Tuesday, October 6, 2020

Is there a Market for Competence & Integrity?

Find The Competent Broker at Amazon.com
Click to find The Competent
at Amazon.com
Over the weekend, I received a lovely note from a Florida broker who had found and purchased my book, The Competent Broker.  She wrote:  I found your book by Googling "broker with integrity."  So just for kicks and grins, I decided to Google:  "real estate broker integrity book."

Finally, I made it to the top of a Google search.  First listing on the first page.  Oh, there were some other books listed, but mine is, apparently, the only one on integrity in the whole real estate universe.

I did the same search on Amazon, and again, it is the first non-sponsored book listed.  Followed by books on real estate investing and flipping houses.

This was not complete news to me. When writing and later pricing the book, I was advised to look up other books similar to mine.  Book comps, so to speak.  Well let me tell you, there are loads of real estate books.  But I found exactly zero on competence and/or integrity.  Sure, there are some textbooks which cover agency and ethics for aspiring brokers.  But in terms of a book for competent, high integrity practitioners and how to identify them, I am not aware of any others.


Well I think it speaks volumes about our business.  Brokers want books on sales and prospecting and scripts.  Oh, and how to get rich selling real estate.  Consumers want books on investing and flipping houses and the latest HGTV offerings.

So, is there a market for my subject matter?  I have heard from a number of like-minded brokers such as my new Florida friend.  So I know there is at least a small market.  The real questions are:  How do we reach it?  And can we expand it?  At this point, these are open questions.

I like to think that there is in fact an audience for this type of work which has been ignored by writers and publishers searching for easy sales.

Help me find it....


  1. Nice article!
    I posted some of the book's content on Facebook and got some good (and one negative) comments. You should consider Facebook and LinkedIn posts!

    1. Hey thanks! I'd love to read the reactions...can you send a link?

      I have thought about posting one of the chapters to LinkedIn (they are all fairly short). Maybe I should do that. And may need to reconsider joining Facebook.

    2. Honestly, I do not know how to share the link to the Facebook post. Here is a copy and paste of it. I paid $10 to boost it, and I got a lot of "likes" from the community. Two people shared the post. I also got a comment asking for more info on illusory and dysfunctional teams. I copied the three pages of the book for him in the comments. He then commented that he appreciated reading that. I also got a nasty comment that i deleted. It was from a fellow Keller Williams agent that tagged our team leader/coach in her comment. It was regarding the scripts and the coaches one. KW is big on those two things. After that comment I deleted that number and put something else in there instead.
      TEN Honest Tips:
      1)Avoid realtors who care more about a quick and easy paycheck rather than the best interests of their clients.
      2)Avoid realtors who hawk "coming soon" as a way to get both ends of the deal.
      3)Avoid realtors who never take the time to fully understand the offer and contract, and how to use it to serve their clients.
      4)Avoid realtors who have dysfunctional or illusory teams.
      5)Avoid realtors who exploit fear and nervousness.
      6)Avoid realtors who attempt to shift their duties to the other side.
      7)Avoid realtors who view negotiation skills as unimportant.
      8)Avoid realtors who underprice properties for that quick sale.
      9)Avoid realtors who are aggressive, pushy, and/or lazy.
      10)Avoid realtors who fail to offer their clients objectivity.
      From "The Competent Broker: Seeking Competence and Integrity in the Real Estate Business" by Reuben Moore

    3. Thanks for posting!

      That's so funny, because just a few days ago, I added the conclusion of the scripts chapter to the sidebar of this blog. I think it is that important.

      Also: Jennifer Allan-Hagedorn has a great video on scripts on her YouTube channel. I don't think I can embed it here, but here is the url:


      I commented on it a few months back, and there are a couple of other good comments.

  2. Good video. Thank you. It is encouraging to see other realtors who eschew scripts.
    So, the question of the day for you is this: What is your advice to a newer realtor who is having trouble acquiring enough new clients to sustain their business? We know what you don't do. What do you do?

    1. While it may not be the most satisfactory response, I would say: “Stick with what you know.”

      When I first got my license, I joined a large firm (now a part of Berkshire Hathaway). The brokers used to go on and on about “stepping outside of your comfort zone.” It could have been the company slogan. And of course, it sounds good and it is difficult to argue with. For all I know, they still say it over there.

      But let me paraphrase Charlie Munger: Brokers tend to mindlessly imitate the behavior of their peers, no matter how foolish it may be to do so. Munger goes on to quote the great Thomas Watson (of IBM): I’m no genius, but I’m smart in spots. And I try to stay around those spots.

      The supreme irony, of course, is that Munger is Vice Chairman of Berkshire Hathaway!

      Before I got a real estate license, I was in the book business. And after I got licensed, I reached out to my former book colleagues and customers, mostly academics. I know a broker, before he got a license, he sold Saturns (cars). After he was licensed, he reached out to all of his former car customers. Imagine his database of young folks by then getting married and starting families. I am sure there are many similar stories.

      Very few people go into residential real estate first. It is typically a second career choice. Bring what you know with you.