Will Morris is a serial entrepreneur who is passionate about innovating, ESG, and helping others succeed. Over the past decade, he has used his general contracting, real estate, and import/export licenses to focus on solid investments, which generate substantial returns and positive impacts. Will has value-added over 3,000 multifamily units, scaled and sold businesses, developed single-family homes, served as a strategic partner on multiple investments, and sourced funds for countless deals and worthy causes. He is also a sought-after speaker and the author of 6 Months to 655 Units: How to Break into Multifamily with Zero Capital and All Social Media. Still, those who know him best say that his true superpower is his ability to connect with people. As founder and CEO of the Blueaura Group—a Tennessee-based, boutique private investment firm—Will offers a modern, sustainable approach to the conventional investing space while providing a sense of Southern comfort that quickly puts clients at ease. Once they get to know him, they are eager to invest in his company as they feel confident that he will do right by them. “I commit to treating every dollar invested and every opportunity pursued as a personal extension of who I am and what I stand for,” says Will. “While I’m responsible for the general direction of the firm’s investment strategy and overall capitalization, I’m equally committed to long-term and successful relationships with our investors, partners, and colleagues.”
Will got his start as a general contractor doing rehabs for multifamily assets, which soon led to a transition into importing granites, cabinets, and fixtures. Then, in 2018, he began syndicating for other people and was ultimately introduced to the capital market space. After starting his first company, Morris3rd Capital, Will discovered several aspects that he disliked about the industry and established The Blueaura Group in April 2020 to focus on sustainability. “Once I started working in the capital market space, I began to see a lot of things that could be done better—and doing better is at the core of my company,” he explains. “I grew up on a farm and enjoying the outdoors, so it kills me to see all the pollution that continues being produced today. Sadly, most private equity firms focus only on returns without thinking about the good they could do.”
To offer an alternative solution, Will has leveraged his real estate and ESG experience to make Blueaura a one-stop shop for investors. As a licensed contractor who owns a property management business and an import distribution company, he manages his own assets and obtains supplies at wholesale pricing. Along with the benefit of maximum returns, Will maintains full control and applies a tailored ESG mandate to each investment. “I want my kids to experience nature down the road just as I did, so we must take care of our world—for us and for future generations,” he says. To help lead environmental efforts, The Blueaura Group targets renewable energy options, waste reduction, water conservation, and focuses heavily on lowering their overall footprint. “While we won’t be the total fix for the environment, our goal is to start a trend that others will follow,” says Will.
Along with sustainability, real estate and entrepreneurism play important roles at Blueaura. While observing the detrimental effects of the COVID-19 pandemic, Will decided to create work programs to help the tenants who were struggling to pay their rent. He and his team members have also started conducting evaluations to determine how they can improve their tenants’ overall quality of life. Resultantly, Will has made several positive changes, including creating community gardens. “When my family had a garden growing up, it taught me work ethic, patience, and more,” he explains. “So, now I like to provide a garden that each community can benefit from.” The Blueaura Group is different from most real estate investment firms in this regard, but it is possible that others will soon follow the company’s example. In the words of Will, “Good is contagious.”
Founder and CEO
The Blueaura Group