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FULL AUDIO TRANSCRIPTION:
Justin Stoddart 0:00
Today’s episode is going to be absolute gold. If you have any interest, and I say any interest in being more effective online, guys, today’s guest and it’s Chelsea peace. He’s gonna be with us here in just a minute. Hold tight.
Justin Stoddart 0:15
So the big question is this. How do we those of us in the real estate industry with crazy amounts of ambition? How do we think bigger than the building of our own empires? How do we simultaneously see success and significance, income and impact? My name is Justin Stoddart and this is the Think bigger real estate show. Again, welcome back to the show guys excited to have you here more excited about today’s guest. Those of you that are have any any connection to the real estate industry will recognize this face and this name, she’s absolute baller when it comes to delivering high value, about being truly effective online. Chelsea is such a pleasure to have you here. Thank you. Thank you so much for joining us today.
Chelsea Peitz 1:00
Thanks for having me. I’m super excited. I’ve been waiting for this for a while I’m looking forward to it. I love chatting about being on social media and doing it in a very human way that creates a powerful personal brand, that’s going to attract and Kimber your ideal customer and create relationships. So I’m excited to be here. Thanks for having me.
Justin Stoddart 1:16
I love it. Every time I first got introduced to you years ago, and I start watching content. I was like, oh my goodness, he’s so real. Right? I think that’s one of the things that people maybe miss out on. And let me kind of frame this inside of what the goal of today’s episode is right? I think a lot of people, especially with the help of virtual teams, and other places have gotten very focused on becoming efficient online. Let me just outsource this, right, I’ll have my content everywhere. I’ll do a podcast, I’ll chop it up. And I don’t actually have to be there because other people are gonna do it for me. Right. And I think, in my opinion, and I believe everything that I’ve watched of you of yours would put us on the same page, which is social media is not a it’s not a broadcasting tool, per se. It’s a connection and a conversation tool at the core when done correctly. Would you agree with that? Chelsea?
Chelsea Peitz 2:04
I would agree with that. I mean, it really is both. And I think the mindset needs to be around how do you use it to be more human through technology, especially in a world where we were all forced online, whether we want it to be online or not in the last two years. And while we are going back to more in person connections and meetings, which is wonderful. This is quite convenient. And it’s never going back to the way it was. And so we now are faced with how do we really connect with other human beings and create a level of trust through technology, which I will tell you as as growing up. And as an adult that had an actual career in real estate before social media existed? If you would have told me that I’d be building trust through technology and talking to my phone, I probably would have said that. That sounds wild. So I’m really, really fascinated about, you know, how we can help the industry show up as human beings that happen to sell real estate and not realtors that happen to be human beings. And part of that is exactly what you said, How are you showing up in a digital environment in ways that you would never show up in a physical one. And that kind of comes to that outsourcing point that you were talking about? So I’m excited to talk about this topic.
Justin Stoddart 3:20
Let me let me let me ask this kind of first question Chelsea, what does success online really look like? Right? Oftentimes, we we measure it in in views and impressions. And of course, before doing any sort of ads? Like that’s kind of the you know, the lingo. But in your opinion, what does it what does success online? What should it look like? What are the metrics we should actually be watching?
Chelsea Peitz 3:43
So I have this phrase that I say all the time that is viewed on equal value. And this really came about over the last, I would say 18 months or so. And certainly you’ve probably noticed a shift on social media landscapes where it’s very focused on short form vertical video, whether you call it tick tock or reels or anything in between. That’s something that you know, we thought maybe this is a trend, and now it’s become a new normal. And with that, you know, came this, this watching have not only trends, views, followers, a lot of people say, gosh, what am I doing wrong? What am I doing wrong? There’s a lot of discouragement happening because of metrics. Now, I will absolutely tell you that I believe in metrics and things that are measurable. And we need to track that we live in a metric focus world, how many people have I talked to how many transactions do I have in the pipeline? What is my weight on the scale, whatever your measures are? So for me, I found that a lot of people were measuring things that were easy to measure and may not be impactful on your business or your mental health, which I think is a very important part of your business. So when I say views don’t equal value You what’s easy to measure views, followers likes, that’s easy to measure. And that kind of has been the standard for what we’ve looked at. And what do we measure in social media? Is there watchtime? Absolutely. So there are different aspects on the on the the scale of measurement. What I want to encourage people who are listening and watching this is to think about all of the amazing immeasurable things that are happening, when another human being is consuming your content. And connecting with it, because what’s really hard to measure is an aha moment, very difficult to measure trust, almost impossible, unless that person reaches out and gives you a metric and says, Justin, I just watched your video, it was so helpful, thank you. Sometimes that happens. And a lot of time it’s not, especially with how social media is changing. We are in a world now of not just seeing people we choose to follow, I might follow you and I’ll see your content. But I see a lot of people I don’t know, because these platforms want to become Google, they want to become a search engine. So I’m not going to engage in the same manner with someone I know yet. And it’s going to take more times for me to connect with them versus you who I already chose to follow. So engagement is changing consumption patterns are changing. And it’s very important to know that there are a lot of things that are easy to measure, maybe you can make up your own metrics. Maybe your metrics are I’m going to commit for 10 minutes a day to write down content ideas, I’m going to commit to once a week making four short videos I’m going to create, I’m going to post three times a week, whatever your metric is, because you can control that. So that measure of success, in my opinion isn’t a specific metric. And if I had to put something that you could measure, it would be simply how many conversations that you are having, because those conversations are going to be leading to conversions. And if we’re looking at it from an algorithmic perspective is absolutely impacting the algorithm in your favor when you’re talking to people through comments, and DMS,
Justin Stoddart 7:04
I could not agree more. One of my key mentors, has taught me that conversion, right, which all of us are trying to convert people into our world, right, whatever products or services we offer to people, even in converting them into relationships with us. Conversion comes from conversations, right. And I get that in order to be in conversation with people, you have to have their attention. But I agree with you. I think oftentimes, social media platforms, as I mentioned before, are very much broadcast tools. And we forget the fact that they can actually be conversation tools as well, right? We connected through a conversation that started on Instagram, right? It wasn’t because you’d seen my content, I’d seen yours. So you had my attention. And then from that led to a conversation which now you could say it’s a conversion onto the thing bigger real estate show. So I love that I think that’s important for everybody to recognize, actually want to pull in another example is that I just started doing something different with my fitness. Now you, you spark this idea, because you talked about the stuff that we measure, like for example, our weight. Now, I’m a middle aged guy, I’ve got six kiddos. Now I didn’t give birth to them. My wife did she gets all the credit for that, right. But I will say that I’ve always prided myself on being fairly fit. And it’s getting harder and harder, like the longer like yeah, longer. And I’m, I’m watching this scale for years, and I can’t get it to move much. And I just started to instead of measuring that lag measure, right, I started to now measure like calorie intake. Now I don’t I’m sure there’s all kinds of fitness gurus that will say be careful this do whatever. But for me, it’s something that I can control today. Very similar to what you said, Chelsea, which is focus on some metric that is meaningful to you of how many conversations am I going to be in? And then watch how the results come from that as opposed to just watching the results of views and clicks and all these things that may not even be the right measurement to be watching that actually go backwards and say what are some lead measures that I could influence today that will then turn into great lag measures down the road? Any any thoughts on that?
Chelsea Peitz 9:00
I agree with that. Two things that I want to say one, I’m the same where I want I know that I performed better for me in business me as a partner, me as a mom when I move my body and make healthy decisions. And one of the ways that I’ve decided to measure that, again, not the scale because that was getting frustrating for me. I measure how many days a week do I move my body and I don’t have an expectation. There’s not like a necessarily a formula. I’m not saying that I have to go to be on cardio for 60 minutes. And Senator, you can get that specific. For me that was my measurement and those little things built on each other. So I do believe that there are so many things that we can measure that matter to us, our mental health or business health, etc. I also want to mention that you said something that made me think about doing sort of the unscalable thing which is the human thing, right? We can’t scale ourselves we can scale parts of our business and absolutely have efficient And season automations. And what’s really sort of magical about the socials because 22 years ago, when I got my real estate license, we didn’t have that you had to actually answer the phone. If I wanted to talk to you, or I had to see you in person, or mail you something with the staff, now I can connect with you. And I don’t even have to be, quote, friends or a follower, I can send you a message totally for free, which is such an incredible way to connect with people, as long as we’re using it in a human way. But the piece that’s really, really impactful, I think, is the unscalable ality of being able to send someone a message that literally has there been a minute that you had to make, and you took actually 30 seconds out of your very busy day to not automate sending those types of messages. And boy, do I wish that when I had and I did do this, but like, I miss it. Now, there is such a beautiful thing and having a community of people, that is manageable. You know, so many people want to say, Oh, I only have 200 followers, only those are 200 people, right? Or how do I get to 20,000? Are you sure you want or need 20,000 Because the magic that happens when you’re talking to people in a place where they’re already paying attention is really amazing to be able to do that and do it unscalable and send three messages a day or three video messages, or Hey, Justin, congratulations, I just saw your kiddos went back to school. That’s awesome. Hope you have a great week, right? You’re just talking to people, and you’re connecting with them. But they know that you made that for them. And I know it’s like, oh, that’s the last thing I want to do is to spend one minute a day making videos or doing unscalable things. But that’s really where you’re going to build that relationship. And that attention, if you will, in a very them focused positive experience with your brand. That’s what we want. We want people to experience our brand in a lens that empowers them, and makes them feel good. And that’s really hard to do. I mean, other than outside of that, or doing something nice for someone, that’s not usually going to happen with your your post in the feed necessarily. So I think doing unscalable things and looking at these as communication platforms where we can be connecting and we can be compassionate, we can be empathetic, and we can be inspiring and motivating. is a really powerful sales tool that you can’t always track the ROI. It’s like the ROI of like your dog, right? There’s definitely one there. But I can’t quantify it. And that’s the frustrating part in the metrics world. We want to quantify all the things I want X amount of videos to yield X amount of transactions and X amount of time. And there is no metric because we’re not dealing with metrics. We’re dealing with humans. That’s the great part about it.
Justin Stoddart 12:55
There’s a I think we have a friend in common Ethan view of bonobos.
Chelsea Peitz 12:59
Yes. I love that I love their team and their books. Yes.
Justin Stoddart 13:03
So good anyway, that that whole conversation right around. And again, going back to the kind of the theme of this show is that like, there are some great tools out there and some great systems, much of of which I use to be efficient online, if we just get caught up in being efficient. What ends up happening is we missed the whole point of it, we actually want to be effective, right? We actually want to create connections, conversations, and be able to actually then be able to contribute to people’s lives in bigger and better ways. What do you think keeps people Chelsea, from, from some of the things that we’ve talked about? Is it the peer pressure of I need to have so many views and followers. I know for me what’s kept me from but I’d love to hear your thoughts you deal with a lot more people in this space than I do. But what’s holding people back whether it from being online period, or from being online in a really effective way?
Chelsea Peitz 13:53
Absolutely. So many limiting beliefs. You could, you could say stories that we tell ourselves and many of it come these stories come from possibly how you grew up or how we were raised. And some of those you know, the number one the number one always is, I just don’t really love seeing my record itself. And I say record itself because our record itself often does look a little bit different to us than when we’re looking in the mirror. And so that’s where our brains kind of like wait a minute, is that really me or you might be building your camera confidence. And as you’re building it, it may seem that you don’t appear as yourself and your warmth just isn’t shining through because you’re you’re really thinking about how to present and so that can be uncomfortable to your voice, right? Yes, your voice does sound different to you inside of your head than it does but we all hear it this way. When we love you, and we still like Yes. So you know if we had a pill for that, I mean, I’d be retired if I could say Here take this pill and you’ll be you know, love to be on camera and you’ll use it all the time and go for it. But you know some of the other limiting beliefs that I talk a lot about is, you know, this idea of well, is that professional? Well, I don’t know that I want to be on tick tock making videos, because I don’t know that, you know, is that professional? How does that position me as an expert in maybe the luxury space or wherever space you are my clients, aren’t there a limiting belief or a story around that. And what I say to that is, Who here wants to work with somebody who has integrity, all the hands go up, who wants to work with somebody with empathy with compassion, who wants to build trust, every hand goes up? Well, those are uniquely human. So the concept that human is professional, the very thing that we desire and working with someone, and building trust is only human. So again, you’re showing up digitally differently than you would physically and what I mean by that is, if I’m not a fan of seeing my record itself, and I’m letting that hold me back, it would be like you and I meeting at a Starbucks. And me asking you a question. And all of a sudden, you’re diving under the table at Starbucks, and I’m looking around, like what’s happening? And you’re talking like a table. And I’m like, Justin, are you okay? Down there. And you’re like, you know what, I just, I just don’t want you to look at me. While I’m talking to you. We would never do that, right? Or outsourcing everything. With social media. Of course, there are many things you can outsource, you can outsource the thing that you got to do, like you had to show up today, Justin, you had the interview. And so that would be like me, sending my neighbor to my kiddos soccer game this weekend? How would my kids feel if they looked over and didn’t see me and I’m like, I’m just outsourcing myself for the day so I can be efficient. So there’s a lot of things we’re doing in a digital world that we would not do in a physical. So I just would continue consistently say it’s time for you to ask yourself, what would I do? In the physical world? If you’re going to look at somebody when you talk to them, then turn your zoom camera on, you know, you’re going to be making camera videos, because it’s the most human way to communicate. And another limiting belief is, well, I just don’t want it to be about me. I feel like I don’t know. It’s kind of egotistical when people think I’m bragging. What if I’m in every one of my photos, does that say something about me? And to that, again, I’m going to say let’s talk about physical right? In the world of physical, the most human way to communicate, is eye to eye face to face where we’re talking to each other. Right? And so being on camera, being in your content has nothing to do with ego or fame. Yes, there are people that brag that’s not what we’re talking about. It has everything to do with showing up and being a human, and creating those neural pathways where I am seeing you again and again and again. And creating familiarity, which leads to trust. And we think of trust as this thing of like, oh, my gosh, I would what I trust this person to, you know, come to my house and house it. No, we’re talking about familiarity and our brain saying, Oh, I know that person, I recognize that person. And it’s not like we have built this huge level of trust. We’re saying that we know you now. And that provides a baseline for the trust where your brain is going to take a shortcut and say, oh, yeah, I know that person. Let me that person is top of mind, let me call that person. And you don’t realize that it’s because you’ve built that trust by consistently showing up and showing this in the content.
Justin Stoddart 18:22
You know, I think the stories we the stories we tell ourselves are so interesting. You know, going back to your your example of people talking themselves selves out of doing content, um, we have a friend in common Glenda Baker, who now has 800 and some odd 1000 followers on Tiktok yet I get to spend an hour a week with her in a mastermind and it’s so interesting to hear her retrospectively talk about being in the same shoes so many agents are in right now. And of course she did her videos really really well. She she did um at a at a very high level. But then she just decided to be superhuman, whether it was cuss, whether it was going to tease herself about her about her southern drawl, like it didn’t matter. She was who she was. And the world fell in love with when the baker right. And not everybody has that exact charm. But I do think and it creates a microcosm for all of us to recognize the fact that the only thing that is holding us back is our unwillingness to be bad at first is to not be great at first. And I think Jim Rohn said, you don’t have to be great to start, but you do have to start to be great. I remember a mentor mindset. Your first 100 videos are not for you. They’re sorry, they’re not for your audience. So don’t worry about it. They’re for you to figure out what you want to talk about to just get comfortable in your own skin being human being like, you know what world this is who I am and here’s what I like to talk about. And the reality is you’re going to push some people away. And the reality is you’re going to attract some people that are like, hey, that that’s my guy. That’s my gal. So I love what you’ve said there about about people just kind of taking steps forward. Being okay with hearing their own voice being okay, seeing their own AC C’s are all okay. And the only person who might not love it at first is probably going to be you. Right? And that’s okay. That’s okay. Such good stuff. Jesse, would you if we were to give some kind of tactical steps for people that are wanting to get better online, I believe that everybody that’s watching this observing this listen to the podcast has some online presence, right? They’re not afraid to be here. But all of us want to be better, right? All of us want to be a little bit more like Chelsea, I don’t say that, to, to kiss up. But I am saying that you’re very good. You’re very human. And you’ve really become an authority figure in our industry, and others as to how to get better online. If you could, if you could kind of coach us almost as if you were speaking to an individual here. Yeah, I wouldn’t say today to do tips.
Chelsea Peitz 20:47
Yeah, two tips. One, my favorite platform is Instagram. And that’s where I spend the majority of my time. Yes, I’m on all the platforms. But if you do really want to build your camera confidence, and not just delivering a message, actually feeling like you are showing up as yourself, which I did not show up as myself, as you said for hundreds videos. It was one of those things that sort of accidentally happened. And I kind of just started relaxing and I got used to myself. And so like Glenda, you just talked about, who is very much her own perspective and her own unique Glenda and that’s what we love about her. So that didn’t happen for me right away. But I will say Instagram stories and doing daily Instagram Stories absolutely is going to help you get comfortable on camera, it’s going to help you get comfortable with your recorded self. And if you’re doing something every day, it’s just a couple of seconds a day. But if you’re doing something every day, eventually you’re going to start relaxing. And you’re going to start seeing you know yourself. Another tip for getting comfortable on camera is instead of posting something to the world, just send it to one person. And the beautiful thing about that is when I send Glenda a happy birthday message, and it’s a video, I’m not thinking about me. I’m thinking about Glenda and I’m like smiling. I’m like, Glenda, I’m so stoked. It’s your birthday, I’m thinking about you, I miss you. I’ve given you a big Virtual hug right now. And what’s really cool about that is when you’re not thinking about like three tips for XY and Z. You watch that back and you’re like, oh, that sounds like me, that that looks like me. And so it’s going to help you get more comfortable. Because those videos, you forget that you’re the one on that video, right, it’s a little bit harder, because immediately we give ourselves feedback when we’re giving our three tips for XY and Z. And so that’ll help you sort of ease into it. My next tip is a bit more advanced. This is something that I am actively and will continue to actively work on. Because it is not something that comes easy to me. And it is in the realm of copywriting. I know you’re thinking, oh wait, they want us to get on video. And now I gotta be a copywriter? No, you just start by making some content. And that might be a whole year of you just committing to do that. And we want to get when you’re comfortable when you’re ready to level up. The copy is so important because we’re in a world of very short attention spans, and very well paid advertisers and copywriters are paid for that reason, because you know, big companies know, hey, we need to capture attention. We need to tell people why they’re gonna want to watch this. And so one of the things that I’m personally working on and would encourage anyone to be working on for especially short form video, whether it’s tick tock shorts, etc, is that first couple of seconds that that hook, you might have heard somebody say that before, there’s a hook in the first couple of seconds where you’re grabbing attention, and maybe you’re asking a question, you’re utilizing the word U instead of AI. So you might say something like, do you want to know what a million dollars buys you in Atlanta or something along those lines. So starting with that, then you can even start going farther, once you’ve really gotten comfortable with that hook and saying asking a question using the word view. Then the next thing is, you know, and you can Google all these online, there are many, many, many people that have shared how to formulate these hooks but it might be something about let me position this with what does you know the client need or want and then you’ve got a formula where you’re saying here’s the problem, I’m going to give you the solution. And now I’m going to go through steps one two and three. So that is advanced. Do not think about all of that in the beginning just start and get comfortable. And then I would say the baby stepping into grabbing attention to hook people in ask a question in the first sentence use the word you
Justin Stoddart 24:50
but I love that Chelsea because it really is common for people to want to give almost a bio like Hello, this is Laura Smith with XYZ Realty base. out of Phoenix, Arizona, been licensed for four years, you’ve lost people, right? And you will have 100% chance of losing people, if it takes too long for you to actually say what I’m, like they aren’t watching the video to learn what you did for a living, right? That’s, that’s kind of down the road. They’re gonna want to hear now, who is this person? But yeah, that hook is so critical. So critical. And I love that. Just you I want to give everybody a chance, who’s not already following you, which I think is probably about everybody, but but let’s direct them to where you would want them to go for them to get more resources. I know you not only give away so much value just in how you show up online, just just demonstrating how it should be done. But also, you give away a lot of great tips in your general marketing. But there’s also some things that people can get additional access to right, would you talk to us a little bit about that?
Chelsea Peitz 25:51
Absolutely. So the best place to connect with me, I like I said, I’m on all the socials, you can find me my website, it’s just Chelsea pipes.com, the best place to go is Instagram, because Instagram is going to give you a behind the scenes into who I really am. And I love being able to share that with people, it’s also going to have a clickable link in the bio. And if you are a real estate professional who’s been thinking, I really need to get a little bit more familiar with Instagram, but I’m a little bit nervous, then you’re going to want to go to my profile, follow me and click the link in the bio because I have a totally free Instagram course, specifically for real estate that is going to help you know what account to use, how to set it up, how to optimize it, and many other things as well. So definitely grab that there’s free downloads and checklists as well. And then if you are looking for more in depth coaching on how to get on video, and how to show up in a way that is human and relatable in your personality driven brand. I do have a five week live course that is ongoing four times a year called Real Estate content accelerator with my co coaches all you got it. And you can also click there and find out information about those start dates, which actually is next week.
Justin Stoddart 27:06
How cool is that? What great timing. For those of you that are interested in really taking that next step in your Instagram world in your social media world? What a great place to learn from one of the foremost experts. So grateful for you, Chelsea, I’ve got one more question for you. One thing that I always promised to let people know is where they can get more access to great content like this, we have a free Facebook group called successful real estate agents, I’ll put it up here on the screen on the screen. If you’re interested in that, we really focus on helping you grow your warm market business. And what Chelsea’s talking about here is really specifically how to build relationships, right? Not just how to generate leads, there’s plenty of ways you can do that, how to generate legitimate relationships, and how to do that online. Chelsea has obviously given us an entire tutorial on how to do that. So appreciate it very much. My final question to you, Chelsea is this you are a big thinker, you’ve, you’ve raised some of the largest stages, if not the largest stages in our industry, I’d love to hear from you. What does Chelsea pipes continue to do? To be a big thinker, to continue to expand your possibilities we look like for you.
Chelsea Peitz 28:07
It’s the people you surround yourself with. Truly, maybe that is the Facebook group and community here, maybe that is joining a group, a mastermind of people outside of your industry or inside of your industry. I think when you are consistently aligning yourself with and around and exposing yourself to people that you admire and can mentor you and you can create these relationships it gives you the gives me the the boost to say I can do this, I want to do this. And here are some incredible people that I can collaborate with. And so that has what has been kept kept me going. Now it’s evolved over the years. Eight years ago it was me and for people that I met on Snapchat that happened to be in real estate and we would get together once a year we would go plan and talk about social media that turned into 25 then that turned into you know different conferences. And now it’s looks very it’s it looks similar but also very different where I’m I personally am in a mastermind that I have paid for. And I do do my own coaching and get coached. And so that is what I do. And I surround myself specifically with people that I know are going to push me to reach that next step. And sometimes it’s scary and exhilarating. And always it ends up you know, helping me to reach those goals and making really incredible connections and relationships, which is ultimately what my goal is in life.
Justin Stoddart 29:43
I love it. I love it. You can always learn something for there’s always somebody out there that can teach us right in the moment that we think we’ve got it figured out when we stop growing and I love hearing from you Chelsea that you also are part of masterminds get coach all of that it’s just such validation as to how to how to accelerate your growth. But that’s how I see coaches. It’s a growth accelerator. And I appreciate you helping us not only think bigger today, but also helping us to accelerate our growth. So, so appreciative of you, thank you so much. And for everybody listening here today, my final request is this. Three simple words. You know what they are? Go think bigger. Talk to you soon. If you enjoy this episode that I have a very special invitation for you. I have created a private Facebook community called successful real estate agents, where the focus is going beyond success having both a successful business and a significant life. If you’re not yet a member. Go sign up now.