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Shift Happens. Read This Book.

Shift Front Cover

This is the book I am telling all of my friends in the real estate business to get and read.  It is so well researched that those of you who like statistics will be impressed just with some of the stats.  Those who may have hit a rough patch and found their business in a bit of a skid will find it to be just what the doctor ordered.  Those who are already doing just fine will find a very put together write up of what they are already doing.  I haven’t found anyone doing really well who didn’t find something in this book that they could use.  Now.

You can find it at just about any book store.  Here is a link where you can peek inside and buy it online.  You can see some nice excerpts from it here.  And, if you like, watch a ten minute video on YouTube from Gary’s tour.  The book covers the specific twelve tactics that are needed for survival and success.

The better off and more informed you are the more you will discover things you already “sort of knew”.  For example, look over this simple illustration showing seasonal sales cycles in any normal year (a small seasonal shift).  It is part of a page in the book.

Seasonal Sales Cycles

The footnote reads, “Based on a study of over a million closed transactions over a five-year period.”  To me, this kind of data is priceless.  I would have no way of ever compiling it on my own and no one else (at least no one I know who is sharing with agents) has it to hand to me.

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Another one – this one is the Seasonal Income Cycle.  I wish I had known this sort of thing my first 10 years in the business (the ones where I wasn’t keeping track of my own stats to ever be able to see this sort of thing for myself).  The text above the chart is from a page in the book.

Seasonal Income Cycle 

Notice how only about a third of all the months are in the “average” range.  What would you do differently if you knew that about 2/3 of the time the income you were physically receiving was not your average?  It was way above or way below.  Would it change anything for you?

One last one.  The book has simple wisdom like this in great abundance.  This is another one that (at least in my opinion) every agent should have a subjective reality on.

The Three Types of Markets

Do well.  Buy “Shift”.  Read it.  Get others to read it.

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Written By

Russell has been an Associate Broker with John Hall & Associates since 1978 and ranks in the top 1% of all agents in the U.S. Most recently The Wall Street Journal recognized the Top 200 Agents in America, awarding Russell # 25 for number of units sold. Russell has been featured in many books such as, "The Billion Dollar Agent" by Steve Kantor and "The Millionaire Real Estate Agent" by Gary Keller and has often been a featured speaker for national conventions and routinely speaks at various state and local association conventions. Visit him also at and



  1. Jason Crouch

    December 2, 2008 at 1:29 am

    I keep meaning to pick this one up soon. Thanks for the reminder! It certainly looks worthwhile to me.

  2. Missy Caulk

    December 2, 2008 at 6:42 am

    The book is fantastic, going through my second reading, all scribbled up now.

  3. Steve Simon

    December 2, 2008 at 8:17 am

    The Florida “Brokers Course” does a very good job explaining how real estate markets work; including quite a few hours of investment analysis in the post-license course. I’m sure this book is very good; but if someone is operating in this industry and their base understanding of economics (relative to real estate) is lacking I would suggest a more robust source.

  4. Lisa Sanderson

    December 2, 2008 at 9:50 am

    My wishlist is ever growing. Need to find a way to read in my sleep though because waking hours seem to get hijacked by stuff other than reading books. Except when I’m on the beach, of course, but that doesn’t happen nearly enough.

  5. Matthew Hardy

    December 2, 2008 at 9:59 am

    I developed software with many features based on principals found in Keller’s first book, Millionaire Real Estate Agent. Looking forward to reading this one.

  6. Matt Thomson

    December 2, 2008 at 10:34 am

    Great book. Going through the Shift course was very valuable as well. Sometimes hearing and talking about things is more beneficial than just reading.
    Next step (and hardest for me) is I actually have to DO what Shift says to do! It’s easy to read and get inspired, but if I don’t take the necessary actions, doesn’t do much good!

  7. Julie Anne

    December 2, 2008 at 10:58 am

    Another awesome book by Gary Keller. We have been going chapter by chapter, implementing what we learned that can improve our business. It is for agents at all levels. I have been in the real estate business for 10 years and I am pulling what I need from the book and leaving the rest.

    I hope you are enjoying sunny Arizona.

    Julie Anne
    Keller Williams Barrington IL

  8. Steve Krzysiak

    December 2, 2008 at 11:49 am

    Thanks for the recommendation Russel. Here is a blog idea for you veterans of RE literature, top 10 RE books. Or maybe some people can comment on here what their favs are!

  9. Jim Gatos

    December 2, 2008 at 11:59 am

    @Steve Simon…

    Please read the book and THEN comment because I did read the book and I think it’s 85% great! The 15% is good to average LOL… Of Course, certain comments by a “Mr. Shaw” were wonderful!


  10. Amy Chorew

    December 3, 2008 at 6:35 am

    Another good book for 2009. A group of agents from my office went to Boston to hear Mr. Keller speak and they were very impressed – but should read first before commenting I guess . . .

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