Real Estate Agent Books. Part 2.


This is the second part of the article I posted in September. There, I gave you 10 book recommendations to improve your life and your career. Of course it is a drop in the ocean, but it is a start. Our team read them. Most of the agents in the US and Canada that we know have read them. How much do you read? Do you believe that the worldview and the skills the books help you develop will further your career? CEOs are readying almost 10 times more than an average person. One of the most successful investor of all times is reading about 500 pages a day. Why do they do that? For one, after many years of practice, they turned it into a habit. Most importantly though, these high achievers disciplined themselves to pursue what’s good for them. Reading books.

In part 2, I want to add 10 more books to the repertoire. Put them on your wish list and try to finish them no later than the first quarter of 2020, so you can improve planning and execution.

The Closer’s Survival Guide by Grant Cardone: a very practical book, like all the books by the author. There is no beating around the bush. He gets to the point quickly and his point is to make you a better salesperson by teaching you the closing skills and technique. He will give you dozens of closes most of which are perfect for your real estate practice. Grant has become one of the most prominent figures in the business of sales and success coaching. He is a high flying entrepreneur, who has already achieved a spectacular level of success in his area - sales.

The Road Less Stupid by Keith Cunningham: I have first learned of Keith from my business partner Mitra, who heard him speak at a Tony Robbins’ “Business Mastery” conference. He was promoting his wares then - the software that allows you to see the financial health of your company at a glance. This was not something we needed at a time and I forgot about it. A few months ago, Mitra went to another conference and a speaker recommended one of Keith’s books among others. It was “The Road Less Stupid”. I decided to try it and got the audio version. Normally I decide if I want to continue with the book within 15 to 20 minutes of starting. I know that most business books are just regurgitating truisms and have very little by way of new material. This one is a breath of fresh air. It is practical, informative and thought provoking. It helps you formulate the right questions and gets you thinking.

Atomic Habits by James Clear: This is a guide to help you remove unwanted habits. Things you may not even be aware of. Instead of leaving you with a void once the habit is removed, James is giving you ideas on installing new ones in their place. Do you want to make exercise a part of your life? Quit smoking? Better manage your time? Eat less sugar? Go out with your dog more often? Spend more time with your kids? Stick to prospecting for 4 hours straight? You get straightforward techniques for turning those New Year’s resolutions, a.k.a. dreams into executable habits that you stick to.

Deep Survival by Lawrence Gonzales: This book is giving you an angle on self-awareness in situations where life is at stake. It is a deep analysis of people acting in the life-or-death situations, where most humans make a secession of decisions leading to a catastrophe. It could be because of external pressures, lack of training or awareness or simply carelessness. But, it is equally an analysis of the minority, that makes better decisions and emerges alive. The story of Lawrence’s father sets the tone for the book and acts as a springboard for other stories that follow. He is effective at clarifying that we only need to stretch out the arm to touch the chaos of the universe and if you get caught off balance we die. The lessons from this book will stay in your memory and they are as applicable to business as they are to life.

Can’t Hurt Me by David Goggins: This guy is the embodiment of inspiration. His story is miraculous, engaging and funny. Having a hard day? This guy had a hard life. A punishing childhood, followed by the lapse into the brief self-destructive comfort, followed again by the daily self-inflicted abuse that killed his fears made him one of the most accomplished athletes in the world. David’s approach to enlightenment is through gruelling physical training. Everything he does is aimed at callousing his mind to withstand any and all external pressures. Just as with the previous book in the list, it is a natural translation from sports to any other area of life. I recommend that you get an audio version of the book. It is a cross between a book and a podcast and has a lot of bonus material where David is interviewed and speaks off the cuff.

Excuses Be Gone by Wayne Dyer: Dr. Dyer is discussing ways of discovering and defeating the bad habits we all have. Often unnoticed, they stay in the way of us achieving the highest levels of success, happiness and fulfilment in business and in life. When you stop worrying about what you don’t have and shift your attention to your goals, abundance shows up.

Relentless by Tim Grover: Tim has trained the biggest stars in basketball for over 2 decades. He has helped them turn from good to great and stay there. He talks about his training methods, his athlete classification and his secrets for developing mental toughness. He also discusses another crucial part of his recipe for high achievement - incorporating the “dark side” into your character and becoming unstoppable.

The 10X Rule by Grant Cardone: Here, Grant is talking about what he calls the 4th degree of action. This is a motivational book with the central idea of the right amount of action getting you the results you want every time. There is a first category of people that retreat in the face of a challenge or a decision. A second category, that is seemingly staying in the same place - they are simply inactive, and a third category, that is moving forward with a minimal habitual effort. To those three categories, he ads a 4th one, where the adherents go after it with “whatever it takes attitude”, to make sure their goals are achieved. Grant calls the path to success for the 4th category of people “the 10X” rule and has the business credentials experience that make you listen.

The Checklist Manifesto by Atul Gawande: Such a simple thought, rejected by many. Just follow a checklist. We are operating sophisticating machinery, performing complex surgeries, making decisions impacting our livelihoods. Take a pilot for example. He needs to work through the pre-flight preparation, while being distracted by thinking about the people he missed, a flat tire on his car or that he forgot to pack his shaving kit. Pilots are obligated to go through the checklist before the plain takes off. Why isn’t  there anything formal like that for doctors, lawyers real estate agents and other professionals? The author works through a number of examples, convincingly showing us that the probability of better and more consistent outcomes is improved significantly by using something as simple as  checklist.

The Ultimate Sales Machine by Chet Holms: Identify a few issues that are fundamental to the success of your business and focus on executing them repeatedly. This is the advise we hear repeatedly throughout this great business book. Chet is talking about sales and his experience in this area, while working for Charlie Munger. Everyone can understand what he is talking about. He helps you with distilling the most important drivers for your business and he then compiles you to execute consistently. Practical and inspirational, this book will help you elevate your business above the competition.

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