The Essential Realtor’s Library: Books and Strategies for Thriving in Real Estate

I produced a weighting scheme that looked at the number of reviews on Amazon and Goodreads, the Amazon rating and Goodreads ratings, and the number of sales to determine what the most valuable books to realtors are. In order to validate the recommendations, I posted the list to the activerain blog to solicit feedback. The list largely corresponded with their favorites, though a surprisingly large number did cite a few books about career and business that were not specifically limited to real estate. The most popular was a book called, “Who Moved My Cheese?” by Spencer Johnson. That said, limiting ourselves to books about becoming a successful realtor, here is Kukun’s recommended reading list for realtors:

1. “The Millionaire Real Estate Agent” 

By Gary Keller, Dave Jenks, and Jay Papasan; 4.7 on Amazon, 4.2 on Goodreads: This book offers insights into the strategies and systems used by successful real estate agents to build wealth and achieve success in the industry. Well reviewed and highly regarded, this book does receive criticism for focusing more on building out teams than maximizing performance as an individual agent. It has also been criticized for being a little too optimistic.  

2. “The HyperLocal HyperFast Real Estate Agent” 

By Daniel James Lesniak; 4.5 on Amazon; 4.01 on Goodreads: This book provides practical advice on leveraging local market knowledge and using technology to grow a successful real estate business quickly. In “The HyperLocal, HyperFast Real Estate Agent,” Dan illustrates using the Segmentation, Targeting, and Positioning (STP) framework to pinpoint potential markets, discern which ones to pursue, and enhance consumer value within those markets. 

This book serves as a guide to employing the STP framework to penetrate new markets or expand market share in existing ones by delivering increased value to potential clients and effectively communicating one’s value proposition to the market. Whether you’re a novice agent embarking on your career or a seasoned professional seeking further growth, this book provides actionable insights, drawing from Dan’s experiences in the fiercely competitive Arlington, VA (Greater Washington DC) market.

Here is a summary of what the STP framework entails:

 The STP framework refers to Segmentation, Targeting, and Positioning, a strategic approach used by professionals to identify and attract potential clients, tailor services to meet their needs and differentiate themselves in the market.

Segmentation

This involves dividing the market into distinct groups based on certain criteria such as demographics, psychographics, income, behavior, geographic location, etc.

Targeting

Once segments have been identified, agents then evaluate and select the segments that offer the most potential for business growth and success given the agent’s specific talents.

Positioning

Positioning involves creating a distinct and desirable image or perception of the real estate agent or brokerage within the minds of the target market segments. This entails highlighting unique value propositions, expertise, service offerings, or other factors that differentiate the agent from competitors and resonate with the needs and preferences of the target audience. Effective positioning helps agents establish a competitive advantage and build a strong reputation in the market.

3. “Ninja Selling: Subtle Skills. Big Results.” 

By Larry Kendall; 4.8 on Amazon; 4.5 on Goodreads: Ninja Selling focuses on building relationships, providing exceptional service, and mastering the art of selling real estate with integrity and professionalism. It emphasizes the importance of building trust and communication over traditional hard-selling tactics. That said, it covers fewer topics than the previously mentioned books.

4. “The Honest Real Estate Agent: A Training Guide for a Successful First Year and Beyond as a Real Estate Agent” 

By Mario Jannatpour; 4.4 on Amazon; 3.9 on Goodreads: Aimed at new real estate agents, this book offers practical advice on getting started in the industry, building a client base, and achieving long-term success.

5. “Secrets of Top Selling Agents: The Keys To Real Estate Success Revealed” 

By Joe Sesso; 4.3 on Amazon; 3.8 on Goodreads: This book features insights and strategies from top-performing real estate agents, covering topics such as lead generation, negotiation, and marketing. The fact that it provides an ensemble of authors with a variety of ideas and insights means that almost every realtor will find something useful in this book.

6. “The Champion Real Estate Agent: Get to the Top of Your Game and Knock Sales Out of the Park” 

By Dirk Zeller; 4.4 on Amazon; 3.89 on Goodreads: This book provides practical tips and techniques for real estate agents to excel in their careers, including prospecting, handling objections, and closing deals. That said, some reviews have criticized the book for including too many personal anecdotes.

7. “The Book of Yes: The Ultimate Real Estate Agent Conversation Guide” 

By Kevin Ward; 4.6 on Amazon; 4.13 on Goodreads: The Book of Yes offers scripts and dialogues for real estate agents to use in various situations, from prospecting and lead follow-up to listing presentations and negotiations.

8. “7L: The Seven Levels of Communication” 

By Michael J. Maher; 4.7 on Amazon; 4.35 on Goodreads: While not specific to real estate, this book offers valuable insights into building relationships and generating referrals through effective communication strategies.

9. “Real Estate Success in 5 Minutes a Day: Secrets of a Top Agent Revealed“ 

4.7 on Amazon; 3.85 on Goodreads by Karen Briscoe: This book provides daily insights and action steps for real estate professionals to enhance their productivity, mindset, and success in the industry.

10. “The Miracle Morning for Real Estate Agents: It’s Your Time to Rise and Shine“

4.7 on Amazon; 4.3 on Goodreads by Hal Elrod, Michael J. Maher, and Michael Reese: This book explores the power of morning routines and personal development habits for real estate agents to achieve greater success and fulfillment in their careers. Its emphasis on developing useful routines might prove helpful to agents who have a wealth of knowledge but have trouble putting that knowledge into practice.

Of course, it takes more than brilliant advice to become a successful agent. It takes the right tools as well—a proper CRM, marketing, and, something far too often neglected, the right customer engagement tool. If you lack a customer engagement tool, please visit us at www.kukun.ai to learn about the Kukun portal.

Read more: Top real estate podcasts for agents

Franklin Carroll

Franklin Carroll is Kukun's VP of Modelling and Analytics; After finishing his studies at the University of Chicago, he worked at Fannie Mae where he helped build Collateral Underwriter, roll out the Value Verify initiative, and specialized in collateral related and credit related policy.

Published April 3, 2024