Business Spotlight with Matthew Schneider of Building, Inc.

In this insightful episode, Kory Dogs interviews Matthew Schneider, the founder and CEO of Building, Inc., who shares his diverse entrepreneurial journey that began in Waukesha, Wisconsin. After publishing a novel at 17, Matthew explored various fields, including music and stock trading, before transitioning to commercial real estate and developing a data management and tokenization platform. He emphasizes the importance of thorough research and the willingness to pivot in response to market needs, highlighting how his experiences have shaped his leadership style and motivated him to inspire others.

Matthew discusses his current focus on leveraging vast amounts of data generated by commercial properties to create a more secure and transparent investment model through tokenization. He explains that tokenization enhances property management and provides risk-mitigated investment products while promoting innovative digital ownership formats that can transform capital markets. Additionally, he shares his vision for international expansion, aiming to standardize processes in emerging markets and create a borderless economy for investment products. Recognizing the importance of emotional intelligence and relationship-building, Matthew prepares to travel extensively, focusing on leveraging technology for growth while remaining grounded amid the challenges of entrepreneurship.

Podcast Transcript:

Kory Dogs: Hi everyone, this is Kory Dogs from ActionCOACH Business Coaching. I’m excited to have Matthew Schneider, founder and CEO of Building, Inc., with us today. Matthew’s entrepreneurial journey has included roles as a fiction novelist and a leader in small-cap and derivative trades in the stock market. With five years in capital markets and four years in real estate tokenization, he has expertise in building, information management, investments, AI, blockchain, and asset securitization. He has engaged investors, innovators, and industry professionals worldwide in business development and market discovery, participating in events like pitch competitions and keynotes.

Something unique about Matthew is that he is self-taught in almost all his areas of expertise. He seeks out industries that align with his objectives, conducts thorough research, identifies incumbents, and applies his knowledge to create practical use cases. Whether in authorship, capital markets, real estate, or technology, he has repeatedly explored new fields to become an expert and now shares his knowledge with others. Interestingly, he doesn’t commit to downtime, which might intimidate most people. Instead, Matthew thrives on being active; if he needs a break, he might lift weights or take a brisk walk—preferably in the cold—but even then, he’s always thinking about business. Occasionally, he’ll sit at the piano to refresh his mind before returning to work.

He takes pride in inspiring others to take action, seeing them adopt his mannerisms and pursue topics that matter to him. From his events, people have formed new ideas, created relationships, and accomplished many goals. It’s truly rewarding. With that, it’s my pleasure to welcome Matthew to the show today. Hello, Matthew!

Matthew Schneider: Hello, Kory! Good afternoon.

Kory: Alright, let’s start with your journey. Can you tell us more about where you grew up and what led you to where you are today?

Matthew: I spent my whole life in Waukesha, Wisconsin, a small town with not many exciting things happening. Not many people venture off the beaten path. At 17, I published a novel, which caught some attention. People were excited and said, “Oh, you’re going to become an entrepreneur; that’s so cool!” But I quickly learned that authors don’t typically make a lot of money, and 17-year-olds don’t always know how to write books well. So, I shifted gears and dove into music, something I’ve been passionate about for many years. I began producing music and seeking feedback to find product-market fit, but I didn’t quite reach that point.

Around the time of my high school graduation, someone suggested I start trading in the stock market. It was an emotional roller coaster for me, and I got hooked on making trades.

Kory: So, you wrote a novel and had a passion for music during high school, right?

Matthew: Yes, I published a 90,000-word novel through a New Jersey publisher during my sophomore year of high school. It was an accomplishment, though I tend to gloss over it because it feels like so long ago. To be honest, my writing proficiency was a bit questionable, but it showed I could dedicate time and effort to something. I skipped homework to write that book! It’s a pattern I’ve repeated; I skipped college to trade the stock market, then ventured into real estate and technology with tokenization. I’ve always tried different things, diving in fully to see if I can achieve something, even when the odds are against me or when it seems impulsive.

I moved from music to trading, where I experienced both losses and gains. Eventually, I lost all my money and realized I needed a more stable market. That’s when my cousin introduced me to commercial real estate, which he was involved in through a real estate syndication in Milwaukee. I found this industry much more interesting and stable than trading, with tangible impacts. However, it also has its challenges. With a problem-solving mindset, I thought we could develop software to address these issues and engage more people in investments. This began a four-year journey of research, product development, market entry, and eventually, international expansion.

Kory: That’s amazing! You’re quite young and have already accomplished so much, which is exciting.

Matthew: I’ve been fortunate to start my entrepreneurial journey early, so I’ve accumulated quite a few years of experience despite my age.

Kory: Do you have any hobbies?

Matthew: Definitely! I include playing the piano among my hobbies. I’m also a big athlete, but I’m not the typical football or soccer player. As mentioned in the intro, I love the cold. When I tell people I enjoy wearing shorts and hiking in zero-degree weather, it surprises them. I find inspiration from Wim Hof, the Iceman, who swims under ice and does handstands on mountains. I hope to reach that level of endurance one day.

Kory: So, you enjoy adventure too, don’t you?

Matthew: Absolutely! It keeps things interesting.

Kory: Next question: how did you get to where you are now professionally?

Matthew: Recapping my journey, I was trying to figure out which industry to focus on as an entrepreneur before discovering real estate. I’ve pivoted a few times within commercial real estate, trying to determine what to build and what people would pay for. Even once established, you realize you can be wrong. You might find one customer but not another, hitting a roadblock. My professional journey has been a lot of experimentation, figuring out what I enjoy, what I can monetize, and what is sustainable and scalable.

It’s the billion-dollar question, right? Discovering how to build a business that makes a significant impact and has high valuation is an ongoing challenge. I’m continually solving it. There are so many moving parts, but I’ve made headway through years of industry research and understanding my customers’ needs. Building a product that satisfies those needs has been a patient process. I wish more had happened along the way; there have been exciting milestones. Maybe one day, I’ll feel like an overnight success. But it’s been about working day and night. When I’m not working, I often feel anxious, thinking I should be doing something productive.

Kory: You have a hard time sitting still.

Matthew: Absolutely! There’s a lot on our shoulders as entrepreneurs. This is an exciting time, especially for commercial real estate. I compare it to the industrial revolution for capital markets. Framing it this way motivates me to act quickly because significant changes are coming, and I need to stay at the forefront. I’m always pushing myself to be active.

Kory: I like to think of the innovation curve—the bell curve. You want to be on the front side of that, right?

Matthew: Exactly! With all the big news happening, I often feel like I might be falling behind. I need to do more to catch up.

Kory: Next question: Leadership is a significant part of our lives, and we all have different styles. How would you describe your leadership style?

Matthew: There are many definable leadership styles, and their meanings can vary for everyone. For instance, regarding centralization versus decentralization, I strive for decentralization. However, finding good people to decentralize with can be challenging. As a startup founder, if I can’t offer equity or competitive salaries, it’s tough to delegate authority, leading me to become a more centralized leader.

Then there are personality types—whether someone is aggressive or passive—and I try to find a balance by being assertive. People often think of the stereotypical entrepreneur or CEO, like Steve Jobs, who was perceived as bossy but effective. In contrast, some entrepreneurs are more laid back. Leadership styles can be applied in various contexts, including war, politics, and business, which show a broad spectrum. I research effective traits from different leaders, particularly those who prioritize agility and quick decision-making, which resonate with me.

I set ambitious goals to inspire others, ensuring our mission aligns with our actions. This clarity encourages people to act without micromanagement. When everyone understands our goals and sees that the vision is attainable, they’re more likely to rise to the occasion. To further enhance my response, what leadership types do you think people fall into?

Kory: Emotional intelligence is incredibly important, perhaps now more than ever. I spoke with another business owner who grew up in the 70s and 80s, and he laughed, recalling the “my way or the highway” mentality. Back then, leadership was more about telling than connecting. However, after COVID, the human component has gained importance. People are eager to learn how to make better connections, inspire others, and lead by example. 

I once heard a quote, the origin of which escapes me: “Good leaders make people like them, and great leaders make people like themselves.” This emphasizes the need to motivate others toward a common goal. Personally, I consider myself a quiet leader, and while this approach may not work for everyone, it suits me.

Matthew: Absolutely. Getting people to appreciate themselves is something I strive for. When I exhibit positive traits, I hope others will adopt them too, especially if they see the value in those choices. Leading by example with actions that benefit both me and others fosters alignment and ensures we’re on the same path.

Kory: Being clear about your values is also essential. Highlighting them attracts like-minded individuals, and with the right people on board, leading becomes easier.

Matthew: Definitely.

Kory: Can you share more about your business and who you work with?

Matthew: I work in commercial real estate, focusing on a data management and tokenization platform. Tokenization often raises eyebrows, as people want to know what it is and why it’s relevant. Let’s start with data management. Commercial properties generate vast amounts of data that need to be collected, stored, and utilized effectively. This data ranges from early-stage architectural engineering and designing to financing, insuring properties, and handing them over to the next owner or management team.

We gather many critical data points compliantly, which can be structured for AI applications. AI needs to be trained with accurate inputs to yield valuable outputs. Our data management approach includes an appraisal model, which helps assign price tags to commercial properties based on incoming documentation. This pricing qualifies a new investment model through tokenization, which could also be described as securitization or modern digital investing in properties.

Our aim is to provide security and transparency, creating a stock ticker-like experience for real estate—a concept that currently doesn’t exist. By effectively pricing real estate and streamlining backend processes for developers, we can deliver risk-mitigated investment products to investors or financial institutions, ensuring thorough compliance and the best technology in property management.

Tokenization is becoming increasingly relevant, and I encourage people to familiarize themselves with the term. It’s gaining traction in finance as equities, bonds, real estate, and even art are being tokenized. This digital ownership format offers more streamlined, frictionless transactions, which could empower borderless loans and increase liquidity while providing new ways to collateralize assets. I refer to it as the industrial revolution for capital markets, illustrating the scale of transformation happening, regardless of one’s technological understanding.

Kory: Does this commercial real estate model enable everyday people to invest in real estate?

Matthew: That’s one potential use case we’re exploring, but it’s easier said than done. The Securities and Exchange Commission (SEC) heavily regulates who can invest, often looking at individual income levels before allowing participation in private market deals. Public markets, like those for Apple and Microsoft, contrast sharply with the more opaque private markets, which carry higher risks.

By introducing transparency, we aim to reduce these risks and empower smaller investors to invest confidently and compliantly in commercial real estate. This asset class has proven stability and offers numerous income opportunities, whether through appreciation, dividends, or tax benefits. While larger investors also benefit from our approach, we hope to increase access for smaller investors, ultimately helping them build wealth.

Kory: When did you realize you had the confidence to start this venture and build it?

Matthew: Fortunately, I made decisions more quickly than I could analyze them, which means I haven’t accumulated all the confidence I’d like in entrepreneurship. I don’t think one ever fully reaches that point; new challenges continuously arise. However, I was excited about what I could achieve and took the plunge.

I’ve become familiar with being comfortable with discomfort. Even when I lack all the necessary resources or skills, I still take on challenges, knowing I’ll figure things out as I go.

Kory: The key to growth is being uncomfortable because growth doesn’t happen in a comfort zone, right?

Matthew: Exactly. I quickly adopted that growth mindset, even if it meant continually putting myself in risky, complex, and difficult situations.

Kory: I still think back to when you were a sophomore in high school and wrote a 90,000-word novel. That must have been uncomfortable.

Matthew: It was! That was my first exposure to pitching. Now, I pitch all the time—sometimes verbally, but often through messages for sales outreach. I went through so many agents and publishers trying to find someone willing to onboard a 17-year-old. It wasn’t fun receiving all those rejection messages; I got plenty of them.

Kory: Next question: if you could go back to when you just finished high school and were jumping into stock trading, what would you change or do differently?

Matthew: I would be more careful about who I worked with and wish I had built up my emotional intelligence sooner. I was a bit naive. At a young age, it’s hard not to be naive, but I wish I had figured that out earlier. Now, I feel equipped to identify who I want to work with and who I don’t, which would have been much more helpful back then—especially when financial losses were involved. I wish I had focused more on socializing and learning about people and psychology because that kind of relationship-building and understanding never stops being useful. Even if I’m not in the market now, I’m still reading people. I wish I had improved my ability to build relationships and understand people’s hidden intentions earlier.

Kory: Nowadays, so many people are just on their phones, messaging. It makes it hard to get to know someone and feel their energy or read their body language, right?

Matthew: Exactly. That’s a big issue for Gen Z. It will be interesting to see the results of having a generation that struggles with reading emotions. There are bound to be some “snakes in the grass,” which poses risks, as some people may take advantage of a more socially naive generation.

Kory: Great point. There are lots of myths about entrepreneurs, business owners, and CEOs. Are there any myths you’d like to dispel?

Matthew: I addressed a similar question a couple of years ago, and I’ll stick to my answer: there isn’t much glory in this. Entrepreneurs and CEOs often make it seem glamorous on LinkedIn because we’re looking for customers and investors. You want to project a positive aura. I’m not saying I’m not positive, but you have to maintain a character and show that even when walking on glass, you’re okay. In reality, there’s a lot of struggle, and not much glory—despite public perception. It’s a journey that will test you on every level: physically, physiologically, and psychologically. You might wake up with stomach aches at night, questioning your decisions. But if you’re still interested in this path, endure it; you might accomplish something great.

Kory: Thanks for that insight. It’s spot on. People often think that business owners are rich and don’t have to work hard, which is not true at all. Next question: what’s one of the most interesting insights you’ve learned or advice you’ve received recently?

Matthew: Great insights come from new experiences as I’ve started to travel. I believe in keeping an open mind. I once read a quote that resonated with me: “An open mind is always a frontier.” In entrepreneurship, you can reach a point where you think you have it all figured out, which is usually the sign that a reality check is coming. If you can be self-aware enough to recognize that while you might be on the right path, it doesn’t mean much, you’ll be better off. Stay humble, work hard, and build a strong foundation. You want people to admire you for being a hard worker, not just for your accomplishments. 

While it’s tempting to bask in the limelight, staying grounded is probably the better path. Look at those who end up on the Forbes cover—they often find themselves in some sort of trouble within a year. It’s easy to be recognized, but that recognition can sometimes indicate a lack of maturity.

Kory: This reminds me of professional athletes who are in the limelight from high school and college to the pros. Once they retire, many struggle to adjust when they’re no longer in the spotlight.

Alright. What is something new that you want to learn outside of work?

Matthew: Absolutely. I want to learn more about different cultures. I’m fascinated by urban planning, especially since I’m in commercial real estate. I love seeing the contrast in architecture and civil engineering in different countries. Some societies prioritize public transportation, while others focus on roads or green spaces. Learning about the history of these places has a significant impact on the people themselves—how they act, travel, and eat. 

Living in one place for too long can lead to a closed mindset. Traveling to places like Hong Kong helped me realize how sharp the contrasts are between cultures. I started questioning things I grew up with, like how convenient it would be to use a train instead of driving everywhere, as I did in Hong Kong. People have mixed opinions about public transportation, but I found it incredibly convenient. Exploring the world and learning more is fascinating.

Kory: You’ve traveled quite a bit, and I know you have a discussion coming up with some folks in Japan. You mentioned this before we started the interview. You’re not just focused on the U.S. market; you’re engaging with people worldwide about this technology, right?

Matthew: Absolutely. I’ve called into about three dozen countries so far. Just today, I spoke with someone in Lagos, Nigeria. In a month, I’ll be in Boston, which isn’t too different from Wisconsin. Then, I’m heading to Hawaii for a pitch competition, followed by a flight to Fukuoka, Japan, known as the Silicon Valley of Japan. After that, I’ll be back in Hong Kong, where my company is incorporated, participating in their FinTech Week and speaking on a panel. On my way back, I’ll stop at an airport in South Korea—hopefully, I can pick up a knick-knack or two! Traveling through different countries means switching between languages—from Japanese to Mandarin, then Korean, and back to English when I return to the U.S. I feel honored to engage with people from various backgrounds and discuss topics like tokenization, real estate, and the evolving capital markets, democratization, and optimization.

Kory: That’s amazing! It seems like things are just starting to gain momentum.

Matthew: Yes, it’s an exciting time! It motivates me to do more—sometimes it feels like the whole world is moving forward without me. I need to travel more, secure more funding, and expand my business.

Kory: Looking ahead to the next one to three years—which is quite a long time given the rapid pace of technological advancement—what do you see as your primary area of growth and development?

Matthew: For the business, I believe international expansion is crucial. It’s essential for creating borderless payments, aligning with the goal of putting investment products and finance on the blockchain. This approach fosters a borderless economy, enabling loans and currency exchanges across countries. For example, I can use my Visa card internationally, but applying this concept to investment products is still tricky.

We will focus on expanding our use cases globally, while also adding many U.S. properties and collaborating with American real estate developers to attract investors worldwide. It’s exciting to apply our technology to non-U.S. real estate developers, standardizing processes and introducing new tech—especially in emerging markets. Our aim is to provide an institutional-grade product that demonstrates significant value to the communities we serve. So, international expansion is likely to be my top priority and the area I expect to evolve the most in the next one to three years.

Kory: That’s incredible! Now, what do you see as your biggest challenge or hurdle in making that happen?

Matthew: It really comes down to building a team that is local to the regions we’re serving. Finding great people to work with and forming an executive team is challenging. Then, there’s the task of training those individuals in hiring and leadership as the organization grows from five to 25 to 50 employees. Scaling this process across different countries adds another layer of complexity.

I must admit, I don’t yet have a solid strategy for managing this from a people perspective. Perhaps I’m moving faster than I should be, but I recognize the need to expand into these countries. If we can figure this out, we’ll build an international network under our brand that drives the adoption of our technology. It’s a significant responsibility—one I’m excited to embrace. However, there are challenges, such as different time zones, cultures, screening processes, and governments to navigate.

Kory: Before we wrap up, what advice do you have for entrepreneurs or business owners who are trying to do it all on their own?

Matthew: You can absolutely be a solo founder—I’m currently one myself—but I’m supported by great advisors, so it doesn’t feel lonely. There’s nothing wrong with handling things alone, but it’s important to recognize your weaknesses. If you can delegate or bring in someone with more expertise, do it.

That has been invaluable for me as a young entrepreneur. While I may not have decades of experience in certain areas, I can find someone who does. When I present my team, I can highlight their extensive experience, allowing me to say “we” instead of “I.” This collective knowledge enhances our credibility with customers and investors and helps propel the company forward.

It’s a balancing act—considering compensation and the potential of team members five years down the line. Challenges reveal different characteristics in people, so I encourage everyone to build their team.

Kory: Now it’s time for shout-outs. Are there any individuals who have influenced your journey that you’d like to recognize?

Matthew: Yes, a significant pivot for our company came from Jonathan Chambliss, CEO and founder of Elevator Labs. We emphasize that every building needs an elevator, which serves as the backbone of the structure. His contribution of software has been essential to our development.

For years, I struggled to determine where we fit into tokenization, and he suggested that I license some components of their product. This collaboration has propelled us years ahead. Jonathan recognized my willingness to adopt new ideas, and our relationship has flourished ever since.

Kory: Thanks for sharing that! How can someone contact you to learn more about your business, services, and technology?

Matthew: The easiest way is through our website, www.building.inc (like “incorporated”). I’m also very active on LinkedIn—just look for Matthew Schneider. I love using LinkedIn for exposure. It’s fascinating how the algorithm works; I can post about being in a specific city and receive messages from people I’ve never met who want to connect. Recently, I did this regarding my upcoming trip to Japan and was able to set up meetings with real estate professionals in Fukuoka. I encourage anyone interested to reach out to me on LinkedIn to see what I’m working on and start a conversation.

Kory: Absolutely, the power of LinkedIn! I had someone reach out to me recently from Arizona who follows me there. We had a great chat.

Matthew: It’s an underutilized tool, but it can be amazing!

Kory: That’s all the time we have today. It was a pleasure to meet with you and learn more about your journey and your aspirations. Thanks for being on the show!

Matthew: Thank you, Kory. Take care!