Have you ever thought it would be cool to have your own book?
Would you like to gain instant respect and credibility from people you want to win over?
Are you overwhelmed with trying to attract the right real estate talent to your team?
If you are like most real estate brokers, you answer “yes” to all three of those questions. Real estate brokers are among some of the most ambitious and motivated people out there, so it doesn’t surprise me in the least that you would love to have your own book.
But is publishing a book a luxury or a necessity?
I firmly believe that the day has come when every real estate broker should have a book. Of course, most of you never will.
Most real estate brokers won’t have the foresight or patience to self-publish a book or hire someone to do it for them.
That’s great news for you, because it means that when you publish your book, it will help you stand out that much more!
In today’s post, I want to share with you, why I believe it is so important for real estate brokers to publish a book, what they stand to gain from publishing, and what they stand to lose if they don’t.
Be sure to stick around until the end if you want to get my self-publishing toolkit to help you publish your real estate book.
But before we get to that, let’s explore five practical reasons real estate brokers need their own books.
As a broker, you are meant to be a leader. While there are many qualities that go into creating a great leader, one absolute requirement in authority.
You can’t possibly command or earn the respect you need to be successful as a real estate broker, if you have no authority.
In other industries, authority is easily granted to supervisors, managers, and executives, and everyone just automatically accepts the conditions of authority.
However, as a real estate broker, you have a much harder go of establishing a sense of authority with current and prospective agents.
A book helps you solve for that complex equation.
For a real estate agent to want to hang their license with you, they need to respect you, believe in your model, and recognize yours as a wagon they want to hitch theirs to.
Publishing your own book can accomplish many things, but establishing authority on a particular subject matter is one of the most valuable.
Even if your agents never get past the front cover of your book, they will assume that you know enough of what they don’t to grant you the authority you need to lead them.
If you are like most real estate brokers, you battle with branding.
Deciding whether to build a personal brand, team brand, or both can become overwhelming in a New York minute.
Then once you finally make up your mind, you are faced with the challenge of developing the brand and gaining recognition.
No easy feat.
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However, one of the biggest shortcuts in creating brand recognition is publishing a book.
I experienced this first-hand when I published my first book. I watched how people’s perception of me changed overnight just because I had published a book. The craziest thing was, most of those people never read a word of it.
In our culture, writing still carries a romantic mystique that lends writers undue respect.
I come across people that barely know me but think the world of me just because I’m a writer. I find that absolutely fucking absurd.
My point is, that if you want to make a splash, gain recognition, and position your real estate or personal brand with power, publishing a book is the best thing you can do.
Trust & Credibility
Without trust and credibility you are dead in the water my friend.
Dead in the water.
If your agents, and the public, don’t trust you, your business will die.
If they don’t find you credible, they won’t trust you. Then your business will die.
Think of trust as the skeleton of your real estate business and credibility as the bone marrow.
Want to know something crazy?
Publishing a book, will grant you instant trust and credibility.
I wish I could say I was kidding, but once people see your face on the cover of a book, they assume you’re credible on the subject matter. They assume you are the authority on that subject. They trust you’re not just making things up as you go along.
Think about it this way.
Let’s say you are interviewing three candidates for a job opening for a job as a restaurant manager. The first two give strong interviews and present you with resumes to showcase their prior experience and knowledge. The third walks in, performs equally, and gives you their book all about hospitality management.
Which candidate is going to stand out?
When real estate agents are searching for a broker to hang their license with, they are desperately in search of someone that is prolific and that they can trust. They want to be able to turn to you for comfort, confidence, and support. To do that, they need to trust you.
Books are the quickest fix for gaining trust from your targets.
Recruitment is one of your top priorities as a real estate broker. It is also one of the biggest time suckers in your schedule.
There are some brokers that regularly spend 40-60 hours per week just meeting with and interviewing real estate agents in an effort to grow their team.
That is absolutely INSANE to me!
While I love the drive and the hunger there, I know that a lot of that time and energy is being wasted weeding out the wrong agents. Much more so than the time that is being spent grooming the right ones.
Just like real estate agents need automated funnels to capture and cultivate buyer and seller leads, you need automated funnels and systems to capture and cultivate agents. But not just any agent, you need to be attracting your ideal agents.
Every real estate agent wants to make money and work less, so those blanket promises are going to end up costing you big time when it comes to recruitment.
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Rather than pissing away your time and money on outbound marketing and ROI negative activities like endless interviews, you need to leverage content to attract the elite agents to you.
While this can definitely be accomplished with strategically designed real estate blogs and web content, you can maximize impact with a book.
As you know, real estate agents are starving for knowledge and perspective. They are ferociously on the hunt for that one mystical key they believe is out that will unlock their success.
While you and I know there is no one thing that will generate that success, your book can show them that you have the answers they are in search of.
Your book can show agents what kind of a person, leader, professional, you are. Your book can accomplish 10X what you would get done in a series of meetings, interviews, phone calls, and coffees on autopilot.
If you have ever heard me speak, or have had a consultation with me, then you probably know that crafting my legacy is what drives me.
While none of us will live forever, we are all capable of leaving something behind that will.
You may not realize it, but you have a real and true ability to build something eternal with your career in real estate.
In fact, I believe that it is your responsibility to do so.
As a real estate broker, and self-proclaimed leader, it is your job to design a mission. You need to decide what you purpose is, understand what the outcomes of your success could be, and strive to optimize those results.
Until now, people have always thought of legacy in terms of their children. They try to build something to leave behind for their children that will better their lives.
But I don’t believe that is enough.
As a real estate broker, you are an integral part of so many lives. Your reach and impact likely expand far beyond your intent.
Please understand that with everything you do, you are building a legacy of something. You can either move at random and hope for the best, or you can set conscious goals for your legacy and build it with perseverance.
The most powerful way to further impact the industry and the world, is with a book that reflects your legacy.
For example, if you want to leave behind a legacy of altruism, you can overload your book with methods, strategies, and ways for readers to help others.
When it comes to creating a lasting impact at scale, publishing a book is a strategy that is second to none.
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