← The Millionaire Real Estate Agent | The MREA Podcast
The Millionaire Real Estate Agent | The MREA Podcast
125. Stop Guessing the Algorithm: A 2026 Social Plan for Agents With Rachel Adams Lee
00:37:05
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- [00:00]
Rachel Adams Lee
I run two different seven figure businesses and both of them are through social. Your goal on social media guys is to stop the scroll. Social media is a lead generation platform. It is how I build my business. It's how I provide for my family.
- [00:12]
Jason Abrams
You have made a science of the algorithms.
- [00:15]
Rachel Adams Lee
I have treat my social media like a business. And if you want to be successful in 2026, you've got to do the same. People say to me all the time, rach, I want to build a business, I want to do social media, but I don't know how to actually lead generate. The way you're going to lead gen through social media is
- [00:32]
Jason Abrams
you know what our friend Jay Baer says, if content is fire, then social media is gasoline. Friends, we are going to be dousing the gasoline today. We are going to dig into social media in a way that I promise you have never heard it. We're going to do it with a real estate agent, a national social media coach, and a speaker that travels the globe extolling the virtues of social media and helping real estate agents get more out of it. Her real estate team is based in Sacramento, California and they do over $60 million year in and year out. And the vast majority of that is generated by social media. I'm talking about none other than Rachel Adams Lee. She is going to regale us and tell us exactly her nine secrets to social media and then take us on a journey through today's algorithm. So the things we post get more views, more likes, and overall more interactions. Sit back and buckle up. This is Rachel Adams Lee and I am joined today by Rachel Adams Lee. Rachel, how are you?
- [01:34]
Rachel Adams Lee
I'm so good. I'm so good. I'm happy to be here.
- [01:37]
Jason Abrams
I am thrilled to have you here. So I start every episode the same. How did you end up in the greatest industry in the world?
- [01:44]
Rachel Adams Lee
Well, this is the industry I said I would never do.
- [01:46]
Jason Abrams
For the record, wait a second, no one's ever said that. Why not?
- [01:50]
Rachel Adams Lee
Because I'm productive. Real estate. My grandma was a realtor, my dad was a realtor. And I was like, I'm never doing that. But I will say it's because back in my parents generation, no one talked about work, life, balance or like boundaries with clients. And so I had a really great upbringing and my dad would miss dinner because of showings and stuff like that, like fairly often in soccer games. And I was like, that's not the kind of parent I want to be. Right.
- [02:13]
Jason Abrams
By the way, I always say real estate's a family business because if you have a parent in real estate, the whole family is now somehow in real estate. Yeah, you're like in the car, you're putting out open house signs, you're stopping by listings. Like, it just ends up happening. And I get it, you decided that wasn't for you. You then did you go to college and get a degree in something else? Did you start working in something else?
- [02:33]
Rachel Adams Lee
I actually like random, but I actually went to college for singing. I sang blues and jazz acapella and I was going to be a famous singer and then went on the first season of American Idol.
- [02:42]
Jason Abrams
Really?
- [02:43]
Rachel Adams Lee
Yeah. Got kicked off and it broke my soul, Jason. And I just thought, okay, this is God telling me I should focus on my education. So I switched to business commun and I had no intention of going into real estate. Like, not any. So I got my sommelier license and I taught food and wine pairing at high end restaurants. And I eventually got a marketing job with a company that partnered with the Sacramento Kings, which is basketball team. And I don't give a lick about sports. So it wasn't that exciting for me. But I would like. I loved sales. So I ended up taking a job at a real estate office. And I was unlicensed and I was like, well, I'm not going to be a realtor, but I could do office work. Turns out I'm terrible at that. And I, like, was stapling things in the wrong spot. Like, admin is not my strength. So they were like, okay, well you're not very good at the admin tasks. Why don't you manage the office? And I was like, that sounds better. So I start managing the office. But like, truth be told, at that point in my life, I was paycheck behind a paycheck. I was in a really unhealthy marriage and eventually, you know, realized that I wanted to lead my life differently. And so I'm managing all these agents, I'm seeing all these paychecks coming through. And I was like, oh my gosh, if I just had money, everything would be easier. It would fix my marriage, it would fix my life. Real estate looks so easy. If I have a business card, I'm set. All my friends are going to use me. And my dad, who'd been doing it 42 years, was president association was like, rachel, do not quit your job until you have six months of savings. Like, real estate is hard and it takes some time to get going. And I was like, thanks for the information, dad. No one's going to listen to their parents right at that age. So I was smarter than he was, obviously. And so I quit my job. But what happened was I went to the first step of bold. So I'm 26 years old. I go to the first step of bold, and I heard Cody Gibson say a line that rocked my freaking world. And he said, change the way you look at things and the things you look at change. So I was this, like, punk kid that's like, I can't quit my job. It's safe. I know how much money's coming in. But it was like, but what if I adopt this abundant mindset that there's no cap on how much money I can make if I get to create my own destiny? So I jumped into real estate with both feet. I quit my job, told my dad. He's like, okay, well, that's. That's the direction we're going. And when I tell you that I, like, jumped in with both feet, I literally mean both feet. So. My first year was so intense, Jason. I door knocked 200 doors a week, and I did three open houses every week. Every freaking week. I didn't sell any houses for the first four months. So knocking 200 doors, doing, you know, three open houses every week, having no results. I questioned my life choices. I drank a lot of wine. I. You know, like. I mean, I just. I was like, what am I doing here? But the thing was, like, my goal, my why was bigger than any excuse that I could come up with.
- [05:23]
Jason Abrams
You know, I think that's so important. And if you're a new agent and you happen to be listening today, you just heard of an incredibly successful agent, say she didn't sell any homes for her first four months. I didn't sell any homes for the first six months. So if the dream isn't happening to you fast enough, Gary always says, make peace with the process. The question isn't, are you having the end result? The question is, are you certain that the activities that you're doing are the right ones to get the result? I want to ask you, Rachel, you do that much outreach, at some point, you're going to sell a house.
- [05:54]
Rachel Adams Lee
Absolutely. And I will tell you, like, in those four months, I got so incredibly intentional on who I surrounded myself with, because even though I was with kw, there were still agents that were like, the market sucks. There's no inventory. And I was like, oh, yeah. I was like, but wait, if I listen to them, then the market sucks and there's no inventory. So I was like, no, I'm only going to surround myself with people who are like, the listings are out there and it's up to us to go get em. And so I shifted who I surrounded myself with. I got obsessed with following my schedule, which I hadn't really done previously. And I wrote down the listing presentation from Bold. I wrote it down 100 days in a row. Can I tell you how freaking boring that is?
- [06:31]
Jason Abrams
You mean you hand wrote it?
- [06:32]
Rachel Adams Lee
It took me 2 hours and 34 minutes the first time I wrote it. Hand wrote it because. Because I'm like, that's the kind of learner I am. Like, I don't know if it's auditory, I don't even know what it's called. But, like, if I write something down, I absorb it differently. So a hundred days in a row, I did that. So even though I didn't sell any houses in the first four months, I was like, I'm gonna be a student of the game. Any class that my brokerage put on, I was in the room like. And you know what happened that first year? No houses for the first four months, but I sold 39 the first year.
- [06:59]
Jason Abrams
That's it.
- [07:00]
Rachel Adams Lee
And then 109 the second and 123 the third. So, like, three years in, I hit Wall Street Journal's top 1,000 agents in the country fortunate enough to still have that designation today. And like, I mean, man, life is. Life is bananas. It's been such a crazy ride and, you know, weaving like fertility journey and meeting my soulmate and for learning to love myself and forgive for divorce like crazy. And four kids, Four healthy little boys.
- [07:26]
Jason Abrams
Yes, they're all boys, I can say. And I think everyone driving right now that has ever raised a little boy will agree. You must have urine everywhere.
- [07:34]
Rachel Adams Lee
I mean, the other day, my little boy, he's four years old. Harrison, he's the middle, he peed in my husband's garbage can in his office.
- [07:41]
Jason Abrams
It seems reasonable.
- [07:42]
Rachel Adams Lee
Why?
- [07:42]
Jason Abrams
Bro, you know what? I understand that model, it's called convenience. So I want to switch gears because I want to keep this going as we sit today. You are a social media national coach, You're a speaker. I've watched you adorn many stages and dare I say, you have made a science of the algorithms. You lay out social media in this sort of nine step model that I think is fantastic. And so what I want you to do is I want you to tell us exactly how an agent out there can win on social media. And I want you to then tell us exactly what's happened recently in the algorithm that we need to know about by the way you don't have to worry about writing down all nine things or the algorithms. I'm taking the notes. So if you've listened to the show before, you don't have to worry. We take the notes for you. They come out every Thursday. If you don't get them, head over to MrEanotes.com and put in your email address. We email you Thursday with a PDF. Okay, take it away, Rachel.
- [08:36]
Rachel Adams Lee
So basically I always wanted to be a wife and a mom. That was my dream. And I realized that I could not be a present wife and a mom knocking 200 doors, doing three open houses, that level of lead gen. Now I created a nine step social media model. I run two different seven figure businesses and both of them are through social. So it does not matter if you're selling houses, if you're selling socks. Like this model converts. So the first thing you have to do is you have to think about the algorithm. And the algorithm is the, it's basically putting in front of you what you're interested in. The goal of any platform, whether it's Facebook, Instagram, TikTok, YouTube, it's to keep you on the platform as long as humanly possible. So like when I was pregnant, which obviously four kids in five years, I was a pregnant for a hundred years, it was all about like the onesies and the, you know, birth stories and all of that because it kept me on the platform. The deal with real estate is it's not selling sunset. This isn't sexy and fun for everybody like most real estate, it's fricking boring. Right? With the algorithm, the way you want to think of it is almost like a tool. And the more tools you use on the platform, the more eyes they're going to reward you with your content. So you can like something, you can comment, you can go live, you can upload a reel, you can do a carousel post, you know, you can send a direct message, you can send an audio message. I just named seven things. Every one of those tools you will be rewarded for the more time you're on a platform. So taking that into consideration, the goal of social media is engagement. And the number one thing you're rewarded for in 2026 is your watch time, how long you can keep somebody on your platform with bingeable content. The second thing you want is shares. Shares. So you are looking for watch time on your page, you are looking for shares and then after that is going to be comments and saves. Okay, so those are the four things that we're really watching for on the algorithm.
- [10:22]
Jason Abrams
Perfect. Okay, so number one is, I think what you're saying is understand the algorithm and use it as a tool. And. And it's going to reward watch time, shares, comments and saves.
- [10:31]
Rachel Adams Lee
Yep. That is actually kind of like the precursor. Now we jump into the model. So step one, you want to come up with five pillars of content. Five pillars of content. That is who you are as an individual. If I met you and we were on a walk and I said, hey, there's a picnic bench, let's sit down and talk about X, Y, Z. You come up with five things you could talk about that you need. No, no. Research one of them for all of us. It's a given. It's real estate. It's the industry we're in. But then two through five, it's up to you. Maybe you love hunting and fishing, maybe you love DIY projects. Um, if you're married and you have kids, I hope you like them. Like, put them down. Right. My goal for you is to have five pillars of content. And what you'll notice is if you go on my Instagram, you literally see me rotate mine, right? You're going to see me talk about real estate, being entrepreneur, wife and a mama. You're going to see me talk about postpartum health and fitness, because I'm on my journey. You're going to see me talk about personal growth and being the best version of myself and multiple streams of income. Those are my five pillars. I literally rotate. Number two, when do you post? When are you posting? So most people, if you use chat and you're like, hey, what's the best time to post in the algorithm? It might say, you know, 6:12 in the morning till 7:14am But I don't want you worrying about that now. If you want to be super hardcore, you can look at your insights. That's not as important to me. What I would tell you is I would post first thing in the morning when you're ready for social. Because then you have the most amount of time for people to respond throughout the day. Like, super simple. Post first thing in the morning when you're ready for social. My world is a little bananas. Cause I, you know, the baby's seven months and the boys wake up early. So I wake up at 6:30, get my content out there. You have to remember, for me, social media is lead generation. So when I put my content out there, I've put my lead gen lever on for the day. So then we're like, okay, do we need to have a Business page or a personal page. Like, what does that actually look like? So on Facebook, you are going to have a business page and a personal page. Why? Well, because on Facebook, if you're boosting a listing through command, it's gonna go to your business Facebook page because that's where you can link your money, right? So that gives you validity and credibility. However, I got 103 referrals, like, hear that? 103 referrals last year through social. Every single one to my personal pages, because that's who I am as a person.
- [12:40]
Jason Abrams
So is it safe to think about this as my business page is a place where I can run ads and show up as a business and my personal page is where I'm still gonna connect with humans and receive referrals?
- [12:49]
Rachel Adams Lee
A hundred percent, yes. Your personal page is like, who you are, why I would hang out with you on the weekend, what makes you tick. And it's okay if you have less interaction on your business page because it's what you do, it's not who you are. And most realtors, if I can tell you this, because I audit a lot of people's social media for real estate, when I do the their calls with them, I'm literally looking at their pages and I'm like, okay, first things first, we're taking off those just sold graphics that you're using and you're putting up. Because the problem is if the algorithm thinks you are selling something, it is intentionally trained to pull eyes away from your content. So that's why we have to engage with our people and make a warm connection. You will not see me say just listed with a graphic. Instead, what you see me say is if I were to buy a, you know, five bedroom home for just under $1 million on a corner lot with a pool in El Dorado Hills, this is the exact house I would buy. And then I jump into it.
- [13:38]
Jason Abrams
Got it. Nice.
- [13:39]
Rachel Adams Lee
The number one thing that's going to make or break your social media. And sorry, I get really excited about this topic, but also not sorry, is the hook. The quality of your hook. You've got two seconds to grab people.
- [13:50]
Jason Abrams
Is hook the fourth thing?
- [13:52]
Rachel Adams Lee
Yes.
- [13:52]
Jason Abrams
Okay, so I'm just going to recap for everyone because they're driving down the highway at 100 miles an hour in a Range Rover.
- [13:57]
Rachel Adams Lee
I don't know how to slow down. Not once.
- [13:59]
Jason Abrams
No, no, that's okay. I'm going to slow you down a little bit because I know what's happening out there. So we're framing this with this idea that These algorithms, you have to understand them, because if you don't, you're not going to be rewarded for the time that you're spending. So you gotta be purposeful, and that's watch time, shares, comments and save. Then you gotta understand your five pillars of content. I love the way you described it, by the way. What are the five things that I can just jump in and talk about without having to do research?
- [14:24]
Rachel Adams Lee
Yes.
- [14:24]
Jason Abrams
That allows me to shine and show authentically who I am, then timing when to do it. Knock it out in the morning, win the morning, win the day. Then business page and personal page. It's not an or, it's an and
- [14:36]
Rachel Adams Lee
because and on Facebook. But I will say on Instagram, it's one page. It's only one page needed. And you want it to be what's called a creator profile. So if you're listening and watching this, you might have your Instagram page and you're like, oh, I have a personal page. You're going to switch it over to the professional mode and then you're going to choose the creator platform. Why are you doing that? Because you get the best amount of trending audio and the best insights. And as a real estate professional, that's something we need to be able to be pushed in the algorithm when we're putting out content.
- [15:07]
Jason Abrams
Love it. Okay, number four. Have a hook.
- [15:09]
Rachel Adams Lee
What does that mean, what a hook is? It's your goal on social media, guys, is to stop the scroll, right? That is the goal here. And so, Jason, when you're making a post, think about how quick your thumb goes through social media. Like when you're scrolling, you have that much time to grab someone. Your hook is the first words that appear on the screen. Whether it's a carousel post, a static post, or it's going to be a reel, it's the first words on the screen. If you go on my Instagram, you do not see a single post that I make without having a hook. And what you want to do with the hook is you want to grab someone's attention. Because, you know, that's why, like, if I'm doing real estate, I'm not going to be like, the five things you need to do to sell your house for springtime. No, that's not going to be what I'm going to post about. Right. Because it's like anything. They could just get through ChatGPT. Why would they stop on my content? So what you have to think about when you're doing social and you're creating these hooks is you have to think I often will use chat GPT for inspiration. I'm like, give me a scroll stopping unhinged hook. Those are the two words that I use, scroll stopping and unhinged. Anything that goes viral or starts to be a trend, it's edgy. It's not like sweet and fluffy and warm. It's like, let's do this right. And so you I use, I'm like, give me an unhinged scroll stopping hook for X, Y, Z. You know what I mean?
- [16:21]
Jason Abrams
I love that.
- [16:22]
Rachel Adams Lee
The next thing I want you to think about is like, how you're actually going to lead generate through social media. Because people say to me all the time, rach, I want to build a business, I want to do social media, but I don't know how to actually lead generate. The way you're going to lead, Jen, through social media is what I do is I actually believe that most people are like, oh, how many comments did I get? How many likes did I get? I'm like, I get it. But also what they don't understand is the likes are a golden opportunity. There are people that are like, hey, I see what you're doing. I'm watching you. What you don't realize is right now only 7 to 10% of your friends are seeing your content. The max we can get to with the algorithm right now is like 40 or 42%. And the way you do that is being really intentional with who you're messaging. So if someone likes your content, what I do is I believe in a two hour lead gen block, that's like kind of the only amount of time I can focus on something. I think realtors were all like squirrels, so we like get it. So I'm like, okay, I can focus on something for two hours. So when I sit down for a two hour lead gen block, I go to a post that I have that got a good amount of engagement. These are people that are quietly watching you that could be your next referral partner if you engage with them. And I think that all people to know is that is they need to know is that you care, you care that they're there. And so there's all these people, like, you know how you go to an event, Jason, and like you don't talk to this person regularly, but when you go to an event they're like, hey, oh my gosh, like you just got a haircut and how was that trip with your wife? Right? And you're like, all right, like, I didn't, you've never commented on anything those are the people who like you. So when I do a two hour lead gen block, it looks like this. I go to a post I have that's higher producing and I click on my likes and I like to be proactive. So I will go on that person's page ahead of time. So say that Frank commented on my post and was like, hey, I'd love those notes. Rachel, thanks. Hope you had a great time in New York and you just like my. My content. Jason, what I would do is I would send you a private message and I'm like, hey, Jason, thanks so much for connecting with me on the GaryVee post. I had such a good time in New York. Hey, I just saw that you and your wife just got back from a trip to Alaska. That's so awesome. What was your favorite part of that trip? Do you guys have any plans coming up for the rest of winter or summer or fall or whenever it is? So you like my content? I send you a private message. I reference where you. Where you connected with me. I say something personal happening in your life and then I ask a question. And what happens when I ask a question to you, Jason, what are you going to do back?
- [18:38]
Jason Abrams
I'm going to reply.
- [18:39]
Rachel Adams Lee
You're going to reply. And now the algorithm is happy. And all the content that I'm putting out there, you're seeing everything. We're going back and forth, back and forth, back and forth. And. And when the transition feels natural, might be same day, maybe same month, could be same week, whatever. I'd be like, geez, Jason, I really have enjoyed getting to know you on a personal level these last few weeks, which makes me think we'd probably align in a business level as well. I don't have a great referral partner in Austin, Texas. Do you have one in Northern California?
- [19:05]
Jason Abrams
That's so good.
- [19:06]
Rachel Adams Lee
But it's genuine, you know?
- [19:08]
Jason Abrams
Yeah.
- [19:09]
Rachel Adams Lee
You're not like, man, she sold me. You're like, gosh, I really feel like I know Rachel now. And I know about her life. She knows about. I know about her kids. Like, you know, and it's this relationship.
- [19:18]
Jason Abrams
And this same model works if they're not an agent. I'm not looking for a referral partner. This is just a great way to start a conversation with anyone that lives in my community.
- [19:26]
Rachel Adams Lee
Yes. So I do it.
- [19:27]
Jason Abrams
I gotta interrupt you. I'm sorry, gang. I'm on my Instagram right now. It's herealjasonabrams. If you're looking to follow me on Instagram, it's therealjason Abrams, you sent me a direct message. You ran the system on me.
- [19:40]
Rachel Adams Lee
I did.
- [19:41]
Jason Abrams
Okay. I'm just having the realization that you ran the model that you just gave on me.
- [19:47]
Rachel Adams Lee
Correct.
- [19:47]
Jason Abrams
And I replied, and we were talking, and now we're on a podcast together.
- [19:52]
Rachel Adams Lee
Yes. This is exactly how it works.
- [19:54]
Jason Abrams
Okay. I'm just. It's. I feel like I'm looking through the looking glass now, and I. This is blowing my mind.
- [20:00]
Rachel Adams Lee
Was there any part of you that didn't feel like I was genuine?
- [20:03]
Jason Abrams
No, not until you just told me the system. And I still know you were genuine. I didn't mean to like that, but, yeah. No, it felt completely organic on my.
- [20:09]
Rachel Adams Lee
It's also a really good way to, like, know who you'd never want to be friends with, because if you click on their page and they're posting stuff where you're like, ugh, like, you get that feeling in your stomach, like, I'd never be friends with this person. Move on. Because the cool thing about social is you get to choose your audience. You get to choose what you see and what you hear, which I'm, like, so grateful for being so intentional about who I surround myself with, especially being a mama of four boys and running two businesses. I don't have a ton of free time, so if I'm going to spend my time talking to someone, I want to feel better when I leave than when I got there. That's, like, my goal in life with anyone is, like, I want them to feel better in my presence than before they hung out with me.
- [20:42]
Jason Abrams
Genius. That model's genius. What's number six?
- [20:45]
Rachel Adams Lee
All right, so then what we're going to do is we are going to be really intentional with how we grow, because right now, right now, we only have, right, 7 to 10% of our people seeing us, and our goal is to get us in front of the 40%. So what I do is every single month on my real estate team, and with all my coaching clients, I'm like, you're going to take pen to paper, and you're going to write down 25 names of people you're already friends with. You're already friends with, but you're not seeing their content.
- [21:14]
Jason Abrams
So I make my list of the 25 people. Then what do I do?
- [21:17]
Rachel Adams Lee
So I believe in having themes, because otherwise I get confused. So 25 names of people you're already friends with, but they're not seeing your content.
- [21:26]
Jason Abrams
How do I know if they're seeing my content?
- [21:28]
Rachel Adams Lee
Because you. When you're not seeing them. So what this looks like is you're on social, you see the same highlights, you see the same stories, you see the same people coming up in your feed over and over. That means you're in their algorithm and they're in yours. So if you want to build your business, you can't just sit back and be like, yeah, I'm in a lead gen. Like, like, like, like you're just a lazy like her. You're not actually doing anything to build your business. Right. I believe so much, being proactive in my life, in my marriage, with my kids, with my real estate business, with my social. So I'm going to pick this month. I'm going to say, you know what? I'm going to focus on 25 local business owners. Next month, I'm going to focus on 25 realtors from around the country. Month after that, I'm going to go 25 past clients. Right? So I pick a theme and then what I do is I literally go in my phone and I'm scrolling through my friends list and I'm like, who fits in this category that I have not seen their content anymore? Okay. So first you do is you pick your list of your top 25 that you're going to focus on that month on the platform. And then this is my secret sauce. So it's called Rachel's rule of 555.
- [22:26]
Jason Abrams
Okay, is this number seven?
- [22:28]
Rachel Adams Lee
Yes.
- [22:28]
Jason Abrams
Okay, number seven, Rachel's rule of 555. What is it?
- [22:32]
Rachel Adams Lee
It means five minutes before you make a post, you're going to comment on five people's post. A comment of five words or more. So I want to say that again. Five minutes before you make a post, you're going to comment on five people's post. A comment of five words or more.
- [22:48]
Jason Abrams
This feels like knocking on 25 doors before your open house.
- [22:52]
Rachel Adams Lee
Exactly 100%.
- [22:54]
Jason Abrams
By the way, what you're really doing here is your habit stacking, which I think is brilliant, right? And if you're not using the habit stacking trick, you should really think about using it, which is you already have certain habits in your life. Rachel's trying to recruit you to making a post every morning at 6:30am or whatever you start your day, she's then habit stacking this 555 on it so that you get the most out of your time. It's like practicing your kegels while you're driving. If you know, then you know. By the way, gang, if you don't know, then you're a lucky one. But I'm Just saying, at the end of the day, you will decide how effective you are based on the actions you take.
- [23:31]
Rachel Adams Lee
Yep, that's right.
- [23:32]
Jason Abrams
Love it. All right, what's number eight?
- [23:34]
Rachel Adams Lee
Okay, number eight is how often should you be posting? How often should you be posting? Now, I will tell you you should be posting, and the algorithm will tell you you should be posting three to five times a week. Now, if I were coaching you, this is what I would tell you. This is what we do. You're going to do one business post, two personal posts, and one reel, which means you're going to show up consistently on social media four times a week. What the algorithm for 2026 is pushing you to is more quality, less quantity. So don't just put crap out there, think it through. And what I believe too is you're either educating or entertaining on social. If you're doing social media well, it's a balance of both. But you're either educating or entertaining. When I'm talking about real estate, like, it is not, like I said, it's not the funnest topic, right? But what I'm going to do is I'm going to show a gorgeous house, I'm going to have me walking through the kitchen, sipping a cup of coffee, and then I'm going to stop and I'm going to be like. And then let me tell you about this, right? I'm going to do my hook. And so it's like you're going to entertain them with the visual and then you educate them with the caption or the content you're giving them, right? And that's how you grab people, that's how you stop the scroll. And also for record, a post can be a static post, a carousel post. Those are the two different posts I'm talking about. A reel counts as a post as well, but that is your short form video that performs well in the algorithm. And if I can tell you one thing to do that you want to be doing is something that's really popular right now is called FaceTime reels. This is really big in the algorithm for 2026. It's called FaceTime reels. It is literally picking up your phone and talking to it, just like you're doing FaceTime with a really good friend. The algorithm is rewarding genuine human connection, especially. Especially with so much AI out there. They want you connecting with your audience on a human level and talking about what matters to you and what makes you nervous and how you feel and aha. That you had or a business win. So I think if you can, like, do it from a place of contribution and truly adding value to your people, like, that's the sweet spot.
- [25:26]
Jason Abrams
I was gonna ask you if that was number nine or if that was a hack. That was a hack.
- [25:29]
Rachel Adams Lee
I, I can't talk about this for six hours.
- [25:32]
Jason Abrams
Dude, three hacks on the way to the ninth. Answer. This is great. What's number nine?
- [25:35]
Rachel Adams Lee
Okay, number nine. So this is how like the whole model comes together. Okay, so what I do is I wake up in the morning and I'm going to hit my rule, my five, five, five. So I'll get to the, the last piece of model, but I want to show the whole picture. Okay? So you wake up in the morning, you hit your 5, 5, 5, 5 minutes before you make a post. Comment on 5 people's posts. Comment on 5 words or more they're from. List your top 25. I'm going to make my post. Okay, so I make my post. I have now primed the algorithm to say, bring people to my page. I'm using your platform. And then I make a post, I'm using another tool on the algorithm. Then what I do is I let that marinate. An hour later I go back in. I like, I comment, I engage with everybody. An hour before the end of the day, I do the exact same thing. So what the last piece of the model is, is you're on social three times a day to make your content, to respond an hour later, and then to tie it up at the end of the day. The problem with most realtors on social media, like when I teach classes, I always ask, I'm like, how many hours? And I would ask this to the listeners, how many hours? And like, be serious and honest with yourself. How many hours a day do you think that you're on social media?
- [26:39]
Jason Abrams
Well, I can tell you the average American is on social media for 56 minutes every single day, whether you're in the real estate business or not.
- [26:48]
Rachel Adams Lee
So 56 minutes for Americans. Do you want to know what I hear in my classes?
- [26:51]
Jason Abrams
Tell me.
- [26:52]
Rachel Adams Lee
It is three to five hours. What the heck for real estate agents being on social media? And you want to know the second part to that question? I say, okay, great. So this is how many hours you're on social. How many referrals did you get last year from social media?
- [27:04]
Jason Abrams
You're just blowing my mind. Are you telling me that when you go into brokerage houses and teach, they tell you they're on social media for four to five hours a day? This may be gang and I'M just gonna say why over a million real estate agents sold zero homes in the last 12 months. Cause I don't know what the hell you're doing on it for five hours. Now I gotta know what are they doing?
- [27:21]
Rachel Adams Lee
They're not building a business. They're scrolling. They're wasting time and they're scrolling. And I get it because the point of the algorithm is to keep you excited on what you're looking for. But for me, social media is a lead generation platform. It is how I build my business, it's how I provide for my family. Like I built two seven figure businesses with social media, but I'm not on social media all day long. I shoot content on Mondays and like I use it throughout the week. Like I am treat my social media like a business. And if you want to be successful in 2026, you've got to do the same.
- [27:50]
Jason Abrams
Yeah, special, just friendly announcement. If you're on social media five to six hours a day and you're not making the amount of money you want to make or you feel like you don't have the time. Turn that off. That is insane. Yeah, that's, that's looney.
- [28:04]
Rachel Adams Lee
It's really, really common, Jason. It's really common. And this isn't to like. I'm not, I'm trying not saying this to shame you. I bring this, I say to bring awareness because you can't make a change if you're not aware of what's happening. But if you're not getting business from social media, then do it differently. Follow a model, actually use it for lead generation. Be intentional. This is a nine step model that can crush it for you if you allow it to.
- [28:28]
Jason Abrams
It's brilliant. Okay. Give me two hacks that don't seem obvious to me that you haven't shared with us already.
- [28:34]
Rachel Adams Lee
Okay. So I would tell you that if you are a real estate agent listening to this or an entrepreneur, because I know we have people who listen to it that aren't in real estate. You 100%. The one tool that I use that has made a massive difference for conversion for me is called Stan Store.
- [28:51]
Jason Abrams
S T A N Store. I gotta ask before you tell us what it is, do you own any of this company?
- [28:56]
Rachel Adams Lee
Full disclosure, not own the company.
- [28:57]
Jason Abrams
Okay. Why is it so cool that I
- [28:59]
Rachel Adams Lee
wish that I did though? I wish that I did. So it is basically an allinone. Have you heard of ManyChat before?
- [29:06]
Jason Abrams
Sure.
- [29:06]
Rachel Adams Lee
Okay, so ManyChat is an AI automation tool where if I say comment shoe, I'm going To send you my shoe brand immediately. You don't have to do anything. It comes right to your inbox. Stan Store is basically a all in one digital landing page which you are going to hear talked about this year so much because it's being pushed very heavily. It is approved by the algorithm and you remember how I said you're rewarded for the amount of time you're on social. What's really cool with Stan's store is it's an all in one fully custom branded digital storefront. Like I have a page on there and any class I'm going to teach, any new listing that I have, any buyer guide, seller guide, lead magnet, which is the second piece we'll talk about after this. Everything has hosted through Stan Store. So it basically could be like a CRM. It's your AI automation tool and what the way it plays well with the algorithm is like when I say hey I want like 2995 Portsmouth is my new listing. It's a quadplex we just put on the market yesterday. I'm like comment 2995 and I'll set up a private showing for you and it's immediately going to send the link over. But what it also does Jason, is it responds to that person. So the algorithm thinks I am using the platform. I'm sending links, I'm sending dms, I'm responding, but I haven't done anything. I set up the system.
- [30:17]
Jason Abrams
So I'm going to think of Stan Stores as full social media fulfillment center for everything that I'm doing and you
- [30:24]
Rachel Adams Lee
don't need, it will take place of your calendarly app, which I also don't own. It will take place of your eventbrite. Like I when I do family fall photos in the park, I use Stan store for my RSVPs. It is everything all in one. And the best part about it, it's so freaking cheap. It's like 29 bucks a month.
- [30:39]
Jason Abrams
Perfect.
- [30:40]
Rachel Adams Lee
Okay, last hack, last hack. Lead magnets. So we got 33 leads, 33 new buyers and sellers reaching out to us from a lead magnet. And what a lead magnet is is it's a piece of content that you put out there. Realtors think they need to be talking about buying a home, selling a home, investing, buying, selling. That's just not the way to build relationships right now. What you want to do is you want to be the local market expert. But that includes the top 10 most walkable neighborhoods, the five date night spots with a view, the four secret dog parks you need to know about. And for me it was the 10 cozy coffee shops for entrepreneurs you need to know about in Sacramento. We had 130 people ask for it. So literally the way it works is I set it up in stan store and I have a PDF I create on Canva. Real pretty branded, right? The whole page, all 10 pages. Because it's top 10 cozy coffee shops are all about the coffee, the location. My favorite item to get there. Like the vibe of the place. Right. The very last page is the only time I talk about real estate, because I want to add value first, build the relationship and then. Right. Bring it back to business. So I had 130 comments. A bunch of them were just like, realtors creep in to see what I'm doing, which is normal. Then 33 were buyers and sellers. What I would do is I would send you a private message. Hey, Jason, this is Rachel. I saw that you just downloaded the coffee shops. Oh, my gosh, I'm so excited for you. You have to go to World Traveler coffee and get the vanilla lavender latte. It's literally my favorite. So tell me, are you local to the area or tell me a little bit about you.
- [32:12]
Jason Abrams
Yeah. And now you're just getting in the dialogue.
- [32:14]
Rachel Adams Lee
That's it, that's it.
- [32:16]
Jason Abrams
That's it, gang. If your mind is blown, here's the good news for you. You can just rerun and play this episode again. That's the beauty.
- [32:23]
Rachel Adams Lee
And slow down. I don't drink caffeine. This is who I am.
- [32:26]
Jason Abrams
Normally, everyone's gonna have to listen to this one more than once, but they're also gonna want more of you. So if people want more of you as the voice in their head, where can they find you? Where do you want them to go?
- [32:35]
Rachel Adams Lee
Look, you can find me on Instagram. I'm also on Facebook, and I have a YouTube channel that I'm actually relaunching this year because Gary Vee said that this is a cool thing for us to know because everyone's freaking out. The AI is going to replace us. He was like, AI is not going to replace us. It's going to amplify us. And he said the two places that Google is pulling content from is going to be Instagram and YouTube.
- [32:58]
Jason Abrams
So what's your name on Instagram?
- [33:00]
Rachel Adams Lee
It is Rachel Adams Lee.
- [33:02]
Jason Abrams
Rachel Adams Lee.
- [33:03]
Rachel Adams Lee
And just so you guys know, you should be the same across every platform. Don't come up with a cute trending name. Your name is your brand friends. And so Instagram, Facebook, YouTube, if you have TikTok, whatever it is, it should be Your name.
- [33:16]
Jason Abrams
There it is. And I'm at the real Jason Abrams, by the way. The other Jason Abrams. You know, I am the real one. Good enough. All right, Rachel, thank you so much. I love everything you had to say. I love that you're giving the this all the way unabashedly to the industry. I am grateful. Thanks for joining us today.
- [33:33]
Rachel Adams Lee
Yeah, thanks for having me.
- [33:35]
Jason Abrams
I'm exhausted from that now, by the way, it's not because the content wasn't incredible. It's because when you're talking to somebody who goes that fast and have that much energy, your brain has to work hard to keep up. I promise you, if you were on a treadmill just now, you went from a seven to a nine. As far as your speed goes, it's like listening to rock and roll music. That passion around social media comes through. But you know what? There is nothing entrepreneurial about the way she describes it. It is completely purposeful. She has a plan. She understands that. She's in business with the algorithm. Have you ever paddled a canoe upstream? If you have, then, you know, it's not easy now. Have you ever then went downstream that everything feels great and you could do it all day? That's what working with the algorithm is. That's my big aha from this episode. And if you don't know how it works, then you can't possibly row with it. Her pillars of content make all the sense in the world. Of course you're going to talk about the things that you know about. But what she emphasizes is the authenticity of the conversation. You see, she makes the argument that people don't want to know what you do at the expense of knowing why you do it and who you are. That you have to have both of those things to build any sort of relationship with the people watching. She makes it sound as much like a job as any other. I'm going to wake up and I'm going to do this every day. She's going to spend two hours generating leads. It's just going to happen. With her fingers doing the walking, she is typing her way to success. The reality of it is every part of her day has a plan when it comes to social media, and that powers the rest of her empire. I think all of us have a choice to make. We either are the ones that are consuming the content or we're the ones making it. We're either the ones that are being monetized, or we're the ones monetizing it. We are either the ones becoming somebody else's lead or creating leads of our own. Those are the choices we get to make, and social media is the place that's asking us to make it. Yes, you can have an incredible life and enjoy social media without a plan, but you will not have an incredible business based on it. Go forth and do likewise. If you're enjoying this podcast, I want you to click the subscribe 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 address. Head over to The Millionaire Agent podcast.com Millionaire Agent podcast.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.
- [36:23]
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