Blog

Demystifying the Ghostwriting Process | Siren Publications




When Steve Jobs rejoined Apple in 1997, the company was struggling to stay afloat. He already had a reputation for being difficult with scant management experience. One of his first orders of business was laying off 31 percent of workers. The company had losses of up to $600 million every quarter.

The company lacked credibility and popularity in the rapidly changing landscape of technology. Under Jobs’s guidance and leadership, however, Apple quickly made a name for itself as one of the most innovative companies around.

Whether it was by introducing bold new products like the iPhone and iPad or overhauling existing offerings like iTunes to make them more user-friendly, Jobs constantly pushed boundaries and expanded the realm of what was possible with modern technology. In this way, he added greatly to Apple’s credibility and paved the way for its success in today’s digital age.

A move that proved pivotal for Apple was Jobs authorizing a self-titled biography written by Walter Isaacson, a former CNN and Time magazine executive, in 2001.

By using stories from this book to market itself and its products, Apple was able to demonstrate its commitment to quality design and innovation at every level. Through this newfound credibility and trust among consumers, Apple went on to become one of the most dominant companies in tech.

Although many doubted Jobs’s ability to lead Apple through its early struggles, it is clear that this book helped secure the company’s place as one of history’s greatest business turnarounds.

Share your vision
People understood the tech visionary behind Apple because his authorized biography humanized the brand. Jobs was selling his expertise, but it raised the demand for Apple products and built a community around his expertise

Buying Apple products became a symbol of understanding the man/vision behind the brand.

The next great business book is waiting to be written. Your book could change your business, your industry and even the world.

Understanding the ghostwriting process from start to finish
Your book is an investment in your reputation. A ghostwriter can help keep your focus on what you already do best: keeping your business running. Keep in mind that you need to have a plan for what you want the book to be about and how you want it to sound. A ghostwriter can also help keep your community engaged with fresh content while they work on making your book a reality. This is important because publishers will look at how popular you already are when they decide if they want to publish your book.

Mastery versus expertise
Mastery and expertise are two concepts that are often used interchangeably, but they actually mean quite different things. Mastery is a state of being in which one has a complete and total understanding of a given topic or skill, whereas expertise is the highly refined understanding of a particular field that comes from years of experience.

Mastery requires extensive knowledge and practice, as well as an ability to apply that knowledge to difficult and unfamiliar situations. Expertise relies on skill, intuition, and a deep familiarity with the subject matter at hand.

How to create an ecosystem
After you figure out what you consider yourself an expert in, consider what your unique selling point is and how it fits into the world. This will help you create an ecosystem.

A book is your intellectual property and it is the most important component in the ecosystem you have built. Think of publishing a book as the grand opening of an ice cream shop. After people come to your shop initially, you need to have ice cream in various flavors to keep people happy. This can include articles and podcasts. 

Amplify your ideas
A book amplifies your ideas and opens the door to speaking engagements, consulting and being a standalone expert. Keep in mind that the book is not the product. The anchor of your branding is your expertise, reputation and authority. 

Realize it is not a numbers game
Despite what you may have heard, getting published is not a numbers game. Publishers and agents look for actual engagement when it comes to communities. You can have a million followers and only 20 comments on any given post. Publishers want to see numbers that prove you are connecting and expressing mastery to your community. 

Understand your community
What are these communities? Well, they should be immediate and direct. When it comes to creating engaging content, few things are more important than building a community around that content.

For business experts, this requires fostering an online environment where readers can engage with the ideas shared in the content. This may be done through social media platforms, online forums and discussion groups, or email newsletters.

These communities can also provide valuable feedback and input for future content ideas. By intentionally fostering a robust community around the work, business experts can build a platform for generating new readers and gaining valuable insights into what the audience finds most compelling.

Build a community around content to grow brands and reach millions of readers on the web.

Define what ghostwriting is to you
Ghostwriting is an umbrella term. The process is really a collaborative writing relationship. You may be the owner of the framework and context while the ghost is writing every word.

You may have an outline ready to go or have a few chapters jotted down. In this case, you will want a developmental editor who can make your words compelling. 

Start by asking yourself what your specific needs are. Do you need a writing partner or an editor? How do you define good chemistry with either person?

Writing a book is a major commitment. Compatibility is important when choosing your ghost.You will be collaborating and need to have a connection. Working styles should also match. You may want to write every other chapter or just provide a blueprint. There is no right answer to who you should work with on your book or how. 

Being clear on expectations, including division of labor, avoids potential misunderstandings. A ghost has to understand how involved you plan to be and click with you. These two factors should be considered non-negotiables when selecting a writing partner. 

Forget guilt or shame
Own the fact that you will be an actual author even if your partner has done all the writing. This is your intellectual property, not theirs. 

Own how the process goes and the finished product. When you are running a business, no one expects writing to be part of your skill set. Your role is to master your subject matter, communicate ideas and engage with your communities. 

An author does not have to be a writer, so ask for help and get a writing partner. Your company has teams for areas you do not have mastery in. It is the same with writing. Your vision and name are an expression of you. Remove any shame or guilt from hiring a ghostwriter and invest in your reputation. 

Jump into publishing
There is so much mystery around book publishing and an unnecessary stigma around self-publishing. Before deciding on traditional or self-publishing, consider the type of experience you want and the team you want to work with.

When it comes to self-publishing vs. traditional publishing, there are pros and cons on both sides. For example, if you decide to self-publish your work, you have full control over every aspect of the process, from choosing a cover design to tweaking the wording in your manuscript.

This flexibility can be great if you want complete creative control. However, self-publishing can also be expensive and time-consuming, because it involves tasks like website creation and marketing efforts. You may encounter quite a few learning curves that can lead you down a few rabbit holes.

On the other hand, traditional publishing allows authors to focus solely on writing their stories while an experienced publisher handles all of the logistics associated with getting a book into stores and online retailers.

An author must typically give up some editorial control in exchange for assistance with things like distribution and promotion. Ultimately, whether you choose self-publishing or traditional publishing depends on your own preferences and priorities as a writer. Whichever path you choose, just remember that there is no right answer; each route has its own unique set of benefits and challenges.

Find an agent
Finding an agent can be challenging. You can go on websites like agentquery.com to explore your options. Check out a publisher’s website before pitching. You can tell a lot about a publisher and their team’s experience by their website and the books they publish .

Consider your rights
Traditional publishing has a licensing model. The rights to your book do not belong to you. Giving away your intellectual rights should only be done after much consideration. 

You can have a team with years of experience and the perceived clout of a traditionally published book in exchange for your rights. 

Self-publishing allows you to retain all rights. However, this type of publishing can make you feel alone without a traditional team to support you. Self-publishing is more casual. 

There is a legacy bias with traditional publishing. However, traditional publishing can be slow. It can also be hard to find an agent, costing you time and money. You can always get a self-publishing coach to get you on track.


Breathe new life into your business
Long-term brand equity is the value and strength a brand develops over time. The value is based on factors like consumer trust, awareness, and loyalty, all of which are earned through strategic marketing efforts and strong branding.

One common way to build brand equity over time is by producing high-quality content that aligns with your brand’s mission and values. One particularly effective type of content for this purpose is a ghostwritten book. By paying an experienced author to write a book for you, you can gain the credibility and expertise necessary to establish yourself as an authority in your field.

Because your name appears on the cover of the book as the “author,” you will benefit from all of the positive associations and goodwill consumers tend to have toward authors.

By hiring a professional ghostwriter to create professionally written content for your business, you can build long-term brand equity that will position you as an industry leader for years to come.


Summary

  • Selling your company’s expertise is more powerful than selling a product or service 
  • Providing thought leadership can shape your industry
  • Having a community and archive makes it easier to get a traditional publishing deal
  • Humanizing your brand can make you a visionary
  • Boosting your profile with a book can give you the right kind of clout while you run your business effortlessly 
  • Maintaining long-term brand equity is everything

Work with me

Do you want to write a book but don’t know where to start? My name is Maureen Castellon and I’m a professional ghostwriter. I can help you write your business book while you run your business. Not only will a book help build your brand, it will also give you the credibility and authority that comes with being an author.

You’ll be able to share your knowledge and expertise with the world, and readers will learn from your experience and insights. 

Click here to schedule a time to chat with me about your business book goals. 

A book is a milestone to build your branding around. I’ve had a 15-year career as an adjunct business writing professor and grammar teacher. I understand how adults learn and what connects to their professional lives. Right after I left the classroom, I started ghostwriting business books and copywriting for agencies, start-ups and corporations. 

Here are just a few of my record-breaking results:


I have ghostwritten more than 35 business books and was the executive voice of Sherry Chris, president and CMO of Realogy, for the Distinctive Collection magazine, social media and press releases.

The copy I generated for MONAT Gear via pop creative helped sell $415,000 in just one hour.

An abandoned cart email campaign I wrote for Hello Mobile had a record-breaking signup rate of 77 percent.

An article I wrote for Horus Straps via Absolute Web on the holy trinity of watches ranked no. 1 on Google’s search page (out of 10,500,000 results).

I help busy execs  like you communicate genuinely and connect authentically to build communities. 

Leading is a full-time job. Creating content shouldn’t be for execs. I can create your business ebooks, LinkedIn content and social posts.

✔️mission

✔️vision

✔️leadership

✔️stories

MAUREEN AT A GLANCE ⬇️

📚Writer of more than 35 business books

📈Record-breaking copywriter

📄SERP-topping SEO specialist

🏆 Award-winning journalist

🖊️ B2B editor

🧜🏻‍♀️Founder of Siren Publications

🦩305 native

Let’s collaborate on your book! ​https://calendly.com/maureencastellon

YT description

You have something valuable to share with the world.

What you know can make a difference in your industry–and beyond. That’s why I’m here to help you get your message out there through thought-provoking content that buildsto build communities. 

I want to help you shape the conversation in your industry so you can be considered a visionary. nerBy making me your collaborative writing partner, you can maintain long-term brand equity effortlessly while running your business effortlessly. And when it comes time to boost your profile, what better way is there than with a published book?

Contact me: https://calendly.com/maureencastellon to learn more about how Siren Publications can help you share your expertise with the world!

How to Optimize Your Podcast Show Notes

A well-crafted podcast is a perfect addition to your inbound marketing strategy. Pods are highly engaging and readily accessible to global audiences. They can build credibility by showcasing true thought leadership, shaping the narrative around industries.

Simple and cost-effective, each episode can be heard by target audiences no matter the industry.

Selling expertise is more powerful than selling a product or service. Having notes for each episode of your podcast is a must. You wouldn’t go on a road trip without a GPS. The same goes for a podcast episode.

Show notes can be a guide to engage your audience/niche and share resources, such as:
your Patreon link
affiliate links and discount codes
newsletter sign-ups
a summary of the episode
a shareable link to the episode

Benefits of a show roadmap

Selling your company’s expertise is more powerful than selling a product or service. Your listeners come to you for information. Winging it can make you waste an opportunity to build trust and your professional/personal brand. With a plan, you can also create more effective calls to action listeners want to act on.

 Attract new listeners

With careful research, you can appeal to your audience and attract new followers. New content that is high-value is the only way to extend your reach and maintain your current audience. Show notes based on this roadmap convert traffic from your website to your podcast and encourage viewers to subscribe.Having key points and memorable quotes handy makes it easier for your listeners to share the podcast on socials, increasing your exposure. 

Optimize

Finding the right keywords and weaving them into your content so they sound conversational is an SEO strategy for pods. Picking the best keywords can boost your performance in podcast apps and search engines. Optimized audio content allows new listeners to stumble across it and they will listen with rapt attention if it hits their pain points. 

Cross promote

No matter how much of an expert you are in your field, you will need guests to keep the value flowing. When potential guests see that you promote people and businesses in your show notes, they are more likely to agree to be on your podcast. Booking more podcast guests can grant you exposure to their audience. 

Promote your back catalog

Linking past episodes that are relevant to the current episode can help keep listeners engaged. 

Elements of stellar show notes

What you include in your show notes depends on your preference. Here are some best-practice options.

SEO-optimized title

The best keywords should be in your: 

Episode title
Episode summary

Intro

Description

Body text
Investing some time into figuring out which keywords your potential listeners are searching for will guide the content you create.

Episode description

Catch listener attention with a keyword-rich episode description. By enticing them to listen, you can help solve their problems. Aim for 100 to 200 words.

Bullet points of main topics

Bullet points help you outline the main points of your episode. Harness the power of timestamps for SEO and to make it easy for the listener to navigate. In this episode, we’re going to look at some ways you can effectively promote your podcast using Instagram Stories.

Introduction 00:27 –
Behind the scenes 00:51 –
Share from Spotify 01:10 –
How to create soundbites through visuals 01:54 –
Reels and the art of repurposing 02:16 –
User-generated content 02:48 –
Countdown sticker 03:17 –
Harnessing highlights

Guest bios

Give every guest a grand entrance. They may give you a prepared bio or expect you to provide one. Start by highlighting their accomplishments and promoting their links in about 75 words.

“In this episode, Jordan Grey joins me as we discuss key data points for 2023. Jordan was voted top 50 under 50 for marketing professionals by Ocean Drive magazine. She started her own agency in high school. Her roster includes Vogue magazine, Better Homes and Garden (R) Real Estate, and Capital Records. She is also an accomplished flamenco dancer.”

Affiliate links

Aside from mentioning an affiliate product on your podcast, provide a link so listeners can research the item and make a purchase. Your show notes must include links and discount codes to boost monetization and conversions.


Links to additional resources

Quotes, data, articles, or other material referenced in your episode need to be linked to build your credibility.
Episode transcriptions


A great way to boost SEO, transcriptions should be thorough. They can be posted on the episode page of your website and linked in the show notes.

Call to action
A call to action is one step you want listeners to take after hearing your episode. 

Signing up for your newsletter
Subscribing to your podcast
Buying a product
Enrolling in courses
Pick only one CTA.


Show Notes Template 
The longer your notes are, the less chance you have of going off the rails with tangents or filler because you lost the plot.  Date:Name of podcast:Episode title and number:

Brief summary of episode:  200 words.

Paragraphs on the main topic with a few keywords sprinkled in.

Main topic #1 Paragraph

Main topic #2 Paragraph

Main topic #3 Paragraph

[Episode transcript]


Sponsorships:Sponsor’s name, a short summary, and a link to their landing page. Repeat as necessary.Resources:Resource link #1Resource link #2Resource link #3Social media handles: 

Other materials:

Call to action (choose one):Newsletter sign-upE-course registrationShareable link to episode:

Let’s discuss the goals of your podcast and how you can change your industry with your thought leadership: ht
tps://calendly.com/maureencastellon
 

How to Create a Seller Safety Plan


An informed strategy based on RDM will help you cover all your bases and face uncertainty powered by information and adaptation. There is no uncertainty when you include ThriveDx in your plans for the future. Check out our classes so you can upskill and give yourself and your community a 

A lot of real estate press focuses on your safety, but what about your sellers?  You and your sellers need to stay safe during showings – no exceptions. By sharing your concerns for seller safety, you can boost your reputation and the industry’s. 

Here we go!



Medications

A medicine cabinet can be a jackpot for the wrong type of open house guest. Prescription medication can be easily stolen, as bathrooms are not generally locked during a showing. 

Ask your sellers to put medications in their handbags to keep everyone safe. 

Knife blocks 

A kitchen is the heart of a home. A knife block may seem innocent enough to leave out. However, a potential thief may incorporate the knife block into their robbery plans. There isn’t really anything you can do as a real estate agent if a guest with a knife wants to leave with a priceless painting or a new television.

Photos 

Family photos may be displayed if the sellers are still living on the property. It can be cute to see the whole family in matching outfits; it can also be dangerous. 

Remove all photos to protect the identity and privacy of children currently living in the home. 

Private tours

Getting a glimpse into someone’s home is something criminals love to do. They can take the open invitation a For Sale sign can give to case the property. Advise sellers to refuse anyone who asks for an on-the-spot private tour. You never know. 

Craigslist scams

A popular scam is to post a home for sale on Craigslist with someone posing as the owner. The pictures can be uploaded or posted from an open house. Victims are asked to wire a downpayment or rental payment to the scammer.

Watch out for guests taking excessive photos of the property. They may be trying to pretend they live there. 

Locks

Every lock should be double checked following a showing or an open house. Don’t forget window locks! A crook can discreetly unlock a window and come back later.



Protect sellers

One of the first things you can do to protect your sellers, and yourself, for that matter, is talk to every seller about who they are allowing into their homes.

So much goes into making a showing and open house safe. You have so much to do as a real estate agent. Focus on your connections, not your marketing by grabbing your book of templates to repeat your success every time you write. 

How Buyers Can Work with the Listing Agent

Sellers have a team of people working on their side. This includes the listing agent, who is responsible for getting the home ready to sell and marketing it to potential buyers. 

If you want to make an effective offer on a property, it’s important to contact the listing agent and get as much information as possible about the seller’s needs and wishes. 

What does a listing agent do?

The listing agent is responsible for preparing the home for sale, which includes tasks such as staging, taking photos and writing the property description. They will also create marketing materials and list the property on the Multiple Listing Service (MLS).

In addition, the listing agent will hold open houses and showings, and they will negotiate with buyers who are interested in making an offer on the property.

As you can see, the listing agent plays a vital role in selling a home. Therefore, it’s important to establish a good working relationship with them from the start. Here are some tips on how to do that:

Be upfront about your needs and wants with the buyer agent

One of the best ways to build rapport with the listing agent is to be upfront about your needs and wants. The buyer’s agent  can get a better understanding of what you’re looking for in a property and they can narrow down their search to homes that fit your criteria.

In addition, the listing agent will be able to provide you with more detailed information about their property, which will save you time in the long run.

Ask questions

Another great way to build a relationship with the listing agent is to ask lots of questions. This shows that you’re interested in the property and that you want to make sure all of your bases are covered before making an offer.

Asking questions also shows that you’re willing to listen to the listing agent’s advice, which is something they will appreciate.

Be responsive

Another important thing to remember when working with the listing agent is to be responsive. This means returning their calls and emails in a timely manner and being available to view the property when viewings are scheduled. If you’re not responsive, it will give the impression that you’re not interested in the property or that you’re not serious about making an offer.

What does the listing agent know?

The listing agent has a lot of information about the property that you’re interested in, so it’s important to take advantage of that. They know things such as how long the property has been on the market, what the seller’s motivation is for selling, and what kind of offers have been made on the property in the past.

In addition, the listing agent will be able to tell you if there are any issues with the property that you should be aware of before making an offer.

Keep in mind that the listing agent is working for the seller, so they may not share all of this information with you unless you ask. That’s why it’s important to ask lots of questions and get as much information as possible before making an offer on a property.

What should you expect from the listing agent?

As we mentioned above, the listing agent is working for the seller, so their ultimate goal is to sell the property for the highest price possible. However, they also have a duty to disclose all material facts about the property to potential buyers.

You can expect them to be honest with you about things like any issues with the property or what kind of offers have been made in the past. They should return your calls and emails in a timely manner and they should be available to answer questions.

How to make an effective offer on a property 

In order to make an effective offer on a property, you need to have a good understanding of the seller’s needs and wants. The best way to get this information is to talk directly with the listing agent. They will be able to tell you things like how long the property has been on the market, what the seller’s motivation is for selling, and what offers have been made in the past.

It’s important to have a clear understanding of your own needs and wants before making an offer. This way, you can be sure that you’re only making offers on properties that fit your criteria.

How to work with a listing agent during the homebuying process

If you’re working with a listing agent, it’s important to establish a good working relationship with them from the start. This means being responsive to their calls and emails, asking lots of questions, and being available to view properties when viewings are scheduled.

You should take advantage of the fact that the listing agent has a lot of information about the property that you’re interested in. They know things like how long the property has been on the market, what the seller’s motivation is for selling, and what kind of offers have been made in the past.

Asking questions and getting as much information as possible will help you make an informed decision about whether or not to make an offer.

When working as a real estate agent, you need as many people on your side as possible to make it to the top. Give yourself a competitive advantage with marketing templates that will save you time and money.

Don’t React to the Market

The only constant in life is change. Market conditions can change overnight. This can cause veteran and rookie agents to panic. That’s why top agent Stan Ponte has some advice for agents who want to succeed: Don’t react to the market. In a recent interview with Inman, Ponte said that agents should instead put quickly reacting to the market on their chopping block.

What are real estate market conditions?

In the real estate industry, market conditions refer to the state of the housing market. This includes factors like home prices, mortgage rates, supply and demand, and economic indicators. 

All of these factors can impact whether or not it’s a good time to buy or sell a home. When market conditions are favorable, it’s typically a good time to buy or sell a property. However, when market conditions are unfavorable, it may be best to wait until they improve before making a move.

What is a real estate marketing strategy?

A real estate marketing strategy is a plan for how an agent will market their listings and themselves to potential clients. This can include everything from online advertising to yard signs and open houses. 

An effective marketing strategy will be tailored to the specific needs of the agent’s business. Ponte said that agents need to be proactive, not reactive, in order to stay ahead of the curve.

So, what does it mean to “pivot” your real estate business?

When you pivot your real estate business, you make a strategic change in direction in order to adapt to new conditions or capitalize on new opportunities. For example, if you’re an agent who typically works with buyers, you may pivot to focus on selling if the market conditions are favorable for sellers. Or, if you normally work in one area but see an opportunity to expand into a new market, you may pivot your business in that direction. 

Pivoting can be a great way to stay ahead of the competition and position yourself for success in any real estate market. 

Be in charge of your marketing strategy by downloading my marketing templates to make communicating with your clients quick and easy. <insert link> 

Subject Line: How Buyers Can Work with the Listing Agent 

Preview: Kumbaya, anyone? 

Sellers have a team of people working on their side. This includes the listing agent, who is responsible for getting the home ready to sell and marketing it to potential buyers. 

If you want to make an effective offer on a property, it’s important to contact the listing agent and get as much information as possible about the seller’s needs and wishes. 

What does a listing agent do?

The listing agent is responsible for preparing the home for sale, which includes tasks such as staging, taking photos and writing the property description. They will also create marketing materials and list the property on the Multiple Listing Service (MLS).

In addition, the listing agent will hold open houses and showings, and they will negotiate with buyers who are interested in making an offer on the property.

As you can see, the listing agent plays a vital role in selling a home. Therefore, it’s important to establish a good working relationship with them from the start. Here are some tips on how to do that:

Be upfront about your needs and wants with the buyer agent

One of the best ways to build rapport with the listing agent is to be upfront about your needs and wants. The buyer’s agent  can get a better understanding of what you’re looking for in a property and they can narrow down their search to homes that fit your criteria.

In addition, the listing agent will be able to provide you with more detailed information about their property, which will save you time in the long run.

Ask questions

Another great way to build a relationship with the listing agent is to ask lots of questions. This shows that you’re interested in the property and that you want to make sure all of your bases are covered before making an offer.

Asking questions also shows that you’re willing to listen to the listing agent’s advice, which is something they will appreciate.

Be responsive

Another important thing to remember when working with the listing agent is to be responsive. This means returning their calls and emails in a timely manner and being available to view the property when viewings are scheduled. If you’re not responsive, it will give the impression that you’re not interested in the property or that you’re not serious about making an offer.

What does the listing agent know?

The listing agent has a lot of information about the property that you’re interested in, so it’s important to take advantage of that. They know things such as how long the property has been on the market, what the seller’s motivation is for selling, and what kind of offers have been made on the property in the past.

In addition, the listing agent will be able to tell you if there are any issues with the property that you should be aware of before making an offer.

Keep in mind that the listing agent is working for the seller, so they may not share all of this information with you unless you ask. That’s why it’s important to ask lots of questions and get as much information as possible before making an offer on a property.

What should you expect from the listing agent?

As we mentioned above, the listing agent is working for the seller, so their ultimate goal is to sell the property for the highest price possible. However, they also have a duty to disclose all material facts about the property to potential buyers.

You can expect them to be honest with you about things like any issues with the property or what kind of offers have been made in the past. They should return your calls and emails in a timely manner and they should be available to answer questions.

How to make an effective offer on a property 

In order to make an effective offer on a property, you need to have a good understanding of the seller’s needs and wants. The best way to get this information is to talk directly with the listing agent. They will be able to tell you things like how long the property has been on the market, what the seller’s motivation is for selling, and what offers have been made in the past.

It’s important to have a clear understanding of your own needs and wants before making an offer. This way, you can be sure that you’re only making offers on properties that fit your criteria.

How to work with a listing agent during the homebuying process

If you’re working with a listing agent, it’s important to establish a good working relationship with them from the start. This means being responsive to their calls and emails, asking lots of questions, and being available to view properties when viewings are scheduled.

You should take advantage of the fact that the listing agent has a lot of information about the property that you’re interested in. They know things like how long the property has been on the market, what the seller’s motivation is for selling, and what kind of offers have been made in the past.

Asking questions and getting as much information as possible will help you make an informed decision about whether or not to make an offer.

When working as a real estate agent, you need as many people on your side as possible to make it to the top. Give yourself a competitive advantage with marketing templates that will save you time and money.

How to Price a Home in 2022

No matter how amazing a real estate agent is, no one can sell in a vacuum. The market always leads the way when trying to get the best price for your clients.

In an escalating market, it is OK to price at or higher than previously closed comparable sales. In a tipping or headed-down market, sellers want to price ahead of the market by setting the price under previous sales.

Why the price of a home matters

As one of the most important aspects of the sale, the price of a home is the starting point that births all other negotiations. If you price your home too high, you may miss out on potential buyers who are not willing to negotiate. 

If you price your home too low, you may end up leaving money on the table. Listing your home correctly will help you to get the best possible price for your home.

Examples of existing comps for homes in your area

If you are not sure what comparable homes have sold for in your area, you can look up recent sales online or ask a real estate agent for help. 

When using comps to price your home, it is important to remember that the most recent sales are the most relevant. You should also pay attention to the type of home that is being sold. For example, if you are selling a townhouse, you will want to compare it to other townhouses that have recently sold in the area.

If you are selling a condo, you will want to compare it against other condos that have recently sold. By using comparable sales, you can ensure that you are pricing your home correctly.

Reasons to price properties below market value

There are a few reasons why you may want to price your home below market value. One reason is if you need to sell quickly and are willing to accept a lower offer. Another reason is if the market in your area is softening and you want to attract buyers by pricing your home below recent comparable sales.

Whatever the reason, it is important to remember that you will likely have to negotiate with buyers who submit offers below your asking price.

Pricing your home above market value is not recommended unless you are in a very strong seller’s market. In most cases, it is best to price your home at or below recent comparable sales. 

Overpricing a property will likely result in few buyers being interested in making an offer and could eventually lead to the home selling for less than it is worth.

How to price a home in an escalating or tipping market

In an escalating market, price the home at or higher than previously closed comparable sales. This will ensure that you get the best possible price for your property.

In a market that is tipping or headed down, sellers want to price ahead of the market by setting the price under previous sales. This will help attract buyers and boost the chances of getting the best possible price for the home.

Pricing a home can seem like a daunting task, but it doesn’t have to be. By following the market and using comparable sales, you can list your home correctly and get the best possible price.

Get Buyers to Sign Off on Your Documentation with These Tips

When you’re selling a property, it’s important to make sure that all of your bases are covered. One way to do this is by providing a full complement of documentation to all prospective buyers. This approach takes a lot of work upfront, but it reduces the workload once under contract and removes the potential for delays.

By asking that all prospective buyers go through the package and sign a statement verifying that they have received and read the package in its entirety, you can be sure that everyone has what they need to make an informed decision.

Which documents do prospective buyers need?

The answer may vary depending on the type of property you’re selling, but in general, your packet should include:

-A copy of the sales contract

-A disclosure form

-A proforma or operating statement (if applicable)

-An estoppel certificate (if applicable)

-A floor plan (if applicable)

If you’re selling a condo or co-op, you’ll also need to provide:

-A copy of the bylaws

-A copy of the house rules

-A financial statement from the board

In addition, it’s always a good idea to include a cover letter that outlines what’s included in the package and why it’s important.

Sources of potential delays in real estate transactions and how to avoid them

One of the most common delays in real estate transactions is the buyer’s loan. If you’re selling a property, it’s important to be aware of the potential for delays and take steps to avoid them. 

Additional Tips

-Include a cover letter with the documents which outlines what is included in the package and why it is important

-When selling a property, work with a lender who can provide pre-approval for your buyers in order to avoid delays in the loan process

-Have a professional inspector provide a detailed report of any issues with the property so that buyers are aware of potential problems before proceeding with the purchase

-Be sure to include all required documents so that buyers have everything they need to make an informed decision about the purchase

Other ways real estate agents can save time

-Use real estate transaction management software to keep track of documents and deadlines

-Get organized with a system for storing and labeling files

-Create templates for frequently used forms and documents

-Set up automatic reminders for important tasks
As mentioned above, templates can save you time and money. Click here to get marketing templates that give you a competitive advantage. 

Data-Driven Tips to Help Your Prospects Make Informed Decisions

As a salesperson, you know that prospects need accurate and timely data in order to make informed decisions. In some cases, sharing just one or two bits of information can be the difference between a closed deal and lost business.

What is relevant marketing data?

In order to provide data-driven tips to your prospects, you first need to understand what relevant marketing data is. Marketing data is any information that pertains to the marketing of a product or service. This can include information about the target market, the competition, pricing, and more. In order to be effective, your data must be accurate and up-to-date. The last thing you want is to share outdated information with a prospect and lose their trust.

How can data-driven tips help your prospects?

Data-driven tips can be extremely helpful for prospects who are on the fence about making a purchase. By sharing relevant and timely information, you can help them understand how a particular product or service can benefit them. In some cases, you may even be able to provide data that the prospect was not aware of. 

This can be a powerful way to win their business.

Bonus tip: Use third-party sourcing

When sharing data with your prospects, it is always best to use third-party sources. This way, they will know that the information is coming from a reputable source and is not just another sales pitch. There are many ways to find third-party sources of information.

How does this data impact your prospect’s decision?

Now that you know what relevant marketing data is, it’s important to understand how it can impact your prospect’s decision. In some cases, sharing just one piece of information can be the difference between a closed deal and lost business. Knowing how to use data-driven tips can help you win your prospect’s business.

Bonus Tip: Use timely information

When sharing data with your prospects, it is important to use timely information. This way, they will know that the information is relevant and up-to-date. The last thing you want is to share outdated information with a prospect and lose their trust.

By following these tips, you can ensure that your prospects have all the information they need to make an informed decision. Remember, data is critical in the sales process, so make sure you are using it to your advantage.

Prospects need accurate and timely data in order to make informed decisions. In some cases, sharing just one or two bits of information can be the difference between a closed deal and lost business.

In this blog post, we will discuss the importance of data-driven tips and how to use them to help your prospects make informed decisions. We will also provide a few bonus tips on how to ensure that your data is seen as credible and trustworthy.

What is relevant marketing data?

In order to provide data-driven tips to your prospects, you first need to understand what relevant marketing data is. Marketing data is any information that pertains to the marketing of a product or service. This can include information about the target market, the competition, pricing, and more. 

What information prospects need to know

Sharing relevant and timely information is critical for prospects who are on the fence about making a purchase. You can help them understand how a particular product or service can benefit them by sharing data about:

-The target market

-The competition

-Pricing

-How the product or service can impact their situation positively

Prospects need accurate and up-to-date data in order to make informed decisions. In some cases, sharing just one piece of information can make the difference between a closed deal and lost business. Knowing how to use data-driven tips can help you win your prospect’s business. Bonus tip: Use third-party sourcing when sharing data with your prospects so they know the information is coming from a credible source.

How to use third-party sourcing

When sharing data with your prospects, it is always best to use third-party sources. This way, they will know that the information is coming from a reputable source and is not just another sales pitch. There are many ways to find third-party sources of information. 

You can search for them online, in magazines, or even at trade shows. If you’re having trouble finding good sources, ask your colleagues or contacts in the industry for recommendations.

The bottom line

Data-driven tips can be extremely helpful for prospects who are on the fence about making a purchase. By sharing relevant and timely information, you can help them understand how a particular product or service can benefit them. 

How to Study the U.S. Real Estate Market to Determine Local Trends

This article originally appeared in the BHGRE blog on August 2018.

Clients expect real estate agents to be intimately familiar with the neighborhoods where they work. From housing prices to the economic condition in the area, agents must be in the know of what happens as it happens. Studying the U.S. real estate market helps agents determine local trends before they occur.

Be aware of the big picture

Many factors affect property value and pricing. National economics, the political climate, social situations and environmental conditions influence the value of real estate. Savvy agents follow the news and its impact on the price of properties. A high rate of unemployment may lower home prices, and reduce the number of available buyers. More people might be in the market to rent a home rather than purchase one. Keeping up with current events around the country helps agents determine the needs of local clients.

Know what shapes the real estate market

Several factors shape the real estate market. Demand is a driving force that determines the price of homes as well as how quickly they sell. Availability is another factor as people want certain types of property. If they are not available, a sale won’t happen. Houses must also be ready to sell. If the home is unusable or condemned, repairs are necessary before the deal will close. Finally, a property must be legally ready to transfer with a seller who has a deed and clean title in-hand. Agents need to assess these conditions to determine how many homes are legitimately available in their neighborhood.

Know core economic principles

Specific core economic principles define the real estate market. One of the leading ones is supply and demand. A house in a coveted neighborhood with few available homes on the market will sell for top dollar. Houses in an area with more available properties than qualified buyers will sell for a lower price. External conditions in a neighborhood also play a role. Homes in areas with political, social, economic and environmental issues will sell for less than houses in more stable locations. Consider a house in a high-crime area will sell for less than one in a safer spot, even if they have the same essential features.

Local data matters

Once an agent recognizes the state of the U.S. real estate market, it’s time to collect data on the local market. Sales and listing data reveal the number of homes sold, the sale prices and whether the houses appreciated or depreciated in the past year. Review the features of recently sold properties to determine what local buyers want. Study the current population data, including median income, unemployment rates and other factors that impact real estate sales. Find out more about financing data, such as the types of mortgages buyers take out, how much money they put down on the properties and the number of specialized loans. For example, a large number of VA mortgages reveal the area is popular for veterans.

Research resources

A well-educated agent knows where to conduct research. A variety of resources provide national and local real estate market data. On a national level, check out the Bureau of Labor Statistics, Federal Reserve System, Census Bureau, Multiple Listing Service (MLS) and the National Association of REALTORS®. Local resources include builder associations, the chamber of commerce, tax appraiser’s office, municipal planning commissions, county offices, title companies, banks, mortgage lenders and credit unions.

Benefits of knowing the market

Real estate agents who know the market reap the benefits of this knowledge. Awareness of the market conditions helps agents determine what is fueling the market or holding it back. Deciding whether it is a buyer’s or seller’s market makes it easier for agents to set their goals and guide the expectations of their clients. Agents who understand the market provide the best possible advice to their clients. From the correct listing price of a property to getting a great deal for buyers, agents in-the-know offer a higher level of service. Plus, well-informed agents have a myriad of promotional opportunities. Blogging, speaking at local community events and posting on social media are all ways for agents to gain trust, respect and clients.

Trends may last for a year or two or a decade. Most of them begin on a national level then trickle down to the local markets. Agents gain valuable insights by studying the U.S. real estate market. Knowing national statistics today can help agents determine the future of real estate in neighborhoods across the country. Successful real estate agents gauge these trends and leverage them to provide outstanding service to their clients.

10 Tips to Create Powerful Descriptions of Real Estate for Sale


This article originally appeared in the BHGRE blog on August 2018.

Agents have a brief opportunity to attract buyers to their listings. The right words attract targeted traffic and encourage buyers to take immediate action. Use one or more of these savvy tips to create powerful descriptions of real estate for sale.

Short and simple

Buyers seek instant gratification. Agents have a few seconds to grab their attention. Keep real estate descriptions short and simple. Extended descriptions are too wordy, and the reader may lose interest. Get to the point and provide a thorough overview of the property. Be succinct by using 100 to 200 words for listings. Anything less is not enough to encourage someone to act on the property. 

Showcase the most alluring amenities

It takes just a few words to describe the number of bathrooms and bedrooms. The rest of the description should focus on the most alluring amenities of the real estate for sale. Showcase desirable features such as hardwood flooring, energy-efficient appliances, a fireplace, hot tub or swimming pool. People who are searching for homes use these terms often.

Speak to the target audience

Take the guesswork out of the description for potential buyers. Rather than making them read between the lines, speak directly to the target audience. Define who they are and why the house is perfect for their needs. Appeal to families with a statement such as “located near award-winning public schools.” Maximize the potential of a small house by saying, “ideal for first-time home buyers or retirees.”

Optimize real estate descriptions

Buyers need to find an agent’s real estate descriptions. Optimize all listings by including the type of property, location and critical terms about the house. People usually look for dwellings by area and the number of bedrooms. Make sure these terms are in all real estate descriptions. The content should attract search engines and potential buyers.

Proofread all descriptions

Spelling and grammar errors make a real estate agent look careless. Earn trust by proofreading all real estate descriptions before they are posted and published. Look for grammar and spelling errors. A program such as Grammarly.com is helpful. Another option is to ask an associate to reviews the description to see if it looks correct and reads smoothly.

Use paragraphs

A large block of text is difficult for the reader to digest. Break down the major subject points by creating paragraphs. Each paragraph should have just one or two sentences. Short paragraphs make the description easy to read and remember. Use a paragraph to define basic features, another to highlight amenities and a third to reach out to specific target markets.

Bring buyers Into the home

While descriptions must be short, they should also be complete. The goal is to use effective words to bring buyers into the home. Paint a picture with each sentence. Use words that give buyers a visual representation of the property. Instead of stating the house has hardwood floors, be specific. Describe them as oak or bamboo floors.

Avoid unnecessary repetition

Many real estate descriptions include default characteristics, such as the price of the home and the square footage. Avoid repeating these features in the written description. Other than the number of bedrooms and bathrooms, the description should be original. Use the limited number of words to focus on features that are not in the default overview of the house.

Special incentives

Some properties have special incentives that make the descriptions more compelling. Always list these advantages in all descriptive content. Examples include a seller who is willing to pay for all or part of the closing costs. Another is a home that offers a tax advantage, such as grandfathered tax rates. 

Include a compelling call to action

People need a reason to contact an agent about a house immediately. Conclude all real estate descriptions with a compelling call to action. Stating the house will not be on the market long at the listed price gives people a reason to call the agent right away. The call to action can be as straightforward as “call now for more details.”

Everyone recognizes the power of words. They can be used to describe, encourage, inform and inspire. A top-notch real estate agent is also a wordsmith.

Hire me to write your property descriptions. I can craft descriptions of real estate for sale to help sell houses faster by connecting buyers to their dream homes.