ALHS® Course Content
Twelve topic sections that offer real depth.
Here are details on material to be covered at the instructor's
discretion in each section of the Accredited Luxury Home Specialist®
(ALHS®) designation two-day course from Polley
Associates:
Section 1: Defining A Luxury Home And 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 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 Clients' Personality Type
Section 5: Presenting Your Services To Luxury Home Buyers
- Mastering the First Impression - 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
- FIRPTA – Foreign Interest In Real Property Transfer Act
- Trusts And Corporations
- Second Home – Tax Advantages
- Capital Gain Laws And Rules
- 1031 Exchange Rules
- Turning A Tax Deferred Exchange Into A Tax-Free Sale
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 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 And 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 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
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