Another early revenue stream will be science done and paid for by governments, universities, etc. There will eventually be a Martian economy, and SpaceX will be well-suited to earning money from the colonies [2]. There will be lots of ways to make lots of money if you have a thriving Mars colony with millions of people moving there and a constant supply of materials going both directions.
[1]: So that's people that will be able to afford to go in 20 years and who also want to move to Mars.
[2]: How much value has America created since it was a colony? Sure, Britain didn't actually earn that money itself since there was a war over it - but establishing colonies in "new worlds" does seem like it could be a very profitable venture.