ILLINOIS EDITION
24-HOUR TOUCH-UPS
The Making of
A TOP AGENT
MILLENNIAL BUYERS:
Where They Are & What to Know
to Maximize Your Price List
COOPERATION, NOT COMPETITION,
CREATES MUTUAL SUCCESS FOR AGENTS
COVER STORY
BAKER MCNICHOLAS GROUP
ILLINOIS EDITION
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BAKER MCNICHOLAS GROUP
CONTENTS
BAKER MCNICHOLAS GROUP
4) THE MAKING OF A TOP AGENT 6) COOPERATION, NOT COMPETITION, CREATES MUTUAL SUCCESS FOR AGENTS
15) MILLENNIAL BUYERS: WHERE THEY ARE & WHAT TO KNOW 20) 24-HOUR TOUCH-UPS TO MAXIMIZE YOUR LIST PRICE
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The Making of
A TOP AGENT In the hustle and bustle of Real Estate lies artistry and skill honed by top-producing industry leaders. What is it that makes specific agents stand out for their success? As we glimpse into the unparalleled success of Top Agents, we find them comparable to an intricately woven tapestry of devotion, strategy, and skill, enabling these agents to 4
rise to the top, showcasing what is essential to their climb to the summit. Amidst this tapestry are unique threads, fabrics, and patterns that we will explore to share the making of a Top Agent. First and foremost, one of the most fundamental factors determining an agent’s success
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is the level of service they offer their clients. For example, Mauricio Umansky is a prime example; he earned his place on the cover of the Top Agent Magazine for his notable career success as a Southern California Top Agent and owner of The Agency. Mauricio and his team at The Agency are deeply devoted to providing an extraordinaire level of service, a crucial focus for his business. Whether exercising the role as an agent for an elite client or assisting clients through their company’s concierge program, the brokerage and its team members will find a way to provide their clients with whatever they need. The level of service an agent extends to their clients is paramount to their business ethos and directly correlated to the success they find. Another feature of a top-producing agent is their devotion to nurturing sincere relationships with their clients. Agents who regularly stay in touch with clients acquire a strong repeat and referral business. Upon years of keeping up with past clients through pop-byes, client events, a simple phone call, or grabbing coffee, an agent’s business can become sustainable from this effort alone. Little gestures like remembering a client’s anniversary or birthday can make a positive impression on clients as the agent fosters a genuine relationship with them. While real estate marketing strategies remain essential, nothing compares to satisfied clients driving Top Agent Magazine
word-of-mouth business. We’ve heard from agents featured in Top Agent Magazine who share that their clients often become life-long friends. Top Agents put their heart into their business and the relationships they build. At the same time, their business always stays strong. The making of a top agent doesn’t stop there. Agents who excel in success are often those firmly involved in the community through charitable work, associations, and events. Active participation in one’s community and an interest in philanthropic causes build trust and integrity and display character and compassion. When a business is devoted to positively impacting the lives of others, it creates a favorable outcome for all involved, those in need and others who share the standard value of paying it forward. When kind actions create a ripple effect by helping those in need, all feel the benefit, further strengthening an agent’s brand image and business. As we de-thread the tapestry of success required for Top Agents, we see their business is an interwoven fabric consisting of exceptional client service, relationship building, and giving back. Interestingly enough, the real estate industry epitomizes a “people business.” Devoted service to others makes the real estate world as it is. The making of a Top Agent has little to do with financial reward and everything to do with an unwavering commitment to serving others. Let these top leaders and their insights inspire us. Are you the next Top Agent?
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Cooperation, Not Competition, Creates
Mutual Success for Agents When people get along during a business transaction, everyone comes out happier. And in a service industry like real estate, agents have the power deliver that happiness. By working cooperatively, sharing advice and helping each other help clients, agents not only enhance their own reputations, but that of real estate in general. 6
“Bring everyone together” Matt Kobelski, with Credentials Real Estate Group in Massachusetts, points out that providing good service involves more people than the party you’re representing. “I’m not afraid to bring together all the parties in a deal and say, ‘OK, let’s figure out a solution that works best
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Teaming up with an agent from a different brokerage on a transaction is not as uncommon or complicated as it might seem
for everyone,” he explains. “My goal is to avoid being adversarial.” Real estate, he believes, should always be a field in which each person can win. “It’s about working toward a mutual goal, shaking hands, and walking away happy that a seller sold, a buyer bought and everyone got what they wanted.” But Is it that simple? Most agents have experienced the ways conflicting personalities and tension during a transaction can heat up even the most cordial relations. In reality, however, it’s more productive to let down your guard and work with others as a team than it is to allow stress and competition to preside. South Florida REALTOR® and broker associate, Risë V. Siegrist, for instance, has zero interest in competing with other agents. “It’s more important to be professional and associate with competent, caring people,” she says. By serving others with a cooperative spirit, experienced agents like Risë set an excellent example for emerging real estate stars. Risë hopes to be a model for the next generation of agents, training people who may one day become part of her team. Risë’s position on cooperation inspires more reasons for nurturing relationships with other agents. Over the decades, many agents change brokerages several times. Who knows if that agent across the table will one day work at the Top Agent Magazine
same brokerage you do? Perhaps you’ll even have an opportunity to partner on an exciting, future transaction. Good relations keep doors open to endless possibilities.
Co-listing cooperation Teaming up with an agent from a different brokerage on a transaction is not as uncommon or complicated as it might seem. In fact, some agents cleverly capitalize on their collective attributes, rather than competing against one another. South Carolina REALTOR® Kimberly Pannit is a perfect example of the universal benefits of co-listings. Although she has always been an independent agent, Kimberly works hard to form professional alliances that give her business the feel of a cooperative network across brokerages. This cooperative approach may be nontraditional, but it benefits clients in unique ways. By working closely with agents at other brokerages, she shows how agents can improve client service while helping one another. Kimberly’s cooperative approach began in her own neighborhood, where an agent friend from a different brokerage also lives. “Several years ago, I approached her because both of us were friends with our neighbors. I asked, ‘Why don’t we give our neighbors superior service and
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co-list together? We both love our area and are passionate about our jobs, the location and schools.’” She also didn’t want to make their mutual friends choose between them when they could work together. “I said, ‘Let’s give them amazing service together!’” With their brokers’ permission, two weeks later the agents co-listed their first home and put extra energy into ensuring uninterrupted client service.
Networking and “Co-opertition” When the ultimate goal is to match a client with the perfect home or create optimal terms of sale for a listings, networking with other agents can facilitate that ideal buyer-seller match. Nashville REALTOR® and broker/owner Lisa Land embraced every opportunity to contribute meaningfully to the real estate industry and to her local market, even before building her own team. “Agents would frequently ask me for help or advice,” she says, noting that she shares, rather than guarding, the methods she uses to get through difficult or confusing transactions. “I was fortunate to have great mentors when I started in real estate, so I’m always
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willing to offer help, even to agents outside of The Luxe Collective.” Meanwhile, on Cape Cod in Massachusetts, Janet Leigh Scott describes the climate between agents as relaxed and professional. “While the real estate market is highly competitive, we’re truly a ‘co-opertition’ market; agents work together and a have greater sense of community than you might experience in off-island brokerages,” Janet says. “If I have buyer coming into town, I’ll reach out to agents I’ve done transactions with to ask if they have anything coming up that might not be on the market yet.” Even in hot, competitive L.A. real estate, independent agents such as Andrej Nagy of The Agency RE knows the importance of receiving and providing professional mentorship. “My relationships with clients are extremely important,” he says. “But my relationships with agents on the other side of a deal are also important.” For REALTORS® like him, working smoothly with other agents is a privilege. Doing so builds rewarding relationships while ensuring win-win transactions for everyone at the closing table.
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The Baker McNicholas Group opened the Compass office in Lake Forest in October of 2020. Together, they navigated the surging market, their paths intertwined by a shared dedication and a common vision of shaping their destiny in the real estate industry. In Chicagoland’s thriving real estate market, Lori Baker and Alissa McNicholas stand out as a dynamic mother-daughter duo. Lori’s journey into this industry was a leap of faith, taken in 1999 when she sought a career shift from her family’s business. Immersed in the familiarity of Lake Forest, a place she knew like the back of her hand thanks to her family’s deep ties, Lori dove into the industry with Coldwell Banker. Her intimate knowledge of 10 Copyright Top Agent Magazine
the area and her tenacity earned her the title of Rookie of the Year. The synergy between Lori and Alissa blossomed in 2006 when the two teamed up. With a strategic transition from an administrative role to a full-fledged partner, Alissa’s journey was underpinned by the mentorship of Lori, providing her with an invaluable apprenticeship in the intricate dance of real estate transactions. The Baker McNicholas Group opened the Compass office Top Agent Magazine
in Lake Forest in October of 2020. Together, they navigated the surging market, their paths intertwined by a shared dedication and a common vision of shaping their destiny in the real estate industry. Lori and Alissa’s real estate prowess is significantly bolstered by the strategic addition
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of Peter, a calm, knowledgeable figure who complements their spirited dynamism with his background in community planning. Having worked for the city of Lake Forest for 14 years, Peter’s transition to real estate was as seamless as it was impactful. The trio’s collaboration has evolved into a well-oiled machine, managing a considerable book of business
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The trio’s collaboration has evolved into a well-oiled machine, managing a considerable book of business that extends beyond Lake Forest and Lake Bluff, their home turf. that extends beyond Lake Forest and Lake Bluff, their home turf. With a clientele that includes Chicago Bears coaches and players, they’ve adeptly expanded their service area to meet the needs of those new to town. Alissa and Lori, now both fully engaged with their clients and juggling complex schedules, have found in Peter a reliable linchpin who can handle the reins when they step away, ensuring continuity and excellence in their service. Copyright Top Agent Magazine 12
“He’s really an invaluable asset to our team... day in and day out, it’s the three of us on all of our deals.” The Baker McNicholas Group’s remarkable standing in the real estate market is reflected not just in their transactions, but in the enduring relationships they forge with their clients, with over 70% of their business coming from repeat and referral clients. Their unique edge is Top Agent Magazine
their intimate knowledge of the community’s history and homes, a legacy of local insight passed down through generations. “I can actually point out all the owners in a home,” Lori explains. Their clients love touring neighborhoods with them, where each house has a story that Lori and Alissa are eager to share. This depth of knowledge enables them to expertly match clients with not just a house, but a home that fits their vision.
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As they look to the future, the Baker McNicholas Group wants to stay present and connected. In an era where technology and AI are disruptors, they believe nothing can replace the power of human interaction and the depth of local knowledge they offer. “People still need people,” Alissa explains. It’s this blend of accessibility, expertise, and the joy of helping others that will continue to define their success in the ever-evolving world of real estate.
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For more information about the Baker McNicholas Group, please call 847-530-3098 or email alissa.mcnicholas@compass.com, lori.baker@compass.com or visit bakermcnicholasgroup.com https://
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Millennial Buyers: Where They Are & What to Know Homebuyers and sellers come from all walks of life. If you’ve been an agent for long, you’ve likely worked alongside a wide variety of folks—from first-timer homeowners and down-sizers, to second home searchers and those finally hunting for their dream home. While there is hardly a shortage of diversity in the housing market, there Top Agent Magazine
is one generation that is making big strides in homeownership these days: Millennials. Millennials can be loosely defined as those between the ages of twenty-two to thirtyseven. As you can see, this constitutes a wide swathe of the population. If you’re an agent who stands to learn a bit more about
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a demographic whose influence and homeownership goals are rapidly evolving, tune in below for a few pointers that can help you expand a segment of your clientele in the process.
Where do Millennials prefer to buy? Many Millennials came of age during or immediately following the Great Recession, and as such, many of them relocated or returned to mid-size cities and smaller communities where the cost of living was most affordable. Of course, there are countless Millennials that call the U.S.’s major cities home—especially those in the
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tech industry. The good news is that you can court Millennial clientele no matter where you service area is located. That said, community amenities are of great importance to this generation. They value public transportation, green space, and entertainment—from coffee shops and topnotch restaurants to farmer’s markets and boutiques. Emphasizing those attributes will be key in selling to Millennials and locating neighborhoods they’re most interested in.
What sort of communication do Millennials prefer? Most Millennials are digital natives, or close to. That means they grew up learning
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Top Agent Magazine
how to navigate digital spaces, and prefer to communicate through mediums like email, text, and social media. This isn’t to say that Millennials aren’t good communicators, but they’re often on the go, and have learned to research and shop online. To accommodate this, it’s best to build a presence across the most popular listing portals and social media platforms. Although, it’s not enough to establish a site and wait for the calls to come in. Responsiveness is a key factor for Millennials, who expect speedy response times. Make sure you’re checking your inbox frequently, responding accordingly, and engaging with your audience online. This will let Millennials know
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that you’re savvy, available, and understand the value of their preferred method of communication.
Are Millennials ready to buy? It’s a common misconception that Millennials are uninterested in the rite of passage of purchasing a home. While Millennials maybe waiting a bit longer than their parents did to buy a home, there are good reasons to explain this phenomenon. For starters, Millennials entered the job market during the downturn, which means they are more conservative when making big purchases, and have to play catch-up to reach a sound
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financial position. Likewise, student loan debt has proved a major financial inhabitation for Millennials. Instead of socking away a few hundred a month to save for a home, they’re forking over that cash to pay down their educational loans. How does a Realtor compete with this reality? For starters, a bit of understanding goes a long way. Work with your mortgage partners to find financing possibilities that cater to this younger demographic. Recognize that Millennials—like most buyers—have some trepidations when buying a home. Also consider fielding Millennial clientele with the long view in mind. You might be 18
courting them for months or more until they’re ready to take the plunge, but they’re also famous for their reviews. When a job is done well, Millennials shout it from the rooftops—or at least share it a dozen time from their phone. As time passes, Millennials will continue to dominate the marketplace when it comes to buying and selling homes. A little self-education on this powerful demographic can go a long way. If you know your clients and your audience, you’ll be in a far better position to serve their interests and make a customer for life.
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24-Hour Touch-ups to Maximize Your List Price Sometimes it takes a full-scale overhaul to prepare a house for market. Other times, only a series of small adjustments are required to make a listing’s true potential shine. Whether you’re gearing up for an open house, assessing a list price, or maximizing a property’s appearance prior to photography—the devil is in the details. However, touch-ups and refreshes don’t have to dominate your schedule or break the bank. For a few ideas of where 20
to begin, consider our handy check-list below for quick home projects that will fortify your bottom line.
Refresh grout for a sparkling clean look. Perhaps the quickest and most cost-effective way to make bathrooms, kitchens, and other tiled areas shine is to refresh grout until it looks
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good as new. Specialty grout stain removers and cleaners are inexpensive and sold at most home improvement stores. Plus, the project only takes a bit of elbow grease and an hour or two for a major makeover effect. Suddenly, dark, stained, and worn-down bathrooms gleam as if tile has just been placed.
Create mood lighting with soothing bulbs and fixtures. A warm white light from specially chosen LED bulbs creates a welcoming environment when potential buyers come calling. If outdated fixtures are bringing down a home’s otherwise modern styling, consider more design-neutral replacements that won’t
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detract from the property’s charms. These are inexpensive but highly noticeable and impactful upgrades that shift a home’s ambiance for the better.
Repaint doors for an updated and inviting entryway. It may sound like a hassle, but repainting doorways with a fresh coat signals a wellkept property—and that’s before prospective buyers even pass through the threshold. You can also change out generic doorknobs and switch-plates to add an updated flare while on a budget. Color-of-the-year trend choices can turn heads, while neutral paint choices signal less hassle for future homeowners.
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scrub, or with the addition of new shelves or styled bulbs.
Make windows shine— both inside and out. Cleanliness goes a long way in communicating a well-cared for home in which buyers can imagine themselves. Cleaning the inside and outside of windows not only refreshes a room, but it allows light to infuse the space while appealing to the move-in ready crowd.
Closet spaces are not an afterthought. Every prospective buyer wants storage options, and you’ve surely led a home tour where guests inspect closets and pantries. Don’t let these hidden spaces go overlooked. Make sure they’re clean, cleared as much as possible, and you can even touch them up with fresh paint, a good
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Remove tough appliance stains with a bit of elbow grease. If you’re packaging appliances with the sale of a property, you’ll want to make sure those big-ticket items are also in top shape to showcase their value. Stainless steel polish, electric cooktop polish, and stain removing pads for the kitchen sink can make your appliances look five years younger with nothing more than an hour or two’s labor.
Organize garage and basement areas to maximize storage and hint at bonus space. It may take a labor of love, but organizing and decluttering these special storage spaces
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Top Agent Magazine
can add significant value to a property. Instead of telling prospective buyers how much storage space there is—let these areas speak for themselves by giving them a neutral, airy bout of cleansing. That way, craft-lovers, car aficionados, and buyers with interest in renovating basement areas can witness the potential immediately. Individually, these bit to-do list items might seem like extra work without the promise of Top Agent Magazine
a major return. But combined? These small tasks go a long way in crafting a home’s image and projecting pure potential. After all, prospective buyers imagine their lives unfolding inside those walls. That’s why cobbling together these small-scale projects can have a big payoff in the end. Not only will a home present itself in a cohesive, attractively-packaged form, but it can also translate to higher interest and a significant pay-off—in more ways than one.
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