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The Private Lender Podcast - Keith Baker 23rd August 2021
PLP – 138 Utilizing Real Estate Books For Lead Generation And Beating Competition With Max Keller
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PLP – 138 Utilizing Real Estate Books For Lead Generation And Beating Competition With Max Keller

PLP 138 | Lead Generation Through Books

Writing a book can help you attract private money lenders and motivated sellers so you could win the marketing game in real estate. Today’s guest, Max Keller, proves that. Max Keller is a real estate investor, best-selling author, and business coach. In this episode, he joins Keith Baker to discuss utilizing books as a lead generation technique and how to get prospective sellers to trust you so you could stand out among competitors. He also shares the two ways to get deals through hunting and trapping. He explains how he gets deals through the use of different methods giving them a network of people. Tune into this episode so you could have the opportunity to build great relationships and make your business grow too!

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Listen to the podcast here:

Utilizing Real Estate Books For Lead Generation And Beating Competition With Max Keller

Max Keller Utilizes Books To Get Sellers To Know, Like And Trust Him

I want to thank you for sharing your time with me. If you're looking for practical tips and advice on how to put the power of the banking system into your investment accounts, then you are in the right place but if you want to learn from my mistakes so that you can one, avoid them and two, profit from them, pull up a chair and pour yourself a drink because this show is for you. This show is dedicated to giving people like you and me the knowledge and the confidence for successful and profitable private lending, the most passive form of real estate investment known to man.

[caption id="attachment_3186" align="alignleft" width="200"]PLP 138 | Lead Generation Through Books Home To Home: The Step By Step Senior Housing Guide[/caption]

In this episode, I sit down and talk with Max Keller, who’s up in the North Texas area, the Dallas-Fort Worth Metroplex. Max is using a very unusual strategy for finding his deals and that is to use books to get his sellers to know, like and trust him. Before we dive into the heart of this episode, I got to do a little housekeeping and need to ask you, have you joined the show’s Facebook group? Why the hell not? Simply go to Facebook Groups and search for Private Lender Podcast.

Answer a few quick questions so that I know you’re serious and can follow instructions and you will be let in. You’ll get to hobnob and mingle with private lenders from all over this great country of ours. We may be divided but it’s still a great country. If you want to get your private lending off the ground for possibly some opportunities to bounce a few ideas off of me or perhaps we could even go down the coaching road if you like, please go to PrivateLenderAcademy.com and click on Apply Now. It's time to get down to the brass tacks of this episode.

Max Keller was recommended to me by someone I held dear in the podcast industry. Julie Houston, thank you. She has helped me out in ways, mindset, technical, process, things that I wouldn’t think of. She hasn’t charged me a dime for it. All of her advice has been for free, maybe a lunch or two here or there. Considering the value that I’ve received from Julie, I’m in the deficits. Julie, thank you. A big shout out to you. Thank you for introducing me to Max.

This has been a game changer in many ways for me. Thinking about this helps expand the mindset into what’s out there. I’m babbling already. It’s best to get to the interview, let Max discuss and describe how he uses books and how he’s helping his students to get some solid leads, generating some nice leads for some nice property acquisition. Let’s go ahead and jump into the interview with Max Keller.

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Lender Nation, I am pleased to have Max Keller on the show, who was formerly a teacher and now is a full-time real estate investor but more importantly, he can teach you how to write a book. Max, welcome to the show.

It’s good to be here. Let’s go.

You come highly recommended from a friend of mine. That gets to the door but the fact that you were a teacher, that's something I've always wanted to do. Hence with the Private Lender Academy, I'm finally coming to get to that point. My path is a little bit reversed from yours. Tell me what brought you to this moment here on the show. How'd you get to the world of real estate and books?

[bctt tweet=" If you don't know what’s working, you can't duplicate it. " via="no"]

I hear that phrase, “Overnight success, lifetime in the making.” That's the way it feels. Everything that I did build on itself. Before I was in real estate full-time, I was an Algebra teacher at a Title 1 school. I coached football, basketball and track. I taught algebra and I loved it. The only thing is I wanted to make more income. My goal was to take a more passive approach and get maybe 1 or 2 rentals a year. If I stayed on that pattern, then at the end of finishing up teaching and retiring, I'd have a nice little nest egg. Going in real estate, I started realizing that it's a great way to increase your active income and start doing more deals.

I left my job years ago. The day after Memorial Day, I told my principal, “I wasn't coming back.” It was a tough decision but it's been great. I've flipped about 130 houses lately because of where the prices have been. We'd done mostly wholesaling but deals in Texas still cashflow, especially mobile homes and things like that. I've been doing investing. On the borrowing side, I did the normal progression. My first deal was a self-funded whole tale. I took it down with a line of credit. The houses were a lot cheaper than in 2015. I cleaned it up a little. I sold it. I made $15,000 and that was cool. I wanted to do it again.

The next deal, I took it down with that same line of credit but then once I had another deal, I couldn't keep doing that. My credit was good. That helped. It's funny. My credit was so good because I never used it. It's like, “What a weird system?” It was fine. I went to a community credit bank like credit union kind of thing, local bank and that worked good. I did a couple of deals like that. I was running out and they wanted me to jump through a lot of hoops. I went hard money. I did hard money for my flip deals for a while. I got involved and started meeting some local private money lenders. I love working with them. It was fun. I got to show them my deals. Some of them had a lot of experience. Some of them didn't have very much at all.

Being a teacher, which has the teacher mindset, I'd say, “Come and check out. Let's not rush. Come and see one of my properties over here in Hearst. I'm doing this one. Check it out. I've got one over here in Irving.” I explained to him how it worked. It was hard because I'm a people pleaser. I liked my hard money lender. It was expensive. It wasn't as much flexibility and I wanted to have more long-term stuff too. I knew private lenders were looking to find good people, good deals and make good rates of return.

I started using books and things like that. That was a total unknown but I started using books as an education piece to attract more private money lenders and motivated sellers. The overall model of how I got here is I taught before I got in here and I still do. That's the best way to build relationships, help people and make the business grow. I'm glad that I still get to do that. It's fun.

I'm glad to know that, one, you taught algebra. God bless you. What grades? I'm curious.

It was the eighth if they were ahead and then ninth on grade. I had one group of kids that were two years behind. They should have been juniors. It depends on how you are as a student. Let's say it like this. When you go to teach and you go to the job fair, there's elementary, middle school and high school. The elementary line, there are 400 people in it. All these people who've been waiting their whole lives to be kindergarten teachers.

You go to high school line. Those are people with a lot of experience. They love their subjects. In middle school, junior high, there's nobody. If you have middle school kids of your own or cousins, you'll know but I liked it. What I liked about working with kids is the same thing I like with the people that I work within real estate. I like working with people that tell the truth. Kids, believe it or not, they almost always tell the truth. I remember one time I went to class. My hair spiked up. I thought I was looking cool and on trend. The kids shut that down in three seconds like, “Mr. Keller, we can see all the way through to your scalp.” That's the way kids are.

Adults aren't always like that. From my own experience, it's important that I get to know the people I'm working with. On the other side, your readers, it's super important that they understand what's a good deal and what's not a good deal before they invest in it. Are they getting in with the right person? There's a lot of sleek talking people. Adults aren't always truthful. We got to find who's telling the truth. Who's doing what they say they're doing before we invest in the deals. That's a piece of teaching that I bring we’ll never forget.

To your point, I would say real estate investors are very persuasive and passionate people. I tell students do not fall in love with the investor's passion or enthusiasm for the project and be the one to tell them, no. Have your brands. This is where you lend. Don't be afraid to say no. I bought Tim Grover's new book. He coached Kobe and Jordan. I heard him on a podcast. There was a guy who was trying out for the NBA and Tim Grover told him, “You're not NBA material. You can play for a long time. You can make a lot of money but the NBA is not your game.” The guy was upset, offended by Tim's honesty.

[caption id="attachment_3187" align="aligncenter" width="600"]PLP 138 | Lead Generation Through Books Lead Generation Through Books: The traditional marketing methods are going to be obsolete because of Wall Street. They have a big appetite for single-family homes. They have a lot of data, technology, and resources. With that, they can pay more than most people are willing to pay.[/caption]

 

Years later, he sees him at an all-star game. The guy's not playing in the NBA. He goes, “You're the only one who told me the truth.” Everyone else bolstered him up, “You can do it.” Tim was like, “You're not there.” I don't remember if it was a talent or a mindset thing but he could see. He’s like, “You're a great athlete but NBA is not for you. Go to Europe, you'll kill it.” He wasted his time. That honesty of youth with the children telling exactly how it is, I believe into following that. I have to ask this because we're coming out of the COVID situation. This is the middle of 2021. You spoke that you're wholesaling. You're up in the Dallas-Fort Worth area. How crazy is the market up there? Bidding wars, above ask, what are the metrics that are going on?

For most people, that's the way it is. For us and for the deals that we do, it's not like that but it's because the way that we market is totally different. We started marketing very different back in 2017. For most people, it's tough. I got a call from a lady, Diana. It's another exclusive deal. We're getting a lot of exclusive deals but it's because the way that we're reaching out to people is so different. We're leading with value and education. Not that other people don't have that too. Most folks are marketing for deals.

In my opinion, it’s totally wrong. The way that they're marketing for deals within a few more years is going to be totally obsolete. The traditional marketing methods are going to be obsolete. The reason is because Wall Street, big hedge funds, have a big appetite for single-family homes and in our neck of the woods. They're still cashflowing. They have a lot of data, technology, resources and can pay more than most people are willing to pay.

It was by accident and it worked out good. A little context, back in 2017, I was on track to do about 30 deals for the year but I felt like every house I was going into is like what you're saying. I was interviewing for the deals and taking number. I remember going to this one house in Grand Prairie. There were literally twenty investors in the house. When you're doing deals like that, I call them a win lose.

The homeowner wins because they get a price that they wouldn't have gotten 2 or 3 years ago but you lose because you're taking on the same amount of risk but you're not covering that risk. If you have a private lender on that deal and you're doing these skinny deals, their money has more risk. It's a real situation that's going on. How we've circumvented, it is two ways. One, I found a niche that I like to work with. I made a list of all the deals that I had done. I was up to about Deal Number 50 in 2017. I made a list of the deals. I put the criteria of the people I wanted to work with. For me, it was pretty simple. I want to make a good profit on a deal because it takes me about the same amount of time to flip a house and make 40 than it does to make 20. I was like, “I need to stick with the better deals.”

[bctt tweet="Lead with value and education so people can trust you." via="no"]

The other one is, I didn't want to work with people when I make an offer. They couldn’t resist. It was like a tug of war like, “No, my house isn't worth that much. What are you talking about?” I’m like, “I'm the expert. I do this all day.” This is what I'm talking about. I want to work with people who saw me more as their consultant and trusted advisor. I want to have fun. I didn't want to work with people that I had to go bail out of jail and they were yelling at me on the phone. All the things that went with my traditional motivated seller marketing.

What happened for me were two things. One is when I looked through my deals, most of them didn't meet all three criteria but the ones that did were all seniors. I was like, “Seniors?” I started to peel back. I was like, “I want to work with more senior homeowners. What marketing is helping find those folks?” I found out that my traditional marketing wasn't where they were coming from. I was getting people by accident. They see us in the neighborhood. Their family members would call us.

They would close a lot higher rate. I found they were like slow to trust. When they did trust you, they were very loyal. They wouldn't go behind your back for $100 or Redfin's going to give $2,000 more dollars. I was getting these deals and making an offer. Somebody else was $10,000 more and they were still taking my offer. I didn't know why. There are times in our business where things are working but we don't know why they're working. You don't know why you can't duplicate it.

I was like, “I need to know why. I don't want to lock into stuff.” I called up one of the sellers and I asked him, “Remember me, Max Savior Home Buyers?” That's our home buying business. He's like, “Yeah.” I said, “You had a higher offer. Why don't you take that?” He said, “The reason is because we trusted you. You seem like you genuinely cared about our family and making the right decision. You were telling us about stuff that didn't even relate to you but it was good for us. Ultimately, that was more important than just the money.”

That was the big a-ha moment number one. I started learning more about senior housing. My big a-ha number two, how we market is totally different and what makes it a lot easier to keep doing business in DFW. I was at an appointment with the adult child of a senior home owner. We bought their house. They said, “You've helped our family out a ton. You should write a book about this stuff.” I was like, “No. I'm a math teacher. I'm not an English teacher.” It's a big difference. Let's face it.

I thought about it and I was like, “It's a good idea.” At the time, I was known in my area, my suburbs that I bought houses in as the guy who knew a lot about senior housing but I could be the guy who wrote the book on senior housing. I had a real unscientific approach. If anybody on here who’s trying to write content, do an eBook, write a book or write a blog, I've got a gift that I'm going to give you at the end that can help you do that and save a lot of time but I didn't have that at the time.

I wrote down all the questions that the seniors were asking me, all the questions they should ask me, pros and cons of all the different options. I took care of my grandma growing up. If you look at my pictures of my birthday and stuff, it's my grandma, all of her friends and my friends too. I've always been around seniors. I liked working with them. I like kids and seniors. You got to have a lot of patients to be around both. I like kids because they tell the truth and they're hilarious. I love seniors because they're so wise. It's amazing, the greatest people.

I wanted to do that more in my business. When I finished this book, it was done. I thought it was pretty good. I started giving it out to my prospects and friends. I printed out 100 copies. Every time somebody call our office, instead of saying, “We're going to come over to the house.” I say, “Have you gotten a copy of our book?” They're like, “Your book?” The other people buying houses don't have books.

I said, “Yeah, I'll send you a copy of it. Chapter Three is all the ways to sell your house, pros and cons of each. It's a big decision. I don't want you to make a big mistake. Can you read Chapter Three before I come over?” They're like, “Yeah.” It did a couple of things. One is when we went over there, they read Chapter Three, but they read the other chapters too. They got to know us. They felt like we were credible and trusted because we put the time into it to write a book.

What else was cool is most of the time, there was nobody else. Why would they call other people when they already have the person that wrote the book on the subject? That's how we get deals. We use a lot of different methods. We have a network of people all over, investors, agents and brokers that license our content. I'm buying right here in DFW. I'm not buying in Florida or Houston. We have people who use the books.

We did the same thing on the private lending side. There's an education piece behind that. You're doing an amazing job coaching people up on that. We give people our book. It's been cool. I call it share and attract. We share what we're doing with people. We attract the people to us that want to work with us. It’s like hunting and trapping. Some people love hunting people down. They love the thrill or the chase. I never liked that. I never liked hard closing techniques. It felt unnatural. Trapping is where you set out the date. This is what the opportunity looks like. If they come to you, then they come to you and those are always better people. That's what we do. That's why it hasn't been so much of a pinch for us because what we're doing is very different.

I would only correct one thing that you said in trapping. It's an accurate description. It's not wrong but I would say you're qualifying your lead. I’m not a hard closer chase. “Are we going to do this or not?” That's my attitude but there's a whole lot to unpack there. Let me back up a little because I have gone and look through the Private Lender Blueprint. It's a great tool. They're coming to this new. They're tired of the Wall Street. In early June 2021, I did not buy AMC stock for the gambling of it.

[caption id="attachment_3188" align="aligncenter" width="600"]PLP 138 | Lead Generation Through Books Lead Generation Through Books: It’s important to build trust and great relationships with people. Even if the people you’re talking to don't do business with you, there’s still a possibility that they will refer you to their friends.[/caption]

 

I found that the blueprint was a great way of explaining and knocking out a lot of those questions of the house is secure. You’re the first lien, so on and so forth. “Where I'm at?” “It's that next level. Let's get into more of the theory of lending. Let's become bankers.” If you're reading and curious, I would definitely get a copy of the Private Lender Blueprint, especially if you're an investor trying to raise private money. It is a great tool to start. I'm new to marketing. You've done the textbook. Listen to the market. What do they want? Find out what the problem is and then fit the solution to that problem. You're killing it. Who would have thought it was a book?

I wouldn't have in a million years. I follow Dan Kennedy. I don't know if you know him, a famous marketer. He's a pretty successful dude. I got his book called Book the Business. I saw people who were using books but I didn't understand how it worked. I thought the way to make money with a book was to sell a book. Book The Business is the book I highly recommend to anybody who's thinking about doing a book, whether it's a licensed book or it's their own book. Anything business-related, read that book.

In the book, he says, “If you list 100 ways to make money with a book, that last one would be to sell it.” The only people who make money selling books are people who are already famous or fiction but rare. For a non-fiction how-to book in a high margin industry, which is what we're in, as a way to qualify the prospects that you're working with, qualify both ways, the positioning that you get with a book, the ability to go and speak at events.

I've spoken at my county's Probate Attorney Association meeting. Do you think that 40 probate attorneys know people who need to sell their houses? When I would call up other businesses and say, “I'm looking for homeowners to help,” they'd be like, “What is your title?” It's like, “House flipper.” They're like, “I already know 40 people who do that in my market. My brother-in-law quit his job. The barista at Starbucks is a house flipper.”

Everybody is a house flipper when the market is hot but then when I called them and I told them, “This is a copy of my newest book. I'm a local author. My goal is to educate 1,000 people about private money lending here in Dallas, Fort Worth,” all of a sudden, it changes. I didn't go to law school but they see me as a peer. They're bringing me into their community to teach their audience. When I'm working with them and I'm solving their problems, they're not calling other people.

It's a different approach. It's more of a relational. You can make money doing transactional deals where there are no people involved. There's nothing wrong with that or relational. I found that when you are belly-to-belly with the seller, you're across the kitchen table. It's 100% about what they care about. I've had a good success in my marketing pointing people to options that don't point to me. Although I won't get paid on it, I know it'll come back because we're building that trust. Even if they don't do business with me, they'll refer me to their friends because I'm the kind of person that they want to do that too.

That's how the cycle has been. I think a lot of my friends, coaches and people who have helped me to hone in the book marketing. We do it better than anybody else in the real estate investing space. We have over 100 students who have a licensed curriculum and are very successful investors, agents, brokers. I have a weekly call with them and it's fun. I learn. We were talking about masterminds and how important it is to be in the right community. That is a way to accelerate but when it comes to marketing, leading the funnel with a book has been very valuable for us.

[bctt tweet="Everybody is a house flipper when the market is hot." via="no"]

Coming into this new online marketing and trying to build the list and top of funnel, it's a bit overwhelming. I'm a bit old school. I still remember the old Atari 2600. I remember four big graphics and rotary phones. I sound like my dad. To me, writing a book seems like a daunting task. You were helping folks through licensing. Are you helping folks write the books as well to come up with their books?

We have some people on our network that we can refer them to if they want to make their own book. They can put together one. It's all about what their business purpose is and what they want to do with the book. There are so many different kinds of books out there. I would go to my friend's offices. They'd pay $5,000 to be in one chapter with twenty other people. I'd be like, “What's that book over there?” They're like, “I did this book. I gave it to everybody at Christmas and then all the extra copies sit in my office.”

I knew I didn't want to have a book like that. I used to be in financial services when I was in college. I went to UT Austin. When I was in college, I wanted to be a stockbroker. The only problem is the industry had switched. It switched from the stockbroker world to more of the financial advisor world. Most of the people that have assets are 60 and up. I looked like I was about twelve when I was in college. I didn't see it as something that was going to work that well right off the bat.

I met a lot of financial services people who would use books to market their business. When you have your Series 63 or 7 license, there's a lot of harder stricter regulations than having a real estate license. It's a big deal. They would lead with the education, top of funnel content. Our top of funnel content for our licensees and for our business is our book and our education. We're not in a special ad category or any of that because we're not making security, investing, homeowner investment or home property offers. We're educating.

By leading with the education, I saw financial advisors do that. One, they wanted to position that way in their marketing but two, it's a loophole to get around all the strict rules. It was helping those people. I saw that. I didn't get the idea until it started working for me. My friends and groups were like, “Can we use the book too?” We found a good way to change it up. We didn't have to change at all. It's about the same steps to be a private money lender in New York, California or Texas.

We got to understand the basics and fundamentals. That's how we do our marketing and lead our top of funnel content per se. Our middle of funnel is when they raise their hands. That's when they opt-in for our book. We have electronic ones or they book a call with us or something. We mail them a book that's middle of funnel. We'll let them ask us questions and then they ask us questions. They end up working with us. When I got the award with Robert Kiyosaki for Innovator of the Year for this book thing, it's so funny.

Everybody else my age got some app that they're selling and some amazing technology. I got this award at this Real Estate Conference and Robert was there. I got to meet him. He asked me for a copy of my book, which was so cool because I've always been a big fan of his. I was thinking to myself, “I'm getting award for innovator. I'm using a book which has been around for 2,000 years.” You have the same thing with your show. People who read this know that you're serious about your career. You know a lot of stuff and you're giving a lot of value to everybody. They're going to want to work with you. A YouTube channel, a podcast, a book, it's the same idea. I’m old school too. I think the words are curmudgeon.

When I launched the show, this lady in California named Nomi Yah contacted me and says, “I want to be a private lender.” She came out of being a writing and touring musician on the road and said, “Enough of this. I got some money. I can start doing lending.” She created a business doing private lending as a business, which is something I normally don't talk about. It’s investment but she's doing it as a business.

She wrote a book as a musician and it's called Notes To Notes. When you sign up, you get an old school copy. You don't get a Kindle or an eBook. I have to put it in a bubble bag and put a stamp on it. I'm okay with that because you can't dog ear and write in the columns of an eBook. I'm sure you could. Here's a prime example, The Science of Personal Achievement by Napoleon Hill. This is on CD. I can listen to it. I love that. I want to highlight and underline the way I did in college.

[caption id="attachment_3189" align="aligncenter" width="600"]PLP 138 | Lead Generation Through Books Lead Generation Through Books: If you have a private lender on a certain deal, their money has more risk.[/caption]

 

You hit on a good point. A lot of people ask, “Max, should I write my own book or should I do a licensed book?” When I coach people on this, we don't write individual books for people. We only do licensed books for us. We have some coaching companies that we're doing for so that their students can license some. They want minimum effective dose. They want to be able to give it out and not be a huge burden. I know people who can create manuscripts for people.

Number one is what we got right with the Home To Home and The Private Lender book is it's 99% about what our ideal customer cares about and 1% about us. Whereas a lot of people's books I see, it's almost like flipped. They just talk on and on about the time they fell down a well and they overcame challenges. That's all cool but our customer, our prospect, whether it's private lending, they do real estate deals, their interest and what they're interested in, they want to get their problems solved. Writing a how-to book to solve that is how we do it.

Traditionally, you can spend 100 hours plus writing your book. I'm going to give you all a tool. The newest book that I wrote, which teaches real estate people how to write their book, is the guide and framework that we use every time we write another book. I'll give you that. It will cut the time down in half. Stick until the end and I'll get you those details. It can take a lot of work. You can do a licensed book for us. People who reach out to us, they invest about 1/3 of what it would cost to write their own book.

If they went through a regular company, they spent about 1 to 2 hours’ time commitment. In less than 30 days, they get a book that they can pass out to their ideal prospects. That's hard to argue with that. They get an ROI a lot of different ways. When I got my first book, I put it on Amazon. It got to bestseller, which was cool for the category. I don't make a lot from the royalties. I make a lot from the privilege to work with somebody. The positioning, pre-qualifying, it's the other person and me before I go over there and then referrals.

My company used to put out a lot of bandit signs. For people that don't know, they're little signs in the road that say, “We'll buy your house.” I put them out for a while. When I got more money, I paid other people to do them or use this app, track it and all that. I still do bandit signs but they're in people's living rooms. They're my sign book. When you give somebody a book, they don't throw it away.

We got a call from a lady, Diana. She went to our workshop. We did a workshop at a church on March 17th, 2019. She called years later. She said, “I got your book at the workshop a couple of years ago. My parents are older. They need to move out of their house.” I'm going to reach out to her and we've got a good plan. We're going to help sell the parents' house. We're going to find them a new place to live. Do you think anybody's keeping your business card, your postcard or your yellow letter for years? Maybe but not a book. What you said is exactly right.

EBook is good but it doesn't have the perceived value of a physical book. It only gives value if somebody consumes it. It's getting lost in their email inbox. A physical book, when we give somebody our book, whether it's The Private Lending or The Motivated Seller books for seniors, it competes with the other signed autograph books from the author on their coffee table, which you're the only one. Our best marketing real estate is inside people's homes. These are my best salespeople to be honest, because they always get the message right, my books. I don't have to pay them commission. They're very patient.

They'll wait in somebody's house for years. The day they decide they need to sell their house or get involved in real estate investing, they're there and all my contact info's in there. It's a great way to market a business. If you hadn't thought about that before, that's something to think about and you can continue the journey. On the other hand, when you're trying to vet out people to work with, are they giving you the whole story or not? Are they teaching you or just showing you the bare minimum? Decide who you want to work with.

You can help folks write their book, get it published and have it as their marketing tool, flippers, investors, so on and so forth or if you're looking to drum up your private lenders. It's 2 hours and 30 days. I can have the book in hand. What is the cost? Is it a one-time payment? How does that work?

They vary depending on what kind of promotions we have but as a blanket statement, it depends on what niche you want to go after. We have some programs that started about $1,000 and then go up depending on which niche you pick and what package you decide. There are some places for people who want to get started. I call it educational marketing. We have a new certification that's going to be launching. I didn't even plan on talking about it but it's called Certified Housing Educator.

The point around that is we're walking people through some training. We're getting them access to some materials that they can give out to homeowners. It's mostly on that side. It's for investors, agents, brokers, who are out looking for more business. That's the mindset. Our stuff starts at about $1,000 and then goes up from there depending on which thing they want to use. We can answer all those questions and give people info.

I could see the loan officers, inspectors and other folks utilizing this model. Maybe not licensed in the blueprint for private lending. Certainly, to bring it up and provide that, one, the education and two, you're the expert at that point. You've written a book.

It's pretty much any business where you have to get somebody to say yes to something. In order for them to say yes, you have to explain something. The more complicated it is, the better. That plays into a book well. If you're doing transactional deals where there are people not involved, book is probably not going to help you but it is if you're doing the type of deals where there's a natural education curve, especially in businesses where people don't do this every day. You don't need a book to go grocery shopping because you're doing it all the time.

If you're selling your house every seven years or you've been working 30 years to build up a nest egg and now you want to start investing it, it's not something that you're looking at every day, like that lady's book you said Notes To Notes. That's the education piece. We're doing one for a big note company that we'll be announcing soon because there’s an education piece there. Some people would reach out to us and they have books that they're already giving out.

They're already doing in other industries and ask if we can license them to other people and give them royalties. We have some deals like that. If somebody out there has a book, they're giving it out to people and it's in a different industry, we're very good at taking the how-to manuscript and then licensing it to people's audiences. Allowing those students and followers to give out a book and start teaching with it, instead of having to write their own. That's what we do.

[bctt tweet="Listen to the market and find out what the problem is to address the solution to the problem. " via="no"]

How can people find out more to get that bonus? Let's get that out there first.

It’s DealsChasingYou.com/Baker. If they go to that link, they can get the Real Estate Investor’s Book Writing Checklist. It's the framework that we use to write all of our books. It's the framework I didn't have when I first got started. That's why it took hundreds of hours, lots of editing and reediting. If you want to write a book, an eBook, or make some content on social media that people care about and going to read, it'll teach you real fast how to do that in that book.

As I was telling you beforehand, you came highly recommended and now I know why. I was at a conference at the Robert G. Allen. No Money Down fame was there. He spoke and it was funny. He still does real estate but it's not his passion anymore. He did that for 40 years. His passion is getting people to write books, to write their story. Long story short, if you donate money, you can go to a two-day event. I donated some money to a couple of charities for blindness. I'm going to go for two days.

The funny thing is my book idea has nothing to do with real estate or private lending. Once I can do that, bring it into your model and how I can license it, I’m getting now. I'm thinking, “Why am I going to go write a book no one's going to read?” It’s all clicking to me. For the audience to make sure that they know that this can help if you want to be a private lender, I would certainly look at the playbook and utilize that as a springboard into coaching or other programs of private lending.

If you're an investor, go to DealsChasingYou.com/Baker, get your book writing lists on the real estate investment side of things. My advice is don't let it stay on the real estate side. Find ways that you can incorporate it into whatever it is you do. First off, you wrote a book. Given a gift by Robert Kiyosaki, how many of his books do you own? I've got probably 4 or 5.

Years ago, I tried to go full-time real estate but I was 25. I didn't know what I was doing. I stood in line for two hours to get a copy of his book. Fast forward, nothing happened. I created a typical LLC but I wasn't committed. I wasn't reading. Years later, a dyslexic math teacher, me, is writing a book. I would have been voted least likely to read a book when I graduated high school, let alone write a book.

Fast forward years later, him asking me for a copy of my book is amazing. The possibilities are unlimited. What I found is this is a God honest truth. When it was all about The Max Keller Get Rich Show and that was my mindset, there wasn't a line of people that wanted to help. I started giving out this book and I said, “We're trying to reach a million senior homeowners with this book. With the help of us in our community, we're going to hit that goal.” When I started doing that, I started helping a lot of people who I never even meet in my whole life and I give people the book, they read it. They're crying and are so happy.

When you do those kinds of things and you elevate the mission above yourself to random strangers, that's when the success started coming in for us. We keep that going but it works. It seems like it wouldn’t, counterintuitive or wasteful but that's when we've been able to attract the right partners and people who have that similar mindset. It's been amazing. I can't believe it.

In this crypto world, old school, my banner here is the most passive and time-tested real estate investment principles in the digital age. There's an old saying, an old adage. I don't know if it's in the Bible or another religious book. “Methods are many. Principles are few. Methods can change but principles never do.”

Whether it's in crypto or real estate, the principles are the same. People want to do business with people they know, like and trust. It's the bottom line. You've gone the roundabout way of bringing an archaic technology to the forefront. It's awesome. I'm going to write a book nobody wants to read, not even me but we'll see how it goes after that. Let's go from one book into the next. I like to deal in extremes. I want to get started with you on some type of licensing deals about $1,000 in a month.

Depending on which one, some of them are full books or more than that. It depends on when you come into it, if you do 1 or 2 at a time.

What if I come to you and say, “I have zero time. I want my book,” how long is it going to take and how much money? What does that look like?

It depends on which one you come in on. Normally, our full-size books are between $4,000 and $5,000 one time. That gets you your book. We create it for you. It's totally done. You'll fill out a really short form. It takes about an hour. Upload your picture, put a little info about you, about the author, basically the parts that we customize. We take what you write, copy edit it and make it smooth when we create your own custom book. What's cool about it is that we don't just create a book for you, send you some copies, drop them off and say, “Good luck.” We show you how to use them. That's what we're good at.

One of our superpower is licensing a book and you are having it in your hands in less than 30 days. Our other superpower, which I would argue that’s more valuable is how to install it. You're already marketing in whatever business that you're in. Between us doing it for three years and about 100 students across the nation, we've built a pretty good database of what works and what doesn't work.

We have scripts, templates, cheat sheets and things that show you how to put it into your current marketing. That's what we offer too and then our students who licensed one of our books. Some of our books have a geographical protection. We only allow a certain number of people per area. A lot of them are only one. It's first come first serve. People pay a small licensing fee. That's a monthly fee to hold their spot because we can't relicense that area again.

They come to our weekly calls. It's like us and all of our students. We talked about what's working. It's cool because people are in different parts of the country. They don't feel like they're giving away their secrets to the local competitors. What we talk about is unique. One of our students, Steve Myhill is down in Houston. He got a speaking event at a big assisted living center. They're starting to open that back up.

He's going to speak with them and they're doing all the marketing. He's going to talk to them about what their options are. About 50% of those folks traditionally still have their house or it's still in the family and they got to figure out what to do. If they listen to Steve, he’ll help them for an hour and he's a super nice guy. It's like the lead I got. We teach people how to get B2B leads. Everybody's been happy with it. Nobody's left. That's good.

When you were at UT Austin, did you ever think you would be an author talking about real estate? Did you ever see any of this?

Never in a million years. I can't even think of anything. I only read seven books for the first 35 years of my life because I'm dyslexic. It's hard to read. I didn't even know I was dyslexic until I was an adult. I started trying to read more when I got into real estate because I know all my friends were reading. I was trying to read and it wasn't going good. I took the test and I've definitely had dyslexia. My kids were starting to get those symptoms too.

When you read about what it is with the kids, you're like, “I think I have that.” I thought I didn't read it because I wasn't interested in it. It was hard. I got a coach, a dyslexia specialist. It helped me out a ton. I'm reading a lot and writing books. I would have never imagined it. There's not a bigger surprise. I've got six kids. I've had a lot of surprises. I never lose surprises in my life. I’ve never been more surprised than reading, writing and using it in my marketing has done.

It's been great. It doesn't just work for me. It works for my students too. When they do well and we get on the Thursday call, they're like, “I got this deal and this is how it happened.” They got my book, call me back and said, “We're going with you because you were asking us about the competition and helping us figure it out.” I'm like, “I don't know. It feels great.” I'm glad to be here with you all. It has been a real pleasure.

I'm glad you came on. I love this story. I graduated a double major Philosophy in German. It took me eight years to get through undergrad. I never thought I'd be telling people about money and how to keep it safe and I'm on a show. Max, I want to thank you for coming on. It's been a delight for me. I look forward to seeing how I can work with you in the future with getting the book out. It might not work. I'm writing a book that no one wants to read. It may not work but the point is I'm going to write it.

I want to go through with it. If nothing else, I can give it to my kids and say, “Do whatever you want.” It's DealsChasingYou.com/Baker if you want more information in that Real Estate Investor’s Book Writing Checklist. That’ll cut down the time. Max, thank you so much. I look forward to having you back on. Hopefully, this will work out. We'll have a status. In a few years, I'll give you a call and say, “Why don't you come back on the show and see where we’re at?”

It sounds great. I'm looking forward to the next update.

Take care. Thanks.

Bye, everybody.

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I’d like to thank Max Keller for coming on the show, for sharing his story and his unique strategy for generating leads with the book. I’m looking forward to seeing what that can do for me as well. Here’s the deal. I don’t charge any money for the show but there is a cost. I would be extremely grateful if you could help me drive awareness to the show and get the word out by leaving me an honest rating and review over at iTunes, Google Podcasts, Spotify or whatever platform you’re using to hear my voice.

It would mean the world to me if you could go leave an honest rating and review over at iTunes. That’s still the big one. It's the gold standard in the podcast world. It doesn’t take that long and much time. I do believe it’s a small price to pay for the value that this show is able to provide as we wrap up, a few final thoughts. Please join The Private Lender Podcast Facebook group if you like to hobnob, mingle and Q&A active private lenders out there across the country. It's a great place to share thoughts. You can also go over to PrivateLenderAcademy.com for more information about learning private lending, getting your private lending off the ground.

If you want to bounce some Q&A off of me, I’m happy to sit down to a fifteen-minute call to see where you’re at and where you can go and see if private lending is a fit for you. That’s PrivateLenderAcademy.com and click on the Apply Now button. As I sign off, I’d like to say that in addition to mindfulness and self-awareness, I wish you safe and prosperous private lending. I’ll catch you on the next episode.

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About Max Keller

Max knows how to teach and create success. Max went from being a full-time high school Math Teacher to creating multiple successful real estate and marketing businesses. He has published multiple books and currently licensees his lead generation systems to real estate professionals all over the country.

Although business is Max's new full-time obsession, one thing has never left... this heart of a teacher. Max loves the opportunity to teach, inspire, and share real-world applications that can transform the lives of business owners.

Max earned his B.B.A. in Finance from The University of Texas at Austin and his M.A. in Teaching from Louisiana College. He has over 15 years of experience in real estate, finance, and teaching, and he was named the 2019 Industry Innovator of the Year. A few of his current roles are consultant, teacher, author, speaker, and expert panelist. He has flipped over 100 houses and is on a mission to help real estate agents and real estate investors have customers chasing them.

Max created Savior Publishing House as a way to serve his community and help seniors with their real estate challenges. The Savior brand of companies focuses on providing Christian real estate and business solutions to our clients. Max enjoys spending time with his wife and children and engaging in family activities, such as being involved at church and going on vacation. He is passionate about investing time in his family.

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