ILLINOIS 7-12-21

ILLINOIS EDITION

By the Numbers:

7

Reasons Why Your Prospects Aren't Turning Into Clients

Understanding the True Value of Square Footage

Playing the

REAL ESTATE MATCHMAKER

FEATURED AGENTS

JACQUELINE LOTZOF & STEPHANIE MALK ANDREA LEE MORRIS

COVER STORY

AMBER CAWLEY

ILLINOIS EDITION

JACQUELINE LOTZOF & STEPHANIE MALK

In 2017, Jacqueline Lotzof and Stephanie and pending contracts through the m 17 21 Malk joined forces to establish one of the7 of May in 2021. Jacqueline and Steph fastest growing real estate teams on the are both very active on social m Andrea North Shore of Chicago. Jacqueline got and they make a sincere effortLee to working in licensed fifteen years ago, starting out personally engaged and connected in commercial real estate with The Alter clients both present andindustry past. Thisfor is Group, and Stephanie decided to pursue word has spread so rapidly of Jacqu “Previously real estate after an impressive career in and Stephanie’s business lendingthroug side sales. With a wealth of experience between Chicago, as they get nearly 100% of for a real them, they’ve shaped their joint business business from repeat and referral clien for several around cultivating lasting relationships AMBER CAWLEY JACQUELINE LOTZOF ANDREA LEE MORRIS recalls.

“Eve In their free time, Jacqueline and Steph with their clients and providing thorough & STEPHANIE MALK to get love spending time with theirlicen fam and well-rounded service that makes real and estate m enjoying all that Deerfield High prospective residents feel comfortable in and ever since then, Andreain Park have to history, offer. They are heavily involved their new environment while ensuring that both buyers and community – Jacqueline on the young women’s sellers feel secure and comfortable. her clientssits achieve their real estateboa go CONTENTS JUF and is also a board member of EPWNG, a professi women’s networking Stephanie o Jacqueline and Stephanie are both mothers with deep As a group, Brokerwhile with @homeis part realty children’s Parent Teacher Organization and volunteer roots in the local community, which makes them uniquely 4) 7 REASONS WHY YOUR 18) PLAYINGAndrea THE REAL serves ESTATE Manteno, Illinois and various school organizations and sports teams. Toge capable of helping newcomers get acclimated to the area.

PROSPECTS AREN’T TURNING MATCHMAKER— FOLLOW THESE area. A large percentage of Andrea’s hope toRULES grow and expand their business in the y They are INTO familiarCLIENTS with local market trends and the real estate 8 they DATING TO ENSURE YOU from repeat and referral clients, an to come, YOUR to increase their production numbers even fu landscape of the area, but they can also provide information MATCH CLIENT WITH THE thatdoubling speaks to the business trust andevery confide and to continue their yea and suggestions the best schools, restaurants, PERFECT 13) BYregarding THE NUMBERS: HOME FOR THEM “Most of my business is from referr designers,UNDERSTANDING contractors, and many other THEimportant TRUE resources feat they’ve managed to maintain since they started business together.

If you’re looking for a real for someone new to Chicago and the North Shore. “We 22) leads,” Andrea says.estate “My VALUE OF SQUARE FOOTAGE HOW TOpurchased SEND SMARTER who love to help have a true passion for are two mothers who know Chicago very well, and we EMAILS me people I haveand very good communicati local community, in touch withwith Jacqueline Lotzoft are great at helping clients get settled in the community,” verygetcomfortable me. I keep Stephanie Malkeverything, today!

Stephanie says. Jacqueline and Stephanie spend time to and I keep the process mo get to know their clients and their specific needs, and in as possible for them.” working to satisfy those needs, they end up becoming good friends with many of the people they work with.

Andrea’s communication with her cli Phone 310-734-1440 | Fax 310-734-1440 apart. “I hear from a lot of people that When it comes to advertising their listings, Jacqueline and mag@topagentmagazine.com | www.topagentmagazine.com that same communication from other Stephanie take pride in tailoring their marketing strategy to No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent find the appropriate audience for each property. place precautions are taken toextensive background in multiple asp Magazine is published

by Feature Publications GA,They Inc. Although ensure the accuracy of published ads in thematerials, North Shore Weekend and Chicago Magazine for Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its aauthors. also proves valuable resource to An To subscribesend or change address, send inquiry to mag@topagentmagazine.com. luxury properties, listing postcards to residents in the have a very strong background com Published in the U.S. area where the properties are located, and use social media and the legal side, so I am able to ta to cast a wide net over people in their respective spheres.

ANDREA

As 2two women who have built their business from the ground up, Jacqueline and Stephanie work hard to get

all levels when it comes to putting to negotiating, and Agent goingMagazine to bat for my c You can contact JacquelineTop at 847-917-8220 or em gives me an edge when working with jacqueline.lotzof@compass.com. Contact Stephanie

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

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7 Reasons Why Your Prospects Aren’t Turning Into Clients Real estate experts suggest prospecting daily so that your sales pipeline never runs dry.

But sometimes all that effort doesn’t translate into results. If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

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1. You’re Too Slow The Association of Real Estate License Law Officials estimates that there are about 2 million active real estate licensees in the United States alone. Of course, not all these individuals are working in the same markets. Nonetheless, that

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If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

means that realtors face a lot of competition. If you are slow to respond to messages from prospective clients, someone else is sure to beat you to it. As a rule of thumb, it’s best to return calls and emails within 24 hours.

If you’re too busy working with active clients to return the phone calls and emails of prospective clients, consider hiring a real estate assistant who can help take administrative or marketing tasks off your plate.

2. They Don’t Trust You There are different reasons why a client might not trust you, some of which overlap with others on this list. When a client asks you a question, do you answer it directly or do you sidestep it?

Do you have testimonials and reviews from happy clients publicly available? Do you have an online presence? Social proof of your skills and knowledge is key.

3. You Don’t Seem Knowledgeable Enough Is your client constantly coming to you with new listings or marketing ideas rather than the Top Agent Magazine

other way around? Do they mention real estate and finance terms you’ve never heard of or ask you questions you’ve never thought to ask yourself? Every agent starts somewhere, but if this seems to be a pattern, it’s one clients will pick up on too.

Your clients want to know that you will add value to their home buying or selling experience, and part of that value is your expertise and passion.

4. You Have No Web Presence It’s not enough to be on Zillow or have a Facebook page. There are clients who don’t use these platforms, and at the end of the day, you don’t own the content or your access to it. Both platforms could suddenly go out of business and any following you’ve gained could be lost.

It doesn’t cost much to create and maintain a website today. If customization matters little to you, sometimes you can even get up and running for free. At the very least, it’s a good idea to invest in a domain name because yourwebsite. wordpress.com looks a lot less professional than yourwebsite.com.

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5. You Don’t Seem to Care When clients don’t think you care, it usually means they don’t feel like you are listening.

You may have systems, processes, and a proven marketing strategy. You may like to get right down to business, but to your client, this isn’t just business—it’s their life and their family’s livelihood.

When your client tells you what’s important to them, they want to make sure that you really hear them. Make sure your body language conveys that. Slow down. Shut your office door.

Make eye contact, nod your head, and pause before you speak so that they understand that you’ve put thought into your words—that they aren’t simply lines from a script.

6. You Use Too Much Jargon Remember that your clients don’t speak real estate. At most, they might buy or sell a home once every few years. They hired you to be their advocate and may even expect you to be a bit of a teacher too. Use layman’s terms so that your

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client fully understands how the two of you will work together.

7. Your Target Audience Is Everyone Your clients are home buyers and sellers, yes, but who is your ideal client? Some specialties you might consider are college students and recent graduates, working professionals, military families, seniors, CEOs, or other high-profile clients.

As a newer agent, your target audience might be anyone who will hire you, but over time, you might find that you click more with certain clients, that their lifestyle is similar to yours, or that their goals align with your mission. Whatever the reason, marketing your business to this “ideal client” rather than every potential client will make selling your services easier.

Remember: It’s within your power to alleviate your client’s concerns, but understanding why your prospects aren’t turning into clients is a good start.

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AMBER CAWLEY Top Agent Magazine

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Top Agent Amber Cawley of Coldwell Banker serves Lake, McHenry, and Kane Counties in Illinois and she also recently became licensed in Wisconsin.

Amber Cawley is used to helping and serving others. Prior to being a real estate agent, Amber was a 911 operator with Lake County Sheriff’s Office for 15 years. Amber became a real estate broker in 2018, but her interest in the business goes way back. “Since I was young, I have always had a passion for real estate and interior design.” Amber recalls. Her journey began about 10 years ago, first flipping houses and then becoming licensed to serve others three years ago. “I hit the ground running,” Amber says, “and in my first full year, I was Rookie of the Year for all of North America for Coldwell Banker.” Amber takes great pride in helping her clients achieve their real estate goals. She is well trained in negotiation tactics stemming from her years at the sheriff’s office as well as utilizing her husband as a personal sales coach. However, she attributes most of her success to her consistent work ethic and deep understanding of the market.

Amber serves Lake, McHenry, and Kane Counties, and she also recently became 8 Copyright Top Agent Magazine

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licensed in Wisconsin. About 90% of Amber’s business comes from repeat and referral clients, an impressive feat that speaks to the trust and confidence she inspires. “I stay in contact with my clients, whether it’s through dropping off gifts during the holidays, inviting them to client appreciation events, writing personal notes, or giving them a call or text to see how they are doing,” Amber says.

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“Always being top of mind with my clients, as well as providing excellent service and being a good communicator has played a big role in my success.”

Amber forms strong relationships with her clients in the course of servicing their real estate needs. “Even if I don’t know them at first, my clients become friends,” she says. “I really love Copyright Top Agent Magazine 9

“Always being top of mind with my clients, as well as providing excellent service and being a good communicator, has played a big role in my success.” my job. I love what I do, it doesn’t even feel like a job when you’re doing what you love. I also have the best clients, so that makes it easy for me.” All you have to do is look at her reviews to know this is true.

When it comes to marketing listings, Amber uses a variety of methods to ensure maximum exposure. This includes just listed postcards, as well as heavy coverage on social media. “I use open houses too, but listings are going under 10Copyright Top Agent Magazine

contract so quickly now that I don’t necessarily even need to do that,” Amber says. She also takes out print ads in local newspapers and sends out email blasts to her personal and professional contacts when listings hit the market. The results speak for themselves: last year Amber’s sales volume was $13.7 million, with a total of 37 transactions, in only her second full year in real estate. This excludes approximately $2 million in Wisconsin transactions and commercial business she referred to others.

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Community involvement is important to Amber, and she has been involved with the PTO and Feed My Starving Children. “Nothing makes me happier than to help others, I’ve been blessed and love sharing those blessings with others.” When she is not working or giving back, she enjoys interior design, spending time with her husband and three kids, going to the kids’ sporting events, and traveling.

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In the future, Amber says, “I’m hoping I can continue to help people achieve their real estate goals, I’m at the point where I need a team to ensure the level of support my clients are used to is maintained.” In addition to being named Rookie of the Year for all of North America for Coldwell Banker, her most recent honors include a spot in the International President’s Circle for being in the Top 1% at Coldwell Copyright Top Agent Magazine11

Banker, being added to the scroll of notable people for Marquis Who’s Who, Top 5% Award for 2021 for Homesnap Pro Agents nationwide, Mainstreet Organization of REALTORS® Award for the 2020 calendar year, in both, Diamond Top 2% for Sales and Gold Top 3% for Transactions. Above all Amber wants to continue serving her clients. “I love making a

difference in people’s lives,” she says. “I love being part of their story and helping them write their next chapter.” Above everything, Amber says: “I would like to give credit to the support of my family, friends, and clients for supporting my passion. It means the world to me” Amber’s tagline says it all. Making memories with every home!™

For more about Amber Cawley, call 847-293-4782, email ambercawleyrealestate@gmail.com or visit ambercawleyrealestate.com www.

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By the Numbers:

Understanding the True Value of Square Footage Measuring the square footage of a property may seem like an objective and straightforward task, but you’d be surprised at how many agents and homebuyers misunderstand this pivotal figure.

True square footage provides homebuyers a concrete understanding of their prospective domain, but here’s the problem: the rules to determine a home’s square footage are not always uniform across the board. What’s more, much of Top Agent Magazine

a home’s value is determined by its size, so accuracy is certainly important. While many real estate agents have their own systems for determining or confirming a home’s true square footage, it doesn’t hurt to update your practices and become an expert on the subject. After all, you may learn a few techniques that could add value to a listing, or better prepare you in guiding house-hunters on the lookout.

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1. Do your due diligence Most towns and cities have a local records department where floorplans and blueprints are kept on file. It’s worth noting that these records don’t typically include any subsequent additions or remodels on a property, but they still give archive hunters a legal baseline when outlining a property’s square footage. Oftentimes, a straightforward online search of a city or county’s records office can pull the information necessary, or else agents can poke around in person to uncover informative blueprints at the records office. Either way, access to original blueprints or floorplans is a great tool for determining livable square footage. As a bonus,

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original blueprints and floorplans—especially in historic properties—can be intriguing visual aids for prospective buyers, as well.

2. Know the rules While there aren’t universal standards when it comes to measuring square footage, there are general guidelines that can help determine square footage in an authentic way. Per the American National Standards Institute (ANSI), here are the official recommendations for measuring a home’s real square footage: n

Called “below grade spaces,” basements and sunrooms beyond a home’s typical

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living quarters do not count toward a home’s true square footage. According to ANSI, even big draws like finished basements don’t count toward a property’s Gross Living Area. Of course, even below grade spaces have their own desirable value and should be outlined as such on listings. n

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Did you know the space inside closets and on stairways counts toward a home’s square footage? Even if these areas are relatively small, they still add to a property’s calculable square footage.

When recording square footage, ANSI actually suggests performing measurements from a property’s exterior—though this method does not account for the

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thickness of exterior walls, which could skew square footage numbers. n

Just like below grade spaces, a garage, a pool house, or even a guest house should not be included in a property’s Gross Living Area. The rationale at work here is this: if you must go outside to access additional living areas, then they are beyond the square footage scope of the primary dwelling and should not be included in a home’s Gross Living Area.

3. Double-check by doing the dirty work Buyers and sellers have or will make a sizable investment in a property, so isn’t it fair to double-check all the relevant facts and figures

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when it comes to true square footage? If you want to take on the endeavor yourself, here are a few helpful steps to take. n

First, you’ll need a few things to get started, including a tape measure that can measure at least 100 ft., graph paper, and a pencil.

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Next, choose a room to start measuring wall-by-wall. Measure Wall 1, then proceed to assign each square on the gridded paper a corresponding measurement, rounding to the nearest tenth of a foot for the sake of clarity.

n

From there, draw out the wall you measured and measure the remaining walls in the

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room. Once you’ve completed the room’s measurements, multiply the room’s length and width to determine its square footage. n

As you go measure throughout the home, using your own system to scale, you will construct a failsafe floorplan.

Mastering your craft is everything, and the real estate industry is no different. Every now and again, it’s worthwhile to update your well of information, take matters into your own hands, and continue to innovate with the industry. While square footage may not seem like the juiciest starting off point for such a venture, never forget: mastery of technical knowledge is a sure sign of expertise.

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ANDREA LEE MORRIS Andrea Lee Morris has been working in the real estate industry for over 20 years.

“Previously I was on the lending side, and I worked for a real estate attorney for several years,” Andrea recalls. “Eventually I decided to get licensed and go into real estate myself.” The rest is history, and ever since then, Andrea has been helping her clients achieve their real estate goals.

As a Broker with @home realty|BROKERAGE, Andrea serves Manteno, Illinois and the surrounding area. A large percentage of Andrea’s business comes from repeat and referral clients, an impressive feat that speaks to the trust and confidence she inspires.

“Most of my business is from referrals. I have never purchased leads,” Andrea says. “My clients have told me I have very good communication and they feel very comfortable with me. I keep them informed of everything, and I keep the process moving as smoothly as possible for them.”

Andrea’s communication with her clients truly sets her apart. “I hear from a lot of people that they just don’t get that same communication from others,” she says. Her extensive background in multiple aspects of real estate also proves a valuable resource to Andrea’s clients. “I have a very strong background coming from lending and the legal side, so I am able to talk to people from all levels when it comes to putting together a contract, negotiating, and going to bat for my clients. That really gives me an edge when working with people.”

When it comes to marketing her listings, Andrea says,

“I do most of everything on social media. Any time I have anything going, it’s on Facebook. I use some Instagram a bit too, but I try to keep everything that I’m doing open for everyone to see on Facebook. That’s really generated a lot of business from my clients.”

Being active in her community is important to Andrea.

She is involved with her kids’ sports, and she likes to volunteer and help out at school. “I also try to support local business,” Andrea says. “A lot of people in town know me, and that’s where I get a lot of my business too.” When she is not working, Andrea enjoys doing anything outdoors. “My family and I are very outdoorsy. We love camping, and I am huge into gardening. We have a lot of pets, and a lot of activities to keep us busy!”

In the future, Andrea says, she is working towards getting licensed in Indiana. She is also working on getting her Managing Broker’s license, and she hopes to have both of those licenses by the end of this year. “I may possibly help my manager open a new office and help her grow her business, as well as growing my own business,” Andrea says.

Andrea loves the flexibility of her real estate career. “I’m a mom, so it gives me the opportunity to be involved with everything that my kids have going on,” she says.

“Meanwhile, it also gives me the flexibility to stop on a dime and do whatever I need to do for my clients, too.

I like not being strapped to a desk. I like being on the go, and being able to have the best of both worlds.”

Helping my clients achieve their buying and selling goals is very important to me, and I treat all of my clients equally.

Whether they have a $15,000.00, or a $750,000.00, they get the same level of communication and attention.

To find out more about Andrea Lee Morris, call 815.216.3052, email athomewithandrealee@gmail.com or visit athomewithandrealee.com www.

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Playing the Real Estate Matchmaker –

Follow These 8 Dating Rules to Ensure You Match Your Client with the Perfect Home for Them When you think a bit more about it, the ultimate goal of a real estate agent serving a client is really to match them up with the perfect house for them, almost the way a matchmaker tries to find two people that will fit well together as a couple. When people are looking for a house, they often treat the process as a quest for “the one” house that will fulfill their dreams of living in the house of their dreams. Don’t be fooled. It is always a search for “the one”, at least when it comes to helping a couple or family find a home.

When you look at your client’s search for a home in this manner, then you might begin to notice some pretty obvious similarities 18

between shopping for a home today and online dating. In this day and age most people live a substantial part entire lives online. People socialize with their friends on Facebook, they meet potential friends in forums and online communities, and we now even search for our perfect mate online. Shopping for a home also happens to usually start online. When they begin this search, make no mistake; they are looking for the “one.” These people then turn to you, the REALTOR® to play matchmaker for them. It is your job to wade through the pool of eligible homes (bachelors) and sort through all the ones that are too expensive, too nerdy, not cute enough, not smart enough, etc. until you find the “one.”

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It makes sense then to consult the tried and true practices in matchmaking that help those professionals find the right people for each other, and see if any of them could also apply for matching your clients with their dream home. You’ll find that these 8 dating rules may just show you the secret to matching your clients with the perfect home.

back to the store if you’re not happy with your new home. It’s best to first help your client get prequalified. This is a tangible step that shows they are ready to move on to a new home. You want to make sure they are completely over their love affair with their previous home. You can even ask them for a sign or proof that they’re ready to move on.

Who Is In and Not In Your Client’s League? Know Your Client’s Price Range:

Be Genuine, Not Superficial

When a person is looking for a mate, it is a waste of time for them to even consider those potential mates that are clearly out of their league. These people won’t even stop to give them the time of day.

In the world of real estate the idea is the same. There is no point showing your clients houses that they can’t afford and will simply lust after without having any real chance of purchasing the house. It is your job to keep your client ground in reality, and help them be realistic in terms of price when choosing their next home.

Never Let Your Client’s First Impression of a Home Rule Their Decisions

Make Sure Your Client is Ready to Move On From Their Last Dream Home You’re job is also to make sure that your client is truly ready to move on from their previous home. This is a long term commitment, and they need to be absolutely sure they actually want to buy a new house. You can’t simply take the receipt Top Agent Magazine

When trying to manage the many pitfalls of online dating, on inevitably goes on a date where the other person looks nothing like their picture online. That can be just as big of a problem when looking for a house. When clients show you a particular house they want to visit, ask them to name something about the house that they like other than the aesthetics. This way you can see if they are simply infatuated with the way the house looks in those pictures, or if there is a deeper interest in the home that could become a deeper connection between your client and the house.

When your client first sees a house they have already been lusting after in their mind, they’re often so excited to finally be looking at it, especially if it does in fact look as good as it did in the pictures.

Make sure to encourage them to take some time before making such a big com-

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mitment, and don’t let their excitement push them into making a rash decision. It is your job to keep them grounded in reality. Push for your clients to do an inspection to make sure the house isn’t hiding any dark secrets. Sometimes the most charming facade can hide tons of slime and deadly mold.

Follow Your Heart (or Gut) People often laugh at and ridicule the idea of love at first sight, but when it comes to homes, the phenomenon can certainly happen. Your client may just find their perfect dream home at the very first place you take them. If you have a client that does insist this is the case, then you don’t want to try and rationalize with them or talk them out of their decision. You do, however, want to make sure you are watching out for their interest and make sure your clients take all the necessary precautions before they jump in headfirst.

See What Other People See in The Home – Do They See What Your Client Sees?

Have you come to the conclusion that your clients are being blinded by all of the twinkling windows and crystal clear water glistening in the backyard pool, and can’t see that the house they’ve fallen in love with is really just a dirty animal (maybe a pig) dressed up in nice clothes and lipstick. Ask your client if they would be willing to look at the house again with 20

their close friends, family, and anyone else they trust for a second opinion there to see it with them. If the house really is a dud, they’ll be able to see past any personal bias your client might have to the truth. They will be able to help your client see through the shining facade

Celebrate the Happy Union!

When a couple gets married they tend to throw a big party and celebrate their union. The same goes for the closing.

Your clients have just essentially married the house of their dreams, and now it’s time to rejoice. Congratulate them on their new union. Show your support for their new homeowner status by going to their housewarming party.

Help Your Clients Maintain Their Dream Home & Ensure a Lifetime of Happiness You can’t just disappear after the transaction is finished. Become their realtor for life by showing your clients how to maintain their dream home. Act as their resource for other professionals they may need to maintain the house such as handymen, plumbers, electricians, etc. Show them how to keep up with home maintenance so they don’t ignore problems that surface and end up with a much larger issue than they started with. Help them make sure their dream home lasts so they can live happily ever after in their home for a lifetime.

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JACQUELINE LOTZOF & STEPHANIE MALK In 2017, Jacqueline Lotzof and Stephanie Malk joined forces to establish one of the fastest growing real estate teams on the North Shore of Chicago. Jacqueline got licensed fifteen years ago, starting out in commercial real estate with The Alter Group, and Stephanie decided to pursue real estate after an impressive career in sales. With a wealth of experience between them, they’ve shaped their joint business around cultivating lasting relationships with their clients and providing thorough and well-rounded service that makes prospective residents feel comfortable in their new environment while ensuring that both buyers and sellers feel secure and comfortable.

Jacqueline and Stephanie are both mothers with deep roots in the local community, which makes them uniquely capable of helping newcomers get acclimated to the area.

They are familiar with local market trends and the real estate landscape of the area, but they can also provide information and suggestions regarding the best schools, restaurants, designers, contractors, and many other important resources for someone new to Chicago and the North Shore. “We are two mothers who know Chicago very well, and we are great at helping clients get settled in the community,” Stephanie says. Jacqueline and Stephanie spend time to get to know their clients and their specific needs, and in working to satisfy those needs, they end up becoming good friends with many of the people they work with.

and pending contracts through the month of May in 2021. Jacqueline and Stephanie are both very active on social media, and they make a sincere effort to stay personally engaged and connected with clients both present and past. This is why word has spread so rapidly of Jacqueline and Stephanie’s business throughout Chicago, as they get nearly 100% of their business from repeat and referral clients.

In their free time, Jacqueline and Stephanie love spending time with their families enjoying all that Deerfield and Highland Park have to offer. They are heavily involved in the community – Jacqueline sits on the young women’s board of JUF and is also a board member of EPWNG, a professional women’s networking group, while Stephanie is part of her children’s Parent Teacher Organization and volunteers for various school organizations and sports teams. Together, they hope to grow and expand their business in the years to come, to increase their production numbers even further and to continue doubling their business every year, a feat they’ve managed to maintain since they started their business together. If you’re looking for a real estate team who love to help people and have a true passion for their local community, get in touch with Jacqueline Lotzof and Stephanie Malk today!

When it comes to advertising their listings, Jacqueline and Stephanie take pride in tailoring their marketing strategy to find the appropriate audience for each property. They place ads in the North Shore Weekend and Chicago Magazine for luxury properties, send listing postcards to residents in the area where the properties are located, and use social media to cast a wide net over people in their respective spheres.

As two women who have built their business from the ground up, Jacqueline and Stephanie work hard to get results for their clients in an efficient manner. Together, they closed 50 transactions last year for a total sales volume of $27M, and they’ve already matched that number in closed Top Agent Magazine

You can contact Jacqueline at 847-917-8220 or email jacqueline.lotzof@compass.com. Contact Stephanie at 630-750-7835 or email stephanie.malk@compass.com.

Visit their website at lotzofmalkresidential.com

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www.

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How To Send

SMARTER EMAILS

Email is a great tool for agents to use when trying to stay in touch with their past clients, as well as for reaching out to prospective clients. However, used incorrectly it can make your attempts to reach out seem like spam. The secret to using email effectively is making sure that everything you send out does one thing: ensure that you remain relevant to your contacts. To do this you have to get personal. Personalization will go far to ensure that your contacts are actually clicking on your emails. This means that if you do reply on an automated drip email campaign to build business, you need to customize your content so that it delivers something meaningful to each individual recipient. Here are some steps that will help you do exactly that:

1. SEND A WELCOME EMAIL TO

NEW CLIENTS AND PROSPECTS Rather than simply add new contacts to your automated email drip campaign, make sure to send each new contact receives a warm welcome as well. Sending a welcome email along with adding new contacts to your drip campaign is proven to be 86 percent more effective at catching your contact’s attention. Let them know they are welcome and that you appreciate their interest.

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2. NURTURE YOUR RELATIONSHIP

THROUGH YOUR EMAIL To let your potential client know that you are thinking about them by sending them useful content that relates to the process of buying or selling a house. Some great topics include credit score information, ways to save money, regular market updates, what buying in your market is like, information about the neighborhood, tips on how they can prepare their home for sale, and other relevant information. A great way to

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add to these emails’ punch is to time them so that they coincide with what that individual is going through and dealing with at that time on their path through the buying or selling process.

3. CELEBRATE IMPORTANT DATES

Everyone loves to be noticed and appreciated.

Schedule emails to go to each client that celebrate their purchase anniversary or birthday.

Make sure you include a personal note and your own wishes that the year ahead goes well for them. If you’ve been a bit out of touch with your contacts, you might want to send them a friendly hello.

4.

MOBILE-FRIENDLY EMAILS With our phones being akin to mini computers, most people read their emails on their phone these days. So, it is particularly important to make sure that your emails are rendering well on the smaller screens. If you want to make any kind of impact, you have to run a mobile-friendly email campaign in today’s world. You are going to lose a lot of your audience if they can’t read your email on their phones.

5.

TRACK THE PERFORMANCE OF YOUR EMAILS AND ALTER ACCORDINGLY The best way to make sure your emails are being read and making the kind of impact you desire is to consistently monitor the analytics,

and see what your readers are actually clicking on and what elements are most popular with your contacts. Going forward you can alter different elements of your email campaign such as content, images, graphics, and even smaller elements like your subject line to draw in more clicks from your readers, and cater to what grabs their attention.

You also want to follow a targeted email strategy. The best way to do this is segment your email list based on the data from your CRM and the demographics of your contacts. Different clients are going to be interested in different content. Long-time clients looking to buy a second home or possibly downsize are going to be interested in completely different content than your first-time buyers. A good way to filter your contacts is by looking at which ones are looking to buy or sell, how far along in the process they are, as well as other important information about them.

6.

DON’T SPAM UNDER ANY CIRCUMSTANCES You probably already know that flooding your clients’ emails is big no-no. However, different people have different ideas about what is too much contact. One great way to approach this problem is to ask your clients whether they would prefer weekly, monthly, or occasional emails from you. This way you can cater to each client’s preference.

The emails you send your clients can often be a double-edged sword when it comes to how well they work to bring in business. Following these simple rules will help your emails be as successful as they can possibly be, and will make your contacts much happier with you. So, don’t just send out emails without doing your homework about how to do it right. Your email campaigns can be a powerful tool if you know how to create and utilize them in the right manner.

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