7 must-read books to elevate your real estate marketing
Regardless of where you are in your career, the right book can transform the way you approach your company. This is especially true in marketing, where new ideas are critical to success. We asked the top producers at Sotheby’s International Realty about the books they turned to for inspiration
Regardless of where you are in your career, the right book can transform the way you approach your company. This is especially true in marketing, where new ideas are critical to success.
We asked the top producers at Sotheby’s International Realty about the books they turned to for inspiration. Because while reading, a good recommendation can ensure that you are investing your time in the right place. Whether you want to strategize for business operations or social media, these books should be added to your marketing reading list.
How to Make Your Messages Pop: All Marketers Are Liars: The Power of Authentic Stories in a Low-Trust World by Seth Godin
Reaching potential buyers and sellers has never been easier thanks to social media. However, a crowded landscape means your message really needs to get noticed. This is where Seth Godin’s All Marketers Are Liars comes in, says Annie Holdreith, Associate Real Estate Broker at Daniel Gale Sotheby’s International Realty in New York. “Godin makes the case that all successful marketers are authentic storytellers,” she says. “People want good stories to believe that they need or want something. The experience of what it is like to live in a home is the story we need to tell so that buyers can connect with a property. “
To Grow Your Business: Michael Gerber’s E-Myth
“The E-Myth changed my business,” said Jack Cotton, real estate writer and coach at Sotheby’s International Realty – Osterville Brokerage in Massachusetts. “In my 45 years of experience, I’ve found that most people in real estate are in a practice, calling, hobby, or even job. Most don’t treat it as a business. “By simply reformulating the way people look at and approach work, Michael Gerber enables agents to implement the structures necessary for their real estate businesses to thrive.
In order to have his insights at hand, Cotton has an organized strategy for writing down. “My procedure is to read a ledger on my phone that has important parts to be easily highlighted,” he says. “Then I go back and dictate the highlights, have them transcribed, and review and archive them until the year the book was read. I have a full library of my own CliffsNotes. “
To cover the basics: Gary Keller’s Millionaire Real Estate Agent
Deena Schencker, Senior Vice President Sales at Jameson Sotheby’s International Realty in Chicago, recommends revisiting the classics.
“Gary Keller is known both as a writer and a co-founder of Keller Williams Realty in the real estate business,” she says. “The Millionaire Real Estate Agent is widely regarded as the benchmark for books on real estate success. Shift is its more recent successor bestseller, and I would consider either of them a good starting point for Real Estate 101 today.
“I think that books by thought leaders are sometimes the best time, as their wisdom goes far beyond the real estate industry,” continues Schencker. “Some of the most important foundational books are Napoleon Hills Think and Grow Rich, Stephen R. Covey’s 7 Habits of Highly Effective People, and Zig Ziglars See You at the Top.”
To Build Better Customer Relationships: Ninja Selling: Subtle Skills. Great results. by Larry Kendall
Recommended by both Holdreith and Schencker, Ninja Selling turns selling on its head by focusing instead on building customer relationships. “After reading this book, I had a paradigm shift that resulted in a less conventional approach to a traditional real estate business,” says Schencker. “I switched from being a transaction-based agent to a relationship-based professional.”
While the book introduces principles that are invaluable to your approach to business, you will also learn the value of personal mastery by building on strengths and identifying areas for growth. “One of the ‘aha’ moments in the book was realizing that I had a better, more sophisticated process for working with sellers, and I needed to raise the bar on my process for working with buyers,” says Holdreith.
How To Optimize Social Media: Crushing It! by Gary Vaynerchuk
The social media landscape is constantly changing, but success still depends on one important factor: authenticity. That timeless feature, along with actionable advice for effectively using all of the major platforms, is featured in Gary Vaynerchuk’s Crushing It! Examined in detail. “His books inspired me to take social media marketing seriously, and I’m so glad I did,” says Kelly Fernandes, REALTOR® employee at Heritage House Sotheby’s International Realty in New Jersey. “By using his ideas, I was able to generate more entries and authentically connect with my audience. This year he inspired me to start my own podcast, which has become another platform for me to connect with my consumer in a unique way. “
Use books as a bridge
If you are always informed about the latest trends while reading, this offers an additional benefit: you have a new way of getting in touch with customers. “A lot of my clients are great readers, and a deeper connection can come from a shared love of reading,” says Holdreith.
Fernandes agrees. “I recently made an appointment for a listing where I went to the homeowner’s office and The Untethered Soul: The Journey Beyond You by Michael A. Singer was on my client’s desk,” she says. “Coincidentally, I read it again. We talked about the book right away, and when I got back for my next appointment I brought my salespeople another book that I thought they might like. Not only did I get a listing that day, I cultivated a relationship that extends beyond real estate. “
Schencker follows a similar connection strategy. “When I meet a customer and they discuss a topic related to a book I’ve read, I send them the book or Kindle version of what they want to learn.”
Regardless of the topic, books enable agents to establish common ground with customers. “Whenever I visit a customer’s house, I always make a careful note of what’s on their bookshelf,” says Cotton. “If I get an idea of these book covers, I can know what my customers are reading and what I need to read.”
Looking back at your reading practice can do more than just improve your marketing strategies: you could make a sale.
About Sotheby’s International Realty
Sotheby’s International Realty was founded in 1976 as a real estate service for discerning customers of the Sotheby’s auction house. Today, the company’s global footprint includes 990 offices in 72 countries and territories worldwide, including 43 proprietary brokerage offices in major metropolitan and resort markets. In February 2004, Realogy entered into a long-term strategic alliance with Sotheby’s, the operator of the auction house. The agreement provided for the licensing of the name Sotheby’s International Realty and the development of a franchise system. The franchise system consists of an affiliate network in which each office is independent and operated. Sotheby’s International Realty supports its affiliates and agents with a variety of resources for operations, marketing, recruiting, education and business development. Partners and agents also benefit from a connection with the venerable auction house Sotheby’s, which was founded in 1744. More information is available at www.sothebysrealty.com.
The affiliate network is operated by Sotheby’s International Realty Affiliates LLC and the company-owned brokers are operated by Sotheby’s International Realty, Inc. Both companies are subsidiaries of Realogy Holdings Corp. (NYSE: RLGY), a global leader in real estate franchising and providing real estate brokerage, relocation and fulfillment services. Sotheby’s International Realty Affiliates LLC and Sotheby’s International Realty Inc. both fully support the principles of the Fair Housing Act and the Equal Opportunity Act.