The Art of War for Real Estate Agents - Book Review

Book Review

How to Outsmart, Outmaneuver, and Close More Deals

Real estate isn’t for the faint of heart. It’s a battlefield—one where the competition is fierce, the stakes are high, and only the smartest, most adaptable agents come out on top. But winning in this game isn’t about being the loudest, the pushiest, or even the most experienced. It’s about strategy. It’s about knowing when to push, when to pull back, and when to strike at exactly the right moment.

Keith Krikorian’s The Art of War for Real Estate Agents takes the wisdom of Sun Tzu, the ancient military strategist, and applies it to today’s real estate market. Sounds intense, right? Maybe. But the truth is, every transaction is a battle of positioning. Every negotiation is a test of wits. Every lead is a chance to outmaneuver the competition. If you want to win more deals, close more listings, and turn hesitant buyers into confident homeowners, it’s time to stop winging it and start playing smart.

Win Before the Fight Starts

Sun Tzu believed that the best generals won their battles before they ever set foot on the battlefield. Real estate is no different. The most successful agents don’t just show up to a listing appointment and hope for the best. They do their homework. They know exactly what the seller wants before they even shake hands. They understand the market inside and out. They anticipate objections before they happen.

Imagine you’re walking into a listing appointment against three other agents. The rookie is relying on a flashy presentation. The old-school guy is banking on his years of experience. But you? You already know the seller’s motivation. You know they’re worried about timing. You know they’re nervous about getting stuck with two mortgages. You slide in with a plan that solves those exact problems, and suddenly, it’s not even a competition. The listing is yours before the others even get a chance to pitch.

Adapt or Get Left Behind

No battle plan survives first contact with the enemy, and no real estate deal unfolds exactly as expected. The best agents aren’t just prepared—they’re ready to pivot at a moment’s notice.

Let’s say you’re representing a buyer in a multiple-offer situation. The listing agent tells you there are three offers on the table. A rookie agent might panic and tell their client to throw in an extra $10,000 to stay competitive. But a strategic agent? They step back and read the battlefield.

Instead of blindly bidding higher, they figure out what really matters to the seller. Maybe it’s a quicker closing. Maybe it’s a leaseback option. Maybe it’s just a smooth, no-fuss deal with fewer contingencies. While the competition is fighting over price, you swoop in with an offer that hits all the seller’s priorities—and your buyer wins the house without overpaying.

Build an Army (And Use It Wisely)

Sun Tzu didn’t fight his battles alone. He had generals, scouts, strategists, and allies—and if you want to dominate in real estate, you need the same. No agent, no matter how good, wins deals in isolation. The most successful realtors surround themselves with a powerhouse team of lenders, contractors, attorneys, home inspectors, and referral partners.

Why? Because a strong network makes you indispensable. When your clients know that you have the right people in your corner, they trust you to handle every part of the transaction, not just the paperwork. And when you have a trusted circle of professionals who refer business back to you? That’s when you stop chasing leads and start attracting them.

Master the Art of Persuasion

Fighting a war isn’t always about brute force. Sometimes, it’s about outthinking the opponent. Krikorian talks about using psychology in negotiations—because at the end of the day, real estate is an emotional game.

Think about a buyer who’s on the fence. They love the house, but they hesitate. “What if something better comes along?” “What if prices drop?” “What if, what if, what if…”

A rookie agent pushes them: “You need to act fast! This house won’t last!” But that just triggers resistance. A seasoned agent, on the other hand, lets them come to their own conclusion. Instead of pushing, they ask the right questions:

“What would need to happen for you to feel confident about this decision?”“Can you picture your family here five years from now?”“What’s the real risk in waiting?”

Before they know it, the buyer is talking themselves into the deal. No pressure, no gimmicks—just smart, subtle persuasion.

What’s Your Next Move?

If you’re tired of leaving deals on the table, it’s time to think like a strategist. Win before the fight starts by doing your homework. Adapt quickly when things don’t go as planned. Build an army of top-tier professionals who make you stronger. And when the time comes to negotiate?

Make them believe it was their idea all along.

Real estate isn’t just about houses. It’s about strategy. And the agents who master it? They don’t just sell homes—they own the market.

So, are you ready to play the game the right way?

Gerald McMillan

jerry@thehumblelender.com

714-642-8711