I found the David Hall and Luigi presentation very interesting. I liked the inside information kind of format they delivered in. It was very relaxed and natural and it seemed as if we were talking to two well informed business men rather than presenters. One of the main focuses of their speech was the marketing for Rock Financial. They began with radio, Luigi mentioned, they took cost per calls from $200 per call down to about 10% of that with radio advertising. They used a professional that created the theme “have you driven a ford lately”. They mentioned how they began advertising on one or two stations at a time having the radio personality read ads, then they found their current format was more effective. David and Luigi also began to host, “The Real Estate Insider.” David mentioned this was a big move in the area of credibility. David mentioned this helped make all their radio advertising seem like it was coming from industry respected professionals and they rarely mentioned Rock in their show because they were more concerned with adding value than flat out advertising.The pair also gave some great basic business advice. In the area of negotiation, a point that stuck out to me was when Luigi was discussing how they can step out of a deal at any time he stated, “If you want it more than them, you’re going to pay for it.” He mentioned they never go into a deal that they can’t way always from or that they feel they “need.” He also spoke on how as a business you need to separate yourself from the competition. He mentioned how when Rock came into the game there were hundreds of other mortgage companies, but it was their ability to separate themselves from the competition that made them successful.