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Reviewed by JP Bary for Readers' Favorite
If you’ve already read a few of the many self-help books for salespersons, Michelle Moore’s Selling Simplified—55 Fast Tips to Jump-start Your Real Estate Business might seem at the outset to be something of a rehash of the standard shibboleths that characterize the genre: commit to excellence, develop a business plan, manage your time, be trustworthy, be wise, be a team player, and dress for success. But I suspect the author included these items because they are important (which is why they tend to show up so often in the genre), and she didn’t want her readers to get into further details without emphasizing how fundamental they are. The virtue of her approach is that she writes with energy and precision and doesn’t labor over any of these subjects. Each of her tips is communicated in a few easy-to-read pages, and if you feel like you already know what she is driving at, you can always skip to the next one. Be careful not to skip too quickly, however, because as she progresses into the skills most intimately associated with real estate sales, such as the value of a planned presentation, and knowing the details of what you are selling (and especially the numbers), she drops in some very useful tidbits, such as the value of keeping a pair of mud boots in the car, eleven details that buyers need to know, and the value of using powerful words, such as “site” instead of lot,” “custom” instead of “standard,” and “initial investment” instead of “down payment.” Moore particularly emphasizes communication skills and gets into the importance of details like tone of voice, asking “involvement questions,” and responding to the predictable and unpredictable moods that home-buyers have. She helps readers create a process in which these skills can be used to facilitate closing deals in a way that is constructive and solid, rather than overly aggressive.
The book is filled with testimonials and self-promotional asides, yet there is a constructive lesson here too. She uses these to authenticate the value of what she is communicating and to “build the dream” for her readers, but she encourages them to do the same with their buyers. Finally, she reminds her readers to be balanced and have fun, emphasizing that they will only be successful in the long run if they make the job of selling real estate an integral part of a fulfilling life. I have read a number of books meant to introduce new real estate agents into the basics of selling. This is clearly the best.