“The difference between ordinary & extraordinary is that little bit extra”

– Jimmy Johnson

Introduction

The Luxury Home Mortgage Advisor certification and education program is designed for mortgage professionals committed to serving the needs of high net-worth clients and luxury homeowners. Approved by Mortgage Professionals Canada (MPC) for 4 CE credits in the professional development category, the course combines online training and 12-weeks of “power calls” hosted by Scott Westlake and Roland Mackintosh. Giving brokers the opportunity to submit questions, these weekly power calls feature notable guest speakers, including luxury realtors, custom home builders, and even professional athletes.

 

Broker Resources

This course provides an innovative set of materials that brokers can “unlock” as they progress through each module. These proprietary downloadable resources are designed to help brokers scale their business.

 

  • 42-page Business Plan – To be completed as you progress through the course
  • Daily Time Blocker/Top 3 Goals to complete
  • Daily/Weekly Activity Tracker (Excel spreadsheet)
  • Top-Down Goal Planner (Excel spreadsheet)
  • Cash-Flow Analysis Worksheet for Investment Properties (Excel spreadsheet)
  • Sample Letter of Direction
  • Sample Letter of Engagement
  • Commercial Loan Document Checklist
  • Executive Loan Summary
  • Closed Facebook group
  • Luxury Home Mortgage Advisor logos
  • Curated weekly marketing content brokers can push out to their database
  • PowerPoint presentation for realtors – “Investing in Real Estate”
  • PowerPoint presentation for client seminar – “Creating Generational Wealth through Real Estate”
  • Luxury Home Mortgage Advisor Directory – For realtors to connect with brokers
  • Annual professional development event featuring brokers, realtors, builders, and a full roster of expert industry speakers

Module 1. Introduction

Key Concepts – Website orientation; where/how to download broker resources; testing at end of each module; submitting questions for weekly power calls; course instructor contact details

Download: Daily Time Blocker

Download: Top Down Goal Planner

Module 2. Understanding Luxury Homeowners

Key Concepts – How luxury homeowners think; what they do and do not like; decision making; belief and value systems; fundamentals of the 5 affluent market segments; how to target and work effectively within each segment

Download – Activity Tracker

Module 3. Your Luxury Sales & Marketing Plan

Key Concepts – Analysis of your current business; financial projections; goal-setting; vision, mission and values; unique selling proposition; SWOT analysis; analyzing the luxury market; time management; marketing strategies for your referral network and existing clients; networking tactics and opportunities; online and social media strategy

Download – 42-Page Business Plan

Module 4. Vision, Mission, Values

Key Concepts – Crafting your vision, mission statement, and value proposition; focusing your direction and purpose; marketing message and consistency; framework for strategic decisions; competitive differentiation

Bonus Content – 2018 Vancouver Panel of Mortgage Experts discuss building your mortgage business around high net-worth clientele

Module 5. Unique Selling Proposition (USP)

Key Concepts – Crafting your USP; simplified messaging for referral partners and clients; your elevator pitch

Bonus Content – 2018 Toronto Panel of Mortgage Experts discuss building your mortgage business around high net-worth clientele

Module 6. Becoming A Luxury Home Market Expert

Key Concepts – Local, regional and International market review; luxury home owners’ international perspective; using market statistics; driving forces behind statistics; currency fluctuations; emerging job markets; industry

Download – The 2019 Wealth Report

Module 7. Building Your Network of Top Tier Referral Partners

Key Concepts – Strong referral network/lifetime revenue; building a network of top-tier referral partners; teaching partners to endorse, recommend and introduce you to luxury homeowners; luxury realtor strategies; partners most brokers won’t target (e.g., angel investors)

Download – Cash-Flow Analysis Worksheet For Investment Properties

Module 8. Financial Advisors: The Opinion Leaders of Luxury Homeowners

Key Concepts – Top-tier financial advisors; how to grow and preserve their book; investment products and terminology; understanding bond yields, negative interest rates and fiscal policy; intelligent debt; non-taxable alternatives to liquidating registered investments

Case Study – Leverage Investing in Equities

Case Study – Leverage Investing in Real Estate

Module 9. The Affluent Client Meeting

Key Concepts – Ultimate client experience; your two clients (referral partners & customers); perfect loan process; Tuesday update calls; listing agents/captive audience; white glove service; non-verbal communication; memorability; word-of-mouth; clear and concise communication; lifestyle questionnaires; local history; gift-giving; creating “buzz” with luxury homeowners

Module 10. Luxury Marketing Strategies For Existing Clients

Key Concepts – Customer acquisition and retention; Top of mind awareness (TOMA); striking imagery; luxury lifestyle newsletter; email subject lines; A/B testing; referrals; endorse and recommend; video endorsement, Top 12 clients

Module 11. Event, Community, Seminars

Key Concepts – Event marketing tips and suggestions; elevating your personal brand; importance of selling the event; creating buzz before, during and after the event; giving back; employing seminars/subject matter expert

Case Study – Event marketing to gain 9,000+ LinkedIn contacts

Module 12. Online Marketing Strategies To Target Luxury Homeowners

Key Concepts – Online and social media strategy; Facebook, LinkedIn, Google, Flipboard and YouTube; education-based marketing vs. selling; 1 vertical market; power of creating a downloadable white paper

Case Study – 100 client meetings booked with sophisticated property investors

Module 13. Using Social Media To Target Luxury Homeowners

Key Concepts – Target referral partners who influence opinion leaders of groups to which luxury homeowners belong; networking directly with luxury homeowners; using LinkedIn effectively; top-of-mind awareness with existing clients and partners

Download –  Sample Letter of Engagement

Module 14. The Retired Upper Tier Client

Key Concepts – 2 priorities of moving into retirement; luxury home/reflection of success; utilizing equity to reduce taxable income; increasing longevity of investment portfolios; 3 powerful ways to add value to a financial planner/private banker

Download – Sample Letter of Direction

Download – Executive Loan Summary

Module 15. Commercial Mortgage Lending

Key Concepts – Differences between commercial and residential lending; 5 factors to consider when charging a fee; property valuation; terminology; ratios; net operating income; cash-on-cash return; debt-coverage-ratio; capitalization rate; commercial lenders; private bankers; 5-step loan process

Download – Commercial Loan Document Checklist

Case Study – 32 Unit Apartment Building Cash-Flow Analysis

Module 16. Sales Psychology - Enhance Any Presentation

Key Concepts – Want vs. need; taking the audience on a journey; make them feel uncomfortable; worse before better; enticing action; your solution; teach, tailor, and take control; mastering presentation skills

Download – “Investing in Real Estate” PowerPoint presentation for realtors

Module 17. Delivering Your Client Seminar

Key Concepts– Creating and delivering a seminar to potential customers; you are the subject matter expert; why they will buy immediately

Download– “Creating Generational Wealth through Real Estate” PowerPoint presentation for client seminar

Module 18. Your Personal Brand & Winning Habits

Key Concepts– Your personal brand; how to position yourself and differentiate your business; becoming a magnet for luxury homeowners and their centers of influence; Top-10 winning habits; using your luxury logos

Final Exam

Download– Luxury Home Mortgage Advisor logos

By Courier– Luxury Home Mortgage Advisor Certificate

The Luxury Home Mortgage Advisor Course Is Yours To Try, 100% Risk-Free, For a Full 30-Days

We are confident that you will absolutely love the content, strategies, and best practices covered in your curriculum – try the entire course, digest it, and integrate it into your daily business practices – if you’re not 100% satisfied, for whatever reason, simply contact us for a full refund.