CHICAGO 6-19-23 by Top Agent Magazine

CHICAGO EDITION

BUSINESS GROWTH HACK:

ABSORB YOUR CLIENTS' STRESS! 5 TIPS TO MAKE

NEW HIRES A LONGLASTING SUCCESS

IS STARTING A TEAM

THE RIGHT SOLUTION FOR YOUR BUSINESS?

FEATURED AGENT

JOSELUIS MARTINEZ EMBRACING SMART HOMES: DOES NEW

TECHNOLOGY REALLY INCREASE HOME VALUE?

COVER STORY

ANN PANCOTTO

CHICAGO EDITION

JOSELUIS MARTINEZ

REALTOR® Joseluis Martinez started Beyond real estate, Joselu 7a 18 his journey in real estate by taking loves life in Chicago. As six-week course after seeing an ad in he spends a lot of his spare the local newspaper. He knew that ing new restaurants after he would one day own a home and try to balance eating out a thought it would be useful to know in,” he says. “I tend to c more about the process. Little did he meal once a week — I w know that the course would lead to a more, but it’s hard to find career in real estate that has spanned ANNToday, PANCOTTO JOSELUIS MARTINEZ nine successful years. Joseluis Joseluis has an impress works as an independent agent, servrecord for sales, accompli ing clients throughout Chicagoland million last year as a so and the northwest territory of Indiana. With almost Looking towards the future, he is exci a decade of experience, he is committed to helping expanding his business and bringing on clients navigate the complex real estate market to members. Using the same skills that ha achieve their home buying, selling, and investing him to thrive in the industry, he plans to p CONTENTS goals. knowledge to newer agents. “It’s all abou a positive impact. Whether helping a team 4) 5 TIPS TO MAKE 19) IS STARTING A TEAM in the real estate industry is strongly reach their career goals, or guiding investo NEWJoseluis’ HIRESsuccess A LONGTHE RIGHT SOLUTION linked to the relationships he has built with his cli- build their small empires, I’m driven by the LASTING SUCCESS FOR YOUR BUSINESS? ents over the years. He has a reputation for being to make a difference.” highly receptive and punctual, so clients know that 14) BUSINESS 21)toEMBRACING SMART they can countGROWTH on him. Going above and beyond HACK: ABSORB DOES NEW ensure his clients have the answers to all ofHOMES: their questions, he makes a personal connection thatTECHNOLOGY helps YOUR CLIENTS' STRESS! REALLY them feel more relaxed throughout the process. “I INCREASE HOME VALUE? love hearing their stories,” says Joseluis. “One of the best feelings is being at the closing table and seeing my clients smiling from ear to ear.”

Phone 310-734-1440 | Fax 310-734-1440 As a member of the National Association of Hismag@topagentmagazine.com | www.topagentmagazine.com panic Real Estate Professionals (NAHREP), Joseluis No portion of this issue maypassionate be reproduced about in any manner whatsoever without prior consent of the publisher. Top Agent Magazine is particularly helping the Latino is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top community the dream of homeownership. Agent Magazine cannot achieve be held responsible for opinions expressed or facts supplied by its authors. He isorbi-lingual in English and Spanish, which allows To subscribe change address, send inquiry to mag@topagentmagazine.com. Published himin the to U.S. work with a broader clientele. “NAHREP is Contact Joseluis Martinez at 773-744 the voice of Hispanic real estate,” says Joseluis. “We email joseluis.martinez@exprealty. work to help Latinos get into homes, which often o or visit joeysellschicago.com Top Agent Magazine includes advising them on taxes, bank statements, facebook.com/JoeyMartinez.Real loans and more.”

ANN PANCOTTO 2

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5 Tips to Make New Hires

a Long-lasting Success Bringing a new employee into the mix is process commonly known as onboarding. The idea behind onboarding is to make the transition from new hire to team member as efficient and pain-free as possible. However, polling shows that some 31% of entry-level and intermediate level hires leave their new posts within just six months of starting. The question is: why? The hiring and training process is time-intensive and doesn’t come cheap. This means that making 4

a good match for the long haul requires more than just assessments of skill and personality. To ensure a talented new hire sticks around and is truly positioned for success, the onboarding process must be executed with the same care applied during hiring. For a few ideas on how to make the most of the onboarding process, consider the tenets below as you guide your new hire toward long-lasting success within your company.

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1. Be honest about the scope of the role

2. Build in some perks

Let’s say you’re looking to add a new buyers agent or loan processor to your team. You write up the position’s responsibilities, but neglect to mention that you want the new hire to handle a host of administrative tasks, as well. Maybe it doesn’t seem important enough to outline in detail, as it’s the sort of thing the rest of your does. Miscommunications like these are a leading reason why new hires leave their roles. If there isn’t clarity and transparency about a position’s true responsibilities, then new hires may become quickly disillusioned and seek out greener pastures.

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While stocking the breakroom with bagels every Friday may seem like a small gesture, it’s often those little morale-boosting moves that build loyalty and comradery among the team. Bike-to-work incentives, subsidized gym memberships, and benefits that match the needs of your employees—all are ways to demonstrate appreciation and investment in your team. Likewise, the right candidate will return the favor and invest his or her energies into their new role.

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3. Get a sense of big-picture career plans

4. Keep the lines of communication open

Another reason new hires move on may have nothing to do with you or your office. In fact, many hires in entry-level or even intermediate roles have doubts about their long-term vision. That’s why it’s important to be upfront from the beginning regarding a candidate’s five-year plan and ultimate dream job. Maintain realistic expectations when asking these questions, but use it as an opportunity to gage a candidate’s seriousness about the real estate or mortgage industry. Why this line of work over another? Emphasizing industry longevity and career growth during the interview process can save you drama down the road.

Take a proactive approach in communicating with your new hire. Take time to check in regularly during the first six months of his or her addition. If you can, make time to train new hires yourself—if only for a part of the onboarding process. You’ll forge a deeper professional bond and create an avenue for further questions. All in all, make it clear that you’re personally invested in their presence and talents, and that you care what they have to say. That way, if any issues or doubts arise, you can stay on top of it and work out a solution, rather than lose a new employee.

5. Give new hires meaningful work to do It’s natural to keep the kid-gloves on with new hires, but don’t let that stop you from giving them a chance to shine. New team members will feel empowered and motivated if given meaningful projects to focus on. Don’t relegate their daily duties to busy work as they build experience. Instead, task new teammates with something challenging, or that draws on a specific skill you hired them for. You’ll instill confidence, demonstrate your commitment to their growth, and with any luck—keep them around for the long haul. 6

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ANN PANCOTTO Top Agent Magazine

Top Agent Ann Pancotto and her husband, a thirdgeneration builder, oversee the Pancotto Group at Compass, which includes their daughter and two other multi-million dollar producers. Chicago-based REALTOR® Ann Pancotto is an expert in all types of real estate, from residential and commercial properties to leasing and development. For the past thirty-one years, she has built her business to the highest standards of integrity and professionalism. She and her husband, a third-generation builder, now oversee the Pancotto Group at Compass, which includes their daughter and two other multi-million dollar producers. No 8Copyright Top Agent Magazine

matter what their clients’ needs are, Ann and her group work to get them the best deals possible without the stress many homeowners experience. As a member of the National Association of REALTOR®s and the Illinois Association of REALTOR®s, Ann is actively involved in the greater real estate community. She also has specialized training as a Certified Relocation Top Agent Magazine

Specialist (CRS), a Certified Global Luxury Property Specialist and a Short Sale, Foreclosure, REO Specialist (SFR). All of this helps her bring in and keep business on a long-term basis. In fact, many of Ann’s clients have known her for years and completed multiple transactions with her. “I’m great with pricing and treat my clients and other

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agents with the utmost care,” she explains. “There is also no place we won’t go. We are flexible and try to accommodate our clients throughout Chicagoland and beyond.” Over the course of her long career, Ann has worked for five different real estate companies, but Compass is by far her favorite. “It’s

Last year, Ann’s group completed well over $30 million in sales transactions. Currently, they’re in the process of growing their presence in Florida and hope to be able to continue to do more expansion this year. a global company with the best and kindest agents,” she says. “Compass has invested millions in their marketing and technology, which really supports our efforts as agents to the highest degree.” Ann’s marketing currently includes sending out regular emails and postcards as well as making phone calls and posting on social media. She is always available for clients who have questions or need something done quickly. Copyright Top Agent Magazine 10

In her spare time, Ann is involved with her local church as well as networking groups in her area. She’s on the Commercial Board of REALTORS®, is a board member of the Chicago Italian American Group, and supports many charities through her church. In addition to her daughter who works with her, Ann and her husband are raising a seventh grader. She also cares for her 91-year-old mother. Top Agent Magazine

Last year, Ann’s group completed well over $30 million in sales transactions. As she looks to the future, she is hoping to grow her business by adding a few more top agents to the fold. Currently, their group is in the process of growing their presence in Florida

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and hope to be able to continue to do more expansion this year. “What sets us apart is that we do everything and we do it well,” she says. “We take on so many diverse projects and it’s exciting to have new challenges every day.”

To learn more about Ann Pancotto, call 630-479-4393, email annpancotto@gmail.com, or visit her website at PancottoRealEstate.com www.

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Business Growth Hack: Absorb Your Clients’ Stress! Your business coach or a CRM software sales rep has probably described a number of products or services to help you grow your business. But sometimes the easiest way to increase the deals you’re closing is to simply be present for your clients. In doing so, you’ll find have the power to decrease the stress they feel. And when you decrease their stress, you increase your value to them, leading to new referrals and organic growth. 14

You may be thinking, “I have enough stress; how can I find the emotional bandwidth for other people’s stress?” But consider this: As their day-to-day point of contact in this life decision, you are already a strong presence in your client’s lives. Why not allow yourself to be the only seemingly calm part of this process? By asking them what’s on their mind, by truly listening, by showing that you truly understand and even by rolling up

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your sleeves to relieve some of their grunt work, you’ll prove yourself invaluable. Think of yourself as the equivalent of an anti-anxiety pill to your clients. All you have to do is form a few easy habits.

Laura and Raj, their agent and their loan officer soon came to learn that Laura’s 80-year-old mother may eventually move in with the family. This news not only helped the agent best meet Laura’s and Raj’s needs for a new home; it gave both the agent and the loan officer opportunities to go above and beyond for their clients. Their REALTOR® connected Laura with a senior services nonprofit near Laura’s mom’s current home that may be able to assist the family. And their loan officer outlined various, detailed options to Laura and Raj make smart, long-term financial decisions. Meanwhile, the agent and loan officer earned the trust of Laura and Raj, who felt less worried about the future.

Listen – really listen – with patience Behind every home purchase or sale is a person or a family with a uniquely complex set of needs, motivations, objectives and priorities. Asking the right questions and truly listening to the answers are the easiest ways to learn how to make clients’ lives easier. In doing so, you not only show that you’re interested in them as people, but you help yourself discover ways to surprise your clients with service. Take “Laura and Raj,” for instance – a couple in their 30s who wanted a larger home because their family of five outgrew their first home. By patiently getting to know Top Agent Magazine

Empathize Don’t be afraid to describe your own personal experiences as a homebuyer or seller, explaining how you felt at the time; let your client know you “get” it. The agent who is willing to open up and let buyers and

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sellers know that they personally understand their needs and concerns will connect with clients quickly, break down barriers and help the process move smoothly. Chayan Alavi, Broker/Owner of Alavi Agency in Long Beach, California, challenges himself and his team to ensure that every action of every day serves others. “If we can put ourselves in other people’s shoes with empathy, then we become stellar professionals and great human beings, too,” he says. “I like knowing that we remove the sales pitch from real estate and make it all about the customer.” Chayan and his team focus on customer advocacy and building trust. But they don’t take trust for granted. Instead, they know trust must be earned and nurtured over time.

Roll up your sleeves “You can’t be afraid to do anything!” says Matthew Todd of d’aprile properties in the Chicago area. “People know there’s nothing I won’t do to get the job done.” He has 16

mowed clients’ lawns, walked dogs and personally cleaned someone’s 8,000-squarefoot, $2 million home for a showing one day after his seller left the house. Two days before another closing, Matthew’s client was unable to move large amounts of unneeded furniture out of the house he sold. No problem! Matthew joined or created five online garage sales; sold or gave away most of the client’s belongings and had the remainder hauled away before cleaning in time for the closing. “The first time I sit with a seller on listing presentation or the first day I take someone on a buyer’s tour, they know I’m ‘all-in.’” Meanwhile, in the Cincinnati area, Aaron Denton of Summit Funding considers himself and his team members to be concierges for their borrowers. “We’re like personal assistants,” says Aaron. “People are happier when you remove the stress.” Included in their standard services are researching moving quotes; arranging and organizing movein day; scheduling utility transfers; assisting with children’s school registration paperwork; and even connecting buyers with local resources like daycares. If “rolling up your sleeves” isn’t your strongest skill, then an easy alternative is to get to know professionals in your area who can do these tasks for you. In the end, remember that by listening with patience, empathizing, and being willing to go the extra mile, you have the power to remove the stress your clients would experience without your help. When clients feel cared for, they remember the agents and partners who helped them.

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JOSELUIS MARTINEZ REALTOR® Joseluis Martinez started his journey in real estate by taking a six-week course after seeing an ad in the local newspaper. He knew that he would one day own a home and thought it would be useful to know more about the process. Little did he know that the course would lead to a career in real estate that has spanned nine successful years. Today, Joseluis works as an independent agent, serving clients throughout Chicagoland and the northwest territory of Indiana. With almost a decade of experience, he is committed to helping clients navigate the complex real estate market to achieve their home buying, selling, and investing goals. Joseluis’ success in the real estate industry is strongly linked to the relationships he has built with his clients over the years. He has a reputation for being highly receptive and punctual, so clients know that they can count on him. Going above and beyond to ensure his clients have the answers to all of their questions, he makes a personal connection that helps them feel more relaxed throughout the process. “I love hearing their stories,” says Joseluis. “One of the best feelings is being at the closing table and seeing my clients smiling from ear to ear.” As a member of the National Association of Hispanic Real Estate Professionals (NAHREP), Joseluis is particularly passionate about helping the Latino community achieve the dream of homeownership. He is bi-lingual in English and Spanish, which allows him to work with a broader clientele. “NAHREP is the voice of Hispanic real estate,” says Joseluis. “We work to help Latinos get into homes, which often includes advising them on taxes, bank statements, loans and more.” 18

Beyond real estate, Joseluis simply loves life in Chicago. As a foodie, he spends a lot of his spare time trying new restaurants after work. “I try to balance eating out and dining in,” he says. “I tend to cook a big meal once a week — I would cook more, but it’s hard to find the time!” Joseluis has an impressive track record for sales, accomplishing $10 million last year as a solo agent. Looking towards the future, he is excited about expanding his business and bringing on new team members. Using the same skills that have helped him to thrive in the industry, he plans to pass on his knowledge to newer agents. “It’s all about making a positive impact. Whether helping a team member reach their career goals, or guiding investors as they build their small empires, I’m driven by the potential to make a difference.”

Contact Joseluis Martinez at 773-744-6834, email joseluis.martinez@exprealty.com, or visit joeysellschicago.com or facebook.com/JoeyMartinez.Realtor 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. 19

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

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

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

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

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

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

actions in sometimes stressful circumstances. Having the right team spirit, so to speak, is what will help your business and team grow. The ultimate goal of a team is to have thriving careers for everyone on board. So, if you want to see your business grow maybe a team is right for you. It may even give you a little free time for a personal life. We can all dream, can’t we? Top Agent Magazine

Embracing Smart Homes:

Does New Technology Really Increase Home Value? Technology and innovation move at a lightning-fast clip, so it can be hard to keep up with all the smart-home trends sweeping the market at a given time. From smart thermostats to security systems accessed through an app on your phone—there are endless options to customize and update your home for the modern era. But which, if any, of these smart home products add Top Agent Magazine

value to property in a significant, worthwhile capacity? Especially with new generations of the same products released in quick succession, it can be hard to determine whether it’s worth it to take the plunge. With that in mind, we’ve conducted a deep-dive into the smart home options out there that make the most sense for your bottom line and real estate investments.

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Smart home amenities range in price and return. There are certain smart home products that won’t break the bank while still adding lovely touches and time-saving features to your space. For instance, a smart thermostat may not run more than a few hundred dollars, but it can take so much of the guesswork and analog nuisance out of programming your home’s internal environment. That said, buyers selling properties with mid-range amenities like this can’t expect a windfall in return. While smart home features can certainly lure buyers and give the sense that a home is attractively modern (and thus move-in ready), it doesn’t mean that you’ll be reaping a sizable monetary reward for your foresight. Conversely, this reality doesn’t mean those smart options

are without value entirely; it just means that the value of smart home options may be apparent in a different capacity, like luring a particular buyer or creating a desirable, sleek image for a property headed to market. On the other hand, larger scale smart home amenities that are being left behind for the buyer—like a smart refrigerator or wired sound throughout the property—may be able to lure particular buyers who value high-end details. While it can be difficult to state definitively the value of smart home options, the rule tends to be that the more you put in, the higher the likelihood you’ll reap the investment you sow. Focus your smart home options on home appliances first, then work your way toward security, thermostat, and entertainment options.

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Smart home amenities capture the attention of buyers

Agents must know how to pitch the value of smart home options

Even if you have mostly opted for small or mid-range smart home options, you can still benefit from their presence in a property—even if they don’t inflate your bottom line as a result. Smart home amenities have the power to focus the attention of buyers, sending a clear signal that the previous owners were tech-forward and made an effort to upgrade the property for the contemporary era. Millennial or Gen Z buyers especially value these up-to-date modifications, and the presence of these desirable gadgets can create added interest and drive up value naturally. Likewise, featuring these options in listing photography can also drive interest from younger or high-end buyers looking for move-in ready spaces.

Remember that smart home features are relatively fresh to the market. While some new construction properties are equipped with these smart amenities, just as many homes on the market don’t offer these upgrades and modern flairs. This means that many buyers, of all ages even, aren’t familiar with the benefits and perks of these options, let alone how they’re operated. Before you can derive value from a smart home or smart home features, you’ll need to understand a product’s proper usage, cost, and benefits. Do your homework regarding what smart home features can offer in terms time or cost savings, and be able to show prospective buyers how easy these objects are to use, as well. Do both, and you’ll be in proper command of what smart home features can offer buyers and pitch them accordingly.

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