Inside Out | 2021 Annual Report Nov. 1, 2020-October 31, 2021 | Page 5

Dear Friends ,
I recently called a service provider to schedule a routine appointment . They told me that their next available appointment was more than a month away – for a basic service that usually takes only a few days to schedule !
After I hung up the phone ( without a solution to my needs ), I reflected on this situation . Someone I trust to provide great service had let me down . I am certainly sensitive to the staffing and supply chain issues that are affecting virtually all industries , but I also needed this service a lot sooner than what they could accommodate . Surely the service provider doesn ’ t like to be in this position and it doesn ’ t feel great as a customer , either .
It is critical to me that Rea doesn ’ t end up in this situation . We have to be able to service you , our clients , in the way you deserve to be treated . The worst thing we could do is let you down .

WOW …

In 2021 , we rolled out an update to The Rea Advantage , which you ’ ll read about further in this annual report . This strategic plan is a critically important document , as it outlines our goals and ensures that we ’ re all rowing in the same direction .
The Rea Advantage 3.0 includes some big goals – goals that we ’ re never going to achieve if we keep doing what we ’ ve always done . In the coming year , we ’ re continuing to take a critical look at what we ’ re doing operationally to ensure that we ’ re positioned for growth and success . This initiative has already brought to light several opportunities for improvement within the firm .
The first big shift is our focus on local office revenue . Our locations are extremely important , but to be able to service our clients in the ways they deserve , we have to focus on our industry and service specializations , or what we call “ verticals .” We are looking critically at client needs within each vertical and assessing what service and team member expansions we need to plan for to continue meeting those evolving client needs .
Let ’ s go back to the service appointment situation and talk about what we are doing to avoid a situation where we can ’ t service our clients . We have gotten more discerning with client selection and approval . We have to make sure that we ’ re not taking on so much that we can ’ t service the relationships we value so greatly . This means that we ’ ve had to say no to some nice opportunities . We have lofty growth goals , don ’ t get me wrong , but our focus is on intentional , controlled growth . We hope that saying no to good opportunities will allow us to provide great service to great clients .
So what does 2022 have in store for us ? On the client-side of things , I believe that we have some truly incredible clients . We ’ ve had a lot of fun introducing some of our clients to each other – the amount of ideas they have shared is astounding , and it ’ s so rewarding to watch clients learn from one other . We hope to foster even more of these client-to-client interactions going forward .
I am constantly amazed by the quality of talent and passion for client service that we have inside this firm . Our new strategic plan will empower our awesome team to hone their skills as specialists and provide clients with top-tier service .
We are also in the process of making some incredible additions to the firm , which we are hoping to announce in the first or second quarter of 2022 . Keep your eyes out for future updates !
I can ’ t wait to see what the future holds and I feel incredibly blessed to hold this position as Rea ’ s CEO . I get a tremendous amount of energy from meeting with team members , partners , and clients . I love the process of continual learning and hope that we can all learn from one another .
I wish you and yours a healthy and prosperous 2022 .
Sincerely ,
Mark McKinley , CPA CEO , 2021 – present
INSIDE OUT REA & ASSOCIATES ’ 2021 ANNUAL REPORT NOV . 2020 – OCT . 2021