Masterclass in Resilience, Systems & Leadership

From flying commercial jets to building a multimillion-dollar property management company, Steve Rozenberg’s entrepreneurial journey is a masterclass in resilience, systems, and self-leadership.

Steve recently pulled back the curtain on the mindset shifts, painful pivots, and systems that freed him from burnout and made him a magnet for acquisition.

Here is the FREEDOM formula:

1. F - FIND YOUR FOCUS

Steve’s turning point came after a world-alterating event in 2011. In that moment

of making a large pivot, he decided to begin investing in real estate. That

decision led to a clear vision: to build a business that could run without him,

create financial freedom and protect what mattered most.

"I didn’t want to be an option in my business anymore. I wanted to be

irrelevant."

He got crystal clear on what success looked like and what it didn’t. His advice:

“Have a start and an end destination. Most entrepreneurs start

something without knowing when or how they want to finish.”

2. R - RESTRUCTURE FOR SCALABILITY

Steve started out on his own, though early on, he knew he couldn’t scale without

the help of others. He started outsourcing every role that didn’t require a

handshake or a license, including call centers, accounting, and maintenance.

Say Yes! "Outsource anything that doesn’t require a handshake or a license."

His belief? If someone else can do it at 70% of your ability, let them. His

restructuring started with a mindset: “I’m not running a hostage farm."

Team members had roles, metrics, and ownership, not dependency.

He drew a hard line: “You have to set an ‘exit date’ not just for your company, but

for your own tasks. If not, you’ll never be free.”

3. E - ESTABLISH EFFICIENT SYSTEMS

Steve and his business partner, Pete, documented every task with the goal of

removing themselves. That meant SOPs, call scripts, and daily dashboards.

Every role was broken into parts: expectation, measurement, and accountability.

His focus wasn’t perfection, it was repeatability. His key insight: "If your business

can’t be sold, it’s not a business. It’s a job."

By the time he exited, his company could run with minimal input from him.

4. E - EMPOWERMENT THROUGH EMPLOYEES

Steve’s leadership philosophy was built on clarity, not control. He didn’t want

team members asking him questions all day. Instead, he trained them to make

decisions with data, not emotion.

"If your team always needs you, you're not leading."

He partnered with someone who had the operational knowledge of systems and

scalability, while Steve focused on his strengths: growth and sales.

5. D - DEVELOP A GROWTH STRATEGY

Steve’s growth wasn’t accidental. It was engineered. Through dedicated focus, he grew his property management firm to over 1,000

doors under management. He focused on sales and growth, while his partner

focused on systems and operations. Together, they combined their own unique

talents to grow quicker than most companies.

While not intending to sell initially, he and his business partner were approached

for an exit with an irresistible offer signaling that their years of hard effort were

worth it.

6. O - OPTIMIZE FOR PROFITS

Profit came from precision. Every department needs budget constraints, margin

targets, and performance metrics. Steve used benchmarks to optimize pricing,

eliminate waste, and reward profitable behavior.

Steve’s innovative use of virtual assistants in another country helped trim

payroll costs and create a more profitable business. This singular strategy

led to being worth more than other real estate firms because of their profit

margins.

He wasn’t afraid to trim services or say no to unprofitable clients. He made the

hard decisions that most entrepreneurs delay, and that made his business lean,

agile, and lucrative.

7. M - MAKE YOUR EXIT

Steve eventually sold his property management company to a national firm. The

deal didn’t happen by chance, it was the byproduct of years of intentional

systems, recurring revenue and personal irrelevance.

His exit wasn’t just financial. It was emotional and purposeful. It gave him the

time and space to honor his son Jett’s memory through a scholarship fund,

mentor other business owners, and continue speaking on stages around the

world.

"We spend so much time building businesses, we forget to build

memories. That’s what matters most."

Key Takeaways:

● Tell your team: "I’m not an option”

● Set your exit date for your tasks and your company

● Don’t run a hostage farm, create a culture of accountability

● Outsource anything that doesn’t require a handshake or a license

● Build systems like your freedom depends on it because it does

Steve’s story isn’t just about a business exit. It’s a blueprint for building a

business that gives more than it takes, one that lets you live fully, lead deeply,

and leave a legacy that outlives you.