Most agents are taught to sell. Almost none are taught to run a financially strong business. I'm the CFO real estate agents never had — I'll help you understand your numbers, structure your business so the tax code works for you, and turn your commissions into real wealth. Built on Gary Keller's MREA and MREI frameworks.
Former CFO of Room Real Estate (~$400M California team) · Property-tax-consulting background · CA Broker DRE# 01724888 · Co-investor, KW Thrive SC
If that's ever crossed your mind, you're not bad at real estate — you've just never been taught the financial side of the business. No entity. No real P&L. A surprise tax bill every April. That's not a sales problem. It's a CFO problem. And it's fixable.
See the Method →The Agent's CFO coaching has two phases. Lead with financial strength (the foundation). Graduate into investing (the payoff). Both included at $500/month, no contracts.
Anchored on MREA · Niche A
Entity structure. Your real P&L. Commission cash-flow systems. A CPA relationship that works for you year-round — not just in April. The CFO layer MREA's Economic and Budget Models start but never finish.
We'll work on:
Anchored on MREI · Niche B
Turn business profit into an income-producing portfolio. The MREI framework — Net Worth, Cash Flow, Lead Generation for deals — applied to an agent's actual income, market, and access. The literal meaning of "Wealth Building Broker."
We'll work on:
Every coaching engagement now includes a track on integrating AI into your business — ChatGPT, Claude, Gemini, Copilot, Otter, custom GPTs, automation. Not theory. Tools I personally use every day. We layer AI on top of the MREA/MREI systems you're building, so it adds leverage instead of noise.
For Agents → For Business Owners →30 minutes on the calendar. No pitch. We figure out where you are, where you want to be, and whether coaching is the right tool.
Schedule yoursIf we're a fit, your first 90 days get mapped out using MREA or MREI frameworks — specific to your business, market, and life.
Monthly 1:1 coaching calls + Voxer/email access between sessions for accountability and quick decisions.
Every 90 days we review the numbers, recalibrate the plan, and lock the next quarter. Real progress, measured honestly.
Whether you're on the agent track or the small business track, the price is the same: $500/month. Month-to-month. Cancel anytime. No long contracts, no upsells.
No credit card. No pitch. Just a conversation.
The frameworks I teach paid clients are also available to anyone, free, in our downloadable library. Print them, use them, build with them.
One-page reference summaries of each framework. Print and pin to your wall.
Get the PDFsNine free, browser-based calculators: BRRRR, cash flow, cap rate, 1031, fix & flip, and more.
Run the numbersThe current 2026 tax landscape: OBBBA changes, 100% bonus depreciation, cost segregation, 1031s.
Read the guideCalifornia real estate broker (DRE# 01724888), co-investor in the KW Thrive SC Keller Williams franchise in Capitola, CA, and host of Keeping it Real Estate with Lance Hulsey on YouTube.
I've spent two decades doing what most coaches only talk about: actually buying, holding, BRRRR'ing, flipping, and scaling — across single-family rentals, small multifamily, and fix-and-flips. I've also coached agents and small business owners through the Keller Williams MAPS framework and adapted it for any business that wants to grow.
I coach the way I built my own business: with the MREA and MREI as the foundation, and the patience to do one disciplined thing at a time for a long time.
More About Lance → Book a Consult →"I'll tell you the truth about what's working in your business and what isn't — even when it costs me the engagement. That's the only way coaching actually creates value."
— Lance Hulsey
Two groups. Track 1: Licensed real estate agents who want to scale their production, build systems, and start building wealth alongside their commissions. Track 2: Small business owners (any industry) who want to apply the MREI's Net Worth, Cash Flow, and Lead Generation models to grow their business and personal net worth simultaneously.
Coaching is virtual — works the same for clients anywhere in the United States. Lance holds a California real estate broker license (DRE# 01724888) but the coaching frameworks (MREA, MREI) are universal. For real estate transactions outside California, Lance can refer you to a vetted agent in your market.
Because pricing complexity is a marketing tactic that gets in the way of doing the work. One price. Month-to-month. If coaching is creating value, you stay. If it isn't, you leave. That's it.
One 60-minute call per month, plus async Voxer/email between sessions as needed. Most clients spend 2–4 hours per month total on coaching activity, plus the time it takes to execute the plan we build (which is your work in your business anyway — coaching just makes it intentional).
MREA (Millionaire Real Estate Agent) is Gary Keller's playbook for scaling a real estate sales business — economic model, lead generation, budget, org chart. MREI (Millionaire Real Estate Investor) is the playbook for building wealth through investment property — net worth, cash flow, lead generation for deals. Agents benefit from MREA; everyone benefits from MREI. Together, they're the most complete framework for building both income and assets I've ever encountered.
No. Month-to-month. You can cancel anytime — though I ask that we agree to at least 3 months when starting, so the work has time to compound. After that, you stay as long as it's working and leave when it stops being useful.
You tell me where you are and where you want to be. I ask questions until I understand your business clearly. We figure out whether coaching is the right tool or whether you need something else first (book recommendations, free resources, etc.). No pitch. If coaching is a fit, I'll explain how it would work for you specifically. If it isn't, I'll tell you what I'd do in your position.