ILLINOIS 10-18-21

ILLINOIS EDITION

Easy Blog Topics for Your Real Estate Blog

Is Finding a

NICHE MARKET

Right for You? Welcome Home: WORKING WITH RELOCATORS IN TRANSITION

COVER STORY

JANINE SASSO FEATURED AGENTS

SHELLY ASKIN KIMBERLY EHLER NANO ENGDAHL MELINDA JORDAN LALA MAHONEY FERMIN PEREZ

ILLINOIS EDITION

SHELLY ASKIN

KIMBERLY EHLER Shelly Askin began her real estate career each room and space. Professiona over 20 years ago, when she started tography16is next w Entrepreneurship runs in Kimberly Ehler’s read, with “Kim magazine was excellent 7 15 throughout the entire working for a builder. “I was a salesfamily, man- with her grandparents investing photos and finally executing an proc eff in residential properties throughout their have much to find a place ager for new construction communities,” Marketing Campaign on social b lives. “My grandmother also built houses, to pull together a very com Shelly recalls. “I loved workingso with starting with aof “Coming Soon” I always had an interest in real estate,” places to view, givingpr u people and selling houses, but I wanted of the property,” Kimberly explains. Kimberly purchased her all theShelly differentexplains. criteria we first condo at just 24 years old, and had an Throughout our tog to expand into the listing side and be able detailed marketing plan and time the po unsatisfying experience with the agent she extremely honest, easy to to service people on both sides of achose. trans-“I wasn’t all that impressed. I had Coldwell Banker Realty’s cutting bounce ideas off of, and ® FERMIN JANINE SASSO SHELLY ASKIN KIMBERLY EHLER PEREZ JORDAN | MJTHECLOSER ENGDAHL action.” Shelly NANO gotMELINDA her real estate license, tools are usedknew for each andand every been in sales my entire life, and was the sales her facts her director for a midsize company, so I decided When it came time to make and the rest is history.

For the past 20 with amazing results.

Adding to running hisbutown copier servicing to make sureth e a reputation for excelIAfter risk sounding corny, it’sthat about Melinda Jordan, affectionately known astoknow we That have a tremendous brand and martake the leap and become an agent.” was extremely helpful com in g 19 20 23 27 e and having a vast knowing that people can trust me to help business for 13 years, Fermin Perez Fermin’s ® years, Shelly has excelled at helping her strength in pricing and contract ne MJtheCloser , began keting toolbox. The brand is exceptional LALA MAHONEY real estate industry.

A her real estate career was them. estateago, is an and adventure.

I love hasn’t 13Real years Kimberly price and in the timeline w became attracted to real estate after - hemu cr 0 years ago through investing real estate. at allI price points. of myclients clients achieve realinestate goals. tions, get many clients at Baird & Warner, she their that every day since. is different, and I getservice to begot and looked back Although she her experience helping one of his clients, a real estate for them, and ated professional my own boss.”

My corporate who background is in brandstart And it’s not justRookie domestic: with power during the recession, she ended up making Community holds a place in offers Kimberly above listthe price - qualified With twenty-one years in ait approach from startbecause to company, for some time.

He started theirinvolved. assets marketing, and of that, I movedof the Year of the brand being global, it gives us access during her first year. always gives back and stays short periods serving of time.”everyone Coldwell Banker Realty, Shelly nWith for the industry hertaking spare time Nano which is passionate business, fro classes, passed,around then the world. takes good ca round quite a stems bit,” MJ says. “Everywhere In tohe prospects That makes association, her neighborhood’s where ood and memories of about traveling.

“I love to travel, even if primarily serves the western suburbs of clientele

by Chicago speaking the moved, bought sense for a city likeluxury Chicago that is aand functions.

Kimberly serves the great greater area ious fundraisers During purchasers to transactio first-tim uses with Iher mother.a property. It started as Today it’s juststarted for a littleattracting getaway to some quaint Chicago, but she has a deep familiarity Community involvement is import and Ithen global hub.” the people had already worked his shobby, a little girl, lovedafter a number of years with town.two Iwith enjoy antique and going people onshopping her he team.

Born and raised in the homebuyers she can be found hanging outlongevity with famil in Chicago a ouses, sothe becoming to micro-breweries whenever I travel.

I neighborhood Chicagoland region, she knows every and 7-year-old son and herand dog Do Gus oing just that, I an got licensed and started with his business.

EarlyShe on in NANO MELINDA JORDAN LALA MAHONEY FERMIN PEREZ with southern and ENGDAHL northern suburbs as through well, going Shelly. belongs to both theMaxwell Westmont a natural progression.” also like to bring my camera and practice Chicago’s North Shore, Lala loves guiding “I’m a full service agent, I will time with friends and trying art-time.”

Inher theclients summerneed of 2010, When she takes on alitlisting, MJ says, “My his realothers. estate career, Fermin had estabThrough won wherever her. MJ One percent of Grove Chambers ofspending Commerce, as well as the Wo myhundred photography skills.” Even though ® erally set up your life for you by linking you with every ecalls, decided wanted to pursue real are grown, first is years to set a strategic marketing withFermin the know a ®REALTOR lished a strong referral base - 18 has va te, Nano“Iworked in Ihealthcare—a her children Nano hasclients, remained active ingoal Shelly’s business comes from repeat and referral Council of Realtors . Shelly likeslooks to give back kind of local professional you need, whether it’s a dog Kimberly’s future bright, sh state full-time as both an investor and as strategy, and that comes from my brand ed her listening skills and taught her the local school district volunteering her is timeentirely and later,by his business referrals resourcesas at edgeability andWherever integrity y aand doctor or anyone in between,” she explains. expand her team. her path an impressive feat speaks to the trustand confidence St. Jude Children’s Hospital and sponsors many patience.

“I’ve always good donating towalker, various programs.

She’s also a Grayslake real estate broker, sobeen Ithat left my corporate background.

We’re not just selling a house, repeatCONTENTS clients, and he offers compreaccess to a by your Shelly side. enjoys Mahon also have a strong of agents that Iinkeep in want to provide unrivaled service. people.

I’m not doing for the The Chamber member and network volunteer andevents. is partners ob andinspires. relocated to this Chicago.” rest isof“ICommerce we’re enabling thenot next chapter she “My clients become myhensive, family and my service When she iscontinue working, professional to clients in Chicago, IL ensure maximumand exposure really view this as a hurdle that I’m on the boardcontact of the Grayslake Heritage Foundation. with, so I’m always trying to find off market fostering great relationships meetin has earned her managing br istory, and Shelly ever since, MJ “I’m has excelled at UP forming, a newISfamily.

Whenand I’mA marketing aTHE friends,” says. right there in front of them all walking, spending time with her and the surrounding suburbs. is also a fan of open housf jump over. Real estate transactions 4) HOW TO SPEED FIRST-TIME 21) STARTING TEAM properties for my buyers.”

Meanwhile, her sellers enjoy her clients achieve their real estate property, I look at the totality: who’s the rightlicense consumer,and is certified a felping bothtime, happy and circumstances, Nano has nogoals. plans slow down her business anytime ker’s the andsad they are always texting or tocalling towhere ask me need and friends.

HOMEBUYER TRANSACTIONS RIGHT SOLUTION FORhighlight YOURthe strengths of exceptional marketing strategies, with properties dodoI this to betheir positioned, how do I need to posiold my client’s hand and help them soon. “I tell people all the time that I will until Fermin has the outgoingBUSINESS? personality buyers and networkExpe with Real Estate Negotiation being professionally photographed and sent out toand her attention real estate,theorday just toI say dquestions result.

Manyabout times, I’m working I die. wasn’t raised intion a family environment With Jameson Sotheby’s International Realty, MJ hi.” speit, and above all, how do I price it in a way that they colleagues before they are listed.

“Often, I sell things to detail necessary to excel in the real estate world.

Fermin’s Century 21 comp time homebuyers who need mama where you saw retirement, I don’t even understand Currently, of her bu the future, says, “I over wanthalf to continue to ializes in condos andEASY multi-family apartments in the have to see this In home and buy thisShelly home today?”

13) BLOG TOPICS FOR before they even theto market.” going above andto clients’ or their best interest. Whatever their how you retire.

I’ve never beenhit one sitavailable still, soBy I and He keeps himself responsive is the #1 Century 21 in the ity of Chicago, with a focus on the area surrounding ness derives from repeat a Shelly’s attention clients’ needs truly sets herentire with and make sure that they’re gettin YOUR REAL ESTATE BLOG 24) my WELCOME HOME: clients know close that they can count onto her don’t see mebeyond ever hanging this up.” for each client, her business hasclients become needs and offers a involvement personal style of service that and in a isrow, and Fermin him ake toShore Drive.

“I absolutely love Chicago’s lakefront Community is important to MJ, she oing be there; I’ll always pick up referral-based. apart.

“I make sure my clients have the mostthem amazing best service. want to be clients. consistent with my buh WORKING RELOCATORS Lala credits makes feel comfortably at ease.

“IIWITH go referral beyond high them through any thatallows they me to get to know xperience,” MJissues says.so“It all active in the National Black MBA Association, where sheproduction numbers IN TRANSITION experience with the beginning while continuing to create relationships with my alone in this.” working what’s called for to when working with aDirector client, and I Chicago per year on average, and 17) FINDING A When NICHE success with repeat clients tofrit he neighborhoods fromISone side me, of thefrom city to the very other.” serves the Entrepreneurship for the working with heras buyers and sellers, Kimberly think of mytosuccess in this business from number by amy significant the very end,” she explains.

“I want toYOU? makea lot sure colleagues, and business partners.

It’s goal to m p MARKET RIGHT FOR chapter.

She also volunteers withcomes theshe Black Ensemble high level of service provides.

Mahoney also se never pressures themI can make decisions, focusing marketing, Nano believes it’s importthat quality,” Fermin says.

“My number one goal isFriends An MJ’smost business comesinstead from repeat Theater onit the city’s North Side, as well as of aboutprovide.” give amazing one-stop shop expethe very best service that I clients can possibly on educating them.

“I’m extremely honest, so ith impressive the my times.clients “I87% have of a the wonderful asexperience, her job to educate her the mark to provide a satisfying and a lot of my In his free time, Fermin lo ® trust nd clients, a feat that speaks to the trust and the Parks and other local organizations. srience mereferral behind the scenes.

Marketing people tend to me because they know exactly what they canandpossibly get with a Realtor . The mostand keep them informed throughout the entire proce ve changed so much, we must clients my good Fermin approaches family and friends. He is onfidence she inspires. MJ’s dedication I’m to her core become thinking.”

She streamlines thefriends.” process, eliminating important thing real estate| is that it’s the biggest hanging technology.

My about time is betPhone 310-734-1440 Fax 310-734-1440 She helps them prepare for which avoi alues sets her apart and keeps clients coming back.

In the future, MJ plans to continue expanding heroutcomes, busi-community, each transaction with honesty and compassion, andall local a routine stress so clients can have an enjoyable experience. ce with my clients, so I leave things will ever have in their lifetime, For more information about Kim transaction that anyone model built tre-to create ness to have an even greater global reach.

“Because I’m aims a scenario that leaves sides happy. for Children and multipl nMy and business social media posts toismy assis-on extreme gratitude, surprises and both ensures success.

As a result, buyers a mag@topagentmagazine.com | www.topagentmagazine.com please call 630-670-446 Word spreads fast Kimberly’s service, withdeal doz-internationally, mendous andin being a about transitfor and I travel a great I’ve As a fluent Spani andabout if empathy, you provide the mostresourceful,” amazing service nate it. I likecan’t to mix a bit ofover-the-top events. sellers alike appreciate that she’s hon or email ens of five-star reviews posted online.

One recently tingsays. as well, so I send out postcards No portion ofclosing this may be feels reproduced in any manner whatsoever without prior consent of the publisher.

Top responsive, Agent Spanish-speak he “Iget am definitely theissue agent who that you been working very diligently to expand my business With hisnot level of experience and his deep network to kimberlyehler@atprope the local them to to the table, then you’re doing To learn more about Nano Engdahl her agents in the area.”

Magazine is published

by Feature Publications Although precautions topeople ensure can the accuracy of published tech-savvy. hould spoil your clients.

People have so many choices, beyond theand local market sotaken that withinGA, hisInc. community, Fermin isare more than capable ofexperience works with many clients email nano.engdahl@bairdwarner.com, anyone justice.” materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.

nd I want my clients to always knowvisit thatnanoengdahl.bairdwarner.com I appreciate wherever they are in the MJ says.English.

“I am Fermin Copyright getting theChicago job done right every time.

Heworld,” brings with hopesTop to A ano to keep working at such or a high To subscribe change address, send inquiry to mag@topagentmagazine.com.

Published in the U.S. he factthatthat think enough mecall repreworking on getting more strategic relocations into the (847) 814–5543 edge shethey is changing lives. “I of me to have or him an excellent team of agents, inspectors, and offering Lala’s service to herattorneys clients doesn’t stop atexceptional the close When it comes to marketing, Shelly takes a comprehenent them.”

I travel, I make sure I establish connections and more,city. andWhen has the resources necessary to provide Chicagoland and su a transaction.

She employs every angle to staythe top-o in other markets, so that I can expose them to how great sive approach to ensure optimum exposure.

“I have a 2 Magazine Copyright Agent Magazine for any needTop a client might have. “Ensuring the trans- Top forAgent a patient and honest When it comes to marketing, MJ says, “One of great the city of mind Chicagowith is as they consider realreaching estate around past clients, out on social med To learn more about Shelly Askin four-step plan for success.

While inthe the PLN, (Private action is done properly is very important to me,” takes great care of his cli enefits of being with Sotheby’s International Realty is the world.” http://

mailto:mag@topagentmagazine.com http://www.topagentmagazine.com

Top Agent Magazine

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How to Speed Up First-Time Homebuyer Transactions Working with first-time homebuyers can be among the most rewarding real estate transactions an agent can embark upon.

Not only are you helping guide newcomers into the housing market, but you’re also witness to the excitement and triumphs along the way, including handing over those keys for the first time. While 4

helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

So, what’s the best way to streamline the homebuying process for first-timers, while maintaining the magic and keeping your sanity along the way?

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While helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

Set expectations upfront and often.

It’s no secret that communication is a cornerstone of a successful real estate practice and client relationship. Amidst a transaction as complex as buying (or selling) a home, it’s important that no wires get crossed, no questions go unanswered, and no information gets lost in translation. To accomplish this, create communication parameters with your clients up front. Inquire about the communication medium they’re most comfortable with—a text, a call, an email, etc.

Then, tailor your outreach accordingly.

Also, consider setting a weekly time to check in, even if no official progress has been made. This helps clients and agents touch base, float questions and concerns, and get ahead of any problems or developments. Another helpful tool is to draft a transaction timeline for your client that outlines the major milestones along the way, what sort of information will need to be gathered, what steps taken, and what outcomes are possible. This might seem like exhaustive work, but in the era of digital research, clients will come to their own conclusions and biases Top Agent Magazine

whether you like it or not. To stay on the same page and timeline, be the foremost resource for your client, and don’t leave their questions up to chance.

Know your first-time homebuyer programs and perks.

There are a variety of national, state, regional, and local grants and programs that aid first-time homebuyers as they pay their down payment, shop for home or mortgage insurance, and otherwise deal with the financial implications of becoming a homeowner. Sometimes these programs are neighborhood-specific in certain cities, with incentives to buy in up and coming areas. In some cases, there are grants that support underrepresented minority communities breaking into homebuying, and these can go a long way in making the burden of a down payment and associated fees doable. In other words, do your research.

The right program or grant could make the difference in nabbing a dream starter home for your client, while setting them up for future financial success.

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Get pre-approved for a mortgage—and shop around for the best rate.

Not all mortgage rates are made equal. As an agent, you likely have good relationships with area lenders that you trust, but it’s still important to complete your due diligence when helping first-time homebuyers find the rate that suits their longterm housing goals. Also remember that first-time homebuyers are new to this process, and while real estate transactions are complex in their own right, the borrowing and lending processes can be alienating in their complexity. As an agent, it’s your job to play intermediary and teacher, ensuring your clients know their options, are prepared to make an educated decision, and

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feel confident that they’ve chosen correctly. Talk with your preferred mortgage partners to best outline options for your clients’ understanding, laying out a framework that’s informative, projected into the future, and allows them to feel empowered by knowledge.

All in all, working with first-time homebuyers can be an exciting and joyous occasion, as long as you’re adequately prepared for some hand-holding and instruction along the way. Aside from the enthusiasm of successful first-timers at the closing table, you’ll also enjoy the lasting benefit of strong referrals to their friends and family, many of whom will be shopping with you for their own first dream homes.

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JANINE SASSO

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Top Agent Janine Sasso of 3 Keys Home Group, a team at Coldwell Banker Residential Brokerage, assists clients throughout the Northwest Suburbs of Chicago.

NICK VLASIDIS

8Copyright Top Agent Magazine

Being told you can’t do something just edged Janine Sasso on more to set out and accomplish greater things than initially thought. Born and raised in beautiful Germany, and now a longtime resident of Hoffman Estates, Janine Sasso began her career in early childhood education, but was soon drawn to real estate for the ways in which it complimented her tireless work ethic and elite business skills. At her family’s encouragement, she decided to pursue her license—and she hasn’t looked back since. Currently, Janine is a Realtor for 3 Keys Home Group, a team at Coldwell Banker Residential Brokerage, where she assists clients throughout the Northwest Suburbs of Chicago. With her team having just taken positions in two new market places, St. Louis, Missouri and Scottsdale, Arizona, she has cultivated a Top Agent Magazine

truly unique workflow to meet the needs of any buyer or seller.

When listing a home, Janine leverages the many resources available through Coldwell Top Agent Magazine

Banker to give her clients an added advantage. After helping them fully prepare their property for the market through her coveted project proposals that leaves the sellers with the exact action steps to take, she takes Copyright Top Agent Magazine9

the marketing to a whole new level. Janine broadcasts it over print advertisements to mailers and targeted social media campaigns to generate as many leads for her sellers as possible to receive the highest offer possible. From start to finish, she is there for her clients, providing them with hands-on assistance and catering her marketing decisions to their needs and desired outcome. “My sellers love that I am honest with them and tell them exactly what to expect! We were even able Copyright Top Agent Magazine 10

to predict the exact timeline for some of our sellers and it was a huge piece of reassurance to them, knowing what to expect once they listed their home with me!”

Janine is just as helpful when assisting her buyers, leaning on her in-depth knowledge of the local market to guide them to the right home for their best interests. Since launching her career in 2015, she has earned a fantastic reputation among buyers and sellers alike, Top Agent Magazine

Janine has compiled the secrets to her process in her new book, Success with Real Estate Mailers, which equips both new and established agents with her proven tips for success. having completed almost $10 million in production in 2020 alone.

Moreover, Janine has set herself apart via her cutting edge direct mailing strategy, a unique method that has allowed her to accelerate her business and better serve her clients. Recently, she has compiled the secrets to her process in her new book, Success with Real Estate Mailers, which equips both new and established agents with her proven tips for success.

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“A real estate transaction is never just about the sale,” she says. “It’s about finding different ways to communicate with your buyers or sellers. Whether I’m providing my client with a staging guide or keeping them informed on the state of the market, my objective is always to solve a problem for them in our interactions.”

Outside her career, Janine is deeply involved in her community. A supporter of her area fire stations and other local organizations, she Copyright Top Agent Magazine 11

also crafts online seminars and provides educational outreach through Geo Farming. When she’s not with clients or giving back, she can be found spending quality time with her family, camping, or reading.

Going forward, Janine has exciting plans for the future. In the months ahead, she will be scaling her standards to assist even more clients in the

Missouri and Arizona markets. But most of all, Janine remains focused on the approach that has anchored her accomplished career. “You have to find the story behind each transaction,” she says.

“Every deal has its own challenges or obstacles, and everyone’s reason for buying or selling is different. But being a part of that process is such a phenomenal opportunity and I am beyond grateful to be part of my clients’ journeys.”

For more information about Janine Sasso, email janine@3KeysRealEstateGroup.com, visit JanineSasso.com or call 847-754-1835 www.

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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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SHELLY ASKIN Shelly Askin began her real estate career over 20 years ago, when she started working for a builder. “I was a sales manager for new construction communities,” Shelly recalls. “I loved working with people and selling houses, but I wanted to expand into the listing side and be able to service people on both sides of a transaction.” Shelly got her real estate license, and the rest is history. For the past 20 years, Shelly has excelled at helping her clients achieve their real estate goals.

With Coldwell Banker Realty, Shelly primarily serves the western suburbs of Chicago, but she has a deep familiarity with the southern and northern suburbs as well, going wherever her clients need her. One hundred percent of Shelly’s business comes from repeat and referral clients, an impressive feat that speaks to the trust and confidence she inspires. “My clients become my family and my friends,” Shelly says. “I’m right there in front of them all the time, and they are always texting or calling to ask me questions about real estate, or just to say hi.”

Shelly’s close attention to her clients’ needs truly sets her apart. “I make sure my clients have the most amazing experience working with me, from the very beginning to the very end,” she explains. “I want to make sure I can give my clients the most amazing one-stop shop experience they can possibly get with a Realtor®. The most important thing about real estate is that it’s the biggest transaction that anyone will ever have in their lifetime, and if you can’t provide the most amazing service for them to get to the closing table, then you’re not doing anyone justice.”

When it comes to marketing, Shelly takes a comprehensive approach to ensure optimum exposure. “I have a four-step plan for success. While in the PLN, (Private Listing Network,) Pre-staging with a checklist of repairs or work needed to be done before I professionally Stage the property, using on-trend design and functional use of Top Agent Magazine

each room and space. Professional photography is next with magazine worthy photos and finally executing an effective Marketing Campaign on social media starting with a “Coming Soon” preview of the property,” Shelly explains. “This detailed marketing plan and the power of Coldwell Banker Realty’s cutting-edge tools are used for each and every listing with amazing results. Adding to this my strength in pricing and contract negotiations, I get many of my clients multiple, above list price - qualified offers in very short periods of time.”

Community involvement is important to Shelly. She belongs to both the Westmont and Downers Grove Chambers of Commerce, as well as the Women’s Council of Realtors®. Shelly likes to give back via the St. Jude Children’s Hospital and sponsors many local events. When she is not working, Shelly enjoys swimming, walking, and spending time with her family and friends.

In the future, Shelly says, “I want to continue to grow with my clients and make sure that they’re getting the best service. I want to be consistent with my business while continuing to create relationships with my friends, colleagues, and business partners. It’s my goal to provide the very best service that I can possibly provide.”

To learn more about Shelly Askin, please call 630-768-2595, email shelly.askin@cbrealty.com, or visit shellyaskin.cbintouch.com https://

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KIMBERLY EHLER Entrepreneurship runs in Kimberly Ehler’s family, with her grandparents investing in residential properties throughout their lives. “My grandmother also built houses, so I always had an interest in real estate,” Kimberly explains. Kimberly purchased her first condo at just 24 years old, and had an unsatisfying experience with the agent she chose. “I wasn’t all that impressed. I had been in sales my entire life, and was the sales director for a midsize company, so I decided to take the leap and become an agent.” That was 13 years ago, and Kimberly hasn’t looked back since. Although she got her start during the recession, she ended up making Rookie of the Year during her first year.

Today Kimberly serves the greater Chicago area with two people on her team. Born and raised in the Chicagoland region, she knows every neighborhood and loves guiding others. “I’m a full service agent, I will literally set up your life for you by linking you with every kind of local professional you need, whether it’s a dog walker, a doctor or anyone in between,” she explains.

“I also have a strong network of agents that I keep in contact with, so I’m always trying to find off market properties for my buyers.” Meanwhile, her sellers enjoy exceptional marketing strategies, with their properties being professionally photographed and sent out to her colleagues before they are listed. “Often, I sell things before they even hit the market.” By going above and beyond for each client, her entire business has become referral-based.

When working with her buyers and sellers, Kimberly never pressures them to make decisions, focusing instead on educating them. “I’m extremely honest, so people tend to trust me because they know exactly what I’m thinking.” She streamlines the process, eliminating stress so clients can have an enjoyable experience.

Word spreads fast about Kimberly’s service, with dozens of five-star reviews posted online. One recently 16

read, “Kim was excellent to work with throughout the entire process. We didn’t have much to find a place but she was able to pull together a very comprehensive list of places to view, giving us a true taste of all the different criteria we had given her.

Throughout our time together, she was extremely honest, easy to talk with and bounce ideas off of, and she absolutely knew her facts and her neighborhoods.

When it came time to make a decision, she was extremely helpful in getting us a good price and in the timeline we needed.”

Community holds a place in Kimberly’s heart, as she always gives back and stays involved. She is a part of her neighborhood’s association, where they set up various fundraisers and functions. During any free time, she can be found hanging out with family, including her 7-year-old son Maxwell and her dog Gus. She also loves spending time with friends and trying new restaurants.

Kimberly’s future looks bright, as she has plans to expand her team. Wherever her path leads, she will continue to provide unrivaled service. “I want to keep fostering great relationships and meeting new people.”

For more information about Kimberly Ehler, please call 630-670-4468 or email kimberlyehler@atproperties.com Top Agent Agent Magazine Copyright Top

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 17

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 18

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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NANO ENGDAHL Nano Engdahl has a reputation for excellent client service and having a vast knowledge of the real estate industry. A Broker Associate at Baird & Warner, she is a highly motivated professional who takes a hands-on approach from start to finish. Her passion for the industry stems from early childhood and memories of attending open houses with her mother.

“Ever since I was a little girl, I loved seeing different houses, so becoming an agent seemed like a natural progression.”

Prior to real estate, Nano worked in healthcare—a career that sharpened her listening skills and taught her the importance of patience. “I’ve always been good at taking care of people. I’m not doing this for the almighty dollar, I really view this as a hurdle that I’m helping someone jump over. Real estate transactions can be the result of both happy and sad circumstances, and I’m there to hold my client’s hand and help them reach their desired result. Many times, I’m working with excited first-time homebuyers who need mama bear to look out for their best interest. Whatever their backstory is, my clients know that they can count on me. I’m always going to be there; I’ll always pick up the phone and talk them through any issues so that they know they’re not alone in this.”

When it comes to marketing, Nano believes it’s important to keep up with the times. “I have a wonderful assistant that helps me behind the scenes. Marketing and real estate have changed so much, and we must adapt to the ever-changing technology. My time is better spent face to face with my clients, so I leave things like website design and social media posts to my assistant who is passionate about it. I like to mix in a bit of old-fashion marketing as well, so I send out postcards and reach out to other agents in the area.”

What motivates Nano to keep working at such a high level is the knowledge that she is changing lives. “I Top Agent Magazine

know I risk sounding corny, but it’s about knowing that people can trust me to help them. Real estate is an adventure. I love that every day is different, and I get to be my own boss.”

In her spare time Nano is passionate about traveling. “I love to travel, even if it’s just for a little getaway to some quaint town. I enjoy antique shopping and going to micro-breweries whenever I travel. I also like to bring my camera and practice my photography skills.” Even though her children are grown, Nano has remained active in the local school district by volunteering her time and donating to various programs. She’s also a Grayslake Chamber of Commerce member and volunteer and is on the board of the Grayslake Heritage Foundation.

Nano has no plans to slow down her business anytime soon. “I tell people all the time that I will do this until the day I die. I wasn’t raised in a family environment where you saw retirement, I don’t even understand how you retire. I’ve never been one to sit still, so I don’t see me ever hanging this up.”

To learn more about Nano Engdahl email nano.engdahl@bairdwarner.com, visit nanoengdahl.bairdwarner.com or call (847) 814–5543 http://

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MELINDA JORDAN | MJTHECLOSER® Melinda Jordan, affectionately known as MJtheCloser®, began her real estate career 20 years ago through investing in real estate.

“My corporate background is in brand marketing, and because of that, I moved around quite a bit,” MJ says. “Everywhere I moved, I bought a property. It started as a hobby, and then after a number of years doing just that, I got licensed and started part-time.” In the summer of 2010, MJ recalls, “I decided I wanted to pursue real estate full-time as both an investor and as a real estate broker, so I left my corporate job and relocated to Chicago.” The rest is history, and ever since, MJ has excelled at helping her clients achieve their real estate goals.

With Jameson Sotheby’s International Realty, MJ specializes in condos and multi-family apartments in the city of Chicago, with a focus on the area surrounding Lake Shore Drive. “I absolutely love Chicago’s lakefront experience,” MJ says. “It allows me to get to know all the neighborhoods from one side of the city to the other.”

An impressive 87% of MJ’s business comes from repeat and referral clients, a feat that speaks to the trust and confidence she inspires. MJ’s dedication to her core values sets her apart and keeps clients coming back.

“My business model is built on extreme gratitude, tremendous empathy, and being over-the-top resourceful,” she says. “I am definitely the agent who feels that you should spoil your clients. People have so many choices, and I want my clients to always know that I appreciate the fact that they think enough of me to have me represent them.”

When it comes to marketing, MJ says, “One of the great benefits of being with Sotheby’s International Realty is

that we have a tremendous brand and marketing toolbox. The brand is exceptional service and experience at all price points.

And it’s not just domestic: with the power of the brand being global, it gives us access to prospects around the world. That makes great sense for a city like Chicago that is a global hub.”

When she takes on a listing, MJ says, “My first goal is to set a strategic marketing strategy, and that comes from my brand background. We’re not just selling a house, we’re partners in enabling the next chapter for a new family. When I’m marketing a property, I look at the totality: who’s the right consumer, where do I need to be positioned, how do I need to position it, and above all, how do I price it in a way that they have to see this home and buy this home today?”

Community involvement is important to MJ, and she is active in the National Black MBA Association, where she serves as the Entrepreneurship Director for the Chicago chapter. She also volunteers with the Black Ensemble Theater on the city’s North Side, as well as Friends of the Parks and other local organizations.

In the future, MJ plans to continue expanding her business to have an even greater global reach. “Because I’m a transit and I travel a great deal internationally, I’ve been working very diligently to expand my business beyond the local market so that people can experience Chicago wherever they are in the world,” MJ says. “I am working on getting more strategic relocations into the city. When I travel, I make sure I establish connections in other markets, so that I can expose them to how great the city of Chicago is as they consider real estate around the world.”

To find out more about Melinda Jordan, MJtheCloser®, please call 312.600.7731 or email melindajordan@mjthecloser.com. You can connect with her on social media via IG or LinkedIn at MJtheCloser® or find her online at mjthecloser.com. www.

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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 trans22

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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LALA MAHONEY With twenty-one years in the business, serving everyone from luxury purchasers to first-time homebuyers in Chicago and Chicago’s North Shore, Lala is a REALTOR® with the knowledgeability and integrity you want by your side. Mahoney has earned her managing broker’s license and is certified as a Real Estate Negotiation Expert.

Currently, over half of her business derives from repeat and referral clients. Lala credits her success with repeat clients to the high level of service she provides. Mahoney also sees it as her job to educate her clients about the market and keep them informed throughout the entire process.

She helps them prepare for all outcomes, which avoids surprises and ensures success. As a result, buyers and sellers alike appreciate that she’s responsive, honest and tech-savvy.

Lala’s service to her clients doesn’t stop at the close of a transaction. She employs every angle to stay top-ofmind with past clients, reaching out on social media, through email campaigns, and direct mail to remind them that she’s there for all their realty needs. “Nothing makes me feel better than helping people obtain their dream,” Lala says. “It’s really the best feeling to help them take that next step.”

When it comes to marketing, Lala engages a high degree of targeted digital advertising for a robust marketing rollout on each listing. Posts across a wide range of social media platforms put Lala’s listings right at a buyer’s fingertips. She receives contact info for anyone clicking on her ads and can adjust her efforts accordingly to reach the right buyer. Additionally, by employing reverse prospecting of her MLS, Lala can concentrate on reaching out to agents with clients matched to her properties. “I know when I have Top Agent Magazine

a house listed, I’m going to do X, Y, and Z, on a tight timeline, and I’m going to get it sold for the highest amount in the shortest amount of time,” Lala explains.

It’s a strategy that has increased her sales volume every year. Lala is on track to close thirty homes or more in 2021.

As a REALTOR® who cares about her community, Lala stays involved with her Northshore Board of Realtors, and has recently served on the board of directors as well as on the Grievance Committee, the Ethics Citation Panel, and the Young Professionals Network.

Also, Lala volunteers through Open Communities, a local fair housing advocacy group, teaching pre-purchase workshops for HUD buyers, educating them on the homebuying process.

When she’s not working, Lala keeps an active homelife, enjoying the outdoors with her family and two border-collies. She is an avid gardener and reader.

Looking to the future, Lala’s goal is to continue to grow her business and stay on the forefront of every advancement in the industry, maintaining the high level of care for each client that has been her hallmark since day one.

Find out more at lalamahoney.com.

Connect with Lala via phone at 847-293-5227 and via email at lalamahoneyrealestate@gmail.com www.

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Welcome Home:

Working with Relocators in Transition People stage moves for all sorts of reasons.

From the joyous and pre-planned, to the unfortunate and unexpected, new chapters begin with the help of an agent. When you’re working with buyers from a different region, state, or country, the typical complications of a transaction can be compounded. So, what’s a savvy agent to do?

For starters, envision the big picture. Relocators have extra obstacles between them and 24

their dream home. They don’t necessarily know which neighborhoods are ideal for their lifestyle, what they should budget for utilities, what type of homeowner’s insurance is ideal, or how they can tour, let alone close, on a house from afar. All in all, it’s a tall order, but if you can manage a relocation transaction successfully, you could tap into a sizable pool of clientele. Think of it this way: if you’re the shining star of a relocator’s moving process, their word-of-mouth praise could be

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exponential. Likewise, a winning reputation within that client’s corporate sphere could lead to lucrative, stable referrals and partnerships for years to come. Here are a few key ways to help clients navigate the relocation process with minimal stress and maximum results.

Create a full-scale timeline for you and your client that makes expectations clear.

Moving is already one of life’s biggest stressors, but relocations have a dozen more moving parts that your average deal. Consider creating a master-plan of sorts to help you and your client visualize the steps required to achieve success in the midst of a relocation.

Even from afar, your client will be able to refer to the roadmap you’ve set. Likewise, this makes sure you and your client are on the same page regarding expectations, timelines, and checklists. Assemble an articulated, overarching gameplan also helps demystify the process and lower stress. Instead of clients wondering what’s next, what’s needed, who to call, and when to be ready—handy guidelines of your own devising will be at their fingertips.

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Attune your communication style so that nothing goes overlooked or miscommunicated.

Establish early on how your client prefers to communicate and which methods should be excluded. Also, make sure to outline what timeframes are ideal to communicate in, and how often they expect to hear from you with status updates or follow-ups. Some clients might prefer a more hands-off approach that lets you manage most details behind the scenes with updates only when progress is made. Most clients in the midst of a serious relocation, however, will prefer to be in touch more frequently. Customizing is key. If they prefer text messages and emails over calls, that’s a helpful detail to know from the outset. If they prefer face-to-face video chats or can only speak after business hours—those are also key parameters to work within. The less mystery and hassle, the better.

Be a local resource with vetted recommendations and vendors on-hand.

Relocating homeowners may not know the best neighborhoods and their amenities, or where the best school districts are, which areas are high-traffic, or where their dollar might stretch a little further. Identifying your clients’ goals can help narrow this field, but you’ll also want to be careful not to overwhelm them with information. After all, they’re taking on a huge life transition and making a move as an outsider. You’ll want to serve as a onestop-shop who can remove some steps and stress from their organizational obligations.

Have a contractor who can get a head-start on home projects while clients make the move?

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Excellent. Or, perhaps you can provide an out-of-state agent referral so that clients can sell their existing property in a timeline that works in conjunction with their new purchase. Make yourself a community expert and a connector, and you’ve won a client— and their referrals—for much longer than a single transaction.

Think outside the box when weighing variables.

Relocations aren’t your typical transaction.

You’ll need to do a bit more planning to avoid pitfalls along the way. For instance, have you considered how you’ll tour homes with clients if they live hundreds of miles away?

Are there time zone differences to factor in?

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If clients are relocating from another country, are there any special visa or naturalization considerations? How will their belongings travel? Are there pets to relocate? There are plenty of questions to ask and plan for, but the key is to be communicative and thorough up front. The more information and planning time you have, the smoother the transition will go.

There are certified real estate agent designations you can pursue that set you apart for your experience when it comes to relocations, but in lieu of those—arm yourself with the planning details and methods that will make your client a raving fan. In the process, you’ll up your game, create a happy client, and hopefully field similar business for years to come.

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FERMIN PEREZ After running his own copier servicing business for 13 years, Fermin Perez became attracted to real estate after helping one of his clients, a real estate company, for some time. He started taking classes, which he passed, then started attracting clientele by speaking with the people he had already worked with through his business. Early on in his real estate career, Fermin had established a strong referral base - 18 years later, his business is entirely referrals and repeat clients, and he offers comprehensive, professional service to clients in Chicago, IL and the surrounding suburbs.

Fermin has the outgoing personality and attention to detail necessary to excel in the real estate world.

He keeps himself available and responsive to clients’ needs and offers a personal style of service that makes them feel comfortably at ease. “I go beyond what’s called for when working with a client, and I think a lot of my success in this business comes from that quality,” Fermin says. “My number one goal is to provide a satisfying experience, and a lot of my clients become my good friends.” Fermin approaches each transaction with honesty and compassion, and aims to create a scenario that leaves both sides happy.

With his level of experience and his deep network within his community, Fermin is more than capable of getting the job done right every time. He brings with him an excellent team of agents, inspectors, attorneys and more, and has the resources necessary to provide for any need a client might have. “Ensuring the transaction is done properly is very important to me,” Fermin says. “I am very thorough, and I take the time

to make sure each step is done correctly.”

Fermin’s competence is a boon for his clients - he creates realistic expectations for them, and they can rest assured that their assets are in good hands. Fermin takes good care of his clients, even after the transaction is closed, a testament to his longevity as a Real Estate Broker.

Through working with Century 21, Fermin has a vast array of marketing resources at his disposal, including access to a multitude of websites to ensure maximum exposure online for his listings. He is also a fan of open houses, and uses them to both highlight the strengths of each home to prospective buyers and network with clients and agents alike.

Fermin’s Century 21 company, Century 21 Affiliated, is the #1 Century 21 in the world for the seventh year in a row, and Fermin himself achieves consistently high production numbers - he closes 25 transactions per year on average, and is projecting to exceed that number by a significant margin in 2021.

In his free time, Fermin loves spending time with his family and friends. He is heavily involved with his local community, a routine donor to Shriners Hospital for Children and multiple other local fundraising events. As a fluent Spanish speaker, Fermin is tied to the local Spanish-speaking population as well, and works with many clients whose first language isn’t English. Fermin hopes to keep growing his business and offering exceptional service to clients across Chicagoland and the suburbs. If you’re looking for a patient and honest REALTOR® who always takes great care of his clients, look no further than Fermin Perez!

For more information about Fermin Perez, please call (630) 258-7708 or email fprealtor@aim.com Top Agent Magazine

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