Partial list of former clients:
U.S. Home Corporation 2 ½ yrs.
Lennar Homes 1 ½ yrs.  
DR Horton
David Weekly
Beazer Homes
Adams Homes
Maronda Homes
Ranchero Village
Ryan Homes
Schultz Homes
Oak Run
Mercedes Homes
Drummond Corp.

Miami Beach Condos:
Williams Island
Harbor Island
Fisher Island
Coscan Waterways
One Island Place
Former University Affiliations:
University of Central Florida
University of North Florida
Florida International University
University of South Florida

How to Build a Super Sales Force: Bonded Builders News

A Self-Defense Course for Builders Builder’s News

Mastering Leadership in Home Sales Building Homes & Profits

Unlimited Potential Reached by Controlling Your Marketing Efforts: Florida
Home Builder

How to Sell to South Americans: Realtor News

Communications the Key: SMC Marketing Ideas

Principe’s Principle’s: University of South Florida, College of Business

Guaranteed to Increase Your Business 25%: Jacksonville Times Union

Hungry to Make Some Money in Real Estate? Central Florida Future @ UCF

Link to

Corporate Experience, Articles, Builder Reference Letters

A few minutes of your time on the
phone may be the best investment
you ever made.
Please call me for
a free consultation / evaluation.


Lou will speak

to your

organization for


*just cover
:Contact Lou on his cell today:
Thank you.
Learn how to pre-sell homes
for deliver in the future when
they retire.
Work Experience:

1973 to –present: Sales, Marketing and Motivational Seminars

Training Courses:

Creative Real Estate Sales
Customer Sales & Service Program
Sell Your Way to Success Program
Customer Interaction Services Certificate Program
How to Earn $100,000 a Year Selling Real Estate
Train the Trainers Series
Sales Manual for AISG - Sun Systems
How to Sell In-Line Skates
How to Obtain Gainful Employment

Programs: The Principe Institute of Motivation and Sales Training

1993 – 1995 Instructor, Florida International University and
University of Central Florida, College of Business,
Continuing Education

1978 – 1988 Construction Arbitrator, Recommended by the Federal Trade Commission to the American
Arbitration Association, Panel of Construction

Honorariums / Titles:

Appointed a Colonel by the Governor of Kentucky
Adjunct Professor at the University of North Florida
Senior Associate at the University of Central Florida
Chaplain at Central Florida Reception Center
Received the Key to the City of St. Petersburg
Margate Florida passed a resolution thanking Lou for having a park donated for its citizens
Vice President of The Tampa Bay Polo Club

Professional Licenses:

Florida Real Estate Broker’s License – 48  years
Private Pilot’s License
Class A Construction Company renovating hotels and commercial projects in St. Petersburg

Presentations/Invited Addresses:

Home Builder Associations and Board of Realtors throughout the United States, including Florida
Realtor Conventions.

International Call Center Convention, First Ever, Spanish & English

International Congress of Realtors, Main Speaker: How to Conduct Business with South America


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.

Principe, Lou (February 1995). Do You or Don’t You Need A Sales Manager? Professional Builder Magazine

Principe, Lou (March 1994). How to Make ‘Relationship Selling’ Work for You. Professional Builder Magazine

Lou has been quoted in newspapers from the Miami Herald to the Boston Globe


1972 – 1974 Attended Seminars from Harvard and Dartmouth in Communications and Psychology.
1974 All State Construction College
1970 Marymount College: Law, Economics, Finance and Real Estate
1964 Northern Valley Regional High School, Demarest, New Jersey
1962 The Hilton Training Program at the Waldorf Astoria
Investors for

Contact Principe:
REALTOR MAGAZINE: Principe  works primarily with buyers from Colombia and Europe. Principe began
projects in Miami Beach. For those projects, he placed ads in newspapers in Bogotá, the country's capital, and
began conducting real estate seminars there and in other South American cities on how to buy real estate in
Miami Beach. For those projects, he placed ads in newspapers in Bogotá, the country's capital, and Miami.

While you're developing a South American network, Principe said, it's important to understand cultural differences
so that you don't inadvertently offend instead of impress. Keep the following tips in mind:"Don't lump all South
Americans together," says Principe. To understand the differences among people from
South American countries, do some research. 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."The worst thing you can do is start talking business as soon as you meet [people],"
"You have to gain their trust, and if you start asking financial or business questions before trust is developed, you
lost the sale. Be respectful, and go the extra mile," says Principe. For instance, his company picks customers up
at the airport and drives them to their hotel. Also, call them Mr.,Rs,or Dr. Until they tell you to call them by their
first name.

Another way to be respectful is to print marketing materials is other languages and attempt to speak in the
prospects native language. "When Colombians recognize you're trying to speak to them in their native language,
they appreciate it," says Principe. "If you show you respect their culture, they'll meet you halfway.

Principe, former director of Florida Real Estate College, had been selected as Real Estate Editor, a quarterly
publication with local editions throughout the South. He was chosen because of his impressive credentials. "He
has extensive back¬ground in Florida real estate," she said, "and we believe his
researching story Principe has been involved in marketing billions of dollars of Florida real estate by presenting
ongoing ‘How to Buy a Home’ Seminar and sales and motivational seminars.

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 - 2 ½ years in all 14 divisions, from Georgia to California, from Ft. Myers to
Washington D.C.  

Sales Trainer for Lennar Homes for 1  year.  

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
Professional Licenses:
Florida Real Estate Broker’s License 48+ years!
Private Pilot’s License

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

"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 me the
necessary tools of the mind which lead me to a much higher income and a more rewarding life".
Title sales in your favor.
Lennar  -  U.S. Home  -   David Weekley -  D.R, Horton  -  Ryan - Miami Beach Million Dollar
Condos, One Island Place, Key Biscayne, Williams Island, Harbour Island, Oceania  -  Avatar, the
largest owner of Florida's land, Oppenheimer Fund,  US Home, etc.

In 1984 I worked FREE for US Home for three weeks. The Dean at USF attended because he
didn't believe I guaranteed to double sales or not get paid. He confirmed with two of my clients,
the first one being Jim Shimberg, the Founding Father of the National Association of Home
Builders stated sales increased 400% and he paid $4,000 after a month when it was proven
sales increased. Dean Bill Manck wrote an article  titled PRINCIPE'S PRINCIPE'S - "builder had a
2% closing rate, within 21 days it increased to 25%, a 1,000% increase in productivity". US Home
hired me the next day at $1,000 a day, 50 weeks a year. CO of Lennar, Stuart Miller hired me
away from US Home at $2,000 a day.

Wall Street Journal: "Lennar bought US Home because of their excellence in sales training.

I just moved to Colorado to promote it like I did  Florida for 40 years. Southern Colorado is the
most perfect four season weather I have ever been in. Let's grow Colorado together, builders
and real estate professionals can change the vision and goal of Colorado.

As a visionary, I see the largest multi-general affordable community with a Multi-Cultural
Medical Complex, naturopathic physicians working with medical doctors.  Together we can pre
sell at least 1,000 homes a year, I'll  show you how simple it is using my proven documented
marketing plan, I gladly share my experiences and knowledge with you for free, someone had
to teach Mozart the music scale.
The real estate industry is 'the girl who took me to the dance,
it's pay back time.
' God Bless.
I'm too busy fighting battles
Call Lou today: 407 269 4980


University of Denver

December 13th

Time & location TBA
Lou Principe has
specialized in
builder marketing
and sales training for
over 40 years. He is
a recognized real
estate expert in court.

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