Profit First for Real Estate Investors with David Richter Shannon O’Neill: Why Most Real Estate CEOs Are Still Employees in Their Own Company
In this episode of the Profit First for Real Estate Investing podcast, I sit down with Shannon O’Neill, fractional COO and operations expert at Let’s Grow COO. Shannon and I dive into one of the most overlooked pain points in growing a real estate business: the loneliness and pressure at the top—and the even more invisible pressure on the second-in-command.
We unpack what it really looks like to move from being an operator inside your business to actually leading it. Shannon shares how tracking your time can completely change your perspective, why most CEOs are still employees in their own company, and how fractional leadership can create clarity, structure, and sanity. If you’re feeling stretched thin, stuck in the day-to-day, or unsure where your time is actually going, this episode is your wake-up call.
Episode Highlights:
[0:00] – Shannon’s role as a fractional COO and how she partners with fractional CFOs
[3:26] – Growing a real estate company from 2 to 25+ team members
[5:42] – Learning every seat in the business—from cold calling to running operations
[8:00] – Why being outside the day-to-day politics gives her an edge
[10:09] – Who should (and shouldn’t) hire a fractional COO
[12:45] – Building AcquisitionReps.com to solve hiring bottlenecks
[15:24] – Why most CEOs are “fractional everything” inside their own company
[17:27] – The powerful (and painful) impact of doing a time study
[20:18] – Giving CEOs permission to actually work on the business
[24:31] – The hidden burden of the second-in-command
[29:11] – The two things every entrepreneur must track: time and money
5 Key Takeaways
- Track your time before you do anything else. Most CEOs have no idea where their day actually goes until they see it in writing.
- You are likely still an employee in your own business. If you’re stuck in operations, you’re not leading—you’re reacting.
- Fractional leadership creates focus. A dedicated COO or CFO can focus fully on their lane while you stop juggling 17 roles.
- The second-in-command needs support too. They carry pressure from above and below—and often feel just as isolated as the CEO.
- Time and money tell the truth. If you want freedom, track both. Clarity comes from measurement.
Links & Resources
- Learn more about Shannon and Let’s Grow COO: https://letsgrowcoo.com
- Email Shannon directly: shannon@letsgrowcoo.com
- Learn more about Profit First for real estate investors: https://www.simplecfo.com
If this episode challenged you to take a hard look at how you’re spending your time—or reminded you that you don’t have to carry the weight alone—please rate, follow, and review the podcast. And share it with another business owner who needs support at the top.