Everything
The man had heard tales of Hades, of his power and promises, and every one more embellished than the last. The God of the Underworld that bore his name ruled over material wealth as much as souls of the deceased. Hades, they said, owned everything that was and would be, as all souls entered Hadestown in time.
When Hades began to make offers for mortals to share in his everlasting bounty, the man could scarcely believe it—an opportunity to trade the fickle weather and poverty for a chance to make good.
Given the chance, who wouldn't jump to join a man who had everything? And so the man saved and scrimped for his ticket to Hadestown, hoping to join the God of the Dead in the paradise they claimed it was.
He realized too late that the more Hades owned, the more he kept it under lock and key.