ILLINOIS 5-2-22

ILLINOIS EDITION

5

WAYS TO TRANSFORM RENTERS INTO OWNERS FEATURED AGENTS

ASHLEY SILVER CAROL GOOZE CRYSTAL LESSNER MADELINE GUZZETTA YURIY SOLOVIEV

Untangling the Bidding War: A BUYER'S & SELLER'S PERSPECTIVES

EMBRACING SMART HOMES: DOES NEW TECHNOLOGY REALLY INCREASE HOME VALUE? PRODUCTIVITY KILLERS: 4 WAYS TO MAKE BETTER USE OF YOUR WORKING HOURS

COVER STORY

DANIELA PAGANI

ILLINOIS EDITION

Area Sp

ASHLEY KAINCAROL SILVERGOOZE

the town of With Glencoe along maximum exposure her client-centered, can-do appOutsidefor of he re 7 17 18 roach, Carol Gooze has made a name h Shore, Ashley Kain Silver ing sellers top involved dollar on witht for toherself Chicagoland real state belongs to the strong impulse serveinher “I also have many connect since beginning her journey six years Middle Sch at commitment led her to get having lived here for mostS ago. A former high school teacher, Carol Elementary. ation and History, as her well as and keeps them inAshley. “I staymember in touch educates clients of the GUZZETTA formed throughMADELINE every step of the home Curriculum and Instruction. past clients, so organization I’m oftenth YURIY SOLOVIEV CRYSTAL LESSNER DANIELA PAGANI ASHLEY SILVER CAROL GOOZE buying and selling process. Working domestic viole 4 years of work on political buyer before the home When Yuriy Soloviev decidedlike to the switch me,when do ing you want toeve be Madeline we had quba wing Illinois, eran ofup the in real Park estate andRosenbloom, negotiated pro that she is whenguided us withRidge, her colleague Linda or giving 21 22 25 professions, he did it quickly.

A native A seller’s agent?

Do y essner knows that homewe bought…Crystal has yourtions back.”or concerns, this really allowed Guzzetta knows about seline a political consultant.

And Carolfirsthand makes of the whole process as easy time with he Tambov, Russia, Yuriy owned his leases? I felt like I did s are looking for more suburbs. “We’re to have 100% confidence in our decisio cago’s quintessential and stress-free as possible for her clients. beaches in driving force today as she Ashley is committed to m own small business native life, so the a seller’s agent eal from their agent. “I When init his comes to country marketing her listings, Madeline was always available, attenti of in that sweet spot of feeling like we and moved toCrystal the United States in 1999, but as the timeGreen went on, BayI ace of mind,” Crystal ex- in achievloves helping her clients stage their on her uyers and sellers impact community and generally just there when we need ethem the city life at our fingertips, but still where Carol he hasserves been in customer that came myher wayfamil and With @properties, the northabout the process homes to appeal to service the contemporary buywith ever since.

But in June of 2017, he caught buyers,” he said.

“I do h her.

If we wanted to see a home Madel ng that quiet, safe life surrounded by state volunteered at Winter PTO and event ull sensegoals. of what they’re er, after uses professional photos to ern suburbs, and the city of which Chicago. ten the bug of real estate,the took a two-week lender, but I’m not limit made it happen.

Madeline always had s.ont, It’sand a great place to raise a family.” can feel good capture most beautiful and interesting dren’s school, served “Our area is express knownclass for through its great public Coldwell Banker –“I love have a and preferred attorne made graduated when we CRYSTAL features of the property. theand pro-a positive LESSNER MADELINE GUZZETTA YURIY SOLOVIEV smile bubbly attitude wh“ rthey’ve Madeline from college a schools, its community-minded citizens, and its famiIn the future, Carol with whompeople,” hecess stillofworks – and passed ed there.

Iyears. do testsays, the w been good at connecting with District School Board for 4 Sh ransaction.” bringing out all of the charm of a we met her for a showing.

If you wan ester early, she came back home and his license justhome,” twoCarol months later.“And how I can bemy the business best at my in servic ly-focused neighborhoods,” says.

“Wemy also have of growing a she says. knowledge ® REALTOR ded to earn herjob realis estate license. who knows what they .teach.

“And this really about building ber of the New Trier Educational Foun up transactions that are unique to She got into athe industryofinhome the prices market allows me to here. draw multiple and helpreferrals from past clients. c variety andCONTENTS styles We selloffers every“I was an entrepreneur in Russia, and investment.”

I felt the happiishired a builder, and adminsuggested she doing andcookie-cutter is willing tobusiness.” go the extra mile sfather just 19, as anthing office my clients earn top dollar on their Crystal mmunity with your clients.

That means from vintage historic homes with majorsaid historic client is happy with workin est being an independent businessman,” Yuriy, ue that her vibrant peryour home, Madeline is your woma whoit,hadknowing become the youngest perleverages social media—where most find buyers begin significance to new construction and custom homes.” name along toAshley their friend who graduated from college with degreesPRODUCTIVITY in Englishnot Yuriy lives an active lifestyle andmo en an just a real estate agent.

You have When she’s working, 4) EMBRACING SMART 19) MAX She earned her own intheir lity franchise. would help her flourish thissearch—and reaches out to the many agents and and French.

“When I first started out, I local was a deer free time with his husband andthe their There’s something for buyers everyone Carol’s area, help them, too.

I love HOMES: DOES NEW KILLERS: 4inWAYS TO dstry. did sales for a while before being potential withininher sphere to gage their interwhatever people need whenever they ing time her fi ance children.

Madeline quickly fell in love with her work, Madeline is awith part oftravels the Park and Ridge Chamber the headlights.

I didn’t know a lot about real estate. frequently to Europe to see and her price points run theproperty gamuteven from starter homes and really enjoy getting tof cutive Administrative Assistant and est to before the goes live. through TECHNOLOGY REALLY MAKE BETTER USE OF her business skyrocketed.

Married a real estate Commerce her office, and gives back throu But Coldwell was extremely friendly and toup this the day occasional agent, he also finds himself getting taking home-impro Administrator for Baird & Warner. to luxurious lakefront properties. ing them from start INCREASE HOME VALUE? YOUR WORKING HOURS they still offer training.

Truth be told, I lucked out four in the morning to preptoforfinish the da nt, with three brother-in-laws and aCrystal father-in-law all the local animal shelter.

During her off hours, she c ombined with her time in sales and stays in touch with her past clients through sotheir next perfect home.

It’s gardening, reading, and hanging out in that first year, too.

One of my friends told me he forward to seeing what the next cha al estate as well, it’sa house a wayfrom of lifecial formedia, Madeline be asfound gained while building texts and and emails, well asspending through 4 time client with her husband and her n planned to sell a condominium and that was my first Over 90% of Carol’s business comes from repeat and ontraveling, that journey, I apprec 14) 5 WAYS TO 23) UNTANGLING THE clients mainly thelisting. northern for the future of her business, she w rescued puppy Winnie, and and exploring eamily. her an understanding of thein indusevents she holdsand each year.

She also often encounters Then they turned around and hired me to buy “My goal is to grow,” he said.

“Eve referral clients, a sure sign that the relationships she transaction.

No two real esta which she has used to the advantage them during her annual outdoors. foodBIDDING drive. Going WAR: forward, A BUYER'S TRANSFORM RENTERS fourChicago investment properties in Sterling, Illinois, her about sphere different and so far. I was lucky, I had bs, as well as the city of with growing nding forms are built to last.

“Clients appreciate the personeach one hasfiits uniquemor chal returning toINTO sales in 2017.

Crystal wants to continue growing her business, as least 90% of my business derives from OWNERS SELLER'S a hundred milesrepeats away. I actually& won an award in PERSPECTIVES year. I train to attain my goals, but t well as to share what she has learned to help new will go anywhere up toBy anand hour’s drive clients andtremely even better experienc alized boutique concierge services we offer,” ing clients light upher when the my office that year for the longest travel for Carol a sale, complicated right now.

But referrals,” Madeline explains. constantly being Asher time goes by, Madeline hopes to grow busin e Crystal Lessner Team as a broker agents build their own. explains.

“Whatever ourthe isexpand our business know is serves.

THE ONE.” andwas Iherself am still willing to goneed alland over the place.” are OK, and I strive to movesky’s forwar in Success Glencoe.

Last yearputting she in Top the work helping people m lable to her clients and inclients their inI’m bothdoing, states she “The ms Realty, delivering perPhone 310-734-1440 | Fax 310-734-1440 model.

Wetowill help them clean their she house, help Madeline is able provide excellent service.

“I outlimit,” says, and there is nothing standing in rs,service to clients whoto migrate oduction for the North Shore-Barrington That’s Now Yuriy serves the greater Chicago what area of drives me to go above mag@topagentmagazine.com | www.topagentmagazine.com prepare for photos, and introduce buyers who are new ays to see everything point of view,” way.

“I never look at it as just a transaction or anot urbs try of Chicago in search of from fewer their Aurora, Naperville, Wheaton, Batavia, Montgomnviable 95 percent of her business comeverything do them.”

No portion of this issue may be reproduced in any manner whatsoever without prior consent of thefor publisher.

Top Magazine here along to thethe coolest new Keeping restaurants Burr and Ridge, thesale. best nursccess to activities says.

“Ioutdoor want to understand their deal or It’s aI connection to Agent people.

That’s wha ery,vision.”

Lemont, Bolingbrook, Westmont, is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top and rivers.

Since returning to sales, ery schools for their When our clients ask us for Lakeview, Prospect Heights, Wheeling, Arlington tmportance clients or referrals. ofneeds. those cliofAgent this transaction the forefront of her love most about it.”

Magazine cannotMany beat held responsible for opinions expressed or facts supplied by its authors. business by 20 percent each year, Heights, and West Chicago.

He is bi-lingual in both To subscribe or change address, send inquiry to mag@topagentmagazine.com. help, the answer is always yes!” d, Madelinefriends, ensures it’s a smooth ride, eliminating coming and one only n enviable repeat client and referPublished in the U.S. Russian andneeds English, isto spercent. and confusion.

As a dual agent in Illinois anda licensed broker, a member You only need to read her of the National Association of REALTORS®, a her reviews togrowth. understand why.

After Carol’s partnership with real estate Linda consin, she can even assist in her clients’ pursuit and the reason for that One 2 Top Agent Magazine member of the Illinois Associationveteran of REALTORS®, both market sell and buyknowledge, a house, describy’s econdary homes outside of theprofessionalism area.

“Withmore many Rosenbloom adds even for their clients. and a member of Thevalue Mainstreet Association of

e like this:

Top Agent Daniela Pagani works as a solo agent with Compass Group in the Lakeview and Lincoln Park areas – the former known as the neighborhood where the Chicago Cubs and Wrigley Field reside.

Area Specialist

Daniela Pagani’s background is in healthcare, which is not too dissimilar to real estate in that you’re helping in service to, and helping, people. She wanted to become a physician but while she was completing her pre-med degree, she became disillusioned how the industry was learning toward treating the symptoms and not the patient, so she switched her emphasis to nutrition. Yet through a series of ironic twists, she married a doctor and that’s how she ended up as a REALTOR®.

“With his profession came moving quite a bit. We moved for his fellowship, we moved for his residency, and we moved when he had to work in an underserved area because he was not a U.S. citizen,” Daniela said. “Moving became hard. But my family’s business was always in shipping, relocation and freight, so it was a natural progression for me to want to help

Copyright Top Agent Magazine

Area S

mailto:mag@topagentmagazine.com

Top Agent Magazine

3

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 4

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.

Top Agent Magazine ®

Top Agent Magazine

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

Top Agent Magazine

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.

Top Agent Magazine ®

5

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.

6

Top Agent Magazine ®

Top Agent Magazine

DANIELA PAGANI

Top Agent Magazine

7

Top Agent Daniela Pagani works as a solo agent with Compass Group in the Lakeview and Lincoln Park areas – the former known as the neighborhood where the Chicago Cubs and Wrigley Field reside.

Daniela Pagani’s background is in healthcare, which is not too dissimilar to real estate in that you’re helping in service to, and helping, people. She wanted to become a physician but while she was completing her pre-med degree, she became disillusioned how the industry was learning toward treating the symptoms and not the patient, so she switched her emphasis to nutrition. Yet through a series of ironic twists, she married a doctor and that’s how she ended up as a REALTOR®.

“With his profession came moving quite a bit. We moved for his fellowship, we moved for his residency, and we moved when he had to work in an underserved area because he was not a U.S. citizen,” Daniela said. “Moving became hard. But my family’s business was always in shipping, relocation and freight, so it was a natural progression for me to want to help 8Copyright Top Agent Magazine

Top Agent Magazine

people in a different profession, and that’s what led me to real estate.”

Now she’s been a REALTOR® for six years and her moving days are over. Daniela and Top Agent Magazine

her husband settled on Chicago, and she works as a solo agent with Compass Group in the Lakeview and Lincoln Park areas – the former known as the neighborhood where the Chicago Cubs and Wrigley Field reside, Copyright Top Agent Magazine9

“I try to personalize the transaction,” Daniela says. “I provide trade discounts for all my buyers, I book movers, cleaning services, and I have a large network of service professionals. I like to bring a holistic approach to the transaction.” the latter for its park and outdoor spaces and zoo. She knows the areas inside and out, as she should as a REALTOR® but also because Daniela knows the anxiety of moving.

“I feel like I’m more empathetic of my clients’ situation. I’ve moved several times out of state. I think over the last 10 years I’ve probably moved 10 times.

So, I try to personalize the transaction,” Daniela said. “I provide trade discounts for all my buyers, I book movers, cleaning services, and I have a large network of service professionals. I like to bring a holistic approach to the transaction.”

Most of Daniela’s clients are through referrals and she’s even now starting to see some of her first clients buying with her Copyright Top Agent Magazine 10

Top Agent Magazine

again, something she says, “gives me great satisfaction because it means they were satisfied with my performance.” She keeps them coming back with constant interactions, from texts and calls to hand-written letters Top Agent Magazine

and, especially, monogrammed personalized gifts. She is a Certified Negotiation Expert specializing in resales and new developments in Chicago, and Daniela is heavily involved in the community through serving Copyright Top Agent Magazine 11

on The Joffrey Ballet Women’s Board and multiple committees at her children’s school.

Of course, she also supports her husband’s practice.

Daniela also has an interesting take on moving forward in the future. “Everybody sets goals, but COVID taught me something – to live in

the moment,” she said. “I just finished reading a book called ‘The 12-Week Year’ and it shifted my mindset to setting 12-week goals and revisiting those goals every 12 weeks. I believe I can better serve my business and my clients this week. Client satisfaction is my biggest goal. If my clients are happy, I know I’ve done my job.”

Contact Daniela Pagani at 312-402-4072 email Daniela.pagani@compass.com, or on Instagram at https://www.instagram.com/daniela.pagani.chicago/ daniela.pagani.chicago Copyright Top Agent Magazine 12

Top Agent Magazine

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

Top Agent Magazine

13

5 Ways to Transform

Renters into Owners Perhaps the largest demographic of untapped business lies in the rental market. From major cities and suburbs to rural communities—renters across generations are opting to rent rather than own. The question is: why? For starters, many Americans are undereducated about the inventory and financing options available that might suit their budget and lifestyle. Secondly, many would-be homeowners have difficulty 14

visualizing the potential investment of purchasing property, and how homeownership can build wealth and security in the long-term.

As an agent, you’re always on the lookout for potential clientele. Now, to guide renters toward the real estate market, keep a few of these strategies in mind as you meet and greet this untapped demographic.

Top Agent Magazine ®

Top Agent Magazine

1

Show renters that purchasing a home isn’t impossible

Possibly the biggest hurdle for renters is believing homeownership is possible. Beyond saving for a down payment and boosting credit scores, there are dozen more factors to consider: affording utilities, homeowner’s insurance, renovations, property taxes, and more. Besides that, assembling pay stubs, finding an agent, arranging house tours, negotiating a price, and timing the transition are all major considerations to surmount.

One way to combat this thinking is to make the process transparent and demystified. Find examples of past clients who made the leap successfully, or profile the average buyer in your marketplace and see how that renter compares. Provide evidence that it’s been done before and can be done again, then build a game plan from there.

into play. Consider making a checklist, or step-by-step road-map, that guides clients through the process from start to finish. This way, you’ll manage expectations and create a path to ownership that’s specific, instead of abstract. They won’t have to wonder what goes into buying a home when they can look at an interactive site or read a document and see the steps outlined before them, with you there to guide the way.

3

Collaborate with mortgage professionals to find the right financing opportunities

2

Help would-be homebuyers create a road-map to ownership

It’s no secret that buying a home can feel overwhelming. Compared to signing a yearlong lease on an apartment, taking on the house-hunting process is a daunting affair.

That’s where your expertise as an agent comes Top Agent Magazine

Many renters aren’t aware of the variety of mortgage financing options out there that cater to first-timers, offer low down payments, or down payment assistance. Most buyers believe that the standard 20% down is a hard and fast rule, when in reality, there’s far more flexibility out there to cater to renters where they are. There are even loan options catering to freelance workers, renovation options, and other unconventional routes to ownership.

Work with a mortgage pro and find the route that suits your renter best.

Top Agent Magazine ®

15

pay monthly in a mortgage—while building a lasting asset.

5 4

Compare and contrast rental rates with monthly mortgage payments One way to convince renters to make the shift is to demonstrate the savings potential of paying into a monthly mortgage, rather than throwing away rent on a property they don’t own. To do this, draw up the average rental rates in your area, then find some potential listings that would demand a similar amount in monthly mortgage payments. Sometimes placing these numbers and images sideby-side can prove to renters that what they manage to pay monthly in rent, they can

16

Paint the big picture

For most, renting isn’t the most sustainable financial option when it comes to housing.

Rents rise, families grow, and retirement looms.

Building a financial future and homeownership go hand-in-hand. When planned appropriately, buying a home can create a path toward retirement and position homeowners in a better place for further investment in the future. A rental has little security or investment returns to offer, while owning a home makes a renter king or queen of the castle.

Prospecting renters as potential homebuyers may seem like a time-intensive way to cultivate new clients, but logic is on your side.

Keep these tips in mind as you broach the conversation with renters in your hometown.

All it takes is clear-cut value proposition and a listening ear.

Top Agent Magazine ®

Top Agent Magazine

Area Specialist ASHLEY KAIN SILVER Growing up in the town of Glencoe along Chicago’s North Shore, Ashley Kain Silver always felt a strong impulse to serve her community. That commitment led her to get a B.A. in Education and History, as well as a Master’s in Curriculum and Instruction.

It led to nearly 4 years of work on political campaigns or as a political consultant. And it remains her driving force today as she assists homebuyers and sellers in achieving their real estate goals.

maximum exposure for her listings, ensuring sellers top dollar on their investment.

“I also have many connections in this area, having lived here for most of my life,” says Ashley. “I stay in touch with agents and past clients, so I’m often able to line up a buyer before the home even goes live.”

“I’ve always been good at connecting with people,” Ashley reflects. “And this job is really about building a sense of community with your clients. That means being more than just a real estate agent. You have to be there for whatever people need whenever they need you.”

Ashley serves clients mainly in the northern and western suburbs, as well as the city of Chicago with Compass, but will go anywhere up to an hour’s drive from her home in Glencoe. Last year she was in the Top 5 percent in production for the North Shore-Barrington area, with an enviable 95 percent of her business coming from repeat clients or referrals. Many of those clients end up becoming friends, and one only needs to take a look at her reviews to understand why. After praising Ashley’s market knowledge, professionalism and warmth—a common refrain throughout her reviews—a buyer added this: “One of my favorite memories from our experience was, knowing we have 2 small children, she showed up to a showing with a bag of snacks for the kids. It was so sweet and thoughtful, and that is just one example of who she is as a person.

We hit the jackpot with Ashley!”

Because she has children herself, Ashley is very familiar with the local school systems, and can guide parent-buyers to the communities that best fit their needs. Her fluency with the latest industry technology and social media marketing, combined with the global reach and resources Compass offers, allows her to gain Top Agent Magazine

Ashley is committed to making a broader impact on her community as well. She has volunteered at PTO events with her children’s school, and served on the Glencoe District School Board for 4 years. She is also a member of the New Trier Educational Foundational Board.

When she’s not working, Ashley most loves spending time with her fiance and children. She also enjoys taking up the occasional home-improvement project, gardening, reading, and hanging out with friends. As for the future of her business, she wants to continue growing her sphere and finding more ways to offer her clients and even better experience. “I truly love the work I’m doing, helping people meet their dreams.

That’s what drives me to go above and beyond in everything I do for them.”

Contact Ashley at 847-347-6082 or email ashley.silver@compass.com

Top Agent Magazine ®

17

CAROL GOOZE With her client-centered, can-do approach, Carol Gooze has made a name for herself in Chicagoland real state since beginning her journey six years ago. A former high school teacher, Carol educates her clients and keeps them informed through every step of the home buying and selling process. Working with her colleague Linda Rosenbloom, Carol makes the whole process as easy and stress-free as possible for her clients.

With @properties, Carol serves the northern suburbs, and the city of Chicago.

“Our area is known for its great public schools, its community-minded citizens, and its family-focused neighborhoods,” Carol says. “We also have a variety of home prices and styles here. We sell everything from vintage historic homes with major historic significance to new construction and custom homes.”

There’s something for everyone in Carol’s local area, and her price points run the gamut from starter homes to luxurious lakefront properties.

Over 90% of Carol’s business comes from repeat and referral clients, a sure sign that the relationships she forms are built to last. “Clients appreciate the personalized boutique and concierge services we offer,” Carol explains. “Whatever our clients need is our business model. We will help them clean out their house, help prepare for photos, and introduce buyers who are new here to the coolest new restaurants and the best nursery schools for their needs. When our clients ask us for help, the answer is always yes!”

Carol’s partnership with real estate veteran Linda Rosenbloom adds even more value for their clients.

“Our clients like the value that our partnership brings,” Carol says. “My expertise in digital marketing mixes well with her more grassroots, one-on-one, face to face marketing. The two of us are able to combine our skills to create personalized marketing and keep our focus very personal.”

18

Outside of real estate, Carol is actively involved with her kids’ schools, and she belongs to the PTO for both Edgewood Middle School and Indian Trail Elementary. She is also very proud to be a member of the board of Shalva, a Jewish organization that helps women affected by domestic violence. When she is not working or giving back, Carol enjoys spending time with her family, taking walks to the beaches in Highland Park and along the Green Bay Trail, going out to dinner with her family, and playing paddle in the Winter and tennis in the summer.

In the future, Carol says, “I plan to continue slowly growing my business in a grassroots way, based on referrals from past clients. My goal is that every past client is happy with working with me and passes my name along to their friends and family so that I can help them, too. I love the social aspect of real estate and really enjoy getting to know clients, accompanying them from start to finish on their journey to finding their next perfect home. It’s always so much fun to go on that journey, and I appreciate the uniqueness of each transaction. No two real estate stories are the same, and each one has its unique challenges and joys. I love seeing clients light up when they walk into the house they know is THE ONE.”

For more about Carol Gooze, please call 847-909-5585, email carolgooze@atproperties.com, or visit atproperties.com/site/carolgooze www.

Copyright Top Top Agent Agent Magazine Magazine

Productivity Killers: 4 Ways to Make Better Use of Your Working Hours

Even on the busiest of days, it can be hard not to get distracted by social media, smartphones, chatty colleagues, or personal to-do list items. So how do you keep your professional blinders on and power through your tasks with efficiency? Practice these four tips and witness your productivity skyrocket—easing stress and bringing renewed energy to your daily duties.

Top Agent Magazine

1. Create a sense of peace and quiet The office may not be your idea of a tranquil oasis, but for most, focus requires quiet and calm to best lend attention to the task at hand. If you find yourself seated next to talkative coworkers or in the center of a bustling office atrium, consider noise can-

Top Agent Magazine

19

celing headphones, earplugs, or carving out an empty conference room for your work day. Turning the volume down creates fewer chances for disruption, allowing you to make the best use of your time.

4.Take your smartphone off the table

2. Organize your workspace A messy work area breeds anxiety and distraction, but a clean and organized desk inspires efficiency. If you’ve got a busy day ahead, take fifteen minutes and organize your workspace: gather miscellaneous papers into their proper place, dispose of out-of-date or unnecessary documents, or give your keyboard a dusting. Not only does cleaning and organizing your workspace prepare you for the work ahead, it also helps you transition to a productive, goal-oriented mindset.

3.Create a goal-oriented reward system Coffee breaks, coworker catch-up, and social media check-ins tend to break up our workflow on an hourly basis. Instead of trying to go cold turkey on these workplace routines, reframe them as rewards.

For every to-do list item you complete, allow yourself a fives minute treat, whether that’s a fresh cup of coffee or a walk around the block. Not only will creating a reward 20

system help you stay motivated throughout the day, it will also provide you with much-needed mental breaks that actually boost long-term productivity.

The number one productivity killer in this day and age? Smartphones. With access to endless social media portals, web browsing, text conversations, and games, smartphones are one-stop shops for distractions. While you may not want to delete apps from your phone, try leaving your smartphone in a locked desk drawer until your next break, or safely in your car. By simply putting your smartphone out of your line of sight, the impulse to distract yourself is muted.

Even though technology and the modern office create ample opportunity for distraction, making these few small adjustments can go a long way in safeguarding your productivity. After all, a productive day allows you to enjoy your time at home and outside the office, without the worry of incomplete tasks and looming deadlines darkening your day. Keep these productivity tricks in mind as you mount your daily to-do list and you’ll be thanking yourself tomorrow.

Top Agent Magazine

Top Agent Magazine

Area Specialist CRYSTAL LESSNER As a 20-year veteran of the real estate industry, Crystal Lessner knows that homebuyers and sellers are looking for more than just a done deal from their agent. “I give my clients peace of mind,” Crystal explains. “I educate them about the process so that they get a full sense of what they’re getting into up front, and can feel good about the choices they’ve made when we actually close the transaction.”

Crystal has a lot to teach. She got into the industry in 2000 when she was just 19, hired as an office administrator by a friend who had become the youngest person to own a RE/MAX franchise. She earned her own license in 2002 and did sales for a while before being recruited as an Executive Administrative Assistant and then Branch Office Administrator for Baird & Warner.

That experience, combined with her time in sales and the knowledge she gained while building a house from the ground up, gave her an understanding of the industry inside and out, which she has used to the advantage of her clients since returning to sales in 2017.

Today she leads the Crystal Lessner Team as a broker with Keller Williams Success Realty, delivering personalized, superior service to clients who migrate to the northwest suburbs of Chicago in search of fewer crowds and more access to outdoor activities along the area’s many lakes and rivers. Since returning to sales, she has grown her business by 20 percent each year, and has reached an enviable repeat client and referral business of 70 percent. You only need to read her reviews to understand the reason for that growth. One couple used her to both sell and buy a house, describing their experience like this: “Crystal makes you feel like you are part of her family! She went above and beyond to help us sell our townhouse and find the home of our dreams. She made sure we didn’t jump into something that really didn’t meet our needs and assured us every step of the way.

Her design team helped us get top dollar when selling Top Agent Magazine

and negotiated like the pro that she is when we bought…Crystal has your back.”

When it comes to marketing her listings, Crystal loves helping her clients stage their homes to appeal to the contemporary buyer, after which uses professional photos to capture the most beautiful and interesting features of the property. “I love the process of bringing out all of the charm of a home,” she says. “And my knowledge of the market allows me to draw multiple offers and help my clients earn top dollar on their investment.” Crystal leverages social media—where most buyers begin their search—and reaches out to the many agents and potential buyers within her sphere to gage their interest before the property even goes live.

Crystal stays in touch with her past clients through social media, texts and emails, as well as through 4 client events she holds each year. She also often encounters them during her annual food drive. Going forward, Crystal wants to continue growing her business, as well as to share what she has learned to help new agents build their own.

Contact Crystal at 847-483-4772 or email crystallessner@gmail.com 21

MADELINE GUZZETTA Growing up in Park Ridge, Illinois, Madeline Guzzetta knows firsthand about Chicago’s quintessential suburbs. “We’re kind of in that sweet spot of feeling like we have the city life at our fingertips, but still having that quiet, safe life surrounded by trees. It’s a great place to raise a family.”

After Madeline graduated from college a semester early, she came back home and decided to earn her real estate license.

Her father is a builder, and suggested she pursue it, knowing that her vibrant personality would help her flourish in this industry. Madeline quickly fell in love with her work, and her business skyrocketed. Married to a real estate agent, with three brother-in-laws and a father-in-law all in real estate as well, it’s a way of life for Madeline and her family.

“At least 90% of my business derives from repeats and referrals,” Madeline explains. By constantly being available to her clients and putting herself in their shoes, Madeline is able to provide excellent service. “I always try to see everything from their point of view,” she says. “I want to understand their vision.” Keeping the importance of this transaction at the forefront of her mind, Madeline ensures it’s a smooth ride, eliminating stress and confusion. As a dual agent in Illinois and Wisconsin, she can even assist in her clients’ pursuit of secondary homes outside of the area. “With many people working from home, they can travel outside of Illinois, so getting licensed in Wisconsin opened a lot of doors for me.” Whether she’s assisting a seller in getting top dollar for their home, or finding the perfect property for her buyers, Madeline exceeds expectations at every step.

Once the transaction is complete, clients love to spread the word about her work. One recently said, “Madeline was a pleasure to work with in an extremely competitive market. She was comprehensively thorough and knowledgeable throughout the buying process, taking the time to really listen to what we were looking for.

22

Madeline guided us when we had questions or concerns, this really allowed us to have 100% confidence in our decisions.

Madeline was always available, attentive, and generally just there when we needed her. If we wanted to see a home Madeline made it happen. Madeline always had a smile and a positive bubbly attitude when we met her for a showing. If you want a REALTOR® who knows what they are doing and is willing to go the extra mile to find your home, Madeline is your woman.”

Madeline is a part of the Park Ridge Chamber of Commerce through her office, and gives back through the local animal shelter. During her off hours, she can be found spending time with her husband and her new rescued puppy Winnie, traveling, and exploring the outdoors.

As time goes by, Madeline hopes to grow her business and expand in both states she serves. “The sky’s the limit,” she says, and there is nothing standing in her way. “I never look at it as just a transaction or another deal or sale. It’s a connection to people. That’s what I love most about it.”

For more about Madeline Guzzetta, please call 847-736-3371 or email madelineguzzetta@gmail.com Copyright Top Top Agent Agent Magazine Magazine

Untangling the Bidding War: A Buyer’s & Seller’s Perspectives In a competitive marketplace, bidding wars become the norm. While this may put sellers in an excellent position to recoup on their investment, it can push buyers beyond their budgets and test their temperaments in the process. As an agent, how do you navigate both sides of the coin? After all, you want to net the best results for your client—regardless of which side of the closing table they’re on. To fortify your approach to a heated bidding war, here are a few ideas and insights to better clue you in on the perspectives of buyers and sellers alike.

Top Agent Magazine

Buyer’s Perspective: Emotions Running High?

Channel it.

When the market is booming, buyers feel the pressure—especially when affordable inventory is limited. This can create stress, feelings of hopelessness, and impulsivity. As an agent, how do you channel this emotional energy into something positive? Consider asking buyers to put those anxieties and high hopes onto paper. Have buyers outline

Top Agent Magazine ®

23

who they are, why they’re inspired to buy a home at this juncture in their lives, and how they see their lives unfolding once they become a homeowner (or repeat homeowner). Think of it as a letter of intent.

Buyers benefit from taking abstract fears and dreams and articulating them on paper. Likewise, this document can serve as a valuable tool during a bidding war. Letters like these can help sellers with multiple offers make a personal, emotional connection with a particular buyer.

Sellers Perspective: Manage expectations.

When multiple offers are rolling in on a property, it’s easy for sellers to get carried away. Numbers are flying, expectations are heightened, and sellers may become hypnotized by higher and higher offers and ideal outcomes. While it’s good to celebrate prime market positioning, it’s also important to maintain an even keel so that your seller’s mind is clear and they’re thinking rationally through their options.

Sometimes the highest offer isn’t necessarily the sure thing. Manage your clients’ expectations by leading by example, offering a balanced perspective, and talking them through all potential outcomes so that they don’t only hone in on the best-case scenario.

During a bidding war, tensions are running high for seller’s too, who will soon begin their next chapter in another home. Keep a cool head and remind your client to see the big picture, recognize that it’s possible for some offers to fall through, and to sit tight until the closing table has been successfully reached.

Buyer’s Perspective: How do you authentically and convincingly convey your interest?

When ten or so offers are in the mix, it can be hard to differentiate your buyer from the next. While numbers will obviously do a lot of the talking, you’d be surprised how much of a difference a 24

personal touch can make. Some popular approaches to standing out include personal letters—as mentioned above—tailored to the property. Was the property in question a family home for years? You might have clients detail their dreams of raising a family inside those walls, rather than tear the property down and rebuild something to boost the lot’s value. Including a family photo is also a good tact for personalizing letters in a bidding war. Likewise, little gifts included with your offer can speak volumes about your personality and due diligence as an agent. It may seem a little cheesy, but when sellers are looking at ten near-identical offers, those personal touches can really paint a compelling, personalized picture.

Seller’s Perspective: How powerful is cash?

Data shows that cash offers—typical of investor clientele—double the chances of having an offer accepted. This goes hand in hand with waiving a financing contingency, which also helped boost the probability of an accepted offer, according to research. Cash is king, however, since offers that aren’t completely reliant on comprehensive financing seem to minimize risk for sellers, who are already eager to see a deal go through. Cash deals also tend to go through quickly, freeing sellers up to pursue their next property and move on to new horizons. While not every buyer has the ability to operate in cash, it’s a worthwhile consideration for those in ultra-competitive markets and with liquid capital.

While the bidding process can be stressful for agents and clients alike, it’s important to remember that it’s a time of opportunity, too. If you want to make the most of it as a seller, data shows that a personal touch can endear buyers to their seller counterparts. For sellers navigating a competitive process, it’s important to keep a balanced perspective. For agents, here’s the bottom line: get creative, be resourceful, and use all the tools in your arsenal to achieve the best result for the clients you serve.

Top Agent Magazine ®

Top Agent Magazine

Area Specialist YURIY SOLOVIEV When Yuriy Soloviev decided to switch professions, he did it quickly. A native of Tambov, Russia, Yuriy owned his own small business in his native country and moved to the United States in 1999, where he has been in customer service ever since. But in June of 2017, he caught the bug of real estate, took a two-week express class through Coldwell Banker – with whom he still works – and passed his license just two months later.

“I was an entrepreneur in Russia, and I felt the happiest being an independent businessman,” said Yuriy, who graduated from college with degrees in English and French. “When I first started out, I was a deer in the headlights. I didn’t know a lot about real estate.

But Coldwell was extremely friendly and to this day they still offer training. Truth be told, I lucked out in that first year, too. One of my friends told me he planned to sell a condominium and that was my first listing. Then they turned around and hired me to buy four investment properties in Sterling, Illinois, about a hundred miles away. I actually won an award in my office that year for the longest travel for a sale, and I am still willing to go all over the place.”

Now Yuriy serves the greater Chicago area of Aurora, Naperville, Wheaton, Batavia, Montgomery, Lemont, Bolingbrook, Burr Ridge, Westmont, Lakeview, Prospect Heights, Wheeling, Arlington Heights, and West Chicago. He is bi-lingual in both Russian and English, is a licensed broker, a member of the National Association of REALTORS®, a member of the Illinois Association of REALTORS®, and a member of The Mainstreet Association of REALTORS®. One thing Yuriy loves about being an agent is the ability to adapt.

“Remember, when I entered real estate, I knew absolutely nothing. The person who trained me asked Top Agent Magazine

me, do you want to be a buyer’s agent?

A seller’s agent? Do you prefer to do leases? I felt like I did sales my whole life, so a seller’s agent was my choice, but as time went on, I took anything that came my way and I did a lot with buyers,” he said. “I do have a preferred lender, but I’m not limited to that. I also have a preferred attorney, but not limited there. I do test the waters to find out how I can be the best at my services. I have built up transactions that are unique to clients. It’s not a cookie-cutter business.”

Yuriy lives an active lifestyle and enjoys carving out free time with his husband and their new puppy. He travels frequently to Europe to see family but, as an agent, he also finds himself getting up at three or four in the morning to prep for the day. He is looking forward to seeing what the next chapter will bring.

“My goal is to grow,” he said. “Every year has been different so far. I was lucky, I had a big jump last year. I train to attain my goals, but the market is extremely complicated right now. But so far, my sales are OK, and I strive to move forward.”

To contact Yuriy Soloviev please call 773-369-0338 or email yuri.soloviev@cbexchange.com 25

mailto:mag@topagentmagazine.com

26

Top Agent Magazine