REAL INSIGHTS

A debut manual explores the fundamentals of being a real estate agent.

In this business book, Graff addresses fellow real estate agents, particularly those who are new to the profession. In thematically organized chapters, the volume offers wide-ranging advice on everything from joining the right brokerage to pricing a listing. The guide dissects the variety of agent-broker relationships that exists, lists the basics of preparing for the licensing exam, describes the traits and tactics of successful agents, and steers readers through strategies for building a client base. The author explains how to host an effective open house, how to manage paperwork and procedures, and how to establish a professional online presence. The book’s insights and tips range from the general (what buyers and sellers look for in assessing potential agents) to the hyperspecific (scripts for reaching out to prospective and past clients by phone). Graff discusses broad industry factors like iBuyers, interest rates, and cyclical trends, pointing out how agents can triumph even in challenging times by understanding these aspects clearly and reacting appropriately. The manual shows why agents’ up-to-date and detailed knowledge of their unique markets is the key to providing clients high-quality service that will allow their businesses to be both profitable and sustainable.

Graff is cleareyed about the industry, noting several times that average real estate agent earnings are modest and that the majority of those who acquire a license leave the field within five years. He encourages readers to be among the minority who make it a viable career by setting appropriate expectations—particularly financial ones, as new agents will have to support themselves until they start earning commissions—and continually updating their knowledge of their clients, regions, and the industry as a whole. The book repeatedly reminds readers that agents are independent contractors responsible for planning and managing their own businesses, and it supplies concrete counsel about how to do so. Some portions of the guide will be primarily of interest to more sales-oriented readers—for instance, Graff’s endorsements of direct mail outreach and follow-up calls to former clients are unlikely to click with individuals who throw out junk mail unread and decline calls from unknown numbers—making the book most appropriate to the niche audience it targets. All readers will find the manual well written and easy to follow, useful for both a quick reference and as a broad outline of what it takes to flourish in the business. Readers who are considering a career in real estate will find the volume a valuable overview that helps them understand what it is like to work in the industry, while those who are already knowledgeable about the fundamentals will find it a worthy blueprint for developing a strong foundation in the business and figuring out how to hone the most crucial skills that are needed for long-term success.

A thorough, informative guide to the real estate industry, with clear explanations and solid advice.