Latest / Real Estate for Real Life / Episode 6 • Building a Brand People Trust with Alyssa Pannozzi

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Episode 6 • Building a Brand People Trust with Alyssa Pannozzi · Real Estate for Real Life

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On Real Estate for Real Life podcasts, we sit down with
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standout business leaders to unpack what's actually working.
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How they scale, lead teams, win clients and build businesses
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that last. We're your hosts.
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I'm Courtney Gauchman. And I'm Ryan Wilson, thanks for
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tuning in. On today's episode we are going
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to be discussing building a brand that people believe in.
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We're here with Alyssa Panozzi, Head of Experience at Rev
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Fitness in Foxborough and a full time content creator.
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That's right. Thanks for joining us today.
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Thank you for having me. I'm very excited to be here with
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both of you today. We're excited to learn from you.
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Obviously at this point in life, most businesses need to have
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content, need to be constantly creating things and have a brand
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presence, but the bigger piece is you need to actually build a
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brand that people believe in. That's very.
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True, we would love to pick your brain and learn more about how
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you've gotten into this. Drop all the knowledge.
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Yeah, I got you. Let's do it.
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So kind of rewinding it a little bit, let's talk about how you
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started, right? So you started in sports
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management. Tell us like the evolution of
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your career and how you have now become famous.
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Oh boy, famous is a strong word. I'm saying maybe DCF list
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celebrity over here. I'll take it.
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We're going to work our way up to A at some point.
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So very Long story short, I've been a fitness trainer slash
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worked in the management side of a big fitness brand for the last
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10 years. And when I got into content
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creation more so just starting my own personal brand was about
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10 years ago. When I learned that in order to
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connect with athletes further in my classes, for lack of better
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way of saying it, you just have such an opportunity on social
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media to connect further with people outside of just being in
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person. So I started on Instagram was
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kind of the number one platform that I started to use.
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And then like many other people during COVID, I was bored at
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home, lots of time on my hands and I started TikTok.
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And I remember my first TikTok I was in my garage in my old house
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and it was looking back, I should go back and find it
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because it's honestly kind of embarrassing, but very low
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budget, had no idea what I was doing.
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Just put something out. Thought I was so cool with all
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the graphics like, oh, here's me on this on a spin bike in my
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garage with my husband, like flipping things back and forth.
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And what got me really to continue on with social media
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was during COVID, like I said, I started a TikTok and people
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wanted a fitness challenge. So someone said to me, hey,
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you're a fitness trainer. Can you do something that we can
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do at home? Because we're all at home, we're
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bored, we have nothing else to do, we're depressed, we're sad,
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we're anxious. Can you help us?
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So I said sure came up with a 30 day fitness challenge where I
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kid you not, took me 20 seconds a day to film something.
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I said let's do this one move a day, every day for 30 days.
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And it started to catch on, started to gain traction and
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that's kind of how I blew up. So from there I realized, OK,
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this is cool because I can reach people not only in Massachusetts
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and in my spin sessions, but all around the world.
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So started doing fitness challenges, arm challenges, and
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then it's just grown and expanded over time.
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But once I started to get bigger as a, I'm going to say content
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creator and influencer are two very, very different things
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which we can dive into at some point.
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But once I started creating more content back in COVID, it just
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skyrocketed from there. That's incredible.
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I actually did not even really put that together that that's
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how it all started. But it makes sense because
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you're you know the spin studio is closed I assume, right?
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So many people, yeah, too. It's if you think about it, it,
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it's hard to go back to those times.
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And at this point, it's been almost six years, which is
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crazy. But people were stuck and they
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were craving connection and they wanted to feel like they were a
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part of something. So a lot of people downloaded
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social media that hadn't used it before or started using it and
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creating, which was, I've seen a lot of people.
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I almost was ahead of it, if you will.
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I pride myself on starting way earlier than a lot of other
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people, which means that I have had a lot of opportunities and I
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have years on people. So when people are starting now,
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I'm like, let me help you. Let me guide you because now
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everybody's trying to do it. When I was starting, it was a
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little bit less of everyone's trying to be a content creator.
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It was, oh, I'm here to consume versus create.
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Yeah, so and then with the way that you've kind of started that
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creation, right? I think what's interesting we
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were talking about this earlier is you're a full time content
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creator, but you are also full time at Rev, right?
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So you have two full time jobs. And that's something that we
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talk about all the time in real estate and in a lot of other
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industries, especially sales industries, you need to leverage
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social media. The biggest pushback people have
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is, well, I don't have the time, I don't want to be doing that.
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That's not my skill set. I'm good at this, right?
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But in this world, in order to connect, like you said, right,
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like for us, it's connecting with our clients after they
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purchase a home is super important.
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We don't want them to forget about us and we don't want to
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forget about them. We just got to experience an
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amazing milestone with them. We want to stay in touch.
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The easiest way to do that is to be on the platform where they
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are, right? So tell us a little bit more
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about how you've now gone from like the organic, you know,
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standard content creation of just kind of like trial and
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error and figuring it out to becoming a lot more strategic
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with your content and how you're leveraging it.
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So I have to shout out my agent because she is the number one
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reason how I've gotten to where I am today.
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Because I got to that point back during COVID, a little bit after
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when things started to explode, I started having people reach
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out about brand deals. And I was like, I don't know
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what to do. Where do I go?
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How do I make this actually a career?
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So I hired somebody who has now become a really close friend.
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And what's nice about having an agent is that she's helped me
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say, OK, this is who you are now, this is where you want to
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be and almost treat myself like a brand because I am a brand.
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I'm a personal brand, but I am a brand.
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So we think strategy, we talked through quarters, we talked
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through what's going on in life. And everything is constantly
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evolving, right? So six years ago when I started,
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I wasn't even. I was, yes, I was a mom because
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my daughter's now 6 1/2. But when I first first started,
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I wasn't married yet. I was very different.
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Like I, my career was very different than it is now.
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So your life evolves and things change.
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So she's kind of helped me say, OK, strategy, Q1, what are we
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doing? What are your brand stories?
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What are we focusing on? What are the main things?
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And then we touch base every other week about what it's going
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to look like. So it's there's, I mean, again,
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I could talk about this for hours and hours, but there's so
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much to dive into of strategy. How do you want to do it?
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What are you going to do? And to your point about people
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saying you don't have time, I could go two ways with that.
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Number one, I'm a firm believer that if you enjoy something,
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you'll find the time to do it. And if you don't enjoy it and
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you think it's something you need, hire somebody to do it for
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you, which I think is really important and and is very often
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overlooked. I have a lot of people that are
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like, I want to grow my brand or I want to grow my company, not
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their personal brand. Similar to you guys.
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You have this podcast now and maybe you don't have the hours
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in the day to learn how to create, what to do.
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So is there someone that can help you do it?
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I love that. It's like I remember when I was
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growing up, someone used to tell me, find what you love to do and
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then find a way to make money doing it.
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Yes. And it's really, you know, I'm
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thinking about you in your garage.
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You did your first TikTok video, you know, 20 seconds.
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Like, how did that? Like what was your thought
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process from when you did that in the garage to your next step
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of, all right, I'm going to really build this thing.
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I enjoyed it. I really, really enjoyed it.
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And I said, OK, there's something here and it's hard to
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think back because it's been so long, but I think the
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opportunities almost came to me and that's how I realized I can
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make this a thing. There's a lot of different
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platforms and strategies for getting brand deals.
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I started to notice that a lot of companies were reaching out
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to me and noticing my following increasing and offering me
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money. So that case, I was like, wait a
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minute, this is very interesting.
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Almost like Part 1 of my contact slash influencer career was all
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based on people I knew in person.
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I would have a lot of affiliate deals like, hey, here's this
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skin care product. You make 10 bucks every time
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someone buys a $50 product. Then I start to have brands
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being like, hey, we'll pay you $150.00 to shoot a video for us.
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And I was like, OK, there's something here.
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So then that's what kind of helps me to say I need some help
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with this. I need an agent.
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I'm having brand send me contracts.
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And I don't know, I mean, you guys probably know much more
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about contracts than I do at this point.
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I'm starting to learn, but saying I'm starting to see the
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opportunity here and if I can monetize it even better.
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And to be honest, it's become almost more income than my other
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full time job. So they actually complement each
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other really nicely versus OK, I need to I need to do this that
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they they go hand in hand. That's awesome that you got an
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agent involved early on in the process.
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Obviously we fully believe in that because you know, obviously
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we're representing buyers, sellers, investors, etcetera.
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And we want to be their trusted advisor, their agent and
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obviously any every field has that you know, agent or advisor
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or mentor or whatever it may be. How has that person in your life
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really changed and kind of upped your upped your game?
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The best part about Caitlin? Caitlin McDonald, I'll show her
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Howard. She's amazing. 5th Wellness.
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She sees me outside of myself and she challenges me all the
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time and she knows me well enough to know she'll say this.
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Disclaimer, I'm going to challenge you here.
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This is how you're coming off. This is great.
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You're doing a fantastic job, but you have the potential to
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make it to the next level. So this is what we have to do.
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She'll say yes, she has her own connections, absolutely.
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And part of why I work with her is because she has great
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expertise in the fitness and Wellness space.
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And now she's become global, which is amazing.
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But she's so helpful in saying this is what our strategy is and
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she holds me accountable to it because I just like to do my own
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thing. My strategy is I just want to be
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myself. And if people like me, great.
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If they don't, you're missing out.
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Honestly, Frankly, that's your problem.
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So she's really, really helpful and just saying this is how an
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outsider sees you, which I think is the most valuable thing for
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someone that wants to get into content because you have, unless
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you are very self aware and you're in hours of therapy like
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I am, and you just work really hard on yourself, having an
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agent to say, hey, this is how that comes off.
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Hey, you're kind of going in this direction now.
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Hey, you're leaving out this part of you is so, so helpful.
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I mean, basically what you're saying though, is it's a helpful
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tip for anyone who's an entrepreneur, right?
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Being an entrepreneur can be very siloed.
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You don't usually have accountability unless you're
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holding yourself accountable. You do not have an outsider's
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perspective. So what you're saying is you're
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outsourcing to be able to get that piece so you can actually
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grow and you can flourish, right?
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I also think what you what you said, which I love this is, you
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know, especially with real estate or with other
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entrepreneurs that are saying I don't love content creation.
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I don't want to be on these platforms.
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This isn't somewhere I want to spend my time.
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Your point is then hire someone because you can't avoid it.
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And that is something that we try to tell people.
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It's like, you know, some people will say, well, I'm too old,
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like I don't want to be on it. And it's like, it doesn't matter
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your age. If you're not retiring right
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now, you need to get on these platforms.
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You need to build a brand because you need people to see
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you and think about you. So that being said, how has this
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actually taken your other career to like maybe another level?
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Or how have these played together and kind of coincided
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and helped grow each other? So going back to connection,
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right, people, to your point, they just want to feel
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connected, especially in both of our industries where people are
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trusting us almost with their deepest darkest secrets, right?
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You guys are working with people on their finances and their
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homes, their dreams, their hopes, their desires, and I'm
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helping people transform their minds and their bodies and their
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lives. And being able to connect with
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people on that further level is everything.
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And I think social media humanizes us much more than you
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can get in a 45 minute spin session with me.
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People love to learn about other humans.
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This is one of my favorite things to share is that one of
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the most profound things that anybody told me is that people
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are nosy. They're curious, they're nosy.
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They want to know what your house looks like.
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Think about people on social media, you know, they're looking
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in the background, like, where is she today?
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What is she doing? I'm very strategic with every
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single thing that I put out because people like to learn
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about you. So when I'm up on the podium,
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I'm coaching, I'm motivating, I try to share as much as
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personality as I can, but you just learn more.
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Like there's only so much you can get from the almost like
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business interactions that you get inside a space of your
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employment. But when you can go outside of
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that and share on social media, it's everything for people.
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So I've now developed lifelong friendships from people that I
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would have never been able to have because you just don't have
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that time. And I don't have the capacity to
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get coffee with everybody. I would love to do that, but my
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time is so booked almost every second of every day that it
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gives me a chance to share, connect, chat and just tell more
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about who I am. Because also I think people like
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to see themselves in you and that's something that I found so
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powerful in social media is that if you look at your following,
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you can see who gravitates towards you.
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Sometimes people are interested in my fitness background,
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sometimes they're interested in how I got into running.
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Sometimes they're interested in how I am as a mom and all those
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little pieces of me. I just like to, I'm not going to
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say it's over sharing because that's kind of the whole point
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of social media, but it's just further connection into letting
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people know who you are because that changes your relationship.
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Yeah, I mean what you just said, you said it so well and it's
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something that we try to talk about all the time in terms of
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growing businesses, right, is, you know, work me is not who I
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am every single day outside. Like that's not who I am as a
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mother, that's not who I am as a wife, right.
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So we all have like different like compartments essentially of
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our personalities and a lot of people that you interact with in
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the work world, you would love to be friends with them outside,
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right? But there's only so much time in
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the day. There's only so many
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relationships people can have. I do think that to your point,
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it's a really cool way for people to feel so much more
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connected, right? You and I like, I feel like I
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know you because you know, I've been following you for a year,
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year and a half. And it's really cool that there
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is a level of understanding you allow like a little bit more,
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you know, like, I'm not going to act like I know you're on a deep
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level, but I definitely know your interests.
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I know your lives, I know the things that you're working
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towards. I know some of your goals.
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And I think that that's really cool because it does create this
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familiarity with you. And it does actually make me
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feel like there is this deeper connection, right?
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And I think that people in business that are very hesitant
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to do this, you're, you're not opening the doors for
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relationships to go a little bit further beyond just the
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transaction essentially, right? So for you, it's that spin
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class. Like you don't get to talk to
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people when you're yelling at them faster, you know, and like
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you're telling them to push through.
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And for us, it's, you know, sometimes we're having those
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hard conversations and people are super emotional during the
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process of buying and selling their homes that we're not even
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getting the real personality of our client necessarily because
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they're in a stressful moment. So it's really interesting to
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say, well, if we have this relationship on social media,
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don't look at it as such a negative.
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A lot of people, there's so much bad feelings behind social
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media, right, that it's become, you know, a bad place for
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people. But it's, there's a lot of
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places where if you're authentic and you're genuine and you're
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actually showing your true self, then it is a way to stay
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connected and to stay in touch with one another.
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So I really loved hearing you say that.
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I think that that's very helpful and hopefully anybody in
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business who's had some bad feelings about getting on social
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media and sharing, you don't need to overshare.
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You just need to be, I think, smart about letting people in
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and feeling the connection, right.
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So, you know, tell us a little bit about kind of how do you
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plan what you're going to share, what you're not going to share
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and like really like allowing some of the genuine side of you
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to come out, but also still preserving a piece for yourself
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too. So tell us how you manage that.
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And you have to, right? Because there's so many things
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too, and it depends who's in your life, what's their access
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to social media? What's their comfort level with
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social media? I'm thankful that I have a
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husband who, although he's not as into social media as I am,
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he, we were just joking before this about how I captured him
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sleeping during the Patriots game the other day and he was,
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he jokes, but he doesn't care. It's it's all part of the fun.
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So I work, he's a good sport. He's a great sport.
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Mike Panosi, the man. Mic.
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On a bike, at the mic on a bike, go give him a follow.
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So I have buckets. I always think of social media
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like a big umbrella and then you want to filter into certain
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buckets. And I always recommend people to
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have two to three. So right now, see if I can think
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of what my buckets are. Running my family and revved
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slash Fitness. So anything that I post is
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within that realm. There's a lot of freedom there
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because it is my personal brand and I get to pick and choose
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what I share when I want to share it.
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But in general, I try to show enough of who I am.
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I'm low key kind of funny. People don't really know that
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about me. My sister always laughs because
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she's like, you're actually funny.
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I'm like, I know I'm funny, but it's like a different kind of
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funny. Like I'm not, I'm just you guys.
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You guys just laughed because I'm funny.
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It's like it's it is a very sister comment and she's part of
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the family bucket. So family is everything to me.
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I also so I have a six year old daughter like I shared and I
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follow her lead when it comes to social because some days she's
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like, I want to get in this video and do a review with you.
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And other days she's like, please don't take my picture
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right right now. And I of course respect that
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because this is new territory for us as moms and parents and
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it's completely up to her and it's up to me and it's up to us.
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So I work in those buckets and then I have the freedom to just
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kind of play around. So my strategy right now in Q1
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is staying within those buckets, but then going a step further to
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my agents point about if you want to take it to the next
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step, you need to continue to work series.
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So like I said, people are nosy, they're interested and they get
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very attached to storytelling, which is kind of the whole point
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of social media. So if you're not telling a
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story, if you're not sharing something, what are people
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following along for? So currently, like we talked
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about a little bit earlier, I'm running all of the world major
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marathons before I turn 40. People are invested in that
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story, they want to see it through, but there's going to be
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an end. I will hit that goal.
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So then I'm already thinking about, OK, what's next?
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We are currently building a new studio in Foxborough with
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Revved. I'm showing behind the scenes of
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the construction, the planning process, what it looks like.
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People are super invested in that story and I'm learning to
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do different stories and different series.
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I just started to this week 1 talking about what I'm obsessed
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with this week and one talking about my honest no filter takes.
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And so the more you do things over and over again, people are
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like. Oh, I wonder what Alyssa's going
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to review this week. And then you can hit different
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buckets too, by saying different things.
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Like last week I did my husband's chili, which is very
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different than a couple weeks ago.
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I did the pizza review that I have seen floating around.
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I wanted to try because it was in my town.
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So stories, storytelling, series, buckets.
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Done. Oh, I love this.
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So obviously, I do the marketing and operations side of Wilson
20:27
Group. And for us, I think what you're
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talking about South, from a content creation standpoint,
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your approach is the same exact way that our approach is with
20:36
marketing, right? So for us, it's, we don't call
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them buckets necessarily. We call it our brand voice.
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We have 4 specific topics that are our brand voice.
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We didn't pick them out of thin air.
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We picked them based off of this is genuine.
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This is who our team is made-up of in terms of human beings and
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agents and the people that work with us.
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And we, if it doesn't fit in those four buckets, why would we
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post it, right? Because it's not genuine to who
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we are. And it gives people a sense of
21:02
comfort. Also, it gives the identity,
21:04
right? So it's like, I can see
21:05
something. Maybe it's not even you in the
21:07
in the clip. And I know it's going to be your
21:09
social media channel, right? Like I know that it's like, OK,
21:11
that's Alyssa on Instagram, right?
21:13
And I've had people. This is the biggest compliment
21:15
to us. Say I saw a post and before I
21:17
even saw that it was Wilson group.
21:19
I knew it was Wilson Group and I'm like, yes, you know, we're
21:22
doing. It right?
21:23
Yeah, we're doing it right because it's it's about genuine,
21:28
authentic content, right? You have to know who is your
21:31
brand? What is your brand voice, right.
21:33
For us, it's like, yeah, of course there is a piece of like
21:35
our job that's super stressful and we show that in some of
21:39
those buckets. But it's also like you don't
21:41
need to to over share in the sense of like bringing
21:45
negativity are tough days to the table on social media because I
21:48
do still think it's a place of like positivity and people want
21:52
to see things that make you feel good and make you feel a certain
21:54
way. But ultimately, I love hearing
21:57
that like your content creation around your personal brand is
22:00
the exact same strategy as a business's content creation,
22:04
right? So let's, let's say we were to
22:06
ask you like, what's 1 bit of advice you would give someone
22:09
who's starting out, right? We were talking about launching
22:12
this podcast and you, you were like, I can help you.
22:14
What would be like the the best tip or a piece of advice that
22:18
you could give us that would help separate us from from
22:22
marketing this? To that exact point, what makes
22:24
you different? There are thousands of podcasts.
22:28
Everybody is starting a podcast this year.
22:32
What makes you different? And what's really cool is I
22:34
believe there's space for everybody.
22:36
There's billions of people in the world.
22:39
There's billions of consumers. What makes you too special?
22:44
What do you want to put out there?
22:46
What is your brand voice? To your exact point and whatever
22:50
it is, if you lean into it, there are people who will
22:53
listen. I think people get very hung up.
22:55
And I just had a conversation with one of our trainers the
22:57
other night where she was saying, I really want to start
23:00
but I'm nervous. I have all these drafts and I
23:02
just can't post them. I'm like, why a little bit
23:05
younger, a little bit different? Obviously, it's taken me all
23:08
these years of being more confident and understanding that
23:11
there are so many people out there that want to hear and want
23:14
to listen. So get really specific on who
23:17
you guys are, what you want to do, what you want to put out
23:20
there, what you have to offer, stick in those lanes and just
23:24
keep hammering out different little bits and pieces of
23:27
content. And then people will understand
23:30
who you are because exactly, I am a brand.
23:34
So why wouldn't you market like a brand?
23:36
Why wouldn't you have strategy like a brand?
23:37
Because you're literally a brand.
23:39
People forget that. And you can tell.
23:41
You can tell when people are just throwing stuff out on
23:44
social media. I'm like, just take a second,
23:46
think about what you're, what you're doing, what you're
23:48
putting out. Because if you're all over the
23:50
place, then people are like, well, I don't know if if this
23:53
person is that person or that person or if you're very
23:56
specific and it, there's no magic formula.
23:59
My even going back a step further, if you are just
24:02
yourself, people will find you. Yeah.
24:05
I mean, being authentic, everyone says that.
24:07
You've said it like it's so, so important, but one other thing
24:10
you just mentioned which is super important is not being all
24:13
over the place. Yeah, you have consistency.
24:16
And for you, your 3 buckets, running family and revved in
24:20
fitness, you know, you have those 3 buckets that you're
24:22
going to consistently hammer out and make sure that you're kind
24:25
of appealing to those. How long do those buckets last?
24:28
Like obviously I have to imagine family will probably stay around
24:31
well. Forever.
24:32
Forever. But you're going to complete
24:35
your 6th marathon around the world, which is an unbelievable
24:39
feat. So congratulations on that.
24:41
That's ridiculous. We can't even fathom that.
24:43
So huge feat. So what is like when you're
24:47
thinking, OK, that's going to be done soon, what's my next
24:49
bucket? What do you start to think
24:51
about? It's interesting because I don't
24:53
have the answer to that yet because everything is happening
24:57
so fast in my life at this moment.
24:59
But like I said a little bit earlier, it's certainly a
25:02
thought is what is next. So running, I think, is now in
25:06
an important ingrained part of me.
25:08
So it probably won't be marathon running.
25:11
If I had to be transparent, I don't know how many more of
25:15
these I can do. I have a couple marathon set for
25:17
after Tokyo, which will be nice, and maybe running moves to the
25:21
side and it just becomes family and fitness and revved.
25:24
Maybe that's enough. Maybe lifestyle just overall
25:27
becomes one. Because the goal, my goal is to
25:30
get to the point where I'm just so big of a public figure that I
25:33
can do whatever I want and I don't need to think about
25:35
strategy anymore, at least as much as I am now to just grow to
25:39
that next level. But family bucket will never go
25:42
away. And family also changes a lot
25:45
over time as my daughter gets older.
25:47
As you both understand, you have kids, they change their lives,
25:51
change how they act changes that.
25:54
It's changing my personal brand because when my daughter was a
25:57
baby, she didn't really do much, just kind of sat around.
26:00
Now she can talk back. She does sports.
26:03
I am a mother in a elementary school.
26:07
It's there's so much potential to just change as time goes on.
26:11
So I don't really know and I don't want to know because then
26:14
I don't have my life too planned out and I don't want it that
26:16
way. It'll be authentic when the time
26:18
comes. Exactly.
26:19
That's wonderful. And maybe that next bucket
26:21
obviously, Revs, you're talking about the renovation in
26:24
Foxborough Stadium or at Foxborough Patriot Place.
26:27
And I know the Patriots, you're a big Patriots fan.
26:29
Which time of year? How do they play it all into
26:33
into what you're doing? It's so funny because the
26:36
Patriots have become my entire personality now and it's all
26:40
strategy. I love them, I love the team.
26:43
I did a class on the field for the wives in August and so I got
26:47
to meet a bunch of them and I've stayed in touch, so I feel very
26:50
connected to them. They're also fascinating group
26:54
with their own personal brands and how they market themselves.
26:56
But being at Gillette Stadium and having this new energy
27:02
around there, I would be doing myself a disservice if I didn't
27:05
fully dive into supporting the Patriots.
27:08
Wearing Patriots gear everywhere I go.
27:11
I have a storyline right now about how often I go to the pro
27:14
shop. This week again tomorrow, I'm
27:16
going to win another event that someone said, hey, we have some
27:19
Patriots gear, do you want to come check it out?
27:22
A Pats player is going to be there.
27:23
I'm like, sure. So even that was a good example
27:26
to say what I'm doing now is working because brands are
27:30
saying, OK, we see are invested in the Patriots, We see are at
27:34
Gillette a lot. I do a lot of interview style
27:37
content that you just you never know who's watching.
27:40
So having Revved as part of this whole Gillette Stadium phenomena
27:46
at this moment has been, number one, just a lot of fun as
27:50
someone who grew up in Boston. And two, it's working.
27:54
It's making people want to come to Revved because they see that
27:57
the Patriots are there and the stadium is there and the energy
27:59
is so good around it. It's very cool, very cool.
28:03
It's crazy is what it is. It's really crazy.
28:06
Fun that we're winning. But to your point earlier, their
28:10
season will win. I mean, well, I was going to say
28:12
their season will end when they win the Super Bowl because I'm
28:15
going to put that out there right now, but their season will
28:18
end. They will fade to the side.
28:20
So you know that their social media team is already probably
28:23
3/4 ahead as to OK, when you're not in season, what are you
28:27
doing? But that's something you have to
28:28
think about. So I've already started to think
28:30
ahead. What's nice is their season
28:32
ending will kind of coincide with ramping up for our grand
28:36
opening. And then once we're open by the
28:38
by the time we're up and running, my hope is a lot of the
28:41
players will come by, check out the studio.
28:43
There's just so many stories that you can continue to tell.
28:45
And then before you know it, it's football season again.
28:47
So continuing on the vibes. That's really cool.
28:51
And and obviously with your previous career, you know, MBA
28:54
and sports management, you used to run Super Bowl parties and
28:58
Hall of Fame inductions and all that stuff.
29:00
How is that playing in with your experience to be able to now
29:03
open up this new space? Yeah, this is bringing you back.
29:05
It's a little. Throwback.
29:07
It's really crazy and what I'm learning is I'm almost on the
29:10
other side of things now where when I was working in sports and
29:14
entertainment, I looked up to all these celebrities.
29:17
I understand this lifestyle of what it's like to be in the
29:22
spotlight, how to operate around people of status of note.
29:28
And I've always kind of thought it's a very full circle moment
29:32
for me to now be on the other side of it, if you will.
29:36
So I learned how to plan events. I learned how to execute, and I
29:39
also learned how to live in this world of fame and how to be in
29:44
the spotlight from watching other people do it.
29:46
So it's fun and being in Gillette Stadium where we're
29:51
building this new beautiful 4 modality studio with indoor
29:55
cycling, Pilates, sculpt and strength.
29:58
There's so much opportunity at Gillette, right?
30:00
Because you have concerts come through.
30:02
I'm paying attention to what artists are coming and you know,
30:04
I'm already trying to find their people.
30:05
I'm like Bruno Mars, you want to come in to Rev, let's do it.
30:08
Cardi B, you now are buying a house in East End.
30:11
Come on by. It's there's a lot of potential
30:13
in that area to have people of status come to our studio
30:18
because at the end of the day, people are just people.
30:20
But it's very fun for me because it's a world that's very
30:23
familiar. Whereas there's a lot of people
30:26
who might be intimidated or afraid to have Gronk come into
30:31
their studio, which he's been to revved before, but I'm so used.
30:33
I mean, I've met him before in my other life and my other
30:36
career. So it's all just very connected
30:39
in a really fun, exciting way. So something that you've kind of
30:44
sorry that you've kind of mentioned a little bit was when
30:47
you were in your garage and it's COVID and you kind of were just
30:50
out of boredom and out of the fact that you were craving
30:52
connection with people. You put that video out there
30:55
right now. You're talking about your
30:58
confidence in you're very comfortable with trying to
31:01
promote and get in front of celebrities and, and kind of
31:04
like it just take things to the next level.
31:06
Like for someone who doesn't have that level of confidence,
31:08
someone who would over criticize that garage video six years ago
31:14
or seven years ago, right? How do you get through the the
31:18
constant feelings of like everything having to be
31:21
perfectly aesthetic, everything having to be perfect before
31:25
posting, right? Because I feel like that's one
31:28
of the things about your content that's so awesome is I, I
31:32
wouldn't know how much planning you put into it because it does
31:35
look so genuine and it looks so authentic.
31:37
And you know, I've seen you do reviews on what is it Cafe
31:41
Fresh. I've seen you do reviews on the
31:43
pizza places in Needham and things like that.
31:45
It feels so real, like you just decided you were going to go on
31:50
camera, right? And I love that about your
31:53
content is that it's just, it doesn't feel artificial and
31:56
fake. So tell me, like from a content
31:58
creator, full time person, like in this industry, how would you
32:02
give advice to someone who's being overly critical, who has
32:05
that perfectionist thought process and just kind of can't
32:08
get over the hump of actually posting the content?
32:11
It's so hard because that's the number one thing that I talk to
32:14
people about is how do you get over being afraid?
32:20
It takes time, work, dedication. I would be lying if I didn't say
32:25
that therapy was a huge part of my content creator success.
32:29
Just learning more about myself, getting over a lot of the fear
32:32
of what other people think. But I think kind of depending
32:37
upon what your focus is, how you just described me, I would start
32:43
jumping up and down out of excitement because that's how I
32:45
want to be seen. Yes, it takes editing and
32:48
creation and thought, but the goal is that people don't
32:51
realize that baby steps is really the only way to do it.
32:55
Is you post something you say, oh, this actually feels kind of
32:59
good. I for once did something that
33:01
was uncomfortable. It's almost like I preach in my
33:05
spin sessions. The more you do hard things, the
33:08
easier it becomes. I had just had this conversation
33:10
with my sister yesterday about something completely unrelated
33:12
to social media or anything, but we were saying she needed to
33:17
have a tough conversation with someone.
33:18
And I said I promise you, RIP the Band-Aid off.
33:22
Have the conversation next time. It's going to get a little bit
33:26
easier. Then you have that same
33:27
conversation again. It gets a little bit easier.
33:29
Every time you do something, it gets easier.
33:32
And once you start to look at social media, you probably will
33:37
notice that a lot of people who are successful aren't really
33:41
that polished anymore because that's where social media is
33:44
going. And it's it's all strategy,
33:46
right? Like you see the people who just
33:48
pop on and they've just gotten out of bed.
33:50
That is probably a strategy if you're a big enough creator.
33:53
Or then there's the days that you get dressed up and
33:55
everything's perfect and you want to have the good aesthetic
33:58
and things that make sense. So easier said than done for me
34:02
to say. If you want it, you just got to
34:04
make it. You got to get over it at some
34:06
point. But knowing that you can be
34:08
yourself and releasing the expectation of others, it's
34:14
really hard, but you have to and you just can fake it until you
34:18
make it. I'm still in the, I'd say like
34:23
70% made it, 30% faking it in terms of confidence.
34:27
And every day gets a little bit easier, but you learn not
34:31
everybody's going to like you. And once you get over that, it's
34:34
almost so freeing to recognize I can do whatever I want and
34:38
people are going to mute, they're going to unfollow,
34:40
they're going to stop, They're not going to like you.
34:41
And there's not your people. And that's OK.
34:44
So just do it, because you're missing out if you don't start.
34:47
You said earlier there's billions of people in the world.
34:50
So ultimately you, you mentioned, you know, you look at
34:53
your followers and your followers are people that are
34:55
connecting with you for a reason.
34:57
So we say this all the time too about our clients.
34:59
We want to attract clients that are going to be similar to us,
35:03
right? Because they know, like and
35:04
trust us. There's a reason why it's
35:06
because there's probably some really amazing similarities.
35:09
And I think that ultimately in life, you want to attract people
35:12
that have of a similar moral compass, similar values, right?
35:16
Similar things that you can actually appreciate about one
35:19
another. So I think the same is for
35:21
content creation too. So I think, you know, that's
35:24
good advice. It's take the baby steps.
35:26
That's to me where I think anyone who knows they need to
35:30
create content and it has to just start somewhere.
35:33
It's like, RIP the Band-Aid, post it, get over it, right?
35:37
How how analytical do you get? Are you constantly looking at
35:40
like how well your your stuff performs or do you just kind of
35:44
post it and move on? You could spend hours diving
35:48
into numbers and analytics. My agent and I keep it pretty
35:51
simple and just what performs well?
35:54
What do people seem to be gravitated towards?
35:57
And the content creation industry is always shifting.
36:01
So right now in 2026, the trends that we're hearing are that
36:05
people are looking at views versus likes and engagement is
36:09
important, yes. But if you think about it and
36:11
you're a brand and right now, I think in the month of January, I
36:15
had almost a million people viewing my content.
36:18
So I don't have a million followers, but that's a million
36:21
impressions on all different things that I'm putting out.
36:24
So numbers got very tricky for me when I first was starting.
36:30
I would be like, I need likes. I felt bad about myself when
36:33
people weren't engaging in my content.
36:35
So I had to just personally release that.
36:37
And now it's not that I don't care, but I do not get very
36:39
analytical because the success is coming.
36:43
I'm getting the brand deals. The big things are happening
36:45
that I know that that's how I'm measuring success versus
36:47
numbers. OK, I think that right there is
36:51
probably one of the best takeaways just in general in
36:54
life, right? Like it's like you, you have to
36:57
just trust, right, that the success is coming and that it's
37:00
not always going to show up in the numbers.
37:02
And that's something that we talk about all the time in our
37:04
industry as well, too. It's like we try to tell new
37:06
agents coming on or an agent who's going through a unique
37:09
season of life. It's like if you're doing the
37:12
foundational work. So for you, it's like you're
37:14
consistent, you're posting the content, you know, you know that
37:17
it's coming. You, you can see it happening,
37:20
but it's not always going to show in the numbers and it's not
37:22
always going to make you feel like 1,000,000 bucks, right?
37:24
But that's just life, right? You have to trust the process,
37:28
right? There's, there's ebbs and flows
37:30
and ultimately it's like you're moving forward though, because
37:33
you're at least getting up every day and doing the work.
37:36
And I think that that's one of the biggest takeaways of this
37:38
whole conversation, right? It's whether you're scared to
37:40
post content or not, ultimately you have to do it because it's a
37:44
connection tool. It's a way for you to be able to
37:46
be relevant and be a part of other people, people's worlds. 2
37:50
for us, it's also we say like you don't have to be a content
37:53
creator, but you do have to at least pay attention to what
37:56
other people are doing too, because you can use it as an
37:58
engagement platform, a social platform, right?
38:02
The irony that it's called social media, right?
38:05
Like it's like socialize on it. Actually communicate with
38:07
people. Like you can DM them, you can
38:09
ask them about their trip that they just went on.
38:11
Like you don't have to be a little voyeur, just like
38:14
creeping around, like you can actually communicate with people
38:17
through it. So I think I said this was
38:19
amazing in terms of just hearing about how you kind of stumbled
38:24
into this essentially, right? Like you didn't set out 6 1/2
38:27
years ago saying I think I'm going to be a content creator
38:30
full time, right? But you've learned the value of
38:33
it and you've seen that there's a lot of opportunity with that
38:37
ability to connect with people in that level.
38:39
So I think we learned so much and I'm excited to to have some
38:43
of our team members listen to this and and then continue to
38:46
replay it and, and get more takeaways out of it.
38:49
Thank you. Tell us how people can follow
38:51
you. So you can find me on Instagram
38:54
and TikTok at the real APBPI. Also have a revved TikTok, which
38:59
is where I'm having the most fun right now because again, just
39:02
kind of being myself and growing revved and that's at APBP Spins.
39:06
What is? What is the APBP?
39:08
Those are my initials. Well, I know Alyssa Panozzi, but
39:10
what's? The Alyssa Pollock Boyd Panozi
39:12
So I didn't want to get rid of my name and I just wanted to add
39:16
my husband's to the end. But I was very attached to my
39:19
name before and I will be very honest, a little part of it was
39:23
to start branding myself. APBPI love it.
39:27
OK, it's. Awesome, Will you truly embody
39:29
what the title of this is, is building a brand that people
39:32
believe in And based on everything you've told us,
39:34
there's a lot of people are going to learn a lot from you.
39:36
So it's very impressive. So thank you so much for for
39:39
joining us today. We appreciate it.
39:41
This is real estate for real life podcast.
39:44
I'm Ryan Wilson. I'm Courtney Gauchman.
39:46
Thank you so much. Thank you guys.