This is an excerpt from my book: The Politically Incorrect Real Estate Agent Handbook
Born with a strange sense of humor and a desire to share what I know, this book is the natural result of my first fifteen years in real estate sales. During that time, I’ve seen umpteen agents come and go. Plenty have been successful, but many more were not. And while each had wanted to stay, most of them went.
With its ridiculously-low entry barrier, the real estate sales industry attracts all sorts of people, drunk on all kinds of ambition. The motives of these masses range from building an empire, to funding family entertainment and vacations. For this reason, I have come to realize that real estate success is a journey, not a destination, and is defined by the individual on its path. Therefore, the agent who earns a half-million by closing a hundred transactions per year may be just as successful as the one who closes a half-dozen and earns thirty-thousand. For each, success depends upon achievement of a personal production goal. To attain that goal, the agent must routinely acquire clients and close transactions—each of which requires the execution of a long series of tasks. In this way, an agent’s success is predicated upon competency of task performance.
Of the competent agents I’ve met, some were conservative and calculated, while others were wacky and improvisational. Some were seasoned veterans and others were fresh rookies. Regardless of style or tenure, competent agents share a single commonality: continued, constructive action. In other words, competent agents keep learning better ways to say and do the right things, at the right times, over and over and over again.
Incompetent agents are well-intentioned, but often fall into the trappings of their independent contractor status; left to self-educate, many feel lost. Although classes, workshops, and coaching programs are available, these avenues seem expensive and feel tedious. For those who forego formal training, many find their learnin’ via the agent grapevine. Free and convenient, this oral tradition is largely a patchwork of home remedies and tall tales, spun-up and re-told during each summoned session. Depending upon the teller, pearls of wisdom may trickle from its thicket, or the chatter may conjure complete crap. Either way, its impulsive lessons are typically disjointed and full of omissions.
The results have been chronicled: without a qualified advisor, the overwhelming majority of those who attempt real estate sales will not find success and will leave its ranks. Until they flunk-out, these incompetent agents unwittingly flail-about, gasping at clients and bungling transactions, gumming-up the works and spreading distrust of the industry.
My belief is that the client is best-served by a competent agent and that competence is easily gained by repeated learning and doing. All agents desire success (competency), but most don’t know where to begin or what to believe. Their job is complicated, but it doesn’t come with an owner’s manual.
So, I created this recipe guide of the most common real estate tasks. Presented in a tell-it-like-it-is format, each chapter is based upon an area of real estate competency (as deemed by me). Throughout, the reader is encouraged to forever banish victimhood, seek validation of “facts,” and to be direct, but cordial, in all dealings.
Now, anyone can plop-down a few measly bucks, buy my book, and discover an offbeat compendium of real estate sales. Hopefully, it will aid agents of all stripes: full-timers and weekend warriors, newbies and wannabes.
Ultimately, this primer is for real estate agents and their clients. May you each find success, however defined.