In episode 58 of Wake Up to Wealth, Brandon Brittingham interviews Desirae Williams, a powerhouse in the real estate industry, as she discusses her new coaching program aimed at helping real estate agents and team leaders thrive in today’s market.
Tune in for inspiration and practical advice on how to elevate your business and personal life
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Brandon Brittingham
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Desi Williams
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This is Wake Up to Wealth, a podcast dedicated to helping you change the way you think about wealth. And now, here's your host, Brandon Brittingham.
Hey, this next segment is brought to you by my good friends at Rocketly.ai. That is Rocketly.ai. If you're in the real estate business, especially the investment side, and you need a platform that can run your real estate business and talk to leads through AI when you're not able to talk to them and can qualify Qualify and get to all the leads you can't get to. Plus, it has an amazing piece of technology with it called Lead Detector that helps get all the people that come to your site and not opt in to opt in to turn into a lead. These are my good friends at rocketlead.ai. I'm part of this company as well. I use it to run my real estate business, my real estate investment business. Go check them out. Again, rocketlead.ai. Thank you guys for sponsoring this segment. Hey, what's up, everybody? We are back with another episode of Wake Up to Wealth, and I cannot thank you guys enough. I know I say this every show, but the show just keeps getting bigger. We're 120,000 downloads last episode, consistently making us one of the number one shows in the United States. We're typically top five in investing, and we've been top 20, top 25, top 50 in business. Thank you guys so much. If you're a first-time listener, like, subscribe, leave us a good review. We appreciate everyone's support. The support that you guys have helped with this show has made us one of the top shows actually in the world now, which is still pretty fucking wild to say that. So I thank you guys so much. And as a result, we have no corporate sponsors. We have nobody telling us what to do. So I can come bring people on that are my friends that I get to do business with. Like today, we've got Desirae Williams on with us. I call her Desi. She's one of my favorite people in this world. And we get the privilege of having her on with us today. How you doing?
Hey, good. Thanks for having me on.
So what's kind of cool is I'll tell you guys a back, like just a quick backstory. You know, entrepreneur, I love, I just love hanging around and being around entrepreneurs. And what was cool is I spoke at an event last year, spring break in Utah. And, uh, she was in the crowd and she immediately contacted me, I think it was the day after. And she just said, Hey, I want you to make me better on stage. Um, and you know, very few people that I've coached, um, implement the way that she does. And it was pretty cool to, We've had a relationship for a while now, her and her husband. So I've gotten to understand their world, but how fast she pulls the trigger and implements. And I think that's a testament to really good entrepreneurs just in general is their ability to make a quick decision. Is that something that you like always had or like, I mean, where did that come from? Cause you were like, I was like, yeah, this is what it costs to hire me. And you're like, let's go.
Wow. I mean, I think that's one of my superpowers and is it something you're born with or something you acquire over time? I think it's just something I was born with and it's blessed my life a lot because if you know you're going to do something, you don't need to spend a bunch of time just thinking about doing it or weighing out the different options. It's like, this is my end game. This is going to get me those results. Like let's go. If all I have to do is this to get this result, like let's just do it.
Yeah. And, um, give everybody a, just kind of a, you know, an idea of who you are, what you do, what your business looks like, just so, so they have an idea.
Cool, so I am a mom of five. I've got five kids, 16 down to six. They're all sandwiched in there about every two years. I sell 160 homes a year on my own. I run a small team. My team of four sold almost 300 homes last year in our market, and that's about a 32% market share. And then on the side, we also do some investments. We do flips, holds, wholesale rentals. And so we're also finishing a giant commercial building right now. That's been a fun project. I hope to never do again.
Yeah. So, um, how, I mean, that's, that's wild. How do you manage five children and run a business like with that amount of productivity?
So I think the key is getting at least 800 milligrams of caffeine a day. If you're not drinking enough at that level, then there's no way you're going to be able to get everything done that you need to. Um, no, I mean, so I didn't start off selling 160 homes, right. And I didn't start off with five kids all at once. So I think as you grow, as you learn, you kind of increase your capacity on what you can do. But the thing that's the most important to me is having my systems dialed. So I've got my time blocking, my transaction management, my CRM, and my calendar and those three things are kind of what makes it so that I'm able to do the volume that I'm able to do and still have time with my kids.
Yeah. So does that come down to like, do you have non-negotiables? Like, are you ruthless with your schedule? Like what, just give us, give us context. What does that look like?
Yeah. So my non-negotiable is I'm going to have 20 conversations every day, no matter what. And it was probably about four years ago. Someone was like, if you just have a hundred conversations a week, then you're going to make a hundred grand. And I was like, okay, I can have a hundred conversations a week. And I just like locked that into my brain. Like if that's all I have to do to make a hundred grand, that's what I'm going to do. And what I didn't realize at the time, is those hundred conversations compound into something bigger. And so like Alex Ramosi's like, it's not one silver bullet, it's a thousand silver BBs or whatever. Like I'm just putting these little deposits into my bank every day and it's compounded over time where now my prospecting looks less like me reaching out to people and more like people calling me. Um, and so I would say that's one of my non-negotiables. And then my other non-negotiable is people work around my schedule. I put in my schedule when I'm going to be spending time with my kids and I don't mess around with that time. Like that time is sacred. That time is important to me. And I found that when I do those two things, everything else just kind of falls into place.
Got it, which probably keeps you having a solid relationship with your husband too, because you have non-negotiables around that. So it's not like you're just burning it on both ends, but then you don't have time for a relationship, right? Because I've had the privilege of spending time around you two, and that's kind of what I see and feel.
Yeah. And it wasn't always that way. So when I first got into the business, I was like, you know, I just got to grind so hard. I've got to force my way to the top. Like I work and work and work. And when a client calls, I drop whatever I'm doing and I just go meet them no matter what time of day it is, no matter what else I have planned. My daughter's birthday can wait. Like we're taking care of this client. And I think that's something that I've learned over the years is when you, transition out of that force mentality and get more into the flow state and you protect that time, you set those boundaries, everything else works out and your marriage can be better. Your relationship with your kids is better and your relationship with your clients is better because you don't resent them for taking you away from what's really important to you.
Yeah. It's funny you say this. I was actually having this conversation with somebody the other day is somebody that I'm coaching. And I was like, you're, you are still so conditioned to the necessity, what you just talked about, which as entrepreneurs, like we all go through the necessity stage. Um, and you don't put boundaries up. And, and actually when I started putting boundaries up and I started just hustling for the fact of hustling, I actually started making more money. Um, which is wild. It's like, you think you're going to make less when you, but you actually make more because then everybody treats you and respects you as a professional. Um, and it's kind of like my, I've seen this in many things in my life. I raised my speaker fee. I raised my coaching fee. You know, I raised my commission. I raised what I charged in projects and I got busier. Right? It's like, did you have that same kind of epiphany? Did that happen with you as well?
Yeah, same thing. So I got to a point where I was like, I'm actually going to quit. Like, I'm so burnout. I hate my life. I'm making all this money and it sucks because I never get to do anything with my family. So then we made those changes. We started setting the boundaries. We increased our commission. We started charging a transaction fee and the universe just magnetically sent people our way. And we're probably three X where we were at that point. And I've got more time to spend doing the things that I love. It's so crazy.
That's funny how that works. Another thing that I know that you believe in, cause we're in similar rooms, um, And man, I just wish more people would understand this. And I'm saying this for a reason, because if you're listening to this, you understand the power of proximity and getting in the right room, right? And to talk about that, because so many times I've just seen, right, like all of us eagles fly together. We all hang with each other, right? And I've just seen so many times where people's like, oh man, that's expensive. This is expensive. That's expensive. Uh, but every time I got in a room where I was around people like you, you know, shit just got better. Like everything just got better. Time compressed. Um, I'm hanging out with people who think like me, like talk, you believe in that. Cause we're in some of the same rooms. Talk about that for a second.
So here's the deal. Like people like you and me, we can figure it out on our own. It might take us a while, or we could pay the money to get in rooms with people who've already figured it out and you can go further faster. And so if you look at just the cost, you can't really look at how that compounds over time. and like the time compression is so much money in the long run. Like at one event we went to, they talked about the transaction fee. We hadn't been charging that. Well, 500 bucks over 300 transactions. I mean, that's our bottom line, right? It didn't cost us anything to implement that. So just that 10x whatever I paid to be in that room. And I think what people also don't realize is it's not just the people who are leading the rooms. It's the relationships that you build when you're in those rooms with those people. And you just have people who you can reach out to for help. And you have people that you can help. And everyone just works together to go further faster.
How big of a springboard or effect do you think it's had on your progression and where you are now?
Well, so I'm in a small town, right? And so making a hundred grand, like I mentioned earlier, that was like the dream. I was like, if I could just make a hundred thousand dollars. But when you get in these rooms with people who are making, you know, millions.
Yeah. Seven, eight figures. Yeah.
it's like, oh shit, like I could do way more. And I'm thinking way too small. And so not only does it impress the time that it's gonna take you to do something, but it also expands your mind so that you can think what's possible.
Yeah, it's funny. It's like the perspective shift that you have as the investor is like, we all remember, dude, if I could just make $100,000, oh my God, like everything's gonna change in my life. And then you make it and you're like, man, not that much really changed. And then you go, the first time you get in a room where somebody is like, dude, I made a million dollars this month. And you're like, holy shit, I'm thinking too small, right? It just gives you a completely different perspective change, right?
Yeah. It totally helps you understand what's actually possible. And, you know, I think before too, I had this, relationship with money where I kind of felt like money was gross. I didn't want to be rich. I always hated rich people. when you're in rooms with these people, you see the good that money can do. And having more money isn't just impacting your life. You're able to bless so many other people's lives with the money that you make. And so it changed my whole relationship with money. And I think that's another thing that kind of attracted more money to me is it's like, oh, I'm open to receive more money because I know the good that I can do. The more money I make, the more people I can help.
That's a great point. I'm glad you brought that up. That's, that's, That's an amazing point. So, uh, another thing too is right. Like, so someone who's listening to this entrepreneur, maybe a mom, you know, how, how do you balance it? I know you talked about non-negotiables, but you got a lot of shit going on. You know, how do you, for, for, you know, maybe the mom that's listening, they're, they're grinding, they're trying to make it happen. They're juggling a bunch of shit. They got children. Like how, how have you made this work?
So I used to think that I had to do everything on my own. And I used to think that nobody else could do my laundry. I'm the only person who can do all these tasks that I have to do all day. And what I learned is sometimes it's OK to hire and it's OK to delegate so that you can spend time doing the most important tasks. And with that delegation comes a lowering of expectations. Sometimes you just have to get somebody in the seat who's going to do a good enough job. They're not going to be perfect. They're not going to be you. They're not going to do it your way. But if you get the same result, it doesn't really matter which road you take to get there. As long as you get to the destination, then that's got to be good enough. So now I have a nanny and she's amazing. She does the picking up of the house. She does the laundry. She does the meal prep, the grocery shopping, the car cleaning, all the stuff that I can do. I'm fine. I'm good at doing it. I don't mind doing it. but all the stuff that takes me away from my kids. So when I get home at 3.30, I just get to spend time with the kids and enjoy. I don't have to worry about all the other things. The other thing that's been really helpful is I have an executive assistant who manages my calendar and she protects my calendar. She makes sure that I'm not adding things to it because I love to say yes to people. I'm a people pleaser. Like I'll always say yes, even when I want to say I have kind of a gatekeeper who's like, yeah, she's not going to be able to make that. So I'd say the house manager has been my best hire. And then the second best is my executive assistant has been great.
That's all. I'm glad you mentioned that. And what I will tell you guys from experience and just listen to this, the mistake people make, unfortunately, sometimes is maybe you're listening to this and you're like, man, I'm just not at a point where my business is that maybe I can afford it. And I will tell you the best decision you can ever make is hire for where you're going, because you'll grow into it. Don't hire for where you're at. And I can personally, I can't convince my fiance to get the house manager. Maybe you can do that for me. But the best hire that I ever made years ago was an executive assistant. And thank God I did. And then now, you know, we've elevated her up and her daughter's now my executive assistant. So I kind of have to, right. But like my productivity, like literally I fucking three X overnight. Like I was selling a little bit over a hundred homes and you know, I went to North at 300 in a year just because I put the right person around me. So I'm glad you mentioned that because The, we typically as entrepreneurs are our own biggest bottleneck. And when you can get out of, like your genius is not fucking paperwork and shit like that, right? It's being in front of the client and dealing with that. And if you're listening to this, I'm mentioning this for a reason is because you need to figure out what your genius is and get the shit off you that's not, because that's how you scale.
And one of the ways that I did that was through time auditing. So I took two weeks where I just tracked every activity I was doing.
Yeah.
minute increments. And then I highlighted all the ones in red that I should not be doing. And then I was like, who could do all this stuff. And I found that most of it was stuff at the house. And so I'm like, well, I need somebody. And I like put it into chat GPT, who's this person, they're like, oh, it's a house manager, these are their duties. And I'm like, perfect. And I was scared to make that higher, because I didn't want to commit to a salary that I couldn't afford. Sure. And so what I did was I just started saving money out of every paycheck. And when I got to a three month salary, that's when I made the hire. Because if he wasn't giving me back more time or making me more money in that three month, then it's cool. Like you can just cut them. And it's like it never happened.
Yeah, I'm glad you mentioned the powerful exercise you just said. And if you're listening, like. Don't let that go over your head, the the time audit like we can be in entrepreneurs in general. especially in real estate, you can be busy, but not fucking productive. And you can be doing a bunch of dumb shit that doesn't equate to anything, but you're busy. Right. So I'm glad you mentioned the time audit. Um, another thing that you and your husband believe in. which obviously is one of the whole premises of the show is investing, right? And we were just chatting for a few minutes before of some of the stuff that you're going on, you know, on the investment side that like, just talk a little bit about like, you guys have a portfolio, right? Of stuff you own. Like, I just, I want you to shed light on that. Cause I just, so many people in our industry just miss that boat.
Yeah, it's crazy to me that so many people in our industry don't invest in real estate just because we have access to everything. Like we are able to do it and we're giving it to other investors. All these deals we're finding. Like, why aren't you capitalizing on those deals yourself? So we've got a portfolio of 24 residential units, and then we've got a big commercial building where we've got multiple spaces in there, and then two other commercial buildings that we rent out. And then we've partnered on a couple multifamilies.
You're in a multifamily with me.
We are. Yeah, we are.
Yeah. So, um, that's really, that's really, really cool. And so people that are intimidating by like, so you say 24 doors and the other things you mentioned, like a lot of people that intimidates them. Right. So like, just kind of walk me through, like, you know, how did you get over the intimidation factor of like, we just got to go by one. Right. And then we just kept going, like, just walk, walk, walk us through that.
So the first one we bought was an eight plex and we were so scared. It was $200,000 and it was the units were renting for 400 bucks a unit. Hold on.
It was two 50 for an eight plex.
Yes.
That sounds like a good deal to me.
Well, it was a great deal and I've been looking at it and watching it. And then I had a client who wanted to go see it. And so I showed it to him and he kind of wanted to buy it, but he was scared. And I was like, well, what if we just like partner on it? And then both of us have half the risk. And going back, I would never partner on it again because now you get half the reward.
Right. You gave up too much equity.
Yeah, but we're renting those units for $1,200 a door now, and it cash flows like crazy, but we just had to take the first step. We just had to just jump in and not be scared. And so I think you can analyze deals all day, but in the end, you just have to take that step and trust that it's gonna work out.
And what is that building conservatively do you think worth now?
I'd say probably 1.5, maybe more, 1.8, somewhere in there.
Yeah. And how long ago did you buy it?
It was six years ago.
But still, I mean, think about that. Like six years goes by in a flash. You paid $250,000 for a building that's worth at least a million over what you paid for it conservatively. And probably, and like you said, $250,000 at the time was probably expensive. You were scared of it.
Yeah. We're like, what if the tenants all move out? What if, you know, and you can go through what ifs all day, but what we found is most of the worst case scenarios you dream up in your head never even happen.
Yeah. A hundred percent. Um, and I always say this time is undefeated when it comes to real estate. If you buy real estate and just hold it, you're going to be all right. So that's, that's cool. I didn't know your first deal was an aplex.
Yeah. Yeah. It's been fun. It's been easier. And then we've gotten into flipping. So the first flip we bought was a client had to sell it. He was in foreclosure and he had to kind of sell it quick. And we were like, well, if we list it, I don't know if we'll be able to sell before the bank forecloses on you.
Right.
So we just bought it. We did all the work ourselves. Our kids, the motto was no fun till the house is done. And every day after school, we'd be there working on it till midnight. I remember one time we had the toilet in the hallway because we were redoing the bathroom. My little boy went and peed in it. But they hated it. We hated it because they were whining and crying. And so then what we realized is if we buy it good enough, we don't have to do any other work. We can sub it all out and make way more money and have our time back. So we were doing like one to two a year. And now we're up to where we're, our goal is for a month and we're doing about two a month right now.
Hopefully I had, hopefully I had a little bit of influence on that. Yeah. Yeah, that's awesome. That's, that's really awesome. So, um, you know, you've done a lot of cool shit. So someone that's listened to this, you know, to get to where you, you, you are now, and obviously you've, it's a lot of different things and you've shared some of it, but If you could give somebody like a piece of advice that's listened to this of you've, you've obviously scaled, um, several businesses to a pretty high level in a fairly short period of time. Like, what do you think is, is one of the biggest, I'm gonna ask you two questions. What do you think is one of the biggest failures you had? Cause I think we learned more from a failure than a win. And then what do you think is like a bit, like a kind of an anchor piece of advice you would give somebody that's listening to this?
Yeah, so our biggest failure is something you touched on earlier, and it's hiring for where we're at, not where we're going. And so we've been hiring a lot of C players when really we need an A player to get us to the next level, but we've been scared to commit to that higher salary. And so hiring to where we're going is something that we should have done a lot sooner.
Got it.
Oh, go ahead. No, go ahead.
Well, I was just going to say my one piece of advice to someone is there's no magic bullet. Like you've just got to show up and do the boring shit every day consistently over time. And that's, what's going to compound into big results. So showing up when you don't feel like it.
So, so it's so funny you say that I think every single guest I've ever had on this show, like, and I've had everybody from huge C like, they, there's always this component of consistency that I just think that it's so fucking overlooked and people underestimate the consistency standpoint of all of it. Like it's, I think you, you are one of the most consistent people that, you know, I've had the privilege of coaching, but so many people just miss them. Like they think it's, you know, well, Brandon, when I, when I coach with you, you're going to show me the magic door. And it's like, no, I'm going to give you the blueprint, but there is no magic door. The magic door is consistency.
For sure. It's like almost too easy that they think it doesn't work. It's kind of like when I'm like, how do I get rich? They're like, oh, you just have to work out. And it's like, no, there's gotta be something else. Like that's not what's working.
Yeah. It's funny you say that. Cause I was, you know, it's the, it's the same thing. It's like the, the gym conversation is like the gym industry is whatever it is in the billions, but the take this pill to lose fat is like five X that because everybody just wants the shortcut. Yep. So, um, another thing I'd, I'd, before we wrap, I'd love for you to touch on, um, you've been working on something cool where you are kind of packaging and teaching your model of, of how you've been successful and efficient as an agent, correct?
Yeah. Yeah.
So share, share that with my audience.
All right, so we know exactly what it takes to be successful in this market. I think that's one of our, something different that we do than other coaches. You know, a lot of coaches out there are like, well, 10 years ago, I was selling 100 houses. And it's like, I'm in the trenches with you. And this is exactly what we're doing to win in today's market. And so we've got it broken down into 20 modules. And then we've got a couple different options where there's some live coaching, or they can just do the modules, but it's our exact blueprint for all of our businesses, our investing, our selling, our production team. So I have a power production team that helps me do my 160 deals and exactly how to hire, exactly how to build that out and how to maintain profitability. Cause I think most agents want to get out of the business and have their team sell. But we've talked to multiple team leaders where, you know, they're doing 10 million GCI and their paycheck's a hundred grand a year.
Yeah. And it, That's wild. I, you know, what I would say, and I said this, and I said this on a, on a clip that was on the internet. And I had so many people reach out to me about this. It's like, don't build a business you don't want. Right. And just because you heard this person or that person or whatever the fuck, like me personally, if I don't touch a certain amount of transactions a month, I will not be happy. It has nothing to do with money. It's the fact that that's the shit that keeps me alive. Right? Like that's, I'm a fucking salesperson, man. I need the fucking ball. Right. And it's like so many people are like, it was like this badge of honor and I'm not trying to give anybody shit, but like, it was like this badge of honor to get out of production. And if that's what you want, that's okay. But if you don't want to don't fucking do it. Right. Like don't do it. Build the business that you want. And for me, I'm not going out and chasing deals. I'm going out and chasing the deals I fucking want. And so many people in our industry aren't. They got out of production and they fucking hate it. And now they feel stuck. They feel like they're in purgatory. And don't do that.
Yeah, don't do that. Do what makes you happy. Create a life you love.
Another thing too, and then we'll go to the final question. Um, you're a huge believer just because I see all your shit and so many people overlook this and don't brand their self and don't market. I mean, you fucking brand nonstop. Like your shit is just, I mean, every time I go on social media, like I'm seeing multiple things in my feet of different marketing that you're doing. Um, again, this is the, like the simplest thing you can do in your business yet. So many people don't do it. Like, what has it done for you?
It's been huge, and it's just that same consistency piece. And I think being authentic is really important too, because we live in a world of AI, and now everyone's, you know, comment underneath their post is all AI. And it's like, I just write what I feel and what I'm thinking, and I don't even put it into chat GPT. But I think that authentic piece is something that'll set people apart, and it'll make people want to work with you over working with somebody else. But I think this, The best thing that it's done for me is when I meet people in person, they already feel like they know me. They like, they trust me. And if they don't like what I'm posting, then guess what? They're not meeting with me. So I'm not wasting time with a bunch of people who aren't my people.
Yup. Yup. A hundred percent. And did you ever have a fear? Like, did you have a fear of marketing? Did you have a fear of what am I going to sound like? What am I going to look like? Cause I think that's what most people go into.
Yes. So to be honest, I don't even like watch any of the videos I post. I film them. My, my videographer is like, we should redo that. I'm like, no, it's good enough. I called it like the one shot, Nancy, like you get one shot and then we post it and it's good enough. It's authentic. It's real. And it doesn't have to be perfect. You just got to get the point across. But yeah, I think everyone watches their stuff and is like, oh my gosh, I look like an idiot or I hate the way my voice sounds or, oh, my hair looks stupid. Like they're not judging you that hard. Like you're judging yourself way harder than anybody else is looking at you.
Well, and if you show up and you're flawed as a human being, everyone is. And I think actually, I think people vibe with that because it's like, You know, there was, there was times when I really started doing social media marketing where we would spend all this money on this high production and it looked perfect and it was scripted and visually awesome. And then we would put it out there and it would get. Decent engagement. And then I'd walk around my house, selfie and shaved in two weeks, right? Just coming out of the gym and that shit went viral. And it was off the cuff, right? I was just saying, I was saying what was coming in my head. It wasn't scripted or anything. And I think to your point, it's people want to see you show up as you and the less scripted, the more authentic it feels and the more they're going to vibe with you.
For sure. And I know like for me, people are like, shit, if Desi can do it, then anybody can. Cause I'm a disaster. Like you see me with my five kids running all over. And I mean, I think it just gives them that confidence. Like if, if that girl can do it, like I got this.
So, um, how can people find you that are listening to the show?
Uh, find me on Instagram. It's I think the real Desi Williams, I think is what it is.
Got it. You're not going to ask them to invest in crypto, right?
Get on WhatsApp and we'll do a Zoom on WhatsApp.
Last question. We built this show specifically because most of us were not taught about money, right? You had the conversation earlier about your family of, you know, you were taught to not necessarily like money. You know, I was really never educated or taught about money. The conversations around money from my family were make it, save it. And when I got in the right rooms, I realized that's not what wealthy people do. So we call this show Wake Up to Wealth because my whole thing is to expose people to a different understanding of money through really cool people like you. So I'm going to ask you like I ask everybody at the end of every show, what does waking up to wealth mean to you?
To me, it means freedom to do what I want, when I want, with who I want.
Easy enough.
That doesn't need an explanation. Well, I want to thank you so much for coming on here today. I know you're busy and you got a lot going on, so I appreciate your time. You guys give her a like, give her a follow, check out her social media. She does all kinds of cool shit. If you're an agent out there, listen to this or a team leader, check out some of the stuff that they're doing on the training side. This is somebody that I've had the privilege of coaching for a long time. that I trust, believe in, know she's legit. You guys know I wouldn't bring anybody on here that I personally don't have a relationship with or know their business. So I want to say thank you for coming and pouring into my audience today. And again, thank you so much.
I appreciate it. Thanks for the opportunity.
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