Jesse Futia

Fin Ghost

Helping Real Estate Professionals build $1M brands on LinkedIn.

Co-Founder and Ghostwriter

Executive Equity Investing 

Helping busy professionals build generational wealth and retire comfortably through passively investing in real estate.

Chief Executive Officer

Wealth Science Podcast 

Interviewing the top real estate and financial experts in the World.

Host

Writer and Co-Founder @ CRE Digital | Copywriting & social media management for the world's most innovative real estate companies

Creating content on social media is digital leverage for real estate professionals. 

𝗪𝗶𝘁𝗵𝗼𝘂𝘁 𝗶𝘁, 𝘆𝗼𝘂 𝘄𝗼𝗻’𝘁 𝘀𝘂𝗿𝘃𝗶𝘃𝗲 𝘁𝗵𝗲 𝗻𝗲𝘅𝘁 𝗱𝗲𝗰𝗮𝗱𝗲. 

You now have two choices:

1. Create content

2. Be passed by those that do 

My story 👇

Broke college kid turned 7-figure real estate investor and writer. 

I help 7-figure real estate professionals grow their brands and drive qualified leads on LinkedIn. 

--

Hit the 🔔 and follow along each day for free tips.

Ready to grow your brand on LinkedIn to drive more qualified leads?

𝗛𝗶𝘁 𝘁𝗵𝗲 𝗹𝗶𝗻𝗸 𝗶𝗻 𝗺𝘆 𝗳𝗲𝗮𝘁𝘂𝗿𝗲𝗱 𝘀𝗲𝗰𝘁𝗶𝗼𝗻 𝘁𝗼 𝗮𝗽𝗽𝗹𝘆 𝘁𝗼 𝘄𝗼𝗿𝗸 𝘄𝗶𝘁𝗵 𝗺𝗲.

My last day in uniform was December 2025.

And I still don’t know how to put 9 years into a single post.

I joined the Army because of 9/11.

I’m born and raised in upstate New York, and I was a kid watching the world change in real time. 

I didn’t fully understand everything that day…

But I understood enough to know I wanted to serve.

Fast forward:
-> 50+ countries.
-> 9 years in uniform.
-> More early mornings than I can count.
-> More lessons than any classroom could ever teach.

I learned a lot in that time. A lot.

One of the biggest lessons:

Murphy’s Law is real.

Things will break. 
Plans will change. 
The unexpected shows up right on time.

And there are thousands of things in this world we can’t control.

But our preparation and our attitude are not two of them.

The reps. 
The discipline. 
The standard.

The ability to stay steady when everything gets chaotic.

People will ask what I’m doing next.
And yes—I’m excited about what’s ahead.

But I want to say this first:

The biggest blessing of my career isn’t a rank, a title, a deployment, or a bullet point on a résumé.

It’s getting to walk away with the respect and honor of the men and women I served with.

That’s the only “retirement package” that actually matters.

To every leader who bet on me.
To every soldier who carried the weight with me.
To every teammate who showed up when it was hard, and exhausting…

Thank you.

I’m proud of what we did.

And I’m even more proud of who I got to do it with.

I'll look for you on the next objective. 

---

I'm Jesse Futia - I help CRE professionals build digital brands online to drive more leads and revenue. Send me a DM to connect.

Co-Founder, CRE Digital | Capital Raising Engine for Commercial Real Estate Investors | $50M Raised with Digital Systems | DM me to learn more

Matthew McConaughey made $18,000,000 in a single year…

…and still chose the harder path.

Not because he needed more money.

Because he wanted more meaning.

At the peak of his rom-com run, Hollywood kept offering him the same role with a different script.

Same character.
Same story.
Same safe paycheck.

He could’ve stayed in that lane forever and nobody would’ve blamed him.
Instead, he said “no” — over and over — until the industry stopped calling.

He intentionally walked into a dry season.
Not because he was lost.

Because he was refusing to be used up.

And then the pivot happened.

The roles shifted.
The respect shifted.
The legacy shifted.

Here’s the part people miss:

That wasn’t luck.
That was identity.

He wasn’t chasing attention.
He was building alignment.

And I think that’s the real lesson for the rest of us:

If you keep saying yes to the version of you that pays well…

you eventually lose the version of you that’s meant to lead.

Sometimes the most profitable decision is the one that looks like a setback from the outside:
→ saying no to the “safe” path
→ taking the uncomfortable turn
→ betting on the work that actually feels like you

Because comfort doesn’t build legends.

Commitment does.

If you’re in a season where you’re being pulled to level up, but it’s scary…
Good.

That usually means you’re close.

What’s one “safe yes” you need to turn into a “hard no” this year?

The median American has just $8,000 in the bank.

Not $80,000.

Eight.

And this is why “the economy is fine” and “people are struggling” can both be true at the same time.

Because the average balance is way higher (it’s pulled up by high earners)… but the median is the reality for most households.

Now zoom out:

→ A meaningful chunk of Americans have zero emergency savings
→ Less than half can cover 3 months of expenses with savings
→ One surprise expense turns into credit cards missed payments

Here’s why I care about this as someone watching Commercial Real Estate:

When households are thin, rent collections become fragile.

Spending shifts fast. Tenants trade down. Delinquencies creep. Turnover rises.

So the CRE winners in 2026 won’t be the “sexiest” deals.

They’ll be the deals tied to durable demand:

→ workforce / attainable housing
→ necessity-based retail
→ medical / essential services
→ anything that people keep paying for even when life gets tight

If you’re underwriting deals right now, this is a reminder:

Don’t just underwrite the property.

Underwrite the consumer.

Curious what you’re seeing: are tenants getting tighter… or holding steady in your market?

$1,000,000,000,000 is sitting on the sidelines… 

watching Commercial Real Estate.

And most people are missing what that means.

The CRE narrative has been:

“Office is dead.”
“Rates killed deals.”
“Nothing pencils.”

Reality is more nuanced.

Here’s what I’m seeing heading into 2026:

1) CRE is splitting into winners and losers faster than ever
Not “CRE” vs “no CRE.”

It’s good deals vs bad sponsors + bad basis.

2) Capital is still available… but it’s pickier

The bar is higher:
→ cleaner rent rolls
→ real demand drivers
→ stronger operators
→ realistic exit assumptions

3) Distress isn’t everywhere — it’s concentrated

Some owners need liquidity.
Some need time.
Some need a partner.

That creates opportunity… if you can move fast and underwrite clean.

4) The “boring” stuff is winning

Every cycle rewards durability:
→ essential services
→ sticky tenants
→ functional layouts
→ demand you can actually explain in one sentence

The next 12–24 months will create more wealth in CRE than the last 3 years…

…but only for the people who stop chasing headlines and start tracking fundamentals.

If you’re in the trenches right now — what are you seeing?

Where do you think the best opportunities show up first in 2026?

You can work 70 hours a week…

And still fall behind someone who owns cash-flowing assets.

For years, I believed hustle was the answer:

→ Wake up earlier
→ Grind harder
→ Outwork everyone

But here’s the truth no one tells you:

Time-based income has a ceiling.
Asset-based income doesn’t.

I’ve shifted my entire focus from active hustle → to passive systems:

✅ Land that pays me every month through long-term leases
✅ Real estate that compounds in value while tenants pay down debt
✅ AI-driven outreach that brings in opportunities while I sleep

The goal isn’t to work harder.

It’s to build leverage.

Because if your income depends on you showing up every day…

You don’t own a business — you own a job.

Want real freedom?

Start buying back your time.

99% of entrepreneurs never make it past year 3.

Not because they aren’t smart.
But because they can’t take the silence.

→ The silence when no one clicks your offer. 
→ The silence when your big launch flops. 
→ The silence when you're building something great — and no one notices.

That silence? It kills more dreams than failure ever will.

Here’s the truth no one tells you: 

Your first 1,000 days are supposed to suck.

→ No revenue. 
→ No recognition. 
→ No validation.

Just relentless iteration. 
Just stubborn belief. Just proof of work stacking in silence.

Because real entrepreneurs don’t wait for signs they’re winning. 

They keep going until it’s undeniable.

The ones who break through? They all share this:

→ Proof of work. 
→ Clarity through consistency. 
→ A message that scales without them.

They build. They share. They outlast.

That’s how you go from overlooked to unavoidable.

Keep going.

Your breakthrough is waiting.

In 2026, AI will replace 80% of what most capital raisers do all day…

Not the relationship part.
The busywork part that kills momentum.

Most capital raising still looks like this:

-> A thousand tabs open.
-> A half-written follow-up email.
-> A spreadsheet nobody trusts.
-> A CRM that’s “mostly up to date.”

And a founder wondering why “warm” leads keep going cold.

That’s not a capital raising problem.
That’s a systems problem.

Here’s the shift happening right now:

The best operators are building AI-powered capital raising systems that run whether they’re “feeling motivated” or not.

Meaning:

AI becomes the machine.

You become the signal.

Here’s what that actually looks like in 2026:

→ Every inbound lead is instantly tagged, scored, and routed
→ Follow-ups go out based on behavior (opens, clicks, replies, site visits)
→ Investors automatically receive the right info at the right time (case studies, decks, webinars, FAQs)

→ Meetings are booked without you chasing anyone
→ Your pipeline stays clean without you touching it every day
→ Your updates get drafted for you, with your voice, from your deal data

And the biggest one:

You stop “raising capital.”
You start running an investor acquisition engine.

Because capital raising is not a personality contest.

It’s a throughput game.

The winners in 2026 won’t be the loudest on LinkedIn.

They’ll be the ones with:
→ the cleanest data
→ the fastest follow-up
→ the clearest narrative
→ and the strongest trust flywheel

AI doesn’t make you authentic.
It makes you consistent.

And consistency is what builds belief.

If you’re still doing capital raising manually in 2026…

you’re not behind on “tools.”

You’re behind on leverage.

What part of your capital raising process do you still do manually that you know should be automated?

$10M in CRE capital commitments came from just 16% of our investor database.

Most sponsors think more contacts = more capital.

Wrong.

The sponsors closing 8-figure raises aren't the ones with the biggest lists. 

They're the ones with the tightest systems.

After analyzing what actually moved investors from "interested" to "wired funds," here's what the data showed:

1. The drip campaign architecture

Your investors don't wake up ready to wire $100K. They need 7-12 touch points before they trust you with their money.

2. The CRM you actually use

I've seen sponsors with 500+ "investor relationships" in a spreadsheet they haven't opened in 6 months.

If you can't tell me which 20 investors to call for your next deal in under 60 seconds, your system is broken.

3. The content flywheel

-> One market update email becomes:
-> A LinkedIn post
-> A video for your investor portal
-> Content for 3 drip emails
-> Material for investor calls

Create once. Deploy everywhere.

The reality nobody talks about:

That 16% of their database? 

They received 3x more touchpoints than everyone else.

Not because we spammed them. Because we had a system that identified who was ready and kept them warm.

Trust compounds.
Systems compound. 
Relationships compound. 

Most sponsors are out here hunting. The best ones built farms.

What's your capital-raising system look like?

P.S. - If you're still manually tracking investor follow-ups in your notes app, we need to talk.

A kid starting college this month will spend $100,000+…

…training for a job that might not exist by the time they graduate.

That sounds dramatic.

But it’s already happening.

AI isn’t “coming.”
It’s here.

And it’s eating the middle of the workforce first:
→ entry-level analysts
→ basic marketing execution
→ customer support reps
→ paralegal/admin-heavy legal work
→ junior accountants/bookkeeping
→ simple coding / QA
→ recruiters doing manual sourcing

Not because those people aren’t smart.

Because those jobs are built on repeatable tasks.

And repeatable tasks get automated.

Here’s the uncomfortable truth:

College isn’t the problem.

Blindly picking a major without a leverage plan is.

If you’re 18 right now, the goal isn’t “get a degree.”
The goal is: build a stack that makes you hard to replace.

My simple rule for 2026:

Don’t become the person who does the task.
Become the person who owns the outcome.

That means:
→ learn how to use AI tools like a power user
→ build real-world proof (projects, offers, results)
→ practice communication + persuasion
→ learn basic business economics (how money moves)
→ get close to revenue (sales, partnerships, deal flow)
→ specialize in a domain AI can’t “understand” without you (industry context, relationships, judgment)

AI will replace skills.

It won’t replace agency.

It won’t replace a person who can:

see the problem → make a plan → execute → communicate → lead.

That’s the new degree.

What’s one job you think is getting automated faster than people realize?

23% of people quit their New Year’s goal this week.

And by the end of January, it’s closer to 48%.

So if you’re still in the fight right now…

You’re already ahead of most people.

Week 1 is where motivation dies.

Not because the goal was wrong.
Because the process wasn’t built.

Most people rely on a feeling.
Winners rely on a system.

A system looks like:

-> same time, same place, same trigger
-> smaller daily targets (so you can actually win)
-> a scoreboard (so progress is visible)
-> a reset plan for the days you fall off

Because falling off isn’t the problem.

Staying off is.

So yeah—congrats if you’re still here.

Now tighten the screws and stack another week.

Drop a comment with what you’re still committed to in 2026. I’ll reply to every one.

After driving over 100,000,000 impressions on LinkedIn 

Here's what every client wants to know:

Who you are.

Stop talking about returns.

I've watched 100s of sponsor pitches get ignored.

The ones that landed? 

They answered the questions LPs are actually asking:

"Can I trust you with my money for the next 5-7 years?"

Your 18% projected returns don't answer that.

Here's what does:

→ How you handled your worst deal 
→ Whether you return calls when things go sideways 
→ If you've ever taken less so your investors could take more 
→ What your previous investors say when you're not in the room

The best sponsors I know don't lead with their track record.

They lead with their values.

Because here's the truth most won't tell you:

LPs can find deals anywhere. 

They can find returns anywhere.

The sponsors crushing it right now are sharing:

-Stories about deals they walked away from 
-The mentor who shaped their investment philosophy 
-How they built their team and why culture matters 
-What they learned from their failures 

This isn't about being vulnerable for likes.
It's about being known.

What's the most important thing an LP should know about you that has nothing to do with your returns?

Drew Breneman

Protect & Grow Capital With Our Multifamily Investment Opportunities For Family Offices, Fund Managers, & High-Net-Worth Individuals

When I was 19, I bought my first property.

I didn’t realize it then, but that little duplex changed my life.

Now, almost 20 years later, I’ve sourced, capitalized, and closed on over $250 million of properties for my firm, Breneman Capital.

For the last 15 years, I’ve worked closely with investors — family offices, PE, Fund of Funds, RIAs, and individuals — to help them generate income and wealth through multifamily real estate.

The old real estate adage says, “You make your money when you buy in real estate.”

I agree with that — but I think it’s only 50% true.

The other 50% comes in the execution. And I’ve built Breneman Capital through that lens. 

Over the last 20 years, our realized investments have produced an average gross return of:

• 24% IRR
• 2.2x equity multiple
• 5.6-year hold period

In my opinion, our longest-standing investor relationships come down to 2 factors:

1) Our deals have performed well.
2) We focus on giving investors the best possible experience.

Real estate can be complex. But we like to keep our goals for our investors simple.

Strong returns.
Great experiences.
World-class communication.

If you’d like to set up an exploratory call, feel free to click the link in my Featured Section.

Founder & CEO

I started Breneman Capital in 2005 at age 19 to purchase my first rental properties and grow my own wealth. 

Today, we work with individual investors, Family Offices, PE, Fund of Funds, RIAs, etc., and allow them to invest alongside us in the best opportunities that we find (and have been for nearly 20 years).

Invest with us: https://www.breneman.com/invest

I have a buddy who owns over $1 billion in multifamily with investors. He has one piece of advice: 

Don't quit your day job. Your day job lets you take risks. Just work twice as hard.

He remembers the exact date he quit his job when he was 35: October 1st, 2012.

He told me he'd never been more motivated than that day. Woke up and didn't have to go to his job... All of a sudden, it was all on him. 

He emptied his bank accounts buying those first assets. Literally emptied them.

And then a couple years later...

He went back to a W-2. 

He was too exposed financially, so he had to take a job at a mortgage company.

After he went back to the W-2, he kept buying deals on the side. Eventually, he rolled 1,000 units he owned into his own company. He bought all those units while working as a full-time salaried employee. 

That's what he did for basically 20 years. Nights and weekends. Two jobs, sometimes three. But the whole time, he was building a track record and building relationships.

Then, all of a sudden, his portfolio hockey-sticked. 

When I asked him if there was a recipe to success, that's all he ever says:

Don't quit your day job. Just work twice as hard.

Founder at Breneman Capital. Multifamily Investments That Protect & Grow Capital.

In 2024, we canceled a deal we had under contract.

Here’s why:

During the physical inspection, we discovered a few structural issues:

1. Balconies were detaching from the building
2. Lack of structural support above doors and windows
3. Structural integrity issues with modifications made to the concrete

In one instance, I noticed the rebar appeared to have been cut through during a prior rehab. I brought it up to our architect and structural engineer, and they both saw it as a big red flag. (Pro tip: Make sure you have trusted advisors to run things by.)

I ended up sending a Loom video to the broker to walk him through the issues. As I talked, I pulled up the photos we had and pointed out the specific problems we had noticed.

If you’ve followed me for any time, you know I’m a huge proponent of being meticulous on physical inspections.

Don’t be in a rush. Walk every unit. Take pictures.

I never want to cancel a deal this far in — and I certainly don’t want to build a reputation as someone who does — but I’d much rather back out on a deal that would put our investors at risk than power through because I want to avoid an uncomfortable conversation. 

Have you ever backed out of a deal? If so, why?

I told my 8-year-old his first job should be as a cleaner.

"Why?" he asked me.

"Because it's hard." 

Before I started my first internet business selling video game items, I cleaned a bank and a school. It was boring and entirely unenjoyable, but it was manual labor that forced you to do something you didn't want to do — and do it right. 

So I think being a cleaner is a pretty good first job to get your kid into.

What would you say to your kid asking the same question?

You know how some things sound too good to be true?

That’s what we thought about this deal:

This was a two-building, 16-unit multifamily property we bought back in 2019.

The property is in the trendy Wicker Park/Bucktown neighborhood of Chicago.

When we bought it, it was half a block away from one of the hottest restaurants in Chicago. It’s right next to a Blue Line stop on the L. Right in the heart of everything. 

The location is so good, we called it “once-in-a-generation” on our website.

Deals in perfect locations like this don’t pop up often…

So when this one did, we moved on it immediately.

Since we bought the property, we’ve replaced all the:

- Furnaces.
- Appliances.
- Washer dryers.
- Air conditioners.

As we continue to update the 20+-year-old interiors, we’re able to continue raising rents.

It’s a legitimate trophy location, but that doesn’t mean it’s a walk in the (Wicker) park.

People still move out.
Things still break there. 
People still say the rent is too high.

Even if you find the best deal in the best location, a few things will still hold true:

1) Some things will still go wrong.
2) The work still needs to be done.
3) The execution is still the most important part of the deal.

𝗪𝗵𝗲𝗿𝗲’𝘀 𝘁𝗵𝗲 𝗯𝗲𝘀𝘁 𝗹𝗼𝗰𝗮𝘁𝗶𝗼𝗻 𝘆𝗼𝘂 𝗼𝘄𝗻 𝗮 𝗽𝗿𝗼𝗽𝗲𝗿𝘁𝘆? 


Disclaimer: This is not an offer to sell or a solicitation to buy securities. Past performance is no guarantee of future results, and investors may experience different results than those shown, including the loss of principal. You should not rely upon forward-looking statements as predictions of future events.

Paying your kids for chores teaches them the wrong lesson about money.

"Allowance teaches money management." 

Does it? 

Or does it teach them that money shows up on a schedule no matter what? 

"Chores for cash teaches work ethic." 

Does it? 

Or does it teach them to expect a paycheck for doing the dishes?

My beliefs: 

Chores are part of being in a family. 
Money is a tool that compounds.

They're two separate lessons.

So when it came to money, I decided to teach my oldest son about investing first. How a dollar today becomes two dollars tomorrow.

This was my approach, but I'm curious:

How do you handle this with your kids?

If you own property in a cold-weather state, you need to prepare for the worst.

Here are my 4 best tips for dealing with winter weather: 

1. Prepare your properties with space heaters. 

Nothing fancy — the small ones you get at Lowe’s or Home Depot work.

Put them in a building maintenance closet before the cold weather hits.

If your property is experiencing a heat outage, odds are others are, too.

That means HVAC companies are busy.

Your residents can get the space heaters from the common area closet and spread them throughout their apartment to keep the temperature up while they wait for a fix. 

2. Get ahead of the game. 

Tune your furnaces up.

Change filters and check/replace thermostats and thermostat batteries.

Fix problems before they need to be fixed.

3. Communicate with your residents.

Don't assume your tenants know what to do. 

Communicate: 

- What to do when they leave town.
- Why they need to leave faucets dripping.
- What temperature to set thermostats at.

The younger the renter, the more information they will need.

4. Set clear expectations.

Don’t rely on text messages for emergencies —set an emergency call line and make sure your residents know to contact it.

For more tips like this, subscribe to my YouTube channel here: https://lnkd.in/dSuFcNDY

"What do you wish you knew sooner, Drew?" 
 
Plenty. But here's 1 need-to-know lesson for RE investors: 
 
𝗠𝗮𝘁𝗰𝗵 𝘂𝗽 𝘆𝗼𝘂𝗿 𝗹𝗼𝗮𝗻 𝘄𝗶𝘁𝗵 𝘆𝗼𝘂𝗿 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗽𝗹𝗮𝗻.  
 
This goes for: 
 
• Prepayment-penalties  
AND 
• Fixed-rate term  
 
For example: 
 
If you're going to do a 3-year hold, don't get a 10-year fixed yield maintenance loan. 
 
(Sounds simple, but you'd be surprised how often people mess this up.) 
 
In 2020, I bought 3 deals, all from different developers who knew they were going to build and sell the properties. 
 
But they saddled the properties with 10-year fixed loans with yield maintenance prepayment.  
 
This meant 3 things: 
 
1) Paying off the loans would've cost them millions of $$$ in prepayment penalties... 
 
2) So they had limited their buyer pool... 
 
3) Making it a great opportunity for us to bid on the deal. 
 
Of those 3 deals, 2 were off-market. The owners sent them to us because they knew how tough of a sell they'd be with those loans. 
 
(BTW: The same lessons applies to fixed-rate terms.) 
 
This post is a little technical, but it's important to highlight a theme I've seen over and over again: 
 
𝗡𝗼𝘁 𝗲𝘃𝗲𝗿𝘆𝗼𝗻𝗲 𝗶𝗻 𝗿𝗲𝗮𝗹 𝗲𝘀𝘁𝗮𝘁𝗲 𝗶𝘀 𝗮𝗻 𝗲𝘅𝗽𝗲𝗿𝘁.  
 
- Don't assume no one makes mistakes. 
- Don't assume deals are priced properly. 
- Don't assume you can't get a good deal. 
 
Do your homework, trust your numbers, and be diligent in finding great deals. 
 
That's what works for us.  
 
-- 
 
If you're an accredited investor who:  
 
• Has capital for real estate investing but... 
• Doesn't have the time for the nitty gritty...  
 
Send me a message so we can set up a call.

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