From Poverty to Property Investor | Joseph Edgar’s Journey, Loca.us & Real Estate Hacks | Ep. 7

In this empowering episode of the Bricks and Banks Podcast, entrepreneur Joseph Edgar reveals how he went from growing up in poverty on a reservation to becoming a successful property investor and tech founder. He discusses the launch of Loca.us, his innovative app fueling local small businesses, and shares lessons from scaling his property-tech startup (TenantCloud) to a billion-dollar platform. Joseph offers insider strategies on real estate investing – including smart tax hacks to legally avoid capital gains – and emphasizes a customer-first philosophy as the key to sustainable business growth.
From doing business in war-torn Ukraine during the conflict to leading teams across continents, Joseph’s story is a masterclass in leadership, resilience, and vision. He candidly reflects on startup failures and wins, and explains why staying laser-focused on solving customer problems drives lasting success. You’ll also hear Joseph’s powerful advice for aspiring entrepreneurs – stop waiting for the “perfect moment” and just get started. Don’t miss this inspiring journey from humble beginnings to business triumphs!
Video Chapters:
• 0:00 Introduction – Meet Joseph Edgar, from humble roots to entrepreneur
• 1:21 Early Background – Growing up on an Oregon reservation; large family & survival hustle
• 2:10 Loca.us – Local Business Revolution – Joseph’s app empowering small businesses with local marketing
• 5:14 Loca.us Mission & Expansion – How Loca.us rewards local shoppers (cash, not points) and plans to scale beyond Austin
• 7:27 Growing Up Poor – How poverty and family of 13 instilled Joseph’s work ethic and ingenuity
• 10:46 First Property Deal at 17 – Convincing his parents and flipping a $10k house for $45k profit in 3 months
• 13:13 Real Estate Investing Niche – Raising low-ceiling houses and doubling their value; turning luck into opportunity
• 14:33 Family Business – Siblings following Joseph’s path; real estate becomes a family enterprise
• 15:06 Scaling TenantCloud (PropTech) – From $20M to $1B rent volume; helping DIY landlords collect rent online
• 16:56 PropTech Lessons – Evolving a simple rental tracker into a FinTech platform handling payments & maintenance
• 17:50 Government & Venture – Joseph’s stint managing state investment funds and how it shaped his view on business
• 19:59 Economic Insights – Housing shortage, high interest rates, and the trade-offs of an “inefficient” democracy
• 23:35 U.S. Budget Breakdown – The reality of cutting costs: social programs, interest payments, and tough choices
• 25:52 Real Estate Trends – Pocket listings and how big brokerages (Compass, Zillow, Redfin) are battling for market listings
• 33:17 Business in Ukraine – Joseph’s 10-year experience building companies in Ukraine and operating amid conflict
• 37:31 Investing in Ukraine – Advice for real estate investors in Ukraine: go there, meet people, find opportunities
• 43:28 Customer-First Leadership – Why happy customers (not just happy employees) drive sustainable growth and team alignment
• 48:35 Startup Failures & Wins – Joseph’s candid take on past business failures and a creative real estate win
• 49:20 Capital Gains Tax Hack – How selling a house at a loss yielded tax-free profit through higher interest lending
• 52:35 Real Estate Tax Trick – Using the primary-residence exemption: team up with roommates for $750k tax-free home sale profits
• 58:23 “Just Start” Advice – Joseph’s Costco parking lot analogy on not overthinking and seizing the moment in entrepreneurship
• 59:56 Conclusion & Outro – Final thoughts, where to follow Joseph, and closing remarks from the hosts
Connect with Joseph Edgar:
⭐ Loca – Local Business App: Loco.us (support your local shops!)
⭐ Twitter (X): @joe_Edgar_
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