Subscribe via:
Show Summary
In this episode of the Real Estate Pros Podcast, Alyssa Holbrook shares her journey from a young entrepreneur to a master certified coach, helping business owners scale to unprecedented heights. She emphasizes the importance of mindset, strategic planning, and accountability in overcoming barriers to success. Alyssa discusses her unique approach to coaching, focusing on actionable strategies and the significance of time management in achieving business goals. The conversation highlights the necessity of finding clarity and focus to drive growth and the transformative power of believing in one’s potential.
Resources and Links from this show:
-
Listen to the Audio Version of this Episode
Investor Fuel Show Transcript:
Alyssa Holbrook (00:00)
for sure. So the first thing is to pay attention that there is a number one law of the universe and that is the law of expansion. So when I’m coaching entrepreneurs going to a hundred million, they often believe that they can’t affect outcomes in the way that they want to. They’re like, well, that’s up to someone else buying. And this is how smart people think about it. But it’s because they don’t understand there is a law of expansion. You are meant to have as much money, as much success as you possibly could want. And really believing that the universe wants that for you.I think is the first step. And then that gross mindset is so important. Like A, believing it’s possible is huge. And if you really challenge, if you absolutely believed that your success was inevitable, how would you invest differently?
Kristen (02:19)
Welcome back to the Real Estate Pros Podcast. I’m Kristen and I’m here with Alyssa Holbrook. Alyssa helps entrepreneurs and business owners scale to 100 million faster than anyone ever thought possible. A master certified coach with 21 years of real world investing, development and business experience, she accelerates timelines, expands identity and turns capable founders into sovereign CEOs who lead, execute and scale with clarity and command. She’s the catalyst for entrepreneurs ready to unlock their next level of wealth, impact and freedom.So I’m so excited to get into it. Thanks for being here, Alyssa
Alyssa Holbrook (02:53)
Happy to be here. So glad to be able to talk with everyone and share. just real quick. My name is Alyssa Holbrook. I’m founder of sovereign coaching and I’m an entrepreneur and real estate investor. Like so many of you, I’ve been in this real estate and coaching space for 21 years and I’ve just coached hundreds, not thousands of clients over eight countries, just brought on my nights across the world. ⁓ and I speak to the number one things that people are here on investor fuel podcast, listening to and dealing with.⁓ so helping them make more money, get back their time and live a life of impact and purpose. My goal is to unleash each of you to scale faster. And my mission is helping 10,000 founders scale to a hundred million. So it’s a big goal, a lot of fun. And the people that I interact with are going far. And that makes my job as a coach, just so much fun.
Kristen (03:37)
Yeah, I mean, I think that’s a really important topic to dive into because I think a lot of people expect to build, but the reality is scaling is a lot of what you end up doing once you kind of build the foundation. Yeah. So get into your background. You have a very interesting background. You started this very early. Tell us all about that.Alyssa Holbrook (03:50)
For sure. Yes, absolutely.Yes. this entrepreneur entrepreneurial spark has always been part of my life. ⁓ I started by selling $1 flag pins that were like those little safety pens with teeny tiny beads on them. It looked like flags and doing that and babysitting, I saved up a thousand dollars and I read rich dad, poor dad. And I came to my parents at night and I said, mom and dad.
I want to buy a property and I have a thousand dollars, which felt like a lot of money to me at the time. And I think what’s so fun about that is that they didn’t turn me away or say that that’s not possible. And what’s even more fun is that I didn’t think that that wasn’t possible. And I think so often I see founders getting to the point of like good being good and being satisfied where they are because it’s working. And so we have some level of fear of this couldn’t work. And I had none of that. And so I.
took a thousand dollars. saw what we could find and it was this dilapidated mobile home with, you know, the plumbing wasn’t working. The electrical wasn’t working. The roof was leaking. ⁓ I took a loan from my parents for another thousand and remodeled that, put someone in. and then I rolled that into my second one. And the second one was crazy. It was, ⁓ there were all the neighborhood cats lived inside of it because there was a broken window.
So when I opened that door, just remember standing there and just smelling like total putrid, disgusting cat smell and being like, this is it. Because I knew the uglier it was, the worse it was, the more money there was to be made. And so by that time I was 16 and I could drive and I just started remodeling that, scrubbing the old milk out of the fridge. Like it was very much built on
Kristen (05:28)
Okay.Alyssa Holbrook (05:44)
my own initiative and hard work. And my parents weren’t there. They didn’t help me. It was just like my thing. And I just believed in the principles. And so, you know, for me, that was a large scaling jump from owning no real estate and selling things for a dollar to making, you know, three, six. And then I compounded to several thousand dollars a month. And that’s what, that’s how I funded my college.Kristen (06:57)
Wow.Alyssa Holbrook (06:57)
Sothat was just because I kept buying more. So by the time I went to college, I had four mobile homes. And then I started immediately right after college again. it was like being able to see the next level and see what’s working and then go all in without fear on the next level. That’s the key. That is how you scale.
Kristen (07:15)
I mean, that is so impressive that, I mean, that’s like eighth grade. You’re going in and you’re learning how to remodel. You’re reading books like Rich Dad Poor Dad. It’s so impressive. But I think something that really stands out to me is the fact that your parents really encouraged it and didn’t say that wasn’t possible. And it sounds like that’s what your mindset is. It’s a growth mindset. Can you talk kind of to people who maybe didn’t have that upbringing and maybe has a hard relationship with what they’re capable of doing?Alyssa Holbrook (07:43)
for sure. So the first thing is to pay attention that there is a number one law of the universe and that is the law of expansion. So when I’m coaching entrepreneurs going to a hundred million, they often believe that they can’t affect outcomes in the way that they want to. They’re like, well, that’s up to someone else buying. And this is how smart people think about it. But it’s because they don’t understand there is a law of expansion. You are meant to have as much money, as much success as you possibly could want. And really believing that the universe wants that for you.I think is the first step. And then that gross mindset is so important. Like A, believing it’s possible is huge. And if you really challenge, if you absolutely believed that your success was inevitable, how would you invest differently?
And I’ll give a few examples. Would you invest in Facebook ads? Would you invest in someone to help you clarify your message? Would you invest in the next, you know, putting this indication together? If you knew that it…
couldn’t fail if you knew that it would work. And that level of belief in yourself and taking that inspired, aligned, massive action towards your goals really, really makes the pathway clear. And rather than just going in a bunch of different directions, you’re going to see like when you set a goal that is big, not like two, three X, but like 10 X, 20 X, 30 X, it really makes things so much more clear.
And things will fall away that you never imagined, that feel like the crux of your business right now, that is not going to be the actual crux. There’s only one or two pathways to get to that hundred million. so hone in on those and experience the discomfort of letting everything else fall away.
Kristen (09:24)
Absolutely, and I would love for you to kind of talk because I think a big part of that is your relationship with failure I talked to a lot of High high earners like you and it’s not necessarily that there’s no fear of failing. It’s just a good relationship to failing Can you talk more about?Alyssa Holbrook (09:31)
Yes.⁓
Yeah. ⁓ I think in school, we are generally taught that failure is bad and that someone else knows more than us, right? We have authorities, we have teachers and it’s somewhat is us versus them. And if we fail, that’s on us. And in entrepreneurship, there really is no failure. Like it, it really actually doesn’t happen. And you can kind of play with your brain a little bit psychologically to say, okay, I’m going to create a goal to have 25 fails this quarter. This is actually something that I do.
I plan out whose podcast I’m going to ask to be on who, what offers am I going to make? I just made an offer on a $20 million deal and I put in so many hours underwriting that and making the offer and negotiating. And that one, that particular one didn’t end up working out, but it’s like, learned so much. didn’t know how to evaluate 10,000 square foot warehouses. You literally are going outside of the States to evaluate that type of thing. And so.
The learning was huge and it just propels you onto the next deal. so I think failure goes right hand in hand with massive action, which is taking action until you get the result, which is what makes there no such thing as failure. So that’s yeah, that’s my thoughts.
Kristen (10:53)
think that’s an amazing mindset. ⁓ And I know that your specialty is really in that scaling process. ⁓ Talk about kind of what holds people back.Alyssa Holbrook (11:01)
Sure.Yeah, so there are five things that I see people being held back from scaling and it universally always comes down to these five, whether you are in a different country, whether you’re here, whether you’re at the solopreneur stage, or even if you have a team, like I’ve coached people with teams of up to 25. And it still comes down to these. So number one is your belief, your belief that you can and will succeed.
would say also defining what that success is and being able to measure that. lot of the time entrepreneurs have a rough relationship with goals because they’ve set them in the past and didn’t hit them, or they are looking at the gap instead of the gain, as you know, this conversation. But when we’re looking at the gap between where we are rather than the success that we’ve had, like if you set a big goal, you could be failing all along the way. And so having that belief that it will happen and that it is inevitable is something that you could work on.
every single day. I like to say, what is your belief that you will reach that goal that you’ve set on a scale of one to 10? And if it’s a seven or an eight, what will make it a 10 today? And I’ll go into a little bit further. I know we’re spending a lot of time on the first one, but I think it’s really important that a lot of my clients, I teach them to do intentional thought creation. So with intentional thought creation, it’s who are you, what qualities have you had, and what have you done in your
those all fuel and create that positive mindset for you to be able to show up every day, even when the negatives are stacking, because there are days as entrepreneurs, as founders, that certain things fall through or deals don’t work or you’re not making offers that are being accepted. And so really being able to come back to that intentional thought creation is so powerful. Do you want me to say the second or do you want to say anything about the first? Okay. So.
Kristen (13:19)
Yeah, no, I think allof those are amazing points. It really is down to mindset.
Alyssa Holbrook (13:24)
Yes. And the second thing is the strategic business plan. So a lot of coaches stay high level. They leave you at that mindset. And that is not how I work. I’m known as the action coach. And I work with a lot of, a lot of military guys. work with a lot of people who are doing really big things. And these high performer CEO types really love to be brass tacks and like, okay, great. That is an awesome concept. And what exactly am I doing this week and not just this week, but what about over the next three years? And so having a very strategic business plan where you know exactly where you’re going and what.the main vehicle is, like what your main offer is and your main pathway to get to 100 million is so powerful. So you want to have a strategic business plan. And once you can commit to that, I’ll give you an example. I’m coaching a ⁓ fashion, she has a fashion showroom in New York and her goal is to go to 50 million in the next three years. And in order to do that, like in our first two calls, she got so much clarity that she hired a brand new showroom director.
And when she came to me, she said, it feels like I would be curing cancer with the level of stress that I’m experiencing. But she said, and I’ll read you her exact quote. She said, ⁓ two weeks later, she said, I am feeling so much more clarity on where I want to go with my company. She had already made a clear, a new hire her key hire for the showroom. And she had, okay, this is the vision, this is the direction. And so really my role as a coach is to help accelerate people’s progress.
and get them there faster. So that strategic business plan is super important and we pay attention to what is your zone of genius and then hiring everything else out, which leads us to our third, which is systems for support. So we know we live in a world where AI is prevalent and a lot of us are using that in our businesses, but I think when we understand how to hire and a lot of the questions that people come up against is, is this on me or is it on them? Like is this
I should be more clear and how should I be hiring and who should I be hiring? And what I’ll say is I love to create a boardroom. This is your A plus hires. ⁓ I hired people in my company who have been the CEO of a company going to a million dollars. She’s my podcast editor, but it’s like everyone on my company boardroom, all of my people that I’m paying on the daily to run my systems and all of those things. I want them to be those A players.
And typically A and C players don’t mix. so again, it comes back to belief. If you believe that this would succeed, you would hire the team that would take you to that next level and help you scale so much bigger because they are more expert in their field, but that requires you being confident and secure in yourself as the founder, like to not be threatened by someone who knows so much more than you, but really creating that boardroom is what I see the smartest founders doing.
Kristen (16:13)
Yeah, absolutely. And I think what you’re kind of talking about is the difference between creating a job for yourself and creating a business for yourself.Alyssa Holbrook (17:02)
Yes. Yes. And so I’ll speak to that really quick. There is the difference between being a self-employed person, which most of us get into, you know, foundership and entrepreneurship for the purpose of freedom. But when you’re at that self-employed level, ⁓ I’ll tell my story really quick. ⁓ It was back a little while ago before I had met my coach. I was like, I just don’t see the way to go from.self-employed or an entrepreneur to being a business owner. And what that process looks like for most people is hiring, firing, not having a capable team, trying to support the team while you’re also delivering and thinking like, my reputation is so much more important to me than anything else. And so I don’t want anyone dropping the ball. And so they’re constantly just stretched thin.
trying to answer all the questions, wanting to buy back their time. And literally I’ve had my clients say, if this doesn’t work within two years, I’m selling everything and moving to Puerto Rico. Like that is basically where they’re at. And so my specialty is helping people. And it’s what I did going from the self-employed place to the business owner place where now you’re seeing opportunities. You’re actually studying your clients. You’re the visionary head of growth, ⁓ making new deals, bringing in new leads and really being the person who’s overarching Lee.
Kristen (18:01)
Yeah.Alyssa Holbrook (18:21)
⁓ leading the team. ⁓ and that’s a skill that’s learned. A lot of my clients say like, I must just not be good at managing a team. No, it’s a skill that’s learned and there’s a difference. There’s a jump for you going from self-employed entrepreneur up to business owner who has a capable team and you’re in their visionary role that you were meant for. And so you’re in the crunch, like in that, in, in the place where you are, feels like you’re walking a tightrope and you’re doing everything and you’re capped. ⁓ and, and yes.You are right, you are, and it’s not always gonna be that way.
Kristen (18:52)
Yeah, amazing. Well, I think that’s a really important thing that you help people accomplish. I would love to keep going with the five reasons you’re not scaling.Alyssa Holbrook (18:57)
Yes.Yeah, for sure.
Yeah. So the fourth reason that people don’t scale is time and how they think of time is maybe the way that we’ve just been taught or the way that we live on default. And, know, there’s that saying from Tony Robbins, success leaves clues. And I didn’t fully comprehend what that meant until recently, but it’s that universally, right? Anyone who’s scaling is going to, it’s going to be these five reasons and same with time.
So when you think about Oprah or someone who we really admire having the same amount of time as any of us, I like to teach this productivity pyramid and it really changes how people see time. We can get into the tactics and I look at people’s schedule with them and get into the specifics, but for the purpose of the podcast, we’ll stay to the mindset piece behind it, which is at the top of this pyramid, there is gold time. And this gold time, you cannot measure the return on it. It’s the time with your family.
It’s the time with mentors. If you have friends who are, you know, millionaires, billionaires doing really big things in this world, disruptors or thought leaders, like that is gold time. And you want to spend as much time as you want there. But right below that is your next most profitable time, which is called dark green time. And this is a concept that I learned from my coach who learned it from Benjamin Hardy. Um, and this, this dark green time, imagine your time being valued at at least $1,000 an hour.
That is that time. it’s when you’re actually speaking on the podcast, you’re actually closing a client. You’re actually making the deal happen. And it’s the things that you can’t outsource, right? That is your unique zone of genius where you are developing and improving yourself faster than anyone else. And that dark green time, I want, I want you to envision what are all the ways that I could be opening up more dark green time. That becomes what you solve.
once you really recognize how much your time is worth. So how can you get on more stages or how can you be making key ⁓ relationships with real estate investors, other investors or with agents as well? And so below that is your light green time. And this is where I see the ⁓ opportunity for upside with a lot of the founders that I’m working with, because at this light green time, they’re preparing their own slides for when they’re speaking.
They’re doing their own underwriting versus hiring it out. have a great guy, I hire for 150 an hour. And it’s like, that is such a good, you know, you don’t need to be preparing your own debt. You don’t need to be, um, managing your own contractors or certainly not doing any of the work yourself. Those are all things that can be managed out at that light green time. And then at the bottom, the least valuable is the Brown time. And so if you’re listening, just go through it in your mind and give yourself percentages. Where are you just?
high level, quick, comes to mind, what percentage of your time are you spending in each of these? And then how could you create, a lot of my clients actually wanna keep the gold time the same. ⁓ They may wanna be more present during it, but usually people do pretty well with that, taking care of themselves, their bodies, spending time with their family. Sometimes they wanna add personal development or a coach, but the main thing where I see most people realizing that they could spend time is that green time. How can I be doing more deals?
bringing on more capital, going on more stages. Let’s say you sign up for TEDx, you know, and you get on that stage and you’re bringing in more lead flow because of it. So.
Kristen (22:24)
that’s amazing. Yeah.Alyssa Holbrook (22:28)
Yes. Okay.So that is how, you know, entrepreneurs can really make their time work for them. And I do see a lot of entrepreneurs, ⁓ undervaluing their time, even the clients that I’ve coached are podiatrists, but they’re fixing their own printer. And I think that that really does come from the lack of belief that if you spend your time on dark green time, it will pay off. ⁓ and so we’ll move to the fifth, which is accountability. So I’m going to hold your feet to the fire.
And a lot of the time, this is what people feel that they need because they know that they say they will do something, but they commit to other people and follow through. when they commit just to themselves, they don’t follow through in the same way. And so that accountability could be very powerful. And with a coach, we can look at if you didn’t follow through, why not? And we can be very curious about that because what we’re getting at is your story on the world.
Like where are you believing that this is just how the world is, that there are just quote fires to be putting out and really there aren’t fires to be putting out. Like you can actually leave things for later and have some uninterrupted focus time. And that’s something I see a lot of people working in their business rather than founders working on their business and really safeguarding that time with no interruptions.
Kristen (23:45)
ThankAlyssa Holbrook (23:46)
And I think it comes back to, you know, your, your identity. And so that is what I teach identity driven scaling, because your business will not outgrow your identity. won’t outgrow who you are and what you believe is possible for you as a person.Kristen (24:00)
Yeah, absolutely. think that’s a really good point because I think people get caught into the cog of just, you know, doing the same stuff every day to keep the business going without actually having the intention to scale it.Alyssa Holbrook (24:12)
Yes, absolutely. And you were on our pre-call, you were mentioning going deep versus wide. I think in today, you know, we’re not waiting for the government to take us by the hand. We’re not trying to time the market in a way that we’re not getting anything done right now. ⁓ And we’re not really waiting for AI to outpace us or anything like it right now in our life. I think it’s really important to be willing to go deep to say this is the path.that I am taking and that involves cutting some things. I just cut something for my business that I would have never imagined that I would have cut. was an entire brokerage. I’m a principal broker and I just realized that is not the pathway me at my best is giving people that 20%. Here is the change that you make in your business that takes you to a hundred million. And if I can just help them have that awareness and see that, and that’s because I’ve been trained in that for eight years and worked with some of
You know, people going to a hundred million of their own revenue, a hundred million of client revenue, 14 million, ⁓ YouTube subscribers. even helped someone go from a launch of 800 K to four and a half million just in one session. And all of those things are happening because I have the mindset to see what you could change. And once people have clarity, like I find that.
They are able to make huge progress in their business faster than they ever thought possible because they just need to know what to change. They just are so in their own business and their own story that it’s impossible for us to see clearly what makes us so unique and then to take that massive action. so that clarity and focus, you move a lot faster with a focused path than a linear path.
Kristen (25:53)
Absolutely, well I think you’ve given such good practical advice for people to kind of look into their business and see what’s working and what’s not working. A really good, you know, I’m sure you have so much more knowledge to share, so tell everyone how to get involved with Sovereign Coaching.Alyssa Holbrook (26:08)
Yeah. So you can book a call with me for anyone who’s on this call. would be happy to look into your business with you. Um, you go to Alyssa, A L Y S S A Holbrook H O L B R O O K Okay. Dot as dot me forward slash consult call, or you can just go to sovereigncoaching.com, which is a lot easier, but I’m sure that we’ll link both on the show notes. Um, I just know that investors can go so much further and that a lot of the time.They’re not seeing the opportunities for them to take their business much, much bigger. If this isn’t a jobby, it’s not a hobby. Like this can make really big upsides in 22 minutes. I just did a consult with someone in 22 minutes. found a $2 million upside for his property and it literally made the deal work when he had tried everything and it wouldn’t work. And so even just a consult can be so valuable because I’m just here to serve and help. So expertise is worth a lot.
Kristen (27:03)
That’s incredible. I really, really encourage everyone to check that out and work with Alyssa. And where can people find you directly?Alyssa Holbrook (27:09)
yeah, find me on Instagram at Alyssa Holbrook coach. I’m always, ⁓ sharing just all sorts of mindset and tactical, strategical, actionable tips for you. So happy to talk with you there.Kristen (27:23)
Awesome, well thank you so much for being here, Alyssa .Alyssa Holbrook (27:26)
Yeah, thanks so much for having me.Kristen (27:27)
Thank you everyone for listening. I hope you got a lot of great inspiration and some amazing takeaways. Please check out Sovereign Coaching. Alyssa has so much value to give to you and your business. So we will see you back next time. Bye.
