TheEquityMethod™
Trust×Emotion×Logic×Urgency
The sales system for understanding how buyers decide — and how to earn that decision. Written so you can learn it, practise it and score yourself on your own. No coach, no seminar, no clients required to start.
Not ready? Download the free edition first
Four variables. One decision.
Every buyer decision rests on the same four variables. They multiply — they don't add up.
Trust
Do they believe you, and do they believe what you're offering? Nothing else lands without it.
Emotion
Why this matters to them personally. The reason they'll remember after the meeting ends.
Logic
The numbers and facts that let them defend the decision to themselves and to others.
Urgency
Why now and not later. The honest reason waiting has a cost.
If one variable is at zero, the whole sale is at zero. The method shows you which one is missing — and exactly what to do about it.
A method, not a memoir.
The stories come from real deals. They're there to illustrate the method, not to talk about the author.
Every chapter ends with a self-assessment, so you always know where you stand.
- 01The four variablesTrust, Emotion, Logic and Urgency — how each one works and why they multiply.
- 02The buyer profilesRecognise who is in front of you and what each profile needs to decide.
- 03The decision anchorThe point every conversation has to lead back to, and how to set it early.
- 04The ten stepsFrom first contact to the ask: the full sequence, step by step.
- 05Self-assessmentScore yourself on every variable and every step. Built for learning alone.
For anyone who has to earn a yes.
New to sales
Learn a complete structure before your first client. The self-assessments work with or without real deals.
Experienced agents
Name what you already do by instinct, find the variable you keep skipping, and close it.
Sales leaders
Give your team one shared language for diagnosing lost deals and coaching the next one.
Read the method. Then work it.
The Equity Playbook™ turns each chapter into exercises, scripts to adapt and worksheets to fill in. It points back to the book on every page — it's built to be used alongside it.
- Exercises for every chapter of the book
- Worksheets for the four variables and the buyer profiles
- Printable, or fill it in on screen
Practise the close before it costs you.
Read the buyer, answer the objection, ask for the decision. Every level of The Equity Game™ is a chapter of the book. Play free — the Book + Game Pro edition unlocks Pro.
Choose your edition.
Instant digital download. Pay by card or PayPal.
Book only
- The Equity Method™, complete
- Self-assessment in every chapter
- Pro code for The Equity Game™
- Quick Reference Cards
- The Equity Playbook™
Book + Game Pro
- The Equity Method™, complete
- Self-assessment in every chapter
- Pro code for The Equity Game™
- Quick Reference Cards, ready to print
- The Equity Playbook™
Book + Playbook
- The Equity Method™, complete
- The Equity Playbook™ workbook
- Pro code for The Equity Game™
- Quick Reference Cards, ready to print
Already have the book? Get the Playbook on its own — $15
Prices in USD. Local taxes calculated at checkout. Sold by The Equity Method Technologies, Dubai Trader License No. 1656745. 14-day refund policy.
Prefer print, Kindle or Google Play?
The same book, in the store you already use.
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Start reading for free.
Get the free edition of The Equity Method™ and see how the four variables work before you buy. Download it free, read it in minutes, and see why buyers really say yes.
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From the first page to the stage.
Start with the free edition and the book. The live programs open next, and the people on the list hear about them first.
- 1AvailableGet it free
Free edition
Find which of the four variables is costing you deals.
- 2AvailableSee editions
The book
The full method, with a self-assessment in every chapter.
- 3AvailablePlay free
Playbook + The Equity Game™
Work every chapter, then practise with simulated buyers.
- 4Waitlist
Workshops, talks and conferences
Live sessions with Ernesto, for your team or your event.
- 5Waitlist
1:1 coaching and team training
Coaching for individuals, and in-house training for brokerages.
- 6Waitlist
Certified trainer
Get certified to teach The Equity Method™ to your own clients.
Ernesto Luciano
Ernesto started in network marketing, building teams. He moved into timeshare sales, closing packages from $5,000 to $500,000 in a single sitting, became a top performer and was relocated to Dubai as part of an elite sales team.
He then moved into Dubai off-plan real estate, where he has personally sold over AED 1 billion, led broker sales teams and now works as a sales director. The Equity Method™ is the system he uses to train his salespeople every day.
Before you buy.
What format is the book in?
You get a PDF you can read on your computer, phone or tablet, or print. Book + Game Pro and the bundle also include the EPUB for e-readers and the Quick Reference Cards. The download link arrives by email right after purchase.
What is the difference between the editions?
Book only is the complete book, at the same price as Kindle and Google Play. Book + Game Pro adds the code that unlocks every level of The Equity Game™, the EPUB and the Quick Reference Cards. The bundle adds The Equity Playbook™ workbook.
Do I need the Playbook?
No. The book is complete on its own and includes its own self-assessments. The Playbook is for readers who want structured exercises to practise each chapter. It's built on the book, so it isn't meant to be used without it.
How do I unlock The Equity Game™ Pro?
If you bought Book + Game Pro or the bundle, your purchase email includes a personal code. Log in to The Equity Game™, enter the code, and Pro is unlocked on your account on every device.
Is the book on Amazon and Google Play?
Yes. The ebook is on Amazon Kindle and on Google Play Books, and the paperback on Amazon is the complete edition, with The Equity Playbook™ printed in the same volume. The Kindle and Google Play ebooks don't include the Game Pro code. If you buy the paperback, email your receipt to hello@ernestoluciano.com to get your code.
Can I get a refund?
Yes. If the book isn't right for you, email hello@ernestoluciano.com within 14 days of your purchase and you'll get your money back. Read the refund policy.
I don't have clients yet. Is it still for me?
Yes. The method and the self-assessments are designed to work whether or not you're working live deals, and the game lets you practise with simulated buyers.
Is it about Dubai real estate only?
The examples come from real estate, much of it in Dubai, but the four variables apply to any sale where someone has to make a considered decision.
Find the variable you're missing.
Start reading in the next five minutes.