Jordan Cohen, the no. 1 RE/MAX real estate agent in the world, has recently released his book titled “The Agent’s Edge: Secret Strategies to Win Listings and Make Your Fortune Selling Real Estate.” While Cohen is often known for his work with top athletes, music stars, and actors, he wants the focus of his book to be on helping other real estate agents improve their skills and succeed in the industry.

Cohen’s book is intended as a playbook for the millions of real estate agents in the United States and those aspiring to become agents. He believes that the profession has become increasingly attractive due to its higher visibility in pop culture and the potential for unlimited income. However, recent data shows that there has been a shakeout in the residential real estate business, with many agents leaving the profession due to a market slump caused by high-interest rates.

In his book, Cohen shares the strategies he uses to secure listings and win over potential clients. He emphasizes the importance of connecting with sellers in a confident and sincere manner during listing interviews. Rather than expressing excitement to work with clients, Cohen stresses that he is honored to work for them. He also highlights that he only gets paid when he sells a house, not when he lists it, which helps build trust with clients.

Cohen believes in marketing properties through methods such as epic dusk photography, social media, print ads, and just-listed mailers. However, he refrains from including his own photo on ads to ensure that the attention remains on the house. He advises against 3D video tours, as he believes they deter potential buyers from visiting the property in person. He also discourages open houses, as he believes they can hinder the chance for a successful sale by not providing a personalized tour of the property.

“The Agent’s Edge” was inspired when Cohen sold a house to agent Elan Ruspoli, who suggested that Cohen write a book due to his expertise. Cohen then connected with literary agent Anthony Matero, who helped him secure offers for his book. Through his writing, Cohen hopes to assist real estate agents in honing their skills and achieving success in the industry.

Sources:
– The Hollywood Reporter
– “The Agent’s Edge: Secret Strategies to Win Listings and Make Your Fortune Selling Real Estate” by Jordan Cohen.