Transcript

Justin Colby - The Entrepreneur DNA & The Science of Flipping

From Coffeez for Closers with Joe Shalaby · Episode page · Watch on YouTube

· 43 min · 8,052 words · 96 timestamped sections

This is the full, timestamped transcript of "Justin Colby - The Entrepreneur DNA & The Science of Flipping", an episode of Coffeez for Closers with Joe Shalaby published February 11, 2026 (43 min, about 8,052 words). It mentions 8 people, works and ideas, including Justin Colby, Entrepreneur DNA, LinkedIn, Lifetime Fitness, Dean Graciosi.

What this episode is about

Justin Colby discusses his extensive experience in entrepreneurship, having flipped over 2,300 properties, and shares insights into effective morning routines as a key to success. He emphasizes the importance of personal time to manage various responsibilities, including running multiple businesses and family commitments, while inspiring others to take their morning routines seriously for improved performance.

Key takeaways

  • Rise and grind at 4:30 AM: the secret sauce for entrepreneurs drowning in familial chaos.
  • Journaling: the underrated weapon against mental clutter; write it down or lose it forever.
  • Invest in your body as you do your empire; a CT scan won't hurt your ROI.
  • Creating before sunrise breeds creativity; night owls may miss the dawn of inspiration.
  • Caffeine: the double-edged sword of productivity and peril; 'bad habit' or fuel for ambition?

Who speaks in this episode?

What is discussed, and when

  1. – 5:00: Justin Colby
  2. – 10:00: Entrepreneur DNA, Lifetime Fitness
  3. – 15:00: Entrepreneur DNA
  4. – 35:00: Entrepreneur DNA
  5. – 40:00: Justin Colby, Entrepreneur DNA, LinkedIn, Dean Graciosi
  6. – 42:39: Justin Colby, Entrepreneur DNA

Notable quotes from "Justin Colby - The Entrepreneur DNA & The Science of Flipping"

  • Legendary entrepreneur, Justin Kby. And he is not only just an entrepreneur, a top podcaster, a guy who's flipped over 2300 properties and an absolutely brilliant mastermind. Please welcome Justin Colby. What's up, Justin? How are you bud?
    about Justin Colby · at
  • Then I'm off to the gym. So I'm I'm at the gym till about 6:30. I'm showered and back home at 7 cuz I go to Lifetime Fitness. So, it's literally a resort.
    about Lifetime Fitness · at
  • Business goal that you have for your business. So my personal goal for my business is I want to get my community, the entrepreneur DNA community on school up to a 100,000…
    about Entrepreneur DNA · at
  • Social media is a musthave and this individual understands how to pre build yourself and frame yourself so that you can make more sales and grow your business specific to LinkedIn.
    about LinkedIn · at

Who and what is mentioned in this episode?

People

  • Justin Colby — Person · Main guest · 5 mentions · first at
    Primary interview subject; discusses his entrepreneurial background, real estate track record, and current focus on building the Entrepreneur DNA podcast/community.
  • Dean Graciosi — Person · Referenced expert (example of guest Justin can bring to his community) · 1 mention · first at
    Cited as a recognizable entrepreneur/educator figure to illustrate the caliber of experts accessible via Justin’s community.
    It'll be genuine teaching their expertise and then open Q&A. So you'll they'll be able to talk to Greg Mardone or Dean Graciosi or Ryan Sirant or Russell Brunson or all these…
  • Greg Mardone — Person · Referenced expert (example of guest Justin can bring to his community) · 1 mention · first at
    Named as an example of high-profile experts members could interact with inside the Entrepreneur DNA community.
    It'll be genuine teaching their expertise and then open Q&A. So you'll they'll be able to talk to Greg Mardone or Dean Graciosi or Ryan Sirant or Russell Brunson or all these…
  • Nolan H. Brunson — Person · Referenced expert (example of guest Justin can bring to his community) · 1 mention · first at
    Used as an example of a high-profile marketing/entrepreneurship expert that members could learn from and ask questions to inside the community.
    They'll be able to talk to Greg Mardone or Dean Graciosi or Ryan Sirant or Russell Brunson or all these people that I have on my podcast. they'll be able to actually be able to…
  • Ryan Sirant — Person · Referenced expert (example of guest Justin can bring to his community) · 1 mention · first at
    Mentioned as part of a list of notable people Justin has on his podcast / can bring into the paid community for teaching and Q&A.
    It'll be genuine teaching their expertise and then open Q&A. So you'll they'll be able to talk to Greg Mardone or Dean Graciosi or Ryan Sirant or Russell Brunson or all these…

Companies & orgs

  • Lifetime Fitness — Company · Business focus · 1 mention · first at
    Mentioned as a high-end fitness center where the guest maintains his fitness routine.

Products & tech

  • Entrepreneur DNA — Product · Primary owned offer / community subscription tied to Justin Colby's podcast · 6 mentions · first at
    Justin’s main monetizable offer in the episode: a School-hosted paid community where members get expert-led trainings and Q&A sessions.

Concepts & topics

  • LinkedIn — Concept · Strategy · 1 mention · first at
    Discussed as a platform for entrepreneurs to build their brand and make sales.

Full transcript with timestamps

Heat. Heat. Hey, hey hey. Ah, heat. Hey, hey hey. Heat. Heat. What's up everybody? Welcome to another very special episode of Coffees for Closers. Today I am sitting down with a legendary entrepreneur, Justin Kby. And he is not only just an entrepreneur, a top podcaster, a guy who's flipped over 2300 properties and an absolutely brilliant mastermind. Please welcome Justin Colby. What's up, Justin? How are you bud?

Good, brother. Thank you for having me on, man. excited that I finally get to meet my longlost brother as we were able to find that out after off off camera we were like bro we are the same person.

Yeah dude so many mutual connections so many uh invested in the same thing and uh you know very very similar personalities and it's just an absolute pleasure and a blessing to have you on today's show. You are a legend in your own right. You've done a lot lot for entrepreneurs. You continue to innovate and uh you know you're just continue to be an inspiration to so many. So, thanks for jumping on today's show. Uh, I have a question that I like to ask everybody, especially high performers like yourself. What's your morning routine, my brother?

So, I take that part pretty serious. I had to mature a little bit to understand the power of your morning. But I would encourage any listener uh I'm 44. If you're younger than me, take this seriously. If you're older than me, I would tell you the same thing. So, I

44, too. 44. What What birthday? April 30th. Okay. I'm August 30th. Four months off. You know, my older brother. I I'm telling you, we're we're brothers just right here. So, um listen, I wake up early. And the reason being is I wake up at 4:30. And for some that may not be early. I've heard people, oh, I wake up at 3. Okay, I'm not comparing. I'm telling you why I want to do it is because I want to be able to have my time. I run multiple businesses. I am a husband. I'm a father of two very young children at the ages of two and five. Uh and I don't have any of me time, right?

I mean, the reality is the second I get out of this office, I'm going to go run into my family and I'm going to grab my children. I'm going to hang out with my wife and I'm going to have dinner and then it's bath time. So, there's no like Justin Colby time. So, where do I find time to hit the gym? Where do I find time to journal? Where do I find time to think? I think people undervalue thinking, right? Um, I believe it to be one of the best things I do all day long is sit with my coffee and think. No phone, no email, no nothing. Just me and my thoughts. And I have a journal. I literally journal all the time. Another undervalued asset is I'm literally journaling all the time. And it's because I want to write down these thoughts. Some great, some useless, doesn't matter. Want to write them down.

And so 4:30, I wake up, grab some coffee, I sit and think till about 5:'lock. I journal. Uh I have a fiveminute journal. You can pick it up on Amazon. Uh it goes through like three things that you're grateful for. Uh what's going to make today a great day and then um uh some manifestations, right? Um and so simple. Literally

I use that same one five minutes, right? It's amazing. And then um you know, I'm roughly ready to answer a couple emails around 5:30, see if anything's, you know, necessary, and then I'm off to the gym. So I'm I'm at the gym till about 6:30. I'm showered and back home at 7 cuz I go to Lifetime Fitness. So, it's literally a resort. They literally have everything. Uh, and I'm back home at 7:00. My daughter, who is uh turning 5, she's usually up around 7:20 to 7:30 making breakfast, getting lunches ready, walking the dog, getting her to school.

I pride myself and I take my daughter to school every single day. By the time I get back from taking her to school, it's game on and the world is on me. the emails, the texts, the social medias, the you know it's all there now right so that is why waking up in the morning to me is so powerful is because I get me time and if your cup is never full you can't give to others and so I have a lot of people I need to give to in a given day just like you do Joe I need that to keep my cup full

you know uh we have very similar morning routines I also gym drop off the kids you know cook I I make smoothies for them. But, you know, I I try to do as much as I can in the morning. It's jam-packed man.

And I continue to stack to it. You know, my morning routine. I just I keep adding stuff.

But yeah, um I just find at night I don't have the same energy to do and be creative and like in the morning I have a lot of creative juice and so uh that again my family's not up till 7:20 call 7:30. Um so even in the days I don't go to the gym, right? um I get so much more creative juice going, content creation, podcast creation, all these different things. And so, but I take my fitness very seriously. As 44, I went and did the whole workup. I got a CT scan of my entire body, an MRI. I want to know what's in my body in the same way I want to know what's on the exterior. I might have muscles, might be lean, but I have no idea what's inside of me, right? And so, I went through all that because I want to live a long life. I want to see my kids have kids, right? And so, we are grinders. We're entrepreneurs. We're high D's, high energy. I don't want to live a short life, right? I don't want

to burn out fast. So, to me, fitness, exercise is a priority. Yeah, me too. I probably train twice a day.

That's great. Between working out, jiu-jitsu, basketball, love it. It's like it's the only thing that kind of keeps me going.

Yeah. That that's my energy spark. Well, that and all the coffee I drink. Coffees for closes, right? I mean, I I slam coffee. I'm surprised it's not in front of me. I slam coffee all day long. And it's bad. Like, it's a bad habit. I get it. And doctors are like, you got to be a little bit more careful. And I'm like,

it's a matcha. Out of out of all the bad habits you could have out there, I'm I'm going to be okay with flaming black coffee.

Yeah, that that that's all right. You're doing all right. Yeah, there's a lot of health benefits. Now, let let's dive into like the the entrepreneur experience. So, you you flipped 2,300 properties over your lifetime. You have seven companies currently.

So what give me the scope of each company like what are you what are you doing?

I'm in tech. I'm in real estate. I'm in um funny enough I and I'm not in operation of it. I own a gold mine uh piece of a gold mine. I'm in these companies to some extent that have bolt-on but then other things that have no bolt-on. Right. I run two education companies uh similar but aren't directly like I run a real estate education company I run an entrepreneur education company that's called the entrepreneur DNA same as my podcast right and so uh for me it's really about an alignment thing and I'm actually in a season where those seven companies are going to go down drastically I'd like to really only have two maybe three um I'm actually being acquired my tech company is being literally in the middle of being acquired they're just finishing up due diligence. So, I'm releasing some of the stuff that sounds cool, does cool things, but just I'm not in alignment with anymore. I don't want to be in the

tech space. It's not it's never been a passion and I don't have a purpose behind it, right? And if it doesn't fall in line with my purpose, I don't need it, right? Could there be some huge payday down the road 10 years from now, whatever? There could be. There absolutely could be. But if I'm miserable for the next 10 years and that's reflective on my wife and my children, it does no good to make that kind of money. I don't care.

Your dollar value is worth your peace. I don't care. And so I just if it's not in alignment in with my purpose, right? Because people talk about follow your passion, the money will come. I agree with that to about 20%. Right? The other part is what is your purpose? If you're purpose driven of what you're trying to go and create, then the money is going to come. And if that can alignment with your passion, even better. But I can tell you little Joe didn't grow up and say, "I can't wait to be the biggest, baddest loan officer in the entire planet."

Little Joe didn't have a passion for that, right? And so I say all that just to say like where I'm at today in in the bio today is real time changing. I actually find that to be a a source of peace. I think there's a lot of people that hold on to things too long and this is my identity. I've been in real estate investor for 20 years. 20 years I've been doing the same thing. flipping homes, wholesaling, buying rentals. You've heard about apartments, storage facilities, the whole thing. Okay. I no longer want to be known just for real estate. I want to be known as someone who facilitates, someone that brings people together, someone that helps other people and offers value to the entrepreneur space. That is more in alignment with who I am today than real estate is. I'll forever do real estate, don't get me wrong, but what am I known for? what is my brand is real time changing because of what I've been able

to create through this great platform that you and I have done very well on which is podcasting

you know we are fortunate enough to have made our wealth through real estate mortgage obviously we're kind of in the same space but our purpose isn't this right this is where we really find that we're contributing to to society

y we contributed we made real you know the American dream come alive for many many people and yada yada and that was cool But you and I and I think we're both in alignment on this is like this is our purpose like we really are changing lives helping a lot of people making people's lives better you know I I was getting like fan emails which is of people in hardships like what can you you know or whatever you know like stuff that really touched my heart you know like oh that that they're like tracking us and listening to us and really like we're influencing them and making them better people and they're you know that that stuff to me is really like that's legacy stuff.

Yeah. I for me I'm at a weird um moment where yes I'm I'm interested in legacy. It is not my driving purpose. And I know a lot of our mutual friends it's all about legacy and building this legacy. I realize one thing is with a 100% certainty we're not making it out of this trip alive.

Nope. Right. So while I am here is more important than my legacy. Now, do I want to make a massive impact on the world? Yes. That is why I'm leaning in, as I spoke to you off camera, into my podcast, the entrepreneur DNA, is because I want to have a massive impact while I am here. But the key to that statement is while I am here. If that lives on after me, I love that. But the reality is we are not going to get out of here alive. And we have a very short window to experience as much as we can. So, I'm more about being in present than building legacy.

That can happen. And that is great. It is not my driving force. And I know that's that's um counterintuitive or or uh what's the word? It's against what a lot of us in our space kind of feel like, oh, we're trying to build this big legacy play. Coolish, just not really what I'm here for. I'm here to actually be present in the moment

and make an impact. Yeah. For me, it's more like just being of service. This is where we could be of service and do God's work and have a plan and voice an opinion. that's, you know, in a society where the world's kind of gone mad with so many different so many different false ideologies because I'm speaking truth on this podcast and I'm sure you are too.

Yeah. Well, that's you being present. That's you being in the moment, right? That's very much in alignment with what I'm saying, right? Is like you're trying to make an impact now. If that impact is big, it will last forever. It will create a legacy in and of itself. Uh I do love real estate because the legacy play, if you will. Uh, but I think with all the different ways to structure legacy financially, real estate can be a part of it, but it doesn't have to be all of it. And so, again, to your point, I want to make massive impact, but I want to make it now. I want it to be real time. And I want to enjoy my kids.

Now, I'm going to dive I'm going to go back in history. 20 years in real estate, started flipping properties at 24 years. 24 years old. When did you know that you wanted to be an entrepreneur? what inspired you specifically to get into the real estate space?

So, knowing when versus when I became one, two separate answers. Uh, I was an entrepreneur since literally my earliest memory. So, a young kid riding bikes around the the neighborhood. I would take it upon myself because in California, you would get paid, I think at the time it was 10 cents for a bottle and 5 cents for a can. And I would drive around on my bike and have two garbage bags. And as fast as I possibly could, I'd wake up in the morning, 6:00 a.m., start going and filling up these garbage bags with all of my neighbors in my neighborhoods recycling, right?

California's big on recycling. I would then drive it down to the recycling on my bike, drive these two bags, one on each handle, down to the recycling bin so I could get paid, right? Everyone's just recycling and doing good by the planet. I'm like, "Oh, I could go make money because I want to go buy baseball cards." Which leads me to the next thing I was doing. I would go take the money. I would go to the baseball card store. I would buy a box of baseball cards for $20. Nowadays that we're talking like some of these things are like 50,000.

But let's just even say that the you know cards with my boys so I'm big in the card.

I'm huge into it here. Like I have I literally have like six of these and I'm still I don't know where I'm

Oh, nice. You're still you're still ripping packs right now. Oh yeah, dude. I'm in I'm in the game. So I say that because literally since I was 6 years old,

right? That is a real time. I'm 44 right now. So when you said I know I wanted a kid,

I would rip a box just like this. That would be 20 bucks. I just paid almost $149 for this one box.

That's the big box though. Um and I would rip it in front of the store owner. I would wholesale him the cards that he wanted to sell at retail. at the time, you know, Barry Barnes and Mark Magguire and Jose Conco and all these, you know, at the time baseball was a much bigger card play than any of the other sports. Uh, I would make $40. So, I replace the $20 I bought it for plus the 20 and I would leave. So, I've been this way prior to even understanding what I was doing. Right? Then it was the washing cars hustle, right? When I got a little older, I'd go around my neighborhood and wash cars for $5 at a chunk. I've done everything since a kid not knowing what I was doing because I had a rough childhood. So, I had to depend on myself. I didn't come from money. So, like if I wanted something for the most part, I had to go make money to pay for it. Right now, I'll set that aside for a second. I was

not destitute. I don't have those huge stories of like homelessness. I didn't have that. And I'm sorry if you're out there listening and you did, but I definitely did not have money, right? I didn't have extra money. So like ice cream, baseball cards, I had to go make the money. So anyways, the long answer, I've been this way since my earliest memories. What you're saying resonates at a level, you know? I mean, it's like you're saying my story.

Yeah. You know, like Yeah. ripping packs, going to baseball card shops, flipping cars. I mean, you know, there's a lot I the way I teach my kids now, my boys, entrepreneurship is through cards. So, we'll go to shows and we'll flip we'll buy cars, we'll flip them at shows and they'll transact thousands of dollars, you know, at the shows. Like people are just throwing hundreds at them and they're just like and they'll take that money and then they'll go buy mystery packs and they'll come back and flip them on our our our booth. So there's a lot of uh entrepreneurial spirit in cards with children that the kids could learn at a very early age. I had u uh the the founder of Major League Profits, which is the biggest coaching program for card collect cards. I had him on my podcast and I flew him down just so he can meet my son because my son was part of the program with all these adults, you know, like creating

cards. So man car it's your entrepreneur spirit started with cards we had a lot again same thing I I grew up poor but I didn't grow up destitute I I'm just an immigrant parents came from Egypt you know came at five so very very similar with how how our journey started in the entrepreneur space but what's even more intriguing is that we both experienced 2008 and when 08 hit me I owned my own mortgage company and it was an absolute crash. I lost my house. I lost my business. I had to start a new company. I was in mortgage. I was like mortgage industry just crashed. I had to pivot. I still stayed in mortgage, but I switched to loss mitigation.

What was it like for you in '08? Because you I you couldn't pivot into a completely different side of the mortgage space because mortgage was like, okay, you can't do mortgages. Well, I'm going to prevent everybody from going in a foreclosure. So, I pivoted on that. But there was a lot of opportunity after you know 2010 11 in the foreclosure space to buy and acquire foreclosures. But how did you pivot and how did you survive 08 and what's what are the some of the greatest lessons that you learned during the biggest crash that we've experienced in American history since 1930s?

So I to some extent like you had to change industry. So I was a real tour during the crash. I also lost my home to foreclosure. The repo man took my car and I ended up on a couch. So, I wasn't married with any children. So, I was a single guy on a couch, but I was destitute, broke, right? Like, it literally the repo man took my car, the bank took back the home, foreclosure, the whole thing. But I realized I no longer wanted to be a realtor. I wanted to be an investor because right about then is where, you know, flip this house started to hit TV, I believe. And I loved real estate and understood what real estate could do, you know, for the wealth accumulation. And then I really kind of had this idea of like real estate's the only un real estate's the only industry at the time I understood that could create a high level of income and could attain a lot of wealth at the same time in the same industry. You can

make a lot of money day trading. You can make a lot of money selling loans. You can't create wealth selling loans. Right? So industry specific real estate. I said, "Okay, I can make a lot of money flipping homes and I can acquire a lot of these same properties because I'm an investor and I make money and I put that money into a rental and then I have wealth, right?" And so I did an industry change to some extent, very much in alignment, but I no longer worked as a realtor. I worked as an an investor. And because I was broke, the only thing I knew to do was cold call. I had no marketing budget. I had no presence. I had no name. I had nothing to lean on. I had a phone, which my friend had to pay my monthly bill, by the way, and I had coffee and I just called every day, six days a week. People think there's a five day a week work week. Absolutely not.

Not for us hustlers. I mean, the reality is I still work on Sundays today. I'm 44 years old. Now, it's not the same kind of work, right? But I'm still doing things business.

Um, so that was it. And I went full into real estate. So, what the the benefit that I got is the market crashed. So, my barrier of entry lowered drastically. I was living in San Francisco uh on a couch and Phoenix literally dropped in 50%. Like homes that were selling for 150 grand are now selling for 50 grand, right? And so I just said, "Okay, well that's going to be an investor marketplace. I'm going to start calling realtors at a business partner at the time." And we just went. We didn't know what the hell we were doing, right? And uh that led into an incredible 20 year span. and uh you know ups and downs along that span, but you know I did wish I knew what I do now and bought more of these $50,000 homes because those home same homes are selling for 500

400 grand now. Yeah. So what do you think was like what was really driving you? You hit rock bottom living on a couch, you know, and and a lot of people when they're in that position feel like they're screwed. There's no way out. What would you tell somebody in that position right now that was in that position that you were in? And then what really was the catalyst for you to to crawl out, to kick your way out, to fight your way out of that destitute position you were in life at that point

to some extent. The idea of like it can't really get any worse, right? I mean, I literally have no income, you know? I walked away, my credit's ruined. So when you put a line in a corner, what's their only option? To fight their way out. And so some of it is just kind of like, well, it can't get any lower than literally have no income, no credit, no nothing. I got to do something, right? The other part of it, it was innately in as a trait that I have is this kind of shoulder shrug mentality that not that bad, right? I'm at the lowest of lows.

Not that bad. I can go create more. Now, that's not teachable. I can't go out and podcast and teach that. But what I did know is I had the ability to go create it again. I created it once. I could go create it again. I just needed to learn the vertical I was in, which was fix and flipping. And if someone's out there listening to this and is on destit destitute's doorstep, right, like I was, right, you have just lost it all. It all came crashing down. It's never as bad in your head as it is in real life. You're you're what the what you make it to be is worse than the reality is played out on the field. And the reason why you're able to say that is because if you play the whole game, you'll look back and say, "It wasn't that bad." In a moment in time, it feels like death. It feels like your life is over. But what you don't recognize is the same way you felt when you lost your high school sweetheart cuz you thought you were

going to last forever. In that moment, it is catastrophic. Your life is over. You are embarrassed to go show your face on school again. Everyone is ridiculing you. it. You are done. And then you grow up and you look back at that fondly and say, "God, what a cute kid I was. How adorable were we as a couple." I promise everyone listening as as Joe is laughing to himself, that is the the same concept that happens in business. when you were going through it, when you were in it, you feel like it's over and you give yourself enough runway on the field and you play enough of the game, you're able to look back at that and say, "Well, I made it through that, too, and it wasn't really that bad." And I there's no way for someone to really believe me or Joe in this example until you go through it and you come out from it and you go, "Oh [ __ ] they are right." But it's also why you hire coaches. This is why you're a part

of masterminds. We talked about a mastermind Joe. You and I, our friend Dan runs. Like, that's why is you want to get ahead of it and you want to learn from people who have gone through it so you can get a buddy to grab you around the neck and say, "Dude, you got this. Not that big of a deal. I'll give you some things and tools and resources and people to help you out, but you're going to get through it. Just keep your head down. Keep focused. Keep going. Adapt, iterate." Right? So I I listen, it is a privilege that we have to go through our problems, Joe. It's a privilege, which is counterintuitive to what most people would think. And the reason why it's a privilege, cuz you know what's really [ __ ] hard? Living in Haiti with no clean water and no food, that's really hard. Living in a hut that doesn't have a roof, basically just four brick walls.

And I've been to the DR a lot. like the DR in and Haiti butt up against like I've been to the poorest parts of the world. That is really hard having a bad business deal or a bad financial time or a bad economy doing what we do. Not fun. But it's a privilege to overcome that because what that will do for you is it'll prove to you what you can do. And the person who crumbles will only go deeper in crumbling because now they've lost all sense of confidence to know that they can go do hard [ __ ] and overcome hardship.

You know, you talk about privilege. Like we are so privileged. Like I say this all the time on my podcast. It's like I get to sit with some of the most brilliant people who have suffered the most and I get this one-on-one coaching call with them and I if nobody's listening and nobody benefits, I benefit the most. I get such incredible mentorship from these podcasts and the relationships I build. And if people don't seek mentorship and they don't seek a because if they're just sitting there dwelling, we know that there's green pastures ahead. We know that we just got to make it through. We know that God never gives us more than we can handle. But if no one's kind of instilling that in your mind, there's it's hard it's hard to to to overcome. Now hopefully people are listening to podcasts or they're doing something that can they can that enables them to have that fortitude and that strength and that mental tenacity. But

you know the average person is not thinking like that. The average person is suffering internally. They're not they're not looking for mentorship. They're going I'm screwed. This is my life. Look where I live. Look I'm poor. My parents this that the other million excuses. And they're just this why mentality. And to that person

Yeah. And and the other the other component of that is they think the answer is quick.

And you and I both know Joe 2007 and 8 happened. The rebound wasn't quick. The rebound has been great in the real estate space. If you really look at it, we are well beyond where we would have been if we just would have camped at the same trajectory of 2005 and six. But the reality is people want to go make this change and get the result quick. And so I use a lot of times this idea of, you know, the gym and fitness, like you got to play the long game in all this. You can't go to the gym for a month and expect to have a six-pack, right? And then there's all these bolt-on or variables and nuances like, okay, well now you are being consistent at the gym.

What are you eating? Right? So now you got to watch your diet and intake and calories and protein versus carbs. So I just say all this to say like if you're at that moment, but you're ready to make the change. You need to be ready to make change, but also don't expect the result to happen overnight, right? Don't expect for you to leave the couch. And that's my story. I was sleeping on a couch. Took me nine months to get my very first deal. Nine months. But you know what I didn't do? I didn't quit. I didn't give up because I saw people doing the very same thing I wanted to do. I knew because I saw it. It was real. I could do it. I didn't have to have some, you know, business degree to go do this flipping home thing. I saw them doing it. So, as long as I didn't quit, I was gonna get it done. And that would be the bigger highlight that I think people need to focus on is make sure you are uh

someone who has the stamina to stay in the game. This is why I talk about purpose over passion. Passion can only take you so far. When the storm comes, and the storm always comes, I'll remind you, the storm always comes. When the storm comes, your passion can waver,

right? Like I use the exa example of I love ice cream. Love it. Do I want to go run an ice cream shop 7 days a week, 15 hours a day? Absolutely not. But I love I'm passionate about my I love it. Right? So, you got to purpose over passion. And you want to create purpose in alignment hopefully with your passion. But if it's big enough, you'll keep going through the storm because your purpose of doing it will see your way through. You'll be convicted.

You know, you talked about like, you know, being committed to the gym, and it brings up a point. I actually experienced this today. So, I I train with a a personal trainer couple days a week, and I only train two things: deadlift and squat. Mondays, Tuesdays, and today we were deadlifting 295 pounds. My trainer says this to me, he's like, "Once you get to the really heavy weights, your technique is everything." Like, so my technique, I've been training this for years and my technique still is off with the heavy weights.

Like, people don't understand the level of intensity and how hard you have to work and how precise and how not only like consistent, but now to your point, like now you're you're eating. Now, your technique has to be perfect. Now it's like you want to get to the big leagues. Now master your technique. And that that relates to everything in your profession. That relates to everything in your health. That relates to everything in your your fitness protocol, your you know your goals. Your technique has to be precise, consistent.

And that level of dedication and commitment is another level. And people have to understand that once you get to the big leagues, your technique has to get even better. It's not like I made it to the big leagues. I'm here. Like I made it. I'm I'm deadlifting 300 pounds. No, no. You're deadlifting now. Now the real work starts.

Yeah. That's why, you know, again, use the sports analogy. Every major player had coaches through their whole career because to level up, you've never been to that level. So you would need a coach that can support you at that level. Otherwise, you're going to be lost again, right? The challenge is you're at a new level. It's all new, different challenges. If you don't have someone guiding you at that level the same way they guided you at a lower level, you're gonna end up with some big problems.

So, I'm gonna talk about some of your some some of the things you're doing now. So, you're you're you want to pivot right now from real estate and you want to have a greater purpose.

Yeah, real estate's gonna always be there, but I always you and I have been given a gift, right? Not a lot of people get a platform like we have podcasting. A lot of people start podcasts but they don't go anywhere. And I think it is my real, you know, do you believe in like being in a state of flow and energetic passion and like you're just in alignment is the word most commonly used.

Yes. When I'm podcasting, when I am hosting, when I am being featured on I am in true alignment.

Like I am there could be fires going on all around this room right now. I wouldn't even notice it because I'm just so dialed in. And that is unique. And in the last 20 years, I don't think I've really ever felt it in the way I'm feeling it in this last two years because this the Entrepreneur DNA podcast launched two years ago, right? And it has just been on a rocket ship the whole time. And so I just I'm not willing to ignore that calling and that feeling anymore. So, while I'll always do now bigger, you know, apartment type deals, um, I'm not willing to to ignore this energetic alignment and flow that I'm in. And I'm going all in on it because I have a great Rolodex. I know a lot of people who can make a lot of impact. And we just talked about legacy.

that that ultimately could be the legacy that I leave is I brought all these brilliant experts in their field of expertise to the marketplace to help other entrepreneurs win the game of entrepreneurship.

We have the same vision, the same goal, and another exact thing we both started two years ago.

No kidding. Yeah. And it's been on a rocket ship the whole time, too. Yeah. So, it's like talk about alignment, you know, like Yeah. We're in a state of flow. We're in a This is where I find my passion. I just, you know, again, I'm the CEO, the founder of the company. My partner runs the whole company, having a big department meeting. All the departments are there. I'm like, I don't want to go there. I'm going to do this. Like, I'm in alignment here. Like, I don't, you know, this is what I do. I grow the company. I grow the brand. I'm in alignment here. This is my purpose.

You know, I I don't need the minutiae of operations. Totally. That's not That's like my drag, you know, like that's like

Yeah. I'm I'm not that guy. I had to take a You know, we talked about a bad real estate deal that I did. It's because operationally I'm not that guy.

You know, I took my eye off the ball and that's okay. But I was able to recognize where my strengths and weaknesses are and I just said I don't I don't want to do that anymore. I was basically working against my natural ability, if that made any sense. Right? So, if I was always meant to be a quarterback, I was playing running back. And it's kind of like that's not my highest use of of expertise. This is

Yeah. It's not it's not your talent. So that's there there are people who are just they are operators.

Totally. That's what they do, you know. And uh that's the yin and yang of running any big business. I'm fortunate enough to have found that yang for me. Um best friend from high school. And he's always been that way since we were kids.

Yeah. It's great. And I've always been this way. Lucky you. Yeah, God is always good, man. He's watching out. Um, you know, I I know you're very very busy and I want to wind this down and I got a couple very, very serious questions for you as we wind down here. What is a personal goal, Justin, that you have for yourself? A business goal that you have for your business. So my personal goal for my business is I want to get my community, the entrepreneur DNA community on school up to a 100,000 entrepreneur members because I will continue to do a podcast today with experts in their industry to pour into the members so that instead of being the Justin Colby lost on a couch, you can learn from the person who's going to be able to teach you and engage with that same person and talk to that same person and they're not untouchable because I'm asking them to engage with you and I can make a bigger impact. on

the entrepreneur space. So 100,000 members in my group. I'm not going to say when because my fifth principle of success is you never put a time frame on the result you're trying to achieve. So as fast as I can get there, I'm going to get 100,000 people in this group.

And the group is live. The group is live. You guys are the first to really even hear about it.

So if you go to school and you go to the entrepreneur DNA, it is live. It's $25 a month. I'm keeping it affordable because the same Justin Colby that was sleeping on a couch would love to have learned from these experts and I could have found $25 a month to pay for that where all the other gurus and coaches and everyone's charging 105 $20,000. I'm I'm not going that route. I want to lead with value first.

And let me ask you that that uh school program you've launched, you're basically doing kind of like a podcast or interviews with experts every single day.

No. So we'll do two to four of those a week. Like tonight in 15 minutes we will be doing one. Uh this tonight's call is about a LinkedIn expert. Um because social media is a musthave and this individual understands how to pre uh build yourself and frame yourself so that you can make more sales and grow your business specific to LinkedIn. Thursday will be about your habits um and priorities that you do each and every day are the reason why you're successful or not. So what are your habits looking like? Right? So all these experts will be coming in but they'll be teaching. It will not be an interview.

It'll be genuine teaching their expertise and then open Q&A. So you'll they'll be able to talk to Greg Mardone or Dean Graciosi or Ryan Sirant or Russell Brunson or all these people that I have on my podcast. they'll be able to actually be able to engage with them without having to pay them a ton of money to ask them the questions they want to know about their expertise.

What great value. What a great resource. To all the listeners now, make sure you sign up for his school. It's going to bring you a ton of value, change your life, make you a better person. Uh what's a family goal that you have?

Family belief. Is that what you said? Family goal. Oh, family goal. I have one priority to spend as much time with these little kids as I possibly can to raise them into the best people. And I know that doesn't sound unique. Uh but I am old enough to realize the value of young children and how short-lived that very young age is and how cute it is. So my biggest goal is to make sure that they're well taught, they're well-mannered, they understand good and what is right and what is wrong. It's all I really care about and to be a loyal, loving, supportive husband because my wife, listen, I fight business dragons all day. They're business dragons and I fight them every day. My wife has these two kids all day, all day long. And I promise you this, I could never trade jobs with her ever. A, I have no desire to. I'm not built that way. But what she does, she's the real hero in the family. She's the one that

makes it go round. She's the glue. She's the rock. I try to applaud her every chance I possibly can because I could never do what she does.

God bless, man. That's amazing. I I did forget to ask you one question before I finish. My last question is, how are you instilling that same level of grit, tenacity, work ethic in your children now because they're growing up in a life of abundance and that's where I grow up.

Yeah. It's challenging for sure. Roller skates, for example. This weekend is my daughter's birthday. She got a pair of her first roller skates. She's 5 years old. So, how I'm teaching this is to not give up, right? Is she obviously it was very hard for hours, but I just stayed with her. It was intentional and kept looking her in the eye and kept picking her up and say, "You don't you want to ride these things, then you're going to have to learn how to ride them. And you don't quit and complain, want to take them off. No, you want to ride them. So, we will learn how to ride them. It just takes time." And so I'm teaching them through the mindset that it takes uh because the world is tough. Well, so is learning how to roller skate at 5 years old, right? And so as long as she can overcome that and learn to keep going, I this morning was a another brilliant moment. I would when I drop her off at

school, I say, "Make it a great day. Why?" And then she has to say, "Because I can choose to make it a great day." She has to say that back to me every single morning. And then uh this morning she's leaving the house and she tells her two-year-old brother who barely is talking, "Hey Jace, make it a great day because why?" And he can't say the end of it, but because I've said this to her every single day, she's trying to embed that into my 2-year-old son. And those are the moments that you go, I'm doing something right. I don't know it all when it comes to parenting, but I'm doing something right.

I like that. I'm going to steal that. That's why I love this show because I get to take so many great tidbits from these brilliant people like yourself. Last question.

Yeah. When you're in front of the pearly gates, what do you think God's going to tell you?

Well done. Well done. You play. You left it all on the field. You did what I asked. You led with your heart. Well done,

Justin. You've been a pleasure to have on the show. So if people want to connect with you, how can they find you?

Instagram's my best platform. Please let me know you heard me here. So the Justin Colby, that's it. The Justin Colby say you heard me on Coffees for closers, Joe's show, whatever. I will say what's up. I don't have bots in there. I don't have all that jazz. It is really me communicating with you. And then I would tell you go check out the school uh program. The entrepreneur DNA on school is 25 bucks a month. If you are an entrepreneur, if you're aspiring entrepreneur, if you're a veteran, grizzly veteran entrepreneur, I'm bringing the best in the space to to help guide you in each vertical.

Let's go, Justin. God bless you. Hope you crush every single one of your goals. You've been an absolute pleasure to have have on the show.

Appreciate you, Joe. Thanks, Justin.

Questions about this episode

Who speaks in "Justin Colby - The Entrepreneur DNA & The Science of Flipping"?

Joe Shalaby (Host), Justin Colby (Guest).

What is "Justin Colby - The Entrepreneur DNA & The Science of Flipping" about?

Justin Colby discusses his extensive experience in entrepreneurship, having flipped over 2,300 properties, and shares insights into effective morning routines as a key to success. He emphasizes the importance of personal time to manage various responsibilities, including running multiple businesses and family commitments, while inspiring others to take their morning routines seriously for…

What is mentioned in this Coffeez for Closers with Joe Shalaby episode?

8 people, works and ideas are mentioned, including Justin Colby, Entrepreneur DNA, LinkedIn, Lifetime Fitness, Dean Graciosi, Greg Mardone. Each one on this page links to its own page with every episode that mentions it.

How long is "Justin Colby - The Entrepreneur DNA & The Science of Flipping"?

The episode runs 43 min; the transcript is about 8,052 words in 96 timestamped sections.

More from Coffeez for Closers with Joe Shalaby

About this transcript: the episode's spoken words as captioned on YouTube, split into timestamped sections. Reclip.Me locates every person, work and idea in the text, keeps the time it is first named, and quotes the words around it verbatim. Last updated February 12, 2026.