CHICAGO 7-1-22

CHICAGO EDITION

6 HABITS OF HIGHLY PRODUCTIVE AGENTS

Tips on Breaking into the

LUXURY MARKET

The Daily Schedule of

A SUCCESSFUL REAL ESTATE AGENT

FEATURED AGENTS

TINA HAFFEY KELLY CARLSON ANNE CHANTOS BEN CLINE COCO HARRIS ERICA WILLIAMS COVER STORY

Area Specialist

KATE ERICKSON

mailto:mag@topagentmagazine.com

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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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5 Fresh New Approaches to Content Marketing A couple of weeks ago we were conducting a workshop when we were asked two excellent questions about content marketing:

• People

don’t want to hear from a roofing company every day. So how do you produce fresh and interesting content for social media that goes beyond your core services and yet ties back to your business?

• Can

you extend your social media presence and content to include personal things (like your hobbies) and how does that affect your overall business image?

The workshop attendee who asked the first question was right. Almost no one wants to hear from any company every day… especially if all the content is about products and services…and yes, even if they’re giving helpful tips and information. Does that mean you should stop producing excellent daily content related to your business? No, of course not! Content is created for two reasons.

First, to provide knowledge, expertise and even entertainment to your ideal customers in order to achieve top of mind awareness as an authority in your industry. And second, to produce SEO-rich results that keep you at the top of search engines. You must strike a

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balance between the two, and try to include content that draws people in by being super interesting and entertaining….and yes, sometimes personal.

To help answer those content questions above, here are five different types of content (beyond the traditional stuff) that can give your brand a fresh, unique and balanced approach:

1. PHILANTHROPIC Your community efforts say a lot about who you are, and people will make an extra effort to do business with you as a result of this connection. We’ve consulted business owners who are very hesitant to promote these efforts because they don’t want it to seem as though they are exploiting the charities and organizations—and most especially because they don’t do it for the promotional aspects. They do it to give back. I ask you to keep this in mind. Nonprofit and charitable organizations very often have small marketing budgets. Not only do they rely on outside marketing forces to promote their initiatives, they would likely be forced to close their doors without that support. That means that when someone with a strong brand and presence promotes them, it’s a highly trusted and personal connection, and you can’t buy that kind of support. In other words, they not only need you to promote them, they want you to promote them. But your instincts are correct. It’s not about you. So just make sure your entire content focuses on the organization you’re helping, what they do for the community and how

others can join in the cause. Then it becomes a huge win for all.

2. HOBBIES You bungee jumped from four of the tallest bridges in the U.S. In your spare time, you go fly fishing. You love playing chef and use only locally grown, organic foods. Your friends are always begging you to go to Vegas with your card shark talents. You’ve done mission work in Africa and would like to start your own group. You almost played professional baseball. You have an insane talent for gardening design or bass guitar.

Your family works at a soup kitchen once a month. Ok…you get the picture. And two more words. Reality TV. People are interesting…and people are interested in interesting people. We remember others based on these unique traits. And most of all, people love the story behind the face. Don’t be afraid to share your hobbies. Quite often, it’s the first thing that will personally connect you to a prospect.

3. CREATIVE CONNECTION This one is perhaps our favorite. While we can’t imagine seeing something come across our news feed from a landscaping company every day, imagine this for a moment. What are we always told to remember in this hectic world? Stop and smell the roses, right? So what if…a landscaping company posted a beautiful flower each day, just to remind you to ‘stop and smell the roses’. And at the bottom of that photo (small print), you included

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the type of flower and type of environment needed to make it flourish (moist soil, full sun, etc.). And then, of course, watermarked it with your logo….and a title like, “Sam’s Daily Reminder: It’s Time to Stop & Smell the Roses”. You could even include some great, thought-provoking quotes. It has the personal connection (Sam), the business connection (flowers & logo watermark) and a cool creative connector (pause the meetings and paperwork to take a moment and appreciate life by noticing this beautiful flower). This is a great idea for staying ‘top of mind’ and connecting business with the kind of creative messaging people wouldn’t mind seeing every day.

4. EXPERIENCES This one is similar to hobbies from the personal aspect, but instead of something that identifies us like our hobbies, our experiences are random happenings that can have great interest and meaning to our audience.

Whether you have a unique experience buying a new car or a fateful conversation with a stranger in the airport, if you feel it ties into a life lesson or business lesson you’d like to share, by all means do. The lesson is to keep your radar up 24/7. Any experiences you have which relate to your

ideal customer are an opportunity to connect beyond the business world. And when we do that, we become a part of the family.

5. INFLUENCERS “Show me your friends and I’ll show you your future”. You’ve probably heard that saying, and the same is true whether you are a teenager or a business owner. Maybe you’ve learned a lot of your business knowledge from Bill Gates, Steve Jobs or Warren Buffet…or you like to quote Benjamin Franklin. Perhaps you have some mentors you’d like to recognize and tell why they’re important to you. Sharing the people and things that influence us is what makes us human. No matter how successful your business, you didn’t get there alone. People and circumstances shaped you along the way. Recognizing others for their contribution in our lives, large or small, is important in staying connected and grounded.

We hope these five types of content help you to put a fresh spin on what you share with your audience, whether personal or professional. We believe you must have the combination of both to build an incredible brand.

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com.

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Area Specialist

KATE ERICKSON

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KATE ERICKSON

Top Agent Kate Erickson’s eye for design helps people achieve their dream home aesthetic through complimentary staging with Kate’s private inventory. This special touch is an integral part of her brand mission.

Kate Erickson’s eye for design and heart for her community set her apart as a desirable real estate agent in Chicago’s suburbs. She recently found her way into the industry by selling her own home. Kate recalls how, just before the 10

pandemic, she and her husband were thinking about putting their house on the market. She notes how she “wanted it done professionally, but wanted to be the one to do it.” This prompted Kate to pursue her real estate license.

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Upon completing her licensure, the housing market became what it is today, full of opportunities for a budding real estate agent. Kate reports how her career took off as soon as she entered the field. Between February and December 2021 alone, she saw over four million in sales volume and notes she is easily on track for another four million (plus) this year.

Kate currently works solo under her managing broker. She serves the Top Agent Magazine

Naperville area, a desirable western Chicago suburb. Known as one of the favored suburbs of Chicago, Naperville regularly ranks as one of the top places in the country to raise a family due to its top-rated school districts, access to parks and family-oriented activities, and crime rate. Kate says, “I love living and working here. It’s easy to support and promote. There are so many amazing qualities about this community.”

Kate’s communal involvement goes 11

beyond simply buying and selling homes. She shares how she loves to “bring out a home’s natural beauty before going to market.” Her eye for design helps people achieve their dream home aesthetic through com-

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plimentary staging with Kate’s private inventory. This special touch is an integral part of her brand mission. Kate also volunteers with the Illinois Chapter of Special Spaces. Special Spaces’ mission nods to the ever-popular

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HGTV series Extreme Home Makeover. Rather than an entire home renovation, Special Spaces offers bedroom makeovers for children battling cancer. Kate shares, “I wanted to make sure I was always giving back to them. I love not only the cause, but also the tieback to real estate.” She continues, “Whenever a Kate Erickson Homes transaction closes, I always donate back to Special Spaces on behalf of the homeowner.”

Kate stays in touch with past clients through phone calls and texting which she finds more accessible than email. She enjoys open communication as the process of buying or selling a home is a “bonding experience.” When asked about her favorite part of the process, she replies, “I love to be able to help people go through this life transition in a positive way. It’s really special.”

In her free time, Kate enjoys spending time with her husband and three boys. She laughs about how their kids keep them Top Agent Magazine

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very busy, with various activities and sporting events throughout the week.

Regarding her plans for the future, Kate notes, “My plans are to keep it small in terms of remaining a solo

agent. I do really like giving that one-on-one experience and offering my own personal staging.” Her main goal is to give people the absolute best service possible in the luxury real estate market.

Get in touch with Kate by calling 630-853-0142 or emailing kateericksonhomes@gmail.com

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A Step-by-Step Guide to

Converting Internet Leads to Real Life Sales In the era of apps, instantaneous social platforms, and text messaging, it’s little surprise that the modern homebuyer begins his or her search for real estate representation online.

Even if you’ve got a top-notch website or an influential social media presence, how do you connect with web surfers who have yet to commit to the services you offer? Take a look below to learn a few key techniques to bridge the gap between digital interest and real-world sales.

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RESPONSIVENESS IS KEY Like it or not, our digital culture relishes immediacy and instant gratification. With that in mind, be sure to stay on top of online interest forms, e-mails, or newsletter signups. Don’t let an online lead go to waste by taking too long to engage and follow-up.

Things move fast, and it’s easy for potential clientele to forget which websites they’ve visited. Even if your lead isn’t ready to commit then and there, you demonstrate your

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Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. accessibility and attentiveness by following up swiftly—a characteristic anyone would seek in an agent or lender.

ENGAGE WITH OPEN-ENDED CONVERSATION When online back-and-forth goes stale, communication drops off quickly. If you’re following up via e-mail, social media, or text, be sure to keep topics focused squarely on the potential client. Ask open-ended questions to give your lead the opportunity to loosen up and engage on a personal level. There’s no better way to cement a digital lead than to take a pointed interest in the specifics of their situation. Doing so transforms the impersonal invisibility of the internet into a true connection.

GIVE ADDED VALUE Plenty of businesses send impersonal, automated messages in response to an online inquiry, but establishing a true connection may mean providing your lead with something of value. Perhaps you’re forwarding a property for sale that fits the interests of your lead, or a relevant article, or maybe you take the time to send a personal message—demonstrable value and a personal touch separate your follow-up response from spam. Other ideas to consider when 16

adding value to your follow-up technique: incorporate area promotions and access to local events, make a date for coffee, or offer a brief consultation free of charge to make the first move.

DON’T STOP MAKING CONTACT If you don’t connect with your internet lead right off the bat—don’t be discouraged. It often takes multiple tries before a follow-up interaction sticks. Folks are busy and frequently flooded with e-mail blasts and junk mail. A lead may not engage without a little prodding that shows you’re committed to their business. Remember: it’s the squeaky wheel that gets the grease.

Digital leads don’t have to be difficult to capture. The internet plays a powerful role in funneling modern clientele your way, but in order to take full advantage of the web’s reach, you’ll need to tailor your follow-up technique. Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. Keep these tips top-of-mind as you build your online presence and mine the vast world wide web for an endless wealth of clientele. Earning a command of digital lead conversion is the surest way to bolster your business in the ever-evolving digital era.

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Area Specialist TINA HAFFEY

Tina Haffey is a Chicago area Realtor® who loves to blend real estate with her marketing background for a perfect pair. Born and raised on the North Shore, Tina is a graduate of Depaul University in Chicago, IL. She majored in marketing and continued in the field for much of her early professional career. During her time as a stay at home mom, she pondered on a possible career change and developed an interest for flipping homes. As a broker, and in partnership[p with her contractor Husband, she had a great run with some successful flips and later decided to join Weichert Realty to gain more sales experience. Tina has been licensed since 2006 and, as an agent with @properties since 2013, works with an amazing group of professionals who focus on innovation, technology and relationships to provide the best service for their clients.

Tina enjoys serving the community where she grew up as well as the community she currently resides in (Mount Prospect, IL). “This area is known for its incredible, award-winning school systems and friendly, small-community atmosphere.” Almost 100% of Tina’s business comes from friend or family referrals and repeat clients. Tina attributes her consistent returns to her honesty and relationship based approach to deals. “The home buying process can be both exciting and terrifying at the same

Currently working in the Glenview office, Tina serves the North Shore as well as the Northwest Suburbs of Chicago. As a native of Glenview, 18

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time, so having an experienced agent to navigate the process is extremely important.” Tina likes to keep things fun for her past clients and circulates a monthly newsletter that includes a trivia question for a chance to win a gift card.

Keeping herself top of mind, she also regularly sends out client gifts, sports calendars, personal note cards and market value reports.

For sellers, Tina gets the opportunity to flex her marketing skills and utilizes tools that will get the property in front of the widest audience. This includes staging, professional & drone photos, video, coming soon mailings, social media marketing, reaching out to peer network groups and whatever else it takes to get that property the most exposure. With $6M-$8M in sales volume on average per year, Tina’s next goal is @properties’ “Road to Rolex” which grants you a Rolex watch when you’ve reached $10M in annual sales.

“Its definitely a work in progress for me but I’m determined to make it to that ten million.”

In her community she works with Habitat for Humanity because of her strong belief in the value of affordable home ownership. They have a second hand store in her area for gently used furniture, home goods and building material, where she lends a helping hand. Tina is also an animal lover and volunteers her time at a local shelter. Looking ahead, Tina is interested in adding team members that can help her with the day to day while she focuses her attention on selling. “I’d like to grow in a way where I could still have that personal service I consider to be so important in this industry.”

Tina continues to strive to stay informed and up to date on the ever changing real estate market so she can provide the best for her clients.

“At the end of the day, the goal is to improve the customer’s experience.”

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To learn more about Tina Haffey email tinahaffey@atproperties.com, call (847) 998-0200 or visit atproperties.com/site/TinaHaffey www.

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6 Habits of Highly Productive Agents In a business that can be constant chaos, you’re constantly on the go and dealing with things as they hit you. It can be difficult to take a second and regroup. But there is a better and smarter way to work. If you take the time to create some better habits, in the end, you may end up being more productive. If you want to make better use of your time, as well as have more focus, here’s some habits that you’re going to want to pick up - all common to top-producing agents.

1. Learn how to prioritize Although it might be your instinct to get some of the boring work out of the way first, things 20

that actually generate income (or are time-sensitive!) should be the first thing you focus on when you start your day.

Lists are your friend! Make a list of things you want to accomplish for the day, the week, and even the month. Always list them in the order of priority. If things get cut off when you run out of time at the end of the day, at least it’ll be the things that are not as important or time sensitive. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list, you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as Top Agent Magazine

well. Treat your time with the same respect you would a colleague’s or client’s and don’t ever waste it.

As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as well. Treat your time with the same respect you would a colleague’s or client’s, and don’t ever waste it.

to accomplish it? Write it out and then incorporate that into your prioritized ‘to do’ list.

You’ll be amazed at how driven you become to reach that goal when you actually write it out with clarity. And, the sense of accomplishment you get upon completing it will carry over to the next day. It’s important to remember to be specific. Once you get into the habit of meeting your goals, exceeding them won’t be far behind.

2. Remove distractions

when you need to focus This is especially hard when you’re a Realtor®. Most are constantly connected to their phones. But, unnecessary distractions can get you off schedule and make you lose your focus instantly. If you can, turn your phone off for the half hour it takes to do a task. Interruptions make everything take twice as long, especially when you take that text and then decide to check Facebook for a second.

We all do it!

Complete your task, then take ten minutes to respond to all texts and messages before you start up the next thing on your list. You can even schedule those ‘text backs’ into your schedule. A concentrated effort is always more effective than going back and forth between things.

3. Set daily goals This is so key. What do you want to accomplish for the day and what do you need to do Top Agent Magazine

4. Don’t make excuses There’s that old saying, “The buck stops here”. Well, take it to heart. This is your business and you are responsible for doing everything you can to make it successful.

Sure, there are reasons for why you didn’t get a listing or why your business is slow, but what are you doing to change things and make them better? Successful Realtors® work harder and come up with innova21

tive ways to stand out when times are tough. They don’t look for excuses, they look for solutions.

5. Be deliberate

about everything you do When you’re making your list, it helps to have a goal in mind for even the smallest task. If you’re calling past clients to touch base, have a specific reason why you’re calling. Are you letting them know some market news?

Thanking them for a referral? When you’re meeting a referral partner for lunch, have a goal in mind for what the outcome of that meeting will be as well. Yes it’s good to socialize and build relationships, but if you have a reason, make sure it isn’t put off until the final moments, when things are wrapping up. Always having a purpose in mind will also help you prioritize your list better.

6. Always look for ways to

get out of your comfort zone Yes, you are prioritizing what is most important or urgent to your business, but it’s also important to make an effort to break out 22

of your routine as much as you’re comfortable doing. Trying out new things or taking some time to learn about new and innovative real estate techniques and technology, can have an energizing effect on your business.

Not only might they lead to things that make you more productive, but it keeps you sharp and engaged. And, ultimately keeping yourself at the top of your game is what it’s all about.

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KELLY CARLSON Wholeheartedly dedicated to her clients, Kelly Carlson guides them through the real estate process with ease. Kelly’s background in consulting helped her hone her project management and people skills, and she leverages her experience in the corporate world to offer a topnotch experience to clients who are buying or selling a home. “I always had a bug for real estate, and I was interested in transitioning into the residential world after working in the commercial design and construction space for over 4 years,” Kelly explains. “In 2020 I decided to make the switch, and I haven’t looked back since. I get to work with people who are going through a big life change, and guiding them through this time is both challenging and rewarding.”

Kelly primarily serves the Near North Side, River North, Gold Coast, and Lincoln Park areas of Chicago, with forays into the suburbs as well. She praises this part of the city as “Great for first-time buyers. There’s always something to do, and outdoor space is readily accessible.

We’re so close to the lake, which is a huge draw. You can enjoy biking, walking, or running on the lakefront path, and there’s no shortage of great dining options.”

Kelly builds strong relationships with her clients and stays in touch with them long after the closing. Her monthly newsletter is a showcase of useful information not just about the market, but also about fun events going on locally. “I love being able to interact with people in a way that extends beyond real estate, whether they are a client of mine or not. Real estate is more than just buying or selling a home. It’s about getting to know people on a deeper level and connecting with those who are aligned in values and interests. From there, I find that relationships grow organically and meaningfully.”

To that end, Kelly hosts free events that have included everything from a program on renting vs. buying at local coffee shop Aglaïa, to yoga and meditation events.

When it comes to marketing, Kelly makes use of a range of methods to ensure optimum exposure. She promotes her listings extensively on social media including Instagram and Facebook, as well as print advertising and postcards to the surrounding area. Kelly also markets to other agents to make sure they are aware of opportunities for their clients and get the word out there as quickly as possible. The results have been nothing short of impressive, with Kelly’s volume in her first full year standing at nearly $2.5 million and earning her Rookie of the Year for Engel and Volkers’ Chicago shop.

Kelly believes in the importance of giving back to local charities, and she donates a portion of each closing to a local charity working to fight homelessness in Chicago. When she is not working, Kelly enjoys relaxing in Montgomery Ward Park with her dog and a good book. She is passionate about yoga and has her teacher training certification. Kelly and her husband also enjoy walking to local restaurants in their neighborhood - Prosecco, Erie Cafe, and Green Door Tavern are a few favorites!

In the future, Kelly says, “My plan is to grow my business organically and sustainably. It’s not about the numbers for me: at the end of the day, the reason I’m in this field is because I want to add value to my clients. My goal is to make their home buying or selling experience as seamless as possible. In the process, I get to connect with some great people – often resulting in relationships that extend well beyond the closing.”

To find out more about Kelly Carlson, please call 630.632.3908, email kelly@kellycarlsonhomes.com, or visit kellycarlsonhomes.com www.

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ANNE CHANTOS For Anne Chantos of Chicago, Illinois, the experience of a first time home buyer is everything. After struggling to navigate the terrain herself (with a mediocre REALTOR®), Anne decided, “You know what? I’m going to do a career change, and I’m going to get into real estate, and make this less stressful for everybody involved.” Four years later, Anne makes up one-fourth of The Guide Group at Compass (along with Michael Kotyuk, Tom Lazar, and Ben Bodelson; her mentor), and her business covers a large swath of Illinois, stretching as far north as Arlington Heights, and south to Clearing and Dalton.

The surrounding areas of Chicago are full of “a lot of young, new families moving from the city to the suburbs,” and Anne has found that her own challenging experience has shaped her signature approach when working with clients. “My fundamental principles within my business are: honesty, transparency, maintaining strong negotiation skills, exercising patience and understanding, and maintaining market awareness.” After speaking with Anne, it’s no surprise that “honesty” comes first on her list of cornerstones. “I’m not afraid to just tell them like it is. I really like to show them, ‘Hey, even if you qualify for a home that’s $650,000, you don’t necessarily have to spend that in order to find what you want.”

Her penchant for candor, and her unabashed love of finding a good bargain, has proven to be a successful combination. She currently enjoys a business that is seventy percent referral or repeat clients, and a large portion of her base relies on those who are transitioning from renting to home ownership. The lynchpin of her business is, “using my market awareness to then be able to exercise this foresight for my clients … first time buyers looking to start a family, who want to make sure they’re in a good neighborhood with strong school 24

districts.” Her approach manifests in accurate market predictions, helping her clients find an ideal home that doubles as a smart investment.

As a Chicagoland native, Anne finds that her personal and professional life are endlessly (sometimes exhaustingly) intertwined. Her brief opportunities for relaxation are spent following Chicago’s legendary sports teams, or reliving her own athletic career, taking her Junior Olympic volleyball skills to the recreational leagues around her home. She seizes every opportunity to “meet new people, and play a sport that I love.”

Anne hopes to take her talents, both professional and athletic, to Fort Worth, Texas, in the very near future; but she wants to stay tied to her strong team at Compass. “I’ve decided to stay with a brokerage that has a national presence, and so the future of my business, at least for now, is getting new clients in Texas!

And if I can’t support my clients in Illinois, I can refer them to my team to take care of them.” Her passion and skill set is well suited for growing areas, and she is looking forward to meeting new people, and helping them settle in to dream homes in sprawling cities.

To learn more about Anne Chantos, email anne.chantos@compass.com, or call 630-613-0235 Top Agent Agent Magazine Magazine Copyright Top

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SOCIAL MEDIA MISTAKES

Real Estate Agents Must Avoid There is perhaps no greater marketing tool for agents these days than having a large presence on social media, but there is more to social media marketing than just opening an account and gaining followers. A lot of agents forget the social part of social media. It’s all about engagement, but it needs to be the right kind of engagement. This can often be the first impression potential clients or industry peers have of you, so make it count. There is no second chance to make a first impression, and that is especially true for real estate agents. Here’s just a few things you want to avoid.

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1 Using it to Vent

Social Media is a great place to complain and commiserate about things, but save that for your personal page. A real estate transaction is already a stressful ordeal, the last thing anyone wants is someone who seems like they’ll bring a negative energy to the process. Even worse?

Bad mouthing other Realtors® or listings. You’re selling yourself and your skills, so don’t sell anything that shows you in a bad light. Much like marketing a property, everything you put out should be professional and inviting.

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Lack of Consistent Branding

Yes, social media is about social engagement, but it’s also about creating brand recognition. While you don’t want it to be purely promotional, you are running a business, so create a consistent branding across all social media platforms. If you can afford a professional graphic designer to help you out with this, that’s great. But at the very least, have the same profile pic, cover image and highly visible contact information, across the board. And don’t forget to share links to your other accounts, some people prefer different social media applications.

3Not Posting Enough

It’s good to create a schedule of how many times you’ll be posting per day and to pick times when you might have the most engagement.

Don’t over do it, but three posts a day at the right time, tends to be a good goal. There are numerous tools on Facebook, for example, that

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can let you see when interactions are the highest.

Stick to your schedule and adjust accordingly.

It’s also important to not just post your listings.

Be a resource for people who follow your page.

Post community events, or other informative articles that are relevant to home ownership.

Be a page they want to follow even when they aren’t buying or selling a property. They’ll remember you when the time comes.

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Not interacting With Your Followers

It’s called social media for a reason. The more you engage with your followers, the more they see you as a real person, and not just a marketing tool. Not only do you get to know your past clients and potential clients, on Facebook, engagement actually will make your posts seen by more people. So it’s a win/win.

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Not Sharing or Linking to Others

It might not seem like a good idea to not promote the blogs, pages or listings of other people, but it’s not only an excellent way to build goodwill, it will also increase your own presence when they reciprocate. So make a point to share posts and links for local businesses and even the blogs of your peers, if it’s a post that offers valuable insight into an expertise you don’t have. That will encourage them to share your posts and even your listings, which will increase your potential buyer pool. This is another incentive to create your own blog. Unique informative content is always of value, and more likely to be shared than promotional links.

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BEN CLINE A lifelong resident of the Chicagoland area, Ben Cline has always possessed an entrepreneurial spirit. He would get his start in the home improvement industry and corporate management, where he had a unique opportunity to learn the inner workings of property development from the ground up. From there, he would delve into the restaurant industry, cultivating his strong penchant for customer service at premier establishments spanning the city. Drawing from these diverse experiences, he was inspired to pursue his real estate license in 2019, combining his outgoing personality with his proven business acumen to uncover a distinct niche in the region.

Today, Ben is a Broker with the Phair-Hinton Group, powered by Keller Williams ONEChicago, where he collaborates with an elite team to assist clients throughout the Chicagoland area and Milwaukee, Wisconsin.

There, he possesses the integrity, expertise, and datadriven instincts needed to meet the demands of even the toughest transaction.

When listing a property, Ben personalizes his strategy to each client. Starting out, he helps them fully prepare their home for the market, providing them with a suite of professional resources like standout photography, videography, and Matterport 3D tours. He then broadcasts their listings via a highly targeted blend of digital and social media campaigns. From start to finish, though, he digs into the specifics of each property, drafting comprehensive information sheets designed to answer any questions a prospective buyer may have.

Elsewhere, Ben is just as helpful when assisting his buyers, carefully guiding them to the right investment for their best interests. More than anything, though,

he loves welcoming clients into his Chicagoland community—from its world class culture hubs to its thriving local economy. “As an agent, I strive to really understand all the nuances of our neighborhoods,” he says. “I stay up to date on the latest market movements, volume, and inventory data, and I leverage those details to help my clients better navigate their transactions.”

Since launching his career in real estate, Ben has earned a fantastic reputation throughout the region, with the vast majority of his volume coming from referrals. But having personally completed $13 million in volume and 41 transactions in 2021 alone, he remains committed to the consultative approach that brought him to the business in the first place. “I make it a point to understand exactly what my clients are trying to accomplish with their transaction. For me, that means digging deep into their motivations to help them achieve their goals in the best way possible.”

Outside his career, Ben is dedicated to his community. On top of volunteering at weekly soup kitchens and outreach events with his church, he contributes to local causes and charities throughout the year. As for the future, he also has a strong vision for his business.

With his volume maintaining its steady growth, he intends on expanding his reach to Michigan, scaling his model of boutique service throughout the tri-state region. “If you’ve never bought or sold a house before, it can feel intimidating,” he says. “But I enjoy making that process as easy as possible for my clients, and I’m so grateful to have such a great team behind me.

Together, we can keep things fun and memorable for our buyers and sellers, managing the chaos so they can focus on what matters most.”

To learn more about Ben Cline email ben.cline@kw.com or call (773) 501-7253

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COCO HARRIS in that price range. And of course, the most powerful form of marketing comes through the MLS which then feeds to the general public. In this tight inventory market it’s essential to expose all listings to the marketplace.” While this multifaceted approach has led to tremendous success, it requires taxing labor, and Coco’s goal for 2022 is to expand her team to help manage these increased demands.

Ten years ago, after successful careers in both hotel sales and wholesale furniture, Coco Harris of Wilmette, Illinois, decided to follow in her mother’s footsteps and become a fully licensed REALTOR®. She has enjoyed tremendous success servicing the North Shore of Chicago, with each year of sales beating the year prior (and with 2021 being her personal best at just over $22 million). Three years ago she and her partner co-founded the Coco & April Group, and work alongside two additional teammates at Compass. The group prides themselves on an ability to emphasize a highly customized client experience and an endlessly flexible marketing paradigm to fuel their enterprise.

Growing her team will give Coco the freedom to tackle the next unforeseen hurdle in the real estate industry, which is exactly where she excels, and it’s what she enjoys most about the profession. “Hands down what I love most is that every day is different. Every client has different goals, and you always have different players at the negotiating table. It makes the job fun, refreshing, invigorating, and constantly a learning process. … The broker who can pivot, make changes, and move with the market adjustments is the one who’s going to succeed.” This dedication to flexibility has helped her work with a broad range of clients and grow her geographic service area indefinitely.

“I offer a very personalized experience. A house is typically the biggest part of a person’s financial portfolio, but it’s also the most personal part – it’s the financial piece and the heart piece. I take it very seriously when I’m guiding a client through the process.” This attention to individual detail extends well beyond the closing table for Coco, particularly because she and her family (including two children who, now eighteen and twenty-two, went through the New Trier school system) are deeply invested in the community. By keeping in touch with her clients-turned-neighbors, Coco is able to boast a business that is over ninety percent referral based.

When Coco is not busy with growing her business she enjoys volunteering her time in the community. With her children exiting the public school system, Coco is looking forward to shifting her volunteer efforts away from School Boards and Booster Clubs, and toward the biannual Rummage Sale hosted at Christ Church in Winnetka! As a Department Chair for the Handbag Department for the past seven years for one of the largest rummage sales in the country, she prides herself on the hundreds of thousands of dollars that the sale helps pour back into the community in the form of grants to local nonprofits.

This word of mouth success doesn’t stop Coco and her team from utilizing any and every marketing method available: “I always start with marketing to the brokerage community – that’s my premarketing. From there Compass’ technology enables me to place digital advertisements that target the right buyers in specific price segments, and finally through our company platform I can target brokers who have sold or listed

For more about Coco Harris, email coco.harris@compass.com call 847-372-3324 or visit compass.com/agents/coco-harris www.

Photos by Annette Patko 28

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Tips on Breaking Into the Luxury Market So, you’ve been doing residential real estate for a while and you’re looking to up your game. A lot of people consider going into the luxury market at that point. Or, maybe you started in the business always intending to specialize in luxury properties and were just learning the ropes before you tackled one of the industry’s most lucrative specialties.

No matter the reason, the luxury market is a whole new ballgame and you don’t want to go into it unprepared. First impressions are everything in this business, especially when you’re dealing with wealthy clients and investors. Here are few things to consider if you’re thinking of going from starter homes to estates.

LEARN HOW THE LUXURY MARKET AND CLIENTELE ARE DIFFERENT As experienced as you might be in traditional real estate, the luxury market is almost like starting at ground zero. Everything from the buyers, to the sellers, and obviously, the properties themselves, will take a new approach.

One of the key ways it is different is that the feeling of exclusivity truly matters. You will be doing more targeted marketing through high-end networking groups as wealthier clients tend to be more comfortable when Top Agent Magazine

you come recommended by people they trust to have the highest standards. There are no mass-marketed open houses. It’s all about private showings. Although professional, one-on-one service is key in this business no matter what the price point, wealthier buyers are accustomed to concierge-style service, and the way to stand out from the rest is to provide service that goes above and beyond what even they expect.

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LOOK THE PART If you’re thinking of going the luxury route, creating high-end branding and marketing yourself properly is of the utmost importance.

That includes your own personal look. You and your business will need a total makeover, or at least a major upgrade. It might even be time to buy that new car you’ve always wanted. It is also key that all of your marketing materials are high end. So start gathering a stable of highly-trained professionals,

photographers, and stagers as every aspect of the service network you’ll be providing complements the brand that you’re selling.

It’s well worth the time to get all of this nailed down and seamless before you even think of entering the luxury market. Another good investment? You want to have an indepth knowledge of all the latest real estate technologies and innovations. Don’t just look the part, actually be on the cutting edge.

SELL THE LIFESTYLE Yes, you’re selling a home, but you’re also selling a lifestyle, which in luxury is almost more important. When someone is spending millions of dollars on a home, they want to see the fabulous life they will be living in their new digs. Really highlight amazing party spaces, unique one of kind features,

and amenities. As with anything of value, things that make a property rare, will automatically make it more appealing to people who can afford the best. It also helps people connect more emotionally with a home, giving it even more value than if you just try and sell it as a good investment.

NETWORKING, NETWORKING, NETWORKING Networking is an important aspect of this business at every level, but it a vital tool in the luxury market. Most of your referrals and targeted marketing will be done through luxury agent exclusive networking groups. In addition to that, it is even more important in this segment of the business to be actively 30

involved in your community through volunteering and supporting local charitable events. You will not only build a stellar reputation, but you’ll also be giving back to the community you represent, and ultimately, integrity is what it’s all about in this business.

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ERICA WILLIAMS REALTOR® Erica Williams’ past experiences weren’t in realty directly, but they did set her up for later success in the industry. After working in digital marketing and for her family’s flooring company, she realized her interest in staging and real estate. After encouragement from her now husband, she decided to get her license in 2016.

Working part-time at first, it was quickly apparent what a great fit she was as an agent. She’s been full-time for five years now as both a REALTOR® and broker, representing buyers, sellers, and renters of residential properties. “I’ve loved real estate since the first day I started and haven’t looked back since,” she says.

Working as a solo agent, Erica relies heavily on a database to manage all of her clients. “Most of my clients start out in Chicago and then eventually move to the suburbs,” Erica explains. “I regularly work both in the suburbs and the city as I really enjoy and am knowledgeable about both markets.” As many of her clients have young families, the great school system in the northwest suburbs as well as the proximity to the city make it an attractive area. “I make sure my clients find homes in great neighborhoods that are also convenient to the metro,” Erica says. With two young sons, one who is two and half and one who is less than a year old, Erica knows firsthand how important it is to have a safe, supportive community to raise her boys in.

“I truly care about my clients from start to finish. I want to make sure that they understand everything and feel comfortable where they live,” Erica says. This personal attention and warmth she shows to every client is why she has such a high rate of referrals, making up around 60% of her business. When she looks back at how she began her career, it was always her goal to help one person and then the next. She carries this ethos with her everyday, regardless of how many new projects she has going on.

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When working with clients, it’s important to Erica to show not just the house, but also all the details of the area so that potential homebuyers get the full perspective of what it is like to live there.

With her digital marketing background, Erica brings a unique approach to listing a property ensuring that it reaches all potential buyers and sells for its top value. To keep in touch with past, current, and future clients, Erica uses a mixture of traditional and online strategies. She also stays in touch via mailers and through phone calls to see how her clients are doing throughout the year. “I try to be a resource to my clients long after I’ve a sold them a home. It’s an ongoing relationship.”

As a top producing real estate agent in her area, Erica’s sales volume averages around $8 million per year.

As her business continues to grow, she maintains the focus on her clients and on building a high level of communication and trust. “In real estate, you can connect with your clients on a deeper level than in other industries. You find out what their hopes and dreams are and you get to be a part of making them come true.

This career is a blessing in my life and I am grateful to do what I love.”

To learn more about Erica Williams please call 630-347-0016 or email ericawilliams@atproperties.com Copyright Top Agent Magazine 31

mailto:mag@topagentmagazine.com

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