How Real Estate Agents Can Win the Attention Arbitrage Game in 2026

23:27Oh Gary, you don't get an unused TikTok. I'm like, why? China.

23:37The 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? Like you just love seeing your fucking face on a park bench.

24:10Who here has bought outdoor media with their face on it? Raise your hand. I have.

24:18Just 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 to almost every hand that just went up, curious, is that free? Is the post office like, John, I love your blazer, 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 in 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.

25:00It'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 gentleman 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 either. I love them. But over 60, I need a favor from you. No more you sitting in 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?

25:52My friends, this industry and our society, even though, I don't know if you saw, but America just beat fucking Canada in the World Cup.

26:07Real quick, real quick, very quiet. Just, it's important. Don't be bashful. I love everybody there. I'm actually going there next week. If you're from Canada, please make some noise. sorry sir sorry

26:24my friends this industry this amazing country our society we have become remarkably good at excuses even the OG's even us 50, 60, 70 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 just want to be on the record as an 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 on the president of the United States of America, you, I'm gonna say it slow, grab your pens, I want you to write this down.

27:24You are a fucking loser.

27:44A lot of you DM'd me and brought up that I was coming here. So yesterday I did 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 a can we put 11 ,000 hands all in the pot right now and commit that this is the year we stop fucking crying

28:11now let me tell you why I understand you

28:18I got in at 1245 in the morning last night because I don't know if you heard a big storm in New York I didn't want to miss this speech because I had a lot of things to say

28:30and so I got in late and I got to the hotel room at like one fucking I don't know late and then I saw it sitting on the table gummy bears

28:48and I ate them and I understood at 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, you've been following me a long time. You know, about 12 years ago, I started getting my act together. I look a little bit, a 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 fucker 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 the chemicals 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 going to 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 to actually get views to sell homes, you've just convinced yourself three.

30:23And this is for a lot of you, and 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 the 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.

31:00China does not give a fuck about you. Your audacity is very high. Friends, listen to me. 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 I'm gonna say it slow we have another five to seven years maybe more maybe less this 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 stephen bartlett or me or the 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 is going to go away we are within a decade of glasses coming and the mobile device that you all 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.

32:41I'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 30 crew, they used to have beepers and beep, beep, beep, and you get a bzzz, and then you call from the page. It was fucking crazy.

33:08The phone, these social networks will look like the beeper, will look like the printout paper that you used to print out at your printer at home with the MapQuest directions.

33:26It'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 OGs 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 roof's safety of an inspection, and everything else you can come up with that you know that you've put work into.

34:20I am literally one of the leading experts in marketing, and you can type into ChatGPT, how would Gary think about this? I'm in trouble. If I'm in trouble, you fuckers 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 from you 15 years ago.

35:03they're doing it now. Experience matters but all the great things you know AI is commoditizing in your face it's commoditized now. Zoning and 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 chat GPT 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 five years? Raise your hands. All these people, for the people that don't know me, that raise their hands, knows I don't share my real life.

35:45You 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 you, 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. Capisce? My friends,

36:29this 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 that this, you think I'm happy that Substack came out? I had this shit figured out 20 years ago when it was email and 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.

37:16And I'm gonna say it 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?

37:42Or, thank you, or are you just gonna be hyped for a couple of minutes right now? Be like, yeah, I'm gonna do it.

37:53And then next Thursday, eat the fucking gummy bears. My friends, I have an idea. You know what's better than one Gary? Two Garys.

38:09Let's hear it for the founder and the legend, Gary Keller.

38:35All right. Okay. So, you know, Ryan lost the bet backstage. What was the bet? Well, I said you were going to say the F word, the S word, and the MF word a thousand times in 20 minutes. Yes, sir. and he said the under yeah he was he was he was the under yeah you know what happened they were they were feeding me they were they they were into it i dropped the first one they're like yeah we like it like let's fucking go yeah you know it's it's um yes gary i don't know if you know this i i i you're i shave to you a lot right and uh that's when i shave you guys too but my wife happens to walk in and she goes, why is that guy talking like that?

39:25I said, do not throw the baby out with the bathwater, honey. We just have to let that ride. Yes. Should I go apologize to her? Not at all. No, no. Gary, my whole thing is these are real estate agents. If they were scared by a curse word, they need to quit.

39:52I love you, man. I love you, too. Let's dive into this. Please. So I want to jump off with a real simple question. Please. And that is you mentioned handles 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 industry, right? So I'm sitting in the audience and I'm thinking, okay, there's seven platforms? Yep. That's what you said. Yes, sir. Okay, I want to talk about. Please. 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.

40:31So 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 Gary V on seven platforms and I couldn't post that much. It was when I stood up at Gary Vaynerchuk, at Gary V at Yard Sales, at Gary V the Jets fan, all the different things I talk about, those handles allowed me to do that. I mentioned earlier that we're no longer in social media.

41:11Five years ago, if I was here, when I was in Atlantic City and I saw you years ago, I couldn't give this advice because we were still in social media and if that gentleman right there stands up at John in Denver and it has zero followers but his Instagram had a thousand followers well he would have gotten no views on John in Denver five years ago because you 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 gonna get more views than the count they have with 5 ,000 followers because we are now, these platforms are gauging the content based on the merit of the content, not how many followers you have and the algorithms are sending it to people that might have interest in it.

42:09And again, Sarah in Canton, at Sarah in Canton, because her handle's Canton, because she says Canton, Ohio, four times in the video, as this AI gets 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 going to shut up. Maybe. So I'm going to go to another comment. And that is, and I did the math calculation. and essentially you said, hey, I spend 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, Gary, creating content?

42:56I said 51 % of the time I want them to do content. A couple of 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 love, by the way, if I may, I just want to say something. I know I've come in with a lot of Jersey, tough love. My admiration for all of you is an 11 out of 10. To stand on your own two feet, to be in a market, to play the supply and demand game, to many of you balancing family and business, to find the time to be in a competitive market that's purely based on merit.

43:41Can you just put the lights 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 where I say no to 99 % of the keynote speech opportunities at this point in my career, that I emphatically said yes on a Sunday.

44:00Thank you. So, so, So, 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 fucking agent. Here we go. Exactly. Exactly. Yeah, yeah, yeah. Friends. So how am I going to, okay. So let me get to this. Okay, go ahead. 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 the real estate agent. I do believe this industry spends a lot of time on things that don't matter. I just think you do. 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.

44:47Gary Vaynerchuk: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 more homes for them. So if you don't believe, what are you gonna do, right? If I didn't believe working out, like you're not gonna do it. Two, 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.

45:25Buy this home for me. Come to my open house. Like we do, I said this 20 years ago at a real estate convention. Be the PR agent or the mayor of the town you sell in. Let the world fall in love with you. How many people here are into 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 V, I'm so pumped. I'll see you in Atlanta. and I'll see you in Atlanta.

46:00I 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 the 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.

46:45Yeah, yeah.

46:51Ladies, 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 going to 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 going to say something and the woman on the other side is going to be 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 that this is a game of people showing more dimensions in their content.

47:38Please. Yeah, so the way I interpret what you said is make your life about 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.

48:02Gary Vaynerchuk:Did you tell them to do that, by the way? It was many years ago. I mean, people, friends, I love you. I hear it 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, you're selling you. What do you want from me? That's a valid point. Like, you want to be the mask 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 three years?

48:42Raise your hands. For you, I think you've 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 and 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 a KW which closes the gap in 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 psycho.

49:29You'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, yeah. I think that, thank you for that. I think that 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, Gary. But I would say, everybody, the people that are polar opposites of me, not high energy, not over the top, not crass, are doing great as well.

50:14The 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.

51:17Yeah.

51:18Gary Vaynerchuk: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 51 % of their time every week. Thank you. Just out of the gate. Just out of the gate. I just mean it. Yeah. I've just spent too much time. By the way, I'm talking in generalisms. 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 kind of environment. Like you can get stuck. I'm empathetic.

51:59This is 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.

52:11Gary Vaynerchuk:You don't want to make the money? You know the help I can get. Everybody who just raised their hands and made noise, I'm dying to see your fucking calendar. Yes. 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 of... 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? I mean, you've got, how many businesses do you have? Like seven or eight meaningful ones.

52:44Gary Vaynerchuk:So you have some non-meaningful ones? Watch this. Yes, I do. How many people here have three children or more? Raise your hands. Let's clap that up. That's a lot of fun. Ready? For everybody who has three or more, they know the answer I'm about to give with my businesses. Everybody who raised their hands. Who gets the attention? The one that's got the most fucked up shit at the moment.

53:08Right? Right? Like, that's how I handle my businesses, but that's not where I'm going. Let me give you one that's bothering the crap out of me.

53:16Gary Vaynerchuk:Yeah. There's people here that want to make lots more money, but are not investing back in their business. Oh, Gary, I can't hire someone. Oh, but that's going to cost you money that you want to take home and buy a new purse or a new watch or a new golf club. People are not investing enough in this industry. and now by the way I'll be back here in three years paid more and I

53:45and guess what AI is going to eliminate everyone's excuses like people are like oh but Gary you have a team I remind them that I didn't have a team from 2006 to 2014 for eight years it was me with me with me and my content and then I got to a place where I invested back into it because I thought it was the most important thing for context this is I don't want this to curveball you I have 23 full-time employees just on my content but that number is about to be 7 because AI is here and everyone here can spend 10 hours learning how to make content with AI they could you don't have to but you could and then they could be making it the excuses of not making content are all being eliminated the value of it has never been graded greater the window is going to close because technology will change and everybody here will wish they did it and the content they make today will be the reason they show up on the AI searches tomorrow I'm going to say that nice and slow the content you make today friends is going to be the reason you show up when someone says and you know this is real watch this Gary Friends, lights on.

55:06Real talk, raise it high, otherwise I'll make you stand up. How many people here in the last six months went to chat GPT or Gemini to search something that only a year ago you would have went to Google to search it? Raise your hands.

55:26Everyone. Everyone. How many people here, if you don't believe me, of that group, how many of you 15 years ago said you're not getting the iPhone because your Blackberry had the buttons and it was too important?

55:39Gary Vaynerchuk:That Blackberry was awesome, by the way. Right? So even if you're not doing it yet, you have to understand one thing that I know to be true, and I wish it wasn't the case either. Technology is undefeated. Technology doesn't care about your opinion or how you used to make money. It's undefeated. And so everybody on earth is going to go to these AI bots and say, I am in Phoenix and work at this company. My husband, my wife, just got this job. We are moving to Detroit, Michigan.

56:19I saw the jacket. I needed it. I needed this connection. I want to live within 25 minutes of my husband's workplace. Here it is. Who are the three agents I should use? That is the battle all of you will see in three to four years. The content you make today on Substack and YouTube Shorts and Facebook and Twitter is the reason you will show up. And if you do not make this content, you will not show up and you will be out of business. and you might not for the people that stood up that were 20 years as you know Gary you've been in the game let's clap it up for this legend of the game yeah Gary you know this you and you did it no one likes to be clapped at for being old listen I didn't say old I said legend well Gary you built an actual brand it's why this exists I just want them to build their version you built something big.

57:18Not everyone's destined to be the operator entrepreneur you are, but all of you have to build your reputation. I know that word personal brand bothers some people. I know social media bothers people even more. This is your fundamental reputation. And again, some of you will get away with it because you've been, actually, how many people here are retiring in the next four years? And I don't mean you're going to crush it and sell a trillion homes and buy an island. And I mean, you're old and you're finished. Raise your hands. All right, so like, I see you back there. So about 41 of the 10 ,000 people here, you could probably get to the other side, right?

57:58Like you're gonna get to the other side before the damage is done. You know who I'm most worried about? I really, I'm gonna ask you to stand up because I'm really gonna talk to you because I have a lot of love for you. The following person, please stand up. You've been in the game. for over 15 years and you plan on being in the game for at least another 10 or more, I need those people to stand up. You're in it for 15.

58:23Gary Vaynerchuk:There's a lot of it. You're in and I'm in. I'm in.

58:31Listen to me. Please don't sit. Please don't sit. Please keep standing if you're this person. I want you to look around. This to me is the most important singular reason I came. This group in the world that I see coming is the potential lost generation. You've been in it for 15, which means you have enough track record and reputation and the good one, word of mouth, that you think is going to sustain you for the next 10. You're going to go through the next 10 years of your life. I'm looking at all of you. You're going into different life cycles. New, cool amazing things are going to happen. Your child may have a child in this next decade.

59:13Like other things. And it's going to make it harder to go, you can sit down, thank you. And it's going to make it harder to go 80 hours a week and things of that nature. I need to protect you and I need you to hear me. This is a very important transition. Somebody bought 15 ,000 horses the day the car, before the car was invented. Nobody cried for the hundreds of thousands of people that sold Yellow Pages ads when the search engine came along. Shit changes. Your industry is about to change. I need you to desperately understand how easy you can combat it. I could care less if any of you except my sister makes content in social because we're not related.

1:00:03but but I'm here and you're here and I know what I'm saying and more importantly I know you know I'm right just like when my trainer and doctor says don't eat the fucking gummy bears and go in the gym I know they're right and I know when I'm not doing well and for the first 38 years of my life I did it zero and I had all the consequences in the last 12 years I've been a lot better am I perfect? No. You saw what happened last night. Do I expect anyone here that has not been doing it to be like me in the next two years? I sure don't. But if you don't get the 60 to 70 percent of me, you're going to get wiped in a way that you can't imagine.

1:00:43And I just need you to take this serious. And you don't even have to do it. As you know, Gary, some of these people have groups and teams and they work parts of stuff. You don't even have to do it. But someone has to do it on your behalf and you need to invest in it. Unlike health, do you know how many people I would hire to do my workout and eat for me if I could?

1:01:06Like, unlike the shit that I suck at, it sucks. I have to do it. The fact that you could have someone on your team represent your listings and they can do it, it has to be done. But I will remind you, if that person does it, eventually the audience is going to know that person, not you. You've got to figure this out. This is real stuff. This is not a joke. This is not a warning.

1:01:30Gary Vaynerchuk:So when we polled the audience, the number one platform that they were spending time in and getting referrals in is Facebook, followed by Instagram. Yes. And then nothing else even made the charts. Correct. What are the platforms that we're not thinking about that we need to be in, and what do we need to be doing in them? You literally, I'll make it easy for you. You could be lazy as shit. I'm giving you the steroids version of getting muscles. You need to post the same videos on all seven platforms. Just change the copy. I don't care. I'd like you to do it different. Again, here's something you should write down.

1:02:06GaryVee.com slash attention. I literally am so desperate for people to do this. You'll see, it's no data collection. I'm not doing anything weird. I've literally made a 50-page deck for free for pure karma. GaryVee.com slash attention. It will show you in detail how to post best practices, but at bare minimum, brother, at bare minimum, just post the same goddamn video that you posted on Instagram, on LinkedIn, and on YouTube Shorts. The same. I don't even care if you control copy the same copy. It's not right. The thumbnail should be different. The hook should be different. The room is different, right?

1:02:43You should make a reference of someone being a professional or traveling a lot on LinkedIn, and in Snapchat, you're talking to 30-year-olds. Like, you gotta play it different, but at bare minimum, that.

1:02:54Gary Vaynerchuk:How does that turn into an actual lead in my inbox? Watch this. Lights on. Like, specifically, how do I do it? I'm gonna show you, my friend. I wanna see it. One more time. Who here has posted something on social media that has led to a direct message or an email, and you sold a fucking house? Stand up. Stand up! It's the vast majority. bro what the fuck are we talking about

1:03:24what do you want from me

1:03:33Gary Vaynerchuk:well all right well hang on though because it's the same audience that in the polling said that they're spending more time and i get it you don't think it's enough time and i'm willing to meet you there but they're not seeing a greater reward because they're not good at it it was easier seven years ago. It's more competition. Instagram is so many people's primary here, and it's impossibly hard now compared to seven years ago. So what does good look like? Selling homes. Good is views achieved organically. By the way, I don't even look at following count anymore for anything we do in our companies.

1:04:04Doesn't mean anything. It's views achieved organically. Let me give you a tactic, everyone. You make a video, you post it. Normally, you get 80, 90 views per video. You're just that person. You're only 100 views. Now you get 4 ,000 for some reason. You then take that video and you spend$100 in meta or TikTok ads in the 20 mile radius of that listing to bump it. You'll be profoundly stunned. Most people are not spending media dollars. They're just doing organic. But if you take your organic winners and you amplify them, because you guys all know this. Here's the counter to me. Gary, great, but I only sell in Phoenix, Arizona, and I make a video and it gets 5 ,000 views, but no one's from Phoenix.

1:04:48I say, here's my counter to you. I know, I know how social media works. Now I need you to spend$50 in media on a 10 mile radius in that Phoenix area because you know we have a piece of content that resonates with people. So you're doing the organic posting for good marketing, but you're also getting testing out of it.

1:05:08Gary Vaynerchuk:Do you know why some posts get the usual thousand, and then what makes that thing get the hundred thousand? Have you analyzed it? Do you know the answer? Of course I know why. Can you tell me? Because people liked it. I was looking for more. I was looking for more. Pie and face. There's got to be something. Let's talk about what people like. What do they like? Do you think us four men find all the same people attractive? Nope. Great. Do you think... Do you think us four men enjoy the same exact foods? No. Except gummy bears. We can all agree. Brother, different strokes for different folks. Relevance, which is how these algorithms are written.

1:05:52Anybody who grew up in marketing or took a marketing class or maybe you just got down this path. Relevance leads to consideration. Consideration leads to purchase. The reason I keep pushing people here to talk about, did you notice I said make a post about asparagus? This is real. How many people love asparagus? This is wild. Nice, Gary. Has to be grilled. How many people like asparagus so much that they know white asparagus is the jam? Notice how that was smaller. Someone cooking one day, and just like my voice comes in her head in three weeks, and they're cooking, and they're like, fuck it. And they take the camera, and they're like, white asparagus, and they post it.

1:06:35that video might get 17 ,000 views. If they have their profile set up properly, real estate agent, phone number, email, that 17 ,000 views of asparagus hits someone that's interested in asparagus and then they look at the account and for some God-given reason, that person's moving to Denver and they see they're a real estate agent in Denver, the asparagus is the lead gen to a sale. I know most people don't believe it. Oh, no. but I also know most people in here are not me.

1:07:10I'm saying this humbly. I run the largest social media marketing agency in the world. We spend, let me tell you where this comes from. I'm not talking to you from a focus group of one. Let me set the stage for a lot of you that don't know me. I am the active CEO of a company that has 3 ,000 employees that does the marketing for Fanatics and Chase Bank and Pepsi and Procter & Gamble and the biggest brands in the world. Globally, I'm going to London tonight to see my 600 employees in the office there. We spend$3 billion in media ads to see how they convert. We sell really expensive shit, luxury shit, low-inch crackers to$50 ,000 handbags to everything in between.

1:07:57I'm coming from a place of data and information not opinion and focus group of one the new book I'm writing that's going to join my thing I'm finishing it right now is called Your Individual Empire the book for many of you that maybe discovered me 20, 15, 18 years ago when I wrote the book Crush It that was the first book that said you can make money on the internet and social media the new book I'm writing called Your Individual Empire is gonna teach all of you how to start, but focus on the people that have already started. My belief is that the individual is the next corporation. Billion dollar companies based on a person.

1:08:36This is here. This is real. And so, you know, when I asked them all to stand up, this is happening. They're just doing three push-ups when they need to be doing 500 a day instead of three total push-ups a week. This is a more. Quantity is not subjective. Quality is subjective. What we find attractive, what we like to eat, what TV shows, what books, what content, what podcasts. That's what makes something relevant. We all have a million things. I'm asking you to make more content about you fully, your interests, who you are. You can share, listen, you're talking to someone who's never shared his personal life in 20 years.

1:09:17You don't need to share that. This is not an invasion of privacy. I talk about my Jets fandom, my collectible stuff. I talk about a lot of stuff, but not what I don't want to share. So this, for a lot of you, I know the roadblock is you don't want it. Me neither. Me neither. I have children who desperately do not like when we're having dinner for people to come up. I like understand it. This is real life. I would never share my relationship to the world. Once you give the world your relationship, it's theirs, not yours. I do not use puppies and babies to get likes. That's some bitch shit.

1:09:57I'm out here trying to sell homes. And the best way I would know how to make homes sell is I would talk a lot more about the towns and the nuances of the neighborhoods you sell in. I would educate the audience more about what they should look for. If you become the person that most educates people on the lookouts of the current industry and the traps, you will gain trust. You get trust, you're gonna literally get DMs from people saying, you live in Baltimore, I live in Los Angeles, but I've been watching your videos of watchouts in the industry, so I want you to refer me an agent so you can get half the, now I'm getting nerdy on you.

1:10:37If you were the most trustworthy agent in the game because all your content is about watch out for this, this is how you get hit with a fee, this is what's going on, you're going to get DMs from people saying, I can't use you because you're not my area, but can you be the refer who makes money here from referrals? Sounds like a scalable business to me. This is real shit to me, men. I just need people to act like it's 2026 and I need their actions to map their ambitions. There was a lot of people that yelled and said they wanted to make a lot of money. You've got to figure this out and you've got to get more self-esteem.

1:11:19Like, so many of you don't post because of the comments. I mean, look, I don't think this is the right way, but hide them if you need to at first.

1:11:29Gary Vaynerchuk:It doesn't bother you, because we've gotten some comments about the language, but you're fine. I don't give a fuck.

1:11:40Now, now, now, now, let me say the following. I don't but from the depths of my heart because I'm incredibly well mothered I respect the feedback of the language I directly apologize to anyone in this audience who felt the language was a little too much because you grew up in a manner and your principles are based on that I respect that to no end and I don't think I'm right I think you're right I mean it for everyone I feel they're right for them but anyone who is lost on the intent that I came to this stage of. The desperation I have for people to be happier. Like, I hope that wasn't lost. I hope my potty mouth from New Jersey didn't cloud the intent and the strategy that I brought.

1:12:35But I do, but I, but back to the point I'm making, I sincerely do apologize. Like, I get it. If somebody came up here and said they like the New England Patriots, I would hate them too. I'm a Jets fan. You know, like, everybody's allowed, and maybe, you know what, maybe this is the full circle thing. I can only be me. It's all I got. Right? Like, so this is me, and for the hundreds that tuned out because there was cursing, my belief is also on the counter, there are hundreds that tuned in, and that's what I want all of you to do. Make the content for the people you're servicing and helping. And by the way, this is very important.

1:13:25Listen, I get lots of views and I go viral every day. I get plenty of feedback. I just need you all to hear this because this might help you start to post. My friends, if somebody takes the time out of their day to go on your account where you're talking about Chattanooga, Tennessee's values or like the house that you have listed, why did Chattanooga get some shitty seats?

1:13:58Gary Vaynerchuk:Ryan, what happened there? This is just important. If somebody comes to your page and says, you're ugly, like what are we in fourth grade? Like if somebody comes and says, you don't know what you're talking about. Like what are we doing here? I swear, this is real in my soul, in the same way that I'm desperately apologetic to anyone that was turned off by a curse word or many to be fair. I don't get upset for me when people say, I suck or I'm a scammer or this is stupid or this would never work. I feel bad for them. we need more compassion and empathy and kindness in the world I think we can all agree to that but we all clap that up why don't you start with yourself when someone comes and says you're stupid or you're ugly and you know women on women crime is crazy the ladies are all like women and girl boss and we all got each other and I go in the comments and this girl's like, your blush is fucking garbage.

1:15:06I'm like, what is this women on women crime that we have to stop? Jesus, ladies, love each other, shit. I'm so trying. But if a woman comes on your page and says your lighting sucks or get Botox, bitch, or whatever I see, all the stuff I see, right? Right. Please don't think about your wrinkles. think about how broken that person is.

1:15:40Friends, could you imagine spending three minutes to go on someone's social media account, consume what they're saying, and leave something nasty to tear them down to make yourself feel better for 13 seconds? We need more compassion and empathy. So when I hear we got feedback, I don't go big shot on them. they're right. They're the audience. You know, I'm just not capable of not being myself and if I can get everyone here to be themselves I don't need anyone here who's chill to act like this. Right? I don't need anybody to start cursing if they don't curse. I need you to start putting out selfless information about real estate.

1:16:23I need you to talk about the school system and how great the, go interview the principal that's been in place in the high school for 22 years and post that. Go talk about everyone's got that signature restaurant or deli or something, that landmark. Go interview that owner. Go put out content that would make someone want to move to your town and then use you because you're not like everybody else, just listing picture of home, open house, $4 million, blah, blah, blah, blah.

1:16:54Gary Vaynerchuk:How many pieces of content does your sister put out in a week? If she was sitting here, she would tell you that for a three-year period, tons, you know, two a day on every platform, maybe 20, 30, 40. Over the last two years, just because of real-life dynamics, super low. That was our conversation. Yeah. I appreciate that. Obviously, I very much know her situation. And by the way, nothing crazy. She just ebbs and flows, right? She's in teenage years with her kids. You know, her daughter Hannah's a freaking superstar. She's doing 8 ,000 things. I was like, you guys know. This is why I had to give a huge shout out to the, and by the way, and the stay-at-home dads that don't get any shine ever.

1:17:32There's plenty in the audience as well of that. Let's clap that up.

1:17:38You know, everyone's different. You're gonna have chapters and seasons. The reason I understand this is because of my health journey. Last year, I crushed. The year before was the most challenging year of the 11. It's okay. My argument is very simple. I just need you to know it's true all I need you to know is everything we talked about this afternoon is true all I want and I said it earlier is for them not to come up with excuses it doesn't work anymore it doesn't work for me by the way I don't even care if they don't do it but I do not want them to have excuses if they don't have excuses if they're fully accountable if America and these individual people get good at thumbs instead of good at fingers, shit will get good.

1:18:27And I'm here desperately trying to make it good for them and that needs to look like this. You don't have to do it. You will have ebbs and flows. But what I'm begging all of you, all 10 ,000 plus of you when you leave here is cut the crap. Home sell at scale on social right now. It's the free battleground. It's the biggest opportunity, especially if you don't want to spend money on advertising. And it's the biggest opportunity for you and all of you, almost all of you, have not gone deep into platforms, into extra handles, and into all the interests. Do you know how many people here will sell homes because they make content about wine?

1:19:06Right? Yeah. You like that? Let's go. No, I don't mean like drinking it and passing the fuck out. Oh. I mean, if someone here, how many people here are really into high-end wine and drink it? Raise your hands. You know, when you're a high-end wine person, if you're reviewing a bottle of like Harlan Cabernet or Prisoner or like you're attracting high net worth individuals. How many people here have gotten a lead from a very random piece of social media content? Not about the home. Stand up. I want people, very random. Please, I know, but I'm giving you good blood circle. This group right here is so important to me.

1:19:45I need people looking around. It's random. All you have to do is have your profile really good. Selling homes, phone number, email, cell phone number, however you roll. Thank you, everyone. Like, this is about anything. And the more that the people learn about what they're interested in, it's more connection points. It's more opportunities to sell.

1:20:04Gary Vaynerchuk:Gary, when you hear all this, if you were drawing this model, you'd wake up tomorrow and make a list of each of the platforms you were going to be on, all of the stories you were going to cover, and you'd become a media machine. Yeah, you have to live it. He said it right. And that is you have to live in service of your schedule. That's the challenge of life, is that we tend to use our ambition and our natural behavior, and that's going to let you down at some point. It will always let you down. It will. It will. The gym's a good example. It will let you down if you go in there with your natural behavior and your ambition.

1:20:38It won't be enough to get you through to get where you need to get physically to live the kind of life you want to live. And this is the biggest challenge that every human faces, and that is I'm not living in the service of the calendar that would get me. It's not complicated to know what to do, but you have to live in the service of the calendar that would execute it. And by the way, everyone here is allowed to have different levels of ambition. My argument, my hope and dream out of this talk is that you align your actual goals with your actual actions because I think the delusion of hyperbole is confusing you.

1:21:16I'm going to be a girl boss and sell 10 million homes. Well, you're not going to sell 10 million homes this year if you're not doing the actions that lead to that. And by the way, let me throw a curveball at the end. You don't want to do social, knock yourself out. You better do something. You don't want to do social, you better cold call. You don't want to do social, you better use your earnings and start doing direct. Like I'm telling you the world and it's confusing because I know a lot of you are still fully relying on word of mouth, and it doesn't seem like it's about to fall off a cliff, but I'm telling you it's in danger.

1:21:52Does that make sense? How many people here relying on word of mouth because you've crushed for more than a decade? Raise your hands. Be honest. That's the key thing that I'm worried about. It's starting to dilute, right? And people are trusting other pieces of media, right? Social and AI are going to keep chipping away at the word of mouth game, and eventually there's a tipping point where your actions, you know, you put in so much work to get this point of reputation, you know?

1:22:21Gary Vaynerchuk:Sure. Friends, if you are going to call a call, please do it in a TCPA-friendly and compliant way. Yes, always legal. Gary, one last question for you. You have made a massive difference in the lives of millions of people. Who is the person that makes the biggest difference in your life? Oh, my man. And every accolade, I know a young lady earlier talked about my impact. Let there be no confusion. And by the way, you can blame her for my cursing too because my mom cursed like crazy growing up. I stand here. I don't even exist, my guy. You are looking at a man that is 100 % in the place that he is because his mother is world class.

1:23:10like in fact you know it's funny I told you don't listen to the negative my biggest thing is I don't listen to the positive the biggest thing I have to look out for is not the people in my comments that say you suck it's the hundred posts of people saying you're the goat you're the greatest you changed my life you're everything like I don't hear either my friends you want to get good at not hearing negative, don't believe the positive. Once you believe in the outside validation, you're vulnerable to the negative. It's the cheering that is putting you in danger to the booing. My mom built me super right, my guy, and then my dad came along.

1:23:49My dad worked every minute when I was a child. I was born in the Soviet Union. I came to the US when I was three. Very immigrant life. And I only really met my dad even though he was in my house every day. He just came after I went to sleep and left before I woke up. I met him at 14 and started working at the local liquor store that we had. And he taught me that. My dad taught me that word is bond. And I was such a natural salesman that I don't think if my dad didn't come along, I might have been a little bit spammy or that I ended up being, which saved me, who I am. And then the last part is, you know, the environment.

1:24:28You know, I was born in the Soviet Union. For everybody who doesn't know this, the Soviet Union in the 70s when I was born was not Iran, it was North Korea. You weren't allowed to leave. So I also stand here on the shoulders of two very important places, one macro, one micro. Number one in the macro, the United States of America.

1:24:56and number two and this one ruffled a little feathers but I stand on the shoulders of Edison, New Jersey 1980s and you know what that came with? That came with the cursing but also came with another thing a couple things that I would like in society as I go off stage here a couple things I wish for society thank you sir I gotta care thank you my friend Fucking Gary's athletic You saw that? I got you, I got you How old are you? I got you Gary, how old are you? 69 this year 69

1:25:32I love that he's 69

1:25:40You know how we did all hands in? I got a couple How many people here are parents? Raise your hand I'm gonna end with this and I would bring this energy to your workplace. How many people here are leaders of their office? Number one. Back to Edison, New Jersey. Rule number one. How many people here have a boy that's three to 11 years old? Raise your hands. Number one. Have your three to 11 year old boy get punched in the fucking mouth.

1:26:15Gary Vaynerchuk:Happening today. Encourage fighting.

1:26:21Number one, I really believe that the world went awry when I'm telling you fighting is good.

1:26:33Not like abuse, I mean like Ricky versus Johnny, 315 flagpole, throw it the fuck down and see who wins.

1:26:45I can tell you right now I can tell you exactly the moment I became a man Oded Weinstock 1986 Tingley Lane 3.45pm his foot hit my mouth leg in mouth in mouth I had 19 to 50 kids I can't remember I don't want to bullshit the number I had a decision to make sixth grade right there on the spot I was gonna fold and be a bitch for the rest of my life or I was gonna fight like I was fucking Rocky fucking Balboa. And I fought, Gary Kay. I fought and I won and it's still the best fucking day of my life.

1:27:26Which gets me to number two. Number two, very important for us. Very important. This will help you sell more houses. It will help you build a better team for damn sure. and most of all, it will help you have a happy life when your kids are in their 20s. Number two, we must eradicate, eliminate, destroy eighth place trophies. No question.

1:27:56Confusing these children that you getting your ass whipped 42 to 16 in a basketball game, but you get the same shit as the people that whipped your ass is fucking up the world of merit.

1:28:14That would be like you losing out on the listing to another agent, but you got half the money. Number three.

1:28:28This is humongous. This is the biggest issue. How many people have a child 22 to 30 years old? Raise your hands. Okay, it's gonna, this is, let me, before I say what I'm about to say, I am only speaking about what I'm speaking about right now because I get roughly 10 ,000 direct messages a week from people in their 20s. And I read it. And now that I have AI and can put it all in there, number two, I think it is asinine to tell someone how to raise their children. It is the craziest thing I've ever seen. everything out of my mouth in the last two statements and the next thing I'm about to say is just in generalisms of trends I'm seeing that are leading to depression, anxiety, and unhappiness.

1:29:17If you have a child that's over 22 years old, no matter of the global economy and what's going on, the faster you take them off the payroll, I promise you, you and them will be dramatically happier. It is painful. I get it. Like, I could see it. Like, it's not the easy one. But let me, friends, I don't know if you know this. We have a major pandemic, Gary Kay. We have 26-year-old men in America running around. And mommy and daddy are paying for their apartment, their Uber, their Equinox gym membership. And here's the scariest one, Gary. Life 360, their mom knows where the fuck they are. I know.

1:30:04My friends, if you have a 22-year-old older male as your son, and you are following them around on their phone, and you are texting him on a random Wednesday night at 11 and be like, Johnny, why aren't you home? You are in deep shit.

1:30:29These 26 year old men had great grandfathers that fucking stormed Normandy at 18 and you're wondering why they're not home at 1130. It's because they're fucking hooking up or drinking. Stop bothering them.

1:30:50My friends, we have become remarkable at blaming everyone but ourselves. the entitlement is through the roof your excuses are absurd there's always been economic downtimes there's always been tough job markets there is 16 year old streaming on twitch making a million dollars a month stop making excuses for your grown ass kids and now let me give you the biggest secret that you don't know which is why I'm being so loud about it they resent you for doing it this blew my mind from the DMs. The amount of kids that DM me and tell me they're 26, their mom bought them and dad bought them the BMW, they pay for the thing, they do all the stuff, and they're completely depressed, and I ask them why, and they're like, well, it's because I know that my parents don't think I'm capable.

1:31:46And then I reply, this is insane, this conversation, this blew my mind when I started having these convos five years ago. I reply, because they DM me, I'm like, good news, I can help you. They reply, OMG, OMG, how? I reply, stop taking the money, bitch.

1:32:09But what I've learned is they won't. So parents, you can do anything you want, but you better stop complaining to your sister that your little Johnny sucks if you're paying for his life. If you're paying for his life, that's why he sucks. it will hurt for a minute or six months but I promise you it will get so much better and I see it time and time again this is a big deal because this is a generation I see the energy if our parents helped us 30 years ago we borrowed a little money to get our lives started and then we paid them back and if our parents were real gangsters with fucking interest

1:32:51but you need to get these kids off the teat

1:32:59is that your closing line you know what i was thinking gary you thought about you thought about i thought about you know what it was i was like you know what for those 99 people that are already offended i'm going in for the fucking jugular. Thank you, everyone. Thank you so much. Thank you, Calvin Williams.

1:33:18Gary Vaynerchuk:Thank you. Congratulations. Congratulations.

1:33:44Hey 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.