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How to Do Real Estate Marketing in 2019 | First in Line Q&A

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– I’m going mainly Q&Aso you’ll probably be
able to get your question,I’m trying to give you the hot tipto anybody who doesn’t’cause I appreciate you
being part of First in Line. Thanks for being in Agent2021. How’s it going so far?Good?Anything stand out?- So much. – Awesome, great. So let’s just go into Q&A so. . . – Hey, what’s up Gary. – How are you bro?
– My name’s Rob,I run a website called . I’ve invested about 9,000 in Facebook. This is more of a thank
you than anything else,9,000 in Facebook using
preroll over the last yearsince last year. Turned that into about
$90,000 in commission income. My direct mail’s also killing
it too which is wonderful. I’ve got a $30,000 online budget. What would you suggestin terms of the long
term brand building play?Should I max out what
I’m doing in terms of— Direct mail’s not as good as Facebook. Here’s why. – The question is do
I triple down on Facebookand YouTube with this
market content and retargetor do I invest in doing more
of a widespread content playto do more Instagram and LinkedInand that type of stuff?- You haven’t even remotelybegun to feel the effects of Facebook. Nine to 90,000 is good,90,000 to 900,000’s better. – So just double down on Facebookand go all in there?- Or 10X. – Okay, thank you. – You got it. – So I’ve been doing,I took care of lead and did
kind of like an AskGaryVee— I apologize’cause I want to add value,I’m trying to give answers that
will add value to everybody,I’ll be right thereand when you get to 90,000 to 900and then the next day you to to 100,000but it’s still 900,000,you’re like oh I tapped out. You didn’t tap out. A lot of you think you’ve
tapped out on Facebook. You just haven’t changed the creative yet. You can’t imagine,in a CAC, LTV world,in a world where last
night you were sayingwe’re getting leads for 250,when you were talking what
was going through my mind wasor it could be 97 centsif they had a machine,so I’ve pretty much in the last monthhave decided I’m gonna write a new bookand I’m gonna call it Volume. And it’s gonna be about all thiswhich is when I hear what you didoff of not knowing how to do it,that speaks to me that the whole
thing’s wide the fuck open. That’s ridiculous returnsand you have no idea what
the fuck you were doing. – Pretty much. – That’s right. So you can imagine why I’m excited. That’s why I’m yelling so loud. By the way, it’s my macro
thesis on real estate. The reason real estate’s so addictiveis when it’s going goodan ant can do well. And I don’t mean your aunt,I mean an actual insect. So that’s what’s happening with Facebook. But it’s more content. Some of you have a thing workingand you don’t realize that you should beinvesting back the dollars
not into more mediabut into 17 different pieces of contentthat you’ve never made before. Content is where you need to be tweaking,not just segmentation. – So I’ve kind of
being doing the AskGaryVee,I was answering questions
about inspections,things like thatand also interviewing people. – How’d it go?How long you been doing it?- I’ve been doing
real estate for two years. Been doing that pretty
much since I got started. – And?- And it worked out welland I’ve had six referrals
just from my videos. – Great. – So what would you
see as a next step from thereor just keep doing what I’m doing?- Did you see the Gary
Vee content model deckthat I put out, the 86 page deck?- I did not. – So when you get a chanceGoogle Gary Vee content model deck,get it, read it, really read itbecause it’s very, very
thorough and very important. And again it’s this classic thingof you tell people
something and you tell ’emand they’re like yeah, yeah,
yeah but they don’t do it,like really read itbecause the answer is
within your videos, right,there’s another 787 pieces of contentall of which will do better
than the actual videos. – Got ya. So kind of split it uplike you’ve done with all of your content. – Right which is another
thing that drives me crazywhen people are getting resultswhen I’m look do what I’m doing,watch what I’m doing not what I’m saying,even that saying oh like you do,if you’re not doing that,we have now an arbitrage
opportunity right?- Right, okay. – Strip the audio, now
you’ve got a podcast. The reason video’s so powerfulis it’s the starting point for everything. You can film one videoand you have basically video long form,you have chopped up short
form video that overindexed,you have a podcastand when you really get advancedyou have somebody transcribing
it and you’ve got articles. And Q&A’s the bestbecause you don’t even
have to do anything. You just respond. It’s why I love when people are like,I’ve been in business for
21 years but what do I do?I’m like, you’re in the best position. You know what the fuck you’re
actually talking about. Sometimes you’re holding back the truthbecause you make more
money in the shadows. A lot of these industries
made a lot more moneywhen the consumer was undereducated. Lot of OG’s in here hated
the internet at firstbecause now customers had infoand they were driving into
your margin, auto, real estate. You’ve got to lean into waves,not let them kill you. – Hey Gary. So first of all, it’s a
little hard to see youon screen ,that hurts.
– I know, fuck that dude. – So I’m in commercial real estatein South Florida obviouslyand I’ve developed a local audience. I’m in retail, that’s what I do,it’s shopping center
games, that’s all I do. I see where this can go naturallywhere I can start investing online’cause I’m building relationships
all across the countrybut I also have a jobto do the least local shopping
center space in Miami. I’m struggling with how do I scalewhere I go from being the local guyto how can I leverage these relationshipsand help each other’cause people want to invest in Miami. But I know a guy in Boiseand I want to buy something in Boise. How do I scale?- In the short term, you can
create a referral program. There’s somebody in Boise
that looks like you, find herand take a vig. – Sometimes it’s the
easiest thing that’s . – Bro, the amount of thingsthat I saw wrong with Wine Librarythe year after I stopped
operating it day to daythat were all my doing
that were wrong was wild. Fresh eyes are smart eyes. If the person is smart. But that’s what I would do. Create another set of contentto create the homies ad homiettes
that you want to jam withand create a referral business. That’s what everybody did to you guysin the industry anyway. That’s what all these platforms
are built on, arbitrage. They used Google. Now they’re using Facebook. I’m trying to get you to
use Facebook before they do. It’s the only thing you got, nothing else. The middle is finished. The internet wins. Hey. – What is up Gary?I’m from Texas, I’m a realtor. This is my second year here— Thank you. – I’m really excited
to kind of implementand just let you know
that I did start a podcast’cause of Agent2021 last year. So it says, they’re part of my crew now,I’ve got my assistant,I’ve got my camera guyand I did a bunch of stuff
that we talked about last year. My question for you is— And what happened?- It’s great. Business for me with real estate,the ROI that you talked
about macrowise is there. I’m not charging anyone for this podcast. I’m highlighting people in my city,doing big things,
entrepreneurs, business ownersand it’s really good’cause I’m getting business
from their networkswhen they’re promoting my snippets,they’re promoting the podcast. – Brand always beats sales in the end. – Yeah it’s crazy. So my question to you isI’m at this point right nowwhere my business for
real estate is great. My podcast has been somethingthat has kind of evolved
into a child of mine. I’ve seen it grow. And it’s crazy ’cause I go outor I go anywhereand people recognize me
because of the podcast,it’s called Whisky
Wednesday Podcast Session,and they’ll tell me,hey, you’re the one that does the podcast,you’re the one that does the podcast,it’s amazing but I’m ready
to take it to the next level. I got my crew here that helps
me with my real estate game,content and day to daybut I want to take this
podcast to the next level. So who do I need to look for or hirein order for me to really
take this to the next level?- What’s the next level, more listeners?- More interviewers,
more reach, more everything. My goal is to do one podcast
every single Wednesday. Yesterday we dropped episode number 30which means that since Agent21 last year,I’ve done 30 episodes. My goal was 52. – Understood. – I’m too busy right nowto focus on getting people scheduled. – Are you?- I’m too busy to write questions. At the moment yeah, with
real estate, it’s crazy. – It sounds like you’ve gone out. – Gone out where?- I’m making the joke of
being noticed when you’re out. Well there’s only one of two moves,you either pay somebody and
add to your team in costsor you do it. – So if I were to pay,I don’t have a problem with
making less to make more. – Great. – So who do I need to look for?What types of people and what
are their responsibilitiesto help me grow my podcast?- Well the making more episodes,if you’re telling me
that’s a game of logisticsand you needed somebody
to book another 22 people,that’s who you hire. – Okay. – But if you’re talking
about I need more awareness,maybe you hire somebody to run mediaagainst awareness of your podcast. So there’s the making it,and then there’s the merchandising of it. Everybody likes to say
taking to the next level. That’s a vague ass thing. That’s why these sessions are so great. I get to listen. So I’m like are you saying
that it’s hard to make 52because you didn’t have enough
time to book somebody, right. And the reason I go first
to how busy you are,it’s like I’m just fascinated
by the curve of ambitionversus execution. I really, really,to really answer your questionI just want to really know youbecause if you have time
to watch anything I put outthat’s already a minute I
got back to make 52 episodes,- That’s true.
– I know. – You’re my daily motivation so— I appreciate it and by the way, listen,I watch three hours of football
once a week in the fall,everybody’s got to do thembut I want to know everything. You’re young. How big is your ambition?- Too big. – Well guess what, it
doesn’t sound like it to mebecause it’s easy as fuck to
get in 52 fucking podcasts. When I talk about how
hard my dad and I worked,those were real hours. This is how I was trained
by him in the back,when we came home, we left at sevenand that was considered
this new thing that my momat the time at my age,
this was a new thingthat my dad was coming home early’cause he used to closewhich meant nine or 10. Bro, do you actually work every minutefrom nine AM to 10 PM?- She’ll tell you. – I believe you,then the question is, is it smart?- True. And that’s where I think
we need to kind of geta little bit more— Dude, honestly straight upbecause I love you,it’s not hard to produce a
fucking podcast 52 weeks. You chose something else. It’s not that. So that’s cool, that’s cool. That to me excites me
because it’s just not hard. It’s actually stupid easyif you’re working every hour. – Yeah true. Thank you.
– You got it. – Love you Gary Vee. – I love you back. – My name’s Dustin. I’m from Delawareand I’m interested in how
you cultivate a relationshipwith someone like a Steve Ross?How do you go from a normalish guyto a billionaire relationship like that?- For me, I just let things come to me. I’ve never sought out a
relationship in my entire career. I always thoughtthat having the leverage
with the end consumerbrings me all the opportunity, results. I think too many people think,people want things from people. I don’t want anything from Steve. So people are like, oh,if I could just become
homies with Gary Vee,he’ll put me on. What’s a lot better is me
being interested in you’cause then you have the leverage. Got it?I’ve never sought out a
relationship in my entire career’cause I’m not looking
for anything from anybody. The leverage is the consumer. I’m not gonna let some
other human have leverage. Got it?So I built a great company,I disproportionately indexed
it for the New York Jets,the main executive that benefit,Matt Higgins profile in the
NFL grew because of our work. He wasn’t kidding up there. Why did Steve want Matt?’Cause the Jets were the bestat a thing that Steve was smart enoughto understand was important. So then Matt goes there,
what happens next?Matt’s like I need Gary in my world. Now I have the leverage
to sell a piece, got it?Leverage. – Hi. – Hi. – I met you in the elevator. – I remember, this morning. So I have two part
question if that’s okay. So first it’s a professional question. I’m in real estate. How do you think that virtual reality’sgonna affect our industry in the future?- In 17 years,it might mean something. It’s minimally five years away. There’s just no indication
of anybody using it. In B2B at a conference you can see it. Maybe in commercial it could happen fasterbecause businesses have less customers. So that might be a leg
up to go into an officeand show somebody a location. But normal people not yet. – It would be
very convenient that— But let me tell you
the more important partof that question. Everybody’s looking for lightning rods. Everybody always asks me a
question like that or what’s nextbecause they want to
be on that next trend. It’s a game about being
best, not being first. Everyone’s addicted to being first. This is a game about being best. You know how long YouTube
prerolls and Facebook adshave been aroundby the time he ran his
first 9,000 to get 90,000?Forever. Got it?So everybody here trying
to catch that next thing,how about you do a decent job
in the current thing first?People are trying to get on that VR trainand have six followers on Instagram. – And the second question,what if any advice do you givethat you have a hard
time yourself following?- Probably firing fast. I’ve gotten way better at itbut I’m still not a natural firer. I’m so optimistic. I’m always thinking,that’s what makes me great at what I dobut it makes me vulnerable in firing. I just always think I’m gonna come upwith some new cockamanian idea
that’s gonna make it work. I think it’s the reasonI’m starting all these fucking companies. Somewhere else to go. – Hey what’s up Gary, how are you?- Really good brother, good to see you. – With all the moneyflooding into the real estate market,and the prompt type stuff like,MyBuyers, Opendoor,
Purplebrick, that stuff,that’s the disruption. You always talk about disruption?- Yeah that’s big trouble for you guys. – Right exactly. Where do you see it’cause there’s so many different playersgetting into it right now?- I see one of them winningand eliminating all of you?- Right, you just see one?- Yeah I think one. It’s the same thing with
search engines, right?When people were doing Yellow
Pages and versions of that,they’re like what do you see happeningwith all these search engines?DogPile and Yahoo and
AskJeeves and I was like,I wasn’t asked questions like thisbut back in the day,and actually this is not true,I’m not gonna hyperbolize it,I was watching thatwith the theory of they
can’t all win rightand that’s what ended up happeningand that then became the
patterns that I watched. It’s what happened with social networks. I knew that HighFive and Beebo,you remember social media
for a few minutes there,TagWorld, if you’re an OG,there was a lot of shit out therebesides just MySpace and Facebookand then remember there was gonna bea million new social networks?ADogStir, there was a million things. I knew then because of
search engines and browsersthat there would be one or two. One or two of these companies
are gonna win forever. – Can I add to that Gary?- Do you want to disrespect
everybody and jump out?- Yes. – Go ahead. She was saying yes, she
does want to disrespect. Go ahead. – No but ’cause
Zillow has all the data. They have the data of
who’s searching for homesand who’s maybe bought
a home with an agent. They know exactly where
they’re gonna buy next. Amazon has all the data. So in my opinion,and I’ve been in real estate 34 years,I’ve been in technology 52 years,all I can say is the data’s gonna win. And Zillow has it and they have our money. $3. 5 billion a year of
which 70% we’re giving. – Everybody goes for short term salesso you pay high commissions
for those referralsbut then they get all the
data and it’s over, it’s over. It’s 100% over. Now the only thing left
is your personal brand. But you can’t build it
when you’re under Caldwellor RE/MAX or WIRE, so
how does that play out?That’s called channel conflict. Kraft and Pepsi and Coke are dead too’cause they have a problem
called Walmart and Costco. If they want to go direct,Walmart and Costco have
something to say about that. There’s always channel
conflict during disruption. So what do I think?I think one or two of them are gonna win?- On the mortgage side too?- 100%. The internet is gonna squeeze everything. Do you know how many limo driversnever thought the internet was a problem?All of them. Bookstore people went first’cause that’s what Jeff
went after first, got it?- Yeah, thanks man. – There’s no mics nearby. Can I just interject?- I want to follow Kim’s thing. So I want to follow it. – So since a lot of industriesare eventually gonna be obsolete,what to you is the safest,or maybe not the safest’cause I’m not looking for comfortbut you have VaynerMedia,you teach people,well I don’t know if you teach ’embut you do their media for
them for big companies. Is that where the industry
you recommend the mostis gonna have our own media company?- No. What you need to be conscious ofis why everybody’s vulnerableand also recognizingit may never happen in your entire career. It’s a timing game. But to not act as ifwhen it’s already happened is a mistake. It’s already happened in your industry. These things already exist, got it?In my world,a lot of brands are taking
all their services in house. That’s why I have a product nowcalled Volume Model Internal. We’re selling to clients
the following pitch,hey K-Swiss,this is not true but I just saw K-Swiss,hey K-Swiss, hire VaynerMedia. In the first year, our
fees are four million. Sign a three year deal,
instead of a one year deal. Four million in year one,
two million in year two,one million in year three. Why?Because over those three years,I’m gonna give you my employeesand now they work at K-Swiss. You have to react to the
reality of the marketplace. We don’t know whenbut when you see it,you can’t put your
fucking head in the sand. You see it. Zillow’s calling ’em direct. What else do you want to know?You think they’re just testing
it for kicks and giggles,they’re gonna stop that program?You have no leverage. – Hey Gary. I took your advice,I sold my house and I moved
back in with mom and dad. – I love you so much you can’t imagine. That really takes a lot of strength. But it’s really smart if
you play it right next. If you do the next thing right,you’ll be happy forever. – That’s my question. – Okay. I would go with red, put it all in red. – Then he has
to move in with you. – I’m gonna have like
60K in my pocket, like 70,000. Do I dump that on Facebook and Instagramor is there something?- In ads you mean or stock?I guess ads ’cause you said Instagram. – I’m sorry, I’m a realtor. – How’s business?- Good. – Why?- ‘Cause the market’s good. – Okay. And where are you getting
your business from?How many years in are you?- Three. – And what market is it?- Bellingham, Washington. – So look, my advice,everybody’s gonna have a
unique situation like this. Here’s what I would say. Is real estate what you think at this,you’re a young dude,do you have a self
awareness enough feelingthat this is what you
want to do or you did itbecause the money looked
good in the short term?- Not 100%. – Cool. So that’s a good starting pointbecause it will factor in to my advice. But it’s interesting,much what’s going on with him and Whiskyand much what I was just
telling my sister outside,I can’t tell you guys enoughhow much I want, if you’re willing to,build your personal brandbecause you own it in perpetuity, right?So if you build local celebrity,you could switch to selling ice cream. So the answer is yes, I think you shouldbut the problem is you
may be bad at spending it. He’s a success story at 90,000. I don’t know what he did. But what’s great about Facebook,it’s not like buying televisionor buying a piece of property,you can rev it up. So spend $50 a day, 80,
you don’t have to spend,people get cash in their
pocket and they burn it. My dad lent me $1,000when I started my baseball card businesswhen I was 13 years old. You know what I did?I went to Costcoand because they didn’t
have the cards I wanted,the money was burning a hole in my pocketand I spent it all on secondary
shit I didn’t believe inbut it was burning a hole in my pocketand I had to work harder to pay him back,I paid him back real fast
in the scheme of things,but I would’ve paid him
back fucking day oneif Costco wasn’t sold outof what I knew I was going there to buybut I didn’t have the discipline at 13to not buy something’cause I never had that
kind of money beforeand I needed to spend it. That’s what I’m saying to you. If you have the discipline
to spend it strategically,you’ll be very okay. – Hey Gary. – How are you?- Oh I’m terrific. – Good. – I have two questions. – Please. – First of all,it’s absolutely amazing
what you are doing. So my first question is
how many clones do yo have?- Clones?It’s funny you brought that up,let him get his second question. I’ll answer the one question in a minute,what’s your second question?- So we started real
estate about six years ago. We are closing about
50 transactions a yearwith my wife and our own, . We didn’t know anyone
when we moved to the US. – Where’d you come from?- Romania, went
to college in Hungaryso I’m half Bulgarian, Romanian. – Understood. So we moved to Raleighand six years later we are at a pointwhere we are trying to take this businessfrom 50 transactions to
100 transactions at least,so at least that’s my
next goal for this year. However, we spent quite
some money and timeon advertising videos, Facebook especiallyand quite a few of your videosand if there would be one platformthat you would use today.
– Facebook. – Besides Facebook. – More Facebook. I mean it,look I know your guys industry,you have to understand,you didn’t squeeze it. Dad, I don’t know if you’ve heard this’cause I know you don’t
consume a lot of my content,I always get upsetabout how much I was able
to help grow the businessbecause in hindsight it could’ve been moreif I did more Google and less Star Ledger,we would’ve grew more. I was rightbut I didn’t realize how right I was. I was still too youngand everything else worked toowhich is why I zoned in
on direct mail, right?Other things worked toobut some thing’s work betterand some things go away. – And how much
time do we have left?- Correct, that’s what I
mean, it’s gonna go away. Guys, Facebook’s gonna go away. Facebook’s gone away,it’s not as good as it was two years ago. Right now, I’m telling
you that in the macrobut it’s still so fucking good, it’s good. – As realtors, how
much time do we have left?Not only with Facebook— But in the macro?- I think realtors
have a long time. When I say it wipes you out,there’s two factors. One, how ambitious,you have to understand, Keller and RE/MAX,and Berkshire and Southeby’sare gonna have to respond to this soon. People aren’t happy. A brokerage is bringing no value. – Yeah, absolutely no value. – Not in an internet world
where it was completely,I said it last night,this is why I think Vayner
brokerage would be the biggestbecause our value prop
would be lower commissionsand I’ll build your personal brandwhich is the only asset that matters. – Do it. – Do it. – So for me, they’re
gonna have to respond. These are not small companies. And by the way, this is
how it’s gonna go down,I gave you a couple but
you guys know betterbut one of the big four,
six, nine that are classicsare gonna do somethingand try to compete with
the technology thingsor change the game’cause they have too
much money to just die. And when one of them does it,the other five are gonna
follow very quickly. So the rules of everything
are about to change. So I think they’ll be timebut you’re gonna get
squeezed out of margin. The modern day realtor that’s
gonna work for a Zillowor a dot this or RE/MAX’s new
direct-to-consumer productis gonna be a telemarketer. You’re gonna make 13 bucks an hourto show up and hug ’em out’cause that’s what you’re worth. And here’s what I don’t know,if the economy collapses,it’s gonna happen faster. You go first. It’s real. I threw this,listen, this is a meta macro versionof watch what I do, not what I say. Why did I create Agent2021?For my health?I could’ve made a conference
about anything in the world. This collective, and by the way,it’s a hodgepodge of four
different industries. People are like, what’s the
connection point last year?What the fuck?Like Travis, I was like, yeah,
yeah, yeah, we’re just weird. Maybe not. This is real carnage comingand I think 10 years from today,I’m very comfortable thinking
it looks a lot different. And for a lot of people in here,that’s gonna really matter. Go ahead. – Sweet. I was just gonna ask,what do you think the timeline ison all Google searches being video?- Never. – Never?- Never. So YouTube is not,you follow Billie Jean and
some of these guys are sayinggetting YouTube because
it’s all going video?- Billie Jean’s trying
to sell you a product. Why would it go all video?People have shown you
for the last 100 yearsthat we read, listen and watch, right?- Yeah. – What is podcasting?It’s radio. Nothing goes away, humans stay the same. Timing is what you need
to pay attention to. Got it?So no, people will read forever. People will watch videos forever. But there’s timing. I think YouTube’s an
incredible search engine,yeah it’s greatand I think YouTube preroll is incredible. You can run ads against peoplebased on what they’re searching
on Google, it’s intent,it’s absurd. – Shit that costs $300 a click,I get for 15 cents video viewwith the same keywords. – Right, so then you think
about that arbitrage, right,now it only has to convert
one in 600 people, it’s crazy. Who’s got the mic?- Hey Gary, I’m Jessieand I’m from Lethal, Colorado, small town. – Thanks Jessie. – I’m on the real estate track. I don’t even have my license yet. – I love that. But you got the tee shirt,
you got the sneakers,I know why you’re here brother. I’m fired the fuck up. – Yeah and real estate’s gonna belike a side hustle for me. My main job is ranching. – Ranching?Fucking love it. – It’s real
rural, not many people. – Look now that AJ and I are
in the college football game,some of these places we have to goto get mama’s approval to sign,there’s a lot of America out there. Matt Paradis, our best player,he’s gonna sign the biggest contractfor a center in football
history this off season,he played seven on seven
football in high school’cause they didn’t have enough people. So I get it. And plus I got very fascinated
about Colorado and Idahofor wine growing towards
the end of my wine careerand did some traveling
around that too so I get it. – Yeah grapes and what not. – Mmhmm. – Anyway, so with real estatefollowing this gentleman,
pretty much personal branding,is what my question’s gonna be. Question is since we’re so small,how does something like that get playedif people are like eh,
don’t want to listen to him?- Well my big thing is just
talk about your singular truthand your uniqueness. People may follow you just
for your ranching tipsor because your tire on your
truck, you need to changeand you videoed it. People think,people are like I’m not interestingand I’m like people are interesting. If you weren’t interesting,we wouldn’t have traffic. Rubber necking is completely based on,you know what a yenta is?Not necessarily a good,it’s more of an Israeli word necessarilybut people are interested in other people. So you don’t have a whole
lot to say about expertiselike somebody whose been in
the business for 27 years,that’s her advantage. But for now your advantageis the documentation of trying
to make it your side hustle. If you live streamed your entire,somebody in here is gonna live
stream and entire open housewhere nobody shows up, right, rightand then one of those at the
right time is gonna go viralas somebody who’s persevering
through adversity. Chewbacca mom happens a lot. You just have to put
yourself in a position,somebody decided to
post a photo of an egg. You understand?You understand?Everybody’s saying no. You are all saying no for the audience. I never say no. If I would’ve said no for you,I wouldn’t have made a cartoon photo postand realized you guys want
cartoon photo posts from me too. Those comic posts I
started posting in Januaryare outperforming my standard content. So what do you do?You just post all sorts of shit. Shave your beard, good content. I mean it, I mean it. And you live in a part of the worldthat New Yorkers don’t get to,you just never fucking know. But everybody says no
and I always say yes. That is literally the binary differenceand I’m willing to deal
with, when it’s a nobecause I don’t care about the judgment. Too many people don’t do itbecause they care about three likes. It doesn’t look good. And then that’s why
everybody’s doing the same shitnow on Instagrambecause everybody’s pandering to likesnot business results. – Thank you very
much for this experience. This is awesome. – Love it, bro. – How’s it going?This is Lamont from Boston. – How are you Lamar?- Great thank you. My question is based aroundyou’ve always stated that
you wanted to own the Jets. – Yes. – And one of the
reasons you chose your partneris to get a friend in the league. – Yes. – So when you were
offered stake in the Dolphinswhy did you chose the fundand then how did you decide
how you used the fund?- Two reasons. Listen, if Steve owned the Lions,I’d probably own a piece of the Lions. I just fucking hate the Dolpins bro. I don’t even know what to say to you. I’m really not economic,I don’t care about the moneyplus I thought I could turn
the $25 million in equity,yeah the Dolphins have gone upbut that 25 million compounded,I was confident, especially
based on my track recordthat I could make that 25
million go further on the fund. Now what I didn’t realize at the timewas how fucking special
of an investor I waswhen I didn’t think of
myself as an investor. I’m really goodat giving you guys
business advice on the flybecause I’m coming with clear eyes. When I was not an investorand just putting money into thingsthat I was clear eyes seeing,they became Facebook, Twitter
and Tumblr, one two and three. When I got a little fancyand into the Silicon Valley thingand starting to think a little differentor the way you’re supposed to think,I made decisions that weren’t as goodbecause now I was high a
little bit on my own supplyand what I didn’t know at the timewas going to be in hindsight
my greatest flaw as an investorI just told you all,I say yes, you say no. I’m so talented of a business operatorthat I can deal with my nosbecause my yeses are bigger then my nosand I just keep moving forward. As an investor,I took that same optimism. The problem was I wasn’t
running that business. I saw what they could do,the same way that I knowI could run every one of your
businesses better that you canbut I’m not in charge. And that’s where I got caught. Now the good news is REZI,the things that I did,why do you think I’ve
basically stopped investing?Anything I do, gold. Anything I’m even deeper in,
REZI, BREVE, Faithbox, better. Anything when I’m clear eyed, gold. Any time I’m not in control, death. Got it?- Got it. – And what I just gave youwas one big macro version of
experience and self awarenessand having the humility and the confidenceto be clear with myself. There’s a lot of people in herewho shouldn’t be doing what they’re doing,they just are aspiring to
be doing what they’re doing. And that’s on a delta of
happiness and financial success. The ultimate is happiness
and the other accessis financial success. So I’m very cynical to
real estate, I really ambecause people jump in when it’s,it’s a money play for
so many when it’s goodand it crashes so hard when it’s bad. And that’s why there’s not
that many people 37, 27, 15,’cause you guys are really actually in it. The amount of people that I met in 2019,this is before I knew
anything about real estate,when I first got into social media,2009, ’10, ’11 and I was popping,I just remember thinking,the amount of people that
literally were in real estatebefore they decided to
be a social media expert,by the way those same people noware cryptocurrency experts. Go ahead, my friend. – Gary, your
message resonates with us. – Thank you. – First of all,I come from a son of an immigrant family. I’m an attorney, a title
guy out in Boston as well. – So a whole lot of fucking
Patriot fans in here. – That’s right. – Go ahead my friend. – We’ve been in
the business for 18 years. So we celebrated doingclose to a billion dollars
worth of sales last year. – Amazing. – But I’m always looking,I think much like
everyone in this audienceis looking for the next thing. One of the questions that you
asked this morning off thatwhich in my opinion went unansweredwas what do we anticipateover the course of the next year or two,we didn’t get there which is— Well because nobody knows. I’ve been talking about
death of the economyfor a little bit longerand if people acted
immediately when I said it,they probably left some
upside on the table. I think we all agreethat there’s a lot more talk right nowabout we’re concerned,and it’s funny,I am such a by nature
countercultural dude. Now that everybody else
is on the bandwagonof the economy’s in trouble,I’m not kidding, one of the
few things I’m spending time onis to see if I can see any
indicator that it’s notso I can go the other,I’m uncomfortable being with everybody. But look, here are the facts. We’ve been basically in
economic growth for nine years. We now have a president
who’s disproportionatelyleveraging the future for short termbecause that’s what he cares aboutand I understand that,
that’s not a Trump thing,that’s a classic republican thingwhich will always play out. And I have plenty of republican tendencieson the business sidebut not the core onewhich is mortgage the
future for the currentso you look good. This is why I think George
Bush, who just passed away,deserves enormous creditfor him to go back on his wordto right the course of the countrybut Bill Clinton gets the credit. That’s the truth,that’s the shit nobody talks about. So what do I think?I think fuck, everything
is so clearly out of whack. College debt is at a place
that is so unsustainable,the remarkable amount of kidsthat were propagandaed to go to collegebecause they wanted to, ’cause it’s funor because their parents made themthat collected debtthat have absolutely no
leverage in getting a jobthat remotely starts
paying off $163,000 in debtwith fucking nine percent interest,it’s not sustainable. And then one thing’s gonna happen,one little thing’s gonna happenand the whole fucking thing’s gonna crash. So I thought that could happen last year. I thought it actually happenedthe January before,if you remember that rough
little January in the market,right, like 17, was it
January 17th I think is right?Yeah, yeah. I thought that’s when it was happening’cause January got a little rough there. Couple more things. So we are now living in a
generation of leadershipof 40 to 80 year oldswho are just not willing to go backwards. We should’ve been in the
real recession in 2009. We were in an eighth place
trophy recession, right?That’s still in the system. I think, Matt was sayingI don’t think it’s gonna be that badbecause I think he’s smart and realizesthat politicians and societywon’t let it be that bad. What I don’t know ’cause I just don’tis how much say do we have?Because it’s cool when
we’re the global empirebut China’s not fucking around. So my intuition is that we are well intoour decline as the global empireand we will have to face
those ramifications. So I think it’s coming. If I knew when, boy I would
be buying up stuff right nowand sell it the hour before it happened. So I don’t knowbut I know it’s brewing. – Hey Gary. – Hi. – Kathy Sorren. So quick question, you think the Ramshave a chance in the Super Bowl?And then I’ll go to my real question. – I think the Rams are
gonna get blown out. I think the Saints got
scared last week, my gut. – Thank you for
giving me the permission. – Caleb, by the way, when we cut this,if I’m completely wrong,cut in the final score,
let’s make fun of me. – Thanks for
giving me the permissionto give away all my content for free. I wrote a book,I have a book club that you were on,I love doing all this stuff for free. Last night we spoke aboutyou created shoes and wine to monetize. I have my version of the 4D’sbut as I’m building my brandand it’s pretty sizable,I also hold a small mom and
pop real estate conference,last year was my first one,it was unbelievable. This year we’re doing it
again, double the attendance. – Good for you. – And I have
women’s trips that I hostand bring 40 women, all
commercial real estate. So I’ve been in commercial real estatefor 32 years.
– I remember. – So besides my workshopswhere I go into corporate headquartersand teach them how to lease space,last night you peaked my
interest when you said,look, I have shoes and wine,
this is how I monetize. – Know this,when I laid out the game plan,well K-Swiss I only had so much say,when I laid out Empathy,the amount of sales from
Gary Vee’s social mediathat are penciled in was zero. It’s a very important part. I’m giving you the 3. 0 versionof give it away for free. Expectations of your audiencewhen you give something away for freeis a real dangerous play. So I do wine and sneakers’cause I like wine and sneakers. And I know what to do with them. It’s not that I thought that’s strategic,it’s to my audience. Otherwise the only peoplethat would be able to
ask questions right noware the people that are wearing,
like yourself, my sneakers. I don’t care. My thing is like,look, if you’re buying sneakers,I’d love you to buy mine but,to me, I didn’t pick,I definitely don’t want
to monetize content. And by the way, I don’t
begrudge Billy or Schmilly,I don’t give a fuck, do you, who am I?But when somebody wants to sell something,what’s coming out of their
mouth is predicated on that. So if I’m gonna sell you marketing advicethen I promise you everything
I was doing up frontwas hedging. But what I love about youand I’ve gotten to know youthrough 4D’s and all these things,you’re a real fucking player in my mind. Like if you came to me and said,I want you to invest in business. – Thanks to you. You’ve had a lot to do with it. – Guess what?You’ve been able to maintain
a business for 32 years. I haven’t been putting
out content for 32 years. Maybe I was a boost or
a different angle, cooland that’s what I’m here for butI think if you asked me
what would work best,if you want to go off the reservation’cause I see you a little
bit like me that way,sell something you like the best. Shampoo, sunglasses, not strategic. Good news, 40 year old womenthat are your core with the
trips and everything else,they buy all sorts of shit. Got it?- Yeah. – If you start with something you love,I consume sneaker content. I love wine. You know what’s so greatabout doing business
around something you love?You work more. Watching my brother and VaynerSports,you know how much happiness
he has analyzing every,my brother analyzed every
punt in the NFL in 2017because we wanted to
position one of our clientsin free agencyand fucking loved it. Honestly that’s where I think
this nirvana’s all going. I think your grandchildren,well too many things will change,a lot of people like making
fun of the kids right now,they think they’re influencers,entitled, they get out of schoolthey think they’re going to Baliand look at all these fuckers. The reality is it’s practical. Have a funny feeling a
lot of you fuck faceswould be going to Bali too
if you could afford it. When you were 22if someone was gonna pay you to go to Baliand take a fucking selfie,you’d go to fucking Bali, right?So there’s a lot of judgment,there’s a real,what the internet is
right now makes Americain its greatest land of opportunitylook like a shit hole, the internet. – Last one. – Alright, now if your like hardcoreabout getting a question inI would definitely go
outside and get in line. Go ahead. – So I was at VoiceConand I asked you then how you thought voicewould be used in the real estate industryand you said that it was too early. But earlier today I saw
on one of the slidesthat Alexa was a platform
that agents should be on. So I’m just wondering— Well I think,so to create clarity for that,I think you guys should be on it. If you can afford it,I think it’d be remarkable if you Googled,back to ambition, I’m looking
at you like ambitions. If you really want to catch the next wave,it’s so exciting for you to
be the voice queen, right,I mean this,then fucking learn how
to build an Alexa app. It might take you 47 hours but you couldand then you could be on it. You could have one of the earliest Alexa,by the way, you should build an Alexa appfor either $15,000 to somebody elseor learn how to do it yourselfjust so you can say you
were one of the first peopleto have one in seven yearsif you want to fancy
yourself as a first mover. I do not fancy myself as a first mover. I fancy myself as a remarkable
observer of the currentand a better executer of the current. 90,000 instead of something else for what?Got it?The reason I’m on everythingis I’m fucking squeezing
the shit out of everything. But I wasn’t when it was just me. But I decided to give up a lot of moneybecause I know now’s the time. And I believe that attention
is the ultimate real estate’cause it’s convertible. Got it?Everybody’s watching you. They like you bro,they like you when
you’re making the videos,they like you. Whisky,you could start a fucking seven
million dollar whisky brandthat you sell to Diageo for 450,of course it’s the gamebecause you like whisky. – I do. – I get it. I’m gonna give you a very random fun factthat very few people on Earth know. The first vlogger in
our family was AJ not mebecause when I was thinking up the ideaI pushed him to do Jets
TV out of his dorm rooma month before I started Wine Library TV. And he doesn’t have the samepersonality traits that I do for videobut he loved it because he loves the Jets. Struggling to figure
out what you’re doing,while you’re doing your open house,talk about Game of Thrones. Six weeks later,you’re gonna be in a
Game of Thrones video,people don’t get it. No, no, no, no, no, no, no. For what?It’s risk, reward. What the fuck’s gonna happenif you put out a videoabout how much you know
about exotic flowers?I’ll tell you what’s gonna happen. Some homie that’s into exotic flowersis gonna buy your mortgage from you. Watch what I do, root beer
and wrestling and the Jets. You know how crazy my wine show was?You know what I mean?People don’t think that’s the
way you should do it today. You should do the wine thing. I was building context with my
audience from the beginning. Your biggest strength is who you are. It really is. Make a video about the
Tampa Bay Lightning. – Oh shit they won today,did a Facebook Live videotalking about the real estate market. They see the jersey all the time. – You know, it just works. This happens with religions all the time. People like to buy from
people like them, right?We know that. Go look at any subculture,any minority, any ethnicity,they like to buy from each other. They razz on each other’cause they know all their movesbut they deep down like
to buy from each other. I’m trying to get you to
be everything that you areand find connection points with other,somebody else is a divorcee,somebody else went to the
University of Maryland. Somebody else just
changed their hair colorfrom blond to brunette. You’re leaving all the good shitbecause you’re listening to expertsthat are trying to sell you shit. Thank you.

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