A (4:43)

You told us to hop onto Google AdWords 5, 10 years ago and we have just dominated as a result. So thank you.

B (4:53)

And I want to jump in on that because I want everybody to hear this. I work out every day now. I got a lot. Ten years ago is when I started. Five years in, I was so much stronger. It was like profound. I was like, oh my God, I'm so strong. What I do today versus even 24 months ago blows my mind on curls, on benching. And so when I hear you crushing on AdWords, I want to remind you that there's a bigger delta than you even can comprehend. You could probably drive down your costs and up your leads by getting your game tighter. So I just want to make sure you hear that. I want to make sure the audience hears that as well.

A (5:36)

I appreciate that. I have a full time overseas assistant who is remote. How am I setting her up for success in helping me create authenticity content at scale?

B (5:51)

That's a great question. So she is an assistant to the content, you mean?

A (5:56)

She is just my personal exist executive assistant, but she also help.

B (6:01)

She also helps with content.

A (6:03)

Oh, yeah.

B (6:04)

Oh, I love it. Good for you. Okay, well, there's two ways you help. And is she like literally making the clips and like, making the stuff?

A (6:13)

Oh, yeah.

B (6:14)

Okay, so then the. The way you set her up is giving her more ammo. Right? So more podcast episodes, more woman on the street. The more you do. I'll give you a good one. Something you should definitely be doing is green screening. So I'm gonna actually do this in real time. Denver ware.

A (6:39)

That's awesome.

B (6:40)

All right, Just typed in Denver warehouses. Great. So there's a article from the Denver Post on February 18th. Warehouse in Denver's Lincoln park being turned into music venue. Right?

A (7:00)

Yeah.

B (7:01)

Screen shoot. You talk now you talk of like. And you know what I'm talking about with green screen. You've seen it from me and others, Right. So one of the ways you can help her is giving her more ammo, including you doing, quote unquote, a little bit more. The green screen's incredible. The fact that you can talk about like, here is a use case for what we're seeing in the Lincoln park area and just in warehouses in Denver in general. A lot of you think of it as just like fulfillment centers, but there's so much more you can be doing with it. So I like that because really, on that you're putting her on third and a half base. Once you do that video, she just needs to clean it up a little bit, potentially. Maybe thumbs thumbnail helping you with copy. But you've put her on third and a half base, which is much further along than if you just give her the raw footage of this and say go. So I always think about how do I put my team in a position to succeed by giving them more.

A (7:56)

Okay. I love it. I love the accountability.

B (8:00)

Yeah, exactly. Like, I love where. I'm proud of you that you saw where I was going. I think when we build infrastructure as leaders around ourselves, admins, creative partners, anybody, we're always like, how do we get this better? And the answer is always, it's on you. You know, everyone's like, how do I get Ronnie to do better? I don't know. Like, it's on you. Like, your communication to Ronnie John, sitting here on my team right now. I gave him, like, yesterday, I did a voicemail of I wanted an ad for WineText. By the way, everyone listening, sign up for winetext.com, best way to buy wine on the Internet. My dad will be very happy. You know, I wanted people to. And I voice memo'd a minute and five seconds. I was like, try this. So I'm also guiding creative strategy. And it's a yin and yang. Like, he did something prior to that by himself that I did not guide, that I liked. I told him that. So it's positive reinforcement. That's good management. Something that I think comes natural to me, but oftentimes, even for me, like, if I'm. I also don't want to just say it if I don't believe it. So, like, you gotta manage authentically but never hold back. I think sometimes people hold back on positive reinforcement because they don't want their employees to get big heads. I remember my dad used to do that a lot. He was scared that they would ask for a raise if we gave him positive reinforcement, which really screwed up the culture. I'm being serious. You know, it's like, real stuff. So, yeah, accountability, like, more on you. Spending time with her, talking to her for 30 minutes a day or a week, depending on your life, of just, like, shooting the shit about, like, what's on your mind, what's going well, what's potentially could be better, asking her how you can help her. So asking is an answer to your question?

A (9:45)

I laugh about your father's business, my family business. My grandfather was from the Soviet Union. Family business. So I laugh because, you know, it. It's just there are a lot of parallels, and I've learned a lot from you about that. So let me ask you. We have a podcast, commercial Real Estate Secrets, and I've got a list of my top 100, 200 prospects. How am I engaging my prospects on the podcast? In a jab, jab, jab, Left hook, right hook. Excuse me. Fashion.

B (10:17)

No, ironically, Day Trading Tensions. Original title was jab, jab, jab, left hook. One more time of you. I want to make sure I really.

A (10:23)

Understood that I have the podcast. I have my top 200 prospects. I find it awkward to be like, hey, be on my show and convey that eventually we would like to work with you in your warehouse in Denver's. In Denver. How am I giving them the Jab, jab, jab, Right hook.

B (10:44)

By. I love this question so much. It's okay that you would like to do business with them, but don't put them on your podcast with the expectation that that's what they owe you. Give without expectation, but understand the serendipity may work itself out. That's the key. The reason I wrote jab, jab, jab, right hook. The premise for everyone who's listening is everyone on social was struggling. Cause they just wanted things. They were selling the whole time. And so I was like, give, give, give, and then ask. And don't mix your give and your ask. So what you asked there was. Hey, Gar. It feels a little bit yucky or I don't know how to make this work for my stomach. I feel like. Because you were mixing them, right? You were mixing. Mixing the ask and the give. Just put them on.

A (11:37)

Okay.

B (11:38)

And yes, of course, like, to me, the way I would do that is after you have a lovely podcast, whether you do it then. Cause you feel like you hit it off or you do it in the future. This is how I would do it. So let's say you're on my podcast. We'll reverse roles. Let's say it really went well. We just hit it off. We laughed about our grandfathers from Russia. We laughed about our kids. Kids went to the same school. We laughed about both being into some sort of watching Bridgerton. Because, you know, podcasts can go anywhere, right? If it goes well, no different than like a first date where you ask someone out for a second date. Or no different than like you met somebody in fifth grade and you both had a nice time on the playground. You're like, you want to come over my house and be friends? Like you. I think if it went well, especially if you did in person, which I highly recommend. Okay, Right. Especially because you're in the same market. You're being very. You know, I'd highly recommend doing it in person. If you do it in person, it goes well. Literally. Like, after your banter of the show, you literally are saying, I'll do it with you. I'll be you. You be. I'll be like, that was a lot of fun. Like, obviously you're aware that this is what I do for a living. Like, if you ever need anything, please let me know. Hope you have the best day. Like, always around. Thank you. That's it. Literally simple. Like, hey. Or if it didn't go, like, as smashing, well, it's kind of professional. Didn't seem like the opening there was I would literally wait six months to a year and reach out via email and be like, hey, maybe even a year. Hey, it's the one year anniversary of our podcast together. Thinking back to it was a lot of fun having you on. Hope everything's been going well. How's that development thing you're doing down in know, downtown just to remind you, maybe wasn't even on your radar. This is what I do. Would love to, you know, grab a drink and talk business if there's anything around. I just think those are very respectful ways but when they don't reply or they don't reciprocate, it doesn't even, it doesn't even run through your head as if anything went wrong because you didn't put you. Of course you understood that you may be able to do business with them on the back end but you know, the punchline is you really are okay. You, you put them on the platform without actual expectation that it would 100% lead to business.

A (13:54)

Okay. I love it. Now I want to navigate. You have a book coming out in July. Meet me in the middle. I am eight months pregnant with my first child.

B (14:05)

Wow. Amazing.

A (14:07)

I know.

B (14:08)

Woo.

A (14:09)

How do you manage a family while still being a thought leader in your field?

B (14:15)

By not beating yourself up and giving yourself grace to go through what you're going through. Both amazing like what you're about to go through and even challenges. You know, a lot of been getting a lot of emails lately about people grieving.

A (14:29)

Yeah.

B (14:30)

You know, like unfortunately, you know, I'm getting older. So some of my friend groups or some of the people that have been following me for a long time are also getting older. When you get older, one of, you know, there's a lot of great things that come along with it. Wisdom, appreciation, perspective. But there's also challenging things which is you start getting into those life cycles where you start losing loved ones. And my answer has been give yourself grace. Like, like how do I. Somebody was the other day was like, how do I keep crushing my business? It's been doubling year over year. But I just lost. He lost his mom and dad in a six month period for separate reasons. I just said brother, you, it's okay if you don't like you. You might be cliche and like lean into your work and you might triple. But you're gonna, it's not sustainable and you're gonna have to get that pain out at some point. So I would say to you of you like you know, first child being the mother. You know, fathers have different Variables than mothers. You know, this child's in you. I always tell all my buddies who struggle that their kids like the mom more than them. I'm like, bro, they were in them. I'm like, there's only so much we can do as dads. We're in them, physically in them. I always find that fascinating. Of course, there's a different thing with your mom. Like, you grew in there. So for me, I look at it as if I'm again, if we're best friends since grammar school and we're just talking on the phone, I'm saying to you, hey, just fucking enjoy this first year. You're gonna have all sorts. First of all, you have no idea how you're going to feel. Right? There's all that stuff, right? Is it easy? Is it hard? Postpartum this, like, support from, like, there's just like, it's real life.

A (16:07)

Sure.

B (16:07)

You know, it's real life. I think giving yourself grace, that this next year, who knows what it's going to be? But I want to be 70 and look back at that. I gave it my all for the child, more so than the business. But don't also, if on the second day of the child's life, if you're like, excited to grab your phone and like email a client, you're not a horrible mother. Like, you're, you're a human being that is lucky that they're passionate about what they want to do. And like, balance comes in all sorts of shapes and sizes. So my answer to you is, give yourself grace.

A (16:40)

Okay. Yeah. Meet me in the middle. That's, you know, I, I, I'm very excited to read the book because you're very sweet. I have a feeling you're gonna bring light to all ages with this one.

B (16:53)

Yeah. The Befriends thing is, you know, for everyone's listening, I have this Pokemon meets Sesame Street IP called Befriends. And like, it's a real fun mission. You're right. I really, some of the stuff I've been able to do as a human being for 15 and older, I'm now on a journey to do for three and older. Four and older, five and older. And so, you know, these characters are fun. This kids book is really fun. I'm really excited about it. And the premise of Meet Me in the Middle, it's all about emotional. It's back to this. Find the middle. Find the middle. Don't get too hot. Don't get too cold. Don't get too blue. Don't get too red. Find the middle patient pig and eager eagle is the story. And patience is remarkable, but complacency is not. Eagerness is amazing, but sloppy, you know, non strategical, go forward at all costs is also not good. And so finding balance is the key for sure.

A (17:47)

Hey, as a mentor ogv friend, I am having the time of my life. It's a blast. And thank you because myself, our community, we're just having, like I said, we're having the time of our lives. So thank you. And I'm excited to push it on to the next generation. And Oakley's gonna be an oak monster for Halloween for until she has an idea of other anything else. So thank you.

B (18:13)

Thank you.

A (18:14)

All right, my last question. How do you present a holistic version of yourself while choosing not to include your kids in your content?

B (18:26)

That's a great question. So, you know, I, first of all, I don't think. Let's break down your question. So obviously I share a lot. I'm very out there there and as you know, I, I don't really share my personal life. I think that personally, I think that over the next decade or two that will become more common. I think we're in the era right now where people are really sharing a lot and I don't think they realize what happens when you share your entire engagement, you know, and like, like when you, you know, when you give people, when you give the world things, it's theirs, not yours, right? So I think that there's a lot of things that people haven't gone through yet in their lives. And I also think that people mistakenly use their children and their relationship to get more likes and attention. And I don't think they think of the back end, you know, when, and I hear this from friends now because I've been talking about this for a long time and I've got some friends now who are like, wait a minute, like I'm getting stopped by people in the street that are saying hello to my 5 year old child and it's a little creepy and a little weird and definitely the kid is starting to react. And I'm like, yeah, this is what, this is what I was talking about. Like you can't be mad at them. You're blasting out on the limited content of Little Connor and they, that becomes interesting to people and they want to say what's up to Little Connor. And like, you know, it's very, it's very, you know, it's one thing when a celebrity acts in films and then when they're out and about people are coming up to them with their kids and like, yo, I'm with my family. And we've all knew that, right? Like all of us have heard that. I remind my friends, I'm like, those people are not sharing their family. Yeah, they're just known. So I feel no pressure to be holistic to my audience. I feel pressure in providing value to my audience. And value, you know, I don't, I don't think of it in the. I don't put holistic or fully 360 or full transparency. That's not how I think about it. I think about what's worked for me and why I think it's worked for my audience. Is I think about like, why is this post good for them? Yeah, I think that's really worked for me. I think people think about why is this post good for me when they post. And I think that's what led people to relationships and children and dogs because they get likes and that's what they want. I think about it differently, which is like, why would somebody see this and why would that be good for them? And me posting a photo of being on a fancy vacation or have an expensive watch or a private plane or a pic of my relationship or my kids or whatever it is, I don't think that that's valuable. I really don't. You can, in a very deep conversation on this, you could say that it's escapism, you could say it's intrigue. Like I can get there. But it's not high value. It really isn't. As a matter of fact, I think oftentimes it just makes people unhappy. Like when you see somebody on a private plane, you react like, I can't be on a private plane. When you see someone with like their family on a grassy grove and maybe you're in a fight with your spouse right now, you're like, like, my life sucks. And I just, I think that people are not thoughtful in what their content is doing to the other side.

A (22:05)

That's profound. And as someone who's just been struggling with that, it, with how my relationship, posting, my future child, it makes a lot of sense. It's like low blow content. And the whole point of producing content is high level content to provide value for the recipients, which, and, and by.

B (22:25)

The way, I don't mind lightweight content, but I'd rather you post a picture of potentially. Let's just talk about this. I'd rather you take a photo of like baby formula on your, like spilled on your notes for work and you talking about like, some days you just have to laugh when you're balancing two things versus now you're doing something where you're like, head nodding to other moms, being like, yo, this shit's hard, right? Versus what I think a lot of people are doing, which is like, this is just gonna get a lot of likes. Cause Oakley looks so cute. But, like, what is that really doing? I think it's a conversation people need to think about because you're really sharing with the world.

A (23:10)

Yeah.

B (23:10)

It's not like you're sharing with your three best friends from high school or your family. You're sharing with the world.

A (23:16)

And it's intense. The world is intense.

B (23:19)

Yeah. The world is intense. And you've got to be accountable. That, like, you put it out there when people, like, when people are like, I can't believe these people. Well, you put it out there.

A (23:30)

Yeah. Yeah. Accountability.

B (23:32)

And we're not empathetic. Like, when someone leaves a nasty comment about, like, I'll give you an example. Cliche thing that happens in society. Person posts their kid, their year old. A lot of kids, as you may know, like, they all grow up so differently. Some talk earlier, some walk earlier. I saw this the other day, actually. This is a real life example. Somebody made fun of someone's kid because they were like 15 months old. Oh, no, it was the first birthday. It was the first birthday picture. And the kid's completely bald. Still no hair.

A (24:00)

Okay.

B (24:01)

And. And it's like, the comment was pretty nasty, right? Like, you know, when's your kid gonna grow hair? Like, what the fuck?

A (24:08)

But.

B (24:09)

But do you know what my reaction was when I read that? As I do what I do for a living, I say to myself, we don't know if that's a person who's now on four years of not being able to have a child with their spouse.

A (24:24)

Empathy.

B (24:25)

Empathy, yeah. Like, why would somebody say that? Let me give you the preview. They're hurt. Why are they hurt? Maybe they lost their child. Maybe they had a miscarriage. Maybe they can't conceive. Maybe their spouse just left them. Like, maybe they had a bad childhood. Like, I don't know. So these are the things I think a lot about.

A (24:46)

Gary, thank you. I really, really appreciate your time. I appreciate you being on the podcast and I appreciate everything you do for myself and our world, so thank you.