5. Go for quality. There are so many great writers and
editors who are eager to work with you, and for reasonable
rates, leaving no reason not to use one. Although there are
many writers, editors, and illustrators to choose from, not
all are the same. Find the ones who have experience in
commercial real estate and who you can build a relationship
with. Working with a support team takes time, be ready to
train your freelancers.
6. Stop giving away information and start claiming the
value in the information you give away. One of the most
frustrating things about being a broker is when someone
takes your valuable information, but then doesn’t hire you.
After all, your information is unique, and you do not want
it stolen. My solution was to get my stamp on it early in the
process. We share freely, but we protect our ideas to make
sure that everyone knows that it originated with us. Then
we send it into the marketplace where others can use it and
benefit from it.
7. Just go for it. Dante said to “avoid the arena,” and
when it came to fighting lions, that was wise counsel.
However, you are a broker, and you do not have the luxury
of watching the action unfold in front of you. The truth is
that there might be some resentment from others - just get
over it. Every good idea gets criticized, especially if it is
disruptive. If you are successful enough to be a SIOR, you
are bold enough to think that your opinions matter. The
reality of the situation is that by sharing your knowledge,
you are helping others add clarity to their real estate
I once had a client tell me that “brokers are the industry of the
C-student.” The truth of the matter is that you do not have to
be a writer to be an author, and you do not have to have superb
academic training or uber IQs to write. In this world there are
people who are exceptional writers, and there are people who
have important things to say. In real estate, rarely do the two ever
cross. Creating content is relatively easy; just find a great writer
or editor to team-up with. Get a system in place and form a habit
around writing as a team together. Gather a resource group and
packaging specialists who can take your ideas forward. If you
would like to hear how I do it, send me a message and I will
gladly set-up a time to discuss it with you.
JOHN CULBERTSON, SIOR,
CRE, CCIM, is an Industrial and
Office specialist with Cardinal
Partners in Charlotte, NC, and is
the author of his new book, Go For
Broker, An Executive’s Guide to
Hiring a Broker for Today’s Complex
Real Estate Deals.
ABOUT THE AUTHOR