Today we’d like to introduce you to Jonathan Heard III.
Jonathan, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
Honestly, I’ve always had an entrepreneurial mentality, even as a young boy. I valued saving what I could from extra lunch money, cutting lawns, etc. and actually learned how to lend to my older cousins at an inflated return rate. For instance, I’d lend $5 and expect $7 back. That consistency as it related to financial leverage from hard work, and regimen, clearly came from my Dad, whom I’m named after. I watched him work countless extra duty Police jobs to ensure we were provided for as he hadn’t been afforded a life of abundance as an adolescence. In fact, neither of my parents were. Also, I wanted to find a way to break cycles within my family. So innately, I sought out ways that were tried and true. As difficult times arose within my family, we’d always call on my Uncle, Timothy Brown. Inquisitively, I wanted to figure out what he did to make it out the circumstances he grew up in. I later found out he had become an Engineer. Hence the reason why I am now an Engineering Manager myself. I admittedly knew I hated math and science, which are the foundations of my degree. However, I knew it was a tried and true way to continue to break those cycles, and ultimately carry the torch passed from my Uncle Tim.
In addition, my Mom, Dauna Brown, is very much so an Influencer and go-getter. Watching her as a business owner and seeing how things operate behind the scenes always intrigued me, and I knew at some point, I too would become a business owner. We’d have fundraisers selling chocolate candy bars to help with expenses for the business traveling to and from dance competitions. I’d always get a rush when selling those candy bars, and I wanted to be the best at it. I distinctly remember selling countless boxes of chocolate at the bowling alley while my Mom bowled in a competitive league. I had found my niche, being a respectful, charismatic young man who knew how to work a product that would sell, especially if it was for a good cause. They couldn’t help but to support it.
From young, automobiles have always been of interest to me. I’d intently look out of the car window searching for new body styles or the latest wheels. Growing up in Greensboro, North Carolina, big wheels became a huge trend indicating style and oftentimes social status. I could rattle off the different makes, models, and body style like nobody’s business. Again, I had found my niche.
Fast forward to adulthood and I still had a passion for ownership and cars. I reconnected with a college buddy, Malcolm Curry. During the time, I was experiencing life changes and could use a distraction, more resources, and the opportunity to tap into my full potential that had laid dormant for years. Quietly, he already knew my circumstances even though I pridefully tried to keep it private. He painted the picture that I was doing him a favor by test driving cars at the auction while he traveled for work and in exchange, he’d allow me to operate under his business buying and selling as many cars as I’d like. The reality is that he was doing me a huge favor that would change my life for the better.
He was simply being a solid human being and I’d go so far as to say, a great Friend. I pretty much cleared my savings at the time and bought my first car to flip. It was a white Honda Accord with low miles. It sold in five days! At that moment, I felt that same feeling that I felt while selling those candy bars at the bowling alley. I knew that this was a way to change my circumstances, feed my passion for entrepreneurship, and ultimately help others in the community safely get to and from their destination at unmatched prices. I knew I had found something worth pursuing and it only took a small opportunity and trust of a friend, the ability to transform negative emotions into positive, and FAITH the size of a mustard seed that all would be well in my endeavors.
That Faith has now capitulated into other passions of fitness, investments, short term rental properties, and unknowingly becoming a motivator for many who are also flawed, come from places where excess didn’t exist, and where opportunities are few and far between. Ultimately, I hope that my story would encourage others to leap out on Faith, maximize your potential, leave a legacy for your children, and to be sure to help others along the way.
Has it been a smooth road?
Being a full-time employee and full -time entrepreneur can be challenging at times. However, at the time, my role was not very demanding and my employer was literally two miles from the car auction. I’d sneak out on my lunch break to go and purchase cars unbeknownst to my work peers and my employer. I’d literally bid on cars while in my office, while in meetings, and while trying to pretend that I was fully engaged in person.
I’d even go on my lunch break to test drive cars from potential buyers, often selling them and having to Uber home. I had found a rhythm. Some years later, it appeared to be an increase in the cost of cars at the auction. I later learned that the, “buy here, pay here” establishments were purchasing cars with no real concern for value as they charge a huge inflation rate for those who have poor credit, etc. So you have to quickly understand who you are in competition with and adjust accordingly. “Buy here, pay here”, businesses usually try to sell economical cars that cater to most people. I learned this after purchasing cars from auctions at retail rates and realized that that wasn’t sustainable long term. I later transitioned into the luxury car business to eliminate the competition of most, “Buy here, pay here”, businesses.
Ultimately, you just have to flexible and adjust as the market changes quickly. As it related to personal training and fitness, there are a ton of fitness trainers in Atlanta, making it a very competitive market. I found that in-person sessions were time-consuming and started to transition the business into an online, remote style training. This has worked the best for me thus far.
Please tell us more about your work, what you are currently focused on and most proud of.
I’m proud that two young African American males can operate an honest business. We specialize in automotive sales and have ventured into other avenues, such as fitness. Our competitive price points set us apart and the fact that we treat our customers with respect and dignity. This encourages referrals and repeats customers.
Is our city a good place to do what you do?
I believe Atlanta is a great city to start any business. The population is so dense, which oftentimes encourages many opportunities to provide goods or services despite a ton of competition.
Contact Info:
- Email: heardqualitybuys@gmail.com or jhimself3@gmail.com
- Instagram: @Still__Learning
Image Credit:
Jasmine Pridgen
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