.webp)
Building a Real Estate Machine: Lessons from Santini Lancioni
In the competitive world of real estate investing, staying ahead requires more than just finding good deals — it’s about building systems, staying disciplined, and constantly evolving. Santini Lancioni, a seasoned investor who started his journey with office supply sales and a basketball background, now oversees a robust real estate operation built on motivated seller leads, strategic acquisitions, and strong leadership. His story reveals not only how to grow a real estate business but how to build one that lasts.
From Sales Rep to Real Estate Entrepreneur
Santini Lancioni didn’t begin his career in real estate. His first job after college was with WB Mason, selling office supplies door-to-door. Earning just $40,000 a year initially, he quickly rose through the ranks, eventually becoming one of the top sales reps in the company, earning over $300,000 annually by his late 20s. His success came from relentless work ethic, a competitive spirit fueled by his background in basketball, and a commitment to relationship-building.
However, Santini recognized the limitations of relying solely on a paycheck, no matter how large. Seeking financial freedom, he bought his first triplex with an FHA loan. What began as a single investment soon evolved into a portfolio of over 130 rental units, supported by his own construction and property management teams.
Wholesaling as a Foundation
While Santini has explored fix-and-flip and buy-and-hold models, wholesaling has remained the backbone of his business. It ensures a consistent deal flow and allows flexibility in navigating a changing market. As interest rates rise and investor guidelines tighten, Santini and his team have leaned even more heavily into wholesaling to protect cash flow and stay nimble.
Despite a slowdown in motivated seller leads and increased marketing costs, he continues to adapt. He notes a shift in seller expectations, many still stuck in “la la land,” expecting prices no longer reflective of market conditions. This mismatch has become an uphill battle for investors across the board.
Santini also mentioned that although they are spending more on marketing, they’re seeing fewer results, which could be an internal issue or part of a broader market trend. Several peers in his network have echoed similar experiences.
Creative Exit Strategies That Drive Profit
One of the most valuable lessons from Santini’s journey is the importance of having multiple exit strategies. While a cash offer may be the default, it isn’t always the most profitable—or even possible—option.
Santini’s team uses:
- Subject-To deals for properties with no equity but solid interest rates.
- Novation agreements to enhance properties and sell them on the retail market.
- Lease purchase options when dealing with occupied properties.
- Seller financing to structure favorable long-term deals.
These strategies allow him to convert leads other investors might walk away from, often yielding greater returns than traditional wholesaling. His team uses a decision-making matrix to determine the right offer based on seller motivation, property condition, and market fit.
Eric Brewer played a significant role in Santini’s Novation strategy success. Learning directly from Brewer’s courses helped Santini unlock high-margin deals that conventional wholesalers would pass up. Brewer remains one of Santini’s key leadership influences.
Lease Purchase Options for Tenant-Occupied Properties
One strategy Santini highlighted was the lease purchase option—a smart way to handle tenant-occupied properties that investors might otherwise avoid. Instead of paying tenants to leave or inheriting occupancy problems, Santini structures agreements where he pays monthly until the tenant leaves. Once the property is vacant, he completes renovations and executes a pre-agreed purchase.
This allows him to lock in deals without jamming up cash reserves and still realize profits after repairs and resales.
Case Study: Turning No-Equity Deals Into Profits
Santini shared a powerful example of converting a seller finance deal into a win. The seller had three properties—two attractive and one in a tough neighborhood. By offering seller financing on the least desirable one, he secured all three. That “bad deal” turned into the most profitable of the lot, thanks to favorable terms like eight years of zero-interest payments.
This level of creativity comes from experience, yes, but also from listening. “The sellers will tell you what their problem is,” Santini says. “You just need to be smart enough to solve it in a way that works for both of you.”
Another strategy Santini mentioned involves wrapping the mortgage or terms on seller-financed properties. This allows him to generate monthly cash flow and eventually exit the deal with a balloon payoff—maximizing both flexibility and profit.
How to Build a Rockstar Team
Behind every great operator is a great team, and Santini credits much of his business’s scalability to his COO, Jesse. Originally brought on through a personal connection, Jesse quickly proved indispensable. From organizing accounting to building systems, he showed initiative and discipline from day one.
What set Jesse apart wasn’t just skill—it was drive. Santini emphasizes the value of recognizing potential and nurturing it. They built their systems 90 days at a time, improving steadily through mentorship, external support from consultants like Sharper Business Solutions, and peer groups like Collective Genius.
Santini and Jesse now hold weekly accountability meetings, challenge each other’s leadership, and are constantly learning. These tough, honest conversations have become a cornerstone of their mutual development and the company’s growth.
The Power of Community and Education
With a growing online presence and a reputation for authenticity, Santini began hosting workshops and networking events in his market. What started as free meetups sponsored by local lenders quickly turned into sold-out workshops packed with aspiring investors.
These events serve a dual purpose:
- They help educate and empower local investors.
- They create an ecosystem of buyers, lenders, and contractors that Santini’s team can collaborate with.
Santini envisions building a full-fledged market ecosystem—helping investors with everything from financing to refi contacts—so they can succeed faster. This also deepens community ties and makes deal flow more sustainable.
In many cases, those who attend the workshops bring deals back to his company, adding to revenue while strengthening relationships.
Leveraging Social Media for Deal Flow
Santini admits he was slow to embrace social media. But after attending Collective Genius and realizing that top-tier investors all had media teams and consistent content, he shifted gears.
Now, he uses platforms like Facebook and Instagram to build credibility, attract motivated seller leads, and grow his personal brand. He stresses that you don’t need a massive following—just consistency and value-driven content that speaks to the right people.
Leading From Within
Santini’s biggest leadership takeaway? It starts with you. As he puts it: “Make sure that you have good habits, that you have a vision in place, and that you put yourself around the right people.”
He recommends books like Rocket Fuel, which he and Jesse revisit frequently. Continuous improvement is part of the culture—whether it’s refining KPIs, tweaking sales processes, or deepening leadership skills.
Surrounding yourself with the right people is a recurring theme in Santini’s story. Being around top operators—through mastermind groups, mentors, and even friends—forces you to elevate. “You become who you hang around with,” he says.
Key Takeaways from Santini Lancioni’s Real Estate Strategy
- Wholesaling Drives the Engine
Wholesaling provides consistent deal flow and is the financial foundation for Santini’s larger real estate business, allowing him to pivot with the market. - Creative Exit Strategies Increase Profit Potential
Santini leverages multiple exit strategies — including subject-to, novations, lease purchase options, seller financing, and wrapping notes — to maximize lead conversion and profits in various market conditions. - Seller Psychology is Shifting
Many sellers are still anchored to outdated property values (“la la land”). This makes direct cash offers harder, so creative solutions are essential. - Lead Flow Challenges Require Adaptation
Despite increased marketing spend, Santini noted a dip in motivated seller leads, possibly due to a market-wide trend. Strategic reassessment is ongoing. - Eric Brewer’s Novation Strategy Was a Game Changer
Learning directly from Brewer helped Santini convert previously unworkable deals into high-profit transactions. - Lease Purchase Options Are a Smart Workaround
For tenant-occupied or distressed properties, lease-purchase agreements allow Santini to secure deals now while deferring renovations and full acquisition until later. - No-Equity Deals Can Be Goldmines
One example included seller financing on an unwanted third property that turned out to be the most profitable deal in the bundle, showing the power of smart structuring. - Building a Rockstar Team is Non-Negotiable
Santini’s COO Jesse started from the ground up and grew into a leadership role, thanks to initiative, discipline, and continuous learning. - Weekly Accountability and Tough Conversations Drive Leadership Growth
Santini and Jesse hold weekly check-ins to challenge each other and maintain high performance. Leadership is treated as a learnable, evolving skill. - Peer Groups and Consultants Help Raise the Bar
Working with Collective Genius and Sharper Business Solutions helped the team systematize operations and improve KPIs, processes, and team culture. - Workshops Build Community and Pipeline
Hosting local events creates a feedback loop — educating others, supporting the market, and ultimately generating new leads and deals. - Creating a Local Investor Ecosystem
Santini aims to build a plug-and-play ecosystem in his market, connecting new investors with lenders, contractors, and tools to accelerate success. - Social Media is Essential for Visibility
Though initially reluctant, Santini embraced platforms like Instagram and Facebook to build brand authority, attract motivated seller leads, and support deal flow. - You Become Who You Surround Yourself With
Associating with high-performing leaders and investors inspires growth. The people around you shape your habits, mindset, and standards. - Self-Leadership is the Foundation of Business Leadership
Santini stresses that leadership starts with vision, discipline, and habits. Without personal accountability, business systems will fail. - Favorite Book: Rocket Fuel
A foundational read that Santini revisits often — especially valuable for understanding how to balance visionary and integrator roles within a business.
Ready to Elevate Your Real Estate Game?
Whether you’re just starting out or looking to scale, the path to long-term success lies in creativity, discipline, and team building. Follow Santini Lancioni’s lead—build your team, adopt multiple exit strategies, and learn how to attract motivated seller leads that power your growth.
Don’t leave money on the table.
Start building your business smarter today.
Want to connect with Santini?
Reach out on Facebook or Instagram under the name Santini Lancioni. You can also learn more or register for an upcoming workshop at hofrealestate.net.
