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PM Collective - The ART of property management
The ART of property management with Ashleigh Goodchild is a leading platform supporting collaboration not competition through an online community and events throughout the year with one purpose: to create happier property managers. She creates connections for property managers looking to create momentum in their careers and personal life. Join Ashleigh and her guests as they discuss challenges, struggles, mental health, mindset and give advice to property managers and anyone in the industry. To get the support in your property management career, join our PM Collective Facebook and Instagram community.
PM Collective - The ART of property management
Important marketing lessons from a Top 0.5% OnlyFans Creator and a Property Management Expert
What if you could turn a mere $60 into a thriving business, complete with real estate investments and private education for your children? Sounds too good to be true, right? That's exactly what our guest, Lucy Banks, a full-time OnlyFans creator, managed to achieve in under four years. Lucy shares her remarkable journey and how her experiences in the OnlyFans arena parallel the world of real estate, offering valuable insights on how to succeed in either industry.
Throughout our conversation, we tackle the importance of taking risks, utilizing social media, and handling hate in a positive and productive manner. Lucy's knack for turning negativity into opportunity is inspiring, as she demonstrates innovative ways to respond to online trolling and criticism. She also reveals essential tips on finding your niche in today's social media landscape and how to stand out from the competition.
As we delve deeper into Lucy's story, we uncover creative strategies she employed to build a successful business on OnlyFans, showing the potential for creating additional income streams beyond the platform. From merchandise and affiliate marketing to Etsy offerings, Lucy's approach to leveraging her online presence is a game-changer. Join us in this fascinating conversation and discover how you too can elevate your professional life by embracing creativity, vulnerability, and determination.
PM COLLECTIVE - GUIDE AND SHAPE AN ENJOYABLE FUTURE
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Welcome to the PM Collective, a dynamic hub designed to empower business owners, property managers and BDMs to excel in their careers Through access to intimate conversations, cutting edge of video training, mental health support and unparalleled motivation. our community is the ultimate destination for individuals seeking to elevate their professional lives to new heights. So sit back, relax and enjoy our next conversation on our weekly podcast, the Art of Property Management. So the big announcement today is my special guest, who I am super excited to speak to.
Speaker 1:I have followed this lady on social media for a long time, a number of years now, and I want to showcase a lot of similarities between our businesses, and some of you that are listening are going to be like what the hell are you thinking? Like how the hell are the similarities? And stay with me, because there are so many and I know by the end that you are going to love it and you're going to take this into your own business, into your own personal branding, and really see the similarities. So it is my pleasure to introduce to Lucy. Lucy Banks is a would you call it an only fans person.
Speaker 2:I guess I go with most of the time. yeah, well create excellence.
Speaker 1:So, lucy, it's such a pleasure to see you. Thank you for jumping on today.
Speaker 2:Thank you so much for having me. I've been so excited to have this conversation with you.
Speaker 1:Now let's just start off by you telling everyone a little bit about you, what you do now, maybe what you do before, whatever you want to share, just so we can get a feel for the conversation.
Speaker 2:Sure, So I actually come from a corporate banking background. I started in banking when I was 17, probably way too young to be working in a bank. I did that for 10 years, got married, had a couple of kids you know, I guess a pretty normal life by most people's standards In 2019, I just decided I had enough. I was in a marriage that I resented. I just couldn't keep living another day the way that I did. So I left my husband, left my job, moved out with my two beautiful kids on my own and started this thing called only fans, And I didn't really know what I wanted to do. I just knew that I wanted to be around for my kids. I didn't want to put them in after school care, The parents that had separated, and I wanted to spend time with them. I thought I'll do this only fan thing for a couple of months clear some bills, get you know some money in the bank, and then I'll go and get you know a real job.
Speaker 2:But it's been almost four years now And I've done only fans full time. For maybe three of those years I've gone from being. When I left my husband, I just packed backpacks for the kids and I I think I had $60 to my name. I now I've bought four properties in the last 18 months. My kids are in private schools. We're all happy, We're all thriving And, yeah, it's been like a huge within the space of just under four years, Like the biggest transformation.
Speaker 1:It's amazing, and I think that and I'm going to keep on bringing this back to real estate for everyone just to understand that when a lot of people are starting in real estate, whether it's as a BDM or as a sales rep you too are quite often starting from scratch. You're starting sometimes with only $60 in your bank account. You need to work out how to make money in a industry that you may or may not have worked from, and that's exactly what we're going to be talking about today, is is how to do it and how to be a top performer in your field, which is exactly what Lucy is. So you, like I don't really understand it much, but I think you they say that you're in the one percenter- Yeah, Out of all the creators.
Speaker 2:There's a percentage system, So I'm currently in the top 0.5% of all creators Basically anyone within the top 2% are doing it full time.
Speaker 1:Yeah, And we do say full time and mean Monday to Friday, like not nine to five, but like 40 hour weeks or So when I say full time, i mean that I can.
Speaker 2:I can survive off this money. I don't have to have a day job, i don't have to, you know, have anything else. I'm making the same amount of money that I would if I wasn't a full time job. So that's what I mean when I say full time. So I think I mean again tying that back to to real estate. There's a huge your bounty of people on a huge scale. People who have been in the industry for, you know, six months and they're killing it. People who've been in the industry for years and they might not be, and everybody sort of moving between and only fans is very, very similar to that.
Speaker 2:I say it all the time you get into it, what you put out of it. If you're going to, you know, do a little drop and just see what happens after that, you're not going to be making the top money. You need to be hustling day in, day out. You need to be thinking of things that other people aren't doing. You need to watch what other people are doing and see how that works for them. It's not about, it's not about the product. So for me it's not about the videos I make or the content I put out there And similar to real estate. It's not about you know the house is just selling or renting. It's about you as a personal brand and how far you push yourself and how effectively you're able to market and hustle 100%, yeah, And I think that that's what it is about today is how to become that 1%er.
Speaker 1:And I think as well, like all businesses, follow the same core basics when it comes to marketing and branding. So so let's just get into my first question and my first statement we'll talk about. So what I find interesting is that only fans you I haven't personally, and I don't think they do they don't seem to advertise as a company or as a business Like you don't see them advertising. You only see the creators underneath them advertising. Is that right, Or have I just missed them Only?
Speaker 2:fans as a platform doesn't promote the creators. You have a login page and then you can see who you've subscribed to and that's it. It's not like social media where you can click onto the next girl or it'll come up suggested friends or you know there's groups where you can connect people. The interface is literally just a log on screen and then you only have access to who you've subscribed to. But the only reason you're going to know who to subscribe to is because you've seen them from your social media or media articles. Only. Fans, even on their own social media, won't promote adult creators. So every single subscriber that every single creator has, they've had to obtain from their own resources, essentially.
Speaker 1:Yeah, Okay. So that is something that I want people to remember that when they work for a franchise or even an independent company that don't rely on that corporate branding That's the relevance of you being as a human, marketing yourself is so important and not relying on the hierarchy or the factual company. So that's definitely my first tip for people to keep in mind Now being vulnerable and real and showing the real you and so your content. You have definitely some professional images. You have some raw stuff that you do I mean I don't like correct me if I'm wrong, because I do professional footage as well as raw. I actually get more interaction from the raw footage. How do you find your content?
Speaker 2:Yes, absolutely. So. I could put up photos that I've spent thousands of dollars on a photo shoot. They won't get as much interaction as a selfie I've taken in my bathroom, which is so funny, But I think across all aspects of life, people do like to see that. I think it's a great way to get to know people and to be able to feel more connected with people. I know that when I've met professionals, accountants, lawyers, whatever as soon as I drop an F bomb or a glass of wine, I'm like, yeah, I do, It makes me feel so much more connected with them. I'm like, oh my gosh, I love this person because they've shown a little bit of that raw side and it makes me feel more comfortable.
Speaker 1:Yeah, absolutely So. There's a quote that I'm I that I'll read, and it's from a lady called Chelsea Pikes, i think her name is. She's in America, she's a content creator and she says the real estate human whose videos can make a stranger feel like they already know them is who wins in 2023. And I fasted that everywhere because it's so true And even like with me and you, like I feel like I know you and that I've spoken to you before, when I have and I've only just spoken to you.
Speaker 2:But it makes you feel connected with people And I feel like people who have in both of our industries, who have that that polished look that you know everything's so professional, like in my industry, like girls, you know, with the perfect bodies and to have all the professional images that diamond doesn't. And it's the same as real estate agents, people who are like so professional and don't put a foot out of line, like there are a dime, a dozen.
Speaker 1:The videos that I see where agents have get them professionally done every month and they script them and it's like a market update. I just find myself passing through them like I find them boring and it's like I expectation I know what's going to be on it, but, yeah, the ones where you don't know what you're going to get because it's raw, yeah, and definitely the ones that I personally watch and I assume your clients will as well. I was in the shops the other yesterday actually, and the person that I saw probably be listening to this, because I said to him, jump up to my podcast and have a listen. And I was this guy rocked up to me and, for those that know Perth, i was at the Warwick shops, so, which is, you know, quite a bit of a distance away from my South Perth office, and I was in there and he just comes up to me and goes what is a South Perth property manager doing at Warwick Coles? And I just turned out. I was like I don't know who you are And he said I follow you on LinkedIn and you know it was.
Speaker 1:It was a very exciting. So, howard, if you were watching it, you made my day yesterday But and I felt like a little mini celebrity. Yeah, that's so exciting And it just goes to show. I think that's because of the raw like, because he sees me like in a raw light on social media. Yeah, you don't, you just feel like you know them anyway And it's good to know that. Your stuff as well, that the professional stuff, well, it's good to have. Don't make it your whole content or social media presence.
Speaker 2:Yes, absolutely. People like to have you. They're a dozen. All of those Like I feel like a lot of the real estate agents like in the pocket where I am like they all, they all look the same, they all. they went through a stage about six months ago. Someone put a dog on their signs and all of a sudden there was like five different agents in the area that all had their dogs on their signs, and the first one I was like oh wow, that's really cool. I noticed it. And then everybody else started doing it, doing things to stand out. While that did get my interest initially And I remember that lady's name because she did it first But everyone else who copied it afterwards I don't know who their friends are, because they just copied somebody else Do you ever have times where you might do something, where, like, let's say, you don't have makeup on or you're, and I've seen when you know you've been sick and you've also posted something.
Speaker 1:But do you ever have times of doubt? or should I put this up or should I not?
Speaker 2:Yes. So a lot of the times where I do have those thoughts, it's when I'm not in makeup or I'm sick or I'm not wearing something sexy. But then I've got that other. It's like the angel and devil on my shoulder, the other side of me that's like no. This is why I do have the success that I do I've been able to get over the last few years is because I get that feedback all the time. People are like I love how real you are, i love how natural you are. So while I'll put something up and I'm like, oh, i probably should have washed my hair, i know there's people watching that, being like, oh, like she hasn't washed their hair. But how cool. Because sometimes I don't wash my hair. I do have those doubts, but every single time I end up posting it. It works out well for me. I don't go back and delete things afterwards.
Speaker 1:No, and I think that's the thing that if you don't do that and if you don't put those raw videos up, all those ones where you're a little bit, oh, should I or shouldn't I, you're never going to know what the response is. And that response that you think you're going to get. you are just making assumptions, because I can guarantee you you are not going to get the response you thought that you would from that, So that you've got to try it and at least just see how it's reacted. And that would probably be something that I would hope that property managers, real estate agents, you know, take from this is that, yeah, stop making assumptions about how people are going to perceive you, because no one actually really gives a shit, to be honest with you washed your hair or don't have makeup on.
Speaker 2:Exactly, and the thing with social media is you never know what's going to take off as well. I filmed this TikTok in my car about three weeks ago. I was sitting in the car park waiting for my son to get out of school, so I was in. You know, just normal people clothes put a filter on, so I wasn't wearing any makeup, just seven second TikTok. I was like what am I going to caption this? And I just put up guess what, i'm the favorite mum at school or something.
Speaker 2:I just thought of it in two seconds, posted it, didn't think anything of it And it ended up giving I think it was at 1.6 million views And I did zero thought into it. I just did not expect that to take off. And then I had another one last week that someone was being mean to me and I replied to their comment with a video, which usually I don't do, but I just had so much hate that week I was like, oh, i'll say something back. See if it's that kind of settles everyone down a bit, and that got 2.6 million views of me sort of putting back at someone And one take. I just never thought all the ones again. I think you're going to do really well, they don't. And then these random ones that I almost don't post, not because I'm uncomfortable with the content, just because I'm like that was so lazy, like that's, i shouldn't post it. So I put no effort into it, And then they go viral.
Speaker 1:Yeah, I had one of those on TikTok And that was again. It was a stupid TikTok, It was not anything And it was just. I was at a property and my trainee goes to me, oh, actually, did you think that you can do this with the security door? And I was like, oh, let's just videotape it, That's cool. And that one got like 2 million views. I was like what the hell? Like that is just so random and stupid. Like I've got better videos on my stuff than that one.
Speaker 2:Yeah, All these ones you put the thought into they don't go anywhere. Then just random ones like that do take off. So I think that's really important for people to know. If they're not familiar with social media or they're still trying to find their faith is post everything, because you really don't know what's going to take off None of us do, Everyone who thinks they're social media expert. When it comes to something like TikTok, you can't predict it.
Speaker 1:No, no. So you probably managers, real estate agents try everything, put it all out there and then start fine tuning Okay, what's working, what's not and then maybe try and find your niche that way. Now let's go into that segue about hate. We both had it. I've had it as a real estate agent. I mentioned to you just before that on TikTok specifically, i get caught a parasite and taking advantage of the rental market And it's hard because my children see it. My children are like mum. Why people so mean to you.
Speaker 1:I'm okay with hate. I personally deal with it. Okay, i actually don't even read a lot of the comments, but I also take it as an opportunity to educate people as well. So I use it to my advantage and I actually have good content traction when I get it. So I just think you know what you guys are idiots, because you're actually making my. You know you're increasing my profile by arguing on my page or being like that, so I actually don't really care. But you, i know, do get hate as well, so, and I know you've had some recently. So how do you deal with that? Because I think you have used it to your advantage quite well.
Speaker 2:Yeah. So, as you said, the more, whether it's you know, positive or negative comments, the more engagement that your content can get, the more that that platform favors the content, So it's going to boost your algorithm. One of the ones I had recently that went viral was about 3000 comments of people saying I look like a man that you know I probably am one of the school dads, they're calling me you know. Just all these horrible things And I just couldn't do myself. I'm like, well, you know, like I'm not a man. Or people are like you know you're, you're disgusting, you have no self respect. And I'm like, well, you know, i do. Like you know, i don't even know these people and they don't even know me.
Speaker 2:And a lot of the time I'll play into it. Like I put one up, a TikTok up recently saying it was full of spelling mistakes on purpose, just saying people think I'm dumb, but I actually have $400 in the bank and a six pack in the fridge, so I'm you know, i'm winning in life or something. And then Rob was commenting being like oh my gosh, you think she's rich because she has $400. And again, like it just took off. And then, yeah, sometimes I put spelling mistakes and things on purpose And they'll be like, oh, you're so dumb. No one do you do, only fans. And it's really interesting because a lot of people they'll click on the bill like, oh, hang on a second, she's taking us over a ride. She's actually smarter than we think she is. And then the people will be like, no, she's not, and she'll fight back. And so it's really interesting watching it all unfold, as I'm sure you've experienced.
Speaker 2:But at the end of the day and you know, when people call you a parasite, i'm sure you can say well, no, i'm not. Like no one in my immediate circle thinks that. Like, why, why are we putting any value on strangers on TikTok? And I'm really big on the saying you know, hurt people, hurt people. I've never seen someone who's happy and successful spend time trolling on TikTok. So this plate, the negativity and the hate it all comes from a place of, you know, sadness really. So there's no, there's no value in it. It's not real when people are saying things like that.
Speaker 1:No, and it should never stop you from posting either, Like that's what I don't want people to do. You don't stop because of it.
Speaker 2:Yeah, it's really important to you know, take care of your mental health, like I know. if I've got on TikTok, i'll open the notifications, i'll look away and I'll close it. I do not read the comments. It's only if I need to reply to a video and I'm like, oh, it's very rare that I look at the comments Because I know it's going to put me in a bad mindset. I know it's going to. you know those doubts. So, because I do, those doubts do creep in when you start reading the comments.
Speaker 1:It comes down to educating. So, like I know, when you've had a media release and you know maybe they've made up something that you haven't said, then it's just about getting online to say, listen, I didn't, you know, i didn't say that. or you're making a comment about it's number one educating, and the other thing that I was going to say as well. there's actually also some really clever ways that you can can get. you know, get back to people but respond like you did with your funny TikTok with the spelling mistakes. One of my favourites that I've seen is when there was a coffee shop owner who put a big sign out the front of his cafe and said come try the worst coffee someone on Google has ever tasted in their whole life, and I thought that's so good Like of course that's like Yeah, there's another creator in my industry who used to get a lot of hate on TikTok as well people just calling her ugly and she would reply in really, really funny ways And she went viral.
Speaker 2:And now she's a single mum, like I am as well. She drives a BMW, she bought house and cash and her whole business was from replying from hate comments from TikTok. So how funny. When these people are trying to bring her down, she'll respond and be like I don't know what she said. She's like I can't believe you're calling me ugly. My grandpa subscribed to my only fans and he says I'm pretty or something like that, and she's just so funny And she's made an empire out of it. She's a multi-millionaire now. It's very cool. There's a really clever marketing things you can do with hate and troll comments And I really I find it very interesting to see what people do with it. It's very, yeah, very cool.
Speaker 1:Absolutely. So. Do not let your opinion or what you your, don't let what you think other people are going to say about your opinion stop you from having one. So, real estate agents, i always say that people engage you and pay you well because you have an opinion. Quite often And I know that me as a property manager I get paid to have an opinion where someone else might be doing the job for free. I get paid for it because that's what people are wanting. So it's it's really important. And don't don't worry about what everyone says. And even like with the perth market, like I've got an opinion of how long it's going to continue lasting, for someone else might have something different. It all it is an opinion, it's nothing more. I'm not saying it's a fact, i'm just saying it's an opinion and we're all allowed to have them. So don't shy away from having them online. I'm thinking outside.
Speaker 1:My last question for you is that thinking outside the square. So, a little bit like you know, you referred to the agent with the dog on the phone and then everyone sort of follows and does it And I try. I'm pretty good at thinking outside the square. I think I am anywhere. I try my best And, yes, sometimes people follow you and it just keeps on pushing you to the next thing And you think outside the square and you might have other ways that you're doing it, but the one that I've seen as sort of a consumer is your merchandise And so I think you created half Russians.
Speaker 2:Yes, yeah, and what else I've got car air fresheners, bottle openers, jumpers, t-shirts, hats, beanies So yeah, a few different things. And initially I started it because I tried to get a billboard. And I know there's been another OnlyFans girl who did manage to make it happen. But I tried to make it happen months before her and I was told no, you will never be able to be on a billboard. Maybe if you had a clothing label or something, we would approve it. And I was like, well, fine, i'm going to start a clothing label. So that's how it all started. And then I was able to take that merchandise to that sexbow when I went over East. And people do buy it not necessarily, i don't know, maybe not necessarily because I like the designs or anything, but they know what I stand for and what the merchandise kind of stands for then as well. So it's been really really good.
Speaker 2:So that's, i guess, sort of been an offshoot of me being an OnlyFans creator. I've also just started doing affiliate marketing as well. So there's an OnlyFans course that I've been involved with. So then I promote that to new creators and say, look, everything I've learned is through this course. And then they go sign up for the course and I get a kickback from that as well. So that's like another, i guess, income stream that I've done from OnlyFans. I also have information like reference documents that I've made and I sell on Etsy, like 50 captions for OnlyFans about your booty or something like that. So, even though OnlyFans is like my core business, i have, yeah, about three or four different like offshoots that run off that that bring me like a decent amount of income as well. Like all of those, i could really build to a point where I didn't have to do OnlyFans anymore, but that's what got me to that point.
Speaker 1:Yeah, absolutely. So I am the same. for me, like and people might think, ok, coffee manager, how can you have other income streams from being a coffee manager? And for me, there is definitely the affiliate marketing, which is something I'm able to do with my network. I have got the seven day. I'm about to launch the seven day investor course for people wanting to buy any of the properties from around Australia, so I'm doing that with another property manager over in Queensland, so that'll be another one. And then, obviously, i've got my PM collective and bits and pieces. So there is there's ways to do it.
Speaker 1:I would say that the reason why I've been able to do it as a property manager is because of my online presence and my network. So if you want to like and I think people always have to think of the future you've always got to think you know one step ahead. So, as a property manager, then you know if you want to just do your job, like you say, if you just want to do your job and that's it, one day you'll stop or one day you'll keep on going, that's fine. But I think always thinking about, well, what if? what if I don't work as a property manager, what are my other options? Or and it all comes down to your, i believe, your network. So the stronger I can keep my network, the more demand and options I will have available to me personally to be able to create and think outside the square. So and I mean, you're stuck. You couldn't do your affiliates, marketing and all your bits and pieces if you didn't have that core network online.
Speaker 2:Exactly. But I think and I think this goes for any industry Like, once you become a sort of an industry leader and you've got that, that reputation and the pool in an industry, your options for your other income sources are limitless. Like affiliate marketing brilliant, love it. I think that's really going to be the way of the future. Things like merchandise or like your podcast, like there's so many different options that you have And it all comes down to your personal brand and your networking. You're that strong and you you're a leader in the industry you're in. You can really do anything with it.
Speaker 1:Yeah, and then, as a result, you're gonna get more clients, i'm gonna get more clients And I would suggest that for those that are listening, if you can take away from this session I'm just looking at my notes, sorry again if you can take away from this podcast lesson the importance of that vulnerable brand that you're creating and just stop being so precious about what you look like and what other people are gonna think about you, cause it's actually not really even about you. Like, seriously, people just I can't stress enough people don't give a shit about the things that you think they do.
Speaker 2:I think it sounds a bit lame, but being yourself and having your personality is your superpower, because it's what connects you to other humans. All humans create a connection and this polished version that other people put up it alienates people, cause people do want that connection. So having your vulnerable side and that rawness and that your genuine personality, is something that should be leaned into on social media, not shied away from.
Speaker 1:Yeah, absolutely, it was an absolute pleasure. I'm so happy to have you on board for this podcast, so I do really, really appreciate your time And I really do hope that those people that have listened can take this away with them. I think it's despite what real estate agents wanna think there is such a close resemblance, with only fans and real estate agents. And yeah, there's-.
Speaker 2:Absolutely. That's so close. Thank you so much for having me. I've had such a good time. I appreciate now.
Speaker 1:What is your for those that do wanna go and check out Lucy's Instagram page? what's your Instagram page that people should go to?
Speaker 2:Yes, so you can check me out at. I'm Lucy Banks, which is more of my sexy work kind of stuff, or my personal side, which is life with Lucy Banks, which is a bit more about the business side and real life kind of things as well. So I'm happy to have a chat with anybody who wants to know more information or anything like that.
Speaker 1:Yeah, so, go over and actually just see what I'm talking about when I we've talked about these topics, you'll see exactly what I mean and you'll see why I really do enjoy following you with that, the business mindset. So thank you again. I appreciate being on, and anyone that wants to reach out to Lucy, you are welcome. I'll have her tags in the podcast notes as well. Thanks, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you, thank you.
