Is now a good time to invest?
It's the first question everybody asks, and almost everybody answers it wrong. Ron Phillips tests real numbers, including properties bought at the top of the market in 2008 and what they did over the next 15 years.
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Three tests. Only two of them work.
Most people answer this question with prices and rates. Prices are high, rates aren't 3%, so wait. People have been waiting on that answer since 2021. Some of them since 2011. The problem isn't that they're wrong about prices. The problem is that the test they're using has never once told anybody to buy.
Test the market and you wait. Test the property and, if the numbers say yes, you move.
The questions Ron answers
What waiting has actually cost
The crash calls started years ago and get louder every year. Ron goes back through them, then runs the number on what a portfolio gave up by listening. It's a bigger number than most people expect, and it's the reason he stopped taking the question at face value.
The test that works, on a real property
Ron takes a property and runs it line by line. Rent in, mortgage out, taxes, insurance, management, vacancy, maintenance. Then he asks the only two questions that matter: does it cover itself today, and can you hold it if something breaks.
What a downturn does to a rental, and what it doesn't
If the market drops 10%, it matters. It doesn't matter nearly as much as people think, and it doesn't matter at all unless you sell and lock the loss in. Rent still shows up. Your tenant still pays down the loan. The tax treatment doesn't check Zillow. Ron walks through what carries a property down and back up.
2008, and the 15 years after
We examine buying at the top of the worst market in living memory and riding it all the way to the bottom. Hold. Ron runs that property forward 15 years and shows what the math says.
Illustrative example. Actual returns vary.
Depreciation and the calendar year
This is the one piece of the session that's actually time-sensitive. Depreciation starts the year a property is placed in service. If you want it on your 2026 return, the deal has to be moving now, not in November. Ron explains what that means, and what it doesn't.
Lineage is not a tax advisor. Talk to your CPA about your own situation.
Live Q&A
Then we open it up and answer your questions live.
No pitch, no upsell, and no property pushed at you at minute 25.
What this session is not
Ron Phillips, CEO of Lineage
Ron has spent more than 20 years buying rental property and helping other investors do the same. He has built six companies, one of which landed in the top 25% of the Inc. 5000. He is a national speaker and a best-selling author. He still owns rental property, which is why this session sounds like a conversation with a peer and not a seminar.
He spent those years as the connective tissue between the brokers, lenders, insurers, and property managers who each hold one piece of a deal. In 2024 he co-founded Lineage to put those pieces in one place.
The Lineage founding team has helped more than 6,000 investors complete over $1.5 billion in transactions (as of Q1 2026). Lineage is a new company. The experience behind it isn’t.
Save your seat
We’ll send your join link and a calendar invite. No spam, and you can opt out anytime.
At least two sessions a month
Lunch & Learn runs on Thursdays at 1pm ET / 10am PT, at least twice a month. Every session is 30 minutes, ends with live Q&A, and is free to attend.
This is session three. Session four dives into the complications around buying with retirement accounts?
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Common questions
Yes. Free to attend, free to watch later.
30 minutes, plus time for questions at the end.
No. Register and we’ll send the recording. Live is better if you want to ask Ron something directly.
It’s built for investors who already invest and are deciding whether rental property earns a place in the portfolio. If you’ve owned property for years, you’ll still get the math. You won’t get talked down to either way.
No catch. Lineage makes money one way, a flat $749 when you buy a property through us, and only when you close. This session is education. If you want to talk to someone afterward, you can. If not, watch and go.
Yes. We save time at the end for live Q&A.
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