JC 014: Leadership, influence and publishing with Nick Raithel
How to become a real estate industry thought leader
Nick Rathiel is the creator of The Seven Hour Book; a proven system that allows any real estate professional to write their own professionally published book on amazon.com. Nick is committed to aiding industry experts in sharing their stories and their knowledge to get the recognition they deserve. Becoming a published author will helps extend his clients sphere of influence outside of their current professional niche as well as attract new business and investment opportunities.
Nick and his team at The Seven Hour Book assist people who want to tell their unique stories relating to their area of expertise but lack the time or know-how to produce a published book. Nick’s clients need to only commit a total of seven hours of their own time to the program and the team at The Seven Hour Book will take care of the rest.
Five key points
- Having a published book is a priceless SEO play as it will appear on one of the world’s largest search engines amazon.com.
- Having a book is a great way to filter your potential audience. It will help them understand who you are, what you’re about and if your business is a good fit for them.
- Publishing a book provides a broader range of options outside of your normal range of work. It will establish you as a thought leader, coach and potentially protect against real estate market nosedives.
- Although the process of creating the book only takes seven hours of the client’s time, the Seven Hour Book team spend a great deal more time to produce a quality book for the market.
- No matter what your specific role is within the real estate industry, a well written book is a great way to position yourself with clients and attract more deals.
Total Recall: My Unbelievably True Life Story by Arnold Schwarzenegger
An Iron Will by Orison Swett Marden
Favorite quote: “All our dreams can come true, if we have the courage to pursue them” By Walt Disney
Reach out to Nick and The Seven Hour Book team at: http://www.contentcorps.net
Thank you Nick for taking some time out to share your business insights with us.
Listen to all the episodes of The Real Estate Locker Room Show and sign up for my FREE monthly newsletter at http://www.johncarneyonlie.com
JC 014: Leadership, influence and publishing with Nick Raithel
How to become a real estate industry thought leader
Announcer: Welcome to the, “Real Estate Locker Room Show” with John Carney. Did you know investing in real estate is a team sport? Join John and his guests as they explore the business of real estate and athletic competition. The goal for this show is to grant you direct access to the real estate pros that are closing profitable deals and growing their businesses. On the “Real Estate Locker Room Show” we are getting in the ring with successful investors, developers, operators, and all of the industry professionals to learn what it takes to achieve on-going success. Now it’s time to kick-off and level up with new ways to grow your real estate business.
John Carney: Welcome back to another episode of the Real Estate Locker Room Show. I’m your host John Carney, coming at you today from Cleveland Ohio. Joining me in the locker room is Nick Raithel, who is the creator of The Seven Hour Book. He has a proven system which allows any real estate investor to get their own professionally published book while spending only seven hours of their time doing it. I can’t wait to get into his system here in a moment. With The Seven Hour Book, Nick is on a mission to help investors and others in real estate finally get the recognition they deserve. Time and again he sees those in nearly every community who have incredible stories and knowledge to share. A book is the ultimate way for experts to share their insights, and in doing so, attract new business and investment opportunities. Yet the common complaint always seems to be the same, no one has any time to sit down and write the book. Recognizing this, Nick combined advanced time management strategies with his own experiences in publishing and marketing, the result of which is The Seven Hour Book, a service that’s been delighting clients ever since he released it. His website is www.contentcorps.net, and we will have that link in the show notes. Welcome to the show Nick, how are you doing today?
Nick Raithel: I’m doing great. It’s a pleasure to be here John. Thank you.
John Carney: Well, before we get into the nuts and bolts of your business, I just wanted to say to the audience that this show is really going to cover a couple of things. We’re going to cover the business of real estate and you as a real estate investor, operator or property manager, and combine that with the general business knowledge of setting yourself apart from the competition. Nick provides a service and a product which will allow you to do that and probably accelerate your path towards success. In today’s market, there’s a lot of different channels coming at you, a lot of different media and a lot of people. Nick is going to elaborate on why putting your thoughts and your story down on paper, or digitally, is so important and how it will help you stand out from the people who aren’t doing that. So Nick, welcome to the locker room. It’s great having you here. I like to kick things off usually with a sports related question. Tell us a little bit about who your favorite athlete was either when you were growing up or today.
Nick Raithel: Well, there are tons of good athletes out there. I would say the best answer I can give when growing up would probably be either Alan Webb, who is a distance runner from many, many years back, or Michael Johnson. I’m very into running, distance running, and I remember both of those guys really standing out to me as examples of athletic excellence and pushing yourself to your limits.
John Carney: Do you participate in distance events?
Nick Raithel: I have in the past. I had to tone it down a little bit. I am a little too busy with the books now, but I do occasionally engage in marathons. I’m pretty active and hopefully looking to get more into that in the future.
John Carney: So running for you is something that allows you to kind of check out, think and reboot. Is that correct?
Nick Raithel: Absolutely, and I would add that anyone listening to this, whether it’s running or whether it’s something else, really should, if they’re not already, engage in some kind of physical activity or some kind of sport. Because it does allow you, as you were just saying John, to kind of reboot and get new thoughts and new ideas. It helps to change things in a very positive way. I’ve personally come to believe, for me in terms of running, that running solves everything. And you can just as easily apply that to swimming, a good football game, a good soccer game, a good basketball game, or whatever your chosen sports activity or pastime is. It really can often solve just about anything.
John Carney: I agree with you Nick. Moving is important and it definitely helps me focus on my work, when I know that I’ve gotten out and got some exercise. Ok, perfect. Would you give us an example of the different types of people involved in real estate that you are helping put their story out there in book form, and why it’s so important for people.
Nick Raithel: Sure. Just to start off on an overall macro level, the book really is important in terms of a credibility builder. In terms of something that you may choose to sell, but also in a sense that most people listening to this have probably not thought of, or really taken to heart, in that a book is an SEO play. Just as you John, with your podcast, are appearing on iTunes, which is, when you think about it, one of the world’s largest search engines. In the same way with your book, you get a chance to appear on amazon.com, which is, like iTunes, one of the biggest search engines in the world. So when you have this book out there, you’re putting your own piece, essentially, of real estate on amazon.com and you’re going to show up when people search for real estate related terms. So I would say, on that general level, having a book really is essential in terms of claiming your SEO. Having a website is good for SEO, I’m sure a lot of people out there in real estate businesses are going to really focus on their website’s SEO, but you also need to be hitting these other search engines that have tremendous traffic and tremendous visibility, and you do that with a book through amazon.com.
John Carney: So you’re talking about bringing the book, bringing your story to the public. I want to jump in and say hopefully that’s going to add some tremendous value and help someone solve a problem. And you’re going to weave that into your business, the fabric of your business, because of this additional content you’ve put out there, that you can discuss across your social channels. I imagine you’re going to elaborate on that. This is going to help people find you to do business with you. Is that correct?
Nick Raithel: Yes, absolutely. People can find you and not only will they find you, but you will accelerate the conversation. What I mean by accelerate the conversation is that normally, many of us in business, when we have content out there, it helps people to get familiar with us. So we don’t have to spend time educating them on what we do, how we think and how we do it. Your book familiarizes people with you. They read it, they understand your philosophy, they understand also if you’re right for them. So in a way it also helps to kind of deter the people who might be good people, but they’re just not suited for you personally and professionally, to be working with. So a book helps to really provide a filter too, so that you don’t end up, for example, going to a coffee meeting, driving all the way across town to meet with someone only to find out that: oh, they really don’t have the kind of capital that would be needed to invest with you, or values-wise they’re just not on the same page as you, or the kind of people who you’d normally work with. So it really helps to provide that filter aspect as well.
John Carney: That is something I’ve never thought of before, the filter aspect, instead of just having a shotgun approach, right? By writing a book and really putting down your story, talking about your business and your values and how that molds the service and products you supply, you’re saying that that’s going to filter out the people who really are going to be wasting your time and potentially not interested in doing business with you anyways?
Nick Raithel: That’s exactly what I’m saying. And it comes down to the sense of the book being basically a land grab, in that you’re grabbing your piece of land out there, figurative land, to show who you are and to state that as your claim.
John Carney: So, could you talk to the audience a little bit about the types of real estate professionals that you’ve worked with so far with this business? And let me just elaborate on that question. I’ve written a book called “Real Estate’s a Team Sport”, right? And I identify nine players that anyone needs to know and recruit for their team to position themselves for success. I believe it can work pretty much in any country around the world because, given some semantic differences in the roles, say in like title work or legal, they’re generally the same type of people that you need. But they’re professionals in different professions—legal, accounting, banking, insurance, mentors and the like. So have you worked with a cross section of people through your business that support the real estate industry in a variety of different ways? Or do you just work with investors with different niches in the industry?
Nick Raithel: We definitely concentrated on a pretty wide spectrum. For example, one of the people who I’m working with currently is just your basic real estate agent. He’s got a pretty good practice, doing quite well, serving some pretty interesting demographics, some interesting segments, and we’re helping him to get it out there. This is exactly what we’ve been talking about here with the positioning with getting his foot in the door with the kind of buyers who he’s interested in. So that would be an example of a real estate agent. Another person I’m working with is an investor right now. And he’s looking to not only get himself out there and attract more deals, but he also has some coaching and some other sort of programs that he is looking to launch and do more with so that he can become more than just another real estate investor. Those would be two examples that come to mind John, right off the top of my head. And there are plenty of others who we’re involved with.
John Carney: So we’ll use the real estate agent because they’re very important and they’re definitely a team player that everybody wants. There’s so many different niches that we discuss. Specialties in real estate from the investor point of view. We’ve talked about multi-family operations, multi-family syndications, a few different people in mobile home parks here. But with different strategies. So there’s just so much in real estate that people can learn from. Not only is the book providing a platform to elevate the individual writing it as a knowledge source, but really the target audience is benefitting from that. Can you talk about the type of benefit and the immediate benefits that your clients are seeing by producing a book?
Nick Raithel: Sure. I think one of the immediate benefits comes back to what we were saying about the filter. That’s very important. I think another one is it helps people in the client’s market, who wouldn’t normally think they have a need for the client’s services to understand that maybe they do, or that maybe it does make sense to have that initial conversation, that initial consultation. I would also say, coming back to another point, that having that book allows those who wish to do more than just their current profession or their current niche within real estate, to have that option. Certainly not everyone, wants to be a coach. Not everyone wants to have products that they go onto, but it does give you that option. And in the same way, not everyone wants to go to conferences, be invited to conferences to speak and to present and to be a thought leader, but a book sets you up for that too.
Finally, I would say, in setting yourself up for these other opportunities, it’s also a very good hedge against a bad real estate market. Because when you have this book and you are set up as a speaker and in these other capacities, the real estate market can take a huge nose dive often, and you have something to fall back on. You have something that you truly own, that is your idea and that is your stake in the ground. That piece of land, I keep saying, that piece of land that you own which economy or other events can’t take away from you. If you think about how many people are investing in real estate nationwide, or providing a service related to investing in real estate nationwide, and then think of the amount of people who’ve actually written a book about it, can you talk about how those figures stack up? You might have a little bit more insight than I do. But then, I want to learn about your system and the service that you provide to get someone who says, “You know what? I have a great idea and a great story that I’d like to share, but sitting down in front of a blank computer screen, I’m never going to be able to write a book.”
Nick Raithel: Sure, well let’s address the first one. The first one you asked in terms of the amount of investors and people overall in real estate who are out there, compared to how many actually have a book? I could probably say that if we were to come to any kind of a figure on that, it’s probably quite small. You could probably put them all in an auditorium. It’s tiny. Because most don’t understand everything we’ve talked about here. They don’t understand the land grab aspect of it. They don’t understand the SEO. They don’t understand as well how much they’re losing in terms of most likely actual monetary figures or in terms of losing out on just work time by not having this book.
John Carney: Ok, I would tend to agree that it’s pretty small, and it’s a hard figure out. But I agree that you could probably fit all of the authors who’ve written about real estate in an auditorium, compared to all of the real estate investors who are out there. And like you said earlier, not everyone wants to sit down and write a book. It’s time consuming. So, in my experience, you have to have a bit of a plan. You have to have a reason for writing the book, and you have to have some type of guidance. So, would you share with the audience how your system, The Seven Hour Book, works? When you get people from — I’ve got this story, I’ve had this experience, how do I share that with the public? In my case, I was sharing experience based on a mistake I’d made that was costly. And based on the experience I was having, providing a service and having a number of clients to test what was working and what wasn’t. So I wanted to add value and let people be positioned for success in real estate by understanding that: recruit your team first and learn from their specific professions how to put a deal together. And then you should, while nothing is guaranteed, be positioned to be more successful than if you just go out there and try and do this on your own without any guidance. So when I went through the process I had a specific person in mind that I was kind of writing to, an avatar so to speak. So, I’d love to hear how you help people get from the concept that I do have something to share to sitting down and actually putting the pen to paper or typing away on the keyboard.
Nick Raithel: Well, in answering this, I want to preface this very first by saying that (just so we don’t make this completely a commercial or imperious to your listeners) oftentimes there are people who come to us who find out, just when they really think about it when we help them through it, that they don’t really need a book. Maybe they think they do, but maybe all they really need is just some Facebook ads, or maybe what they really need to do is start a podcast. So there are plenty of benefits for everything we’ve talked about really, for having a book. But then sometimes it’s worth taking a look and really considering whether you actually need a book, or whether or not the needs in what you’re looking to accomplish could be done through some other channel. So I just want to be clear, as we’re getting into this, that people who are listening should consider that. And then if it still makes sense, or then if they’re still set on having a book, then the system and the process that we offer could be a good option for them.
John Carney: So before you get into that: we’re just talking about general content creating that offers value and that has a target audience, as opposed to just sitting down and writing a book. Whether it’s videos on YouTube or Facebook live or tweeting, I mean there’s different — Instagram — there’s so many different channels, correct? But you’re saying that there might be other channels that are more relevant to specific people who don’t want to spend the time and energy to write the book, But this is your area of expertise, so let’s talk about books.
Nick Raithel: In terms then, of how we would help someone, how we would help them to do their book, we break the process down into a series of Skype calls (Skype or phone). There are a total of seven hours of that person’s time. And John I want to be clear with that, that when we say that this only requires seven hours of time, that’s seven hours of the person we’re working with, of their time. On our end, we’re spending quite a bit more than seven hours. I mean, I don’t think realistically you could put out a quality book that added value to your market and was positioning in all of the ways you wanted, in just seven hours. Maybe if it was short—really, really short. But it’s just in terms of the size of the books, the quality of the books that we’re putting out as well. On our end we spend a lot more than seven hours. But to everyone we’re working with, all they have to do is log on to Skype, pick up the phone and just talk to us. Walking through a specific process we have that takes seven hours of their time. And at the end, it gives them their own professionally published book.
John Carney: Ok, so there you have it guys. You’ve got a program out there, The Seven Hour Book Program, with Nick, where if you are thinking about reaching a broader audience with your experience and your thoughts on leadership, there’s a platform available to you to do that. So if you’re a real estate agent or an insurance agent, or if you’re working with investors or are an investor yourself, maybe you want to target accredited investors, or you want to boost your audience for syndicating larger commercial deals and you’ve always thought about becoming a thought leader by writing content, there is an avenue for you to do that in the Seven Hour Book.
So, keeping on with the book theme Nick, we’re kind of wrapping this up and we’re down to what I like to call the two-minute drill. I wanted to know what your favorite book is, whether it’s about sports or business. Is there something that you keep close by that you refer to from time to time, or maybe it’s more than one?
Nick Raithel: Well as someone who leads a team in putting out books for other people, my own quote “favorite” would probably be all of the ones that we’ve put out, for all the various investors and other business people. But not to play favorites with that. Let’s talk about then, a book, as you were saying John, that’s related to sports or other things. I would say right now (I do read quite a few books), it’s probably a tie between Arnold Schwarzenegger’s book, his biography is a fantastic read. There’s another book that I think a lot of listeners probably aren’t familiar with from which I like to read motivational text. But the ones that were popular years and years ago, before Tony Robbins, before any of today’s contemporary gurus, before motivation and personal development really became an industry, back when it really was just people putting out wisdom and ideas in the hopes of empowering others. And from that earlier time, I would have to recommend a book that is called “An Iron Will” and the author is Orison Swett Marden. It’s a fantastic little book, it was written probably, if I’m not mistaken, in the late 1800s. So it’s a really old book. When you read it he has examples of motivation and of people who overcame tremendous odds. We are talking about people like Napoleon and Cyrus W. Field, who is just a fascinating figure. He was responsible for laying the first cable under the Atlantic Ocean and when you hear about his story and the number of times that the cable snapped, and all of the grit that he mustered, well it’s inspiring to say the least. So that would be probably the other book I’d recommend.
John Carney: Iron Will. I’m going to log on and buy that immediately when we’re concluding this interview, because I can only imagine that a book like that is going to provide you with such a different frame of reference, which I like to apply to any type of business problem or child raising problem that I encounter. I mean, laying a cable across the Atlantic Ocean with no phones and no radios and simple navigation and probably wood boats would be a challenge. And I’m sure that it took a lot of time to get it right. So thanks for that suggestion. And a side note is that I’m compiling an amazing reading list for the listeners and for myself by conducting these interviews, so thank you for that.
So, you’re a reader and you’re an active runner and you’re running a business. Can you talk about a motivational quote that helps you get up on that rainy day and go for a run, or keeps you moving when business is throwing obstacles at you?
Nick Raithel: I listen to quite a few motivational sources and come into contact with many, many different good quotes, especially from those books we were talking about. One of the ones though that really has stuck in my mind recently is a quote I heard from Walt Disney. When you consider everything he had to go through and all of the obstacles he was up against in, basically, creating an entire universe, if not worlds on worlds with his Disneyworld, with his characters and all of those, and basically inventing the medium of animation as we see it today, I really take to heart much of what he said. And Disney’s quote is that all of us have the ability or the freedom to pursue our dreams and to achieve our dreams if we only have the courage to take that first step. I’m paraphrasing it a little bit, but that’s essentially what the quote is. That if you’ll just get out there and have that courage and get started, that you can have and you can achieve anything you want.
John Carney: That’s a good quote and I’ll make sure we have the full quote up on the post-game report on the website. Alright, before we sign off and in following along with the theme of this two minute drill, could you share your number one ‘come from behind’ victory with our audience?
Nick Raithel: I would say, like any entrepreneur, I’ve certainly had a fair share. One of the ones that comes to mind pretty recently would be being behind in terms of the workload that we had. I can remember various times recently when we’ve been behind or we had more on our plate in terms of catching up, responding or catching up in terms of completing work on our end. Putting our deadlines pretty far ahead and really just being able to use time and just sit down and realize that this has got to get done, our clients are counting on us, and kind of pulling out a victory in that sense.
John Carney: Finding the time and that boost to motivation to deliver. Happy clients, right? We all want them.
Nick Raithel: Sure. I mean it really comes down to something I remember hearing Charles Mumber say, which is just the importance of providing the kind of service that you would want and the kind of service that makes you deserving of the people you help. And that’s something that has stuck with me that we always aim to do.
John Carney: Excellent advice for any businessman and entrepreneur out there. Thanks for sharing that Nick. And thank you for joining me today in the locker room. Where can the audience find you to carry on the conversation online, offline and social media?
Nick Raithel: It would be at www.contentcorps.net.
John Carney: Perfect. Alright, there you have it folks. I truly hope that you picked up some actionable advice today from Nick. Make sure to check out the Real Estate Locker Room Show on iTunes, Stitcher, Google Play or anywhere that you log on to listen to the podcast, and subscribe to ensure that you never miss out the pro-tips from our guests.
The mission here is to help you elevate your real estate game, and you can do that by providing good content to your clients and the greater audience. If you like what this show is about I’d be grateful if you would leave us a review on iTunes, or your preferred podcast platform, so that other like-minded real estate investors just like you can find us when they search for real estate online. The post-game report show notes, links and additional content related to today’s show with Nick will be available on my website: johncarneyonline.com/podcast
While you are there, feel free to drop your email into the newsletter sign-up form to receive more real estate investing insights, tips, tricks, hacks and other good stuff. Remember to stay focused on your goals, have fun and stay in the game. I’m your host John Carney and until next week, work hard, play hard and profit hard. Thank you one more time for taking the time out of your busy day Nick to share your story and a little bit of insight about your business with our audience.
Nick Raithel: Thanks a lot for having me John, and keep up the great work you’re doing with the locker room.
© John Carney 2017
Want to become Wealthy by Investing in Real Estate?
Subscribe to receive the Game Plan newsletter, blogs and more