do you perceive it? For me, success is about fulfillment, adding value to human, adding value to people. Each time I pray, I say I need to add more and more value. What am I doing? How am I changing the narrative? What am I doing to transform lives? That is success for me. This platform, I’m going to be very frank with you right now. When we were building the platform, it took us almost two and a half years to train, invest, to understand everything I’ve learned, both on the street side, how we grew up, because my street knowledge on real estate, I work with mentors that have guided me. We went from zero, we, the biggest mistake we made was the 5 billion loss. So we built invest to avoid those mistakes.
Jeff Emalaba (19:05):
You’re not going to make mistakes anymore because it doesn’t have emotional thinking. It’s practical. It’s going to tell you practically. So after that loss of 5 million, we begin to change our approach and gradually we went to the first hundred million to over 800 million in real estate. I’ll tell you this, the money is good, but that ability to transform life is what gives you success. And for me, without Invest Fusion, I would not be able to buy the deal and to close tomorrow. As a matter of fact, we’re having this call today, tomorrow, I’m closing that deal. I’ll be life showing investors, my loan officer will be there. This is the deal we found. And in less than 45 days, because it didn’t take us time, we’re not driving around to go see properties. We just went in, they found the property, the inspector validated the data, the loan officer validated the data, the appraiser validated the data, and that’s it.
Jeff Emalaba (19:55):
So that fear has been removed. So that’s what gives me happiness. So if I see investors using Invest Future, giving us their feedback, that is success for me because the more or less we can change, the more investors that says, Jeff, you know what? Because of your tool, I’ve stopped making losses for agents who say, Jeff, you know what? Because of your tool, I have more bias. I’m closing more deals. I’m not driving because time, I repeat. Time is our biggest, biggest resource. You can drive two hours, two hours to two hours full to go see one property and you’re not even sure of buying because you don’t know what the condition is. With Invest Vision, you can run 60 properties in your bedroom and pick one before leaving your home. And so for me that I going to change lives. I want to see by the end of the next year, for example, see how many lives we’ve touched, how many investors have come and said, Jeff, I’ve used this tool. I’ve closed the deal because I’m the first person to try it. I’m closing the deal tomorrow live. So I want investors to see that, okay, Jeff did it. I can only simple, it’s just if you can click the button so I click go and search, you can do it with ation. That to me will be success.
Noah Kesslin (21:08):
That’s awesome. What’s the biggest challenge and change that you’re seeing in real estate right now?
Jeff Emalaba (21:15):
The biggest challenge was what if the video I released today, I was live on Saturday. The biggest challenge most investors will face is that access to funds. Most investors don’t have capital. So they’ll say, Jeff, well it’s all good and nice, but I don’t have over 10,000 or 11,000 sitting down in the bank to go and use that tax real estate. This is simple. They’ll say, Jeff, my credit score is bad. I don’t know what to do. I don’t have anything. I just get paid 20 bucks, 40 bucks per hour. What can I do? This is what we tell investors. Number one is we start with your credit. If your credit score is bad, if you have collections, you’ll have something negative that you’ve not paid. The first thing we do is to work with our team. Within my team, we have experts that go into your credit file and look at the report and revamp everything you have there within the three to six months period.
Jeff Emalaba (22:07):
That’s one. Once it’s revamped collections, everything that is, this is negative, we begin to address that, query that with the peruse query, all of that we CFPD. Once we query all of that, the next step is to form an LLC. You need to have an LLC in your name, even if it’s not operational. Once you have an LLC, you must structure your LLC to qualify for funding. Banks like Chase Banks, the credit unions will give you funding to the tune of 50,000 bucks. But this is where it gets interesting. The reason why we want you to have your credit score or your credit report revamped is because the bank can give you 0% AP R for 18 months. So you have 0% for 18 months, period. You have enough wiggle room to do a lot of things. And again, like I said, you don’t need 50,000 bucks to buy your property, 10 grand, 15 grand FHL financing.
Jeff Emalaba (22:58):
You can qualify for that to buy with 3.5% up to buy your property. And so when you have one, your credit is good. We’ve pushed you to the 700, 7 50, 800 mark. You don’t have that ability to not use your LLC to qualify for funding. And the good news about LLC is this, you can stack, you can stack that funding because LSE is not qualified, backed by you with a good credit profile. And the third thing now is if you not have those two vehicles running, you cannot begin to use invest future to go and find the right deal because you don’t want to have these funds from the bank and then go, go on the wrong deal. How are you going to pay that money back? You want the right deal. And that’s the biggest setback most investors are facing in realizing and that gap will close that loophole for them.
Noah Kesslin (23:42):
If you were to start from scratch today, your estate business was gone, but you keep all the knowledge that you’ve learned over the years, what would you focus on first to rebuild?
Jeff Emalaba (23:52):
If I keep all the knowledge I have, the first thing I would do, number one, is begin to understand the multifamily space. Because the first direction you need to know is get as much knowledge. If I still retain my knowledge and I’ve lost everything, is to look at the markets and say, okay, now that there’s the tool like Invest vision, I want to run it across the border. I say, okay, what can you find me in my city, in my state that qualifies for X, Y, Z? Because before now, it’s hard pinned training. It’s a lot of training, it’s a lot of story. It’s a lot of research. We got data because all the traditional tools, all the traditional tools we have just gives you data. You have to interpret that data. So with technology right now, the interpretation is done for you. So right now, the biggest thing I want to do is one, how do I get funded?
Jeff Emalaba (24:45):
So if I have a bad score, if I have collections, I want to clean that out first. Once I clean that, so I have a three to six months period to clean that off. Once I clean that, the next thing is to form an LLC $50 for an LLC, just go on Google, go to your Secretary of State website, just type from an LLC. In my state it’s 50 bucks. Pay the 50 bucks, get the LLC begin to structure. By structuring, I mean don’t use your home address, ask your LLC address, don’t use the same phone number, get a one 800 number. There’s so many sites. We give you all of that. We have free training on school community that chose them step by step what to do. So once I do all that, my LS is not qualified for funding. So within now, within zero months and six months period, I’ll be in a position to gain access to that fund.
Jeff Emalaba (25:30):
Remember, I have the knowledge, I have the investigation, I have the capital. That’s it. And it’s so important. Real estate is so exciting that once you get started, because of the way real estate is structured, the tax write-offs, the benefits, the 10 to one exchange, you are forced to keep raising and repeating, raising and repeating. So that ability to grow world faster. That’s why I said it’s a short way, but you want to mitigate your risk. Don’t go and buy a single home again, like I said before, because you’re just paying mortgage, you’re still paying the rent, you don’t feel excited about it. But if your rent is almost gone by 50%, somebody’s mitigating that payment for you. It’s much easier for you to invest. Okay know how do I expand my portfolio? So that’s what I would do. Number one is the training is already done for you because you already have a tool that can reduce that learning curve. That learning curve has been reduced drastically. And so you know what I would do if I was in anyone’s shoes right now.
Noah Kesslin (26:27):
That’s awesome. Where can people learn more about you? If someone’s interested in Invest Fusion, where can people go to check it out and any last words they have?
Jeff Emalaba (26:36):
Absolutely. So right now we are running what they call invest Future is not open to the general public. It’s given by private access. By next month we’ll go live mainstream. So right now, if you want to get your hands on invest, this is what you can do. Go to Invest Fusion, do co, which is one word, invest fusion, F-U-S-I-O-N, invest. Of course co. Once you go on the site, you’ll see join the waitlist, he’s on that button, put in your details. My team will get back to you by this week, Friday. By this week, Friday we’re giving access to a private team. So what we’ve done is we’ve combined all the biggest players in this industry, the big institutional firm that handles several billions of dollars on their portfolio in real estate. We’ve combined all the top listed agents in the us, we’ve combined the top loan officers in the us.
Jeff Emalaba (27:24):
We’ve combined builders, contractors, the guys that run the appraisal reports, they inspect us. We want them to go in to invest. They’re doing that this week Friday. So they’re beta testing the platform and giving us their feedback. Once they do that and give us their feedback, we’ll not go mainstream by next month. So right now, if you are watching this, the best thing you can do right now is go on Invest Fusion Co and then go and join the wait list because that will give you early access to the team and see what we do with Invest Future. And it’s just exciting because in most times I just drive around the city, I see any property in the city that’s listed for sale and just run through invest and it gives me a due score in just 60 seconds.
Noah Kesslin (28:07):
That’s awesome. Well, Jeff, thank you so much for coming on. Everyone, thank you for watching and we’ll see you next time.
Jeff Emalaba (28:13):
Thank you.
