Why Consistency is One of the Most Important, Yet Underrated Traits in Business

Why Consistency is One of the Most Important, Yet Underrated Traits in Business

2 min read
Sterling White

Sterling White is a multifamily investor, specializing in value-add apartments in Indianapolis and other Midwestern markets. With just under a decade of experience in the real estate industry, Sterling was involved with the management of over $10MM in capital, which is deployed across a $18.9MM real estate portfolio made up of multifamily apartments. Through the company he founded, Sonder Investment Group, he owns just under 400 units.

Sterling is a seasoned real estate investor, philanthropist, speaker, host, mentor, and former world record attemptee, who was born and raised in Indianapolis. He is the author of the renowned book From Zero to 400 Units and the host of a phenomenal podcast, which hit the No. 1 spot on The Real Estate Experience Podcast‘s list of best shows in the investing category.

Living and breathing real estate since 2009, Sterling currently owns multiple businesses related to real estate, including Sterling White Enterprises, Sonder Investment Group, and other investment partnerships. Throughout the span of a decade, he has contributed to helping others become successful in the real estate industry. In addition, he has been directly involved with both buying and selling over 100 single family homes.

Sterling’s primary specialities include sales, marketing, crowdfunding, buy and hold investing, investment properties, and many more.

He was featured on the BiggerPockets Podcast episode #308 and has been contributing content to BiggerPockets since 2014, with over 200 posts on topics ranging from single family investing and apartment investing to mindset and scaling a business online. He has been featured on multiple other podcasts, too.

When he isn’t immersed in the real world, Sterling likes reading motivational books, including Maverick Mindset by Doug Hall, As a Man Thinketh by James Allen, and Sell or Be Sold by Grant Cardone.

As a thrill-seeker with an evident fear of heights, he somehow managed to jump off of a 65-foot cliff into deep water without flinching. (Okay, maybe a little bit…) Sterling is also an avid kale-eating traveller, but nothing is more important to him than family. His unusual habit is bird-watching, which he discovered he truly enjoyed during an Ornithology class from his college days.

Sterling attended the University of Indianapolis.

Instagram @sterlingwhiteofficial

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Real estate investors are going to find it challenging to survive in this industry long-term unless they can master consistency.

Consistency is so important in business, in life, and especially in real estate. Yet it is often one of the most under-appreciated qualities by businesses — and one of the most neglected by entrepreneurs and independent real estate investors. This is because it can often seem to take second place to short-term goals. But we all know what happens when you only focus on the short-term. Just look at 2008.

As a real estate investor or business owner, you have got to be consistent in order to keep the pipeline and cash flow flowing, as well as to maintain trust and protect your reputation.


It’s Hard to Bounce Back

If you aren’t consistent in your product, service, and presence, you’ll soon be forgotten, avoided, and even stack up those negative reviews. Often, all it takes is one case of neglect and you can burn a customer, burn a channel of deals, and burn your reputation. If you are able to bounce back, it can get really expensive. Brands like Nike have had to drop billions of dollars to fix their brands after mistakes like this. Most of us don’t have that extra capital lying around to spend on branding this quarter.

Related: The Simple, Effective Way to Build Seller Trust & Land More Deals

In real estate, the obvious examples may be a home builder building a new community on top of an old ammunitions dump or using poisonous Chinese drywall. But it can also simply be a terrible customer service experience.

There’s Value in Consistency

Look at McDonald’s. It isn’t worth what it is because the food is awesome. But it is consistent. You trust that your Big Mac is going to taste like a Big Mac. It may not come on a silver platter or with a silver spoon, but you know what to expect. I do not eat their food by any means, but I appreciate seeing the way their systems are set up.

So if you wouldn’t dream of putting that mystery meat and those carbs in your body either, then smuggle in your favorite gluten-free, organic, non-GMO snack and watch how they work for a little while. Or get yourself a job there for a couple of weeks. How in-depth they go with systems will blow your mind. It will also give you a ton of motivation to push forward in real estate so that you never have to do that type of work again.

McDonald’s has been a top brand for around 80 years because it mastered consistency. And it achieved that with systems. As a real estate investor, you can achieve consistency with systems, too. You build systems and consistency in your own personal performance by practicing good habits.

Related: 3 Success Factors That Separate Thriving New Businesses From Failed Ventures


Create Systems Surrounding Success

Remember what good habits created your successes, and commit to keeping them up. Create systems around the actions that have created success in your business. If that means scaling a little slower than you want, that’s OK. It’s worth it. It’s better to stay in business than to burn out.

How do you ensure consistency in your real estate business?

Let me know with a comment!

As an entrepreneur, you definitely want to offer the best possible product -- but even more important is to build trust & reputation through consistency.