5 Essential Reads for Real Estate Agents Who Know Their Stuff

In real estate, as with most professions, the best way to continue improving your business is through educating yourself. Books can help sharpen your business acumen and enhance your customer service skills.

Whether you’re a real estate agent looking to rise to the top of your game or a savvy business person aiming to get ahead, these professional development books are worth a read.

1. Shift: How Top Real Estate Agents Tackle Tough Times by Gary Keller

 

Gary Keller is renowned in real estate both as an author and a co-founder of Keller Williams Realty. Years ago he penned “The Millionaire Real Estate Agent,” which is considered by many to be the benchmark for books on how to succeed in real estate. “Shift,” his follow-up bestseller, helps agents continue to thrive in good times and gives tangible tips to jump-start sales in tougher markets.

What readers are saying: “Don’t let the title fool you. While ‘Shift’ certainly is profound and timely for the market most of us are experiencing right now, this book also works for you in any market. The savvy agent will put it right next to ‘The Millionaire Real Estate Agent’ for back-to-back reference.” — Todd Butzer, Real Estate Company Regional Director

Why we like it: A shift in your mind can be more powerful than a shift in the market. Keller teaches readers how to pivot on shifty ground and outsmart the competition.

2. Choose Yourself by James Altucher

“That’s when it clicked. When everything changed. When I realized that nobody else was going to do it for me. If I was going to thrive, to survive, I had to choose myself. In every way.”

 

Is following your dream always the best thing? James Altucher thinks so. Many would-be entrepreneurs struggle with feelings of incompetence or like they’re not good enough to run their own business. As Amazon explains, Choose Yourself! helps cultivate “inward success (personal happiness and health) and outward success (fulfilling work and wealth).”

What readers are saying: “What I like about James and his book is you can tell he came from a roller coaster. He chose his own path to success without knowing the outcome. And what happens to him later-well…” — Dick Costolo, Former CEO of Twitter

Why we like it: Everyone battles imposter syndrome. Altucher encourages us to challenge our thoughts and limiting self-beliefs, then go boldly in the direction of our dreams.

3. Endless Referrals by Bob Burg


“…from the automotive sales professional to the Realtor, endless referrals are crucial…Without being solidly based on endless referrals from our customers, clients, and everyday contacts, the fate of any business becomes a nerve-wracking mystery, dependent on the whims of current economic conditions and buying moods.”

This book is no stranger to bestseller lists and for good reason. It centers on how to cultivate and maintain relationships. Specifically, it covers principles that help attract highly motivated clients. According to Burg’s website, Endless Referrals shows you, “how to maximize your daily contacts, utilize your tools both online and off, leverage your relationships, and generate ongoing sales opportunities.”

What readers are saying: “If you’re serious about your sales career, whether you are selling a product, service, or yourself, master the contents of this book and you will practically guarantee your future success.” — Tom Hopkins, author of “How to Master the Art of Selling”

Why we like it: For an agent, referrals are the cornerstone of new business. According to the National Association of Realtors, nearly half of home sellers (42 percent) found an agent through a friend or family member’s referral. This book teaches you how to capitalize on those referrals.

4. Mastering the Art of Selling Real Estate by Tom Hopkins

“We all start out with pretty much the same abilities. It’s what we do with them along the way that counts. In other words, great salespeople are not born, they’re trained.”

 

When it comes to real estate sales, there’s arguably no more thorough book than this staple written by Tom Hopkins. Not only is he one of the top real estate sales trainers in the country, he’s also published another industry bible, “How to Master the Art of Listing and Selling Real Estate.” Hopkins has been selling books for almost two decades, and sales are still strong around this popular classic.

What readers are saying: “Tom Hopkins’ book gives you the tools, ideas, and a deeper understanding of the Real Estate sales process so you can adapt more quickly to adverse sales situations or create your own style of salesmanship that works with your personality.” — Amazon customer

Why we like it: Hopkins gives agents tangible tools, such as his effective sales scripts, to help them through a full-scale sales cycle — from prospecting to close.

5. SOLD! A Proven Social Media Strategy for Generating Real Estate Leads by Darren K. Tunstall

“95% of individuals between 18-44 used the internet as an information source when searching for their home.”

Wish there was a guide to help you set up an effective real estate blog or a stress-free how-to on engaging potential clients on social media? “SOLD! A Proven Social Media Strategy for Generating Real Estate Leads” takes the grunt work out of online marketing and helps you focus on increasing sales with proven tactics in internet marketing, social media and lead generation — both online and offline.

What readers are saying: “This is a fantastic book that focuses on the essence and power of creating a successful Internet marketing plan which demonstrates the necessary action steps and consistent follow-through to capture high-quality leads.” — Steve Games, Chairman, Pacific Sotheby’s International Realty Former CEO, Prudential California Realty (bought by Warren Buffet)

Why we like it: Social media marketing is integral to most successful businesses nowadays. This bestseller takes the intimidation factor out of it.

Wrap-up

From marketing to economics, real estate agents need to understand several diverse roles, few of which are actually covered in school. Think of this as a required summer reading list to help you navigate a roster of general and industry-specific challenges.