CHICAGO 5-9-22

CHICAGO EDITION

FEATURED AGENTS

CHRISTY CALLAHAN MIRIAM HOLLAND

FEATURED AGENTS

MARK KUKLA

ALLYN RAWLING

DAVID LOTAN

JUDAH SAMETH

KELLY & MICHAEL MAGGIO

JUAN SPEZZIA ERICKA TAYLOR

VALENTINA MALJARENKO

ALEJANDRO TRUJILLO

ERIN MATTHEWS

MICHELE VOLD

VERONICA MIKLUSICAK JILLIAN OWENS EDY RAMIREZ

LISA WEIS

COVER STORY

MARGARET WILLIAMS HILL LYN WISE

PEGGY GLICKMAN

Google AdWords:

How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers.

Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someone’s search results, and you can set a budget for each campaign that will dictate it’s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you.

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ent websites. You want to set yourself apart from every other real estate website users are viewing in their search for a house.

MAKE SURE YOUR ADS ARE GOING TO SEND USERS TO A SITE THAT WILL CAPTURE THEIR ATTENTION

You can spend an infinite amount of money on Google advertising campaigns, but if those ads don’t send users to a site that will capture and hold their interest, then you’ve just wasted all that money. Don’t put your cart before the horse. Make sure you are considering exactly where these ads are going to send users. To set up your website for success, at the very least you want to make sure users are greeted by clear call-to-action, such as a message that will encourage them to sign up for your newsletter or subscribe to your blog. You want to set up your website to maximize and capture the leads the ad campaign sends your way.

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BUILD CUSTOMIZED OR CUSTOM-MADE WEBSITES RATHER THAN TEMPLATE WEBSITES It is easy and tempting to use template websites, or to offer your agents template websites if you are a real estate manager or broker. While this offers a cost-effective solution to providing every agent with a website, it does little to set you or your agents apart and capture the attention of users that are used to seeing a wealth of differ-

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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

Don’t simply use your website as a kind of brag sheet. Let users know what makes your particular services valuable to them. Highlight your expertise in a certain location through tools such as blog posts, providing market updates, or giving pertinent information on a unique type of property. This will ensure that your online advertising campaigns are much more successful.

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LOCATION IS EVERYTHING!

Location is everything in real estate, and the same holds true for Google AdWords. You can target specific locations in your ad campaign. While one approach is to focus on the area around your location, a more advanced approach would be to link AdWords campaigns to your Google My Business account. This is a Google service that includes your address in the ad, allowing people to then click on it and see exactly where you are located on a map.

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USE GOOGLE ADWORDS IN YOUR CAMPAIGN TO EXPAND YOUR BUSINESS IN GENERAL

Focus an AdWords campaign on expanding your business by incorporating specific zip codes and neighborhoods that will help you establish a presence in an area where you would like to increase your real estate business. Making sure that your ad appears in search results that are related to the real estate in a specific area will help shape the image and brand of your business as well as bring in new leads.

HARNESS THE POWER OF DATA

When you run a Google AdWords campaign Google Analytics captures a wealth of information about your target client demographic.

You can gain real insight into your online visitors, such as when they visit, what they do and look at on your site once they get there, and what search terms they use. You can use all of this information to grow your business. Use Google Analytics to determine which users (location, gender, age) are utilizing specific aspects of your site, such as looking at multiple listings, reading your blog, etc. You can then use this information to target these specific demographics in your AdWord campaigns, Gmail ads, the Google Display Network, and other advertising.

Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you don’t want to simply go into the process blind or you’re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns.

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PEGGY GLICKMAN

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Building trust through her skills and knowledge, while combining 29 years of real estate experience, makes Top Agent Peggy Glickman the go-to person for facilitating successful transactions on the Northshore.

From your first meeting to the closing table, it’s easy to understand why Peggy Glickman has established a book of business that’s 90% referral based. Building trust through her skills and knowledge, while combining 29 years of real estate experience, makes her the go-to person for facilitating successful transactions on the Northshore. Since getting her license in the Summer of 1992, 8 Copyright Top Agent Magazine

Peggy has spent almost three decades providing extraordinary service and building long term relationships. Peggy is the recipient of the International President’s Circle award, a seven time Chicago Magazine Five Star Professional, a consistent NSBAR top 5% in sales volume, and most recently, in her first full year with @Properties, a recipient of the @properties Road to Rolex award.

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Stemming from her love of interior design and architecture, real estate was a natural progression. Peggy, a resident of Highland Park, has a lifetime of knowledge in the local real-estate market and uses that to guide her clients towards making informed and smart decisions.

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“My objective is to make what can be a stressful process as manageable and enjoyable as possible, while ensuring the best outcome.”

She offers constant support throughout the process. When marketing listings for sellers, she utilizes @proprties phenomenal platform Copyright Top Agent Magazine 9

that provides cutting edge technology along with targeted digital, direct mail, and print marketing campaigns that offer maximum exposure. From getting the house picture ready to coordinating the transfer of keys to the new owners; no detail is overlooked.

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When it comes to working with buyers, Peggy leaves no stone unturned. “During these times of unprecedented low inventory you have to be willing to go the extra mile.” Her charismatic sales approach and years of experience makes her an effective networker among her Top Agent Magazine

Whether you’re buying a multi-million-dollar dream home or selling your first condo; Peggy brings an unmatched level of expertise and energy to your real estate experience. industry peers, friends, and clients. These strong ties have kept her in the know about upcoming listings.

generations in the same family and prides herself on being a single point of contact for anything home related.

With the majority of Peggy’s clients being referrals, she has a strong and personal connection to them right from beginning to end.

“I have many clients who I’ve worked with on their 2nd, 3rd, and even 4th homes.”

Throughout her career she’s had the privilege and pleasure of working with multiple

For the last few years Peggy’s son Michael, a fully licensed Realtor®, has been helping her with administrative work and assisting with city clients while working full time as a middle school teacher in the city. This summer Mike will be bringing his talents to selling real estate full time and joining his mother in better

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serving their city to shore clients. “Together we can help our clients achieve the best results with a seamless experience.”

Whether you’re buying a multi-million-dollar dream home or selling your first condo; Peggy brings an unmatched level of expertise

and energy to your real estate experience. “The best part of this business has been the friends I’ve made along the way.” Above all, Peggy values these relationships and is available for all things real estate related before, during, and long after the home buying or selling process is completed.

To learn more about Peggy Glickman email peggyglickman@atproperties.com, call 847-212-4610 or visit peggyglickman.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 13

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 14

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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MARK KUKLA Top Agent Magazine

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MARK KUKLA

Throughout his life, Mark Kukla has always been drawn to real estate. After getting his start in sales, he began live-in-flipping houses around Central Illinois, which gave him an opportunity to learn the business from the ground up. Inspired by these experiences, he later decided to pursue his real estate license, leveraging his strong foundations in the industry to quickly establish a network of satisfied clients and colleagues that spans the region. Most recently, though, he decided to take his work to the next level and join eXp Realty— and the rest is history.

When listing a property, Mark prefers a hands-on approach. Starting out, he helps his clients fully prepare for the market, often personally seeing to the staging, painting, and presentation of their home. Once a house is ready to list, he shares it via a highly targeted blend of digital and social media campaigns, ensuring a seamless transaction catered to each client’s best interests.

Elsewhere, Mark is just as attentive when assisting his buyers, leaning on his years of experience

Today, Mark leads the Mark Kukla Home Team, powered by eXp Realty, where he assists clients throughout the suburbs of Chicago. There, he has cultivated a boutique workflow around his core values of integrity, compassion, and client service, which allow him to meet the needs of any buyer or seller.

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to uncover the right investment for their needs.

“When I was live-in-flipping, I had the opportunity to observe the processes of many different agents in our region and identify ways to make the home-buying experience more efficient,” he says. “Today, I can utilize these God-given talents to the benefit of my clients.”

Over the years, Mark has earned a fantastic reputation throughout Illinois, with the vast majority of his volume coming from repeat clients or referrals. But through it all, he remains committed to the proven standards that have garnered him countless five star reviews and industry accolades. “Real estate isn’t just my job; it’s my passion. I don’t look at how many homes I’ve sold, but rather how many families I can help. After all, that’s what matters most.”

Outside his career, Mark donates a portion of each commission to the March of Dimes, an organization that is near and dear to his heart as a parent to a premature baby. He also supports the Tunnel to Towers Foundation, which provides housing to wounded veterans and first responders across the nation. When he’s not with clients or giving back, he can be found spending quality time at home with his family.

Going forward, Mark has a clear vision for the future of his business. As his volume maintains its steady growth, he intends on building his team while scaling the model of compassionate service that has set him apart in the region. “These are among the most emotional investments of our lives,” he says. “Our clients are balancing so many variables in each transaction, from children, to family, to career opportunities or even personal setbacks. They need someone professional and knowledgeable to hold their hand each step of the way. That’s why we believe in going above and beyond to make sure they find their dream home—no matter what.”

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To learn more about Mark Kukla please call (630) 388-8774, email mark@kuklasold.com, or visit soldbymarkkukla.com www.

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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 18

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.

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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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CHRISTY CALLAHAN Christy Callahan feels grateful to call Chicago her hometown. Growing up in the suburbs, she was surrounded by idyllic streets and a tight knit community. So when she decided to become a real estate agent, she knew she would focus on the North Shore and downtown. “We live near Lake Michigan, and love our access to magnificent beaches,” she explains. “Chicagoland has amazing schools, and the beauty of the area really attracts all types of people.” Many who move here never leave, as the area’s charm and amenities are unmatched. Christy finds it incredibly rewarding to assist her clients in their real estate dreams. Having spent years as an investor and property flipper, she uses her well-honed skills to help buyers and sellers reach their goals.

Christy’s unique strategies and tenacity often lead to her bringing in multiple offers for her sellers’ homes, frequently selling within two to ten days above asking price! She does everything possible to increase a property’s value and appeal. “I go over a detailed outline of what needs to be enhanced before the property is listed,” she explains. “If I can’t do what I’ve outlined myself, then I have a team of contractors who can go in and add value, such as refinishing floors and adding a fresh coat of on-trend paint color.” Christy provides personal staging using her own staging furniture, which has been shown to greatly increase a home’s desirability.

When working with buyers, she practices the same thoroughness, ensuring they understand every step of the process and supporting her clients, leaving no one in the dark. Patient and education-oriented, she guides them and helps them make informed decisions. Once they find a property that suits their needs, Christy negotiates to get

them the absolute best deal. With a deep understanding of market trends, she is able to lead them towards a successful home buying transaction. “I want every client of mine to feel that I listened to their needs and desires, while making it an overall positive experience.”

When perusing her reviews, it’s clear that past clients are leaving with smiling faces. One seller recently said, “My husband and I worked with Christy on the sale of our condo in River North. We cannot express how grateful we were to have Christy on our side! Christy went above and beyond at every step of the process and sold our unit in record time. She is a hard nosed negotiator, professional, efficient and always maintains a positive attitude. She made an otherwise tedious transition a lot of fun. We felt well represented, and are grateful for all she did. I cannot recommend Christy enough. We will absolutely work with her again.”

During her free time, Christy stays active in the local arts scene. “I’m passionate about theater, so it’s very important for me to keep the arts supported in a powerful way both financially and through volunteer work,” she says. Throughout the year, Christy and her brokerage, @properties - Christie’s International Real Estate, also host fun community events, especially around the holidays. When she is able, she loves to spend time with family and enjoys summer trips to her lake house in the Northwoods of Wisconsin.

In the next few years, Christy hopes to continue growing and delivering exceptional service to her clients.

“It’s a privilege to work with my buyers and sellers. I am so grateful they trust in me to provide them with a top notch real estate journey.”

For more information about Christy Callahan, please call 847-868-6822 or email christycallahan@atproperties.com

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MIRIAM HOLLAND At just fourteen years old, REALTOR® Miriam Holland got a jump start on her career in the Insurance industry. She earned her license in Real Estate in 2014 in a small town in Stevenson County, Illinois. In the twenty years since then, she has worked in property management and founded her own mortgage brokerage called Trust One Mortgage.

Today, she is highly sought after as a REALTOR® for investment properties, bringing an in-depth knowledge of financing and negotiation to every deal.

Working with a team that is primarily made up of family members, Miriam’s business has expanded to every area in Chicago, including the northern and southern suburbs. As most of her clientele are looking for a safe area to raise their families, she does a lot of business in Garfield Ridge and Clearing in particular, which have a convenient local fire station and police department. From the moment you start working with Miriam, you’ll recognize how hard she works to understand your needs. She and her team believe strongly in speaking with clients in-office to build relationships from the outset, rather than just meeting at the listings. “We do ‘lunch and learns’ and teach homebuyer seminars to educate and inspire,” she says. “We involve inspectors, insurance agents and Real Estate attorneys to our seminars to make sure that everyone is on the same page with our projects.”

Around 85-90% of Miriam’s business comes from referrals, which she attributes to her constant communication.

“I reach out frequently to past and current clients, send birthday cards, and wish everyone a happy housiversary,» she says. These cards are often handwritten with a personalized message and business card from Miriam in case clients have any questions. As far as marketing goes, Miriam keeps her outreach in-house with her niece serving as her marketing manager. At least a few times per year, Miriam and the team organize client 22

appreciation events. Recently, the Marcus Theater was rented out exclusively to their clients to screen Spiderman. “It was a fun way to show our thanks to our clients and their families.”

In whatever way she can, Miriam stays involved in the community by giving back. She participates in an annual Christmas food and toy drive as well as other sponsored events, like a recent freestyle music concert which benefited Chicago’s local DJ & New York singer, Cynthia Torres. “It’s really great to see how the community comes together to help each other,” she says.

Last year, Miriam single-handedly completed thirty transactions. This year, she’s focused on growing her team and continuing their personalized approach with buyers and sellers of residential properties. “It’s the special touches that can make all the difference,” she says. “Once you build a personal relationship, clients will refer you over and over.” Ultimately, it’s clear from the way she speaks that Miriam is deeply thankful for her clients and does all she can for them. “My team is really blessed and we’ll continue to provide the best service to our clients.”

To learn more about Miriam Holland, please call 815-541-7097 or email showingsbymiriam@gmail.com Top Agent Magazine Copyright Top

The Daily Schedule

of a Successful Real Estate Agent Everything you do should be intentional. A busy schedule isn’t the same thing as a productive schedule. Sometimes people write things like “find clients” on their to-do list, but finding clients isn’t actually a task. It’s a goal. Your daily schedule should be created with your goal in mind if you want to be a successful real estate agent, but a goal is too broad to add to your calendar.

Instead, you can break your goal down into projects, break those projects down into tasks, and schedule time in your calendar to complete each task. You’ll find that some of these projects will have an immediate impact on your business, and that those are the tasks that should be completed first.

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The fact is that as a real estate agent you can set your own schedule—if you’re not productive until 10am, then you don’t have to start your day until then. But having a daily schedule means that every day you have a running start on all those other agents who just “wing it.”

You don’t want to feel burned out and busy but like you’re simultaneously not getting a whole lot done. You can only keep up 70+ hour weeks for so long before your body breaks down and both your performance and income drop as a result.

Since every real estate agent’s operating hours look different, the following daily schedule is broken up by the suggested amount of hours you

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should spend on each task rather than specific times of day. However, certain tasks, like prospecting, appointments, and listing presentations should be performed at times when it’s most convenient for clients. If you’re an agent who likes to end their workday at 5 o’clock, remember that this is also the same time your clients are likely ending their day, meaning you might be unavailable for showings during the only time their schedule allows.

3.5 hours – This is that time of day that you should schedule all your appointments and listing presentations. If you are a newer agent, you might use this time instead to do more prospecting and appointment setting.

1 hour – Spend this time waking up, exercising either at home or at the gym, and eating breakfast.

2 hours – Now it’s time to unwind. Use this time to have dinner and spend time with you family. If you have children, this is usually the time of day when they are wrapping up homework assignments and getting ready for bed.

It’s important that you make time for these moments the same way you make time for your work.

2 hours – Use this time before you head to the office to develop a morning routine, if you haven’t already. You can meditate, journal, practice affirmations, or read personal development books to prepare for the day ahead.

1 hour – Once you’re at the office, spend this time to review the day’s schedule, catch up with your assistant or other colleagues, and check the latest industry news. This is also the time of day that you can role play to prepare for appointments.

1.5 hours – Spend this time prospecting and appointment setting.

1 hour – Now it’s time for a lunch break. If you’re a multitasker, you can also use this time to prepare for the afternoon and any meetings you have scheduled or connect with followers on social media.

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.5 hours – Look over the day’s schedule again and ensure you’ve checked every task off your to-do list. While you’re at it, be sure to review tomorrow’s schedule and goals too.

2 hours – Spend these last couple hours before you fall asleep to have quality time with your spouse or perform your self-care routines.

8 hours – Now it’s time for sleep—getting a full night’s rest is crucial if you want every day to be productive.

As you can tell, there’s still some wiggle room left in this schedule, but the important thing is to block out time every day so you can achieve your goals and help your clients.

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DAVID LOTAN Born and raised in Illinois, David Lotan has always possessed an entrepreneurial spirit. He got his start in the real estate industry during his sophomore year of college, through a chance connection with the owner of a boutique brokerage in the city. After accepting a position as an intern and admin at that brokerage, David would leverage his tireless work ethic and elite business acumen to establish himself in the business, quickly blossoming into a full-time agent. He’s been going strong ever since.

Today, David is a Broker with Main Street Real Estate Group in Chicago and Keller Williams Village Square Realty in New Jersey, where he assists clients throughout Chicago and New Jersey. Licensed to serve in both states, he has cultivated a distinct process around the core values of openness, integrity, and expertise, meeting the needs of any buyer or seller.

When listing a property, David offers a one-stop-shop for his clients. Starting out, he helps them fully prepare their home for the market, providing them with a suite of professional cleaning, staging, and photography services to ensure their property shines in all its marketing materials. From there, he shares his listings through a highly targeted blend of digital and social media campaigns, as well as the robust internal network at Main Street Real Estate Group.

Elsewhere, David is just as attentive when assisting his buyers, carefully guiding them to the right investment for their best interests. In fact, he keeps in touch with his clients long after the closing to provide them with ongoing support in their new homes via his trusted network of contractors. More than anything, though, he loves seeing his clients thrive in their new communities—whether

they are enjoying Chicago’s world class culture and dining at local landmarks like Gibson’s Steakhouse, or spending an afternoon on the scenic Lake Hopatcong in New Jersey.

Over the years, David has earned a terrific reputation among clients and colleagues alike, as evidenced by his outstanding rate of repeat clients and referrals and numerous five star reviews. Through it all, he remains committed to the proven standards that continue to set him apart. “I go above and beyond for my clients,” he says. “Whether they need a plumber, painter, mover, or stager, I can equip them with whatever resources they need to succeed—today and tomorrow.”

Outside his career, David has previously sat on the Board of the Young Professionals Network at the Chicago Association of REALTORS®. In New Jersey, he is currently on the Board of the Young Professionals Network for the Middlesex County Metro Centre Association of REALTORS®, alongside serving in brotherhood and leadership roles at his local Jewish temple. Meanwhile David enjoys giving back to his industry as a member of Leadership at Keller Williams Village Square Realty in New Jersey, where he mentors new agents to help them realize their fullest potential.

When he’s not with clients or giving back, David can be found tending to his house, spending time outdoors with his dog, or relaxing at home with his wife and their newborn daughter. Going forward, he also has a clear vision for the future of his business. Having completed over $10 million in volume in 2021, he intends on deepening his mentorship role within the industry while scaling his lasting impact on the communities he calls home.

To learn more about David Lotan, email DL@MainStreetReg.com or DavidLotanNJ@gmail.com, visit DavidLotan.com or call (312) 405-8116 http://

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KELLY & MICHAEL MAGGIO With three children currently enrolled in the Wilmette school systems, Kelly and Michael Maggio are heavily invested in the success and growth of their community, and the entire North Shore in Chicago. Their real estate business is an extension of their drive to contribute to the lives of their neighbors and children, and their unique combination of professional backgrounds and talents makes them a nimble, responsive, and dynamic team.

In speaking with them about the success of their endeavors (which most recently cleared $10 million in volume, and they’re on track for a 40% increase in 2022), Michael’s initial response was to brag about his wife: “Kelly really launched our group and built our business with a good reputation. Being a former collegiate athlete (captain of the University of Illinois Women’s Soccer Team), she’s great under pressure. … Her reputation is about getting things done: being reliable, dependable, straightforward and honest.

And she’s a third generation Wilmette resident, so we know everything about the North Shore.”

Kelly’s career as a REALTOR®, in her eyes, began during her childhood, fascinated by the gorgeous houses in her hometown. On paper, her business started in 2017, after a successful career working downtown at a hotel in sales and marketing. “It’s been something that I wanted to do for a very long time. When I finally got into it, it was great, and just hit the ground running.”

Micahel watched as Kelly’s business grew and soared, and with a little cajoling from his brothers (mortgage lenders and real estate agents themselves), he saw an opportunity for a perfect match. “Kelly was looking to team up with somebody, and I’ve always wanted to do it … it was a perfect fit. We bring completely different skills and strengths to the team.” Their success relies on the seamless, interdependent life working together: “two viewpoints, one schedule!”

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Michael’s former career gives him the business acumen to help his clients make sound investments. “I was originally in the financial sector. I was a commodities trader, then became a broker for a bank out of Australia.”

Bringing his knowledge literally and metaphorically in-house allows the Maggio Group to care for clients from start to finish.

The Maggio Group has plans for business growth that reflect their dedication to The North Shore. They focus their trajectory on their clients, who, after moving into the area, end up playing on sports teams with the Maggio children, and potentially being coached by Kelly or Michael! Kelly acknowledges that a significant portion of their success is based on these relationships: “I would say our percentage of referral business is actually 75%. … And we also work with a lot of our repeat clients, who are usually upgrading or downsizing (or ‘rightsizing,’ we like to say).” By investing in surrounding families, and showcasing the appeal of Wilmette (citing a recent showing of “Home Alone” at Wilmette Theater: a festive and regular reminder of where the movie was originally filmed), they aspire to become the North Shore Experts.

“Between the two of us, we’re constantly in every different part. The more we understand it, we’re just going to be a better resource for our clients.”

For more about Kelly and Michael Maggio, please call 773-806-9551, or email kellymaggio@atproperties.com Copyright Top Agent Magazine

6 Things All Successful Negotiators Do If you think about it, you’ve been negotiating your whole life. As a kid you negotiated constantly with your family, your teachers, and your classmates. If you’re a parent, you’re negotiating probably more than you ever have in your life. But it’s one thing to negotiate staying up late on a school night, people oftentimes have trouble translating those real world negotiation skills into the business world. But the truth is there are a lot similarities.

Expert negotiators all have skills and techniques they bring to the table. It’s quite possible you also have them, and don’t even realize Top Agent Magazine

it. Here’s a look at some traits that are common among expert negotiators.

1. They keep emotion out of the process It’s very easy to feel frustrated, angry and defensive during a negotiation process. But when emotions run high, it’s often difficult to respond with logic and reason. This can be especially difficult if the person you’re negotiating with tries to escalate the situation. As the saying goes, keep calm and carry on. You

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have an end goal in mind, and getting heated won’t help you meet it. If things don’t go your way, remember it’s not personal. Best to leave the table with no hard feelings. Hopefully even though you may not have gotten what you’ve wanted this time around, you’ve established a foundation for success at your next try.

2. They’re reasonable If you don’t ask for what you want you’ll never get it, but at the same time, you need to be reasonable about what you’re asking for. Yes, ask for a little more than you want, so you have some wiggle room to compromise. But if you ask for too much too soon, you might shut down the person you’re negotiating with from the start, or even worse offend them. No one wants to feel like they’re being taken advantage of. Ask for what you deserve and you’ll never go wrong. At the very least you might start the conversation on how that might be possible down the line, if it isn’t just yet.

3. They’re well-prepared Part of being reasonable is being well-prepared. One of the biggest mistakes novice negotiators make is showing up over-confident and under prepared. Have the research and facts to back up what you’re asking for. Show your negotiation partner evidence of why what you’re asking for is not only fair, but necessary. Facts are hard to shoot down. This will also give you the confidence to really push for what you want. It’s not just something you think, it’s something that’s undeniable true. If you go in unprepared you’re more likely to flounder, which will damage your credibility going into future negotiations.

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4. They always strive for a win/win solution for everyone Yes, negotiations are about getting what you want, but as the old saying goes, you get more flies with honey than vinegar. Your negotiation partner might also have reasonable requests that you need to consider. Ultimately, successful negotiations are about compromise on both sides, and ending up with an outcome that benefits everyone.

5. They’re creative Problems and conflict are a natural part of any negotiation. One surefire way to impress, is to head off any impending roadblocks, by coming up with creative solutions. It’s easy to point out problems and be negative. Truly expert negotiators think outside the box, and dazzle with innovative concepts and ideas that leave everyone excited about the process.

6. They’re good listeners Listening in order to really understand where your negotiation partner is coming from is important for two reasons: you not only want to make them feel heard, but knowing what they want is invaluable information you can use to get what you want. At the start, you’re gathering information by asking questions and really hearing what they say, which includes picking up on body language and nonverbal cues as well. This is part of being well-prepared, using every possible thing you can to have an advantage.

Being in control of the situation, and then leading everyone to a successful conclusion all around is what great negotiation is all about.

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VALENTINA MALJARENKO In Chicago’s western suburbs, one can find great schools, high safety ratings and endless amenities. With Naperville’s vibrant downtown and 100-mile bike trail connecting to different nearby cities, it’s no surprise that many Chicagoans move to this region to raise families. Helping them do this is top agent Valentina Maljarenko, who entered the real estate industry in 2009. “I was in business-to-business sales before that, but once the recession hit, businesses began closing and it became difficult to sell advertising,” she explains. Always having a love of people and passion for real estate, she decided to enter this industry. While it was a bumpy ride in the beginning, as many were foreclosing, Valentina carved out a niche in the rental market. “I helped a lot of people facing foreclosures find rentals, and at the same time, I was encouraging all my investors to purchase properties, as prices were low.” Today, those investors have seen their properties skyrocket in value, and many of her rental clients are ready to enter the market again. Valentina’s excellent service and guidance has helped her grow over the years, leading her to open her own company called Prestige Real Estate Group.

“I have ten agents working with me as a team,” she explains. “Because the market moves so quickly these days, having a team is crucial so our buyers can see properties fast.” While Valentina focuses on the western suburbs, her team expands into other territories, including the city of Chicago as well as the northern and southern suburbs. The entirety of her business is built on referrals, with buyers and sellers impressed by her knowledge and expertise. As a certified residential appraiser, Valentina can even assist in appraising their homes for purposes other than financing. “I am able to provide analytical information about the listing price and make sure we price it correctly.” For her buyers, she offers support at every step and is patient Top Agent Magazine

throughout. Never pushing them to make a decision, she only wants what is best for them and will do everything possible to reach their goals. Even after the transaction, Valentina is there for them, and they often become friends. “One of my past clients asked me to become the godmother for their child, so we stay connected and maintain that relationship even when we’re not working together.”

Word spreads quickly about Valentina’s work. She’s currently active in various charities that support Ukrainians during the war. “We help people as much as we can to just have a normal life. And for everyone that is able to come here, we support them and help them find rental units and jobs. We have community outings to help them feel like they’re home.”

Looking ahead, Valentina’s sights are set on growth.

She hopes to bring more agents on board and make sure anyone who needs help will receive it. “We also want to grow our appraisal business and get more into social media.” Valentina feels grateful to do what she loves doing, and can’t wait to see where it leads.

For more about Valentina Maljarenko, please call 773-816-8521 or email valentina.realestate@gmail.com Copyright Top Agent Magazine 29

ERIN MATTHEWS Erin Matthews got her start in real estate seven years ago through her experience with managing the investment properties she owns with her husband. With her interest sparked, Erin completed her real estate license and built her business for five years as a solo agent before joining her current team at Compass after having a baby two years ago. Today, Erin is thriving as part of a large team and is quickly working back to her pre-maternity sales levels, averaging 20 transactions per year. Her people skills and familiarity with the Crystal Lake area where she grew up are among the strengths she brings to her work. She also loves the way that the business involves a bit of the unknown, with new challenges and opportunities always just around the corner.

Erin describes Crystal Lake as a cute, smaller suburb of Chicago with a bustling downtown district offering shops and restaurants, a robust park system and great schools. The town’s proximity to two lakes makes it a great place for enjoying lake life, beaches and boating.

Growing up in the area gives Erin a great advantage of familiarity with the location, services and amenities as well as a strong network of friends, relatives and connections. As a source of firsthand local knowledge and professional real estate expertise, Erin can offer a highlevel of personal service and an incomparable degree of trust. She not only knows the neighborhoods, she can also recommend services like staging or remodeling that clients need.

Her team established the Compass-Gassensmith Group office in downtown Crystal Lake and focuses on McHenry County and the surrounding area. Erin’s strong local network helps to provide repeat and referral business that makes up more than 75% of sales. She also credits the effectiveness of the Compass marketing system and heavy social media activity on Facebook and Instagram with successfully marketing her listings.

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Contacting past clients directly is another simple and effective strategy for keeping in touch and spreading the word about new properties.

With a customer service background and strong people skills, Erin has been able to take a leadership role within her team.

She’s instrumental in planning team events for past clients and coordinating with local organizations. Erin has also recently established an exciting collaboration with the Dole Mansion, a historic property that served as the town’s first country club during the Roaring 20’s and currently offers arts and music programming to the community through its non-profit organization. Erin brings creativity and fun to her client relationships as well, hosting events like family photo shoots and dropping off pies on Thanksgiving. It’s all part of a winning plan to continue growing her business by connecting with her community.

When she’s not busy selling homes, Erin enjoys practicing yoga and spending time hiking with her family and their dog. A self-described “summer person”, she loves doing things outdoors, from dining to boating, and participating in local festivals and events.

Contact Erin at 815.690.1665, email erin@gassensmithgroup.com or visit compass.com www.

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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 32

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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VERONICA MIKLUSICAK Twelve-year-old Veronica was thumbing through an MLS catalog. Her mother gave her a list of features they were looking for in their new home.

She reviewed the listings and suggested another stop on the day’s viewings. It was on the way, so her mother added it to the list. That was the house they ended up buying. A few decades later and her love of real estate lands her in an assistant’s position. One of her classmates at Columbia University was getting started in development projects and suggested Veronica take her knowledge of the city of Chicago and interest in properties to finally go all in and get her real estate license. From the pre-teen to licensed Realtor® in 2006, Veronica’s love of helping people and problem solving defined the path that led her to where she is now.

laugh, she finds it easy to reconnect to clients using her sense of humor.

There’s no other business where the purchase is as personal and emotional as real estate, and Veronica does not treat it like just another cold white collar business transaction.

Pre-COVID, Veronica was throwing annual client appreciation parties, and hopefully the way will be clear to return to that tradition soon. Dinner parties, either at a nice restaurant or at her own house, function as reunions of friends who may have referred each other to Veronica and lost touch. It’s a very human and old school approach to share a drink and a meal and actual face to face conversation rather than just an online chat.

The market crashed in 2007 when Veronica was striking out as a solo realtor, making it a tough training ground in Chicago and the surrounding communities.

She sticks mainly to the north west neighborhoods, but will head to the suburbs if that’s where her long time clients are heading. People stay in the city for the communities, but often head back out to be with their families. Rather than refer them, Veronica will work with them to again find the home that is right for them at that time in their lives. That type of long term care and commitment keeps Veronica’s business thriving at a 100% repeat and referral rate for over $9 million in transactions in 2021.

Floorplans, drone shots, virtual tours and as many pictures as she can take are just the start of Veronica’s care for client listings. She’s direct and precise with her clients, treating them as an extended family of distant cousins and aunts that she doesn’t get to see often, but still cares for. Quick with a smile and a Top Agent Magazine

For more info call 312-399-9521 and email veronica@atproperties.com 33 Copyright Top Agent Magazine

JILLIAN OWENS Jillian Owens, based in the Chicagoland area, is a tenacious real estate agent who works as a Broker/Buyer’s Specialist for the Sheena Baker Group with Compass Real Estate. Jillian has been in the industry for four years though she was formerly a Dean of Advising and Instructor at a University, helping college students achieve their education and career goals.

After a rewarding experience when buying her first home nine years ago, Jillian recognized the parallels between real estate and education.

“I realized that I could leverage the experience I had in helping people be successful in college and graduate and use that to help homebuyers through the homebuying process from start to finish. Homebuyers are very similar to college students in that they need a trusted advocate and advisor to help them get through the process.” Ready for a career change, she followed a hunch to get her license in 2017 and hit the ground running. Creating her services based on virtue and trust, Jillian is a highly esteemed Illinois Real Estate Broker who strives to make transactions enjoyable, inviting, and congenial for all. Jillian shares, “Real estate and helping as many people as possible are my passions” and promises her clients a positive experience.

Eager to rise to the top, grow her clientele and maximize her skillset, Jillian immediately began real estate investing next to her specialty focus as a buyers’ agent. While she was born and influenced by a heritage that valued resilience, compassion, and earnest work, Jillian is a third-generation homeowner who loves helping others establish success.

Additionally, Jillian is highly specialized in the Chicago market. She primarily serves the greater Chicago areas including the city’s south side and suburbs like Aurora, Bolingbrook, Dolton, Oswego, Plainfield, and South Holland. Well familiarized with Chicago and its culture, Jillian revels in working amidst a city known for multiple renowned things such as its architecture, lakefront, parks, museums, Navy Pier, top-tier pizza, Italian beef sandwiches, and Chicago-style hotdogs from famous restaurants

like Giordano’s and Portillo’s. Jillian is well versed in the windy city and can surely achieve her clients’ real estate needs.

Jillian is already experiencing a high return rate of 50% of repeat and referral customers after four years as a full-time agent. Due to her professionalism, knowledge of investments, and unique services, many previous clients approach her to assist them with purchasing a second property for investment purposes.

Next to her promised courtesies are a few differentiating traits that set her apart from her competitors, including using her fix-and-flip experience to assist sellers and recent homebuyers with design and renovation plans for their homes.

In addition, Jillian handles negotiations, contributes to home preparations, and stays disciplined regarding listing and marketing homes. Moreover, her ability to inform clients with extensive market insight paired with her people skills, collaborative mindset, and commitment to prioritizing her clients separates her from her competitors amidst a competitive market. Finally, Jillian will get the deal done and ensure everyone is satisfied with the result.

In addition to Jillian’s commitment to her clients is her involvement with the National Association of Realtors, Main Street Organization of Realtors, and Women’s Council of Realtors as well as her ongoing volunteer efforts with the Greater Chicago Food Depository and Feed My Starving Children. When she is not working, she enjoys traveling to the Caribbean and Mexico, attending live music shows, roller skating, watching HGTV, trying new local restaurants, and spending time with family and friends.

Jillian’s says her plans for 2022 include “continuing to grow my business, support my team, The Sheena Baker Group, and put more buyers into their dream homes and achieve top dollar sales for every listing.” We can expect extraordinary accomplishments from Jillian as a Top Agent of Chicago!

To learn more about Jillian, visit yourhomegirljillian.com, email yourhomegirljillian@gmail.com or call 630.364.0321 www.

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Five Ways To Increase Your Commission

By Walter Sanford

Sanford Systems has the best systems for making money in real estate.

Sometimes, our clients forget how to stop discounting and to instead raise their “fee.”

This month, we’ll cover five ideas. Here we go:

1

Raise it.

Before the listing appointment, fill out all paperwork with the new rate and make it business as usual. Scared? Well, make a great listing presentation.

Don’t leave until you get the objection. Learn how to overcome the objection.

If you have to, drop it back down to your old retail rate but only after much hesitation.

2

Email new listings.

Send new listings to your database immediately, hours before it hits the MLS. This is a two-fer: #1 - Keep your database informed with secret, prelisting information that they are reluctant to spam and in the email tell them to forward this hot info to their sphere. #2 - You make more double ends with new people.

3

Institute a cancellation fee.

Many agents allow sellers to cancel listings with a guarantee stating

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they can cancel if they are not happy with the process. If you offer this guarantee, you will always be worried about offending sellers who are serial cement heads with a bent toward overpricing. You won’t try hard enough to get the price reduction, thinking they are going to cancel the listing.

On the other hand, sometimes sellers have a legitimate reason for needing to cancel, and, as upsetting as that is, you can’t sell a property that the seller does not want sold. Offer them an out and you get paid for your time, while working with a chance to get the listing back. “I offer an ‘any reason to cancel’ clause. It is $1000 in the first month and goes up an additional $500 a month after that. (Adjust for your price range.) It is fully refundable should you ever re-list the property with me and I am successful in contributing to its close.”

4

Gain limited partnership as commission.

I carried many of my commissions due from builders as a limited partnership interest in their next project, rather than giving them discounts.

5

Skip the discounts.

Instead of discounts, carry your commission as part of any seller carry back. It is better than taking a beating on the amount.

I coach top agents on a limited basis. If you are interested in coaching or a speaking engagement, please call our office at 800.792.5837. Be sure to ask about the half-off sale on our already discounted internet prices for training systems.

Don’t re-invent the wheel. Use 30 years of real estate wisdom and experience to your benefit!

Copyright©, Walter Sanford. All rights reserved.

Walter Sanford has been designing and implementing real estate systems for 30 years.

One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry. Do what works, do what is proven. Hire Walter Sanford. Call our office at 800.792.5837, email walter@waltersanford.com, or chat with us online at www.waltersanford.com.

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Area Specialist EDY RAMIREZ When he got his real estate license in 2021, Edy Ramirez was determined to offer his clients a more personalized service than they would be able to get from the average agent. His energy alone would be difficult to replicate. “I’ve always been a hard worker,” says Edy. “And I know what a stressful process buying or selling a home can be. That’s why I’m there for all of my clients through each step of the journey, ensuring them peace of mind by making sure their transaction goes as smoothly as possible. They really appreciate that level of care.”

Edy had always had an interest in real estate, so when he was laid off from his hospitality job in 2020 he took the opportunity to hire on with an agency as an assistant. After 6 months he earned his own license and began representing clients across the southern suburbs of the Chicagoland area with Realty of Chicago. In his first year he closed 22 transactions for a sales volume of $4 million, and has begun expanding his business into the northwest suburbs as well.

Edy has already begun receiving many referrals. One buyer expressed his satisfaction like this: “As a first time homebuyer I was extremely pleased with Edy’s knowledge, expertise, and guidance throughout our entire home-buying process. When I had questions Edy was always very responsive and willing to solve any issues in our favor. I truly felt like Edy had our best interests in mind and feel very fortunate to have been able to work with him in purchasing our first home.”

When it comes to marketing his listings, Edy advises his sellers on home staging that will appeal to the contemporary buyer. Once the house is ready for presentation, he utilizes his brokerage’s in-house marketing resources to create professional photographs that capture the property’s best features, providing potential buyers with as much online information as possible.

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The listing is marketed across all of the social media platforms and real estate websites like Zillow and Realtor.com, and Edy reaches out to all of the agents and potentially interested buyers within his sphere. He also holds an open house over the first weekend the house goes live. The goal is to build up a lot of interest early, drawing multiple bids, which ensures a seller the highest price for their home.

That relationship doesn’t end after the closing either. Edy’s goal is to build lifelong relationships with his clients, and so he continues to reach out to them frequently to see if there is anything they need, or to congratulate them on their birthdays and home-buying anniversaries. He also stays in touch with them on social media.

Edy has built his brand of superior service while also being a full-time college student at Dominican University. He will graduate in May with a degree in Business Marketing. Going forward, he will to continue to grow the number of families he helps, as well increase his knowledge of the industry and craft so that he can adapt to any kind of market that comes along. He also plans to open his own brokerage one day and build a team.

Contact Edy at 312-838-9536 or email edy.ramirez@realtyofchicago.com 37

Area Specialist ALLYN RAWLING REALTOR® Allyn Rawling always had a strong interest in construction, properties and buildings. She likes to think that if she had been able to draw, she would have majored in architecture. Instead, she worked in advertising and marketing for J. Walter Thompson before making the move into real estate in 1987.

Thirty-five years on and she runs a thriving business mostly on her own but has recently added two new agents. Together, they represent the north side and North Shore of Chicago with experience, knowledge of the local market, and a large network of resources at their disposal.

With her calm and straightforward approach, Allyn takes the sting out of what can be a really stressful process. “I try to make selling and buying a home as painless as possible,” she says. To do this, she works with painters, plumbers, contractors, stagers, inspectors and mortgage brokers that she trusts. “The people I call are willing to do both the big and small jobs, which is really important. Because of my relationship with the service providers, they will make time for a small job like painting a powder room and hallway or replacing a sink or faucet,” she explains.

Almost all of her business now comes from repeat clients and personal referrals. Keeping in touch is key. “I like to send cards for holidays like Valentine’s and Halloween as well as Christmas,” she says. Allyn also keeps in contact by phone and likes to work in a coffee or lunch date, although that definitely changed during the pandemic. “I used to have a party on Boxing Day (12/26). One year a friend asked one of the attendees, “How do you know Allyn?” He replied, “Well, she sold me a house and I can’t seem to get rid of her!” Allyn likes to remind her clients and friends that she’s still active in the business. Although she uses MLS, what really makes her properties stand out is professional photographs and professional staging. “Staging changed the real estate game,” she said. “Why would you want to present yourself as anything but the best you can be?”

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When she’s not working, Allyn keeps busy with a mixture of both fun activities and community involvement. She was chosen to be a founding member of the Chicago Bar Association Chorus and has served as the alto section leader for seven years. She’s a member of a book group started by a client. This October, they will celebrate twenty years together. “We’ve read so many good books, and many of them I never would have read were it not for the book group,” she said. When her two children were in school, Allyn served on various PTA committees and on the Booster Board at ETHS where she ran the concession stand. They raised money for extracurricular groups. Today, she continues to give back by teaching classes for newer agents in real estate. Like her parents who were teachers, she shares her wealth of knowledge on real estate with others.

Each year, Allyn does fifteen to thirty transactions, focusing on providing personal service to each and every person she works with. She’s so thorough with her approach that she’ll even write down recommendations for restaurants and services in the area you move to.

It’s clear that she loves sharing her expertise with others, whether it’s her clients or new agents she is training. “I get to meet people that I never would have run into any other way. It’s rewarding to help them find their way to a new home. I really do feel like I’m making a difference in their lives.”

To learn more about Allyn Rawling, please call 847-431-2841 or email allyn@atproperties.com Top Agent Magazine

Easy Blog Topics for Your Real Estate Blog Today, blogging looks a lot different than it did back in 2007, when the platform was just beginning to take off. Successful bloggers don’t choose blog topics on a whim. They think strategically and develop pillar content that their target audience will come back to again and again.

Real estate bloggers should be less concerned with whether the same post already exists (it does) Top Agent Magazine

than with how they can be more informative and helpful than their competition. Your personality is likely the thing that your clients connect with, and your blog is another place where you can let it shine.

Pillar content refers to those evergreen posts that never get old because they are always timely.

Think about those questions that you’ve had to

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answer a hundred, if not thousands of times— that’s your pillar content. Wouldn’t it be nice if you could direct your clients to a blog post or, better yet, they discovered the answer on your website rather than you having to constantly repeat yourself?

Or maybe you helped a client sell their house for much more than they were expecting by conducting a series of small and inexpensive renovations. Tell your readers how you did it.

Evergreen Content

Your clients are likely new to the area. Inform them about upcoming community events or mom-and-pop shops they may have never heard of. Are there hiking trails or parks nearby?

What’s the best place to grab a cup of coffee before work or a beer after? You can spotlight these places regularly as a monthly series.

This should really make up the bulk of your content. The possibilities are endless, and you could easily come up with an entire year’s worth of content with only a few hours of brainstorming.

Here are some examples: You could provide your readers with a list of questions they should ask when interviewing a realtor, the steps to becoming a real estate investor, real estate facts all first-time homeowners should know, steps new parents should take to prepare their home for a baby, recommended vendors for home maintenance, or common real estate terms defined.

You could explain to your readers what they need to know about home staging, which home renovations add the most value to their home, how to research schools or crime rates in specific neighborhoods, what a home association is, or how to start flipping houses and buying foreclosures.

Case Studies Sometimes realtors work with a client for years before they are ready to buy a home. Personal finance blogs are a thing for a reason. People want to see exactly how someone else achieved a shared goal. If you have a close relationship with a client who you helped become a homeowner, consider interviewing this client and writing up a case study that shows exactly how the two of you worked together to achieve this goal.

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Stay Local

There are plenty of real estate news outlets that will be posting about the state of the market—but they won’t be talking about your specific community, and that’s where your blog comes in.

Of course, if you only blog about community functions or properties on the market, then as soon as that event is over or that listing is sold, your content ceases being useful.

The best real estate blogs balance their content by posting a little about all the above. Maintaining a high-quality blog means your prospective clients don’t need to visit several websites to have their questions answered because you’ve done the work for them. It’s a tool that helps you make a great first impression.

If you still need help coming up with blog topics for your real estate blog, consider sending a survey out to your clients. You can send it via email and post it on social media. Ask your clients what real estate problems they need help solving and write your content with their responses in mind.

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Area Specialist JUDAH SAMETH The quintessential “people person” who is always there for his clients no matter what they need, Judah Sameth has quickly become a force to be reckoned with in Chicagoland real estate. Originally a Senior Director of IT in the fitness industry, Judah started working as a leasing agent for his mother-in-law’s brokerage, Willow Real Estate, as a way to generate some extra income on the side. “After showing rental properties for a while, I found that I really liked it, because I like meeting and talking to new people,” Judah recalls.

When Covid hit and the fitness industry shut down, this provided an opportunity for Judah to jump into real estate full-time, and he hasn’t looked back since.

Based in Sycamore, Judah serves the western suburbs of Chicago and the surrounding area. He primarily services residential clients, but with the predominance of farmland in DeKalb county, he also finds himself doing more and more land deals. When it comes to what sets Judah apart, his slogan says it all.

“Judah the REALTOR®: I’m Your Guy.”

goal of 60 transactions and $15 million in sales. By the end of this year, he plans to have his managing broker’s license.

“There’s been a natural progression to my career in real estate, rising up from being a leasing agent to this. It’s a huge opportunity, and real estate allows people to do that.”

Judah emphasizes to prospective clients the importance of finding the right REALTOR®. “It’s the American dream to be able to own a home, but there are so many steps and so many options along the way,” he says. “When you choose a licensed REALTOR®, they’re here to help and guide you through this process. The key to being a REALTOR® is not to make a dollar. If that’s your goal, you’re not going to be a successful REALTOR®.

The key is to help people reach their goal of buying or selling their house. This transaction will affect a person for their entire life, so it’s important to pick the right person who will help you make the right choice.”

Judah’s seemingly unending energy, attention to detail, and patience make him an excellent choice!

“I’m your guy for anything,” Judah explains. “When you need to know who to call for mortgage lending, or home inspectors, or someone to fix up a house, I’m your guy. I’m there to listen to your complaints or frustrations with the process of buying a house, which can be very stressful. I’m your guy for everything you need when it comes to real estate and more.” As a result of this personalized service, Judah says, “Most clients become my friends after the transaction because we’ve become so close.”

All that hard work has paid off, and Judah’s rise has been meteoric. In his first 6 months in real estate in 2020, Judah did 17 transactions. The following year, he did 32 transactions for just shy of $7 million in sales, and for 2022 he is on his way to meeting his Top Agent Magazine

To find out more about Judah Sameth please call 630.940.6883, email jsameth@gmail.com or visit www.willowre.com 41

JUAN SPEZZIA Real estate agent Juan Spezzia runs his business from the heart. He believes that owning a home is the American Dream and takes his role helping clients to find the right home very seriously.

Juan says that his job is about much more than selling a home and getting a commission check. His clients become more like family to him - they know his wife, invite him to birthday parties and even weddings! Juan’s commitment to building his own knowledge and helping people to experience the benefits of real estate investment and home ownership are keys to his growing success in the business.

Juan got his start in real estate when his wife signed him up for a licensing course. It was the right move as Juan now says, “Real estate is my life.” He currently works as a solo agent and covers a broad geographic area surrounding his home base at iDream Realty in Oak Lawn, Illinois including Chicagoland, Joliet and Rockford. It’s a large area but Juan is happy to accommodate his clients with the multitude of options it provides. Says Juan, “If anybody needs a house, I’m there!” The Chicagoland area has a lot to offer. In addition to popular attractions like Navy Pier, world-class museums and two Major League Baseball teams, Juan appreciates the rich, multicultural communities that co-exist within the metro area.

Juan sees part of his job as helping people to understand the process of real estate and the benefits of home ownership. He’s able to provide this educational service through programs at his church where he can provide information access to everyone in this diverse community. Juan also owns investment properties and helps other potential investors to understand the the Section 8 Housing program which he sees as beneficial to both landlords and tenants. As an agent, Juan enjoys sharing his knowledge with others to help them move into home ownership or increase their own wealth. Juan 42

also believes having good lenders on his team is essential to providing the peace of mind and a smooth homeownership process for clients. He recognizes Nisha Yadav at The Mortgage Exchange as an example of a loyal, ethical and transparent lender.

This focus on education and service runs throughout Juan’s approach to his work.

He wants to be sure that clients know what they’re getting when they buy a home. His role as an agent goes beyond showing houses and closing sales. Part of the service he offers includes seeing clients through the home inspection process and providing guidance to help them make informed buying decisions. He describes himself and the agents he works with as transparent, professional and honest, making real connections and building lasting trust with their clients.

In the future, Juan sees himself growing his business within his forever home at iDream Realty. He feels that he benefits from the knowledge and experience of other agents in his office, helping him fulfill his goals to never stop learning. He is immersed in expanding his knowledge of the real estate business as well as growing his expertise in the market and locations he serves.

It’s all part of Juan’s passion to provide trusted and professional service to his clients.

To learn more about Juan, call 773.627.0243 or email him at juan@idreamrealtygroup.com Top Agent Agent Magazine Magazine Copyright Top

Is Branding the Way to Take Your Business to the Next Level?

Despite the importance of finding a Realtor® that is the best person to serve their needs, a lot of people only end up interviewing one Realtor® when they’re thinking about buying or selling a home. A lot of times people make that decision based on a referral, but why not do everything you can to be the name they think of when they make the decision to hire a real estate professional outside of referrals? Especially if you’re starting out and haven’t built up any repeat and referral business yet.

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When you want to make your name synonymous with real estate transaction success, you might want to consider branding yourself. Personal branding, long a staple of Corporate America, is also an invaluable tool for those in the real estate industry as well. Understanding branding and being consistent about it, is one way to insure you’ll have a successful and long-lasting business. It’s up to you to make consumers think that their success in real estate is dependent on finding the perfect agent—YOU. 43

SO WHAT EXACTLY IS BRANDING? Branding is a long term marketing strategy that builds your carefully crafted image over time through consistent repetition. A common misperception about branding is that it’s is the same thing as marketing. While the two go hand and hand in many ways, branding is specifically about creating and reinforcing the perception of not only who you are as a person, but what your business values are, and getting that out to the world in a consistent way Everything from your logo, to your website

to your social media presence, should all line up and reinforce your brand. It’s that repetitiveness that will hammer home the perception you are trying to create. Your brand informs your marketing, while your marketing strengthens your brand. Of course then you have to do is make sure your service lives up to what you’re selling. Getting them in the door is one thing, but you’re in it for lifetime customers and referrals.

Every brand is strengthened when it is built on a foundation of integrity and trust.

CREATING A BRAND Although it might take time and money upfront to get it right, branding is almost guaranteed to pay off in the long run. But branding is more than just having a graphic designer come in and make a logo. Consider branding more of a promise to your clients and potential clients, succinctly stating the value and expertise working with you will afford them. There are clear, tried and true methods to creating your branding. Because you have to go all in on the way you want to brand yourself, it’s important to evaluate fully before you make the leap.

This all starts with an honest assessment of your business and where you want it to go, including how much time and money you’re willing to invest to get there. After that you may want to add focusing on a niche market to your branding. Regardless of whether or 44

not you have a niche, another important part of branding is coming up with a memorable tagline that sells your brand or niche. All of your graphics, picture and information, should be consistent across all social media platforms, marketing materials, advertising and websites.

If you are interested in branding yourself, there are numerous books on the subject that will give you an in-depth tutorial on the process and the steps you need to take.

But what it basically all comes down to is commitment. Find a brand that is true to you, one that you can commit to performing and then back it up by not only meeting, but exceeding what you promised.

If done right, soon you’ll become an in-demand agent whose name is synonymous with success!

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ERICKA TAYLOR In America’s third largest city, the diversity of food, housing and amenities keeps its residents happy. Each neighborhood of Chicago is connected via its efficient public transportation system and over 200 miles of bike lanes. Their economy is strong, surpassed only by Los Angeles and New York City. With home prices close to the national average, it’s no surprise that Chicagoans love it here.

Real estate agent Ericka Taylor is eager to help people pursue their real estate dreams in the Windy City and its surrounding regions. She got her start in May of 2019, after working as a building inspector for multiple municipalities and the private sector. It’s clear she’s on the right path, as she was named a Five Star Member for 2021, awarded the International Diamond Society Award from Coldwell Banker in 2020 and 2021, and ranked as one of the top 50% agents out of 1 million Homesnap agents worldwide.

Those who work with Ericka continue to return to her for their real estate needs, impressed by her knowledge and determination. “I’m honest, I hustle and I have the tenacity that my clients are looking for,” Ericka explains. “I share with them as much information as possible, and I’m very hands on.” Buyers and sellers can rest assured that Ericka is handling every detail of the transaction. She’s patient throughout, answering questions and never rushing them to make a move. Sellers are treated to exceptional marketing, with their properties going out to a wide range of potential buyers. “At Coldwell Banker, we have access to Listing Concierge, which includes a social media package, advertisements on television, and magazine features,” Ericka says. “We send out postcards and host open houses as well.” As a mobile notary, Ericka is also able to offer notary services for her clients, which is particularly useful at closings.

Buyers and sellers rave about their time with Ericka, leaving dozens of reviews on Google. One recently said, “Ericka Taylor is a great agent. She is knowledgeable and Top Agent Magazine

patient. Ericka recommended great people for us to work with such as our attorney and home inspector. Picking Ericka as our agent was the best decision we could have made. Ericka is a nice, polite and kind person. Thank you Ericka for helping my family from start to finish.”

Community is another important aspect of Ericka’s life. Ericka and her husband own a construction business and frequently provide pro bono work to those in need.

“We often help seniors prepare to move by cleaning out their properties,” Ericka explains. She is also an active member of Victory Cathedral Worship Center in Bolingbrook and a parent coordinator for the Praise Team at Freedom Baptist Church in Hillside. At her brokerage, she serves as a mentor for new agents, giving them the tools they need to reach success. During her free time, she is relaxing with family, including her three children, reading, working out or traveling.

Feeling blessed to be where she is, Ericka hopes to continue growing. “I’m in the process of putting a team together, so I will have a buyer’s agent and an assistant.”

She finds joy in being able to help her clients reach their real estate goals. “It feels great to give them the keys to their house or assist in selling their property.”

For more about Ericka Taylor, call 708-822-7426 or email ericka.taylor@cbexchange.com 45 Copyright Top Agent Magazine

Area Specialist ALEJANDRO TRUJILLO Alejandro Trujillo is a visionary. He always knew he was meant to be an advocate for change and in this case changing consumers lives through Real Estate. Alejandro’s involvement started early on as he played a big role in assisting his father-in-law with several investment opportunities. “We had gone through some very terrible experiences with real estate agents,” Alejandro explains.

“So when my father-in-law suggested I earn my license, it all just made sense.” By 2014, Alejandro was licensed and building his business from the ground up. Today, he and partner Mike Opyd own two RE/MAX NEXT offices in Chicago’s West Loop and Lakeview. The brokerage consists of 55 agents and a phenomenal administration team. Education & Culture is at the cornerstone of their business, as Alejandro & Mike understand the power of knowledge. “Our main mission is to emphasize education not only with our agents, but with our clients and the industry as a whole,” he explains. “We want to protect our consumers & colleagues by setting a new standard of excellence.”

Growing up in Little Village, Alejandro is familiar with every neighborhood in Chicago, and loves the diversity each neighborhood offers. Chicago is filled with a thriving arts scene, summer street festivals, endless entertainment options and world-renowned restaurants; he can’t think of a better place to call home. “Our home neighborhoods of Lakeview and West Loop are really flourishing. The West Loop has grown tremendously in the past 10 years,” he explains.

“There’s a lot of new construction and a ton of new businesses are moving here.” With an extensive network of past buyers and sellers, much of Alejandro’s business derives from repeats and referrals. His experience in every facet of the real estate industry and his regional expertise have helped him form strong relationships with those he serves. “We offer consulting to

our clients, helping them determine if they should be selling or buying, and advising them about all the details,” Alejandro says.

“If they want to remodel, or want a certain type of investment or even just want to chat about the idea of moving, we are there to guide them.” This open communication style results in buyers, sellers and investors coming to him for all their real estate needs, even after the transaction. “I’m always happy to answer questions about anything and always make it my business to guide them in the right direction.”

One recent buyer/seller said, “We highly recommend Alejandro, he’s excellent and incredibly knowledgeable. He treats you like a member of his family and puts the time and care into his work. We are incredibly grateful for his help, recommendations, and suggestions. He’s very honest, reliable, and trustworthy. We would hire him again in a heartbeat.”

With a growing passion for their family and their city, Alejandro & his partner Mike make it a priority to give back. Their company has a charitable fund called the Next Charitable Foundation, which aims to donate funds to smaller, local non-profit organizations.

“One of those is called Chicago Hopes for Kids, which provides educational support for children living in Chicago’s homeless shelters.”

The future of Real Estate is changing and they are forecasting a big demographic shift ahead, in which more young professionals are taking over the business. We aspire to have RE/MAX NEXT be the voice for that next generation of agents. “As more and more agents retire, there’s going to be a large amount of business left on the table,” he says. “So we just really want to be the next generation that can set the bar, and be the best that we can be in our industry.”

For more information about Alejandro Trujillo, please call 630-728-0843 or email alejandrotrujillo@remaxnext.com 46

Top Agent Magazine

5 Morning Habits to Make Your Day Super Productive For many, most mornings begin with a rush—a rush to get dressed, a rush to find something edible for breakfast, a rush out the door and into rush hour. Likely you have heard articles advising you to set your

alarm early to give yourself some flexibility —which is sound advice, of course—but consider a few of these additional tweaks to your morning routine that can set a productive tone for your day at large.

1. Keep Screens Away Until Breakfast Oftentimes, our first instinct upon waking is to check-in on our phones, tablets, or computers, to scope out the latest social media updates and e-mail correspondence. While diving into the action might seem productive, studies show that waylaying screen time until you’re up and dressed, and have had a good breakfast, will actually make your first pass Top Agent Magazine

at all things digital more focused, clear, and efficient. Instead of answering a few e-mails, checking out a friend’s photos, and then hurrying to shower and dress, instead make a resolution to keep the online world at bay for the first half-hour to an hour after you rise, then you’ll approach the digital world with fresh eyes, energy, and adeptness.

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2. Meal Prep Sometimes hitting the snooze button is inevitable, but if you make prepping breakfast the night before a part of your routine, then grabbing something healthy on the go will be a snap—and your stomach will thank you for it. Load up your coffee machine ahead of time, so all you have to do

is hit brew. Or, chop up a fruit salad, mix a smoothie, or simply put a granola bar and a grapefruit in your lunch bag, ready to be grabbed on your way out the door. Even if it’s small or basic, keeping yourself fueled will keep distractions, inefficiency, and mood swings at bay.

3. Queue Up a Podcast on Your Commute Whether you’re driving, biking, or taking public transportation into the office, a podcast is a perfect way to brush up on industry knowledge. Try sourcing a podcast relative to your field and narrated by experts.

Not only will it get you thinking about the topics of your industry—while expanding

your professional vocabulary—it will also wake up your brain and get your head in the game as you prepare to launch your day. Use your commute time to bump up your knowledge and conversation points, and you’ll be ahead of the curve before you reach the office.

4. Begin with a To-Do List When work gets busy, sometimes just getting started is an overwhelming prospect.

Before you dive in to your e-mails and projects, take twenty minutes and be thoughtful as you assess your daily and weekly to-do

list items, then map them. By giving yourself a bullet point system of what you need to accomplish and by when, you can undo some of the anxiety that a busy schedule promotes.

5. Walk It Out, Even If You Missed the Gym While we often rely on coffee for our morning buzz, exercise provides a potent burst of energy that can supercharge your day. But, let’s say you’re running behind and skip the gym—all is not lost! Take fifteen minutes in

the early morning to take a walk around the block a few times. The fresh air and aerobic exercise will wake you up, get your blood moving, and provide your morning with a natural injection of motivation.

Everyone’s morning routine varies, but perhaps the first step is identifying aspects of your routine that could be improved, and tackling them from there. From waylaying

screen time distractions to getting in a little blood-pumping exercise, keep these tips in mind as you launch your most productive morning routine ever.

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MICHELE VOLD According to Michele Vold, her thirty-four year career as a top producing real estate agent along Chicago’s North Shore almost didn’t happen. It was 1988 and Michele, who had obtained her master’s degree in counseling while teaching third grade in Northbrook, was preparing for her third interview for a job as a parent-faculty liaison in Evanston. She was told by an insider that the job was going to an internal candidate. “I guess you could say I really got into real estate by accident,” explained Michele.

“I was between jobs at that time,” Michele continued “and Carol Strauss was opening a new office in Deerfield for Kahn Realty. It was Carol, a good friend and mentor, who enticed me into giving real estate a try…and I have never looked back.” Kahn Realty was sold to Coldwell Banker in 1996 and Michele spent the next 24 years there becoming a top agent in the region and consistently among the top 1% of agents in the country. She even spent a few years managing that Deerfield office. “Two years ago, during the pandemic, I made the move to the @properties office in Highland Park, which is affiliated with Christies International Real Estate,” Michele said. “I specialize in the communities of Highland Park, Deerfield and Riverwoods.

Combine that with the @properties world class technology, marketing and their pervasive culture of love and this has been a really wonderful move for me.”

Michele has built a successful, “generational” business over the years that now consists almost entirely of repeat and referral clients. “I have always been very active in the community so people tend to know me through various community involvements and relationships,” said Michele. “Now I find myself selling

homes to the children of clients I sold homes to early in my career. It makes me feel very good and very old, all at the same time,” she said with a laugh.

That idea of a generational span is what led Michele to encourage her daughterin-law, Diana Marcus, to join her in the business eight years ago. Today they are partners and Diana is the other half of Marcus Vold Residential.

Michele also keeps herself quite busy outside of the office. She was an original member of the Thorngate Homeowner’s Association, a community where she worked with the developer in the 1990s and is an original owner. She is proud to say she has sold more than 200 Thorngate homes. Michele has volunteered at the Ronald McDonald House at Lurie Children’s Hospital and sat on the Highland Hospital Junior Board. She has also served on the District 113 Caucus and the Riverwoods Village Caucus. Michele and her husband, Dr. Michael Vold, have traveled extensively around the world and love spending time with their 4 children and 5 grandchildren.

None of that outside involvement, however, keeps Michele from honing her skills as a top agent. Michele has her GRI designation, is a Certified Relocation Specialist, has her New Construction Certification and is also an E-Marketing Specialist. With all that training, it is of little surprise that she also devotes a significant amount of time to being a trainer and a mentor. “For me, education has always been the differentiator” said Michele. “Plus, I consider myself to be ‘old school’ when it comes to this business. It should all be about giving back and about treating people with respect and kindness.”

For more about Michele Vold, call 847-712-0061 or email michelevold@atproperties.com

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Area Specialist LISA WEIS It’s the North Shore’s great schools and proximity to downtown Chicago that prompted Lisa Weis to raise her family here.

“We’ve been here for almost 20 years now,” she explains. “It definitely has a small town feel on the edge of a big city.” Lisa’s past career was in finance, but she always had an interest in real estate. So once her kids were older, her husband encouraged her to become an agent. “He’s in the mortgage business, and he was always telling me to pursue my interest in real estate,” Lisa explains. With an analytical mind and a love of people, Lisa was destined for success in this field. Today she’s hit her stride at @properties in Winnetka, where she primarily focuses on the North Shore. Lisa finds it incredibly rewarding to assist buyers and sellers with one of the largest transactions in their lifetimes.

“Buying and selling a house is a big deal,” she explains.

“I love being able to help my clients achieve their real estate goals.” Those who work with Lisa appreciate her support throughout the journey, as she makes it seamless and enjoyable. “They always tell me that I’m evenkeeled, and I don’t get frustrated,” she says. “I am able to deliver meaningful information and data in a way that they can comprehend and manage.” Knowing that real estate often has many emotions tied within it, Lisa remains level headed, making sure her clients’ needs are met. Her background in finance also enables her to analyze the current market trends on a deeper level, allowing her to price listings competitively and accurately. At the same time, her regional expertise provides a sense of comfort to those she serves, as they can rest assured they are guided in the right direction. “I have extensive knowledge of this area, having lived here for so many years, so I am able to share that insight with my buyers.”

Clients rave to others about their time with Lisa. One recently said, “Lisa was great to work with! Representing us with both selling our existing home and purchasing our new home, Lisa was patient, listened to our needs and opinions and offered her expert advice. She responded 50

quickly and provided transparent communication. Lisa is very knowledgeable of the North Shore market as a long time Winnetka resident, regarding pricing, negotiations and general real estate strategy. We would highly recommend Lisa in representing your interests and delivering the results you are looking to achieve!”

An active member of her community, Lisa serves on the Auxiliary of the Woman’s Board of Rush University Medical Center and has been an active member for over seven years. She has also worked on the Executive Board for the Rush Auxiliary and the New Trier Parent Association Class of 2021 and class of 2024 Executive Boards. Lisa is currently a Sustainer of the Woman’s Board at the Winnetka Community House, and has been involved with the PTA at her childrens’ elementary, middle and high schools. During her off hours, she is spending time with family or playing tennis.

For Lisa, real estate doesn’t feel like work, as she loves serving her clients. She hopes to continue on her current path and provide value to every buyer, seller and investor she assists. “My intention is to continue growing as an agent, while also learning more from my clients and giving them the excellent service they deserve.”

For more information about Lisa Weis, please call 312-953-4153 or email lisaweis@atproperties.com Top Agent Magazine

Make Social Media Marketing Your Calling Card These days, it’s no secret that buyers begin their home search online. As the industry continues to take a digital turn, Realtors in the know must learn to utilize a whole new range of tools available to them—and for good reason. Social media is a dynamic hybrid of personal contact and targeted marketing. To make the most of this new medium, agents can’t settle for the occasional post and expect results.

Instead, let’s consider a few techniques that will make your social media presence Top Agent Magazine

interactive, unmissable, and effective in generating business.

Your Profile is a Portal Ideally, you’ll have profiles across Facebook, Instagram, LinkedIn and otherwise—but no matter what portal you’re utilizing, make sure your profile page is up-todate, well-curated, and easily navigated.

Consider your profile a landing page.

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Your photo, location, contact information, homepage, and a brief bio should all be readily visible so that potential clients can get an immediate sense for who you are and what your voice is. If a client wants to connect with you, it should be obvious how to do so. You might also incorporate a few savvier tools that make your profile more engaging—like hashtags. These searchable tags can help you lure potential clientele and give your audience a chance to explore deeper. #DreamHome #JustListed and #HomeInspiration are popular, existing tags to choose from, but you can cultivate your own hashtag by consistently tagging posts, which gives clients an extensive thread to comb through.

Interacting with Your Audience Posting regularly is great way to appear in feeds, but engaging with your audience is just as important—and it helps you reach a new audience in the process. It’s a positive start to like your audience’s posts, pictures, and statuses, but commenting takes your engagement a step further and separates you from typical respondents. It’s also important that you diversify your engagements. In other words, don’t center every communication around your business, propositioning your services, or trying to sell. If applicable, present your value-add, but otherwise steer your engagement towards the personal. Let your clients know that you’re there, you’re human, and 52

ready to work at their pace. Which leads us to our next point...

Blending the Professional with the Personal Engaging with your audience is one thing, but what about generating original content?

How do you strike the right balance between a Call to Action, industry updates, and a personal touch? Think of it this way: any post you create should provide a point of connection for your audience.

Sometimes, you might be sharing a family photo, or commenting on some unifying current event—like the Super Bowl! Other times, you may be sharing a Coming Soon listing, or providing tips to spruce up a home for spring. Regardless, you should focus on quality. Is your copywriting engaging? Does it express your unique voice and personality, while maintaining clarity? Are you giving your audience something to connect with, even if you are sharing property photos or advertising an open house? Instill some fun and some personalization to every piece of content you make, so that clients can picture the voice and person behind the post.

Things are always changing on the social media frontier, but some rules never shift.

Adding clarity, consistency, and personality to your online presence are three surefire ways to grow your business and make social media second nature.

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MARGARET WILLIAMS HILL Hailing from the Hyde Park area of Chicago, Top Agent Margaret Williams Hill was born into design so real estate comes naturally to her. She was influenced early on by her parents, an architect and an interior designer. Margaret was previously an event planner to a leading and noted wedding planner based in Chicago.

Margaret’s 10 years of experience in the event industry planning high-end social and non-profit events gave her an exceptional eye for detail. She is approaching her 8th year as a Broker and when it comes to working with her clients, her performance always equals customer satisfaction.

Margaret provides customer service, project management, marketing, and sales that result in total customer satisfaction and plenty of repeat business. Serving the Chicago metro area; she goes where her clients take her including Beverly, Oak Park and even Los Angeles and Las Vegas via referrals.

Margaret’s attentive, hands-on ability to establish an authentic connection with her clients has garnered her accolades. Approximately 50%-75% of her business is from referrals, due to her emphasis she places on relationship building, providing great service and taking the time to guide her clients to finding their perfect home. “I think it’s important to find a connection while working with a client but still being authentically me.”

Believing certain methods make the best impact; Margaret sends handwritten note cards to her clients.

“It’s nice to get personal notes.” On each client’s closing date anniversary, she sends a real estate review which is the equivalent to what a financial advisor sends showing how their investment is doing at year’s end.

Now that Covid is in our rear view mirror; Margaret’s

looking forward to interacting with people again in person.

Margaret started working with @properties in 2014 and quickly realized that joining the firm was one of her best decisions. @properties’ outstanding marketing program includes an array of digital advertising and social media tools. They are constantly developing new enhancements. @properties creates high end professional videos of properties complete with virtual tours and floor plans. Social media and Adwerx have been a great tool to push listings as well. Margaret’s sales volume was just over $5M last year and she intends to double that this year.

“It’s really special to play such an integral part in a big decision someone is making in their life.”

Margaret enjoys helping others and being there for their important life decisions. “It’s nice to be a helpful and joyful part of the experience.” Margaret, a fervent animal lover, looks to collaborate with PAWS Chicago for future philanthropic work. Through the Chicago Association of REALTORS®, she participated in an enjoyable woodworking event where they built furniture for people in need and she looks forward to the next event.

During her free time she enjoys riding her Peloton, trying new restaurants, traveling with friends and family and spending time with her husband. A bookworm; Margaret also loves a good read. In the future she wants to continue to grow her business and keeps the goal of reaching $10M in her sights while building a team to tackle rehab projects and developments. Margaret’s passion for real estate coupled with her PR, management and planning skills have prepared her well for even more future success.

To learn more about Margaret Williams Hill, email mw@atproperties.com, call (312) 508-3033 or visit atproperties.com/agents/4347/margaret-williams www.

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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 consideration 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 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 54

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 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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LYN WISE If you are thinking about moving to Chicago’s North Shore, or already live there and need to upsize or downsize, you won’t find a realtor who knows the area’s neighborhoods better than Lyn Wise. She grew up on the North Shore, living the last 25 years in Highland Park, where she and her husband raised their three children. “I’ve always had a passion for real estate, and received my license over 20 years ago. I’m good at finding the right fit for my clients,” says Lyn. “I believe in honesty and integrity, and I’m not afraid to steer clients away from a home that has problems or doesn’t meet their needs. I’ll do what it takes to find them the perfect fit.”

As a member of @properties, Lyn is a veteran of the real estate industry, delivering outstanding service to buyers and sellers throughout the North Shore communities. The North Shore means so many different things to different clients. Looking for easy access to romantic walks on the beach and an exciting nightlife scene?

Lyn will take you on a tour of Highwood in Moraine Township. If you love music festivals, you might want to explore Lyn’s hometown of Highland Park and she can tell you about the famous Ravinia Festival. If you’re a golfing enthusiast, you will definitely want to ask Lyn about the Northbrook courses.

Lyn has grown her business organically, with most of it coming from repeat clients and referrals. Her 5-Star reviews reflect the affection and respect her clients feel for her. One couple expressed, “Lyn was incredible to work with—very professional, responsive, knowledgeable, and all around helpful. She helped us find our dream home and helped us navigate it like pros with excellent communication and recommendations along the way. Couldn’t have asked for better.” Lyn also works hard to maintain those relationships even after the closing, inviting clients out for coffee, sending texts or emails to see if there is anything they need, or gifts

around the holidays to show her appreciation. She also gives them monthly updates on the market, keeping them apprised of any developments that might work in their favor.

Lyn is always looking for ways to support her community. She donates to the Rory David Deutsch Foundation, which is dedicated to advancing pediatric brain tumor research. Her upcoming plans are to begin supporting the Experience Camps, where children who have suffered the loss of a loved one are taught how to reframe their grief so they can learn proper tools to cope with it. It’s an experience Lyn can relate to personally, and both of these causes are very close to her heart.

When she’s not working or serving her community, Lyn cherishes the time she can spend with her husband, their boys, and their dog. She also likes staying fit, and enjoys spinning, tennis, paddle and yoga. As for the future of her business, Lyn is considering growing a team in the coming year to help her keep up with the growing volume. Those agents will also need to embrace the high standards of service Lyn has set for herself as she continues to look for ways to make her clients’ real estate experience seamless!

If you would like Lyn’s help buying or selling a home, call her at 847-624-6143 or email lynwise@atproperties.com Copyright Top Agent Magazine

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