{"version":"1.0.0","segments":[{"startTime":2.444,"endTime":3.746,"body":"All right, all right."},{"startTime":3.746,"endTime":8.254,"body":"Michael Elefante, you got this, got this European tan going, man."},{"startTime":8.254,"endTime":9.626,"body":"Got this European tan."},{"startTime":9.626,"endTime":11.119,"body":"What's going on, brother?"},{"startTime":11.119,"endTime":12.16,"body":"How are you?"},{"startTime":12.221,"endTime":13.153,"body":"I'm good, Brian."},{"startTime":13.153,"endTime":14.405,"body":"Good to connect again, bro."},{"startTime":14.405,"endTime":14.976,"body":"I'm jealous."},{"startTime":14.976,"endTime":18.144,"body":"I'm just like living vicariously through your travels recently."},{"startTime":18.144,"endTime":21.428,"body":"You say that as you literally just got back from France."},{"startTime":21.428,"endTime":24.11,"body":"So who's counting?"},{"startTime":24.831,"endTime":25.329,"body":"Yeah."},{"startTime":25.329,"endTime":32.975,"body":"not, two months or however long you were gone, but, yeah, man, it's a little different"},{"startTime":25.329,"endTime":32.975,"body":"when you have a toddler, but yeah, we had a big time."},{"startTime":33.068,"endTime":33.268,"body":"Yeah."},{"startTime":33.268,"endTime":34.65,"body":"How did that, how did that go?"},{"startTime":34.65,"endTime":39.027,"body":"Like, were there any tantrums, meltdowns, or did it go pretty smooth?"},{"startTime":39.027,"endTime":40.067,"body":"Didn't start off great."},{"startTime":40.067,"endTime":41.808,"body":"You know, I have a bunch of credit card points."},{"startTime":41.808,"endTime":48.57,"body":"we booked first class on the way over, especially before she turns to, because you have to"},{"startTime":41.808,"endTime":48.57,"body":"pay for a seat after your kid is two."},{"startTime":49.15,"endTime":50.43,"body":"so we're like, she'll sleep the whole way."},{"startTime":50.43,"endTime":56.482,"body":"took a red eye, over to Paris and she didn't sleep a single minute on the plane."},{"startTime":56.702,"endTime":60.143,"body":"So get there and she falls asleep on the jet bridge walking off."},{"startTime":60.143,"endTime":61.324,"body":"So none of us slept."},{"startTime":61.324,"endTime":63.914,"body":"So that was really fun, but, it's funny."},{"startTime":63.914,"endTime":66.715,"body":"Then we took coach back and she slept like half the plane."},{"startTime":66.912,"endTime":69.496,"body":"Of of course, that's how it always happens."},{"startTime":69.558,"endTime":69.959,"body":"Yeah."},{"startTime":69.959,"endTime":71.67,"body":"So, other than that, it was pretty good."},{"startTime":71.67,"endTime":77.985,"body":"I mean, you just gotta work around like getting used to her getting used to sleeping a"},{"startTime":71.67,"endTime":77.985,"body":"little bit in a different setting."},{"startTime":78.766,"endTime":80.388,"body":"but overall, man, it was, went well."},{"startTime":80.388,"endTime":82.449,"body":"She's, does, she travels pretty well."},{"startTime":82.838,"endTime":84.957,"body":"Yeah, besides first class."},{"startTime":84.957,"endTime":86.141,"body":"She just doesn't..."},{"startTime":86.141,"endTime":88.315,"body":"Yeah, you just need to do a couch."},{"startTime":88.315,"endTime":98.602,"body":"know, the problem was for people listening, like some of the planes they have, like in the"},{"startTime":88.315,"endTime":98.602,"body":"middle row for first class, they'll have a barrier with a button that goes up and down,"},{"startTime":99.003,"endTime":103.726,"body":"you know, in case you're sitting next to like your spouse or something and you want to"},{"startTime":99.003,"endTime":103.726,"body":"hang out or a stranger, you put it up."},{"startTime":103.726,"endTime":106.508,"body":"She pushed that up and down for like four straight hours."},{"startTime":106.508,"endTime":108.709,"body":"So that was what kept her going."},{"startTime":108.962,"endTime":110.293,"body":"Dude, first world problems."},{"startTime":110.293,"endTime":114.465,"body":"It's just like, there's always, there's always something and every like problems never go"},{"startTime":110.293,"endTime":114.465,"body":"away."},{"startTime":114.465,"endTime":115.426,"body":"They just look different."},{"startTime":115.426,"endTime":122.429,"body":"Sometimes it's in the form of a, of a screaming two year old in first class, but Hey, you"},{"startTime":115.426,"endTime":122.429,"body":"know, we got pretty cool lives, man."},{"startTime":122.429,"endTime":127.202,"body":"So talk to the people about where you're at today, who you are, what you do."},{"startTime":127.202,"endTime":134.686,"body":"And then I want to go into this brand new book that you just wrote and it's really cool"},{"startTime":127.202,"endTime":134.686,"body":"strategy that you do within the short term investing space."},{"startTime":134.686,"endTime":137.912,"body":"So who is Michael Elefante for people that for one of the"},{"startTime":137.912,"endTime":140.492,"body":"400 ,000 people that don't follow you."},{"startTime":142.233,"endTime":142.433,"body":"yeah."},{"startTime":142.433,"endTime":145.893,"body":"So I got started in investing in real estate, specifically short -term rentals."},{"startTime":145.893,"endTime":147.853,"body":"think Airbnb back in 2019."},{"startTime":147.853,"endTime":152.973,"body":"And the main reason I started doing that was because I didn't want to work the jobs I was"},{"startTime":147.853,"endTime":152.973,"body":"working."},{"startTime":152.973,"endTime":158.863,"body":"was in tech sales, didn't particularly enjoy it, spending time traveling away from my"},{"startTime":152.973,"endTime":158.863,"body":"wife, especially before kids."},{"startTime":158.863,"endTime":164.953,"body":"I was like, I need some type of passive or semi passive income so I can leave my job."},{"startTime":165.133,"endTime":169.481,"body":"And long story short, I fell in love with short -term rentals because the cashflow"},{"startTime":165.133,"endTime":169.481,"body":"potential was"},{"startTime":169.481,"endTime":176.301,"body":"far greater than any other type of real estate investment, especially if you create an"},{"startTime":169.481,"endTime":176.301,"body":"awesome experience for travelers that, know, they're willing to pay for, for special"},{"startTime":176.301,"endTime":177.101,"body":"occasions."},{"startTime":177.101,"endTime":186.501,"body":"So we went all in, sold my truck to furnish the first liquidated our retirement accounts"},{"startTime":177.101,"endTime":186.501,"body":"shortly thereafter, battled through COVID and then refinanced our primary home to invest"},{"startTime":186.501,"endTime":187.001,"body":"more."},{"startTime":187.001,"endTime":188.331,"body":"And we just kind of."},{"startTime":188.331,"endTime":193.421,"body":"Continued to compound this, but we were able to quit our jobs within 16 months of our"},{"startTime":188.331,"endTime":193.421,"body":"first investment."},{"startTime":193.421,"endTime":195.601,"body":"And we traveled in a camper van for a year."},{"startTime":195.601,"endTime":199.261,"body":"And then I started posting content, teaching others how to do short -term rentals and"},{"startTime":199.261,"endTime":205.605,"body":"Didn't really know where that was going to lead, but that led to a lot of other businesses"},{"startTime":199.261,"endTime":205.605,"body":"that just kind of like sprouted out from it because I started coaching people."},{"startTime":205.605,"endTime":213.119,"body":"And then some of the people I coach brought business ideas to me and we partnered together"},{"startTime":205.605,"endTime":213.119,"body":"on in the social media and personal brand helps just exacerbate everything else we're"},{"startTime":213.119,"endTime":214.209,"body":"doing there."},{"startTime":214.89,"endTime":219.192,"body":"so yeah, now we have about four, four or five businesses."},{"startTime":219.612,"endTime":224.315,"body":"three of them are doing multi seven figures and Android figures now."},{"startTime":224.315,"endTime":228.131,"body":"So it's just been a wild ride, but it all started."},{"startTime":228.131,"endTime":232.194,"body":"Literally just because I did not want to trade my time for money working."},{"startTime":232.194,"endTime":234.546,"body":"All I wanted to do is create financial freedom."},{"startTime":234.927,"endTime":239.77,"body":"all of these other things were never even a thought in my mind until I had the freedom to"},{"startTime":234.927,"endTime":239.77,"body":"like."},{"startTime":239.951,"endTime":241.492,"body":"Think and do as I please every day."},{"startTime":241.492,"endTime":245.725,"body":"And I just kind of like saw an opportunity, multiple opportunities and just like went"},{"startTime":241.492,"endTime":245.725,"body":"after it."},{"startTime":245.725,"endTime":254.723,"body":"And now I wake up and kind of make my own schedule, do what I want, have a ton of awesome"},{"startTime":245.725,"endTime":254.723,"body":"employees and just try to live the most kick -ass life possible with my wife and my"},{"startTime":254.723,"endTime":255.153,"body":"daughter."},{"startTime":255.153,"endTime":257.265,"body":"And our son is on the way in less than a month."},{"startTime":257.265,"endTime":258.045,"body":"So."},{"startTime":258.119,"endTime":259.536,"body":"Life's going crazy."},{"startTime":259.926,"endTime":261.489,"body":"Yeah, man, that's awesome."},{"startTime":261.489,"endTime":264.564,"body":"So what's the vertical suite of companies?"},{"startTime":264.564,"endTime":268.391,"body":"So I know that you have your community, your education."},{"startTime":268.391,"endTime":271.867,"body":"like, us down these companies that you guys have formed."},{"startTime":271.867,"endTime":272.167,"body":"Yeah."},{"startTime":272.167,"endTime":277.527,"body":"So at the coaching business where we teach people how to do short -term rentals, coached a"},{"startTime":272.167,"endTime":277.527,"body":"lot of people over the years."},{"startTime":277.527,"endTime":281.847,"body":"And then we have a interior design business and project management business."},{"startTime":281.847,"endTime":290.187,"body":"So we design over 300 properties a year across the United States, virtually and do some in"},{"startTime":281.847,"endTime":290.187,"body":"-person installs as well."},{"startTime":290.227,"endTime":294.167,"body":"that summer led designs and that's an amazing business because."},{"startTime":294.167,"endTime":297.007,"body":"People need to go live fast, like traditional design."},{"startTime":297.007,"endTime":299.497,"body":"might take a year or two for a nice home."},{"startTime":299.497,"endTime":300.927,"body":"We're doing them in two weeks."},{"startTime":300.927,"endTime":304.087,"body":"So we're like turning them out and helping people maximize their return on investment."},{"startTime":304.087,"endTime":305.537,"body":"So that's an awesome business."},{"startTime":305.537,"endTime":309.197,"body":"And then have a property management company where we do a whole slew of things."},{"startTime":309.197,"endTime":313.107,"body":"So home team collective is the overarching company and we have home team vacation rentals."},{"startTime":313.107,"endTime":316.156,"body":"manage over 300 short -term rentals across the country."},{"startTime":316.357,"endTime":323.653,"body":"and then we have a B and B construction, which is a new business really to support our"},{"startTime":316.357,"endTime":323.653,"body":"other business called B and B turnkey, but construction basically."},{"startTime":323.653,"endTime":330.755,"body":"Manages contractors and like helps do like garage conversions to theater rooms, those"},{"startTime":323.653,"endTime":330.755,"body":"types of fun things for short -term rental owners."},{"startTime":331.045,"endTime":340.868,"body":"and then we have the B and B turnkey, which is done for you offer, you know, so for people"},{"startTime":331.045,"endTime":340.868,"body":"like yourself, entrepreneur who may not want to take the time or do anything when it comes"},{"startTime":340.868,"endTime":344.109,"body":"to short -term rentals, we'll literally find the property under right at summer."},{"startTime":344.109,"endTime":344.949,"body":"That'll design it."},{"startTime":344.949,"endTime":348.98,"body":"Home team will set it up, manage the contractors and then manage the property on the"},{"startTime":344.949,"endTime":348.98,"body":"backend."},{"startTime":348.98,"endTime":350.92,"body":"So those are the main suite of companies."},{"startTime":350.92,"endTime":353.351,"body":"And then the last one, which I just became."},{"startTime":353.539,"endTime":355.21,"body":"a part of is beyond homes."},{"startTime":355.21,"endTime":362.634,"body":"And this is basically a kind of a competitor to Airbnb and Verbo, but it's strictly for"},{"startTime":355.21,"endTime":362.634,"body":"corporate travel."},{"startTime":362.634,"endTime":369.659,"body":"So we just announced this and we're just now available to take on, homes like hosts."},{"startTime":369.659,"endTime":371.219,"body":"So we're targeting a few cities."},{"startTime":371.219,"endTime":373.28,"body":"Austin's one of them to start."},{"startTime":373.311,"endTime":381.465,"body":"and this is basically going to help corporate travelers who are, may not like staying in"},{"startTime":373.311,"endTime":381.465,"body":"hotels for an extended period of time and want a home to like."},{"startTime":381.551,"endTime":385.845,"body":"Unwind after work and maybe have a home gym home office, that type of thing."},{"startTime":386.166,"endTime":388.709,"body":"so we just, just launched that man."},{"startTime":389.004,"endTime":389.955,"body":"Dude, that's awesome."},{"startTime":389.955,"endTime":391.556,"body":"We need to talk more, man."},{"startTime":391.556,"endTime":392.437,"body":"Like, what are we doing?"},{"startTime":392.437,"endTime":394.628,"body":"Like, because we both follow each other."},{"startTime":394.628,"endTime":397.751,"body":"We're always talking back and forth on Instagram, but we need to do this more."},{"startTime":397.751,"endTime":399.772,"body":"This is freaking awesome."},{"startTime":399.772,"endTime":409.04,"body":"Talk about the benefit and talk about your intentionality with how you've built these"},{"startTime":399.772,"endTime":409.04,"body":"businesses and how you've created these vertically."},{"startTime":409.04,"endTime":412.462,"body":"And what is vertical integration and why is this so important?"},{"startTime":412.462,"endTime":414.814,"body":"Because it's what we're doing over here."},{"startTime":414.814,"endTime":423.365,"body":"And I think you're a really good example, if not one of the best examples that I've seen"},{"startTime":414.814,"endTime":423.365,"body":"recently of somebody that like gets it and you think you're, you think me and you think"},{"startTime":423.365,"endTime":423.985,"body":"the same way."},{"startTime":423.985,"endTime":428.103,"body":"So talk to the people about how you think about these businesses sequentially."},{"startTime":428.103,"endTime":428.343,"body":"Yeah."},{"startTime":428.343,"endTime":439.339,"body":"Well, vertical integration really is just aligning, you know, each business operation"},{"startTime":428.343,"endTime":439.339,"body":"supports kind of supports of each other and aligns, with a customer's, a customer's needs."},{"startTime":439.339,"endTime":439.669,"body":"Right."},{"startTime":439.669,"endTime":450.795,"body":"So it really just came out of necessity, both for the customer and for us and to, in order"},{"startTime":439.669,"endTime":450.795,"body":"to drive down costs for the customers, hit timelines or deadlines, boost efficiencies,"},{"startTime":450.795,"endTime":451.436,"body":"things like that."},{"startTime":451.436,"endTime":456.698,"body":"So started off with coaching and then people were like, I don't know how to design"},{"startTime":451.436,"endTime":456.698,"body":"properties."},{"startTime":456.698,"endTime":458.129,"body":"So it's like, okay."},{"startTime":458.397,"endTime":463.932,"body":"these interior designers and marketing experts that I coached, you know, they came to me"},{"startTime":458.397,"endTime":463.932,"body":"and they're like, I think we want to do interior design business."},{"startTime":463.932,"endTime":464.992,"body":"I said, that sounds amazing."},{"startTime":464.992,"endTime":465.763,"body":"There's a need for that."},{"startTime":465.763,"endTime":467.254,"body":"So we plugged that in."},{"startTime":467.464,"endTime":475.891,"body":"another person I coached brought the management to me, said there's no good property"},{"startTime":467.464,"endTime":475.891,"body":"managers out there except for like the small ones that are only niche down to certain"},{"startTime":475.891,"endTime":476.592,"body":"cities."},{"startTime":476.592,"endTime":479.424,"body":"So let's create a national company that can perform."},{"startTime":479.424,"endTime":480.795,"body":"So that's how that was born."},{"startTime":480.795,"endTime":483.598,"body":"Well, then we started doing the turnkey offer, which was done for you."},{"startTime":483.598,"endTime":488.111,"body":"We already had the design business, but then we started outsourcing all the contract work."},{"startTime":488.137,"endTime":489.537,"body":"And we were getting ripped off."},{"startTime":489.537,"endTime":494.107,"body":"were like marking up like 40, 50 % margins on contract labor."},{"startTime":494.107,"endTime":495.577,"body":"And that was like crazy."},{"startTime":495.577,"endTime":498.137,"body":"And we're like, and we're missing deadlines for clients and they got mad."},{"startTime":498.137,"endTime":499.777,"body":"So they're like, why don't we just bring that in house?"},{"startTime":499.777,"endTime":501.017,"body":"And we brought procurement in house."},{"startTime":501.017,"endTime":506.417,"body":"It's like all these things started getting vertically integrated so we could serve the"},{"startTime":501.017,"endTime":506.417,"body":"customer better."},{"startTime":506.597,"endTime":510.227,"body":"and also just help scale more efficiently over time."},{"startTime":510.227,"endTime":512.257,"body":"And it's more profitable for us as well."},{"startTime":512.856,"endTime":513.476,"body":"I love it."},{"startTime":513.476,"endTime":518.151,"body":"It's taking every single part of the customer journey in -house and taking every single"},{"startTime":513.476,"endTime":518.151,"body":"part of the supply chain."},{"startTime":518.151,"endTime":522.905,"body":"So like you see an Amazon or someone like that and what they do is they'll go and say,"},{"startTime":518.151,"endTime":522.905,"body":"okay, cool."},{"startTime":522.905,"endTime":527.088,"body":"All the way to, you know, where are we mining the materials from?"},{"startTime":527.088,"endTime":535.055,"body":"Like let's go buy the mine and buy the transportation, buy the freight, buy the airlines,"},{"startTime":527.088,"endTime":535.055,"body":"you know, buy every single thing."},{"startTime":535.055,"endTime":536.607,"body":"And so that's how we're doing."},{"startTime":536.607,"endTime":538.849,"body":"So we're just a couple of years behind y 'all."},{"startTime":538.849,"endTime":540.726,"body":"So we started and we did..."},{"startTime":540.726,"endTime":546.339,"body":"Two years, we were finishing up our two year kind of, you know, foundation plan of the"},{"startTime":540.726,"endTime":546.339,"body":"skyscraper."},{"startTime":546.339,"endTime":549.431,"body":"And now we're going into more like vertical integration."},{"startTime":549.431,"endTime":550.962,"body":"So we started up Sexton."},{"startTime":550.962,"endTime":555.024,"body":"So Sexton media is my, is my, action academy."},{"startTime":555.024,"endTime":563.929,"body":"And then we got Sexton world spun up in Sexton world is going to be a seven figure company"},{"startTime":555.024,"endTime":563.929,"body":"here, early, early next year, Q1 of next year."},{"startTime":563.929,"endTime":564.759,"body":"So we'll do it in a year."},{"startTime":564.759,"endTime":566.97,"body":"It'll be a seven figure company."},{"startTime":566.97,"endTime":569.072,"body":"And that one's just our events company."},{"startTime":569.072,"endTime":570.104,"body":"So that one's."},{"startTime":570.104,"endTime":575.684,"body":"You know, we're throwing Tulum here in, I think, like two weeks and we've got a hundred"},{"startTime":570.104,"endTime":575.684,"body":"some odd people coming in."},{"startTime":575.684,"endTime":577.464,"body":"It's like $4 ,000 ahead."},{"startTime":577.464,"endTime":581.414,"body":"Now it's not a profitable business, but still it's a, it's a business in and of itself."},{"startTime":581.414,"endTime":582.494,"body":"I'm like, this is insane."},{"startTime":582.494,"endTime":586.544,"body":"And now we're starting up sextant capital, sextant hospitality."},{"startTime":586.544,"endTime":595.324,"body":"And then we're going to have a fund that's within that to buy businesses, to buy, you"},{"startTime":586.544,"endTime":595.324,"body":"know, large commercial real estate, hotels, stuff like that."},{"startTime":595.324,"endTime":596.724,"body":"That's all within the family."},{"startTime":596.724,"endTime":599.934,"body":"And so you're probably doing the same thing as me where I use."},{"startTime":599.934,"endTime":605.769,"body":"Action Academy, another kind of selling point that I don't talk about enough is it's like"},{"startTime":599.934,"endTime":605.769,"body":"a talent pool."},{"startTime":605.869,"endTime":607.691,"body":"It's an operator pool."},{"startTime":607.691,"endTime":612.615,"body":"So it's like, why would I go invest with anybody else outside of my own fam?"},{"startTime":612.615,"endTime":617.56,"body":"Like I could just get all the capital I need and all the partners and all the operators I"},{"startTime":612.615,"endTime":617.56,"body":"need here."},{"startTime":617.56,"endTime":622.244,"body":"Like I'm in the process right now of funding, fully funding a business for one of our"},{"startTime":617.56,"endTime":622.244,"body":"people."},{"startTime":622.244,"endTime":624.196,"body":"And I'm going to be a minority owner in the business."},{"startTime":624.196,"endTime":627.234,"body":"We're buying it together and he's going to be the person that runs it."},{"startTime":627.234,"endTime":630.259,"body":"So do you have any advice you can give on that too?"},{"startTime":630.259,"endTime":635.137,"body":"mean, I guess just the importance of community and if you could go back, what would you"},{"startTime":630.259,"endTime":635.137,"body":"start with?"},{"startTime":635.137,"endTime":641.086,"body":"I'm assuming you would do it the same way, but like, I think it's like you go from the"},{"startTime":635.137,"endTime":641.086,"body":"community first and then you branch out."},{"startTime":641.086,"endTime":642.569,"body":"Is that what you would agree with?"},{"startTime":642.569,"endTime":642.929,"body":"Yeah."},{"startTime":642.929,"endTime":643.169,"body":"Yeah."},{"startTime":643.169,"endTime":650.069,"body":"I think personal brand is really important to you just have to talk about what you're"},{"startTime":643.169,"endTime":650.069,"body":"doing and what, like where you're going."},{"startTime":650.269,"endTime":658.029,"body":"you'd be surprised even if you have like 500 followers, there's probably at least one or"},{"startTime":650.269,"endTime":658.029,"body":"two people who might are probably interested in what you have to say."},{"startTime":658.029,"endTime":659.949,"body":"And you just will never know unless you make it known."},{"startTime":659.949,"endTime":661.709,"body":"So like the personal brand super important."},{"startTime":661.709,"endTime":663.759,"body":"It kind of just accelerates everything else you're doing."},{"startTime":663.759,"endTime":665.839,"body":"And then community is also really important."},{"startTime":665.839,"endTime":669.629,"body":"So when I first launched a coaching business, it was just a course."},{"startTime":669.629,"endTime":670.35,"body":"Which was fine."},{"startTime":670.35,"endTime":672.552,"body":"A lot of people found a ton of success with it."},{"startTime":672.552,"endTime":672.892,"body":"Right."},{"startTime":672.892,"endTime":679.438,"body":"And I got a lot of good feedback, but I think the missing piece was like the active"},{"startTime":672.892,"endTime":679.438,"body":"mentorship and the community."},{"startTime":679.438,"endTime":684.061,"body":"So once I built that out and actually built a team around me, because I couldn't do it all"},{"startTime":679.438,"endTime":684.061,"body":"myself."},{"startTime":684.061,"endTime":684.742,"body":"I think you'd agree."},{"startTime":684.742,"endTime":685.383,"body":"Right."},{"startTime":685.383,"endTime":692.903,"body":"So once I did that one customer success happened faster, skyrocketed, and I was doing less"},{"startTime":685.383,"endTime":692.903,"body":"work."},{"startTime":692.903,"endTime":695.135,"body":"And people were coming to me less, which is the weirdest thing ever."},{"startTime":695.135,"endTime":697.818,"body":"Cause I would expect people to only want to talk to me, but it's quite the opposite."},{"startTime":697.818,"endTime":698.93,"body":"Most people don't even care to talk to me."},{"startTime":698.93,"endTime":701.482,"body":"They just want to talk to people on my team, which is amazing."},{"startTime":701.482,"endTime":705.186,"body":"That's the Testament to their skillset and their ability to coach coach under me."},{"startTime":705.186,"endTime":707.359,"body":"So, but community is great."},{"startTime":707.359,"endTime":709.781,"body":"And now you have people that want to work with me."},{"startTime":709.781,"endTime":712.413,"body":"They work together, they partner on deals."},{"startTime":712.774,"endTime":714.156,"body":"but it's like the coolest thing."},{"startTime":714.156,"endTime":715.547,"body":"Yeah, for sure."},{"startTime":715.884,"endTime":722.664,"body":"how big is the team and then how much is the top line that's coming in from all of the"},{"startTime":715.884,"endTime":722.664,"body":"different things combined."},{"startTime":722.929,"endTime":724.485,"body":"all the different businesses."},{"startTime":724.662,"endTime":727.691,"body":"Yeah, so sorry to rack your brain on your riches."},{"startTime":727.691,"endTime":728.222,"body":"know, man."},{"startTime":728.222,"endTime":731.96,"body":"mean, this year between all the businesses, should..."},{"startTime":731.96,"endTime":733.873,"body":"That's a high credit score answer, Michael."},{"startTime":733.873,"endTime":735.194,"body":"That's a high credit score answer."},{"startTime":735.194,"endTime":737.447,"body":"I don't even know how many millions we're bringing in."},{"startTime":737.577,"endTime":746.877,"body":"Yeah, I don't know, but I haven't looked in a while, but probably between 15 and 20"},{"startTime":737.577,"endTime":746.877,"body":"million, between all the businesses, yeah."},{"startTime":746.877,"endTime":753.357,"body":"And the team, but the teams are big, you know, have like 15 or so employees in the"},{"startTime":746.877,"endTime":753.357,"body":"coaching business on the design business."},{"startTime":753.357,"endTime":762.517,"body":"I want to say we have between 30 and 40 employees and a lot of contractors, we contract,"},{"startTime":753.357,"endTime":762.517,"body":"you know, it's a service based business."},{"startTime":762.517,"endTime":763.857,"body":"So it's heavy."},{"startTime":764.017,"endTime":764.768,"body":"Yeah."},{"startTime":764.768,"endTime":769.03,"body":"like on your on your payroll or are they just all sub 1099?"},{"startTime":769.033,"endTime":775.333,"body":"10 99 most, you know, like our managers, I think are mostly W2 and then a lot of the"},{"startTime":769.033,"endTime":775.333,"body":"designers are contract based."},{"startTime":775.333,"endTime":776.673,"body":"it's just per."},{"startTime":776.673,"endTime":780.393,"body":"Per design period and per property they design, excuse me."},{"startTime":780.393,"endTime":781.223,"body":"that's what they're focused on."},{"startTime":781.223,"endTime":790.717,"body":"then on the management side, we have about 60 employees between full -time W2 and maybe"},{"startTime":781.223,"endTime":790.717,"body":"like 20 out of those are offshore talent."},{"startTime":791.726,"endTime":799.701,"body":"What makes you decide to do like for me as a business owner today, I can't decide why I"},{"startTime":791.726,"endTime":799.701,"body":"would do a W -2 unless I had to."},{"startTime":799.701,"endTime":801.804,"body":"Is there any particular reason?"},{"startTime":802.441,"endTime":802.581,"body":"Yeah."},{"startTime":802.581,"endTime":809.265,"body":"I mean, I think it really just comes down to, you know, the job itself."},{"startTime":809.445,"endTime":817.349,"body":"And if you want, if you have a business where you need people in an office setting and you"},{"startTime":809.445,"endTime":817.349,"body":"need to be able to control their calendar and kind of what they're doing."},{"startTime":817.99,"endTime":827.396,"body":"and as we grow to, know, a lot of people want some form of benefits and people, some"},{"startTime":817.99,"endTime":827.396,"body":"people want W2 just to feel like they're more in line with the company."},{"startTime":827.396,"endTime":830.217,"body":"don't know, but a lot of people, especially salespeople."},{"startTime":830.377,"endTime":838.647,"body":"who understand the value of being 10 99 actually prefer that because they, you know, they"},{"startTime":830.377,"endTime":838.647,"body":"can, it's almost like running your own little business as well."},{"startTime":838.647,"endTime":841.937,"body":"they have freedom, freedom of schedule, but most of our employees are remote."},{"startTime":841.937,"endTime":849.757,"body":"So it works and it's kind of like, Hey, you just have to get the work you need to get done"},{"startTime":841.937,"endTime":849.757,"body":"according to the contract, but otherwise you're free to make your own schedule and work as"},{"startTime":849.757,"endTime":851.357,"body":"you please wherever."},{"startTime":851.357,"endTime":853.046,"body":"So it's kind of the best of both worlds."},{"startTime":853.046,"endTime":853.346,"body":"Yeah."},{"startTime":853.346,"endTime":855.087,"body":"So screw the short term rentals for a second."},{"startTime":855.087,"endTime":856.557,"body":"This is the fun stuff."},{"startTime":856.698,"endTime":860.92,"body":"so let's talk about, let's talk about your, your org chart, man."},{"startTime":860.92,"endTime":869.864,"body":"So do you have like a hold co that you're running like core team that's kind of"},{"startTime":860.92,"endTime":869.864,"body":"delineating out to these people and you have like five or six top people or."},{"startTime":870.203,"endTime":871.864,"body":"Each company is, different."},{"startTime":871.864,"endTime":881.297,"body":"So I solely own the coaching business, and my S corp, which some other stuff runs through"},{"startTime":871.864,"endTime":881.297,"body":"and then the design company, I have two business partners."},{"startTime":881.898,"endTime":888.841,"body":"and I had ups a lot of like the marketing and the business lead Jen and some other things,"},{"startTime":881.898,"endTime":888.841,"body":"and they head up the day to day."},{"startTime":888.841,"endTime":893.653,"body":"So one is more or less the CEO, COO, and then the other, I call her the chief design"},{"startTime":888.841,"endTime":893.653,"body":"officer."},{"startTime":893.653,"endTime":899.433,"body":"She's in charge of all of the fulfillment and design, and, hiring and firing any."},{"startTime":899.433,"endTime":902.813,"body":"contract -based work and designers, design managers, type of thing."},{"startTime":902.813,"endTime":909.493,"body":"And then on the management team, my business partner, we're 50 50 on, he's the CEO runs"},{"startTime":902.813,"endTime":909.493,"body":"the day to day."},{"startTime":909.493,"endTime":916.313,"body":"and we've made some strategic hires recently, such as a COO with much more experience in"},{"startTime":909.493,"endTime":916.313,"body":"the management business than, than we have."},{"startTime":916.313,"endTime":918.873,"body":"And he's been phenomenal."},{"startTime":919.323,"endTime":928.917,"body":"so having him kind of head up, you know, people operations and then operations within each"},{"startTime":919.323,"endTime":928.917,"body":"of like the subcategories of the business, has been massive."},{"startTime":929.269,"endTime":937.356,"body":"so helping build SOPs, making sure the right number of people are staffed, projecting"},{"startTime":929.269,"endTime":937.356,"body":"where we're going with the business revenue wise and how we support that fulfillment."},{"startTime":937.356,"endTime":941.539,"body":"we're kind of just like projecting a talent and who we need to staff."},{"startTime":941.539,"endTime":941.809,"body":"Right."},{"startTime":941.809,"endTime":943.62,"body":"So staffing needs is important."},{"startTime":943.691,"endTime":945.762,"body":"and then we have a fractional CFO."},{"startTime":948.085,"endTime":952.328,"body":"yeah, and eventually maybe we'll have a CEO under my business partner, Elliot."},{"startTime":952.328,"endTime":955.13,"body":"So he could focus on just other stuff."},{"startTime":955.13,"endTime":958.621,"body":"really just depends on how his day to day goes, but right now he's he's."},{"startTime":958.621,"endTime":961.957,"body":"focused a lot on sales and eventually we'll offload that from his plate."},{"startTime":961.957,"endTime":963.589,"body":"Yeah."},{"startTime":963.63,"endTime":968.14,"body":"So you're basically the CMO seat on most of the businesses."},{"startTime":968.14,"endTime":972.008,"body":"Like your, your function that you own is sales kind of marketing."},{"startTime":972.199,"endTime":974.23,"body":"Yeah, I would say marketing and sales."},{"startTime":974.23,"endTime":977.79,"body":"You know, I help out with sales, sales process."},{"startTime":978.631,"endTime":983.232,"body":"I invest a lot into business and sales coaching and consulting."},{"startTime":983.252,"endTime":990.744,"body":"So that has helped me and I just kind of help teach the other companies what I'm learning"},{"startTime":983.252,"endTime":990.744,"body":"day to day within the coaching business."},{"startTime":990.744,"endTime":992.354,"body":"sometimes intertwine them."},{"startTime":992.575,"endTime":999.796,"body":"we just hired a CRO that split time between, my coaching business and the management"},{"startTime":992.575,"endTime":999.796,"body":"company."},{"startTime":999.877,"endTime":1000.577,"body":"Cause he's great."},{"startTime":1000.577,"endTime":1001.597,"body":"He can help."},{"startTime":1001.875,"endTime":1008.581,"body":"train up employees, build SOPs, help us with our CRM and all these other things that he"},{"startTime":1001.875,"endTime":1008.581,"body":"just has frankly more experience in."},{"startTime":1008.901,"endTime":1015.367,"body":"so that's been a huge weight lifted off our shoulders recently, in terms of growing and"},{"startTime":1008.901,"endTime":1015.367,"body":"managing the sales teams."},{"startTime":1015.672,"endTime":1020.252,"body":"For people that are listening right now, you may notice that we're not talking about short"},{"startTime":1015.672,"endTime":1020.252,"body":"-term rentals."},{"startTime":1020.252,"endTime":1027.292,"body":"We're not talking about Airbnb's because like this is what a 10 million to 20 million to"},{"startTime":1020.252,"endTime":1027.292,"body":"$50 million conversation looks like."},{"startTime":1027.412,"endTime":1029.712,"body":"these are what the conversations look like."},{"startTime":1029.712,"endTime":1031.761,"body":"We're not like, how do you buy in the house?"},{"startTime":1031.761,"endTime":1032.992,"body":"It's like, okay, wait."},{"startTime":1032.992,"endTime":1035.052,"body":"like who, who is running what?"},{"startTime":1035.052,"endTime":1036.342,"body":"Like how are you building your org chart?"},{"startTime":1036.342,"endTime":1038.072,"body":"How are you building your team?"},{"startTime":1038.212,"endTime":1044.674,"body":"are there any specific like sales and business like coaching like, that you can refer to"},{"startTime":1038.212,"endTime":1044.674,"body":"me?"},{"startTime":1044.674,"endTime":1046.488,"body":"Like what are you doing for that?"},{"startTime":1046.488,"endTime":1048.614,"body":"there certain programs that you hiring anybody?"},{"startTime":1048.614,"endTime":1049.897,"body":"Like, what are you bringing in?"},{"startTime":1049.897,"endTime":1050.257,"body":"Yeah."},{"startTime":1050.257,"endTime":1054.717,"body":"So we talk about hosting our own communities, but I've invested."},{"startTime":1055.077,"endTime":1060.717,"body":"don't even know, man, multiple six figures into other coaching and consulting businesses"},{"startTime":1055.077,"endTime":1060.717,"body":"the past two years."},{"startTime":1060.717,"endTime":1068.637,"body":"And that is 10 X everything we're doing, but the one that I've got a ton of value from"},{"startTime":1060.717,"endTime":1068.637,"body":"still work with is Cole Gordon's group closers IO."},{"startTime":1068.697,"endTime":1074.737,"body":"And I originally started investing in them so I could learn how to build a sales"},{"startTime":1068.697,"endTime":1074.737,"body":"organization."},{"startTime":1074.737,"endTime":1077.417,"body":"Cause it was just me before I started working with them."},{"startTime":1077.417,"endTime":1079.865,"body":"And that was like less than two years ago."},{"startTime":1079.983,"endTime":1086.908,"body":"and then learned, okay, this is how I need to structure the sales or who I need to hire"},{"startTime":1079.983,"endTime":1086.908,"body":"first, how I need to train them cadence."},{"startTime":1086.908,"endTime":1093.172,"body":"eventually, thank goodness worked up enough to where I could have a sales manager manage"},{"startTime":1086.908,"endTime":1093.172,"body":"the team day to day."},{"startTime":1093.172,"endTime":1097.145,"body":"And once you get to that certain point, you can really buy back your time."},{"startTime":1097.726,"endTime":1099.657,"body":"and that has been a huge weight lifted off my shoulder."},{"startTime":1099.657,"endTime":1106.232,"body":"So I have somebody who's better than me at sales management and better than me at sales,"},{"startTime":1099.657,"endTime":1106.232,"body":"managing a team of salespeople who are better than I am at sales."},{"startTime":1106.232,"endTime":1106.512,"body":"Right."},{"startTime":1106.512,"endTime":1108.633,"body":"That way I could focus on what I'm good at."},{"startTime":1108.642,"endTime":1109.277,"body":"Magic."},{"startTime":1109.277,"endTime":1110.299,"body":"But it takes a while."},{"startTime":1110.299,"endTime":1111.891,"body":"does take a while to get to that point."},{"startTime":1111.891,"endTime":1114.526,"body":"know, you can't really just like buy that out of the gate."},{"startTime":1114.526,"endTime":1121.617,"body":"You, you still have to build the foundation in my opinion and make sure you build a"},{"startTime":1114.526,"endTime":1121.617,"body":"company with good core values and hire the right people."},{"startTime":1121.678,"endTime":1123.741,"body":"You know, so."},{"startTime":1123.897,"endTime":1124.547,"body":"Exactly."},{"startTime":1124.547,"endTime":1127.219,"body":"So for Leadgen, are you just, is it all organic?"},{"startTime":1127.219,"endTime":1130.031,"body":"Are you doing pretty heavy and paid to funnel all of these?"},{"startTime":1130.031,"endTime":1132.162,"body":"Because that was my thing with Cole."},{"startTime":1132.182,"endTime":1138.947,"body":"I've tried to get him on the podcast for some reason he hasn't been on yet, but I think"},{"startTime":1132.182,"endTime":1138.947,"body":"he's just kind of like taking a break from podcasts in general right now."},{"startTime":1138.947,"endTime":1144.951,"body":"But overall I was wanting to do him and for people listening, his whole thing is like"},{"startTime":1138.947,"endTime":1144.951,"body":"sales and fulfillment."},{"startTime":1144.951,"endTime":1146.291,"body":"That's what Cole does."},{"startTime":1146.972,"endTime":1148.993,"body":"But I just didn't have the lead flow."},{"startTime":1149.194,"endTime":1152.841,"body":"I haven't figured out the lead flow, like the steady and consistent lead flow yet."},{"startTime":1152.841,"endTime":1153.301,"body":"Yeah."},{"startTime":1153.301,"endTime":1160.201,"body":"So last year, 2023 was like 99 % or 99 .9 % organic."},{"startTime":1160.441,"endTime":1165.041,"body":"but what I realized is it's like heavy swings and you know, crazy."},{"startTime":1165.041,"endTime":1172.321,"body":"You can't keep up with it to three days, seven days of like ghost town and the salespeople"},{"startTime":1165.041,"endTime":1172.321,"body":"are like too busy."},{"startTime":1172.321,"endTime":1175.101,"body":"And then they're like, where, where's my appointments?"},{"startTime":1175.101,"endTime":1177.281,"body":"You know, so that"},{"startTime":1177.317,"endTime":1178.027,"body":"Is great."},{"startTime":1178.027,"endTime":1179.228,"body":"Organic is amazing."},{"startTime":1179.228,"endTime":1181.379,"body":"And the personal brand is something that's invaluable."},{"startTime":1181.379,"endTime":1187.991,"body":"But what I figured out this year is hiring the right, basically a CMO to the company who"},{"startTime":1181.379,"endTime":1187.991,"body":"does all the paid traffic."},{"startTime":1187.991,"endTime":1189.442,"body":"He's my media buyer."},{"startTime":1189.752,"endTime":1193.423,"body":"and that has added so much stability to our business."},{"startTime":1193.463,"endTime":1194.224,"body":"It's crazy."},{"startTime":1194.224,"endTime":1196.525,"body":"And he handles like some email marketing."},{"startTime":1196.795,"endTime":1200.506,"body":"a lot of most of the money we spend is on Facebook and Instagram."},{"startTime":1201.487,"endTime":1202.807,"body":"and that has been."},{"startTime":1204.188,"endTime":1204.568,"body":"Yeah."},{"startTime":1204.568,"endTime":1205.209,"body":"Yeah, for sure."},{"startTime":1205.209,"endTime":1206.449,"body":"And honestly, it."},{"startTime":1206.449,"endTime":1214.212,"body":"I, what I did not understand earlier, I should have been doing meta ads first, but I"},{"startTime":1206.449,"endTime":1214.212,"body":"started on YouTube because I thought, I'm good with organic."},{"startTime":1214.212,"endTime":1215.722,"body":"So I might as well try another platform."},{"startTime":1215.722,"endTime":1220.844,"body":"That was dumb because we can retarget, you know, I already have a huge following on"},{"startTime":1215.722,"endTime":1220.844,"body":"Instagram."},{"startTime":1220.844,"endTime":1227.086,"body":"You could do retargeting and it's like, people will then go to your profile after they see"},{"startTime":1220.844,"endTime":1227.086,"body":"an ad and associate this guy knows what he's talking about."},{"startTime":1227.086,"endTime":1228.996,"body":"Cause he has a bigger brand there, right?"},{"startTime":1228.996,"endTime":1231.017,"body":"Where YouTube is a little bit smaller."},{"startTime":1231.709,"endTime":1234.529,"body":"So that has, they can kind of grow in conjunction with one another."},{"startTime":1234.529,"endTime":1238.873,"body":"But ever since we figured paid out, it's been phenomenal."},{"startTime":1239.576,"endTime":1240.196,"body":"Yeah."},{"startTime":1240.196,"endTime":1244.016,"body":"So it's kind of like what comes first, the chicken or the egg, you know?"},{"startTime":1244.016,"endTime":1253.476,"body":"So for me, it's like my background is in sales and now with marketing, you know, we're"},{"startTime":1244.016,"endTime":1253.476,"body":"doing about 2 million top line and we're like our North star for next year is 5 million"},{"startTime":1253.476,"endTime":1255.176,"body":"top line, 2 million EBITDA."},{"startTime":1255.176,"endTime":1258.186,"body":"So like that's our, that's our North star that we're aiming for."},{"startTime":1258.186,"endTime":1263.256,"body":"And so we went through all these different business ideas and we all just came at the end"},{"startTime":1258.186,"endTime":1263.256,"body":"of a 90 minute conversation."},{"startTime":1263.256,"endTime":1264.576,"body":"Me and my core team just came back to it."},{"startTime":1264.576,"endTime":1266.436,"body":"Let's just double the lead flow."},{"startTime":1266.916,"endTime":1267.893,"body":"You know?"},{"startTime":1267.893,"endTime":1269.613,"body":"to a numbers game."},{"startTime":1270.053,"endTime":1278.553,"body":"but if the numbers get out of control and you don't have the other pieces to the puzzle,"},{"startTime":1270.053,"endTime":1278.553,"body":"like if you don't have enough salespeople or fulfillment, it's like, that's where it's"},{"startTime":1278.553,"endTime":1287.733,"body":"tricky is, you know, as your business grows and you're able to do two, three, four, five X"},{"startTime":1278.553,"endTime":1287.733,"body":"or 10 X year over year for the first few years, it's really challenging to forecast"},{"startTime":1287.733,"endTime":1291.573,"body":"staffing needs and you almost hire at a necessity."},{"startTime":1291.573,"endTime":1296.393,"body":"So the biggest thing I did the past four months actually went to one of Cole's events"},{"startTime":1291.573,"endTime":1296.393,"body":"recently."},{"startTime":1296.393,"endTime":1298.633,"body":"And my, brought my sales manager as a young stud."},{"startTime":1298.633,"endTime":1308.273,"body":"He's like 20 years old, but I brought him and the biggest takeaway we got was we need to"},{"startTime":1298.633,"endTime":1308.273,"body":"be constantly interviewing, especially on the sales front to more or less build a bench."},{"startTime":1308.273,"endTime":1310.673,"body":"You know, sales does have turnover."},{"startTime":1310.673,"endTime":1315.973,"body":"Some, some, you know, industry's more than others, but high ticket coaching and consulting"},{"startTime":1310.673,"endTime":1315.973,"body":"there is turnover."},{"startTime":1315.973,"endTime":1322.853,"body":"So if we hire somebody and they don't pan out, I've held onto people too long and that"},{"startTime":1315.973,"endTime":1322.853,"body":"really hurts the business and it's not doing them any good either."},{"startTime":1322.853,"endTime":1326.185,"body":"So we've learned to like hire slow and fire quicker."},{"startTime":1326.185,"endTime":1331.695,"body":"fire fast, and then also just building a bench because let's say ads are going really"},{"startTime":1326.185,"endTime":1331.695,"body":"well."},{"startTime":1331.695,"endTime":1332.785,"body":"Leads are double tripling."},{"startTime":1332.785,"endTime":1334.875,"body":"We're booking appointments 10 days out."},{"startTime":1334.875,"endTime":1335.925,"body":"That's not efficient."},{"startTime":1335.925,"endTime":1340.145,"body":"So then we have to make sure we're able to plug in new sales reps and train them up quick."},{"startTime":1340.145,"endTime":1341.535,"body":"So SOPs are important, right?"},{"startTime":1341.535,"endTime":1349.065,"body":"Standard operating procedures to make sure onboarding can happen and it can be replicated"},{"startTime":1341.535,"endTime":1349.065,"body":"without having your time constantly."},{"startTime":1349.065,"endTime":1351.085,"body":"You know, focused on every new hire."},{"startTime":1351.085,"endTime":1352.355,"body":"So the more"},{"startTime":1352.723,"endTime":1358.299,"body":"consistent, those processes can be the quicker you're able to scale when you need to."},{"startTime":1359.683,"endTime":1360.888,"body":"What is your calendar like?"},{"startTime":1360.888,"endTime":1364.449,"body":"What does a week look like for you managing these?"},{"startTime":1364.449,"endTime":1366.089,"body":"I stack appointments."},{"startTime":1366.569,"endTime":1372.289,"body":"I never, I shouldn't say never extremely rarely ever take a call before 10 AM."},{"startTime":1372.489,"endTime":1376.809,"body":"So I wake up early, have coffee with my wife."},{"startTime":1376.809,"endTime":1378.909,"body":"Here's this before two."},{"startTime":1379.517,"endTime":1381.533,"body":"Nah, I that's just saying over here."},{"startTime":1381.533,"endTime":1382.121,"body":"Yeah."},{"startTime":1382.121,"endTime":1382.991,"body":"Yeah, that's great."},{"startTime":1382.991,"endTime":1391.791,"body":"I should probably back it up, but I try and stack them on Mondays and Tuesdays, like all"},{"startTime":1382.991,"endTime":1391.791,"body":"of my business meetings, my business partners, sales, marketing, all that stuff."},{"startTime":1391.791,"endTime":1394.881,"body":"then Mondays and Fridays are mostly blocked."},{"startTime":1395.021,"endTime":1395.661,"body":"especially Fridays."},{"startTime":1395.661,"endTime":1397.381,"body":"I usually just don't try not to do anything."},{"startTime":1397.381,"endTime":1401.861,"body":"And then Thursdays I have like one or two meetings, but I don't take a meeting before 10"},{"startTime":1397.381,"endTime":1401.861,"body":"ever."},{"startTime":1402.121,"endTime":1406.061,"body":"just cause that's my time with my daughter and my wife, like uninterrupted."},{"startTime":1406.061,"endTime":1412.009,"body":"And then throughout the day, if I have plenty of breaks, usually aside from Monday's"},{"startTime":1406.061,"endTime":1412.009,"body":"Tuesday, it's usually like four or five hours straight."},{"startTime":1412.009,"endTime":1416.509,"body":"And then I usually don't have anything to do structured past like four or 5."},{"startTime":1416.509,"endTime":1418.819,"body":"So I always get tied into stuff though."},{"startTime":1418.819,"endTime":1426.289,"body":"You know, I mean, I'd be lying if I said, you know, 7 PM rolls around and I'm not looking"},{"startTime":1418.819,"endTime":1426.289,"body":"at my phone if I have to, you know, I I'm getting better at that."},{"startTime":1426.289,"endTime":1431.749,"body":"As I've hired more strategic or excuse me, it's a place more strategic hires within the"},{"startTime":1426.289,"endTime":1431.749,"body":"business."},{"startTime":1431.749,"endTime":1436.169,"body":"It's like, I, now, like you just said, you went on vacation for like a month, right."},{"startTime":1436.169,"endTime":1437.14,"body":"And didn't really do much."},{"startTime":1437.14,"endTime":1437.941,"body":"that was new."},{"startTime":1437.941,"endTime":1440.182,"body":"Last year I was doing sales calls."},{"startTime":1440.543,"endTime":1448.009,"body":"I was doing sales calls in Europe because I did a thousand sales calls myself when I first"},{"startTime":1440.543,"endTime":1448.009,"body":"started the company and I'm glad I did it."},{"startTime":1448.009,"endTime":1456.495,"body":"And it, it's what I would advise to people because how, the only reason that you were able"},{"startTime":1448.009,"endTime":1456.495,"body":"to do these businesses is because you talk to your customer."},{"startTime":1457.076,"endTime":1457.656,"body":"You know?"},{"startTime":1457.656,"endTime":1462.42,"body":"So it's like, I know my customer better than, cause here's what grinds my gears, dude."},{"startTime":1462.42,"endTime":1463.148,"body":"So."},{"startTime":1463.148,"endTime":1467.823,"body":"somebody starts a company and the first thing they do is they outsource all their sales"},{"startTime":1463.148,"endTime":1467.823,"body":"and they outsource all their marketing."},{"startTime":1467.823,"endTime":1469.714,"body":"And I'm like, then what the hell do you do?"},{"startTime":1470.135,"endTime":1472.437,"body":"Like you think that's going to work?"},{"startTime":1472.758,"endTime":1474.902,"body":"Like even with a brand new company."},{"startTime":1474.902,"endTime":1481.916,"body":"you have to find where you're most valuable and usually it's marketing or sales for a new"},{"startTime":1474.902,"endTime":1481.916,"body":"CEO or a founder."},{"startTime":1481.916,"endTime":1482.586,"body":"Right."},{"startTime":1482.586,"endTime":1489.449,"body":"And two, to your point, you have to get a process dialed in and figure out what actually"},{"startTime":1482.586,"endTime":1489.449,"body":"works."},{"startTime":1490.07,"endTime":1499.265,"body":"You know, most people, and this is what Cole teaches too, in his group is most founders"},{"startTime":1490.07,"endTime":1499.265,"body":"and CEOs were once the best salesperson for their company because they had to grind their"},{"startTime":1499.265,"endTime":1500.145,"body":"teeth, figure it out."},{"startTime":1500.145,"endTime":1503.017,"body":"So then they could bring someone in and make sure they're, they stay on."},{"startTime":1503.017,"endTime":1504.117,"body":"process."},{"startTime":1504.458,"endTime":1508.271,"body":"So I think it is important for, for you to do some stuff on your now marketing."},{"startTime":1508.271,"endTime":1510.843,"body":"I'm good at organic paid traffic."},{"startTime":1510.843,"endTime":1521.132,"body":"was just like, made sense for me to outsource day one because they would have taken me"},{"startTime":1510.843,"endTime":1521.132,"body":"months to figure it out and too much time at that point."},{"startTime":1521.132,"endTime":1522.403,"body":"I already had sales going."},{"startTime":1522.403,"endTime":1523.484,"body":"had organic leads."},{"startTime":1523.484,"endTime":1528.177,"body":"I was busy enough to where I wish I did that sooner, to be honest."},{"startTime":1528.546,"endTime":1529.237,"body":"Hmm."},{"startTime":1529.237,"endTime":1529.757,"body":"Yeah."},{"startTime":1529.757,"endTime":1539.464,"body":"So I think the biggest difference between you and you and I right now is like, you just"},{"startTime":1529.757,"endTime":1539.464,"body":"seem to let go of control a lot more easily."},{"startTime":1539.464,"endTime":1543.877,"body":"And that's something that I'm working on right now where I don't do any new businesses."},{"startTime":1543.877,"endTime":1551.503,"body":"I say no to everything because I'm just like, anything that I do, even if I'm a quote"},{"startTime":1543.877,"endTime":1551.503,"body":"unquote passive partner, I'm still going to be involved."},{"startTime":1551.503,"endTime":1555.25,"body":"Like there's no way I can't like just take my brain away from that."},{"startTime":1555.25,"endTime":1555.636,"body":"Mm"},{"startTime":1555.636,"endTime":1557.617,"body":"there's mental bandwidth and mental energy."},{"startTime":1557.617,"endTime":1559.188,"body":"And I say no to a lot of hotels."},{"startTime":1559.188,"endTime":1561.079,"body":"I say no to a lot of businesses."},{"startTime":1561.159,"endTime":1572.085,"body":"I say as I'm buying a business, possibly buying a hotel right now, but it's just like, it"},{"startTime":1561.159,"endTime":1572.085,"body":"distracts me so much that I can't compartmentalize, but you seem to work through other"},{"startTime":1572.085,"endTime":1573.506,"body":"people so much better."},{"startTime":1573.506,"endTime":1575.767,"body":"that, has that always been that way?"},{"startTime":1575.767,"endTime":1577.808,"body":"Or is this something that you developed?"},{"startTime":1577.808,"endTime":1582.471,"body":"Is there any, any resources that I can go to, to, learn this skill?"},{"startTime":1582.471,"endTime":1583.501,"body":"Because you've got what?"},{"startTime":1583.501,"endTime":1585.132,"body":"Like six, seven companies."},{"startTime":1585.132,"endTime":1587.497,"body":"and they seem to be running pretty independently."},{"startTime":1587.591,"endTime":1591.504,"body":"Yeah, I think the biggest thing is having a business partner."},{"startTime":1591.704,"endTime":1596.127,"body":"For example, for me, I have business partners that they're the CEOs of the business."},{"startTime":1596.228,"endTime":1604.684,"body":"I know what I'm good at and how I can help drive business or leads, or I can help with my"},{"startTime":1596.228,"endTime":1604.684,"body":"following or people that I've coached."},{"startTime":1604.684,"endTime":1609.258,"body":"have like a really easy access to talent pool that I feel like I can trust."},{"startTime":1609.258,"endTime":1613.511,"body":"So I've helped staff in certain roles, through me, but"},{"startTime":1613.511,"endTime":1622.544,"body":"The day to day and operations, just simply don't have the bandwidth or frankly, I don't, I"},{"startTime":1613.511,"endTime":1622.544,"body":"would not work in a new business if I had to be involved in the operations at all."},{"startTime":1622.544,"endTime":1623.374,"body":"I don't have the bandwidth."},{"startTime":1623.374,"endTime":1624.024,"body":"I don't want to do it."},{"startTime":1624.024,"endTime":1626.055,"body":"The whole point, the whole reason I got into short -term rental."},{"startTime":1626.055,"endTime":1627.525,"body":"So I didn't have to work."},{"startTime":1627.585,"endTime":1631.526,"body":"Of course, like I fell in love with entrepreneurship, just fell into it."},{"startTime":1631.876,"endTime":1637.508,"body":"and I love growing a business and seeing profits, you know, go up hopefully more times"},{"startTime":1631.876,"endTime":1637.508,"body":"than they go down."},{"startTime":1637.508,"endTime":1637.768,"body":"Right."},{"startTime":1637.768,"endTime":1640.649,"body":"But, yeah, man, I don't."},{"startTime":1640.649,"endTime":1642.209,"body":"I wouldn't do any more business."},{"startTime":1642.209,"endTime":1644.249,"body":"I'm learning to say no more now."},{"startTime":1644.249,"endTime":1651.409,"body":"Cause at first it's like shiny object syndrome, especially once you have a personal brand"},{"startTime":1644.249,"endTime":1651.409,"body":"and at least one successful business, people will bring ideas to you."},{"startTime":1651.409,"endTime":1651.859,"body":"Hey, I have this."},{"startTime":1651.859,"endTime":1654.429,"body":"Cause they think you have the magic bullet, right?"},{"startTime":1654.809,"endTime":1657.259,"body":"Everything you touch turns into a $10 million business."},{"startTime":1657.259,"endTime":1658.499,"body":"That's really not the case."},{"startTime":1658.499,"endTime":1664.269,"body":"Like you need, you do need to, whether it's you or somebody else be able to have that be"},{"startTime":1658.499,"endTime":1664.269,"body":"your sole focus."},{"startTime":1664.269,"endTime":1667.709,"body":"So learning to say no, I think you'd agree you've interviewed."},{"startTime":1667.709,"endTime":1670.069,"body":"I don't even know at this point, hundreds of millionaires or billionaires."},{"startTime":1670.069,"endTime":1670.945,"body":"It's like."},{"startTime":1671.145,"endTime":1683.625,"body":"The people who are higher up in net worth, every single person I've ever talked to said"},{"startTime":1671.145,"endTime":1683.625,"body":"they learned to say no 99 % of the time, because anything serves as a distraction to what"},{"startTime":1683.625,"endTime":1686.445,"body":"made them their wealth and is going to continue making their wealth."},{"startTime":1686.445,"endTime":1687.477,"body":"likely."},{"startTime":1688.066,"endTime":1688.516,"body":"Correct."},{"startTime":1688.516,"endTime":1693.617,"body":"So what they do is they say they do one, they spend a decade on one thing."},{"startTime":1693.698,"endTime":1698.079,"body":"They build up an astronomical amount of wealth and liquid capital from that."},{"startTime":1698.079,"endTime":1704.42,"body":"And then they distributed that with strategic partners across other ventures and then turn"},{"startTime":1698.079,"endTime":1704.42,"body":"that into more cashflow."},{"startTime":1705.301,"endTime":1707.121,"body":"Like that's, that's the game."},{"startTime":1707.161,"endTime":1715.194,"body":"So, you know, I think it's really interesting that you said about the fulfillment piece,"},{"startTime":1707.161,"endTime":1715.194,"body":"because that's something that people don't think about where it's just like, okay, cool."},{"startTime":1715.194,"endTime":1716.564,"body":"If you figure out, if you"},{"startTime":1716.664,"endTime":1721.084,"body":"Pull a magic lever and you double your traffic to whatever business that you're doing."},{"startTime":1721.084,"endTime":1724.544,"body":"You need sales and you need fulfillment on the back end of that."},{"startTime":1724.544,"endTime":1728.614,"body":"I have a friend, Logan Rankin, who I took his systems from with multifamily."},{"startTime":1728.614,"endTime":1733.524,"body":"He's like, when I got 200 doors, he's like, was building my systems in my team for 2 ,000"},{"startTime":1728.614,"endTime":1733.524,"body":"doors."},{"startTime":1733.864,"endTime":1735.244,"body":"He's like, I'm already hiring them."},{"startTime":1735.244,"endTime":1736.764,"body":"I'm already building my systems."},{"startTime":1736.764,"endTime":1742.894,"body":"That way I just elegantly grow into that thing instead of hiring from necessity."},{"startTime":1742.894,"endTime":1744.962,"body":"Like you said, that's what we're doing right now."},{"startTime":1744.962,"endTime":1747.824,"body":"So we just brought on a few other roles to where I'm like, okay, cool."},{"startTime":1747.824,"endTime":1751.427,"body":"This is the extra support that we need to take on."},{"startTime":1751.427,"endTime":1752.818,"body":"Cause that, that was the question we asked."},{"startTime":1752.818,"endTime":1757.482,"body":"It's like, what does it look like to maintain the magic with double lead flow?"},{"startTime":1757.482,"endTime":1759.024,"body":"Like, what does that look like?"},{"startTime":1759.024,"endTime":1761.455,"body":"And so I'm like, well, let's start with the fulfillment side."},{"startTime":1761.455,"endTime":1764.308,"body":"Let's hire there and figure out what these processes look like."},{"startTime":1764.308,"endTime":1769.692,"body":"Maybe instead of an individual onboard, it's a group on board, you know, and maybe instead"},{"startTime":1764.308,"endTime":1769.692,"body":"of this is this."},{"startTime":1769.692,"endTime":1771.424,"body":"And like, let's go ahead and get that set."},{"startTime":1771.424,"endTime":1774.135,"body":"And that's what our big rocks are for this quarter."},{"startTime":1774.518,"endTime":1778.964,"body":"moving into December is then then we're going to start really pushing into the sales"},{"startTime":1774.518,"endTime":1778.964,"body":"machine."},{"startTime":1778.964,"endTime":1781.269,"body":"So I think that's really interesting that you brought that up."},{"startTime":1781.269,"endTime":1781.769,"body":"Yeah."},{"startTime":1781.769,"endTime":1783.269,"body":"And no, what else is interesting too?"},{"startTime":1783.269,"endTime":1784.629,"body":"I used to read more books."},{"startTime":1784.629,"endTime":1793.569,"body":"I'm starting to get back into it, but, I've heard people say this, that it's, it's harder"},{"startTime":1784.629,"endTime":1793.569,"body":"to go from zero to 1 million than it is from one to 10."},{"startTime":1793.569,"endTime":1798.109,"body":"And it's also easier to go from 10 to a hundred or a hundred to a billion."},{"startTime":1798.109,"endTime":1803.795,"body":"And I used to think that was like a load of crap until I was going up the ladder."},{"startTime":1803.889,"endTime":1812.173,"body":"And the reason I think it's truly easier is because building the systems and making your"},{"startTime":1803.889,"endTime":1812.173,"body":"first few strategic hires is really challenging."},{"startTime":1812.173,"endTime":1812.853,"body":"Right."},{"startTime":1812.853,"endTime":1822.717,"body":"But once you have strategic hires in place that can then do the hires under them as"},{"startTime":1812.853,"endTime":1822.717,"body":"needed, where you don't have to be at the forefront of every decision the business makes,"},{"startTime":1822.717,"endTime":1828.13,"body":"that is where you can experience growth without your time being involved in every"},{"startTime":1822.717,"endTime":1828.13,"body":"decision."},{"startTime":1828.13,"endTime":1830.621,"body":"Cause that's what you're going to hit bottle bottlenecks."},{"startTime":1830.621,"endTime":1831.273,"body":"Right."},{"startTime":1831.273,"endTime":1835.993,"body":"So I think that's why it's like, you get to a point and it's say you're doing 10 or 50"},{"startTime":1831.273,"endTime":1835.993,"body":"million a year."},{"startTime":1835.993,"endTime":1839.793,"body":"You know, you have a CEO, maybe a CMO, maybe you hire a CEO."},{"startTime":1839.793,"endTime":1840.683,"body":"I don't know."},{"startTime":1840.683,"endTime":1841.053,"body":"Right."},{"startTime":1841.053,"endTime":1844.503,"body":"And then you have a manager of sales, a manager of this manager of this."},{"startTime":1844.503,"endTime":1852.573,"body":"And so it's kind of like they hire their teams and maybe it's approved by the person above"},{"startTime":1844.503,"endTime":1852.573,"body":"them, but ultimately it's not you unless it's a key role in the company at that point."},{"startTime":1852.573,"endTime":1859.293,"body":"So they can manage expectations, onboarding, fulfillment, whatever it is, to where you"},{"startTime":1852.573,"endTime":1859.293,"body":"don't have to be doing that every day."},{"startTime":1859.293,"endTime":1860.765,"body":"think that is where."},{"startTime":1860.765,"endTime":1863.639,"body":"That's why the growth I feel like can grow more exponentially."},{"startTime":1863.639,"endTime":1867.323,"body":"And it's, it feels easier than it was at the very beginning."},{"startTime":1867.653,"endTime":1868.295,"body":"Mmm."},{"startTime":1868.295,"endTime":1869.65,"body":"Yeah, that makes sense."},{"startTime":1869.65,"endTime":1873.492,"body":"And you're working with more, like, just high quality people."},{"startTime":1874.025,"endTime":1874.325,"body":"Yeah."},{"startTime":1874.325,"endTime":1880.235,"body":"And people that frankly are probably doing at that point, those individual roles better"},{"startTime":1874.325,"endTime":1880.235,"body":"than you could."},{"startTime":1880.235,"endTime":1882.205,"body":"And those is interesting from Dan Martell's book."},{"startTime":1882.205,"endTime":1883.895,"body":"just, I'm reading right now."},{"startTime":1883.895,"endTime":1894.721,"body":"You've probably read it by back your time, but yeah, he said, it's better to have somebody"},{"startTime":1883.895,"endTime":1894.721,"body":"do 80 % of the quality of work in a role than you're 100%."},{"startTime":1897.065,"endTime":1898.225,"body":"I never thought about it like that."},{"startTime":1898.225,"endTime":1907.305,"body":"was like, I need someone to do as good or better than me, but that makes total sense"},{"startTime":1898.225,"endTime":1907.305,"body":"because if they can run at 80 % of your level and you have a hundred percent of that time"},{"startTime":1907.305,"endTime":1915.297,"body":"back to then go do something else at a hundred percent of your level, that's where you,"},{"startTime":1907.305,"endTime":1915.297,"body":"again, you can just experience that growth without like hating, hating the business."},{"startTime":1915.384,"endTime":1924.068,"body":"That's a super important point though is, and it was something that I was guilty of in the"},{"startTime":1915.384,"endTime":1924.068,"body":"beginning where it's like you buy back your time, you do it."},{"startTime":1924.068,"endTime":1926.089,"body":"And then it's just like, okay, cool."},{"startTime":1926.089,"endTime":1927.189,"body":"Now you have your time back."},{"startTime":1927.189,"endTime":1931.881,"body":"It's not, that time is not meant for you to, like you do a million a year."},{"startTime":1931.881,"endTime":1936.984,"body":"Like your time is not meant for you to go just like prance around and like lay on the"},{"startTime":1931.881,"endTime":1936.984,"body":"couch."},{"startTime":1936.984,"endTime":1942.968,"body":"Your time needs to be invested into something that's more revenue producing and more high"},{"startTime":1936.984,"endTime":1942.968,"body":"impact for the business."},{"startTime":1942.968,"endTime":1946.309,"body":"So then there's this giant can of worms where I'm like, okay, well, what is that?"},{"startTime":1946.309,"endTime":1951.049,"body":"And so that giant turned into a giant journey of me figuring out what the heck does a"},{"startTime":1946.309,"endTime":1951.049,"body":"business owner do?"},{"startTime":1951.049,"endTime":1955.792,"body":"And the best answer I came up with is you set the vision and direction for the company."},{"startTime":1955.792,"endTime":1961.293,"body":"You hire and you attract and retain top talent and you make sure you don't run out of"},{"startTime":1955.792,"endTime":1961.293,"body":"cash."},{"startTime":1961.594,"endTime":1963.544,"body":"Like that's what you do."},{"startTime":1963.544,"endTime":1965.605,"body":"What answers did you come up with to that question?"},{"startTime":1965.605,"endTime":1967.776,"body":"When you bought back your time, now what do you do?"},{"startTime":1967.776,"endTime":1969.626,"body":"What's your highest and best use?"},{"startTime":1969.626,"endTime":1978.324,"body":"Well, honestly, I think when my head was so in the weeds of just like putting out"},{"startTime":1969.626,"endTime":1978.324,"body":"literally putting out fires every day or aiding the sales team or doing X whatever, insert"},{"startTime":1978.324,"endTime":1980.595,"body":"task that I shouldn't have been doing."},{"startTime":1980.636,"endTime":1984.359,"body":"actually started spending days on a whiteboard, which I've never done before."},{"startTime":1984.359,"endTime":1988.473,"body":"And all I did was, okay, here's how we're here's how much we're doing monthly revenue."},{"startTime":1988.473,"endTime":1991.585,"body":"For example, the coaching business is one example."},{"startTime":1991.645,"endTime":1993.367,"body":"Here's where I want to go."},{"startTime":1993.367,"endTime":1995.228,"body":"And how do I get there?"},{"startTime":1995.228,"endTime":1996.293,"body":"I need."},{"startTime":1996.293,"endTime":1996.523,"body":"Okay."},{"startTime":1996.523,"endTime":2001.494,"body":"Well, I need this many more leads at this conversion rate and this close rate with the"},{"startTime":1996.523,"endTime":2001.494,"body":"sales team."},{"startTime":2001.494,"endTime":2005.145,"body":"And if I have that, I need this many appointment centers and this many closers."},{"startTime":2005.145,"endTime":2005.426,"body":"Okay."},{"startTime":2005.426,"endTime":2010.177,"body":"If I were able to close that many deals, I also need this many people on fulfillment"},{"startTime":2005.426,"endTime":2010.177,"body":"client success managers."},{"startTime":2010.177,"endTime":2012.317,"body":"So what comes first?"},{"startTime":2012.317,"endTime":2013.448,"body":"Like the chicken or the egg, right?"},{"startTime":2013.448,"endTime":2016.669,"body":"So first it was, Hey, we need to interview and build a bench for sales."},{"startTime":2016.669,"endTime":2020.64,"body":"So we're ready to start spending more money on marketing and generating more leads."},{"startTime":2020.64,"endTime":2025.683,"body":"And then once we start converting sales, then we could start building a pipeline for the"},{"startTime":2020.64,"endTime":2025.683,"body":"client success team."},{"startTime":2025.683,"endTime":2030.777,"body":"So for me, it was really just strategically thinking, just like you said, where do we want"},{"startTime":2025.683,"endTime":2030.777,"body":"to go short and long -term?"},{"startTime":2030.777,"endTime":2033.45,"body":"And then what are the actual steps we need to get there?"},{"startTime":2033.45,"endTime":2038.663,"body":"And for me at this point, it was just focusing on like increasing our capacity."},{"startTime":2039.064,"endTime":2039.965,"body":"And that was it."},{"startTime":2039.965,"endTime":2047.992,"body":"So it really came down to like a simple thing, but if I didn't have time to like sit there"},{"startTime":2039.965,"endTime":2047.992,"body":"and contemplate all of these things, and it really was such a simple thing."},{"startTime":2047.992,"endTime":2051.875,"body":"I just need to figure out how to get this many leads and then having the right amount of"},{"startTime":2047.992,"endTime":2051.875,"body":"people."},{"startTime":2051.875,"endTime":2054.417,"body":"So I just communicate that with my sales manager."},{"startTime":2054.429,"endTime":2059.553,"body":"And my CRO, and then also the VP of coaching who manages the fulfillment."},{"startTime":2059.553,"endTime":2061.374,"body":"I was like, here's where we need to be."},{"startTime":2061.835,"endTime":2064.677,"body":"So when we crank this one knob, you guys know what to do."},{"startTime":2064.817,"endTime":2067.67,"body":"And so now it's like, this is our first month."},{"startTime":2067.67,"endTime":2070.482,"body":"might cross a million in contracted revenue in the coaching business."},{"startTime":2070.482,"endTime":2073.184,"body":"And it was more than double than what we did last month."},{"startTime":2073.464,"endTime":2075.946,"body":"And the whiteboard happened two months ago."},{"startTime":2076.527,"endTime":2079.168,"body":"So it's like crazy."},{"startTime":2080.21,"endTime":2081.451,"body":"Yeah, it's crazy."},{"startTime":2081.451,"endTime":2083.542,"body":"So we're doing the same thing with the other businesses too."},{"startTime":2083.542,"endTime":2084.613,"body":"We're trying to like."},{"startTime":2084.755,"endTime":2089.327,"body":"Forecast, Hey, what do we need to do to double our capacity and double the leads?"},{"startTime":2089.327,"endTime":2090.187,"body":"Right."},{"startTime":2090.187,"endTime":2091.698,"body":"And that was really it."},{"startTime":2091.698,"endTime":2094.829,"body":"So it's just really more strategic planning with the business partners on okay."},{"startTime":2094.829,"endTime":2098.11,"body":"Same exact practice, almost like the whiteboard session, but with each business."},{"startTime":2098.311,"endTime":2106.664,"body":"So that that's all it was like a simple task, but I needed to have that process and"},{"startTime":2098.311,"endTime":2106.664,"body":"thought process going on in my head in order to actually get there."},{"startTime":2106.664,"endTime":2109.535,"body":"Cause if I didn't, I'm the one like steering the ship."},{"startTime":2109.535,"endTime":2112.036,"body":"We probably just would have been putting out fires doing the same thing every day."},{"startTime":2112.036,"endTime":2113.777,"body":"I never been able to increase."},{"startTime":2114.281,"endTime":2115.151,"body":"capacity."},{"startTime":2115.458,"endTime":2116.919,"body":"What operating system are you guys running?"},{"startTime":2116.919,"endTime":2118.679,"body":"you doing EOS or what?"},{"startTime":2118.679,"endTime":2125.282,"body":"Cause we're, we're getting on EOS right now and something I'm struggling with is figuring"},{"startTime":2118.679,"endTime":2125.282,"body":"out like, what do my people do?"},{"startTime":2125.282,"endTime":2131.275,"body":"Like what is your actual job description, you know, and what roles and what rocks do you"},{"startTime":2125.282,"endTime":2131.275,"body":"own?"},{"startTime":2131.275,"endTime":2132.466,"body":"So that's been difficult."},{"startTime":2132.466,"endTime":2135.417,"body":"That's something I'm immediate, my entire morning, you're it."},{"startTime":2135.417,"endTime":2142.89,"body":"Like it's me and you and the rest of my morning is blocked off to sit here like with"},{"startTime":2135.417,"endTime":2142.89,"body":"nothing but a piece of paper."},{"startTime":2142.9,"endTime":2144.911,"body":"And just write, cause that's how I do it best."},{"startTime":2144.911,"endTime":2150.384,"body":"It's like a whiteboard or paper and write out, okay, like who, who owns what function?"},{"startTime":2150.384,"endTime":2156.808,"body":"Like who owns sales, who owns marketing, who owns fulfillment and like, what is your roles"},{"startTime":2150.384,"endTime":2156.808,"body":"and responsibilities look like?"},{"startTime":2156.808,"endTime":2158.029,"body":"Who do you report to?"},{"startTime":2158.029,"endTime":2160.25,"body":"What is your weekly scorecard look like?"},{"startTime":2160.25,"endTime":2161.2,"body":"That type of stuff."},{"startTime":2161.2,"endTime":2162.821,"body":"That's what I'm going through right"},{"startTime":2162.855,"endTime":2168.787,"body":"Yeah, I just went through that recently a little more in depth because I think I failed at"},{"startTime":2162.855,"endTime":2168.787,"body":"that early on."},{"startTime":2168.788,"endTime":2170.988,"body":"I was just running flying by the seat of my pants."},{"startTime":2170.988,"endTime":2171.158,"body":"Right."},{"startTime":2171.158,"endTime":2174.73,"body":"So I was, hired someone, Hey, I need you to be sales manager now."},{"startTime":2174.75,"endTime":2179.022,"body":"And I didn't exactly know what I needed the day to day, right."},{"startTime":2179.022,"endTime":2183.844,"body":"The end of day reports end of week, like targets, how do I build you a quota?"},{"startTime":2183.844,"endTime":2187.695,"body":"I don't even know, you know, so was really more like, I need you to help figure this out"},{"startTime":2183.844,"endTime":2187.695,"body":"with me."},{"startTime":2187.695,"endTime":2192.117,"body":"And I think that was not a mistake, but like a learning thing for me."},{"startTime":2192.401,"endTime":2200.023,"body":"and then recently with the strategic hires, I spent a lot more time, like with the chief"},{"startTime":2192.401,"endTime":2200.023,"body":"revenue officer, what do I actually need your roles and responsibilities to be?"},{"startTime":2200.023,"endTime":2201.544,"body":"And what do I need you to own?"},{"startTime":2201.544,"endTime":2212.548,"body":"Because someone coming into that role, like, yes, I need them to come in and like, tell me"},{"startTime":2201.544,"endTime":2212.548,"body":"what to do, but I also need them to have like a vision and like, okay, this is where we're"},{"startTime":2212.548,"endTime":2214.689,"body":"weak and we need to improve or."},{"startTime":2215.165,"endTime":2217.086,"body":"You know, building SOPs like what is it?"},{"startTime":2217.086,"endTime":2217.356,"body":"Right?"},{"startTime":2217.356,"endTime":2225.029,"body":"So had to like, went much more in detail so that he had a more clear understanding of what"},{"startTime":2217.356,"endTime":2225.029,"body":"he needed to tackle when he first started."},{"startTime":2225.22,"endTime":2226.15,"body":"and that was important."},{"startTime":2226.15,"endTime":2230.112,"body":"So I do think that, and for me, that's really just on like a Google doc."},{"startTime":2230.512,"endTime":2232.253,"body":"Like it's nothing crazy."},{"startTime":2233.656,"endTime":2243.256,"body":"Yeah, dude, the game is so interesting because then once you unlock different levels of"},{"startTime":2233.656,"endTime":2243.256,"body":"entrepreneurship, then you see things at that level forever from every business."},{"startTime":2243.256,"endTime":2246.976,"body":"so it's like, now I can see businesses at seven figure level."},{"startTime":2246.976,"endTime":2248.646,"body":"Like I can see all the different business."},{"startTime":2248.646,"endTime":2250.446,"body":"I can start up a seven figure business."},{"startTime":2250.446,"endTime":2252.796,"body":"like, I know exactly what to do to get here."},{"startTime":2252.796,"endTime":2256.286,"body":"And then now you're at the eight figure level and Dan's like at the nine figure level."},{"startTime":2256.286,"endTime":2257.266,"body":"He's like, okay, cool."},{"startTime":2257.266,"endTime":2258.746,"body":"And like, so it's cold, like cold."},{"startTime":2258.746,"endTime":2261.91,"body":"Like, okay, I know how to do 50 million, you know, so."},{"startTime":2261.91,"endTime":2264.141,"body":"It's just different, different levels."},{"startTime":2264.722,"endTime":2267.094,"body":"for the sake of time, I want to go really quickly."},{"startTime":2267.094,"endTime":2275.07,"body":"you're, you basically have an eight figure content funnel machine here, just from your"},{"startTime":2267.094,"endTime":2275.07,"body":"Instagram."},{"startTime":2275.07,"endTime":2276.651,"body":"How do you think about content?"},{"startTime":2276.651,"endTime":2278.011,"body":"Like, what is your strategy?"},{"startTime":2278.011,"endTime":2281.084,"body":"Is it just, you know, like, is there any intentionality?"},{"startTime":2281.084,"endTime":2287.519,"body":"I'm sure there's intentionality to it, but is it just like many chat keyword, and then"},{"startTime":2281.084,"endTime":2287.519,"body":"you're just having appointment centers and the DMS?"},{"startTime":2287.519,"endTime":2289.3,"body":"Like that it."},{"startTime":2289.446,"endTime":2298.461,"body":"you know, I did my own content for the longest time, but now I work with an agency and"},{"startTime":2289.446,"endTime":2298.461,"body":"some are really bad and not aligned, do not align to your brand at all."},{"startTime":2298.461,"endTime":2299.632,"body":"I've been through a couple."},{"startTime":2299.632,"endTime":2301.043,"body":"Yeah, it's really hard."},{"startTime":2301.043,"endTime":2308.957,"body":"So I do have this one agency that actually is very strategically aligned and they work on"},{"startTime":2301.043,"endTime":2308.957,"body":"curating my content for me."},{"startTime":2309.043,"endTime":2312.516,"body":"But it's not them just like guessing and posting."},{"startTime":2312.516,"endTime":2316.318,"body":"It's like a collaboration constantly of here, the angles were working."},{"startTime":2316.318,"endTime":2321.472,"body":"Here's something you said in an old YouTube video or a podcast, and they just spin up"},{"startTime":2316.318,"endTime":2321.472,"body":"pieces of content for me around that."},{"startTime":2321.472,"endTime":2326.025,"body":"It's a mix of threads, posts, and then reels."},{"startTime":2326.265,"endTime":2330.968,"body":"and the reels are more focused on viral, like storytelling aspects with call to actions."},{"startTime":2330.979,"endTime":2334.711,"body":"and then IG shout outs helps just exacerbate like your reach."},{"startTime":2334.771,"endTime":2335.171,"body":"Right."},{"startTime":2335.171,"endTime":2337.609,"body":"So I don't know if you do much, much of that, but"},{"startTime":2337.609,"endTime":2346.469,"body":"If you get on the right big pages, basically you pay for advertising of your organic"},{"startTime":2337.609,"endTime":2346.469,"body":"content that you declare winners based on certain metrics and you pay to post them on"},{"startTime":2346.469,"endTime":2346.929,"body":"other pages."},{"startTime":2346.929,"endTime":2351.589,"body":"And the CTA is just to like, Hey, if you want to learn more about short term rentals,"},{"startTime":2346.929,"endTime":2351.589,"body":"follow Michael's page."},{"startTime":2351.589,"endTime":2357.589,"body":"And so that can help if those hit really well, all of a sudden you can get an extra like"},{"startTime":2351.589,"endTime":2357.589,"body":"five or 10 ,000 followers a week."},{"startTime":2358.079,"endTime":2359.729,"body":"on top of what you're doing organically."},{"startTime":2359.729,"endTime":2362.649,"body":"So it's just like, it's not getting fake followers."},{"startTime":2362.649,"endTime":2365.729,"body":"It's just increasing the reach you have, right?"},{"startTime":2365.729,"endTime":2366.404,"body":"Advertising."},{"startTime":2366.404,"endTime":2373.484,"body":"I just, what I just did was I went through my videos and I looked at what videos yielded."},{"startTime":2373.484,"endTime":2378.404,"body":"Cause like for me, the static posts never hit ever."},{"startTime":2378.404,"endTime":2384.174,"body":"Like I've had ones that are like they bang on Twitter, but then I post them on Instagram"},{"startTime":2378.404,"endTime":2384.174,"body":"and then it's just crickets."},{"startTime":2384.174,"endTime":2385.874,"body":"It's like, okay, cool."},{"startTime":2385.874,"endTime":2387.934,"body":"I've got 277 ,000 followers."},{"startTime":2387.934,"endTime":2390.584,"body":"got 200 likes on this."},{"startTime":2390.584,"endTime":2391.448,"body":"And it's just like."},{"startTime":2391.448,"endTime":2396.328,"body":"Nothing, but I post a reel and I'm like, every reel I post is going to get in front of 50"},{"startTime":2391.448,"endTime":2396.328,"body":",000 people."},{"startTime":2396.328,"endTime":2398.408,"body":"So, or a million."},{"startTime":2398.508,"endTime":2408.728,"body":"And so, you know, for us, it's been, it's been a struggle figuring out kind of like what"},{"startTime":2398.508,"endTime":2408.728,"body":"to do and like what message and like how to go through it."},{"startTime":2408.728,"endTime":2415.988,"body":"And so what I did was I took the videos that yielded the most followers and it's normally"},{"startTime":2408.728,"endTime":2415.988,"body":"the stupid six second video."},{"startTime":2415.988,"endTime":2420.504,"body":"That's like, yo, like if you want to do this, follow me."},{"startTime":2420.504,"endTime":2422.884,"body":"And it's like a six second with a stupid sound."},{"startTime":2422.884,"endTime":2427.684,"body":"And I'm like looking at it, it's like 30 ,000 followers from this freaking video."},{"startTime":2427.684,"endTime":2432.284,"body":"And so I'm like, okay, well let me put $2 ,000 behind this to boost it."},{"startTime":2432.284,"endTime":2433.614,"body":"And I boost it."},{"startTime":2433.614,"endTime":2435.904,"body":"And of course it works."},{"startTime":2435.904,"endTime":2437.694,"body":"Like it gets sent out to more people."},{"startTime":2437.694,"endTime":2441.284,"body":"Like it already hit 2 .1 organically and it gets sent out to maybe what?"},{"startTime":2441.284,"endTime":2443.664,"body":"Like a hundred thousand more people and people followed."},{"startTime":2443.664,"endTime":2449.064,"body":"But I was just like, the juice isn't worth the squeeze of me paying that for only this"},{"startTime":2443.664,"endTime":2449.064,"body":"amount of followers."},{"startTime":2449.064,"endTime":2450.018,"body":"So it's like."},{"startTime":2450.018,"endTime":2451.7,"body":"that your strategy sounds much better."},{"startTime":2451.7,"endTime":2453.672,"body":"Or I say, I'm going to spend money anyways."},{"startTime":2453.672,"endTime":2459.357,"body":"I might as well spend money just to have the big accounts shout out and then you get"},{"startTime":2453.672,"endTime":2459.357,"body":"eyeballs that way."},{"startTime":2459.357,"endTime":2461.509,"body":"Is there any like, do you just do that through the agency?"},{"startTime":2461.509,"endTime":2462.569,"body":"there any like,"},{"startTime":2462.569,"endTime":2467.779,"body":"they, you know, they have some of their own pages they've built up and they actually do"},{"startTime":2462.569,"endTime":2467.779,"body":"tests on those."},{"startTime":2467.779,"endTime":2472.589,"body":"And if it does well, then they'll go pay and post on certain other small and big pages."},{"startTime":2473.169,"endTime":2481.979,"body":"you know, every page, depending on the quality of reach and success that people have by"},{"startTime":2473.169,"endTime":2481.979,"body":"posting on a page, they charge a different amount."},{"startTime":2481.979,"endTime":2483.969,"body":"could be 50 bucks a post."},{"startTime":2483.969,"endTime":2485.089,"body":"could be a hundred bucks."},{"startTime":2485.089,"endTime":2487.109,"body":"Could be a thousand dollars a post."},{"startTime":2487.409,"endTime":2489.06,"body":"You know, so you have to be very strategic."},{"startTime":2489.06,"endTime":2491.811,"body":"And again, it was something I've tried to do on my own."},{"startTime":2491.811,"endTime":2495.793,"body":"And frankly, it was like more of a time suck for me and I wasn't great at it."},{"startTime":2495.793,"endTime":2497.274,"body":"So I hired them now."},{"startTime":2497.274,"endTime":2501.996,"body":"I do pay them a percentage of profit share from anything that they helped me generate."},{"startTime":2501.996,"endTime":2504.507,"body":"So again, it's very aligned."},{"startTime":2504.649,"endTime":2506.55,"body":"know the agency that you're using."},{"startTime":2506.55,"endTime":2508.832,"body":"We'll talk offline about it."},{"startTime":2509.153,"endTime":2514.043,"body":"I'm pretty sure I know the one that you're using, but dude, it's crazy."},{"startTime":2514.043,"endTime":2515.393,"body":"yeah, but it works in it."},{"startTime":2515.393,"endTime":2519.296,"body":"Basically I worked with them and then there was like a downturn in like results."},{"startTime":2519.296,"endTime":2521.497,"body":"So I let go of them and I did it on my own for a while."},{"startTime":2521.497,"endTime":2523.648,"body":"I worked with a different agency that did not work at all."},{"startTime":2523.648,"endTime":2525.129,"body":"Then I did it on my own."},{"startTime":2525.129,"endTime":2529.102,"body":"And what I did, I was like, cause I felt like I was paying them too much, frankly."},{"startTime":2529.452,"endTime":2537.577,"body":"I told them this, but when I really dug into the numbers, because once I started running"},{"startTime":2529.452,"endTime":2537.577,"body":"paid ads, if I'm getting a five X row as, which is what our target"},{"startTime":2537.577,"endTime":2542.317,"body":"minimum is return on ad spend, then it's about 20 % of revenue goes towards advertising."},{"startTime":2542.317,"endTime":2550.357,"body":"And it was between like 17 and 20 % at the end of the day, what I was paying them and"},{"startTime":2542.317,"endTime":2550.357,"body":"they're on their rate plus shout outs, plus the profit share."},{"startTime":2550.357,"endTime":2559.037,"body":"So in my mind, I was like, why wouldn't I work with them if they're helping me get results"},{"startTime":2550.357,"endTime":2559.037,"body":"because it's no different in terms of marketing costs and it's less for me to do, you"},{"startTime":2559.037,"endTime":2561.847,"body":"know, so that's how I looked at it and hired them again."},{"startTime":2561.884,"endTime":2566.424,"body":"Yeah, right now we've got really good margins, but we have no marketing spend."},{"startTime":2566.424,"endTime":2575.783,"body":"So that's my intention is like, how do I maintain our profit margins while increasing and"},{"startTime":2566.424,"endTime":2575.783,"body":"like adding that line item of like 20%."},{"startTime":2575.783,"endTime":2577.867,"body":"Is that kind of where you cap it at 20 %?"},{"startTime":2577.867,"endTime":2579.514,"body":"your, what are your margins right now?"},{"startTime":2579.8,"endTime":2581.176,"body":"About 40."},{"startTime":2581.289,"endTime":2582.129,"body":"Okay."},{"startTime":2582.129,"endTime":2582.789,"body":"Yeah."},{"startTime":2582.789,"endTime":2585.419,"body":"I mean, I don't know where your other expenses lie."},{"startTime":2585.419,"endTime":2593.451,"body":"Like mine right now is probably between 45 and 50%, including, the ad spend and marketing"},{"startTime":2585.419,"endTime":2593.451,"body":"costs."},{"startTime":2595.062,"endTime":2598.069,"body":"All right, Michael, we need to talk more."},{"startTime":2598.069,"endTime":2599.572,"body":"We need to talk more, I do."},{"startTime":2599.572,"endTime":2599.797,"body":"Yeah."},{"startTime":2599.797,"endTime":2600.448,"body":"my number, bro."},{"startTime":2600.448,"endTime":2601.149,"body":"Let's talk."},{"startTime":2601.149,"endTime":2604.984,"body":"I also need to get down to Austin and hang because I used to live there and I really miss"},{"startTime":2601.149,"endTime":2604.984,"body":"it."},{"startTime":2604.984,"endTime":2607.047,"body":"I need to get back more often."},{"startTime":2607.288,"endTime":2609.888,"body":"Dude, we're coming up on the top of the hour."},{"startTime":2609.888,"endTime":2611.598,"body":"I want to be conscious of your time too."},{"startTime":2611.598,"endTime":2621.268,"body":"So let's talk quickly about the book because we've already gone by this and like this is,"},{"startTime":2611.598,"endTime":2621.268,"body":"we'll make an intro for this, but this is the difference for people."},{"startTime":2621.268,"endTime":2632.398,"body":"It's good for people to hear this stuff because it's like, they think people are like, I'm"},{"startTime":2621.268,"endTime":2632.398,"body":"going to go invest in real estate and I'm going to make, I'm going to be worth 10 million."},{"startTime":2632.398,"endTime":2637.208,"body":"I'm going to make millions of dollars just being an investor and having the investor hat"},{"startTime":2632.398,"endTime":2637.208,"body":"on."},{"startTime":2637.368,"endTime":2638.558,"body":"That's not how it goes."},{"startTime":2638.558,"endTime":2643.088,"body":"The people that make $10 million, the ones that are an entrepreneur, they get the business"},{"startTime":2638.558,"endTime":2643.088,"body":"owner hat."},{"startTime":2643.088,"endTime":2648.328,"body":"That's just a real estate company or real estate companies, which is what you've done."},{"startTime":2648.508,"endTime":2650.108,"body":"So talk about the book."},{"startTime":2650.108,"endTime":2651.528,"body":"You know, what does it teach?"},{"startTime":2651.528,"endTime":2652.608,"body":"Where can people get it?"},{"startTime":2652.608,"endTime":2654.83,"body":"And then where can people follow you in general?"},{"startTime":2655.081,"endTime":2655.411,"body":"Yeah."},{"startTime":2655.411,"endTime":2659.981,"body":"The book is called investing in short -term rentals, the fast path of financial freedom."},{"startTime":2660.351,"endTime":2666.361,"body":"and I did that and that was like my sole source of income before I started all the other"},{"startTime":2660.351,"endTime":2666.361,"body":"businesses."},{"startTime":2666.361,"endTime":2669.541,"body":"So the reason I love short -term rentals, cause the cashflow potential is amazing."},{"startTime":2669.541,"endTime":2676.241,"body":"You know, we scaled to like 30 to 50 K a month net, within a year and a half, which is"},{"startTime":2669.541,"endTime":2676.241,"body":"pretty crazy."},{"startTime":2676.851,"endTime":2680.581,"body":"and I believe anybody else can do that and you can really start on any budget."},{"startTime":2680.581,"endTime":2682.045,"body":"So in the book, just,"},{"startTime":2682.045,"endTime":2690.13,"body":"delve into all the different strategies, regardless of your budget and how to like find"},{"startTime":2682.045,"endTime":2690.13,"body":"properties in the most sustainable markets and then set them up to be as profitable as"},{"startTime":2690.13,"endTime":2690.541,"body":"possible."},{"startTime":2690.541,"endTime":2696.294,"body":"Then automate the day -to -day management on the backend, like what system, software is"},{"startTime":2690.541,"endTime":2696.294,"body":"and teams you need in place to do it."},{"startTime":2696.464,"endTime":2699.316,"body":"and then how to scale at that point with none of your own money."},{"startTime":2699.316,"endTime":2700.977,"body":"So if you're interested in that, it's a quick read."},{"startTime":2700.977,"endTime":2703.679,"body":"It's really more tactical than philosophical."},{"startTime":2704.26,"endTime":2706.791,"body":"which I feel like a lot of books are really more like"},{"startTime":2707.074,"endTime":2707.515,"body":"Fluff."},{"startTime":2707.515,"endTime":2708.065,"body":"your energy."},{"startTime":2708.065,"endTime":2708.966,"body":"It's really exciting."},{"startTime":2708.966,"endTime":2710.076,"body":"You could do really well here."},{"startTime":2710.076,"endTime":2711.397,"body":"And it's just like you read, read, read."},{"startTime":2711.397,"endTime":2713.077,"body":"And it's like, okay, well, what do I actually do?"},{"startTime":2713.077,"endTime":2718.25,"body":"So this one was really built more for like a condensed version of what I mentor and teach"},{"startTime":2713.077,"endTime":2718.25,"body":"people on."},{"startTime":2718.25,"endTime":2720.681,"body":"So if it interests you, you can probably pound it out in a weekend."},{"startTime":2720.681,"endTime":2722.331,"body":"You'll probably want to reread it."},{"startTime":2722.741,"endTime":2725.753,"body":"but yeah, hopefully it has a big impact on, on you."},{"startTime":2725.753,"endTime":2727.033,"body":"If you end up reading it."},{"startTime":2727.468,"endTime":2728.179,"body":"Dude, awesome."},{"startTime":2728.179,"endTime":2732.713,"body":"then we're going to put that in the show description and we'll include that in the intro"},{"startTime":2728.179,"endTime":2732.713,"body":"as well."},{"startTime":2732.813,"endTime":2736.096,"body":"Anywhere else that people can follow you, where can they go?"},{"startTime":2736.678,"endTime":2738.321,"body":"honestly, Instagram is probably the best place."},{"startTime":2738.321,"endTime":2739.052,"body":"You shoot me a note."},{"startTime":2739.052,"endTime":2740.094,"body":"This is at L."},{"startTime":2740.094,"endTime":2741.346,"body":"Lafonte six."},{"startTime":2741.346,"endTime":2742.849,"body":"Make sure it has a little blue check Mark."},{"startTime":2742.849,"endTime":2744.098,"body":"Unfortunately."},{"startTime":2744.098,"endTime":2746.517,"body":"How have you not changed your username by now?"},{"startTime":2747.293,"endTime":2747.633,"body":"I don't know."},{"startTime":2747.633,"endTime":2752.337,"body":"I just, it was always that and I've been on like so many podcasts and all this."},{"startTime":2752.959,"endTime":2757.703,"body":"I just never changed it, but it's funny because people will DM me and they'll be like, Hey"},{"startTime":2752.959,"endTime":2757.703,"body":"Mel."},{"startTime":2757.703,"endTime":2762.668,"body":"And I'm like, bro, did you just, you could have clicked on the profile and at least said"},{"startTime":2757.703,"endTime":2762.668,"body":"it, says Michael Elifante right there."},{"startTime":2762.668,"endTime":2765.531,"body":"But if you search my name, you'll find me too."},{"startTime":2765.531,"endTime":2767.394,"body":"That's just the handle, you know,"},{"startTime":2767.394,"endTime":2768.864,"body":"fair, fair."},{"startTime":2768.864,"endTime":2775.604,"body":"I say that as I just spent freaking $26 ,000 on the domain actionacademy .com."},{"startTime":2775.804,"endTime":2781.064,"body":"So I'm like, yo, and I'm glad I did it."},{"startTime":2781.064,"endTime":2784.474,"body":"Like when I was doing it, I was just like, my God, what am I doing?"},{"startTime":2784.474,"endTime":2786.464,"body":"Like there is no return on this."},{"startTime":2786.464,"endTime":2793.324,"body":"Like, but now that, like, now that we're like five months removed and I created a really"},{"startTime":2786.464,"endTime":2793.324,"body":"cool website around it, like now I'm excited about it."},{"startTime":2793.324,"endTime":2795.164,"body":"But dude, no, man, you're awesome."},{"startTime":2795.164,"endTime":2796.374,"body":"Let's, let's talk."},{"startTime":2796.374,"endTime":2797.787,"body":"Way more offline."},{"startTime":2797.787,"endTime":2802.076,"body":"dude, this is, I didn't think that the episode would go this way, but I'm glad it did."},{"startTime":2802.076,"endTime":2804.189,"body":"Like this is insane."},{"startTime":2804.189,"endTime":2807.78,"body":"just like, how do you do short term rentals and okay."},{"startTime":2807.78,"endTime":2808.961,"body":"how do you."},{"startTime":2809.805,"endTime":2810.196,"body":"Yeah."},{"startTime":2810.196,"endTime":2811.253,"body":"I talk about that enough."},{"startTime":2811.253,"endTime":2812.754,"body":"do is get your book and they're done."},{"startTime":2812.754,"endTime":2817.827,"body":"All right."},{"startTime":2817.827,"endTime":2818.118,"body":"Perfect."},{"startTime":2818.118,"endTime":2821.3,"body":"Well guys, this has been Brian and Michael with the Action Academy podcast."},{"startTime":2821.3,"endTime":2824.372,"body":"Get the book, follow Michael and Elifante6."},{"startTime":2824.372,"endTime":2826.033,"body":"Everything will be in the show description."},{"startTime":2826.033,"endTime":2827.895,"body":"Of course, go follow."},{"startTime":2827.895,"endTime":2836.034,"body":"And if you guys learned stuff like I learned today, like I got my mind blown, a five star"},{"startTime":2827.895,"endTime":2836.034,"body":"rating and a review and follow Michael everywhere."},{"startTime":2836.034,"endTime":2838.548,"body":"Thanks guys and talk soon."}]}