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I NDEX

Accountants, hiring, 163 Bridge loans, 143–144
Adjustable-rate mortgages (ARM), Brooklyn Heights, 29
142–143 Budget. See Construction, budget/
Advertising: schedule
strategies, 189–190 Building projects. See Construction
targeting audience (selecting Business plans, 43–44, 148
publications), 190 real estate investing partnerships,
using aura of legitimacy to your 148
benefit, 60–61 writing before you buy, 43–44
Advisors. See Real estate specialists, Buy-and-hold strategy, 195
hiring
Air rights, 24–29, 105–107 Capital. See Money, raising
American Express, 53 Carpeting, $50-yard used (“sizzle”
Architects: example), 119–120
Commodore-Hyatt project, 12–13, Casinos (security guard anecdote), 203
160 Catch phrases, 189
hiring, 160–161 CBS, 132
Trump World Tower, 160 Champagne Towers, Santa Monica,
Architecture, 111–112, 114 119
Artwork, quality of, 188–189 Change-of-pace negotiation tactic, 97
Attorneys, hiring, 163 Children, attracting families with,
Aura of exclusivity. See Exclusivity, aura 184–185
of Chinese restaurant (origin of term
Aura of legitimacy. See Legitimacy, aura “sizzle”), 179–182
of Choosing properties. See Properties,
choosing
Bar and grill lease (6th Avenue); land Cohen, Arthur, 40–42
banking example, 214–215 Coleman, John, 216–217
Bathrooms, putting “sizzle” into, Commodore-Hyatt project, 4–6
118–119 architect, 12–13, 160
Beck, Martin (Ross’s brother-in-law), Hyatt negotiations, 19, 53
86, 138, 155–156 New York City Board of Estimates,
Best & Co., 40 13, 16, 17
Bogey theory, 88, 97 relationship-building skills, 10
Bonwit Teller, 38, 104 showmanship, 11–13
Borrowing money. See Money, raising Trump’s enthusiasm for, 6–8
Bottom line versus “sizzle,” 120 Company policy (negotiations tool), 76

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