CHICAGO 9-23-19

CHICAGO EDITION

INCORPORATING CHARITABLE GIVING

IN YOUR REAL ESTATE PRACTICE

IS STARTING A TEAM THE RIGHT SOLUTION FOR YOUR BUSINESS?

FEATURED AGENTS

ERICA CUNEEN HARRY MAISEL

5 STEPS

TO ACHIEVE LONG TERM SUCCESS AS A REAL ESTATE AGENT

NEIL HACKLER COVER STORY

CHICAGO EDITION

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NEIL HACKLER

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ERICA CUNEEN

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HARRY MAISEL

CONTENTS NEIL HACKLER19) IS STARTING A TEAM THE 4) INCORPORATING CHARITABLE GIVING IN YOUR REAL ESTATE PRACTICE

RIGHT SOLUTION FOR YOUR BUSINESS?

13) TOP 4 WAYS TO JUICE UP YOUR OPEN HOUSE STRATEGY

22) 5 STEPS TO ACHIEVE LONG TERM SUCCESS AS A REAL ESTATE AGENT

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Incorporating Charitable Giving in Your Real Estate Practice

As real estate professionals, taking part in the community and serving others is central to a long-lasting practice. After all, agents are in the business of homeownership, building a financial future, and helping their clients begin new and fruitful chapters. With that in 4

mind, how might an agent deliver that spirit of service in a broader sphere?

The truth is, charitable giving offers nothing but upsides. Contributing to a worthy cause is a noble and meaningful endeavor, but it

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Contributing to a worthy cause is a noble and meaningful endeavor, but it also presents positive byproducts for the giver: tax write-offs, name recognition in the community, and the ability to expand your network.

also presents positive byproducts for the giver: tax write-offs, name recognition in the community, and the ability to expand your network. If charitable giving is an idea you’ve toyed with, or a practice you’ve engaged in only now and again, here are a few ways to make it a foundational element of your business and a win-win for all.

Find causes that speak to you.

Donating funds or resources can feel anonymous if you’re divorced from the organization you’re working with. While national and international charitable organizations are certainly effective and worthwhile, you might consider partnering with local chapters of those organizations, or identifying hyper-local organizations that address need in your state, county, town, or even your own neighborhood. The first step to establishing a charitable relationship is to find a cause that you genuinely care about. For many, animal rescue is a tangible cause where resources and volunteership are always welcome. For others, children’s health and advocacy is a calling. Regardless Top Agent Magazine

of your personal passion, participation can be big or small. From sponsoring a local youth sports league to partnering with an area animal shelter for their annual spay-athon event—there are all sorts of ways to make a difference.

Unite your team for the common good.

One way to make charitable giving a staple is to do it in arm and arm with others. Supporting a local cause is a great way to bring your team together in a unifying capacity. Hosting coat drives in winter, blanket drives for local animal shelters, or backpack drives for needy students at the start of the new school year— all are straightforward and highly useful, direct ways to give to your community as a team. It’s also important to set collective goals as a way of keeping people motivated and accountable over time. Offices are productive, but often hectic spaces.

Injecting a collective goal with a positive, tangible result can create an ambiance of goodwill and generosity—both of which are worthwhile attributes to cultivate as

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the leader of your team. Lastly, consider timely giving as a way of connecting your team to their community. Natural disasters, local fundraising drives, and improvement funds are all direct ways your team can contribute, while they themselves reap the benefit in the community.

Include clients in the process.

You’ve likely heard of charitable donations made in the name of your client as an alternative to the classic closing gift, but there are a few ways you might update this method of giving. For starters, consider including your clients in the selection process. Do they have a special cause that’s close to their hearts? Likewise, you might

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consider making regular, consistent giving a part of your routine post-closing. Instead of following up with your yearly poinsettia plant or pumpkin, you might find a cause in their neighborhood or township that you can support in their name. It’s wise to choose something apolitical, but a cause that’s hyperlocal to their area demonstrates unique thoughtfulness.

There are plenty of ways in which society as a whole can benefit from charitable causes that build goodwill in the world, support those less fortunate, and bolster a positive future. Incorporating charitable giving in your business model is a generous way to make this mentality a central tenet of your team and a defining characteristic for your clients to remember.

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NEIL HACKLER Top Agent Magazine

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NEIL HACKLER Top Agent Neil Hackler – of Real Living City Residential in Chicago – has more than earned his stellar reputation as a trustworthy, ethical and knowledgeable real estate advocate. Neil’s focus on providing his many grateful clients with the very best customer service available in The Windy City has propelled him to the top of the real estate pack, and his business has grown exponentially 8 Copyright Top Agent Magazine

year after year since he entered the business well over a decade ago. Focused, genial and truly concerned with obtaining the very best outcomes for his buyers and sellers, anyone needing real estate assistance could do no better than to work with him.

Neil’s entrée into the world of real estate began not long after graduating from Top Agent Magazine

college, where he studied interior design and marketing. “I started out doing property management,” says Neil. “I worked for one company for a while, then moved over to AMLI Residential, where I was eventually promoted to their corporate office where I did energy and utility management for all of their properties across the country. At the time, Top Agent Magazine

they had about eighty apartment communities and more than thirty-thousand units.” After five years in that role, Neil decided to try his hand at retail sales, and obtained his license in 2006. The rest, as they say, is history.

As Lead of the Neil Hackler Group, Neil currently oversees three equally dedicated sales Copyright Top Agent Magazine 9

agents. Selling primarily on the north side of Chicago, he can – impressively – claim that more than eighty percent of his entire successful business is based upon returning customers and positive word-of-mouth, no small feat in an industry as competitive as real estate can be. “We’re always there for our clients,” says Neil, when asked how me 10Copyright Top Agent Magazine

manages to inspire such loyalty and trust, “no matter what. My focus from the beginning of the transaction is to educate them on every aspect of the process so that they are able to make the very best decisions possible. I also pride myself on my communication skills; I keep them apprised every step of the way.”

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Thoughtful and comprehensive marketing strategies have also played a significant role in Neil’s success story. “We’re part of the Top Agent Network,” says Neil, “and we utilize that to pre-market our listings.” Professional photography is used exclusively, ensuring that each property is shown in its best light.

Deft utilization of the internet and social Top Agent Magazine

media – particularly Facebook and Instagram – maximize exposure to potential buyers, and quick sales for top dollar are the rule, rather than the exception.

When he’s not working – which he admits readily, is rare – Neil enjoys traveling and staying fit by working out and running. He Copyright Top Agent Magazine11

is also an ardent philanthropist who supports multiple charities, including Chicago’s Cradles to Crayons, which provides disadvantaged children with essentials like clothing, toys and books. He is also involved with his city’s nationally acclaimed Porchlight Music Theatre.

Neil’s plans for the future of his business are fairly simple: to continue growing and expanding his client base, and – most important to him – continue providing the amazing client service that has become almost synonymous with his name.

For more information about Neil Hackler, please call 773-677-3479 or email NeilH@RLCityRes.com

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Top 4 Ways to Juice Up Your Open House Strategy

by Rob Flitton

I go to open houses, but not just because of my profession or interest in architecture and interior design. I go to open houses to see how effective real estate agents are at selling. It has been rather eyeopening because there is very little selling going on—the average open house strategy needs work.

1.Build a Dynamic Open House Booklet After they leave, open house visitors will discard a one-page for-sale info sheet naming a home’s features. But they will keep, and possibly use, a 6 or 8 page booklet loaded with interesting items that directly solve problems for them.

Perhaps “selling” is considered an outdated skill, or that it feels socially awkward for agents to be regarded as a salesperson. But if you’re a real estate agent, you are a salesperson. At most of the open houses I go, I see money floating out the door every time a visitor leaves because of the agent’s inability or refusal to sell.

It will require some strategic thought to nail the content and design, but perhaps include: (i) descriptives about the benefits of buying the property you’re showing, and not just data, (ii) compelling reasons why they should consider working with you along with a web link to search for listings on your website, (iii) a web link telling them how to get a prompt, written estimate on the value of their home, or to find out what other homes in their neighborhood sold for, (iv) possible discounts on real estate related services—maybe a reduction in fees from your preferred lender, or a reduced home inspection price, (v) possible discounts on non real estate related items.

An open house is a lucrative opportunity to find buyer or seller clients –selling the listing itself may also be the goal, but an agent should not pass up this chance.

There are 4 distinct strategies an agent can immediately employ to juice up their open houses and get awesome leads.

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youcombine combinethis thisdynamic dynamic booklet booklet If Ifyou withproperly properly trained trained closing closing lan lanwith guage,asastouched touchedupon upon below, below, itit is is guage, somethingthe the average average person person will will something eitherkeep keepand anduse useororpass pass along along to to either someonethey theyknow. know.AAwell well designed designed someone booklet canbring bringyou youaalot lotof ofbusiness. business. booklet can

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the14 square footage, and the standard

Top Agent Magazine neighborhood is very appealing.

2.Work 2.Work The TheNeighborhood Neighborhood A A few few days daysprior priortotoyour youropen openhouse, house, find the names and addresses (from find the names and addresses (from tax 2020 tax records—or records—orelsewhere) elsewhere)of,of,say, say, homes in each direction from the homes in each direction from the Pre-internet, both open houses for open house.

Pre-internet, both resale listings, andopen modelhouses homes for for open house. resale and model homes for For the cost of postage and some new listings, construction, relied on strategic For the costmail of apostage some new construction, relied on strategic postcardand to these collateral materials (handouts).

Vis- sweat-equity, sweat-equity, mail a postcard collateral materials (handouts). homeowners inviting them to to these the itors were ostensibly looking at Vis sev-- 80 ostensibly looking at sev 80 homeowners inviting them to itors were eral competitors at the same time, so open house and offering somethingthe eral competitors at thehad same time,the so unique open house and offering something collateral materials to have and compelling—perhaps a collateral hadback to have the drawing unique or and compelling—perhaps power tomaterials bring them to your giveaway for those willing a giveaway willing power to great bring call themtoback to your drawing provideortheir opinionfor onthose the asking site—a action, eye- to of the their homeopinion (and theon entry catching color,call identification the price to provide the card, asking site—a great to action, ofeyecourse, net(and youthe their email benefitscolor, of buying your product. price of thewill home entry card, catching identification of the of address and will phone People of course, netnumber). you their email benefits of buying your product.

Yet at open houses today, I primarily are generally nosy and like toPeople be address and phone number). bland houses information dis- validated, so asking theirlike opinion are generally nosyforand to be Yetseeat open today, sheets I primarily cussing features—the listing price, on something hap pening in their own see bland information sheets dis- validated, so asking for their opinion very appealing. the square footage, andlisting the standard on somethingishap pening in their own cussing features—the price, neighborhood

And, it is best to mail them again right after the open house to talk about what happened.

“From our Saturday open house, we discovered 3 qualified and eager buyers that are now looking for a home in this neighborhood—if you would like to know what your home is worth for these buyers to consider, please give me a call.”

dynamic booklet and say: “Please enjoy our open house, and am hoping you’ll do me a favor. This booklet is loaded with great information about, and if you become interested at some point in buying or selling, would you please call and give me the opportunity to earn your business? Or if you happen to know someone now who is looking now, would you kindly pass this booklet onto them?”

Also, adding on door-knocking or If they reply with a “don’t know” type flyer-hanging to your mailings boosts of answer this usually means they are your neighborhood equity even more. indeed looking but are just not ready yet to reveal this to you, so you will 3.Close and Qualify need to work to make a connection.

Engage every single visitor in closing Good consultative sales connections dialogue, because every single visitor are made when you can make them feel you’re not pushy and are able to is there for a reason. directly resolve their problem.

While smiling, with shoulders erect, and maintaining suitable distance, A “yes” type of response is great, but look them in the eye and offer your you should take the qualifying step of handshake while stating your full asking them if they’re working with another agent. If they are, the dyname and company—and then ask: namic booklet comes in handy again: “Are you out looking to buy a home “If for any reason your agent is today?” unavailable to show you homes, I can be reached at the phone number in There are 4 categories of answers, this booklet. Plus, it contains fantastic and any answer they provide is an resources for searching online and a opportunity to get to the marrow of discount on financing.” what they need. There are “nos”, “don’t knows,” “yeses,” and “other.” If you can’t get a sandwich, get a bite.

If they are definitive about looking, If they reply with a “no” variety of and don’t have an agent, then they are answer, then you can hand them your available for you to work with and Top Agent Magazine

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here again you need the right type of closing and qualifying dialogue.

The goal here is to evoke from them their home-buying goals so that you can match and narrow down to a single opportunity. It’s a mistake to present multiple listings to a buyer at once. Ask broad questions and then narrowing questions followed up by “if-then” questions.

Example: “What types of functions do you want in your new home, or activities near your neighborhood?”

Followed by something like, “is the number or size of bedrooms important to you?” Followed by, “so if I can show you the kind of home we just described, are you ready to go see it and possibly make an offer?”

4.Have Interactive Tech Tools Onsite It is the worst feeling to engage someone as a potential client at an open house and then have no tools available to solve their problem— don’t assume they aren’t going to want to do business right away.

If you’re engaging a potential buyer, you better be able to instantly gratify their desire to see viable homes online so internet access and an easily view-able screen are necessary. They may ask you to go see other homes in-person, so you need to have a coagent available to either show them those homes, or spell you off as host while you do. You may be asked to write up an offer for them so you will need the tools and ability to create and e-sign documents.

Naturally, any objections or “nos” you receive in this process are just fan- When a potential listing client is in tastic opportunities to learn about their front of you, you need to be able to needs and earn a connected trust. show them recent comparable sales and may even be asked to list their The “other” thing they might tell you home and will need the tools and is that they’re not a buyer at all, but a ability to create and e-sign documents potential seller. Potential sellers often for taking that listing. go to open houses to find out how their home stacks up, but are you It happens sometimes—but it never aware what the number one reason happens if you’re not ready. they attend open houses is?

Potential sellers go to open houses to Rob Flitton is a Seattle Real Estate Mardirectly or indirectly interview you, a keting specialist helping independent agents to increase their income. Email Rob potential listing agent. And they hire robflitton@gmail.com at any time or call/ confident, prepared professionals. text him at 206-612-2314.

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ERICA CUNEEN As a former Peace Corps member and former teacher who maintains volunteerism as a central part of her current life, Erica Cuneen’s success in Real Estate is largely due to her motivation to help others.

In 2000, she founded Beyond Properties Realty and has twelve energetic, client-oriented agents working with her, and a personal team of eight.

For Erica doing right by her clients is part of doing right on a larger scale. “We’re a green company,” she says. “We’re socially conscious and involved in our community. Not only do we make sound decisions to help our clients, we make sound decisions for our community and the planet.” Erica is a certified Eco Broker, so her commitment to being green goes far beyond being a marketing angle.

Erica’s past clients come back to her when they need her and approximately 70% of new business comes from their referrals. “I build relationships with my clients that continue long after the transaction is complete. We keep in touch and usually become friends.” While personal connection is important, Erica is a savvy advocate for her clients. “I’m really passionate about educating my clients,” Erica says.

“They appreciate this because so often home buyers and sellers don’t understand nuances and changes in the market. It is important for them to understand the entire process, as well as the bumps that can happen along the way and how we will tackle them.”

Erica differentiates herself by beginning many business relationships with a State of Grace Document.

This positive, collaborative agreement fosters communication and growth in personal and business relationships. “Expectations from all parties are agreed upon up front so that everyone gets their needs Top Agent Magazine

met,” she explains. “Communication and trust is so important when you are making one of the biggest investments that you will make in your life. My clients know that I have their best interest at heart. It also helps to have fun!”

That ties into what Erica loves most about the job: “I love helping people reach their lifelong goals,” she says. “I’m a bulldog advocate for my clients, I like to move them where they want to go-whether it be investing or buying a first home. If they have other goals outside of real estate, I will do whatever I can to connect them to someone that can help!”

“It’s not a numbers game for me,” Erica says. “I want to grow so that we can help more families. We will continue to grow our team to do that, but with a focus on quality over quantity.” Erica’s team generally sells between 85-100 homes a year, with an average price of $350,000. Operating out of Oak Park, Erica and her team work largely in the near western suburbs and Chicago, but expansion looms – she plans to open a second office on the north side of the city this fall.

To find out more about Erica Cuneen visit beyondpropertiesrealty.com/meet-our-team, call 708.386.1366 or email erica@beyondpropertiesrealty.com https://

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Is Starting a Team the Right Solution for your Business?

You’ve started your own real estate business and after a slow start, you’ve found your footing and business has really taken off. Sounds great, doesn’t it? Until maybe you’re getting more business than you can handle. After all, you don’t want to sacrifice service for more listings. The top-notch level of service you offer is probably what created your boom in Top Agent Magazine

business in the first place, so you don’t want to compromise that. But, at the same down, you don’t want to turn down business either. It’s at this point, a lot of Realtors® consider starting a team. But, how do you know if that’s the right call for you? Here are a few questions you might want to ask yourself to help make your decision.

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The top-notch level of service you offer is probably what created your boom in business in the first place, so you don’t want to compromise that.

CAN YOU AFFORD IT? First things first, are you really making enough money to warrant hiring help? One of the key things to think about is your ability to generate leads. Are you so busy with your existing contracts, that you have no spare time to generate more business? Then, it might be time to consider your options. Figure out the time you’ll be afforded to generate more business, how many more transactions that will lead

to, and then see if that pays for the assistant’s wages. That should help you easily see if it’s worth the investment. If it’s on the border, you may still want to go for it if you have a lot of confidence in the market and your ability to bring in business. If you’re not quite there yet though, it might be a good idea to look into a virtual assistant until your business is ready to expand.

ARE YOU READY TO BE A TEAM LEADER? Or in other words, how comfortable are you delegating tasks and responsibilities? For some agents, they need to be actively involved in every step of the process. Being a team leader is not only about being able to delegate, it’s about mentoring and guiding your team as well. Not only do you have to help them serve the team

better, you need to look at yourself honestly too, constantly evaluating what you can do better. It’s also your job to set up systems and operations, that are constantly refined with the feedback of your team members. Clear and constant communication is key with your clients as well as your team.

CAN YOU FIND PEOPLE WHO SHARE YOUR VISION? Of course, the above two points are moot, if you’re unable to find people that you trust and that share your business’ philosophy. Having a supportive and professional team culture is instrumental in a team’s success. These are people you will be working with closely for long hours so you not only need to trust in their expertise and professionalism, you want to find people with a positive attitude. You will all be relying on each other to create seamless trans20

actions in sometimes stressful circumstances.

Having the right team spirit, so to speak, is what will help your business and team grow.

The ultimate goal of a team is to have thriving careers for everyone on board.

So, if you want to see your business grow maybe a team is right for you. It may even give you a little free time for a personal life. We can all dream, can’t we?

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HARRY MAISEL Licensed back in 1989, Harry Maisel launched his career in real estate in the commercial sector, before making the transition to residential. For the next seventeen years, he honed his sphere of influence, market knowledge, and client care, building a reputation for esteemed service across the Chicagoland region.

Today, Harry serves clients under the banner of @Properties, guiding residential buyers and sellers across the greater metro area—from city neighborhoods to the North Shore suburbs, and everywhere in between. Born in Chicago and raised in Northbrook, Harry offers clients unparalleled on-the-ground insight. “I offer clients a wealth of knowledge,” he says, “and I’m well-versed in the nuances of every neighborhood. I excel at listening to what peoples’ needs and goals are in the buying or selling process, and accomplishing what it is that we’ve set out to do. That way, at the end of the day, they’re happy.” As a five-star reviewed Zillow agent, almost the entirety of Harry’s business is generated by repeat and referral clientele who turn to him for his decades of experience and native expertise.

Since 2002, he has closed on over 470 transactions, to the tune of $200-million in gross sales. It’s the sort of first-hand experience that’s priceless. “In this market, it’s important to stay relevant and engaged,” Harry says. “I reach out to my clients personally and build that connection. I regularly send out Godiva chocolates to clients, to sweeten their day or month. I recognize that buying or selling a home is likely the largest financial transaction in my clients’ lives, and I’m good at identifying their needs and exceeding their expectations. I like making people happy and I enjoy working with a range of personalities. That sort of one-on-one work is what really drives me.”

When marketing properties, Harry crafts creative campaigns from the ground up. “In our HGTV-style world, everything has to look perfect,” he explains. “You have to put your best foot forward and be strategic to get what the best for you client.” Each property is documented through professional photography, virtual tours, and floorplans to create an immersive experience for prospective buyers.

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From there, exposure is earned through various creative efforts—from hosting an in-home concert with food, wine, and live music for guests to survey a prospective property, to attention-grabbing ads that play with pop culture and visual intrigue. In addition to neighborhood canvassing and outreach, Harry also circulates listing across the full suite of digital listing platforms. Applying this methodology, Harry closes 30-50 transactions yearly, in broad range of price-points—from $250,000 to $5-million.

In his free time, Harry gives back to his community through his past participation in Habitat for Humanity, and through his ongoing support of Glencoe Rotary Club, which organizes many local events and fundraisers benefitting worthy causes. Harry most enjoys spending time with family and friends, and clearing his mind and re-energizing by practicing yoga.

As for the future of his enterprise, Harry intends to keep momentum steady, while staying up-to-date on the latest industry advancements and trends. After thirty years of industry experience and insight, Harry Maisel now reflects on what he enjoys most about his tenure in real estate. “I believe in what I do,” he says. “I love the business, and even after all these years, it’s still very exciting. More than anything, you have to persevere. If you take pride in it, and you’re good at what you do, clients come back to you. The rest follows.”

To learn more about Harry Maisel, email hmaisel@atproperties.com, visit thechicagohome.com, or call (773) 502-7622 www.

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5 Steps to Achieve Long Term Success as a Real Estate Agent Real Estate can have a reputation as an industry with a high turnover as far as agents go. Being a ‘people person’ with an entrepreneurial spirit is a great start, but what some fail to realize when starting out is that this is a business.

So if you’re in it for the long haul, you need to treat it that way. Here are some key steps you need to take to have your own successful real estate business.

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FIND A MENTOR

Once you get your license and hang your sign at a Brokerage, you’ll find that you’re pretty much on your own. That’s why it’s a good idea for new agents to find a large Brokerage that offers in-house training and mentorship or a boutique brokerage that has more seasoned agents who are eager to take a new agent under their wing. Being able to shadow a more experienced agent is invaluable and allows you to mirror what you’ve seen and run through the numerous scenarios that will arise when you are representing a client.

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CONTINUOUS TRAINING

This is a business that is constantly changing, so it’s smart to always stay ahead of the curve when it comes to new technological innovations and systems. There are even numerous online resources, where you can keep up on your trade, such as blogs by top producing agents that are a treasure trove of information. A confident agent with an in-depth knowledge of the business is one that easily earns the trust of their client, leading to repeat and referral business, which will be the bread and butter of your business.

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BUILD A STRONG ONLINE PRESENCE

Yes, referrals are the basis of your business, but building a strong online presence and marketing yourself to new clients is also important, especially before you’ve built up a strong referral base. Facebook, Snapchat, Instagram, and other social media tools are great way to get leads both for your listings and for yourself. It’s even a good idea to buy several domain names when you start, so that when you’re ready to build a website, you can ensure you have the names you want. Obviously the internet is also a great resource to find leads. Before you find a niche for yourself, it’s important to take advantage of every avenue there is. A lot of successful agents started off doing things no one else wanted to take on like foreclosures, expired listings or lower priced homes. But as you’ll find out, helping those who need it most is a great way to build a loyal client base, that will not only come back to you when they are ready to sell or buy again, but will be your biggest cheerleaders when it comes to referring you to friends and family.

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BUILD A SOLID FOUNDATION

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SET GOALS

One thing you’ll find in this business is that doing a lot of work up top, will lead to a more successful outcome down the road. That goes for marketing plans for your listings, as well as your business as a whole. It might not be the fun part, but it will allow you to one day focus on what you do best, dealing with your clients. Set up your CRM and the other systems you want to use from the get go. Getting these things established before you’re hopefully a busy agent is the best time to really learn them and decide what’s best for you.

Once you build a strong foundation and are establishing your client base, it’s important to continually set goals that help you implement your business strategy.

You can even invest in a real estate coach if you need someone to hold you accountable. It’s also important to constantly reevaluate what you’re doing. Set up a monthly audit, where you go over what is and what isn’t working. As we mentioned above, this is a fluid business and things are constantly changing, the same can be said of your business. What worked a year ago, might be losing you money as your business grows.

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