I asked Goff if he's a millionaire. He said no. He said he had been through bankruptcy, two divorces and had his own home foreclosed upon.
The seminar turned out to be a two-hour infomercial for the workshop, which is being held this weekend at the Hilton Los Angeles North in Glendale. Goff repeatedly commented that he didn't have enough time to fully explain this or that real estate strategy, but he'd have ample opportunity at the workshop.
The crux of his free advice for seminar participants was this:
* Buy low and sell high.
* Set up a company so your deals won't be in your name.
* Don't use your own money.
This last bit of wisdom was at the heart of the presentation. In essence, Trump is teaching people how to make a low-ball offer for the home of someone in financial trouble and then sell that property to someone else at a higher price before any money changes hands.
"You do not have to own real estate to make money from it," Goff told us. "You just have to control it. You can control it with contracts."
There's nothing revolutionary about this, of course. Real estate speculators have been using such techniques for decades, and countless seminars are offered annually that purport to train novices in how they too can make a killing in the foreclosure market.
All Trump is doing is adding his celebrity status to the mix, benefiting from a perception among some that his personal success and larger-than-life persona translate to greater trustworthiness as a business guru.
"Why would you ever consider learning real estate from someone else?" Goff asked. "Trump is the best."
In fact, real estate experts say the foreclosure market isn't for the inexperienced, and that it's all too easy to lose your shirt on a deal that goes south. They say programs that push neophytes to take such risks represent the same sort of recklessness that got us into the sub-prime mess in the first place.
Goff repeatedly stressed that the goal of investing in distressed properties isn't to turn a fast buck. It's to assist others.
"We're here to help people get out of their situations," he said. "We're not here to take advantage of people."
Goff didn't address how this sentiment squares with the fact that the entire transaction is predicated on taking advantage of someone else. All you're doing is getting a better price for a home than the owner was able to get himself.
More often than not, that's because the seller was undergoing a financial or personal crisis and was focused primarily on saving his skin, not scoring some ready cash.
When the seminar finally ended, only four or five people signed up for the $1,495 workshop. The rest drifted out with perplexed looks on their faces, perhaps wondering why they'd never received the "priceless information" they'd been promised.
Michael Sexton, the president of Trump University, told me by phone that about 500 such seminars are held nationwide each year, followed by about 100 workshops. Each three-day workshop typically is attended by about 50 people, he said.
Do the math: 50 x $1,495 x 100 = $7,475,000.
Sexton said Trump University isn't the biggest player on the business-seminar circuit, but "we're the most profitable."
Before I left the hotel, I met Andres Castillo, 30, who'd attended a Trump workshop in August and was back for a little pep talk from Goff.
Castillo said he learned a lot from the training and was optimistic he'll prosper in the foreclosure market. He said he currently has four deals in the works.
"I have control of four properties," Castillo said. "I'm just looking for buyers."
To date, he hasn't made a dime.
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