“A true “item of value” would be information, right? Like real hard data! What’s selling? Where is it selling? What’s the forecast look like? And so on. We’re the professionals, after all! So stop passing out candy corn.” ~ Inman News


Clearly one of the best ways we know to get folks to your website is by offering something of value…that is FREE!

We are often asked, “How can we offer something that will”:

  1. Get people to our website
  2. Have a way of capturing a lead (hate that phrase by the way)
  3. Keep people coming back again and again

Simple, you give something few others in your profession offer…but what is that and how do you get it?

EBooks, White Papers and Downloadable Manuals…Oh my!


In a perfect world, every website would instantaneously offer something your prospective clients want. But, what someone wants today may not be what they want tomorrow. And if interest wains and new content is not offered…your website becomes just another “Billboard in the Desert” that few will ever notice.

So how do you:

A. Get folks to your site

B. Give them a reason to stay AND

C. Offer them a reason to come back?

Always Be Closing!!!


Ebooks, White Papers and Manuals (or presentations on how to buy, sell or invest in real estate) that can easily be downloaded directly off your site are all outstanding marketing pieces that can be easily created…let’s show you how.



We are not talking about becoming a best-selling author or needing to go through some publisher. No…just a simple and attractive eBook that is easily downloaded by your website visitors.

If you wish, you can also set it up so your visitors must give you their name and email address to get this “nugget of gold”.  Using the eBook as your Lead Magnet and a Contact form as your Lead Capture.

Step 1. Creating the Cover


Most of the eBooks that I’ve written where simply done in Word and/or Publisher on my PC.

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You can access pre-styled Powerpoint eBook Templates in the Members Area
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I start out by including a simple graphic first page or my eBook cover. Again, easy to do with something as simple as clip art and some well placed color and text. If you’ve built your own flyers for your listings or open houses, you have the basic skill set to create your cover.

Here is an extremely simple, straight forward cover I created in Publisher for an eBook I wrote years ago:



Once I have my cover, I then save it as a .jpeg or .png…your choice. This will also be the first page of my Publisher, Powerpoint or Word doc that I will later turn into my eBook.

Continuing on with making my eBook cover for my website, I then use an online resource to turn my image into a fancy smancy 3D’ish looking book. One of my favorites is myecovermaker.com which will run you just under $5 bucks to create a stylish image like this:


Here is a screenshot from myecovermaker.com of how easy its editor window is to make a cover for your new e-book. Each arrow indicates the different options you have and all the stock images available:

HINT: You can utilize a transparent background when you save and download…ideal if you want to lose the white box look!


The myecovermaker tool offers:

  • Insert Text – Tons of fonts and Word Art
  • Insert Images – Great clip art selection
  • Upload your own image (cost about $5)
  • Use their templates
  • Save and Finalize


This image is now something I easily download and can add to my sidebar or as the main image for a landing page.

HINT: Just like any image, you can hyperlink this so once clicked, will take your visitors to your landing page for download.

Of course there are other resources out there with some offering FREE images so use whatever works best for you.

Step 2. Writing the thing!


Remembering I’m using this image as page 1 of my eBook, I can now start writing. Again, I’m simply using publisher but Powerpoint, Word or Pages for our Mac users works great!

Here is a basic screenshot of how to get started.



At this point, you can add pages in a chapter format or just start writing.

HINT: For the more tech savvy, you can also hyperlink text in your eBook.


Step 3. Save in PDF for your website


Once you are finished, simply click file > Export > Create PDF.


Now you just upload the new PDF you created into your Media Library on your WordPress website in the same manner you upload images, using the “Add Media” button.

You now have a linkable document that you can hyperlink to your e-cover image you created earlier.


White Papers


Producing a library of White Papers for easy assimilation and download also is a great way to offer value to your visitors as well as making you the resource for current and future information.

Finding helpful articles from local economists at your favorite Title and Escrow company or pages from your Buyer Consultation or Listing Presentation Packets are perfect pieces to add to your buyer or seller pages or use them as a library style stand alone page. You can even make these pages accessible only if they sign up for a membership for example.  Like we do on the www.JasonFox.me website… just look to your right.


Some other ideas for Real Estate White Papers:

  1. 5 steps to buying a home on the court house steps
  2. IRS Like-Kind Exchange under IRC Code Section 1031


Whatever you choose, remember that really any PDF or informational piece that you can use as a value add to your website is a good thing…no need to over think this!

Downloadable Manuals


This is just a fancy way of saying Buyer Consultation and Listing Presentation.

Both of these are the most vital pieces of any successful real estate brokers business plan.

Adding these to your website offers transparency and sets you apart from your competition.

You can make these freely accessible or set it up so you need to get a name and email address to download.  Set up in this manner the Manual/White Paper / eBook becomes a Lead Magnet.

EBooks download

Getting Noticed

Now that you have a shiny new Item of Value to share you have an awesome excuse to do a little marketing.

Start by adding the .pdf to your website some where that your website visitors will see it, utulize it, and love you for it.

Then run it through the usual Online Marketing Machine:

  • Share it on Facebook, Twitter, Linkedin, Google +, Pinterest, and even Instagram
  • Add it your next email newsletter
  • Upload it to a .pdf storage site Issuu.com
  • If you use Powerpoint to make your presentation you can upload it to Slideshare.com
  • Write a blog post about it
  • Print it out and hand it out at open houses, or give it to your farm
  • Issue a free press release announcing your new Presentation using PRLog.com



Creating a Presentation eBook that Gets You & Your Website Noticed is a balanced way to add tons of value to your website…and your community!

Having a website for your real estate business is one thing…Using your website for your real estate business is quite another. Take your unfair advantage of what others may be missing with their online marketing and set yourself apart…way apart!

Creating these items of value are both easy and vital to have better traffic…better leads…and a better real estate website!