5 Tips To Close More Deals (Lessons From Writing A Book)

As I write this, I’m away on a short birthday vacation.

After turning 62, I made a conscious decision to spend less time in my home office, and more time creating.

So here I am, away from the usual day-to-day, reflecting on what really matters in both life and business.

And one thing that keeps coming to mind is the process of writing Selling Buildings. It was a lot harder than I expected.

Not because I didn’t have the material (Bob and I have decades of experience between us), but because I wanted every page to earn its place. I didn’t want to recycle old blog posts. I didn’t want to phone it in. I wanted this book to actually help brokers navigate today’s market with confidence and clarity.

And somewhere along the way, I realized something:

There are some uncanny similarities between writing a book and building a brokerage career.

Both require you to know your audience, find your voice, and show up over and over again (even when you don’t feel like it).

So in this week’s newsletter, I want to share 5 unexpected lessons from writing Selling Buildings that you can apply to your brokerage practice.

Let’s dive in:

1. Know Your Audience Better Than They Know Themselves

One of the biggest mistakes authors make is that they write the book for themselves. When Bob and I sat down to outline the book, we didn’t ask, “What do we want to say?”

We asked: What do today’s investors and brokers need to hear?

Too many brokers pitch deals or write proposals based on what they want to say. But top brokers tailor everything, from prospecting emails to offering memorandums, to speak directly to the prospect’s needs, fears, and goals.

So before every meeting or email, ask yourself: “What would I want to hear if I were in their position?”

That one question will reshape how you prospect, pitch, and close.

2. Don’t Confuse Visibility With Impact

The sales from my previous books didn’t make me rich. But what they did is open doors.

People assume writing a book is a quick path to passive income. It’s not.
Selling Buildings will not make Bob or me richer, but the value lies in the conversations, opportunities, and client relationships.

Just like how a listing flyer or an educational post on social media might not “go viral.” That’s not the point. When done well, your marketing builds authority and earns trust (even if only a few people are watching).

So instead of focusing on volume, focus on impact.

A single deal story, email, or call that resonates with the right person can open a door worth millions.

Measure success by what it leads to over the long term.

3. Find Your Voice and Use It Everywhere

Bob and I spent months reworking the book’s tone. We didn’t want it to sound like a textbook or a corporate brochure.

We wanted it to sound like us, experienced brokers who’ve been in the trenches, made the mistakes, and know what it takes to dominate your market.

Most broker bios, marketing materials, and presentations sound the same. Cut. Paste. Repeat. But in a market full of sameness, voice is your advantage.

Ask yourself:

Do I sound confident and clear?
Or do I sound like I’m hiding behind jargon?

Speak the way you actually work: with clarity, conviction, and personality.

That’s what builds trust (and trust is what closes deals).

4. You Can’t Sell the Invisible

Writing the book was one challenge. But talking about it every day was the real work.

Your expertise as a CRE broker means nothing if no one sees it. If you’re a great broker who’s not prospecting, posting, or promoting your wins… then you’re invisible.

Just like a book won’t sell itself, a broker can’t rely on just “being good” to attract business.

Market yourself! (Strategically and consistently).

Be willing to share your success stories, publish insights, and follow up more than you feel comfortable with. Visibility earns opportunity.

5. Every Piece Of Prospecting Should Earn Its Place

Bob and I cut entire sections of the book that didn’t add value (even though we spent hours working on them). Not because they were bad, but because they didn’t serve the reader.

Every conversation, email, tour, and marketing piece you send should earn its place in your pipeline.

Before hitting send, ask:

“Is this helping my client make a better decision?”
“Does this piece of content or collateral stand out from the noise?”

In 2025, when trust is fragile and distractions are high, every impression counts. Make it matter.

If you’ve read this far, thank you.

Selling Buildings officially launched in May. While the early feedback has been exciting, what matters most is that brokers like you are finding value in it. If you’ve read the book already, I’d love to hear your thoughts. Just reply to this email.

And if you’re ready for hands-on support, our team is here to help.

We’ve coached over 4,100 brokers through uncertain markets, and we would be honored to help you, too.

👉 Click here to schedule a free 30-minute Broker Break-Through Strategy Session consultation.

Until next week.