123. How to Post Less & Get More Leads With Chelsea Peitz

Summary

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The Millionaire Real Estate Agent Podcast

Episode 123: "How to Post Less & Get More Leads" With Chelsea Peitz
Host: Jason Abrams | Date: February 23, 2026

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Episode Overview

In this insightful episode, Jason Abrams sits down with social media strategist and author Chelsea Peitz to challenge the conventional wisdom around real estate agents' social media presence. Rather than churning out endless content and chasing engagement metrics, Chelsea argues for a paradigm shift: focus on building relationships, not just reach. The episode explores actionable ways to leverage social media more intentionally, post less, and generate more meaningful leads—without the burnout that often accompanies an always-on approach.

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Key Discussion Points & Insights

1. Chelsea's Journey into Real Estate & Social Media

• Background: Chelsea shares her accidental entry into real estate, drawing from her background in psychology (“I basically got to use my therapy degree… real estate is filled with part time therapists.” [02:29]).
• 2008 Crisis: After experiencing personal loss during the 2008 housing crash and feeling powerless to help clients, Chelsea pivoted to supporting agents through social media marketing ([03:46-05:20]).

2. The Social Media Problem: More Posts, Fewer Results

• Poll Results: Agents posting 5+ times weekly are seeing flat or declining engagement.
• Audience Pain Point: Overwhelm and burnout are rampant. “You feel like you have to be a full time content creator first and a real estate human second, and that is not what you signed up for.” (Chelsea, [06:52])
• Chelsea’s Approach: Posts just once, maybe twice a week, and spends the bulk of her social media time differently from conventional wisdom ([06:32-07:30]).

3. How Social Media Has Changed

• Old vs. New: Social platforms have shifted from chronological, friend-based feeds to algorithm-driven, interest-based content ([07:56-09:44]).
• Silent Engagement: Most “viewers” don’t interact publicly; lurkers may later become clients or evangelists.
• Content is Not Broken: “A lot of it happens to be silent engagement, where people are silently consuming and watching, like TV.” (Chelsea, [10:29])
• Human Connections Matter: Being seen and making others feel seen is more valuable than amassing generic likes ([13:48-15:38]).

4. Key Mindset Shift: Relationships Over Content Volume

• Core Philosophy: “Who you talk to matters more than what you post.” (Chelsea, [13:55] & repeated throughout)
• Algorithm Insight: Platforms surface content from users you interact with most. “If you want your content to get in front of the people you care about, you need to initiate and engage in conversations.” (Chelsea, [15:38-17:31])
• Actionable Advice:
  • Spend time daily in DMs, comments, and responding to stories.
  • Celebrate life events for clients or prospects as conversation starters.

Notable Quote

“Who you talk to matters more than what you post.”
— Chelsea Peitz ([13:55], reiterated throughout)

5. Intentional & Meaningful Metrics

• Redefining Success:
  • “What are the metrics that actually make a difference? Why do I care if I get 30,000 views if I get zero clients?” (Chelsea, [11:15-12:06])
• Chelsea’s Personal Metrics:
  • Tracks conversations and personal commitments, not just views or likes.
  • “I committed to once a week to make something. Did I do that? Check. I committed to 10 conversations a day today. Did I do that? Check.” (Chelsea, [24:07])
• Engagement Hierarchy:
  • Comments > Likes (“Who do you remember: people that comment or people that like?” [22:55])
  • Shares and saves are indicators of greater value than views.
• Joyful Content: Make content for you, not just for the algorithm ([28:17]).

Notable Quote

“You cannot measure an aha moment. You cannot measure when somebody on the other side is like, I needed to hear this today.”
— Chelsea Peitz ([27:08])

6. Platform Strategy: Focus Beats FOMO

• Multi-Platform Overwhelm:
  • “The idea of being everywhere immediately dysregulates my nervous system.” (Chelsea, [29:19])
• Practical Advice:
  • You don’t need to be everywhere—pick the platforms you enjoy and will stick with.
  • All strategies Chelsea teaches are cross-platform; Instagram just happens to be her preference ([29:19-30:44]).

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Memorable Moments and Quotes

• On Burnout Through Content Creation:

  “You feel like you have to be a full time content creator first and a real estate human second, and that is not what you signed up for.”
  — Chelsea Peitz ([06:52])

• On Authenticity & Human Touch:

  “The scalability of being a human who makes other people feel seen is ultimately what I always start with.”
  — Chelsea Peitz ([15:08])

• On Metrics & Self-Awareness:

  “Just to be fully transparent, I never look at my metrics… Is that the best use of my time? Absolutely not.”
  — Chelsea Peitz ([21:45])

• On Platform Choices:

  “If you feel good about it and you can do that, that’s fantastic. So really, it’s a personal preference… I know I will burn out. And so I just… choose to hang out in one place.”
  — Chelsea Peitz ([30:44])

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Timestamps for Key Segments

• Chelsea’s Background & 2008 Recession: [01:45] – [05:20]
• The Social Media Posting Problem: [05:20] – [06:52]
• How Social Media Dynamics Have Changed: [07:56] – [11:15]
• Silent Engagement & ‘TV’ Consumption Habits: [11:15] – [12:53]
• Algorithms, Intentional Engagement, & DM Power: [13:13] – [18:51]
• Meaningful Metrics—Rethinking Measurement: [21:37] – [24:44]
• Making Content Fun & Sustainable: [28:17] – [29:19]
• Platform Focus and Avoiding Burnout: [29:19] – [31:32]

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Actionable Takeaways

• Post Less, Engage More: Quality DMs and comments with real prospects beat daily posting marathons.
• Build Your Own Metrics: Set and track conversation goals—actions you control.
• Platform Discipline: Thrive where you’re happiest. One community well-served is worth more than attention spread too thin.
• Make Others Feel Seen: Prioritize interactions that make clients (or prospects) feel acknowledged.
• Don’t Chase Vanity Metrics: Focus on relationship-building signals—comments, shares, DMs—over views or follower counts.

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Final Thought from the Host

“If social media has become less social and it’s been driven by content, then the social has to come from you. You need to do more direct messaging. You need to be making more comments. You need to be being more human more often with more people.”
— Jason Abrams ([31:43])

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Listeners looking for concise, actionable real estate social media strategies that prioritize genuine human interaction and sanity over “chasing the algorithm” will find Chelsea Peitz’s insights both reassuring and powerfully practical.

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Transcript

[A]

I never look at my metrics. Everybody wants to know about the algorithms. It's constantly changing what's happening. The algorithm hates me. There are tons of algorithms. We will never know the secret sauce. But what I do know is this. Who you talk to matters more than what you post.

[B]

I want you to tell our audience exactly how they need to be using social media.

[A]

We are living in a totally, completely different world. People want to know how you can actually post less and convert more. This is how you do it.

[B]

I'm making more posts on social media than ever, but I'm getting less leads and less interactions. Friends, if that resonates with you, you are not alone. As a matter of fact, we did an audience poll, and what we found out was that most of our audience is making five plus posts a week. But the number of leads and interactions they're getting is either static or going down. We are gonna solve that today. We're gonna hear from an incredible human being. She was in the real estate business for almost two decades before falling in love and following her dreams directly into social media. She has a book coming out this summer all around social media. She has over 70,000 followers on Instagram, and she has an idea. Friends, I am talking about none other than Chelsea Peitz. She is gonna tell us exactly how to get a better result from everything we're doing on social media. And here's what she's gonna tell you. Who you talk to matters more than what. Friends, if you're the person who doesn't love making posts, but you want a model that's gonna work on social media, then sit back and buckle up. This is Chelsea Peitz, and I am joined today by an old friend, Chelsea Peitz. Chelsea, how are you?

[A]

I'm amazing. Thanks so much for having me on the show.

[B]

I am so excited to have you on the show, and I'm gonna start the show like I do all the others. How did you end up in the greatest industry in the world?

[A]

I ended up here quite by accident. I think many people can relate. I didn't have this vision of being a little girl and thinking, I can't wait to be in real estate. I didn't even really know it existed as I was, you know, growing up and going to college. I actually went to college to become a therapist, and I was going to do that. And then, you know, lo and behold, I found out that I was highly empathic, sensitive, and emotional, and that probably wasn't going to suit my nervous system very well. So I know everybody's laughing because they're like. And you went into real estate? I basically sort of got to use my therapy degree.

[B]

I was just going to say that real estate is filled with part time therapists.

[A]

Yeah, exactly. So essentially I had taken a job, moved to another state and it was a great opportunity. I was very young, in my early 20s. It was very exciting. And truth be told, the person who brought me there, who I considered a mentor, I actually found was taking the money from the company. And so we had no salaries, no monies. We all had to, you know, get out of there and sell everything we owned. And so I ended up back in Arizona and I thought, what am I going to do with myself? And I knew some people that were in real estate and I thought, I'll just get my license. Still never thought I would ever go into it. I'll just something to do while I'm waiting to figure out what I'm going to do next. And then I thought, well, maybe I'll just start applying. And so I started applying to some places. I got into new home sales first. So I was in new home residential sales. Then I left new home residential sales and became a full time residential real estate agent and did that for a number of years and truly loved like, I know it's so surprising for people to hear. I loved the buyers. It was absolutely my favorite. This is the old days where they would drive in the car with you like all day for eight hours. I know that sounds probably terrifying to so many people. What? I loved it. I really loved the people and I loved, you know, the excitement of looking at new houses. And of course I did listings too, but I was, I was really excited about that.

[B]

I love that. Okay, so what happens next?

[A]

So 2008 happened and I'm sure everybody, everybody who's listening remembers 2008. And remember that really sensitive part of me where I was, you know, thinking like, gosh, what am I going to do? And you know, I lost my house as well during that time and I just was like overcome with sadness and I would sit down with people and I felt like I wasn't able to help them.

[B]

Let's back that up for a little bit a moment because you know what it is to lose your home. A lot of us that went through that time, you never thought you were going to either be representing yourself on a short sale or you're going to be losing your own property. I want you to go back to that moment. What did you feel?

[A]

Well, I think I felt really frustrated because we were trying to reach out and contact anyone and it's like nobody. There was no one to contact in the very, very early days. Nobody knew what they were doing. Yes, I did go into short sales like many, many people and learned a bit about that process. And so it was, it was a lot to learn and it was a lot to figure out. It was a lot of calling, it was a lot of, there was a lot of things going on that we all had to learn. It was quite a learning curve. And so yes, I did lose my house and I felt so terrible for people who were losing their houses. And I decided, you know what, I'm still going to stay in this industry because I love it and I've been in here for so long, I'm sure there's something else that I can do to help serve, you know, the realtors that are in the industry. So I went to the other side into marketing and helped realtors learn how to use social media and marketing to. At the time I didn't know it then, but I know it now to help build trust through a screen. And so started, started that new venture. So stayed in the industry but left full time being real estate and now

[B]

you teach all kinds of industries how to do it. Because social media has become a wild phenomenon as we look up today. Social media usage in the United States is still rising, which is unique because in almost every other country it's going the other direction. Yet here it is absolutely thriving. And you are an expert. You have a book coming out this summer, Uncopy Pastable, which is gonna unpack a lot of these thoughts. And I want you to tell our audience exactly how they need to be using social media. Because I wanna let you in on a secret. We do a ton of polling and our audience told us that they are making more than five posts a week, but they're not getting business from them. So the number of posts my audience is making is going up and the number of quote unquote leads or conn they're making is either staying flat or going down. So something is happening now gang. You don't have to take notes cuz Chelsea's about to go off on this thing. Look for the emergency exits cause you're about to blow this up. I take the notes. So they come out every Thursday in the newsletter you get a PDF. If you don't get them, head over to mreanotes.com mreanotes.com Chelsea, tell me exactly how to use social media.

[A]

Oh deep breath. Because this is so overwhelming and I know that it's so perfect. You positioned this perfectly. Because you're right, the 99% of people that I talk to, and most mostly in real estate, because I have a soft spot for this industry, I will always be primarily in that industry, even though I'm into many industries. What I know is this, that the frustration level is so high right now. People want to know how do I take the conversations that I'm having in direct messages on my Instagram stories, and how do I take the comments that are on these posts and how do I turn that into actual real clients and consistent closings. But I don't want to get burnt out and I don't want to be posting five times a week. Right. And we're going to talk exactly about how you can actually post less and convert more. And then I know that there is a huge feeling of resentment around the amount of time the whole thing takes. Right? Like you feel like you have to be a full time content creator first and a real estate human second, and that is not what you signed up for. And so there's a lot of big feelings and emotions that come with the overwhelm of just social media. And so one of the things that I am really, really passionate about is simplifying making something that's actionable, doable, simple, and that really works. I do not post five times a week, friends. I post once a week in the feed, maybe two if I'm feeling wild that week. And I really spend my time very differently on social media because I actually have a very different perspective than most social media speakers and coaches and experts. And so I'm going to share that with you. I look at social media not as a content machine. Right, of course, yes. We'll talk about content. Content is important. That's how you build your brand. And I know that they're posting, I know that your listeners are posting. And Jason, they've probably been posting for a number of years. And all of a sudden in the last two years, they're like, why isn't this working? It seems like it used to work, it works for other people. And then one of two things happens. They say, social media doesn't work anymore, it's too saturated, I'm giving up. Or they start copying everybody else. And neither one of those solutions feels right. So we'll address that. But essentially what's happened is there's a lot of things that have changed in social media. Because you remember 10, 15 years ago, when I was a realtor, we did not have social media. We had Facebook. And Facebook was where you had 50 to 100 people that you knew in real life. Because back in the old days of social media, social media was very simple. It was a chronological feed where who you followed is who you saw. That was it. You could catch up in a couple of minutes. You would think it was so strange when somebody sent you a friend request on Facebook and you would didn't know who they were, and you'd be like, who is this person? You wouldn't dare accept a friend request from somebody you didn't know. Now, fast forward to now. We are living in a totally, completely different world. And I want people to take note here that it is not something that is inherently wrong with your content. What might have happened is that engagement has changed and these platforms change and control how we consume, right? So we've moved from a world of I only see the people I know to a world of now. We're gonna show you a whole bunch of people that you don't know and that you don't follow and think about how you consume social media. I consume social media this way. It's like tv now we can barely leave a comment. We're like wondering where the people are that we followed. People are not seeing us. And so we are inundated with tons of content from people we don't know. How do you engage with people you don't know yet? You don't and or you're so used to silently consuming like a television show that when you do see someone that you know in a familiar face, you absolutely forget to even hit the like button, let alone a comment. So one of the major things that's happening right now is the ecosystem of social media has moved from who you know to interest. What are you interested in? We don't care if you know this person. It's just something that you're interested in. And we're gonna show you something because hopefully if we can show you more content, you'll spend more time, we'll give you more ads, you'll get more dopam, you'll stay longer, Right? So we have to really be intentional about our time spent on social media, because I can get into the rabbit hole as well. I know these things, I know how it works. And yet, here I go. Let me just turn on the TV and watch TV and get the dopamine hits for a little bit. So here's what I want to tell everybody. One, your content is not broken. A lot of it happens to be silent engagement, where people are silently consuming and Watching, like, tv. And they're out there watching. And now that you're on Instagram, Jason, what you're gonna get is you're gonna get people that say, oh, yeah, no, I saw all your videos. They never commented. Not once. Never comment. But they're watching.

[B]

Hey, this feels like this is a show just for me, gang. Because I'm new on Instagram. Herealjason Abrams on Instagram. And I'm constantly wondering why more people aren't either liking it or sharing it. But then I run into y', all, and you're like, oh, my gosh, love what you're doing on Instagram. Keep it up.

[A]

Yeah.

[B]

And that's what you're describing, but there's no way to know that. I guess you just have to trust that that's happening.

[A]

Yeah. Here's the thing. I actually think it's a great thing. Most people aren't gonna say it's a great thing, but this is the way I look at it. I think that meaningful metrics are something that are not talked about enough. And I talk about this in my book, and it's really like, what are the metrics that you can measure? What are the metrics that actually make a difference? Because why do I care if I get 30,000 views? If I get 0 clients? I'd rather have 3 clients from a hundred views. And you know, those metrics would say, oh, they didn't perform. I recently, as a consumer, I recently went down a rabbit hole. I asked friends, O. We always start with humans, right? We go to friends, we say, hey, who do you know that blank, right? Got some recommendations, did my research, went online, went to their websites, went to their social profiles. Then I went to ChatGPT, as we always do. Then I went to Google, right? And so lo and behold, two weeks later, after my search for this very specialty niche, I see a video pop into my feed. Don't know this person. Never followed them. The video was actually answering the question that I had been looking for for two weeks. Wow. Boring talking head. No studio, no trends, no music. Literally just two minutes of talking. You know what I did? I watched 10 more videos. And then what I did, I got up my laptop, I didn't like a video. I didn't comment. I went and booked an appointment and gave them my credit card. That is what we do now. And so we have to realize that the metrics that we see, the views, if we are only focused on views, what's going to happen is we're going to get really discouraged because the really amazing expertise, content that you are making about your marketplace, about why you love real estate, about why you're great at it, and about how you negotiate. And the things that people really need to know, let's be honest, are probably more boring than really cute puppy videos.

[B]

Okay, well then help me, because I'm on Instagram now and I'm going through and there's an idiot who has been wrong about every single thing about the real estate industry for the last two decades. Yet I see he's got like 3,000 hearts and a whole bunch of shares on some of his posts. Is this a time on task? Is that what ends up happening? The longer these posts are there, the more they circulate?

[A]

Well, I would say that now we're in a world where posts have a chance to circulate much farther out. For a couple years ago, post something, whether it was Instagram or Facebook or wherever you're posting, and it would kind of live and die for 36 hours, maybe, if you were lucky. Now we're in a recommendation system, which means, like, remember that interest based system, we don't care who posted it. All we care about is one, are you searching specifically for this topic? And if you are, we might show you something from six months ago, which is great because now your content lives forever, which is amazing, which is why you need to keep making the boring content. You need to keep making those talking head videos that you feel like people are not giving all the hearts and the likes and maybe it gets a share or two because that is highly searchable. Whether it's ChatGPT or Google or going to Instagram, people will always, always search. Nothing has changed. We used to go to the library, now we go to ChatGPT. Your social media posts on Instagram are pulled into Google now. So that is amazing. Your old content can be found. Like me, who just found that old video from somebody I didn't know and gave them my money and now I'm here talking about them. Right? So here's what I want to go back to is being intentional. The first thing that I talk about is not content. I actually believe that social media is what I call a context machine, not a content machine. And you can put in so many posts, so much content, and still be so frustrated that nothing is happening. And you're probably putting really good content. Like maybe you are making talking head reels that are. You're talking about explaining things like the life of an escrow, what you need to know about this wireframe, what, whatever, really important things that people need to know. And you're really discouraged because then you post this random picture of your dog and that's the one that everybody wants to comment on, and you're like, I should just give up this other thing. What am I even wasting my time for? The intentionality needs to be first and foremost thinking about the incredible thing that we have, the scalability of social media. Like, you remember what it's like. We didn't used to have this. You used to have to have somebody's phone number. You had to call them, you had to leave a message, they had to listen to the message and call you back. You had to email someone, you had to mail something. And all of those still work. We love email marketing is absolutely something everybody should be doing. However, when I email my database, guess what? I have no idea what's happening in their lives. I have no context. And that email is probably for me, marketing me. Yes, I'm giving good value, right? But here's what happens when I go to social media. Maybe I have my list of my favorite clients on there and I just go to check them out. I look at their stories, I look at their posts and I see that it's someone's birthday. Now I have context where I can actually make a human being feel seen. And everybody always comes at social media from, we need more reach, we need more visibility. You need to be seen more. Wherein when we help people feel seen, our past clients, current clients, referral partners, et cetera. A very simple, easy way that we don't need your phone number, we don't need to text, we don't need your email. I don't even need to be connected with you on a social media platform if your account is public to send you a message where we can actually make people's days. We can actually take 30 seconds of our day and say, hey, I hope you have a great day, Happy birthday, or hey, I've been thinking about you, hope everything's right, like human conversations. And so to remember that once upon a time, 20 years ago, we could not do that very easily. The scalability of being a human who makes other people feel seen is ultimately what I always start with. On the intentionality of social media. And here's why this matters. Everybody's asking, how do I get my content seen by the right people? It feels like it's just going out and I don't see anybody I know. And it's a whole bunch of people I don't know. This is how you do it. The one thing if you do one thing in social media for the rest of your social media life, it may not be posting. But what I want you to think about is who you talk to matters more than what you post. Who you talk to matters more than what you post. And let me tell you why. Let's talk about algorithms. Everybody wants to know about the algorithms. It's constantly changing what's happening. The algorithm hates me, blah, blah, blah, blah, right? There are tons of algorithms who will never know the secret sauce. But what I do know is this. The platforms want to keep you online. And to keep you online, they want to serve you content that you're interested in, that you would watch. And what are you interested in? Well, you're signaling to the algorithms that if I'm commenting on someone's post, whether it's happy birthday or asking a question, whether it's an expertise post or vacation post, you are signaling to the algorithm. I want to see more of this person. Now here's the cool part. Because it's a mutual exchange. And nine times out of 10, if not 10 out of 10, people are going to respond back, whether it's just a liking your comment or something like that. It's going to now say, oh, wait a minute, both of these users want to see each other. So you know what we're going to do? We're going to start reshuffling and resorting both of their feeds so that when they open it in the future, they're much more likely to see Chelsea's post at the top of the feed. Which is exactly what we want. We want our content to go in front of our community because we like to go deep with our community and nurture them and connect with them there. But it's hard to do. And if you're making five posts a week and you're not talking to people, the likelihood of your content getting to the people that are in your database that you want to have on social media is going to be much, much lower. So I tell people who you talk to matters more than what you post. And who doesn't want to just talk to people and be nice and have a conversation rather than make a reel every day? I would. I absolutely would.

[B]

I never thought of it this way. So you're saying that the time that I'm spending commenting on other videos or direct messaging with people or congratulating someone on their birthday or their kids graduation or the new puppy or all the things might be more important than the number of posts I'm making?

[A]

I absolutely believe a Hundred percent it is. This is what I do. And yes. Now let's just break this down as far as a strategy. If I post every day, do I get more chances to be seen? Sure. Right now it depends on what you're posting. Because if you're never in your content, if it's only a template, there's nothing there. That type of social media isn't working the same way. But let's say I'm posting a video every day. Great. We love it. You're in it. Your person, personality, perspective. Fantastic. Yes. You're going to get more at bats, you're going to get more chances, you're going to get faster feedback versus the person who's posting once a week like myself. But what do I do any other time? I talk to people. I have a community that is so engaged that I get comments on my posts almost all the time. And that's because I've really spent the time talking to them. If you want better engagement, you have to be a better engager. That's nothing new. That has nothing to do with social media. Whether you go to the BNI meeting, whether you're at the conference and you're connecting with people, it's about being the person who starts that conversation and has context and a conversation about what's happening in that person's life. Just a small little note, and let me also say this because I know a lot of your listeners are like, yeah, this is making sense. I'm getting no engagement on my content. It's not the same as it was four years ago. Guess what? You know where there's no algorithm? The DM inbox, not one. Everybody's gonna see you there. Not. You're not gonna be missed. And very few people are commenting these days. You have an opportunity. This is like Facebook Live. Back in the old days, anyone who hopped on Facebook Live got a lot of reach because people weren't doing it. You now have the opportunity. And we're not gonna use this with manipulation. We're going to use it to be human and with intention and to talk to the people we care about in a few seconds a day. And not only will that train our algorithm so that when you do post the really helpful but boring content, that person's going to see it and they've already had the conversations. That's how we build, like, know and trust. And so the talking to people is critical. And I know we'd all rather do that than make a whole bunch of content every week such a big idea.

[B]

It's Possible you look up and you shift your entire social media strategy and maybe you wake up in the morning and you start thinking about how many comments am I making, how many direct messages am I making, how many interactions am I making, Whether it's a hard or an exclamation point as opposed to how many posts am I making? Because you know, when, when we polled the audience, they say the thing that's keeping them from social media is they don't like how they look on video. And I've been kind of pithy with it and I'm like, well, hey, the bad news is that's just your face. Like that's actually how you look. And so the rest of us have been dealing with it, like, get on board. But now I'm almost thinking the better answer is, well, don't worry about that because you don't have to post nearly as much as you think you do. So take me back to. I want to go back to meaningful metrics.

[A]

Yes.

[B]

Because I think that's a really big idea. So when you think about meaningful metrics, what are they for a real estate professional and how do you unpack that?

[A]

So all of my logic spreadsheet people listening are going to say, wait, wait, what? So first of all, just to be fully transparent, I never look at my metrics. I am very self aware, I am a sensitive person. I also know that I would love nothing more than to study and tweak and do 12 hours of edits to try to get the perfect hook and the perfect this. Nothing would make me happier. Is that the best use of my time? Absolutely not. Now again, some people, if you love it, I love that for you, go for it. Dive into the research, do what is right for you. So what I have found is that I make up my own metrics. So traditional metrics, you've got your views, you've got your watch. Time shares saves comments. Now, for me personally, comments is huge. Instagram will tell you likes are actually weighted more than comments lately. And that's because I think people are not taking the time to comment. So what are they doing? They're double tapping their way down the feed. But what, who do we pay attention to? Who do you remember? People that comment or people that like? You probably don't even look at the likes. You see the people who comment and ask a question. So if you want to build mindshare with somebody, that's where you're going to be standing out. Especially in a place where you might be the only comment, you might be the Only super fan that they have. So you can look at those. Shares are hugely important. Why do shares matter? Because when somebody shares your post, whether it's to their story or to a friend in a dm, like, I'm constantly sending my sister stuff all the time, right? I'm never commenting, I'm never liking. I'm just sending it over to my sister. And what happens is the algorithm goes, oh, well, wait a minute. The people that just sort of watch like they normally do, actually got their finger out and tapped the screen and then tapped three other things. Whoa. This is something that other people need to see. And so shareable content is something that is really, really valuable. What is shareable content? I always say shareable and searchable go together. I always say, what do you search for? It's usually boring, helpful, educational stuff, right? Breaking news, information, those kinds of things. Because when people share your content, that's what tells the algorithm, oh, we should send this out to more. And ultimately that is how you grow. I know people don't like to hear it because it's the slow study way, but shareable content is one of the main ways that you're going to grow. So when I make up my own metrics, this is what I make up. I look at something like, I committed to once a week to make something. Did I do that check? Guess who controls that? Me. I committed to 10 conversations a day today. Did I do that check? I control that, right? I don't control the algorithm. I don't control if somebody resonates with my content. I tell you that I post something, it goes viral and I'm like, really? I never ever would have thought that would be the post that people wanted to talk about. All the stuff that I overthink and analyze and prepare for, it doesn't work out that way. So I've really, really released it and given it up also. What are the metrics? Does anybody know exactly what counts as a view on a reel? Maybe, maybe not. And they change it. So recently they just changed it and everybody was like, oh, that's a bummer. And I'm like, like, but it's the same number. What happened is they were like, oh, we had this problem with views. It was a glitch in the system and we were getting. It was too many. And so now you're gonna see your views drop. And everybody was like, upset. And I'm like, but wait, it's. It's always been that way. We just had these higher numbers, so it's hard to see. And Listen, as somebody who makes up myometrics, I still look at that, you know, I still. It pops up sometimes I'm like, don't show me my insights. I don't wanna see it. But you're like, oh, this one didn't perform as well. Or this one performed as well. So make your own metrics in regards to how often are you posting? Are you keeping up with that? Are you creating something that your client has asked you? If it's a yes, then that's your metric. If you are focused only on views, reach, likes, comments and all of that, you likely will get disappointed and burned out because it's hard to keep going, especially when you're making expertise content that is highly searchable. And quite frankly, and I say this with love because I call my own content boring. When I'm teaching a strategy on social media, it's kind of boring to a lot of people who are not there for the strategy. And that kind of content does not perform the same way that I do. A personal, human piece of content where people have so many comments because they want to answer a question that I've asked for help on. So I know that. But I'm not making it for my current clients. Sure, it's going to serve some of them. I'm making it for future clients who don't even know me yet, who are going to go down a rabbit hole and find me one day and say, you're the person I want to work with. It's just one person.

[B]

When I look at your Instagram, you got, give or take, 70,000 followers, but you're following 7,400 people. So true or false, you don't want to follow other people or you do want to follow other people?

[A]

I maxed out. They only let you follow 7,500 people. I was like, oh, how am I going to delete people? I thought, oh, this will be easy. There's probably tons of people. No, it turns out that they cap you at 7,500. Because I really. Nothing would make me happier to like when I go to events and people follow me and I want to follow them back. And I feel honestly quite bad about that. I don't think there's any, like, ratio. There was an old question or myth, I guess, around, should I have more people that are following me than I'm following? I don't think that matters. I don't even think follower count matters at all anymore. Again, we are not in a chronological feed. We are not in a who, you know, because when you had A million followers. Guess what? You got a lot more airtime in the feed now, which is a great thing. Anybody who just started an account can be seen. Because if somebody is interested in that and they're searching for it, guess what? If you've made a video that's very detailed, you have a first hand lived experience in it, you're teaching, and it answers a question thoroughly where somebody could walk away and say, I feel satisfied. I don't think I really need to search anything else. That's the kind of content that will get shown. And I will tell people all the time. I watched the most boring YouTube video. It was about five different baseboard paint colors. It was fantastic. It was exactly what I was looking for with a lovely gentleman who was saying, this is what it is in natural light. This is so boring right on paper. The people that are out there searching need that content. And that probably didn't get a ton of views. And that's the hard part because we are looking for a way to measure all the things. But you cannot measure an aha moment. You cannot measure when somebody on the other side is like, I needed to hear this today. You can't measure the things that really matter. You're never gonna be able to do that. So getting wrapped up in the numbers I know is really easy to do. But all the people that come up to you and have come up to me and said, oh my gosh, I remember when you made that video about this and thank you for that because I was really struggling. I can't measure that in a metric. Does that mean I should keep doing it a million percent for me? And my last intentional metric is make something for you, make something for you. I make videos for me. I make videos about books that I like reading. That has nothing to do with what I do. I love reading books. I love talking about books. And it makes me a lot more excited to make a video about the books I'm reading than a video about social media. I do both. I still have to do the business one, but you have to have a little bit of joy in it for yourself or it's gonna feel like work and drudgery and like it's Wednesday. I have to do my social media posts. I've been there. I know how that feels.

[B]

We've all been there. So let's talk platforms for a second. So far we've been indexed on Instagram. Cause I'm new there and you've been there. If I'm a real estate agent, do I have to be on the tickety tock, the Insta, Twitter, the Instagram, the face pages, MySpace. Do I gotta be everywhere or do I pick one and go with it?

[A]

Okay. The idea of being everywhere immediately dysregulates my nervous system. I don't know if anybody else can relate to that. I'm a big believer in what you focus on expands. Right. I'm fine with being just on Instagram. Do I have a Facebook account and a LinkedIn and all that? Of course I do. And I always recommend start with where you like. You do not have to be on Instagram listeners. You can do all of this on Facebook. All of the strategies that I teach are all platforms, right. So where you like to hang out is great. If you like TikTok, amazing. You do not have to be everywhere. And a lot of people are afraid saying, well, I'm afraid if I'm not everywhere, then I'm gonna miss out on clients. Possibly, yes. But also, I'm just me. I don't have a team. I. I'm. You're not a full time content creator. Right. So the pressure of trying to post and do all things can feel so overwhelming that you, again, are like, I've had it, I am done. So we don't want that to happen. So find your place. Be on the place that you want to be on. Be on the place that you enjoy. Be on the place that you're familiar with first. If you're like, Facebook is old, we got it. Like, I, I love that I have my community. I don't need to learn anything. I've got that down. Sure. Why don't you try, you know, looking into Instagram, but don't try multiple things at once because it's sort of a recipe for disaster. I like to hang out on Instagram. I couldn't tell you the last time I posted on Facebook because I like Instagram and I have a community there. And again, you know, we don't need 10,000 raving fans. We need a handful of people that really connect with us, refer us, share us. And we need to be searchable and findable. So I'm happy to only hang out on Instagram because remember, the key is who you talk to, how much time. Not that it would be like, you know, a whole day, but like, think about if you're posting everywhere too and you're getting comments, you do have to go back and do those comments now for, for people who have a team or people who love, like, it brings you so much joy to get up in the morning. Create content and post it everywhere. I love that for you there is no wrong or right answer. And if you feel good about it and you can do that, that's fantastic. So really it's a personal preference. I like to focus on one area. I get overwhelmed by things. I'm very self aware and I know I will burn out. And so I just, I just choose to hang out in one place.

[B]

There it is, gang. It's not going to get any better than that. Chelsea, I love your heart. I love how you show up. I'm a big fan fan of yours. Thanks for joining us today.

[A]

Thanks for having me.

[B]

You know, we have these shows and sometimes I sit here and I've heard a lot of it before and other times I sit here and it blows my mind because all of it is new. Friends, the way that Chelsea thinks about social media is a new phenomenon. You see, if the algorithm is always changing, then the way you use it has to change with it. If you woke up in the morning and counted your success by the number of posts you made and the number of people that were following you, that might not be where it's at. That might not be the meaningful metric that we need to be watching. She makes an incredible audience. If social media has become less social and it's been driven by content, then the social has to come from you. You need to do more direct messaging. You need to be making more comments. You need to be being more human more often with more people. If you had said to me, Jason, what is the greatest way to be in the right place at the right time more often and get more people to like you at scale prior to this podcast, they might say, you know what, I'm really not sure. Friends, I'm 100% sure right now. It's how you're using social media. It's whether you're showing up authentically. It's whether you're having conversations with people that know you. It's whether you're having direct messages with people to move closer to them emotionally. Here's the deal. In an era where we're awash with content, how do you stand out? Here's what Chelsea thinks. You stand out by being the one that uses social media to make relationships, not videos. Go forth and do likewise. If you're enjoying this podcast, I want you to click the subscribe button anywhere that you get your podcasts. We want to be the voice in your head every single week. And every week we're dropping new content. We also send out a newsletter at the conclusion of every show to make sure that you get the highest points in the models and systems that were discussed. So if you want to sign up, I need your name and your email email address. Head over to themillionaire agent podcast.com millionaireagentpodcast.com Enter your name and your email address and every week that newsletter will be in your box. Friends, you just went on a journey. I hope that what happens between now and the next time we meet is absolutely wonderful for you. Thanks for listening. I'll see you next week.

[C]

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