Foreword Robert Herjavec, Shark Tank xi Preface: Pre-Game Pep Talk xiii Part I Prep Through Open 1 Chapter 1 Game-Time Mentality 3 Chapter 2 The Players, the Field, the Shot Clock 9 Chapter 3 My First Close 19 Chapter 4 All In with LA Real Estate and BRAVO TV 23 Negotiating Is All 24 Going Hollywood, TV Time 25 Chapter 5 Rules of the Game: First Impressions 31 Impressions Matter 32 10 Rules to Make a Positive First Impression 35 Chapter 6 The Dream Team: You Can't Do It Alone 39 Chapter 7 Fresh Eyes on the Prize 45 Chapter 8 All About the Open 51 Know More than the 'Hood 52 Watch Your Back 55 Networking and Giving to Get 56 Chapter 9 Open Houses for Clients, Brokers, and Insiders 59 Don't Tour, Sell 59 Broker's Opens 61 Insider Opens and Strategic Alliances 62 Chapter 10 Create an In-Your-Face Brand, 24/7 65 Working the Web: Social Media and the Press 66 Give Expert Advice 68 Concierge Extraordinaire 70 Chapter 11 Golden Hammers and 20 Questions for Sellers 73 Shut Up and Listen 73 The Altman 20 (Questions for Sellers) 76 Chapter 12 Size Up the Property: Pricing and Timing 81 Reading the Property: Questions I Ask Myself 82 Let's Talk Pricing 84 Chapter 13 Close the Open on Sellers: Talk Marketing, then Sign 89 Chapter 14 Close the Open on Buyers: The Altman 12 93 Chapter 15 Off to Work: Take a Breath First 99 Part II The Work 101 Chapter 16 Working with Buyers: Part Chemistry, Part Therapy 103 Assessing Personality Types 104 Analyzing the Buyer 105 Calming the Buyer's Fears 106 Chapter 17 Strategizing with Sellers: Getting Ready for War 109 The Battle Plan 109 Managing the Troops 111 Chapter 18 Weapons: Listing Language, Interior Design, and Staging 113 A Killer Description 113 Killer Design 115 Staging for Battle 116 Chapter 19 The Killer Combo: Drone and 360 Degrees Photos Plus Staging 119 Chapter 20 On the Battlefield: More on Open Houses and Broker's Opens 125 Who to Invite? 127 Work the Party 128 What About Neighbor(hood)s? 129 Sell Strong Points and Knowledge 130 Chapter 21 Price Drops Are Not Always Downers 133 Chapter 22 Go Win the War 139 Part III The Close 141 Chapter 23 Making an Offer 143 Settling on the Price 144 Inspections and Contingencies 149 More Deal Sweetener Details 152 As for Curve Balls: Play by Your Rules and Get the House 154 Chapter 24 Getting an Offer 157 Chapter 25 Multiple and Counteroffers 161 Negotiating on the Clock 162 No Rules? Use Hammers for Leverage 165 Chapter 26 Psyching Out Business Styles 171 Chapter 27 Putting on the Poker Face 177 The Anger Hammer 177 Know the Classic Hard-Baller Moves 182 Use Confidence to Grab the Hammer 184 Chapter 28 The Walk-Away 187 How to Walk Away 190 Chapter 29 Be a Shark: Eat, Swim, Devour 193 Part IV Plays from the Book 195 Chapter 30 Play #1: Damn, the Studio Head's Pissed 197 Chapter 31 Play #2: Three Clients, One Property 199 Chapter 32 Play #3: The Middle Men Kings 201 Chapter 33 Play #4: The Most Expensive Garage Ever Sold 203 Chapter 34 Play #5: The Paramedics of Real Estate 207 Chapter 35 The Final Play: Confession 209 Acknowledgments 213 About the Author 215 Index 217
JOSH ALTMAN is the co-star of the hit reality TV show Million Dollar Listing Los Angeles. He is one of the most successful real estate agents in the United States, specializing in the luxury housing markets of Beverly Hills, Bel Air, and the Hollywood Hills. With his older brother Matt, Josh created the Altman Brothers, a one-stop real estate firm that provides buyers and sellers with exclusive white-glove, VIP treatment.