Marketing is core to every business in existence and is critically important in RE.

I'm new to real estate investing and just wanted to get some advice, input, and constructive criticism on using a HELOC as a down payment to purchase my first investment property.

Maintaining separate personal and corporate funds is critical for avoiding IRS scrutiny.

So yes timing turned out to be critical, as now those permits are like pinky rings.

However, the GC I hired was wildly incompetent so they missed critical components like the HVAC, we had to redo the sewer drain to the house, holding costs delays … you name it.

There really is a shift between the 'retail' mindset and the more of a business to business professional mindset that is critical to understand when hiring professional services like this. 

Definitely second this - if you were thinking of taking 65% for yourself I would imagine you're pretty new to the STR management space (not a criticism, just an observation).

I've done exactly that for many years, and many, many times.Of critical importance (which you already understand) is to be COMPLETELY up-front and transparent about the cash offer:  "I will pay $xxx in cash, with NO contingencies" or something to that effect.  

Also the market and level income (5 miles surrounding the property) is critical and off course the NOI so:I am wondering how you guys evaluate a deal  before investing your money?

He explains how critically important it is to do hard work that flows - there is no resistance, instead you are fully inspired and in alignment with who you are and where you are going.