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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to a deep dive into BiggerPockets, one of the most recognized names in real estate investing and personal finance. In this expansive blog post, we’re breaking down Scott Trench’s approach as the President and CEO of BiggerPockets—exploring how he grew from a dedicated forum member to a leader influencing the strategies, culture, community, and marketing of an ever-growing brand.
Expect a detailed behind-the-scenes look at content strategy, audience engagement, marketing wins (and fails), authentic storytelling, data-driven decision making, and much more. Whether you’re a budding real estate investor, marketer, entrepreneur, or podcasting fan, you’ll find actionable insights and relatable stories about building trust and value in today’s digital community-driven world.
When Andrew (host of the NTM Growth Marketing Podcast) sat down with Scott Trench, he set the tone right away: mutual respect, community spirit, and shared admiration for someone who has built a brand that truly “gets” and serves its audience.
“What I appreciate so much about BiggerPockets and BP Money specifically is just how well you know your listeners and your community.” -Andrew Gottlieb
Scott isn’t a CEO who parachuted in from a random executive background. He started as a fan and active member of the BiggerPockets forums, listening to every podcast, learning the ropes, and sharing advice with other investors long before ever joining the team.
He internalized the BiggerPockets mission firsthand:
This background is a recurring theme throughout Scott’s leadership and speaks volumes about the authenticity and approachability of BiggerPockets as a brand.
What’s the real secret to knowing your audience? It’s not just surveys and data. It’s time. Scott dug into what makes him so intimately aware of the needs, pains, and aspirations of his community.
“The surveys are really hard to put together if you don’t know your audience first. I’ve met with literally a thousand people digitally or physically for probably an hour long chat over the last 8 years … and interacted with hundreds or thousands more.”
Most CEOs don’t have time for coffee chats with customers. Scott’s not most CEOs, and he doesn’t think that should be unique:
So what does Scott’s day-to-day look like at the helm of a growing business? Forget the stereotype of endless boardrooms and bureaucracy.
“Some weeks nothing will happen and I’ll be like, what am I doing with this free time? … But most of the time something will come up that I’ve got to deal with or react to.”
BiggerPockets’ marketing muscle is legendary in podcasting, publishing, and niche investing circles. But it isn’t just clever ads or growth hacks. The entire operation is built on deep, organic engagement and genuine value.
Their media and publishing arms are actually customer acquisition engines—drawing in new fans through informative content, which then filters audiences into deeper engagement and premium offerings.
The heart of BiggerPockets’ marketing isn’t the pitch; it’s the story.
“Hey, started… I weighed 400 pounds five years ago and was $25,000 in debt. Weighed myself on the Walmart scale, decided I’m going to lose weight and fix my credit score. Lost 220 pounds, got my credit score in good shape, and now I’m worth half a million dollars thanks to real estate. Thanks, BiggerPockets.”
Scott and the team are glued to the forums—not because they have to, but because nowhere else provides the authenticity and feedback loop that communities (not just audiences) deliver. The best stories, success cases, and questions spark new content ideas and drive constant improvement.
If you’ve tuned into the BiggerPockets Money Podcast, you know how downright engaging it is. There’s a method to the madness.
Every Monday—and often Fridays—follow a familiar path:
“You don’t get rich overnight, but your trajectory changes overnight… Once you have that framework in place, you can ask questions that probe out the details.”
Success stories are awesome, but the BiggerPockets audience devours practical, “boring” wins—a regular teacher fixing up one house per summer, a person slowly saving their way to financial freedom. These repeatable paths, not lottery-ticket windfalls, are what make people stick around and see themselves in the podcast guests.
Let’s walk through the customer journey—BiggerPockets style.
Bradley (and most real estate newbies) spends about a year—yes, a full year—consuming 500 hours of podcasts, videos, books, forum threads, and networking before ever pulling the trigger.
“He’s going to do some combination of those activities for a year until he feels confident… This is a skeptical person…”
BiggerPockets does not pressure these “lurkers.” The ecosystem is intentionally optimized for self-paced, free or low-cost immersion in learning.
“It’s a really good monetization approach because Bradley’s not paying for that… as long as we do a good job and maintain the trust of our… [customers].”
But what happens next? Big ticket spent. Nerves worn thin. Most investors go quiet for two to three years, saving up for the next deal.
Unlike most companies, BiggerPockets doesn’t fight for “retention at all costs” in this phase. They simply keep the education flowing and welcome people back as they’re ready for the next property.
BiggerPockets’ top-level strategy is built around three core priorities for the coming years:
A personalized platform where users like Bradley get custom recommendations:
Not just agents, but **lenders, property managers, insurance brokers, contractors—**matching the real-world needs and complexity of real estate investing.
One of the most striking parts of the BiggerPockets experience: it never feels like you’re being sold to. Instead, every offer or upgrade feels like a natural next step on your learning or investing journey.
Scott’s secret? Extreme respect for the customer’s timeline and skepticism.
“It starts with understanding your customer’s journey… what we’re going to do then is we’re going to create a world where he can do that for free. Or very low cost to his heart’s content.”
Everyone gets hundreds of hours of valuable free content, tools, and networking, regardless of whether they ever buy anything. When it is time to upgrade, the offer is a logical progression, not a pushy pitch.
“Success” doesn’t look the same for every member. Some buy expensive condos in a major city, some flip Midwest properties—but both approaches are legit, and both voices are amplified. This diversity of experience builds trust and encourages more participation.
“People are achieving success with exactly opposite strategies in many cases… there’s always value in a different way that’s coming in.”
In a world dominated by buzzwords (AI! Blockchain! TikTok! VR!), Scott and the team focus on marketing basics and solid analytics first.
“It’s really coming back to just marketing foundations that need to be set up and not trying to get too fancy with the next shiny object…”
Fun fact: The team is only now evolving their “persona” framework from a single Bradley, to broader segments like “Rookie Ron” and “Experienced Investor Sue,” layering funnel steps and products to fit the needs of each.
How many CEOs honestly share their biggest marketing failures? Scott didn’t hold back.
Sometimes, a book the team thought would be a home run simply flops. Zero traction, few sales.
Even great shows, beloved by their fans, sometimes don’t reach the listener threshold to be sustainable.
“We raised the price of our subscription product and didn’t do a good job adding value… had a big sale, lots of people signed up, definitely worked… And then sales went to a new lower level for about six months after that. That was quite painful for the business.”
Lesson: Over-promising and pumping urgency (“sign up now before prices go up!”) without new features leaves a sales hole and can erode trust.
Scott lives what he preaches: read widely and always be learning.
He aims for a book a week—50+ a year—because smart reading supercharges mental models and life skills.
“You read one relevant book to your goals per week… you’ll quickly have a large number of mental models to handle a lot of situations in life.”
The Outsiders: Eight Unconventional CEOs and Their Radically Rational Blueprint for Success
A go-to for Scott, showing how the best leaders focus relentlessly on what matters, using marketing as a core (but not isolated) part of business strategy.
Here’s what BiggerPockets, under Scott’s community-first guidance, can teach anyone about growing a passionate, loyal audience—whether you’re in real estate, SaaS, or another space entirely:
“It’s not my perspective that is important. It’s the fact that we have hundreds of different people coming through who all are achieving success or failures in some cases in different ways through real estate investing… And that makes the customer think over and over and over again. There’s always value in a different way that’s coming in and it challenges [them].”
If you found this post valuable or inspiring, check out Scott’s favorite reads, join the community, and remember: every expert was a beginner who didn’t give up.
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