CHICAGO 10-7-19

CHICAGO EDITION

KEEPING IN TOUCH –

HOW TO STAY IN YOUR CLIENTS’ LIVES FOR THE LONG HAUL

UNTANGLING THE BIDDING WAR: A Buyer’s & Seller’s Perspectives

5 Ways to

TRANSFORM RENTERS INTO OWNERS

COVER STORY

SAM CUSENTINO

FEATURED AGENT

NICOLE HAJDU

CHICAGO EDITION

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NICOLE HAJDU

When everyone was leaving the real estate market in 2007, Nicole Hajdu was entering it. Only a truly talented and resilient agent could make it work at that time, and she had what it took. Nicole has a natural SAM CUSENTINO NICOLE HAJDU entrepreneur spirit, coming from a family who owned their own companies. She also has a background in advertising, marketing, and residential remodeling, CONTENTS the perfect foundation to build her real estate career upon. “I started in it part time at first,” she explains.

But soon, she had so much business that she was 18) 4toWAYS 4) 5 WAYS TO TRANSFORM looking start her TO own WIN team. Today she has three other on her AGAINST team and an assistant. Together THEagents BATTLE RENTERS INTO OWNERS they serve the north side of Chicago, with the vast PROCRASTINATION majority of their business coming from referrals.

13) KEEPING IN TOUCH – HOW TO STAY IN YOUR CLIENTS’ LIVES FOR THE LONG HAUL

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Nicole credits her success toTHE her personable nature 22) UNTANGLING and caring demeanor. “I’m always looking out for BIDDING WAR: their best interest and A theyBUYER’S see that. I have them take their time. If PERSPECTIVES they’re not ready, we talk about & SELLER’S it. I set up expectations from the very beginning,” she says. When she first meets her clients, she asks many questions to determine their needs and learn about their lives. “I find out more about them and what makes them tick, I think they feel I am more Phone 310-734-1440 | Fax 310-734-1440 in tune with what is happening in their life.” Not mag@topagentmagazine.com | www.topagentmagazine.com only do Nicole’s clients feel that they are guided No portion of this issue may be reproduced in any manner whatsoever prior consent of the publisher.

Top Agent andwithout supported throughout the transaction, they also Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy published trust her completely, knowing ofshe has extensive materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. knowledge about this industry. “I’ve built my business To subscribe or change address, send inquiry to mag@topagentmagazine.com. on resources and respect for people in general, with Published in the U.S. a deep understanding and empathy for what they are going through.”

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After the transaction is over, Nicole’s clients love to

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5 Ways to Transform

Renters into Owners Perhaps the largest demographic of untapped business lies in the rental market. From major cities and suburbs to rural communities—renters across generations are opting to rent rather than own. The question is: why? For starters, many Americans are undereducated about the inventory and financing options available that might suit their budget and lifestyle. Secondly, many would-be homeowners have difficulty 4

visualizing the potential investment of purchasing property, and how homeownership can build wealth and security in the long-term.

As an agent, you’re always on the lookout for potential clientele. Now, to guide renters toward the real estate market, keep a few of these strategies in mind as you meet and greet this untapped demographic.

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Show renters that purchasing a home isn’t impossible

Possibly the biggest hurdle for renters is believing homeownership is possible. Beyond saving for a down payment and boosting credit scores, there are dozen more factors to consider: affording utilities, homeowner’s insurance, renovations, property taxes, and more. Besides that, assembling pay stubs, finding an agent, arranging house tours, negotiating a price, and timing the transition are all major considerations to surmount.

One way to combat this thinking is to make the process transparent and demystified. Find examples of past clients who made the leap successfully, or profile the average buyer in your marketplace and see how that renter compares. Provide evidence that it’s been done before and can be done again, then build a game plan from there.

into play. Consider making a checklist, or step-by-step road-map, that guides clients through the process from start to finish. This way, you’ll manage expectations and create a path to ownership that’s specific, instead of abstract. They won’t have to wonder what goes into buying a home when they can look at an interactive site or read a document and see the steps outlined before them, with you there to guide the way.

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Collaborate with mortgage professionals to find the right financing opportunities

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Help would-be homebuyers create a road-map to ownership

It’s no secret that buying a home can feel overwhelming. Compared to signing a yearlong lease on an apartment, taking on the house-hunting process is a daunting affair.

That’s where your expertise as an agent comes Top Agent Magazine

Many renters aren’t aware of the variety of mortgage financing options out there that cater to first-timers, offer low down payments, or down payment assistance. Most buyers believe that the standard 20% down is a hard and fast rule, when in reality, there’s far more flexibility out there to cater to renters where they are. There are even loan options catering to freelance workers, renovation options, and other unconventional routes to ownership.

Work with a mortgage pro and find the route that suits your renter best.

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pay monthly in a mortgage—while building a lasting asset.

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Compare and contrast rental rates with monthly mortgage payments One way to convince renters to make the shift is to demonstrate the savings potential of paying into a monthly mortgage, rather than throwing away rent on a property they don’t own. To do this, draw up the average rental rates in your area, then find some potential listings that would demand a similar amount in monthly mortgage payments. Sometimes placing these numbers and images sideby-side can prove to renters that what they manage to pay monthly in rent, they can

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Paint the big picture

For most, renting isn’t the most sustainable financial option when it comes to housing.

Rents rise, families grow, and retirement looms.

Building a financial future and homeownership go hand-in-hand. When planned appropriately, buying a home can create a path toward retirement and position homeowners in a better place for further investment in the future. A rental has little security or investment returns to offer, while owning a home makes a renter king or queen of the castle.

Prospecting renters as potential homebuyers may seem like a time-intensive way to cultivate new clients, but logic is on your side.

Keep these tips in mind as you broach the conversation with renters in your hometown.

All it takes is clear-cut value proposition and a listening ear.

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SAM CUSENTINO Top Agent Magazine

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SAM CUSENTINO Top Agent Sam Cusentino – of @properties in Chicago, Illinois – was born and raised in that city’s legendary Lincoln Park, which is why there are few of his competitors better suited to helping new residents find their perfect home in that area. Dedicated, knowledgeable and with a strong creative streak, Sam has truly earned his ever-growing reputation as someone who can be consistently trusted with what is perhaps the largest sale or purchase one might make in their lifetime.

Sam began his journey in real estate after a lengthy career working for Starbucks.

Beginning as a barista, in true Sam fashion he 8Copyright Top Agent Magazine

soon worked his way nearly to the top, ultimately to the corporate offices in Chicago.

“I was then faced with a choice if I wanted to keep moving up in the company,” Sam recalls. “I could go to their offices in Seattle, or I could stay in Chicago and try to pivot to a new career.” It was while meeting with a friend to discuss the possibility of Sam becoming a home inspector (“I’m handy,” says Sam with a chuckle, “but not that handy.”). I politely declined that offer, but then he suggested I become an agent.” Sam decided to give it a shot, jumped into classes feet first, and obtained his agent’s license in 2016.

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Success came readily to Sam, based largely in part on the strong personal connection he has to The Windy City, Lincoln Park in particular. A significant portion of Sam’s business is based on referrals and positive word of mouth, and Sam believes that it is his affinity Top Agent Magazine

for Chicago that has given him a leg up with his second career. “Being born and raised here is very unique, and it provides great benefit to my clients because I’m able to show people thinking of moving here what the city is like from the perspective of someone who Copyright Top Agent Magazine9

has lived here his entire life. I’m able to show them different neighborhoods and share stories, I can speak with authority about the school districts, and I can just generally give them a more emotional connection to Chicago, because I love this city so much and I want them to love it, too.�

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There are a multitude of other factors that have played a large role in Sam’s evergrowing success story, among them his expert negotiation skills, his honesty, and his highly ethical business practices. Yet another would be his comprehensive, cutting-edge approach to marketing Top Agent Magazine

his listings. “I love leveraging new technologies,” says Sam. “I’ll do drone videos and video home tours, among many other things.” Those other things include his embrace of the power of social media in today’s marketplace, and he is an adroit exploiter of multiple platforms to ensure Top Agent Magazine

that each and every one of his listings gains maximum exposure to potential buyers.

Quick sale, and for top dollar, are the most frequent result.

Sam is also a philanthropist who is working to revitalize one of Chicago’s less renowned Copyright Top Agent Magazine 11

neighborhoods using Instagram. “I’m showcasing this area, letting people know what it has to offer,” he explains, “and trying to help local businesses gain traction.” Sam is also an avid animal lover who has worked with – and even adopted his dog from – PAWS, a well-known shelter in Chicago.

The future looks even brighter than yesterday for Sam, and his plan is to continue growing his business while diligently searching for new, creative ways to add value to his client’s experience.

Above all, however, is his continued commitment to providing them with the incredible customer service that has become his calling card.

For more about Sam Cusentino, please call 773-316-1040 or email SamC@ATproperties.com Copyright Top Agent Magazine 12

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g n i p Kee h c u in To

HOW TO STAY IN YOUR CLIENTS LIVES FOR THE LONG HAUL

One sign of a great real estate agent is there long list of loyal client following. Part of achieving a great referral base is being a great realtor during the transaction. But, that’s only half of the work. To truly be your client’s realtor for life and keep them coming back to you as well as referring others to you, you have to stay in their lives past the transaction. Keeping in touch with your past clients can be one of the most important parts of your business, and one that many realtors tend to push to the wayside.

Do you stay in your client’s lives, or do you disappear? People refer people that they feel they know well and that they trust, people they consider friends. However, earning and keeping your client’s trust involves maintaining a delicate balance with how much you contact them. Experts recommend reaching out to your clients at least quarterly. But, it’s not just about how often you stay in touch. You also need to be mindful about how you are reaching out to them. Here are some tips on how to keep in touch with your clients for the long haul: Top Agent Magazine

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INDIVIDUAL PERSONAL CONTACT One of the best ways to keep in touch with your clients is to simply give them a call every once in a while. Follow up and see how your clients are doing. Offer them assistance if they need it. Personalized contact helps to ensure that you remain as important to your clients long after the sale as you were during the transaction. Giving your clients a call on special occasions such as birthdays or holidays also makes for a great personal touch.

Of course, nothing beats face-to-face contact. Stopping by to say hello can be a great way to keep in contact. An even better way to catch up and maintain that friendship is to set up a lunch or coffee date with past clients. Giving individual clients your undivided attention goes a long way towards maintaining that bond you formed during the transaction and earning your client’s loyalty and trust. Interactions like this make a lasting impression on your clients.

Of course, many busy REALTORS® may not have time to follow up with every client oneon-one. A great way to still give personal attention to your clients without meeting each and every one for lunch is to throw a client appreciation party. This allows you to get in some face-to-face time with each client and make sure they all get your undivided attention and quality time to catch up with you, even if it’s only for a short time.

Now, if you have a lot of past clients, this can be difficult to manage during one party. One way to get around the numbers problem is to organize smaller events based on client’s interests. Instead of throwing one giant party, host a pool party for the families with kids or a wine and cheese get together for single clients. Hosting special events like these ones goes a long way towards keeping your contact with past clients more personalized and setting you apart from those businesses that simply send them a calendar once a year.

PROVIDE CLIENTS WITH USEFUL NEWS PROVIDE CLIENTS WITH USEFUL NEWS One way that many REALTORS® keep in touch with their clients is by sending them newsletters. This form of contact can be a double-edged sword. You want to make sure you provide them with useful information that reminds them of your value as a real estate professional.

Otherwise your communication will amount to nothing more than spam, and clients will think of you less as a trusted friend and more as a nuisance salesperson.

Clients react much more positively to communication containing information that is pertinent to their lives. Update your clients on what is going on in their local community and 14

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housing market. Demonstrate your knowledge about the community and the things that are important to your clients. Include information about local cultural events, community news, housing statistics, information on the mortgage market, home maintenance advice, home design tips, and anything else that your clients will find personally useful. Your clients will always be interested in value.

SEND CLIENTS MEMORABLE AND PERSONAL CARDS Sending your clients cards related to important events in their lives and letting them know that you remember those events and care will go a long way towards building and maintaining a close personal relationship with them. You want to make sure your cards stand out, though. Sending popular holiday cards can be a mistake, as they will most likely get lost amongst all of your clients other holiday cards and will be quickly forgotten. Instead send something more personal such as: HOME ANNIVERSARY CARDS: Send cards to each client on the anniversary of the closing of their home.

CONGRATULATORY CARDS: Remember important events such as wedding anniversaries, graduations, new babies, etc.

SPECIAL BIRTHDAY CARDS: Instead of just sending your typical birthday card, add something special to yours that will stand out. Include a $1 scratch off ticket or a $5 gift certificate to Starbucks. Make sure to include a handwritten personal note.

GIVE CLIENTS AN UNUSUAL GIFT Make sure the gifts you send your past clients stand out. Send your past clients an odd gift at the beginning of the year or on a holiday. Think outside the box and send things like funny magnets, customized mugs, a personalized piece of wall décor, and other fun and unusual items. A great way to make your gift stand out even more is to include a funny note with it that will catch their attention as well as make them think of you. For example, one cute idea is to send clients a bag of popcorn with the note, “Real estate is popping, give me a call.” You could send a bag of goldfish with a note attached that says, “I’m fishing for your referrals.” Get creative and have a little fun with it, your clients will notice and remember you for it.

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TAKE ADVANTAGE OF SOCIAL NETWORKS

Social networking sites make staying in contact with past clients in a more informal and friendly basis much easier. Connect with your past clients on Facebook. This will help you stay up to date on the important things happening in your pact clients’ lives. In return, it provides you a great platform for keeping those past clients up to date with what is going on in your business as well as keep in contact in a more informal manner. Use Facebook to remind past clients to check their basement after a heavy rain or that they can contact you for help during tax time.

You can even organize your contacts on Facebook into customized lists such as “past clients,” “industry contacts,” etc. This will help you better manage your Facebook contacts.

This will also allow you to view specific news feeds based on these lists and send messages to a particular list of contacts. Don’t forget about the many other social networking sites such as Twitter or LinkedIn either. Utilize this technology to drive personal contact with your clients.

STAY ORGANIZED No matter how you choose to keep in contact with past clients, make sure to be consistent.

Consistency will help you stay organized and diligent about reaching out to your past clients regularly. A tool used by many real estate professionals to stay organized is a customer relationship management solution. Whether you use one that is online or a computer software program, this will help you stay organized when managing your contacts and allow you to set notifications to alert you when you need to contact certain clients, send out gifts, plan a client appreciation event, and many other things throughout the year.

Staying organized and consistent in your contact with past clients will help you continue to build and manage your referral base, as well as open the door to repeat and referral business.

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NICOLE HAJDU When everyone was leaving the real estate market in 2007, Nicole Hajdu was entering it. Only a truly talented and resilient agent could make it work at that time, and she had what it took. Nicole has a natural entrepreneur spirit, coming from a family who owned their own companies. She also has a background in advertising, marketing, and residential remodeling, the perfect foundation to build her real estate career upon. “I started in it part time at first,” she explains.

But soon, she had so much business that she was looking to start her own team. Today she has three other agents on her team and an assistant. Together they serve the north side of Chicago, with the vast majority of their business coming from referrals.

Nicole credits her success to her personable nature and caring demeanor. “I’m always looking out for their best interest and they see that. I have them take their time. If they’re not ready, we talk about it. I set up expectations from the very beginning,” she says. When she first meets her clients, she asks many questions to determine their needs and learn about their lives. “I find out more about them and what makes them tick, I think they feel I am more in tune with what is happening in their life.” Not only do Nicole’s clients feel that they are guided and supported throughout the transaction, they also trust her completely, knowing she has extensive knowledge about this industry. “I’ve built my business on resources and respect for people in general, with a deep understanding and empathy for what they are going through.”

After the transaction is over, Nicole’s clients love to leave glowing reviews about their time together. One Top Agent Magazine

recently said, “Nicole sold my condo in 2 DAYS! I wouldn’t be living in my dream home today if it wasn’t for Nicole Hajdu! My house selling experience started off very rocky and the future looked bleak, but the moment Nicole entered the picture, everything changed. She told me EXACTLY what I needed to be done and she could not have been any more right. Not only is Nicole an expert in the process, but she knows all the people you need to know in order to get the job done and done RIGHT.” As Nicole looks towards the future, she is eager to continue building her team. “I want to give my team the chance I had when I first started. I want them to create their own business as well. Every week I sit down with my team and discuss their goals. We spend a lot of time on self development and coaching.”

No matter how much she grows, she will no doubt continue enjoying every minute of her work. “I want my clients to know they’re special and I’m working just for them. I want them to feel like they’re my only clients. What I love most about this work is that I get to be part of their journey.”

For more information about Nicole Hajdu, please call 773-727-2199 or email nhajdu@dreamtown.com Copyright Top Agent Magazine 17

4 Ways to Win the Battle Against Procrastination One of the most common professional afflictions is procrastination. The funny thing is, everyone knows that procrastination is negative—it’s a waste of time, a creator of stress, and is entirely a problem of our own making.

Still, knowing all of this doesn’t necessarily decrease our odds of procrastination. There are plenty of explanations we give when putting 18

work off until the last minute. Perhaps you convince yourself that you work best under pressure, but it’s truer that you’re used to working under pressure by necessity. Maybe you’re a perfectionist and the fear of getting it all wrong puts you off from the task. Whatever the justification may be, overcoming procrastination requires some willpower and technique. With

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that in mind, take a look at a few tricks below to jumpstart your motivation and nix the lastminute time crunch. After all, you owe it to yourself and your business to operate like a procrastination-free professional.

1. Make Your Intentions Known As realtors and mortgage professionals, you may serve as your own boss. So, when the time comes to complete a task and you put it off—perhaps you’re only disappointing yourself. This is easily remedied by making a new promise to try again tomorrow. On the other hand, it’s much harder to break promises and commitments to others. Try verbalizing your intent and commitment to your team, or to an assistant who can hold you accountable, or better yet—to a business partner or to a client.

Make a hard deadline public and you’re likely to perform for fear of embarrassment or losing face. In a way, this puts the pressure of expectation on you, instead of the pressure of the ticking clock.

2. Take a Baby Step When tasks pile up, it’s easy to get overwhelmed. If you’ve got a number of items on your to-do list, including some heavy hitters that require a lot of attention and time, begin by taking on something simple. Identify an easily completed job that needs attention and put it first in your queue. Duties that are straightforward and aren’t time-intensive can lead you to the rest of your to-do list, fueling you with the satisfaction of a task already complete. Even if it’s as small as returning e-mails, or dropping off your dry-cleaning, one simple thing off your Top Agent Magazine

list can inspire you to continue on to the next item in the spirit of productivity.

3. Work in Windows If work is the last thing you want to do and you can’t seem to self-motivate, make a compromise with yourself. Agree to work just fifteen minutes, and mean it. This tiny window of time is easy enough to complete, isn’t overwhelming, and you’ve already agreed to move on once time is up. The truth? Odds are that just fifteen minutes of active work will inspire you to keep going. After all, the most difficult part of procrastination is getting started. By putting in those fifteen minutes, you’ll trick yourself into diving into the action.

4. Switch Up Your Environment If you’re stuck in rut when it comes to procrastination and productivity, try changing your surroundings. If the office feels stale and stressful, take your work to the nearest coffee shop and try to tackle your tasks there. Perhaps the quiet, studious ambiance of a library can make you focus, or a picnic table outside the office can stimulate the senses. Sometimes changing your scenery can breathe new life into your routine and give you the extra push you need to get work done.

There’s no one way to overcome procrastination.

In fact, it’s likely a lifelong process of building discipline, finding techniques that work for you, and simply prioritizing your time more effectively. Don’t lose hope—remember these tricks and winning the war will be possible, even if you lose a few battles along the way.

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Untangling the Bidding War: A Buyer’s & Seller’s Perspectives In a competitive marketplace, bidding wars become the norm. While this may put sellers in an excellent position to recoup on their investment, it can push buyers beyond their budgets and test their temperaments in the process. As an agent, how do you navigate both sides of the coin? After all, you want to net the best results for your client—regardless of which side of the closing table they’re on. To fortify your approach to a heated bidding war, here are a few ideas and insights to better clue you in on the perspectives of buyers and sellers alike.

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Buyer’s Perspective: Emotions Running High?

Channel it.

When the market is booming, buyers feel the pressure—especially when affordable inventory is limited. This can create stress, feelings of hopelessness, and impulsivity. As an agent, how do you channel this emotional energy into something positive? Consider asking buyers to put those anxieties and high hopes onto paper. Have buyers outline

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who they are, why they’re inspired to buy a home at this juncture in their lives, and how they see their lives unfolding once they become a homeowner (or repeat homeowner). Think of it as a letter of intent.

Buyers benefit from taking abstract fears and dreams and articulating them on paper. Likewise, this document can serve as a valuable tool during a bidding war. Letters like these can help sellers with multiple offers make a personal, emotional connection with a particular buyer.

Sellers Perspective: Manage expectations.

When multiple offers are rolling in on a property, it’s easy for sellers to get carried away. Numbers are flying, expectations are heightened, and sellers may become hypnotized by higher and higher offers and ideal outcomes. While it’s good to celebrate prime market positioning, it’s also important to maintain an even keel so that your seller’s mind is clear and they’re thinking rationally through their options.

Sometimes the highest offer isn’t necessarily the sure thing. Manage your clients’ expectations by leading by example, offering a balanced perspective, and talking them through all potential outcomes so that they don’t only hone in on the best-case scenario.

During a bidding war, tensions are running high for seller’s too, who will soon begin their next chapter in another home. Keep a cool head and remind your client to see the big picture, recognize that it’s possible for some offers to fall through, and to sit tight until the closing table has been successfully reached.

Buyer’s Perspective: How do you authentically and convincingly convey your interest?

When ten or so offers are in the mix, it can be hard to differentiate your buyer from the next. While numbers will obviously do a lot of the talking, you’d be surprised how much of a difference a Top Agent Magazine

personal touch can make. Some popular approaches to standing out include personal letters—as mentioned above—tailored to the property. Was the property in question a family home for years? You might have clients detail their dreams of raising a family inside those walls, rather than tear the property down and rebuild something to boost the lot’s value. Including a family photo is also a good tact for personalizing letters in a bidding war. Likewise, little gifts included with your offer can speak volumes about your personality and due diligence as an agent. It may seem a little cheesy, but when sellers are looking at ten near-identical offers, those personal touches can really paint a compelling, personalized picture.

Seller’s Perspective: How powerful is cash?

Data shows that cash offers—typical of investor clientele—double the chances of having an offer accepted. This goes hand in hand with waiving a financing contingency, which also helped boost the probability of an accepted offer, according to research. Cash is king, however, since offers that aren’t completely reliant on comprehensive financing seem to minimize risk for sellers, who are already eager to see a deal go through. Cash deals also tend to go through quickly, freeing sellers up to pursue their next property and move on to new horizons. While not every buyer has the ability to operate in cash, it’s a worthwhile consideration for those in ultra-competitive markets and with liquid capital.

While the bidding process can be stressful for agents and clients alike, it’s important to remember that it’s a time of opportunity, too. If you want to make the most of it as a seller, data shows that a personal touch can endear buyers to their seller counterparts. For sellers navigating a competitive process, it’s important to keep a balanced perspective. For agents, here’s the bottom line: get creative, be resourceful, and use all the tools in your arsenal to achieve the best result for the clients you serve.

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