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Recommended Books for Realtors

Services for Real Estate Pros with Kukun, Inc.

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. I am curious to get your feedback regarding this list and whether I omitted any books you consider classics. Does the ranking seem reasonable? Would you rank them differently? Or would you come up with an entirely different list? [Your feedback might be used to correct or extend the list in a subsequent Kukun blog post, but your words won’t be cited unless you specifically grant me permission.]

  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, Hyper Fast Real Estate Agent," Dan illustrates his utilization of 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 brief 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, or 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.


  1. "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.
  2. "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.
  3. "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.
  4. "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.
  5. "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.
  6. "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.
  7. "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.
  8. "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.
Thomas J. Nelson, REALTOR ® e-Pro CRS RCS-D Vets
Big Block Realty 858.232.8722 - La Jolla, CA
CEO of Vision Drive Realty - Coastal San Diego

I've read #1, #3, and #10

This is a good list, thanks for the recommendations.
Side note, growing up I spent a lot of time in Menlo-Atherton when I lived in San Mateo due to friends and later, work.

Mar 29, 2024 08:11 AM
Matt Kombrink
One Source Realty - Geneva, IL
Your #1 Source For Real Estate

Franklin, thanks for the recommended reads! Always learning.

Mar 29, 2024 09:10 AM
Adam Feinberg
Elegran - Manhattan, NY
NYC Condo, Co-op, and Townhouse Advisor

I haven't read it yet- but I heard it was great- and ever so relevant with the recent commission changes - "The Full Fee Agent: How to Stack the Odds in Your Favor as a Real Estate Professional".

Mar 29, 2024 09:31 AM
Frank Rubi
Frank Rubi Real Estate, LLC - Metairie, LA

Thanks for sharing this list of books to read. Happy Easter!

Mar 29, 2024 10:48 AM
Sam Shueh
(408) 425-1601 - San Jose, CA
mba, cdpe, reopro, pe

I see a new agent on her office. It contains a map of the county by zone, and old label Z12 when mls uses GE Terminate to access listings.  A California Real estate law, a book on RE Principle. Even has a notebook and calander. These days all these tooks are found on one's phone and fab.

Mar 29, 2024 11:12 AM
Michael J. Perry
KW Elite - Lancaster, PA
Lancaster, PA Relo Specialist

I use the Millionaire Real Estate Agent when I teach my 30 hour Sales Course . It provides a Model to follow to build a cash flowing real estate business ! 

Mar 29, 2024 06:10 PM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

I do find the books on targeting to be the best. I meant to say that they are  the most useful for me. This was right on!

Mar 29, 2024 11:18 PM
Richard Weeks
Dallas, TX
REALTOR®, Broker
Great information, thanks for sharing.  I hope you have a great day.
Mar 30, 2024 03:15 AM
mark carls
Dark Web Documents - Bonaventure, FL

Whatsapp: +16465806302 Compra euros, pesos, dólares, libras falsificados 100% indetectables. Compre tarjetas de crédito clonadas en darkwebdocuments.net Compre una licencia de conducir, IELTS, títulos y certificados. háganos saber si necesita realizar algún trámite. procesamos extractos bancarios y muchos otros documentos.

Apr 03, 2024 02:11 AM
Debra Leisek
Bay Realty,Inc Homer Alaska - Homer, AK

What a great list of books to share with us! Thank you for taking the time to compile these. 

Apr 21, 2024 01:45 AM