My name is Bob McComb, and I have been in commercial real estate for 26 years, and have over 20 years of commercial experience in office and industrial properties. I have handled hundreds of San Francisco Bay Area properties, including the landmark Transamerica Pyramid.

I have negotiated hundreds of commercial transactions. As a highly successful broker, manager, recruiter and trainer of commercial real estate agents, I will share with you one of my best marketing tools for developing a strong commercial investor base, and, show you how you can make this tool your own!

There is one word that opens more doors than any other in Commercial Real Estate. Do you know what it is? It is an adjective and it might very well describe you. You might have made a significant investment of time and money to feel comfortable using this word to describe yourself. You might know this word already, but, do you know the fastest and easiest ways to get others to ascribe this word to you and thereby open their doors to you? Behind those doors are high lifetime value accounts for you and your company.

The one word that opens more doors than any other in commercial real estate is....
Expert.

Expert with a capital 'E'.

If you are an expert in commercial real estate, and want to know the fastest and easiest way for you or your company to become known as THE EXPERTS, then read on…

I was attending a commercial real estate network event, representing my real estate company when another company owner and broker approached me. He told me his company had just spent a considerable amount of money on a consultant to find out how to best influence his target market in order to perceive his company as the market experts. His company was told they needed to write and publish a book on commercial property to become instantly recognized as the market experts. Then he said that he’d been given the assignment, by his partners, to write that book right away. I guess they were thinking he’d get it done in his spare time!

The expensive consultant was right!

Journalism is the fastest way to be perceived as an expert.

In fact, I'd just self-published "Investor's Guide to Commercial Real Estate". It's a simple and direct 101-page book that gives the investor some great tips, positions me as the expert, and shows them the value of my services.

Before I started writing and getting published, I always had to talk far too much about my qualifications and myself. I discovered that this was actually DEMOTING AND NOT PROMOTING as I'd been taught by the industry.

In fact its the best way to ensure that you will be seen just another pushy sales agent. I wanted to stand out from the pack because far too many investment brokers are used as bird dogs by investors to help them sift for investment gems.

What I really wanted to do was pre-sell myself as the right person for the real estate assignment, and then just show up for the appointment, confirm the order and get on with delivering the expert real estate services the clients want. My newspaper columns did that quite effectively, but paled in comparison to sending future clients a copy of my book. If at this point, you are saying to yourself, "That's fine for you Bob, but I don't have time for that!" then stick with me just a little longer and I'll show how easy this can be.

Marketing has always been at the heart of my success. I want my future clients to raise their hands when they need my help and say, "Hey Bob, I need you over here, now". That saves me all the time and effort scouring the market looking for qualified prospects and makes me a top producer.

By offering something of value, like an "Investor's Guide to Commercial Property" I found respondents that were self-qualifying.

After all, who else wants a book on this topic other than investor's and prospective investors?

So here are some of the ways I used my book to get prospects to let me know they needed my help!

Stay with me here, and I'll show you how you can do this too.

A Monthly Post Card Program.
Postcards always get read because they do not require opening. They are an affordable way to use full color with lower postage and labor costs. Because they are a stand-alone marketing piece, they are often retained and not thrown out along with the newspaper or magazine containing regular print ads. They have the longest useful life of any marketing piece.

Expect 10 to 15 solid leads from every 1,000 postcards, because people who order your book will be thinking of investing in commercial real estate. I use the book cover for one side of the card and make strong offer on the other side.

A Great Newspaper Ad.
There is only one thing that makes an ad great, and that is that it gets you responses from qualified prospects. Offering your custom book gives prospects a reason to call your company, unlike tombstone and image building ads. Give your image ads real pulling power by offering your book at 50% off the list price (I regularly sell mine for $14.95).

A Hot Cold-Calling Tool.
Offering a complimentary copy of your book is one of the best ways to warm-up a cold call. Set weekly goals to get copies of your book in circulation with the investors you'd most like to represent. They'll view you and your company as the authority on commercial property sales.

Odd-Holiday Gifts.
Pick a few unusual dates and send your book as a gift to people with whom you¹d like to develop a business relationship. Find a calendar that lists historical events and pick some that are fun. Create your own custom greeting card with inexpensive software. The response will be overwhelming as they call you to say "Thanks" and by avoiding mainstream holidays, you'll be remembered.

In-House Seminar.
Periodically host a one-hour investment seminar in your office and offer all who attend a FREE COPY of your book. Do this one evening per month and you'll be rolling in clients. Use a revealing title like "How to Build Wealth by Investing in Commercial Real Estate". Invite a a financial planner to present with you and split the cost of marketing the seminar.

• The one word that opens more doors in commercial real estate is 'expert'.
  
  
• Journalism is one of the two fastest ways to be perceived as an expert on any subject, the other is to teach.
  
  
• Before I started writing and getting published, I always had to talk far too much about my qualifications and myself.
  
  
• By offering something of value, like an "Investor's Guide to Commercial Real Estate", I found respondents that were self-qualifying.
  
  
• My book was the best tool for pre-selling myself as the right person for the real estate assignment. I could then just show up for the appointment, confirm the order and then get on with delivering the expert real estate services the clients want.
  
  
• I had five proven ways of using the book effectively to generate highly qualified leads.

Whew, you made it this far! Now, here is the pay off.

Because I've already written a great book, I will allow you to customize mine, with your own custom cover, your title, your company name, and a short chapter that will vigorously promote you and your company! And it's surprisingly affordable.

With new print-on-demand technology we can now offer great prices on lower quantities. Just $5.95 per copy! (Some set up charges will apply).

What is your expected return on investment in re-publishing this book? $50,000? $100,000? $250,000? More? Just one well-placed book could do that and more. With just a little creativity, consistency, and commitment the sky is the limit!

What exactly do I get?

You get a proven way to access high-value lifetime clients, in a way that promotes you as THE EXPERT in commercial property investment.

You also gain a massive competitive edge in your market, with a customized book that aggressively promotes you and your company.

1) Complete the customization agreement.

Name and Company information; phone, fax and email will complete the agreement, and it will print a copy as you submit it.

The one-time creative fee for the book is $180.00, as we develop the following items for you after a short interview:

• Your own Title and Sub-Title
• Your Biography / Your Company's Biography (250-300 words)
• Rear Cover Promotional Message. This can be in two sections or combined into one powerful message. Combined word total is 250-300 words.
• Chapter titled "About the Author" will be replaced with your marketing message.
• Title page will promote you or your company

The minimum book order or re-order is 125 copies at $5.95 each. Allow about three days for delivery after final proof.

2) After the agreement has been submitted, we will contact you within two business days. At that time we will:

• Send Cover Selections
• Send A Copy of the Book
• Set your interview appointment for customization of your marketing message and biography
• You will need a 300 dpi image of yourself and your logo.

Proofs will be delivered to you shortly after your interview.

As you review the republication agreement, feel free to call with any questions you may have 888-894-2039.