This chapter will definitely ruffle some feathers. I'm gonna chop up some very sacred ground in the area of operating rental property. Hang in there, though, until the end to see the BIG PICTURE and where you fit in. It's your choice.
Let's get started with a simple, but very challenging issue.
Just say the word out loud to yourself. Seriously, just do it. Just say “LANDLORD.”
My gut feeling tells me this word, “Landlord,” is totally negative. The word simply sounds bad. It sounds evil, doesn't it? Remember, Eddie Murphy on Saturday Night Live did a skit similar to Mister Rogers' Neighborhood with a slogan or catchphrase of “Kill My Landlord! Kill My Landlord!” There's just a huge number of totally negative, bad, and evil connotations associated with this word.
Another misconception that's almost impossible to shake is “Landlords have deep pockets.” It doesn't matter a hill of beans whether this “landlord” is an aggressive, honest, entrepreneur trying to do something good and positive in the neighborhood or town. This “Title” can touch some very sensitive, personal, issues. I know; it did with me too.
Here's where I screwed up big time. I took pride in identifying myself as the