Social Media Is Free – Stop Making Excuses and Start Creating

7 years ago, you got content from people you followed. 4 years ago, 3 years ago, all of you know this, you do not get content as much from people you follow. You get content of the things you're interested in currently. This is extremely important. Here's why. I have spent, like I just told you, 20 years amassing 55 million followers, and you can post on TikTok today with zero followers on a new handle you make up called

Janet in Atlanta. All right, Janet in Atlanta, I see you. I was like, we're right dead center right here. And that post with zero followers that you created today, if you make a good piece of content around asparagus or golf or a home, has the ability to get more views than me with 15 million followers on TikTok. This level of democracy should piss me off cuz I've worked very hard for 20 years to amass what I

have. But there's no crying in baseball, and there's definitely no crying in real estate. >> [cheering] >> Yeah, but don't clap cuz a lot of you [ __ ] heavy. There is no right way to make content. There's only content that is right for you. But the only thing I can't have all 10,000 plus of you do is leave here today with another day of excuses that you can't do it, or my favorite, "Well, Gary, I posted and

it's not as good as it used to be." Who here used to have more success from social media for their business and now has less? Put on the lights, raise your hands. I want to see it. Used to have more success. This should be real. Okay, everybody, raise your hands high. Used to have more success. Great. Yeah. Now, keep the lights up. How many of you have tried it a little bit? Yeah, it's not even that

used to have success. You've really never had success with social being leads, but you've dabbled in it. Raise your hands. Raise them high. Stand up, actually. I'm sorry, I know, but it's good for blood flow, please. All right. Stand if you've never had success. You've dabbled with it a little bit. Keep staying up, guys. Stand. Stand. And now the group before, you used to have more success, but you have less. Stand up again. All of them.

Keep everybody up. This is very so I will give you the unlock to why social is not working for all the people that are standing up. Everyone standing up, the reason social doesn't work for you is because you suck at it. You can sit. This is real. You know how I know this is real? Watch this, Keller Williams. Lights back on. Who here is currently selling homes because of social and it's working for you? Stand up.

>> [cheering] [applause] >> Even with the normal 37% liars at a real estate event, look at all these people. You can all sit, thank you. That was the proof that the people that stood up suck at it. The ROI of a basketball for LeBron James has been billions of dollars. The ROI of a basketball for me has been negative $50,000 cuz I have two meniscus tears and I've lost some time. You cannot be at this conference

and say social media doesn't work in real estate when you just watched your contemporaries stand up and say it does. Social media doesn't work for you cuz you're not taking it serious for a million reasons. My favorite one is like you decide to bring politics into it cuz you're just a lazy [ __ ] Oh Gary, you don't get it. I don't use Tik Tok to I'm like, why? China. The amount of people that flew here or drove

here and think of themselves as business winners that come up with unlimited excuses to why they're not creating unlimited content to drive sales and transactions in the most underpriced opportunity of marketing in the history of the world baffles my mind on the hypocrisy in this room. Who here has bought outdoor media with their face on it? Raise your hand. I have. Just asking everybody who has done that, is that free or did they charge you for

that? Who here has sent direct mail for their business? Raise your hands. Raise it. Just curious to almost every hand that just went up. Curious, is that free? Is the post office like John, I love your blazer. It's [ __ ] free. No, they charge you. My friends, every media of advertising for the last 100 years costs money. Social. There's people in here being like, "Uh I'm really mad at Mark Zuckerberg. My Instagram's not getting as many views

as it did 2 years ago." It's free. It's free. Yes, you can run ads, but everyone here knows you can post content, it's free, people see it. You are lacking discipline for many different reasons. One, that big game you talk about being one of the best real estate agents, you're just talking, you're not living. You love hearing yourself talking that you're going to build an empire, but you're not about that life. Two, you're not posting content

because you're not educated about how to do it, and you've literally convinced yourself that you can't spend 20 hours of homework to get good at this, the thumbnail, the hook, the copy that it takes to actually get views to sell homes. You've just convinced yourself three. And this is for a lot of you and I want to get you out of this place so bad. I touched on it. You're insecure. You don't like the feeling of

having 313 followers when someone in your office has 50,000. You don't like the feeling that you used to have 500 new followers a week, but for the last year you've slowed down. You don't realize that other platforms are getting more attention and that Instagram has hit its point, which is why the supply and demand works. You're not curious, you're not educated, you're not strategic, and you're blaming China. On the record, this is very important. I need

you to stick with me here. China does not give a [ __ ] about you. Your audacity is very high. Friends, listen to me. I'm going to say it slow. We have another five to seven years, maybe more, maybe less. This is my guess of the golden era of attention arbitrage for free. We have five to seven more years of the golden era of attention arbitrage for free. This social media revolution will be looked back at history as

unparalleled. The ability for normal human beings named Jimmy Mr. Beast or Alex Earl or Alex Cooper or Steven Bartlett or me or the millions of other people for free that have built huge platforms. There are OGs in this room that stood up, that have dominated. They were the queen of Morristown, New Jersey for 20 years and did every deal and there's some 24-year-old taking deals from them cuz they're making content on social, and you know I'm

right. This window is going to go away. We are within a decade of glasses coming, and the mobile device that you all hold, the one that if you lost right now, you would lose your mind. I would die. I would literally I would literally die if I lost my phone right now. It is the remote control of our lives. I'd be like, "What?" I'm a pretty functional human being. But, that phone is literally going to look

like a beeper that a lot of you kids, under 30, raise your hands. Under 30 crew, they used to have beepers and beep beep beep, and you get a and then you call from the pay it was [ __ ] crazy. The phone, these social networks will look like the beeper, will look like the printout paper that used to print out at your printer at home with the MapQuest directions. It's coming. And when Meta or Google or Apple

or a Chinese company wins this game, it's not going to be the same. And this AI thing, more than half of your clients are going to use it. In fact, OGs over 20 years, remember when clients got smarter because of Google? They knew more [ __ ] and that changed the game. Do you understand that your knowledge and your experience is worth zero now? Does everybody understand your knowledge is worth zero? I can upload every contract into chat

GPT and understand things about the policy in the town, the roofs, safety and the inspection, and everything else you can come up with that you know, that you've put work into. I am literally one of the leading experts in marketing, and you can type in the chat GPT, how would Gary think about this? I'm in trouble. If I'm in trouble, you [ __ ] are definitely in trouble. My friends, this is a warfare of personal brand. Your reputation,

if you don't like that term, is now everything. People knowing you exist is going to be the battleground for real estate agents of the next decade. Reputation and experience will continue to decline. Reputation has declined because all those young kids that just stood up that are selling homes through social media, they couldn't get the home from you 15 years ago. They're doing it now. Experience matters, but all the great things you know, AI is commoditizing in

your face. It's commoditized now. Zoning and inspections and everything you bring to the table in your interview when you're convincing me you're the right person and you've been doing this for 32 years, and you're like, I'll never make a mistake. I'm like, chat GPT is better than you. My friends, this is happening. And maybe you don't like social media. Guess what? Neither do I. How many people be have followed me for over 5 years? Raise your

hands. All these people, for the people that don't know me that raised their hands, knows I don't share my real life. You don't see pictures of my dog. I would never ever use social media as a human if it wasn't about business. We're not here to talk about social norms or where the world's going. I assume you schlepped to Atlanta, even if you drove from Atlanta. I see you, Janet. I assume you're here on a Sunday

cuz you'd like to sell more homes. You'd like to provide more for your family. I'm talking business. I don't need your opinions on Mark Zuckerberg. Capiche? My friends, this is binary now. I've been yelling about this for 20 years and you know it. We are now in code red. Anybody that is not making content every day on social media is disappearing. Whether you like it or not.