How You Can Win the Attention Arbitrage Game in 2026

Summary

The GaryVee Audio Experience

Episode: How You Can Win the Attention Arbitrage Game in 2026

Date: March 9, 2026
Host: Gary Vaynerchuk
Guests: Keller Williams Leadership, Industry Interviewers
Theme: Mastering Modern Attention, Content Creation & AI in Real Estate

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Overview

In this high-energy keynote and conversation, Gary Vaynerchuk (“GaryVee”) addresses 10,000+ Keller Williams real estate professionals, dissecting how real estate—and every sales-driven business—can thrive in 2026’s rapidly evolving attention economy. He focuses on practical tactics, marketing psychology, the power of content at scale, the shifting role of AI, and calls out common excuses and outdated mindsets. Expect tough love, swearing, and actionable steps for agents at every experience level.

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Key Themes & Insights

1. The Only Game: Attention Arbitrage (00:40+)

• Gary frames all business—and especially real estate—as a battle for attention. Direct mail, outdoor media, social platforms: they’re just different vehicles to win, hold, and convert attention.
• “I believe that attention is disproportionately the most important asset in the world. Money is printed every day…but attention is finite.” (07:14)

2. Anti-Nostalgia, Anti-Fear: Play in the Present (08:40)

• Gary warns against being “romantic about yesterday and scared about tomorrow,” urging agents to operate in today’s reality (“interest media,” not just “social media”).
• “Nobody gives a shit about what worked in 1998. No one cares how you got clients before Instagram. Execute for now.” (09:30)

3. Content Quantity at Scale—With Intention (13:00, 41:00)

• On content: “Yesterday, my personal brand, Gary Vee, put out 343 different posts.” (13:43)
• Recommends agents spend up to 51% of their time making content, and explains the PH formula: Platforms & Handles.
  • Platforms: Be on at least 7–8 (Instagram, Facebook, TikTok, LinkedIn, Twitter, YouTube Shorts, Snapchat Spotlight, Substack, etc.)
  • Handles: Multiple handles per platform tied to interest/town/location (e.g., “LizInBaskingRidge”)

Notable Quote:

“If you were a real estate agent and you are not posting on YouTube Shorts the same stuff you’re posting on Instagram in video form, you are losing this thing you’re scared of called AI.” (24:08)

4. AI & Search: The Next Disruptor (19:30–21:00, 54:00)

• Platforms like Google Gemini and ChatGPT are fundamentally changing how consumers find agents: soon, AI will be the prime real estate gatekeeper.
• “Your knowledge is worth zero. I can upload every contract into ChatGPT…If I’m in trouble, you are definitely in trouble.” (57:54)
• Urges agents to optimize content now, as AI search draws from platforms like YouTube Shorts and Substack.

5. Stop Selfish, Sales-Only Content—Get Selfless & Multi-Dimensional (45:00–48:00)

• Agents’ content should reflect authentic interests, community involvement, challenges, and stories—not just templated sales pitches and listing spam.
• “Your content needs to be a potpourri of everything you are…Moms in the business, you’ve got gold, document your journey.” (46:30)
• “Be the PR agent or the mayor of your town.” (45:10)
• For new agents (less than 3 years): “Document the journey. Don’t posture as an expert—share the learning process.” (48:30)

6. Quality vs. Quantity: Why They’re Not Opposites (63:54–68:00)

• “Quantity is not subjective. Quality is subjective.” (68:30)
• More (and diverse) content = more surface area for discovery and connection.
• Share interests, neighborhood knowledge, and value-driven information (from golf tips to local restaurant interviews).

Example:

• “You make a post about asparagus. Someone who loves asparagus finds it, sees you’re a realtor, happens to be moving to your city. That’s a lead.”

7. Excuses, Entitlement & Accountability (throughout, esp. 28:00, 80:58)

• Calls out generational excuses in both business and parenting.
• “If you blame how well you’re doing selling homes on the President of the United States, you are a fucking loser.” (33:32)
• “You didn’t grow up driving and you figured it out. You can figure out posting a video on Facebook.” (33:56)
• “The delusion of hyperbole is confusing you. Align your actions with your actual goals.” (80:58)

8. How to Practically Execute (Multiple Callouts)

• Repurpose videos/posts across all platforms (bare minimum).
• Optimize handles for local and interest-based discovery.
• Use ads and boost only after organic content shows promise (“take your organic winners and amplify them” with a geo-targeted ad).
• For those uncomfortable with video: Write on Substack, share expertise on LinkedIn, podcast, or delegate content to others.*

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Notable Quotes & Moments

• On Social Media’s Power:
  “If this machine is powerful enough to change the geopolitics of the world and destroy a generation of human beings, you don’t think this shit can sell a house?” (20:08)
• On Changing Technology:
  “Technology is undefeated. It doesn’t care about your opinion or how you used to make money.” (55:35)
• On the “Interest Media” Era:
  “We left social media. It is now interest MediaCon. You get what you’re interested in, not who you follow.” (28:00)
• On Haters/Negative Feedback:
  “If someone comes and says you’re ugly, what are we in, fourth grade? Have compassion and empathy. They’re broken if they do that.” (74:48)
• On Generational Entitlement:
  “We must eradicate, eliminate, destroy eighth place trophies, no question about it.” (86:16)
• On Discipline (and Gummy Bears):
  “My lack of discipline is incredibly real when it comes to health and wellness. …I understand you. Some of you are disciplined at the gym, but not in content.” (35:30)

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Timestamps for Important Segments

• 00:40 — Introduction & Context for KW Audience
• 07:14 — Why Attention is More Valuable Than Money
• 13:43 — 343 Posts in One Day: Gary’s Content Strategy
• 19:30 — How AI (Google Gemini, ChatGPT) Will Change How People Find Agents
• 24:08 — The AI Opportunity on YouTube Shorts
• 41:00 — PH Formula: Platforms & Handles
• 45:10–48:00 — The Selfish vs. Selfless Content Debate; Authenticity & Documenting Journeys
• 55:35 — "Technology is undefeated;" Urgency for Adapting
• 57:54 — “Your knowledge is worth zero…” Impact of AI on Agent Value
• 63:54–68:00 — Quality vs. Quantity, The Asparagus Example
• 74:48 — Handling Haters & Negative Comments
• 80:58 — Aligning Goals and Actions; Alternative to Social (cold calls, direct mail)
• 86:16 — Detriments of Overprotecting Kids, Eighth Place Trophies
• 90:04 — The Risks of Overparenting Young Adults

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Takeaways & Action Steps

For Real Estate Agents & Sales Pros:

• Post Daily: 51% of your work time on content across 7+ platforms (or have your team do it).
• Be Ubiquitous: Multiple handles for every relevant platform and locality.
• Diversify Content: Show interests, local expertise, and community involvement, not just sales pitches.
• Experiment & Repurpose: Analyze what works, boost successful organic content locally.
• Use AI Tools: Learn how AI search is changing lead flow—optimize content for AI discoverability now.
• Stop Excuses: Tackle insecurity, lack of knowledge, or nostalgia with education and accountability.

Mindset Shifts:

• “Interest media” is the new battleground. Reach is democratized—followers don’t guarantee discovery.
• Build your reputation and relevance, not just “expertise” or “experience.”
• Adapt or get left behind by peers and newcomers willing to relentlessly create and iterate.

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Memorable Closing (92:59)

• Gary closes with aggressive, emotionally charged advice on parenting, personal accountability, and the need to drop excuses—explaining that overparenting and entitlement harm both business and personal growth.
• “Stop making excuses for your grown-ass kids. And for yourself.” (90:03)
• “All I want is for you not to have excuses. It doesn’t work anymore.” (77:37)

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Bottom Line: If you want to be relevant—and win—in real estate (or any attention-based industry) in 2026, embrace content creation on every available platform, use AI as a tool, and take full accountability for your knowledge, output, and results. The excuses era is ending—act, adapt, and do the work.

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For detailed platform guides and tactical content advice, Gary shares: garyvee.com/attention (1:01:00)

Transcript

[Moderator]

Make some noise for the Gary Vee.

[Gary Vaynerchuk]

Gary Vaynerchuk. Gary V. Gary V. I was lemonade stands, baseball cards, real hustler kid. Heard the Internet, heard that sound. Coo coo ch knew that it was special. He revolutionized his father's wine business to an Internet phenomenon doing 50 million dollar a year powerhouse.

[Moderator]

Five time New York Times best selling author.

[Gary Vaynerchuk]

The 50 year old has built an empire which includes a lifestyle brand, a sports agency and a Digital ad agency. VaynerMedia.

[Interviewer]

What does VaynerMedia do?

[Gary Vaynerchuk]

We're a modern day Mad Men. We're producing videos and pictures. We're running media dollars for the biggest brands in the world. Nobody I know gary has seized YouTube social media in this country. Like you, Gary, I tell you what, you are a marketing genius. You have to make your actions map your ambitions. This is the Gary Vee audio experience. Please welcome to the stage Gary Vaynerchuk. Thank you, thank you, thank you. Keller Williams. I love you back. But I have a very important question to start with. Is New Jersey in the fucking house? Let's go, Jersey. All right, all right, all right. Calm down. Here we go. Thank you so much, everybody. Really excited for this. My main agenda this afternoon is to give one of the great keynotes for the real estate industry around the subject matter of how to sell Homes in 2026, which I believe continues to become more and more important in the mobile device that many of you are holding up right now. Look, what's really wild about my career is that even though I've been at the forefront, it's crazy. Yesterday was the 20th anniversary of my first episode of Wine Library TV on YouTube. So thank you. Like, who here is 25 years or younger in life? Clap your hands. They were five. So I've been doing this for 20 years. And 20 years ago yesterday when I sat in front of that camera, I kind of knew things were changing. Ten years earlier than that, I had put my father's liquor store in Springfield, New Jersey on the Internet and launched really the first e commerce wine retail business in America. It changed the course of my family's business and I felt the effects of doing something very different, very new around technology. Prior to that day in 96, I thought I was going to open up 100 wine and liquor stores around the country. And that was my destiny. The reason I bring up that little context for some of you is one of the things I think a lot about is the concept of being romantic about yesterday and being scared about tomorrow and not executing around today. And I will tell you, that framework that I just laid out is disproportionately the most important conversation I can have with all of you today. Meaning in a world of there's as many agents, if not more than there were three or four years ago. In a world of 6 million homes, down to 4 million. Nobody here, I think, is confused by supply and demand. Supply and demand has been my best friend my whole life. I've built a very large professional career on the back of the pure simplicity of supply and demand. I think about supply and demand in the macro in this industry. I just referenced those numbers. And then what I most spend almost all of my time on over the last 20 years that most impacts everyone's capacity to sell more homes is the supply and demand of attention. I believe that attention is disproportionately the most important asset in the world. Money is printed every day without any logic. But attention is finite. And how people break through in attention in this room is going to fundamentally dictate what's going to happen. Many of you have built very real careers long before social and even the Internet by using direct mail or, or outdoor media, knocking on doors. That's just attention. And so I've been thinking about, you know, in fact you could see the purple book I have here called day trading. Attention. I think that sums up everything that I think about. I did an interview for the podcast for Keller before I took the stage. The opening question was around social media content. The fine gentleman asked me, A lot of our agents are frustrated because they're posting five times a week and they're not getting the results they're looking for. I responded by saying that I posted for my personal brand yesterday. 343 pieces of content. I need everyone to hear me one more time. Yesterday, my personal brand, Gary Vee put out 343 different posts. Man, it's quiet as shit in here. I'm gonna. I see some people taking notes. I'm gonna give you two letters. This is gonna help you. I think P and H stands for platforms and handles. The reason I put out 343 pieces of content yesterday is I've advanced what I've been talking about over the last 20 years with all of you. No longer is GaryVee my main handle. The only place I post one thing. I've been yelling and screaming for a decade plus how many people here have been following me for more than five years. Make some noise. And I know a lot of people here don't know who I am or don't follow me, but the people that just made the noise for five plus years. You know how long I've been begging you, pleading with you to be on more platforms than one? Almost all of you are basically just on Instagram, maybe a little TikTok, maybe a little Facebook. There are seven to eight platforms that I believe all of you should be on. In fact, during the podcast I said that if I was selling homes today that I would spend 51% of my 70 hour week making content. And my sister is a real estate agent. I've been doing this a long time. I don't say that jokingly, I don't say that delusionally. I really want to sell more homes than anyone in this audience right now because I get very competitive. And notwithstanding being physically at open houses and things of that nature, I do believe the world continues to underestimate how much intention and impact is happening on social media. All of you are awake. The amount of people in this room that post once a month, but will spend hours each month talking about how social media has ruined society and fucked up the children and changed the geopolitics of the world. If this machine is powerful enough to change the geopolitics of the world and destroy a generation of human beings, you don't think this shit can sell a house. But I understand all of you so much and I'm going to tell you why I want you to be on eight platforms. AI. But wait, how many people have been in the game for 20 plus years? Real estate. Stand up. I want you to stand up. Put on the lights. Stand up. If you've been in the game for 20 plus years, let's clap it up for these OGs. Keep standing. Keep standing. Keep standing. I see you motherfuckers in the back. Don't sit yet. If you standing, I want you youngsters in the game to pay attention to these OGs. Twenty years ago, these OGs know that Google and Google Search became the foundation that things like Zillow and other things built on top of the attention was in Search and platforms were built to sit in between you and the end consumer. Yes or no OGs. Okay, OGs can sit down. I see you baby. Listen to me. Google, Zillow are amateur play compared to what's about to happen with AI. Amateur. I looked for a commercial real estate play for VaynerMedia, my big company in London. And I went to ChatGPT and said who's the best commercial real estate agents and in the uk? And that became how I did it, my friends, I'm going to get very nerdy and then I'll go back to what I want to talk about. Why I understand you, my friends. Gemini, which is Google's AI Gemini will have 40% of the market because they're going to force us into it because of Google Calendar and Gmail. They have us, right? So it's not just going to be chatgpt. Nothing will replicate Google for from the last year where they had a monopoly, there was a little Bing and a little Yahoo if you're og, but they dominated. Right? This new game is gonna be a little more fragmented. These AI chat searches, right? You're gonna have ChatGPT. It looks like we'll see Gemini for sure. And there'll be perplexity, Claude, there'll be some other players. We'll get into that. I know I'm going nerdy, but I want you to hear this. On a bad day, on a bad day, Google Gemini for search should have somewhere between 30 and 40% of the market and maybe 22, and it might be 50. I don't predict. I just talk about what's already happened, but that's what we're looking at. Could be 70, I don't know, but it's gonna have a chunk. It's not gonna be 10%. Gemini gets its results from many places, but every day that's gone on in the last 18 months, more of the results are coming from content on YouTube and YouTube shorts. If you were a real estate agent and and you are not posting on YouTube shorts the same stuff you're posting on Instagram and video form, you are losing this thing you're scared of called AI. You must start committing to putting out content in shorts, not even in YouTube regular, which you're more than welcome to, but just shorts to show up in the results that the whole world's attention is heading to in the next five years. But I'm not even gonna talk about being scared about tomorrow. And I'm definitely done with all of you being romantic about yesterday and how you did it. No one gives a shit. I want to talk about today. And let me talk about today today. Nobody that schlepped to this conference on a Sunday in Atlanta should not be in the business of creating social media content at every single day. Now. I don't need you to make video. I understand that a lot of people are insecure about making video. Not everyone can be so dramatically smart, handsome and charismatic. Though for everyone here who is scared to post videos, I'd like to Just say one little side thing before I move on. Psst. You're not in middle school anymore. Johnnypants49. Coming on your post saying you're ugly should not stop you from selling fucking houses. I understand you. I know that you should all be posting on Facebook, on Twitter, on Instagram, on Snapchat. Yes, Snapchat Spotlight. Especially if you're doing rentals or you're trying to win young families. The Snapchat Crew is now 35. Snapchat Spotlight. LinkedIn is a fucking monster. Monster. You drop something, you good. LinkedIn is a monster. How many people here go on their LinkedIn? Raise your hands. Lots of hands. Thank you. So I think you know this. You're going there maybe for business, but if you happen to see content of something else, you're gonna do it. My family's wine store, winetex.com is selling more wine right now on LinkedIn than Instagram because you just happen to see it now. You're in a business mindset. So a lot of the content is talking about that. Anybody in commercial or B2B here or scale should be all over LinkedIn. LinkedIn is basically Facebook 2015. The targeting is crazy. If you want to run ads, not just be organic and just post. I know all of you should be on seven platforms. I also know I said P and H. Platforms is 7. Handles is what H stands for. If you're taking notes, I know all of you. Like, for example, if I was a real estate agent, like my sister Liz Novello, who's in New Jersey and in Basking Ridge, she should have an Instagram that just says Liz in Basking Ridge, not just liznovello. It gives her another place to post. You have your Instagram handle, but three years ago, we left social media. My friends, I am here to tell all of you that this entire social media con is mislabeled. Social media doesn't exist anymore. Keller Williams, you fucked up. It's not social media con. It is now interest MediaCon. I think all of you are gonna follow what I'm about to say because you live in society. Seven years ago, you got content from people you followed four years ago, three years ago. All of you know this. You do not get content as much from people you follow. You get content of the things you're interested in. Currently, this is extremely important. Here's why. I have spent, like I just told you, 20 years amassing 55 million followers. And you can post on TikTok today with zero followers on a new handle you make up called Janet in Atlanta. All right, Janet in Atlanta, I see you. I was like, we're dead center right here. And that post with zero followers that you created today, if you make a good piece of content around asparagus or golf or a home, has the ability to get more views than me. With 15 million followers on TikTok, this level of democracy should piss me off because I worked very hard for 20 years to amass what I have. But there's no crying in baseball, and there's definitely no crying in real estate. Yeah, but don't clap because a lot of you bitch heavy. You fuckers cry. I love real estate. People. Like, when it's good, you're fucking pumped, but then all of a sudden there's a little soft thing in the market and you're fucking crying like a bunch of bitches. Shut the fuck up and sell a house. Let's clap that up. Four years ago, you're like, yeah, capitalism and fucking. Yeah, entrepreneurship and capitalism. And then capitalism punches you in the face. It's called the free market, and you're a w. W. Enough. Shut your mouth and put in work. That's how you win. All those people that stood up one more time, 20 year plus, get the up. It's good for the blood system. Get the up. You guys know right when they. Wow, wow. A little softening. You're like, what about 2008, motherfucker? 911 was no joke. Like, this is it, my friends. Clap it up for the people that are still standing. Some got lazy and sat back down. Get back up. They've been through it. This is what it is. The market is. Is the market is the market. Every minute you're sitting next to your teammate and crying about the market is a minute that you're not making content to sell a house. Oh, yeah, we got real. Fuck. You can sit down now. Respect. Let me say that again because the reaction was exactly what I thought it was. Every second you're setting in your office or on the phone or on zoom with your teammates crying about the. The market being softer is a minute you're not putting into a piece of content that can lead to your next lead is a minute that you're not designing your flyer is a minute wasted. This is a mindset game. And by the way, I've been saying it over and over, I understand you. I'm about to get to that point. But very simply, just for tactics, I think all of you need to be on every platform and. And I need you to be self aware. I'm empathetic that you might not have gift of gab. You might not like the camera by show of hands versus talking versus video. How many of you prefer to write because you feel through writing, you're the best communicator that you are? Just raise your hands for me. Raise them high. I need everybody who just raised their hands bunch in the front row. I need you to understand how important Substack is. How many people here, and you could be honest, are not familiar with what substack is, please raise your hands. And that's why the fuck I'm here. I need you to all write down substack. Substack is a very interesting platform. It's predominantly written form. In fact, it's been a place where people can monetize. Watch this. How many of you are subscribed to a substack that you pay for? Stand up. That you pay for Stand up. I want people to see this. I know it's not gonna be a lot, but it's more than a look. More people raise their hand that don't know it. These are people who know what Substack is. They're paying for written content. You could sit. Thank you. So Substack's been this incredible platform where writers are actually monetizing. They're also putting out free content. But I'm also watching the platform evolve, and I can see it moving more into Twitter territory over the last six months, even Instagram territory, because now it's putting out video content for all the people that raise their hand, that are better communicators in written form. If you just write quality content about the home, you're listing something I'm about to get into, which is this selfish versus selfless framework that is completely broken in the real estate industry is something I want to attack. I'll get to that in a second. But Substack is an opportunity for everybody who raised their hand to write and get leads. Which, by the way, to remind you, is no different than when email was a dominant force in getting leads. And you wrote email. It wasn't video. There is no right way to make content. There's only content that is right for you. But the only thing I can't have all 10,000 plus of you do is leave here today with another day of excuses that you can't do it. Or my favorite, well, Gary, I posted, and it's not as good as it used to be. Who here used to have more success from social media for their business and now has less? Put on the lights, Raise your hands. I want to see it. Used to have more success. This should be real. Okay, everybody raise your hands high. Used to have more success. Great. Down. Now keep the lights on. How many of you have tried it a little bit yet? It's not even that you used to have success. You've really never had success with Social being leads, but you've dabbled in it. Raise your hands. Raise them high. Stand up. Actually, I'm sorry. I know, but it's good. Blood flow, please. All right, stand. If you've never had success, you've dabbled with it a little bit. Keep saying up. Gut, boys, stand. Stand. And now the group before you used to have more success, but you have less. Stand up again. All of them. Keep everybody up. This is very. I will give you the unlock to why Social is not working for all the people that are standing up. Everyone's standing up. The reason Social doesn't work for you is because you suck at it. You can sit. This is real. You know how I know this is real? Watch this. Keller Williams lights back on. Who here is currently selling homes because of Social? And it's working for you. Stand up. Even with the normal 37% liars at a real estate event. Look at all these people. You can all sit. Thank you. That was the proof that the people that stood up suck at it. The ROI of a basketball for LeBron James has been billions of dollars. The ROI of a basketball for me has been negative $50,000 because I have two meniscus tears and I've lost some time. You cannot be at this conference and say social media doesn't work in real estate when you just watch your contemporaries stand up and say it does. Social media doesn't work for you because you're not taking it serious for a million reasons. My favorite one is, like, you decide to bring politics into it because you're just a lazy bitch. Oh, Gary, you don't get it. I'm gonna use TikTok. I'm like, why China? The amount of people that flew here or drove here and think of themselves as business winners that come up with unlimited excuses to why they're not creating unlimited content to drive sales and transactions in the most underpriced opportunity of marketing in the history of the world baffles my mind on the hypocrisy in this room. When you buy. You know how this industry loves a good park bench? Like, you just love seeing your fucking face on a park bench. Who here has bought outdoor media with their face on it? Raise your hand. I have just Asking everybody who has done that, is that free or do they charge you for that? Who here has sent direct mail for their business? Raise your hands. Raise it. Just curious. 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. It's free. People see it. Couple more things. Who here is over 60 years old? Raise your hands. All right, this is my favorite crew. Especially this 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? Cause they're soft. Not everyone. Just in general. Just in general. The data's clear. Not you. Me neither. I love them, but over 60, I need a favor from you. No more you sitting 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. My 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. Real quick, real quick, very quiet. Shh. 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. My friends, this industry, this amazing country, our society, we have become remarkably good at excuses. Even the OGs, even us, 50, 60, 70, we've been dragged into it. We've gotten softer ourselves by the culture. We have 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. You are a fucking loser. A 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 commit? Can every. Can we put 11,000 hands all in the pot right now and commit that this is the year we stop fucking crying? Now let me tell you why I understand you. I got in at 12:45 in the morning last night because I don't know if you heard, big storm in New York. I didn't want to miss this speech because I had a lot of things to say. And so I got in late and I got to the hotel room at like one fucking, I don't know, late. And then I saw it sitting on the table, gummy bears. And 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 who'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. Cause 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, the thumbnail, the hook, the copy that it takes to actually get views to sell homes. You've just convinced yourself. Three, and 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. China does not give a fuck about you. Your audacity is very high. Friends, listen to me. Hey, everybody. Hope you're enjoying the podcast right now. Make sure you follow the podcast. That's why I'm interrupting. Let's keep going on this show, but follow the podcast. They'll make my mom super happy. I'm going to 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's gonna 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. I'd be like, what? I'm a pretty functional human being. But that phone is literally gonna 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. And then you call from the pa. It was fucking crazy. The phone, these social networks will look like. The beeper will look like the printout paper that used to print out at your printer at home with the map Directions. It's coming. And when Meta or Google or Apple or a Chinese company wins this game, it's not going to be the same. And this AI thing, more than half of your clients are going to use it. In fact, OGs over 20 years. Remember when clients got smart because of Google, they knew more shit and that changed the game. Do you understand that your knowledge and your experience is worth zero now? Does everybody understand your knowledge is worth zero? I can upload every contract into ChatGPT and understand things about the policy in the town, the roofs safety and an inspection and everything else you can come up with that you know, that you've put work into. I am literally one of the leading experts in marketing and you can type in the chat GPT. How would Gary think about this? I'm in trouble. If I'm in trouble. You are definitely in trouble, my friends. This is a warfare of personal brand. Your reputation, if you don't like that term, is now everything. People knowing you exist is going to be the battleground for real estate agents of the next decade. Reputation and experience will continue to decline. Reputation has declined because all those young kids that just stood up that are selling homes through social media, they couldn't get the home from you 15 years ago. They'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, chatgpt is better than you, my friends. This is happening. And maybe you don't like social media. Guess what? Neither do I. How many people have followed Me for over 5 years? Raise your hands. All these people for the people that don't know me, that raise their hands knows I don't share my real life. You don't see pictures of my dog. I would never, ever use social media as a human if it wasn't about business. We're not here to talk about social norms or, 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. Capiche? My Friends, This is binary now. I've been yelling about this for 20 years, and you know it. We are now in code red. Anybody that is not making content every day on social media is disappearing, whether you like it or not. Not for me to judge, it's 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. And 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 or thank you? Or are you just gonna be hyped for a couple of minutes right now? Be like, yeah, I'm gonna do it. And then next Thursday, eat the fucking gummy bears. My friends, I have an idea. You know what's better than one Gary two Gary's. Let's hear it for the founder and the legend, Gary Keller. All right. Okay.

[Interviewer]

So you know Ryan lost the bet backstage.

[Gary Vaynerchuk]

What was the bet?

[Interviewer]

Well, I said you were gonna. You were gonna say the F word, the S word, and the MF word a thousand times in 20 minutes.

[Gary Vaynerchuk]

Yes, sir. And he said the under.

[Interviewer]

Yeah, he was. He was. He was the under.

[Gary Vaynerchuk]

Yeah. You know what happened? They were. They were feeding me.

[Moderator]

They were. They. They were into it.

[Gary Vaynerchuk]

I dropped the first one. They're like, yeah, we like it. Like, let's go. Yeah, you know, it's.

[Interviewer]

It's. Yes.

[Gary Vaynerchuk]

Gary, I don't know if you know this. I, I, I.

[Interviewer]

You're. I shave to you a lot, right? And that's what. And I shaved you guys, too. But my wife happens to walk in, and she goes, why is that guy talking like that? I said, do not throw the baby out with the bath water, honey.

[Gary Vaynerchuk]

Listen to the.

[Interviewer]

We just have to let that ride.

[Gary Vaynerchuk]

Yes. Should I go apologize to her? Not at all.

[Interviewer]

No, no.

[Gary Vaynerchuk]

My Gary. My whole thing is, these are real estate agents. If they were scared by a curse word, they need to quit.

[Interviewer]

I love you, man.

[Gary Vaynerchuk]

I love you.

[Interviewer]

Let's dive into this.

[Gary Vaynerchuk]

So please.

[Interviewer]

So I want to jump off With a real. With a real simple question, please. And that is you. You mentioned handles and you mentioned platform.

[Gary Vaynerchuk]

Yes, sir.

[Interviewer]

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.

[Gary Vaynerchuk]

Yes, sir.

[Interviewer]

Okay, I want to talk about. We want to talk about those. Let's do it real quick. But also, you said handles.

[Gary Vaynerchuk]

Yes, I got what you said, but

[Interviewer]

I think you should slow down for a second and kind of say that again.

[Gary Vaynerchuk]

So, friends, I'm empathetic. If I'm anything besides a potty mouth, I'm empathetic. I understand that some of you use your Instagram to share your family life or other stuff and you're trying to find different ways to handle, pun intended, how to produce as much content. I did not produce 400 pieces of content two years ago because I only had Gary Vee on seven platforms that I couldn't post that much. It was when I stood up at Gary vaynerchukaryvee, at yard sales, at garyvee, 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. Five 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 on in Denver and it has zero followers, but his Instagram had 1,000 followers, well, he would have got 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 going to get more views than the account 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. And again, Sara in Canton, araincanton, 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.

[Interviewer]

I have. I have one or two more questions. I'm going to shut up maybe. So I want to go. I want 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 getting. Creating content?

[Gary Vaynerchuk]

I said 51% of the time, I want them to do content. Couple things. This is just real talk. Again, the luxury of having multiple people in my inner circle in this industry. As you know, I've been a friend to this industry for a long time. I really love, by the way, if I may, I just want to say something. I know I've come in with like a lot of like 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 set many of you balancing family and business to find the time to be in a competitive market that's purely based on merit. Can 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. Thank you. So, so. And I. And I mean it.

[Interviewer]

You know, here's the truth is we

[Gary Vaynerchuk]

would have paid more respect. I believe you. By the way, I'm gonna fire my agent. Here we go.

[Interviewer]

Exactly. Yeah, exactly.

[Gary Vaynerchuk]

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.

[Moderator]

No question.

[Gary Vaynerchuk]

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 going to do? Right? If I didn't believe working out, like, you're not going to do it. 2. I think people struggle with what to post. I didn't get to talk about it on stage. I wanted to. I'm going to address it now. I believe the reason most of you struggle with social media content is because your content is selfish. Buy this home for me. Come to my open house like we do. I said this 20 years ago 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 Vee, I'm so pumped. I'll see you in Atlanta. I'll see you in Atlanta. I went on people's accounts. I like to be prepared for these talks. Every post out of your mouth is, here's a picture of the listing. Buy from me. This room is selfish. Gary. Yeah, brother.

[Interviewer]

I apologize for them,

[Gary Vaynerchuk]

and they may not be selfish, but the way you show up at the PTA and the way you show up in your community and the way you actually build relationships in the real world, your content's not showing that. Your content needs to be a potpourri of everything you are including. I want to give a massive shout out because my sister's one of these people. To all the real estate moms in here balancing their kids and the business, Ladies, ladies, you have gold content. Ladies, you have gold content. Your content should be talking about the strategies and the struggles and the diary of the day, of the process. You know, it's gonna inspire other women. Like, it's just the way it is. And that one post that make this is how you all decide to follow someone. You're gonna say something, and the woman on the other side is gonna 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, please.

[Interviewer]

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.

[Gary Vaynerchuk]

They put their face on park benches, Gary. Yeah.

[Moderator]

Did you tell them to do that,

[Gary Vaynerchuk]

by the way, it's 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, huge picture of you in a suit. Like. Like you're selling you. What do you want from me?

[Interviewer]

That's a valid point.

[Gary Vaynerchuk]

Like, you want to be the mask 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.

[Interviewer]

Yeah.

[Gary Vaynerchuk]

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, raise your hands for you? I think you gotta 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. You're 25, 7, 366. Because you want it more, because you're new. That's going to entire. 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.

[Interviewer]

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.

[Gary Vaynerchuk]

Yeah.

[Interviewer]

The picture's one thing.

[Gary Vaynerchuk]

Right.

[Interviewer]

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.

[Gary Vaynerchuk]

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. The only reason I work, if I was born in the south and had a grandma that said, never curse. And I did this. It wouldn't work because it wasn't authentic. It'd be a shtick. But I'm a Jersey boy from the 80s. This is the only way I know how to talk. I'm sorry. You know, and by the way, it makes me not eligible to speak at certain places. But that's okay by me, Gary. All I need them to be is themselves. You don't need to be a dynamic superstar if you talk monotone. I promise you, if you're giving good information about the school system, about the investment being made, about the new mall that's being stood up, or the data centers or the supermarket superstore that's coming, or the neighborhood change, or the restaurants that have popped up. If you become the PR agent and the mayor of your general selling area and you provide value, whether you're calm as a cucumber and monotone or ridiculous as me, as long as you're actually you, you will be stunned by the results.

[Interviewer]

Yeah.

[Moderator]

When you think about them spending 51% of their time on content development, and

[Gary Vaynerchuk]

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 generalism. I'm sure there's people here who are robotic about every minute. Respect. But this industry is interesting to me, you know, it's an interesting industry. You're selling high ticket items, homes. You can get stuck in a corporate kind of environment. Like, you can get stuck. I'm empathetic. This 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,

[Moderator]

make the money.

[Gary Vaynerchuk]

You know, the help I can get. I. Everybody who just raised their hands and made noise. I'm dying to see your fucking calendar.

[Interviewer]

Yes.

[Gary Vaynerchuk]

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.

[Moderator]

That's my question for you, is 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.

[Gary Vaynerchuk]

How many businesses do you have, like seven or eight meaningful Ones.

[Moderator]

So you have some non meaningful ones.

[Gary Vaynerchuk]

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 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, Right? Like, 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. 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, and guess what? AI is going to eliminate everyone's excuses. Like people are like, oh, but Gary, you have a team. I, 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. I don't want this to curve ball you. I have 23 full time employees just on my content, but that number's about to be seven 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 greater. The window's gonna close because technology will change and everybody here will wish they did it. And, 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, you know this is real. Watch this, Gary. Okay, friends, lights on. Real talk. Raise it high, otherwise I'll make you stand up. How many people here in the last six months went to ChatGPT or Gemini to search something that only a year ago you would have went to Google to search it, raise your hands.

[Interviewer]

Everyone, everyone, everyone.

[Gary Vaynerchuk]

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. 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. I saw the jacket. I needed it. I needed this connection. I want to live within 25 million 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.

[Interviewer]

Yeah,

[Gary Vaynerchuk]

Gary, you know this. You. And you did it.

[Interviewer]

No one likes to be clapped at for being old.

[Gary Vaynerchuk]

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. Not everyone's destiny 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 gonna crush it and sell a drillion homes and buy an island. I mean, you're old and you're finished. Raise your hands. All right, so I see you back there. So about 41 of the 10,000 people here. You could probably get to the other side, right? Like 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. Cause 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. There's a lot of those. You're in. And I'm in.

[Interviewer]

I'm in.

[Gary Vaynerchuk]

Listen 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 gonna sustain you for the next 10. You're gonna go through the next 10 years of your life. I'm looking at all of you.

[Interviewer]

You're.

[Gary Vaynerchuk]

You're going into different life cycles. New, cool, amazing things are gonna happen. Your child may have a child in this next decade, like other things. And it's gonna make it harder to go. You can sit down. Thank you. And it's gonna 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's 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. 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. And the last 1212 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 to 60 to 70% of me, you're gonna get wiped in a way that you can't imagine. And 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? 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 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. 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. Garyvee.com 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 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 hooks should be different, the room is different. Right? You 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. How does that turn into an actual lead in my inbox? Watch this. Lights on. Like, specifically, how do I show you, my friend? Want to 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, what do you want from me? 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. And it's impossibly hard now compared to seven years ago.

[Interviewer]

So what does good look like in your mind?

[Gary Vaynerchuk]

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. Doesn'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. I 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. 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 gotta 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. Anybody 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 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.

[Interviewer]

Gary has to be grilled.

[Gary Vaynerchuk]

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 then 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. That 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 real estate agent in Denver. The asparagus is the lead gen to a sale. I know most people don't believe it.

[Interviewer]

Oh no.

[Gary Vaynerchuk]

But I also know most people in here are not me. I'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 1. 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 and 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. I'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 you'd Individual Empire. The book for many of you that maybe discovered me 20, 15, 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 you'd Individual Empire is going to 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. This 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 pushups 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 podcast, 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. You 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 I'm talking. I'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 going to 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. Ooh, now I'm getting nerdy on you.

[Interviewer]

Yeah.

[Gary Vaynerchuk]

If you are 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 where you like, this is what's going on. You're going to get DMs from people saying, I can't use you because you're not in my area. But can you be the referrer 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. Like 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 it doesn't bother you because we've gotten some comments about the language, but you're fine. I don't give a fuck. Now, 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. But I do apo. But I. But back. 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, yes. 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. Listen, 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, 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, and 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. I'm like, what is this women on women crime that we have to stop? Jesus. Ladies love each other. Sh. Stop trying. But if a woman comes on your page and says your lighting sucks or get Botox or whatever, I see all the stuff. I see. Right?

[Interviewer]

Right.

[Gary Vaynerchuk]

Please don't think about your wrinkles. Think about how broken that person is. Friends, 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. 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. I need you to talk about the school system and how great the pri. 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.

[Moderator]

How many pieces of content does your sister put out in a week?

[Gary Vaynerchuk]

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. 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 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. There's plenty in the audience as well of that. Let's clap that up. You 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. And 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 interest. Do you know how many people here will sell homes because they make content about wine? Right? Yeah, you like that? 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 if 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. I 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. This is about anything. And the more the people learn about what they're interested in, it's more connection points, it's more opportunities to sell. Gary, when you hear all this, if you were drawing this model, you'd wake up tomorrow, 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.

[Interviewer]

You have to live. 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. Especially the gym's a good example. It will let you down. If you go in there with your natural behavior and your ambition, it won't be enough to get you through, to get where you need to get physically to live your the kind of life you want to live. And this is the biggest challenge that every human faces. And that is I'm not giving, 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.

[Gary Vaynerchuk]

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. I'm gonna be a girl boss and sell 10 million homes. Well, you're not gonna 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 curve ball 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 bid 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. Does 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.

[Interviewer]

Oh, yeah.

[Gary Vaynerchuk]

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 put in so much work to get to this point of reputation, you know, sure. Friends, if you are gonna call a call, please do it in a TCPA friendly and compliant way. Yes, always legal.

[Moderator]

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?

[Gary Vaynerchuk]

Oh, my man, every accolade. I know a young lady earlier talked about my imp. 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 am, 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. So like, 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. You know, my 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 than I ended up being, which saved me who I am. And then the last part is, you know, the environment. You 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. And 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. Couple things that I would like in society as I go off stage here, couple things I wish for society. Thank you, sir. I got it, Gary. Thank you, my friend. Fucking Gary's athletic. Yeah, you saw that? I got you, I got you. How old are you?

[Interviewer]

Gotcha.

[Gary Vaynerchuk]

Gary, how old are you? 69 this year. 69. I love that he's 69. You know how we did all hands in. I got a couple. How many people here are parents? Raise your hand. I'm going to 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 3 to 11 years old, raise your hands. Number one, have your 3 to 11 year old boy get punched in the fucking mouth.

[Moderator]

Happening today.

[Gary Vaynerchuk]

Encourage fighting. Number one, I really believe that the world went awry when I'm telling you fighting is good. Not like abuse, I mean like Ricky vs. Johnny 315 flag pole. Throw it the fuck down and see who wins. I 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. Which 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 about it. Confusing these children that you getting your ass whipped 42 to 60 in a basketball game. But you get the same shit as the people that whipped your ass is fucking up the world of merit. That would be like you list like that would be like you losing out on the listing to another agent. But you got half the money. Number three, this 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 general isms of trends I'm seeing that are leading to depression, anxiety and unhappiness. If 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. 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 Life360. Their mom knows where the fuck they are.

[Interviewer]

I know.

[Gary Vaynerchuk]

My friends, if you have a 22 year old older male as your son and you are following them around on their phone and you were texting him on a random Wednesday night at 11 and be like, Johnny, why aren't you home? You are in deep shit. These 26 year old men had great grandfathers that fucking stormed Normandy at 18 and you're wondering why they're not home at 11:30? It's cause they're fucking hooking up or drinking. Stop bothering them. My 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 down times. There's always been tough job markets. There is 16 year olds 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. And 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. But 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 life started and then we paid them back. And if our parents were real gangsters, with fucking interest. But you need to get these kids off the teat.

[Interviewer]

Is that your closing line?

[Gary Vaynerchuk]

You know what I was thinking? You thought about that? I thought about it. 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. Gary Vee. Thank you, everyone. Thank you so much. Thank you. Keller Williams. Thank you. Congratulations, 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.