Illinois 2-5-18 by Top Agent Magazine

ILLINOIS EDITION

Are You a VALUE-ADDED AGENT? How to Recognize TRUE LUXURY PROPERTIES Are You Doing Business As You on FACEBOOK?

4 Ways Mentoring Up-and-Coming Employees Makes You a BETTER AGENT

FEATURED AGENT

FRANK RUSIN COVER STORY

DAVID JARACZ

ILLINOIS EDITION

Carolyn Kennedy is proud to congratulate

Frank Rusin 7

DAVID JARACZ

FRANK RUSIN

CONTENTS

on being featured for the state of Illinois 4) ARE YOU A 20) ARE YOU in Top Agent Magazine!

VALUE-ADDED AGENT?

DOING BUSINESS AS YOU ON FACEBOOK?

15) HOW TO RECOGNIZE TRUE LUXURY PROPERTIES 4 WAYS Fidelity 22) National Title MENTORING CarolynUP-AND-COMING Kennedy | Sales Executive EMPLOYEES MAKES c: 630.913.8768 | o: 847.397.1300 YOU A BETTER AGENT e: Carolyn.Kennedy@fnf.com www.

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Phone 888-461-3930 | Fax 310-751-7068 1900 Algonquin Road, Suite 201 | Schaumburg, IL 60173 mag@topagentmagazine.com | www.topagentmagazine.com No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. To subscribe or change address, send inquiry to mag@topagentmagazine.com. Published in the U.S.

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Are You a Value-Added Agent?

I’ll bet if I asked ten real estate agents, all ten would answer ‘yes’ to that question. Yet, when I ask agents how they are value-added, they say things like: • I communicate regularly with my clients. • I have a written listing presentation. • I am honest. • I am trustworthy. Are these ‘value-added’ attributes? Or, does the client expect these attributes and services? 4

Are these exceptional services or average services? I’m writing this article at the beginning of a New Year. It’s a perfect time to re-assess your professionalism and master being that ‘value-added’ agent.

Client Expectations are Higher than Ever Unfortunately, too many real estate agents assume they are ‘value-added’ because they are providing the services they want to provide— Top Agent Magazine

the services they think the client values. However, there’s a real client out there, and the client has different expectations. How do I know that? Because so few agents regularly survey their clients. In fact, when I’m speaking to an audience, I survey them, and find that less than 25 percent gather after-sale surveys! So, the majority of agents don’t know if the services they are providing are average or exceptional.

Why Bother Being Exceptional? • Because you want to set yourself apart. • You want to create client loyalty. • You want to create at least 50 percent of your business from client referrals (the latest National Association of Realtors survey Profile of Members found that the average Realtor got only 18 percent of their business from referrals. That’s a hard and expensive way to run a real estate business! • Because you want to run a more pleasant, profitable business.

Four Actions Value-Added Agents Take How can you identify value-added agents? By their actions. Here are four actions I believe show agents that are above just ‘average’. The principle here is:

Watch the actions, not the words. If I were a manager, or a seller or a buyer, and I wanted to find a value-added agent, here’s what I would look for: Top Agent Magazine

1. Has a database and populates it This agent is committed long-term to his clients and to his business. He uses a contact management program (CRM) to manage ‘leads’, so none are lost — and clients do not feel neglected. After all, it takes much longer today to convert a ‘lead’ to a sale than it used to take. Actively using and maintaining a CRM means the agent is committed to forming long-term professional relationships over time. Other demonstrable actions concerning the agent’s CRM are: • Has a rapid-response method to deal with Internet inquiries and other inquiries via email. (The average client expects a response within eight hours—but a recent survey showed the average agent responded in 50 hours!). • Has a method to follow up on all leads until they ‘buy or die’. As a client, that means I won’t get lost. As a seller, it means my agent will follow up with all leads and give it 100 percent to sell my home. 2. Invests in the technology and follow-up pros have This agent makes every decision based on their vision of their career at least three to five years in the future. For example, instead of selling someone a house anywhere just to get a sale, my value-added agent sells only in an area they define as their ‘target area’. That way, they’ll get known, and can build on their reputation. The value-added agent has the ‘guts’ to turn down business! Because they care more about the well-being of the client than getting one grimy commission check, they learn to 5

‘tell the truth attractively’, and work harder to retain the client than to make one commission.

Adding those Client Benefits to your Dialogue

3. Works for referrals, not just sales I said the agent learns to ‘tell the truth attractively’, even if the buyer or seller may not want to hear it. For example, if it’s in the best interests of the seller to list their home at a lower price, the value-added agent has the strategies and the statistics to prove that the seller won’t be well served by pricing higher.

Of course, it’s not enough to actually take these actions. You need to explain to the client why these actions are in their best interests, and how you stand apart from most agents by employing them. Why? Because your client won’t know you run your business so professionally. And, the client probably doesn’t know most agents don’t run their businesses this way!

And, this value-added agent has the intestinal fortitude to walk away if they know the home will not sell at the client’s desired price (but doesn’t have to too many times because they create a stellar reputation amongst their clientele).

TIP: Always show your clients, don’t just tell them. You do have a Professional Portfolio and evidence on your website, don’t you?

4. Keeps the buyers and sellers’ best interests in mind Our value-added agent makes every decision to grow trust, not just to make a fast buck. For example, the agent sits down with a prospective couple and finds out they can’t purchase right away and creates a plan with them to save for their down payment. Then, the agent keeps in touch over a period of months, offering helpful information and market updates.

Put Yourself to the Test

How many of these actions P. S. Managers and team leaders—two tips do you exhibit? What do you want to work on to become a true 1. Call each of your agents’‘value-added’ phone mails. What’s the impre agent? Are they professional? Do they state the company n TIP: represent your culture and image? Managers, give your agents a 2. Create a quick class in phone messaging using the ‘test’ on these four points. In other words, this agent practices seller or buyHow many pass? this blog. er agency representation, not ‘agent agency’!

Carla Cross,CRB, CRB, MA, is theoffounder andSeminars, president Carla Cross & Carla Cross, MA, President Carla Cross Inc.,ofand Carla real management and sales. Herspecializing internationally s Crossestate Coaching, is an international speaker in realbest-selling estate management and Running business planning for all professionals. agents, Up and in 30 Days, is real nowestate going into its 5thHer edition sevenexperience internationallyas published books, including Up and Running in 30 Days , vast a top-selling agent and award-winning manage and 20 agent and management programs have helped thousands of real sales podium, blending her musical background with her proven estate professionals to the greater productivity and teaches profitability.someone Reach Carla strategies (she uses piano AND even to at play—f 425-392-6914 or www.carlacross.com. and practical). Find out more at www.carlacross.com. 6

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ession you get? name? Do they information in

& Co., specializing in start-up plan for new n (!). Carla brings her er and trainer to the s and management fastâ&#x20AC;Ś..â&#x20AC;&#x201D;entertaining Top Agent Magazine

DAVID JARACZ 7

David Jaracz’s Savvy Properties Inc. services the greater Chicago area, and focuses on hiring agents who are familiar with different areas of the city. “We go wherever the client needs us to go.” David Jaracz, Owner and Managing Broker at Savvy Properties Inc. in Chicago, fully understands what it takes to be a Top Agent. His willingness to go above and beyond for his many grateful clients has made him a stand-out in the highly competitive Windy City market. David got his start in the real estate industry in 2003. “My parents had listed a condo for sale,” he explains, “and I was living with them at the time. When the agents started showing up, I noticed that many of them were not putting much effort into it. So, as a twentytwo-year-old kid, I found myself taking over and showing the unit myself, and within a few days we had an offer on the table.” Inspired by his success, David began contemplating the idea of real estate as a career, and obtained his 8 Copyright Top Agent Magazine

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license in 2005. Working as part of a team until 2017, he recently opened Savvy Properties, where he imparts the concept of exceptional client service to every agent he hires. Savvy Properties sells throughout the greater Chicago area, and David is focused on hiring agents who are familiar with different areas of the city. “We go wherever the client needs us to go,” he says, “from north to south, from east to west.” David’s business currently is comprised more than 50% from referrals and repeat clients, a sure indicator that he is doing something right Top Agent Magazine

and leaving his customers feeling satisfied. “Customer service, that’s the most important thing,” he says. “You really have to step up in this business, especially with all the competition in the market. It’s more than just closing on a house, going to the closing table and collecting a check. There are many other things you have to do to be a top agent.” Just recently, David received a call from a client who had recently purchased a home with him. The client was having plumbing issues, and David responded by driving to the client’s home and fixing the plumbing himself. “I’m a hard worker,” he says. “I work seven days a week. Whatever the client needs, I’ll make it happen. Copyright Top Agent Magazine 9

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“David is great agent! Always professional, knowledgeable and passionate about his job. He provided insights into the whole process and made buying a house completely stress-free. A pleasure to work with. I recommend him to anybody who plans to buy or sell their home.” —Zillow Testimonial

That’s the most important thing if you want to be successful in this business, you have to listen to your clients and take care of them.” A Premier Agent on Zillow, David can boast of having a perfect five-star rating. A slew of glowing testimonials pays tribute to the lengths David and Savvy Properties will go Top Agent Magazine

to assist their clients. Among the many raves is this one: “David is great agent! Always professional, knowledgeable and passionate about his job. He provided insights into the whole process and made buying a house completely stress-free. A pleasure to work with. I recommend him to anybody who plans to buy or sell their home.” Copyright Top Agent Magazine11

“I love real estate,” says David. “I love making people happy. I love the connection with people and meeting new people, that’s the best part of all. Also, every day is completely different.” David, who loves spending time with his family, including his fiancé and his two daughters, insists that even vacation time is spent, at least partially, working. “Vacation time is when I recharge my batteries, but to be honest,” he says, “after three or four days I really miss what I do.” As for the future, David’s plan is to continue to grow Savvy Properties and to continue their tradition of top-drawer customer service. He is also passionate about mentoring the agents he hires. “I love rookies,” he explains. “I want to give to them everything I’ve learned over the past 13 years.” David also has advice for those thinking of entering the business. “If you want to be successful,” he says, “you absolutely have to go above and beyond, and you need to communicate with your clients. Real estate is a great career, and with a little help – a great mentor is important – you can achieve huge success.”

For more information about

DAVID JARACZ, call 773 -710 -4376 or email DJaracz82@gmail.com 12Copyright Top Agent Magazine

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Alicja Sroka & Associates are proud to congratulate

David Jaracz

on being featured for the state of Illinois in Top Agent Magazine!

Alicja Sroka & Associates 847 - 720 - 4787 â&#x20AC;˘ alicja@sroka_law.com Alicja Sroka and Associates is a full-service law firm dedicated to serving clients involved in real estate, bankruptcy, debt settlement and family law cases. Top Agent Magazine

Sylvia Maciorowska is proud to congratulate

David Jaracz

on being featured for the state of Illinois in Top Agent Magazine!

Sylvia Maciorowska | Mortgage Consultant sylvia@urmortgage.com | 773-251-0959 urmortgage.com www.

2800 S. River Road, STE 200 | Des Plaines, IL 60018 | Main: 773-966-2688 14

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How to Recognize True Luxury Properties What to Consider Other Than Location When luxury home buyers are looking for a new abode, they are often advised to pay most of their attention to location, location, location. And it’s true that good locations often have better properties, but if you’re only looking at location then you might be forgetting what it is in a luxury property that makes it luxury. You could view a property in a great location, and because you completely ignored any of the other factors that make a property high end, you might find that once you move in, you aren’t as pleased with the actual house itself as you thought you would be. Here are the other things you should look out for when purchasing a luxury home: • Architectural Uniqueness: The simple fact is that good

architecture retains its value. Do your homework on architects and find the ones that have a good track record of designing beautiful, but practical homes. Don’t simply pay attention to how the building looks today. Consider how it will look in a few decades. Keep an eye out for the “bones” of the building, and decide whether they will stand the test of time or not. Things such as a solid foundation, high-grade materials, unusual details, and artistic components are good aspects to consider. Will the structure hold up well or will it degrade and crumble without constant upkeep? That funky molding may look artistic today, but in ten years will it be considered artistic or just plain weird?

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• Practical Layout: Make sure you have enough room to live

in comfort. As a buyer of luxury property, you probably have quite a busy social schedule. You want to make sure that the layout will lend itself to helping you maintain clear separation between your social areas and private ones. You don’t want guests having to go back into your bedroom to use the bathroom. Look out for places with stairwells, awkward columns, long hallways, and other wastes of space.

• Unobstructed Views and Light: You want to live in

a home that gives you lots of natural light, such as one that is open to the outdoors. That natural light will improve your mood, as well as the resale value. The openness of a space filled with natural light will make you feel more comfortable and happy in your new home. What about the view? Do you see a Do you park, a bridge, a river, or a skyline? Is the see a park, fantastic view out your window protected? a bridge, You’ll need to understand the surrounding air a river, or a rights and zoning allowances of neighboring buildings to understand the possible risks. skyline?

• Windows: Windows are the primary source of losing heat and

cooling. Make sure they are double-paned with good insulation that will protect your home against weather and noise. Unless the windows are already like this, it is unlikely that the condo or co-op board will allow you to install your own.

• Ceiling Height: Consider the cubic footage of the property.

You want to look for high ceilings that increase the openness of a room. Of course, you don’t want to go too high. Above 14 feet will get you diminished marginal returns.

• Storage: If you’re a woman, you will understand this one. We need

lots of closets and additional storage room to fit all of our clothes, shoes, jackets, hats, purses, etc. However, lucky for you, your potential home’s existing closet square footage will not limit you from putting in more storage space. Custom closet companies can create any kind of storage

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space you desire. You will have to, however, make sure that your new home does have an area that you can turn into this storage space. • In-Unit Laundry: In-unit laundry has become necessary for

any luxury home or apartment. Do you really want to have to trek down flights of stairs to use the basement laundry? If you still consider it wasted space, you can convert it into more closet space.

• The Gym: Having a fitness area nearby is an amenity that is especially

important, particularly in winter when you don’t feel like walking to the gym a few blocks down. One thing to consider is the Do you really want of the gym in relation to have to trek down size to the size of the building in flights of stairs? light of common area fees. • Move-In Ready: I’d advise against buying time-consuming and

frustrating fixer-uppers no matter how much you want to add custom kitchens, finishes, fixtures, and other characteristics. Choose a property that already has all of these amenities taken care of. These properties have already had the same designers you would hire fashion the house at a fraction of the cost you would pay to have them do it after you move in. In this light, it is worthwhile to pay a little extra for the move-in ready home.

• Reputation: Pay attention to the reputation of the building. A

property that has a good reputation tends to retain its value. You can easily find this out online on posts, and established locals are likely to have an opinion.

If you want to buy luxury property that is really worth it’s price, then I would suggest adding these points to your list of things your new home must have. If you want to get a high quality home that is a true luxury, you’ll want to watch out for these aspects as well as the location. Some properties might claim to be luxury based on their location, but when compared against this list, they don’t make the cut. So, don’t be fooled by imposters, and make sure you find a true high-end property. Top Agent Magazine

FRANK RUSIN You might say that Frank Rusin was destined to become a successful Realtor®, as he is a third generation Broker. Frank’s Grandfather started in the industry over 60 years ago and his father over 40 years ago. Since then, it truly has become a family business. Frank, himself, got started in the business over 20 years ago, initially getting his start in leasing and property management, before moving over to residential sales as soon as he was old enough to get his license. Frank is currently a Managing Broker at Four Seasons Realty, Inc. and was named one of America’s Top Real Estate Professionals by REAL Trends The Thousand, as advertised in The Wall Street Journal. Frank was ranked 3rd in Illinois for volume of homes sold and ranked 63rd in America for volume of homes sold. He is now a member of “The Thousand Top Real Estate Professionals”, a prestigious national awards ranking sponsored annually by REAL Trends as advertised in The Wall Street Journal, and is now ranked in the top one-half of 1% of the more than 1.25 million Realtors nationwide! Frank leads a team of young professionals that offer him the support he needs as the sole listing agent. His team members all bring unique skills to the group including members who specialize in social media, marketing and implementing all the latest cutting-edge technologies. The team primarily serves Chicagoland and the surrounding suburbs, but go wherever their clients need them throughout Illinois. Frank credits his ‘hands on’ approach to the business as being one of the keys to his success. “My life is dedicated to real

estate, which means I am available and accessible pretty much 24/7. I take an old-fashioned approach to things and I still take the time to sit down and talk to my clients. I want to get to know them in order to better serve them. I love every aspect of the business; I love the sales part, training and mentoring new agents, and even in my downtime, one of my hobbies is looking at properties.” Another way Frank stands out in his marketplace is with his comprehensive approach to marketing his listings, which has led to stellar results. “Obviously we do internet, social media, and all the major websites, but I still love doing more traditional things, especially open houses. I meet so many people that way. I love talking to people, not just about real estate but about their interests and their lives. I can’t remember the last time I held an open house and didn’t pick up a new buyer client.” Frank is actively involved in his community and is always looking for ways to give back. His latest passion is working with a homeless shelter for teens in Texas. He helped facilitate a delivery to the shelter at Christmas and has plans to grow his involvement in 2018. When he isn’t working, Frank enjoys going to Lake Geneva in Wisconsin, and loves boating and being out on the water. Frank would like to continue to expand his business and is always looking for ways to improve upon the exceptional service that he’s built his reputation on. “I’m still as enthusiastic about this business as I am when I started. Working hard to help people make their real estate dreams come true is what I love to do.”

To learn more about Frank Rusin call (847) 934- 9100, email fsrhomes@aol.com or visit FSRHomes.com www.

Carolyn Kennedy is proud to congratulate

Frank Rusin

on being featured for the state of Illinois in Top Agent Magazine! Fidelity National Title Carolyn Kennedy | Sales Executive c: 630.913.8768 | o: 847.397.1300 e: Carolyn.Kennedy@fnf.com www.

FidelityDesktop.com

1900 Algonquin Road, Suite 201 | Schaumburg, IL 60173

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Are You Doing Business As YOU On Facebook? Are you ‘Doing Business As YOU’ on your personal Facebook page? In other words, are you posting your business content from your personal page? Yesterday a REALTOR® asked us, “Why should I bother with a company Facebook page? Can’t I just post everything from my profile page?” The answer lies in what we call division of content. As you may be aware, social media began as just that… social. It was never truly intended for business use. Over time, as businesses began to see the potential in reaching the masses in a new way, they began to intrude on this communication. Today, it is widely accepted that business will be conducted on all social platforms, but the manner in which we do so (and in which we are received) is still a touchy subject at times. We believe it’s important to be transparent on social media. Draw the line between communicating as the Person and the Professional. Not only does this help you keep your content separate and appropriate, it also gives the control to your network of family, friends, colleagues, acquaintances and customers. They get to decide whether to ‘like’ or ‘follow’ your company page. They get to decide whether they want to see your business related posts. User control is the #1 reason you need a business page if you’re conducting business on Facebook. Wouldn’t you rather have a willing and engaged audience over a forced, potentially reluctant one? We have personally eliminated many of the ‘DBA’ offenders from our news feeds and you have likely done the same.

As in all controversial social media topics, there is some gray area. And that gray area is often subjective, so consider this post food for thought and decide for yourself. We try our best to keep professional content on our business pages, with a couple of exceptions: 1. Philanthropic Promotion: We’re in favor of posting anything that will help an organization in need on both your personal and business pages. Nonprofits often have little to no marketing budget and rely on all of us to promote their good works, so we believe that’s a good line to cross (as long as it’s about the organization, and not you). 2. Recognition Tagging: Facebook does not allow you to tag an individual on your business page. Yes, there are some tricky work-arounds, but they are inconsistent at best. So when it’s truly important for us to recognize and tag an individual, especially someone who has done something nice for us (inviting us as guests on their radio show or podcast, for instance), we will generally post that on the business page first, then share it from our personal pages, along with a comment recognizing and tagging the individual(s) or business who helped us. Either way (personal or business), remember to be true to the social aspect. Our participation on social media should be about giving, helping, recognizing and connecting…especially when it comes to your business.

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com. 20

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4 Ways Mentoring Up-and-Coming Employees Makes You a Better Agent In the world of real estate, there are always new agents joining the ranks. Even if you’ve been practicing for just a few short years, you’ve likely learned your fair share of lesson along the way. As an agent, much of your working philosophy is derived from first-hand experience and your work on the ground. This means that new agents are less prepared for the inevitable curveballs of the industry. That’s where you come in. While mentorship is often pitched as a relationship that solely benefits the mentee, there is actually plenty to be gained from becoming a mentor. After all, personal growth goes hand-in-hand with professional growth, and becoming a mentor asks agents to thought22

fully explore and demonstrate their own ideologies, practices, and rationale. With that in mind, take a look at some of the benefits of mentorship below, and you’ll get a sense of why counseling new agents can be a boon to your own business. Teaching lessons to others reinforces your own professional values. Showing the ropes to young agents is a great way to brush-up on your foundational skills. Verbalizing and demonstrating processes, or walking through the rationale behind negotiation tactics—all cause mentors to think through their established practices and outline in detail why they’ve chosen this route over an

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alternative. This helps older agents fine-tune their routines, while getting back in touch with the critical thinking that went into constructing those habits. Mentorships allows you to see the big picture.

surely sharpen your ability as the head of a team. What’s more, you’ll be building skills of empathy, understanding, teaching, and constructive criticism. Working on those skills will better your practice and your ability to lead in your office.

After a lengthy industry tenure, it’s not uncommon for battle-worn agents to lose some steam and begin to burn out. By devoting some time to mentoring up-and-coming agents, you’ll get back in touch with your early days, remembering the excitement, the trials, and the hard lessons gleaned. Spending time with the next generation of real estate professionals can reinvigorate your practice, as seeing the business from the eyes of an eager amateur can inject energy into your working life. You’ll benefit from seeing things from a new perspective. Just as working with young agents can help you remember your career’s big picture, you may also benefit from working alongside someone with a new perspective. Young agents bring a different set of skills and awareness to their work, and established agents can benefit from a fresh take. If technology isn’t your strong suit, or you’re interested in tapping the Millennial homebuyer market, working with a younger agent is an excellent way to see through fresh eyes. Mentoring young agents makes you a better leader. As a mentor, you’ll often direct the flow of your professional relationship—figuring out which issues to tackle, making an agenda, and imparting lessons in a clear way. These are all characteristics of a leader, and acting in a position of authority as mentor can Top Agent Magazine

While some may balk at the time commitment or energy required to take on a mentee or two, you might consider it an act of ongoing education or professional development. While your mentee will undoubtedly benefit from access to your expertise, there’s certainly much to be gained from taking the time to cultivate tomorrow’s real estate leaders.

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