Curtis '50 Cent' Jackson is now one of the largest property owners in a Louisiana city. Here's why the rap star is investing big in overlooked assets

Undervalued, underappreciated assets

Unlike Los Angeles or New York, Shreveport isn’t an established hub for the entertainment industry. However, attractive valuations may have played a part in Jackson’s decision to invest here.

He purchased a 150-foot-by-150-foot vacant lot for just $12.50 per square foot ($281,250), according to The Shreveport-Bossier City Advocate, which contacted the listing agent. By comparison, listing sites show a number of industrial spaces in Los Angeles for sale at hundreds of dollars per square foot.

Jackson’s decision mirrors a similar move made by Tyler Perry, who purchased a 330-acre lot in Atlanta, Georgia, to launch Tyler Perry Studios in 2015.

“I’m leaving no room for error,” Jackson wrote on Instagram in June. “Tyler showed me something today that inspired me. I need all my money if you owe me, you better give me mine now!”

Late billionaire real estate investor Sam Zell was also well-known for bargain hunting distressed properties. In fact, his reputation for seeking out undervalued deals was so entrenched it earned him the label “the grave dancer.”

For regular investors, the lesson is clear: keep an eye out for underappreciated assets. But snapping up cheap property isn’t enough. It can pay to take proactive steps to unlock its value.

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Adding sweat equity

Jackson’s investments may ignite an economic engine that revitalizes Shreveport’s downtown core, and Landry believes his purchases could draw even more potential investors.

He has already demonstrated his commitment to the city by hosting the Humor & Harmony Weekend festival in August, which featured appearances by comedians Dave Chappelle and Katt Williams, as well as musical acts Master P, Da Baby and of course the “In Da Club” rapper himself, among many others. The festival benefited the G-Unity Foundation, a nonprofit founded by Jackson with the stated goal of “empowering youth in America’s cities.”

Directly adding value to an investment this way is known as “sweat equity.” While regular investors typically can’t host megaevents to add value to their property, they can certainly invest in do-it-yourself renovations and upgrades.

Investing time, money and labor into one’s own potential income streams can certainly add value down the line.