SELL THE DREAM: The Dirty Tricks of Real Estate Marketing

Real estate marketing is not about honesty. It is about perception. The agent who understands that difference sells the property. The one who does not waits for the phone to ring.

This book is about what actually happens between the moment a property gets listed and the moment it closes. Not the version taught in licensing courses. The version used by the people who move property fast, in any market, at prices that make other agents uncomfortable. It covers everything from how a listing gets written to how a deal gets locked before the lawyers find reasons to open it back up.

The book is built in five parts. The first part covers how to make buyers want a property before they ever walk through the door. The second part covers how to control what buyers feel when they do walk through. The third part covers how to apply pressure without the buyer knowing pressure is being applied. The fourth part covers how to protect the deal when buyers start looking for reasons to back out. The fifth part covers how to operate in a market like someone who runs it rather than someone who reacts to it.

Every chapter covers one specific tactic. Some of them are uncomfortable to read. That is because they work. The tactics here are not illegal. They are not even unethical by the standards of the industry. They are simply the moves that experienced sellers and sharp agents use every day while everyone else talks about the market like it is something that happens to them.