CHICAGO 3-21-22

CHICAGO EDITION

Are You A VALUE-ADDED AGENT? 7 Simple Tips that are Proven to Help You

STAY AHEAD OF THE COMPETITION

Top Agent Tips and Questions for

CHOOSING YOUR LISTING AGENT COVER STORY

SCOTT FISHMAN

FEATURED AGENTS

MARIA ETLING MELISSA JOHNSON CORINNE NEUKIRCH ANN PANCOTTO

mailto:mag@topagentmagazine.com

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Top Agent Tips and Questions for Choosing Your Listing Agent Now that you’ve decided to sell, it’s time to select the professional to help you market your property. Before meeting with agents, however, consider Top Agent Magazine’s tips for preparing yourself. Frist, ask yourself what kind of relationship you’d like to have with your listing agent. Are you seeking a casual, personable relationship and the latest marketing tools or are you interested in a more formal, traditional relationship and approach to marketing techniques? Next, populate your list of agents by attending open houses and asking for recommendations from recent buyers and sellers.

Finally, schedule your meetings at your home, where you’ll be able to gauge the chemistry between you and each agent.

During your meetings, expect any Top Agent to ask you several questions, but also consider discussing the following: 4

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Will you please describe your sales experience and local network?

Ask your Top Agent to describe recent listings and sales of homes comparable to your own. Ask about the sellers’ priorities, the original list price, market time and number of offers. Top Agents will also describe how well they are connected with other REALTORS® in the region as well as their contacts with relocation companies, local corporations and chambers of commerce.

Be sure to ask about each agent’s knowledge of how your market has changed over time and what has influenced change.

You’ll learn a lot by listening to agents’ opinions.

How will you market the property? Each

Top Agent has a unique set of online or local marketing tools at his or her disposal. Some use lead-generation applications and nearly ever luxury agent take advantage of video. Even video marketing tools vary from agent-to-agent, however.

You’ll get to decide if you prefer an agent with higher-end video production and 3D Matterport tours or an agent with more intimate techniques featuring walk-and-talk style video tours.

What factors influence your list-price recommendation? Before an-

swering this question, most Top Agents will have several questions for you, including whether you’re more focused on a faster sale or a higher list price.

They’ll also educate you on how best to balance both market time and list price relative to sales histories your area.

Now that you’ve seen the home, what repairs or improvements do you recommend before listing? You’ll learn a lot by listening to agents’

opinions on your home’s sale potential with or without some improvements.

Most Top Agents will also recommend a full professional inspection prior to listing to avoid surprises during buyer inspection.

How will you help with staging? Some Top Agents will pay for part or

all of the staging costs. At a minimum, however, a Top Agent will have a staging professional or two in their partner network. While they’re at it, they may provide referrals for carpet cleaning, painting, gardening and other minor finishing touches.

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What attributes of the property will you want to highlight? Each Top

Agent will have a somewhat different answer to this question, but that’s a good thing! Even if you have your own ideas about your home’s greatest attributes, you’ll glean insight into the current market by considering different agents’ opinions. In learning their views, you may even change your mind about your home’s most marketable features!

What is your approach to Open Houses? How many agent-only Open

Houses will your Top Agent want to host? How many truly Open Houses?

Some Top Agents may even reveal a “swankier” approach to the Open House – such as an evening cocktail party or by-invitation “open” hours to which buyers visit along with the agent representing them.

Who will be our primary point(s) of contact from your office? This

important question will help you understand the scope of your agent’s practice. You’ll get to see if your agent runs a robust team with many hands on deck or if he or she works by close, one-on-one contact with each client.

Either approach is wonderful; you get to decide what suits you.

Now, let’s list!

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SCOTT FISHMAN Top Agent Magazine

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Top Agent Scott Fishman leads The Fishman Group at Compass, serving buyers and sellers throughout Chicago.

Scott Fishman uses his expertise and years of experience to help buyers and sellers achieve their real estate goals. He obtained his license in 2012 and now leads The Fishman Group at Compass, serving buyers and sellers throughout Chicago.

Taking into consideration the magnitude of the transaction process and how large of a milestone it is to most people, Scott 8Copyright Top Agent Magazine

works diligently to communicate openly and guide them each step of the way.

“Most people have never done this before.

I think back on the time when I bought my first place and all the things I wish I would have known as a buyer back then. I like to walk people every step of the way and I try to provide them with all the relevant information. I want to make it a smooth and easy process.”

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Native to Chicago, Scott has a wealth of knowledge about the various neighborhoods and can quickly and accurately advise clients on what might work best for their situation. “I spent my whole life here and lived in a variety of neighborhoods and have seen them all transition. Having Top Agent Magazine

those insights is very helpful to guiding my clients along.”

Having spent two decades in advertising, Scott knows all the marketing strategies for creating the perfect listing. He utilizes social media to create a buzz and ensure Copyright Top Agent Magazine9

Native to Chicago, Scott has a wealth of knowledge about the various neighborhoods and can quickly and accurately advise clients on what might work best for their situation. that his clients get top price. “Social media has become incredibly important in real estate. That’s why as soon as one of my listings goes live, I make sure it has everything from floorplans, videos, the outdoor space, and drone photography included.”

He also credits Compass for providing his team with plenty of innovative marketing tools.

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Although he completes anywhere from $10,000,000 to $12,000,000 in sales volume a year, to Scott it’s the close bonds he develops with clients that matter most.

“This is a very intimate process, and people share a lot of information with you.

Sometimes you’re almost like a therapist.

That’s why I never treat it like just a deal. I dig in pretty deep with my clients and give Top Agent Magazine

them the best service.” Scott continues to keep in touch with clients after each transaction, most frequently checking in via texts and phone calls.

at local schools. He is also passionate about music, and, along with a friend, performed free concerts for his neighborhood during the COVID-19 pandemic.

Outside of work he is involved in his community through his various commitments

Looking to the future, Scott is already setting sales goals for next year, and checking

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in with his agents to see what goals they are hoping to accomplish so that he can assist them. For those thinking about a career in real estate he has this advice: “It’s a hard job but

it’s really interesting to interact with people and help them find their next home. It’s pretty satisfying to help someone figure out where they’re going to live and raise their family.”

To learn more about Scott Fishman please call (773) 316–5409, email Scott.fishman@compass.com, or visit fishmangroup.properties www.

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7 Simple Tips that are Proven to Help You Stay Ahead of the Competition So you’ve created a successful business, congratulations! You probably did it by providing an unsurpassed level of customer service that not only meets customer expectations but exceeds them in a way that has made you stand out from the rest. As anyone can tell you, starting a successful business is not easy.

Now comes the even harder part. Not only sustaining that high level of performance, but continuing to grow and outpace the competition. There is no resting on your laurels in a competitive business market. Companies that stay successful for the longterm, make an active effort to keep on top. Here are just a few ways you can do the same.

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1. Know the competition It’s not enough to know what you excel at or what makes you unique, you need to know what your competitors are offering that makes them stand out. This serves two purposes: it will allow you to more clearly define your differences, or it may help you identify an area that you hadn’t considered before, opening up a potentially new way in which you can excel above the rest.

2. Know your customers You might know your clientele very well, but as economic conditions change, so does your

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customer’s needs. What might have been a priority a year ago, won’t be if we are in the midst of an economic downturn, for example.

As a business owner you should always be evaluating your strategies in every area constantly, knowing what your customer wants and needs from you is key. In fact you should be using your expertise to analyze potential market changes and anticipate those needs to stay ahead of the curve.

3. Have a strong understanding on what makes you unique Once you accomplish the first two, you should have a clear idea of what unique advantage you offer people. This needs to be clear to everyone, so you can then take that idea and run with it. Find your niche and then market yourself with a focus on that idea. If you have a clear thing you’re selling, it is well worth the investment to market yourself to the hilt with that in mind.

5. Think like your competitors One way your competitors looks to gain customers is by potentially taking yours. It goes without saying, you don’t want to let that happen. You’ve probably built great relationships, so really maintain those relationships by not only providing great service, but service that truly goes above and beyond. Find ways to give more to your customers. You might even want to start offering surveys, where your clients can tell you exactly what they’d like to see.This makes your clients not only feel heard, but blown away when you implement any changes they suggest.

6. Look for untapped markets Don’t settle for maintaining what you have, there could be untapped markets out there.

If you don’t get to them, your competitors will. So even if they come eventually, hopefully you’ll already be the dominate force in that market.

4. Keep up to date

7. Be a great boss

This goes for everything from technology to systems, marketing, and even your own personal image. If you have a brick and mortar location, you want to also keep things looking fresh and modern there, as well. First impressions are important for a reason. Everything about your business should tie into your marketing and branding. What are you selling and does everything line up to support that, from your business cards to your social media pages. Remember the key to branding and marketing is a consistent message.

One of the best things you can do to keep ahead of the rest, is by being a company where top talent and motivated newcomers want to be. Be the company that offers more than a competitive paycheck. Be a place that fosters talent, and offers scheduling and compensations packages that appeal more to people who think outside of the box. This will attract more innovative thinkers who value flexibility. Not only will you benefit from their talents, more importantly, your competition won’t.

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MARIA ETLING

After a successful career in corporate marketing, and ten years running her own business while serving on the board of her local women’s club, Maria Etling was ready for a new challenge. She had grown up around the home industry and felt her background fit well with her goals. Her father had been a custom-home builder, and Maria had been very involved in the family business during her childhood and early years, as her parents were of European descent and did not speak fluent English. These years provided a background of interest and knowledge in real estate, so when Maria’s daughter was old enough to drive, she obtained her Realtor’s license. The work proved to be a perfect fit, and her career blossomed almost immediately.

particularly in Lake and Cook Counties. Going into her 20th year in the business, she just again received the Chairman’s Circle Gold Award for being in the Top 3 percent of all Berkshire Hathaway Home Services agents globally. In 2010, Chicago Agent Magazine recognized her as a Top Producer and in 2021 Crain’s Chicago Business named her a Notable Residential Real Estate Broker. In between, she has been an 11-year winner of the Five Star Professional Award, recognizing superior service, professional excellence, and customer satisfaction as featured in Chicago Magazine. This year, she has achieved Legend status with the Five Star

“I’ve always been self-motivated, and this industry gives me the flexibility to go that extra mile for all my clients, an opportunity that satisfies my entrepreneurial spirit,” Maria explains. “I’m always looking to exceed my clients’ expectations at every stage of the process, and I work hard to develop the best possible marketing plan with the maximum amount of exposure for every home. It is satisfying that my clients recognize and appreciate that.”

Maria represents clients across the Greater Chicago Area with Berkshire Hathaway Home Services Chicago, 16

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Professional designation. An enviable 80 percent of her business comes from either referrals or repeat clients.

When it comes to her listings, Maria tailors a marketing plan specific to the timeline and goals of each client. She’s personally involved with every part of the process, from the initial evaluation, to staging and directing the professional photography and videography she will use to market the listing to all the necessary steps to get that particular home sold. She gains preliminary exposure for the home using the Private Listing Network, as well as Matterport software to allow buyers to tour a virtual open house anytime. She markets the listings using a mixture of social media and print ads, including a luxury brochure and features in Haven Chicagoland as the property warrants. Maria is there for her clients every step of the way to closing, as well as after the transaction closes. She stays in touch through social media, phone calls, and texts, and delivers or sends out small gifts at holiday time. She knows it is important to check in with her clients throughout the year. All of her clients receive either a print or digital version of her Lifestyle magazine, which always features one of her current listings as well as articles about home and travel.

Maria donates part of her commission for every closing to the Sunshine Kids Program, dedicated to providing activities and emotional support to children battling cancer. She also supports the PADS Shelter Program, helping provide food, clothing and shelter to the homeless. Her other community commitments include preparing boxes of food for the local food bank and Toys for Tots. Community involvement is an ongoing interest of Maria’s, having begun with her involvement with her daughters as a Girl Scout leader and the local women’s club philanthropy and community activities.

As for the future of her business, Maria has recently teamed up with her husband, who has recently obtained his own real estate license. She looks forward to growing this team, as well as continuing to grow as a Realtor herself. She plans to expand her social media presence in the coming year, which will add to the already exceptional service she offers her clients.

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Contact Maria at 847-962-7085 or email Metling@BHHSChicago.com 17 Copyright Top Agent Magazine

Are You a Value-Added Agent?

I’ll bet if I asked ten real estate agents, all ten would answer ‘yes’ to that question. Yet, when I ask agents how they are value-added, they say things like: • I communicate regularly with my clients.

• I have a written listing presentation.

• I am honest.

• I am trustworthy.

Are these ‘value-added’ attributes? Or, does the client expect these attributes and services?

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Are these exceptional services or average services? I’m writing this article at the beginning of a New Year. It’s a perfect time to re-assess your professionalism and master being that ‘value-added’ agent.

Client Expectations are Higher than Ever Unfortunately, too many real estate agents assume they are ‘value-added’ because they are providing the services they want to provide— Top Agent Magazine

the services they think the client values. However, there’s a real client out there, and the client has different expectations. How do I know that? Because so few agents regularly survey their clients. In fact, when I’m speaking to an audience, I survey them, and find that less than 25 percent gather after-sale surveys! So, the majority of agents don’t know if the services they are providing are average or exceptional.

Why Bother Being Exceptional?

• Because you want to set yourself apart.

• You want to create client loyalty.

• You want to create at least 50 percent of your business from client referrals (the latest National Association of Realtors survey Profile of Members found that the average Realtor got only 18 percent of their business from referrals. That’s a hard and expensive way to run a real estate business!

• Because you want to run a more pleasant, profitable business.

Four Actions Value-Added Agents Take How can you identify value-added agents? By their actions. Here are four actions I believe show agents that are above just ‘average’. The principle here is:

Watch the actions, not the words.

If I were a manager, or a seller or a buyer, and I wanted to find a value-added agent, here’s what I would look for: Top Agent Magazine

1. Has a database and populates it This agent is committed long-term to his clients and to his business. He uses a contact management program (CRM) to manage ‘leads’, so none are lost — and clients do not feel neglected. After all, it takes much longer today to convert a ‘lead’ to a sale than it used to take.

Actively using and maintaining a CRM means the agent is committed to forming long-term professional relationships over time.

Other demonstrable actions concerning the agent’s CRM are: • Has a rapid-response method to deal with Internet inquiries and other inquiries via email. (The average client expects a response within eight hours—but a recent survey showed the average agent responded in 50 hours!).

• Has a method to follow up on all leads until they ‘buy or die’. As a client, that means I won’t get lost. As a seller, it means my agent will follow up with all leads and give it 100 percent to sell my home.

2. Invests in the technology and follow-up pros have This agent makes every decision based on their vision of their career at least three to five years in the future. For example, instead of selling someone a house anywhere just to get a sale, my value-added agent sells only in an area they define as their ‘target area’. That way, they’ll get known, and can build on their reputation.

The value-added agent has the ‘guts’ to turn down business! Because they care more about the well-being of the client than getting one grimy commission check, they learn to 19

‘tell the truth attractively’, and work harder to retain the client than to make one commission.

Adding those Client Benefits to your Dialogue

3. Works for referrals, not just sales I said the agent learns to ‘tell the truth attractively’, even if the buyer or seller may not want to hear it. For example, if it’s in the best interests of the seller to list their home at a lower price, the value-added agent has the strategies and the statistics to prove that the seller won’t be well served by pricing higher.

Of course, it’s not enough to actually take these actions. You need to explain to the client why these actions are in their best interests, and how you stand apart from most agents by employing them. Why? Because your client won’t know you run your business so professionally.

And, the client probably doesn’t know most agents don’t run their businesses this way!

And, this value-added agent has the intestinal fortitude to walk away if they know the home will not sell at the client’s desired price (but doesn’t have to too many times because they create a stellar reputation amongst their clientele).

TIP: Always show your clients, don’t just tell them. You do have a Professional Portfolio and evidence on your website, don’t you?

4. Keeps the buyers and sellers’ best interests in mind Our value-added agent makes every decision to grow trust, not just to make a fast buck. For example, the agent sits down with a prospective couple and finds out they can’t purchase right away and creates a plan with them to save for their down payment. Then, the agent keeps in touch over a period of months, offering helpful information and market updates.

Put Yourself to the Test

How many of these actions P. S. Managers and team leaders—two tips do you exhibit?

What do you want to work on to become a true 1. Call each of your agents’‘value-added’ phone mails.

What’s the impre agent?

Are they professional? Do they state the company n TIP: represent your culture and image?

Managers, give your agents a 2. Create a quick class in phone messaging using the ‘test’ on these four points.

In other words, this agent practices seller or buyHow many pass? this blog. er agency representation, not ‘agent agency’!

Copyright ©, 2016 Carla Cros

Carla Cross,CRB, CRB, MA, is theoffounder andSeminars, president Carla Cross & Carla Cross, MA, President Carla Cross Inc.,ofand Carla real management and sales.

Herspecializing internationally s Crossestate Coaching, is an international speaker in realbest-selling estate management and Running business planning for all professionals. agents, Up and in 30 Days, is real nowestate going into its 5thHer edition sevenexperience internationallyas published books, including Up and Running in 30 Days , vast a top-selling agent and award-winning manage and 20 agent and management programs have helped thousands of real sales podium, blending her musical background with her proven estate professionals to the greater productivity and teaches profitability.someone Reach Carla strategies (she uses piano AND even to at play—f 425-392-6914 or www.carlacross.com. and practical).

Find out more at www.carlacross.com.

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MELISSA JOHNSON Twenty-one years ago and fresh out of college, REALTOR® Melissa Johnson took the real estate test and jumped right into the industry. Majoring in finance at Illinois State University taught her a lot of valuable skills that she would carry with her into her new career as she carved out her own independence. All these years later, she’s a top producing solo agent for Re/Max Excels representing residential properties in the suburbs of Chicago, primarily Fox Valley. With expertise in negotiation, a high level of communication and outstanding care for her clients, Melissa stands apart from the crowd in terms of service.

With 95% of her clients as repeat and referral business, Melissa is sought after for her ability to make clients feel at ease during the buying and selling process. At this point, she does around 25-30 transactions per year, totaling a volume of around 10 million. However, she makes it clear that when it comes to her clients “It’s not about making sales. It’s being honest with them about what is going to be the correct fit for them. I want them to love where they are living.”

With her finger on the pulse in the midst of a crazy market, Melissa constantly updates her social media pages with important content on local neighborhoods and listings, infused with a sprinkle of humor to keep things light. “I want people who are following my Facebook business page to be engaged and entertained. This is the best way I’ve found to let them know that I’m still out there without just posting dry content all the time.”

Of course, she also keeps in touch via her website, email, mailers, and events. Word of mouth is still really important in this industry and Melissa’s clients often share her information with their friends and family.

When she’s not at work, Melissa spends her downtime with her husband and their four boys. “I help a lot with Top Agent Magazine

their school and community events,” she says. In particular, her kids love sports so she is often found at the ballfields — sometimes answering calls for work while sitting in the bleachers.

Being able to spend time outside and travel is both exciting and enriching for their family.

At the moment, Melissa is focused on maintaining the balance between doing a great job for her clients and spending time with her family. “I want to be involved in their lives, so my plan is to keep at the steady pace that I have been at.” Once her kids are a little older, however, she plans to expand her business. Ultimately, she enjoys going to work everyday and can’t think of doing anything else.

“I love helping people. Buying and selling a house is one of the most important and also stressful moments of our lives and I want to be there for my clients to make the process easier. Plus, house shopping is really fun for me!”

For more about Melissa Johnson, please call 630-740-2632, email melissajrealtor@gmail.com, or visit melissajrealtor.com www.

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CORINNE NEUKIRCH Born and raised in the Chicagoland area, Corinne Neukirch has always been passionate about helping others. For over thirty years, she would author a successful career in the cosmetology industry, where she honed her excellent communication skills and penchant for client service.

Inspired by a few clients who were leading real estate Brokers in the city, she decided to pursue her real estate license and launch her career as an agent. A short time later, she would transition into becoming a full time REALTOR®, leveraging her compassion and elite business acumen to establish a network of satisfied clients that spans the region.

Today, Corinne is a REALTOR® with Berkshire Hathaway/Starck HomeServices, where she assists clients throughout the Chicago Loop and surrounding Northwest Suburbs. In her fifteen years as an agent, she has truly seen it all, possessing the insight needed to serve a diverse clientele of buyers, sellers, investors, and wholesale buyers alike.

When listing a property, Corinne personalizes her approach to each client. After helping them prepare their home for the market, she shares it via a blend of highly targeted digital and social media campaigns.

Along the way, she utilizes proven techniques like mailers or flyers to the surrounding communities – all while sharing her listings to her own extensive professional sphere. Above all, she is there for her clients, catering her strategy to their distinct needs throughout the transaction.

But Corinne is just as thoughtful when assisting her buyers. As a member of the relocations team at

Berkshire Hathaway/Starck HomeServices with strong investment experience, she thoughtfully guides them to the right property for their best interests. In fact, she prefers to keep in touch long after the deals are done, fostering a lasting relationship with all her clients and making sure they are thriving in their new homes.

Over the years, Corinne has earned a terrific reputation throughout the Chicagoland area, with the vast majority of her volume coming from repeat clients and referrals. Averaging upwards to $12 million in annual volume, she is most fulfilled by the countless new connections she has been able to forge through real estate.

“Being a member of Generation X, I’m used to dealing with multiple generations within the business,” she says. “Many of my clients now have children who are ready to purchase their own property, or have elderly parents who are looking to downsize. Regardless, I’m more than prepared to help.”

Outside her career, Corinne is deeply committed to her community. Alongside her fellow agents at Berkshire Hathaway/Starck HomeServices, she enjoys contributing to Sunshine Kids, a non-profit organization dedicated to children fighting cancer. She also provides regular support to area charities and causes like Habitat for Humanity, the Northern Illinois Food Bank, the Northern Illinois Diaper Bank and Home of the Sparrow. When she’s not with clients or giving back, she can be found traveling the globe, exercising with friends, gardening, and interior decorating.

Elsewhere, Corinne has exciting plans for the future of her business. As her volume maintains its steady growth, she intends on further cultivating her client base within the city she loves. But most of all, she remains committed to the core values and standards that have anchored her accomplished career.

To learn more about Corinne Neukirch email cneukirch@starckre.com, visit neukirchhomes.com or call (224) 623-2585 www.

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Creative Meditation

for the Real Estate Professional The real estate world can be an industry of intense emotional and psychological pressure. Deadlines, meetings, employee needs, client needs and a hundred other items on which one needs to focus on a daily basis can create an environment that is not only not conducive to mental well-being, but can be outright detrimental.

Learning to quiet the mind has been the focus of meditation for millennia. While those not familiar with the concept of meditation may instinctively think of yoga mats, incense, and chanting when the word “meditation” arises, there are in fact, many forms of meditation that can integrate quite Top Agent Magazine

easily into the daily hustle & bustle world of the busy real estate agent.

First, think about when you are alone each day. Here are some possible times to practice mediation during the work day: • When driving to the office in the morning • When driving to a showing or to meet a client • Before your open house begins • After the open house • Driving home in the evening 23

Repeating a mantra can be very calming, particularly when you are trying to rid yourself of negative, self-defeating thoughts.

These are just five examples of times when you can take advantage of meditation techniques to quiet your mind and, by extension, increase productivity. A calm mind is a more thoughtful, better tuned instrument.

Here are some examples of meditations you can try.

1

For when you’re driving, download and listen to any number of audio Guided Meditations available on the internet. YouTube has a generous selection of these, many of which are geared towards success in business.

2 Repeating a mantra can be very calm-

ing, particularly when you are trying to rid yourself of negative, self-defeating thoughts. It doesn’t matter what words you choose, as long as you feel good about your choice. “I am a success” or “I will approach all of my clients with love today” are two examples. Whatever works for you and gets you into the desired mindset.

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3 Something as simple as listening to pleasant music in your car can be considered meditation, provided it brings you to a place of comfort as opposed to one of spiritual discordance.

4 The most important thing, however, is to take time to find gratitude in everything you do. Count your blessings, be grateful the exciting career in real estate you have built for yourself.

Once you’ve mastered some of these techniques at quieting your mind, you can attempt to find some that work even better for you. Walking, plain silence, or even exercise can have meditative qualities and benefits if practiced on a regular basis.

When you’re truly feeling calm, your clients can sense this. And with this comes the feeling that you can be relied upon to stay focused and calm in any unforeseen circumstances. And in the world of real estate, that’s a highly prized commodity.

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ANN PANCOTTO Ann Pancotto, a current radio show host on AM560 THE ANSWER, one of Chicago’s biggest and longest running Real Estate radio programs, Ann is featured in Top Agent Magazine for the third year in a row and recognized in Chicago Agent Magazine for who’s who in real estate. She’s honored to add another Top Agent nomination to her list of accolades.

All of the recognition is largely due to the thirty plus years of field experience, knowledge and expertise that she brings to the table. The Pancotto Group covers the Western suburbs and all over the Chicagoland area in every area of the real estate industry in both residential and commercial. They also handle real estate transactions in developments, new construction and even leasing.

Not shying away from new construction has been part of what’s spreading her sphere of influence in all of Chicagoland area and the suburbs. The years of expertise and knowledge that many area agents don’t have is what keeps her repeat and referral rate over 80%. Ann is also an expert leasing with over two thousand units, working full time through all aspects of real estate, not focused on a single small subset. There’s nothing her team won’t tackle, always in go mode, always committed 100% with only full-time agents in the group.

Ann and her husband are third generation real estate experts with their team growing of five agents under them including her older daughter.

Included in her wealth of experience, Ann is a global luxury marketing specialist, a relocation specialist, certified SFR, specializing in all commercial and residential real estate. No transaction is ever turned away for being too big or too small. Condo leases are handled with the same care as new constructions. Ann’s team members are all full time, not staying within a specific area but working hard at whatever the job brings Top Agent Magazine

and ensuring their client’s success.

Integrity and loyalty are an important part of the business. Customers trust her for knowledge, expertise and opinions, knowing she’s not going to steer them wrong just for a commission.

The Pancotto Group keeps in contact with clients through Compass’ great platform that handles emails and calls. She continues with texts, social media, postcards and direct messaging after the transactions close, checking on how everything is going and making sure they are still happy where they are. Clients love how much Ann cares, and that creates a brand loyalty. She will negotiate the highest possible sales price for her listing clients and totaled over $25 million in sales in 2021. Compass has a global reach and has built themselves on technology and marketing, giving Ann tools that other companies cannot compete with. She loves negotiating the best deals and real estate has been her whole life. Once events start back up, she’ll be out there supporting local churches and townships on the way to growing a larger team of likeminded individuals to cover even more space and get more people into the properties they love.

For further info, call 630-479-4393, email annpancotto@gmail.com and visit PancottoRealEstate.com www.

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Is Finding A Niche Market Right for You?

A lot of Realtors® take the ‘jack of all trades’ approach to their businesses, and some are extremely successful with doing it all and doing it well. But taking that approach can also make it hard to stand out if there are a lot of agents in your area taking the same approach.

If you’re looking for a way to stand out from the rest, finding a niche market might be the way to go. Although it might sound limiting at first, with the right branding and marketing, your specialty and expertise may help you lock up a market after you become well known for being the ‘go to’ Realtor® in a certain demographic. Having a niche helps you target your marketing, making it more effective, until eventually people are seeking you out as you build your reputation as the foremost expert in your particular niche.

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Despite the benefits of taking on a specialty, it’s still something that only a small percentage of Realtors® do, which means you have a great opportunity to get in on the ground floor in your area by being ahead of what is sure to be a looming real estate trend.

You want to claim your stake on the niche that best fits not only your passions, but something that fills a void in your market.

If this all sounds good to you, the next step is finding your niche! Here are a few things you need to consider:

There are two approaches to having a specialty, one that is truly your all-consuming passion or a sort of revolving niche, one that changes with the market Top Agent Magazine

In addition to creating a thriving business, finding a niche may even unlock a hidden passion. Does your area have a large historic home inventory? Are you passionate about helping first time home buyers realize their dreams?

Having a personal connection to what you specialize in is always a great way to start out. If you’re passionate about something, you’re almost guaranteed to have the work ethic it takes to have success in a niche market. Once you hone in on a niche, make sure the market data backs up your focus.

Another approach is changing with the market. If you’re truly an expert in a few areas of the business, it might be good to have sort of a revolving niche. In a down market you might specialize in short sales and foreclosures.

When things pick up, you may take your innovative approaches and start applying them to luxury homes.

Whether you take the consistent niche approach or the flexible one, it’s really all about figuring out what best suits you and your market.

Fill a void in your market Maybe you don’t have an instant passion for one particular niche. In that case, there are several areas you can consider. A lot of it will start with really researching and analyzing your market and having a good eye for what future trends will be. Is there a certain demographic that is surging in your area? Cater your business to serve them. Maybe you are fluent in Spanish and your area is seeing a rise in a Latino population, who are emigrating from other countries. Or perhaps, you live in an area that has a larger retirement population. There Top Agent Magazine

are numerous demographics that truly need expert real estate advice. Be the one to fill it.

You can also focus on a particular neighborhood or gated community. Helping people navigate the ins and outs of a particular HOA can be a lifesaver.

Are you already serving a niche?

Of course, sometimes you may already have a niche and are unaware of it. Maybe you are already dealing with a lot of first-time homebuyers. Look over your sales records and see what might already be there, then make it official.

Figure out why you’re drawn to that area and then nail down the reasons you’ve excelled with that niche and use it to create a marketing plan and branding.

Find ways to really sell your expertise Once you figure out your niche, get the training, designations, and certifications that will enhance your expertise. Another way to let it be known that you are the ‘go to’ Realtor® in your particular niche is to become a resource online. Create a website with informative blogs and marketing information. Make a mark on social media where you can link back to your site, so potential clients can actually interact with you.

There is a lot to consider when you’re thinking of going the niche market way with your business, but if you consider everything carefully and focus in on something you can be passionate about, the rewards could be a major win for you and for your clients.

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