The Code To Winning - THE 90-DAY HOME BUILD SYSTEM || BROCK HOLYOAK || EPISODE 079

Episode Date: March 6, 2026

In this episode recorded during WealthCon in Las Vegas, I sit down with Brock Holyoak, a blue collar builder turned real estate investor who has built a reputation for speed, efficiency, and delivering strong returns for investors. Today he runs a construction operation capable of building 70 to 80 homes a year, focusing on quality homes priced under $400K while completing builds in around 90 days, nearly twice as fast as many competitors in the market. We dive into the structure of Brock’s business and how he has been able to scale production with a lean team of just five people. He breaks down his debt first investor model, where investors get paid before he does, and explains how that structure allows him to consistently turn investor capital multiple times per year while targeting 45 to 50 percent returns. The conversation also explores how he manages projects, maintains speed without sacrificing quality, and keeps operations running smoothly at scale. Beyond the numbers, Brock talks about the importance of relationships in construction and why strong loyalty with subcontractors is one of the biggest advantages a builder can have. We also discuss broader investment strategies, different ways people can participate in real estate deals, and practical opportunities for generating income in the space today. If you want a real conversation about building wealth through real estate, construction efficiency, and working with investors, this episode delivers a raw and honest look at what it takes to rebuild from nothing and scale a serious operation.   Timestamps  00:00 Introduction  02:15 background  08:00 upscaling  14:00 Biggest Financial year 15:22 How does the process work  20:57 Utilizing AI in building homes  23:00 Building Brick vs Stick Frame  25:41 Business Structure  28:00 Other Asset investments  32:50 Residential vs Commercial  37:05 Winning Mindset 

My definition of winning, one is setting up my family so that it's like if I cease to exist, they're still taken care of. And then growing the company and trying to make it bigger and trying to get into more real estate investment and growing it out and growing it wide. I basically want to look myself in the mirror and see who the fuck I became 10 years from now. It used to be, oh man, like the money would be cool, right? Like that's kind of the motivator was the money. And now it's like, don't need money or anything. At the end of the day, like, there's nothing that I, like, sit here and I was like, oh, I need a Ferrari.

I need a, you know, Bugatti or like, I don't fit in cars, right? Like, I don't want a car because I don't fit in the fucking thing. So it's like, you can only buy so many things before you're just like, dude, it's boring. Why do I need a 15,000 square foot house when 1,500 fits me and my wife? The money at the end of the day is to set up for more long-term wealth and allowing, like, your family to come over capitalized off of what you've done, hopefully try to grow it, not f*** crashing. The Code 2 winning insights you need today to seize the world tomorrow. Today, we actually still in Las Vegas.

We actually right now have access to the balcony. We're in Sin City. It's amazing. We've been getting a lot of entrepreneurs from a variety of different industries and fields as well. Today, if you're curious in learning a bit more, obviously, in the real estate space, We're going to talk a bit more about just building, building homes, investing, a variety of different fields in the aspect. We actually have in the studio, he goes by the name of Hunter from the W.E. No, it's not.

It's Brock, Helioch as well. So we're going to talk a bit more about him, the man himself. Welcome to Studio Boss. How you doing? Good. How are you? Doing well. Thank you very much.

Yeah, can you just go through. Yeah, I mean, just go through pretty much who you are and how you started in the field that you're currently in right now. Oh, man, I've been in construction for a long time. So, like, 14 part-time jobs through the summer, I work with my dad and his business partner doing, you know, concrete laborer. when you're 14 and you work with like 30, 40 year old degenerates in construction, it's like you pretty well get like some language that you're not really accustomed to when you're in like eight grade, right? Like you hear you hear some shit. So, so you get a little rough around the edges. You get used to cursing and carrying on, you know, more adult conversations when

you're a little younger than you probably should be doing that. But anyway, it's a, it's fun. experience, got through there, kind of when I got through school, it's like, man, I want to go into psychology. I want to go into philosophy, which neither one of them pay anything, really, you know, like find that out after like my first year of school. It's like, hey, man, like you can go make like $35 grand after you get a master's degree in psychology as like a clinical psychologist. It's like, I can go down the road right now and drive trash truck for $65 grand with a $1,000 CDL. know what I mean like the the two aren't really balancing out like in my mind I'm sitting here like man I got six years of school or I've get a thousand dollar CDL in like a couple

weeks right like and I can make double the money like why am I doing this traditional thing that everyone's telling me to do you know so not that I really wanted to be a trash truck driver but then I you know went in full-time into concrete construction just kind of dove into that a few years into it, I'm kind of just like, man, like, I need to, I need to make a change. I don't, like, I don't want to be living day to day. Yeah. Like, I don't, I don't want it to be like paycheck to paycheck every week.

Like, I'm broke at the end of the week. Like, then I didn't really know what I was doing. I just knew, like, looking at my boss, I'm like, you're doing better than me. And I want what you have, right? So it wasn't like, I didn't really have anything figured out. I didn't really have a plan. It was just more like my assimilation was like if I have my own company, I can better position myself to have what you have, right?

And set myself up, my family for, you know, something a little bit better. And how long were you working for your boss at that time? I'd been with them probably about two or three years now. And that was in Utah, right? Yeah, we worked Utah, Nevada. It was kind of where we would work. And when did you start your business? construction or building company?

I think 2002 or 2003. Okay. I was I think 21, 22 at the time when I got licensed. My boss was pretty cool. I got into it. I did a few little side jobs here and there. Got a contract with the company out of St. George to do some of the flat work. He was pretty cool about giving me like Fridays off.

He's like, yeah, you can go take like Thursday Fridays off or whatever and go do your deal. after a couple months he's just like dude you gotta figure it out like either you're in or you're out kind of deal like I can't have you a part time like you really got to come with me full time or you got to take the step

and go do your own thing and then when you started it did you end up getting funding from businesses and entrepreneurs or did you just start everything from yourself from the ground up and like your own personal thing was ground up everything was just I just started doing stuff and everything that I would buy equipment-wise.

I started, I buy it cash. So I did have, you know, credit with like the material suppliers and stuff like that. So as far as being able to be supplied, you know, concrete materials, rebar supply, stuff like that, we had like credit accounts with those companies. But everything else was funded like basically just out of pocket. So it just started really super small by myself, no employees, shoveling dirt rather than hiring people with equipment to come do it, never really went into like buying the heavy equipment. Like I would just, to me, I found it was like, man, if I hire this guy for 45 bucks an hour,

like at the time, you know, it's like 45, 50 bucks an hour, got me like a skid steer and the operator. I'm like, that's an extra guy, right, for 45 bucks an hour. And it's like he's, he's helping me and he's got equipment. And I don't have to pay him other than the 45 bucks an hour than he's here. You know, and so that's kind of kind of how I got started. And then it's a little interesting that, you know, I get in and it's, you do a few jobs, a couple thousand dollars. It's like I ended up, my next set of, next set of houses were like $15,000, $16,000 homes,

was for the concrete scope portion of these jobs. So that was, you know, my bid for, you know, putting some foundation, flat work or whatever, on these houses. And I'm like, dude, I don't have 16 grand. I've got two houses I just contracted. That's 32 grand, right? Like, my ass is on the line for, like, $32,000.

If this thing goes to hell, like, I'm broke, you know? And obviously it didn't. It worked out, you know what I mean? But it's, it went from, we're, Your comfort level was, you know, 30, you know, 15, 20 grand a house to then I got into custom houses. So now I'm doing $70,000 concrete scope works on like, you know, five, six thousand square foot. Yeah. Nice custom homes.

And within a matter of six months, I'm bidding two, three, four million dollar commercial jobs. You know what I mean? And so it's a lot of people's like, oh, it's scary. but I think it's like it's scary when you dip your toes into the water, but then when you like actually walk out there into it, it's like, oh, it's really not so bad, right? Like, why am I so panicked? And I think just taking that initial step into it, it's like, it's almost like, like you're stepping into a death wish, right?

Like when you initially step out there and then you're just like, oh, okay, like cool, now we can rock and roll, right? Like now, now it's not so bad, right? Like, now I'm accustomed to, this isn't as scary as I thought it was, I guess, right? Like, you get on a roller coaster and it's like, oh, I didn't die. Cool, let's do it again, right? That's a good analogy. So it's kind of the same thing as it's like, you stepped out there. It's like, dude, I didn't go to zero, right?

Like, I made money. Let's go do the next thing, you know? And then you go do it, and then they get bigger, and then they get bigger, and then they get bigger. And it's, you know, all of a sudden it's like, now you're doing multi-million dollar deals and you're just like six months later and you're looking back like you know I was scared to do this five thousand dollar sidewalk job for this guy you know what I mean like you just get used to it I think a lot one thing I noticed many people especially within the blue color space they are very very good at in within the industry whatever specific task or expertise is really

channeled on whether it's either building or roof or whatever it may be however sometimes they are not financially as have that what do i call it the financial literature to understand how accounting books and all the different stuff you know kind of with the business side of things as well do you feel like you end up like already did you have that already or did you learn that over time when you get the right mentors how how did you figure out that part of the running the business aspect as opposed to just being blue collar and building. So the business, it took me a long time to really figure out like the back end stuff is probably more important than like the front end stuff or at least equally important.

You know, like learning your taxes, learning, you know, how to keep all your books and everything organized on the back end is really, and it's something I still kind of struggle with as far as you know that goes i've got accountants and bookkeepers and stuff like that in place now but it's like you know originally starting out it's like i don't want i don't want any issue with the irs just pay whatever and make it go away right like so it's like i wanted nothing to do with it was just like pay somebody to make me not go to jail right like i'm making money i don't care what it costs me. I think, I don't know, probably six, seven years ago, I, you know, through home building and stuff, I went out, made some purchases that weren't like tax write off, approved, I guess.

So it's like now I've got all of this stuff. I've got all of my money tied into this thing that now I cannot write any of that money off. And now I owe all of this tax. But all of my money is already gone, right? And so I'm like, oh, crap, like, I'm going to figure out how to not ever really have to pay taxes, right? Like, that's, so the last probably five or six years, it's like, I got to figure out how to not pay taxes because most business owners don't understand that, like, taxes are probably your biggest expense of your very good, right? Like, you make money, you pay 40% of it back to the government at the end of the year, and it's like you just never get ahead. and you got to figure out a way to really get past paying 40% back to the government.

Like, it's okay to pay them a little bit, but it's like that money, the more of that money that stays with you, the faster you can grow your business. If you're always making the money and then paying a whole bunch out and then starting almost from ground zero again going into the next year, it's like halfway through the year is when you finally get the momentum and then the end of the year, you're wiped out of again and that just seems like this cycle that keeps going over and over and over again. And for me, it was like, dude, figure out how to not ever have to pay taxes, right? Like figure out a strategy or some strategies that can come in and offset these taxes to where

you're not just getting wiped out at the end of the year. So that's kind of like the real estate aspect as far as like the long term holds and stuff that I do is part of my strategy on, you know, what we do. for our taxes to be able to not have to pay out as much at the end of the year, which gives us the ability to kind of grow every year. Awesome. And obviously 2002, 2025, that's about 23 years running right now. What would you say has been the biggest financial year in terms of like revenue that you've accumulated?

How much have you made like the most in one year? This year, I think this year is going to probably be your best because typically, So for the last, I don't know, seven, eight, nine years, we've been pretty just content of, you know, we're there, 10, 12 houses a year. I can manage that by myself. I don't have to have a whole bunch of staff or anything like that. Within the last couple of years, we've had a bunch of big players, D.R. Orton, Linar, big builders come into our little small area, right? And so I kind of started seeing the writing on the wall. It's like, these guys are going to come in.

They're going to buy, they have the capital. come in and buy a development that somebody's doing that's an 80 lot subdivision. Like they can come in and just buy the whole thing out. It's like at some point when they come in full full force, like I'm not going to have product unless I've just kind of ramped everything up to where I can go produce my own problem. So this year we've we've got up to where we should be somewhere in that 20 to 25 home range.

So we've doubled or close to doubled what we've done in the previous year. years and then the goal for next year is to double on top of that. Okay. So at some point, I think the goal, the overall end goal is to kind of get in that 80 to 100 homes a year to where we're doing, you know, on average, a couple of week, which starts. But right now it's like we get, we got pretty close to our goal this year. I think, like I said, we were to double, which would have been 24. I think we're going to probably end up being about 20 or 22. by the end of the year.

So I think we'll be pretty close to what we were shooting for. And then if we can double that again next year, then we'll be on track to kind of hit where we want to be within the next four or five years. Awesome. And so when people come and approach you, is it to build a home and, like, do you do multifamily? What's the actual process when people come and approach your service of business? So for us, like we don't specialize in, like, high-end homes.

We're kind of, we're mid-level homes. So more affordable housing, it's not tracked housing, it's semi-custom. So a little bit above, you know, the bare-bones minimum. But we like to kind of add more customized features to the house, allow more tweaks, you know, on the floor plans, colors, stuff like that. So people can come in and get a pretty customized home for a fraction of what you would pay. for a fully custom home. Okay.

But we, I guess, an answer to your question, it's like we do have different products for different people. So can we build, you know, a million dollar plus homes? Yes. Do we like to? Typically not. What's the range currently in? Currently we're, I try to stay in the, you know,

four to five hundred thousand range. It's a pretty good mid-level market. Most people can, you know, afford that product. It seems like a, for retirees, it seems like they're, they're trading a house that's too big for them for something that it's like a little lower maintenance. So that kind of gets them into that, you know, 15 to 1,800 square foot. Do you do renovations as well or you just build homes? Mainly, I don't like doing remodels.

There's, for me, it's a whole lot of unknown. Like you get into it, it's like, oh, well, we got to tear this wall out and then, oh, the plumbing's in there. So now we've got to tear all the plumbing out or tear into the floor. And it's like, oh, the floor's rotted. And we, you know, like there's a whole lot of like what ifs on there. I've just really like our process is dialed on new homes. And it's like we can crank them in 90 days. So like most other builders in the area there, five, six month builds.

Like we can we can blow through the same thing in the fraction of the time. Interesting. So 90 days is from building something from. just having a stand to build in the entire home in 90 days. So start to finish, the second we show up to dig footings to the time that you're getting your keys, 90 days. That is impressive. That's impressive.

Wow. And you specialize that in Utah? Utah, Southern Nevada. So not quite into Vegas yet. We're into Mesquite, Musquite, Nevada. We're into southern Utah, Cedar City areas, mainly the two areas we build Cedar and Mesquite. What's one of the toughest challenges that you usually face in the field that's so demanding physically as well? Well, I think more just scheduling and keeping everybody on pace.

You know, like we've got a really good group of subcontractors that we've used and they're kind of dialed in with our process towards rent and repeat. but it's like there's just always there's always something there's always a there's always a holiday on a monday that shoot that kills the day there's always you know a rain day or a snow day or it's too windy to pour concrete or something you know so just just elements that just always kind of take you by surprise you know you see a lot of these guys like oh what's your calendar like it's like i don't have a calendar like you look at my phone there's nothing on any day of any week on my phone because it's like i wake up in the morning from four it could be four o'clock in the morning could be six o'clock in the morning it doesn't matter whatever you know whatever time I'm up it's like I don't have a plan

because I know by 630 7 o'clock in the morning my phone's gonna ring and I've got fires to put out that is just stuff that has to that has to happen right so there whatever I want to schedule even if I wanted to schedule it I just know that there's if there's stuff that needs to get done I make sure that it gets done but for the most part it's like I can't tell you that it's getting done at 10 o'clock because I might have something that's more pressing over on a job that needs to be taken care of beforehand so as disorganized as I am like the house takes precedence over anything so it's like you look at my desk and there's just papers everywhere in my life just like how do you

know where everything's at like she'll clean she'll clean it up and I'm like what the what the fuck did you do with all this shit like where did you put it right like I put it over here. I'm like, how can you find it? I'm like, well, I knew it was in this pile, like third down. Like, the paper I was looking for was in this pile three pages down. And I knew I could just grab it off the table and look at what I needed to look at and then put it back. Right.

So to me, it was like disorganized chaos of like my organization, right? But it's like, so I knew what it was. Nobody else knew what the hell is going on. Fair enough. But it's like, that's my chaos. And I understand it. But it's like, above. of anything like these never, like the schedules never really get off.

Like I make sure that takes precedence over anything that we just stay on schedule. I love that a lot. Obviously we've seen a vast improvement in terms of innovation, the utilization of artificial intelligence, how AI is reshaping building as well. I've seen how some of these like 3D models, 4D models where people can actually see their homes, inside and stuff like that. Have you and your company often incorporated that form of model as well? We haven't. I know we're kind of going through like an overhaul on the website right now. So we do have some pretty cool tools that I think they're trying to implement to work like we can

pull up the floor plans, turn them into a 3D view and then allow them to actually go in and like move walls so that it's like, oh, if we make this room a couple feet bigger, what does it do? if we move this, if we eliminate this wall or, you know, add this wall over here, what, what is it going to look like? And so I think we do have some pretty cool features that we're in the process of putting out that I think will be pretty beneficial. Color schemes that people can go in and kind of click on and like place, you know, like wall colors and flooring colors and stuff like it.

So they can kind of get kind of an idea of what it looks like beforehand. But yeah, it's coming. I think it's a little bit early, but like we are kind of working that way, if that makes sense. So I know we've been here in Vegas this conference, three, four days. I don't know if I told you I was born and raised in South Africa before.

So the thing is in South Africa, almost all the homes are made in brick. I've been here approaching 10 years, if not 10 years already. And I've noticed there's a certain material that's used to build the homes in the United States, especially obviously that I've lived most of my life in the West Coast of, I mean most of my time in the U.S., in the West Coast, Utah, Idaho, California, all that kind of stuff. What material do they use? What do you guys use?

Stick frame mainly, so it's a lot of lumber. I noticed that doesn't that pick up on fire and stuff? It's definitely not fireproof for sure. But I mean, every wood's going to burn, you know what I mean? It's like you've seen the California fires.

It's, you know, a pretty good example. You got all these houses that were sitting up in Malibu in the hills, right, that have 40, 50, 60 year old lumber that's been sitting there drying out

for however long. And it's like, they caught on fire and it's just like they burned, you know what? My question with that though, can you still build brick or is that a bit more expensive? I think right like the most cost-effective way to build right now is through your traditional stick frame. So is there like could you build out of like solid block? Yeah. Could you build like we've done houses where we've done like

like like ICF systems where they're like foam blocks or home panels that you fill with concrete right? So that is an option and honestly like through the COVID era when Lumber skyrocketed and four by eight nine 16th OSB went to like a hundred bucks a sheet like I'm like man does it now make sense like is buying you know an ICF system that's foam and concrete it's gonna be a more solid product actually equal out cost twice right like because at the time it was always about 30 or 40% more expensive to do the ICF systems but it's like and if I'm paying 10 bucks for a 2x4 stud and I'm paying a hundred bucks for a sheet of plywood it's like now worth my cost right because everything had went up by five six x for material yeah so what I was paying

for three houses a year ago, like now I'm paying for one for my lumber package. And so it's like, well, now does it make sense to kind of lean this way? And it got pretty close to where I'm like, yeah, like, let's start doing some houses with some ICF systems or some non-traditional ways. And then everything kind of, you know, plateaued and come back down after that. Okay. But yeah, right now, like, you're still, like, materials are down to a pretty, pretty good level. I mean, they're not, they're not super cheap, but they're not over the top

expensive. And then with, if a home's going to be about 500,000, how much of that is going to be subcontracted and how much of that does your company make revenue out of? It kind of depends. So I shoot for between 20 and 25 percent profit margin. Okay. So right now, the market's a little soft so it's like you offer incentives you offer a few other you know some closing costs or builder incentives is it 20% a small amount um well you figure 20% of 500,000's 100 yeah so we're making you know that's kind of what i shoot for it's around you know 85 to 100 grand in house okay what we we shoot for for our profit margins okay and do you start and do you start Contract majority of the stuff in terms of like people that are building the homes and stuff like that all

Basically everything okay so yeah, I mean we do we do a few little things in-house but for the most part it's like everything's everything's just subcontractor Management everything's in-house Schedulings all done in-house But yeah every every trade is And then would you say I want to just kind of like try to and come to the point where we're concluding our last two more questions as well we had a great conversation in the last few days on economics the dollar bitcoin gold indices we know that there was a recession the great recession that occurred 20 2008 9 around that period of time there was

COVID that happened as well what is your strategy to try and overcome recession-proof business? Like, what are you doing right now to try and do that? Recession-proof. I don't know that anything's recession-proof. I think at some point it's like you just do what you do and keep grinding and hope that everything stays, you know, above water, right? Like, I don't know that there's really a clear-cut strategy

that you can implement. that's going to guarantee you anything, right? Like, you look at this, it's like, if it was guaranteed, it would cease to have value, right? Because it's like, everybody could do it. So if it was guaranteed that you could go buy gold and become a millionaire or ride through like bad parts of the economy, it's like, and it was easy to do,

everyone would do it, right? So having the uncertainty is what actually makes it, you know, profitable in the back end. that being said it's like there are certain things that you can do or invest in that you know maybe a better play for me i'm not a bitcoin guy i'm not like i'm not a guy that wants to trade tangible money for a holographic image of a coin right that i can only see as long as the power button's on on my computer screen like to me that's not an asset like people look at it as an asset and it's like, I guess if you look at it like a stock, like we were talking,

like if you looked at it as a stock and you're riding the highs and lows and you're buying and selling and doing stuff like that, then you can make money on it. But I think long term, I think it's like what value does Bitcoin happen? Like what is the actual value of something that doesn't exist? You know, gold exists. Like if I turn my computer off and I have a bar of gold in my safe, like the gold's still there. If I turn the light switch off, the gold's still there, right? Like, if I turn the light switch off on my computer, my Bitcoin's gone. So turn the power out to the world, Bitcoin's

gone forever. You know, gold's still there. A house is still there. An apartment complex is still there. So, and with assets, too, like, here's kind of the crazy thing with assets. If I'm going to go buy $100,000 worth of gold, I have to trade $100,000 worth of some kind of currency for that goal, right? Like, it costs me equal value of what asset that I'm buying, right? Bitcoin's the same way. If I'm buying a Bitcoin, it's going to cost me out what the value of Bitcoin is today, like 100 grand, right?

If I buy a Bitcoin for 100 grand, like, I have to trade $100,000 worth of cash for that coin. Okay, if I go buy $100,000 worth of real estate, I can buy that with $20,000 in financing. the other 80. Right? So I can make, I can make an investment that's going to appreciate

that I can also depreciate out and take off some like, you know, offset taxes and stuff like that with it, all with 80% of somebody else's money. All with bank money. So for me, it's like,

I can leverage my money to get more in real estate. And that's, the play that's what I know and so that's what I do so like if you're a stock guy and you understand stocks really well go plan that market that's what that's probably where you should be if you understand Bitcoin really well it's probably a market for you right like for me none of those markets make sense and so that's not the market that I love that yeah I think you know real estate just gives you it gives you the advantage

to be able to use bank money to leverage assets and be able to collect assets quicker. But it's also not one of those sexy businesses like everyone thinks where it's like, oh, I'm a real estate investor. I'm going to make millions of dollars tomorrow, right? Like, it's a long-term play. It's a 10-20-year play. I don't go buy a property and be like,

I made a million dollars on this. Like every now and then, maybe you can buy something and it's like the value increases. Like, cool, I can sell that and double my money. For the most part, it's a 10-year play. Like, you have to be in it long term and you have to be patient enough to be like, I'm not making money tomorrow,

but 10, 15 years from now, I'm going to make my money. And so I think if you can have that mindset, then I think real estate's a good investment. If it's a quick gain that you're looking for, probably stocks are crypto, you know what I mean? because you can buy, sell, stuff like that. Awesome. Now, that's powerful.

I know I said three more questions. I'll ask the second, last one right now. What advice would you give somebody out there right now that wants to try and start within like a building phase of trying to build homes as well? What advice would you give that person that's trying to start like tomorrow? It's trying to build homes? I probably wouldn't start building homes unless you've been in some kind of. of a trade like understand like if you have no knowledge of construction go work in

construction so that you can understand the process because if you have no idea how the process works like it you'll be done okay right like you have to like it has to be something that you have some kind of an understanding in or you have to have a good bank account already established where it's like hey I can hire the right people to run this for me but to just jump into it be like, I'm going to figure this out, like, you'll get your lunch eight. That's a pause. So, like, and I don't know, it doesn't necessarily have to be any specific trade.

Like, you could be a drywall contractor or a roofing contractor. Like, like, you could come from that. You could be just an employee of, you know, a framing company, right? Like, but understanding the process of, like, start to finish how homes are built or how commercial projects are built or what. type of building that you're going into. Like, I don't do a lot of commercial because there's a lot of, it's not something that I specialize in, right? For me, I've got the home building dialed in.

I've got my product dialed in. I know what I build. I know who I build for. And I'm really good at it. Like, not be a dick, but, like, we perfected this portion of the building market. Yeah. Right. and so I'm really good at that.

But for me, like, I've had people like, man, why don't you do commercial? Like, you can go do this job over here. It's going to take you a month, and you can make 200 grand. That's like I could, but I could also lose 200 grand. Like, because as much money as there is to make in commercial, you can lose your ass pretty quick too, right? It's, when I look at a residential set of plans, I've got four or five pages of structurals, and I've got three or four pages of architectures. I open up a 2000s.

square foot commercial building plan and there's 130 pages attached. Uh-huh. Like, I guaranteeed you're going to miss something on one of those 130 pages that's going to bite you in the ass. You know what I mean? Like, you're not going to catch at all. And so that's kind of a game of like win loss and you better have a really good team

around you as far as like on-site management and just estimators that can really like, go through and understand the plans really well and read all of the specs and just dial that all in. So for me, it's like, could we do it? Yeah. Is it something that I really want to jump into now? No, because I really am focused more on this and growing this portion of it. Maybe at some point it's like, yeah, let's hire a completely separate division that just does this, that only does commercial. and then I can just keep my people here.

But it's like I'm kind of one after diving into different odds and end, you know, projects, like stuff that I want to do, like trying to dive into like the health of fitness industry and stuff. It's like I after doing several of those while still trying to do the main business of home building, kind of figured out the hard way that it's like just focus on one thing, throw everything into, to that one thing and make it as big as you can possibly make it. That's powerful. So when your attention's going six different directions, nobody's getting anything.

Nothing at all. All you're doing is running around hump and air. And it's like the last place that you want to be, if you're in business, is standing in the driveway, humping air, right? Like, you got, he got, you gotta dial it in and actually move the needle forward on. something, right? And so if all you're doing is spinning your wills, nothing happens, right? Like,

you don't make any progress. The last question, because it's the coach-winning insights you need today in order for you to seize the world tomorrow, everyone's got different definitions for this. But for Brock today, what is your definition of winning? My definition of winning is, I don't know. I think at some point it was about money. Now I think it's more, two goals, I guess. Like one is setting up my family so that it's like, if I cease to exist, they're still taking care of. That makes sense.

Like setting up, setting up knowledge for my sons so that like in the event that I die driving home tomorrow, like he can take this company. over and run with it, right? Like, given him the knowledge of being able to, like, operate a pretty polished company, right? And, and move it forward and grow it and still be fine. So, so financially, I guess, more like that my family's taken care of. And then the direction that I'm going as far as like growing the company and trying to make it bigger and trying to get into, you know, more real estate investments and stuff like that, I think more of the growth and growing it out and growing it wide is more of a, I want to see, I basically want

to look myself in the mirror and see who the f*** guy became 10 years from now. That's probably. Right. Like, and again, it's like, it used to be, oh man, like the money would be cool, right? Like, that's kind of the motivator was the money. And now it's like, I really don't need money. for anything, you know what I mean? Like, at the end of the day, like, there's nothing that I, like, sit here and it's like, oh, I need a Ferrari. I need a, you know, Bugatti or like, I don't

fit in cars, right? Like, I don't want a car because I don't fit in the fucking thing. So it's like, you can only buy so many things before you're just like, dude, it's boring, you know what I mean? Like, how many watches can I have? How many houses can I have? You know, like, you can only live in one house? Why do I need a 15,000 square foot house when 1500 fits me and my wife, you know what I mean like I don't need anything extravagant and so it's like the money at the end of the day is to set up for more of like long-term wealth and allowing like your family to come over and like you know capitalize off of what you've done and hopefully try to grow it not crash it right so I guess in that like in the phase of life that I'm in now is it's like trying to relay the

information that I have to my family, my kids, so that they can figure life out and have a head start with that. And then as I'm still involved in it and growing it, just see how far I can push the bar just for like a personal goal. So powerful. So I don't know, fitness. Like I've been in weightlifting, bodybuilding, stuff like that forever. And it's always, it's, it's, it's always a you versus you thing. Like it's never, oh man, I got to look like that guy or I got to be that guy. It's like you just go to the gym and try to be the best that you can be. Right. And so it's like with that mindset, it's like you have to be disciplined and you have to be a little crazy to kind of do that shit and beat the hell out of yourself day in and day out. But by doing that, right, like you also

create this other aspect on the other side. It's like, man, like I want to be like a good dad. I want to be a good husband. I want to be like a good good at business. Like it gives you that drive to kind of go and be better in all aspects of life, right? And push the limits because like, dude, if I can do that here and I didn't die, I can do it here and probably not die too, you know. Awesome stuff. Noelle, thank you very much. The coach winning insight you need you there to seize the world tomorrow. Yet again, if you're learning about, especially in the blue collar space, about building, upscaling, learning more about the industry as well. This episode is a great one for you.

All of Brock's information will be in the description right below as well. Without further, Drew, thank you very much, boss. Appreciate your time. Thank you for having me.