As Is: An Insider's Guide to Real Estate

by Joan Herlong

Overview

Real Estate is More Than You See on HGTV

Real estate isn’t just about beautiful houses and nice people. It’s a serious business that deals with the most valuable asset most of us will ever own. Unfortunately, the bulk of most people’s knowledge of real estate is comprised of what they watch on House Hunters—which is more like a fairy tale than a professional transaction. As Is: An Insider's Guide to Real Estate was written to bring a dose of actual reality to the real estate business.

As Is was penned by Joan Herlong, a top-selling South Carolina Realtor and small business owner with over 30 years of experience helping home buyers and sellers make educated, informed decisions and wise investments. In this lighthearted-yet-informative book, she pulls back the curtain on the real estate “profession,” revealing everything you need to know about real estate but never thought to ask. From how to choose the most effective agent, to how your listing price can help to advertise your home, to how to find a house you won’t just fall in love with, but love living in, Herlong shares the secrets to navigating the often confusing world of real estate and coming out a winner. Packed with hilarious true stories gleaned from 30 years in the trenches, this funny and informative book will empower you with everything you need to know about real estate, whether you’re a buyer, a seller, or considering a career in the field and hoping to do it the right way.

Product Details

ISBN-13:	9798887501352
Publisher:	Advantage Media Group, Inc.
Publication date:	09/26/2023
Pages:	184
Product dimensions:	6.00(w) x 9.00(h) x (d)

About the Author

Growing up with eleven siblings in Winnetka, Illinois, JOAN (EGAN) HERLONG never imagined living or raising a family in the South. When she matriculated at the University of Virginia, her mother warned, “If you attend that public school, you’ll end up marrying some southern boy and living in the South for the rest of your life.” It’s been her home since 1989. In her teens, she ruled out real estate as a career, yet she’s been a full-time top producer in South Carolina’s Upstate for thirty years and counting. She’s the number one selling agent in the Greater Greenville Association of Realtors over the past ten years, where she has built a firm reputation for unwavering client advocacy. She’s tough, but fair, and working with her is often fun. As the CEO of Joan Herlong & Associates Sotheby’s International Realty, she’s developed unprecedented approaches to true client service. She’s on a quest to raise the bar in her industry. You can expect more, and this book tells you what more to expect.

For about ten years, Joan was also a humor and opinion columnist for The Greenville Journal. She and her husband, William, raised four children together. Their parenting years provided constant column fodder. Happily, all four children grew up to be successful taxpayers, two of whom now work for their company. Joan’s writing style will make you feel like you know her or want to know her better. Her candor and wit will inspire buyers, sellers, and fellow agents to learn how to “do real estate” better

Table of Contents

Acknowledgments
Introduction
Chapter 1: Something Interesting?
Chapter 2: What HGTV Won’t Tell You
Chapter 3: Representing Sellers
Chapter 4: Representing Buyers
Chapter 5: Becoming the Boss
Chapter 6: A Family Business?
Chapter 7: Educated Agents, Educated Clients
Chapter 8: What’s Next?
Conclusion
About the Author
Contact Joan Herlong

What People are Saying About This

From the Publisher

If anyone asked me for advice about getting into the residential real estate business, the first thing I would do is hand them this book. You won’t find a more insightful guide to what it takes to make it big in this business. Joan’s rapid-fire bursts of wit and wisdom will keep you compulsively turning the pages as she walks readers through her proven selling and closing strategies. Page after page this book shows why she’s been at the pinnacle of her profession for the past thirty years. Like a magician pulling back the curtain, Joan shows you all the secrets and tricks of selling homes.
—Mark Johnston
Media Executive, President/CEO, Community Journals

Joan Herlong is a unique breed, not just because she is brilliant, fun, charming, and a great competitor, all while being incredibly self-deprecating, but because she has the courage and confidence to do things others won't even consider. For Joan, this is not a choice, she is here to make a difference, and a difference is what she makes. While that might sound like she is so extraordinary that her work cannot be replicated, it is in fact the opposite and in As Is she'll let you in on how.

This book is exactly what agents need in order to survive and thrive in the world of real estate, and it’s long overdue. Joan’s no-nonsense style breaks down the industry basics and lays bare the areas agents, at all levels of the business, struggle with every day. With her insider expertise, she guides agents to cut out the noise, emotion, unnecessary work, and drama that derails their business and success. You will find yourself laughing out loud as you read about Joan’s real-life stories, mishaps, and mistakes all while picking up invaluable strategies and knowledge that will enable you to excel in this ever-changing and competitive business.
—Liz Bentley
Founder & President, Liz Bentley Associates Executive Training and Coaching

Informative, heartwarming, hilarious at times. Joan fairly indicts our industry with the spirit of making it better. A must read for new agents and experienced alike. Her work ethic comes through loud and clear. Refreshing, an easy read that puts client service and ethics front and center.
—Finley Hair
National Director, M & A Advisor, WAV Group Consulting, Arroyo Grande, California

Joan provides an insightful, witty, and educational overview of the real estate business. Joan is uniquely qualified to write As Is based on her extensive experience as a successful broker owner and because of her talent for relating her stories in a thoughtful and humorous way. I could not put it down and will recommend every agent at my company read it as well.
—Russ Anderson
President, Briggs Freeman Sotheby's International Realty, Dallas, Texas

Really enjoyable read! I especially loved the personal experiences and stories. This book is a hit.
—Nick Sabatine
CEO, Greater Greenville Association of Realtors

If you are in real estate, buy this book. Joan Herlong is one of the greatest real estate minds around. You will learn a ton. Her humor is fast, strong, and real. Her sales accomplishments are mind blowing. This book made me feel like she was talking to me. It’s so authentic. These pages contain her straight approach to life. Plus, her wit is worth the price.
—Leighton Mills Cubbage
Chairman and Cofounder, Allie Capital, LLC

This book is awesome. I laughed out loud a few times and it was an easy read. I think she has a true knack for writing. It kept me amused which kept my attention.
—Jay McDonald
Production Manager, Prime Lending

Don’t be fooled by the brevity or the single geography; these lessons apply to anyone who has, or is thinking of starting, a career or a transaction in residential real estate. —Bob Hughes
President, Hughes Development Corporation, Greenville, SC

I’ve known Joan for over twenty years both personally and professionally. She is a consummate professional. I have seen her updating MLS listings on New Year’s Eve while at the beach and everyone else was watching bowl games. Her clients are raving fans, with good reason. She responds to all calls within twenty-four hours and her phone is never off. This book reflects her experience as well as her wit and savvy. I highly recommend As Is to anyone in real estate as well as anyone thinking about getting into real estate.
—Jim Sobeck
Managing Member, New South Real Estate Partners, Sobeck Holdings, and Sobeck Investments, Greenville, South Carolina

Editorial Reviews

If anyone asked me for advice about getting into the residential real estate business, the first thing I would do is hand them this book. You won’t find a more insightful guide to what it takes to make it big in this business. Joan’s rapid-fire bursts of wit and wisdom will keep you compulsively turning the pages as she walks readers through her proven selling and closing strategies. Page after page this book shows why she’s been at the pinnacle of her profession for the past thirty years. Like a magician pulling back the curtain, Joan shows you all the secrets and tricks of selling homes.
—Mark Johnston
Media Executive, President/CEO, Community Journals

Joan Herlong is a unique breed, not just because she is brilliant, fun, charming, and a great competitor, all while being incredibly self-deprecating, but because she has the courage and confidence to do things others won't even consider. For Joan, this is not a choice, she is here to make a difference, and a difference is what she makes. While that might sound like she is so extraordinary that her work cannot be replicated, it is in fact the opposite and in As Is she'll let you in on how.

This book is exactly what agents need in order to survive and thrive in the world of real estate, and it’s long overdue. Joan’s no-nonsense style breaks down the industry basics and lays bare the areas agents, at all levels of the business, struggle with every day. With her insider expertise, she guides agents to cut out the noise, emotion, unnecessary work, and drama that derails their business and success. You will find yourself laughing out loud as you read about Joan’s real-life stories, mishaps, and mistakes all while picking up invaluable strategies and knowledge that will enable you to excel in this ever-changing and competitive business.
—Liz Bentley
Founder President, Liz Bentley Associates Executive Training and Coaching

Informative, heartwarming, hilarious at times. Joan fairly indicts our industry with the spirit of making it better. A must read for new agents and experienced alike. Her work ethic comes through loud and clear. Refreshing, an easy read that puts client service and ethics front and center.
—Finley Hair
National Director, M A Advisor, WAV Group Consulting, Arroyo Grande, California

Joan provides an insightful, witty, and educational overview of the real estate business. Joan is uniquely qualified to write As Is based on her extensive experience as a successful broker owner and because of her talent for relating her stories in a thoughtful and humorous way. I could not put it down and will recommend every agent at my company read it as well.
—Russ Anderson
President, Briggs Freeman Sotheby's International Realty, Dallas, Texas

Really enjoyable read! I especially loved the personal experiences and stories. This book is a hit.
—Nick Sabatine
CEO, Greater Greenville Association of Realtors

If you are in real estate, buy this book. Joan Herlong is one of the greatest real estate minds around. You will learn a ton. Her humor is fast, strong, and real. Her sales accomplishments are mind blowing. This book made me feel like she was talking to me. It’s so authentic. These pages contain her straight approach to life. Plus, her wit is worth the price.
—Leighton Mills Cubbage
Chairman and Cofounder, Allie Capital, LLC

This book is awesome. I laughed out loud a few times and it was an easy read. I think she has a true knack for writing. It kept me amused which kept my attention.
—Jay McDonald
Production Manager, Prime Lending

Don’t be fooled by the brevity or the single geography; these lessons apply to anyone who has, or is thinking of starting, a career or a transaction in residential real estate. —Bob Hughes
President, Hughes Development Corporation, Greenville, SC

I’ve known Joan for over twenty years both personally and professionally. She is a consummate professional. I have seen her updating MLS listings on New Year’s Eve while at the beach and everyone else was watching bowl games. Her clients are raving fans, with good reason. She responds to all calls within twenty-four hours and her phone is never off. This book reflects her experience as well as her wit and savvy. I highly recommend As Is to anyone in real estate as well as anyone thinking about getting into real estate.
—Jim Sobeck
Managing Member, New South Real Estate Partners, Sobeck Holdings, and Sobeck Investments, Greenville, South Carolina

From the Publisher