What's The Deal? With Seth Struiksma

Personal Brand vs AI: Fearless Real Estate Video Marketing

AI is racing ahead, listings are scrolling past, and most agents are stuck wondering what to post next. In this episode Seth sits down with Ricky Zollinger—founder of RZM Media and the creative mind behind some of the highest-engagement real-estate reels on the West Coast—to break down a simple truth: your personal brand is the one thing technology can't duplicate. Packed into 45 high-energy minutes you'll hear: * Why "listing videos sell this house, but personal-brand videos land the next one"—and how to balance both in your content calendar. * The psychology of micro-tension hooks (yes, even a tipping coffee cup matters) that stop the scroll in the first three seconds. * Ricky's "Trail-Reels" hack for posting the same video four different ways to quadruple reach—without spamming your followers. * A reality-check on AI: which creative tasks it can replace, which it can't, and how to leverage the tech without losing your voice. * A pep-talk on fearless posting: why the agents who hit publish (even on imperfect footage) out-earn the ones who over-edit in silence. If you're ready to turn shaky phone clips into lead-magnet gold—and build a brand no algorithm can outshine—press play. 🎧 Listen now & take notes. Then tag @seth_struiksma with your first "fearless post" after the episode drops.

How to Max Out Your Property with ADUs | San Diego Real Estate Insights with Brian Koons

In this episode of What's the Deal?, Seth Struiksma sits down with ADU expert and real estate investor Brian Koons to break down the real-life math, zoning loopholes, and step-by-step strategies behind building Accessory Dwelling Units (ADUs) in San Diego. 🚧 From turning 4 units into 8, to decoding Info Bulletin 400, to understanding how the ADU Bonus Program really works—Brian shares what most people don't know about building wealth with smart infill development. Whether you're a homeowner looking to build a backyard unit, or an investor trying to squeeze the most value out of your lot—this episode is packed with gold. What You'll Learn: ✅ How San Diego's zoning rules can unlock hidden potential ✅ The 4-step process of ADU development (feasibility to build) ✅ Why two-bed units are outperforming studios ✅ The truth about the "affordable" housing bonus ✅ Best San Diego neighborhoods for ADU investments right now 📍 If you want to build smarter, invest better, and understand San Diego's evolving housing market—don't miss this one.

Raising Young Realtors: Richard Woods on Mentorship, Investing & LGBTQ Advocacy

Get ready for a hilarious yet deeply insightful chat as Seth Struiksma welcomes his former broker (and "queer mother"), Richard Woods, to "What's the Deal?" From Richard's days as a D.C. attorney to running a boutique brokerage in sunny San Diego, this conversation spills the tea on everything from buying your first "fixer" to staying ethically grounded in a tough-as-nails industry. Plus, Richard dives into his passion for LGBTQ+ advocacy and what it really means to "come out" on the daily. This episode is full of laughs, real talk, and a ton of practical wisdom—because if there's one thing these two agree on, it's that authenticity and a good sense of humor go a long way in real estate.

Financial Freedom for Millennials: Real Estate, Wealth Building & more

In this episode of What's the Deal?, San Diego real estate expert Seth Struiksma sits down with Andrew Baker, Founder of Financial Haus, to discuss financial freedom for millennials and why traditional financial planning isn't built for the modern professional. 🚀💰 They dive into: ✅ Why real estate should be a core part of your wealth-building strategy ✅ The biggest mistakes young professionals make with their money ✅ How to create a financial plan without needing six figures in savings ✅ The truth about timing the real estate market (Should you buy now or wait?) ✅ AI, crypto, and financial influencers – are they helping or hurting? If you're a millennial or Gen Z looking to take control of your finances, buy your first home, or build long-term wealth, this episode is a must-watch! 🔗 Book a Free Strategy Session with Andrew Baker: https://thefinancialhous.com 🏡 Connect with Seth Struiksma for Real Estate Advice: https://theonegroupsd.com

Authenticity in Real Estate with Mel Sofia

n this dynamic episode, Seth Struiksma sits down with Mel Sofia, the founder and broker of The Avenue Home Collective, to explore the power of authenticity in the real estate industry. Mel shares her journey from conforming to industry expectations to embracing her true self—and how that transformation skyrocketed her career and happiness. From balancing life as a leader, mom, and entrepreneur, to building an agent-first brokerage that celebrates diversity, Mel offers invaluable insights for agents and entrepreneurs alike. Key Takeaways: 1. Authenticity Over Aesthetic: * Mel emphasizes the importance of living and working authentically to attract the right clients and agents. She shares how embracing her passions—like music festivals and snowboarding—helped her connect with like-minded people and thrive professionally. 2. Building a Values-Driven Brokerage: * Avenue Home Collective operates with a core focus on being client-centric, community-focused, and agent-supportive. Mel discusses the power of diversity, collaboration, and shared values in building a strong team culture. 3. Lead Generation with Heart: * Mel's unique approach to lead generation centers on forming relationships, hosting community events, and creating value for others—proving that cold calling and scripts aren't the only way to succeed. 4. Lessons in Leadership: * Mel shares how stepping out of her comfort zone, starting her brokerage, and supporting her agents' growth turned challenges into triumphs. 5. Mindset and Growth: * Personal development is at the heart of Mel's success. She dives into her practices of gratitude, mindset shifts, and leveraging coaching to continuously evolve. 6. Navigating the Real Estate Market: * Seth and Mel discuss the current San Diego market, including trends, buyer demand, and the enduring appeal of the region. Quotes to Remember: * "Authentic over aesthetic: Shine your light brightly to attract the people who align with your values." * "If you're not growing, you're dying—there's no standing still." * "Confidence is the key to influence in real estate conversations." About Mel Sofia: Mel is the founder and broker of The Avenue Home Collective, a San Diego-based real estate brokerage dedicated to diversity, collaboration, and client care. With over 20 years of experience, Mel is also a mom, community advocate, and an agent of change in the real estate industry. Connect with Mel: Instagram: @melknows [https://www.instagram.com/melknows] Follow Seth Struiksma: Stay updated on future episodes of What's the Deal? with Seth Struiksma on your favorite podcast platform and on Instagram: @seth_struiksma [https://linkedin.com/seth_struiksma]