This section is from the book "Practical Real Estate Methods For Broker, Operator & Owner", by Thirty Experts. Also available from Amazon: Practical Real Estate Methods for Broker, Operator, Owner.
In pushing property, it is good practice to concentrate rather than to spread one's effort out until it is thin. Little is gained by actually pushing a single property at the same time with each of a large list of possible buyers. Nor is it good practice to try to play one against the other. This does not mean, of course, that the property should not be brought to the attention of all who might be interested. But to attempt a vigorous personal selling effort with many different principals at once involves unwarranted effort and, moreover, if the fact becomes known, has a tendency to cheapen the property, because people get the idea that there is an awful rush to sell it. The effect is much the same as when a mortgage is offered around promiscuously. The policy of playing one purchaser against another in private selling, if discovered, will be very likely to lessen confidence and possibly alienate valuable clients. For the same reason, a broker should not operate for himself. For if it be known that a broker is on the lookout to snap up the good things for himself, purchasers will get the idea that he offers them only what he himself doesn't want.