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What you’ll learn in just 17 minutes from today’s episode:
  • Find out one formula to build a niche on and be successful at it by using a book 
  • Learn how to be pre-sold to your motivated sellers before you even walk the door 
  • Find out unconventional lead generation strategies not everyone is doing but works every time 



Max Keller is a Best-Selling Author, Investor, Entrepreneur, and National Speaker. 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.

In this episode, Max shares how he makes his book called Home to Home: The Step by Step Senior Housing Guide as a lead generator. What started as a suggestion from a senior client’s daughter he helped at one time became one of his lead generating strategies. It has positioned him as the local expert in a niche not many are venturing into and made him pre-sold even before he steps into the door and opens his mouth to motivated sellers. 

Topics Covered: 

01:26 – How the idea of using a book to find motivated sellers came about 

05:51 – Getting his book pre-sold even before he knew it and before he walked into the door 

09:40 – What he does to send the book to his senior motivated sellers  

11:39 – Benefits he got from the book that he never expected 

14:31 – How does Max’s book work in other niches other than the senior homeowners 

Key Takeaways: 

“At first, I just started my book as just a way to give it out to people as my business card. And then what happened was, it started to become my number one referral tool. I noticed that business cards, yellow letters, and postcards I would spend thousands a month, but if people didn’t request them, they just throw them away. I was noticing people weren’t throwing away my book. Instead of being in the junk, paying thousands of dollars, I was on the coffee table with all the other autographed books from the author.”  – Max Keller 

“If somebody calls us and they want to buy, get help with selling their house, well, then we just autograph the book send it via courier, so they get it right then. Maybe it costs me a few bucks, but it’s by far worth it when you know I’m walking into the appointment, and I’m already pre-sold. I’m not interviewing. They already know me, they’ve already invested.” – Max Keller 

“It’s just a lot more fun. And I will tell you; we have people who called and said, ‘Hey, I read the book. And I should not have read chapter four, how to stay in my house. I think I want to just stay put for a little while.’ And so that avoids us going over to people’s homes when it’s not necessary because I’m sure folks can relate to that. But then, but even better when we go over there. Most of the time, it’s just us. They already know, like, and trust us from the book. And so, it’s just an easier way to buy houses.” – Max Keller 

“A method that our students and we replicate are those business to business relationships. In the homeowner space, a lot of people are just thinking B2C. So, we’re buying lists, we’re stalking lists, we’re texting people – the common theme in marketing right now is just send people a bunch of stuff that they don’t want. What we do is position ourselves as the local experts.” – Max Keller 

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