– I’m going mainly Q&Aso you’ll probably beable to get your question,I’m trying to give you the hot tipto anybody who doesn’t’cause I appreciate youbeing 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 thankyou than anything else,9,000 in Facebook usingpreroll over the last yearsince last year. Turned that into about$90,000 in commission income. My direct mail’s also killingit too which is wonderful. I’ve got a $30,000 online budget. What would you suggestin terms of the longterm brand building play?Should I max out whatI’m doing in terms of— Direct mail’s not as good as Facebook. Here’s why. – The question is doI triple down on Facebookand YouTube with thismarket content and retargetor do I invest in doing moreof 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 didkind of like an AskGaryVee— I apologize’cause I want to add value,I’m trying to give answers thatwill 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’vetapped out on Facebook. You just haven’t changed the creative yet. You can’t imagine,in a CAC, LTV world,in a world where lastnight you were sayingwe’re getting leads for 250,when you were talking whatwas 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 wholething’s wide the fuck open. That’s ridiculous returnsand you have no idea whatthe 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 macrothesis 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 dollarsnot 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 ofbeing doing the AskGaryVee,I was answering questionsabout inspections,things like thatand also interviewing people. – How’d it go?How long you been doing it?- I’ve been doingreal estate for two years. Been doing that prettymuch since I got started. – And?- And it worked out welland I’ve had six referralsjust from my videos. – Great. – So what would yousee as a next step from thereor just keep doing what I’m doing?- Did you see the GaryVee 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, verythorough and very important. And again it’s this classic thingof you tell peoplesomething and you tell ’emand they’re like yeah, yeah,yeah but they don’t do it,like really read itbecause the answer iswithin your videos, right,there’s another 787 pieces of contentall of which will do betterthan the actual videos. – Got ya. So kind of split it uplike you’ve done with all of your content. – Right which is anotherthing 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 arbitrageopportunity right?- Right, okay. – Strip the audio, nowyou’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 shortform video that overindexed,you have a podcastand when you really get advancedyou have somebody transcribingit and you’ve got articles. And Q&A’s the bestbecause you don’t evenhave to do anything. You just respond. It’s why I love when people are like,I’ve been in business for21 years but what do I do?I’m like, you’re in the best position. You know what the fuck you’reactually talking about. Sometimes you’re holding back the truthbecause you make moremoney in the shadows. A lot of these industriesmade a lot more moneywhen the consumer was undereducated. Lot of OG’s in here hatedthe internet at firstbecause now customers had infoand they were driving intoyour margin, auto, real estate. You’ve got to lean into waves,not let them kill you. – Hey Gary. So first of all, it’s alittle 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 centergames, that’s all I do. I see where this can go naturallywhere I can start investing online’cause I’m building relationshipsall across the countrybut I also have a jobto do the least local shoppingcenter 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 cancreate a referral program. There’s somebody in Boisethat looks like you, find herand take a vig. – Sometimes it’s theeasiest thing that’s . – Bro, the amount of thingsthat I saw wrong with Wine Librarythe year after I stoppedoperating it day to daythat were all my doingthat 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 homiettesthat 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 platformsare built on, arbitrage. They used Google. Now they’re using Facebook. I’m trying to get you touse 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 excitedto kind of implementand just let you knowthat 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 stuffthat 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 talkedabout 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 businessfrom 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 forreal estate is great. My podcast has been somethingthat has kind of evolvedinto a child of mine. I’ve seen it grow. And it’s crazy ’cause I go outor I go anywhereand people recognize mebecause of the podcast,it’s called WhiskyWednesday 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 readyto take it to the next level. I got my crew here that helpsme with my real estate game,content and day to daybut I want to take thispodcast to the next level. So who do I need to look for or hirein order for me to reallytake this to the next level?- What’s the next level, more listeners?- More interviewers,more reach, more everything. My goal is to do one podcastevery 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, withreal estate, it’s crazy. – It sounds like you’ve gone out. – Gone out where?- I’m making the joke ofbeing noticed when you’re out. Well there’s only one of two moves,you either pay somebody andadd to your team in costsor you do it. – So if I were to pay,I don’t have a problem withmaking less to make more. – Great. – So who do I need to look for?What types of people and whatare their responsibilitiesto help me grow my podcast?- Well the making more episodes,if you’re telling methat’s a game of logisticsand you needed somebodyto book another 22 people,that’s who you hire. – Okay. – But if you’re talkingabout 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 saytaking 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 sayingthat it’s hard to make 52because you didn’t have enoughtime to book somebody, right. And the reason I go firstto how busy you are,it’s like I’m just fascinatedby the curve of ambitionversus execution. I really, really,to really answer your questionI just want to really know youbecause if you have timeto watch anything I put outthat’s already a minute Igot 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 footballonce 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, itdoesn’t sound like it to mebecause it’s easy as fuck toget in 52 fucking podcasts. When I talk about howhard my dad and I worked,those were real hours. This is how I was trainedby him in the back,when we came home, we left at sevenand that was consideredthis 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 thinkwe need to kind of geta little bit more— Dude, honestly straight upbecause I love you,it’s not hard to produce afucking podcast 52 weeks. You chose something else. It’s not that. So that’s cool, that’s cool. That to me excites mebecause 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 howyou 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 arelationship in my entire career. I always thoughtthat having the leveragewith 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 becomehomies with Gary Vee,he’ll put me on. What’s a lot better is mebeing interested in you’cause then you have the leverage. Got it?I’ve never sought out arelationship in my entire career’cause I’m not lookingfor anything from anybody. The leverage is the consumer. I’m not gonna let someother human have leverage. Got it?So I built a great company,I disproportionately indexedit for the New York Jets,the main executive that benefit,Matt Higgins profile in theNFL 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 leverageto sell a piece, got it?Leverage. – Hi. – Hi. – I met you in the elevator. – I remember, this morning. So I have two partquestion 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 indicationof 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 legup to go into an officeand show somebody a location. But normal people not yet. – It would bevery convenient that— But let me tell youthe more important partof that question. Everybody’s looking for lightning rods. Everybody always asks me aquestion like that or what’s nextbecause they want tobe on that next trend. It’s a game about beingbest, not being first. Everyone’s addicted to being first. This is a game about being best. You know how long YouTubeprerolls and Facebook adshave been aroundby the time he ran hisfirst 9,000 to get 90,000?Forever. Got it?So everybody here tryingto catch that next thing,how about you do a decent jobin 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 hardtime 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 ideathat’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 withsearch engines, right?When people were doing YellowPages and versions of that,they’re like what do you see happeningwith all these search engines?DogPile and Yahoo andAskJeeves 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 theycan’t all win rightand that’s what ended up happeningand that then became thepatterns that I watched. It’s what happened with social networks. I knew that HighFive and Beebo,you remember social mediafor 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 ofsearch engines and browsersthat there would be one or two. One or two of these companiesare gonna win forever. – Can I add to that Gary?- Do you want to disrespecteverybody and jump out?- Yes. – Go ahead. She was saying yes, shedoes want to disrespect. Go ahead. – No but ’causeZillow has all the data. They have the data ofwho’s searching for homesand who’s maybe boughta home with an agent. They know exactly wherethey’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 ofwhich 70% we’re giving. – Everybody goes for short term salesso you pay high commissionsfor those referralsbut then they get all thedata and it’s over, it’s over. It’s 100% over. Now the only thing leftis your personal brand. But you can’t build itwhen you’re under Caldwellor RE/MAX or WIRE, sohow does that play out?That’s called channel conflict. Kraft and Pepsi and Coke are dead too’cause they have a problemcalled Walmart and Costco. If they want to go direct,Walmart and Costco havesomething to say about that. There’s always channelconflict 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 Jeffwent 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 forthem for big companies. Is that where the industryyou 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 takingall their services in house. That’s why I have a product nowcalled Volume Model Internal. We’re selling to clientsthe following pitch,hey K-Swiss,this is not true but I just saw K-Swiss,hey K-Swiss, hire VaynerMedia. In the first year, ourfees 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 thereality of the marketplace. We don’t know whenbut when you see it,you can’t put yourfucking head in the sand. You see it. Zillow’s calling ’em direct. What else do you want to know?You think they’re just testingit 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 movedback 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 ifyou 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 hasto move in with you. – I’m gonna have like60K 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 gettingyour business from?How many years in are you?- Three. – And what market is it?- Bellingham, Washington. – So look, my advice,everybody’s gonna have aunique 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 selfawareness enough feelingthat this is what youwant to do or you did itbecause the money lookedgood 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 justtelling 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 youmay 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 theirpocket 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’thave the cards I wanted,the money was burning a hole in my pocketand I spent it all on secondaryshit 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 fastin the scheme of things,but I would’ve paid himback 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 thatkind of money beforeand I needed to spend it. That’s what I’m saying to you. If you have the disciplineto 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 amazingwhat you are doing. So my first question ishow 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 realestate about six years ago. We are closing about50 transactions a yearwith my wife and our own, . We didn’t know anyonewhen we moved to the US. – Where’d you come from?- Romania, wentto 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 to100 transactions at least,so at least that’s mynext goal for this year. However, we spent quitesome 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’tconsume a lot of my content,I always get upsetabout how much I was ableto 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 inon direct mail, right?Other things worked toobut some thing’s work betterand some things go away. – And how muchtime do we have left?- Correct, that’s what Imean, 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 tellingyou that in the macrobut it’s still so fucking good, it’s good. – As realtors, howmuch time do we have left?Not only with Facebook— But in the macro?- I think realtorshave 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 worldwhere it was completely,I said it last night,this is why I think Vaynerbrokerage would be the biggestbecause our value propwould be lower commissionsand I’ll build your personal brandwhich is the only asset that matters. – Do it. – Do it. – So for me, they’regonna have to respond. These are not small companies. And by the way, this ishow it’s gonna go down,I gave you a couple butyou guys know betterbut one of the big four,six, nine that are classicsare gonna do somethingand try to compete withthe technology thingsor change the game’cause they have toomuch money to just die. And when one of them does it,the other five are gonnafollow very quickly. So the rules of everythingare about to change. So I think they’ll be timebut you’re gonna getsqueezed out of margin. The modern day realtor that’sgonna work for a Zillowor a dot this or RE/MAX’s newdirect-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 conferenceabout anything in the world. This collective, and by the way,it’s a hodgepodge of fourdifferent industries. People are like, what’s theconnection 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 thinkingit 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 andsome of these guys are sayinggetting YouTube becauseit’s all going video?- Billie Jean’s tryingto sell you a product. Why would it go all video?People have shown youfor 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 needto pay attention to. Got it?So no, people will read forever. People will watch videos forever. But there’s timing. I think YouTube’s anincredible search engine,yeah it’s greatand I think YouTube preroll is incredible. You can run ads against peoplebased on what they’re searchingon 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 thinkabout that arbitrage, right,now it only has to convertone 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 realrural, not many people. – Look now that AJ and I arein 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 footballhistory this off season,he played seven on sevenfootball in high school’cause they didn’t have enough people. So I get it. And plus I got very fascinatedabout Colorado and Idahofor wine growing towardsthe end of my wine careerand did some travelingaround 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 justtalk about your singular truthand your uniqueness. People may follow you justfor your ranching tipsor because your tire on yourtruck, 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 wholelot to say about expertiselike somebody whose been inthe business for 27 years,that’s her advantage. But for now your advantageis the documentation of tryingto make it your side hustle. If you live streamed your entire,somebody in here is gonna livestream and entire open housewhere nobody shows up, right, rightand then one of those at theright time is gonna go viralas somebody who’s perseveringthrough adversity. Chewbacca mom happens a lot. You just have to putyourself in a position,somebody decided topost 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 wantcartoon photo posts from me too. Those comic posts Istarted 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 noand I always say yes. That is literally the binary differenceand I’m willing to dealwith, 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 whyeverybody’s doing the same shitnow on Instagrambecause everybody’s pandering to likesnot business results. – Thank you verymuch 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 thatyou wanted to own the Jets. – Yes. – And one of thereasons you chose your partneris to get a friend in the league. – Yes. – So when you wereoffered stake in the Dolphinswhy did you chose the fundand then how did you decidehow 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 turnthe $25 million in equity,yeah the Dolphins have gone upbut that 25 million compounded,I was confident, especiallybased on my track recordthat I could make that 25million go further on the fund. Now what I didn’t realize at the timewas how fucking specialof an investor I waswhen I didn’t think ofmyself as an investor. I’m really goodat giving you guysbusiness 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, Twitterand 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 alittle bit on my own supplyand what I didn’t know at the timewas going to be in hindsightmy 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’trunning that business. I saw what they could do,the same way that I knowI could run every one of yourbusinesses 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’vebasically 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 ofexperience 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 tobe doing what they’re doing. And that’s on a delta ofhappiness and financial success. The ultimate is happinessand the other accessis financial success. So I’m very cynical toreal estate, I really ambecause people jump in when it’s,it’s a money play forso many when it’s goodand it crashes so hard when it’s bad. And that’s why there’s notthat 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 knewanything 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 thatliterally were in real estatebefore they decided tobe a social media expert,by the way those same people noware cryptocurrency experts. Go ahead, my friend. – Gary, yourmessage resonates with us. – Thank you. – First of all,I come from a son of an immigrant family. I’m an attorney, a titleguy out in Boston as well. – So a whole lot of fuckingPatriot fans in here. – That’s right. – Go ahead my friend. – We’ve been inthe business for 18 years. So we celebrated doingclose to a billion dollarsworth of sales last year. – Amazing. – But I’m always looking,I think much likeeveryone in this audienceis looking for the next thing. One of the questions that youasked 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 aboutdeath of the economyfor a little bit longerand if people actedimmediately when I said it,they probably left someupside 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 naturecountercultural dude. Now that everybody elseis on the bandwagonof the economy’s in trouble,I’m not kidding, one of thefew things I’m spending time onis to see if I can see anyindicator 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 ineconomic growth for nine years. We now have a presidentwho’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 thefuture for the currentso you look good. This is why I think GeorgeBush, 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, everythingis so clearly out of whack. College debt is at a placethat 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 noleverage in getting a jobthat remotely startspaying 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 roughlittle January in the market,right, like 17, was itJanuary 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 ageneration of leadershipof 40 to 80 year oldswho are just not willing to go backwards. We should’ve been in thereal recession in 2009. We were in an eighth placetrophy 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 whenwe’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 facethose ramifications. So I think it’s coming. If I knew when, boy I wouldbe 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 aregonna get blown out. I think the Saints gotscared last week, my gut. – Thank you forgiving 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 forgiving 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 andpop real estate conference,last year was my first one,it was unbelievable. This year we’re doing itagain, double the attendance. – Good for you. – And I havewomen’s trips that I hostand bring 40 women, allcommercial 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 myinterest 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 fromGary 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 toask 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 wantto monetize content. And by the way, I don’tbegrudge 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 theirmouth is predicated on that. So if I’m gonna sell you marketing advicethen I promise you everythingI 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 maintaina business for 32 years. I haven’t been puttingout content for 32 years. Maybe I was a boost ora different angle, cooland that’s what I’m here for butI think if you asked mewhat would work best,if you want to go off the reservation’cause I see you a littlebit like me that way,sell something you like the best. Shampoo, sunglasses, not strategic. Good news, 40 year old womenthat are your core with thetrips 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 businessaround something you love?You work more. Watching my brother and VaynerSports,you know how much happinesshe has analyzing every,my brother analyzed everypunt in the NFL in 2017because we wanted toposition one of our clientsin free agencyand fucking loved it. Honestly that’s where I thinkthis nirvana’s all going. I think your grandchildren,well too many things will change,a lot of people like makingfun 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 alot of you fuck faceswould be going to Bali tooif 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 isright 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 gooutside 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 sawon one of the slidesthat Alexa was a platformthat 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 lookingat you like ambitions. If you really want to catch the next wave,it’s so exciting for you tobe the voice queen, right,I mean this,then fucking learn howto 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 youwere one of the first peopleto have one in seven yearsif you want to fancyyourself as a first mover. I do not fancy myself as a first mover. I fancy myself as a remarkableobserver 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 squeezingthe 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 attentionis the ultimate real estate’cause it’s convertible. Got it?Everybody’s watching you. They like you bro,they like you whenyou’re making the videos,they like you. Whisky,you could start a fucking sevenmillion 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 inour family was AJ not mebecause when I was thinking up the ideaI pushed him to do JetsTV 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 figureout what you’re doing,while you’re doing your open house,talk about Game of Thrones. Six weeks later,you’re gonna be in aGame 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 knowabout 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 beerand wrestling and the Jets. You know how crazy my wine show was?You know what I mean?People don’t think that’s theway you should do it today. You should do the wine thing. I was building context with myaudience from the beginning. Your biggest strength is who you are. It really is. Make a video about theTampa 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 frompeople 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 liketo buy from each other. I’m trying to get you tobe everything that you areand find connection points with other,somebody else is a divorcee,somebody else went to theUniversity of Maryland. Somebody else justchanged 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.