The Real Reason Why Most People Don't Produce Content

camera that is on your phone right now is a better camera than Hollywood was using 20 years ago the camera is not your problem the finding the employee to post for you is not your problem I promise you this the problem is the background you're scared to post because you're worried about what other people think you're worried what your buddy thinks about you doing you're worried about somebody saying you don't look good you're worried about that your makeup's not right that your muscles aren't good that your face isn't right that you are scared fear is

the biggest way to not make money good afternoon thank you I'm very happy to be here uh lots to talk about very excited about uh getting into the Q a and really answering a lot of the questions uh in this audience but I will frame up my conversation in the macro and the micro of what I see is the opportunity for most people in this room and when I say macro micro what I'm referring to is you've had the luxury to hear Ryan speak and I didn't get the luxury of catching the talk but watching

him build his brand over the last half decade and interacting with him quite a bit in New York um if he was talking about building personal brand that's obviously incredibly important but clearly he had a very different path than the majority of this room because 99.9 of this room is not going to end up on a hit television show at the height of cable consumption for a decade to get that level of awareness the majority of you would have to go down the path that I've gone through over the last 15 years which is creating

your own creative and content and using the free distribution of social media to build that brand and I'm going to go into that a little bit because the most interesting part for me being in social media creative for the last 17 years is how much it's changed in the last 24 months and what that means for everyone here to give you the cliff notes and the preview for 2006 to 2009 there was an incredible land grab of attention with early Facebook and Twitter that I and others took advantage of that got harder as the world

started to figure it out over the last 24 months over the last 36 months The Tick-Tock a vacation of every social media platform has changed everything there are literally people in this room who've never produced content for social media that can next week make a single video and start a completely different path of growth in their career and that's pretty remarkable that hasn't been the case for the last 10 plus years and that's something every single person in this room needs to take very seriously but we'll go to that in a minute that to me

is the micro the micro is how do you make content like what kind of content which platforms should you be producing for what content works on which platform that's the micro the macro that I want to talk to everybody about in this room is none of you have a chance of succeeding in the biggest opportunity you have which is building your own brand and leveraging that against your Ambitions if you don't have the macro pieces in place the macro pieces in place are strictly mindset and perspective strictly the reality of how life Works everyone's ambition

here business-wise is completely dictated by what's going on inside of them emotionally there is no chance you're going to work hard enough produce good enough content or anything else that's required to achieve what you want unless you're in a good place it's as simple as that I've done this for a very very long time and the reality is is it's not sustainable unless you've got solid foundation it's no different than building a home the things you all sell it doesn't matter how well you decorate the living room or how nice the color of the paint

is in the master bedroom right if you do not have steel and concrete that holds up the building the steel and concrete for every single human here is their emotional stability and what they actually feel and so the thing that I've been fascinated by was I didn't realize why all my businesses were working in my 20s and 30s until I went a little further on my journey I am the byproduct of incredible mothering I am lucky that I had a world-class mother who built accountability and self-esteem in me which made me completely capable of doing

everything that I've wanted to do in my business career not everybody is as lucky as I am with the luck of the draw of who their mother or father or circumstances were I was lucky that I was born in the Soviet Union and came to America and we had nothing and had to grow up grinding it out because I never was able to form entitlement because nothing ever came easy to me these are just the circumstances of all of our lives one way or another but before we get into how you're gonna sell more stuff

or build your business you've got to actually be in a place of asking yourself are you emotionally capable the macro are you emotionally capable to deal with it because the biggest issue the single biggest issue is the single biggest opportunity all at the same time for the reality of this room the biggest opportunity on Earth for every broker that exists is making content on social media at scale period right now in 2023 as we sit here in this room there is no second option compared to the truth that is if you sit in here and

are capable of producing 15 to 25 pieces of content a day across four to five platforms a day that the business Ambitions you have will come true the problem is the reason most people don't produce 15 to 25 pieces of content a day is not because you have no time if you understood that it was the single biggest reason that you would make more money you would find time if you understood that you would four five ten fifteen a hundred extra revenue or your sales or your commissions the dollars in your bank account you would

find two hours a day to do it instead of having a two-hour meeting you would find it the reason most people do it or don't do it excuse me is because they can't deal with the emotional feedback that comes with putting yourself out there the single reason that this room I find it very hard to believe that this room in q1 of 2023 does not understand that social media output is a driver of business I don't believe there's a single person that has come to this conference that does not understand that to be true if

that's true and if you came to this conference I think about this all the time why are you even here right now we're in the middle of the week in the middle of the afternoon why would you even be here the answer to that always for me is because you're ambitious because you want something to happen that you're putting in the work to make your thing be better if that's true that means that everybody in here is in play to execute the model that creates the growth this is what brings me to the biggest thing

that I want to talk about in this room which is insecurity the biggest reason 98 of this room will listen to everything I'm about to say will do the Q a it has complete historical affirmation to be true and you will leave this conference and still not do it in the face of the truth of it working is 100 predicated on insecurity to me this is the biggest pandemic in the world that many of you will not double your business this year because you are not capable of people leaving negative comments on your social media

account to me the craziest thing when it comes to business is that people in this room will not go and figure out how to make content not because you don't know who to hire not because you don't know where to post not because you don't know what to post all of the things that are disguised when we get into the Q a when you're like ah Gary what platformer who should I hire what kind of camera should I use camera that is on your phone right now is a better camera than Hollywood was using 20

years ago the camera is not your problem the finding the employee to post for you is not your problem the problem is the macro I promise you this the problem is the macro you're scared to post because you're worried about what other people think you're worried what your buddy thinks about you doing it you're worried about somebody saying you don't look good you're worried about that your makeup's not right that your muscles aren't good that your face isn't right that you are scared fear is the biggest way to not make money fear is the biggest

way to not achieve what you want I find this very ironic and I'll tell you why the whole world is scared to post because of insecurity and comments but I find that funny every time I talk to real estate brokers because Brokers do something that most people are scared of which is sell most people are scared to sell most people are scared to ask for the listing most people are scared to sell most people are scared to sell this group in this incredible Arena has already crossed the chasm into an area that most people are

scared to do as a matter of fact many of you try to encourage or you Razz your friends for being scared to sell because you're not scared to sell what's most interesting to me though is selling is very important but sales never beats branding branding always Beats sales is just bad branding most of you when I look at this crowd this is a very well-dressed attractive put together crew the amount of brands that are being worn right now by people in front of me that I can just see in the lights is very high from

handbag to tie to suit to dress nobody sold you those products you went and bought them because they built brand the biggest way for everyone here to die and what's double important in this conversation is the following I've spoken to Brokers pretty much my whole career I've done events of this nature around the world but I think everybody's sitting here the stakes are double High comparison to what I've done in the past because you're in a market post-pandemic that is one of the few flourishing markets in the entire world you can literally be living almost

everywhere else on Earth and it is less exciting than being a broker in the UAE we need to clap that up for a second by show of clapping loudness how many people agree with what I just said please go listen if that's true if it is true that by the luck of God you have found yourself in the prime of your career in a market that has ridiculous upside for looking around probably the majority of the rest of the people's careers here why would you not execute to maximize the opportunity and the simple answer is

you fear what people are going to say this is like as you can tell by the way I'm setting this up this is like incredibly emotional to me I am sitting here looking at thousands of people when I know 98 of you will not do what I'm about to say every single person here needs to make a dramatically bigger commitment to producing videos pictures and written words on Tick Tock Instagram Facebook Snapchat LinkedIn and YouTube tomorrow let me tell you why I don't know if you've heard it's free I want to say this one more

time I love when people are like Gary Facebook Shadow bammed me my Instagram I'm not getting as many views I'm Shadow banned I'm like you're not Shadow band you just suck these platforms are free people get upset and I'm not getting as many views this is why the world has become so entitled the biggest issue in the world is entitlement people literally paint think about this I'm 47. I used to pay for full page ads and newspapers I used to pay for radio spots I used to pay for local TV ads these platforms are free

free we have become so accustomed to it we now blame these platforms and the algorithm because your Instagram post doesn't get as many likes as it did two years ago and instead of blaming yourself because you're posting the same crap over and over you blame the free platform every time I have these kind of talks or conversations one-on-one or what a smaller group the amount of people that are capable of having accountability of what they're doing about it is almost non-existent on a free platform by the way as many of you know the platforms are

starting to change a little bit we're starting to see that they might not be free we're starting to see that Twitter wants a charge this much a month where Facebook wants to charge that much a month we are living my friends through the greatest era of free exposure of all time in the history of the world in the history of the world individual small businesses are human beings have the ability to get free exposure attention you know the single most important asset on Earth attention free in this group free attention in this single most flourishing

Market on Earth you can imagine the energy that I had in my body flying out here from Manhattan for this talk I'm gonna talk to thousands of people who are in the best Market in what they do facing the next decade during the most scaled free attention platform in the history of marketing all at the same time and yet 98 of the people in this room won't actually do anything about it all based on the fact that they are insecure of not getting enough likes or getting a negative comment from somebody this is what's called

a conundrum my friends let me help all of you that struggle with people that leave negative comments I'm gonna make this very simple you are upset when you post and someone says you're ugly you're not smart this is stupid you should get off of this your friend texts you and say you look silly you're not good on video Whatever It Is I just want you to think about this for a second somebody on the receiving end of your content in their feed decided to take their own time and leave a comment to tell you that

you're not good think about this you should not be upset for yourself you should be upset for them could you imagine how miserable of a life it is that you are so hurting inside that you need to go find somebody else's content and leave a comment to hurt them to drag them down to your pain this is something you have to wrap your head around it will change the Paradigm of how you view this we must leave this conference understanding this final truth that the biggest growth in this industry around the world are from the

individuals who are out producing their competitors in social media content whatever your feelings are about these platforms you don't like your kids are on it you don't like Tick Tock you don't like this you think it's silly the market does not care what your opinion is of these platforms the market is just acting like the market and we must we must take advantage of this do we understand cool so then I'm going to double click into this let me talk to you about a couple things that I would like to see a lot more people

do how many people here by show of hands I'm going to want you to raise your hand now remember please don't lie because if I see somebody raising their hand that I'm not sure about I might jump out and we might check you and we're going to record it and if you're lying I'm going to put it on my social media and shame you to the whole world so by show of hands I show of hands how many people here make YouTube shorts every day raise your hand one two three four four people in this

room make YouTube shorts every day let me explain to you why this is a major opportunity YouTube shorts unlike Instagram reels unlike tick tock YouTube shorts has a very unique thing that I think is going to matter to this room YouTube as some of you may know not most because people don't think of it that way YouTube is the second biggest search engine in the world behind Google now being with chatgpt may start growing and we'll watch it but YouTube people go to YouTube to search because some people like myself learn more from audio and

video than they do from written words cool YouTube shorts if you are smart and you're making a piece of video like Instagram and Tick Tock but when you name the video you think about naming it for people that are searching not just for a clever naming for the video unlike Instagram and Tick Tock that YouTube short can live for a very long time I would argue if I'm selling homes if I'm selling commercial real estate if I'm selling YouTube shorts needs to become a major part of the place you go how many people here are

making tick tocks or Instagram every day raise your hands raise it high okay so in general we have a major problem in this room but for the people that just raised their hands just taking the video that you're doing on Instagram and Tick Tock and then bringing it over to YouTube shorts and just naming it smartly from a search perspective will disproportionately grow the opportunity of your awareness and branding what's more concerning to me is I don't know if this room is shy or like people didn't raise their hands but again going back to the

opening rant we need to out produce a lot more than what the room just did I I will forever struggle with this conversation and I genuinely implore everyone to get a heck a lot more serious about this what's happening is my biggest fear is that a lot of people here in the next three to five years will regret not taking advantage of this era because the world will move as a matter of fact it's a fairly young audience but how many people here do Google AdWords listings and run ads on Google for their listings please

raise your hands again pretty small Jesus I'm moving here and gonna sell homes the opportunity is very clear Google AdWords was a very big tactic that in the mid-2000s early 2000s that I would speak to in events like this that people were not taking advantage of it has become much more of a standard practice around the world and a lot of people took advantage of it but it costs a lot more to do the same thing the thing that I'm really hyper focused on in this room is letting and forcing and motivating people to get

serious about social media content while it's so underpriced on an everyday basis on an everyday basis more and more people are coming in and producing and it throws off the supply and demand which makes it harder to go four years ago five years ago when I was yelling and screaming about Tick Tock very few people were doing it but everyone who did do it would get hundreds of thousands if not millions of views because there was less people producing but there was a lot of attention we continue to sit in rooms like this and say

well I can't sell my luxury homes on Tick Tock and I continue to get emails every day from people who are selling their luxury homes on tick tock the amount of people that decide about certain things like this without ever trying it is fascinating to me to me this is a very unique time in the history of selling stuff because of the distribution when I go back for the many in here that don't know my story I my dad I was born in the USSR I come to the U.S my dad was a stock boy

in a liquor store and then he eventually owned his own small liquor store I was very motivated by being the oldest son and wanting to build my dad's business when I came into my dad's business full time in 1998 the business was doing 3.7 million dollars in Revenue five years later the business was doing almost 70 million dollars in Revenue we took no investment no credit line no cash infusion this hyper growth was based on one thing which is what I've been talking to you about for the last 25 minutes which is the following the

number one way to grow anything when it comes to business is being the best at understanding where the underpriced the tension of the world is I'm going to say it again because I want everybody to understand this the number one way to grow a major business top line revenue sales is to understand where the underpriced attention is in 1998 for my dad's store that was email when I did email marketing in 1998 1999 95 of the people on our newsletter opened the email today if you get 30 you're a genius in 2000 Google AdWords came

out and I bought every wine term on Google AdWords for five and ten cents a click in 2006 when YouTube came out I started making videos about wine when nobody was doing it my career for the last 25 years has been buying or getting free underpriced attention on every single platform that's come out no question the only way outside of Business Development deals behind the scenes that anyone here can 2 3 7 12 15x their business is by executing an underpriced attention the second this audience really grasps the concept of underpriced attention is the second

that they will grow the problem is underpriced attention always sits in the stuff of today and most people when they want to build a business look at yesterday and as a matter of fact they look at tomorrow I've had more people ask me about Gary should I list homes on the metaverse then I've had people figuring out how to make perfect content on YouTube shorts we are obsessed with tomorrow we are romantic about yesterday and most everyone does not execute in today my obsession of this keynote and this q a is to get the majority

of this room very focused on today today the people that are being affected by information to make a decision to consider a purchase is predominantly happening on social media we continue to underestimate it we continue to politicize it we continue to have opinions about it but the reality is it is the currency of attention I'll give you another one that's very fascinating in this industry how many people here by show of hands this one will surprise me are producing content every day on LinkedIn very nice solid for me LinkedIn for a lot of you is

a humongously untapped social network LinkedIn in the last seven to eight years has evolved to look a lot more like Facebook than look like a place where you go and find people to hire what's super interesting about LinkedIn is the following the mentality of when somebody is going through their feed on LinkedIn is very different than when they're going through their link on Instagram the psychology of who that person is all of us are a different version of our own selves depending on what stream we're going through when you're going through Facebook you're in a

friends and family mindset when you're on Tick Tock you're an entertainment mindset when you are on LinkedIn you are on a business mindset I find that this audience making a commitment to videos listings pictures audio in LinkedIn would be very surprised where they find themselves look I come here I talk in this setting I'm looking at the crowd right now and trying to process what are people thinking and the only thing that happens in my mind is what sentence can I say to get people to start making the reason I start now with the macro

is I've learned in the last decade it has to do with insecurity it has to do with judgment on oneself I get it and it's very challenging I don't think it's easy to just I come in and say stop being insecure and tomorrow you're like I'm not insecure but I think it starts with understanding that's why you're not posting number two I focus on the tactics here's a very important part for everyone if they're going to be successful at this game a lot of people here do not want to make video they don't feel comfortable

which is fine my preferences you do video outperforms every other medium it's the way the world works however if you are not comfortable on video please be self-aware and find your own medium for many of you writing which is more this than this is very acceptable a photo and writing on a post is very acceptable audio is something very few people are doing literally taking your phone hitting record on the record and talking what you would do on video but you don't have to be visual for a lot of people it means you don't have

to get your lighting right your makeup right your outfit right you could just literally do it as you're thinking it through in the car the office or in bed but recording your thoughts on why this is a great listing and all the things you would say to a human being in an open house and putting it on recording and then just uploading the recording with a still picture is remarkably remarkably right before I go into q a I want to talk to you about a framework for the people here that are ready to make the

jump into what I'm talking about which is the concept of pack platforms and culture if there's anything I want you to write down or embed into your brain it's the concept of this platforms and culture the number one way to be successful in making content on social platforms is through the Strategic framework of something called PAC what does it mean let's break it down platforms if you do not know how the platforms are acting Tick Tock LinkedIn Facebook then you're not going to be successful I'll give you an example every one of you has your

listings listed on a website if you were to take a screenshot of that listing on your mobile device go to Instagram and Tick Tock and put that image behind a green screen and have record yourself talking with the listing behind you I'm sure at this point all of you that consume tiktok and Instagram have seen a green screen raise your hand if you know what I'm talking about when I say green screen beautiful if you are to screen shoot your listing put it on a green screen and you talk about why you're fond of this

listing that video will get five to ten times more views than if you just do a selfie video inside the listing because of the platform creative strategy of green screens working as a creative format this is very important this is where people take social media way too lightly there is an extraordinary amount of strategy that goes into making content this is very very important this is why I encourage all of you to get very serious about the concept of Pac if you understand how the platforms work and what's over indexing it's going to make you

more successful at what you're doing green screening your listing is going to be more successful than just videoing it then there's culture if you understand the brands the artists the music the food the popular culture of your Society the things that are trending in culture in UAE and in that video against Green Screen you reference culture you make a point to make it relevant to the audience you will see a major impact on that video consumption the tactics of pack are incredibly important and one of the most significant reasons why certain people win and others

don't another thing that's very important you don't have to share anything you don't want to share this is a very big deal of this conversation one of the reasons people don't post in a room like this is because they think there's rules on posting I for example post almost more than every human being on Earth yet I don't share my personal life at all it's not what I'm interested in Sharing it's not what I use it for I've met many of you through the years who don't post because you're like I don't want to post

my kids you don't have to post your kids I don't want to post my personal life you don't have to post your personal life you see certain people that do and you believe that that is the requirement to be successful it is not you the best thing about these platforms is you're in control you post what you want to post you do not need to compromise your moral compass your privacy or anything else you can use this as a business platform like I do and have for the last 20 years please understand that truth my

friends and I'm going to be ready for Q a in a little bit so please be ready because I want to go way more into the details of this my friends I genuinely need you to get value from making the commitment of your biggest asset which is time to coming to this conference hell or high water I desperately need to figure out how to get this group to start posting a lot more content it's really just the punchline of this whole thing the Simplicity of this truth is profound getting to a place where by the

show of hands that I've seen back there and up here being so low is something that we have to work through as we go into this q a please please please ask the most basic questions often the reason people don't take this journey is they're embarrassed that they don't know the most simple things good news most of this room does not know the most simple things you were very much not alone but the reality is there is nothing else you can do you can switch firms you can team up with people you can make relationships

there is nothing you can do that will grow your business impact your financial system more than making an obnoxious all-in full mental and financial commitment to producing as much content on social networks as humanly possible the faster you do it the quicker your business is going to be impacted and I'm leaving more time to q a so we can go into the details that are actually on the minds of everybody in this room because you need to start now because there's really no reason not to grow thank you so because I'm the lucky one I

get to ask the first question but then we're going to open the floor so please any question Gary is awesome he's very open to help so you know you made the effort to come here that took the time so let's take this opportunity Gary question number one we are in a commission driven industry it doesn't matter if you are a top seller a top broker you get into those moments where sometimes things don't go the way it is you can you don't earn the amount of money you expect or even if you're starting the industry

you know sometimes take a couple of months to get to a certain Financial level what's your take look my sister has gone through this journey my sister has transitioned from being a teacher to being a stay-at-home mom to now being a real estate agent over the last four to five years and so you know I'm her older brother we're very close I am who I am so we spend a lot of time together on this and I've watched her go through the ups and downs in a post-covered world it was completely crazy even during covet

and then in a post-covered world there's a real correction this is why I wanted to make such a big point of how everyone's so fortunate to be in this market good markets confuse people there's a lot of people in this room who are actually not that great that are doing very solid it's not because they're great it's because the overall Market's great what do I think I think that people need to take on accountability I've you know I've again interacted with the real estate broker quite a bit in the last 15 years and I'm dumbfounded

by how everybody would rather blame the government or the market besides instead of blaming themselves you know what happens when you lose it's your fault and that's okay being a commission-based human means that you're at higher risk for failure one of the reasons this industry is so interesting to so many people is it's lucrative when it's good it's good um but you know to me what do I think I think that's Merit I think that's the human game um as a matter of fact a lot of people here are going to lose market share to

the people that did raise their hands the biggest thing that's been fascinating me in analyzing the market is how many experienced agents in here will lose business to far less experienced agents in here because the inexperienced agents are going to outflank them in marketing and I don't think that they should blame Tick Tock for that I think they should blame themselves so the opportunities there guys it doesn't matter if you're new if you know you can still achieve whatever you want to achieve I would argue it's never been better for new agents than it is

now because of social media before social media was harder to build a book right how many people have been doing this for 20 15 years or more raise your hands raise it high 15 or more please race High these people that have raised their hands they know it was harder to break in 15 years ago it's just so much easier um and I think people should take advantage of it my concern is for the people that have been doing it for 15 years I don't want them to lose market share because they are taking for

granted that they have Word of Mouth social media is Word of Mouth at scale this is a word of mouth business this is a relationship business to not use the pipes of social media to scale your word of mouth is crazy absolutely absolutely all right guys who wants to ask the first question all right there's lots of hands so we'll be good microphones we have a couple of people over there can you please help yeah thank you that gentleman with the green tie at the end don't be scared hi Gary thank you so much for

being here thank you for the value I have shared with us welcome in the UAE my name is Islam hegazi I have a small agency called first and foremost properties and I wanted to ask you if you think that the next undervalued attention platform is already known what what's your thoughts on that like I think if you agree with me Tick Tock is too late to start on now or not it's not too late because creative is the variable of success but to your point it's like real estate development four years ago Tick Tock was

like buying beachfront property now you're buying seven streets from the beach it's still good because it's still a great Beach but it's not as good uh yes I believe I I there is an underpriced platform I don't know if you heard the keynote that I just gave but there's something called YouTube shorts yeah it's have always been there it's it's there as a matter of fact do you know what my other very favorite underpriced platform right now is Facebook reels so this has been a mind twist for me I haven't been talking about Facebook being

underpriced for a decade but I don't any my show of hands people posting on Facebook reels so solid amount compared to some of the other things Facebook reels is actually on fire because not as many people are posting but they're still so many people consuming it's out of fashion it's not as cool good news the demo that's consuming on Facebook buys expensive homes right thank you thank you so much [Applause] who's got the mics hi um can you help us there there's some other folks there in the back is there anybody on this side do

we only have one Runner no we have more where's the other Runner can we help with the more mics please there's a lot of hands I'm getting yeah I know okay uh Waylon can you ask Chris to arrange a few more mics for us please hello hi there how are you I'm well okay so my question is what's your name binish so my question is um with everyone already doing so much videos and there's just so many similar videos going out how would you I I want to say how would you do it to be

more creative and not follow Trends to stand out are you posting at all that's where I'm struggling with why don't you just follow trends because I don't want to copy I think a lot of Agents here feel the same way it's not just the fear so let me understand because you don't want to copy you're just going to let everybody else get the business true the better idea why don't you copy and get some of the business but how would you stand out you stand out because you're wearing a pink dress [Laughter] you have to

understand you as a human being are already standing out because you're a different human being you might say one word differently you might have one different joke you might one of the things I do how many people here follow me raise your hands thank you so a lot of you know one of the things that make me I love you back brother you know as a lot of you know I talk about a lot of different things I'm a very successful businessman who makes videos about going to garage sales and buying things for 50 cents

and selling it for two dollars all of us are different you could talk about your history again you can control your privacy or not but good news you'll love this it's the truth you're already different because you're just a different human being you're also going to have a listing that somebody else doesn't have that already Makes You Different the house is different the apartment's different the estate is different don't worry about that part it's it's one of those silly things that doesn't mean anything what most people are actually saying when they don't want to copy

is they're sad they haven't started and they feel insecure that they have no followers that's what you're really saying not maybe you but I'm saying in general right the good news is and I started with this in the beginning of the talk it doesn't matter anymore how many followers you have that game changed now it's about the individual piece of content you could have zero followers on Tick Tock and your first video could get a million views that was unheard of for 10 years the world's changed it's now about the individual post not about your

followers which should be huge for a lot of you because a lot of you didn't want to go on because your competitive broker has ten thousand and you're at zero even though you're ten times bigger than them and you were worried about the perception that world doesn't exist anymore awesome thank you yeah hi my name is Ahmed and I'm from Rebel Realty uh first of all thank you so much we started two years ago and 95 percent of our sales come from organic marketing through Instagram and Tick Tock hold on one more time can you

just say that I just didn't hear you 95 of our leads come from tick dog and Instagram hold on I didn't hear you one more time 95 percent of our leads come from Tick Tock Instagram YouTube search LinkedIn and all the social media platforms and hold on and he's only been at it for two years two years beautiful Realty yeah he doesn't even know what he's doing yet well uh my question to you is uh what advice that you got that changed your life just one advice and uh other than that thank you so much

uh we learned a lot from you and that's why we're marketing if you haven't heard about Rebel Realty you will now thank you I think the best piece of advice I got is as a young kid I was so good at talking I could sell anything to anyone and when you're young you don't understand that power and so I got very fortunate when I was about 14 or 15 my father taught me and I'm really grateful to this day about that my father said your word is your bond it's the most important contract and it

really changed the course of my life because I was too talented in the way I could story tell and I even understood as a young kid that I could really get anyone to believe anything and by really going down a path where my my reputation and my word mattered most it really allowed a lot of what's happening to me now to happen so the best advice I got was your word is your contract foreign properties agency so nice to meet you I was following you in Instagram maybe for three years and I'm glad to see

you here thank you my friend um one question how do you manage this content production process how many people you have and if you are a beginner how can you delegate this process to someone and what type what which part of this process you can delegate and you cannot understood so today I have 25 full-time employees that work on my content however the first nine years that I made content I had zero so when I answer 25 today and everyone's like oh see I remind all of you that the first nine years I did it

all by myself by doing it by myself for nine years is what enabled me to afford having 25 full-time employees on it so to answer your question first I don't think any of you should delegate any of it at first because if you don't understand it you won't know how to hire and more importantly you won't know how to judge someone that you hired if you don't understand it listen the reality my friend is this I actually believe this is the single most important thing for any business and person in business today I would rather

know how to make social media content than know how to manage my checkbook it's that important every day that goes by this is becoming more important every day so I would say in the short term before you delegate this to your 25 year old niece or to some 18 year old you met at a conference spend one year and do it yourself taste it understand it because if you don't you're going to pay someone who's not going to do a good job and you're going to have no clue that it's not a good job and

then you're gonna say it doesn't work social media is like basketball if you're not good at basketball you're not going to make any money if you're good at basketball you're going to make a billion dollars and so this is very important so please don't delegate it do it for a year or two yourself learn it all and then you can start building a team and when you and when the next question comes we're like where do I find time every person in here does a two hour and a half lunch that could be 45 minutes

so if you make your two and a half hour lunch an hour you now have an hour and a half to make content that lady over there hello Gary how are you I'm well how are you I'm well my name is McKenna I'm also from the states so welcome thank you so good to see you um and I appreciate your advice and your enthusiasm sincerely thank you I just started a YouTube channel I've been saying I need to start One Forever I finally did um but one thing I have troubles with is planning my content

which you were just talking about yep so do you have a system and how do you time manage your everyday posting yes so I think one thing kind of that I said years ago that I was it was just in a podcast and it became one of the most substantial pieces of content I've ever made and I didn't think it was a big deal at the time really will help a lot of people here who want to do YouTube the way you plan content is not in the micro it's in the macro the macro point

of view I have on this is if you documented your content instead of created your content it would get very easy so instead of thinking about what you're gonna make just film everything you're doing and then you have documentation and then you can decide or you could just post the whole darn thing so it's more vlogging than trying to do a TV episode instead of trying to do what Ryan right like that's a multi-million dollar production company and distribution model we're just humans you could even do it with your own phone I really think it's

a documenting versus create and again posting when this is your priority it is your priority everyone's like Gary I don't you know how do I plan my again how do you plan your eating when you're home exactly so it's because it's you're a priority right you can easily like I post at 8 30 in the morning 11 30 in the morning 4 30 in the morning excuse me in the afternoon and 7 30 at night I it is it is my priority people are like I have no time to I said it for the first

38 years of my life I said I didn't have time to go to the gym until it became my priority and now I don't miss it ever and I'm busier than I've ever been the reason everyone's struggling is because this right now in this room is not a priority it is not it is for people that are coming up in the game like that gentleman who gets 95 of his leads because he was two years in it was the only way he was going to break out so you just have to make it a priority

thank you you're welcome [Applause] yeah the back hi hi Gary my name is first of all I'll tell you I depend 100 of my leads actually come from Tick Tock Instagram everywhere I have a choice but I can go for marketing leads I don't go for it because I have few followers on Instagram and Tick Tock is all because of you you showed that thing because I've followed you from my college time and I started from the last one year so whatever I am right now and real estate is all because of you thank you

so much for that brother it's all because of you I just told every single person in the room what I've been telling you on my content for years and I'm telling you 95 of the people here are not going to do anything about it so that's not me that's you you took action on the advice and I appreciate that thank you so much for that my question is that right now I have few followers few hundred followers on my social media yep what I feel when it's come to challenges there's a certain level of like

qualities there in my videos people love it thank you so much for that it's all because of them uh now that is a problem for me because I compare with that videos I have to make it more perfect move it and that is a problem because of that I'm not able to post videos or I struggle to come up with that kind of quality because that is an expectation that people also have in my mind also I have that whenever you just answer to the question in your mind brother you're you're you know you're doing

the next version of what I'm trying to get everyone here hasn't jumped you've jumped but you've changed the rules in the jumping you've created an ideology of what the quality should be quality is like Beauty it's in the eye of the beholder you're the beholder you're sabotaging Yourself by creating rules to not make more content if you like me so much have you not seen my videos where the lighting sucks where I look like crap where I don't give a crap and I'm just putting out the content yeah you're right thank you thank you so

much and I think also to to his points and what you just said to reinforce people are so obsessed about getting more followers when you can put a very good piece of content with zero followers and get the attention or all the leads you need or what he's saying is he's put production value on a pedestal correct right and I'm very empathetic to this like the amount of people they're like Gary I can't post four hours you know four times a day and I ask them and then I realize it takes them three hours to

post one video and I'm like what does that mean you're like well it takes me an hour and a half for makeup and I'm like I you know it starts you know you start getting into that and I'm I'm really empathetic to that I don't say that lightly I understand the problem is you're just digging a deeper and deeper hole of insecurity based on judgment if someone doesn't love you without makeup you don't want them to love you absolutely and it becomes unpractical as well so okay hello down here guys to your right down here

to your right all the way to the back all the way to the back thank you so much for noticing come to the light so we can see you walk walk a little yeah please feels like the Oscars already yes also before we Runners before we run out of time there's some people up here in the front that really want to do it this woman in the white has to happen or they're going to punch me at her table all right go ahead wonderful hi Gary I'm right here as you saw from Timmy properties um

first of all I'd like to thank you for flying all the way down here just to make this happen thank you um I have a very simplistic question Gary you just mentioned uh various social media platforms including LinkedIn Facebook YouTube I mean just to calculate categorize it I'm sorry um how do you rate these platforms like if I was to start doing what you're asking me to do today how would I start do I go ahead all in on YouTube do I give 20 to each or for me as a fresher how do I categorize

these Platforms in order to utilize my viewership the answer is nobody really knows because you may over index as a communicator on a different platform than somebody else in this room for me personally I would definitely definitely get serious about Tick Tock YouTube shorts and Linkedin if I had to give an answer for the general population of this room those three Instagram's too hard too much supply and demand too hard Tick Tock is getting harder but still has a window YouTube shorts I'm very bullish on and especially for this audience if you title the video

smart and Linkedin I think has real potential and is still very underpriced on distribution for this audience so for for you I would do LinkedIn YouTube and tick tock wonderful thank you so much hi Gary my name's Stephen Hunton Harris real estate in Russell Kmart pleasure for being here uh good to see you I followed you for a long time and in the early days I used to find you a little bit abrasive the language quite uh harsh yes but I can see through to the content and I I quite enjoyed that thank you um

and I see that's changed a lot over the years yeah so can you explain why you changed was it as a result of feedback you're getting from your community or you saw it as a different tact that you wanted to take in your content this is a really funny question I'll tell you why it's a very common question so my team ran some analytics I'm actually not cursing any less I think the world changed in 2009 10 11 12 when I was cursing on stage that was a little more unusual so I think the world's

changed as much as I've changed plus I think you'll appreciate this none of us are the exact same person we are at 27 than we are at 41 then we are at 47 so I think things evolve I think also you know when I first kind of really started making content the global economy was in big trouble 2008 9 10 11 and a lot of what I was trying to get across was trying to shake people into they controlled their work ethic and things that nature you know I I think I've evolved I think the

audience has evolved and so I think it's just a human Journey you know I'm sure the feedback has you know I'm sure it's also contextual I will absolutely curse less here than I would curse in New York it's just kind of the ebb and flow of like life cheers go ahead my friend Hi um so content creation um I actually started on social media about three months ago um Instagram is at real estate by armor AMR um and my question to you Gary uh is what do you do to get ideas to generate videos that

has the potential to go viral by not trying to go viral amazing okay thank you so much and I'll give you a little bit more and then we'll go here my big thing is I want to talk about only two things things that I know and things that I think could bring people value the quick you know when a lot of you go in this journey if you don't make the video just about talking about the house that or the apartment or the thing you're trying to sell but you talk about value the things you

would talk about in a deeper conversation like why this neighborhood is good why the school system is good why the location is value think value and so that I think that will help you brother so I actually have two questions the first one is um I want to know I'm very curious to know what has been the biggest challenge in your experience in your career like let's say a learning experience and how did you overcome it the biggest challenge this is very interesting especially based on that gentleman's question is Believe It or Not the biggest

challenge for me has been delivering candor you know on public stage in this environment I'm very good at Candor because I'm not talking to anybody I'm talking to everybody but in my you know garyvee great at Candor Gary vaynerchuk has struggled with Candor his whole career because I don't like conflict and I don't like negativity and so I've always tried to go around it and figure it out and it's really cost me like when I think about the people that don't have a good relationship with me it's always 100 percent based on my inability to

be candorous based on something they were doing the way I've attacked it is the same way everybody changes anything through life experience and education and putting in the work you know and so and then I rebranded Candor I now call it kind Candor if I have to tell something to somebody that I'm disappointed in them for I always do it as kind and empathetic and compassionate as possible and it's made me a better communicator and it's saved me a lot of headaches and it's really helped me grow personally and professionally and so that's how I

did it so my second question is actually me asking for advice from your experience on social media so a long story short I have my Instagram page where I create content based on lifestyle it's just a lifestyle blog I don't have a specific Niche for it and I've had it before I even got into real estate and then I got into real estate I love it it's been my career ever since and everything so now oh I've been having this dilemma whether I should combine both contents in one or it's going to ruin my algorithm

and insights or should I keep them separate or what should I do you should do it in one it's not going to ruin your algorithm or insights it's just not going to perform as well okay when you're posting lifestyle and people are following you for fashion or food or travel or your taste that's what they've been following you for and that's what they're interested in plus it's more interesting than you trying to sell them a home but it's okay to have content that does well and content that doesn't do as well because when it doesn't

do as well the way you're judging that is it's only going to get 88 likes instead of 4 000 likes likes are not the goal when you post something about this amazing purse or this amazing restaurant or this amazing place you visited that's great that keeps people engaged but when your fourth post is a listing it's equally okay for that to only get 10 likes instead of 5 000 because you're not there for likes you're there for one person to buy it and so too many thank you and so too many people if you listen

it's all the same thing it's an ideology you're worried about your algorithm because you're worried about getting as many likes as the last post got and that means nothing meanwhile you're willing to not sell as much because you don't want to ruin your 3 000 likes per post think about that I'd rather ruin all my likes to grow my business thank you thank you so much this last Lady here I'm gonna wrap up guys it's our final question oh my God I finally reached okay uh first of all I'm big fan it's been so many

years because I was professionally doing marketing for um more than eight years and I was doing for the brands I was always like okay personal Brands but I was always pushing myself behind the the phone behind the computer so I was always a hidden person behind all of this yes and I have really I'm paying for it a lot right now just to stand out from the crowd again to show myself in by the way my name is Luba novikova and n-o-v-l-i-u-b-a that's my that's my nickname everywhere so uh my question is about the personal

brand because I have started to put my personal brand I started to create my real estate character because I was a marketer before yes so about the personal brand how about you take the personal brand for the marketer maybe um maybe you have some ideas or top kind of advices which you can advise for a personal brand in the real estate and watch or maybe overall personal brand I'm looking forward to it let me make sure I understand what would you like to happen uh of course I want to be favored by famous yeah I

want to be really we're living on the market I think you should post 40 times a day 40 times a day that's right okay and and when I say that here's what I mean all that any of us can do is talk about what we're interested in what we know or observations right okay you could talk about what you're interested in food travel sport television anything what you're interested in then you could talk about what you know you know about marketing you know about real estate you may know about other things and then you could

talk about observations you're seeing this you're interested here's my opinion this is not expertise but here's my opinion if you understand those three things you actually now have the capability to produce a lot of content when I say 40 times a day I want to make sure everybody hears this if Uber does that and she makes five videos she can then post those five videos on eight different platforms if she does different copy to go with the video when she posts that video about marketing on LinkedIn if she writes different words on LinkedIn then she

writes on Tick Tock because she knows on LinkedIn there's professionals but on Tick Tock there might be youth those become two different posts but they're the same video you understand so five videos in a day can be 40 posts if if Miko if she documents if you just video your whole day well then you have so much content or if you go let me give you a big secret that will work for a lot of you go find very very very very very very very very very very small podcasts and shows on YouTube very small

the ones that will say yes to you just like I did in 2007 and ask if they'll have you on as a guest because they're just looking for guests if they have you on as a guest now they're asking you questions for 30 minutes you don't have to come up with the content and when the video is done you can post produce and clip the videos and post it on social got it perfect this one actually is so good thank you guys thank you