The best way to be successful in 2022 | Full Compass Real Estate Keynote

because if you are in the game of being there in 10 years you have to understand what is to come in the ranks these are 15, 17, 19 year old children who are not lazy who do not have rights who are not soft they have options of this I don't know it's about they don't want to work this is about me being 16 years old and I make 250,000 a year in youtube ads this is that I'm 22 years old and I could just do tic tac makeup and make 110,000 a year sorry mom I don't I don't want to go to work nowhere for 45,000 a year.

This is not that they are soft. They are intelligent. You have your perspective. I just want to be happy. Don't you want to be happy? Uh, it's very funny. being back on stage, I'm starting to get back on the road, I think it's my fourth talk since uh covid, I'm very excited to be with you and very excited to be with you because when I think about this industry and the opportunities within it, what's up? is happening in the market right now in most of the country and then to me what's happening globally with humans and their relationship to technology and the opportunities that exist it's interesting to be here because obviously this brand is more aggressive than a lot of other entities from a technology standpoint in this space, which

real

ly connects me because my experience

real

ly lies in the cross sections of technology or personal branding, small business, you know, regional business, so I was thinking a lot. to what I wanted to cover in this talk today and I think I'll split it into a couple of places and now with a sixth book coming out, it was supposed to come out yesterday but some of you will have seen that I did an NFT marketing campaign for this book and we sold 1.2 million copies, so they couldn't print it fast enough, so we delayed it two weeks.

Thanks, that wasn't a humble brag. I didn't need the class, but you're so sweet. It was more about setting the context of what I just wrote in 12 and a half and actually this is perfect, it's luck. Basically I want to talk to you about 12 and a half and I want to talk to you about jab jab jab right hook the

2022

version I think the real

estate

landscape of

2022

is extremely fascinating to me. I think the ogs in this room and even the young people can realize that thanks to Covid we have unique things to try to discover. this market is right, whether it's growth or decline or how there are so many unique dynamics created by a global pandemic that are unusual to observe even in a 50 or 100 year window, so I think we can all imagine and I'm sure this is What you spend a lot of your time on is what the market will actually be like, and for me, it's what I've been most passionate about in my career and I think I'm most proud of my 25 years of operation. is that regardless of what the market has been, I have been able to be

successful

, the market stumped me for my premium wine business that was focused on Wall Street in 2001, when 911 happened and that entire ecosystem was literally devastated, so I had to adapt to that, the market was incredibly difficult to navigate in 2008 and nine with the recession and again I was very much in the premium wine business, kind of difficult to sell 800 bottles of wine when the whole economy is collapsing and I was starting with vaynermedia, so That was super interesting, oh nine, and on and on and on and we'll all go through that and then obviously, you know, for this market, after it came off the Mitchell hump, there was an amazing opportunity in real

estate

with Covid, not so much for my business.

Vayner got really caught out because we weren't small enough or big enough to get government support, so I got zero dollars and zero cents to navigate the last 18 months with my companies, which being very transparent is the

best

, you know, people. People love capitalism and entrepreneurship, but when things get really tough they always want the government's help and I laugh at that. Yes, please don't give me that statement because I will spend 40 minutes on this topic. I think a lot about people in this audience because I think about context. I think about why you would want to be associated with this company.

What is the value proposition? What are you doing? Why are you doing that compared to something else? A competitor of yours or doing it yourself. why I am so passionate about the jab jab, the right hook, this company from afar. I haven't really triple checked under the hood, so I'm talking about reading headlines from a technology standpoint, it's clearly compromised and because I know enough about the competitive landscape from a technology standpoint that it's almost non-existent. I'm going to make assumptions that they are winning for you in that pit. What I also know, going back to the joke I just made about government help, is if you're not the queen. and the king of your branding and marketing domain, no one will help you, no matter how hard they try, no matter how much you take ferry, no matter how much you look at my content, no matter if in reality you are not, in reality I am I am delighted to hear the framework for this talk or 2022.

No excuses, it's incredibly important that we spend a lot of time on what I want to talk to you about if you signed up for this company or any other company and you think that's the driver of your marketing and the building your brand, you're in for a rude awakening, it's just not going to happen and I'm not saying that as a negative thing, I think there are macro things in this logo and seven or eight more in This space has influence when you put it over your name and you're more considered in your local market.

I think I believe in macro branding, but my curiosity and what I focus on, as I look at this room and think. about this brand in this ecosystem, so I'm making assumptions about a lot of the people who decided to join here, what excites me is that it speaks to a level of innovation and ambition that is a competitive advantage, at least for me looking at it. from afar against your competitive set like you jump if you are here you are slightly different in my opinion that you chose this brand than the other options you could have had don't clap yet because it's because this is what I want Talk about it because it could be epic or in reality could be the vulnerability of 2022, that's why I want to talk to you about it.

It could be epic because you are more innovative, you are more progressive, you are this and that. What could be a vulnerability if you trust too much in the brand and the aggressiveness of the company and assume it is yours, don't be bj armstrong. What I love about the few people who just reacted, which were almost no one, allows me to tell you who. bj armstrong is a wonderful man and a very accomplished basketball player because you can't get into the NBA without being one, but b.j armstrong was on all of those michael jordan teams.

I just said his name and you all had no idea. What the hell was he talking about, but the reality is that he won a lot of rings by association. What worries me is how many BJ Armstrongs are sitting in this room right now and how important that is. This is not a negative, this is not nonsense, this is a self-awareness conversation that is required if you want to master 2022. We are sitting here in a business context conversation, that is the context of this talk, the number one thing that I fear in our society, which is Absolutely one of the reasons we are drifting apart is that we humans hate responsibility, we hate it, we love to point the pink finger and tell everyone why they suck, but we hate a good thumb and say why we suck and what happens within the framework of this.

The industry with brands that are winning at this level is a subconscious passivity that you believe that the decision to join it is what will make it work when you know the variable of your advantage is what you are going to do about it. 2022 is the most interesting year in the history of time to be a real estate personality. Why, thank you John? Why here is why the world sails under a single currency. Get attention. The business world and most of the world runs on a currency. Forget about the real. macro real things like love and fear and all that I go to a level below the real things the second level of real things navigate in attention I was born in the Soviet Union I grew up in the United States very affected by the cold of the 80s the War and geopolitics and all that made me incredibly interested in history and things of that nature.

Some of you know me. I was an atrocious student like f, not c, but I got A's and B's in history because I paid attention and one of the things I learned in the '90s in high school was that when there was a coup in a country, a coup of state, at the same time that the army went after the palace and threw out the dictator or the president, it also attacked the radio station, the newspaper station and the television station, and from a very young age that always struck a chord with me. and I always wanted to understand why and I came to the point pretty early in my career which is that, at the end of the day, we are humans.

Headline readers, everyone in this room has remarkable levels of conviction surrounding two uneducated headlines below. It's what we do. Not bad. We do. Attention is the currency. That is the context variable of this talk. We are here. I guess it's you. I would like to be

successful

next year, if that is the case, I am really going to take advantage of this hour with you to understand why all the things that have worked for me for the last 25 years will not change in the next 25 years because I am a binary machine animal for the concept of contemporary care and how to add value to it.

Every person here can do it if they understand it and have the ambitious work ethic, the humility to step back and understand that it's not like that. I don't understand what's going on if they don't and I put it into practice when I wrote jab jab jab right hook I was trying to show people at that time in 2012 I don't remember my roadmap 13 was that holy shit this networking thing social is really happening and uh oh 99 of the people posting content are posting selfish content. I prepared for this because I knew it was good. I was excited.

I was really excited to be with you for real. Not really. I'm excited to be here. It's great to see you, so I did a little searching. You know, that's what I do for a living. How many people here follow my content just for context? Thank you and those who did not raise their hands. I was paying attention, so for those who raised their hands, you may know this about me from all the content I posted and I posted a lot and from all the things I do, most of my time is spent listening to my flight. orlando yesterday three hours reading 41 different hashtags and every comment everyone had about it my flight from orlando to here yesterday reddit groups and 4chan and facebook groups to get an idea, I did a lot of homework with many of you here and the content that you posted it was funny it was funny because it was a statement to me once again of how much people don't understand social media not because I'm a teacher and you suck I mean it honestly this isn't just a major combination .

It's not that you don't understand, I understand who gives a damn, let me tell you an observation that is based on the people in the content here on social media, which is the following, the lack of patience in building relationships on social media social, look at mine. Working with real estate agents and companies is really fascinating in real life, there is actually an incredible level of patience and relationship building with the people who win, you are good at getting in with the pta, you are amazing at coaching softball. You're really good at girls' night with wine on Thursday pizza you're farming you're having an affair you're flirting on social media you're like a drunk guy in a bar last night taking a key out of a hello, yeah I walked in last night I saw some of you guys listen to me 99 of the content on social media forget about real estate, the industry, you know, I have 2000 people around the world, we have all kinds of nerdy data scientists that can't even look you in the face because they only care about the math all the things you can imagine and we look at these things this is what I do for a living this is what I do 99 of the content that is posted on social media is dramatically and inherently selfish, it doesn't land, there's too much, it's just supply and demand, if you just post another photo of a beautiful house, there are 73,000 on Instagram, LinkedIn and Twitter, we are not good at that, the variable of success in 2022 in the real estate industry is being good at it.

This is very important. There are people in this group who have dominated their local market for 15 years, relationship after relationship, relationship, who are starting to lose market share to the first-year rookies because the first-year rookies know. how to make a tick yes this is important and newbies don't get high they are also doing a lot of nonsense okay some of you newbies need to learn the basics of how to make a contract but we will do it. I'll get into that later and this is the point this is the point I'll make a social point and what I just said is a point in business we are obsessed with this notion of blue and red and all magic is purple all magic is purple I know you know thatWe're in Texas we all know it's blue and red time I get it we're going to get to the purple it's what we do it's what we do we'll get there that's for another day when I run for office for now I'm not running for office I wasn't born here I can't be president if I can't win the most important thing I'm not interested in the game but listen to me I want to help in this room because I usually don't have a

full

hour usually it's just that I'm like, damn, a one hour

keynote

, how am I going to fill this?

I think I could also go deeper, so let's go deeper, please. If you remember anything from this talk, think violet, let me explain what I mean by that, what are the reactions and energies that just happened. There's something fascinating, this is the beautiful thing about being a listener and as some of you may know, my sister has I got into this business three years ago so I'm listening twice because I love her more than anything so I'm still paying attention More attention. There's incredible tension and conversation and just the macro energy of the youth movement versus the ogs because of the old technology. only the ogs you had to pay your dues and for the ogs I have a lot of empathy I also had to pay my dues like if you don't think I'm mad because I didn't have the internet and blockchain when I was 15.

I would have owned the jets at 19. But OGs need to understand that you don't control when it's time. You're mad because these kids have Facebook and can speed it up. Well, guess why your great-great-grandmother is mad at you? that you had running water like you know things like things change, okay, but what we have to do is this. It fascinates me that so many people who are players in their market have the advantage of history, reputation and word of mouth. Allowing newbies to hog much of the attention and real estate. I'm fascinated by it. Come out of your audacity.

Come out of your audacity. I get that you're the queen bee of Sacramento, but technology doesn't care. you and what is happening and I am seeing what is happening on the other side of the coin for the rooks, many of them are moving too fast and relying only on the notion of social content and are making missteps in the game of the sizzle and the steak. and so there's a lot going on, but the reality is, and everyone knows this here, you can stumble upon your first five six seven eight deals, you're going to learn that part of how to do it and how to have partnerships and relationships, that's the good thing that we have. . they can attack the towers like they stumbled there, they didn't make it there or they failed there, you were a tower too, you did those same things, you found out, they are going to find out, the people in this room they are putting have their heads in the sand that They need to put out, stay with me now, seven to 12 pieces of social media content a day, aha, if you have a basic ambition, people who have their heads in the sand are going to lose.

That's the word I'm going to use. What do I mean by lose? I don't mean you're going to close the market it's trendy the world is plentiful no one's real when you're mad at that person in town no one really takes your stuff like there's plenty of room for everyone I mean it's going to wear out day by day day and market share is important, especially when you're in this business and your market share is, quote, somewhat limited, the stakes are extremely high for the people in this. space to really figure out how to make social media content social media content along with ott netflix hulu are the dominant consumer tools of our society in the end i see people spending money on stupid things because that's what got them there, where they quickly spend 3k on a billboard because it makes their ego feel good because they walk by it, but they won't run 3,000 ads against localized tic tac content when the cost of tic tac ads is so low it makes me feel almost uncomfortable and because we have seen this game with Instagram and Facebook.

It's just basic pattern recognition and people want to assume that tick is between 12 and 18 when everyone here knows that's not true. I love it when people actually use tic tac but then claim it's not. good for your business because your age group is not in it but they are in it 2022 is the

best

year for a real estate agent and brokerage and team and firm and brand and

compass

because America's attention is more on social media in 2022 than in 2021 and The social creatives that make the videos, images and ads are dramatically lower priced compared to print radio, outdoor TV and the banks you hit.

If I could go with anything, I would do it with a macro commitment from the top. The mezzanine on this floor, a macro commitment. To actually implement the 25 hours of homework, this is what I'm asking for. I'm asking you for 25 hours of homework. I'm not looking for you to be motivated, forced or potentially open to do this and then decide." You're going to go home and you're going to hire your 23-year-old niece because she understands this. I need you to understand it. You have to understand it because if You don't, you won't know how to judge your 23 year old daughter or the person in the office who does it, if you don't understand it, you don't know how to judge it.

The reason why so many people come up to me and say. Gary, this doesn't work because I don't know how to do it they know how to judge it you know what doesn't work for me a screwdriver I'm serious give me a hammer and a screwdriver and I can't do much with them I'm not very handy So, What people do is blame the tools and the opportunity, but not themselves or their ability. What I'm looking for is 25 hours of real work. How do you run a tic tac ad? Enter Google. , people like Gary do this, I'm like go to google, I know a lot now google, it's free right?

Oh geez, remember we had to go to Encyclopedia Britannica for 25 hours of homework so you can post seven times a day on social media in 2022, who even has it? a glimmer of potential wanting to do that raise your hand thank you not a very good number but I appreciate the self-awareness now let's talk about self-awareness let's talk about self-awareness and let's talk about what I'm talking about now because It's a pretty aggressive jump to go to seven posts a day instead one a week, right, I'm empathetic and, by the way, let me be very candid with this audience.

I don't care if you do, I don't know who you are and I don't really care about you, so I have no feeling or need for you to achieve this. I really love when I get the email from someone here eight months from now saying I can't believe this is working the way it is, thank you. There's so much that I get really excited, but I'm actually leaving in 45 minutes. I say this to be historically correct for my own content. I'm going to post Drock, where are you? Hey, Drock, right? So this the talk is for me, if you are interested in getting the collateral benefit, I really need you to take this seriously before you say no, the biggest problem in entrepreneurship in business and in life in general is this infatuation for the no versus maybe this.

Crush without this concept by Gary I already tried, we did it two years ago, it didn't really work, I didn't get enough hints from this crush, well I'm comfortable on Facebook, but I don't like this tick tock. thing I'm trying to get out of this for my daughter, why do I need it? For this, more than anything else, the game of self-awareness is incredibly important in what I'm going to say, for example, what I've been talking for the last three years about linkedin quite a bit linkedin about five years ago really became and I see from some head shakes you know where I'm going, it went from being a tool that we would use to recruit or just spam people by email to a network social for all intensive purposes content content content show of hands how many people here consume content on linkedin raise your hand raise it high i want everyone to see it higher thanks for the likes this is amazing once again hello look how many people are consuming content on linkedin thank you all what I love about linkedin is that it gives people options here let me explain linkedin is incredibly effective with just the written word linkedin is incredibly effective with just the written word I know there are a lot of people in this room despite that this is your profession they are more introverted they are not interested in being in front of the camera they feel insecure about certain aspects the way they speak the sound of their voice the way they look I am empathetic with that that is real that is very real to the conversation I'm having with you, however, if this audience understood how many people actually get clues from written words on LinkedIn, it would be a different conversation.

That's why I talk about self-awareness. You have to understand how you like to communicate. the gift of gab to do it on video and the comfort that others really struggle with that but can actually talk and don't realize that they can just hit the notes button on their iPhone, record it, save it and post the audio . No rules. for content creation the rules are very simple, be aware of what you are good at or what you enjoy so that you can really achieve the amount of production and then most importantly what I started with this industry you have to find a best way to add value. than just telling people about the listing, the right hook jab jab jab was very simple, talk about other things and then it's incredibly fine, once you have built up capital to ask aka posting the listing you will close the listing , your open house will be more.

Mind you, if you've done a phenomenal job of bringing some level of value to your feeds, the problem is that everyone talks so literally. I am a real estate entity in this feed. I'm going to talk about real estate, what people don't talk about. I realize that all the strengths many of you have in the real world are the strengths you may have in content. What I really want to challenge this audience to think about is if they love golf or cooking or fishing, that should be it. a core component of your content strategy, you can't post seven times a day if all you want to talk about is your listing or joining your team, you can do that when you decide to be a real human being, so when we think through this framework of how we provide value, we need to understand this now, what gets really interesting to me is the no versus the maybe let me explain the ticking right this second, it's a marketing phenomenon that you can literally tonight because you thought that This talk generated something. meaning for you download tik tok for the first time how many people here don't have a tic tac account raise your hand get up get up get up get up get up if you don't have a tic tac let's see it lights up there I got it okay, okay, first, first, don't stand still, back up, back up buddy, thank you first, let's applaud these patriots, can you sit down, I can't believe it, I can't believe you don't have a tick after 15 years of this. unacceptable we'll talk after the show let me tell you what's so good about this for me this is wild I'm going to go this is the fun of having an hour for those who were left standing and who are forced by curiosity to maybe do a play I want you to do you create a tick tock account after this talk tonight when you create your account i want you to put your photo i would prefer it not to be one of those atrocious linkedin images that you all have to be human and in the bio you explain who you are, including the part of real estate, but not only, then I want you to put in the link the default link, a link that goes directly to your business, whatever the best link of your business is, then I want your first tick to be something outrageously simple the glass of wine you are drinking the person you are eating something with whatever here is the extraordinary thing about tic tac that we have not seen in the last 20 years tic tac unlike any other platform it is actually built, excuse me , tick tock, like tumblr years ago, some memories are based on the interest graph, not the social graph, it doesn't show up in your feed who your friends are or who your friends' friends are, it shows up in your feed things that you They like it, so if people like football, wine and jokes, that's their feed.

The reason tic tac is doing so well is because people get posts and they want things that interest them, so the interest graph is amazing because unlike the social graph. where you all remember when you went on twitter or facebook or instagram and posted and you had to text your four friends and ask them to like you because you felt so bad about yourself. I know how humans tick and this is What's crazy about this? This will disappear because everything is supply and demand for attention and as more ticking ads are published and more people produce content, then this is the same story, these gray hairs are useful.

Now, not by intuition, I am here now, by pattern recognition. The amazing thing about Tik Tok is that there is someone in this room who,she literally doesn't have a Tik Tok account right now she's going to post something ridiculous and have 800,000 people watch the video and one of them emails them for a clue that's right what's crazy melissa and I appreciate your no, and I know that's why you're saying it, that's why I'm excited, that's why I'm saying it right now. It's so wild, um, the only other time we've seen anything remotely like this was back in the early Facebook fan pages of 2011, where you'd post something and be like, why are so many people seeing it now?

I have a lot of empathy for the context. of this room in a localized company, if you're in Denver, you may not need your views in New Jersey, but reference game, friends of friends, there's a lot of real things going on in your business that, if you think about what am. Speaking of which, you might benefit from doing a little legwork. The first Facebook fan pages, we're talking 10 years now, but the number of people whose first post got 5 10 15 000 views is remarkable, it's absolutely remarkable and I couldn't make you do it more, not because I'm a Chinese spy, I know you guys are cynical, not because vaynermedia is good at ticking, but because you have to, she's fine, she's good, I'm proud of you, that was a quick run, do you need a job, but like I'm trying to prepare you all for the rest of your career, let me explain how many people here like it?

Again, this is great, I'm having fun, how many people here by a show of hands are going to retire in the next 10 years and before you bring it up, I don't mean you're going to crush it and buy a yacht, I mean you're old. and you're done raise your hand 10 years raise it Can I get the likes? Please raise your hand 10 years is fair, okay, thank you, let's clap, we'll let those 74 people through for the next prayer, but for the rest of you. 10 years, do you know how many technological changes have occurred in the last 10 years?

Do you understand that almost everything we do since, I mean, if you look at your cliché, an 18-year-old kid who lives off two fundamental things, tick tac and Netflix, they didn't? it even existed i mean netflix did but in a very different way house cds are great those two things didn't even exist and this is where i need the ogs to listen to go back to the history books with me there are people in this. room my friends for the young people here under 30 under 30 make some noise you're going to like this under 30 there are people in this room who once said they would never have a cell phone because their search was good enough, let's very vulnerable and honest by raising your hand who here was this person I'm never going to buy an iphone the blackberry has buttons and I need the buttons raise your hands raise it high with a show of hands while we have the lights who's here I said I'll never get any of the following : Facebook, Twitter and Instagram and now you raise your hands, raise them high, you recognize it.

My career is based entirely on a hypothesis. I have a lucky intuition that my parents had sex at the right time, that's true. I have an intuition that allows me to understand what all of you are going to do when you think you are not going to do it. This is the crux of what I want to talk to you about today on both the marketing side and I've been and in a few minutes on the management and team side I need everyone here to leave today with at least the seed of maybe a little and I'm not naïve and incredibly self-aware and very in tune with how this can be entertaining and You may have laughed and you may be curious, but it's viscerally against the concept I'm pitching, like I said before, that's incredibly well, but make no mistake, the data is extremely clear on market share among real estate agents in local cities is completely changing based on the ability to be good at social media.

Now you can be more than happy with what you earn and you're eight years old, seven years old, nine years old and you think screw it if I make a little less. I'm still going and that's amazing, that's really amazing, right? But if you're interested, I'm serious, like you know. I think people are very confused sometimes, like if you make 12 an hour and you're excited, you'll make a living most of my life. Millionaire friends are miserable, but if you have interest in increasing market share in your niche, there is nothing else this logo can do much, but it is not what we are talking about, you have to create the content you want.

I have to talk about why your local city is awesome. I said this at a Tom Ferry event that took place here ten years ago. Become the mayor of your city with your content. If you create content about why this subway burger joint you know is the best. attract someone's attention and that becomes legion if you are the person who reviews the school in the form of a video in Facebook groups or in a tic tac that could be the gateway to the business you are looking for, the content in the social media has become a The requirement for growth is not an option, it's clear and again, it doesn't need to be done, but it's actually the conversation that needs to be had and I hope that they take it a little more seriously and I hope Let people remember that they did it. well on facebook or instagram but then the organic reach decreased and you are not doing so well as here you had a good run with the facebook or instagram group but then you felt the effects of the reach decreasing and you are not doing so well as you have done at the best moment of your careers raise your hand for that group because you have already tried what I have talked about you should take tick-tock seriously immediately yesterday let's move on thank you for that chapter of this talk how many people here have employees below raise your hand what do they have employees under them people who work for them why are the people above them so afraid with their hands thank you for that crowd and for the other crowd but let's start with that crowd there is something I've been thinking about for a long time but it was back here it was in my subconscious I couldn't really get it to the front kovid gave me the opportunity to get my feelings in and luckily I was finally able to bring it to the front you know you know how life works like we're all human like it's there , you know it's there and finally, oh damn, it's cancer, get it out of my life.

Things that were what God, I'm sorry, that's what I'm about to do. There has been something about me here for the last 20 years that I just couldn't understand and I finally feel comfortable and ready to talk about it in a compelling way. I think we've been wrong about how to win in business. I think the popular conversation about business that we accept today as entrepreneurs and operators is wrong. I think dog eat dog with hard elbows and there literally may not be a statement on earth that I hate more than the concept of kind The boys finish last if I could find the person who created that saying I would pick them off the ground and punch them in the neck.

It's a huge misnomer and I think it's time we had this conversation. This book talks about how to take advantage of the emotional. necessary ingredients for business success I don't think any of us were raised with the concept that the central element for business success is kindness. I just don't think that's something we've ever heard. I don't think it's something that people believe. Don't even think that when I just said it it was fun to say and fun to feel your collective reaction. Let there be no confusion about the next part of this talk and where I'm going.

I'm not in the world of overly pampered and foofy business foofy this is not about rights I'm the same person I want to unearth from the greats I want to destroy all humans associated with the 8th place trophies I'm not looking to coddle this I'm here to dominate I'm here to build the one and only The best business career of all time. I'm here so if you bother me too much, I'll start a real estate agency in your local town and put you out of business. I speak very seriously. I'm very weird when it comes. to the competition so while I talk about what I want to talk about now please remember all the things I just said in the last two minutes kindness empathy

compass

ion soft skills are actually hard skills people are confused people are confused where are we? in the the world today no this is not about I know where some of you are going to go some of you are going to go oh I see what you're doing Gary is trying to prepare us for generation Z because they are very awake and alert for soft news that They're not.

What I'm doing, what I'm trying to do is prepare everyone to understand how they can make more money, how they can be more successful, how real this is. You have to understand what is happening, what is happening, very simply, is what we have been doing. Lying to the world is inherently rife even in a local business where you are trying to compete against seven other people you know who you are competing with for houses, the fundamental truth is that no one is taking yours away from you, you are limiting your advantages along the way. you're limiting your advantage is the stress of someone else getting a list you didn't get when you spent two hours thinking Susan got it and you didn't, that's two hours of you playing defense, not offense, there's no one to help you. remove things and because of that and things like that we are confused we think that there is a certain behavior, a certain style that is needed to be successful in business, of course, of course, you can have great financial success by being atrocious, it exists, we know it and for me.

You know, I heard someone say if it's unfortunate, I honestly have no feelings towards it, unfortunately, fortunately, it's life, what does that have to do with you? Although at the height of Steve Jobs' divine era in Silicon Valley, I was aggressively booed. for the only time in my career, ironically, in this wonderful city, it's true, I was on stage at the height of Steve Jobs Land at South by Southwest and proclaimed that I didn't want to be like him and that it sucked because I didn't like him. the narrative that I saw a lot of kids start running their business because they heard steve was bad and decided to be me.

Can someone explain to me logically why it is appropriate for a boss to verbally undress an employee in front of everyone else because they made a mistake, what is it? Can anyone articulate it in a way that makes any sense, whatever it is, you're motivating the team, you're scaring people, fear works, love works better, this is who you are and this is the real punchline of what is really happening, you may be afraid at that moment when you lost money and therefore become the vehicle to make everyone else feel afraid because it is happening through you.

These are things we have to talk about in the back of the book on this cover, the 13 ingredients are listed the first is gratitude I am completely convinced that I will be an aggressively successful billionaire who achieves his goals and buys New York jets and it does all these things and ninety percent of the reason is because of gratitude the great advantage of coming from a young age you know what it tastes like you have perspective the basis of success is actually adversity difficult to be hungry when you are already fed along the way It's easy for me to be grateful not because I made it but because I lived I was in a studio apartment with eight members of my family and I listened for the first 10 years of my life to my family talking about how everyone went to jail with nothing and did line for bread for eight hours a day because the Soviet Union in the 40s, 50s, 60s and 70s. is much worse than any of you understand gratitude, of course, thank you as we sit here today in a beautiful place looking out the way they look good, looking good, feeling good, trying to move forward in our already very fruitful lives, there are 850 million people in The 8 billion people in this world who do not have access to clean water while We're sitting here working I see people complaining that the person at Starbucks put the wrong milk in their coffee.

Our collective prosperity and lack of gratitude have a lot to do with it. with our collective unhappiness, this is what empires do, all America is right now at this moment is a 300 year old prosperous machine, you know, like the Roman Empire, my friends, getting back to the business context, I really mean I'm serious about what I'm going to say. I think the only core, and it's black and white, what takes everyone away from where they want financially or professionally depends 100% on your mental framework. I think if you're able to be really grateful for having the opportunity to do what you want. you're doing it because no one died last night, including you, you should be happy, I don't think it's crazy, I don't think it's crazy, I think all of this is actually developing because people are insecure and want to perceive themselves . be successful with others, I think most people want to make a lot of money tobuying stupid things to impress people who don't even like them and the closer they are to you and the less you dislike them the more motivated you are that's why a lot of winners hate their mom and dad it's true the level of resentment is an incredible fuel but it is an unhealthy fuel it is an unhealthy fuel I think we need to have a lot more and again this is not nonsense it is about the following if one more time people who have employees raise their hands, I want to achieve this.

His success in many ways is based on the continuity of his team. The reason my businesses have always done well is because people are with them for a long time. Do you know what happens when people are in this for a long time they know things? Do you know what happens when you know the basic things? you go fast you know what happens when you go fast in business you make money speed like in sports kills in business if you don't have a framework in which you can retain the people you have to constantly retrain, now you can stumble and hire someone who is destined to be a superstar, you can't suppress superstars, one of the big mistakes in the real estate industry all the time is when someone hires someone who is amazing, that person starts to emerge and the person who hires them He has started trying to mentally undermine her into staying with her a little longer.

Oh, that struck a chord, didn't it? We all stayed pretty quiet about that, huh? What they should do is overcome them. It happens to me in the world of agencies. I have 2,000 people. We are a services company. My people are in my business. When I see a winner, I attract him. Say you have to go now. I speak very seriously. I say you have to go now. Which always scares them eight times out of 10. you might want to stay and you might want to stay for a year and you might want to collect some savings and maybe not, by the way, maybe you don't have an entrepreneurial stomach, I think one of the things that's been really challenging over the last decade in our society , the entrepreneur became popular and now people want to be one and for the people who are one here completely on their own, it sucks, there's tons of pressure, there's no one to help you, it's you who goes back to 13 traits, my favorite , which has really helped me a lot and which I would love to make more popular among this team, is responsibility.

The responsibility has been a blessing to me and the 20 to 50 companies I have observed and the leaders who hired me. I write this book because it is not a focus group of someone who has been observing accountability for 25 years. Such a visceral reaction to accountability in this industry. This is the good thing about Twitter and Facebook. You air your dirty laundry. The industry you see people blaming. your agent's news alert once again raises your hand who has employees, this one is good, you're ready, you hired everyone who works for you, so when it's Sally's fault, it's your fault, you hired Sally, too You can fire Sally, it's your fault, the responsibility is actually the biggest.

The key to happiness is when you feel like you are truly in control. That's why everyone is so upset that they think the government or the media is in control. You are sad when you don't feel like you are in control. You are sad when you feel like you are in control. control you are happy accountability makes you happy let's talk about control and my number one belief in building a culture and this is not a human resources book this is a book about let's make a lot of money and let's be happy for it the mistake number one which is What's happening in this room right now for all the hands that just got up is they're still letting someone work for them because they hand over money but make everyone else miserable.

The number one mistake I see by companies definitely in this industry, without a doubt, given the transactional nature of the people who work for you and for each business is that you have compromised your moral compass of how people interact with each other because the person that he is an idiot is delivering results, what you don't see is the hidden loss, what you see is let's call him charlie what you see is charlie delivering what you don't see is charlie's ego undermining the shameless comments and all other behavior political that comes with cancer in the workforce is making everyone else run at 60 and 70 percent mainly and more importantly because everyone is talking about you're actually

full

of by the way, you're more than welcome to have a culture in the one where not everyone gets along and it's awesome, but you better never say a word about caring about the culture, you were more than welcome.

To have an intense dog vibe, you can do whatever you want, but unless you want to be a notable hypocrite, don't stand up in front of the team at the party and say we're a family, Scott, the big resignation, this is fun. Something new to talk about on social networks and in the media and everywhere the big resignation, the resignation, that is, are the first step. There are many people on earth who if the government pays them more to stay home, then they go to a job they don't like. We'll take that deal, it's easy to understand, but that will go away.

What people don't understand is that we will never take the job in the first place, what comes next is the other reason I'm desperate for all of you to get it. Seriously, worrying about feelings as an offensive weapon for your business is not because I want the world to be pleasant, although I prefer that, it is because if you don't, forget about retention or maximizing what the team produces. rushed back to the people of 10 years those 73 people who raise their hands will retire in 10 years they are about to say thank god I'm retiring because if you are in the game of being around in 10 years you have to understand what is moving up the ranks these are 15 17 19 year old kids who are not lazy who have no rights who are not soft they have options this is not about them not wanting to work it is about the fact that I am 16 years old and I earn 250,000 a year in advertising Youtube.

I'm 22 and I could just do tic tac makeup and make 110k a year. Sorry mom, I don't want to go work somewhere for 45,000 a year. they're soft this is they're smart if you don't understand how real this is and don't even get me started on nfts where every person who can draw something is about to make money don't even get me started on blockchain btw on blockchain only for two seconds every contract every contract in our society in 20 years will be done in nft format so if you like bitcoin you think it's a scam you like nfts you think it's a scam if you plan to do contracts, you know, we make fun of rookies.

You better discover Ethereum yesterday. Thanks to the 16 crypto brothers who just got excited. We'll move on now. My favorite chapter in this book is patience, patience. super interesting, I have learned a lot about patients in the last three years when I started to be aggressive with this in my community, when I started to realize that I am winning because I am patient, it doesn't seem obvious with the energy I deliver. The conversations are incredibly obvious if you understand my career and how I've navigated it. I didn't realize how much everyone hates patients. It's similar to what I said before.

I didn't realize that people wanted success fast enough to put a Band-Aid on it. about insecurities ah I didn't get it I get it you want to make a million dollars to shut up everyone I see got it that's why you're so frantic that's why you're so pressured that's why you're making bad decisions but in the short term you might get a bag now I have it patience is incredibly important the problem with patients in the last two three years through all these conversations what I have learned is that I didn't realize how many of you when he said the word patience I heard the word accommodating I didn't understand it I didn't realize what I was saying patient you were listening passive I just couldn't believe, considering how I move, that someone would think that's what I was talking about the concept of just lying on the couch this year patience is 100 mi passion in this industry many people here do not cultivate very fruitful relationships both digitally and in real life due to their lack of patience which the transactional nature of the industry creates a subculture of what is this time worth, if I'm going to go there I better do it and if I don't, I promise you if you pay close attention to the people in this room and others who have had great success in this business, especially If they have done it for 25 years or more and you really go from 7 to 10 hours with them, talking and listening to the most important parts, I promise you will be surprised at how much patience is the ingredients of their success. real relationships and real community building, whether you do it digitally in a Facebook group, and by the way, all of you, seven to nine pieces a day checking off another one on the lists, it would be really amazing if you consider that doing this is start a facebook group that's about your local region, not directly about real estate, so if you're in a suburb of cleveland and let's call it smithtown if you're in smithtown ohio the facebook group you create is the smithtown ohio moms group , smithtown ohio. parents group smithtown ohio small business group you become the person who controls that group you manage 500 to 1,000 dollars worth of Facebook ads against people who live in smithtown ohio you get 53 29 17 people to join you go in there and don't click hook right and you say maybe the first post is like what's with that pothole on Smith Street?

Hey? And you really cultivate relationships. You'll be surprised how much of a gateway to opportunity this is. The fact that digital has created a massive infrastructure to scale the things that the best agents here did in the years before the internet existed is what I'm most passionate about; the mental structure of how to navigate real relationships; It is the other thing that I am incredibly passionate about in reality. The real estate industry is going through massive changes. We know this company Zillow is not fooling around. Wait until you see what Apple has up its sleeve before it scares you away.

I have no idea what Apple has. My point is, please don't be naive. The largest technology companies in the world are only looking to go horizontally and vertically. This industry is lucrative. I'm trying to help you create a moat, a small island that you control. I'm afraid you think other things can be your pit, including the idealist. responsibility you are giving this company to do it for you I need you to do it for yourself the two ways you do it are the clouds and the earth the earth is actually knowing how to make a tick tac post the earth is getting a a glass of wine or bourbon and sit in a Facebook group for 45 minutes a night and make another relationship in the city and another relationship in the city and another relationship in the city the pit and the biggest of all is understanding how to be a human being for the people who work for you these are the moats that really create substantial business success these are the things that people really have to start understanding people playing in the middle of the earth do you know how to write a text for a post on LinkedIn with a value of 180? ads about people who live in your city on linkedin and press enter and then you will get the results.

You know? do you know how to say? You know what I was inspired by Gary. I'm starting a podcast, not a Facebook group about our local city. and I'm just going to invite all the business owners who know how they try to get someone's business. Let me tell you a little secret about 2022. Let's say you are in your local city and you meet the 15 most successful entrepreneurs in your city. city ​​I'm going to assume that the 15 most successful business owners in your city are probably in a decent financial situation to sell or buy a house if you start a podcast called smithtown business review and host the podcast when you're trying to get sally or john's business as just an agent without a podcast, you rely on a lot of variables, but let's say you heard me today and you said you know what I'm going to do. to start this podcast about small businesses in our city and I'll email Charles and say Charles, I'm Karen, I have the small business program for our city, it's a podcast, would you like to participate?

You will be surprised how quickly that human being will respond and say yes because people have egos. Hey, can I talk to you about listing your house? You're not getting an answer. Hey, would you like to be a podcast of the best businesses in this city? Respond immediately, you're going to do that podcast, you're not going to try to throw in the right hook, you're just going to do the podcast and I think I have a funny thing that's going to come up as you build that relationship, oh, by Remember that seven to nine posts a day you said: How am I going to do this?

When you do the podcast and you video it, then you can cut out the little bits and that can be your social media post when Charles said something smart. Oh, by the way, when you post that ad on Facebook against all thepeople in your town and they see you're sitting with Charles, you meet the big dog from Smithtown, suddenly some of that influence is coming through. To you my friends, I'm not kidding here on stage, this is not a little thing maybe this is not a dumb foodie, be kind, that's good, it's about world domination, we all have different worlds and ambitions different, but me.

I promise you that you will stop playing in the middle half pregnant bad strategy play on clouds and earth earth you know how to do things the 10 platforms are obvious they are youtube facebook instagram I don't have to tell you you know the clouds are the part I really want you to think about the nice guy, it's all speed, it's all continuity, it's how you build real teams, it's why you win, it really matters a lot more and it's about to matter much, much, much more because of the choices of the human race. they are not going to work there, fear is going to lose control in business because of choices, not social media or conversation, it is happening, it will happen, it will continue to happen and I hope I have given you something to think about, thank you. you