Why Grant Cardone Pushes the “Renter Nation” Narrative—And What He’s Not Telling You
- Jun 26
- 2 min read
Grant Cardone is a master of marketing and media manipulation. He strategically uses the megaphone of social media and news appearances to push the idea of a “Renter Nation”—claiming that owning a home is a liability, not an asset. His message? Rent where you live and invest in multifamily properties instead.
But here’s what he’s not telling you: he owns multiple personal homes himself—properties in prime markets that have significantly appreciated in value. If homeownership is such a liability, why does he personally hold these assets?
The Strategy Behind the Message
Cardone isn't necessarily wrong when he says your home doesn't produce income. From a purely cash flow perspective, your primary residence is a non-performing asset. However, he's only telling half the truth:
He is selling a solution—multifamily investing education, funds, and seminars. By discouraging homeownership, he's redirecting attention (and dollars) toward income-producing assets like apartments—where he makes money not only from his investments but from people buying into his system.
He benefits from owning homes through equity growth, tax deductions, depreciation, and control over appreciating assets—privileges he downplays publicly.
What He’s Leaving Out
Homeownership builds long-term wealth for most Americans. According to the Federal Reserve, the average homeowner has 40 times more wealth than the average renter.
Equity in a home can be leveraged to buy additional properties or fund business ventures.
Ownership provides stability, control, and tax advantages that renting can’t.
Multifamily properties and primary residences serve different roles in a wealth strategy. Both can be leveraged for different phases of financial growth.
The Full Truth
Yes, renting may be smarter in some markets or for certain lifestyles, especially if you’re highly mobile or focused on scaling investment properties.
But long-term homeownership remains one of the most effective wealth-building tools for the middle class.
Bottom Line
Cardone’s “Renter Nation” campaign is a brilliant marketing funnel for his multifamily investment empire. But strategic advisors and educators must tell the whole truth: real wealth often starts with owning, not just renting. The key is knowing when and how to own—because not all ownership is created equal.
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