CLHMS Live Training Course
The intensive two-day CLHMS training course sets the standard for luxury sales training in the industry. Successful completion of the course results in membership with The Institute for Luxury Home Marketing and is the first step in earning the coveted CLHMS designation.
This course tells you what you need to know to take your luxury home business to the next level! The proof is in the testimonials from program attendees.
What's covered in the CLHMS training?
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!
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.
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.
Credit toward the Certified Luxury Home Marketing Specialist® (CLHMS) designation
Successful completion of the course fulfills the educational requirements of the CLHMS designation. Members must also meet sales performance requirements before they are awarded the designation. More information on the CLHMS designation requirements.
Continuing Education and CRS credit
The National Association of Realtor's Council of Residential Specialists has approved our live CLHMS training classes for sixteen (16) units of elective credit (8 credits 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. Many states require that you complete the training in-state to qualify for CE-credit. Please contact us or check with your state licensing entity for more information.
- Colorado – 8 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)
OUR GUARANTEE
Here's our no nonsense guarantee – the same guarantee we've stood behind since the beginning, through thousands and thousands of agents.
If you successfully complete the course and aren't happy, tell us immediately 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.