It's Good to Be Boring
For generations, the Boring family has taken the long view—investing in the fundamentals, building quietly, and growing with purpose. While others chase trends, we focus on what lasts. If that sounds boring, we’re proud of it.
At Boring & Co., we're more than just a real estate investment firm; we're a family of innovators, united under a vision of growth, integrity, and creativity. Here’s how each facet of our business works together to provide a unique advantage for our investors:
A Family of Innovators:
SDB Creative Group: Since its inception in 2005, SDB Creative Group has transformed the marketing landscape for businesses, often doubling or even tripling sales through innovative strategies. This expertise directly benefits our real estate investments by ensuring properties are marketed with unparalleled effectiveness. Our approach isn't just about listing properties; it's about storytelling, creating demand, and positioning each asset for maximum exposure and profitability. From digital marketing campaigns to branding and beyond, SDB's track record of success in diverse industries gives us a significant edge in a competitive real estate market.
WISE - Wise Women Invest in Real Estate:
Our journey in real estate taught us the importance of mentorship done right. WISE was born from this experience, focusing on empowering women in real estate investment. By offering education and mentorship at a fraction of the cost of traditional programs, WISE stands as a beacon of integrity. We believe everyone should have access to the tools and knowledge needed to succeed without the fear of manipulation or high costs. Through workshops, networking events, and one-on-one guidance, WISE not only supports but also builds a community where women can learn, invest, and thrive together.
Omnistar Publishing:
Creativity fuels innovation, and at Omnistar Publishing, we explore this connection. This branch of Boring & Co. serves as a creative outlet for the family, publishing works that inspire and educate. Our books, like "Think A Better Thought, Training Your Mind for Success 101," combine practical advice with motivational content to foster a mindset geared towards success. Music and other creative projects under Omnistar reflect our holistic approach to growth, where we encourage our investors to not only think about financial returns but also about personal development and creativity. This philosophy extends to how we view and manage our real estate investments, ensuring they're not just financially sound but also part of a broader vision of life enhancement.
Self-Storage Properties:
Our direct involvement in operating self-storage facilities like Storage Plus of Forney, Lakeridge Self-Storage Midlothian, and Lakeridge Self-Storage Mabank showcases our dedication to practical real estate management. These properties are more than investments; they're opportunities to demonstrate our full spectrum of capabilities. We leverage our marketing expertise for tenant acquisition, use our operational experience to enhance service quality, and apply our investment strategy to identify and revitalize undervalued assets. This hands-on approach allows us to not just predict but actively shape the success of our investments, providing our investors with tangible, measurable results.
Together, Under the Boring & Co. Banner:
The synergy among these companies under Boring & Co. illustrates our multifaceted strategy where innovation meets integrity, creativity intersects with practical management, and all are aimed at creating value for our investors and clients. We're not just about real estate; we're about creating a legacy of success, growth, and community. Investing with us means you're part of a family committed to your prosperity, using every tool at our disposal to ensure your investment grows in a way that's both financially and personally rewarding.
The Boring Family Companies
Dedee Boring
Dedee Boring leads the acquisitions and asset management efforts at Boring & Co., specializing in identifying high-performing investment opportunities and optimizing property operations. With a focus on self-storage properties across the Texas Triangle—Austin, DFW, San Antonio, and Houston—Dedee is dedicated to maximizing returns for investors through strategic decision-making and meticulous management.
Her role encompasses overseeing the acquisition process, from deal evaluation to negotiation, and implementing asset management strategies that enhance property value and performance. Dedee’s data-driven approach and keen market insights ensure that every property under management operates at its highest potential.
Drawing on her extensive background in marketing and advertising, Dedee integrates innovative thinking with a deep understanding of investor needs, building lasting relationships based on trust and results.
In addition to her work at Boring & Co., Dedee is committed to empowering women in real estate. She co-founded WISE (Wise Women Invest in Real Estate) to provide education and support for women pursuing opportunities in commercial real estate. When not overseeing acquisitions or managing assets, Dedee treasures time with her four children and three grandbabies.
Shane Boring
Shane Boring is a 3-term elected official, published author, accomplished guitarist, and managing partner of Boring & Co.—a multi-generational commercial real estate company he co-founded with his wife Dedee and their four adult children. Together, they’ve built a $25M+ portfolio of self-storage and parking properties across the Texas Triangle.
A seasoned business leader with two decades of entrepreneurial wins, Shane also founded SDB Creative Group in 2005—a results-driven marketing and strategy firm that has helped countless business owners double or even triple revenue by cutting through noise and delivering outcomes that matter.
At the intersection of strategy and service, Shane developed the SDB Method: a framework that helps founders and operators gain clarity, make smart decisions, and build businesses that don’t just succeed—they outlast.
He is the author of Think A Better Thought: Training Your Mind for Success 101, a practical mindset guide rooted in the same principles that fuel his personal life, portfolio, and consulting ethos: optimistic thinking, decisive leadership, and the power of perspective.
Today, Shane spends less time grinding and more time guiding. His focus is building companies that create freedom—for himself, his family, and the people he helps along the way. He lives out his legacy with intention: working alongside his wife and adult children, serving his community, and mentoring the next generation of owners who want both income and impact.
Whether in the boardroom, the studio, or around the dinner table, Shane leads with calm authority and proven results. And while his businesses run on process, his life runs on purpose.
Bryce Boring
Since starting Boring & Co. with his family, Bryce guides the research and acquisitions team across all stages of the investment process. He is responsible for sourcing opportunistic assets with high potential in markets on the cusp of rapid growth. He has overseen the acquisition of nearly $30MM in the last two years, totaling as he affectionately puts it 0.00000018% of the landmass of Texas.
Prior to founding Boring & Co., Bryce spent 6+ years navigating the marketing field with a clientele spanning the Southwestern U.S. in fields ranging from personal injury law to plumbing to water well drilling. It was in this arena where Bryce learned valuable lessons in competing with the Goliaths of Industry on sometimes as little as David’s budget. This has come in handy most recently when matched against competition such as Extra Space and Public Storage.
Bryce and his Wife, Rachael live in North Austin with their children, Riley, Henry, and dogs, Ghost and Austin. Rachael is also involved in the commercial real estate investment world where she helps empower women in the field. Outside of work, Bryce is involved heavily in his children’s extracurricular activities like violin and tumbling, as well as making as big of an impact as possible with his church community, Red Rocks Austin.
Blake Boring
Blake Boring kicked off his career at Platinum Motors, where he wasn't just selling cars; he was crafting win-win deals that left everyone from customers to colleagues feeling like winners. His charm and skill in negotiation became legendary on the lot.
After mastering the art of satisfaction in sales, Blake transitioned into the dynamic world of digital marketing as the Creative Video Director at SDB Creative Group. There, he harnessed his talents to navigate the digital landscape, blending creativity with strategy to make brands pop.
But when the screen fades to black, Blake's real world lights up with family. Whether he's swinging clubs on the golf course, laying down beats in his home studio, or creating memories with his nearest and dearest, Blake's heart is always at home. His life is a testament to the joy of balancing a bustling career with the warmth of family, proving that the most fulfilling deals are the ones made at the dinner table.
Anna Boring
Anna Boring is a trailblazer in the digital age, constantly pushing boundaries to reshape how businesses, careers, and personal brands thrive in the dynamic world of social media. With an unwavering passion for innovation, Anna turns the ever-changing landscape of digital platforms into opportunities for creative and meaningful engagement.
Her career as a Digital Marketer is defined by her collaborative spirit, a talent for pushing creative limits, and a hands-on approach to content creation from concept to execution. She played a pivotal role in the successful launch of Think A Better Thought, where her expertise in photography and video editing brought captivating stories to life.
Now living in the vast landscapes of West Texas, Anna shares her adventures with her loyal companion, Bazzi. When she's not navigating the digital world, you'll find her exploring the outdoors, challenging herself in fitness, or cherishing moments with loved ones. Anna's life, like her work, is all about finding the intersection where passion meets impact.
Max Boring
Max is not just a developer; he's a digital architect, crafting websites that are both beautiful and brilliant in functionality. With a mastery in SEO that spans multiple industries—from personal injury law to oil and gas, to home services—Max has honed a skill set that's as versatile as it is vital in our fast-evolving digital era. Before bringing his talents to Boring & Co., he was the mastermind behind SEO strategies at SDB Creative Group, ensuring that businesses not only had a presence online but dominated their digital space.
When he trades his keyboard for a mountain bike, Max can be found tearing through the rugged trails of Austin, embodying the same spirit of adventure and exploration in his hobbies as he does in his work. Beyond the trails, he's a musician at heart, jamming with friends, turning evenings into spontaneous concerts. But at the core, Max values the time spent with loved ones, where the connections made are as important as the code he writes.
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