When asked what it takes to be an entrepreneur, Tyrel and Lorelei Baxter agree it requires a lot of hard work and dedication.
The part that makes it tough is also one of the greatest benefits of being self-employed. You do not have a boss telling you what to do. You can create your own schedule, and the money you work for is yours. But you must be a self-starter.
The Baxters have been married for 12 years, but each have their own path to entrepreneurship. Lorelei is a Caraveo and spent her childhood in the family that has become well-known for making and selling burritos in Artesia. “I grew up in an entrepreneurial family and I always knew I was going to work for myself, and I saw the positives in it,” she noted.
Despite that, after high school, she went on to study dental hygiene. As an elective credit, she took a stress management class, and that is where she met Rick Wiles, who brought in a group of students from his massage therapy school to offer chair massages. After her massage, she felt her tension level decrease to nothing. Lorelei stayed in school and ended up in early childhood education but never forgot her experience with massage.
Lorelei eventually decided to enroll in Artesia Family Wellness Center’s School of Massage Therapy, where she flourished. From there, her own path to self-employment was formed. She worked for herself as a massage therapist and gave some instruction when Rick needed the extra help.
When tragedy struck the Wiles family and Rick unexpectedly lost his life, Lorelei was given the opportunity to step in. She sympathized with Rick’s students who were just a couple months from graduation. “It was extremely unexpected. I felt so much responsibility for and loyalty to the students,” she explains. She stepped up to get those students across the finish line. She began working with the Wiles family and the state on licensure to own and operate the school. This year, her first as owner/operator of Southeastern New Mexico Massage Therapy School, she has 13 students, more than most massage schools in New Mexico. Lorelei notes that she has never met a graduate from massage therapy school who has regretted the program.
It was a significant jump from self-employed massage therapist to owner/operator of a school with a staff, but Lorelei gains great satisfaction from helping others become entrepreneurs. Her training program includes business ethics, customer relations, and practical instructions on being self-employed. She notes that most graduates from massage school will become entrepreneurs themselves, and she loves to see the success and independence of those students. “I want everyone to know how great it is to be an entrepreneur,” she added.
Meanwhile, Tyrel Baxter spent his early years working hourly jobs for other people. After marrying into the Caraveo family, he worked in the burrito shop. Tyrel admits he never had a dream to work for himself, but his father-in-law influenced him by showing him the benefits of entrepreneurship. He eventually found an opportunity to purchase an existing business, SteamTech Carpet & Tile Cleaning Service. With the encouragement of his wife, he dove in to self-employment. Unfortunately, just months later, the country entered the COVID pandemic.
“It was very depressing and scary. People didn’t want other people in their homes,” Tyrel explained. Tyrel’s business slowed to a crawl. He is especially thankful to Lois Oliver Real Estate who did not forget him during tough times and kept him as busy as they could. As restrictions lifted, Tyrel committed his time to rebuilding the business. He cleans carpets, tiles, upholstery, and vent systems, and handles lots of emergency flood extractions and water damage restorations. He works directly with insurance companies to help his clients through the process.
“The customer is very important,” Tyrel noted. “I’ve learned to give people a little extra of my time on top of the work I do for them. It means a lot to them.” He knows that without his clientele he would not be in business.
The couple shares calendars to help track their time, ensuring they can spend time with each other and their children. The Baxters work hard, but they always manage to carve out time for family. Their shared values and entrepreneurial spirit keep them motivated in their own endeavors as well as helping each other keep going and growing.
Aside from the obvious qualities you must have to succeed, the Baxters agree that being an entrepreneur means more than just making money. “When you become an entrepreneur, you see the world around you differently,” Lorelei explains. “We notice how others operate and how they treat their customers.”
They believe what makes them successful is the love they have for community. “You have to love the community you serve. You have to give to the community for it to give back to you,” Lorelei said. Tyrel added that means you care for those you serve and you give good service, and the community will support you. They also believe it is critical to support other local businesses. “We love to support other local businesses,” he added. The local businesses are what makes the community special.
With this share mindset, both have plans to grow. Tyrel is looking to become certified in other areas of clean-up. Lorelei is planning to add specialized training and work to become accredited, which will open more grant opportunities for prospective students.
One last piece of advice: “Don’t overfocus on the competition,” Lorelei says. Just get out there and do it. Tyrel adds, “The sky is the limit!”
Southeastern New Mexico Massage Therapy School
(575) 420-4447
SteamTech
(575) 513-2338
