The Real Reason You’re Not Creating Content (And How to Fix It)

0:00This is the Gary V Audio Experience. Hey everybody, actually, if you're a really hardcore listener and you know I never do this, I'm sorry to be jumping in the middle of the podcast. If this podcast has ever meant anything to you, please go to Spotify or Apple right now and leave a review. By the way, even if you give me a one-star review because you think it's shit, I respect it. But just leave a review, an actual review. Four or five stars and the actual details of why. Yeah, that would mean something for me. So thanks. Now back to the podcast. Hi Gary, thank you so much for being here. Thank you for the value you have shared with us.

0:32Welcome to the UAE. My name is Islam Higazi. I have a small agency called First and Formals Properties. And I wanted to ask you if you think that the next undervalued attention platform is already known. What's your thoughts on that? Like, I think if you agree with me, TikTok is too late to start on now or no? It's not too late because creative is the variable of success, but to your point, it's like real estate development. Four years ago, TikTok was like buying beachfront property. Now you're buying seven streets from the beach. It's still good because it's still a great beach, but it's not as good.

1:17Yes, I believe there is an underpriced platform. I don't know if you heard the keynote that I just gave, but there's something called YouTube Shorts Yeah, it's have always been there. It's there. As a matter of fact, do you know what my other very favorite underpriced platform right now is? Facebook Reels. So this has been a mind twist for me. I haven't been talking about Facebook being underpriced for a decade. But my show of hands, people posting on Facebook Reels. So a solid amount compared to some of the other things. Facebook Reels is actually on fire because not as many people are posting, but there's still so many people consuming.

2:00It's out of fashion. It's not as cool. Good news. The demo that's consuming on Facebook buys expensive homes. Great. Thank you. Thank you so much.

2:21Who's got the mics? Hi. Can you help us there? There's some other folks there in the back. Is there anybody on this side? Do we only have one runner? No, we have more. Where's the other runner? Can we help with more mics, please? There's a lot of hands. I'm getting nervous. Yeah, I know.

2:42Okay. William, can you ask Chris to arrange a few more mics for us, please? Hello. Because I don't want to copy. I think a lot of agents here feel the same way. It's not just the fear. So let me understand. Because you don't want to copy, you're just going to let everybody else get the business?

3:08Yeah, true. I have a better idea. Why don't you copy and get some of the business? But how would you stand out? You stand out because you're wearing a pink dress. Okay. You have to understand, you as a human being are already standing out because you're a different human being. You might say one word differently. You might have one different joke. You might, one of the things I do. How many people here follow me? Raise your hands. Thank you. So, a lot of you know, one of the things that make me, I love you back, brother. You know, as a lot of you know, I talk about a lot of different things. I'm a very successful businessman who makes videos about going to garage sales and buying things for 50 cents and selling it for$2.

3:55All of us are different. You could talk about your history. Again, you can control your privacy or not. But good news, you'll love this. It's the truth. You're already different because you're just a different human being. You're also going to have a listing that somebody else doesn't have. That already makes you different. The house is different. The apartment's different. The estate is different. Don't worry about that part. It's one of those silly things that doesn't mean anything. What most people are actually saying when they don't want to copy is they're sad they haven't started and they feel insecure that they have no followers.

4:28That's what you're really saying. Not maybe you, but I'm saying in general, right? The good news is, and I started with this in the beginning of the talk, it doesn't matter anymore how many followers you have. That game changed. Now it's about the individual piece of content. You could have zero followers on TikTok and your first video could get a million views. That was unheard of for 10 years. The world's changed. It's now about the individual post, not about your followers, which should be huge for a lot of you because a lot of you didn't want to go on because your competitive broker has 10 ,000 and you're at zero even though you're 10 times bigger than them and you were worried about the perception.

5:07That world doesn't exist anymore. Awesome. Thank you. I think she has a question. Hi, my name is Ahmed and I'm from Rebel Realty. First of all, thank you so much. We started two years ago and 95 % of our sales come from organic marketing through Instagram and TikTok. Hold on one more time. Could you just say that? I just didn't hear you. 95 % of our leads come from TikTok and Instagram. Hold on. I didn't hear you. One more time. 95 % of our leads come from TikTok, Instagram, YouTube Shorts, LinkedIn, and all the social media platforms. And hold on. And he's only been at it for two years. Two years.

5:57Rebel Realty. Yeah, he doesn't even know what he's doing yet.

6:04Well, my question to you is, what advice that you got that changed your life? just one advice and other than that thank you so much we learned a lot from you and that's why we are marketing if you haven't heard about Rebel Realty you will now thank you I think the best piece of advice I got is as a young kid I was so good at talking I could sell anything to anyone and when you're young you don't understand that power and so I got very fortunate when I was about 14 or 15 my father taught me

6:44and I'm really grateful to this day about that. My father said, your word is your bond. It's the most important contract and it really changed the course of my life because I was too talented in the way I could story tell and I even understood as a young kid that I could really get anyone to believe anything and by really going down a path where my reputation and my word mattered most, it really allowed a lot of what's happening to me now to happen. So the best advice I got was your word is your contract.

7:20Hi. Hi, hi, hi. I'm here. My name is Ivan, Astra Properties Agency. So nice to meet you. I was following you on Instagram maybe for three years, and I'm glad to see you here. Thank you, my friend. One question. How do you manage this content production process? How many people do you have? And if you are a beginner, how can you delegate this process to someone? And what type, which part of this process you can delegate and you cannot? Understood. So today, I have 25 full-time employees that work on my content. However, the first nine years that I made content, I had zero. So when I answer 25 today, and everyone's like, oh, see?

8:25I remind all of you that the first nine years, I did it all by myself. by doing it by myself for nine years is what enabled me to afford having 25 full-time employees on it. So to answer your question, first, I don't think any of you should delegate any of it at first because if you don't understand it, you won't know how to hire and more importantly, you won't know how to judge someone that you hired if you don't understand it. Listen, the reality, my friend, is this. I actually believe this is the single most important thing for any business and person in business today. I would rather know how to make social media content than know how to manage my checkbook.

9:09It's that important. Every day that goes by, this is becoming more important. Every day. So I would say, in the short term, before you delegate this to your 25-year-old niece or to some 18-year-old you met at a conference. Spend one year and do it yourself. Taste it. Understand it. Because if you don't, you're going to pay someone who's not going to do a good job and you're going to have no clue that it's not a good job and then you're going to say it doesn't work. Social media is like basketball. If you're not good at basketball, you're not going to make any money. If you're good at basketball, you're going to make a billion dollars.

9:56And so this is very important, so please don't delegate it. Do it for a year or two yourself, learn it all, and then you can start building a team. And when the next question comes, where do I find time, every person in here does a two hour and a half lunch that could be 45 minutes.

10:21So if you make your two and a half hour lunch an hour, you now have an hour and a half to make content. That lady over there. Hello, Gary. How are you? I'm well. How are you? I'm well. My name is McKenna. I'm also from the States. So welcome to UAE. So good to see you. And I appreciate your advice and your enthusiasm sincerely. Thank you. I just started a YouTube channel. I've been saying I need to start one forever. I finally did. but one thing I have troubles with is planning my content which you were just talking about. Yep. So do you have a system and how do you time manage your everyday posting?

11:04Yeah, so I think one thing that I said years ago that it was just in a podcast and it became one of the most substantial pieces of content I've ever made and I didn't think it was a big deal at the time really will help a lot of people here who want to do YouTube. the way you plan content is not in the micro it's in the macro the macro point of view I have on this is if you documented your content instead of created your content it would get very easy so instead of thinking about what you're gonna make just film everything you're doing and then you have documentation and then you can decide or you could just post a whole darn thing so it's more vlogging than trying to do a TV episode.

11:54Instead of trying to do what Ryan, right? Like that's a multi-million dollar production company and distribution model. We're just humans. You could even do it with your own phone. I really think it's a documenting versus create. And again, hosting, when this is your priority, it is your priority. Everyone's like, Gary, how do I plan my, again, how do you plan your eating? When you're hungry. The meal plan. Exactly. So it's because it's your priority, right? You can easily, like I post at 8.30 in the morning, 11.30 in the morning, 4.30 in the morning, excuse me, in the afternoon, and 7.30 at night.

12:36It is my priority. People are like, I have no time to, I said it, for the first 38 years of my life, I said I didn't have time to go to the gym until it became my priority and now I don't miss it ever and I'm busier than I've ever been. The reason everyone's struggling is because this right now in this room is not a priority. It is not. It is for people that are coming up in the game like that gentleman who gets 95 % of his leads because he was two years in. It was the only way he was going to break out. So you just have to make it a priority. Thank you. You're welcome.

13:15Yeah. They're back. Hi, Hi Gary. My name is Harjit. I'm from Revo Reality 2. First of all, I'll tell you, I depend, 100 % of my leads actually come from TikTok, Instagram, everywhere. I have a choice, but I can go for marketing leads. I don't go for it because I have few followers on Instagram and TikTok. It's all because of you. You showed that thing because I followed you from my college time and I started from the last one year. So whatever I am right now in real estate is all because of you. Thank you so much for that. Brother, it's all because of you. I just told every single person in the room what I've been telling you on my content for years and I'm telling you 95 % of the people here are not going to do anything about it.

14:02So that's not me, that's you. You took action on the advice and I appreciate that. Thank you so much for that. My question is that right now I have a few followers, a few hundred followers on my social media. What I feel when it's come to challenges, there's a certain level of quality is there in my videos. People love it. Thank you so much for that. It's all because of them. Now, that is a problem for me because I compare with that videos. I have to make it more perfect, and that is a problem. Because of that, I'm not able to post videos, or I struggle to come up with that kind of quality. Because that is an expectation that people also have, in my mind, also I have.

14:42You just answered the question. In your mind. Just in my mind. In your mind, brother. You're doing the next version of what I'm trying to get. Everyone here hasn't jumped. You've jumped, but you've changed the rules in the jumping. You've created an ideology of what the quality should be. Quality is like beauty. It's the eye of the beholder. you're the beholder. You're sabotaging yourself by creating rules to not make more content. If you like me so much, have you not seen my videos where the lighting sucks, where I look like crap, where I don't give a crap and I'm just putting out the content?

15:30Thank you. Thank you so much. And I think also to his point and what you just said to reinforce, people are so obsessed about getting more followers when you can put a very good piece of content with zero followers and get the attention and the leads you need. Or what he's saying is he's put production value on a pedestal. Correct. Right? And I'm very empathetic to this. Like, the amount of people, they're like, Gary, I can't post four hours, you know, four times a day. And I ask them, and then I realize it takes them three hours to post one video. And I'm like, what does that mean? and you're like, well, it takes me an hour and a half for makeup.

16:10And I'm like, you know, you start getting into that and I'm really empathetic to that. I don't say that lightly. I understand. The problem is you're just digging a deeper and deeper hole of insecurity based on judgment. If someone doesn't love you without makeup, you don't want them to love you. Absolutely. And it becomes unpractical as well. Hi, Gary. I'm right here. I see you. N Shah from Timmy Properties. First of all, I'd like to thank you for flying all the way down here just to make this happen. Thank you. I have a very simplistic question, Gary. You just mentioned various social media platforms including LinkedIn, Facebook, YouTube.

16:54I mean, just to categorize it, I'm sorry. How do you rate these platforms? Like if I was to start doing what you're asking me to do today, how would I start? Do I go ahead all in on YouTube? Do I give 20 % to each or for me as a fresher? How do I categorize these platforms in order to utilize my viewership? The answer is nobody really knows because you may over index as a communicator on a different platform than somebody else in this room. For me personally, I would definitely, definitely get serious about TikTok, YouTube shorts and LinkedIn. If I had to give an answer for the general population of this room, those three, Instagram's too hard.

17:36too much supply and demand, too hard. TikTok is getting harder but still has a window. YouTube shorts I'm very bullish on and especially for this audience if you title the video smart and LinkedIn I think has real potential and is still very underpriced on distribution for this audience. So for you I would do LinkedIn, YouTube and TikTok. Wonderful, thank you so much. Got it.

18:05Hi Gary, my name is Steven. of Hunter Harris Real Estate in Russell Kamar. Thank you for being here. Good to see you. I followed you for a long time, and in the early days, I used to find you a little bit abrasive, the language quite harsh. Yes. But I could see through to the content, and I quite enjoyed that. Thank you. And I see that's changed a lot over the years. Yeah. So can you explain why you changed? Was it as a result of feedback you were getting from your community, or you saw it as a different tactic you wanted to take in your content? This is a really funny question. I'll tell you why.

18:38It's a very common question. So my team ran some analytics. I'm actually not cursing any less. I think the world changed. In 2009, 10, 11, 12, when I was cursing on stage, that was a little more unusual. So I think the world's changed as much as I've changed. Plus, I think you'll appreciate this. none of us are the exact same person we are at 27 than we are at 41 than we are at 47 so I think things evolve I think also you know when I first kind of really started making content the global economy was in big trouble 2008 9 10 11 and a lot of what I was trying to get across was trying to shake people into they controlled their work ethic and things of that nature.

19:29You know, I think I've evolved. I think the audience has evolved. And so I think it's just a human journey, you know. I'm sure the feedback has, you know, I'm sure it's also contextual. I will absolutely curse less here than I would curse in New York. It's just kind of the ebb and flow of, like, life. Cheers. Go ahead, my friend. Hi. So content creation. I actually started on social media about three months ago. Instagram is at realstatebyamr, A-M-R. And my question to you, Gary, is what do you do to get ideas to generate videos that has the potential to go viral? By not trying to go viral. Amazing.

20:16Okay, thank you so much. And I'll give you a little bit more, and then we'll go here. my big thing is I want to talk about only two things. Things that I know and things that I think could bring people value. The quick, you know, when a lot of you go in this journey, if you don't make the video just about talking about the house or the apartment or the thing you're trying to sell, but you talk about value, the things you would talk about in a deeper conversation, like why this neighborhood is good, why the school system is good, why the location is good. Value. Think value. And so I think that will help you, brother.

20:56Hi, Gary. Hi. My name is Rawan from Elmira Real Estate. So I actually have two questions. The first one is, I want to know, I'm very curious to know, what has been the biggest challenge in your experience, in your career, like let's say a learning experience, and how did you overcome it? The biggest challenge, this is very interesting, especially based on that gentleman's question, is believe it or not, the biggest challenge for me has been delivering candor. You know, on public stage in this environment, I'm very good at candor because I'm not talking to anybody. I'm talking to everybody. But in my, you know, Gary V, great at candor.

21:35Gary Vaynerchuk has struggled with candor his whole career because I don't like conflict and I don't like negativity. and so I've always tried to go around it and figure it out and it's really cost me like when I think about the people that don't have a good relationship with me it's always 100 % based on my inability to be candorous based on something they were doing the way I've attacked it is the same way everybody changes anything through life experience and education and putting in the work you know and so and then I rebranded candor I now call it kind candor. If I have to tell something to somebody that I'm disappointed in them for, I always do it as kind and empathetic and compassionate as possible and it's made me a better communicator and it's saved me a lot of headaches and it's really helped me grow personally and professionally and so that's how I did it.

22:30So my second question is actually me asking for advice from your experience in social media. So long story short, I have my Instagram page where I create content based on lifestyle. It's just a lifestyle blog. I don't have a specific niche for it. And I've had it before I even got into real estate. And then I got into real estate. I love it. It's been my career ever since and everything. So now I've been having this dilemma whether I should combine both contents in one or it's going to ruin my algorithm and insights or should I keep them separate or what should I do? you should do it in one. It's not gonna ruin your algorithm or insights.

23:10It's just not gonna perform as well. When you're posting lifestyle and people are following you for fashion or food or travel or your taste, that's what they've been following you for and that's what they're interested in. Plus, it's more interesting than you trying to sell them a home. But it's okay to have content that does well and content that doesn't do as well because when it doesn't do as well, the way you're judging that is it's only gonna get 88 likes instead of 4 ,000 likes. Likes are not the goal. When you post something about this amazing purse or this amazing restaurant or this amazing place you visited, that's great.

23:53That keeps people engaged. But when your fourth post is a listing, it's equally okay for that to only get 10 likes instead of 5 ,000 because you're not there for likes. You're there for one person to buy it. And so too many, thank you. And so too many people, if you listen, it's all the same thing. It's an ideology. You're worried about your algorithm because you're worried about getting as many likes as the last post got and that means nothing. Meanwhile, you're willing to not sell as much because you don't want to ruin your 3 ,000 likes per post. Think about that. I'd rather ruin all my likes to grow my business.

24:38True. Thank you. Thank you so much. This last lady here, we're going to wrap up, guys. This is our final question. Oh, my God. I finally reached. Okay. Gary, first of all, I'm a big fan. Thank you. It's been so many years because I was professionally doing marketing for more than eight years. And I was doing for the brands. I was always like, okay, personal brands. but I was always pushing myself behind the phone, behind the computer. So I was always a hidden person behind all of this. And I have really, I'm paying for it a lot right now, just to stand out from the crowd again, to show myself in.

25:18By the way, my name is Lyuba Novikova, N-O-V-L-I-U-V-A. That's my nickname everywhere. So my question is about the personal brand, because I have started to put my personal brand. I started to create my real estate character because I was a marketer before. Yes. So about the personal brand, how would you take the personal brand for the marketer? Maybe you have some ideas or top kind of advices which you can advise for a personal brand in the real estate or maybe overall personal brand. I'm looking forward to here. Well, let me make sure I understand. What would you like to happen? Of course, I want to be worldwide famous.

25:58Yes. I want to be really, really big. on the market? I think you should post 40 times a day. 40 times a day? That's right. Okay. And when I say that, here's what I mean. All that any of us can do is talk about what we're interested in, what we know, or observations, right? Okay. You could talk about what you're interested in, food, travel, sport, television, anything. What you're interested in. Then you could talk about what you know. You know about marketing, you know about real estate. You may know about other things. And then you could talk about observations. You're seeing this, you're interested.