We’re excited to introduce you to the always interesting and insightful Casey Duren. We hope you’ll enjoy our conversation with Casey below.

Casey, thanks for joining us, excited to have you contributing your stories and insights. Before we get into specifics, let’s talk about success more generally. What do you think it takes to be successful?

I think success looks different to everyone. For example, some see success in terms of wealthy and fame. But, for me, success comes when I’ve met a goal I’ve set for myself whether it be a personal or professional goal. I see wealth and name recognition as a by-product of success.

I think there are multiple things you have to do to become successful. For one, you have to be willing to take chances. Growing up, I remember my aunt telling to try some fried okra she had just made. I told her “I don’t like it.” Her response was “Well, have you ever tried it?” And, of course, I never had. Once I did, I found I loved it. Of course, the safest route is to never take chances. But, success is often about that one chance.

Hard work and determination is huge part of my success. My dad was a mechanic. He worked every day from 7:30am to 4:30pm at his job. He would come home and do side work after dinner until late into the night. He often did side work on the weekends. We were poor but my dad worked hard and was determined to give us everything we needed to be like our friends who were a little more fortunate that we were. He was a firm believer in working for what you got. He instilled a very strong work ethic into me and my siblings.

I often get asked, “how do you do it?” I worked a full-time job, own a successful independent tax preparation firm, and recently purchased another business. One overlooked key to success, in my opinion, is time management. I do it because I’ve learned how to manage my time. I would be lying if I said it was easy. Learning to balance your personal life and professional life its hard, but over the years, I’ve learned how to manage each aspect of my life. As a one mentor, Madison Bowen, once told me, “you can’t control time but you can control what your do with it.”

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

A little about me. I am the oldest of three siblings. My mom was a stay-at-home mom and my dad was a mechanic. Both dropped out of school in the 10th grade. We grew up relatively poor.

Out of high school, I wanted to be a pharmacist but life decided that was not the path it had set for me. I became a teenage father at 19. A patient at the pharmacy I worked at wanted me to come to work for him. This started my journey into the field of human resources. To supplement our income, I learned how to prepare tax returns. Over the years, I put myself through school. I earning an Associates in Accounting, Bachelors in Human Resources, and Masters in Compliance Law. I am currently in a Masters to Doctorate program for Public Administration.

Currently, I am the Director of Human Resources for the City of Conyers. I own Rapid Tax Service in Covington, Georgia. And, I recently purchased COVCarts Golf Cart Rentals, also in Covington.

Rapid Tax started out as a part-time side job for me. But, over the years it has grown exponentially. I attribute this to the fact that I have always treated my clients as if they all are VIPs. Every client is treated as if they are my only client. “Rapid” means what it says. I respond to them in a timely manner. I provide them with a level of service that my competitors typically do not. And, one thing that has been an advantage for me is since I work a full-time, 8 to 5 job, I do all my tax prep appointments after 6pm during the week and on Saturday and Sunday. These are typically times other services are closed. But, this keeps clients from having to miss work.

I’ve taken this VIP philosophy over to the golf cart rental business. When I purchased the business in April 2023, there were only 4 golf carts. Since then, I’ve had to add 2 more golf carts and looking to add more to fulfil the demand. We treat all our customers as if they are VIPs.

What’s been the best source of new clients for you?

Social media and word of mouth are your best sources. I know some are skeptical about using social media but I’ve found it be beneficial. Just about everyone has some type of social media connections. My dad who is 74 even has a Facebook. The ad are relatively inexpensive and have a vast reach to new clients.

But, word of mouth is by far been our biggest source for clients. In fact, it has become so big that we do not typically run traditional ads as often. Once you’ve established a positive reputation and a name for yourself, your current clients and customers will refer others to you.

What’s a lesson you had to unlearn and what’s the backstory?

I learned that all business is not good business. I know when you first start out you tend to take any business. You should vet your clients. Make sure the client’s needs are legitimate and that they fit in with how you do business. Your reputation is on the line.

About 18 years ago, I had a client who I took on. I should have gone with my gut feeling but as with anyone starting out, I needed the business. I remember working on his tax return and some of the information he provided just did not feel right to me. So, I questioned him. Typically, when I question a client, its not a big ordeal. This particular client got very agitated with me. After completing the tax return, I asked him to review it. He did but said, “well, if it ain’t right its on you.”

I politely told him that I have all my clients review before signing their return because their signature indicates it is correct. In addition, I reminded him he signed an agreement to provide me with truthful and correct information. Once again, the got agitated with me. All red flags.

A few months later, he contacted me because he got a letter from the IRS wanting the back up documents to prove his expenses. I told him to get the documents and we’ll send them in. At this point he tells me he does not have any and wants me to help make them up for him. Of course, I refused. For several weeks after, he proceed to harass and call me.

So, always remember to go with your gut feelings. And, remember not all business is good business.

Contact Info:

• Website: www.taxpreprts.com
• Facebook: https://www.facebook.com/profile.php?id=100063595777936
• Linkedin: https://www.linkedin.com/in/george-casey-duren-jr-phr-shrm-cp-chrm-cpm-achrm-889341/
• COVCart: www.covcarts.com