Essential reading for every estate agent
A simple one from me this week - a list of 4 books that I think should be essential reading for any modern estate agent:
NEGOTIATION: Never split the difference by Chris Voss
This book changed my perception on negotiation and the impact of building your skillet can have on the results for my clients. It takes you inside the world of high-stakes negotiations - author Chris Voss was the FBI’s lead hostage negotiator. Voss shares the nine effective principles, counterintuitive tactics and strategies, which can all be easily applied as an estate agent.
MARKETING: Purple Cow by Seth Godin
In my option, Seth Godin is one of the greatest ever marketeers. Reading Purple Cow will help you question what it takes to stand out in a crowed market, and consider what it takes to be truly remarkable - like a purple cow would stand out in a field of ordinary cows. The book encourages businesses to embrace the idea of being "purple cows" by offering unique and remarkable services that naturally attract attention and generate buzz in the market.
SALES: Start with Why by Simon Sinek
In this book, Simon explores the concept of purpose-driven leadership and the power of understanding the "why" behind what you do. He introduces the ‘golden circle’ framework which explains why the world’s greatest brands start by communicating why they do what they do, before how and what they do / sell. It’s a concept that can be applied to your own business. By focusing on the "why" first, you create a compelling narrative that resonates with clients on an emotional level, setting you apart from competitors who merely focus on the "what" (e.g., ‘we’re an estate agency’) or the "how" (e.g., we take nice photos). The concept will make you rethink how you communicate with prospects.
RELATIONSHIPS: How to win friends and influence people - Dale Carnegie
Arguably the most important book on the list - offering invaluable insights into the art of building meaningful relationships and effective communication. Absolutely essential skills for any estate agent, and in my opinion, there’s no better book out on the topic than this.
I hope you find them useful!
Speak soon
Adam Horton
