List More, Sell More

The layperson who accidentally sees this seemingly dated, often dog-eared book might ask why an obscure, out of print tome would command such a high price. The answer is that Jerry Bresser's 1983 book is the Rosetta Stone of real estate sales training, and the principles he writes about are still resonant in this era of internet websites, virtual tours, and other gimmicks. Before there was a sweathogs, Craig Proctor or Mike Ferry, Bresser's book distilled the greatest rule of success in real estate brokerage: get the listing. The book is a good mixture of anecdotes, scripts and rebuttals to objections, and Bresser's thoughts on the mechanics of real estate success. If you aren't interested in real estate, it will be as interesting as the mating habits of the dung beetle. If you are an agent who wishes to increase your income, you may very well read it in one day. Ignore Bresser's pinky ring, brown suit, and other things that make the book seem like a dated relic and focus on the information contained therein. It is as valuable as any book published on success in real estate brokerage, and that is why it sells for such a high price.