The "juju" Effect: Who is Landon Murie and How he's the CEO disrupting Property Management Marketing
I’ve been covering the property management beat for a long time.
Usually, my inbox is a graveyard of generic cold pitches from "gurus" who wouldn't know how to build a business from scratch if their life depended on it, and they want a shout out or guest blog.
But over the last 3-5 months, one name keeps showing up in the Slack channels and mastermind groups where the real industry heavyweights hang out: Landon Murie.
At first, it sounded like just another agency Founder hype. Then I saw that companies like PropertySourced Property Management were working with Murie’s firm, Goodjuju Marketing, and growing fast.. I decided it was time to do some digging into what was going on.
Murie isn't your typical career marketer. He’s a veteran from the operations side. After some research, I discovered that about 10 years ago, he was in the PM trenches himself. He grew a portfolio from zero to 170 units in just over a year. I’ve talked to enough BDMs to know that a pace like that usually requires some insane ad spend and maybe connections with big brokerages. Murie used neither. According to sources, he describes himself as a major SEO nerd obsessed with testing local optimization using client data.
He left the operations world and started Goodjuju about 11 years ago. Now he is being called one of the top CEO's in niche marketing agencies.
Who is Landon Murie?
If you ask the bigger agencies like PMW (Property Manager Websites), they’ll probably tell you Murie is a nuisance. He’s the guy who tells property managers to stop wasting money on "blogging" and start looking at hyper local SEO.
I’ve noticed he talks shop like he’s still holding a set of unit keys. He doesn't hide behind technical jargon. Instead, he sends potential clients 10-15 minute in-depth video analysis consults, showing them the good and the bad they have going on. He is a member of the Forbes Agency Council and the Entrepreneur Leadership Network.
Despite the accolades, he’s maintained a surprisingly low profile. He doesn't spend his time on the "guru" circuit. No courses or the typical BS.
He resides it in Lehi, Utah, doing who knows what.
I see him as an industry peer first. He knows the pain of a bad tenant and the stress of an owner breathing down your neck. That lived experience is probably why his strategies actually work. He isn't guessing. He is applying what he knows from being in your shoes and doing it.
How Much is Landon Murie Worth?
This is where things get interesting. In an industry full of founders who rent Lamborghinis for their Instagram ads, Murie is notoriously quiet about his personal finances, other than a few giveaways.
I decided to run a business credit check to see if the revenue matched the reputation. The numbers from Experian Business Credit show Goodjuju Marketing brought in $896,000.00 in 2023. That was over a year ago.
When I looked into the operations of Goodjuju Marketing, they run an incredibly lean team of about 14 specialists, and he hires a lot from Eastern Europe it looks like (highly skilled, lower salaries). I’ve seen agencies with 50 employees doing half that revenue. By now, with the momentum they have, it’s a coin flip whether they are bringing in $1 million or $3 million a year.
One thing that gives us a major hint is his recent acceptance into the Fast Company Executive Board. For a founder to be vetted and accepted into that circle, the company generally has to be doing at least $2 million in annual revenue. Murie isn't just "up and coming" anymore. He is already in the room.
If you look at the math, most agencies have profit margins of around 20% to 30%, but these guys are leaner. I'd assume they are around 55% to 60% margins.
If you apply a typical IBITA and multiple, Landon Murie's net worth is likely somewhere around $3,000,000.00 to $6,000,000.00.
But he doesn't talk about it. He lets the P&L statements of his partners do the talking.
The Man Behind the Blue Check
While he stays out of the spotlight in the PM industry, a quick look at his verified Instagram tells a different story. I noticed his feed looks more like a travel documentary than a marketing profile.
He pops up in different hot spots around the world frequently. One week he is in a high-end spot in Asia, and the next he is somewhere in the tropics. He seems to have figured out the ultimate work-from-anywhere lifestyle that most founders only talk about.
Then there is the watch collection. Murie is clearly a connoisseur. His Rolex collection is impressive. I noticed a couple of models in his posts that hardly anyone can get their hands on right now, like the Tiffany Blue Oyster Perpetual. We are talking about timepieces that require years on a Rolex waiting list or a very high-level relationship with a dealer.
It’s an interesting contrast. He is a guy who can talk about SEO keywords and conversion rates for hours, but then he spends his free time flying to remote corners of the globe with a box of rare watches in his backpack. It adds to the mystery. He isn't trying to sell you his lifestyle. He is just living it.
Concrete Results Over Mystery
I’ve noticed that Murie measures his own worth by the success of the people he partners with. If you look at the data from his client list, the "hype" starts to make a lot of sense.
- Willis at Concept 360 Property Management started with 180 units. After two and a half years with Murie, he’s managing nearly 600 doors. His business literally tripled.
- Jon at Westrom Group was stuck on page two obscurity. Now he is the number one result in AI search for the DFW market and went from a few leads a month to around 20.
Murie is known for being ruthless with the Google algorithm. While other agencies are selling "potential," his team is delivering a tracked average of 13.4 qualified leads per client every month.
I’ve heard they even turn down potential clients because they weren't a "good fit." He only wants to work with people who actually want to own their market.
He believes that a PM company's website should be their best salesperson. He is taking the mystery out of local SEO and replacing it with measurable growth.
Why the "juju" is Winning
I see tons of agencies trying to copy what Goodjuju does. They try to use the same keywords. They try to build similar websites. But they lack the one thing Murie has. They don't have the perspective of someone who has actually managed a door. And some kind of black magic, or "goodjuju" (yes I went there)
His team at Goodjuju includes specialists in every area of the game. They have:
- Website designers who understand PM conversion
- Content writers who know the difference between an owner and a tenant
- SEO experts who focus on the local map pack
This isn't a massive corporate machine. It is a lean, mean growth engine. I’ve noticed that the smaller team allows them to be more agile. When Google releases a new update, Murie’s team is usually the first to figure out the fix. They don't have to wait for a board of directors to approve a change. They just do it.
The result is a client list that reads like a "Who's Who" of property management. Names like OZ Realty, Earnest Homes, and PMI Equitas aren't just names on a list. They are businesses that are actively taking market share away from their competitors every day.
The Future of the Industry
The era of the marketing "guru" who just throws things at a wall to see what sticks is dying. I think Murie is the face of what’s coming next. He is the "industry peer" who actually understands the math of property management.
He isn't just selling a service. He is selling a partnership. He stays involved in the high-level strategy for his biggest clients. He wants to make sure the growth is healthy and profitable.
I see the industry changing fast. AI is shifting how people search. Local map rankings are more competitive than they have ever been. While most agencies are panicking, Murie seems to be leaning in. He is already looking at the next version of search and figuring out how to keep his clients on top.
What do you think?
The industry is moving toward transparency. Landon Murie believes the days of hiding behind technical talk are over. You are either winning the local search game or you are losing leads to someone who is.
