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The Broker, in two sentences, recordates the authors' true-life career as a commercial real estate broker working in downtown Los Angeles in the mid-nineties. It makes The Flip (2010), Potter's first book look like a walk in the park; given its graphic details of broker deals gone bad, TRO's (temporary restraining orders), race relations, title chicks & topless bars, jail time, drinking binges, and all out yell feasts with fellow brokers; Blacks, Jews, Persians and Asians alike. The author is a former Nina Blanchard/Ford Model raised in a biracial family.Having been a candidate for Rookie of the Year at nationwide brokerage Marcus & Millichap in 1997, his production as a new broker was astounding and commendable. The Broker is a conglomeration of his learned knowledge of the industry from the mundane to the more sophisticated, such as pitfalls of escrow, purchase agreement construction to 1031 tax exchanges. The book even has a built-in glossary of commercial real estate terminology and definitions.
Sidney's book, "The Broker: Deals, Steals, and Moving Forward," provides a comprehensive guide to achieving success in commercial real estate brokerage. The author emphasizes the importance of creating a well-structured business plan and treating personal success as seriously as one would a business venture. Sidney provides practical steps for cold calling and listing appointments to achieve financial targets while acknowledging that success in the industry takes time and persistence. The author's writing style is engaging, relatable, and straightforward, with personal anecdotes and real-world examples. While primarily focused on financial success, Sidney also recognizes the importance of personal development and interpersonal skills. The book heavily emphasizes cold calling as the primary means of generating leads, which may not appeal to everyone. Overall, "The Broker" is a motivating and informative guide for aspiring and established brokers.
