After over four decades in commercial real estate brokerage and 10 years writing this column, I thought I knew how to tell a story. Then I decided to write a book.
And I’m pleased to say it’s published and available on Amazon in paperback or Kindle.
What started as a compilation of anecdotes turned into a deep dive into the systems, habits and turning points that shaped my career. I titled the book The SEQUENCE – A Personal Journey and Proven Framework for Commercial Real Estate Brokerage Success.
Along the way, I learned a lot more than I expected. About writing. About business. And about myself.
Here are 10 lessons from the journey:
1. Writing a book is different than writing a column. A column is a sprint. A book is a marathon. In a column, you land your point quickly. A book requires structure, pacing and a deeper connection with your reader.
2. Structure matters more than you think. You can’t just throw stories on a page and hope they stick. My book follows a framework I call SEQUENCE — a step-by-step system I’ve used to manage deals. That structure kept me on track and helped readers follow along.
3. Your voice gets clearer the longer you write. At first, I tried to sound like an “author.” Eventually, I realized my own voice — the same one I use in this column — is what people want.
4. The best stories are the real ones. Readers remember the deal that almost fell apart, the client who became a friend, or the early mistake that became a turning point. Vulnerability beats polish every time.
5. Time is the biggest hurdle.
Writing a book while managing a full-time career isn’t easy. But I treated it like a client appointment: scheduled, protected and consistent.
6. Good editing is worth its weight in gold. My first draft was… fine. My final draft? Clearer, tighter and much more readable, thanks to a professional edit and some tough love from early readers.
7. Legacy is a powerful motivator.
I wrote the book to help other brokers, yes, but I also wrote it for my grandkids. Every chapter is addressed to them. That perspective changed everything.
8. Publishing is easier — and harder — than ever. Technology makes it simple to self-publish. But standing out? That’s another story. Writing the book is just the beginning of sharing it.
9. Your network matters more than your launch plan. Colleagues, clients, friends, and family became my first readers, reviewers, and cheerleaders. A strong community beats clever marketing.
10. We all have a book in us. Whether it’s business lessons, life stories, or personal insight — everyone has something worth writing down. If you’ve been thinking about it, start. Even a page a day adds up.
Writing a book forced me to slow down and reflect. It reminded me why I love what I do and how much I still want to share.
If you’re on a similar journey, I’m cheering you on. It’s hard. It’s worth it. And you’ll learn more than you ever imagined.
Allen C. Buchanan, SIOR, is a principal with Lee & Associates Commercial Real Estate Services in Orange. He can be reached at abuchanan@lee-associates.com or 714.564.7104.
