How to Win in the New Era of Social Media

In this episode of The GaryVee Audio Experience, I talk about why real estate agents (and you) can't rely on past success while consumer behavior keeps changing. I share how social content can build a personal brand and lead to dinners, local connections, and new business. I also discuss learning AI, using analytics to improve your content, and showing people what makes your community worth living in. You'll learn about: Adapting Beyond Your Past Success Turning Digital Attention Into Relationships Learning AI and Content Skills The Power of Live Streaming on TikTok

• 0:00Speaker 00

  What's up everybody, it's Gary Vee. You're about to watch a keynote I gave in Salt Lake City yesterday to real estate agents, and it's some real motherfucking shit. It's clearly for real estate, but real talk, it's for most of y'all. So pay attention to the mindset and the tactics that are gonna win 2026. This is the Gary Vee Audio Experience.

• 0:21Speaker 00

  So much opportunity, so little tenacity. And why I say that to all of you is, when I ponder what I love so much, you know, as an entrepreneur and as a human, I love market dynamics. It's always been, you know, I started collecting trading cards and flipping them when I was seven years old. And so even at a young age, markets going up and down, left and right, always fascinated me. A big part of my career was running one of the largest premium wine businesses in America, where trading wine and buying wine and watching the market move was emphatic. My sister, Liz Novello, is an active real estate agent in New Jersey.

• 1:03Speaker 00

  So, what, you know, it's funny, I always think about this. Every bump in my career, in a good way, has been completely tied to slowdown in the market.

• 1:18Speaker 00

  All of them. My, my greatest bumps, I mean, I started VaynerMedia, my biggest business, in 2009, when everything fell apart in 08. I couldn't get clients, but I could get a bunch of employees that were willing to work for nothing.

• 1:37Speaker 00

  You like that one? It's funny, right? But what ended up happening was, I was better at getting clients than the average B&C player, and that supply and demand vertical allowed me to build one of the biggest advertising agencies in the world. And that's kinda how I think the moment is in here. Listen, none of you are my children or relatives. I can only give so much effort on this stage to get you to do the thing, but the thing is very clear. What I have given so much of my public life to is trying to over-communicate ways to grow your business in places that people don't understand that thing is happening.

• 2:20Speaker 00

  The book that was referenced, Crush It, I wrote in 2008. The book basically said, "You can make a living if you make content on the internet." The first dozen reviews on Amazon when that book came out, called me a snake oil salesman, cuz no one is ever gonna make a hundred thousand dollars a year on YouTube.

• 2:46Speaker 00

  Yeah, but at the time, everyone thought going on YouTube and making videos about cooking and walking around your town or reviewing sneakers as bullshit. Things change, attention changes, marketing behaviors change. Most people in this [inaudible 00:05:35] when they think about considering who to go with in buying a home, unless they get a human-based recommendation from someone in their family, are going to find that through an AI agent when they search, "Who should I use to buy or sell my home in Maplewood, New Jersey?" Enter and results will come.

• 3:28Speaker 00

  That is going to be the majority of human behavior. The question is, what do all of you do about that? How many people here obsess of thinking how to show up as an agent in an AEO-GEO Claude, Grok, ChatGPT search? My guess is not a lot. I make no assumptions, but I do my homework before I speak, and the number one way that all of these wonderful faces I'm looking at can show up and literally be the name that pops up when someone types that in is completely predicated on how much social media content you put out every day.

• 4:15Speaker 00

  And this group does not put out anywhere close to enough by this one man's humble opinion of how much opportunity is out there and how much execution is being deployed against that opportunity. I have incredible empathy that not everybody wants to make content. I have incredible understanding that it is a skillset and it takes a lot of time. I, some people are inherently incredibly introverted, but fuck, you're trying to sell homes to humans, you got [inaudible 00:06:57]

• 4:51Speaker 00

  to be SaaS companies, and I'm like, "I get it." But you fuckers are trying to sell homes.

• 4:57Speaker 00

  Like you being like, "I don't like it." I'm like, "Well, you basically only interact with people, what are we doing here?"

• 5:04Speaker 00

  So, for me, I'm gonna make a statement. How many people here are familiar with my content and [inaudible 00:11:01] hands? That's very flattering, thank you. So for you, this will be less surprising. How many people here have, know very little about me and aren't even sure who the hell I am? Raise your hands. Alright, that hurts? Just kidding, just kidding, just kidding. But, for the people that just raised their hands, the second group, this number's gonna stagger you.

• 5:37Speaker 00

  Ask me how many pieces of social media content I put out today as Gary Vee for my universe. How many pieces?

• 5:48Speaker 00

  913.

• 5:52Speaker 00

  Thank you for having me, see you everybody.

• 5:56Speaker 00

  I put out 913 pieces of content today. That's the plan, that's what will happen by midnight. 913.

• 6:07Speaker 00

  I have a full-pledged production team of employees that I pay from my pocket, my money, each year. The salary of that team this year is going to be 6.4 million dollars.

• 6:23Speaker 00

  I don't know, I'm not that pumped about it.

• 6:28Speaker 00

  I have an open claw harness that has a brain that my 30-person team interacts with all day, and Ingest Train is sitting right now filming me. This film will go into the AI infrastructure that 30 humans work with to clip out the pieces of content across 100 different handles. Unc V, Gary is Funny, Wine Gary, Business Gary, Gary Vee the Official, Team Gary, Gary Vaynerchuk, across 100 different handles on 10 different platforms,

• 7:08Speaker 00

  ranging from Substack to TikTok to LinkedIn to Facebook Blue, the one we grew up with 20 years ago, to Instagram, to Twitter X, to all of them.

• 7:22Speaker 00

  Because I am a big fan on executing on the words that come out of my mouth around my ambition. Hey everybody, I 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. It'll make my mom super happy. Who here is actually no bullshit, pretty fucking focused on killing it in 27? Raise your hands.

• 8:02Speaker 00

  How? That's what I think about all the time. This industry, like many other industries, is a tricky one.

• 8:12Speaker 00

  I remember when I got first affected by it. I don't really remember, like I started being a professional. I was always a business kid, but I probably started understanding things in 1998. And I don't remember, you guys probably remember the years. I'm trying to think, maybe it was 2000, I don't remember. But somewhere between 98 and 2007, probably 4, 5, 6, I don't remember. But boy, do I remember what I'm, what I felt, and I'm gonna share it with you. I remember somewhere in that decade, my C&D list friends, my buddies that sucked at everything, starting to talk about how much money they were making selling homes.

• 8:53Speaker 00

  And I remember how much that affected me. I'm like, huh, Rick is an idiot.

• 9:02Speaker 00

  Can't sell shit.

• 9:06Speaker 00

  Lazy. And he's making a lot of money? That game's interesting. This is a tricky game, my friends.

• 9:16Speaker 00

  How many people have been in this game for more than 20 years? Raise your hand. Let's clap it up for these OGs.

• 9:25Speaker 00

  No, real respect.

• 9:29Speaker 00

  20 years, you're fortunate you've been through a couple. You know, how many people have been in the game for less than five? Raise your hands. Let's clap it up for the youngsters.

• 9:43Speaker 00

  The people in between are not gonna clap for you, I just wanna tell you that upfront.

• 9:50Speaker 00

  The youngsters, and luckily, you know, the last five, you know, again, I'm just surface level aware. I don't claim to know every little detail. First of all, real estate's such a complex framework because every market acts different. I'm super aware of Florida and Texas, all the shit, but... This game is tricky because when it's going good, it will confuse you into tricking you that you are good.

• 10:20Speaker 00

  Fuck man, you guys know, right? You feel that? And that's cool. I just get really hyped when it gets hard. Like I'm hoping for like 74% interest rates.

• 10:40Speaker 00

  Because that's when only 3 of you are gonna succeed in here.

• 10:45Speaker 00

  But I'm curious, like, which one of the 3 of you are the best? You know, I'm a sports fan. Like, this whole "everyone's winning" is weird to me. Let's go Jets! "Let's go Jets" is right. But they're fucking real... You know why I can handle adversity? I'm a diehard Jets fan.

• 11:04Speaker 00

  And I think, I think... How can you boo the Jets? They beat no one. Shut the fuck up!

• 11:14Speaker 00

  But back to that Jets fandom. I'm gonna roll off of that, my man. Off of that, you know, it's easy. You know what drives me crazy? I grew up, nobody was a Golden State Warriors fan. Not even people that lived in San Francisco. Every time I see a kid who does not live in the town, that the team is winning, wear those jerseys, I walk by that kid like a 9-year-old, and I just walk by him, like, "Loser."

• 11:47Speaker 00

  Needs to get his self-esteem from somewhere else, can't be loyal to the town he's from. Full disrespect.

• 12:00Speaker 00

  I grew up in the 90s in Jersey, tons of Bulls fans. Don't see those fucking jerseys anymore.

• 12:09Speaker 00

  So, this is kind of the theme that I'm trying to talk about right now. You know this, especially for the OGs, especially the people that started or have been in the game for a long time. People come and go from this industry. People love being in this industry when it's easy. But you're going into an era that it's gonna be a little harder. It's already a little harder. We know it. And like, I don't know, like, we don't really know... And by the way, you know this. Where America is right now, the fragmentation, it's trends. Like, we're in a trend where there are certain places that it's easier, there are places that it's impossible. The places that it was easier to last 3 years are starting to get harder because of supply and demand. You guys all know this. All of this is not profound.

• 12:55Speaker 00

  What is profound, as an opportunity to everyone, is even if it's atrocious, and we're at 11%, I know for a fact that you can win, you just have to be remarkably better than everyone else. And that can only come from the framework that I want to talk about with all of you, because I think it will bring you a ton of value, which is the barbell theory. I believe we are going into society into an extreme barbell framework. The barbell, with weight on opposite sides, is we are going into, and let there be no confusion, an extreme digital revolution grounded in what AI is about to do. On the other side, though,

• 13:37Speaker 00

  in all of this AI craziness, and social media craziness, and digital craziness, is, and I'm sure you're starting to sense it because you live in life, the rise of analog and OG behavior. The reason sports and music festivals... Like, I'm literally getting goosebumps. I don't know if you guys can see this. I'm pumped about this because one of the reasons I continue to even speak is I just love people. Right? And I love that humans are feeling so isolated and lonely that you're already seeing the trends of things growing. Running clubs, festivals, sporting events are completely out of control. Like, we're there, right? Like, I'm flying back right after this to New York.

• 14:21Speaker 00

  I'll be in Javits Center in New York City for Comic-Con, and like, 250,000 nerds are gonna nerd the fuck out.

• 14:31Speaker 00

  And so, this is a hugely good thing for all of you. Because when there's trends that pull from opposite sides, no one here can make an excuse. What I mean by that is, if you're obsessed with like, "I hate technology, and I don't like it, and back in my day, we, you know, rode a bike," all that stuff? Well, good news. You are allowed, whether you're... If you're like so anti-technology and you don't want to do social media, you want to send direct mail like it's 1984, knock yourself out. But your ability for that direct mail, not to have your face on it and be like, "I sell homes," no. That direct mail can say, "Here's my email.

• 15:13Speaker 00

  I get 12 to 25 people together for wine night every Wednesday at this restaurant. Email me and get on the..." Like, the fact that if you're old-school and you want to network and you want to PTA it out, and you want to Little League it out, and you just want to like knock on doors, like, you know, and all that? Good news, you have an audience. People are more inclined to get to know you and just shoot the shit, and then that becomes the gateway to why you were able to successfully run and sell homes. And then on the complete other side, you've got me, who literally

• 15:51Speaker 00

  run massive AI infrastructure to post, one more time, 931 pieces of content today.

• 16:00Speaker 00

  I ironically like both. I like to use my 931 pieces of content to have one-on-one drinks and dinner because I like them both. I'm a bridge. I pull really hard from both sides. I could care less how your DNA is structured, but I'm not interested in you being passive in this next 36 months. You're going to have to choose. You are going to have to become psycho and outflank everyone in one of the 2 buckets.

• 16:33Speaker 00

  Everyone here who is not tinkering with AI because you're like, "I hate it, and it's bad for society," and you're using some sort of like subjective political stance, because in reality, what you're doing is you don't want to put in the work to learn it,

• 16:50Speaker 00

  is gonna lose.

• 16:53Speaker 00

  You know what's been wild to watch? Now I'm 50, which is crazy. I've got friends that I watched outflank the world by winning with internet and social media in the late 90s into the 2000s, who are now 50, 45, 65, and they're wrapping up, and they're talking all sorts of shit about AI. Not because that's what they believe, it's because they're tired. It's because they're finished. And I look at them and I'm like, "Yo, John, you used to make fun..." Like, all of you, all of you in this audience, you used to make fun of the relatives who didn't know how to use AOL Instant Messenger or how to text.

• 17:37Speaker 00

  You made fun of your grandma when she couldn't do it, and now you've all become your fucking grandma.

• 17:47Speaker 00

  Literally searching things on Google search is like me now going to the Yellow Pages and looking something up.

• 17:59Speaker 00

  Everybody here... Real quick. Everyone here is in business and wants to sell a home?

• 18:06Speaker 00

  You do understand that if you're in business, you can't allow your subjective opinion on macro-technology trends that you can never stop. Be your point of view of how you run your business, right? So, I am just fascinated by how

• 18:26Speaker 00

  that post on social media, once a week,

• 18:31Speaker 00

  on one platform. Who here has the confidence? And be careful, if you raise your hand, I might jump offstage and pick you, look at your phone and see if you're really a social media G or if you're full of shit. So be careful.

• 18:47Speaker 00

  How many people here feel they are really crushing their content game and are posting 40 to 30, 30 pieces of content a week? And before you go there, not a bullshit, not... Before you go there, thank you ma'am, not... Before you go there, not your bullshit Instagram stories that are throwaway and you count as content. I'm talking in fucking feed, with purpose, 30 pieces of content a day. Stand up. Stand up. Stand up. Okay, hold on. I... First of all, I appreciate the honesty. I see it, I see it. Don't worry, I will see you. Keep standing. Don't sit down. You fucking, get back up.

• 19:31Speaker 00

  Thank you. Please stand. 30 pieces of content a day, not... Okay, real quick. This is real talk. This is a fucking disaster. There's a... Thank you, 11 people that are trying to live in 2026. You can sit down.

• 19:49Speaker 00

  Can you put the lights back on? Can you put the lights back on? Actually, that was very nice. Let's clap it up for those 11 people.

• 20:03Speaker 00

  Mis amigos, habla real. La luz de vuelta, por favor. Necesito mirar los rostros ahora mismo. Este es el momento de toda la charla. Mis amigos, realmente no me importa tu opinión subjetiva sobre lo que han hecho los algoritmos a la sociedad. Noticia de lado rápida: los algoritmos... ...no han cambiado a nadie y han expuesto a todos. Puedo ir a cada teléfono de esta audiencia uno a uno, ponerlo en pantalla, mostrar tu algoritmo. Ese es el que eres actualmente. Eso es lo que estás interesado. La demonización de la tecnología... ...porque la gente está tan entitida y no quiere ser responsable en 2026...

• 20:45Speaker 00

  ...es el comportamiento humano más divertido y interesante que estoy viendo. Está bien, puedo vivir con eso, pero amigos... Si estás aquí para una conferencia de negocios y estás tratando de vender casas... Si no estás activamente participando en estos canales... Y produciendo oportunidades para que te vendas... Realmente no... ¿Cómo diablos está sucediendo esto? Y sé cómo. Oh, eres la reina B. Has estado haciendo esto durante 13 años. Tienes una gran relación. Tienes mucha palabra de boca. La pasividad... Por el éxito del pasado... ...está deteniendo el comportamiento que necesitas hacer ahora para ser exitoso. Es como entrenar.

• 21:27Speaker 00

  Entiendo que estuviste en gran forma en tus 20s y 30s, pero ¿has mirado en el espejo? Y buena noticia, puedes corregirlo, pero necesita disciplina en lo que comes y cómo vas al gimnasio. De nuevo, hay un millón de formas de hacerlo. Pero amigos, la oportunidad más grande y más fácil... Voy a decir esto con suavidad: es gratis publicar en las redes sociales. Esto no tiene sentido para mí. ¿Cuántas personas han estado jugando el juego por más de 20 años? Levanten sus manos una vez más. En realidad, ¿pueden levantarse? Realmente me gustan los OG. Levanten. Y creo que algunos de ustedes realmente necesitan hacer un poco de sangre.

• 22:11Speaker 00

  Quiero que los jóvenes... Seguimos aplaudiendo. Esto es genial. Te veo. Las personas que están en pie, si pueden darme dos segundos más, sé que estás un poco cansado, pero tienes razón. Las personas que están en pie, si les contaras a ellos 20 años atrás, o más, cuando comenzaron a vender... Que no tenían que gastar en publicitaciones de periódicos. No tenían que gastar en correo directo. No tenían que gastar en un piso de parque con su rostro en él. No tenían que gastar, y podrían publicar y llegar a mucha más gente gratis. Hubieran perdido su mente. Fui marketer hace 20 años. La razón por la que estaba tan psico sobre las redes sociales hace 20 años es que todavía, como estoy aquí en este escenario...

• 22:55Speaker 00

  No puedo creer que sea gratis publicar en estas plataformas. Una pieza de dinero cambia tu vida entera. Puedes decir, gracias. Y aquí es lo loco. Cuando estaba construyendo mi mundo... Era todo sobre seguidores. Les diré a todos que ni siquiera vivimos en las redes sociales más. Ahora vivimos en medios de interés. Aquí está lo que significa. Las redes sociales, el juego con el que crecí, lo entendí... Porque crecí en la marketing de correo electrónico en los 90s, y lo entendí. Porque eso no podía creer. Cuando salió el marketing de correo electrónico, pensé, ¿esto es gratis? Esto no es una broma. Envíé tantas correos electrónicos para mi tienda de vino en 1999 y 2000...

• 23:35Speaker 00

  Porque hubiera apostado mi vida que no iba a ser gratis para siempre, y tendrías que ser cobrado para enviar un correo electrónico. Porque, de nuevo, el correo directo era el único otro comp. Y era un dólar enviar un catálogo y cuatro dólares para hacerlo. Y esto era gratis y más efectivo. Así que cuando llegó la red social, pensé, oh, esto es como el correo electrónico. Voy a hacer que la gente me siga, como un correo electrónico, y voy a publicar cosas. Pero este es loco porque puedes compartirlo, y entonces tal vez le dejará que alguien más sepa sobre mi vino. La palabra de boca fue increíble. En ese momento, tenías que trabajar años. ¿Cuántas personas aquí... ...son completamente inactivas, o dirías que estaría decepcionado con lo mucho que publicas en las redes sociales? Levanten sus manos.

• 24:18Speaker 00

  ¿Ok? Aquí está lo bueno. Gracias. Aquí está lo bueno. Hace cinco años, si yo estuviera aquí... Sería difícil porque tendría que decir cosas como, necesitas gastar un año entero... Publicando todos los días solo para llegar a una base, volver a entrenar. Como si... Sabes, realmente... No es como ir al gimnasio una vez y hacer un esfuerzo y todo es genial. Pero ahora las redes sociales como medios de interés son así. Es loco ver lo que está pasando. Déjame ser muy claro. Yo, vamos a elegir una plataforma. Tengo 12 seguidores en Instagram. Tú tienes 73. Publico algo hoy y podría obtener 200.000 vistas en eso.

• 25:01Speaker 00

  Tú, con 73, haciendo una caminata por un hogar o hablando de la ciudad en la que vendes... Tu video podría literalmente obtener 500.000 si era bueno para la gente. Eso es loco. Eso no fue como fue durante 15 años. Así que el hecho de que pueda estar aquí y decir, mira... Estás a punto de competir... En este mercado con todos. Va a ser más difícil. Vamos a tener menos negocios en tu ciudad. Sabes esto. Ya pasó. No lo predijo. No fue hace 18 meses. Estamos en ello ahora. No va a mejorar mañana. Como la CNBC, 3.8... Va a ser peor. La separación es peor. La inflación está bloqueada. Nada va a pasar el 4 de noviembre.

• 25:45Speaker 00

  Si se vuelve rojo, somos azul, somos espinosa rosa. Nada está cambiando. El mercado es donde está el mercado. No sé si saben... ...para salvar... Como, no está cambiando. De ser el 19º vendedor en tu área general a la segunda. Eso es. Este es un juego muy simple. El mercado no va a hacerlo mejor para ti. Tú eres la única persona que puede hacerlo mejor para ti. Es verdad. Y lo que completamente me molesta y me intoxica para venir aquí y hacer esto...

• 26:29Speaker 00

  Es que, literalmente, hay una forma negra y blanca de hacerlo, y eso es crear contenido. ¿Y sabes lo bueno de crear contenido? ¿Cuántas personas aquí... ...se identifican con lo que estoy por decir? No te sientes cómodo siendo en cámara porque no te gusta el juicio, sabes, visualmente. Eso es donde estás como un humano. Pero también eres un muy buen escritor. Levanten la mano. Si eres uno de esos, levanten. No hay nada... Levanten más, por favor. Quiero ver. Así que esas personas... Tienes que, tiene que averiguar qué es Substack. ¿Cuántas personas aquí son familiar con lo que es Substack? Levanten la mano. ¿Cuántas personas nunca han oído hablar de ello?

• 27:14Speaker 00

  Eso. Esa es la oportunidad. Fue muy 50/50 desde mi perspectiva. Substack es una plataforma escrita, tiene tendencias de una boletín y tendencias de Twitter. Es una oportunidad enorme. Una comunidad muy brillante. Ahora, lo difícil sobre el real estate es que no es como... ...sneakers, donde puedes vender a cualquiera a través de.com. Obviamente estás en tus áreas. Pero cuando escribas un artículo titulado "Por qué deberías mudarte a Columbus, Ohio", porque ese es tu mercado, y hablas... ¡Vamos a irnos! Ok, te oigo, te oigo.

• 27:54Speaker 00

  Cuando escribas ese artículo y hablas del sistema escolar, o los valores, o la plaza, o lo que diablos decides... Cuando eso funciona bien en Substack, entonces puedes tomar ese artículo... Y puedes ejecutar 150 dólares de publicitaciones en Facebook... En un radio de cinco millas de Columbus, Ohio, y ahora estás cocinando con gas. Todos aquí deben contemplar... Este debate. Que si pones en los 10 a 20 horas para mejorar en hacer contenido y ejecutar micro... ¿Todos escucharon cuánto dinero dije? 150 dólares... En publicidad, porque solo estás tocando una área muy pequeña de tu ciudad.

• 28:38Speaker 00

  Todos aquí deben debatir poner en los 20 a 30 horas de tarea para realmente ser bueno en este juego... Que no sé, porque sé que sabes, es literalmente dictando todo lo que está pasando en el mundo. ¿No entendemos que este es el dispositivo más importante en la sociedad? Y que siete horas al día la gente está gastando, consumiendo contenido en uno de los diez plataformas. Este dispositivo y las diez redes sociales están cambiando el paisaje de la geopolítica y la sociedad. ¿No crees que puede vender tu casa? Creo que todos ustedes saben eso. No creo que estén dispuestos a poner el trabajo. No en un res...

• 29:22Speaker 00

  Pero no creo que la gente entienda cuánto trabajo se puede poner en él, cuán grande puede ser el upside. Y creo que la gente carece de paciencia. Creo que muchos de ustedes han intentado. ¿Cuántas personas aquí, por el show de manos, han intentado las redes sociales durante la última década? Y no ha funcionado realmente para ti, vendiendo casas. Levanten las manos. En realidad, levanten de nuevo. Lo disculpo. Pero levanten si sientes que has intentado durante la última década... Pero no ha funcionado realmente para ti. Vamos, sí, lo aprecio. Vamos a ser honestos un poco más. Son malditos en esto. Levanten la mierda. Gracias. ¿Reaccionas bien a cosas hardcore? Lo entiendo. Lo aprecio. Ahora, siéntense. Muchas gracias.

• 30:02Speaker 00

  Ahora, una vez más, ¿cuántas personas sienten que han vendido varias casas en los últimos 24 meses... Por las redes sociales? Levanten.

• 30:19Speaker 00

  See, this shit irritates me. Because if there's, thank you, you can sit. If there's that many people standing up, and they feel they can attribute multiple home sales to it, this is the part that I'm really trying to get across here. And I'm gonna, we're gonna go into some Q and A.

• 30:36Speaker 00

  Your CEO dressed down today and wore a t-shirt and jeans like me, and I'm very impressed. So we're gonna sit here and do some Q and A, but I want to finish on this point. For the people that stood up first and haven't been able to figure out, that's just very, that's like anything, right? Like, some people are better at basketball than others, right? The ROI of a basketball for me has been about negative 25,000, because I've torn both of my meniscuses. The ROI of a basketball for Victor Wembryama is gonna be over a billion dollars. Right? So, as you see that many people, like, it's not that it doesn't work. A lot of people here are like, "This doesn't work." It's not that it hasn't worked for you yet. Right? And the people that stood up, based on where people are on how much they post,

• 31:20Speaker 00

  if the math was right and you kept it real with me, when I asked for 30 pieces a week, which is nothing,

• 31:29Speaker 00

  and I saw so many people stand up and say they've sold two homes that they can attribute to social, that's where I'm at. That is the point of my talk. That you must understand how much opportunity there is to sell homes, but unless you build your personal brand so that people reach out to you, you're gonna get quieter and quieter. Your reputation for selling in the neighborhood or the general area for 15 years is declining every day. And you're getting outflanked by kids who know less about real estate than you, but they just happen to be people people know because they're seeing them on social. And it's frustrating you, and I don't understand why you're not adapting. And these excuses of like, "Oh, I don't like social media,"

• 32:14Speaker 00

  or "I don't like Mark Zuckerberg," or "China, this," is some bullshit.

• 32:22Speaker 00

  Yeah, I feel good. Thank you so much! Alright, let's go! Let's do some Q and A.

• 32:30Speaker 00

  Real quick, while he's coming out.

• 32:35Speaker 00

  Real quick on this. I wanna, maybe we'll do it on Q and A, but I'm telling you, for me, the biggest opportunity for a lot of you, because I know where you're at. This motherfucker wants me to make 900 pieces of content? What the fuck do I post?

• 32:53Speaker 00

  I wanna tie in the barbell. I think a lot of you would crush if you made a video and said, "Hey, I'm Paul. Hey, I'm Sarah. I've been selling homes in this general area for the last 12, 15 years. I'm just gonna keep it very real with you. I wanna know as many people as possible, because if you ever consider selling your home, I wanna be considered. The best way I know how to do that is to make this video, and if you send an email that I'm putting in this video to me, every two weeks, I'm getting six to eight people together for dinner, and I'm paying for dinner, and I just wanna know you." I think that will work for a lot of you. For the people here that have built their business in the OG way, and by the way, it could be, for example, if it was me and I was in this business, it would be a wine dinner,

• 33:37Speaker 00

  because I know it, I'm passionate about it, it would make the experience. For some of you, it might be to play golf. For some of you, it might be to join your run club. For others, it might be to like, "Hey, come play fucking pickleball with me."

• 33:53Speaker 00

  But do you understand? For others, it might be like, "Hey, I'm a huge Rams fan. I go to this bar for our football games. Come and..." You can use digital to go analog. And notice the video I made. It was very honest. The other thing with you, real estate folks, you like to be so interesting sometimes.

• 34:14Speaker 00

  Like, everyone knows what the fuck you're doing. You're just trying to get me to give you my home to list? Like, we know! So, notice my video was just like, keeping it real as shit. "I'm Sarah. I fucking wanna sell homes in here. The best way I know how to do it is to get to know all of you, so come to my fucking brunch every Sunday at fucking Angelino's on fucking Main Street."

• 34:41Speaker 00

  I think we should stand. Fuck it, let's stand. Thank you, thank you. Sit, sit, sit.

• 34:48Speaker 00

  Okay?

• 35:20Speaker 00

  Private.

• 35:24Speaker 00

  Time, time.

• 35:26Speaker 01

  We're getting here. I don't care what you need to do.

• 35:29Speaker 00

  And very helpful.

• 35:32Speaker 00

  Okay?

• 35:39Speaker 01

  I'm telling everyone right now that AI is different for a lot of events, because everyone can just build that. You don't need $20,000 to hire engineers.

• 35:49Speaker 00

  It's crazy.

• 35:51Speaker 01

  But what's happening is it equalizes the lazy behavior. So, the graphics all look like shit. The copy rates all seem to be like, the idiot firm for pricing is not writing through their Facebook posts and making it up.

• 36:05Speaker 00

  Like, like my friend selling real estate.

• 36:08Speaker 01

  So, what is the role we're in? Tying it directly to content creation.

• 36:15Speaker 00

  AI is, it's so funny how people have, like, gone with this AI thing. AI literally is no different than the home computer, than the internet. Like, I'll make it even more simple. When Adobe Photoshop came out, there was graphic designers that were like, "That's some bullshit. You gotta do it on paper."

• 36:35Speaker 00

  And then, people started to use it, and the people that stuck with paper lost.

• 36:41Speaker 00

  Like, AI is a tool. It's a profound tool. It's gonna do a lot. It's more like electricity, honestly. If you really wanna get less scared about AI, go read about the history of electricity coming to society and how scared shitless everyone was of it, and how that played out. The way to use AI is to be a tool to make you do it more and better. I never could have made 931 pieces of content today without AI. I've tried. My numbers, you guys have seen my content, like, four posts a day, and everyone was like, "You're crazy, Gary Vee." Literally, four posts a day was, I know for the people in this room, a lot of you raised their hands, was a big number I used to throw out six, seven years ago, and they're like, "You're a psycho."

• 37:26Speaker 00

  And now, I'm like, 931 posts a day. You can't do that without AI. But guess what? You couldn't go from New York to Utah in three hours without a plane, and now we have planes.

• 37:42Speaker 00

  You understand? Like, shit changes. If I had to take a fucking horse here from New York,

• 37:51Speaker 00

  which is only like 100 years ago, y'all, I would be here next Thursday. And so, like, things change. AI is a tool that is gonna get commoditized, and creativity and strategy is what gets inputted. But to put your head in the ground and be like, "I'm not into this AI thing," is a death blow to your professional lives. A death blow. I'm looking at faces right here, and I'm literally seeing out of business, because they're gonna make some sort of line in the sand of how much they hate AI, without realizing, this is what always happened. I saw it with the internet. I put liquor stores out of business in New Jersey who made fun of me for having a website selling wine.

• 38:36Speaker 00

  Yeah, I wasn't that pumped. They like, really went out of business and got fucked up.

• 38:42Speaker 00

  But I literally had competitors who made fun of my father for letting me build a website to sell wine. They made fun of him, and I literally put them out of business. And, and that's just the way it happens. Like, this is business. I love when people like, want it to be fair. This is business. This is consumers' supply and demand. This is life. Like, you're competing with other people trying to get that listing. Like, this isn't school. It's not fake. It's business. And this thing is a big business changer, and I am fascinated by all the excuses people use, because they don't wanna put in 30 hours to learn something new. And that's the real truth.

• 39:52Speaker 00

  Yes.

• 39:52Speaker 01

  Right, uh, 2002 when I got my license, I had to wear a suit, I couldn't have facial hair, and then...

• 39:59Speaker 00

  Here we are, yep.

• 40:00Speaker 01

  Right, but I feel like the pandemic was moving again. The real interesting thing though is, I think digital is breaking in the sense that everybody's coming to it.

• 40:10Speaker 00

  Yeah, for sure.

• 40:11Speaker 01

  And events are coming back.

• 40:13Speaker 00

  I'm obsessed.

• 40:14Speaker 01

  I keep telling everyone that I think digital trust will break during the next presidential election, not out of a little mistake, just it will get back this time, it will be a lot. And how many of us now would go to this room?

• 40:27Speaker 00

  All of us.

• 40:27Speaker 01

  So, I keep telling them, human experience is the only thing, and all human...

• 40:35Speaker 00

  Couldn't agree more.

• 40:36Speaker 01

  How would you start from? Tell us very practically, how to best leverage a moment where people are very ahead of the times?

• 40:45Speaker 00

  I mean, look, again, this is reverse engineering everyone's own reality. I do not know what your best way is for you to talk to as many people as possible. I think social media is the best way, because I can sit in my sweatpants in my living room and reach 39 million, like, to me, it scales. But if you're like, so I can't do it and I hate it so much, you know, you're allowed to go knock on everyone's door? Like, you're allowed, I mean, I guess, I don't know how allowed you are, but you know what I mean, right? Like, like, I don't, I don't have emotion towards how everyone here wants to have interaction with other human beings in physical form, I just know that digital is the way to scale it the best to create the biggest outcome.

• 41:27Speaker 00

  And so, like, I don't understand how not, how someone would not use Instagram and TikTok and Facebook as the gateway drug to be in person with people at events. It was my end point. Make the video and tell people you want to hang out, you will have takers, people are lonely. I made a video a couple of years ago, I was like, I have a great business idea. By the way, this is still a great business idea if someone wants to get out of the real estate business. I think you should make a video on Facebook and say, "I charge $80 an hour to take a walk with you." Here's my email, email me, and if you pay me $80, I will walk with you for an hour. I think you will build a massive business.

• 42:11Speaker 00

  Now, it's not super scalable. You know? But I don't know, somebody wants to make 160 bucks on the side this week and, you know, people are, people are yearning. I, I, like, there's a lot of people that came to this conference that wouldn't have come three, four years ago, because they would have been like, too much time, travel, and came, and don't even realize why, they're subconsciously yearning for what's happening here, serendipity, meeting each other in the hallway, running into somebody at the, like, we're yearning, which is amazing, but I think the way to capitalize on that behavior is to use digital to scale to the physical, and so that's how I think about it.

• 42:53Speaker 01

  So, one of the things that I've got to address is your very direction. So, I think there's a YouTube video, like, John, make you talk about my career, or whatever, in a mood, and you're saying, one day, everyone is going to talk about, you know, I'm going to expose it.

• 43:11Speaker 00

  Yep.

• 43:12Speaker 01

  Right, and so that's one of the things I highlight, is very, very... Now, freak everybody out, like, where does this go? Talk about live shopping, you know Terry Alloso?

• 43:23Speaker 00

  What's that?

• 43:24Speaker 01

  Terry Alloso?

• 43:25Speaker 00

  Yeah, of course.

• 43:25Speaker 01

  He's one of the greats, he's got big dogs.

• 43:28Speaker 00

  Yes.

• 43:28Speaker 01

  He goes live on TikTok, right? And he's lying.

• 43:31Speaker 00

  Yeah, I saw it.

• 43:33Speaker 01

  So, he'll go live...

• 43:33Speaker 00

  I know it, I know it.

• 43:35Speaker 01

  And he's lying, he's like, I like this face.

• 43:37Speaker 00

  I'm aware.

• 43:38Speaker 01

  I think he's got a very intuitive sense of life.

• 43:41Speaker 00

  Yes.

• 43:42Speaker 01

  How, how, how does that, like, where does live shopping come from? How does it like, how do you...

• 43:48Speaker 00

  Well, it's happening in China right now. Homes are selling at scale on social media live like it's QVC. Any, how many people here have TikTok and consume content on TikTok? Raise your hands, okay? That's a problem. You know, if you're in TikTok, all of you know this, you know, unlike Instagram, unlike Facebook or Twitter, every 10th or 20 or 30 pieces of content that you're consuming on TikTok is someone who's actually live shelling vitamins or sneakers or schmata. It's literally QVC, every 30 posts. That in, that in the US this year, between Whatnot and TikTok and eBay Live, we're talking

• 44:33Speaker 00

  about 30, 40 billion dollars worth of stuff is selling, and no one here is even participating yet as a seller or a buyer. Right? So, in China, this year, live selling is a $1 trillion industry. $1 trillion worth of stuff will sell in live shopping, all the way to $3 million homes, to Rolex's, to cars, and schmata, and cereal, and makeup. It is an inevitable outcome, and for 20 people in this room, it is destined to be the consumer shift and platform that changes their lives. Because they are conducively built for being good at live, they're a little more improv

• 45:15Speaker 00

  than they are actor, they're going to do it well, they're going to get popular, and they're going to sell the living shit out of homes on TikTok or Meta or Google or whoever does it.

• 45:25Speaker 01

  How would you encourage them to try it?

• 45:28Speaker 00

  By going live, so TikTok's more interesting to go live on than Instagram, because when you go live on Instagram, it only pings your followers, and those are, that's why when a lot of you go live on Instagram, you have like nine people, like some weird, like some weird dude in like Pakistan being like, "Get naked," and you're like, "Fuck this shit." You know, right? So, like, I get it, I'm empathetic, but, but, when you go on, you're like, we all know... Some dudes in here are like, "Fuck, that was me."

• 46:09Speaker 00

  On TikTok, you go live, I could not push all of you more to next week, three times, go live on TikTok. Even if you don't have a TikTok, and you're inspired and you set it up and you have zero followers, TikTok's crazy. When you go live on TikTok, they just randomly put you in people's feeds. Randomly. It's free exposure. Like, honestly, I hate that I'm in the point in my career where I have so many obligations and so many businesses. If, literally, if it was back in 2009, Gary, when I was starting up, I'd be live on TikTok probably seven to nine hours a day. It's just free awareness, free awareness. Again, homes are interesting because you're confined, right?

• 46:51Speaker 00

  But again, back to what I do, you, like, you're never going to run a marathon successfully if you don't start by going to your gym and running for 15 minutes on the treadmill. Anything that gets anyone here, all of this energy I've given for the last hour is in pure desperation to get people here to post as much as possible on all platforms in social, because I know unequivocally, data-supported, that that is how everyone in this room has a higher upside to overcompete in the market that they're in right now and going to be in. I really, I don't know what else to say, it's like, it's, it's, it really reminds me of health and wellness. Like, health and wellness is super interesting.

• 47:34Speaker 00

  Like, stop eating chemicals and crap, and eat protein and, you know, little fruit and, right? Like, go to the gym, like, start, like, like, it's not a complicated framework, but it's so hard for all of us. Right? That's how social feels to me. I don't think I'm saying anything profound, I don't think you've heard anything that you've never heard before, I just know none of you are really doing it. For real. And, um, that's just a massive financial misstep. And again, you don't have to make content like, "I'm animated and I'm me," you just have to be you. Some people are calmer, and guess what? There's plenty of people that are enjoying my energy and style right now and such, but for other people, it's too much. They don't like the cursing.

• 48:19Speaker 00

  They don't like it, and I respect that, and you've got to remember, that's your advantage. You need to be you. You might not be the gift of gab, queen, you might, but, how many people here think they really know what the hell they're talking about when they sell a home? They know their market, they understand, like, who, raise your hand if you think you know what you're talking about. All right, first of all, you see this shit, a lot of people don't know it, you need to fire a fuckload of people, yeah. That's what you do. You know, talk about the school system, talk about the neighborhoods' dynamics over the last decade, talk! What's amazing is you only need one, and the way, I love when I get emails from real estate people after conferences like this, you may go live, no one's from your area,

• 49:03Speaker 00

  and then just like, the way it really works is someone watching you randomly on TikTok, their cousin actually does live in your town. You know, like, it's, like, how many people here have sold a home in their life because of word of mouth? You better all raise your hand. Social media is word of mouth on steroids. So, this is all ideology, this is all placency, a lot of people here who've done well have traded on their reputation because they've been doing it, and I respect that, I love that, I trade on reputation. But I wake up every morning like I'm dead broke and no one knows who the fuck I am. And I think more people need to do that when the market gets hard.

• 49:46Speaker 01

  All right, that's close, but...

• 49:49Speaker 00

  Yeah, that was the real issue, I'm really upset no one clapped for that, because that was real shit. Human beings are about to become the biggest companies in the world. That I am destined to look more like Coca-Cola than I am to look like Richard Branson. That people are completely misunderstanding what's going on. That I can enter, do you understand how quickly I could enter this market? Like, do you know what the worst thing that could ever happen to you is I move into your town and decide to sell homes? I will slice your fucking throat. In like two minutes.

• 50:29Speaker 00

  Not even.

• 50:32Speaker 00

  You'll have to move within a week, you'll feel it.

• 50:36Speaker 00

  And that is gonna be replicated, right? Like, Mr. Beast is a headache for Hershey's. Beastables is a problem for a Hershey's bar. Like, Logan and KSI are a headache for Gatorade. Like, every business, media companies, like studios, CPG. Real estate's the easiest. I'll build a team in three minutes. Like, I don't think people understand. Attention is the only asset. My friends, attention is the only asset. AI is...

• 51:11Speaker 00

  Like, AI's gonna commoditize everything. AI's commoditizing technology, to your point. It's crazy what's happening.

• 51:21Speaker 00

  What I love about that is, if you really play the chess moves, authenticity, people throw it around, but it rises to the top. Because once everyone's fighting for attention, it gets complicated. I won, many others won, because we understood attention sat on social when everyone else was distracted, and we amassed it. Now, everyone's starting to go there. Everyone who's 16 years old? Who here has someone in their life, child, grandchild, niece, nephew, between 12 and 18? None of them are confused.

• 51:53Speaker 00

  You're confused.

• 51:56Speaker 00

  They're coming. And they're gonna do this. They don't even know how it worked the way we lived. They're like, "What the fuck are you talking about? Newspaper."

• 52:09Speaker 00

  It's coming. How many people are retiring in the next five years? Not, "You're gonna sell a trillion homes next year and buy a island." You're just old and finished. Raise your hands.

• 52:26Speaker 00

  You look amazing.

• 52:29Speaker 00

  Okay, so for the six of you that raised their hands, you could take what I'm talking about with some level of like, "Okay." But if I got this right, that 99.9 of you are planning on selling homes in five years, you better really fucking pay attention to what I was talking about. Because much better and bigger businesses than your little real estate business have been put out of business when there's a big consumer shift. So, you know, and this is why it's so fun to be here, because I've done a lot of real estate stuff through the years. What I liked about today, let me give you some insights to what I picked up on. 12 years ago, at an Inman event or a Keller, like, when I would do a talk,

• 53:13Speaker 00

  when I talked about, "Your 20-year reputation is about to be poked at by these people that make Facebook videos." They didn't believe me. I could see it, and they weren't wrong. I was like, "Look, in three, four years..." You know? They were like, "I'm Ruth, I've been selling here for 33 years." Fuck you, Gary.

• 53:34Speaker 00

  But today, when I said, "A lot of your reputations for a long time, you know there's youngsters that don't know shit the way you know it, or starting to take some of your..." I could feel you know I'm right. I'm telling you that it hasn't even started. I haven't even gotten into the weird stuff. For example, do you know why I'm a threat? I'm gonna create AI human beings that are real estate agents. They don't even exist, like those OnlyFans models, and I'm gonna make so much content in your town, and I'm gonna get the listing by someone that looks kinda like you, but I'm gonna be at the center of it, and I'm gonna get all the listings.

• 54:11Speaker 00

  Yeah.

• 54:14Speaker 00

  You understand? The stakes are high. If you leave attention in the market, where attention is, I'm gonna come and get it. Do you know what my favorite thing is about humans? They think the technology stops when they're alive. The things you take for granted blew people's minds 80 years ago. And I just, I really get scared when I see nobody's leaving in five years, and I know what's coming. This is high stakes. And like, you've gotta do at least the bare minimum. And the bare minimum if you sell homes is to post content that you sell homes on social media. It's the bare fucking minimum.

• 54:56Speaker 00

  Let me get a little longer. What else is up? I mean, do you have something else after this?

• 55:04Speaker 00

  Let's do one more, because I'm in the zone. Give me something.

• 55:12Speaker 00

  Go ahead. I'll repeat it. Over there, I'll repeat it.

• 55:20Speaker 00

  Yes.

• 55:24Speaker 00

  I'll explain. Yeah. Great, she's asking, "If you're gonna do the live..." First of all, I think you can do it, you're amazing.

• 55:50Speaker 00

  She's asking, "Wait, Gary, so if I'm gonna do this QVC thing, like, what am I doing?" Well, I don't know if you know this, because you're quite young, but for 40 fucking years, there's been TV shows of a human walking around a house and being like, "Here's the fucking sink, and here's the fucking floor."

• 56:07Speaker 00

  That.

• 56:10Speaker 00

  But what's cool is, you don't need Brock or PBS to pick you to be the star.

• 56:17Speaker 00

  Got it? You all just can go live and be the star. Let me tell you what else. When you get good, this is why you need to do 30 hours of homework. I can't do it all on stage. When you, here's what's gonna blow you away. So now you go live, let's say you're inspired, you do it. You go to one of your open house listings, no one fucking shows up, and you're like, "You know what, I might as well do the Gary thing, because no one's fucking here anyway." You take the phone and you do the thing, right? What really gets cool is when you get good at this. So you go live, three people watch, you're like, "That was a complete waste of time." Next time, 15 people watch. But when you start looking at the analytics, and you see that, when you talked about the sink or the basement, there was a spike, because now you're looking, the show ended,

• 57:02Speaker 00

  it sends you to analytics, and you're like, "Oh." Now all of a sudden, if you really do it, you're like, "Wait a minute. Backyard culture is something I need to be talking about more." I make night, this is, I'm so glad we hung for a little bit. This is actually gonna blow you away, and I would've never gotten to it, so thank you. I posted 931 pieces of content today, not to make people know who I am or sell something, but to get the mathematical and qualitative insights from how people reacted to it.

• 57:34Speaker 00

  I posted all that stuff, not for what you think I posted it for. I needed to know what the world is thinking right now. What's emerging, what's not. How many people here have been following me for more than 10 years? That's amazing, thank you. So you know, 10-plus years ago, when I was like, "College is bullshit."

• 57:55Speaker 00

  People were mad as shit at me. I would get these emails, like, "I'm Sarah Thompson, I'm 54 years old, I'm coming to your house and I'm shooting you in the face." Like, people were like, emotional about college. But I kept breaking it down, I was like, "Friends, kids that are creative and entrepreneurial, who have parents that are not going to pay for college, and they're taking on $150,000 in debt, and that degree is starting to mean less, like, are gonna get murdered." And I kept getting and getting, but it was the analytics that I was seeing that every day, more and more people were hearing me, and that gave me guidance of the content I wanted to make. You don't know the content that's gonna actually sell your homes. I believe, because I've done enough work on this,

• 58:40Speaker 00

  that all of you need to be talking more about your general area. The gentleman I met earlier, for years I've been saying, "Become the mayor of your town." Unlimited videos about your town. What makes your town that you sell in, or towns that you sell in, interesting? Sure, the easy one, the school. But like, go and interview the principal in your content.

• 59:02Speaker 00

  Go and interview the principal of the high school. I don't know if you know this, principal of high schools get asked to do a video blog, they're pumped.

• 59:13Speaker 00

  No one gives a fuck about them.

• 59:16Speaker 00

  You want me on your podcast? Hell yeah.

• 59:20Speaker 00

  Go and interview the restaurant that everyone is psycho about in town. Or the deli that makes this one sandwich that makes it famous. Or the high school quarterback, or this, or that. That content, because when you're someone looking at a town that you're considering, that content's gonna show much more than I have this listing on 123 Green Street.

• 59:44Speaker 00

  Everyone here has to get good at it, but it's the insights that you'll even get. But, but, somebody in this room is... Do you have my slide? Can someone throw up my slide?

• 59:55Speaker 00

  Cool, can you guys take a photo of this? I know someone's going to text me in a year, I know it. I know that someone here is literally going to text me in a year and say, "You will not believe this." I was in Utah a year ago, I went live, I'm on TikTok live every day, and I just sold a million-dollar home, right from the stream. I put, I told them my number, they texted me, they came... I mean, this is real, friends. This is real. But again, I will end with this. There's a million ways to do it. If you can't feel comfortable in front of the camera, I'm empathetic. I challenge you, because I don't know if you know this, we're not in junior high anymore. So if someone says, "You're ugly," you shouldn't fold like a cheap chair.

• 1:00:42Speaker 00

  You should be a big girl and boy and be like, feel bad for them, because could you imagine having a life where you go on the internet and you find random people and you make fun of them? They're an idiot, not you.

• 1:00:58Speaker 00

  Yes, yes. You clap, but I know for fact that a lot of you stopped posting because one or two comments hurt your feelings.

• 1:01:10Speaker 00

  So we need to fucking woman up.

• 1:01:13Speaker 00

  We need to man up and sell some fucking homes.

• 1:01:18Speaker 00

  Thank you, everybody. Thank you so much. Everybody, if you enjoyed this podcast, please go back and look at the prior episodes, they're loaded. I appreciate your attention, and thanks for being part of this journey. See you later.