Michael shares decades of experience in this book， emphasizing how to represent the seller。 His research reveals that what the industry presents as a best practice may not prove best for the seller。 Additionally， we want to believe that we know how to choose the right person。 And that once chosen， he'll perform as expected。 Many of us won't admit that sellers and their agents face competing incentives。How exactly do these competing incentives play out？ I'm a fan of letting data drive decisions。 Michael shares decades of experience in this book， emphasizing how to represent the seller。 His research reveals that what the industry presents as a best practice may not prove best for the seller。 Additionally， we want to believe that we know how to choose the right person。 And that once chosen， he'll perform as expected。 Many of us won't admit that sellers and their agents face competing incentives。How exactly do these competing incentives play out？ I'm a fan of letting data drive decisions。 On open houses， for example， the data shows that these rarely play a role in buying。 Photos matter， and yes， you can have too many。 And， you'll do fine without the print ads。The author covers a lot more。 If you're an investor who's more interested in buying， you'll still learn plenty from this book。 Presumably， you'll eventually sell or rent。 It'll also help to know the incentives of the selling agent with whom you deal。 。。。more