Scaling Brands with Ads ft. Chase Chappell | Coffeez for Closers with Joe Shalaby

0:00While most people were scrolling TikTok, Chase Chappell was engineering the algorithm. At just 18, he launched his agency. By 21, he was managing millions in ad spend. Now, he's built tools, mentored thousands, and helped generate over$2 billion in revenue for his clients. In this episode, we dive into paid media mastery, building SaaS from scratch, and the psychology behind scroll-stopping content. From teenage hustle to tech founder at scale, welcome to Coffees. manage over$200 million in ad spend. What's the biggest lesson you've learned from a campaign that didn't go as planned? Probably tracking.

0:42A lot of times people don't have the right tracking set up on the back end of things. That's like the biggest problem. Messaging is another big one. Not having the right offer in place. Those are like big culprits. Creatives, messaging, back end tracking. If you don't know where the source of something is coming from, then you can definitely mess up. Especially with big companies. Because if you think about all the marketing channels they have from, you know, Google ads, Facebook ads, TikTok ads, they're running retail, they have billboards, there's so many sources, events. If you don't know where the source is coming from, then it's kind of hard to double down on where spin goes.

1:15Are you providing the tracking ecosystem for your clients? Yeah, so we help them set it up on the back end. You know, so that way they can actually see which attribution channels delivering the most ROI, because you need to know the data in order to be able to scale efficiently. Absolutely. So you're using what, go high level or something for your clients? Yeah, so they either have their own tracking software, you know, TripleWell, HiRos. There's so many different tools out there that they can use. But, you know, we also set up like manual back-end tracking where we set up like APIs. Segment is another one that like pulls in all the data.

1:49You know, pretty sophisticated level tracking if they really want to get down into the details of it. We're big marketers with our company here at eMortgage. You know, we spend millions on ads. We spend millions on technology. We spend millions on creating proper infrastructure for us, for our agency, like for every single loan officer that works within us. So what do you think has really been a key culprit to your success in such a saturated space? Yeah, that's a great question. So, I mean, just background. So I dropped out of high school going into my sophomore year. I was already doing six figures.

2:31As a freshman in high school, you know, managing agency accounts. I'm pretty young, but I don't think most people realize how much time some things take. And especially going into a space that's extremely saturated. I mean, everybody on the block has a marketing company, right? Yeah. Like what's the unique offering? So, you know, I've already almost been doing this 10 years now. So it's been a slow, slow grind of just like every day being super consistent. consistent the first thing that front loaded it was when i dropped out of high school you know there wasn't much i was doing after that because i moved so far away from my school i was like an hour you know i went straight to the city in dallas um so i wasn't around anybody that i knew i was just focusing i ended up going into you know what people call now is like monk mode i didn't even know what that was called back then but essentially it's like no technology you just literally you know the only tech you have is like your work computer like there's no like getting on social media, no interacting with people, no holidays, like no family.

3:30It's just like two years of straight silence and work. And so I built up over two years during that period, working with a ton of different brands. And then I encountered a ton of roadblocks along the way. I mean, we're huge, you know, growing like crazy now, but back then I couldn't land clients like I could now just due to the age factor. The age thing was the biggest problem for me back then. everybody thought I looked super young. I was 60 pounds less than I was now. You know, imagine like some skinny kid with no facial hair saying he can run all of your company's marketing. It's not the most trustworthy looking thing, even if you know what you're doing.

4:05So I had all these old corporate heads. You know, I went into pitch 7-Eleven at the age of, you know, 16, 17 years old. And I was trying to win that corporate account at that age. and the age question was always the biggest problem so i ended up uh going into that you know corporate meeting leaving feeling super discouraged because i'd heard the age problem like a hundred times went to walmart and uh went to the uh men's hair growth section for old men and there was a product that said do not uh it was like hair growth you put on like a bald spot and it grows hair and it said do not use on face so i opened it up and i started lathering it all over my face.

4:46And then six weeks later, I had like a gigantic beard at the age of 17 and never got the edge question ever again. And then I just let my results speak for myself, you know, speak for themselves. And then I didn't have to worry about any of the other things. That's a funny story. Uh, we had the founder, uh, the CEO of a seven 11 on our show, Jim keys. Did you ever pitch him? I didn't. So they're a huge company. Um, I don't think people realize how big 7-eleven is like mcdonald's locations combined don't even have as many 7-elevens like yeah yeah yeah so we uh pitched their you know uh marketing directors i mean we went through the whole ladder there we would do qbrs i worked with them for seven years um we beat their agency they had 40 agency team members working on their account it ended up switching over to us and i only have four people so we were able to do double the results with way less team members what do you think the most significant results you see uh you know on on the different verticals right now like where what has the best bang for your buck on every platform tiktok shop is the most explosive in terms of i mean if you're looking at hockey stick growth it's very hard to find on any platform you know outside of tiktok shop where i'm talking about you know going parabolic where you're you know somebody can go from 20k to 800k in a month you know time frame pretty explosive you know and then in terms of like you know legion and what people are doing there like meta is very consistent as a platform today you know you can now run ads on threads so they just opened up that avenue so we're talking about a lot lower cpm for a lot of people are about to be activated so you can now start distributing your ads to threads which is like the competitor of x so they've been building up all the user engagement there and now everybody can run ads so that's going to be a huge wave of opportunity i think coming up here well it's They're going to try to grab market shares.

6:37It's going to be cheap, right? Yeah. So like now that the user base is there, they rolled out the ad buying for it. So now you can go place ads on threads. So if you have automatic placements on meta, you're hitting IG, you're hitting Facebook, you know, but now you can also get on the threads platform. That's good to know. I mean, both platforms are great, but I mean, LinkedIn's ad buying platform inherently is like super basic. Yeah, it's clunky. It's not so sophisticated. The engagement there, it's a different beast, right? um but i mean people are scaling on there like when we're doing you know franchising leads getting people to acquire a franchise like you know we tested linkedin all the platforms that you know are out there but consistently meta just outperforms and can hold the highest budgets and same for google i see yeah it's good to know we're always trying to play with what what works best yeah and then tiktok's probably another big opportunity for a lot of like legion people a lot of people haven't cracked the code there it's probably one of the most challenging things to figure out in terms of creative.

7:34But if you're really good at creating like short form video content, it can be like, you know, a huge unlock for people. If you understand creative, you're going to do well on TikTok and anywhere else, especially podcasting clips. You take clips of podcasts, those convert like crazy. On TikTok? Yeah. And meta. So like we'll, we'll trend test like videos on TikTok because once they perform there, they're always going to perform on meta but what performs on meta doesn't perform on tiktok so you might as well just go to tiktok get the video to work and then migrate it over it's good to know let me ask you uh like with the rise of ai you know mark zuckerberg coming out saying you know a couple years like in a year you're not gonna need an agency yeah it's happening it's already happening it's killing graphic designers um you no longer need like a sophisticated like you know graphic design team uh ai right now is getting indistinguishable from what you see in images a lot of times people can't tell the difference specifically there was a study with uh ai and meta and they were finding that now like anybody over like the age of 50 like the like the chance of them not recognizing ai is you know getting really close to it being 95 100 where they can't tell they literally can't tell um you know the young people can still somewhat notice the differences because they know what to look for, but every day it's getting a lot closer.

8:55And I think like content specifically, it's going to make everything easier to manage, but images are being self-generated. You can create a perfect ad even better than the ones that most graphic designers can do, you know, in a matter of a few minutes, we've been testing it and they're crushing it. And then AI avatars, you can now deal. And we've been seeing that over the last year, get better and better. It was, you know, the voice matching wasn't right. Hand motions weren't there, but now the AI, instead of just being a talking head video, it's moving its hands, it's communicating, it's picking stuff up, it's talking and pointing.

9:27So whenever it makes a big point, it's actually exaggerating its words and using tonality now. So instead of, hi, you know, this is this company, it's like one tone. Now AI's tones are actually super engaging. It's throwing people off from like, what's actually real. And the hand motions are like spoofing people because it actually looks so realistic, you know, the lag in the cameras on normal cameras, you know, can be mistaken for AI. And so some people think that we out like real videos are AI now. Um, so I think it's going to replace content first, uh, and make it easier for people who just know how to use it.

10:03And then shortly after, you know, I think a lot of these ad platforms, um, it's just really just going to be who can produce the most content, um, and feed it into the AI and just let it do its thing. So how does that impact your business? Is that good? Is that bad? Is this, you know, does it help your business? Does it hurt your business? It's a good question. So right now it's helping, um, because we're on the front lines of it. We're introducing it to people. Uh, it's generating more results for our clients. So it's a win-win for us. They don't know how to use the AI tool. So there's now, instead of us, you know, training how to edit a video or, Hey, here's the creative you need.

10:38And then going to their content team, we're saying, Hey, use this tool. Here's what you need to say. Here's how you need to word it. So that way it can produce creatives faster. It's not a hundred percent. Everyone's only using that now, but we're seeing the adoption accelerate significantly across our portfolio of clients. We have like a 30 client benchmark. So if we're testing something and it works across 30 accounts, we're going to tell everybody to do it thereafter once it's proven. So once it hits that threshold, we roll it out. And so the adoption is going up. It's not impacting us in a negative way um but it is cutting out their content team so we are seeing people let their content people go uh for like statics so a lot of people who are you know using upward fiber hiring you know graphic designers and paying these crazy outrageous fees they can get a lot of design stuff with ai now so that's the first wave that's been yeah i see i mean we we still use designers but uh mid journey 11 labs all these places they're okay right now they're okay yeah but there's tools now that are a lot better so what's your favorite chat gbt 4.0's latest update is like the big one uh it's not super great at like keeping people's faces the same there but it's great for like you know static images arcades ai that tool right now is pretty stellar in terms of like spoofing what looks like a real human because it actually uses the tones and the hand movements and uh you could tell it to do anything and it would you could take a picture of anybody and put it in there and it's going to make them you know a talking video uh it can do podcast backgrounds you could literally say no put the podcast in a studio behind them it looks so real you really can't tell um and then winning hunter that's like another good one for like you know images there's a lot out there but they're just getting better every week i see a better one yeah i heard a stat like every minute there's a new ai application i think yeah within a year i mean a year ago we were seeing like those like will smith like weird videos of ai and everybody's just like this is a joke but now it's it's like really real um it's it's hard to tell the difference and it's working so i don't even know like a year from now it's going to be indistinguishable 100%.

12:54I don't think you'll be able to tell it. I think it has to be validated after that. So what do you think the future is of human creativity? What kind of strategies do humans need to implement? Yeah, I think the creativity is going to come from how well you can word your vision rather than creating it. How good are you at putting things into words? So you're going to have to become a fantastic communicator to really visualize a lot of this stuff. So whoever, whoever's best at communicating with the AI the most and then reinforcing it with learnings. That's where the creativity is going to come from, because a lot of it, if you don't give it much, it's going to be its own, you know, generate its own thing.

13:34But the more creative you are in terms of explaining it, the better it will be. That's where the future is for human creativity. It's like really controlling the AI, directing the AI, getting the max out of the AI. Yeah, I don't think creativity will like fully go away. I think there's always going to be like, you know, there's always going to be creative people. There's always going to be people who refuse to use AI that do just as amazing work. Right now, I think we're in like the amplification phase of AI where it's like amplifying output significantly and streamlining workflows and, you know, making things just way faster than what it normally used to take.

14:07We're streamlining everything with it. It's sped up a lot of stuff for us. Pivoting a little bit, you have a coaching program, but it's not a regular coaching program. It's a high ticket coaching program. How do you address the critiques that you get about the accessibility to your coaching programs? And people are like, how can I afford that? Yeah, we tell them no or we reject them. We reject like 90 % of applications. We filter out people who don't meet the financial thresholds if they don't have the monthly revenue, if they don't have a good founded team, if they don't have creative capacity, if their website doesn't meet certain benchmarks, we just refuse to work with them.

14:45Um, so we're rejecting a lot of, uh, individuals who reach out to us. So it's, you know, a lot of filtration and then the people who do qualify, then, you know, they're going to move forward. These are other agencies that are basically your coaching. This could be, uh, people who want to take it in house and manage it. So a lot of times people work with an agency and they'll have it all done for them. They pay them a monthly retainer and then the agency doesn't perform and they get burned. They go to a different agency. Same story all over again. false promises across the board. It's a horrendous thing in our space right now is agencies like basically just making false hopes and then burning people.

15:24You know, everybody's had that experience. So what we do is we train in-house on how to do it all themselves. So they have a fixed cost with their team. They pay us a one-time payment. We train them on everything they need to do on how to manage it in-house. So that way they don't have to outsource it. They don't have to hire another agency. And when they do decide to get an agency because there's just too much work to handle and they need more manpower, they're not going to be BS anymore because they know. They know what to look for. Exactly. So they can call somebody out. Yeah, we dealt with that so many times and we always are like, I wish I would have known there was like a coaching program to coach my people so I could bring everything in-house.

15:59Yeah. And who's going to perform the best? People in the business who know it and care about it or somebody externally that's just looking for another retainer to bump their MRR? So what do you charge a company for your coaching? Yeah. So it's just 10 ,000 one-time payment. And then we're literally going to spend six months training either the founder or somebody on their team, their marketing department on how to manage their Facebook ads, TikTok ads, their backend, their tracking, email, SMS, website, landing page, conversion rates. They also get eight weeks of one-on-one trainings with us. So they're all recorded.

16:31They received the calls. It's all done with AI too, the recording. So they don't have to take notes and they can literally play it back and they can say, hey, here's all the things that we need to make changes to our website. Here's all the things we got to do with our ads. And then by the end of that, you know, mentorship, the goal would be for them to know how to do everything themselves from there on out without having to have some external party involved. And it saves a ton of money for businesses. And then they grow even more because, you know, they know the messaging for their business. They just don't know how to manage all the other factors or how to optimize or what the creatives need to look like or how to tweak the landing page but once you know that internally then your team can communicate 100 times faster and just scale well how do they stay up to date with the trends if you train them once it's like everything's changing so quick that's a good question so i mean if things do change over time like we do have a lot of people who will come back because of that reason um a lot like let's we had a huge wave of people come back to us uh when we were going over facebook ads and then tiktok started booming everybody was like all right i don't know anything about this i gotta to go back through this again and get our team trained on this platform now.

17:36So, you know, they'll either come back or, you know, they'll scale so significantly that they just are like, Hey, we trust you guys. You know what you're doing. We obviously learned from you. We'd rather just have y 'all manage it and then we'll take it over from there. Um, and we're full service on that aspect now. And you, you're like, we, we talked about this, but you're in the most saturated business that exists. I mean, like, I don't think there's more of a saturated business and everyone claims to be an expert how do you set your approach aside from what everyone's offering and like filter out all the noise yeah so because there is so many people in this space and there are so many like different offers out there um a lot of what we do is based off of like you know the volume of clients that we have on the back end so all of our internal trainings are based off of you know if we have a thousand ad accounts or a thousand websites that we have access to and all the data.

18:26You know, we can pretty much, you know, learn off of this industry. Here's what's working. Let's go ahead and apply it to everybody else in this space. So, you know, every time somebody comes in, we're able to essentially say, Hey, you need these apps. You need these exact creatives. We categorize and, you know, build out catalogs of the ad formats based off spin, ROIs, you know, lowest cost per call booking, you know, most qualified clients based off messaging and literally have a database of like, here's all the stuff we know that works. And we just replicate it across every person that's, you know, comes in because that way we're not like the creative guys that are like, Hey, let's try this grand new idea.

19:05Here's, I was in my show and I just thought of this thing we could try on your business. Like that's not our game. Ours is we already know this works. We're not going to do anything else, but what works and we're going to apply it to your business now. So it's just rinse and repeat. Um, so it's very consistent for us. and because we turn away a bunch of clients too, we know our hit rate's going to be very high on the outcome of their results. And because this space is so saturated, everything is dependent on results anyways. So we kind of have built this flywheel for that. And yeah, I mean, we're Inc's fastest growing company two years in a row.

19:42And we just got a huge space here and we're expanding like crazy. And I mean, if you just deliver on value and focus on that, thing it's pretty easy to break through so how many square feet did you guys get over there we just got 4 500 square feet here um and then we're putting a tiktok live studio in chicago as well um so yeah we're opening up spaces what are you doing with the tiktok live studio tiktok live studio so if you see like tiktok lives so now like brands are uh live is like becoming something that a lot of people are doing in other countries but it hasn't really hit the u.s market like it has everywhere else.

20:18It's like, so lives, like a live studio is basically where you have like a dedicated person that we've trained on like how to do live streams. And they just work like, it's 24 hours a day. Like they're always on live. And then you just keep swapping people on shifts and they're, they stay live all the time, talking about the business, talking about the product, talking about the service. And it's like a built-in studio and it's always running. You have comment moderators, you have people peeing DMs that are on the lives, closing, collecting on cells literally all live streaming and it's just running 24 7.

20:49someone on 24 7 doing a live show yeah so if you think about like how tv was back in the old days like when cnn was like hey we're gonna run a news network that goes 24 hours a day instead of four hours you know a day everybody's like that's the craziest idea why would anybody ever want to watch that well it's like what people do with lives right now we get on for two hours four hours call it a day so it's just taking that same roadmap and applying it here on TikTok. I would love to go live more, but viewership's lower. You get like 50 people, 100 people on your live. Yeah. So if you stay live all day, if you're always going to be, let's say you do 50 to 100 during that live stream, well, nobody's going to watch the live 24 hours, but any time somebody pops on social media that tunes in, now you're talking about, let's say every two hours, you're getting a 50 new set of people so you end up covering you know 12 times the amount of volume like i try to deliver on value like i'll do a podcast for an hour go live you do for 24 hours just like sit there yeah so questions uh topics so there's like you know there's definitely like a routine to follow it's very like uh you know organized in terms of like what's being covered right and then you know as the live comments do come in you also notice spikes in activity based off certain topics so you hit those harder and you repeat them.

22:08So it's kind of like the news again. So the news will repeat a lot of the same stuff because different groups of people get on and watch the news at different times. So it's very similar to live, except you're just doing it for your business. I like it. Now, how do you ensure that your strategies are always effective across different industries and market dynamics? So that goes back to our like 30 client rule. So let's say that we have a client come in and we're managing like their ads, right? Or we're going over training for them on something they need to fix. Well, we're looking at that, but then we go to their website and we see that their metrics are like off the charts in terms of like, wow, they have like extremely high conversion rates.

22:47They're crushing it on, you know, sales in this. Well, that's new data to us, right? Or that's insights. Like, hey, we're working on their ads and helping them fix this, but they have something really amazing over here that we haven't seen before. We're going to take notes down. and we're going to log that data. And if we start seeing more stuff like that across other people who are doing similar stuff, and then we start testing it with a handful of people and it works as well, we're going to roll that out to everybody. So just like we're helping somebody in one direction, we also see somebody's doing something really amazing.

23:16We're going to take note of it and see if it's working for other people too. So that way we can pretty much like always be learning and always be launching strategies that scale. So it kind of goes both ways. We you know teach our clients and train them on things but things that we noticed that we haven't seen before that they're doing that might be new because a lot of companies do test new stuff on their end and we'll we'll discover that and we're intrigued by it and we want to know so we're going to take those learnings and start applying them as well for you know other individuals so that way we can scale so it's kind of like a knowledge collective you know it's like a big brain of just access to information now one thing we deal with as a mortgage company is like compliance, TCPA, all that stuff.

23:58And I'm sure you're, you're those spaces. It's not so much to be able to do that kind of stuff. Yeah. Yeah. If there's NDAs involved, we don't do it. If there's compliance, you can't, yeah, there's red tape in certain spaces, medical. That's a definite hard, you know, so, but there's still so much regulation around advertising with all the different tightening. How are you adapting to the ad strategies to like continue to maintain such high performing ads? We have like, you know, policies that are always reviewed. In terms of like messaging and like what you can say with getting ad rejections or making sure you like get really low CPMs because certain words spike your CPM costs, which is cost per impression.

24:39You know, a lot of people are like, you know, our costs are rising year over year, which is true, but sometimes it's how you word things. So if you make, you know, marketing claims or false claims or they're not compliant, sometimes the platform won't even tell you they'll just push it live because it's not necessarily against their policy but it's definitely erring on the uh side of like you know it's not the best messaging so they're going to throttle your results in terms of how many people you reach and people don't know that so you got to like change your how you word things so a lot of times you don't want to say i'll help you do xyz or you don't want to say i'm going to get you x result you want to say my client you know did this number to this number right because it's based off of them it's a testimonial or it's you know a statistic that's actually proven but if you're making a claim you're going to get throttled so you got to reword things it could be i'll help you make 20k or it could be my client made an extra 20k you're going to get the same you know uh level of interest but the uh amount of people you reach just by switching the verbiage there helps dramatically with your ads.

25:47It's all NLP, like neuro-logistic programming. Now, how do you balance the pursuit of a high ROI with the various ethical considerations in targeting, messaging? Us as a company, we stay on the compliance side and making sure messaging's always to a T because so many people in this space are just way too far off on how they go about doing things. And those companies don't show all the time. um ROI like yeah I'm sure you can make some crazy false claim and like have some explosive numbers but it's going to be a short fuse uh once once people start looking into that kind of stuff so like the balance there is yeah yeah it's just word swapping uh making sure you just like you know word things in a way that isn't boldly making any guarantees uh and we find that it works better because guarantee language and making all these crazy claims anyways, people are burning out on them.

26:46The amount of people doing it is too much now. I think the sensitivity level to it now is like people don't like it anymore. They just rather hear what the actual 20 % increase. We're seeing better conversions on something like that than like, oh, we 100x this business. It's like we've heard that before. So if you're looking ahead, what are the emerging technologies right now like that are you're most excited about the merging platforms you mentioned threads like what else yeah i mean i think tick tock is still a huge unlock it's it's growing at light speed i went to their headquarters recently just a couple of months back we were their biggest referral partner in terms of ad dollars in uh 2024 uh and at their offices they're they're saying hey we're still startup like you know we're the small kid the baby on the block and it's so funny it's like man this company's like about to do like 80 billion dollars like how are you calling yourself a baby or a small startup but their their way of thinking is very much so that way um and the things that they're doing is they're still operating in that standard so they're launching so many features and so many things you can do on the platform like they're about to come out with the feature that i was just sitting in on a meeting on which instead of like sending people to a landing page to book in through county you can now have a county link inside of like the actual ad and book within um that time slot without actually having to open the landing page at all uh which significantly reduces the load times increases quality it just as a whole but that's like you know these are things that they're doing so these are huge legion opportunities um and now ai so you have the ai on the platforms that's getting you know better but what's really interesting is the AI agents to where you can kind of have your own mini AI to feedback loop the data.

28:36So this is like something that we're starting to test in. So essentially how it works is you take your ad data from meta or TikTok, you take it off platform, you feed the metrics into the like GPT, the AI for chat GPT. And then you take your CRM data and you match it with our, here's how many leads, here's all of our metrics on meta. We're also going to feed it all of our show up rates from our calls. We're going to also feed it all of the close rates and the closes by individual's name and even match that back to the exact person on meta and feed it all into the GBT. So that way it can then start to learn from specific ad messaging, like on a core level to then basically just give you outcomes so you can scale faster.

29:24Because a lot of times it's all human driven, right? Like you analyze the data, you kind of pulse things out and say, all right, here's what we found. Here's what's working. This is like the audience or the ad, but there's a lot of human error in there. And there's also a lot of, a lot of unaccounted factors that people miss. Example would be click on ad. They don't convert this week, but they convert like a month later, but they received the email from email marketing. They clicked on that, went to the website. they ended up seeing a google ad because they searched later because they're interested about it go back to the website well sales team calls them because they see them moving around in the crm and ends up closing them so who gets the attribution right well we could say the ad was the one that did the work uh but really there's a lot of other factors that went into that for that person to be closed so when you get that kind of data and you start attributing value points that you can really start to amplify your rois a lot quicker i noticed that tiktok's not nearly as uh strict as facebook meta right profiling your your target audience way more loose you can target household income still you can do a lot of things that meta discontinued um which is great so yeah you can get really specific there you can even target specific you know videos that your competitors are posting uh professionals uh various professionals yeah like you can go by industry you can go by uh hashtags like you could type in hashtag mortgage and see how many people are like, you know, interacting with that hashtag and then target all those people.

30:54Um, you can retarget, not like you can on like to the degree, uh, you can on TikTok like Meta has. Meta is very basic retargeting. You can do retargeting on pretty much any interaction on TikTok, um, which is pretty awesome. So like you could, you know, anybody who, uh, even followed or like people who, uh, watch for less than a second or just scroll past your video competitors all of it it's pretty wide open over there wow that's great to know pivoting a little bit uh what are i want to talk about goals what is a personal goal that you have for yourself a family goal that you have for your family and a business goal that you have for the business right now looking to uh seal the deal with the uh girlfriend here pretty soon um and then family uh going on a trip with everybody so we've been planning a big family and get together so we haven't done that in a while so i've been so busy so much movement never really get the chance to you know finally spend a full week with the family i haven't done that in forever um you know what was the final one and then a business goal yeah we're going to two to three x's here i already know we will that goal is kind of already given to us it's already written into the uh game plan we're pretty consistently hitting our goals so um we're not too far off from the target so we literally set this goal at the beginning of the year uh and then last month we had the largest company record we ever had in terms of people working with us.

32:18Most amount of cash collected we've ever done. And we wrote the playbook for what it would look like. And we started executing on it. We're already halfway there. So by August, I expect we hit that goal. And then we'll have to change it. Last question. When you're in front of the pearly gates, what do you think God's going to tell you? Oh, a lot of things. And the one thing, probably that I should have spent more time making connections on an individual level. I feel like the last like 10 years have been a blur. I started to wake up and I looked around in my condo and I was like, damn, this is badass.

32:56And, you know, looking at the office, I'm like, wow, this is cool. I'm not like really processing it. You know, it's like, wait, we're already here. We already have these things are starting to realize like we've been moving so quickly. one day, just the other month, I was looking back through my notepads because I was trying to find a new one. And I buy so many of them and I put them in these containers. And I was dinging through and I was like, hey, here's that notepad I had from when I first wrote down my goals. And I realized I'd hit every single one of them. I wrote down this huge list and every single goal had been hit.

33:27And I was like, man, what goals do I have right now that I am targeting? And so I had this like big thing through a moment of like, shoot, like I've just been going, like we passed these goals so quickly. We got, you know, the channel to where we wanted it to be. All these things I ever dreamed of before we even started social media, I wanted X amount of followers or, you know, this much money in the bank or all these, you know, material things. And every single one we're done, I was like, I don't even know where I'm going from here. I'm just like in the trenches, like so used to the discipline of doing things.