CHICAGO 5-4-20

CHICAGO EDITION

ADDING VALUE TO LISTINGS

24-HOUR TOUCH-UPS to Maximize Your Price List

Developing Your Pricing Philosophy

FEATURED AGENTS

ANN PANCOTTO MARIBEL MARRON COVER STORY

MARY DERMAN & BRYNN MISENER

CHICAGO EDITION

Anthony Tortorich is proud to congratulate

ANN PANCOTTO

MARIBEL MARRON

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Family comes first for Maribel Marron, and she considers her clients family. She’s in a family business - she got into real estate by working with her father, an investor. She transitioned from a career in insurance to real estate and, while still working with her dad this year she has brought on her brother Frankie as her Buyer’s Specialist.

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She works with her blood family, but the family she works for - her clients - get the same loyalty, effort and love. That’s why all of her business is repeat and referral based. She doesn’t market herself but rather lets word of mouth promote her skill set enabling her to build her strong book of business.

ANN PANCOTTO

MARIBEL MARRON

on being featured for the State of Illinois in Top Agent Magazine!

CONTENTS

Law Office of AR Tortorich P. 708-565-4583 4) ADDING VALUE TO LISTINGS &a.r.tortorich@gmail.com THE ADVANTAGE OF IDENTIFYING NEIGHBORHOOD AMENITIES 8) 5 THINGS YOU CAN DO TO ACHIEVE YOUR BIGGEST GOALS

“I work for the benefit of my clients,” Maribel says. “Ethics and transparency are always at the forefront.” She adds, “I learned this working alongside my father. It has truly been the winning and sustainable factor to our success that will forever carry us through. This is a formula we will never change.”

MARY DERMAN & BRYNN MISENER

Maribel creates strong relationships with her clients, and these relationships continue even after closing. “Their needs don’t end at closing,” she explains. “We keep in touch and I’m there to help them with any questions. I care for my clients and want them to prosper beyond the home buying process.”

MARY DERMAN & BRYNN MISENER That level of care has catapulted her to great success serving the Chicagoland area and its surrounding suburbs. It’s become her hallmark, especially when it comes to first time buyers. “First time home buyers have a lot of questions,” Maribel says. “They call us all of the time and we always take their calls. We’re

13) 24-HOUR TOUCH-UPS TO MAXIMIZE YOUR PRICE LIST Copyright Top Agent Magazine

23) DEVELOPING YOUR PRICING PHILOSOPHY

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Adding Value to Listings & the Advantage of Identifying Neighborhood Amenities Everyone knows the famous real estate phrase: location, location, location. In fact, it is hard to underestimate the pivotal role that a region can play when it comes to determining a home’s value. In today’s competitive market, the littlest things can truly add up—especially when it comes to neighborhood amenities. While most savvy agents know the figures regarding school 4

district ranking and local property taxes, have you ever considered the under-the-radar amenities that drive buyers and bidding wars? To derive the highest value from a listed home, you need to paint a complete picture of the area in which you’re selling. With that guiding principle in mind, let’s consider a few modern amenities and how they add drastically to your bottom line.

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Walking a fifteen-minute radius of the area or performing a deep-dive into customer review sites or food blogs can help you identify hidden gems or local favorites.

A little can go a long way: restaurants, coffee shops, and entertainment

Know thy history: creating a narrative of the neighborhood

Everyone has a favorite take-out spot, coffee shop, or neighborhood watering hole. Identifying the key players in an area—such as restaurants, nightlife, and entertainment hotspots—will create a livable picture that prospective buyers can latch onto. Walking a fifteen-minute radius of the area or performing a deep-dive into customer review sites or food blogs can help you identify hidden gems or local favorites. While a cute coffee shop down the street may seem like a bonus instead of a foundational amenity, you never know what kind of homebuyer you might net if you include the cozy characteristics that make a house a home.

As humans, we’re drawn to narratives. Sales pitches and marketing campaigns hinge on an alluring storyline. That’s why understanding a neighborhood’s history can frame and contextualize a property to great effect. After all, buyers aren’t just drawn to sturdy foundations and bedroom counts; they like to imagine their lives unfolding inside those four walls.

Get a sense of the area’s historical timeline, architectural style, noteworthy community members, and the like. Conveying this intriguing information to buyers helps them connect more personally with a property, while understanding the holistic picture of their potential new home.

From here to there: public transportation and commuter access While this rule may not apply to all properties, considering access to public transportation is a major draw for today’s buyers. Especially amidst the more eco-conscious Millennial segment eager to buy within city limits—knowing public transportation access points and schedules can add serious value to listed properties. Also, think outside the box: do nearby thoroughfares boast dedicated bike lanes? Are there plans to expand rail lines to the area in the future? Deliver a confidant picture of the area’s public transportation access and prospective buyers will trust your expertise.

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While it is always good to cover the basics of school districts and property values, it is even more useful to expand your knowledge base and bring a warm, human element to locational knowledge. Not only will you appeal to a younger demographic of homebuyers who values this strategic information, but you will also broaden your understanding of your service area at large. Think of it this way: a neighborhood is far more than a collection of homes on a block. A neighborhood is about atmosphere, access, and a sense of community. If you authentically appeal to this guiding truth, and buyers will surely rise to the occasion.

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ANN PANCOTTO Ann Pancotto is a second generation REALTOR®, having grown up with a mom who worked as a real estate professional. Ann acquired her license at the age of 25, and has been in the business for 28 years now, working alongside her husband, Nick, who is her business partner. The real estate tradition has also been passed down to her daughter, who decided to be a broker and work with her parents. Together the trio make up The Pancotto Group—working under the umbrella of Compass—and are known as a team experienced in both residential and commercial properties.

Although Ann’s team is made up of three professionals, she plans on hiring more people for the group in the future so that they can further expand. She is currently a Residential Specialist, Luxury Property Specialist, Short Sale, Foreclosure, REO Specialist, and Relocation Specialist, while her husband deals with investment properties as well as development for multi-family and apartment communities. The Pancotto Group serve the Chicagoland area and the Western Suburbs. Having been in the business for so many years, Ann’s reputation with her clients is stellar, and therefore her referral and repeat rate is high. “We work hard. We have great integrity. We care about our clients, and they know that. Whatever the price, we treat everyone with the same respect.

We put our heart and soul into this business, and our clients know that.”

And when it comes to the business of real estate, it’s her well-rounded knowledge that makes Ann stand out among others. “Working with us is like a one-stop-shop, we do everything. We have knowledge, expertise, and experience. My husband is a third generation builder, so he knows homes internally because he has built them. That makes him an 6

amazing asset to me and my clients, especially when it comes to inspections,” she says.

Ann is a multi-million dollar producer year after year, and she ensures her position remains at that same level of excellence by choosing to use every possible avenue of the Internet to market her listings, especially via social media. She also likes to stay in both electronic, and personal, touch with her past clients through emails as well as phone calls.

Outside of work Ann is deeply involved with her local Catholic church, and participates in various charitable organizations through the Compass platform. And when it comes to her free time she enjoys socializing with family and friends, getting a healthy dose of exercise through hiking, and generally living a healthy lifestyle.

Ann’s vision for the future of The Pancotto Group involves expanding her close knit team and growing the business. “We are a pretty tight team at the moment, so we’re just looking to find the right fit,” she says. But her main priority is always her service to her clients. “I love making people happy and helping them find their dream home. I love to get my clients to where they want to be.”

To learn more about Ann Pancotto email annpancotto@gmail.com, visit PancottoRealEstate.com, or call (630) 479–4393 www.

Copyright Top Top Agent Agent Magazine Magazine

Anthony Tortorich is proud to congratulate

ANN PANCOTTO

on being featured for the State of Illinois in Top Agent Magazine!

Law Office of AR Tortorich P. 708-565-4583 a.r.tortorich@gmail.com

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5 Things You Can Do To Achieve Your Biggest Goals If there’s one thing successful people can agree on, it’s that setting goals has been key to their success. Whether you’re creating a five year plan or just settling on what you want to achieve by the end of the day, setting goals gives you the focus and direction you need to complete even the biggest tasks.

But there is a method to setting them. It’s a process that takes careful thought and con8

sideration up front, which is then combined with the hard work necessary to implement your plan. Luckily there are proven methods to goal setting that you can start using immediately.

1. MAKE YOUR GOALS SPECIFIC

Yes, it’s fun to think in grand terms of where you want to end up in life and in your career, but it’s better to have a specific

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Your plan of action should include daily, weekly, monthly and yearly goals. goal like “Increase my sales by 25%”, than “Get rich.” When a goal is clear and specific, it allows you to figure out the exact steps you need to take to accomplish it. The more general it is, the more paralyzed you might be when it comes to figuring out what to do since, the choices may be overwhelming.

2. MAKE IT ATTAINABLE

Making attainable goals might seem boring, I mean afterall, you want to dream big! But you don’t want to suffer through the disappointment of not reaching your goal, something that may not even be possible at this stage in your life to begin with. One solution to that is creating goal levels. You can have the dream goal, but underneath that you have the realistic goals that are setting up a foundation for achieving the big one.

Things that are attainable still take work and effort to achieve. Those small victories will keep you motivated and encouraged to go for the bigger dreams. And don’t forget, those little goals may have been things you wouldn’t have gotten done if you didn’t set out to achieve them, so be proud!

3. PUT A PLAN OF ACTION IN WRITING

Your plan of action should include daily, weekly, monthly and yearly goals. There is something about seeing things in writing and crossing them off the list that is oddly satisfying.The daily goals are especially Top Agent Magazine

important in regards to building up those good habits. The first few weeks of your plan of action are critical when it comes to your long term success. Reaching a goal is something you are doing every day, all throughout the day, in numerous ways.

Achieving goals is all about creating good new habits.

4. MAKE IT MEASURABLE

This is key, since you definitely want to reward yourself for a job well done, and having a goal that is measurable in some way is a sure way to know. Maybe it’s to increase your lead generation or to cut expenses, whatever the case, have a measurable test you need to meet, as well as a time frame. Then calculate what you have to do to reach that goal. Not only should your goal be specific, but the plan and the measure of success should also be set in stone.

5. ADJUST AS YOU GO

You can have all the best laid plans, and you still might quickly realize that what you thought would help you reach your goal, might not be cutting it. Commitment to reaching your goals is good, but commitment to a plan you know isn’t going to work is not only a waste of time, but will be a devastating blow to your motivation.

Sticking to a plan everyday means adjusting it accordingly.

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MARIBEL MARRON Family comes first for Maribel Marron, and she considers her clients family. She’s in a family business - she got into real estate by working with her father, an investor. She transitioned from a career in insurance to real estate and, while still working with her dad this year she has brought on her brother Frankie as her Buyer’s Specialist.

She works with her blood family, but the family she works for - her clients - get the same loyalty, effort and love. That’s why all of her business is repeat and referral based. She doesn’t market herself but rather lets word of mouth promote her skill set enabling her to build her strong book of business.

“I work for the benefit of my clients,” Maribel says. “Ethics and transparency are always at the forefront.” She adds, “I learned this working alongside my father. It has truly been the winning and sustainable factor to our success that will forever carry us through. This is a formula we will never change.”

Maribel creates strong relationships with her clients, and these relationships continue even after closing. “Their needs don’t end at closing,” she explains. “We keep in touch and I’m there to help them with any questions. I care for my clients and want them to prosper beyond the home buying process.”

That level of care has catapulted her to great success serving the Chicagoland area and its surrounding suburbs. It’s become her hallmark, especially when it comes to first time buyers. “First time home buyers have a lot of questions,” Maribel says. “They call us all of the time and we always take their calls. We’re 10

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never frustrated with them because we know there is no dumb question. No question is a waste of our time. I want my clients to be educated, to know what to expect in the process and so I am very patient with them.”

Maribel understands the value of home ownership because of her own family background. “My father bought our first house when I was a year old - and it is still in our possession,” she says. “My parents were immigrants, and they worked day and night, and buying a home was a big deal. Since we can all remember, this was the American Dream – today is no different as buying a home is a dream everyone can accomplish.

To know I’m helping someone make their dream come true… to own their own piece of land, is so rewarding, because I know first-hand how important this milestone is.”

Maribel believes in staying involved in her community as well. She not only invests time in various community projects, helps fund local school programs, but is also very much involved in the youth basketball league, Liga Azteca De Basketball, founded by her father over 40 years ago. When not working or giving back, she’s traveling with her husband and daughter Emma.

While she works with her family, she still loves to spend time with them outside of work as well. “I am very close to my siblings and my parents,” she says. “We have learned along the way that business is business and family is family, which is the perfect mix!”

Maribel is looking to expand the family presence at work, in fact. “My sister is getting licensed,” she says. “The goal for the next few years is to build our own real estate company.. For us, the entrepreneurial American Dream continues.”

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To find out more about Maribel Marron, visit MarronRealtyTeam.com, call 773.699.6274, or email Maribel@MarronRealtyTeam.com www.

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The Alan Castro Team at Caliber Home Loans is proud to congratulate

Maribel Marron

on being featured for the State of Illinois in Top Agent Magazine!

Alan Castro | Sales Manager | NMLS ID: 755925 Mobile: 773-704-2314 | Office: 312-625-5711 www.

alan.castro@caliberhomeloans.com

https://

bolt.caliberhomeloans.com/?loanofficerid=22230

760 N. Ogden Ave. Suite 2200, Chicago, IL 60642

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24-Hour Touch-ups to Maximize Your List Price Sometimes it takes a full-scale overhaul to prepare a house for market. Other times, only a series of small adjustments are required to make a listing’s true potential shine. Whether you’re gearing up for an open house, assessing a list price, or maximizing a property’s appearance prior to photography—the devil is in the details. However, touch-ups and refreshes don’t have to dominate your schedule or break the bank. For a few ideas of where Top Agent Magazine

to begin, consider our handy check-list below for quick home projects that will fortify your bottom line.

Refresh grout for a sparkling clean look.

Perhaps the quickest and most cost-effective way to make bathrooms, kitchens, and other tiled areas shine is to refresh grout until it looks

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good as new. Specialty grout stain removers and cleaners are inexpensive and sold at most home improvement stores. Plus, the project only takes a bit of elbow grease and an hour or two for a major makeover effect. Suddenly, dark, stained, and worn-down bathrooms gleam as if tile has just been placed.

Create mood lighting with soothing bulbs and fixtures.

A warm white light from specially chosen LED bulbs creates a welcoming environment when potential buyers come calling.

If outdated fixtures are bringing down a home’s otherwise modern styling, consider more design-neutral replacements that won’t

detract from the property’s charms. These are inexpensive but highly noticeable and impactful upgrades that shift a home’s ambiance for the better.

Repaint doors for an updated and inviting entryway.

It may sound like a hassle, but repainting doorways with a fresh coat signals a wellkept property—and that’s before prospective buyers even pass through the threshold. You can also change out generic doorknobs and switch-plates to add an updated flare while on a budget. Color-of-the-year trend choices can turn heads, while neutral paint choices signal less hassle for future homeowners.

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scrub, or with the addition of new shelves or styled bulbs.

Make windows shine— both inside and out.

Cleanliness goes a long way in communicating a well-cared for home in which buyers can imagine themselves. Cleaning the inside and outside of windows not only refreshes a room, but it allows light to infuse the space while appealing to the move-in ready crowd.

Closet spaces are not an afterthought.

Every prospective buyer wants storage options, and you’ve surely led a home tour where guests inspect closets and pantries.

Don’t let these hidden spaces go overlooked. Make sure they’re clean, cleared as much as possible, and you can even touch them up with fresh paint, a good

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Remove tough appliance stains with a bit of elbow grease.

If you’re packaging appliances with the sale of a property, you’ll want to make sure those big-ticket items are also in top shape to showcase their value. Stainless steel polish, electric cooktop polish, and stain removing pads for the kitchen sink can make your appliances look five years younger with nothing more than an hour or two’s labor.

Organize garage and basement areas to maximize storage and hint at bonus space.

It may take a labor of love, but organizing and decluttering these special storage spaces

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can add significant value to a property. Instead of telling prospective buyers how much storage space there is—let these areas speak for themselves by giving them a neutral, airy bout of cleansing. That way, craft-lovers, car aficionados, and buyers with interest in renovating basement areas can witness the potential immediately.

Individually, these bit to-do list items might seem like extra work without the promise of 16

a major return. But combined? These small tasks go a long way in crafting a home’s image and projecting pure potential. After all, prospective buyers imagine their lives unfolding inside those walls. That’s why cobbling together these small-scale projects can have a big payoff in the end. Not only will a home present itself in a cohesive, attractively-packaged form, but it can also translate to higher interest and a significant pay-off—in more ways than one.

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MARY DERMAN & BRYNN MISENER

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Top Agents Mary Derman and Brynn Misener serve downtown Chicago and the city’s southwestern suburbs.

“What’s unique about us is that we have an expert for the suburban market and the city market leading our team.”

Mary Derman and Brynn Misener have been working together since 2014. At the time, they were both focused on real estate investment and house-flipping, and they clicked immediately. “We quickly realized that we had a lot of complementary strengths, and shared a similar work ethic and style,” Mary says. “We knew we 18 Copyright Top Agent Magazine

should be working together.” The partnership formed organically, and soon blossomed into a successful business. Mary and Brynn continue to do investment work, alongside a brokerage business that is growing quickly. “We really enjoy getting to help buyers and sellers sell their homes and find their dream homes,” Brynn says.

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Mary and Brynn serve downtown Chicago and the city’s southwestern suburbs. Brynn lived on Chicago’s North Side for nine years before recently moving to Oak Forest (where Mary also lives), so they are able to competently serve Top Agent Magazine

buyers in both the urban and suburban markets.

“When you talk to agents they say, ‘We’ll work anywhere,’ and what’s unique about us is that we have an expert for the suburban market and the city market leading our team,” Mary says.

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“Our investors love working with us, because we get it.

We are flipping homes right alongside them, so we understand how to read the market to maximize their profit potential.”

About 70% of the duo’s business comes from repeat and referral clients, and the high level of service they get from Mary and Brynn is what keeps people coming back. “We pride ourselves on our detail-specific and highlevel communication,” Mary explains, “and it’s the same expectation for everyone on our team. We’re also problem solvers. When any one of our clients has an issue, we tell them they only need to make one phone call, and that’s to us. We’ll take it from there.”

She also points to the wealth of experience she and Brynn have with investment Copyright Top Agent Magazine 20

projects. “Our investors love working with us, because we get it. We are flipping homes right alongside them, so we understand how to read the market to maximize their profit potential.”

When preparing a listing, Mary and Brynn take each property’s unique characteristics into account. “We can serve our clients in so many ways beyond just taking photos and getting them on the internet,” Brynn says.

“We explain to our clients: Here’s what you need to do, and here’s what you don’t need Top Agent Magazine

to do. Many homeowners throw money into projects that won’t get them anything back.

We’re more systematic, and we make sure the process runs smoothly.”

In marketing their listings, “We push it through all the channels possible to give the listing maximum exposure,” Mary says. In addition to professional photos, video walkthroughs, Top Agent Magazine

3-D tours, and promotion on social media and YouTube, she emphasizes the importance of open houses. “We love doing open houses, and we try to create as much of an event as possible around an open house, because we know open houses work.”

Mary and Brynn are involved in their community of Oak Forest. Mary is the President Copyright Top Agent Magazine 21

of their local school board, and is herself a proud product of the same school district.

Mary and Brynn donate to causes through the KW Cares program. When they are not working or giving back, Mary and Brynn love to spend time with their husbands and kids. Mary enjoys running and the outdoors, and Brynn loves her book club and playing soccer.

In the future, Mary and Brynn plan to continue growing their team, expanding the brokerage side of their business, and above all, serving their clients. “In our previous lives, we were both teachers,” Mary says, “and working in real estate is very similar. We educate our clients throughout the process. Overall, we focus on putting people first and profits second. We love providing solutions and working with people.”

To find out more about Mary Derman & Brynn Misener, please call 708-977-1161, email maryderman@kw.com or brynnmisener@kw.com.

You can also find them online at dermanmisenergroup.com www.

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Developing Your Pricing Philosophy

By Dirk Zeller

Ask a dozen agents to explain their home pricing philosophy, and you’ll

hear a dozen different approaches. And if the talk reveals frank responses, you’ll also learn that the most common pricing strategy is no strategy at all.

Here’s my advice: Break out of the ranks by establishing and following a specific strategy for arriving at the ideal selling price for each home.

Adopt the philosophy that, in real estate sales, price is king. Price trumps all other factors—including marketing approaches, home condition, market competitiveness, and sales approach. I believe that, in the end, marketing and condition of the property are controlled by the price.

The alternative, advocated by many agents, most sellers, and even some sales trainers, is to emphasize marketing over pricing. Rather than working to set the ideal price, they believe success will come from optimizing the home’s condition and presentation and then marketing it with skill and savvy.

I take the opposite belief, based on years of experience working with sellers who wanted unrealistic prices for their homes and who experienced firsttime sales failures as a result.

Over my sales career, I resurrected and re-listed more than 600 expired listings—nearly 75 a year. Among all those transactions, I never met an owner with an expired listing who thought that an unreasonable price had anything to do with the home’s failure to sell. They all blamed the previous Copyright Agent Magazine Top Agent Top Magazine

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agent and that person’s approach to marketing. Each sought some magic marketing strategy to change the reality of the law of supply and demand.

There is a magic strategy: Price the home correctly.

Price is the only factor that can overcome sales obstacles, compensate for a home’s deficiencies, and motivate a purchaser even if the condition of the property and your marketing approach is less than perfect.

Getting the listing at any cost Does this scenario sound familiar? An agent (usually a newer agent) is short on business or maybe even desperate for the chance to stake a sign in someone’s yard. The agent wants a listing at any price – even if the chance 24

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to seal a deal erodes the likelihood of selling the property. To gain a seller’s nod of approval, the agent makes a flatteringly high pricing recommendation, throwing out a number the client wants to hear and then hoping something good will result from the bad situation.

I can think of few examples, if any, where this philosophy works. Hope isn’t a successful pricing strategy. Worse, the please-the-client mindset is a hard one to abandon. Agents who achieve listings with unrealistic prices find it hard to later counsel their clients honestly.

If you take and price a good listing competitively, it will sell. You can’t keep a good price a secret!

The pitfalls of a “please the buyer” approach are many and significant. By overpricing, you can practically count on a reduction in your productivity, profitability, and salability, and here’s why: It’s impossible to keep your productivity high when your time is spent in conversations with an unsuccessful seller who lacks motivation to take corrective action. The seller’s negativity, concerns, and phone calls will only increase with each week or month the house remains on the market.

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As time goes on, you’ll devote more and more time unsuccessfully trying to create a sale not only for your seller but also for yourself. This will pull you away from activities that are more likely to deliver income. The ensuing frustration will de-motivate you and stunt your ability to secure better appointments that create other income opportunities.

An unsold, overpriced listing negatively impacts your profitability because it costs you time and money to service while it delivers no revenue to your business. And the situation only gets worse the longer the listing languishes on the market. You’ll end up deducting the expenses of this in-limbo listing from the proceeds generated by any revenue-producing deals you manage to close in the meantime, reducing your net profit and business success.

Unsold homes that linger on the market seriously diminish your salability, which is the term that describes your sales success track. Your salability is based on such key statistics as your average ratio of listing price compared to sale price and the average number of days your listings are on the market.

Obviously, these statistics, which prospects rely on when choosing one agent over another, can be crushed by a “get the listings at any cost” philosophy. They’re also harmed by the “start high and reduce later” tactic.

If you take and price a good listing competitively, it will sell. You can’t keep a good price a secret!

Dirk Zeller is an Agent, an Investor, and the President and CEO of Real Estate Champions. Copyright©, Dirk Zeller. All rights reserved.

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Laughs!

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