Episode 34: Start With Profitability, Not People - The Reverse-Engineering Framework - Matt Viebrock
Podcast: Strength in Numbers with Marcus CriglerPublished On: Fri Jan 23 2026
Description: Most real estate investors try to solve growth problems by hiring more people.Joining us in today's episode of Strength in Numbers is Matt Viebrock, real estate operator, founder of Let’s Grow COO, and owner of AcquisitionReps.com.Matt shares why profitability has to come first before you add headcount, and how reverse-engineering your financial goals creates clarity around hiring, operations, and growth. They also break down when to hire an assistant, why marketing should be protected early, how to structure your team in the right order, and what it takes to build a scalable acquisition team.This episode will bring a clear framework to follow. Enjoy the show!You’ll Learn How To:Start with profitability instead of hiring reactivelyReverse-engineer your financial goals into clear KPIsDecide the right order of hires as you growWhat You’ll Learn in This Episode:(03:06) Matt’s background and experience across 2,000+ real estate transactions(06:38) Why most investors don’t actually need a true COO(07:53) The real role of an executive assistant in a growing business(09:24) When to hire overseas VAs vs U.S.-based EAs(11:48) Reverse-engineering net profit into KPIs and strategy(14:14) What business tune-up is all about(14:49) The ideal hiring order: EA, marketing, sales(16:22) Why TC is a sales-protection role(18:16) The real job of a title company vs a transaction coordinator(20:08) Why marketing needs an internal owner and not just agencies(23:49) Matt's advice when hiring an acquisitions manager(26:17) The structured hiring process Matt uses to filter A-players(28:56) Why onboarding and sales management matter as much as hiring(32:07) The true cost of a bad hire in acquisitions(37:12) The CEO only does three things: People, numbers, culture(38:34) “Two is one, one is none.”(40:43) Connect with Matt ViebrockWho This Episode Is For:Real estate investors who are struggling with profitabilityBusiness owners who are unsure when or who to hire nextOperators building or rebuilding their sales teamWhy You Should Listen:If you are hiring out of pressure instead of clarity, this episode will help you slow down, start with the numbers, and build your team the right way.Connect with Matt Viebrock:Website: https://acquisitionreps.com/ LinkedIn: https://www.linkedin.com/in/mattviebrock/ Connect with Marcus Crigler:Website: https://beccfo.com/LinkedIn: https://www.linkedin.com/in/marcus-crigler-cpa-977a45b7 Facebook: https://facebook.com/marcus.crigler Additional Resources:Matt's recommendation for TC: Atlas TC Services
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