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How to Master the Art of Listing & Selling Real Estate, by Tom Hopkins
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Tom Hopkins' career is the quintessential American success story, from a $42-a-month failure to millionaire, through the real estate sales techniques he developed and perfected. He has taught these techniques to more than one billion real estate pro on four continents, and now shares them with readers, revealing how to succeed in virtually any market.
- Sales Rank: #41197 in Books
- Brand: Prentice Hall Press
- Published on: 1991-03-12
- Released on: 1991-02-01
- Original language: English
- Number of items: 1
- Dimensions: 9.32" h x 1.33" w x 6.38" l,
- Binding: Hardcover
- 402 pages
- Great product!
Most helpful customer reviews
0 of 0 people found the following review helpful.
Pretty good :)
By LisaP
This is a pretty good book. He has some good points and advice. His writing style is entertaining and the time goes by fast. Makes me want to go out and get those listings! My only problem is that it is a bit outdated.
15 of 16 people found the following review helpful.
Reads like a car salesman
By mydogplaysthetrumpet
Its an okay book. My only problem is the author provides a lot of scripts and selling techniques that use lies to manipulate people. For example he recommends pretending you may want to buy a home as a personal investment when calling of FSBOs who advertise "no brokers". Its also a very old book and some of the stuff that worked in the 80s doesnt work any more.
15 of 21 people found the following review helpful.
The 1950s were different
By Amazon Customer
This is my second read of this book, three years and some 300 sales & marketing books down stream. My goodness, but the advice is inappropriate for Realtors, at least those on either coast.
The "techniques" advocated were, and perhaps still are, used in selling paring knives, potato peelers and perhaps larger items like vacuum cleaners. Those techniques, if used more than very sparingly, tend to put off potential clients.
The "How to List" routine is to knock on doors. This may have been a great approach in the 1950s when 95% (or more) of the houses were inhabited by stay-at-home moms, but now that a huge fraction of the homes (80% maybe??) are inhabited by two earner families, the cost/benefit ratio of walking your neighborhood is poor, to say the least. More gimickery is offered, especially where FSBOs are concerned, rather than looking for a way to give value to the client.
Hopkins does offer some reasonable advice on tracking your personal business statistics. Maybe I should up my rating to two stars. However, if you carefully (or not so carefully) keep track of the hours spent following his other advice, I think you'll find your return per hour below a living wage.
Hopkins may be a great motivator -- I wouldn't know. But you definitely want to look at marketing books to learn about marketing yourself, which is what listing is about. This book will waste your time and your money, and, worst of all, teach habits that you will later need to unlearn.
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