By Melissa Dittmann Tracey

QUICK SKIM

The slowdown in the real estate has sent some investors fleeing from the market. But those bailing out may be missing opportunities, say the authors of Making Hard Cash in a Soft Real Estate Market (Wiley, 2007). There are still big bucks to be made — even in a down cycle. In fact, authors Wendy Patton and Justin Ryan argue that “more money has always been made in a down market than in an up market.” They highlight how investors can snag the best buys, master market-timing and risk management, and prepare finances — all to better help you become a savvy investor in any type of market.

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FROM THE BOOK: 5 INVESTOR TIPS IN A SLOWER MARKET

Slower markets can offer rich opportunities for investors: real estate sellers are more open to negotiate and lower home prices — and combined with low interest rates — can help you get properties at bargain levels. Yet, some buyers are reluctant.

“The market may not look perfect,” the authors write. “This is why prices haven’t taken off yet” — and why you want to get in before they do! The book offers the following tips:

1. Timing is everything. Enter the market cycle early. “When it’s quiet, when the media isn’t saying ‘record levels of appreciation,’ that’s when you want to jump in,” the authors write. As billionaire oilman J. Paul Getty once said: “Buy when everyone else is selling and hold until everyone else is buying.” Continue reading »

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Here are the latest top selling books on sales and selling, according to Amazon.com:

1. Guerrilla Marketing, 4th edition: Easy and Inexpensive Strategies for Making Big Profits from Your SmallBusiness , By Jay Conrad Levinson

2. Little Red Book of Selling: 12.5 Principles of Sales Greatness, By Jeffrey Gitomer

3. The Long Tail: Why the Future of Business is Selling Less of More, By Chris Anderson

4. Little Green Book of Getting Your Way: How to Speak, Write, Present, Persuade, Influence, and Sell Your Point of View to Others, By Jeffrey Gitomer

5. The Ultimate Sales Machine: Turbocharge Your Business with Relentless Focus on 12 Key Strategies, By Chet Holmes

6. The Official Get Rich Guide to Information Marketing: Build a Million-Dollar Business in 12 Months, By Dan Kennedy, Bill Glazer, and Robert Skrob

7. Authenticity: What Consumers Really Want, By James H. Gilmore and B. Joseph Pine II

8. Covert Persuasion: Psychological Tactics and Tricks to Win the Game, By Kevin Hogan and James Speakman

9. Little Red Book of Sales Answers: 99.5 Real World Answers That Make Sense, Make Sales, and Make Money, By Jeffrey Gitomer

10. Word of Mouth Marketing: How Smart Companies Get People Talking, By Andy Sernovitz and Guy Kawasaki

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By Melissa Dittmann Tracey

John Maloof, author of The Real Estate Agent’s Guide to FSBOs (AMACOM, 2008), responds to your questions about how to grow your business by attracting FSBOs to your services.

What’s the most common misperception that FSBOs have about the process of selling their own homes?

MALOOF: The most common misperception is that selling by-owner is easy. Once the seller realizes how much time, effort, and money are involved, they usually find themselves overwhelmed and ready for help.

In a slow market, sellers are looking to save money. How do you convince them that it’s still worth paying for real estate services, even if they’re not making as much money from selling their home?

MALOOF: Well, considering that, according to NAR, 51 percent of sellers go FSBO to save on the brokerage fee, this will be the most common hurdle you will face. The first thing you should do is educate the seller on the most recent NAR data. For example, in 2006, studies show that selling with a REALTOR® gives the seller 32 percent more at closing than going FSBO. This single fact seems to do a great job of convincing sellers that they stand to make more money with an agent. Click here to view more data on FSBOs.

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