SALES LEADER Since our inception, we have brokered more than $50 billion in home sales
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CHAPTER ONE‌ Every home has a story. No real estate company understands this better than @properties, and that’s why we use the best branding, advertising and marketing resources to tell that story and give you a leg up in the marketplace. As the #1 brokerage firm in Chicagoland, @properties is committed to delivering the highest level of service in local real estate. We look forward to getting better acquainted with you.
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Source: MRED, LLC. #1 ranking based on market share for overall closed volume, 2018.
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IT BEGAN WITH AN IDEA Established in 2000, @properties began as a boutique brokerage firm with four brokers and an idea for a real estate company that would always work in service of its brokers and clients. We built a deep infrastructure to support our
firm in the U.S. by sales volume with over $9
brokers and clients with the best marketing and
billion in annual sales. Over the last few years,
technology in the industry. We promoted a culture
@properties has also become a platform for a
that values innovation, relationships and excellence.
number of business and civic ventures through
And we made a commitment to continuously
partnerships with local tech startups, charities, and
expand, improve and question the status quo.
artists who help our communities thrive.
Since our inception, we have grown into the #1
While we have grown rapidly, we understand that
brokerage in Chicagoland, the largest independent
real estate is, first and foremost, a local business.
brokerage
And we are dedicated to providing the very best
firm
in
Illinois
and
the
fastest
growing brokerage in Southwest Michigan and
local brokerage experience.
Northwest Indiana, and the 11th largest brokerage
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Source: MRED, LLC. #1 ranking based on market share for overall closed volume, 2018.
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HANDS ON LEADERSHIP Highly creative and energetic entrepreneurs, @properties’ co-founders Michael Golden and Thaddeus Wong have quickly built one of the most recognized brands in Chicago real estate while helping to reshape and modernize the local brokerage industry. Golden and Wong first teamed up in the mid-1990s. They set sales records and consistently ranked among the top 1 percent of the Chicago Association of REALTORS®’ 12,500 members. At @properties, they paired traditional brokerage services with cutting-edge technology and marketing, and became a driving force behind Chicago real estate. Together they have created a corporate culture that attracts high-caliber brokers and staff and fosters teamwork and performance. They have also built a large philanthropic network under the umbrella of the @gives back Community Fund.
LINCOLN PARK BUILDERS CLUB IMPACT AWARD
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LET’S GET BETTER ACQUAINTED...
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Began as a four-person boutique brokerage
Became the #1 residential brokerage in Chicago in less than a decade
@properties remains a locally-owned company through and through
Overtook the title of Illinois’ largest independent real estate brokerage firm in 2013
#1 real estate brokerage in Chicagoland
Since our inception, we have brokered more than $50 billion in home sales
chieved a record $9 billion in A annual sales in 2018
o-founders Thad Wong and Mike C Golden are Ernst & Young Entrepreneur of the Year winners
Is the fastest-growing brokerage in Southwest Michigan, Northwest Indiana and the Lake Geneva, Wisconsin area
as made the Inc. 500/5000 list of H America’s fastest-growing private companies 11 times
S upports local organizations such as Noah’s Arc Foundation and Keith Relief through our charitable arm, @gives back
Source: MRED sales, City of Chicago and North Shore, 1-1-2018 to 12-31-2018.
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BE LOCAL, THINK GLOBAL To @properties, local means friends you can count on, neighbors you can trust, and businesses you go out of your way to support. Local means the barista knows your drink, the dry cleaner knows your name and the clerk at the convenience store is happy to loan you a buck.
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Real estate is a local business, and that means
As an exclusive member of Leading Real Estate
every home, on every block, in every neighborhood
Companies of the WorldŽ, the world’s largest
is unique, and each deserves the attention, care
network
and consideration only a local company can offer.
@properties connects sellers with homebuyers all
@properties is a local company through and
over the world. So while our brand is uniquely local,
through. But at the end of the day, we know that
our reach is global. That means more exposure,
not all buyers are local. So when it comes to our
and ultimately, shorter market times and higher
marketing programs, we think globally.
selling prices.
of
independent
real
estate
firms,
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LOCAL LEADER @properties remains a locally-owned company through and through
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LOCAL LEADER In less than a decade, @properties became the #1 real estate brokerage firm in the city of Chicago and began expanding to the suburbs. But for @properties, leading has far less to do
Being a leader also comes with responsibility. It
with numbers and far more to do with innovation.
means moving the industry forward by sharing
Technology changes, markets change, expectations
best practices, serving in positions of leadership
change. So we never stop changing. Innovation
with the local REALTORSÂŽ Association, and giving
permeates everything we do, from building the
back to the community.
most sophisticated website to introducing new services to sourcing new marketing channels. Innovation is the heartbeat of our business.
Each day, we break new ground by attracting the best and most professional brokers and the most astute clients in the greater Chicagoland area.
#1 IN HOME SALES
#1 IN LUXURY HOME SALES
CHICAGOLAND
CHICAGOLAND
@properties
@properties
Coldwell Banker Residential
Coldwell Banker Residential
Baird & Warner
BHHS Koenig Rubloff
BHHS Koenig Rubloff
Compass $0
$2
$3
$6
$8
$10
$0
billions
total $ volume by brokerage
$1 billion
$5 billion
total $ volume by brokerage ($1 million+ list price)
Source: MRED, LLC, #1 ranking based on MARKET SHARE for overall closed volume, 5/1/18 - 4/30/19.
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$5 million
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BE DIFFERENT When it comes to the competitive world of real estate, differentiation is one of the keys to success. Differentiation comes naturally to @properties, and it shows in many ways – not the least of which is our advertising and marketing. From
the
“Love”
outdoor
advertising
We use differentiation to tell our story and to
campaign to the “Rules for Better Living” and
tell your home’s story. It sounds simple, but
“#TheLifeWeShare” print campaigns, @properties’
our
distinctive branding ads create an emotional
departments work over-time producing award-
connection with our communities and homebuyers
winning work, constantly pushing the envelope
– a connection that is reinforced when they see the
with new ideas and innovations that set our brokers
@properties logo in ads, on the Web, in collateral
and clients apart from the competition.
in-house
professional
marketing
and
and on the For Sale sign in front of your home.
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RULES FOR BETTER LIVING
To achieve something you’ve never had before, you must do something you’ve never done before.
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rules for better living
You can’t help getting older, but you don’t have to get old. –George Burns
IT
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EXPOSURE IS EVERYTHING The story of your home is already written…It’s all about properly sharing it. @properties showcases your home before the
of online, mass media and grassroots marketing
largest pool of homebuyers through marketing
initiatives–all tailored to address the specific
programs that are built around EXPOSURE –
challenges and opportunities of the marketplace.
exposure through an internal network of brokers
More exposure means more page views, more
and their client databases; through an in-house
phone calls, more showing requests, and ultimately
marketing department with full print and digital
a faster, more lucrative sale.
capabilities; and through an exhaustive catalog
atproperties.com
LeadingRE.com
22nd Century Media
Zillow.com
Custom Property Brochure
Barrington Country
Trulia.com
CS Magazine
Direct Mail
Realtor.com
NS Magazine
Adwerx
Multiple Listing Service (MLS)
Michigan Avenue
E-blasts and Social Media
Professional Photography and Video
Sheridan Road
Market within a Market – @agent App
North Shore Weekend Signage
Public Relations Pioneer Press New Ideas every day!
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@properties showcases your home before the largest pool of homebuyers through marketing programs that are built around EXPOSURE – exposure through an internal network of brokers and their client databases; through an in-house marketing department with full print and digital capabilities; and through an exhaustive catalog of online, mass media and grassroots marketing initiatives – all tailored to address the specific challenges and opportunities of the marketplace. More exposure means more page views, more phone calls, more showing requests, and ultimately a faster, more lucrative sale.
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MARKET WITHIN A MARKET Even before your home is officially listed, @properties brokers market internally to a powerful network of more than 2,000 brokers – each with a broad sphere of influence that forms a rich source of prospects, buyers and referrals. This unique “market within a market” results in the most efficient transaction environment in the marketplace. “@AGENT APP” Leveraging this “market within a market,” @properties brokers use an internal mobile app that has revolutionized the way we communicate about and transact real estate. The exclusive “@agent App” allows our brokers to match homebuyers with homes for sale, including pocket (off-market) listings. A number of @properties listings sell before they hit the broader market because of the exposure through the app alone – a testament to the power of the @properties network. Beyond
connecting
buyers
and
sellers,
the
“@agent App” aggregates a knowledge base of every @properties broker in a searchable database, making it a great resource for recommendations on everything from vendors and service providers to local businesses.
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GET TO KNOW ATPROPERTIES.COM 1110LakeShoreDr.info
LISTING DOMAIN
PHOTOGRAPHY AND VIDEO
Every @properties listing receives its
Professional photography and video are
own domain name, which is prominently
among the most important marketing
displayed in print advertising and on
tools when selling a home. That’s
For Sale signs, property brochures and
why every single @properties listing
“Just Listed” postcards. The domain
includes a professional photography
re-directs to your home’s listing detail
package
page on the @properties website so
and Web. Optional interactive floor
that interested buyers can pull up
plans are also offered to showcase
photos, video and property information
the property’s layout, as well as video
in one easy step. @properties also
packages that include a full-length
indexes the domain with top search
property video, social media friendly
engines including Google and Bing for
clip and Zillow walk-through video.
improved search engine optimization.
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optimized
for
both
1234 Anystreet Road, Anytown
ATPROPERTIES.COM INTERACTIVE MAP
ATPROPERTIES.COM MARKET REPORT
ATPROPERTIES.COM @HOME REPORT
@properties’ interactive map feature
The @properties Market Report is
@properties understands how impor-
is a great resource for online home
another dynamic feature that drives
tant it is to keep you informed at every
searches, guiding homebuyers through
homebuyers to our website. Individual
stage of the sales process. That’s
detailed
Chicago-
reports are available on dozens of
why @properties sellers receive the
land communities while integrating
descriptions
neighborhoods and communities and
@home report, which provides a data
information
shopping,
can be customized for specific housing
snapshot of your home, comparable
news, local business reviews, market
types. Both buyers and sellers can use
properties and your local market. The
statistics, open houses and new listings.
the market reports to gain an under-
@home report includes web stats
It’s yet another way for homebuyers
standing of pricing, market time and
detailing everything from how many
to gather as much information as
inventory trends based on recent sales
times your home has been viewed on
possible about the area and amenities
in their area.
our website and the number of days it
on
of
schools,
surrounding your home.
has been on the market, to the average sales price for similar homes in your neighborhood.
per
0200 5555 properties.com
by
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TECHNOLOGY LEADER Innovation has always been one of the keys to our success
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ONLINE EXPOSURE The majority of buyers begin their home search online, which means a 360-degree digital marketing strategy is paramount to getting maximum exposure for your home. Our digital marketing program raises online visibility while faithfully representing your home’s aesthetic. @properties markets your home across the Internet with
a
newly-revamped
website,
customized
property domains, web-optimized photography and video, enhanced listings on the leading real estate search portals, targeted email marketing, online classifieds and syndication to hundreds of additional websites. • atproperties.com
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• Property-specific domain names (YourAddressHere.info) • LeadingRE.com • E-mail marketing database of 800,000+ with new contacts added daily • Adwerx • Syndication of online listings
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OUR MARKETING GAMEPLAN
1454 W VICTORIA STREET ANDERSONVILLE
807 FOREST AVENUE, RIVER FOREST
807FORESTAVENUE.INFO
633 NORTH EAST AVENUE, OAK PARK
Open concept living meets extraordinary vision and sustainability in this
This completely renovated home sits on a beautiful, oversized lot in
custom designed forward thinking home home. $1,899,000
Oak Park’s best neighborhood for schools and recreation. $1,750,000
GREER HASEMAN
KATHLEEN MALONE
•
708.606.8896
•
greer.gps@atproperties.com
ANNE PROPER
•
773.600.1551
•
kmalone@atproperties.com
THE #1 LUXURY BROKERAGE FIRM IN OAK PARK.
312.250.0200 PHONE
1011 SOUTH BOULEVARD
312.250.0123 DIRECT ANNEPROPER@ATPROPERTIES.COM A N N E P R O PE R
1454VICTORIA.COM
510 KEYSTONE AVENUE, RIVER FOREST
All specications, features, designs, price, assessments, taxes and materials are subject to change without notice. Depicted oor plans and architectural renderings are only an artist’s impression.
GE126-01
NOTES
510KEYSTONE.INFO
Milena Birov • 6bed/6.3ba • $4,575,000
210 HOME AVENUE, OAK PARK
A historic home featuring elegant original woodwork throughout with
high end finishes has enough space for the whole family. $1,395,000
updated features for modern living. . $1,230,000
TONY IWERSEN
MICHAEL LAFIDO
•
708.772.8040
Source: MRED $1 million+ sales, Oak Park, 1-1-2018 to 12-31-2018.
•
tonyiwersen@atproperties.com
•
630.674.3488
Grant/Watson • 6bed/7.3ba • $3,699,000 847.881.0200 • 240Kenilworth.info
210HOME.INFO 847.881.0200 • 484Sheridan.info
This gracious, custom built (2007) brick & stone French Provincial with
•
Wexler Gault Group • 6bed/5.1ba • $2,350,000 847.432.0700 • 127OldGreenBay.info
m i ke l a f i d o @atproperties.com
Stop looking, start finding® atproperties.com Lori Neuschel • 6bed/6.1ba • $1,899,000 847.251.1100 • 16Canterbury.info
Barbara & John Mawicke • 4bed/2.1ba • $1,674,000
847.881.0200 • 321RaleighRoad.info
Veech/Borders • 4bed/3.2ba • $1,525,000 847.881.0200 • 200Glenwood.info
Leslie Isaacson • 4bed/3ba • $1,070,000 847.432.0700 • 1267SheridanRoad.info
THIS STUNNING HOME SITS ON A CORNER LOT OF A TREE-LINED STREET IN ANDERSONVILLE. Enjoy the sunshine in this one-of-a-kind modern home featuring custom hickory oors, designer lighting, & insulated picture windows. An elegant foyer with
Marion Powers • 3bed/2.1ba • $925,000 847.881.0200 • 532Madison.info
ofce/parlor to its side opens to a large dining & living room. The gorgeous
Dayan/Rabin • 5bed/4.1ba • $925,000 847.432.0700 • 1401HarlanLane.info
Schreiber/Branning • 3bed/3.1ba • $849,000 847.763.0200 • 1136Isabella.info
open-concept kitchen showcases Thermador appliances, rift-cut oak cabinetry, quartz counters, marble and matte glass details, & abundant storage. Bathrooms beautifully nished with porcelain. Master bedroom accommodates a reading nook or second ofce area, custom walk-in closet and en-suite bathroom. Flex room near the family room works as a yoga studio, playroom, music room, wine cellar or additional storage. Attchd garage plus parking pad, fenced yard, and roof deck accessed from inside. Exterior details combine a clean palette of
Kim Kelley • 3bed/2.1ba • $719,000 847.432.0700 • 401SheridanRoad.info
Nasatir/Steward • 4bed/3ba • $650,000 773.472.0200 • 1522Maple.info
Nancy Karp • 4bed/3.1ba • $649,500 847.432.0700 • 317Ridge.info
Kate Huff • 4bed/2.1ba • $625,000 847.881.0200 • 1176Oak.info
Josh Weisbart • 3bed/2.1ba • $590,000 847.432.0700 • 1061PrairieAvenue.info
Schreck/Allibone • 4bed/2.1ba • $574,900 847.367.0500 • 1120SWestForkDr.info
Rabin/Dayan • 5bed/2.1ba • $525,000 847.432.0700 • 815HillSt.info
Nicole Norwalk • 4bed/3ba • $489,987 773.432.0200 • 2926Wilmette.info
materials for timeless warmth, beauty & durability. Easy walk to shops, transit and up-and-coming Edgewater Metra!
4 BEDROOM 3.1 BATH TAXES: $8,594 14
1454 W VICTORIA STREET
1 454 W VICTORIA STREET 15
HIGH QUALITY PRINT BROCHURES Our brochures showcase your home in a quality brochure.
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PRINT AND ONLINE ADVERTISING We advertise in a wide range of print and online media.
CHICAGOLAND MARKET SHARE, 2018
JUST LISTED Coldwell Banker Residential
Baird & Warner
BHHS Koenig Rubloff
2223 West Anystreet, Hinsdale Jameson Sotheby’s
Dream Town
Compass
Anne Proper anne proper@atproperties.com
312.506.0200 123MAINST.INFO
DIRECT MAIL
YARD SIGNS
Our just listed and just sold cards are laser targeted at your target market.
Every listing contains a unique URL for easy access to the online listing.
Anne Proper CNE, ABR 312.343.3454
Anne Proper CNE, ABR 312.343.3454
@HOME REPORT The @home report includes detailed stats on how your home is being viewed.
SOCIAL MEDIA AND E-BLASTS Brokers can send e-blasts and social media posts to their clients.
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FEATURED PUBLICATIONS We advertise in a number of publications, including:
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SUMMER LIVING!
INSIDE:
Getaway-Spread Cred Rooftop Gardens Take Root Inside Chicago’s Hottest Outdoor Rooms
REAL ESTATE SPECIAL! The Hottest ’Hoods in Chicago! Meet the City’s Biggest Dream Boats Vision Quest: Developers We Die For Build It, Babe! Ivanka Hits Downtown
The Great 8: Chicagoans Play Lolla Fall Sneak Peek! Va-Va-Valentino Got Him! The MCA Steals a Star Sam Kass Is Hungry for Change & all the Best Bashes
200 w hubbard st chicago il 60654
CS 200 W HUBBARD ST CHICAGO IL 60654
+PLUS
m o d e r n l u x u r y. c o m
m o d e r n l u x u r y. c o m
AUGUST 2010 $5.95
summer 2010 $5.95
PLUS Haute Farm Chic in the City! Stay-Cool Home Finds > Flower-Powered Furniture > Art Camp For Adults!
CHICAGO
Power Up! CHICAGO’S COOLEST BIZ GUYS SUIT UP CATCH THE CURRENT: THE BEST IN RIVER LIVING WHERE TO EAT, WHAT TO ORDER: DOWNTOWN’S NEW POWER DINING
CHICAGO SOCIAL BRIDES 200 W HUBBARD ST CHICAGO IL 60654 MODERNLUXURYBRIDES.COM
Endless IVANKA SPEAKS: TRUMP UNVEILS SUMMER’S HOTTEST SPOT
Maid to Measure: Cynthia Rowley Does Bridesmaid Dresses SUGAR BUZZ! Desserts Get Downsized War of the Registries (Who’s On Top?) > CITY-CHIC HONEYMOONS and 75 of Chicago’s Sweetest Couples!
M O D E R N L U X U R Y. C O M
MIDDLE EAST OF EDEN: ESCAPE TO ABU DHABI
THE MEN’S BOOK 200 W HUBBARD ST CHICAGO IL 60654
THE COOLEST GOWNS FOR WINTER WEDDINGS
AND THE TESLA ROADSTER TAKES CHICAGO
M O D E R N L U X U R Y. C O M SPRING 2010 $5.95
FALL/WINTER 2010 $5.95
BY THE PUBLISHERS OF CS
Published by
37 Signals co-founder David Heinemeier Hansson
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LISTING VIDEO PROGRAM They say a picture is worth a thousand words, but did you know that just one minute of video is equal to 1.8 million words? At @properties, video is a game-changing marketing tool and we’re using it to tell your home’s story like never before. Our listing video program consists of: • A full-length property video with highlights of the home, amenities and neighborhood or suburb • A social media-friendly clip that can be shared on Facebook, Instagram and other sites • A Zillow walk-through video • Additional exposure through @properties’ listing detail pages, video library, YouTube channel, social media accounts and syndication websites All videos are produced and edited in-house by @properties’ videography department to cater specifically to the clients we serve.
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ADWERX Ever visited a website and then noticed ads for that same website following you around the Internet? It’s not a coincidence; it’s a sophisticated digital marketing tactic known as retargeting, and it’s another way in which @properties increases online exposure for our listings. Through our partnership with Adwerx, we leverage retargeting to put your property in front of prospective homebuyers as they surf the Web. Adwerx also uses geo-targeting to display your listing to people in certain locations, and targets users based on Internet browsing behavior such as those perusing real estate-related websites. The platform’s vast network includes hundreds of top websites ranging from Forbes.com to ESPN.com to cater specifically to the clients we serve.
JUST LISTED
3632 N OAKLEY AVENUE, CHICAGO 4 BED, 4 BATH / $1,500,000
ANNE PROPER / 312.491.0200
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WE NEVER STOP...MARKETING, LEARNING AND INNOVATING FOR YOU. When a strong brand gets behind a strong broker, the service and results are significant. That’s why @properties is continually focused on providing brokers with the best education and training to take their skills and knowledge to the next level. We offer a full curriculum of seminars and classes
• Writing ironclad contracts
covering topics such as effective negotiation to new
• Creative marketing tactics
technologies, and employ full-time performance
• Social media marketing
coaches who assist brokers in developing advanced
• Predictive pricing
skills and detailed marketing plans in order to
and listing to sell
better serve you. It’s no accident that we’re able to get the best possible price for your home; it’s
38
• Advanced negotiating techniques
something we work on all the time.
• Broker Metrics
@properties broker education programs include:
• Improv workshop
• Negotiating in today’s market
• Contracts that close
• State of the current lending environment
• Real estate and technology
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GROWTH LEADER @properties has made the Inc. 500/5000 list of America’s fastest-growing private companies 11 times
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PARTNERSHIPS
@PROPERTIES RELOCATION @properties Relocation serves as an important source of prospective buyers for your home. We hold preferred-vendor status with a number of the world’s premier relocation companies, broker-to-broker referral services, and national and international corporations with major operations in Chicago. As a result, many companies turn to @properties first when assisting employees who are relocating to the Chicagoland area. @properties Relocation is a member of Leading Real Estate Companies of the World®, RELO Direct®, the Corporate Relocation Council of Chicago, Relocation Directors Council and Worldwide ERC®.
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@PROPERTIES COMMERCIAL @properties
Commercial
offers
sales,
leasing
and investment advisory services to Chicagoland commercial real estate clients including landlords, tenants, investors and institutions covering a range of asset classes.
@PROPERTIES DEVELOPER SERVICES @properties is the Midwest’s leading firm for the sales and marketing of new-construction residential developments. Since inception, @properties has successfully marketed more than 100 developments totaling over 6,500 residential units valued at more than $3 billion. Recent projects include 4 East Elm, 30 West Oak and the Waldorf Astoria Private
PROPER TITLE Proper Title is a full-service company offering title insurance, closing and escrow services across a wide range of real estate transaction types. The company provides highly-individualized client support, creating a more seamless closing experience for @properties homebuyers and sellers.
Residences in the Gold Coast.
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@GIVES BACK @properties is a big believer in helping to build strong neighborhoods and communities. One way we do this is through the @gives back Community Fund, a 501(c)(3) that was created out of the desire to inspire charitable outreach and to support the city that has allowed @properties to continually grow and prosper. Each year, @gives back holds various fundraisers benefiting local organizations in the areas of education, homelessness, youth development and community. Past and present beneficiaries include Keith Relief, Noah’s Arc Foundation, Off The Street Club on Chicago’s West Side, Community Partnership for Affordable Housing, Street Level Youth Media, Camp of Dreams, Lincoln Park Community Shelter, the AIDS Foundation of Chicago, Deborah’s Place, Barrel of Monkeys Workshop, Lake County Cares, Youth Job Center, Edge Alliance and Thresholds. @gives back provides a platform for hundreds of brokers and members of the real estate community to get involved in philanthropic activities and to help make a positive impact on dozens of communities and thousands of lives throughout Chicagoland.
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PRICING YOUR HOME: DIGITAL CMA So, what is your home worth? That is likely the biggest question on your mind and one that @properties has answered accurately in every market since our inception. The knowledge, experience and research we apply to pricing our clients’ homes consistently produce shorter market times and higher selling-price-to-listing price ratios. To determine the right listing price for your home, we will perform a Comparative Market Analysis with @properties’ Digital CMA. Unlike a traditional CMA, which is a static report, our Digital CMA is up-to-the-minute accurate, using real-time data from the local Multiple Listing Service. The technology evaluates comparable properties relative to your home sale, taking into account variables like location, property features, market times and price changes. Our brokers and clients can leave notes about a property directly in the CMA, and can access the interactive platform on the go. When it comes to pricing and market activity, the Digital CMA ensures you’re always in the know and one step ahead of the competition.
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CMA VARIABLES Supply and demand
Lot size
Market activity
Views
Market time
Condition of property inside and out
Price/status changes, interest rates and availability of credit Economic factors Seasonal demand property features Location Room count and square footage
Desirability of unique features Competition Price Location
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PRICING YOUR HOME: (MARKET TIME) IS MONEY The surest way to get the highest selling price for your home is to set the listing price, correctly, right out of the gate. This is so important because the greatest amount of showing activity for a home occurs within the first few weeks of market time, and this early activity tends to be from serious buyers with a greater sense of urgency. However, as time goes by, interest wanes, and longer than-average market times tend to fuel the perception that the home itself (not just the price of the home) is flawed. Therefore, longer market times can actually drive value down. Remember, time is money, and the best way to optimize both is to work with your broker in setting an accurate listing price.
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BEFORE YOUR HOME IS SHOWN One of the keys to success in today’s ultra-competitive real estate market is to position your home as the most desirable property at a given price in a given area. Obviously, the most important variable in that equation is price. But making sure your home is in optimal showing condition will set it apart from the competition and could be the difference between a timely and productive sale or a long, drawn-out process. Here is a checklist of preparations to make before showing your home. Be sure to consult your @properties broker to find out what improvements they recommend.
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De-Clutter Go through your home room by room and ask yourself what you can throw away and what you can box up and put in storage. Organize Lack of storage space can be a deal-breaker. Go through your closets and pantries and reorganize, and throw away, give away or put away anything you don’t need. Clean Give your home a deep clean from top to bottom, including windows, upholstery and carpet, and the refrigerator and oven (yes, buyers actually open them). Brighten your home Light gives the impression of space, so it’s important for every room in your home to have ample light at any time of day. Prior to showings, wash windows, raise blinds and turn on lights. Maintain the exterior Maintain your lawn and landscaping, and shovel and de-ice walkways in the winter. In a condominium, pay attention to the area in front of the doorway to ensure it’s neat. Make balconies, decks and patios inviting with potted plants and flowers.
Make repairs Take care of quick and easy repairs such as touch-up spackling and painting, replacing a cracked window or torn screen, fixing a leaky faucet and changing burned out light bulbs. Remove pets Keep pets out of the home during showings and be sure to conceal food bowls and litter boxes. Hire a home inspector Hiring a professional, licensed home inspector prior to putting your home on the market allows you to spot potential problems and make repairs before buyers make them an issue. Disclose everything By law, sellers must disclose existing structural and mechanical problems, flooding, the presence of lead paint, information on radon hazards and other known defects to potential buyers. Withholding this information can have much more serious repercussions than the problem itself. Paint A fresh coat of paint is the least expensive, most effective way to enhance the appearance of your home. Be sure to use neutral colors.
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STAGING YOUR HOME Staging is the art of merchandising a home to improve its marketability. It can be as simple as rearranging a few pieces of furniture or as elaborate as hiring a professional to furnish an empty home right down to the plants and artwork. Today, every home that is listed for sale should be staged to some degree. Your home must show like a model in order to stand out against the competition. Your @properties broker can give you suggestions for staging or help you decide if you would benefit from a professional stager. Here are some easy and inexpensive staging tips to consider:
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Use neutral colors and dĂŠcor to help your home appeal to the largest number of potential buyers. Add color through accessories such as pillows, vases and rugs.
Keep kitchen counters and refrigerators clean and clear of all items. If your kitchen needs an update, paint cupboards with a neutral color and replace knobs on cabinets.
Arrange furniture in small groupings that demonstrate a room’s functionality, and do not overcrowd a room with furniture.
Remove all personal items from the bathroom counter.
Use light, airy window treatments, like simple sheers on a curtain rod. Hang window treatments so they cover the least amount of glass.
Personal photographs and mementos add warmth and character to a home, but use them in moderation so the buyer will focus on the home, not its owners. Display fresh flowers.
Camouflage outdated furniture or worn upholstery with slip covers, and replace worn bedspreads and throw rugs.
Add furniture, plants or potted flowers with seasonal settings to outdoor spaces.
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NEGOTIATION – GUIDING PRINCIPLES Priced correctly and marketed aggressively, most homes will draw a timely offer. How you and your broker handle that offer and subsequent negotiations can substantially affect the outcome of your home sale. Your @properties broker will conduct negotiations with professionalism, attention to detail and a loyal representation of your interests. The following principles guide @properties’ brokers in every negotiation.
Confidentiality Confidentiality is vital to the integrity of the deal and to our reputation as professionals. Responsiveness Time is of the essence in a real estate transaction. We will expedite the presentation of offers and counteroffers and quickly act upon any opportunity.
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Resourcefulness Real estate sales are multi-faceted transactions. We examine all angles of a deal to find strategies and solutions that help you accomplish your objectives. Communication Your @properties broker will involve you in all aspects of the negotiation and communicate your options clearly and candidly. Strength We will do everything in our power to help you negotiate from a position of strength. Our goal is to achieve an outcome that meets or exceeds your expectations.
NEGOTIATION – CONTRACT TERMS A real estate transaction is a fluid process that does not end with an accepted offer. Negotiations often continue on some level all the way to the closing. A REALTOR®’s
objectivity,
experience and counsel are essential to this process. Some of the most common points that are negotiated include:
Price Your broker’s knowledge of the current market is invaluable in helping you decide whether to accept the offered price and terms or counter. They will also help you consider the time value of money in your decision, i.e. will a higher offer offset potential additional carrying costs? Mortgage Contingency Most buyers purchase a home subject to obtaining a mortgage. The terms of the mortgage and the timeframe for securing a financing commitment must be stated in the contract. Make sure you are comfortable with these terms.
Home Inspection Most buyers choose to conduct an inspection of the property with a licensed home inspector. If the inspector uncovers any problems, you and the buyer must negotiate what items will be addressed and who will pay for them. Attorney Approval Attorney approval is usually a one-week period, in which both you and the buyer have your attorneys review the contract and suggest alterations. Closing Date This is the date when ownership changes hands and usually, but not always, the date when you must vacate and the buyer may occupy the property. If you have specific requirements for scheduling the closing due to your own move, the buyer’s flexibility in this regard might be an important factor in deciding to accept an offer.
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CONTRACT TO CLOSING – WHAT WE DO FOR YOU Guiding your real estate transaction from contract to closing is a multi-step process that requires proactive management and thorough attention to detail. Our emphasis on communication, organization and follow-
• Distribute required disclosure forms
through ensures that deadlines are met, documents are
• Collect important documents such as
distributed, and every item is in place to make your trans-
condominium declaration and required
action efficient and seamless.
disclosures to fulfill contract contingencies
Our brokers, managing brokers and support staff will:
• Coordinate an appraisal
• Handle earnest money and escrow account
• Coordinate walk-throughs
management • Distribute contracts to all relevant parties
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• Update you when contingencies have been satisfied
• Coordinate attorney review
• Coordinate your closing
• Coordinate a home inspection
• Help you find a new home
• Provide information to lenders
• Follow up to see if you have any questions
CONTRACT TO CLOSING – WHO PAYS FOR WHAT? SALE PRICE
TYPICAL COST PAYS?
COMMISSION
6% OF PURCHASE PRICE
SELLER
APPRAISAL
$250 - $500
BUYER
CREDIT REPORT
$30 - $75 PER BORROWER
BUYER
INSPECTION FEE
$350+/VISIT
BUYER
LENDER-DIRECT UNDERWRITING FEE
$750 - $1,000
BUYER
PROCESSING FEE
$150
BUYER
FLOOD CERTIFICATE
$50 - $100
BUYER
TAX SERVICE
$85 - $200
BUYER
ATTORNEY FEE
$600-$1,000+
BOTH
SETTLEMENT CLOSING
$1,450-$3,000
BUYER
TITLE INSURANCE (BUYER)
$500
BUYER
TITLE INSURANCE (SELLER)
$1,700-$3,500
SELLER
RECORDING FEE
$75-$250
STATE TRANSFER TAX
$1.50 PER $1,000
SELLER
COUNTY TRANSFER TAX
VARIES PER COUNTY
SELLER
MUNICIPAL TRANSFER TAX*
VARIES PER LOCALITY
BOTH
SURVEY
$500 - $1,000
BOTH
TERMITE INSPECTION
$40 - $100
INTEREST PER DAY
LOAN AMOUNT X RATE/365
BUYER
ESCROW TAXES
1-5 MOS. (IF APPLICABLE)
BUYER
ESCROW INSURANCE
1-5 MOS. (IF APPLICABLE)
BUYER
TAX PRORATION
105 - 110% OF LAST TAX BILL
SELLER
Estimated closing costs courtesy of Guaranteed Rate®. Prices subject to change. Actual costs vary per lender, loan amount, property type and other factors.
WHO
BOTH
BOTH
*Property transfer taxes vary per local jurisdiction or township. Please consult your real estate attorney to obtain the best possible estimate for taxes and other closing costs.
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WE CARE ABOUT COMMUNICATION At @properties, we know what you want from your real estate broker because we ask. We understand what’s important to you in selling your home because we listen. And we help you make the right decisions because we share our expertise. It all boils down to good communication, and there are few things at @properties that are
was returned in search results and how many times it was viewed on the @properties website. This report also displays comparable listings, their price and status.
more important. Setting expectations, being proactive, speaking candidly, staying in touch – these simple but vital principles are behind the thousands of successful transactions we broker each and every year, as well as the outstanding reputation we enjoy in real estate circles. Here are some of the communication measures that keep you informed before, during and after the sale.
Welcome Letter Upon listing your home, we will furnish you with a copy of the listing agreement as well as a letter recapping our sales and marketing process. Showing Feedback We will provide feedback on showings according to the frequency and mode of communications you prefer. @properties Seller Reports: We will provide a report that shows online activity for your home by day, week and month, including how many times your property
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Market Updates: You can elect to receive news and updates on the local real estate market through email newsletters, sent monthly, and @properties Market Reports, updated daily. Client Satisfaction Survey: This important post-closing survey gauges your satisfaction in several areas including your broker’s knowledge and professionalism, marketing services and negotiating skills. Ongoing Communication: Long after your home is sold, @properties and your broker are available to provide information and answer questions not only about the local real estate market but also about all things Chicago. Our broker base is an incredible resource when it comes to recommending home repair and maintenance contractors, professional service providers and neighborhood businesses. We are always just a phone call, text message or email away.
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