Accredited Luxury Home Specialist

• How to enhance, expand, and refine your services to appeal to the luxury home market!
  
• How to find, market, and present yourself to affluent buyers and sellers with confidence!
  
• Detailed luxury home market trends, staging tips, and key presentations techniques
  
• Specialized luxury buyer and seller needs
  
• Development and delivery of unique high level services
  
• Representation issues
  
• Liability and risk management
  
• Builder services
  
• Personal marketing
  
• …and much more!

Section 1: Defining a Luxury Home & Luxury Homeowner

• The Price of the
• Home
  
• Location – Exclusive Areas
  
• Size – Is Bigger Better?
  
• Amenities – The Comforts of Home
  
• The Simple Luxury Home Definition
  
• Luxury Home Numbers – Local Statistics
  
• New Money VS Old Money Wealth
  
• The Luxury Home Client
  
• Driving Forces of the Luxury Market

Section 2: Specialization and Building a Niche

• Four Key Reasons Consumers Choose a Specialist
  
• Understanding the Luxury Lifestyle
  
• Building Luxury Value Points

Section 3: Finding Luxury Home Clients

• Is a “Good Job” Good Enough?
  
• Four Steps to Starting a Sphere of Influence Program
  
• Business to Business Prospecting
  
• Power Centered Marketing
  
• Investment Real Estate
  
• Luxury for Sale by Owners
  
• Farming the Luxury Home Market:
  
• The Luxury Home Tribe
  
• Finding Luxury Home Clients on the Internet

Section 4: Getting to Know - The Luxury Home Client

• Why do the Luxury Home Owners Move?
  
• Luxury Home Clients - Trading Up and Rocketing:
  
• Luxury Bargain Hunters:
  
• The Luxury Home Client Education Level
  
• The Need for Anonymity
  
• The Need for Speed
  
• Understanding the Clients Personality Type

Section 5: Presenting Your Services to Luxury Home Buyers

• The Planned Presentation
  
• Qualifying the Luxury Home Buyer
  
• Unique considerations when dealing with Luxury Home Buyers
  
• Building a Luxury Home Buyer Presentation
  
• Testimonials – Building Trust
  
• Demonstrate Knowledge of the Specific Market
  
• Training the Luxury Buyer

Section 6 - Showing Homes to Luxury Buyers

• Preparation – Getting Ready For a Showing
  
• Dress for Success and Be Ready for Anything
  
• Four Steps to Showing a Luxury Home
  
• Asking the Right Questions at the Right Time
  
• Use Checklists, Flowcharts, and Guides to Help Your Buyers
  
• Nine Key Buyer Signals
  Fair Housing

Section 7 – The Home Selection Process

• The Decision Tree for Luxury Home Clients:
  
• Luxury Home Clients – Other Considerations
  
• FRPTA – Foreign Real Property Transfer Act
  
• Trusts and Corporations
  
• 2nd Home – Tax Advantages
  
• Capital Gain Laws and Rules
  
• 1031 Exchange Rules
  
• Turning a Tax Deferred Exchange into a Tax Free Sales

Section 8 – Presenting Your Services to Luxury Home Sellers

• Four Presentation Tools
  
• Building Confidence and Using a Focused Presentation
  
• Pricing the Luxury Home to Sell
  
• Product: Focus on the Features and Benefits
  
• Helping the Home Tell a Great Story
  
• The Feng-Shui Phenomenon
  
• Showing Follow Up
  
• Promotion of the Listing
  
• Building a Communication Plan

Section 9 – Special Needs of the Luxury Home Seller

• The Secret Listing
  
• Confidentiality – Agency & Higher Standards
  
• Safety and Security
  
• Crisis Management – Avoiding and Dealing with problems
  
• The Special Needs of Luxury Home Builders / Developers

Section 10 – Marketing in the World of Luxury Homes

• RESULTS focused personal marketing!
  
• Setting Marketing Goals
  
• Standing Out in a Crowd
  
• Targeting Your Audience
  
• Timing Your Campaign
  
• Creating a Theme
  
• Building and Using the Highest Quality Materials

Section 11 – Negotiating as a Luxury Home Specialist

• Explaining the Process
  
• Discuss the Context
  
• Multiple Offers
  
• The Offer Presentation
  
• Representing the Luxury Home Seller
  
• Confidentiality Protect the Seller Clients Interests:
  
• Closing the Sale
  
• Following Up

Section 12 – Building Your Action Plan

• Building Action Plan Exercise

• According to the American Affluence Research Center, the wealthiest 10% of Americans feel positive about their likelihood of buying and investing in real estate over the next twelve months.
  
• Luxury home purchases could soon equal 16% of all homes sales, including 49% of the new construction market and 11% of the pre-owned home market
  
• The Census Bureau’s decennial census revealed that the number of homes valued in the $1 million plus range increased 470% between 2000 – 2005
  
• $100,000+ income households are growing 5.4 times faster than all U.S. households.
  
• Household growth is expected to accelerate from about 12.6 million over the past ten years to about 14.6 million over the next ten!

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The Accredited Luxury Home Specialist designation explores the special needs of these buyers, and helps you to plan the specific steps to implement and market yourself as a Luxury Home Specialist.