CLHMS Training

Almost one in four of the Top 100 Teams for one national brand have team members who’ve taken our training (including 50% of the Top 8 teams)
Our members are setting records for the most expensive homes sold in their cities and states
Agents we’ve trained can be found as the listing agents on the list of the 1000 most expensive homes on the market in the US.
Agent success stories and thank you notes continue to pour into our office weekly

When and where are classes offered?
Who can attend?
Continuing Education and CRS Credit
What's covered in the CLHMS training?
Our Guarantee to You

When and where are classes offered?

There are live CLHMS Training classes offered throughout the year, across North America. There are private classes for Local Associations or Brokerages and public classes that are open to all attendees. In fact, agents often fly in from around the country and the world to attend public sessions.

The class is also offered to RE/MAX agents via RSN - The RE/MAX Satellite Television Network.

Who can attend?

Realtors®, members of NAHB, and ICREA-affiliated agents are invited to attend the CLHMS training and become Members of The Institute.
Marketing Directors and Branch/Sales managers may audit a training session sponsored by their firm for a $100 materials fee, to be paid in advance. They will then be provided with handouts and Laurie's book. They will not be members of The Institute.
Assistants may not audit the course, but they may register for the course at full fee on a space available basis. If they are licensed, assistants who complete the entire course will be members of The Institute. If they are not licensed, they will not be members.
Select real estate professionals in related fields may also attend training and may be eligible for Affiliate Membership status upon completion. Contact us for more details.
Existing Members may audit any public CLHMS training session on a space-available basis for a nominal fee. Simply log-in, then choose a class on the course schedule. Registration fees will automatically be adjusted to reflect the Member Audit rate.

Continuing Education and CRS Credit

The National Association of Realtor’s Council of Residential Specialists has approved our live CLHMS training classes for two elective credits (one credit per day) toward the Certified Residential Specialist (CRS) designation.

The following states have approved our live CLHMS training classes for Continuing Education credit. Approval for other states may be pending. Please contact us for more information.

Arizona -- 8 hours of general CE credit (Arizona licensees only)
Colorado -- 15 hours of general CE credit (Colorado licensees only)
Florida --11 hours of FREC credit (Florida licensees only)
Georgia --12 hours of general CE credit (Georgia licensees only)
Idaho --10 hours of general CE credit (Idaho licensees only)
Minnesota --10 hours of general CE credit (Minnesota and North Dakota Licensees)
Nevada --10 hours of general CE credit (Nevada licensees only)
North Carolina -- 4 hours of general CE credit (North Carolina licensees only)
Texas --15 hours of TREC credit (Texas licensees only)

What's covered in the CLHMS training?

Training for the Certified Luxury Home Marketing Specialist designation is designed to help sales professionals who currently work in the upper tier move to the next level or to help those just beginning to target the luxury market jump-start their business.

Learn what wealthy buyers and sellers say are the “real secrets” to capturing their business and delivering outstanding service!

These are the ideas actually used by our members to capture luxury home listings priced from $500,000 to $100,000,000

Start by Discovering…

The TWO secrets that will guarantee your success
Myth or Reality? What you thought you knew about the luxury market may not be true!
The ONE thing you must do to become a luxury home marketing expert

What you must know about the Luxury Market Segment…

Understand why the definition of a luxury home is specific to each individual market
Learn the reasons for targeting the luxury market and the pitfalls to avoid
How to determine which segments of the luxury market are still strong -- it’s NOT the “lower income affluent” segment.

Learn WHY the top of the market is still healthy

Discover three BIG opportunities in today’s luxury market and how to tap them for business
Learn how to quickly and easily track key trends in luxury home design and amenities

Learn the facts about Rich Buyers and Rich Sellers…

Why old money and new money are irrelevant - but mindset is not!
The secrets of LifeStyle Selling (Don’t tell! But, DO use these secrets to deliver better service and make more money )
The truth about how the wealthy choose their agents - the checklist that came straight from their lips

The myth about the wealthy and the Internet

It’s true, you can target by occupation - we’ll tell you which occupations are key
Amazing truths about millionaires. Are they good prospects or not?
The 7 segments within the luxury market which may be your best prospect groups
The 6 key features the wealthy are looking for in a property marketing plan
The resources wealthy buyers say they use to shop for homes
The simple secret to winning the luxury listing, even when your competition is the top luxury agent in your market
What big companies like American Express, Chanel, Mercedes, and Cartier know about the rich that you need to know, too
How the rich are different (in addition to having more money!)

Discover how to differentiate yourself as THE luxury home marketing expert…

The 6 steps to differentiating yourself as a luxury home expert
Learn the art of branding yourself as THE Luxury Home Marketing Expert of choice
The “product” you must sell before you can sell a luxury home
Why local market knowledge is important and exactly what you need to know to make the right decisions in your business and to advise luxury home buyers and sellers
The 9 special competencies that will maximize your success and income
How to capture luxury referrals from other agents
The Three P’s and how to implement them for more success

Learn how to build and build and build your business in the luxury market…

Can you be a luxury expert and work other price ranges, too -- Yes! Just use this script
5 simple changes in terminology that top luxury agents use to gain business
How to use LifeStyle Marketing in your prospecting
How to save time and money in your marketing by sophisticated targeting
Understand psychographic versus demographic data (avoid old census information!)
Specific ideas to implement in developing your personal marketing plan
Network your business to the next level
How to tap into the International luxury market no matter where you live!

Understand the secrets to listing and pricing a luxury property…

Why you should never schedule another “listing presentation” -- what to do instead
What one agent used to capture a $13 million listing -- you can do it, too
How to establish good, clear communication with your sellers
The secrets to negotiating MORE than what you consider “a full fee”-- plus scripts
The truth about square-footage pricing in the luxury market
“Amenity pricing” and how it works
The most powerful pricing tool in today’s market
The MAGIC question to ask yourself before pricing a home
How to deal with the sellers objection “that there are no comparable properties”

Discover the secrets to positioning and promoting a luxury property…

What to do when your seller wants “a private sale,” without MLS or advertising
Why you don’t use mass marketing in the luxury market
Understand targeted LifeStyle Marketing and how to use it to define your best prospects
A formula for developing a multi-tier marketing plan and an example plan to build on
The key questions to ask when choosing a magazine for your ads
Seller funded marketing and golden handcuffs -- How, why and why not?
How to use a property positioning statement as a foundation for your advertising copy
Are you making these copywriting mistakes? Avoid them and watch your listings sell
What you need to know about real estate photography -- Tips and examples
Why most property brochures fall short
When and how to use staging -- plus a script to broach the topic
What to do when your sellers won’t stage, but the house needs staging
The important concept of “repurposing”
Creating marketplace BUZZ with the Real Estate Soiree
How to get others to help pay for your property marketing and reach more prospects
Tips (some of which you probably never thought of) for marketing your listings

Showing and selling luxury properties…

Prequalifying your wealthy prospect in three steps -- The MAGIC question, the written tool , and the follow-up phone call
How LifeStyle Matching creates faster sales and happier buyers
Options for “Agent Must be Present to Show” request
Discover the power of a showing guide
Understand how the feature/benefit approach fits into LifeStyle showings
How to deal with the complex transaction -- trust purchases, deal killers, implementers, and more!
Working with screeners

And much more…

From tested scripts, and MAGIC questions, to a cutting-edge marketing “idea blitz,” this course covers what you need to know to take your luxury home business to the next level!
The proof is in the testimonials from program attendees.

But wait, there’s more…

Attend training and receive a FREE copy of the NEW, second edition of the book, Rich Buyer, Rich Seller! The Real Estate Agents’ Guide to Marketing Luxury Homes. The out-of-print first edition of this book has sold for as much as $155 on e-Bay and Amazon. The new edition is hot-off-the-press! Yours will be FREE.

The course is just the beginning …

As a member of The Institute for Luxury Home Marketing, you’ll find a long list of marketing tools, vendor discounts, advertising options, important research information, networking opportunities, advance d training, and an amazing group of other members around the country and the world who are eager to share ideas and referrals with you.

Take immediate advantage of downloadable Institute logos to use in your marketing, special downloadable booklets and white papers packed with useful information, consumer-oriented videos which you can post on your website or blog, and much more.

Our mission is to help real estate professionals --like you -- deliver outstanding service to the buyers and sellers of luxury homes and in so doing, maximize your own success. You can be successful in this exciting and profitable market segment.

Guarantee

Here’s our no nonsense guarantee -- the same guarantee we’ve stood behind for more than five years, through thousands and thousands of agents. If you successfully complete the course and aren’t happy, tell us at the end of the program. Your money will be refunded within three business days, no questions asked. We‘re comfortable making this promise because we know you’ll leave the course happy and armed for success in the luxury market.

JOIN US

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