Makers & Movers: Principles of Increase
1. Introductory Insight
What is your name, and what is your side hustle or business?
My name is Aja McClanahan, and I have two “side-hustles”, so to speak. I produce personal finance content for media outlets, including my own personal blog, Principles of Increase, and social channels, as well as for other big-name sites.
Briefly describe your business or side hustle
My second hustle is real estate investing and consulting. My “claim to fame,” so to speak, was getting my first property for free, then another not too far away for under $15,000. Then, despite going through a nasty divorce where I left almost everything due to me after a 17-year marriage, I’m rebuilding and will likely close on a 5th (and potentially 6th) property within less than four years of being divorced.
I was a stay-at-home mom for many years. I didn’t put away anything for myself, and yet, walking away with nothing, I still bounced back in so many ways.
Currently, I’m trying to integrate these two hustles to show people what it’s like to grow a real estate portfolio & consulting business—even when you don’t have the best circumstances. This means that I will leverage my content creation and management skills to promote the real estate side of things. The whole idea is to market, “Hey, you can make money and build wealth with real estate, here’s how I do it!”
I want to build a community through storytelling, so that’s the latest iteration of what I’m up to.
2. Business Journey
What inspired you to start your business?
The real estate business came from my own desire to acquire, own, and manage properties. I became decent at it, which led me to start helping others. I’ve helped people find and buy properties even when they don’t have ideal circumstances. Then, we’ve come up with strategies to help them pay it off faster or get the most value out of it. These strategies might include house-hacking, using a portion of the property as a short-term rental, and so on.
3. Strategic Moves
What does a typical day look like for you?
My days are mostly project-driven, so each day is different. The main constant is waking up to start my day with prayer, meditation, and Bible reading. After that, it’s handling each task as they come up.
How do you manage and prioritize tasks?
I use Trello & Google Calendar for project management. Trello is easy and intuitive for me because I can create to-do lists based on a project, and everything integrates with Google Calendar, so I can see what’s due and when.
What tools or systems do you use to run your business?
Other tools I use include:
- Jasper- content creation tool based on ChatGPT tech
- Canva for graphic design
- Bluehost for web hosting
- Captions for YouTube clips
- Kit for my email list
- WaveApps for accounting
4. Financial Insights
What was your initial investment?
Content creation has only required an internet connection and a few monthly subscriptions.
However, real estate has taken much more. It’s hard to measure my initial investment because my first property was actually free, and my second was under $15K. Both were converted into Airbnbs, generating $2,500 to $3,500 per month. I’ve gone on to buy other rentals, and the consulting business has grown out of that.
5. Growth & Outreach
What marketing strategies have been most effective for you?
When I first launched my blog in 2014, I actually did great marketing on Facebook and Pinterest. Then, due to family issues, I actually had to pause my online business at its height from 2019 to around 2023.
What marketing channels have been most effective for your business?
I’d say that social media has worked best for me with paid ads. I once grew my email list to 5,000 subscribers with some pretty high ROI Facebook ad campaigns. Organic social media traffic hasn’t been very effective for me, so I’m going back to paid ads.
6. Challenges & Lessons Learned
What significant challenges have you encountered?
I’d say the main challenge is to keep going even when it seems like nothing is happening or working out. When I was blogging and publishing our financial/real estate content from 2014 to 2019, I felt like I wasn’t doing well, despite earning anywhere from $2,000 to $5,000 per month.
When I returned to content creation in 2023, I realized that a lot had changed, and I was actually onto something before. Some days, I’m disappointed that I had to take a break and start over, but I try to look at the bright side and be thankful that I have the chance to start again with a new, fresh perspective.
What lessons have you learned that you’d share with aspiring entrepreneurs?
The main lesson I learned was to keep going. As you move forward, the answers come. Just keep going, keep doing, and the clarity will come!
7. Future Plans
What are your short-term and long-term goals?
In the short term, I aim to maintain consistency in creating and promoting content, while also increasing visibility through paid ad campaigns.
Are there any new projects or expansions on the horizon?
I’d like to create a community around other people looking to reach financial independence through real estate investing —maybe with a focus on those who’ve been through significant setbacks like major illness, losing a job, high-conflict divorce, caretaking, or other traumatic events. Perhaps I’ll focus on those who need to understand that a bounce back in your second act of life can be one of the greatest gifts ever. I suppose I’m still defining my avatar and target audience, but those are some of my ideas so far.
8. Personal Insights
How do you balance work and personal life?
These days, I am really into taking rest. The more I rest, the more creative, inspired, and productive I become. I am very conscious of getting enough sleep and making space for things like eating and moving in a way that honors my body, which translates to how my mind functions.
What motivates you to keep going?
I’m motivated by the thought of just being better than the day before and inspiring others to do the same. It’s an intriguing challenge that keeps me going on to the next goal and inspires the next person. I want someone to say, “If she did it, so can I!” That’s really the ultimate motivation.
If you could have dinner with any entrepreneur, who would it be and why?
Dinner? Fortunately, I’ve actually gotten to rub elbows with people I really admire in the real estate space already, so I don’t have anyone else to add to the list for now.
9. Advice for Aspiring Entrepreneurs
What advice would you give to someone starting out?
I would say that you don’t have to have everything figured out. The most important thing is to get started and make moves towards your dream. As you do that, you will learn how to change, pivot, and arrive at a business model and strategy that works for you.
What do you wish you knew before starting your business?
Before starting my business, I wish I had known that social media would be such a double-edged sword. On one hand, I can promote my business, but on the other hand, it’s being used against me to take my focus and even my self-esteem. On social media, everyone looks like they are winning. Sometimes comparison can make you feel bad and discourage you from moving forward.
10. Fun Rapid-Fire Round
What’s your favorite productivity hack?
I enjoy locking myself away for a few days to tackle a bunch of tasks. It’s happened on a few occasions where I was without my car and I had to stay inside and work. I got so much done during that time! I think I’ll plan some mini-retreats for myself to help me do this even more!
If your business had a theme song, what would it be?
All I Do is Win!
What’s a fun fact about you that most people don’t know?
I played a number of woodwind instruments in high school: clarinet, bass clarinet, oboe, tenor saxophone, and baritone saxophone. Plus, I played piano and guitar for my church for a few years.
How can people follow your business?
Website: Principles of Increase
Jason Butler is the owner of My Money Chronicles, a website where he discusses personal finance, side hustles, travel, and more. Jason is from Atlanta, Georgia. He graduated from Savannah State University with his BA in Marketing. Jason has been featured in Forbes, Discover, and Investopedia.
