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Real Estate Education: Recommended Reading
Jennifer Hoppenrath - Z57 REALTOR® Resource
Wintertime can be a great time to catch up on reading, and while you may be looking forward to that wonderful crime novel or romance that's been laying on your nightstand for the past few months, don't forget to make some time for these compelling titles that can help you make 2005 the most profitable year for your Realty yet!
Real
Estate Rainmaker Guide to Online Marketing
by Dan Gooder Richard
Wiley, John & Sons, Incorporated © 2004
If your busy holiday schedule only allows you to snuggle up with one book this holiday season, this should be it. Mr. Richard outlines the key principles of online marketing best practices for real estate agents, using terminology that both beginners and experts will enjoy. Laying out real-world scenarios, Richard helps get you past that marketing jargon that may impress recent marketing graduates at the Illumni Club, but rarely applies to helping you sell homes. Richard never forgets that the key to solid internet marketing is simple: never forget that solid business practices such as client satisfaction and return on investment apply as equally to the Internet as they do your overall business plan. Mr. Richards explains how real money can be made online, specifically within the real estate profession.
The
Millionaire Real Estate Agent
by Gary Keller, Dave Papasan, and Dave Jenks
McGraw Hill Companies © 2004
This gem is one of the most popular books for REALTORS® to be released this year. If you haven't read it yet, you may want a copy just to show you haven't missed the buzz! Gary Keller divides the book into two parts. Part one "Charting the Course" dispels six myths that prevent agents from becoming top producers. Part two, "The Four Stages", discusses the nine ways that millionaire REALTORS® think that set them apart from their less successful counterparts. This book so encapsulates the mindset necessary to succeed in real estate that Robert T. Kiyosaki, the best-selling author of "Rich Dad, Poor Dad" proclaims, "This book presents a new paradigm for real estate and should be required reading for real estate professionals everywhere."
Customer
Satisfaction Is Worthless, Customer Loyalty Is Priceless: How to Make
Customers Love You, Keep Them Coming Back and Tell Everyone They Know
by Jeffrey Gitomer
Bard Press © 1998
In "Selling the Invisible", Harry Beckwith states that the reason McDonalds won the fast food "burger wars" was that they understood that they weren't actually selling burgers. They were selling an experience. So, while Burger King heralded the arrival of the flame broiled WhopperTM, touting it's grilled superiority to their rival's seared patties, fast food customers were packing into McDonalds franchises for the "food, folks, and fun". Jeffrey Gitomer is the master of this premise, and he outlines it in detail in this amazing book. In clear and concise terms, Gitomer outlines the factors that comprise exceptional service, constantly reminding the reader that customer experience is the true source of wealth for any business. Agents sell service as much as they sell homes, and in an industry were referrals are priceless, this book can pay itself back countless times in repeat business for your Realty.
21
Things I Wish My Broker Had Told Me: Practical Advice for New Real Estate
Professionals
by Frank Cook
Dearborn Real Estate Education © 2002
Frank Cook publishes the industry newsletters Agency Law Quarterly and Real Estate Intelligence Report, and after speaking with agents for dozens of years has compiled a straight-forward and informative read about the many challenges of the real estate profession. Cook speaks to the reader candidly, using personal references and even humor to caution readers of the common pitfalls made by newcomers and experienced agents alike. Far from being a doomsayer, Cook has a love for his industry and his conversational style make this indispensable book a joy to read as well as a life saver for those beginning their real estate careers.
Real
Estate Internet Skills
by Curt Robbins
DDC Publishing © 1999
For the agent who sometimes gets lost navigating the World Wide Web, or has questions about Internet terminology, this book is for you. Better than the "Internet for Dummies" guide, Curt Robbins translates the online experience specifically for REALTORS®, directing you to real estate mailing lists, Realty websites, plus the value of using hypertext, hyperlinks, and hypermedia in your own online marketing. What's best about this book is that it's designed to be a one-day crash course, giving you the most amount of information in the least amount of time. Robbins style is simple yet thorough, using bulleted lists, easy charts, and diagrams to provide visual guides. While some of the Internet usage statistics may be a little dated, the vast majority of this information will be very useful to those looking for a quick course on the Internet from a real estate perspective.
