Make some noise for the Gary V. Gary Vaynerchuk. Gary V. Gary V.
I was one of these fans, baseball cards, real hustle, heard the Internet, heard that sound. Cool cooch music. It was special. He revolutionized his father's line business to an Internet phenomenon doing 50 million dollar a year.
Powerhouse. Five time New York Times bestselling author. The 50 year old has built an empire which includes a lifestyle brand, a sports agency and a digital ad agency, VaynerMedia. What does VaynerMedia do?
We're a modern day man network producing videos and pictures. We're running media dollars for the biggest brands in the world. Nobody I know gary has seized YouTube social media in this country like you. I tell you what, you are marketing genius.
You have to make your actions map your ambitions. This is the Gary Vee audio experience. Please welcome to the stage Gary Vaynerchot. Thank you, thank you, thank you.
Keller Williams, I love you back. But I have a very important question to start with. Is New Jersey in the fucking house? Let's go, Jersey.
All right, all right, all right. Calm down. Here we go. Thank you so much, everybody.
Really excited for this. My main agenda this afternoon is to give one of the great keynotes for the real estate industry around the subject matter of how to sell Homes in 2026, which I believe continues to become more and more important in the mobile device that many of you're holding up right now. Look, what's really wild about my career is that even though I've been at the forefront, it's crazy. Yesterday was the 20th anniversary of my first episode of Wine Library TV on YouTube.
So thank you. Like, who here is 25 years or younger in life? Clap your hands. They were five.
So I've been doing this for 20 years. And 20 years ago yesterday when I sat in front of that camera and I kind of knew things were changing. Ten years earlier than that, I had put my father's liquor store in Springfield, New Jersey on the Internet and launched really the first e commerce wine retail business in America. It changed the course of my family's business and I felt the effects of doing something very different, very new around technology.
Prior to that day in 96, I thought I was gonna open up 100 wine and liquor stores around the country. And that was my destiny. The reason I bring up that little context for some of you is one of the things I think a lot about is the concept of being romantic about yesterday and being scared about tomorrow and not executing around today. And I will tell you that framework that I just Laid out is disproportionately the most important conversation I can have with all of you today.
Meaning in a world of there's as many agents, if not more than there were three or four years ago in a world of 6 million homes out of 4 million. Nobody here, I think, is confused by supply and demand. Supply and demand has been my best friend my whole life. I built a very large professional career on the back of the pure simplicity of supply and demand.
I think about supply and demand and macro in this industry. I just referenced those numbers. And then what I most spend almost all of my time on over the last 20 years that most impacts everyone's capacity to sell more homes is the supply and demand of attention. I believe that attention is disproportionately the most important asset in the world.
Money is printed every day without any logic. But attention is finite. And how people break through in attention in this room is going to fundamentally dictate what's going to happen. Many of you have built very real careers long before social and even the Internet by using direct mail or outdoor media, knocking on doors.
That's just attention. And so I've been thinking about, you know, in fact you can see the purple book I have here called day trading Attention. I think that sums up everything that I think about. I did an interview for the podcast for Keller before I took the stage.
The opening question was around social media content. The fine gentleman asked me, a lot of our agents are frustrated because they're posting five times a week and they not getting the results they're looking for. I responded by saying that I posted for my personal brand yesterday. 343 pieces of content.
I need everyone to hear me one more time. Yesterday, my personal brand, GaryVee put out 343 different posts and it's quiet as here. I see some people taking notes. I give you two letters.
This is going to help you. I think P and H stands for platforms and handles. The reason I put out 343 pieces of content yesterday is I've advanced what I've been talking about over the last 20 years with all of you. No longer is GaryVee my main handle.
The only place I post one thing, I've been yelling and screaming for a decade plus how many people here been following me for more than five years makes a noise and I know a lot of people here don't know why I don't follow me. But people that just made the noise for five plus years. You know how long I've been begging you Pleading with you to be on more platforms than one. Almost all of you are basically just on Instagram, maybe a little TikTok, maybe a little Facebook.
There are seven to eight platforms that I believe all of you should be on. In fact, during the podcast I said that if I was selling homes today that I would spend 51% of my 70 hour week making content. And my sister's a real estate agent. I've been doing this a long time.
I don't say that jokingly, I don't say that delusionally. I don't. I really want to sell more homes than anyone in this audience right now because I get very competitive and I notwithstanding being physically at open houses and things of that nature, I do believe the world continues to underestimate how much intention and impact is happening on social media. All of you are awake.
The amount of people in this room that post once a month, but will spend hours each month talking about how social media has ruined society and fucked up the children and changed the geopolitics of the world. If this machine is powerful enough to change the geopolitics of the world and destroy a generation of human beings, you don't think this shit can sell a house. But I understand all of you so much and I'm gonna tell you why I want you to be on eight platforms. AI, by the way, how many people have been in the game for 20 plus years?
Real estate. Stand up. I want you stand up. Put on the lights.
Stand up. If you've been in the game for 20 plus years, let's clap it up for these OGs. Keep standing. Keep standing.
Keep standing. I see you motherfuckers in the back. Don't sit yet. If you standing.
I want you youngsters in the game to pay attention to these OGs. Twenty years ago, these OGs know that Google and Google search became the foundation that things like Zillow and other things built on top of the attention was in search and platforms were built to sit in between you and the end consumer. Yes or no OGs. Okay, well, you can sit down.
I see. Baby, listen to me. Google, Zillow are amateur play compared to what's about to happen with AI. Amateur.
I look for a commercial real estate play for VaynerMedia, my big company in London. And I went to ChatGPT and said who's the best commercial real estate agents in the uk? And that became how I did it. My friends, I'm gonna get very nerdy and I'll go back to what I wanna talk about, but I understand you, my friends.
Gemini, which is Google's AI Gemini will have 40% of the market because they're gonna force us into it because of Google Calendar and Gmail. They have us, right? So it's not just gonna be chatgpt. Nothing will replicate Google from the last year where they had Monopoly.
It was a little Bing and a little Yahoo. If you og. But they dom, right, this new game is gonna be a little more fragmented. These AI chat searches, right?
You have chat GPT. It looks like we'll see Gemini for sure. And there'll be Perplexity Claw. There'll be some other players will get into that.
I know I'm going nerdy, but I want to hear this. On a bad day. On a bad day, Google Gemini for search should have somewhere between 30 and 40% of the market, maybe 22. It might be 50.
I don't predict. I just talk about what's already happened. But that's. It could be 70, I don't know.
But it's gonna have a chunk. It's not gonna be 10%. Gemini gets its results from many places, but every day that's gone on the last 18 months, more of the results are coming from content on YouTube and YouTube shorts. If you are a real estate agent and you are not posting on YouTube shorts the same stuff you're posting on Instagram video form, you are losing this thing you're scared of called AI.
You must start committing to putting out content in shorts. Not even a YouTube regular, which you're more than welcome to, but just shorts to show up in the results that the whole world's attention is heading to in the next five years. But I'm not even going to talk about being scared about tomorrow. And I'm definitely done with all of you being romantic about yesterday and how you did it.
No one gives a shit. I want to talk about today. And we talk about today today. Nobody that schlepped to this conference on a Sunday in Atlanta should not be in the business of creating social media content every single day.
Now, I don't need you to make video. I understand that a lot of people are insecure about making video. Not everyone can be so dramatically smart, handsome and charismatic. Though for everyone here who is scared to post videos, I'd like to just say one little side thing before I move on.
You're not in middle school anymore, Johnny pants 49 coming on your post saying you're ugly should not stop you from selling fucking houses. I understand you. I know that you should all be posting On Facebook, on Twitter, on Instagram, on Snapchat. Yes, Snapchat Spotlight.
Especially if you're doing rentals or you're trying to win young families. The Snapchat Crew is now 35. Snapchat Spotlight. LinkedIn is a fucking monster.
Monster. You dropped something. You good? LinkedIn is a monster.
How many people here go on their LinkedIn? Raise your hands. Lots of hands. Thank you.
So I think you know this. You're going to be for business, but if you happen to see content of something else, you're gonna do it. My family's wine store, winetext.com is selling more wine right now on LinkedIn than Instagram because you just have to see it now. You're in a business mindset, so a lot of the content is talking about that.
Anybody in commercial or B2B here or scale should be all over LinkedIn. LinkedIn is basically Facebook 2015. The targeting is crazy. If you want to run ad ads, not just be organic and just post.
I know all of you should be on seven platforms. I also know I said P and h platforms is 7 handles is what h stands for. If you're taking notes, I know all of you. Like, for example, if I was a real estate agent like my sister Liz Nivello, who's in New Jersey and Ambassading Ridge, she should have an Instagram that just says Liz in Basking Ridge, not just liznavelo.
It gives her another place to post. You have your Instagram handle. But three years ago, we left social media. My friends, I am here to tell all of you that this entire social media con is mislabeled.
Social media doesn't exist anymore. Keller Williams, you f ed up. It's not social media con. It is now interest MediaCon.
I think all of you are gonna follow what I'm about to say because you live in society. Seven years ago, you got content for people you followed four years ago. Three years ago. All of you know this.
You do not get content as much from people you follow. You get content of the things you're interested in currently. This is extremely important. Here's why.
I have spent, like I just told you, 20 years amassing 55 million followers. And you can post on TikTok today with zero followers on a new handle you make up called Janet in Atlanta. All right, Janet, I see you. I was like, we're dead set right here.
And that post with zero followers that you created today, if you make up a piece of content around asparagus or golf or a home has the Ability to get more views than me. With 15 million followers on TikTok. This level of democracy should piss me off because I've worked very hard for 20 years for mask what I have. But there's no crying in baseball and there's definitely no crying in real estate.
Yeah, but don't clap because a lot of you bitch heavy you fuckers cry. I love real estate people. Like when it's good, you're fucking pumped, but then all of a sudden there's a little sauce in the market. You're fucking crying like a bunch of bitches.
Shut the fuck up and sell a house. Let's clap that up. Four years ago, you're like, yeah, capitalism and fucking entrepreneurship and capitalism. And then capitalism punches you in the face.
It's called a fucking free market and you're a laugh fucking bitch. Enough. Shut your mouth and put in work. That's how you win.
All those people that stood up more times 20 year plus. Get the up. It's good for the blood system. Get the up.
You guys know right when they wawa a little softening. Like what about 2008, 9, 11 was no joke. Like, this is it, my friends. Clap it up for the people that are still standing.
Some not lazy and sat back down. Get back up. They've been through it. This is what it is.
The market is the market is the market. Every minute you're sitting next to your teammate and crying about the market is a minute that you're not making content to sell a house. Oh yeah, we got real. Fuck you.
Sit down now. Respect. Let me say that again because the reaction was exactly what I thought it was. Every second you're setting in your office or on the phone or on zoom with your teammates crying about the market being softer is a minute you're not putting into a piece of content that can lead to your next lead is a minute that you're not designing your flyer is a minute wasted.
This is a mindset game and by the way, I've been saying it over and over, I understand you. I'm about to get to that point. But very simply, just for tactics, I think all of you need to be on every platform and I need you to be self aware. I'm empathetic that you might not have gift of gab, you might not like the camera by show of hands versus talking versus video.
How many of you prefer to write because you feel through writing you're the best communicator that you are. Just raise your hands for me. Raise them high. I need everybody who just raise their hands.
Punch in the front row. I need you to understand how important Substack is. How many people here and to be honest, are not familiar with what substack is, please raise your hands. And that's why the fuck I'm here.
I need you to all write down substack. Substack is a very interesting platform. It's predominantly written form. In fact, it's been a place where people can monetize.
Watch this. How many of you are subscribed to a substack that you pay for? Stand up. That you pay for Stand up.
I want people to see this. I know it's going to be a lot, but it's more than a look. More people raise their hand that don't know it. These are people who know what substack is.
They're paying for written content. You can sit. Thank you. So substack to this incredible platform where writers are actually monetizing.
They're also putting out free content. But I'm also watching the platform evolve and I can see it moving more into Twitter territory over the last six months, even Instagram territory, because I'm putting out video content for all the people that raise their hand that are better communicators in written form. If you just write quality content about the home. You're listing something I'm about to get into which is this selfish versus selfless framework that is completely broken in the real estate industry is something I want to attack.
I'll get to that in a second. But Substack is an opportunity for everybody who raised their hand to write and get leads. Which, by the way, is no different than when email was a dominant force and getting leads. And you wrote email.
It wasn't video. There's no right way to make content. There's only content that is right for you. But the only thing I can't have all 10,000 plus of you do is leave here today with another day of excuses that you can't do it.
Or my favorite. Well, Gary, I posted it's not as good as it used to be. Who here used to have more success from social media for their business and now has less. Put on the lights.
Raise your hands. I want to see it. Used to have more success. This should be real.
Okay, everybody raise your hands high. Used to have more success. Great. Now.
Now people likes. How many of you have tried it? A little bit. Yeah.
It's not even that you said success. You've really never had success with social being leads. We can dabbled in it. Raise Your hands, raise them high.
Stand up. Actually, I'm sorry. I know, but it's good. Please.
All right, stand. If you've never had success, you've dabbled with it a little bit. Keep standing up, boys. Stand.
Stand. And now the group before you used to have more success, but you have less. Stand up again. All of them.
Keep everybody up. This is very. I will give you the unlock to why social is not working for all the people that are standing up. Everyone's standing up.
The reason social doesn't work for you is because you suck at it. You can sit. This is real. You know how I know this is real?
Watch this. Keller Williams lights back on. Who here is currently selling homes because of social and it's working for you. Stand up.
Even with the normal 37 liars at a real estate event. Look at all these people. You can all sit. Thank you.
That was the proof that the people that stood up suck at it. The ROI of basketball for LeBron James has been billions of dollars. The ROI of the basketball for me has been negative $50,000 because I have two minutes to stairs and I've lost some time. You cannot be at this conference and say, social media doesn't work in real estate when you just watch your contemporaries stand up and say it does.
Social media doesn't work for you because you're not taking it serious for a million reasons. My favorite one is, like, you decided to bring politics into it because you're just a lazy bitch. Oh, Gary, you don't get it. I don't use TikTok.
Just I'm like, why China? The amount of people that flew here or drove here and think of themselves as business winners that come up with unlimited excuses to why they're not creating unlimited content to drive sales and transactions in the most underpriced opportunity of marketing in the history of the world. Baffles my mind on the hypocrisy in this room when you buy. You know how this industry loves a good park bench?
Park like you just love seeing your fucking face on a park bench. Who here has bought outdoor media with their face on it? Raise your hand. I have just asking everybody who has done that, is that free or do they charge you for that?
Who here has sent direct mail for their business? Raise your hands. Raise it. Just curious about almost every hand that just went up.
Curious, is that free? Is the post office like, john, I love your pleaser. It's fucking free. No, they charge you.
My friends, every media of advertising for the last hundred years costs money. Social there's people here being like, I'm really mad at Mark Zuckerberg. My Instagram's not getting as many views as it did two years ago. It's free.
It's free. Yes, you can run ads, but everyone here knows you can post content. It's free. People see it.
Couple more things. Who here is over 60 years old? Raise your hands. All right, this is my favorite crew, especially this young here.
He's got a great face. Sir, one more time. Over 60, raise your hands. Over 60.
You guys love to shit on Gen Z, right? Because they're soft. Not everyone. Just in general.
Just in general. The data's clear. Not you. Me neither.
I love them, but over 60, I need a favor from you. No more you sitting here being like, yeah, but I didn't grow up with this. I don't understand. You didn't grow up driving and you figured it out.
You were literally crying about people not coming in the office five days a week. And you can't post a fucking video on Facebook. My friends, this industry and our society, even though I don't know if you saw, but America just beat Canada in the World Cup. Real quick, real quick.
Very quiet. Just. It's important. Don't be bachelor.
Everybody there? I'm actually going there next week. If you're from Canada, please make some noise. Sorry, sir.
Sorry. My friends, this industry, this amazing country, our society, we've become remarkably good at excuses. Even the OGs, even us 50, 67 years, we've been dragged into it. We've gotten softer ourselves by the culture.
We've gotten so good at pointing fingers. It's everyone's fault. It's your mommy's fault, it's your daddy's fault, it's your mayor's fault. Governor, president, somebody on the record as entrepreneur, I've made money when Bill Clinton was president.
I've made money when George Bush was president. Two times in a row. I made money with Barack Obama. Two times in a row.
Trump, then Biden, then Trump. If you blame how well you're doing at selling homes, I'm the President of the United States of America. You going to say slow? Grab your pens.
I want you to write this down. You are a fucking loser. A lot of you DM'd me and brought up that I was coming here. So yesterday, a lot of research friends.
Keller Williams is this beast of an organization. Everyone's feeling so good about themselves. Can we stop wow wowing? Can we make.
Can we put 11, 000 hands all in the pot right now? And commit that this is the year we stop crying. Now let me tell you why I understand you. I got it at 12:45 in the morning last night because I don't hear a big storm in New York.
I didn't want to miss this speech because I had a lot of things to say. And so I got in late and I got the hotel room at, like, 1. I don't know, late. And then I saw it sitting on the table, gummy bears.
And I ate them. And I understood that moment at 1:13 in the morning when I'm eating these chemicals. My wife would slit my throat if she knew I ate these fucking gummy bears. My lack of discipline is incredibly real when it comes to health and wellness.
For some of you been following me a long time. You know, about 12 years ago, I started getting my hat together. Little less chubby cheeks. I'm pumped because this morning I got in the gym, even though I didn't want to.
But I understand you when it comes to social media content, because when it comes to business and content, I'm the most disciplined on earth. But when it comes to health and wellness, going to the gym every day and eating right and getting my protein right and not doing ketos, I am not. Some of you are incredibly disciplined at the health and wellness, but you are not on this content. You are lacking discipline for many different reasons.
One, that big game you talk about being one of the best real estate agents. You're just talking. You're not living. You love hearing yourself talking, that you're gonna build an empire, but you're not about that life.
Two, you're not posting content because you're not educated about how to do it. And you've literally convinced yourself that you can't spend 20 hours of homework to get good at this. The thumbnail, the hook, the copy that it takes actually get used to sell homes. You just convinced yourself.
Three, and this is for a lot of you. I want to get you out of this place so bad. I touched on it. You're insecure.
You don't like the feeling of having 313 followers when someone in your office has 50,000. You don't like the feeling that you used to have 500 new followers a week, but for last year, you've slowed down. You don't realize that other platforms are getting more attention and that Instagram has hit its point, which is why the supply and demand works. You're not curious, you're not educated, you're not strategic, and you're blaming China on the Record.
This is very important. I need you to stick with me here. China does not give a fuck about you. Your audacity is very high.
Friends, listen to me. Hey everybody. Hope you're enjoying the podcast right now. Make sure you follow the podcast.
That's why I'm interrupting. Let's keep going on this show, but follow the podcast. I'll make my mom super happy. I'm going to say it slow.
We have another five to seven years, maybe more, maybe less is my guess of the golden era of attention arbitrage for free. We have five to seven more years of the golden era of attention arbitrage for free. This social media revolution will be looked back at history as unparalleled. The ability for normal human beings named Jimmy, Mr.
Beast or Alex Earl or Alex Cooper or Steve Apartment or Me, or millions of other people for free that have built huge platforms. There are OGs in this room that stood up, that have dominated. They were the Queen of Morristown, New Jersey for 20 years and did every deal. And there's some 24 year old taking deals from them because they're making content on social.
And you know I'm right. This window's going to go away. We are within a decade of glasses coming. And the mobile device that you will hold, the one that if you lost right now, you would lose your mind.
I would die. I would literally, I would literally die if I lost my phone right now. It is the remote control of our lives. I'd be like, what?
I'm a pretty functional human being. But that phone is literally going to look like a beeper that a lot of you kids under 30 raise your hands. Under third crew, they said beepers and beep beeps and you called for the page. It was fucking crazy.
The phone, these social networks will look like. The beeper will look like the printout paper that used to print out at your printer at home with the MapQuest directions. It's coming. And when Meta or Google or Apple or a Chinese company wins this game, it's not going to be the same.
And this AI thing, more than half of your clients are going to use it, in fact. Oh, geez. Over 20 years. Remember when clients got smarter because of Google, they knew more shit and that changed the game.
Do you understand that your knowledge and your experience is worth zero now? Does everybody understand your knowledge is worth zero? I can upload every contract into ChatGPT and understand things about the policy in the town, the roofs, safety and inspection and everything else. You can come up with that you know that you put work into.
I am literally one of the leading experts in marketing. And you can Type in the ChatGPT. How would Gary think about this? I'm in trouble.
If I'm in trouble, you are definitely in trouble. My friends, this is a warfare of personal brand. Your reputation, if you don't like that term, is now everything. People knowing you exist is going to be the battleground for real estate agents of the next decade.
Reputation and experience will continue to decline. Reputation has declined because all those young kids that just stood up that are selling homes through social media, they couldn't get the home for me 15 years ago. They're doing it now. Experience matters.
But all the great things you know, AI is commoditizing, interface is commoditized now, zoning inspections and everything you bring to the table. In your interview, when you're convincing me you're the right person and you've been doing this for 32 years, and you're like, I'll never make a mistake, I'm like, chatgpt is better than you, my friends. This is happening. And maybe you don't like social media.
Guess what? Neither do I. How many people have followed Me for over 5 years? Raise your hands.
All these people for people that don't know me, that raise their hands knows I don't share my real life. You don't see pictures of my dog. I would never, ever use social media as a human if it wasn't about business. We're not here to talk about social norms or where the world's going.
I assume you schlepped to Atlanta even if you drove from Atlanta. I see. Janet, I assume you're here on a Sunday because you'd like to sell more homes, you'd like to provide more for your family. I'm talking business.
I don't need your opinions on Mark Zuckerberg. Capiche? My friends, this is binary now. I've been yelling about this for 20 years, and you know it.
We are now in code red. Anybody that is not making content every day on social media is disappearing, whether you like it or not. Not for me to judge by the way. You think I like this?
You think I'm happy that substack came out? I had this figured out 20 years ago when it was email in search. I'm not happy that social came along. I hate when new platforms come and I have to spend fucking 400 hours of research to get good at it.
I just don't know how to live in a fantasy world. And this next AI movement is the Biggest of them all. And I'm going to say to you in real life, you should be scared, because I just watched a lot of you over this last decade not do shit about the biggest opportunity in the history of real estate agents. So my question to you is, are you ready to wake up this Sunday morning?
Has this church sermon done good or thank you, or are you just gonna be hug for a couple minutes right now? Be like, yeah, I'm gonna do it. And then next Thursday, eat the fucking gummy bears. My friends, I have an idea.
You know what's better than one Gary Two Gary's. Let's hear it for the founder and the legend, Gary ke. Okay, so you know, Ryan lost the bet backstage. What was the bet?
Well, I said you were. You were going to say the F word, the S word, and the MF word a thousand times. 20 minutes. Yes, sir.
And he said the younger. Yeah, he was the younger. Yeah. You know what happened?
They were. They were feeding me. They were. They.
They into it. The person like, yeah, we like this. Let's go. Yeah, you know, it's.
It's. Yes. Gary, I don't know if you know this. I shave to you a lot.
Right. And I shave you guys too. But my wife happens to walk in and she goes, why is that kind of talking like that? I said, do not throw the baby out of the bath water, honey.
We just have to let that ride. Yes. Should I go apologize to her? No, no, no, Gary, My whole thing is these are real estate agents.
If they were scared by a curse word, they need to quit. I love you, man. I love you. Let's dive into this.
So. So I'm going to jump off with a. With a real simple question, please. And that is, you mentioned handles hand.
And you mentioned platform. Yes, sir. And I kind of want to unpack some of the things that you said as it applies to real estate issue. Right?
So I'm sitting in the audience, I'm thinking, okay, there's seven platforms. Yep. That's what you said. I want to talk about.
We want to talk about those real quick. But also, you said handles. Yes, I got what you said, but I think you should slow down for a second and kind of say that again. So, friends, I'm empathetic.
If I'm anything besides a potty mouth, I'm empathetic. I understand that some of you use your Instagram to share your family life or other stuff, and you're trying to find different ways to handle, pun intended, how to produce as much content. I did not produce 400 pieces of content two years ago because I only had GaryVee on seven platforms and I couldn't post that much. It was when I stood up Gary VaynerchukarryVayard Sales, GaryVee, the Jets fan, all the different things I talk about, those handles allow me to do that.
I mentioned earlier that we're no longer in social media. Five years ago, if I was here when I was in Atlantic City and I saw years ago, I couldn't get this advice because we were still in social media. And if that gentleman right there stands up at John in Denver and has zero followers, but his Instagram had a thousand followers, well, he would have got no views on John and Denver five years ago because he had no followers. Now you can set up new accounts with no followers and the first post could get hundreds of thousands of views.
Many people are destined here, Gary, to start a new account on TikTok or YouTube shorts. It's going to happen after this event. And the first video they make on there with no followers is going to get more views than the account they have of 5,000 followers. Because we are now.
These platforms are gauging the content based on the get rid of the content, not how many followers you have. And the algorithms are sending it to people that might have interest in it. And again, Sarah in Canton. At Sarah in Canton because her handles Canton, because she says Canton, Ohio, four times in the video.
As they say, I get stronger and stronger. There's a chance that the first 50 people that see this video live in Canton. It's going to that direction. That's profound opportunity.
That's what I mean by handle. I have one or two more questions. I'm gonna shut up maybe. So I'm gonna go.
Another comment that is. And I did the math calculation and essentially you said, hey, I spent 70 of my time creating content. So I think what would go through everyone's mind when they hear that is how can I spend 70% of my time very creating content? I said 51% of the time, I want them to do content.
Couple things. This is just real talk again, the luxury of having multiple people in my inner circle in this industry. As you know, I've been a friend to this industry for a long time. I really, by the way, if I may, I just.
I just want to say something. I know I've come in with like a lot of like Jersey tough love. My admiration for. My admiration for all of you is an 11 out of 10 to stand on your own two feet, to be in the market to play the supply and demand game to set up many of you balancing family and business to find the time to be in a competitive market that's purely based on merit.
I can just put the likes on. I want to see these faces. I want to say this before I leave. My admiration for this industry is why in a world rising node and 99% of the keynote speech opportunities at this point in my career that I emphatically said yes on a Sunday.
Thank you. So. So. And I.
And I mean it. You know, here's the truth is we would have paid more respect. I believe you. By the way.
I'm going to fire my agent. Exactly. Exactly. Friends, let me get to this.
Keep the lights on because I want to see the faces. This is real talk and this is real talk for everyone in the world. Not just a real estate agent. I do believe this industry spends a lot of time on things that don't matter.
I just think you do. I let me give you one that I know you all know is true. Everyone here can turn almost every meeting they have, that's an hour, especially if it's internal, into a 30 minute meeting. No question.
We just fill the time that's in our calendar. Gary, this is not about finding the time. They can find it. I'm telling you it's there.
It's that I do not believe a couple things are happening. I do not believe most people in here believe me that social media content is the single biggest driver of selling workloads for them. So don't believe. What are you gonna do?
Right? Find. Believe. Working out like you're not gonna do it.
2. I think people struggle with what to post. I didn't get to talk about it on stage. I wanted to.
I'm gonna address it now. I believe the reason most of you struggle with social media content is because your content is selfish. Buy this home for me. Come to my open house like we do.
I said this 20 years ago in real estate convention. Be the PR agent or the mayor of the town you sell in. Let the world fall in love with you. If you're.
How many people here are golf. Raise your hands. Raise it. I think people here should make more golf content because I'm like, oh, I like golf.
I like you. That's a good piece of content. Now I know you now. I'm more interested in potentially buying from you.
When I see a house thing. When you look at a lot of people. DM me, Gary, I'm so pumped. I went on people's accounts I like to be prepared for these talks.
Every post out of your mouth is, here's a picture of a listing buy from me. This room is selfish. Gary. Yeah, brother.
I apologize for them, and they may not be selfish, but the way you show up at the PTA and the way you show up in your community and the way you actually build relationships in the real world, your content's not showing that. Your content needs to be a potpourri of everything you are, including. I want to give a massive shout out because my sister's one of these people to all the real estate moms in here balancing their kids and the business. Ladies, ladies, you have gold content.
Ladies, you have gold content. Your content should be talking about the strategies and the struggles and the diary of the day, of the process. You know, it's gonna inspire other women. Like, it's just the way it is.
And that one post that make. This is how you all decide to follow someone. You're gonna say something, and the woman on the other side is like, that's me in what I do. And now you are connected.
And when she moves to Atlanta, Janet gets that fucking paper. My girl. So, Gary, I think. I think that this is a game of people showing more dimensions in their content.
So please. Yeah, so the way I interpret what you said is make your life without content. That's the only way you could do it. I think they struggle with the sense of a poor ego, meaning egotistical to.
Hey, I need a picture. Hey, I need a video. They put their face on park benches, Gary. Yeah.
Did you tell them to do that, by the way? Many years ago. I mean, friends, I love you. I heard all the time.
Gary, I don't want to be that person. I'm like, your direct mail has a huge picture of you in a suit. Like. Like, you're selling you.
What do you want from me that's valid? Like, you want to be the masked fucking singer. Like, it's you. You're selling you.
You are the business. I'm sorry, what are you mad at me for? You chose real estate. You're the human.
Yeah. Like. And I'm not asking you to put out content of something you don't believe. By the way, how many people here have been in the game for less than 3 years?
Raise your hands for you? I think you got to document the journey. You know, I see a lot of youngsters. I'm sure you're worried about this, even for the Keller brand.
I see a lot of people posturing like they're experts, and I look at their LinkedIn, they've been in real estate for nine months. Friends, dressing up sharply does not make you experienced. That is a woo. I see you.
What you could be talking about is content of like you learning the game, you partnering with a senior agent inside of kw, which closes the gap and maybe your experience. You could be talking about using AI to make sure every T and I. And you should be talking about your exuberance and your early being in the game gives you the energy and you're a cycle. You're 25, 7, 366 because you want it more, because you're new.
That's going to. I can tell you right now that would get me because I already know I'm using AI to make sure you don't make a mistake. Anyway, I mean it. This is important.
So I want them to be authentic. Yeah, yeah. I think that. Thank you for that.
I think that the, the issue I run into with folks is that it's video. Yeah. The picture is one thing. Right.
The photograph is one thing, but the video, now I have to be expressive and I think that's where they have a lot of anxiety here. But I would say everybody, the people that are polar opposites of me, not high energy, not over top, not crass, are doing great as well. The only reason I work, if I was born in the south and had a grandma that said never curse and I did this, it wouldn't work because it wasn't authentic. It'd be a shtick.
But I'm a Jersey boy from the 80s. This is the only way I know how to talk. I'm sorry. You know, and by the way, it makes me not eligible to speak at certain places.
But that's okay by me, Gary. All I need them to be is themselves. You don't need to be a dynamic superstar if you talk monotone. I promise you, if you're giving good information about the school system, about the investment being made, about the new mall that's being stood up, or the data centers or the supermarket superstore that's coming or the neighborhood change or the restaurants that have popped up, if you become the PR agent and the mayor of your general selling area and you provide value, whether you're calm as a cucumber and monotone or ridiculous as me, as long as you're actually you, you will be stunned by the results when you think about them spending 51 of their time on content development.
And can I just say one thing on that? Sure. I believe they're wasting 50 of their time every week. Thank you.
Just out of the gate. Just out of the gate. I just mean it. Yeah, I just spent too much time.
By the way, I'm talking in generalism. I'm sure there's people here who are robotic about every minute. Respect. But this industry is interesting to me, you know, it's an interesting industry.
You're selling high ticket items, homes. You can get stuck in a corporate type environment. Like you get stuck. I'm empathetic.
It's not judgment. It's just I'm analyzing the shit out of this industry. And I'm curious, who here really wants to go crazy in 2026 and just make money? Raise your hands.
Hi, everybody who just raise your hands and make noise. I'm dying to see your calendar. Yeah. I don't know what to tell you.
Like, people talk the game, but they don't live the life. There's just an unlimited amount, bro. I am literally scheduled 16 hours a day. That's my question for you.
It's like, how do you decide? Like, you're obviously the master of getting attention. How do you decide what gets your attention? How do you decide what you say yes and no to them.