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TR U M P STR A TEGI ES FO R R E A L ESTA TE

potential customer the exclusivity and superiority of your product.
Trump is master at finding clever ways to use showmanship to create
the sizzle for his properties.
I recommend that you make a list ofallthefeaturesaboutyour
property that distinguish it from your competition. You may even
want to create an eye-catching flyer that you can give to prospec-
tive buyers or tenants describing these features in detail. When you
are showing theproperty,thesearetheelementsthatyouwantto
play up and emphasize. Make sure that everyone who sees the prop-
erty sees each of these features. For example, if you hired a land-
scape designer to work on the property, you might give each person
who tours the property a fresh cut flower from the garden to play up
this aspect of the property’s sizzle. If you have hired an architect,
interior designer, or contractor to work on the property, you might
invite him to your open house so he can describe their work to
prospective customers, and what he did on your property to make it
special. Consider making a video presentation of him describing his
work and have it running when you show the property. A display
boardindicating the textures of carpeting, the color of finished
woodwork, or the materialusedfor countertops, as well as other ma-
terials is a good visual selling tool.
Model homes or model rooms are very effective visual aids for
home sales. By using a skillful, creative interior designer the home or
room can be tastefully decorated for maximum eye appeal. The key
is to get the customer to think, “I can see myself living here.” It’s a
good idea to install better materials in your models and prices of
these “extras” should be readily available and what is considered
“building standard” should be explained to any prospect who seems
to be interested in cost saving.
If Trump is building multimillion dollar houses, he will build one
or two model homes that will be carefully, lavishly, and intelligently
equipped in every detail. If one bedroom is a little undersized, the

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