Matt Lionetti: Permission To Be The Main Character Of Your Brand

If you’re an introverted entrepreneur struggling creating content, this conversation will feel like a deep breath. 

We are joined by real estate pro and content creator Matt Lionetti, whose honest humor and refreshingly real videos have made him a standout in real estate marketing

Matt opens up about how he transitioned from the brink of quitting to breaking records, showcasing how authentic storytelling can cultivate brand growth and a loyal following. He shares essential insights into how to build a personal brand that stands out in a crowded marketplace and how to turn your personality—not perfection—into your secret sauce. 

He also sets the record straight on why you don’t need a viral moment to build a strong personal brand and why ‘authenticity’ isn’t always what you think.

This conversation serves as a reminder that the most effective personal branding and marketing strategies come from being your true self—boldly and unapologetically. 

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Follow Matt On Instagram: https://www.instagram.com/matt.lionetti/

Work With Matt: https://mattlionetti.com/

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Episode Highlights:

00:00 – Episode Trailer
01:52 – Meet Matt Leonetti
4:44 –    The Un-Googleable Truth: Matt’s Untold Stories
06:21 – Building A Personal Brand That Broke the Rules (and Worked)
26:12 – Marketing That Builds Community
29:21 – Mindset, Momentum & Marketing That Feels Good
34:35 – Personal Branding and stay human—without losing your edge

Want Even More Personal Branding and Marketing Tips & Insights?

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Find out more www.notniceclever.com

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• Candice Carcioppolo
• Kat Torre

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Transcript

The secret sauce is be yourself and don't be a dick. There we go. That's it. That's branding 1 0 1 everyone. Well, sometimes people build their whole brands on being a dick, and that works for some people. So I agree. You get a lot of followers, but I'm not sure if you build a long lasting brand off negativity, but.

I couldn't. I can tell you're getting excited. You're like, okay guys, we're gonna get into this. We're gonna get into this. Folks. The lines are starting to get blurred between authenticity and being a fucking dick, because those aren't the same thing. I'm gonna do whatever I want. I don't give a shit what anyone think like that.

Don't go into it like that. I'm not a believer in all publicity's good publicity. I think if you build something off negativity. That'll catch up to you. It's hard. I know, like online sometimes it seems like I'm like, you know, I don't care about anything and stuff like that. But like obviously I want people to like me.

I think everyone wants to be the main character and we are all the main character. But owning the fact that you are. Changes everything. It changes everything. And you want to paint a picture. You want to create a world for people to step into. I think that is a big part of just branding in general.

Creating a world for someone to step into. So Matt, we have a clever crew member who wrote in, they said, how can I stand out authentically without boring people to tears? What? What do you mean you're boring? Do you knit? Is that boring? 'cause knitting iss fucking sick. Stop making excuses, but let me help you also.

Oh yeah. Also, let me help you. I'm Canadian. I'm nice. Before we jump into today's episode, our producer pulled some stats for us and more of you are finding the show. Our clever crew is growing, which is amazing. We see you. We love you. We wouldn't be here without you. Let's make sure we're official. So whatever you're listening to on right now, double check to make sure you're subscribed.

And if not, tap that little button. Let's go steady. We ask because when you subscribe and leave a review, it helps us bring on incredible guests and keeps the conversations in your feed. So if you've gotten any value, an aha moment, a mindset shift, or just that comfort of knowing you're not the only introvert out here building an empire, please.

Hit that little button and leave a short review. It will only take a few moments and it would mean the world to us. Today we're sitting down with Matt Leonetti, content creator and influential voice in the real estate space, who invites you to bring your main character energy. Let's hear it from Matt Leonetti.

Matt has built his career on leaning into funny, creating clever content, and rocking the occasional Canadian tuxedo. In this episode, we explore the cost of attention. The courage it takes to put yourself out there and what it really takes to create engaging content that continues to connect in a noisy world.

So Matt, one of our personal goals, Candace and I, when we have guests on this podcast and share this space, is to get them to share things that they don't normally share other places. So, in service of that, what is one un Googleable fact about yourself? That somebody wouldn't be able to find online? 'cause you have a very impressive online presence.

But what's something that's not online that you want the clever crew to know about you? Well, I was a thick kid in high school. Real thick over, you know, short. I would've not imagined. Short and thick. Yeah, yeah, yeah. Real chubby Italian kid. I ate beef patties and craft dinner. Every night at three. Every morning at 3:00 AM for about a year and a half straight.

So that'll do it to you folks. Um, if you want, um, not nice advice, put down the beef patties. Okay. You'll, uh, uh, that's that. Um, if you haven't seen my keynote, um, I got kicked out of high school one morning. Um. The principal called me down to the office and told me that high school is not meant for people like me.

And for that reason, I no longer go to this high school. So Wow. And for three, to just round it all out, I was a soccer star. Again, Italian didn't really have a choice, had to play soccer, and um, was an absolute just star. Star. My, my grandparents used to give me all the grandkids, $2 for every goal they scored and they had to stop giving me money because I scored too many goals.

You got cut off. Wow. Yeah, I got cut off. Yeah. Yeah. Bought my current host. I did not know that last one, bought my current house with the amount of goals I scored. Um, so there's, there's three facts that not many people know about me. Well, thanks for sharing. I feel like I learned so much and I also have so many questions, Kat and I love to talk about building brands on Not nice, clever.

Um, specifically our audience is filled with people who are entrepreneurs who, the clever crew, a lot of them are in real estate, but other people are in other spaces as well. And one of the things that I really admire about your brand, Matt, is that you've been able to create content that kind of maybe goes against the grain, maybe ruffles some feathers at times, and at the same time, you've built a brand that's approachable, relatable, like people want to have a brand that has your type of brand's energy, right?

So when you were starting out, how did you even have the courage to do things that were different than other people in your industry? Yeah. So thank you for all that. Um, I was weeks away from getting outta the business entirely, so I feel like someone with not a lot to lose is, you know, you could do some pretty incredible things.

When you feel like there's nothing left to lose. So, um, literally weeks, maybe a month, and I was outta the business. So, um, I just thought, let's just throw everything to the wall. Everything I ever wanted to do in this business, let's just do it. I always said. For the first three and a half years of, of my real estate business, I, I would always tell people that, you know, my last year of real estate, I'm just gonna, I'm just gonna say all the things I wanna say and, and then I'm just gonna, you know, and then I'm just gonna be out.

And then I was like, well, what if I just said all the things I wanted to say? Now I wonder, I wonder how, you know. So I started doing that. I started sharing fun stories about the business. Um, and I would just kind of like put my own spin on them and I would share my wins and I would share my losses. And I feel like that you need a healthy mix of both, uh, in any industry because I think your wins give you credibility, your losses make you human.

And having that both of those things is kind of your superpower. There's the only thing that people can't replicate is us. Everything else can be replicated to a T even, even if it's in, in our industry, in real estate, everyone's a top producer, so your numbers don't matter anymore. It just, you know, it doesn't matter.

So what else are you gonna be, and that goes for any industry. How are you gonna separate yourself from the pact? A lot of that is personal brand. So when I, 'cause when I first started doing this, I had. I knew nothing. I didn't know what I, I didn't even know what I was doing. I was just like, oh, this is fun content that I'm making.

I didn't know I was building a brand. I had no idea. And I think that's where some of the, the magic was. And then when I started like honing in on things like, oh, people like this, people like me, you know, for just who I am. Because the first couple years in real estate, I, I would like. I remember my first year in real estate, I'd go to Facebook and I would, I would delete all the photos of me.

I used to play in bands too. Didn't say that in the first question. I would delete every picture of me multitasking. Yeah. Yeah. I was, you know, jack of all trades. I'm mad of all trades and, um, I would delete all the photos of me playing guitar. I would delete all, everything. Mm-hmm. That wasn't business or professional in my eyes.

Mm-hmm. So what I really did was I deleted all the personality. It was just like this shell of a person. And then I was wondering what a real estate agent is supposed to be. What, what a real estate agent, whatever that supposed to be. That's heavy air quotes folks. Exactly. For those of you not watching on YouTube.

Yeah. So that's what I did. And um, it was horrible. Not only did I get no business, but I was miserable. I was like, this is not fulfilling and this sucks. So then when I started doing what I do now, it was like, well, this is honestly, I, I don't even feel like I'm working anymore. People are like, you work so hard.

I'm like, I, I guess, do I? Yeah. And you just get to hang out with your friends and really cool people. Yeah, yeah, yeah. It's so fun. I feel the same way. Love it. I'm thinking about the person who's listening right now who, well, much like you. I think I started building a brand before I knew what a brand was before I knew what personal branding is.

Our audience we talk to about personal branding all the time, and I'm wondering if maybe we're doing them a disservice because maybe they think there's like this formula that has to be followed to build your brand. When in fact, sometimes we just took the natural next step, said yes to things even when we were uncomfortable, did the thing we were passionate about and realized we were building a brand.

If you have too much information, is that a bad thing? No. Um, yeah, there's no secret sauce. There's no, there could be a bit of a formula, but all the, all the steps are gonna be different for different people. So if someone's Yeah, based on your skillset, exactly. Your background, your natural talent, somebody might be more connected than you.

It's the order of operations is different, right? Mm-hmm. But, but the being human, yeah. The secret sauce. Be yourself and don't be a dick. And then if you are a dick, well, sometimes people build their whole brands on being a dick. And that works for some people. Yeah. And that works for some people. That's fair.

It is. I, okay, so I agree, but I, I couldn't. This is good. I was talking about this the other day. I am, I'm not as strong. I can tell You're getting excited. I'm getting just stood up. You're like, okay guys, I'm getting, we're gonna get in, we're gonna get into this, we're gonna get into this, folks. Um, I'm not a believer in all publicity's good publicity.

And I believe in, you know, I, I think if you build something off negativity that'll catch up to you down the road. I think you can, you can get a lot of followers from. Being negative, but I'm not sure if you get, you get a lot of followers, but I'm not sure if you build a long lasting brand off negativity.

I think at some point you have to, you know, but I guess, you know, negative people attract negative people, so maybe you'll build a brand on negative people. And if you wanna live in that world, um, fine. But that's not the world I wanna live in. I wanna live in a world where, um. You know, it's, it's positivity and optimism and stuff like that, but to each their own.

But Candace, you're right, you can totally build a whole brand off being negative and being a dick as I do. I was stalking your Instagram before we got on, like Clever Crew knows I do this often and one of the videos I was watching, and I, I don't remember her name, but there was a woman who was talking about the fact that she wants to be the main character in her world.

Yeah. And that's, that's it, right? We all have our own world or realities that we've created. I think you wrote the script for this one, Matt. Um, and that's Margot Fletcher, so, okay. Speak, speak more to to that. What did you mean when you wrote that? Yeah, I mean, a, a lot of the, the ray, that one specifically was just how I was, how I was feeling.

Um, I. In that moment, uh, it was a, it was a sale that we were doing that was gonna be a younger person who was gonna buy it. So I wanted to really hit on nostalgia and stuff like that. So I was really like tapping into that for myself and I was writing it that way. I think everyone wants to be, um, the main character and we are all the main character, whether we really like it or not.

And that's the thing that's different about the script, right, is because I think we often think we're not the main character. But owning the fact that you are changes everything changes everything. And we just are, we're, we're, we're player one in our. You know, it's just we are, we're navi we're Did you also play video games growing up?

Matt? I played Mario. I didn't play like Yeah. I was all nostalgia. It was like, yeah, yeah, yeah, yeah. But that's, that's what I really wanted to tap into and I wanted people to, because I believe in real estate and in anything, you want to paint a picture, you want to create a world for people to step into for a minute, 90 seconds, whatever it is.

Forget everything else and feel like they can live in that world with you. So that's what I want to do. I think that is a big part of just branding in general, is creating a world for someone to step into, paint a picture for someone to step into. Um, and that's what I always strive to do. Uh, so for Margot Fletcher.

Um, we, you know, that was a video that we did based for a condo. It was the highest price sale ever in, in the building. Now that it's sold. And we just really hit on, on nostalgia. There's all these little Easter eggs of like, I think we had like a My Pony in there and we had, we were playing, uh, parent Trap, which was one of my favorite movies growing up.

And she was, she had a Blackberry and just stuff like that, like, um, that we were playing on. But I think if you can create a world. Um, my favorite designer, Kat knows this. Ralph Lauren does this so perfectly, and he is like a craftsman at it. He creates a world for his clothing that like, when you see it, you're like, I wanna be a part of that.

And you can be, and you know, because the best brands don't sell you anything. They make you want to feel like, you know, they, they make people want to join the club, right? Yep. It's an invitation, so yes. Yeah. Exactly. I don't know where, what the initial question was, but I don't know either. But I, I'm sure the clever crew brought something outta that.

That was fun. That was clever. Yeah. Such just, just chop it up. Yeah, we'll chop it up. Just chop it up. It's such an important distinction because I feel that a lot of agents fall into the trap of marketing themselves or building their reputation and confusing that with brand building and brand building at the end of the day is.

Creating those worlds, right? You Matt saying, imagine a world in which with each of your videos, and it just opens up a doorway. It leads with love and optimism and positivity. Often not negativity because that kind of is fatiguing and people wanna tune out of that after a time. But it's so cool to see you do it and then to see the results.

You break records, right? You set records, you show that. Brand transcend, transcends, transcends price point. And I'd love for you to talk a little bit about that. 'cause I think one of the things Candace and I have heard, um, a fear that some of our clever crew have are that if they are too personal and they lead too much with themselves and their story online, they're not gonna be able to break into luxury or they're not gonna be taken seriously by luxury level clients or high net worth clients.

So as somebody who's kind of straddled both sides and all different price points, I'd love your take. On that and just your own experience with like those conversations. Yeah, it, it's gotta be comfort level. People will see when you're uncomfortable, whether that's a good thing or a bad thing. How vulnerable you want to get, again, is up to you.

You're in control, you're in the driver's seat. You can do whatever you want. Everyone's like, oh, you know, when I started doing the videos, it was, that's not gonna work. And then it started working. That's not gonna work in the higher price point. And then higher price point can, that's not gonna work in the, you know.

For, uh, 20 million in this other market or this other, yeah. It's like there's always a reason why it's not gonna work and, um, you can't because the thing is, is what, what L's whatever you want it to be. And there's no everyone's L'S and experience. Yeah, but what, what is the experience? No one ever goes into the experience.

They say luxury's an experience because that's what you're su, that's what you're trained to say. All these bullshit com real estate companies now too. These boutique brands, luxury and experience. Well fucking spell out the experience for me. What is it? Because I'm seeing this guy go, you know, show up to, to a, to a 20 acre farm.

Beautiful farm in a Ferrari. You, you missed. You missed it. You missed the point. Okay? Because the Ferrari's only luck luxurious to the person who values a Ferrari. So like, understand the assignment and understand your audience for each thing that you're doing, whether that's real estate, whether that's clothing, whether it's ju, whatever it is, understand what your audience is because luxury's different.

So, you know, Kat, we are talking about this like a lot of the times I look like I could be, I could find all my clothes on the side of the road. You know, that's the style that I like. Yeah, but they're very expensive clothes, but no one would ever know unless I really tell them, you know, there's no branding on any of right.

Well, this, this is actually like, I got this at, um, this was like $10, but it's, it's a David Bowie shirt, um, and my dog's name is, we go Bowie. Yeah. Vintage. So your dog's name is Bowie? Yeah. His name's full name's David Bowie, but Bowie for short. Yeah. Fantastic. Yes. But um. Luxury's, whatever you want it to be.

So if you get too personal, um, there's going to be people who like that. There's gonna be people just like you. Every time I create something, the only thing I know, because I'm, again, back to this main character driver's seat, I'm the, I only know what I'm thinking. I, I don't know what anyone else is thinking.

So how I create is like, what do I wanna see? Hopefully there's a lot of other people like me, and I found out that there is a lot of other people like me who wanna see the same things. So I create for me and, and you know, I, I think it works and I think it resonates and I think everyone can start by creating the things that they wanna see.

Oof. That is a question we ask clients. This has come up in recent sessions even, where clients are asking, how do I get more views? How do I get more followers? And I'm like, well, are you follower worthy? I know Candace, that's like a question that, that you've, you've shared and asked and it's like, are are you follow worthy?

Yeah. Like is there a reason that someone would wanna follow you? Are they, I know this is overused. Are they getting value? Mm-hmm. Are they feeling something when they follow you? Is there a connection? Yeah. Is really it, is there a connection? Um, because so many of our clients are putting things out there, but they're not being a good follower.

They're not actually building relationships. They're not spending time commenting on other people's things, sharing other people's things, and doing anything that would make someone want to feel like it's a reciprocal relationship. Because it is. You have to answer your comments. You have to, you know, cheer on other people.

And so much of brand building is collaboration. Like you have so many. Great collaborations that you've done and you continue to do, Matt, that really allow you to continue to grow your brand and help other people, you know, get seen as well. And I think people undervalue how important those things are. I agree.

Um, when people are at that level, they're not gonna grow 'cause they're in a, they're at a level of like. Like they want sympathy. Woe is me. It's not working. And when you're in that space, mm-hmm. Because a lot of it is mindset. You have to find a way to trick your mind into, okay, so I have a thousand followers.

Is it where I want to be? No, but this is an exclusive following. This is a limited edition following. This is a following One of 1000. One of 1000. This is a boutique following. People just don't. Mm-hmm. They're not, they're not getting it yet. The reframe is, the reframe is so helpful is always, and then you start thinking, okay, well, for my boutique audience, for my limited edition audience, because stop focusing on, focus on the people you got because the people you got are gonna share the word to the people you don't got.

You don't have to do that. You focus and you give an experience to the people. That's why the Ritz Carlton is the Ritz Carlton. They focus on their guests. They didn't focus on the people who were at the Four Seasons. They focus on the guests. So when the guests leave, they go, oh my, do you know what the Ritz Carlton did for me over the weekend?

That's what it is. That's what everything is. So it's like change your mindset. Reframe what you're doing. Find a way to share your voice. How are you going to be seen as the best version of yourself on camera? Are you representing yourself the way you wanna present yourself to the world? Ask yourself that.

Find a way you can create content with enthusiasm, because enthusiasm is the thing that's gonna sell more than anything else in the whole world. Because when you're enthusiastic about saying something, which I am right now, people can feel it, you know? And it, and it will resonate more. It really will.

They wanna listen. Mm-hmm. We're in this time right now on social media where the pendulum is swinging, and I think AI has a lot to do with it, but people are really craving that human connection, real stories, not just AI generated content. A few years ago, you can do really well on social media with that content that's like, you know, five ways too and three things that you need before X, Y, Z listicles.

Yeah. And that was the right, that was the way you created content and that's not it anymore. People are really looking for. The stories, the emotions, the feelings. And I actually just watched a video, um, Gary V put out yesterday, and he was talking about how. People are going viral for like the most random things.

And before he, in his book, he talked about like, only talk about one thing, only talk about one thing. And he, you know, wrote about that. And he's like, now like, you can, you know, I don't know. He used the example of eating a pickle. You can eat a pickle online, get go viral, and people will go back and be like, oh, Matt, he's, not only is he enjoying my favorite brand of pickles, but also he's a real estate agent.

And like, maybe I wanna like check him out and follow him. And so he talked about how important it's to just share the small things that you enjoy, that you're passionate about, that you're, you know, interested in. And it will bring people to you. And if you have your page set up right, they will also know what else they can expect from you.

Mm-hmm. And. I think it's so funny, one of my fears about writing a book is that I'm gonna like, it's not gonna be relevant in the next year. Yeah. And he was like, yeah, I wrote this in this book. Not relevant anymore. Here's the new thing. And it's just like so easy. You just have a new conversation. Yeah. Or you just create for I think so because of social media.

It's so like it's trend this, trend that trend, this just stop. Mm-hmm. Try and start being the trend and stop following the trend. Again, back. I get so much inspiration. I would recommend everyone who's trying to create a personal brand, watch Ralph Lawrence documentary called Very Ralph. I get so much inspiration.

Um, I watch that a couple times a year just to get inspired. Okay. I've never seen it. Me either. It's amazing, my watch list. It's so good. I love it so much. And it's just like a calming watch. It's a very, very nice watch and it's just, it's great. Um, and I just think that like. Awesome. If you, if you just focus on the things that you like and the things that you do really well, you can build a following.

Ralph Lauren didn't really, he, he doesn't really follow trends. He focuses on the things that he loves, and if it's in style, that's great, and if it's out outta style, that's great, but he's focusing on the things that he wants to focus on, and that's all we can really do. The trends are good for going viral, which is.

Honestly doesn't really do anything, but ask yourself why. Why do you want to, I always dig in when I hear that on sessions or on workshops, they're like, how do I go viral? I'm like, well, why do you wanna go viral? Yeah. So I can get more views. Why do you need more views? So, and then they usually don't have an answer.

Yeah. After that second layer of a question, and I was there, I remember talking to my wife. On a walk with Bowie. I said, when I was thinking about getting outta the industry, I was saying first I'm not fulfilled. I don't, I don't like what I'm doing. I need to change something. That was the first conversation.

Then I started picking up some steam, and I remember having the conversation with her. Once I hit 10,000 followers, I'm gonna be good. I'm gonna be set at 10,000. Right. For whatever reason. Yeah, I for sure had a conversation. Yeah, similar to that. Yeah. And then once I hit a hundred thousand in, in what I make a year, I'm good.

You know? That's what, that's what it, you know, and then it's like, yeah, but that keeps, that constantly changes. And like you hit the 10,000 and you realize nothing, nothing, nothing changed. Nothing's changed. You hit the a hundred thousand, you're like, okay, well I don't just want to stay. I can do better than that.

You know? Why am I just gonna stay here forever? Yeah, yeah. So it's just like, yeah, ask yourself those questions. Ask yourself why you're creating, and like, there's so many different ways to create and get your voice out there. It doesn't have to be funny or it doesn't have to be educational. It could be just like, what do you like to consume And like.

And why are you even doing it in the first place? We just put on this, um, community event again, Kat knows, uh, I'm a big Gilmore Girls fan. Yes, please wait. Tell the clever crew. Okay. So I'm a huge Gilmore Girls fan. Um, and I also love coffee probably because the Gilmore girls. And, um, my wife actually started dating me because I reminded her of Jess from the Gilmore Girls, um, Gilmore Girls.

I shouldn't say though. I, that's a big compliment. Mm-hmm. I can see that. Yeah. I'm also very mysterious. Um. So we, there's a great coffee shop in town. I live about an hour east of Toronto. Um, so it's, you know, it's like a nice, I, I like the city, but I, I don't, I wouldn't live in the city. So I live out there.

There's a really awesome coffee shop that everyone loves. So we're, we decided that we were going to collaborate with them and turn, um, that coffee shop into Luke's Diner from Gilmore Girls for one day. So fun. And we did it for, you know. I think this is where a lot of business people get it wrong. We, our goal was nothing.

Our first goal, our main goal, and really if this is all that happens, I'm so happy, was to give back to the community and create an experience for one day that was memorable for them because we love living here so much. That's, that was our main goal. Where especially real estate agents get it wrong is they, they pry and they, they kind of ruin the experience because it's like they're, do you know, people can see that, uh, they're PAing, they're doing it, they're doing like referrals up in their head.

They're like, how many people they're need to need to meet? How often do I need to follow up? Everyone has a, has a dollar sign over their head and it's like, IW what we understood was this, these type of things are. Are the long game, like most things are, this is the long game. We're gonna start doing this every year different.

We're gonna do central perk next year from friends. Yeah, send me the name. I know. Fun. It's gonna be good. But we're we're just, and the amount of people who reached out after and was just like, thank you so much for doing this for our community. Like we really need, and the, the heartfelt stories and stuff like that.

Like that's a connection that you can't get. Like you can't fabricate that. You can't, um, you know, you can't get that, can't outsource that to ai. Right. Those are the things I'm looking for. And of course we did the things like we did raffles and of course we've got emails and numbers and stuff like that, but we did it in an organic way where like.

People, you know, we didn't, you know, everyone knew we were real estate agents there, but we were having conversations about Gilmore girls all day. There was not one, you didn't have a title rep give a 30 minute presentation on? No, of course not. So I just think if you do the things for the right reason, everything I do now, I try and think like, okay, I wanna be too good to be true, but it's actually true.

I wanna, I wanna do things. I wanna do things for people where they think, well, well, why would you? What's in it for you? Nothing. I wanna do it because it's great for you. Because I feel like, like that's like, I don't know. That's what gives me joy now. And, you know, I, I do a lot of things and, you know, I have a, a really great business.

I'm really, really grateful. So now I feel like I can give back on another level, um, that just like. It does, it does benefit me long term, but that's not why I'm doing it. I'm doing it because I wanna make their day better, their life better, and give them a memory and give them a story. That's the thing about storytelling that people don't talk about a lot.

We talk about the stories that we, um, give to the world and we talk about, but when you do a great thing for someone else or when you have a great interaction with someone else, you are now part of their story. So then they start telling their story with you in it. So we're the main character of ours, but now we're, you know, we're Jess in in theirs.

You're a part of the cast. Yeah, we're a part of the cast in theirs. Yeah. So that's what I, you know, and for super analytical people, they, this probably goes way over their head and That's fine. I was, I, I was gonna go there. So I wanna ask you this. So if a clever crew member is listening right now. They're saying, Matt, with an eye roll, this is easy for you to say, because you're already doing great.

You're not worried about your next transaction, but me. I'm worried about my next transaction to pay my mortgage next month. Or I'm worried about, I'm in the place that you were when you started, where you're like, I'm about to be out. It's easy for you, Matt, to help people and just think about the vibes you're creating.

And knowing that's gonna come back to you one day. But for me, like I actually have to eat and, you know, pay my mortgage or pay rent. What? What do you tell that person? I think it's still like, the more you force it, the more it's not gonna happen. So it's like you have to start thinking of ways to do this organically.

You have to get into a good mindset. And again, I'm big on all this stuff. I'm big on mindset. I'm big on manifestation and law of attraction, like. Those things are really important to me. And I know, again, to very transactional people this like, this sounds like a bunch of rainbows and butterfly. Like they don't even Yep.

They're like, shut up. Woo woo. Yeah. They're like, shut up dude. And that's fine, because those aren't the people I'm going after. And that transactional type is also gonna succeed in a whole different way in a whole, you know, just they do things. With different clientele. Yeah. Yeah. So first I think you have to have a, an honest conversation with yourself like I did, and be like, do I want to do this?

Am I gonna go all in? Is this what I really wanna do? Because I can go back to my old job in the mall, and there's nothing wrong with that. There's absolutely nothing wrong with that. But for me, had I done that. I feel like I would have never seen my potential and I would've let myself down and I would've let a lot of people down around me.

And now it's to the point where I don't have, you know, we focus now on the higher end, um, real estate transactions and then friends and family. I don't need, you know, I don't need to do things that I don't want to in terms of selling. Um, so it's just like. But it was a lot to get there. Like a lot to get there.

And yeah, I just feel like you have to have that honest conversation with yourself first to be like, are you just like beating a dead horse? Are you just out? If you're just out, then you're out and that's fine. But if you're still, if, if there's even a 1% of you that's like, I got something. I got something left in the tank, figure it out.

Dust yourself off. And then go, but it's not, as soon as you try and force it, it's like, you know, trying to force a star screw into the fucking. I'm not handy. Um, the other type of screw, it's not gonna square, round hole, square, round hole. That's way better, Kat. See, you don't need all the answers. Your friends around you will give them to you sometimes.

That, that it looks are flathead. Just the basics. You don't have to do star screws, star screw. I'm still on the Mario thing. Um, star power. But you know, that's what it's what it's like, it's like just constantly, just like it's not gonna fit. So figure out, figure that out first and then start going to work.

But understand that the work takes time. So you can't get frustrated when the calls you made didn't turn into a sale in one week. You have to, you have to tell yourself that and get, and, and like really have a, an honest conversation with yourself and be like, okay, I'm, you know, I'm not gonna get frustrated at that.

I'm gonna put in the work and, you know. And then it'll, it'll, it'll, it'll get done and it'll take care of you. The work will take care. I was, I was gonna do, I was gonna say that, but it's very, Ryan, that's Ryan's, you know, I was trying to think of another thing that I can quote. No, that's one of my favorite quotes.

Yeah, it's a good quote. So it's awesome. We haven't said it is a good quote. Say it. So we have the, the clip with the Ryan quote. Go ahead, clip it. Kat. No, that's your favorite quote. I can't take that from you. You, me? Yeah. As Ryan Shan says, take care of the work and the work will take care of you. That's really what it comes down to.

And I know all these quotes and stuff. That's it. It's like, it just is what it is. Tell a story here or there too. 'cause it costs nothing to tell a story. Right. And you could tell a story about a property you're not even representing. Like I, you know, it's, it, it does not have to be all you, you can share a story about a beautiful property, right?

Well, that's the thing like. People talk about all the, I want this and I wanna get into the luxury and I wanna get more buyers. It's like, okay, let's, I'll take a step back here. What are you doing to get in front of those people? Because most of the time it's nothing. Oh, you want, you wanna get, uh, $2 million sale?

Are you, what are you doing to get in front of people who have $2 million homes? 'cause selling a $600,000 home is fantastic. I love that. You can sling a bunch of those. That's great. And they're a rock star at that. But the $2 million seller, that means nothing to them. They have a different in their eyes, product.

I don't like to use the word product, but sometimes that's used. So that's what you just have to ask yourself and you know. I was coaching some of my clients and saying the exact same thing, and it's just like, it, it clicks in their, their head like, oh, you're right. Because again, back to this whole, we gotta call this episode like main character.

When you're, when you're, when you're the main character, when you're the driver's seat, you can't always see everything around you. Sometimes it takes someone else to kind of look from afar and be like, oh. You're not doing this, you're not doing this, you're not doing this. And then give that to them and then they start implementing it because they can only see close up and just know that you're good.

You're good to go. Everyone's fine. That is assume the best. Okay? Like you'll, you're savvy enough, you're creative enough to figure out a plan B if you need it. But why not just first assume the best will happen instead of. The worst, always assume the best is gonna happen. You are infinitely worthy. And I think that's what people get caught up in thinking that they're not even worthy of this attention so they don't show up all.

And it's not, you know, that's where it comes back to mindset. Like it's not gonna happen and you just have to be like every day now, like, like I said about the manifest, like I journal every night. Um, I've journaled most of the things that have happened. Um, starting from like Ryan Surian stuff to speaking on big stages, like all that stuff, it's in my journal.

Like I just believe in it wholeheartedly. I wake up every morning and I just like, I just like plant my feet and just say like, I'm, I'm so grateful. And like, it's those little things and, and you can take that back into luxury sales or sales at all. It's all the little things that make the big things.

It's the little details that make the amazing experience so that that should, that's true for you as well. It's, you can't miss the little steps and expect the big thing to just happen. So just, you know, next time you're feeling down. I know sometimes it sucks, but like. Do you have family that you call every night that you love?

Do you have friends that you call every night that you love? Is, are you in a home right now? Did you drink water today? Did you have dinner? Like, those are all little things that of course we take for granted, but there's a lot of people who didn't, you know, aren't as, you know, didn't, didn't get that today.

So just know that like, you're good. It's gonna, it's gonna happen and it's gonna work. How. It's supposed to because no one's story is, there's no good story. That was just like, oh yeah, like I tried this and then I did it amazingly, and now like, yeah, and then this happened and this isn't it. You know? It doesn't it.

No. It's not a story worth, worth reading at least. Yeah. Yeah. That's the difference between a biography and a story. Mm-hmm. Right? Biographies are boring. They just say the good stuff, the highlights. We want the story. Yeah, the good, the bad, and the ugly. Mm-hmm. Personal branding doesn't come without personal development.

You gotta have both. It will test you, it will push you. Like you said, Matt, pushing you out of your comfort zone and being okay with being disliked or having, you know, the keyboard warriors go off in the comment section and just allowing it to roll like water off your back a hundred percent. That's also kind of the beauty of if you're starting with that small audience right now.

Yeah. That's kind of the beauty actually. Yes. To people listening that you're creating content and. It's different than Matt's audience watching the keyboard Warriors are more likely to be on Matt's content that, you know, has millions of views. Mm-hmm. Than on, you know, your thousand view reel that you created.

Cherish your corner and actually kind of, yeah, exactly. Enjoy that while it lasts and try new things and put yourself out there. I have a burner TikTok that I post to, to try things out. Mm-hmm. Really that no one knows about. Okay. And you know, it's, I post very sporadically, like it's not, you know, consistent.

I kind of wanna do like a 30 day challenge to myself 'cause I feel like I can. That's fine. We love a 30 day challenge here and not nice. I just feel like I can build it really, you know, I think I can like blow it up in like 30 to 60 days. Yeah. But I kind of like the, I might start a whole other page 'cause that page does have like some followers now, but.

It was fun building it up with no one, right? No one, you know? No, you're watching and no one's opinion's there. Right. Exactly. Yeah. And the opinion thing is, you know, it's, it's hard. I'm, I know like online sometimes it seems like I'm like, you know, I don't care about anything and stuff like that, but like obviously I want people to like me.

That should be, you know? Right. Well you're here and I think people who. I think the lines are starting to get blurred between authenticity and being a fucking dick, because those aren't the same thing. You Oh, I, I just, I'm gonna do whatever I want. I don't give a shit what anyone think like. Don't go into it like that.

Like that's be right. You wouldn't build any of your real relationships. Right, right. Offline. So don't do it online that way. Yeah. What are you doing? Yeah, what do you like? Do you have friends? Ask yourself these simple questions. Do you have friends? Yes or no? Probably yes. Do you, have you had a good interaction with someone ever in your life?

Probably, yes. What did you do to get those friends? What do your friends like about you? Just do the same thing. It's not, this is not rocket science. And, and just understand, again, it's social media at the end of the day, like we're creating brands on social media, which of course is where brands are pretty much created now and business is made spun.

Yeah. But it's also, it's. It's just social media at the end of the day, if you don't get the post out today mm-hmm. Just a bunch of strangers on the internet. Yeah. Delete the account. Yeah. Like it's, it's really not that serious. Yeah. You're again back. You're good folks. You're good. Clever crew. You're good.

I, you know what, I think I'm gonna be a mainstay. I, I'm gonna be a the third host on here, folks. I like this one too much. There we go. There we go. I like this, this cast too. We love it. We're gonna come up with a, a shared custody agreement between you and, and bam. We, we love it. You guys hear? You guys heard it here, so there we go.

I'll record it. Love it. We got this. Are you both Italian? Candace is in her mob wife era. Okay. Yes. That's great. Um, and I am quarter Italian Genovese. There we go. I knew. See, this is a pretty Italian cast right now. A lot of vowels. A lot of vowels. Yeah. And a lot of double R's and double P's. The, the double P's always throw me, it throws everyone.

I proudly pronounce your name every time. Candace. I'm like, and it's op You. That's right. Op. You have to roll the r Op.

My nickname when I worked in hospitality full time was Ka tore. That's what they Oh, I can tell, tell that's, I love that. Yep. I think I might have to adopt Ka Tore, tore. I feel like we should keep this in. That's awesome. We'll see. We'll see what Corin decides. Yeah, I think so too. And here's another fun fact.

People didn't know about me. People think I'm three people. So when I used to, um, get picked up from my friend's moms at like. For high school, we'd go to the movies or something, they'd be like, oh yeah. Like, you know, Mike's coming. John's coming. And then like, uh, Matt Lee and Eddie are coming, and they're like, oh no, I have to get the extra seats.

'cause I thought I was Matt, Lee and Eddie.

Yeah. Oh, I love it. Yeah. Yeah. So that's funny. Okay. Clever crew. We've come to one of our favorite segments, the not nice advice segment. So Matt, um, we have. A clever crew member who wrote in, they said, it seems like all the coaches online, including mine, are always telling people to be authentic on social media, but honestly, my authentic self is boring.

LOL. Should I pick another marketing platform? Or how can I stand out authentically without boring people to tears? It's, it's okay. Well, I mean, I'm not, I'm not gonna be mean to be mean, but, um, you're wrong. This is not nice advice, so it's okay. Well, you're wrong. A, you're just wrong. Um, because I will agree with you in the sense that everyone throws around authenticity like.

It's, you know, it's a, it's the new buzzword, whatever, but it's, it's your authentic self. A lot of people think like their story's boring. They're boring, but when they start telling stories, it's like, oh my, that's amazing. What do you mean? Like, because everyone thinks their life is just like, whatever, until they, you know, they tell it to someone else.

So no, tell the stories. Have you ever seen that, that bot, what's her name? Bobby Anto. The girl, the, she's got the podcast and she's like, yeah, yeah. Completely dry. Feel like that's like monotone. Yeah. Boring. Yeah. Yeah. Like the dry eyes guy. So it's like, yes, take your boring. Okay. That's a brand. Yeah. Take your boring and figure out how to spin it.

What? What do you mean you're boring? Do you knit? Is that boring? 'cause knitting iss fucking sick. People love knitting. Right? Like what? What? Yeah. Mm-hmm. Just like they love making bread post COVID. Oh my gosh. We're all just trying to cope here with all of our crippling anxiety people. I would love if you're boring in the sense of like, you're like an 80-year-old grandmother.

We're, we're gonna be friends. Like, you know, that's too, that's my vibe. Yeah. Tell me those stories. Yeah. You have stories. Ma'am, you grew up post World War ii, so you have stories. I'll see exactly share. I'll say that you're wrong. I'll say that you're looking for the easy way out because you don't want to share your authentic self.

And I think you should actually share it because a lot more people are gonna be interested than you think. And if they're not, oh, well pivot. Pivot from there. Trial and error. Figure it out. You know, because pivot. Exactly. Pivot, pivot. But like, you know, getting ready for central third next year, figure out.

I, I challenge you, I challenge you to tell a story online in the next week or two. Tell a story and see what the reaction is. You don't even have to tell it. You could post a picture yourself and write a story under it, or you can tell it, you know, in your car. Selfie mode. Tell a story and see the reaction.

If the reaction's good, you're onto something. If it's not good, doesn't mean that you're not onto something. It just means you have to adjust your story and your storytelling and figure out, like when you watch it back, oh, I didn't need that part. That part did nothing for the story. I probably lost all my, my audience right there because I'm rambling.

Or maybe the rambling is what's gonna keep people in? Or maybe, you know, like there's just so many. Things to go down. So it's just like angles. So tell, tell a story online and, and let me know. DM me, Matt Lionetti, L-I-O-N-E-T-T. I'm not three people. Matt, do Leonetti on Instagram. DM me and let me know if the story worked and then send me the story that you told and then I'll personally help you craft the next story.

Bam. I'm actually, that's really nice. I just, what? There's so much value in there. Yes. That's, I, I was too nice. But you're wrong and you suck. Yeah. No, you don't suck. I'm sorry I'm stop making excuses. Yeah. But lemme help you, me, help you. I'm Canadian. I'm nice. Well, thank you so much Matt for joining us. Uh, this has been so great and I can't wait for the part two when you just take over.

I'm excited. A nice, clever, or really part the nice, clever. Thanks for joining us on. Not Nice, clever. Remember to follow, not nice, clever, wherever you listen to audio. And if you haven't already, drop that five star review. Share your takeaways, tell us your story. We love to hear it. Signing off, you're not so nice, but so clever besties that mean business.

See you soon.