First published in 1987, Your Successful Real Estate Career, by Dr. Kenneth W. Edwards, has become one of the most popular books for new agents in the literary market. A new, updated version of the classic how-to for real estate professionals, has just been released in a spiffy fourth edition paperback, featuring all new sections on using technology.

Dr. Edwards, a college professor and book reviewer and columnist for The Real Estate Professional, has a significant acheivement with a book in its fourth edition.

"The advantage for the reader is that I've had roughly 16 years to get feedback, do additional research, and adapt the material accordingly," says Dr. Edwards. "Of course, when you do a new edition you also have to read everything and bring it all up-to-date. The basic objective of the book, however, remains the same: to give the person considering a career in real estate an objective view of the profession to help the individual make that critical original decision. If the decision is "yes," then the book is designed to provide guidance throughout the career - to serve as a "career companion."

Dr. Edwards is known among real estate professionals for his folksy, nonjudgmental style of teaching and writing. He's thorough, but kind. Even bad news is delivered with a familiar pat on the back. When he describes the realities of the business using the Pareto Principle - 80 percent of the business is done by 20 percent of the people, readers can't help but think they are in the hands of an author that will see to it they get in that limited membership club of 20 percent.

What is the single biggest mistake new agents make? "When I was doing my original research for the first edition of my career book, I conducted a survey of active brokers from around the country," replies Edwards. "The purpose of the survey was to help determine why the dropout rate is so discouragingly high in our profession. The number one reason identified as to why new agents fail was: lack of self-starter and self-motivator personality. So the biggest mistake might be before they become new agents in misreading the nature of the business. After they become new agents, I would say 'failure to prospect' would be near the top. That would mean intelligent and aggressive prospecting. You've got to go out and get business."

The book addresses the basics of real estate - how to get a license by studying properly for real estate exams; how to select a brokerage by using a handy checklist including whether or not the broker is a member of the local MLS, provides training, and requires office fees; and how to organize your business with a business plan, operating budget, and farming strategies.

Can a new agent be derailed by going with the wrong broker? "Absolutely," replies Edwards. "This is critical, and it's why interviewing with brokers and analyzing the brokerage's business philosophy is critical. A specific example comes to mind. I had a woman student whom I judged to be one of the best potential real estate professionals I had ever taught. She was (and is) bright, enthusiastic, had a background in running her own small business, and was an incredibly hard worker. She affiliated with a large local brokerage and got off to a great start. About nine months down the line, however, I heard she had thrown in the towel. I called to ask her why. "I just couldn't work with that broker. Her business philosophy and mine were completely opposite. I got so discouraged I decided not to stay in the business." Working with a broker with whom she was compatible, I'm certain she would now be a multimillion dollar producer. Choosing the right company (and supervising broker) with whom to work is so important I devoted an entire chapter to it - Chapter 3 - "Choosing A Company - For Better or Worse, For Richer of Poorer..." (note the sly analogy to the importance of picking the right mate)."

Edwards doesn't steer away from tough topics. He also includes a chapter on agency, certainly one of the most controversial, misunderstood aspects of real estate brokerage. He addresses the life of a real estate professional and what good agents are really like. He explains what people skills really are - problem solving, working with a variety of people, and being a good listener. The idea of the book, after all, is for new agents to be successful.

And that's why he included two new chapters to deal with the impact of technology on the real estate industry, where he showcases some of the leaders online.

"I did a lot of research and concluded that to say it's a dynamic, ever changing environment would be a monumental understatement," says Edwards. "There are some brokerages who are on the cutting edge and have designed their Websites for the consumer. I cited many of those (one was www.teamrothenberg.com, discussed on page 63). I also refer to 150 real estate professionals known as "The Cyber Stars." This group is part of technology Guru Allen Hainge's operation (www.cyberstars.net). I have always found that if I wanted to succeed in a particular task, check out how the super achievers do it."

Edwards doesn't assume that everyone interested in real estate wants to sell. He also includes a chapter on other things you can do with a real estate career, with explanations of what property managers, escrow and title officers, and mortgage officers do.

Overall, the book is an easy read, with deceptively simple examples of some very real-life lessons, and plenty of credit given to others.

Edwards hopes that new agents will take a few things to heart from his book. "In the final chapter I include 12 items in my "prescription for prolonged prosperity." Of those, I believe the three most important would be:

1. Above all, keep in mind what creates the need for real estate agents. First, last, and always, real estate is a people business. Those who stress service - honest, efficient, courteous, and above all individualized, will have people lining up to see them.
2. Forget the commission. Here I'm talking about the never ending debate over agency. Put your clients interests first - most assuredly above yours. Solve the problems and you'll be paid handsomely.
3. Remember, it's still the land of opportunity. Examples abound of those who started at the bottom of the real estate profession and worked their way to the top. Dave Liniger and Danielle Kennedy are two examples I cite."

While hoping for the continued success of his own book, Edwards still has favorite reading that he recommends to his students. "Remember, I'm a book reviewer. One of the most interesting I've ever reviewed was written by Barbara Corcoran, founder of New York's Corcoran Group, titled Use What You've Got. It reads more like a romance novel than a book, but it's a very instructive read.

"The book I most often recommend to my real estate students, and the one to which I refer the most while teaching, is The Language of Real Estate by John Reilly. It's been around for a long time and does a great job of explaining the basic concepts of the real estate profession. Indispensable if you're preparing for a licensing exam. I spent a lot of time preparing an extensive bibliography for this edition. Everything I recommend I've reviewed. In this era, "what websites do you recommend" would also be an appropriate question. For real estate professionals, Realty Times would be number one on my list."

A complete list of favorite titles can be found in the appendix of the book.

If you are a new agent, or could use some guidance in a fledgling career, Your Successful Real Estate Career is a good place to start. The book is available online at www.amazon.com or at your local bookstore.

Published: June 11, 2003

Use of this article without permission is a violation of federal copyright laws.

Blanche is a renowned author of five real estate books. Her newest, Bubbles, Booms and Busts: Make Money In Any Real Estate Market, McGraw-Hill, was rave-reviewed by The New York Times. She was also selected from hundreds of real estate experts to contribute to Donald Trump's book, Trump: The Best Real Estate Advice I Ever Received: 100 Top Experts Share Their Strategies, Rutledge Hill Press, and is featured on page 68. Order Now Review - Honors In 2006, Blanche was selected among scores of candidates to author two consumer real estate guidebooks for the National Association of Realtors: The NAR Guide to Home Buying, and The NAR Guide to Home Selling, Wiley & Sons. She is currently planning two new books for the NAR and its members.       Known for her keen insight into real estate industry issues and for her ability to make complex subjects easy to understand, Blanche is a sought-after keynote and continuing education speaker. Real estate organizations from MLSs, to brokerages, to franchisors, to associations hire her to provide up-to-the-minute analysis of real estate industry news and advice on how to improve revenues. Her passionate delivery, peppered with stinging wit, is a huge hit with audiences and fans. Don Klein, CEO Greater Nashville Association of Realtors, Blanche Evans, Richard Courtney, president 2007, GRAR "The GNAR membership meeting last week featured Blanche Evans as the keynote speaker. Her comments and insights resonated extremely well with those in attendance and we have had many requests for copies of her PowerPoint Presentation. She was a terrific part of the membership meeting and convention program!" - Don Klein, CEO Greater Nashville Association of Realtors Coverage from WSMV, Nashville - 8-14-2007 That Interview Guy - Get Inside The Head Of Today's Generation 2007 AE Institute Session - To purchase 2006 AE Institute Session - Parts 1 2 3 4 5 6 7 8 9 HouseValues Mastermind call - Parts 1 2 Blanche's fireside chat with Jeremy Conaway, HAR - Click here. For more articles by Blanche, click here.