“New Book Author Speaks Out: ‘My Goal Isn’t to Sell Books'”

We had an insightful conversation with author Trần Quốc Tuấn, Head of the Southern Representative Office at the Vietnam Real Estate Research Institute, regarding this matter.

Many believe you are “getting rich by selling books,” similar to speakers who become wealthy by hosting wealth-building seminars. How do you respond to this?

I understand why some might think that, as they view the book as an overpriced commodity. However, for me, “Real Estate Marketing Strategies” is not a product to be sold but a work of art meant to impart value, a way to share knowledge, experiences, and life philosophies within the profession.

If the goal were simply to make money, writing and selling this book would undoubtedly be a financial loss. Perhaps, I only “profit in emotions” (laughs).

With a price tag of 68 million for the limited edition and 9 million for the standard version, people say that if there were no profit, you wouldn’t have invested so much, from the gold-plated wooden box to the cinematic promotional video. What’s your take on this?

It’s natural for them to think that way. They don’t realize that creating this work took me nearly 5 years of distillation and systematization, built upon almost 20 years of real-world experience.

There were times when I had to set aside consulting projects for businesses to focus 100% on this book. I even sold my house to fund its production.

In monetary terms, I’ve incurred a loss. But in terms of the joy of seeing my hard-earned knowledge embraced by the right people, I’m the most profitable.

At such a high price, aren’t you concerned about piracy or unauthorized copies?

If I were worried, I wouldn’t have done it (laughs). That’s something the authorities handle.

Honestly, I believe those who invest in such profound knowledge won’t care about physical copies. They seek spiritual value and a genuine intellectual community.

That’s why the value I offer goes beyond the book. Owners are invited to an exclusive Zalo group where like-minded individuals can connect, share, and grow together.

This space creates far greater value than a physical publication.

I’m still curious—if you knew there would be no profit, why did you proceed?

My goal isn’t to sell books. The book is merely a tool to convey philosophy and connect those with shared awareness and aspirations. Out of 999 readers, if even a few truly grasp the underlying philosophy and join me in creating greater market value, I consider that “more than profitable.”

What philosophy did you embed in this work?

“Real Estate Marketing Strategies” begins with a “health check” using SWOT analysis, covers project development, marketing processes, strategy selection, and concludes with a chapter on balance.

It’s not just about the material aspects of business operations but also touches on the state of mind, where professionals find stillness amidst motion. I aim to convey that every sustainable strategy stems from inner balance.

The stories in the book, from real-world projects to classic metaphors like “Tái ông thất mã,” are distilled from years of experience.

Even simple insights, like “Maintaining balance doesn’t mean giving up ambition. It’s the art of harmonizing maximum effort with accepting what’s beyond control,” remind us that every profession requires heart and knowing when to advance or retreat to maintain equilibrium.

Those who’ve faced adversity and experienced life’s ups and downs will resonate with the interplay in every line, as understanding life’s principles reveals market dynamics.

So, this isn’t just a pure marketing book?

Exactly!

In real estate, many mistakenly equate marketing with what the marketing department does—advertising, events, or lead generation.

But fundamentally, marketing starts with market research, customer segmentation, target group selection, product positioning, pricing strategy, and distribution channels. It’s a series of actions connecting supply and demand.

I don’t see this as a marketing book but as a strategic work where systemic thinking, practical experience, and humanism converge. I believe those with extensive industry experience, especially leaders seeking balance between reason and emotion, will grasp the true message: “When you understand the principles, you no longer need to compete—just operate in the right direction.”

In one sentence, what’s your final message?
I didn’t write this book to teach others how to get rich. I wrote it to help them enrich their awareness, broaden their vision, and navigate challenges with resilience. And if asked whether this book is profitable, I’ll smile and say, “Selling books only profits in emotions.”