Replay: Top Ways To Promote Your Book Offline
For your books to generate business you have to get them out and in the hands of leads. And while there are a ton of great ways to promote your books online, our members have also found success using with plenty of offline methods too.
Check out each module for tips and templates to help you promote your book!
If you’ve been in the real estate business for a number of years, you’ve likely heard the phrase “sphere of influence.” This refers to all the people you know, both personally and professionally. Your network, or sphere, includes not only personal friends and family members but also people you know through organizations, through your kids or spouse, and just from being “out and about” in the community. I guarantee that once you start brainstorming, you’ll realize just how many people you do know.
So, what’s the big deal about having a large roster of acquaintances? I’ll tell you — these folks are the key to growing your business. Keeping in touch with your sphere means you’ll be the real estate agent they think of first when someone in their own sphere is buying or selling — and you’ll grow your business.
Your Sphere of Influence — Who’s in it, and Why Does it Matter?
The truth is, a lot of people don’t know how large their sphere of influence actually is until they sit down and start thinking about everyone in it. That’s why we’ve put together this handy list to help you brainstorm.
- Family members, both immediate and extended
- Your spouse’s family members
- Personal friends
- Your spouse’s personal friends
- Your kids’ friends’ parents
- Your family’s friends
- Colleagues you previously worked with
- Colleagues you currently work with
- Former clients
- Your spouse’s colleagues
- People who attend your place of worship
- Your neighbors
- People who go to your gym
- Members of clubs you belong to, such as PTA, book club, Rotary, volunteer groups, etc.
- Professional relationships such as your accountant, car mechanic, dry cleaner, landscaper, hairdresser, day care provider, dog groomer, and mail carrier
Keep in mind, your sphere is constantly growing. Every time you meet a new seller or buyer, your sphere grows. Every time you approve a spend-the-night party for your child and meet the other child’s parents, it grows. Every time you shake hands with your elderly mother’s caregiver, it grows!
“Hey, I just created this brand new Home Sellers book. I would love for you to check it out! [Enter Book Link]
Also, if you know anyone who is looking to sell or thinking of selling they can get a copy here: [Enter Landing Page Link]”
**Tip for quickly send the text**
Save a copy of this text template on your phone by either creating a note or send yourself the text. You can then quickly copy and paste the message without having to type it new each time.
Email Template 1:
Subject Line:
Can you help me out?
Body:
Hi FirstName,
I have been working hard to put together my new book, and I’m reaching out to some people in my circle to read it and offer feedback on the content.
My book is full of helpful information to help home sellers get the most money possible on their sales, including tips on staging, pricing, negotiations, closing, and more.
I wanted you to be one of the first to have a copy because I trust your opinion and think my book could be really beneficial if you’re looking to sell your home now or in the future.
Where should I send you a free copy? Let me know, and I’ll get it in the mail right away. And if you have some friends or family who might be interested in reading it, feel free to send me their info, as well.
Thank you for helping me out with this!
Agent Name
Brokerage
Email
Phone
Email Template 2:
Subject Line:
My book is ready!
Body:
Hi FirstName,
I hope this email finds you and your family well.
As a real estate agent, I've learned what it takes to help anyone buy or sell a home, but unfortunately, I'm not able to share that knowledge on a day-to-day basis. That’s why I put together a book I can share with others to help them avoid many of the pitfalls people experience when buying or selling a home.
I believe that as we accumulate knowledge, it’s our responsibility to share that knowledge with others. I’d love to send you a free copy of my book now that it’s ready and if you’d like, a few extra copies to pass on to anyone you think it may help.
Just respond to this email with your address, and I’ll get your copy in the mail right away.
I appreciate your support and hope to talk to you soon. If you have any questions or have anything I can help you with, please don’t hesitate to reach out to me.
Agent Name
Brokerage
Email
Phone
***Tip for quickly responding via email***
Again, just like with the text message template, save a version of this email template on your desktop. It is much easier to copy and paste the templates than having to write them from scratch each time.
For most agents, holding an open house is not high on the list of “favorite parts of the job.” But, by using these opportunities correctly, you can easily turn any open house into a listing getting machine.
We’ve had many members get listings and buyer clients by offering their books at open houses.
Ohio-based agent Ryan had the genius idea of holding a contest to give away copies of his book.
“I hold open houses and I have free book drawings.” To enter the drawing, leads leave their name and contact information for Ryan. “Now everybody that signs up and leaves their email, they won the contest.” Ryan says, “Everybody gets a book because everybody likes to win.”
For Ryan, giving out his book at open houses separates him from other agents. “I want to get my book in their hand, it gives them something to see this guy is different than the other agents. Like, there's something different about this guy.”
Contests and drawings are not the only ways to use your book at an open house. If you want to get your book in the hands of potential customers immediately you can do one of the following:
- When you create a social media event or send out an email blast about your open house, let potential visitors know that when they come to the open house, you’ll provide them with a free copy of your book.
- Place your books on the kitchen counter or on a table by the front door next to some sort of sweet treat. Write a sign that says “Take one of each!”
- Place your buyer book and seller book side by side. (You can even put multiple books side by side.) You can also use a sign that says, “Which book do you need?” or something similar.
- When someone comes in, hold up your book and ask, “Are you looking to buy or sell a home?”
- Make sure you say it assumptively. Just assume they want to buy or sell and that’s the reason they’re attending.
Example Interactions:- “We’re actually thinking about buying a home. But we’re just looking.” To this you reply, “Excellent. Here’s a copy of my home buyer’s guide. Check it out and let me know if you have any questions.” Be sure to physically hand them the book. People are more likely to take something from you if you actually reach out and hand it to them.
- “We’re thinking about selling our home, but not for a while.” To that, you reply, “Great. Here’s a copy of my home-selling guide. Check it out and let me know if you have any questions.” Reach out your hand and give them the book. Again, while you are saying that, 99%, they will take the book from you.
- “We’re actually thinking about buying a home. But we’re just looking.” To this you reply, “Excellent. Here’s a copy of my home buyer’s guide. Check it out and let me know if you have any questions.” Be sure to physically hand them the book. People are more likely to take something from you if you actually reach out and hand it to them.
It’s a simple fact of life: if you go into any sort of doctor’s office — or even the mechanic — you’re going to have to wait. That’s why they provide a table or shelf of easy reading materials for you to peruse while you’re there.
What if your book was sitting on one of those tables or shelves and the right person happened to pick it up?
Believe it or not, several of our members have gotten listings because someone picked up their book while they were sitting in a waiting room. This strategy is so simple and can gain you exposure to people you may not have otherwise been able to reach.
Here’s how to get your books into waiting rooms in your area and open the door to a whole host of new potential clients.
1. Identify Places You Can Leave Your Book.
Make a list of all the places in your area with waiting rooms. You can use YellowPages.com to search for businesses and offices in your area. Here are some examples of professionals and businesses that utilize waiting rooms:
- Doctors
- Chiropractors
- Dentists
- Veterinarians
- Eye Doctors
- Tax Professionals
- Lawyers
- Auto Mechanics
- Car Dealerships
- Salons
- Laundromats
- Employment Agencies
2. Ask Permission To Display You
Once you have a list of places to leave your books, work your way down the list and contact them. Start with businesses you actually patronize because they’ll likely be more receptive to giving you permission.
While you can write an email to the business explaining what your book is all about or call to ask permission, it's much better if you can drop by in person. People are much less likely to reject you if you show up in person.
Here is a script you can use when you call or drop by with your book:
“Hi! My name is ________. I’m a patient/customer, and I have an unusual favor to ask. I’m not sure if you know this or not, but I work as a Realtor. You know how you leave those magazines in the lobby for people to read while they wait? I have a book about real estate that I offer to people. I wonder if you’d mind if I left my book inside your lobby with the magazines? Anyone who is waiting can read it. Would that be OK with you?”
I know what you’re thinking. “How am I supposed to get my book on library shelves?” But what if I told you it was as simple as opening the door and setting your book on a shelf?
Well, it is that simple, but we aren’t talking about your local municipal library.
We’re talking about the “Little Free Libraries” popping up all over the country. These are fantastic places to leave your personally branded real estate book.
Think about it. Who are the people using these little libraries?
Yes, everyday residents of the actual community in which you are working.
These libraries come in all shapes and sizes, and just in our local community of Atlantic Beach, FL, we were able to locate nearly a dozen.
That is a dozen opportunities to passively get your book into the hands of hot leads.
How To Find “Little Free Libraries” In Your Community
By nature, these little libraries can be difficult to find. Not only are they small and hidden, but in most cases, they are only advertised by word-of-mouth.
In some cases, the “Little Free Libraries” are registered and can be found using the interactive map at https://littlefreelibrary.org/map/.
Leaving Your Book In The Little Library
When you drop off your book in the library, make sure it is placed in a way that can be easily spotted.
The idea behind leaving your book in a location like this is for it to be “stumbled-upon.”
Again, this is a passive method for getting your book in the hands of hot leads.
The idea behind “Little Free Libraries” is that community members are recommending books they have read to their neighbors.
So with that in mind, make your book look as though it has been in the hands of a previous client.
Highlight or underline sections where you’d like to draw special attention.
While your book will include your contact information, adding a business card inside the cover is a nice touch.
Like any other form of passive marketing, you may not get tons of calls and listings from putting your books in these libraries. It is simply a way to take advantage of an opportunity. As time goes on, periodically stop by the locations where you have dropped off a copy of your book to see if you need to add a new one.
