If you've ever thought about writing a book on real estate and reaching the widest audience, the steps to market it are not all that dissimilar from marketing a property. You need to understand what you're selling, put in the needed research, and take steps to reach the targeted audience. When done well, you'll have the potential to connect with readers and gain credibility too.
Consider these guidelines as you get ready to promote your real estate book:
Get Exposure for the Book
When selling a property, you might look to your contact list to get started. You could reach out directly to individuals and investors by email to let them know what's available. If you have a strong online presence, you can leverage that as well.
For selling a book, assuming you've put in the work and have a great manuscript, you'll want to reach readers who might be interested in it. The first question to ask yourself could be, “Who is the audience?” Once you know the demographic you want to target, think about how you'll find them. If you're selling a guide to those who are new to investing, consider where these individuals tend to be online. Check if there are organizations for new investors in your area.
If you have a mailing list for this type of audience, you'll be able to send them information about the book. I send out a monthly newsletter, for instance, to those on my mailing list to keep them updated. I include information about my podcast, articles, speaking engagements, and book, “The Insider's Edge to Real Estate Investing.”
If you don't yet have a mailing list, you can start one. You might offer a sign-up at your website. As Seth Godin calls it, this provides “permission marketing.” Those who are interested will sign up and look for what you have to share in the future. You can send out updates on the publication date of your book or share excerpts with it in your communications. Also post about the book on platforms like LinkedIn, Instagram, and Twitter. You can even do paid advertising to increase the book's exposure.
Build Up Momentum
Pre-sales for a book can impact its overall performance and potential to hit the bestseller list. This is similar to the pre-marketing that often takes place for a property. Just as you want to generate initial interest in a space, you can build up to a launch date for your book. You might get pre-sales through webinars about the topic of your book. You could also go on speaking tours to introduce people to it. I've done both webinars and speaking engagements for my book, and these help raise awareness and generate interest.
Get a Team Involved
You often need a great team to market a property well, and the same is true for a book. If you hire a PR firm to represent you, they can help spread the word and reach more potential readers. You might also have an in- house PR staff who can let the press know about the upcoming publication date. They may reach out to trade publications and other organizations to let them know about the book. They could also line up podcast events. I've found that being a guest on real estate podcasts is one of the best ways to have a long-form discussion about the topic of your book. Listeners might become excited about what you're saying and order the book to learn more.
Host an Event
Having an open house for a property can be a great way to bring investors through the door. They have a chance to connect with you and learn more about the place while there. The same is true for a book. When planning a launch party, invite your family and friends, and those who worked on the project with you. They can celebrate with you, and may also recommend the book to others.
Just as marketing a property requires time and effort, it can take a vast amount of work to put together a book. Once you're getting ready to launch, it may seem like you are nearing the end of the project., a well -run campaign will likely lead to more opportunities. I still regularly speak about my book and share insights from it on my podcast. Ultimately, the book can continually help as you build your career and become an expert in your real estate niche.
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