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.