Innovation in Indianapolis with Sterling White, Episode 15

October 10, 2017

As a child, he had other kids selling Kool-Aid for him, so it’s no surprise he became a real estate entrepreneur at a young age. Sterling White began working in construction on commercial projects before purchasing his first single family home at the age of 23 - with no money. Today, he thrives with an innovative model that attracts investors and Millennial renters in the urban cores of Indianapolis and Dayton. He is the co-founder of Holdfolio and holds an $8.8M real estate portfolio. Sterling often shares his knowledge through videos and posts on BiggerPockets and tells us more of those insights on today’s show. Listen Now!



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Key Market Insights

  • Sterling started as an entrepreneur selling Kool-Aid in elementary school

  • Started by partnering with a mentor who was a multifamily developer in Indianapolis who wanted to jump into Single Family homes

  • New legislation allowed everyday, non-accredited individuals to invest in real estate

  • Developed a unique passive investing model that combines elements of turnkey and syndication  

  • Acquires properties with their own capital, funds the renovations, leases units and then brings in investors

  • Indianapolis is very stable and less volatile than coastal markets

  • Growing MSA with employers like Eli Lilly, Simon Property Group, Anthem, Indy 500

  • Indy is more landlord-friendly than Chicago and benefits from the close proximity

  • Recently, purchased a value-add 46-unit in Indianapolis

  • Run numbers in worst case scenario, the move-out was more than anticipated

  • Loves the Midwest for stability and cash flow and has expanded to Louisville, Cincinnati and Dayton

  • Focused on urban core in Indianapolis and Dayton markets

  • Lots of boarded up houses and loitering is a big red flag when exploring neighborhoods

  • To learn a new market, Sterling would visit the area for a few weeks


Bull’s Eye Tips:

Winning Your Market:  Persistence and follow up
Market Changes: Networking and attending Local Meetups

Daily Habit: Writing and Reading Goals Daily


Best Business Books:

Eleven Rings by Phil Jackson


Digital Resources

Inbox by Google

Sterling’s Apartment Video Update 


Tweet This:

"Indy is stable and more landlord-friendly than nearby Chicago"


"Spend a few weeks in a new market you’re evaluating"


"Run numbers based on worse cast scenario and be conservative"


Places to Grab a Bite:

Dayton: Lucky’s Taproom -

Indy: Yats -


Connect with Sterling:





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