Grant Baldwin:
Hey there, friends! Grant Baldwin here welcoming you back to The Speaker Lab Podcast. It’s great to have you joining us today. I’m thrilled to be chatting with my buddy Dave Allred, a highly successful speaker, entrepreneur, and investor who’s taken a unique path in the world of speaking. I’m really looking forward to delving into that with him today. Dave, how’s it going, my man? How are you, Grant?
Dave Allred:
Thanks for having me, Grant. I’m truly honored to be here. Let’s dive in.
Grant Baldwin:
Absolutely. So, first off, could you give us a bit of context about yourself? What’s your work about, and how does speaking fit into the bigger picture for you?
Who are you, and where does speaking fit into your career?
Dave Allred:
Sure thing. I hail from a small town in Utah, raised in a blue-collar, low-income household. While in college, I was recruited for door-to-door home security system sales. I anticipated the challenge, but it proved to be one of the toughest experiences of my life. I spent four challenging months in Chicago, failed miserably, yet managed to earn $31,000. That sum was life-changing for me, surpassing anything my parents had ever earned. As a college student, it was monumental.
Returning the following year as a sales manager, I made $156,000, followed by a regional manager role, steadily increasing my income. This marked the beginning of a 15-year leadership career, overseeing 121 sales teams across 41 states. The company saw two IPOs with Blackstone and Goldman Sachs.
Witnessing this growth was incredibly rewarding. Simultaneously, I was driven by a passion for attaining greater personal freedom. Recognizing freedom as a core motivator, I actively invested my earned income into real estate for passive income, capitalizing on the associated tax benefits.
Starting at 22, I bought my first rental properties, falling in love with the pursuit of passive income and tax advantages inherent in real estate. At 30, I set a goal: 40 rental properties by age 40, my 40×40 mantra. It became my driving force, reflected in my passwords and phone screensaver. I committed myself to crafting a life of quality and financial freedom for my family.
Surpassing that goal at 36, I expanded it to 1,000 rental properties by 40, achieving it upon retirement from leadership roles. Subsequently, I co-launched Axia Partners, a national real estate investment firm.
Our focus lies in recession-resilient commercial real estate—self-storage, multifamily, and industrial warehouses. It’s been immensely gratifying involving around 400 friends and family in commercial real estate, offering them tax advantages and passive income. This journey has been incredible. And, go on.
Grant Baldwin:
That’s amazing, Dave. I’m not sure if we’ve talked about it before, but many years back, I also started off selling home security systems, probably a similar time to your experience. My father-in-law had a similar business in another state. So, I thought, if he could do it, I could too. Did that for a while before transitioning into speaking. It was a grind, hustling door-to-door, engaging with people, chasing leads—definitely a learning experience, but not something I miss!
Dave Allred:
Grant, I had no idea you did that. That’s incredible, man. We’ve definitely walked similar paths, I’d say. Selling home security systems isn’t exactly a joy ride. There’s a laundry list of things to dislike about it, to be honest. But what it does provide, what I’ve found, is a wealth of life lessons. You pick up essential life skills and soft skills that are invaluable. For instance, I aim for all my kids to experience at least one season of door-to-door sales. It teaches them so much about handling rejection, embracing challenging tasks, understanding psychology, communicating effectively, discipline, time management, leadership, and salesmanship – skills that hold immense value in today’s economy.
Grant Baldwin:
Absolutely. So, let’s dive into your journey from there into real estate. The 40×40 goal you set is fascinating. There’s a lot to unpack there, particularly in how you accomplished it earlier than planned. At what point did you venture into Axia—I’m an investor there, full disclosure—and then how did speaking become part of your professional landscape?
When did you venture into professional speaking?
Dave Allred:
When I transitioned from door-to-door sales in 2017 to real estate, I realized my passion lay not only in real estate but also in the interpersonal aspect of leadership. I thrived on creating direct value for people and developing their leadership capacities. I began consulting for small to medium high-growth companies, working with four to six CEOs at a time. It was fulfilling to help them reach their next level. However, I felt I was trading time for time and not maximizing my potential. That’s when I pivoted towards public speaking, aiming to deliver value to thousands simultaneously rather than one-on-one.
I did miss the personal touch, the face-to-face conversations, identifying their business blind spots, and strategizing for improvement. Yet, the idea of speaking publicly intrigued me. Secondly, my life philosophy revolves around doing things that scare me. It’s been a constant throughout my life—whether it’s scaling Mount Everest, running with the bulls, or even skydiving. If it scares you, it’s worth doing. Surprisingly, there are only three things that still scare me at this point, Grant. First, public speaking, especially stand-up comedy, which I believe embodies the purest form of communication.
Funny story—I recently hired a stand-up comedy coach for a two-hour, in-person training session. That’s how serious I am about conquering this fear. Secondly, open water swimming terrifies me. Despite participating in Iron Mans and endurance events, my buoyancy in water is nonexistent—I sink like a rock. Lastly, having three incredible daughters, the thought of them dating absolutely terrifies me. Still trying to navigate that territory.
Grant Baldwin:
If you crack the code on that last one, please clue me in. I’ve got three girls myself. Alright, so facing your fear of speaking, leaning into it. But even before that, you were doing coaching and consulting, realizing its effectiveness but seeking a way to impact beyond the one-on-one. There are numerous avenues to achieve that—podcasting, videos, speaking engagements, books, you name it. So why, amidst all those options, did you decide to integrate speaking, especially considering it’s something that terrifies you?
I understand the aspect of confronting fear, but there are various ways to build a career. So why specifically include speaking in your professional repertoire back then?
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What do you feel like the value is in doing something that scares you?
Dave Allred:
Yeah, for me, it’s about having a platform, a microphone to impact a large audience. Personally, one of my aspirations is to directly add value to at least 10 million individuals and assist 1000 people in achieving genuine financial freedom through passive income. Having a broader stage and a microphone allows me to touch and influence many more lives. That’s the primary key. Secondly, with Axia Partners, I’m passionate about discussing financial literacy and the essence of being a professional investor—how to approach investment allocations and the guiding principles behind investment decisions. It might sound a bit cliché, but I’ve found that the more I contribute value to others, the more it comes back around. My all-time favorite quote by Zig Ziglar encapsulates it perfectly: “You can have everything in life you want if you will just help enough other people get what they want.”
I’ve learned that creating substantial value not only brings personal fulfillment but often returns two to threefold. Thirdly, within Axia Partners, we continually seek capital for our numerous projects. Speaking allows me to spread awareness and engage potential investors who might find Axia Partners an enticing investment opportunity. Rather than merely making a call, sending a text, or posting online, being onstage in real-time enables me to deliver real value and extend an invitation to explore investment possibilities with us. Personally, I’ve set a goal never to chase capital but to attract it. There’s a significant difference between just pitching and creating genuine value before inviting further engagement. In today’s economy, I believe the days of solely pitching without creating value are behind us.
The new approach is centered around providing immense value and then presenting the opportunity. That’s how speaking has worked well for me—maximizing audience value first, followed by an opportunity to explore further without the high-pressure sales tactics or infomercial vibes.
Grant Baldwin:
What’s fascinating about your approach is that many listeners in the Speaker Lab community might follow a conventional model of speaking—where they speak, get paid, and it concludes there. Nothing wrong with that; it’s incredibly effective. However, your example showcases a primary focus on building awareness for Axia while simultaneously nurturing relationships and trust. Establishing trust in an in-person speaking setting is far more effective than someone reading a blog post or an email. Have you found that to be the main benefit of speaking—building trust and generating leads?
What kind of benefits do you get from speaking?
Dave Allred:
Yes, the paid speaking income is enjoyable and rewarding, but to your point, it’s more about community creation, fostering connections, and, again, providing genuine value. If you genuinely add value to people’s lives, they tend to reciprocate. So, while “lead generation” accurately captures it, I prefer to term it as community building. It’s about nurturing a community of like-minded individuals. Additionally, speaking to a room filled with thousands allows you to attract your tribe—the people truly resonating with your message. You get to find your people without spending excessive time sifting through individuals on an individual level.
Grant Baldwin:
Returning a few steps, it seems you aligned your speaking with fundraising efforts for Axia, recognizing the potential synergy there. However, pinpointing the right gigs that match your message and the right audience that aligns with potential investors isn’t always straightforward. How did you navigate this, determining where you could provide the best value and connect with the right potential investors for your real estate projects?
What kind of offerings do you share on stage to make it worth the time?
Dave Allred:
That’s an interesting question. I might approach this a bit differently from most. For me, I haven’t actively pursued paid engagements; it’s been quite organic. I often speak at events, and then through social media, either my posts or attendees’ takeaways shared online, there’s a growing awareness of my willingness and passion for speaking on specific topics.
So, naturally, I receive traction and inquiries for speaking opportunities. I haven’t invested in ads or made deliberate efforts to source more gigs. The only intentional step I’ve taken is launching a website—daveallred.com—with a speaking tab where people can apply to have me speak at their events. I believe social media is a potent tool; it’s often underestimated. It’s a free resource. My advice to those aiming to increase their speaking engagements would be consistent, quality content across all social media platforms.
For me, this has been key in securing larger paid engagements. What I’ve noticed is that by regularly posting relatable and high-quality content, you stay top of mind. So when companies seek a speaker on topics I’m known for—like passive income, real estate, lifestyle design, tax-deductible investing, and even balancing family and work life—they think of me due to the content I’ve shared.
Grant Baldwin:
Do you think posting on social media helps create a sense of social proof among your followers? I’ve seen your posts before and wondered if that kind of content triggers a thought process for people looking for a speaker or making recommendations.
Do you think social media is a great way to build social proof?
Dave Allred:
Absolutely. I believe if you consistently post content that resonates, it keeps you top of mind. When a company or event requires a speaker on topics I’m known for, my consistent content makes them think of me. It’s about maintaining that presence and ensuring that when they need a speaker, they associate it with what I’ve been posting about.
The content has to be consistent and relevant, creating that top-of-mind awareness. For instance, CEOs looking for speakers for their teams might recall my posts on these topics. It’s about staying connected with your audience. For me, that’s been crucial.
Additionally, I’ve found speaking engagements through mastermind groups. I’m currently part of seven, which is quite a change from zero two years ago. I often present at these groups, which are attended by CEOs and business leaders. Speaking there allows me to showcase my topics of interest, leading to further speaking opportunities.
Grant Baldwin:
Given that you receive plenty of invites, how do you decide which speaking engagements to accept? What criteria do you use to determine if a gig aligns with your goals? Because speakers often have unique criteria based on their objectives.
Dave Allred:
Grant, that’s a really insightful question. I’m very deliberate about where I invest my time and energy these days. It’s not just about where I speak, but it extends to my friends, business partners, and investors. For me, it’s all about relationships. If I can’t genuinely connect and enjoy a relationship, I’m unlikely to engage—unless there’s a significant financial incentive. But generally, my focus now is on doing business with friends; it’s relationship-driven, primarily.
When you invited me to join this podcast, it was an immediate yes. Why? Because we connected at the Front Row Dad’s event. I see strong parallels between our families, our mission statements, and our desire for impact. Saying yes to podcasts is common for me, but 90% of the time, I decline because it doesn’t align with what I value. So, first, it’s relationship-based. Second, I consider if it aids in growing our community—like-minded individuals where mutual value creation and shared objectives exist. And third, there’s the financial aspect.
If someone offers a substantial fee for speaking, say $25,000 or $50,000, it’s hard to turn that down. Those are my three filters.
Grant Baldwin:
That makes sense. Regarding the volume of events, how do you strike the right balance? You seem to have numerous opportunities but limited time, especially considering family commitments. How do you decide between doing five events or 50, considering your role in Axia and your personal brand, given that you’re not a full-time speaker?
You mentioned family is crucial to both of us. Being on stage is great, but nothing beats being with family. How do you determine the right amount of events considering this?
How do you know what gigs to say yes to?
Dave Allred:
Great question. Initially, when I started in this space a few years back, I said yes to every speaking opportunity because I felt inexperienced. I believe in diving in and learning by doing. After about a year and a half, I shifted focus to manage travel and family time.
Currently, I find speaking once a month strikes a healthy balance. It keeps me sharp without taking too much time from my family and businesses.
Grant Baldwin:
Understood. You also mentioned that besides the monetary aspect, building awareness for Axia and cultivating potential partnerships are valuable to you. How do you navigate these additional benefits during a presentation? It’s more than just a transaction; it’s about nurturing relationships and opportunities.
Could you walk us through how you initiate these conversations, paving the way for people to express interest or raise their hand for potential opportunities?
What does it look like for you to start conversations about the work you do?
Dave Allred:
It largely depends on the audience. If they’re specifically interested in Axio Partners’ offerings, I’ll be more direct, presenting the opportunity and value proposition, followed by clear next steps, which might involve sharing subscription documents or accessing our investor portal to get started. On the other hand, if the audience is seeking general insights about real estate or passive income, like the entrepreneurial classes I’ve addressed, it’s about imparting value without a sales pitch.
My strategy varies, but what I’ve found highly effective is inviting people to connect with me on social media. I’m easily found as Dave Allred across various platforms. Social media allows for personal and ongoing connections effortlessly. Sharing aspects of my life or business there keeps everyone in the loop without extra effort. Additionally, I’ve had success using QR codes in presentations. After delivering valuable content, I offer attendees the chance to learn more by scanning the QR code with their phones, which adds them to our communication channels and email lists for future updates.
Ultimately, it boils down to understanding the audience’s needs. When I step on stage, I repeatedly ask myself: “How can I deliver maximum value?” Framing my presentation around serving the audience has consistently yielded the best results. By focusing on their needs, the impact often circles back positively.
Expanding on that point, I used to worry a lot about how I was perceived on stage. Over time, I realized that most people are more concerned with themselves than judging me. It’s a mindset shift—I often remind my daughters about this concerning anxiety in high school: others’ opinions aren’t your concern. Understanding that people are primarily focused on themselves has boosted my confidence as a speaker. Shifting the focus to providing maximum value has been pivotal for me.
Grant Baldwin:
For those listening who are considering speaking for lead generation, how does speaking compare to your other efforts, like social media or other channels for attracting investors or prospects?
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What’s the ROI on speaking compared to other efforts of lead gen?
Dave Allred:
That’s an excellent question. I might not be the best to answer this because I’ve organically gathered around 400 investors—mostly friends, family, and my social network. I’ve never invested in paid ads or marketing campaigns, so intentional lead generation isn’t my forte. My approach has been word of mouth and nurturing relationships, rather than deliberate marketing strategies.
I’ll give you an honest answer—I don’t really have a benchmark to compare that to because my approach has always been organic and natural.
Grant Baldwin:
That’s understandable. Alright, let’s circle back to the Dave from several years ago, just starting in speaking and uncertain about the path ahead. What advice would you give to speakers in a similar spot, wondering if they have what it takes to pursue speaking as a career?
Do you have any other advice for people who want to start a speaking career?
Dave Allred:
Firstly, my advice would be to dive in headfirst—take every speaking opportunity, even if it’s unpaid and entails covering your expenses. Just go for it. Secondly, I believe in the power of proximity—surround yourself with great people. Connect with individuals like Grant, his team, his coaches, and study their methods. I love watching speakers like Ed Mylett, analyzing their techniques, dissecting their delivery, tonality, and body language. It’s almost a science, so study the best.
Thirdly, if it scares you, that might be the very reason you should do it. Public speaking is a common fear, yet confronting it can be transformative. Lastly, experiences are invaluable in today’s economy. Create memorable experiences for your audience—they’re more likely to remember and value your services. Whether it’s through live events, unique interactions, or personalized experiences, focus on creating a lasting impact.
Regarding finding out more about what I do, personally, you can find me at daveallred.com and across social media platforms. Axio Partners is also available at axiopartners.com and on social media. I’m always thrilled to connect with the community. Thanks for having me, Grant.
Grant Baldwin:
Thank you for sharing your insights, Dave. Appreciate your time!
