Build Confidence, Captivate Viewers and Convert Them Into Leads With Chelsea Peitz

In this episode of Decoding Real Estate, we welcome real estate’s go-to guide for social media marketing, Chelsea Peitz. As a consultant and coach, Chelsea specializes in camera-first branding and social media strategies. She frequently speaks to real estate agents, teams and companies on topics ranging from disruptive innovation, social media trends and video-friendly platforms such Facebook, Instagram and Snapchat.

Join hosts Reggie Nicolay and Genie Willett as they chat with Chelsea about her unique journey from REALTOR® to social media maven, combining her background in clinical psychology and passion for neuroscience to create a powerful marketing approach.

You’ll hear all about Chelsea's "Three Cs" strategy for creating videos that connect: Confidence, Conversions, and Captivate. These “Cs” focus on building camera confidence, creating content that leads to conversions and captivating new audiences. Get tips on how to boost your on-camera presence by practicing regularly, embracing authenticity and finding joy in connecting with others online.

After listening, you’ll boost your camera confidence with the one-to-one video technique, which involves sending personalized video messages to potential clients. You’ll also understand how direct messaging can benefit your social media algorithms and create an omnipresent feeling without constant content creation. 

Don't miss this episode of Decoding Real Estate with guest Chelsea Peitz!

Decoding Real Estate is hosted by Reggie Nicolay and Genie Willett. 

Episode Transcript

Reggie Nicolay (00:08):
Hello and welcome to decoding real estate,
a podcast from Realtors PropertyResource. I'm your host, Reggie
Nicolay, and I'm joined by my cohost, Genie Willett.

Genie Willett (00:17):
I've been looking forward to this topic for a long
time, and we have such afabulous guest to take a deep
dive into the world of socialmedia marketing in real estate.
Chelsea pipes is a social mediamarketing Maestro that 10 times
fast. She's so knowledgeable,relatable and just honestly fun.

Reggie Nicolay (00:37):
Absolutely.
Chelsea is a trailblazer on amission to make sure real estate
and mortgage pros realize onlinemarketing can be both simple and
enjoyable. Her focus lies increating genuine content, making
data driven moves withoutexperiencing burnout, and
naturally having a good timewhile you're doing it.

Genie Willett (00:57):
I loved hearing Chelsea's journey into the world
of social media. She started offas a realtor before social media
was really even a thing. appslike Snapchat came onto the
scene and she found herselfconnecting through video with
others in her industry in waysshe really never saw coming.
Which then led her to researchhow technology can actually help

(01:18):
forge authentic relationshipsand build trust.

Reggie Nicolay (01:21):
Yes, I mean, that experience combined with
her background in clinicalpsychology, and her love for
neuroscience became keycomponents in her approach to
social media marketing. With herunique insights into human
connections and cameraconfidence. She wrote a book
called talking in pictures,which focuses on building trust
through technology.

Genie Willett (01:42):
So today, we get to explore Chelsea's three C's
strategy for helping camera shypeople confidently create
content that leads toconversions and captivates new
audiences. We'll delve deep intohow these tactics can transform
your social media presence.

Reggie Nicolay (01:59):
So fasten your seat belts and get ready as
Chelsea takes us on a deep diveinto the nuances of engaging
marketing tactics craftedspecifically for the real estate
industry. Let's level up oursocial media game with the
amazing Chelsea PeitzHey, Chelsea, a big warm welcome

(02:22):
to the decoding real estatepodcast. We're beyond thrilled
to have you on the show.

Chelsea Peitz (02:29):
Yeah, I'm excited to be here to we're all going to
be talking about our favoritethings, real estate, humans and
content. So I'm ready to goready to dive in. Thanks for
having me.

Reggie Nicolay (02:37):
That's right.
And you know, Jeannie, and Ican't wait to get into the nitty
gritty of your three C's ofsocial media. But first, I want
to hear more about your journey.
And the magical aha moment whenyou realized the game changing
potential a video in real estatemarketing.

Chelsea Peitz (02:53):
Yes, it was a very interesting story that
literally changed the trajectoryof my personal life, my career.
And it's it's something that Ilove to share with people
because I grew up without theInternet. I grew up without
social media. I was a realtor 23years ago, and social media had

(03:13):
not been invented yet. And I wasa full time realtor pretty much
for the entirety of my career.
And social media kind of was athing. But it certainly wasn't
where it's at now. So I neverenvisioned that I would be
teaching anyone about how toutilize social media. Because I
didn't grow up with the Internetof Things and not a digital

(03:33):
native. And so if that relatedto resonates with anyone that
listening, it absolutely issomething that you can learn to
embrace. And you can learn toembrace it on your own terms,
which is something that not alot of other coaches talk about.
So I'm really happy to kind ofthrow that disruption in there.
But my story started on with anapp called Snapchat Believe it
or not, of course, I was usingall the things like Facebook and
Instagram and Snapchat came onthe scene. And this was probably

(03:56):
about eight or so years ago,maybe a little bit longer. And
people forget that beforeSnapchat, there was really no
video there was like YouTube.
But there wasn't these shortlittle snippets where you were
just talking to people like theywere your friends, you are
creating content, probably longform that you were putting on

(04:17):
YouTube. And it was most likelytutorial based content, and
people would go there and searchfor it. And they would find your
content, which is great. AndSnapchat when you opened it,
there was no feed. There wasliterally nothing to scroll
through. And people were like,well, what the heck is this? And
so it opened to a camera. Andthe camera really forced people

(04:38):
to create content and nine timesout of 10 it was people actually
face to camera. And so what washappening is we were creating
content with our face in it andwe were talking and we were
talking to other peoplesometimes you didn't even know
who you were talking to. Andwhat happened is after a while I
started connecting with otherreal State humans on that app

(05:01):
and I started feel like I knewthem, which was really wild to
me. Because you know, I am aresponsible parent who does not
meet strangers on the internet.
And I found myself reallyfeeling like a connection and a
friendship. And I remembertelling my husband one day when
he walked in for work, and Isaid, Oh, my gosh, you're never
gonna believe what happened toShannon and her kids. And he's

(05:22):
like, Oh, my gosh, what happen?
He's like, but wait, whoShannon? And like, Oh, my friend
from Snapchat, and he'slaughing. He's like babies,
like, those are real people.
Those are just people on theinternet. And I'm like, no, no,
these are people that I knowthat they are friends. And so we
kind of all felt that way inthis group. And so we decided
one day, to have this wild idea,we were gonna get on a plane,

(05:42):
and all of us were gonna go meeteach other in Utah. So we ended
up going to Park City, and wemet each other. And the wildest
thing happened, we sat down inStarbucks, and we just started
talking, like, we picked up on aconversation because we
literally just had withinSnapchat. And so all of that got
me thinking it got me back to myroots, because I was actually
going to be a therapist. And somy degree is in clinical

(06:04):
psychology, I love neuroscienceand how people interact and
connections. And so I said,There's got to be something
here. And so I went down thisrabbit hole of a year's worth of
research. And I found thattruly, our brain has no idea if
you're talking to somebody on ascreen mean, or if they're
sitting right in front of you.
And in fact, my theory is thatbecause people are able to

(06:27):
consume your content on theirown terms, sometimes not even
letting you know that they areconsuming, it absolutely
accelerates this feeling of Ialready know you. And it creates
trust, and you can be humanthrough technology and create
real relationships. And so Iwrote a book about that called
talking and pictures. And thekeynote was a little bit hard to
sell for a while until thepandemic happened. And everybody

(06:50):
was actually talking throughtechnology. And so yes, my my
thesis, my passion has been, youknow, creating content that can
make a stranger feel like theyalready know you and how we
build trust through technology,and how our brain works and all
the science behind it. So thatis how I got started in it. I
did not plan to it changed mylife. And you know, what's

(07:11):
really cool, I still talk tothose people every single day.

Genie Willett (07:15):
Oh, my God, I love that. That's so
fascinating, the, liketrajectory behind it. And you're
right, we do feel like, as we'relistening to people on stories
and videos that we know them,right, like, we start to feel
like they're friends, I feellike there are people that I
follow that I absolutelyreference in real life that do
not know me, I'm not talking tothem, right? This sort of led to

(07:38):
your three C's framework thatwe're really excited to talk
about, that you've developed forgrowing businesses using video.
So why do you think what are thethree C's? And why do you think
these are essential for realestate agents.

Chelsea Peitz (07:50):
So I talk a lot about the ideas of, you know,
showing up on on camera andbeing authentic. And I'll just
be honest with you my two leastfavorite words, because they're
overused and under explained ourauthenticity and value, because
everyone's like, Yeah, gotta beauthentic in your content, you
got to show up and be you oncamera. And I'm like, that's
really difficult. And I hopethat we have some time to kind

(08:10):
of get into why it's sochallenging for us as human
beings to be on camera. Becauseyou know, it's not our fault.
It's actually a scientificreason for it. And I would love
to share some tips on how anyonewho is listening can actually
start creating a little bit morecamera confidence in order to
create those human connections,because it really does start

(08:30):
with being more comfortable oncamera. And, and that
authenticity. Because the numberone reason that people are
frustrated with social media,and when I say people, I mean,
our real estate, humans and thatare listening to this. You're
frustrated with social media,you're seeing other people do
it, you're seeing yourcolleagues doing it and
something is just not clicking.
And you're like, but Chelsea,you just said if I was
consistent, and I showed up thateventually the leads would come,

(08:51):
the business would come. ButI've been posting for two years,
and nothing is happening. Butit's happening for my colleague
and what is going on. And so byand large, over the 10s of 1000s
of real estate humans that I'vebeen able to help in the last
year alone, I find that nomatter how long, they're in the
industry, if they're brand new,if they've been in for 30 years,
if they've had zero deals, or 3million. The challenge is the

(09:12):
human one. And it's about thebiological need, that as human
beings we need to be acceptedand affirmed and validated and
be experiencing belonging andlove in order to thrive. And the
fear the vulnerability ofputting ourselves out into a
world on display for people topotentially disagree with us to

(09:36):
think that perhaps we don't knowwhat we're talking about, or
even worse, what if they justdon't like us? Right? What if
they, what if they don't likeagree with our opinion? What are
they gonna like me, right? Soit's these fears and these
limiting beliefs around howwe're showing up in a digital
world. And the number one reasonthat we're frustrated is because
we're showing up verydifferently online than we are

(09:57):
offline and A lot of people whowould say for many years Well,
that's not real life. Socialmedia is not real life. And
yeah, so that kind of got us byfor a while until, like I said,
the pandemic happen. And youlike the many people, if not
everybody listening here, we alldid happy hours and holidays and
birthdays and everything else inbetween, with family and friends
online, whether it was FaceTimeor zoom, and none of you, none

(10:20):
of you listening would ever tellme that when I told my parents,
I missed them, and I loved them.
And I couldn't wait for us tosee each other in person again,
nobody would say that's notreal. It's different. But it's
not real life. And so let megive you a couple of examples of
how we show up differently in anonline environment than an

(10:43):
offline environment. And thelisteners gonna be like, Oh, I
do that. I say that. And I'mgiving you my list of limiting
beliefs. I want you to know verytransparently, I am you I am a
flawed, overthink orperfectionistic can't get out of
my own head. I don't haveanything to say, because I'm too

(11:03):
close to my own story. Iliterally just lifeline my
friend today and said, I needyou to help me because I, I feel
like I've gotten nothing to sayand I'm just going to put it out
here and you helped me extractit. So I'm letting you know, I
also undergo and go throughthose very human experiences.
But this limiting belief, thenumber one, you've heard it a
million times, oh, cringe. Ihate how I look on video, I hate

(11:26):
how I sound on video. And gosh,I just don't want to do that.
You know what I'm just gonnawrite, I'm just gonna post a
little graphic up, right? Okay,here's, here's my, here's my
challenge for you. If you aremeeting that client today, in
person, maybe it's at your localcoffee shop. And they say,

(11:47):
Chelsea, I just I'm not surelike I'm reading all these
headlines. It's so confusingright now on the market, like,
Is now a good time for me toactually be doing this. What do
you think? And instead of youopening your mouth and sharing
your expertise and yourauthenticity and your humanity
and your opinion and yourpersonality and your
perspective, your cut take, ifyou will, you dive under the

(12:09):
table. And that person is leftwith both of those lattes
sitting up at the top of thetable. And they're like, is
everything okay? under there?
And you're like, oh, my gosh,absolutely. You're just shouting
from under the table, you'relike, here's the thing.
Everything is totally fine. ButI just can't have anyone look at
me while I'm talking. So I'mjust gonna hang out underneath

(12:29):
the table. And if that's coolwith you, then you just go ahead
and keep talking. And I'll justtalk from down here. So we all
see how laughable that is,right? When we have these ideas
of Oh, because it's online, Ican get away with x. And the
reason that you are frustratedwith social media is because
we're letting that idea of it'snot in real life. Yes, it's

(12:50):
different. It's not as good. Itis real life, but different. And
so I came up with this sort ofthree C's strategy, to help,
camera shy, camera phobic,vulnerable human beings, get on
camera and be comfortable,because you can't make content
on camera, if you're notcomfortable. And if you're not

(13:12):
perceived as comfortable, youwon't be perceived as confident.
And if you're not perceived ascompetent, you will not be
thought of as competent. as wildas that sounds, right. So the
three C's, if anybody is able totake notes, not while you're
driving, but maybe you're you'reknow, you're somewhere where you
can take notes, and maybe youcan come back and you can play
it at point five speed or twotimes the speed. I do that,

(13:35):
admittedly, I love it. I love itfast. Two times 5x, whatever. So
three things and then we can getinto questions from there. So
the first thing is we've got tobuild our camera confidence. And
so I write down the wordconfidence, right? Confidence is
where we want to start. Andthat's probably the hardest
thing, because we have theselimiting beliefs. And you're

(13:55):
like, but wait, how do I go liveon Instagram and build my
confidence? And people say, Oh,you just have to white knuckle
it for a good 50 times. And theneventually you'll you'll have
exposure therapy, and you'll getover it. Well, that doesn't
sound very fun. Been there, donethat, Hey, did not watch my
videos back for five years.
don't recommend that. And thenmy second step is great. Now

(14:18):
you're feeling a little bit morecomfortable and confident? Well,
how do we get some conversions?
Because what's the point ofbeing here and creating
relationships if we're not goingto get new business from it? And
then the last step is All rightnow we're feeling good. We're
feeling confident, we're beingconsistent. We're getting some
conversions. And which justpurely just means people are

(14:38):
starting to trust you andthey're starting to talk to you.
They're starting to come to youand say, Hey, I have a question.
Can you help me and that'sexactly where we want people to
be. The last piece is we'llshoot now we have to captivate
some new people. Because we wantour message to get out. We want
our brand to be to be seen bynew potential perfect clients.
And so that's sort of that Athree C video strategy that I

(15:00):
talk about is how do we buildconfidence so we can get to
conversions so that we caneventually start captivating new
human beings, and share creatingour story at scale, which 23
years ago, I didn't have accessto you would actually call you
and you had to answer. Imaginethat I had to mail you
something, you had to actuallygo out to your mailbox, open it,

(15:22):
look at it, do something, right.
So it's amazing how much accesswe have to be able to connect
with other human beings atscale, in a very short amount of
time, and truly with humanity,and I'm really passionate about
that part of it. That's why Ialways say I teach real estate
humans to build their brand without hustle and hacks but with

(15:45):
heart and humanity, because atthe end of the day, don't we
want a little bit of joy whilewe're doing this, too? So yeah,
that's, that's sort of like myethos of those, those three C's.

Reggie Nicolay (15:57):
All right, I absolutely love the
visualization of, you know, anagent talking under the desk or
under a table.

Genie Willett (16:06):
Like just pushing the flyer, like

Reggie Nicolay (16:12):
confidence is tough for some folks, even
though it's so crucial. So, andyou started to get into this,
but do you have any additionaltips that will help agents that
are trying to build thatunshakable confidence in their
camera presence?

Chelsea Peitz (16:25):
Yes, yes. Yeah, I mean, I mentioned it earlier,
before authenticity and value.
Well, yeah, I want to beauthentic. I want to be my real
self, right? Because the personthat's going to meet me on the
other side, and I want it to bea completely different person,
but it's really awkward staringinto the lens of a phone or a
camera and being authentic,right, like, what do I talk
about? And then the value piecewhere it's like, Well, you gotta

(16:46):
show up with value. Well, yes. Iwasn't planning on not showing
up with value. But how do I dothat? Like, what exactly is
value? And so maybe we'll getinto that discussion after this
one. But yes, okay. So here'sthe first thing I love to define
the why. If I can understand whysomething is happening, maybe

(17:08):
it's the scientist in me, thenI'm like, Okay, you're making
sense, right? So we just gaveyou that example of being under
the table. And you're like, Aha,yes, no, that doesn't make
sense. Okay, now I can kind ofunderstand why I've got to
change this. Same thing happenswith why are we feeling the IQ,
the IQ of seeing ourselves on arecording, okay, that we know we

(17:31):
just made. And knowing that wehave the answers, we have
expertise, we have authority.
And we don't need a script whenwe go to Target and run into
someone and they're like, Hey,how are you? But why do we feel
like oh, my goodness, I don'tknow what to say. And I need a
script when I get into thisvideo world, right? True. The

(17:51):
reason that we have this IQ isit's it's a mismatch in the
mismatch is happening when yousee the you on the recording and
the comparing you to the personyou know, you are in real life.
And this is everybody's worstnightmare. Because like when
I'm, you know, speaking atconferences, I kind of joke and
I'm like, so I've done someresearch, I've picked out a few
of your videos, and unbeknownstto you, we're gonna play them

(18:12):
and then everyone's gonna giveyou feedback. And people are
horrified like the faces arelike, I'm like, I'm just
kidding. Because that iseverybody's literal, worst fear,
can you imagine? And so thereason we have mismatches or
misalignments often is caused bythe following things. Usually,

(18:32):
number one, it's memorizing, ormemorizing a script. And I will
tell you, I love scripting, I doa lot of scripting and a lot of
my content because I know I havea short amount of time to say
it, I don't want to repeatmyself, I need a kind of a track
to run on. So I like to havesomething to go back and look
at. And what happens when we'rememorizing something like three

(18:55):
reasons to move to blah, blah,blah, or three stats you need to
know about the market, yourbrain is on stat number three,
and your mouth is on theintroduction. And you're using a
different part of your brain.
And all of a sudden, you'rethinking so hard about not
forgetting what to say, becauseoh my gosh, I just made it
through bullet point number two,and I gotta get to three because
I do not want to record thiswhole darn thing all over again.

(19:17):
Your face changes your eyescontact change your warmth,
cues, meaning the smiles and thenatural way that you're using
your eyes and your face and youryour voice and your tone
changes. You know, you'reprobably sitting in some sort of
quote unquote set, whether it'syour office or an actual set,
and you're not moving your handslike you normally would. So you

(19:37):
see this image of yourself thatdoesn't quite connect and you're
like, you can't quite figure outwhat's wrong. Because your brain
knows well, that's me, but itdoesn't quite feel like me. And
so then you think it's just me.
I should not be doing this. Thisis uncomfortable. I don't want
to do this anymore. Sosometimes, memorization

(19:57):
scripting can be a challenge.
Also, if you're readingteleprompters are amazing tools.
And also can be challenging ifyou haven't kind of gotten that
competence and skill set andpractice because we don't talk
like we write. And so writinglike we talk is really
challenging. And our brains areso smart, we can kind of know
when someone seems like they'rereading something. And so your

(20:20):
brain knows that too. It alsoalways happens when you're
trying to copy and paste thepersonality or perspective of
another real estate human you'refollowing in your feed. It's
never going to land feeling likethis is me. And a lot of times,
we see somebody that we deemsuccessful. And we are inspired
by them, which is amazing. Andwe think, gosh, I have to show

(20:43):
up like they are in order toalso be successful and do the
thing, like they're doing thething. And so those are some
some of the challenges that kindof keep us in that doesn't quite
look like the real meat. And somy my simple tip, the simple tip
will literally change your yourvideo camera confidence. And

(21:04):
it's going to be such a positivefeedback loop, you're going to
want to keep doing it again. Andagain. It's the one to one
video. It's literally justmaking one short video on your
phone for one human being. Andits message is something nice,
like Happy Birthday, have agreat day, I'm thankful for you.

(21:27):
I was just thinking about you,whatever you could possibly
think of that might be found ona Hallmark card, right? So like
a visual Hallmark card. And whathappens when you make that
little video and you're sendingit to someone that you know,
like and trust. You know exactlywhat to say when you know who
you're talking to. And if I'mdoing something nice for
someone, dopamine in my brain islike going off and blinking and

(21:50):
like this feels great. And thenguess what? They feel good,
because you just said somethingnice to them. And so you start
to also this is the key part ofit. When I watch back that
little video that I'm like, Hey,happy birthday, I'm thinking of
you. You have a great day,right? Okay. You can't say happy
birthday without smiling. I'msorry, I dare you to try to say

(22:12):
something nice to someone acompliment. And not smile.
You're not thinking about howyou look and sound, you're not
thinking about the next words,you're literally talking to that
person. And you're thinkingabout that person. And then
you're like, Okay, well, thatwasn't horrible. That actually
kind of sounds like me, right?

(22:34):
And maybe you even said, um, or,or whatever you would normally
say in a regular conversation.
Because if I say I'm when I'm atStarbucks with you, I'm not
going to say, Hold on, I gottawalk outside and come back in.
We got to restart thisconversation, because I just
said, so give me just onesecond. Let's just do take
number two. So it's like allthese things that we are telling

(22:56):
ourselves about content whensimply I just want you to
remember this one thing, justask yourself, what would I do in
real life? What would I do ifthis person was across? If I
said the wrong word? Would Istop the car drive back home and
then restart? No, we wouldn't,we would just keep going. So
that one to one video trick issuper easy. Yes.

Genie Willett (23:20):
So I do all of our video content RPR. And I
script out a lot of things inenergy. And I will sometimes
script out things together. AndI'm like, Oh, I would never say
that. Reg, like, I don't speaklike that. That's something you
would say not me, you know, soyou really have to lean into,
like, how do I talk? How do Iportray things? If I'm writing

(23:41):
something for an article, or youknow, blog post, that's going to
be very different than what Iwould say to someone in person.
And just the little moments thatyou have when you talk, you
know, and then you know, youalmost have to like, say it out
loud and then write it Yes. Forthe scripted instead of thinking
like, I'm going to record what Iwant to tell them like, almost

(24:02):
like to talk about.

Chelsea Peitz (24:04):
And I think throwing in like your
personality is so key. Like toweird things that I say and have
said for years. I say I don'tsay hi or bye, I say hi. And I
say bye. And I have forever andI always do it. And that's just
like how I do and so like thatwould be a thing. Like honestly,
like I would include, or I sayamazing, so good. Like for ease

(24:29):
instead of amazing. Like thatwas amazing. And I would say
that like that is why people areconnecting to your relatable
brand and your relatablepersonality. And I probably
wouldn't start there. Iguarantee you I did not start
like that. But as I got morecomfortable and realized you
sort of need those wind momentswhere somebody actually responds

(24:53):
something completely unrelatedto what you do and you're like,
oh, wow, I totally didn't expectthat people were going to want
to talk about got that and well,that's kind of a win or somebody
will run into you at the pickupline at school. They'll be like,
Oh my gosh, when you showed thatfunny video of, you know, when
you were making your, yourcupcakes and they came out and
they were horrible. Oh my gosh,it was so funny. And then you're

(25:14):
thinking, well, that personnever commented on that. Yeah.
Oh yeah, absolutely. They'reconnecting while consuming
friends. Yeah. You gotta loveyour lurkers or lurkers?

Genie Willett (25:28):
I've never comment on any bar. Yeah. I love
the one to one videos, too, I'dnever before I listen to your
podcasts, I've never heard kindof talk about the one to one
video and how I love how it justeven builds into your confidence
getting you comfortable? I'm nottalking to everybody. I don't
have to pull the world yet. I'mjust talking to you to talk

(25:50):
about how that boosts youralgorithm, which, what does that
even mean? And how does it howto go about doing that. So I

Chelsea Peitz (25:58):
just love talking about the algorithm. And it's
just a fancy word for a bunch ofdata points, you know, it's data
points in and they make amathematical prediction, and
they give you data points out.
And so every single platform hasits own magic algorithm, secret
sauce, that nobody will everknow exactly what's inside of
it. But we know enough to giveyou a general. And essentially

(26:22):
what this algorithm is doing isit's, it's all out to benefit
itself. But to be honest, thegoal of these social platforms
or any platform for that matter,Netflix, Amazon, you name it, is
to get you to spend more time init and to spend more money,
right. So it would behoove anyplatform to serve you content

(26:44):
that you actually want to see.
And one of the majordeterminants is who you talk to.
And if I send a direct messageto someone, that is a huge data
point, that the algorithm or thesoftware says, Oh, well, this is
interesting. Okay, so Chelseajust sent a direct message to

(27:05):
this person. And that person,you know, commented back, or
maybe like put like a heartemoji or something. And so now
we have this two waycommunication. So now we have
data points that are prettystrongly letting us know to
predict they want to see more ofeach other. And so what happens
is the algorithm decides toreach restore and reshuffle both

(27:26):
people's feeds, so that we don'tmiss each other's content.
Because it's thinking, Well, howdo I keep this person happy, and
use the platform? Well, ifthey're interested in talking to
this person, then if I show themmore of that person's content,
they're probably going to behappy with that. So here's the
key to the one to one video,when you're sending videos to

(27:48):
people, you want to send it in adirect message. And the cool
thing is, every platform hasdirect message. And every
platform has video option builtinto direct message. And you can
just record those quick littlevideos right then and there. And
so now the algorithm isabsolutely on alert. And it's
like, wow, okay, you are talkingto this person. And, and we're

(28:14):
going to make sure that they seeyour content in the future. If I
send that video, say in a textmessage, same nice, both of you
guys have the dopamine, it's apositive thing. And that's where
it ends, because your phone'snot gonna ring next week when
that person posts in the mainfeed on Facebook, or LinkedIn.
But when you're sending in adirect message, it's making

(28:35):
notice of that and it will startshowing your content more to
those people now that what's thebenefit, the benefit is people
feel like you're everywhere ontheir terms, which is pretty
awesome. So when people say,Gosh, I feel like I open up my
feet, and you're there all thetime. And if you are sending
something in the mail, they'rehaving that experience. And also

(28:55):
they're seeing your posts in thefeed. And also you're sending
these messages directly to them.
So it feels like you'reomnipresent. But you don't have
to be everywhere all the time.
Because let's do that we'reactually out there helping
people buy and sell houses,right? So we're not full time
content creators within theentire staff that's following us
around every day making adocumentary. And so it's

(29:17):
important to make it feel likeyou're there without having to
burn out and be everywhere allthe time and all places, the
24/7.

Reggie Nicolay (29:28):
You know, I love that you said omnipresent
because since I've beenfollowing you, it's something
that I've felt like I see youkind of around all the time. And
I think it's it's inspiring.
It's it's definitely somethingthat we want to incorporate into
our PR is marketing outreach.
And one thing I've been noticingis your stories. So we've
started to lean in more tostories. You obviously do. I

(29:52):
mean, can you talk a little bitabout how agents can use stories
to build more conversions?

Chelsea Peitz (29:59):
Absolutely ah, that is the conversion engines.
And you know not to get likesuper techie. But, you know,
these socials are really that'slike kind of their goal is to
become sort of like a funnel,where you've got like people,
even if you don't know what afunnel is, you've probably heard
about one, it's like, you've gotthis, you know, wide open sort

(30:21):
of net, that's going to attractpeople in it, and then it's
going to nurture people through.
And then eventually, the idea isthat they convert into clients,
right. And so if you look atsomething like an Instagram, you
have your feed posts, and youhave Instagram reels, and those
are going to be found by peoplethat don't yet follow you, which
is awesome, and sort of the topof the funnel, and then they
decide they want to follow you.

(30:43):
And then you're gonna nurturethem through sort of those, you
know, kind of more uneditedpersonal stories, that's when
they really get to know you. Soyou're deepening that
relationship and building likeno trust. So for me stories is
my favorite, I am totallybiased, I will admit that. I

(31:03):
love stories, because I don'thave to think about creating a
caption, I don't have to usehashtags. I don't have to edit
anything, I don't even have tohave a beginning, a middle and
an end, I literally just pick upmy phone and talk to people. And
I love that sense of feelinglike, oh my gosh, I feel like
I'm your friend. Like I lovefollowing Mel Robbins, who I

(31:25):
mean, my goodness is Mel Robbinshas like the number one podcast
in the world. Okay. Um, I feellike I know her we're sitting in
her closet, she's chattingabout, you know, her dogs or
whatever. Like, oh, my gosh, Ifeel like we know each other.
And the reason we feel like weknow each other is truly because
of that format. And the reasonthat that makes us feel like we

(31:48):
know someone is one because it'sunedited. And when we see
something that's unedited, wefeel like it's true. That's why
influencer marketing is a thing.
And also think about how you'reseeing people in stories, you're
seeing them typically in moreintimate spaces you were might
be in their living room, youmight be in their car park
waiting to get into theiroffice, you might see their
dogs, you might see some oftheir other co stars, which

(32:09):
could be family members. And youfeel like you're on that journey
with them. And you're kind ofsharing that experience for all
of my gen actors, includingmyself out there, you might
remember a little show calledthe real world. And that was
like, the first first time weever had reality TV. And I
remember my mom was like, whyare you watching people sitting

(32:31):
around in their apartment? Like,what's the show about and like,
it's about nothing. They justsit around in the apartment, and
we watch them. And it'sfascinating. And so this idea
that it has to be this, wow,amazing, created curated
content. And it's only givingquote, educational value. Well,
there's absolutely value and yousharing your humanity and

(32:52):
sharing things that people canrelate to you about. And a lot
of people are like, Yeah, I justdon't really see how sharing
what I had for lunch is going tohelp me get more luxury clients.
So I'm like, Okay, how aboutthis, when you share no barrier,
low barrier entry of content,your lunch, your dog, the book,
you're reading your coffee,right? That is something that

(33:13):
people can relate to, andthey're going to have
conversations with you about it.
Because that's easy to talkabout. There's no pressure, I
don't have to talk about work.
Like I don't have to, like askyou a question about real
estate. And because we've hadthat conversation, and because
we're relating on some of thosethings, now we already have an
open line of communication sothat when I am or do have some

(33:34):
kind of question, or you do putin about what you're doing, then
I'm more likely to talk to youbecause we've already been
talking. And we've already beentalking about something that
literally has nothing to do withwhat you do and everything to do
with who you are. And now I likeyou as a human being and you
know, so that's why people arealways thinking like, wow, I

(33:57):
wanna I want to pose whateverlike you don't have to, I don't
want to post when I when I wentto the gym, you don't have to,
but I'm letting you know thatthere is a magic in the mundane
and that relatable content isreally going to be the entryway
for for those gates to open sothat people will talk to you
about what you do at some pointbecause they've already had so
many conversations with youabout things that have nothing

(34:20):
to do with your life as a realestate human.

Genie Willett (34:26):
Okay, so back to the top of the funnel, right? If
they find you doing that, withyour reels, I create all of our
video content and RPR and Iwould love your tips and tricks
on creating that bingeablelibrary of short form vertical
videos to captivate newaudiences. Like, I know that's
not your favorite like you'vesaid, but how do you do it?

Chelsea Peitz (34:49):
Yeah, so and again, I should also say that
like, you know, depends alsowhat platform you're on. Like,
if you're on like tick tockversus YouTube, like a little
bit of different strategies onall of them. And I know I keep
saying Instagram because that'swhere I hang out the most. But
just so you know, like this,this strategies work kind of
across any platform. So Facebookhas stories, Instagram has

(35:09):
stories, Tik Tok has storiesLinkedIn had a for a quick hot
minute, and then they took itaway. But But mainly, you know,
if you're on Instagram,Instagram Stories is absolutely
where you should be spending somuch of your time. Now when we
get over to feed posts, whichthat could be a picture, it
could be multiple pictures, itcould be a video, it could be a

(35:30):
reel, that the feed, generallyspeaking, on the majority of
platforms is going to be notonly seen by your community of
followers, but also is going tobe searchable, is going to be
discoverable through hashtagsand SEO or Search Engine
Optimization. And you know, theAI getting smarter and smarter

(35:52):
and understanding what yourcontent is all about. And it's
going to be able to bediscovered by by new people who
don't follow you. And we allknow how this goes, you go to
YouTube, and you type in a wordbecause you want to find
something about that particulartopic, it serves you up the
results, and you're satisfied.
And sometimes you decide tosubscribe, and sometimes you
don't. And that's exactly what'shappening on every single

(36:16):
platform. The algorithm isfocused on recommending content
and humans to you that it thinksyou're going to be interested in
based on what you've alreadyconsumed. So it definitely knows
me because I love small dogvideos, give me all the dogs
give me all the cue animals herefor that it is the way that I

(36:36):
meditate and relax at the end ofthe day. And so I don't get
cooking videos, because I'm notcooking, I'm interested in that.
So it is it is absolutely goingto serve that content or that
top of funnel, meaning it'sgoing to kind of go out to
people that don't follow you yetor be found by people that don't
follow you. And I think it'simportant to mention that
there's a major differencebetween your story content and

(36:59):
your feed content specificallyreels or tiktoks. Because, you
know, we get we get discouraged.
And we're like, Oh, this oneisn't a lot of comments. If it's
going out to people that don'tknow you yet, you're not going
to have the same kind ofengagement that you will have on

(37:20):
a story, right? And it's allbeen training us for a long time
to just start consuming like TV,like I'm just clicking through.
I'm just watching. And so a lotof people are getting
discouraged about engagement andalways kind of say is engagement
down? Or has engagement changed?
And are they silently consuming?

(37:40):
And you don't know it becausethey loved this video and share
it with a friend now you'll beable to see the share. But what
if they don't share it with afriend? What if they're like,
Oh, that was great, or thatreally uplifted me or that was
really a helpful way ofdescribing something that I
didn't know, and go on abouttheir merry way, like every
single person who's listening tothis did. And, you know, you can

(38:01):
say it's like, well, if a treefalls in the woods, and no one's
there, it's the same thing,right? If you're creating
something, and somebody waslike, Oh, that was helpful, you
just provided value, you may nothave a measurable metric for
that. But a lot of us aregetting wrapped up in these
metrics and thinking, Oh, no,people don't like my content.
It's not good. Because peopleare out there silently

(38:23):
connecting. And your net clientmay be out there watching your
content. And they may call you ayear from now. And they're like,
oh, no, we've watched all yourvideos, I will literally never
seen you commented on numbereight. So yeah, so it's tough.
But that is sort of the top offunnel strategy is is those feed
posts, and then you're nurturingthrough your stories, and of

(38:45):
course, the direct messages andthe conversations and the
comments, not just the end thecomments that you're having with
your community as well.

Reggie Nicolay (38:55):
So many good tips wrapped up in that. And so,
okay, I'm imagining now we've,we're creating content, we've
got our videos created our reelsor stories. We're feeling
confident. You mentioned in yourthree step guide to Instagram
success, optimizing profileswith strategic keywords. Can you
share a little bit about this?
And some tips maybe with ourlisteners? How can Realtors

(39:17):
effectively use key words toenhance the profile?

Chelsea Peitz (39:21):
Yes, and this goes across every platform. When
you are optimizing or you knowupdating or creating your
profile, you want to usekeywords in those areas also in
your actual content. So whenyou're recording your video, the
idea is that you're going to beusing keywords that you want to
be sorted and found by and alsoin your caption too. And I know

(39:46):
that that sounds like whoa,that's a lot. Do I sit down and
think how many times have I saidthe word social media? No, I
don't. But I know that over timebecause I create content for
real Let's say humans aboutbranding and social media. And I
continue to stay consistent onthat. The computer is going to
understand what I talked about,which is why I never get people

(40:10):
that are in that are dentiststhat follow me. And that's
great, because that's not myideal audience. A couple of
things. Yeah. So couple ofthings you want to be thinking
about. Specifically, when itcomes to your profiles, and this
is important for LinkedIn, thisis important for Instagram. And
they're all search engines now,which basically means at some

(40:32):
level, every social platform isbecoming Google, where you can
type in a word, and it's goingto serve you up content and
accounts related to those words.
So just to keep it super simple.
For my real estate, humans, youwant to have three things in
your profile, you want to haveyour first and last name, you
definitely need that. And I knowthat might sound obvious, but

(40:54):
here's the thing, there's a lotof us who have, you know, really
kind of fun usernames like Jeeplover 88. And I'm not going to
find you if I'm looking for yourname. And you don't have that
really powerful personal brand,or you just have your first
name. So it is important to haveyour first and last name,
somewhere in your username oryour name fields. You also want

(41:15):
to have a industry related term,like realtor, or real estate.
And that's going to help thesystem obviously understand what
you're all about. But it's alsogoing to tell somebody
immediately, okay, you're inthis industry. And it's also
going to be you know, yourcontent genre that you're going
to be creating. And last but notleast, maybe that more important

(41:37):
than that is location. Becauseyou want people to be able to
find you or be associated withlocations. So for example, if I
were a real estate agent, still,which I'm no longer, I live in
Scottsdale, Arizona, myInstagram profile would have my
first and last name Chelseaheights in it somewhere it does,
okay. And then I'm also going tohave either the word realtor or

(41:59):
real estate. And then I'm alsogoing to have Scottsdale,
because I want people to knowlike, this is the area that I'm
at and think about it what areconsumers searching for on the
socials, they're probably notrunning over to Instagram and
typing in realtor, sometimesthey might. But they are looking
at areas that they might beinterested in either living in

(42:21):
or they might be there, or theymight be thinking of moving
there. And so that's going tokind of help the system also
understand where you're at andwho should see it and serve it
appropriately. And pass thatit's really about just staying
consistent. It's not abouthaving like a micro niche where
you only talk about houses thatare 1300 square feet only. And

(42:44):
single story like we don't haveto get that detailed. But as
long as you stay in the samerealm of, hey, I talk about real
estate in Scottsdale and a fewother things, then the over time
the system is going to know whatyou're about. And it's also
going to look at sort of yourhashtags and your location tags,
you don't want to get toowrapped up in it, you just want

(43:05):
to know that, hey, as long asI'm staying consistent on the
this type of theme, it's goingto do the rest, you know, these
things are smart look and chatGPT. Like, these things are
smart, we don't have to givethem too much information these
days. And they're going to knowwhat your contents about as long
as you stay sort of in the inthat realm. And so it, it can

(43:28):
get very detailed. And if you'relike me, I love a spreadsheet, I
could spend hours or rabbitholing on words and all of this
research. And you know, at theend of the day, you could spend
hours doing that, and it'sprobably not going to make that
much of a difference. So saveyourself the time from somebody
who's already done it and juststart creating consistently. And

(43:49):
that's that's, that's all I cansay is like the number one thing

Genie Willett (43:54):
you perfectly lead me into my next question
for you. Nice, because I thinksometimes the concern is
spending so much time and effortcreating this content and then
not feeling like you're findingsuccess. So I know you have your
your real ar e l a state schoolthat focuses on using video
content for personal brandingand trust building in the real

(44:16):
estate industry. Can you providesome examples of how agents have
seen success by incorporatingvideo in their marketing
strategy?

Chelsea Peitz (44:24):
Yeah, you know, it's I'm a visual learner. And I
know it's kind of hard to bevisual when you're listening to
a podcast but I'm gonna describeit for you. So for me, it's like
when people would say, you know,gotta create the value or you
have to, like, you know, tostory tell, and you're like,
Okay, well, like, I don't reallyknow what stories to tell, like
I hadn't really climbed MountEverest and I don't think
anybody cares about myinspection story where

(44:44):
everything went bad last week.
So you know, again, it's thesewords, these these marketing
word, like storytelling and allthat. And I just simply break it
down in, there's two parts,right? The content is the actual
thing. And there's part ofsomething else that makes the
thing actually mean something orbe relevant to someone's head

(45:07):
and their heart. And that that'scalled context. And it is a
little bit of a challengingtopic to think of. But the way
that I describe it is visually,and I will show people examples
of here is a beautiful templatedgraphic. And it says, maybe it's
a seller tip. And it's like areally helpful tip. And then I'm

(45:29):
like, here's how we can takeyour good content and make it
even better by putting contextwhich is you, your face, your
voice, your personality, youropinion, your story about the
client who one time acts. Andthat's how you can layer in or
make that content thing havemore meaning or relatability to

(45:51):
the other person's head andtheir heart as well. So it's the
easy answer is putting yourselfin it, which a lot of people
don't want to hear. But like,let's face it, there's no
original content, there wasliterally no original real
estate content on the planet.
The only original content youhave is your personality and
perspective. And I understandthat it's a little bit nerve

(46:14):
wracking to have an opinion, tohave a perspective. And not
everybody's gonna agree withyour perspective. And sometimes
they might tell you, they don'tagree with your perspective in
the comments. And that's like,oh, some people love that. I
don't, some people hate that. Soyou just have to remember that.
You want to connect with peoplethat have a personality that
have a perspective that have anopinion. And people need to

(46:38):
trust that you are competent.
And if you're able to explainsomething in an easy to
understand way, if you're ableto give them an analogy on a
complex topic, like a two onebuydown or what's happening with
inventory, and what does thatmean for you. That's when people
are going to be able to say thatwas helpful. That was kind of an
aha moment. And you seem likeyou know what you're talking

(46:59):
about. And you're building thattrust and that expertise and
that authority. So it's notabout not posting the things
that you have already beenposting? It's about asking
yourself, okay, does this notonly teach somebody something,
but does it reach them in theiremotions? Is there a human in
it? Am I giving my perspective?

(47:19):
am I sharing a story aboutsomething that, you know, maybe
it was like a mistake I made?
Maybe it was a lesson that Ilearned. And I know, it's it's
also kind of nerve wracking tobe like, Oh, who's gonna want to
hire a real estate human who'smade a mistake with a client? I
would argue that more peoplewould rather know that you're an
a human who's fallible andwilling to stand up and say, I

(47:42):
made a mistake. And I want to behonest about it. And here's what
I learned. And here's what Idid. versus you know, the very
unrealistic expectation thatyou've never and nor ever will
make a mistake. So yeah, it thatwas kind of a long, roundabout
answer for it. But I thoughtthere was, you know, contact
versus content, and how do youmake something have meaning? And

(48:04):
that's, that's the hardest part.
That is the hardest part aboutcreating content is you can make
content all day long. But how doyou get it to actually connect
with someone, and that's why youfirst have to really know who
you're talking to, you got toknow what their pain points are,
you got to know specifically, Iwant somebody to feel like, I

(48:26):
feel like you're inside my headright now. I feel like you wrote
this just for me. So those aresome things that take practice
and take time, and you're notgoing to just, you know, create
a bunch of content, and peopleare gonna be like, Oh, my gosh,
this is amazing. You're likeinside of my brain. But you
start, so you can kind of learnand treat it as an experiment,

(48:50):
see what happens?

Reggie Nicolay (48:52):
Hearing you say that, it makes a lot of sense.
And I think my brain goes backto what you said earlier about
the algorithms, the magicalgorithms. And I'm just
wondering, so just by creatingthis content and doing these
things, are you staying ahead ofthe algorithm itself? Do you
even need to consider it thisalgorithm? What's your best
advice for realtors trying tofigure out you know,

Chelsea Peitz (49:12):
you know, it is so funny that you didn't know
that I was doing this, but I wasmaking a piece of content today.
And I was like, Are you makingcontent for the algorithm or for
your audience? Because, like,your, your audience doesn't need
63 pieces of content to know ifthey can trust you. Right? And,
you know, this is controversialcontent advice, but you should

(49:35):
stop building a content machine.
You need to start sharing morecontext about who you are and
why people why you are theperson that can actually help me
specifically and uniquely and alot of people this literally
happened to me this weekend,when I was at a conference, this
person came up to me and said,Wow, you've said a lot of things
differently than other peoplethat I've heard speak before.

(49:58):
And what do you think aboutthis? And I'm like, Well, do you
enjoy that? No, I hate it. But Ithought that I had to do it,
because that's what they toldme. Like, okay, well, if you
hate doing something, it's notgonna get any better. You're not
gonna want to do it, though, canthere is there another way that

(50:19):
we can think about doing itbecause long term follower count
is very different than your bankaccount. And you can do all the
things and you can run yourselfinto the ground. Or maybe if you
love to post every day, I lovethat for you, it does not work
for me. And it's okay that youhave your own way of doing

(50:43):
things. And as long as you'regonna stay consistent, and
you're thinking about, do Iactually have something to say?
Do I actually have a thoughtthat if somebody watched it my
ideal customer? Could they findit valuable? Not? Is it
valuable? Could they find itvalue? And if the answer is yes,
then you're gonna make it ifyou're drudgery. So if you're

(51:04):
like, I hate this. I don't wantto do this. I don't want to make
carousel I did what we have todo couple things that we don't
always love, right? And you haveto try things for more than once
to determine if you don't likeit. The reason I know I don't
like batch creating content,five videos at one time, it's
because I've tried it. And Ihated it. And I tried it for a

(51:25):
long time. And I was like, Youknow what, I don't have to do
this because it works for myfriend Katie. I can find another
way that works for Chelsea, andstill be successful. So if you
post more, are you going to getmore reach and visibility and
probably followers? And yeah,sure. It's gonna happen faster,
because you're just putting moreout. But at what cost? So ask
yourself, are you posting forthe algorithm? Are you posting

(51:48):
for your audience? And that'shard? Because let me tell you,
those views are intoxicating.
And when you're like, oh, mygosh, this one just got 3000
views. And I posted another oneI got 30 Won't mop. And you got
to start asking people wherethey where they come from, what
made you made this decision?
Because that one post or thatone video that didn't perform?
Well? Maybe that was the onewhere they're like, actually,

(52:10):
this one where you talked aboutX y&z And you're like, wow, see,
I would have just discountedthat as didn't perform? Well,
you never know and tell you're,you know, really asking people.
So think of it as an overallcontent library, that if your
perfect ideal customer cameacross it and binge watched it,
would it be valuable for them?

(52:33):
And it's really hard not to lookat the numbers, I get that not
saying you should never measureanything, or you know, we've
heard it all before. But viewsdon't equal value. And you
really have to know, you know,and learning your perspective is
hard. It's a self awarenessjourney. And that is something a
lot of people don't talk aboutis, how do you build self
awareness? How do you find whatyour stories are? How do you

(52:55):
what is your opinion on X, Y,and Z? If you don't have an
opinion, you probably don't knowenough about it.

Genie Willett (53:02):
So I love this I, I and now I want to know, so now
we're creating content, we likeit. But how do you maintain the
consistency without burning outwithout just being like, I can't
do it anymore? I can't get onstories. I can't produce another
real? Like, how do you? How doyou not burn out?

Chelsea Peitz (53:18):
You know what there's, I just believe that
there's seasons in life andbusiness. And yeah, sometimes I
just don't feel like makingcontent. I don't feel like
making reels. But you know, whatI do do is I talk to people
every day. I comment, I engage Idon't make content every day.
And I should take that back.
Because I'm a big believer thatthe most important content is

(53:39):
your conversations and yourcomments. I always say less
content and more commenting. Butyeah, if you're bored, then
probably someone else is boredconsuming it. So I personally
like to mix it up. I'm like, Oh,I'm gonna do a real. And then I
might do a carousel post. But Ireally love stories. And I lean
into stories. I am like, you canhave a favorite social media,

(54:01):
you don't have to be on all ofthem all the time and cross post
everything everywhere. If youwant to you can. I like to be in
one zone. I like to be at oneplace because I'm self aware.
And I know that if I tried to doall of those things, and I just
me, I don't have a team, I amgoing to be spread then burnt
out and then I'm going to startresenting it. And then I'm just
going to post whatever to postwhatever. And then I'm like,

(54:23):
well, that's not working. See Itold you social media didn't
work and I should just stopthis. So I know myself really
well. And I know that I havetons of excuses. So you got to
know yourself. And like I lookat my friend Katie Lance, who
everybody probably knows heretoo. And she's like, Yeah, just
did my whole year's worth ofcontent calendar and like I love
that for you and do it. Like,everybody has their own style

(54:47):
and you do have to test and trythings out. And now if it's for
you and let me give youpermission that if you try
something that everybody elsesays you should be doing, and
you really give it a go Oh, andyou're like, I'm just still,
it's not for me, it's okay foryou to change your mind. It is
okay for you to be like, Youknow what everybody told me how
to do a podcast. So I did apodcast for two years, and I

(55:09):
made 300 episodes, you knowwhat, I just don't love it, then
stop doing it. There's so manyother things you can be doing.
And just because you startedsomething, and just because
somebody told you in aconference that you had to do
everything. Here's a pro tipjust because you go somewhere
and listen to everything orlisten to a podcast. You don't
have to use every single tipthey give you pick and choose,

(55:30):
find what works for you. And wedon't apply that to anything
else in life. But we get intothis world of social media and
marketing. And we're like, Oh,but I have to do it this way.
Because this person told me to,and I would caution you if you
have somebody that says you'vegot to do it exactly this way,
or else, I would ask why? I'd belike that. But why, but why? And

(55:52):
so you just have to know whatyou like, what you don't like, I
love stories, though. I story myface off. I don't care if people
don't watch the whole thing.
They can just skip right pastit. But you know what, it brings
me joy. And that's what I wantto do. I don't love posting in
the feed, do I still do it?
Yeah, but I only do it once ortwice a week. And I tried to do
something in that, that bringsme some joy in creating it. And

(56:14):
there are times when I'm like, Igot nothing. I got nothing. And
that's when I call my friend mylifeline like I did today. And
I'm like, I got nothing.
Something's here, but I can'tsee it, can you help me. So we
all need sort of those thosepeople or things in our life
where we can get up walk around,maybe it's you know, actually

(56:34):
physically walking around andtaking a break or it's, you
know, figuratively doing doingthat. And in some other form or
fashion.

Reggie Nicolay (56:43):
These, these tips apply to life a lot more
than just social media. But it'samazing. It's so true. This has
been a really great interview.
And as we start to wrap it up, Ido want to talk to you about
something in our PR that we justlaunched. So we're super excited
about this new feature we'recalling shareable market trends.
And basically, if I was to painta picture for the listeners,
these residential market trends,our a series of charts, for

(57:07):
example, at the top of the page,we have this market trend
indicator that tells you whetheryou're in a buyer seller or
balanced market, and then it hasmonths of inventory, our home
selling above or below listprice and some other really
important metrics. Anyway, allthese charts can export into
graphics that can be used invideo social. So we're really

(57:28):
excited. And we're just wantingto get the word out this year to
agents. And so I guess myquestion to you is, do you have
any tips for agents that mightwant to integrate this type of
data, you know, market trendsinto shareables? Or videos?

Chelsea Peitz (57:44):
Yes, I love that you asked this question, because
one of the number one questionsI get is, but Chelsea, how do I
take boring content like dataand make it more interesting and
personal, how you keep tellingme I have to humanize stuff. But
I also got to like, tell peoplewhat's going on. So this is the
like, perfect thing that youcould do. So we've been talking

(58:07):
about video, we've been talkingabout putting you and your
perspective in it. So one of thethings that I've built my brand
on, it is taking complex topicsthat somebody else has created
like the algorithm, I didn'tcreate the algorithm, right? And
interpreting it, I'm being ateacher, it's like imagine I'm

(58:27):
teaching a class of fourthgraders. And I'm like, Okay,
here's how this works. Let megive you an example. Let me give
you an analogy. And so that'swhat we can do here is you can
take this incredible data richimage this graphic that you
have. And what I would recommendis and this might sound a little
advanced, but with a quickGoogle search, anybody will be

(58:47):
able to find it, you can usewhat's called the green screen
on any of your video apps. So itcould be Instagram reels, it
could be Instagram stories. Itcould be Facebook reels. It
could be tick tock, whatever,like pretty much every video
kind of focused app has theability to use what's called
green screen. And so what you dois you just open up your phone,

(59:09):
go to Instagram, I'm going tomaybe make her a real or even a
story. And you can swipe throughthe little filters. There's even
a little search bar and justtype in green screen. And when
you type that in there, the verycool magic happens where let's
say I've taken or downloadedyour graphic, or even a
screenshot, you just screenshotthe graphic. It's gonna save

(59:30):
into your camera roll. And thenwhen you click on green screen,
it's gonna say okay, go aheadand add your media and it goes
right to your camera roll andhere we go. We're gonna pop up
your cool stats right here. Andnow you can have your face in
it. So you are like basicallytalking to this chart that's
behind you. And you can bepointing to it. You can still be

(59:52):
there giving your take on here'swhat this means for you because
it's sort of like the and thenstrategy is the really important
Apart, I could just be listingoff the bullet points of what's
an algorithm. But if I don'tgive you my and then here's what
it means for you and how you'reusing social media, you don't
have the aha moment you don'tyou don't say, Wow, she really

(01:00:12):
understands how to use that.
It's the end of then that isgoing to be the positioner for
trust and authority. So takethat graphic, use it up on the
green screen, talk to it andtell people, what does it mean
specifically for them? What doesit mean in plain English,
because believe it or not, thereare many terms that we utilize
inside of our own industry, thatthe everyday person who is

(01:00:36):
wanting to buy or sell aproperty doesn't know because
they're not in our industry. Soit'd be important to also
remember, you know, taking thosethose internal industry lingo
and helping them understand whatit means. So it's nice because
you didn't have to create thecontent. You're creating the
content for them. They're justgiving their personality
perspective and hot take andhere's what to do with it,

(01:00:57):
though. I love that.

Reggie Nicolay (01:01:00):
Well, there you have it, we learned we leveled
up our real estate marketinggame with the incredible Chelsea

Chelsea Peitz (01:01:08):
Thank you so much for having me. This is so fun.
Peitz Thank you. Thank you.

Reggie Nicolay (01:01:14):
So as we close out this episode of decoding
real estate, remember to bringyour authentic selves and have
fun while you're doing it. Besure to join us on our next
episode for insights,inspiration and good vibes in
the world of real estate. Thankyou so much.