Will Palmer

Who are you and what do you do?‍

I’m Will Palmer, a digital marketing and media buying enthusiast, as well as a proud husband and father. I co-founded Estatehub (estatehub.io), a results-driven digital marketing agency for small to medium-sized businesses, alongside my good friend and business partner, Chris Putnam.

In addition to Estatehub, Chris and I launched an e-commerce venture which we still operate, as well as an exterior service company which we successfully sold earlier this year (2024). My passion lies in advertising and building companies that provide better, more accessible solutions in their industry.‍

What did it take/how did you get started?‍

It took constant failure. (still does) I started media buying on Facebook about 10 years ago as a side hustle while I was in high school. I fell in love with the thrill of getting my campaigns into that sweet spot where they just take off. My first few freelance gigs introduced me to an even better feeling: doing that for a business—one that had no idea it was even possible—and watching it completely transform their company. After working for a few agencies across different industries, freelancing, and launching one of my own (which fizzled out and turned back into freelancing), I took a role as Head of Marketing for a well-established agency in the health and wellness space.

This is where everything clicked. They had no sales team, yet consistently landed huge franchise clients—and we delivered phenomenal results for them. The game-changer here was that we really knew the service. The founder had scaled and sold three spas of his own before starting the agency, and that firsthand experience made all the difference. That lesson stuck with me. I called up Chris, who was a neighbor of mine, and together we launched Estatehub.

What sets us apart—and why we’ve been successful—is that we’re deeply involved in the industries we serve. We don’t just market from the sidelines; we know the challenges, the opportunities, and the work it takes to succeed. That changes the narrative, the outcomes, and, most importantly, the results.‍

What does the future look like for you and your business?‍

After years of building a rock-solid foundation for Estatehub and perfecting our fulfillment process, it’s time to focus on growing our presence and creating content that truly resonates. I think a lot of businesses do that in the wrong order—chasing visibility before nailing down their service. I also just love the game. There’s something about building, solving problems, and creating impact that keeps me energized, so there will definitely be more ventures down the road.‍

What drives / motivates you on a daily basis?‍

There are three big drivers that motivate me:

#1: I want to provide a great life for my family and set an example for my kids. I want them to know they should never settle for something they don’t love. By working hard (and smart), they can achieve anything they set their minds to.

#2: I genuinely love helping people—whether that’s our clients, employees, or anyone we work with. There’s no better feeling than going above and beyond for someone and knowing the impact it’s had on their life.

#3: At the risk of sounding redundant—I really, really love the game. Building, growing, solving challenges—it fuels me every day.‍

What advice would you give someone interested in doing what you do?‍

The two things that changed everything in my businesses:

#1: Learn to love failure—or at least let it drive you. It’s the only way you get better.

#2: Be brutally honest with yourself about what you’re good at and what you aren’t. Pride will take you down quicker than anything else. For me, I’m not a great manager, I’m often overly optimistic, I get shiny object syndrome, and I’m not the best with financial management. But I know these things. That’s why I have a partner who is great at them. Lean into your strengths, and lean on others to fill the gaps.‍

What has been the hardest part of your business journey?‍

There are so many challenges—starting a business has been incredibly difficult, both emotionally and in practice. For me, the hardest part has been staying even-keeled. Bless Chris—he’s great at it—but I’m still learning. Not letting the highs get too high or the lows get too low is tough. It often feels like everything is on the line, and as a primary decision-maker, you have to balance your emotions while making sound decisions. That, and hiring—hiring can be the absolute worst.‍

How have you managed burnout thus far?‍

I’m a well-known workaholic, and pulling insane hours is pretty normal for me—so burnout is no stranger. My take on managing burnout might not be for everyone, but here’s what works for me: I listen to my body. It’ll always tell you when it’s time to stop. On weekdays, I often get by on 3-5 hours of sleep, but I catch up with 8-10 hours on weekends. When I start feeling disengaged, sluggish, or indecisive, that’s my cue.
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I don’t push through—I step back. I’ll take the rest of the day to sleep, relax, or just zone out. That said, I’m lucky because I genuinely love what I do. Most days, I wake up excited to work and stay energized throughout the day. If that weren’t the case, burnout would probably hit a lot harder, and I’d need to reevaluate.‍

What are a few resources that you'd recommend?‍

Here are a few resources I’d recommend: $100M Offers & $100M Leads by Alex Hormozi — He’s pretty great. Tony Robbins’ Business Mastery — If you can make the trip, this event is absolutely worth it. Reddit — I’m a huge lurker. There are incredible industry discussions happening there every day. Just keep in mind that not every post carries equal weight, so take what you find with a grain of salt.

Facebook — This is a cool trick I use for research and inspiration. Create a fresh personal Facebook profile, follow and engage with pages related to a specific topic or industry, and then scroll your news feed. Pay attention to the ads you’re served, how the algorithm recommends content, and what’s trending. It’s an easy way to put yourself in your consumers’ shoes and learn from what’s working.

‍The STATS

List the Founders

Will Palmer, Chris Putnam

How many hours a week do you work on this hustle?

Across all of them, 80ish‍

# of Employees?

6

When did you start?

2021
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How much did it cost to launch?‍

<3k upfront, bootstrapped for 3-4 months

What were your funding methods and ballpark amount raised?

bootstrapped with freelance income / reinvestment

Annual Revenue

$700-$1M

Projected Revenue?

$3M-$4M (2025-2026)

What's the #1 thing you need right now?

Hiring/Training