#93: Everyone Needs a Rose, An Interview With My EA & PA

Summary

Episode Overview

Podcast: Win With Paid Ads
Host: Ashley Brock
Guest: Rosemary Farahona (EA & PA)
Episode: #93: Everyone Needs a Rose, An Interview With My EA & PA
Date: November 6, 2025

This episode shines a spotlight on the often-hidden but critically important role of executive and personal assistants (EA & PA) in entrepreneurial businesses. Ashley introduces her exceptional assistant, Rosemary Farahona, and together they break down what it takes to find a “Rose,” the evolving hybrid responsibilities of EA and PA, how and when to hire one, and why proactivity, trust, and work ethic matter above all. Both Ashley and Rose share personal stories and provide actionable advice for business owners at different stages.

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Key Discussion Points & Insights

1. The Origin Story: How Ashley and Rose Connected

• Their relationship began through their husbands’ work connection and blossomed over years of working together in multiple capacities.
  • Rose initially cleaned Ashley’s home and babysat her children, demonstrating from early on her attention to detail and commitment to going above and beyond (03:19–04:19).
  • Ashley’s appreciation: "Did my toilet paper just get kissed by the sun? It has a little stamp on it...this is fantastic. Who does this?" (03:32–03:38)
  • Rose’s philosophy: Proactivity and care, even in small details, signal someone ready for bigger roles.

2. Work Ethic and Mindset: Qualities of an Ideal Assistant

• Ashley notes the rarity of Rose’s professionalism and willingness to do any job with care, a quality she believes is crucial for long-term success.
  • “Not many people that are 27 are willing... we were willing to do whatever work it was no matter what or when because we saw the vision or the long-term.” (05:34–06:00)
  • Rose attributes her sense of responsibility to her "eldest daughter syndrome" and always caring about the bigger picture through the details (06:00).

3. How Rose Transitioned to EA/PA:

• Rose emailed Ashley with a detailed proposal about why she’d be the perfect executive assistant, proactively offering solutions and even to train her house-cleaning replacement (06:31–07:27).
  • Rose admits, “It was totally my brain dumped into ChatGPT and then pulled and then edited and sent it your way.” (07:39)
  • Ashley’s husband, Kyle, recognized immediately this should be a full-time role. Ashley hired Rose within a week (08:37–08:49).

4. The Multidimensional Role (EA & PA Blend):

• Rose’s job isn’t static or limited — some weeks are more executive assistant focused; others heavily personal assistant.
  • EA tasks include: calendar management, inbox sorting, organization, project management, social coordination, travel logistics (25:07–26:42, 13:43–14:42).
  • PA/personal tasks: errands, home management, inventory, kids’ activities, family scheduling, house setup, and school photos (19:28–20:30, 27:58).
  • “It is a mix. And you have to have someone who is like, ‘Yep, I can do that.’” (21:06)

5. Trust, Confidentiality, and Adaptability

• Both emphasize the necessity of trust and confidentiality, as Rose handles bank information, family schedules, and sensitive emails (28:28–28:56).
  • Rose: “You need somebody that you trust and that...can keep things confidential.” (28:45)
• Flexibility and proactive problem-solving are mentioned repeatedly as non-negotiable traits for this role.

6. Hiring Strategy: Potential over Credential

• Ashley prefers to hire based on “the potential, not the credential” — seeing qualities and resourcefulness as more valuable than résumé experience (22:17–22:47).
• She stresses hiring locally for in-person synergies and wider support. Recommendations include running targeted ads to find the right fit (21:05–22:17).

7. When to Hire an EA & PA:

• It’s possible to hire too soon—Ashley recommends waiting until you’re stretched thin from managing business, team, and home before bringing on an assistant (30:18–32:12).
  • “You might not be ready for an executive assistant full time...[but] after you have a teammate or two, you might benefit from an executive and personal assistant.” (31:06–32:12)

8. Practical Tips for Working with an EA/PA

• Try a 30-day trial period to test fit and build trust (15:33–16:20).
• Audit your time and delegate what consumes you but doesn’t generate value (29:58–30:18).
• Read "Buy Back Your Time" by Dan Martell to calculate when it makes financial sense to delegate (32:12–33:20).

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Notable Quotes & Memorable Moments

• On Professionalism and Work Ethic:

  • “There was no thing that was beneath Rose totally. Because you saw the value in it.” – Ashley (04:50)
  • “You have to actually care about the little things to make the whole big picture work.” – Rose (06:00)

• On Qualities Needed in an EA/PA:

  • “If I hesitate to delegate, then I—I can’t work.” – Ashley (12:23)
  • “You need to actually spend time with the person…You can just dump some stuff on me. I’m like, great, boom, boom, boom. Let’s do it. It’s work.” – Rose (15:08)

• On Hiring for Potential:

  • “I have hired based on the potential. Not the resume, the prudential, the potential, not the credential.” – Ashley (22:46)

• On Trust and Confidentiality:

  • “You need somebody that you trust and that good God can keep things confidential.” – Rose (28:45)

• On When It's Time to Hire:

  • “Do you often say to yourself, gosh, I just need a clone of myself? That’s a pretty good indicator that you might need to clone yourself via executive assistant.” – Rose (33:55)

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Timestamps for Important Segments

• [01:00] – Introduction to Rose and the premise for the episode
• [02:13] – Story of how Ashley and Rose first met
• [03:32–04:19] – Early signs of Rose’s attention to detail and proactive care
• [05:34–06:00] – Discussing willingness to handle any job and see the long-term vision
• [06:31–07:27] – How Rose pitched herself for the EA role
• [08:37–08:49] – Decision to hire Rose full time
• [13:43–14:42] – Rose’s ability to figure things out, learning new tasks on the fly
• [19:28–20:30] – Breakdown of a typical “personal in-person” day
• [21:05–22:17] – Guidance on hiring (run an ad, seek someone local)
• [22:17–22:47] – Philosophy on hiring for potential not credentials
• [25:07–26:42] – Detailed rundown of EA responsibilities: calendar, email, organization
• [28:28–28:56] – Importance of trust and confidentiality
• [30:18–32:12] – When to hire an EA/PA and the importance of “buying back” your time
• [33:09–33:55] – The "Buy Back Your Time" formula and knowing your hourly worth

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Additional Resources Mentioned

• "Buy Back Your Time" by Dan Martell (“We did read that book…that book actually goes over it and it’s like, calculate how much an hour of your time costs.” – 32:12–33:20)
• Upcoming episode teaser: Black Friday & Cyber Monday strategies (34:13)

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Final Thoughts

Ashley and Rose provide a candid, practical, and encouraging look into what makes a truly exceptional assistant indispensable for entrepreneurs. Their personal anecdotes, actionable advice, and frameworks for hiring and delegation will resonate with business owners at any growth stage. Rose’s presence is proof that the right support person not only changes your business—but your life.

“Where are you spending your time? What is taking up the most amount of your time? That’s what you should pass off.” – Rose (29:40)

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Transcript

[A]

Welcome to the Win with Paid Ads podcast for small business owners, entrepreneurs, and really anyone who has anything you want more people to find. Whether you're starting from ground zero or scaling an eight figure business, you are exactly who this podcast was created for. Because you being the best kept secret helps no one. Right? That's why in every episode, I'll show you how you can use paid ads to hit your goals 10 times sooner. It's time you finally learn how to win with paid ads. You or someone, someone on your team can do this. I'll show you how to score and be known by more.

[B]

Let's get started.

[A]

I am so excited you are about to get to meet the sought after Rosemary Farahona. And if you don't know who that is, this is my eapa. She's like my executive assistant, personal assistant. And so often lately people are like, wait, what does Rose do? How did you find Rose? It was like, it's like Rose is a spirit animal everybody's trying to like find and figure out. So I was like, rose, let's do a podcast episode together.

[B]

Yes, one of one. You got me. I know.

[A]

I'm so, I'm so honored and excited. So we're going to kind of tell y' all a little bit about our story and how she has changed my life and helped me so much. Because one of the questions which we're going to walk through them all, but people, and this is what you're going to get answered in the episode is when should you try to hire a personal. A personal assistant or it's a hard tongue twister or an executive assistant? When should that be? What should their role be? How do you, like, what are some critical things to think about as you're hiring that person? And Rose and I are just two peas in a pot. I mean, she sees, I will say of everybody, she sees the most stressed out version of me.

[B]

Would you agree and love you through it?

[A]

And she loves me through it, but she gets the, you know how you have like, messages with your, like, friends or even your team and you're like, hi, happy Tuesday. I'm like, hey, where is this sometimes?

[B]

So, hey, hey, happy Tuesday. Hope you're having a great day. Also, emergency.

[A]

That, that is really it. So, okay, so I feel like, Rose, we have to talk about, like, how we met. So we have, we have a story. So like, we met, I don't know, six years ago. Six or seven years ago.

[B]

Yeah. Wow. Yep.

[A]

Okay, so tell them, like, how we know each other.

[B]

So my husband Chris works For your husband Kyle. Yeah. So I knew you since you lived in the apartment. Gosh.

[A]

Which apartment was it?

[B]

The, the Woodstock apartment.

[A]

The Woodstock one. Okay.

[B]

We would do little Christmas parties there with Kyle's team. So, yeah, I've been in, in your life since Easton was born. Really?

[A]

That's true. Even right before Easton, I feel like.

[B]

Yeah. So it's been a while. Dang. But, yeah. So I, I, I got to know you there through Chris and Kyle's relationship. Working relationship. And I eventually ended up cleaning your house, babysitting your children. And we just grew over time in our relationship, so.

[A]

We did. So, yeah. I mean, I had known Chris and Rose like, they, they, they were a part of the team in my brain. And so I. Yes. At the beginning of our, like, working relationship, Rose was so attentive to details, and I was like, I'd had other people that had cleaned my home before. And I'll tell you, like, it takes someone who really cares and is very detail oriented to not mix. Like, to not miss things. And one thing that Rose did is she proactively did some things that I was like, oh, my gosh, did my toilet paper just get kissed by the son? I was like, it has a little stamp on it. It's like, I sat down and I'd be like, this is fantastic. Like, who does this?

[B]

And the flowers.

[A]

The flowers.

[B]

Easton loves the flowers.

[A]

Yes. He'd be like, mom, there's a flower on my toilet paper. Yeah, it was the lit. But, but, like, honestly, like, looking back, I'm, like, attended to details, proactive, like, saw the next move ahead of time. And, like, those were all qualities of someone who's an amazing executive assistant, if.

[B]

I do say so myself. Caring. Because it's like, it wasn't just cleaning your house for me. It was, hey, I know Ashley is like, certain things a certain way, and so let me make the toilet paper pretty because she'll appreciate that. And so it was just like, that extra level of care that I brought to my work. And you saw it.

[A]

I did. I feel like so many people because we, we have to tell the world. You are in your 20s.

[B]

I am. I'm 27.

[A]

Oh, my gosh. So I'll tell you, there. I know many 27 year olds, or at least a good many, and there are not many. In fact, there's no one else I know that has the level of, like, professionalism that she can, like, whip out. Like, it's like, up in there. Like, she has so many skills of the professionalism she's Hilarious.

[B]

Thanks. She's.

[A]

We were talking earlier, we were like.

[B]

That'S my part time job.

[A]

That's her part time job. She's like comedian when you need it. But I could see through the work that she did that there was no thing that was beneath Rose totally. Because you saw the value in it. And as we're going to talk about in a minute, like, I. I caught myself at the tailgate at the Georgia game. I went to tailgate with Macy and they had this tailgate and they had catch up and I was like, oh, let me. I caught myself stacking the ketchup because at Chick Fil a part of my role was with the sauces, to stack all the sauces to make them organized and clean.

[B]

That's so funny.

[A]

And I was like, I can't. I didn't care that I was stacking ketchup. That was my job. I didn't care that I was cleaning a toilet. That was my job.

[B]

Yeah.

[A]

And I was like, this pursues the mission. That's how I thought. And not many people that are 27 are willing. It's like everybody wants the six figure salary and they want the unlimited paid time off and they want to go on company trips and they want to do all these fun things and just post on social media. They don't want to do the work that actually gets you to that place. And I feel like you and I, we were willing to do whatever work it was no matter what or when because we saw like the vision or the long term.

[B]

Totally. And that might be eldest daughter syndrome for me, but, you know, I just always have had this sense of responsibility in everything that I do and care and. And I think it's just honestly what makes me a great executive assistant and personal assistant because it's like you have to actually care about the little things to make the whole big picture work.

[A]

You do. Because this role is nine million little things.

[B]

Yeah, yeah, yeah.

[A]

Different things every day.

[B]

Remember when you thought it was going to be part time?

[A]

Okay, so let's talk about that. So, okay, so here's how this works. So Rose, one day, I guess God spoke to her, I have got to believe, because the timing was impeccable. But I'm sitting on the back porch with Kyle and I get this email and I'm like, I immediately think that Rose is quitting the cleaning because I'm like, it's like proposal. And I'm like, oh no. I'm like, but she's so great. And so I opened this role and Rose Basically sent me a literal email with a document. And it was essentially, if I could summarize, like, here's all the reasons why I should be your executive assistant. And she knew that I would be worried about the house cleaning thing. And she was like, I will personally find you a new replacement for the house cleaning that I will interview and will onboard and make sure that they do a great job, which she has done, by the way. And she was like, here's all the things. I'll audit your day. We'll see what's taking up your time. But here's the things I already think you're probably gonna benefit from my time on. And I'm like, kyle, take a look at this. And so I passed my phone over to him and he was like, this is good. I was like, it's a little bit chat GPT. But like, she put thought, oh, it.

[B]

Was totally my brain dumped into chat GPT and then pulled and then edited and then sent it your way.

[A]

I. I loved it. It was so.

[B]

Because you appreciate formatting.

[A]

You know I do, yeah. I have to have good format. I'm like, I don't understand if it's not like, it was like, topic detail, why. And she sold me. She was sales girling me the whole time. So then I'm like, kyle, I think I need to do this. I was like, but I just talked with Hannah and I'm like, like, my finance at the time. And I was like, we just made this other investment and this person. I'm like, I don't think we can do all this at once. Because it always overwhelms me to add a bunch of things at once. I mean, you see all the things that people don't realize are expenses and things in the business. It's like. And so I told Kyle. I was like, I think I'll do it part time. And he was like, you freaking need this full time. I'm like, there's no way that, that I've not had an executive or personal assistant that it's going to be full time. I was like, it's not going to take 40 hours and I'm not going to pay 40 hours for not 40 hours. And he was like, you're making a mistake. Hire her full time and respond to her right now. And I was like, I agree.

[B]

I think you literally hired me within the week. Yeah, like, I sent you the email, we had a meeting, and then I was hired. And then I started, like during challenge week.

[A]

I was like, how soon can you start? She's like immediately.

[B]

And I was like, perfect.

[A]

That works with me. But you know that, like, I make a decision. Like, I. I think about a decision, but I don't like to loom over it. So if there's something, I'll go to Kyle and like, hey, this is the scenario. What do you think? And he's like, you need to do it. Like, he's always the person that, like, I don't think y' all realize how many decisions that are the right decision that he actually helps me make. Yeah, but.

[B]

And I get to see some of that.

[A]

You get to see some of it now. And I'm like, thank God I have someone else in my brain. Like, no, Ashley. Because I'm always look back and I'm like, that was the right move. But sometimes I can't see it in the moment. But, man, has this been a full time job? I'm like, oh, yeah, like Five Roses.

[B]

Yeah. Yeah, totally. And you know, it's what made you.

[A]

Do that, by the way.

[B]

So I actually had a facial studio. You guys. I'm a hustler. Okay. I had a cleaning business. Cleaned your house.

[A]

You cleaned Kyle's office.

[B]

I cleaned Kyle's office. I still do that. I still clean. I still clean. Yes, yes. I'm just a hustler at heart. And again, what makes me a good ea. Right.

[A]

Wow.

[B]

And I also had a facial studio at the time, so. So I was doing both of those businesses and I was like, gosh, I am just not happy. Like, I'm just. This isn't what I thought it was gonna be. It's not fun for me. Like, it was more of. It was work. Right.

[A]

It felt like going to work.

[B]

It felt like work even though it was my own businesses. I was like, this is. Yeah, this is just not my vibe. Um, but I knew I was good at all of the nitty gritty of business. Yeah. Like, getting the things done that need to be done and organizing and, you know, what steps next and seeing into the future, like, what do I need to do to get to this place? And so I'm like, I have all of these business skills, but I don't love owning my own business, which I thought I would. And I'm like, so I can be a great intrapreneur. And I was often, like, cleaning your house and babysitting the children and all of that. And so I got to see into your life. Just a peek, but enough to see, like, Ashley doesn't need to be going to the grocery store. Like, her time is worth so much more than that. You know, you saw me stressed out.

[A]

I'm like, well, I'm gonna do all this and then I gotta go do this. And then, like, you saw.

[B]

Oh, my God, I saw the chaos. Yeah, I saw.

[A]

It was chaos.

[B]

For good reason. Because, I mean, look what you've built over the past, what, three years? Yeah, I mean, for good reason, But I saw an opportunity to take some of that off of your plate. And also, I truly believe, and I'm not just saying this because I work for you, I truly believe that there is nothing that exists like paid Ads Academy. There's really not like, the program you've built, the team you've built. There's just nothing like it. And so I was like, I want to be a part of that. And so I pitched you. And caveat I did. I was babysitting. And you're like, hey, do you want to come to an event in January and assist me?

[A]

Yes.

[B]

And I was like, sure, why not? Again, hustler, I'll take any opportunity. I'm like, let's go, let's do it. And so I got the behind the scenes look into you being on stage and like, you just blooming into this entrepreneur. And yeah, I was like, I have to be a part of this.

[A]

And you were happy to do it. Like, that's the thing. It's like, here's some. When you talk about hiring an executive assistant or personal assistant, you absolutely, positively cannot have someone that you hesitate to delegate to. Like, you, you, you can't be like, hey, I know I gave you 90 things. I'm so sorry, but can you do this too? Like, you have to have someone that can hold. Here's 97 things that just came to my brain. Oh, here's another one. Here's another one. Here's another one. Here's another. Like, if I hesitate to delegate, then I, I, I can't work.

[B]

Then what's the point?

[A]

You can't. I can't because there's too many things that come up in life. It's a life. There's always so many. I'm like, today I'm like, hey, Rose, did you see the 15 emails we have to have for that loan do office? We're trying to get like 15 things. I'm like, I'm about to have an anxiety attack, but I'm like, forward to Rosemary Barona. Okay, all done, taken care of. But, like, if I had to do that on top of today, that's what was causing the burnout and the chaos was all the other things that were stacking and now I can just click forward, like, there it goes.

[B]

Or, like, send me a quick voice memo. We love voice memoing. It's so effective.

[A]

You can just hold so many tasks without showing me your frustration. Like, you just can't have someone that's like, yep, okay. Like, I just. And even if she may feel it, because I'm sure she's a human and has moments, she's even said sometimes she's like, I'm feeling a little bit overwhelmed, but it's going to be great. But I've got, like, she holds it so good. And so for an executive assistant, specifically, you have to have someone that can hold and not.

[B]

Not just hold it, but that can hold it and that you can trust. It will be taken care of. Right. Like, you can just send me what you need and know that it's gonna get done.

[A]

Yeah.

[B]

And, like, having that peace of mind, I'm sure brings you a lot of.

[A]

It does.

[B]

Peace.

[A]

It does. And the other thing about when you're thinking about hiring an executive assistant, personal assistant is you have to have someone who, like, Rose is a. I will figure it out. Like, I randomly, one day was like, hey, in two hours, I need to make an Amazon affiliate dashboard. And I did it in the past, but I don't have it in front of me. So, like, I just needed, like, a collection and I need these links and it need to be organized. And here's a login. And within two hours, she was like, oh, we did it. And I worked with the social team and the automation's up. We're good. And I'm like, you didn't even know what you were doing and you figured it out. And she.

[B]

I made an ad for you. I edited a ad video.

[A]

You did? Oh, yeah. I was like, hey.

[B]

Oh, yes.

[A]

I needed editing. You're like, hey, I edited this the best. God.

[B]

Yeah. I posted the podcast. Yeah.

[A]

She posted YouTube videos.

[B]

I'm just down to do whatever. Like, whatever it takes is what I'm gonna do.

[A]

She's like, I'm down. She's like, this was not in the role and did make the YouTube video for today because it's. It's like she's just there at the end of the day because she cares about me and the company. And she's like, whatever it takes. And I feel that, yeah. Yeah.

[B]

I think that that is so important when you're considering who you're going to hire as an EA or a PA or blend hybrid is like, you need to actually spend time with the person.

[A]

That's how I knew I could.

[B]

I could.

[A]

We could do this quickly because I had already spent time with you.

[B]

Yeah. I'm not saying hire your best friend. Definitely don't do that.

[A]

Don't do that.

[B]

Because it could get messy with, like, you know, just feelings. Totally. Like, you can just dump some stuff on me. I'm like, great, Boom, boom, boom. Let's do it. It's work.

[A]

Y.

[B]

And at the end of the day, like, we still have a great friendship as well.

[A]

We do.

[B]

But, yeah, it's just you. I'm not saying hire your best friend, and I'm not saying hire a total stranger. Like, maybe it's a little bit for. For other people who. Who don't have someone like me coming and approaching you. Right. It's like, you might want to go have lunch with them and spend some quality time and make sure you like the person.

[A]

I think you should do that. And I actually think you should do, like, a test period, because in 30 days, you're going to know if you hate working with that person or if you love working with that person.

[B]

That's a great point.

[A]

And honestly, I've had to let people go. Kyle has had to let people go. Did I cry? Abso freaking lutely. I don't care. It's a human, and I hated it. And I was so proud of me. I'm so proud of him. Because at the end of the day, those people are getting other opportunities that are really better for them. Truly better for them. And I know someone that Kyle, you know, really admired and loved working, Loved the human, loved them as a human. But it just wasn't working out in the work thing long term. That person is so happy now, and it was so hard. And so just remember, if you have to let someone go, they will be okay. They will go do what they were meant to do, and it does not work with you, and that's okay.

[B]

It's the circle.

[A]

It's the circle of life. So. But. But. But I. I do think that as an entrepreneur, you have to trust that person. And you can't know that you're going to trust someone until you get to work with them. So I really think you should say, hey, like, if someone's not. If they. Here's the thing. Rose was in on the vision and the mission. If the person that you're hiring is like, no, it has to be guaranteed full time indefinitely, then that person is not fully bought in on the mission. They're bought in on the guarantee. And listen, I, I have you could say I guarantee I want you to work full out full time. But we just have to make sure this works. So if you're committed to making this work, like there will be a full time role for you. But at the begin, I just need to make sure that we can like flow together. And you and I flowed together. So yes, you have to trust them. You have to be able to delegate to them. So one of the things Rose people ask all the time is like, what do you do?

[B]

Oh, loaded question, loaded question.

[A]

So I think we have to talk about the hybrid of like there's a business side and there's a personal side. What do you think's the split if you had to like make it up?

[B]

So what's cool about it is it varies. Right. So some weeks it's EA heavy, some weeks it's PA heavy and some weeks it's pretty balanced. So we have a lot of things going on behind the scenes. But for example, when I first like.

[A]

To short term rental.

[B]

Yes, the short term rental. And then future short term rentals.

[A]

Yeah, y', all, there's so much coming. We actually have another episode coming about the short term rental. Kyle and I are going to talk about Rose's role and how we've done the short term rental. We'll talk about advertising your property. If you have an Airbnb or vrbo, you're love it. But yes, that's one thing Rose has really supported with like she basically worked.

[B]

So I don't know, I would call that EA and pa. Like, that's like really just a blank.

[A]

It's like another business that we have, but it's also like a personal thing that we're doing to create in this business. And she's just like, yeah. So one day a week you are working basically for that.

[B]

Yeah. Yep. So right now I think we're definitely a little more PA heavy. But there's weeks like next week where I'm really going to be like your sidekick.

[A]

True.

[B]

Or a tree. And make sure you're taken care of and really assist you professionally. So that will be more EA heavy. But yeah, that's actually what I love about the job is that every day is so different. You know, it is like I, I would be so bored if it was just like, like truly what I thought coming in. Right. I know I pitched you all these ideas and I threw in a little bit of ea, a little bit of paper, but I truly thought I would be like sitting at a desk doing your emails. Doing your calendar and, like, ordering. Ordering some stuff on Amazon, Right. That's not what it is. I know.

[A]

I thought that was gonna be it, too.

[B]

That's not what it is.

[A]

You're, like, out and about a good bit.

[B]

I'm out and about. Yeah. I try to do all, like, returns, dry cleaning, anything where I have to be out in one day. Yeah, I try to do. I always do one. One day in person here at your house with you.

[A]

So we can get food inventory.

[B]

Yeah. Tell them.

[A]

What do you do, like, on a day where you're in person, what are some things that you do around the house and, like, look at.

[B]

Yeah. So I'll come in, I'll check food inventory, I'll place an instacart order so that while I'm doing other things that's being worked on and delivered, I'll put that away when it comes. I will check out, like, your bathroom products sometimes and, like, order new stuff there. I'll put away deliveries. So, like, this morning, I set up her whole front porch. It's so stinking cute.

[A]

But it's stuff she ordered on Amazon.

[B]

It's stuff I. So we'll link to it. Yeah, it does look cute.

[A]

We will link to it.

[B]

We will link to it. It's so stinking cute. But, yeah. So stuff like that. I work with handymen. I work with cleaners. I work with your chef.

[A]

All the kids. Stuff the kids. All the kids. Birthday parties, invites, school photo. Or like this morning she was ordering school photos.

[B]

Yeah.

[A]

Parker had his little hands. Your hands were sitting on a book. And Easton was holding an apple and she's like, so which one, mom? And so we, like, picked the dip. We had to do one. But, like, you're ordering those.

[B]

Yeah.

[A]

Family photo coordination.

[B]

Family photos. We have a session on Sunday, just.

[A]

Getting outfits for it.

[B]

Yep. I mean, there's just so much that goes into it. And you have to be flexible. You have to be proactive. And you just have. You might have to work a little bit later sometimes or a little bit earlier sometimes to get the job done. Yeah. And so I think, like, being flexible is just such a huge part of the job. Yeah.

[A]

And.

[B]

Yeah. And priorities change sometimes. Right?

[A]

Yeah.

[B]

So like today, the. The home stuff, the. What is it called?

[A]

15 things.

[B]

The 15 loan things. That is, like, number one priority. So we're going to knock that out as soon as we're done with this.

[A]

Yep, exactly.

[B]

Yeah.

[A]

Yeah. So it really is a mix, and it depends. And you have to have someone who is like, yep, I can do that. But now I do have this opinion too. For those of you that are like, well, how? Well, what if I'm not lucky enough to just have a rose pitch me in my email inbox? I would run an ad. The last two teammates we've hired have we found them from advertising, which is also what we do. But like you can do that. So I really, really, really, really feel strongly that you should have someone locally because number one, they can do an in person. They can do an in person so that you get to connect with them. They get to see other opportunities because she'll be around me enough to be like, hey, do we, we need to do this? Like, because she's getting to experience it. But the Amazon and the dry cleaning and the returns and the ordering and the. All of those little things. She made a house manager binder. Like, she. There's so many things that I really feel like there's a benefit of being in person. I mean, she helps. She drives me to the airport, most of it. Even if it's on the weekend, she picks me up, drops me off. Like, you having someone locally I feel like is a. Is a non negotiable for. If you're running a business and you got a lot of stuff like those in person things, having someone to be there to support you is. That's why I think a local radius ad is really important.

[B]

Totally. You could find an amazing person by running an ad.

[A]

Yeah, for sure. And here's what Rose didn't have literally any experience is being a personal assistant. She just had the qualities of someone. And one thing that I like to say in my company is there's. When I worked at the ad agency, you didn't get a job that had manager or director or lead unless you'd been there for eight to 10 years doing that one thing. Like you don't get those roles. It was like a whole thing. And I'm just like, I have hired based on the potential. Not the resume, the prudential, the potential, not the credential.

[B]

Ooh.

[A]

That's basically how we've done it. It's like I see the potential. You've got the ability to do this job, period. So we're just going to do that. And she absolutely had the ability. So like you just have to have someone that has the qualities of completely organized, not afraid of hard work and not rigid on the exact schedule. And just down to like I messaged. This is one of my favorite things. I messaged Rose four days in advance to flying to Las Vegas And I was like, hey, I don't want to go to Las Vegas alone. And moving forward, she knows, like, she, she would have been the one being like, hey, we're, we're going to Las Vegas.

[B]

Oh yeah, we're still learning. I mean, we're learning. We're six months in. I just had my six month review. So like, we're still learning things. Yeah.

[A]

And, and so it was funny because I messaged her and I was like, hey, I really don't want to go to Las Vegas on my own. I realized that sounds like a bad idea. Can you please just join me? And we'd already.

[B]

You actually texted me at like 9pm and you said, hey, I have a question for you. Are you doing anything on this day? How would you feel about joining me in Vegas? I'm like, let's do it. Yep, let's go.

[A]

Rock and roll down. It was amazing.

[B]

I booked the flight and she.

[A]

And it was so amazing. Like you just you. Like you. We, we land and I'm, and I'm behind on messages and emails and she's like setting up the whole room. She's like steaming things, the makeup sitting out. I'm like the way that I can actually become happy and breathe because I'm able to get work. Like we're both working. Neither one of us aren't. We're just, we're just doing different work so that it all works.

[B]

Exactly.

[A]

And it's just like I'm so great. I got to tell her all the time. So grateful. Because she just gets to see the side of me that is the stress sometimes that she sees all the things that goes on. And that's why she's so happy to just be there. And so finding someone that you can trust that, that is happy to do whatever it is and can be professional with other people because you do a lot of outbound commute. She even is in my inbox. So like she responds to people on my behalf. Offer my own inbox. Like, hey, it's. It's Rose Ashley's. Yay. Just wanted to jump in here to make sure you get a timely response. Like she does that all the time.

[B]

Yeah. And so that's what I was gonna say. Cause we, we kind of hit on what I do on a personal level.

[A]

Yeah. Let's talk about some of the roles that, the things that you do.

[B]

Yeah. So for the EA side of things, it's a lot of calendar management. So just scouring your calendar all of the time.

[A]

Yep.

[B]

Seeing if we can shift meetings or Maybe suddenly you have to do this so we have to move a meeting or whatever. So it's a lot of calendar management. It's a lot of inbox management. So every single morning I take first thing I do is I check our messages to see if anything has come in from the day before overnight. I add it to my priority list, I organize my priority list. I go into your inbox, I filter through your inbox, which is real. We have a really cool system for this by the way.

[A]

Give em a secret. It'll help em tell em about like our categories and what we found. Like even the coaching one like we've made.

[B]

Yeah.

[A]

Robert one.

[B]

We're figuring it out as we go.

[A]

Yeah.

[B]

So when I see an opportunity for a category of email to have a folder, I'll make a folder for it.

[A]

So inside.

[B]

Yep.

[A]

Yep.

[B]

On the left hand side. So we use Gmail. Yep. And so basically there's an Ashley folder and you always want to put an exclamation point in front if you want it to stay up top and not be alphabetical. So there's an Ashley folder and so.

[A]

It says exclamation point Ashley. So that it's the folder that folds up at the top.

[B]

Yeah. Yep. And then that is anything that you need to see, you need your eyes on. So anything like that goes in there. And then there's a Robert folder, our videographer. So anything video goes in there. There's a coaching call folder. So all of your pre submitted questions, we now have passed that on to client success. But they're all summarized, organized and put in that folder. So you can easily access that. Yeah, there's a VIP day folder. So all of your VIP day stuff communication goes in there.

[A]

So yeah, that's, there's, there's some like Eagle's Nest 1 or there's something like that.

[B]

For the short term there's a closing closing folder right now. So anything closing needs goes in that folder. And what's cool is like when you're done with that, we can just take that folder out. Yeah. You know like you won't need it anymore. So I do a lot of inbox organization. I respond where I can. Yep. I'll respond on your behalf where I can afford myself. Things that you don't really need to know. But I need to know. Sometimes I'll draft a message so that when you look at the email you can just review the draft and send it. Yeah. And then I do my own inbox and then I start knocking out my priority list. So yeah. That's like a typical day.

[A]

It is. You got calendar, you got like there's the in person, there's the calendar and scheduling. Then there's just any personal things that relate to the kids. Scheduling, access school. You have to have someone that you trust that can take care of all the things if you're going to do returns. I don't want to be like I wonder if that return and when was that? I just don't have time to do that.

[B]

Yeah, totally.

[A]

And because there's personal expenses and then there's business expenses. So she had to have my personal card and my business card and the date of birth of all the kids so that she can work with the school so that she can.

[B]

I want to make like doctor's appointments, dentist appointments. So that way it works with your calendar so you can actually like go be a mom and do those things.

[A]

She schedules self care anything. Scheduling.

[B]

Yep. I do anything I buy for you. We link on shop my or Amazon storefront.

[A]

Yeah.

[B]

Yeah. There's. There's so much that goes into it.

[A]

There's so much. Is there any other things on your list from the role of anything else you can think of that you do? Because that's people's number one question. Like we covered a lot of it.

[B]

We covered a lot of it. One, one thing that just like popped in my brain is when we were talking about all of the bank account stuff, like you need somebody that you trust and that good God can keep things confidential. Right. Like I'm not going around like Ashley has $4 in her bank account.

[A]

Ashley. She's like, Ashley got an alert. There's less than a thousand in the checking account.

[B]

And I'm like ruh Ro But I'm not like going and spreading your business around the world. And like so confidentiality is like a huge thing.

[A]

You need to totally.

[B]

You need to trust somebody with and find somebody who can keep things confidential. So yeah. But I mean there's, there's so, so much that you could use an EA PA for. Like for example, sometimes I'll help pack you or I'll help pick out outfits for things for you. Which would probably fall into like stylists.

[A]

Totally.

[B]

But yeah, I mean the, the role is constantly evolving and we're learning more about each other. We're starting to get a little bit too insane. Yeah.

[A]

She's like earlier you're like EA P A ESP Uh huh.

[B]

Emotional support person.

[A]

She is now when I go somewhere.

[B]

I'm like where's, where's my. Where's Rose. Where's Rose? Where's my Rose? Yeah, but yeah, it's, it's really cool how you can make it your own. Like basically where are you spending your time? Right. What is taking up the most amount of your time? That's what you should pass off.

[A]

That's why you have to audit your time and when. The last thing I'll say is people ask me when should you hire an executive assistant and a personal assistant? And in my opinion, you actually can hire it too soon. I think that we were, I could have, I absolutely could have benefited from having you in my life more full time sooner.

[B]

Yeah.

[A]

But I think like even before you, until the company grew to what it was and we just have. Because now I'm simply managing more clients and managing more team. And so when that wasn't the case, like having cleaning support or chef support, like having, even before, I think I just had cleaning support and my mom helped out a little bit. That, that worked so well for a while, but then it became so much. When you have multiple businesses, you have multiple properties, you have multiple teammates. That's when it was like, I, I, I feel like for, for those of you that are trying to decide when do you need what I would delegate those home tasks first, like having a house. That's why I'm going to link to the house manager checklist and even Rose, we can put like Rose's roles summarized in a, in a little link below this.

[B]

It's already done, it's already created.

[A]

Oh my God, you already made it. So we'll have that linked below this YouTuber podcast episode for some of her roles. Just summarize in a list for those of you that like that. But I really believe that you can hire a little bit too soon. If you're a one person show, you might, you might not be ready for an executive assistant full time. Like there's probably other things in the business. Like I actually love that I started, I did every role. I wore every hat, I did every website build, every email, every client meeting, every schedule. I did absolutely everything for the first, I don't know, six to 12 months. And then Laura Beth came along and she was part time for another couple of months. And then as soon as we hired Laura Beth that created space. Then I was able to do more. Then we hired again, I was able to do more. Then we hired again, I was able to do more. And then I hired again. I was able to do more because things were taken off of her plate and my plate so that we could Elevate. We ended up being at a place, and I'm like, okay, after you have a teammate or two, you might benefit from an executive and personal assistant. I just think you gotta have. I want. Here's the way I say that you need. I need you to have. I need to create something that people are buying so that you know you've got something that's worth your time being bought back for.

[B]

Yeah.

[A]

So we.

[B]

We did read that book.

[A]

Buyback.

[B]

Yeah.

[A]

We'll leave that below this, too.

[B]

Dan Martell. Dan Martell. Yeah, so we read that together. When I first came on board, actually, I think before I even started.

[A]

Yeah, I was like, hey, if we're.

[B]

Gonna do this, have this read.

[A]

Oh, I was reading that book right when you sent me that message. I was like, this is crazy.

[B]

Yeah.

[A]

And I was like, well, you read it, and then you beat me to reading it all.

[B]

Yeah.

[A]

Like, I love when I ask you to read something, you. You really do.

[B]

Yeah. That's another thing you can utilize an executive assistant for is say you really have been wanting to listen to this podcast or read this book or attend an Alex Hormozi live book launch. You can send your executive assistant to do those things for you and then report back with a summarized version like it. It literally can save you so much time. And on the topic of when should you hire an executive assistant, that book actually goes over it and it's like, calculate how much an hour of your time costs.

[A]

Right.

[B]

And then that's how much you pay the person. It's a whole formula.

[A]

Formula saying if you're. If your rate is one thing and you can delegate for another thing, there's a certain point where the difference doesn't make sense.

[B]

Right.

[A]

That's why I'm like some people. I mean, most of the people listening to this have an established business and they're getting sales. Whether you're a six, seven, or eight figure entrepreneur, you. If you're just getting started and you're like, dang, I want to have my food made and I want to have someone do delivery. I get that. And also, let's make sure that your time has a value guaranteed, because here's what you don't do. You don't hire an executive personal assistant and then sit around twiddling your thumbs and not doing anything.

[B]

Like, you do more, you do more, you do more.

[A]

When she is driving the car, I'm doing something like, I'm actually working the whole time. The whole time, because I'm able to take advantage of the fact that I'm not driving.

[B]

Yep.

[A]

Yeah. So we just make the most of our time.

[B]

Totally. So that's. That's one way to know. Yeah. Another way to know is, do you often say to yourself, gosh, I just need a clone of myself? Yeah. Like, that's a pretty good indicator that you might. You might need to clone yourself via executive assistant.

[A]

So true.

[B]

So, yeah.

[A]

Well, Rose is amazing if you can't tell. Thank you, Rose, for being on the podcast. I will put a little link below to all the stuff that she does. The house manager links all of that below. And coming up on the next episode is. Gosh, we got some really good stuff coming. Let me look at our list we've been working on. One thing I want to teach you to do is. And I told this to our clients recently, I said, one of the tips you can do is don't record an episode or a podcast without knowing what the next thing is. Because it's a story. Because we used to just end the episode. So now I'm gonna show you an example. I'm gonna say get excited, because the next episode, we're gonna be talking about Black Friday and Cyber Monday because it's coming up soon and how you can prepare and what I've learned from making tens of millions of dollars for my clients when I work agency side for Black Friday and Cyber Monday. So get ready for that on the next episode. Don't forget to click the link to get the resources we shared. And also, if you haven't, also click the link to join the Win with paid ads podcast and. Or not the podcast. Gosh, you're listening to it. Join the challenge. It's amazing. Can't wait to see you on the next episode. You're the best, Rose.

[B]

Thank you for having me. Of course. Love you.

[A]

Love you.