Moore's Twilight Review
A Journal of Independent Ideas
The Competent Broker
Seeking Competence and Integrity in the Real Estate Business
(Full text now available here)
Copyright
Table of Contents
Introduction
Section One: Brokers
Chapter One: The Two Primary Jobs of a Broker
Chapter Two: Sell Quickly and Get Paid
Fast
Chapter Three: Underpricing
Special Section: Buying the Listing
Chapter Four: Brokers Lack Business Savvy
Chapter Five: Brokers Lack Technical Skills
Chapter Six: Dual Agency and Broker Ethics
Chapter Seven: Coming Soon
Chapter Eight: Scripts and Objection Handling
Chapter Nine: On Malarkey
Chapter Ten: Licensing and Education
Chapter Eleven: Continuing Education and Ethics
Chapter Twelve: The REALTOR
®
Code of Ethics
Special Section: Is there an Article 15 Hearing in my future?
Chapter Thirteen: Words to Watch:
Coach
and
Team
Chapter Fourteen: And Brokers Have Their Own Coaches
Chapter Fifteen: Pushy Brokers are Stupid Brokers
Special Section: Rhinestone Cowboys, Gunslingers, and George Baileys
Section Two: Buyers and Sellers
Chapter Sixteen: The Solid Brown Zebra
Chapter Seventeen: The Pretense of Competence and Authority
Chapter Eighteen: Ratings, Signaling, and Peer Reviews
Chapter Nineteen: How to Find a Competent Broker
Chapter Twenty: Anecdotal Advice
Chapter Twenty-One: Objectivity
Chapter Twenty-Two: Real Estate Lags the Digital Age
Section Three: Fees and Business Models
Chapter Twenty-Three: The Six Percent, Part One
Chapter Twenty-Four: The Discounters and Their Clients
Chapter Twenty-Five: Duty Shifting
Chapter Twenty-Six: On Paying Buyer's Brokers
Chapter Twenty-Seven: A Coming Clash of Discounts
Chapter Twenty-Eight: iBuyers
Chapter Twenty-Nine: The Six Percent, Part Two
Chapter Thirty: The Future Will Be Online
Chapter Thirty-One: For Sale By Owners (FSBOs)
Section Four: Marketing
Chapter Thirty-Two: Marketing is a Commodity
Chapter Thirty-Three: Marketing Will Not Sell Your House
Special Section: The Basics of Online Marketing
Chapter Thirty-Four: Open Houses are a Sham
Chapter Thirty-Five: Buyer Feedback
Chapter Thirty-Six: On Pricing Real Estate Like Groceries
Section Five: Negotiation
Chapter Thirty-Seven: The Negotiating Platform
Chapter Thirty-Eight: Negotiating Due Diligence
Special Section: Negotiating Due Diligence: An Example
Chapter Thirty-Nine: Try Not to Care (Too Much)
Chapter Forty: Be Deliberate
Chapter Forty-One: On Seriousness
Chapter Forty-Two: Be Prepared
Chapter Forty-Three: On Cultural Differences
Chapter Forty-Four: Be Awake
Chapter Forty-Five: No Offer is Insulting
Chapter Forty-Six: Always Be Nice
Special Section: The Andy Griffith Negotiation Strategy
Chapter Forty-Seven: The Golden Rule
Chapter Forty-Eight: Be Skeptical
Chapter Forty-Nine: Excessive Talk and Clever Questions
Chapter Fifty: Discussion is Not Always Helpful
Chapter Fifty-One: Difficult People
Chapter Fifty-Two: The
No Response
Response
Chapter Fifty-Three: Watch Your Net, Not the Details
Chapter Fifty-Four: Better Than Expected Offers
Chapter Fifty-Five: On Win-Win
Conclusion: Gresham's Law for Real Estate
Afterword: Competence and Integrity
Glossary
Acknowledgments
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