Keith Robert Gordon of Altru Realty talks about the many misconceptions that all sellers and most agents believe are true. Keller Moser adds his take on why agents believe certain things that stop them from doing better. Keith explains, "If you don't understand what sellers have in their heads, which is mostly upside down, then it makes it hard to communicate the truth about real estate to them. To hold authority on these matters you must project a complete understanding of what drives sellers to think and act a certain way if not, they might not hire you.