Ep. 004: Real Estate Investing Secrets w/ Kelsey Russell
- Ryan Snaadt
- Mar 23
- 4 min read
Real Estate, Resilience, and Relationships: Key Takeaways from the Rhymes with Odd Podcast
In the heart of the Midwest, the Des Moines business landscape is built on more than just transactions; it’s built on community, trust, and long-term vision. In the latest episode of the Rhymes with Odd podcast, host Ryan Snaadt sits down with Kelsey Russell, the powerhouse behind the Cornerstone Collective, to pull back the curtain on what it really takes to scale a real estate brand in Iowa.
Whether you are a Des Moines business owner looking to diversify into property or a marketer trying to understand how to build "top-of-mind" awareness in a crowded field, this episode is a masterclass in intentional growth.
From Blueprints to Building a Brand: The Kelsey Russell Story
Every entrepreneur has a "pivot point." For Kelsey, it happened during her time at Iowa State University. Originally studying landscape architecture, she realized through job shadowing that the "desk and drafting" life lacked the human connection she craved.
"I just need to be out and about. I need to see people. I need to make connections," Kelsey told Ryan Snaadt.
This realization led her to real estate, a field that allowed her to combine the analytical side of investments with the creative side of beautiful homes and the social side of high-level networking. After spending years learning the ropes from builders and established teams, Kelsey took the leap to create the Cornerstone Collective under the RE/MAX Concepts umbrella.
Why Des Moines Entrepreneurs Need to "Job Shadow" Their Future
One of Kelsey’s biggest pieces of advice for young professionals and business owners is the power of the job shadow. In an era where "influencer culture" makes every job look easy, Kelsey stresses the importance of seeing the daily grind before committing years of your life to a path. This practical, boots-on-the-ground approach is exactly what has made her a trusted name in the local market.
Scaling a Service-Based Business in Des Moines
Scaling a business is often a "Humble Pie" experience. Kelsey candidly shared with Ryan Snaadt that her first attempt at building a team required a total reset.
The "Right People, Right Seats" Philosophy
Initially, Kelsey attracted "drivers"—ambitious people just like her. While energy was high, the synergy was low because everyone wanted to be the lead. When she launched the Cornerstone Collective, she changed her approach:
Unified Standards: Every agent is trained to handle both the buy and sell sides.
Collaboration Over Competition: Team members cover each other’s clients during weekends or vacations, ensuring the client experience never drops.
Strategic Outsourcing: By utilizing transaction coordinators and brokerage support for accounting, Kelsey freed herself up for Business Development.
For Des Moines marketers, this is a vital lesson: You cannot scale if you are the only one who can perform the "magic." You must build systems that replicate your quality.
Marketing Strategy: Beyond the "Hard Sell"
One of the most insightful parts of the conversation between Ryan Snaadt and Kelsey was the discussion on lead generation. In a world of cold calls and door knocking, Kelsey has chosen the path of Value-Based Marketing.
Answer the FAQs
Kelsey’s social media strategy isn't just "Look at this pretty house." Instead, she focuses on:
Educating the Public: Answering the questions she hears five times a week.
Storytelling: Sharing the wins and hurdles of actual clients.
Being a Connector: Kelsey has become the "Yellow Pages" of Des Moines. Whether a client needs a video professional (like Ryan Snaadt) or someone to fix a basement, she provides the resource.
Pro Tip for Local Marketers: When you become a "connector" in your community, you are no longer a salesperson; you are an essential resource. This creates a referral engine that never stops.
Navigating the Des Moines Real Estate Market (2020 vs. 2026)
Ryan Snaadt and Kelsey took a trip down memory lane to the "crazy" market of 2020. Ryan recalled selling his own home on a brick road in Des Moines, which saw 24 showings in just 48 hours.
While that "peak" was fueled by low interest rates and a desperate need for home offices, Kelsey notes that the current market requires a more "surgical" approach.
The Financial Reality of Higher Rates
Today’s interest rates (averaging 6-7%) have changed the "buying power" of the average Iowan. Kelsey’s approach to this is refreshingly honest. She often advises clients not to move if the math doesn't make sense.
"I have just as many conversations telling someone not to move because the interest rate is super high... we care about the overall financials and the long-term picture," she explained.
Opportunities in the "Slow" Season
For those looking to invest, Kelsey points out that a slower market actually offers:
Lower Purchase Prices: Less competition means more room for negotiation.
Seller Concessions: Buyers can often get home warranties or inspection repairs covered.
System Building: For business owners, a slow season is the perfect time to "Add, Keep, or Outsource" systems to prepare for the next rush.
Key Takeaways for Business Owners
Focus Area | Strategy |
Growth | Align yourself with a brokerage or partner that handles the "boring" overhead (accounting/legal) so you can focus on sales. |
Culture | Hire for culture over numbers. A toxic high-performer will ruin a team faster than a slow-learner will. |
Marketing | Stop selling, start teaching. Use video to answer client questions before they even ask them. |
Resilience | Don't fear the "slow" market; use it to build the infrastructure you were too busy to fix during the "boom." |
Conclusion: Building a Legacy in Iowa
The conversation between Ryan Snaadt and Kelsey Russell proves that real estate is about much more than "Location, Location, Location." It's about Relationship, Relationship, Relationship. Kelsey’s success in Des Moines isn't an accident—it’s the result of intentional branding, a refusal to "hard sell," and a commitment to helping others win. As she quoted Zig Ziglar during the episode: "You can get everything you want if you help enough other people get what they want."
Are you a Des Moines business owner looking to elevate your brand's digital presence? Ryan Snaadt specializes in helping professionals tell their stories through high-end video production and podcasting. Whether you’re a realtor like Kelsey or a local startup, your story deserves to be heard.
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