What's The Deal? With Seth Struiksma

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.

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.

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.

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

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

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

In this episode of What's the Deal, we sit down with Merek Greene, a young real estate agent with The One Group, to discuss his journey and unique approach to helping Gen Z and younger millennial clients become homeowners. Merek shares how his background in the arts transitioned into a passion for real estate and led him to cold-calling agents and doing extensive research at a young age. With a focus on using social media, Merek has effectively built trust and connection with younger clients who often don't realize homeownership is within reach.

Merek dives into the challenges and opportunities for first-time buyers, especially in the competitive San Diego market, and explains the importance of setting boundaries to maintain a healthy work-life balance in this demanding career. He also addresses misconceptions about real estate agents, emphasizing the hard work behind the scenes that goes beyond the "glamorous" TV portrayals.

Tune in for Merek's insights on how younger buyers can enter the market, build equity, and navigate the path to homeownership with confidence.

Key Takeaways:

• Merek's journey into real estate and how he built his career through hard work and networking.
• Insights on connecting with Gen Z clients through social media and authentic marketing.
• Challenges and opportunities in San Diego's housing market for younger buyers.
• Breaking misconceptions about real estate agents and the importance of setting professional boundaries.

Connect with Merek Greene: Follow Merek's real estate journey and tips for first-time buyers on social media @merekgreene

CONNECT WITH US

• Website: The One Group

• Instagram: @seth_struiksma

• LinkedIn: Seth Struiksma

Listen in to be inspired by Merek's journey and learn how you, too, can make your dreams of homeownership a reality!

Growing a large following on social media isn't hard -- but you do want to be strategic if you want to attract followers who will do business with you. Today we sat down with social media expert and REEL Broker agent, Jason Cassity of The Cassity Team, to talk social media strategy. Find out how to cultivate a following of hyper-local fans who are ideal customers for your real estate business.

Jason started in the real estate business as an intern, helping a successful broker write SEO rich blogs about San Diego. Thinking back on that time, he says, "how serendipitous is it that I found him, versus the tens of thousands of other agents who would've just had me call FSBOs, hold open houses, or do floor time. I reflect on how important your environment is to your growth and success. Because I liked blogging, website building, marketing/SEO… that first indie brokerage was the PERFECT place for me to begin my career."

• Website: The One Group
• Instagram: @seth_struiksma

Show produced by the Marketing Nerd Agency

As a real estate agent, what social media platform should you focus your efforts on? Or should you even waste your time creating and posting content?

We sat down with Jason Cassity from The Cassity Team in San Diego, a top REAL Broker agency in the country, to talk about his success with social media for growing his business.

Jason started in the real estate business as an intern, helping a successful broker write SEO rich blogs about San Diego. Thinking back on that time, he says, "how serendipitous is it that I found him, versus the tens of thousands of other agents who would've just had me call FSBOs, hold open houses, or do floor time. I reflect on how important your environment is to your growth and success. Because I liked blogging, website building, marketing/SEO… that first indie brokerage was the PERFECT place for me to begin my career."

• Website: The One Group
• Instagram: @seth_struiksma

When is the right time to sell your real estate assets? Find out the answer as we dive into this tricky topic and chat about how to evaluate your investment portfolio, spot the right moment to sell a property, and reinvest that capital for better returns. Plus, we'll share tips on turning existing equity into larger profits and why holding onto every property might not always be the best move.

Key takeaways to listen for

• The importance of evaluating whether to keep or sell your properties

• Best time to sell a property, and the benefits of freeing up equity

• A personal example of owning a property with substantial equity

• Cash Flow vs. Equity: Which option better suits your financial objectives?

• How to make strategic decision-making in real estate

CONNECT WITH US

• Website: The One Group

• Instagram: @seth_struiksma | @samwatkins.me

• LinkedIn: Seth Struiksma | Sam Watkins

Today, we have Matt Davies, a real estate maven who's gone from REALTOR® to developer. We'll dive into the nitty-gritty of real estate development, decode the world of ADUs, and chat about how to make money while making a difference in community building. Stick around for some real talk on making spaces that matter.

Key takeaways to listen for

• Matt's initial journey into real estate investment and development

• A step-by-step guide for beginners in real estate housing

• The challenges and victories that come with property development

• Effective project management strategies for real estate development

• Accessory Dwelling Unit (ADU) development and the future of housing

Resources

• Canter Real Estate Group

• Compass Real Estate

• Willis Allen Real Estate

About Matt Davies

Matt Davies is a seasoned residential property developer with a rich background as a real estate agent and Realtor®. His philosophy centers on the belief that real estate transactions are pivotal, life-changing events demanding exceptional and personalized service. Matt and his team of experienced professionals are committed to forging strong relationships with clients, tirelessly working to achieve their real estate aspirations. Recognized as industry leaders, they continuously pursue excellence in research, innovation, and consumer education. Matt's expertise makes him a reliable guide through the complexities of real estate, offering timely, invaluable insights and advice. This dedication ensures Matt is a trusted resource in the real estate industry.

Connect with Matt

• Website: Matt Davies

• YouTube: Matt Davies

CONNECT WITH US

• Website: The One Group

• Instagram: @seth_struiksma | @samwatkins.me

• LinkedIn: Seth Struiksma | Sam Watkins