How good are your
sales?

Good enough?

Could they be better?

You really don't know, do
you?
You may have a superb
sales team, but
periodically  you need an
objective set of eyes  to
motivate,upgrade skills
and locate problem
areas which  may go
unrecognized.
Customer Acquisition Programs:  You will learn specific hands-on gorilla sales &
marketing techniques in order to bring about immediate sales.

Understanding the Client’s Psyche: You will learn the necessary skills to make another
person's mind receptive to what you said and how to have people respond positively to it.  
These subliminal subconscious soft skills are the hardest to learn because of the
subconscious manner in which they occur. It’s all about subconscious subliminal
programming skills that you will experience and internalize.

International Sales & Customer Service:  Understanding  cultural differences so that
you don’t inadvertently offend instead of impress. Example: Don’t lump all South
Americans together. For instance, Argentineans are primarily of European descent,
while other Latin American countries have more of a mix of European and Indian
cultures. And Brazilians speak Portuguese, not Spanish.
Lou Principe
Higher Education Experience:
University of North Florida: Adjunct Professor where The Principe Institute of Motivation was housed:
University of Central Florida: Senior Associate -The Principe Institute of Real Estate and Motivation
and Lou was the Permit Holder for the Real Estate School
Florida International University: Real Estate
University of Florida: Catalyst for Selling Construction Services Program

Corporate Experience:
IBM’s Business Partners
ATT Broadband
BellSouth,
Marriott
Lennar
Drummond Corporation
Avatar
US Home
Merrill Lynch Fund,
Barnett Plumbing Company
Pulte
David Weekly
Horton
SunTrust Bank
Work Force
Government agencies

Consulting and Training Programs:
“Sell Your Way to Success” Program
“Customer Interaction Services” Certificate Program
“How To Earn $100,000 a Year Selling Real Estate”
“Train the Trainers” video series
“Sales Manual for AISG” Sun Systems
“University of Central Florida/BellSouth Tele-marketing Customer Service”
Consultant to Seminole Community College (tele-marketing and custom training)
Consultant to ‘Call Center University’
Consultant to Florida International University in Creative Concepts
Consultant to the University of South Florida in Mass Communication
University of North Florida, Customer Service

Presentations/Invited Addresses:
Home Builder Associations and Board of Realtors National Conventions throughout the United States,
including Florida State Realtor Conventions.
International Call Center Convention
International Real Estate Convention

Publications:
Principe, Lou (July 2007) Florida Realtors Magazine, Selling to South Americans
Principe, Lou (December 31, 1999). Jacksonville Business Journal, Front Page Customer Service
Article
Principe, Lou (September/October 1998).  Mastering Leadership in Home Sales.  
Building Homes & Profits.
Principe, Lou (July/August 1997).  Unlimited Potential Reached by Controlling Your Marketing
Efforts.  Florida Home Builder.
Principe, Lou (Spring 1997).  How to Build A Super Sales Force.  Bonded Builders News.

Lou has been quoted in newspapers from the Miami Herald to the Boson Globe and has had
numerous national articles published in Builder and Professional Builder Magazines.

Education:
Completed credit and non-credit courses in psychology, communications, leadership and marketing
at Marymount College, University of South Florida, and attended programs in psychology and
communications from Dartmouth and Harvard.

Honorariums/Titles:
Lou was appointed a Colonial by the Governor of Kentucky
Adjunct Professor University of North Florida,
Senior Associate University of Central Florida
Chaplain:  Orange County Jail
Chaplain: Central Florida Reception Center
Received the Key to the City of Petersburg, Florida
The City of Margate Florida passed a resolution thanking Lou for helping the people of Margate by
having a park donated.
Former Adjunct Professor, University of North Florida; Sales and Customer Interaction Services
Senior Associate, University of Central Florida and Florida International University; Real Estate Sales Psychology
and Customer Interaction Services

Sales Trainer, US Home Corporation - 5 ½ years in all 14 divisions, from Georgia to California, from Ft. Myers to
Washington D.C.  

Sales Trainer for Lennar Homes for 2 ½ years.  

Sales Trainer for DR Horton, Pulte, David Weekly, Ryan, Beazer;

Real Estate Editor, Southern Homes Magazine

Promoted ‘Sell Your Way to Success’ seminars throughout the United States
Real Estate School Permit Holder, UCF. Former Florida Class A Contractor and Construction Arbitrator with
American Arbitration Association  

Sales & Marketing Director or Training Consultant for: Williams Island, Harbor Island, Fisher Island, Oceana.  All
condominium developments in Miami Beach.  Selling prices start at $300,000 to over $8 Million.  Traveled
extensively to South America and Mexico promoting How to Buy Real Estate in Florida Seminars. Networked with
International Brokers from Russia, England, Italy and Germany.

Main Speaker at the International Congress of Realtors on: “How to Sell Real Estate to South Americans.”

Started a Customer Acquisition and Infomercial program on cable television selling homes in Cape Coral for Avatar
Holding Corporation, Florida’s largest landowner of developed lots.  Sold an average of four homes a week on a
Tuesday night for a year.

Professional Licenses:
Florida Real Estate Broker’s License 50 years
Private Pilot’s License
Former Construction License

Publications:
Professional Builder: HOW TO MAKE RELATIONSHIP SELLING WORK FOR YOU
Jacksonville Business Journal: First Impressions
Building Homes & Profits:  Mastering Leadership in Home Sales.  
University of South Florida, College of Business: Principe’s Principle
Jacksonville Times Union: Guaranteed to Increase Your Business 25% Within a 30 Day Period! We Guarantee it!
Central Florida Future: Hungry to Make Some Money in Real Estate?
Builder’s News: A Self-Defense Course for Builders
Florida Home Builder: Unlimited Potential Reached by Controlling Your Marketing Efforts.  
Bonded Builders News: How to Build a Super Sales Force
Realtor News: How to Sell to South Americans

Testimonials :    "Lou is a pioneer in psychological selling. His seminar has helped me tremendously. I was a
student of his 16 years ago, but every word has stuck with me. I've been using his techniques since then, with great
success. I've attended a lot of sales training seminars, but his was the best; it taught me the most." Karmen Worrell,
Broker, Tampa

"Lou Principe changed my life. I was getting out of real estate. I went to his seminar and I am now earning over
$75,000 a year." Jim Glasser, Jacksonville

"I sold, 27 homes in 12 weeks." Ron McInnis, New Port Richey

"I sold 12 homes in one month, I bought a new home." George Rohlings

"After the meeting, I sold three homes in one week." Laurie Fields, Largo"

First, I liked the small group, almost a one to one basis, your not on a stage addressing hundreds of people. If there
was a question, we could ask for clarification. We could talk about our specific problems. Secondly, by role playing
with us, I could better understand and put into practice the principles you were teaching. It was educational,
informative, professionally presented and enjoyed by me and my sales people." Irwin Karpay, Tampa Builder

"Lou Principe trained our 9 salespeople and increased sales 55%." Pat Roaderick, Oak Run Development, Ocala.

"Your presentation had a positive impact on our two sales teams. We learned a lot from your program." Harvey Erp,
Spruce Creek Development

"As a Real Estate Instructor for Central Florida Community College, your seminar was the best I have ever attended.
You changed my life, attitude and income." Tom Cafaro, Instructor/Broker Ocala"

Lou Principe has been a tremendous asset in training our sales personnel." Linda Hjort, Sun State Development

"I have used Lou Principe as a sales trainer for a number of years. His program does increase sales actively and
efficiency. He is a man of his word who gets the job done." Bob Flock, V.P. Engle Homes

"My fellow attorneys and I both agree that you are one of the most knowledgeable brokers in this country when it
comes to condominium projects and all other areas of real estate." Stephen Goodman, Attorney

"We really appreciate your time and assistance in training our sales people. In just 2 months we sold 42
condominiums." Laurie Brooks Lyons, Developer Key Biscayne

"Your selling program has contributed significantly to doubling our sales." C.J. Hopper, V.P. The Waterways

"I saw and felt more excitement in my members than I have in months. A renewed spirit can do amazing things for a
bogged down career, and that is what you gave them...renewal, purpose and excitement." Jackie Putnal, Lake
County Realtors Assoc

"I had an opportunity to sit through this outstanding program sometime ago. Lou's concept and delivery of this highly
motivational sales training program specifically developed for real estate professionals is truly outstanding. My
comments on this seminar have been corroborated by many other attendees. I believe that this seminar is
presented in a professional and honest fashion. Mr. Principe possesses the necessary integrity that is demonstrated
in his unique and effective method of motivating real estate professionals." Bill Manck, Director, SBDC, College of
Business Administration, University of South Florida.

"Anyone who feels he can not learn and be better "fine-tuned" should seriously consider another career. You have
provided me with yet another plateau of education." Pete Austgen, Largo, Retired Major, USAF

"For years I felt that I had the potential, you have given me the tools to reach it." Philip Schroder, St. Petersburg,
Retired Major, USAF

"We found the training you delivered to be informative, thought provoking and most importantly, proactive. We are
currently employing your system with a significant increase in our closing ratios." Charles R. Chastain, Oakbridge
Development, Lakeland

"I left the seminar with energy I have not felt in years. Your many ideas and experiences, your interplay with the
audience and your gentle and warm presentation made it a delightful experience." Susan Black, Miami

"The results our salespeople achieved exceeded our expectations. We obtained 13 additional sales in one month
alone. Mr. Principe is a man of his word who gets results. He is a blue chip investment." Ron Girard, Sales Manager,
Ryan Homes

"I never thought I would thank someone for a blow to the back of my head. Working and watching the Principe
Program all last week gave me and my entire staff a positive attitude and a total update of our selling skills. Thank
you." Harold Lasky, Sales Manager, Lennar, Clearwater

"It's a self awareness course where you evaluate your own strong points and weaknesses. You gave the motivation
to take the initiative and improve. You have a great outlook on life." Donna Collins, Tampa
407 269 4980
Call Lou 407 269 4980
My Real Estate Mentor mentor, Col. Joe Baum had Florida real estate license # 2, his wife had # 3, gave me the
best real estate advice when I met him in 1968, he told me: You can sell ice to Eskimos if you know enough about
ice.

We will teach you about construction, how to pre-sell homes and developments for builders, buy property with no
money down, not just houses, but apartment buildings, motels, and you'll receive additional tools of the mind that
will help you  for the rest of your most enjoyable life. You will be able to sell ice to Eskimos. Have a Great Day!
Call right now to discuss how we can help you: 407 269 4980