The David Greene Show

Episode 113: Why One Niche Isn’t Enough Anymore in Real Estate

Released: February 3, 2026
Guest: Josh Shriner (Real Estate Investor/Agent, Tulsa, OK)

Episode Overview

In this episode of The David Greene Show, David sits down with Josh Shriner, an Oklahoma-based realtor and real estate entrepreneur, to discuss why specializing in just one real estate niche is no longer sufficient in today’s market. Combining real talk with actionable insights, the conversation delves into market adaptability, diversification across flipping, rentals, and Airbnbs, the unique role of family and partnerships, and the importance of character in building long-lasting business success.

Key Discussion Points & Insights

1. Why "Niche Down" No Longer Works (00:33–04:16)

• David’s Perspective:
  David revisits the classic advice to pick a real estate niche and stick to it, arguing that in tighter, more challenging markets, flexibility and having multiple “tools in your chest” is critical for survival and long-term growth.

  "For years people were given the advice, 'pick a niche and stick with it.' ... But in today's market, if you can find a deal, the more tools you have...the better your odds of survival..." – David Greene (00:49)

• Josh’s Approach:
  Josh echoes this view with his own practice: flipping, handling rentals, Airbnbs, and being a realtor—pivoting with each deal as needed.

2. Family, Environment, and Real Estate Mindset (04:16–09:19)

• Life in Tulsa vs. the Bay Area:
  Both discuss how Oklahoma’s family-friendly culture and community-minded ethos foster both better family life and easier business dealings compared to Silicon Valley:

  "In Oklahoma, it's opposite. They treat you like a friend until you prove that you can't be trusted... It just makes business so much easier..." – David Greene (03:10)

• Integrating Family and Work:
  Josh shares how working alongside his wife (Kate), engaging in business together, and even involving their young daughter is both practical and fulfilling.

  "Now our daughter can get involved, or at least...she can go on the work site and see what mom and dad are doing. So it's all connected." – Josh Shriner (06:32)

3. Transitioning from W-2 to Self-Employment in Real Estate (09:19–14:01)

• Josh’s Journey:
  Inspired by an entrepreneurial father-in-law and the lower barrier to entry in Tulsa, Josh describes his leap from a traditional job to self-employment despite uncertainty.

• Advice for Others Considering the Switch:
  Josh encourages people, especially those dissatisfied with traditional work, to start slow—maybe tackling a flip or rental on the side before fully committing.

  "If you actually want to commit and go for it...you're gonna work a lot of random hours...just gotta put those extra hours in..." – Josh Shriner (13:36)

• On Working for Yourself:
  David and Josh agree: 1099 work often means more hours—but also more satisfaction and autonomy than the security of a W-2 position.

  "You feel less like a slave when you're doing it yourself." – David Greene (14:01) "My job is the most and the least flexible it's ever been..." – Josh Shriner (13:45)

4. The Downside of Specialization & Joy of Being a Generalist (14:01–22:36)

• Biological Suitability:
  David reflects on how humans seem hardwired for work that blends life, learning, and adaptation, referencing ranchers’ blended work/play lifestyles.

• Learning New Skills:
  Both argue that pigeonholing yourself into one job or specialty (e.g., only being a transaction coordinator) makes you vulnerable and less fulfilled:

  "There's all these scary things in the world that terrify us. Until we learn how to overcome them, then life feels better." – David Greene (16:44)

5. Real-World Diversification: Josh’s Current Projects (22:36–25:33)

• Balanced Investment Mix:
  Josh is currently juggling flips (to raise capital), long-term rentals, and Airbnbs—about 11–12 projects running simultaneously.

• Marriage/Team Dynamics:
  Kate (Josh’s wife) handles design/aesthetics while Josh leads acquisitions and contractor management—they’ve learned to complement each other's strengths over time.

• Operating on a Budget:
  Kate has honed the ability to create trendy, attractive designs within strict budget constraints, especially important in Tulsa’s $200–$275k price points.

6. Airbnb Success—Local Myths & Design Strategies (25:33–34:32)

• Tulsa’s Airbnb Market Reality:
  Contrary to “bad market” rumors, Josh’s Tulsa area Airbnbs stay consistently booked, albeit on slimmer margins than in years past.

• Secret Sauce—Design & Location:
  The key is making each property stand out:

  "If you make a really good design, you make the house feel cozy whenever they come in...you can have a profitable Airbnb." – Josh Shriner (27:44)

  • Actionable Tips: Use higher-end or vintage furniture, embrace “moody” or earth-tone colors, avoid “cookie-cutter” styles, and focus on walkable locations.

• Evolving Trends and Staying Ahead:
  Both David and Josh discuss how popular design elements cycle out quickly and the need to continually experiment and stand out.

  "It will always be a moving target because the person looking to book...is being inundated by all of these different things." – David Greene (32:15)

7. Flipping vs. Renting: Design Nuances (34:32–38:39)

• Flips vs. Short-term Rentals:
  • Flips and Airbnbs share design overlap, but short-term rentals allow for more daring, bold choices.
  • Pro-tip: Reserve creative tile/design for guest baths—buyers are more adventurous there than in the primary bath.

    "...they are more comfortable in the guest bath having a crazy, poppier, louder color, something more fun ... than they are like committing to buying one." – Josh Shriner (36:54)

8. Finding Deals: Relationships over Shortcuts (38:45–44:23)

• Off-Market vs. MLS:

  • Most of Josh’s deals come from a mix of his SEO-optimized website, direct contacts, wholesalers, and relationships—not the MLS.
  • Advice: Don’t “go cheap” on a real estate website; invest in real SEO expertise if you choose this route.

• Networking above Hacks:
  David stresses the value of genuine relationships—mentoring, reciprocal referrals, and simply being present—over “automated” shortcuts.

  "Being a human of good character is the best business model I've seen." – David Greene (41:46)

9. Character & Long-Term Relationships in Real Estate (44:23–47:37)

• Invest in People, Not Transactions:
  Josh describes how investing time and goodwill—even when there’s no immediate payoff—led to his best deals and partnerships later.

• Reputation is Everything:
  Both agree: In the short-term, “shady” operators may appear to win; long-term, trust and reliability dominate.

  "I get to work, you get to work. Instead of like, 'Oh, I have to go work.' It's like, we get to work." – Josh Shriner (19:39, quoting his father-in-law)

10. Final Advice — Just Do It, Even If You Stumble (47:37–48:48)

• Josh’s final wisdom:

  "On your first one...it's okay to lose money. That's my motto...because you already have another source of income...you just need to learn something." (47:37)

Notable Quotes & Memorable Moments

• On breaking the old “pick-a-niche” advice:

  "In today's market, ... the more tools you have in your tool chest to make that deal work, the better your odds of survival." – David Greene (00:49)

• On hustle and fulfillment:

  "My job is the most and the least flexible it's ever been because I can pick any of the 20 hours a day I want to work, but I am still working constantly." – Josh Shriner (13:45)

• On character in business:

  "If you care about someone and you give them attention and you care about what they're doing, you try to make them successful, it could actually benefit you...So I think that's a huge part of character." – Josh Shriner (44:23)

• On standing out in a crowded Airbnb market:

  "90% of our messages within the first hour of someone walking in is, 'Wow, this house is so much cuter than...the pictures.'" – Josh Shriner (27:44)

• On relationship capital:

  "The people that I see doing well... That is a relationship you built, investing in a human, caring about them, putting in work ahead of time, organically." – David Greene (41:46)

Timestamps for Key Segments

• 00:33–04:16 | Why focusing on one niche isn’t enough anymore
• 04:16–09:19 | Culture shock: Family, Oklahoma, and business mindset
• 09:19–14:01 | Quitting the W2 job and transitioning into real estate
• 14:01–22:36 | The dangers of overspecialization, value of generalist skills
• 22:36–25:33 | Josh’s current projects: balancing flips, rentals, Airbnbs
• 25:33–34:32 | Airbnb formula: design tips, local market analysis
• 34:32–38:39 | Design strategies for flips, rentals, Airbnbs
• 38:45–44:23 | How to actually find deals: relationships over automation
• 44:23–47:37 | Playing the long game: character, trust, and reputation
• 47:37–48:48 | First-time flippers: why it's okay (sometimes) to lose money
• 48:48–56:26 | Fun personal Q&A: surprises about meeting in person, podcasting ups & downs, branding

Additional Fun Moments

• Meeting in person: Josh was surprised by how tall David is (49:03).
• On social media & podcasting pressures: David explains the downsides (54:09).
• Hair compliments & Instagram handle debate: Light-hearted banter to close the show.

Final Takeaways

• Diversification wins in tough markets—don’t be afraid to flex across niches.
• Relationships and character matter more than technology, hacks, or shortcuts.
• Design and differentiation are essential, especially for Airbnbs and flips—never skimp.
• It’s okay to stumble—just get started, learn, and refine as you go.

Find Josh on IG: @joshshriner

Follow David: @davidgreene24

If you found value in this episode, let the hosts know, leave a comment with your favorite design tip, and subscribe for more real estate wisdom without the fluff.