Top Agent Magazine Illinois

Graham Harrop

Make Social Media Marketing Your Calling Card

These days, it’s no secret that buyers begin their home search online. As the industry continues to take a digital turn, Realtors in the know must learn to utilize a whole new range of tools available to them—and for good reason. Social media is a dynamic hybrid of personal contact and targeted marketing. To make the most of this new medium, agents can’t settle for the occasional post and expect results. Instead, let’s consider a few techniques that will make your social media presence

interactive, unmissable, and effective in generating business.

Your Profile is a Portal

Ideally, you’ll have profiles across Facebook, Instagram, LinkedIn and otherwise—but no matter what portal you’re utilizing, make sure your profile page is up-todate, well-curated, and easily navigated. Consider your profile a landing page.

Your photo, location, contact information, homepage, and a brief bio should all be readily visible so that potential clients can get an immediate sense for who you are and what your voice is. If a client wants to connect with you, it should be obvious how to do so. You might also incorporate a few savvier tools that make your profile more engaging—like hashtags. These searchable tags can help you lure potential clientele and give your audience a chance to explore deeper. #DreamHome #JustListed and #HomeInspiration are popular, existing tags to choose from, but you can cultivate your own hashtag by consistently tagging posts, which gives clients an extensive thread to comb through.

Interacting with Your Audience

Posting regularly is great way to appear in feeds, but engaging with your audience is just as important—and it helps you reach a new audience in the process. It’s a positive start to like your audience’s posts, pictures, and statuses, but commenting takes your engagement a step further and separates you from typical respondents. It’s also important that you diversify your engagements. In other words, don’t center every communication around your business, propositioning your services, or trying to sell. If applicable, present your value-add, but otherwise steer your engagement towards the personal. Let your clients know that you’re there, you’re human, and

ready to work at their pace. Which leads us to our next point...

Blending the Professional with the Personal

Engaging with your audience is one thing, but what about generating original content? How do you strike the right balance between a Call to Action, industry updates, and a personal touch? Think of it this way: any post you create should provide a point of connection for your audience. Sometimes, you might be sharing a family photo, or commenting on some unifying current event—like the Super Bowl! Other times, you may be sharing a Coming Soon listing, or providing tips to spruce up a home for spring. Regardless, you should focus on quality. Is your copywriting engaging? Does it express your unique voice and personality, while maintaining clarity? Are you giving your audience something to connect with, even if you are sharing property photos or advertising an open house? Instill some fun and some personalization to every piece of content you make, so that clients can picture the voice and person behind the post.

Things are always changing on the social media frontier, but some rules never shift. Adding clarity, consistency, and personality to your online presence are three surefire ways to grow your business and make social media second nature.

Welcome Home: Working with Relocators in Transition

People stage moves for all sorts of reasons. From the joyous and pre-planned, to the unfortunate and unexpected, new chapters begin with the help of an agent. When you’re working with buyers from a different region, state, or country, the typical complications of a transaction can be compounded. So, what’s a savvy agent to do?

For starters, envision the big picture. Relocators have extra obstacles between them and

their dream home. They don’t necessarily know which neighborhoods are ideal for their lifestyle, what they should budget for utilities, what type of homeowner’s insurance is ideal, or how they can tour, let alone close, on a house from afar. All in all, it’s a tall order, but if you can manage a relocation transaction successfully, you could tap into a sizable pool of clientele. Think of it this way: if you’re the shining star of a relocator’s moving process, their word-of-mouth praise could be

exponential. Likewise, a winning reputation within that client’s corporate sphere could lead to lucrative, stable referrals and partnerships for years to come. Here are a few key ways to help clients navigate the relocation process with minimal stress and maximum results.

Create a full-scale timeline for you and your client that makes expectations clear.

Moving is already one of life’s biggest stressors, but relocations have a dozen more moving parts that your average deal. Consider creating a master-plan of sorts to help you and your client visualize the steps required to achieve success in the midst of a relocation. Even from afar, your client will be able to refer to the roadmap you’ve set. Likewise, this makes sure you and your client are on the same page regarding expectations, timelines, and checklists. Assemble an articulated, overarching gameplan also helps demystify the process and lower stress. Instead of clients wondering what’s next, what’s needed, who to call, and when to be ready—handy guidelines of your own devising will be at their fingertips.

Attune your communication style so that nothing goes overlooked or miscommunicated.

Establish early on how your client prefers to communicate and which methods should be excluded. Also, make sure to outline what timeframes are ideal to communicate in, and how often they expect to hear from you with status updates or follow-ups. Some clients might prefer a more hands-off approach that lets you manage most details behind the scenes with updates only when progress is made. Most clients in the midst of a serious relocation, however, will prefer to be in touch more frequently. Customizing is key. If they prefer text messages and emails over calls, that’s a helpful detail to know from the outset. If they prefer face-to-face video chats or can only speak after business hours—those are also key parameters to work within. The less mystery and hassle, the better.

Be a local resource with vetted recommendations and vendors on-hand.

Relocating homeowners may not know the best neighborhoods and their amenities, or where the best school districts are, which areas are high-traffic, or where their dollar might stretch a little further. Identifying your clients’ goals can help narrow this field, but you’ll also want to be careful not to overwhelm them with information. After all, they’re taking on a huge life transition and making a move as an outsider. You’ll want to serve as a onestop-shop who can remove some steps and stress from their organizational obligations. Have a contractor who can get a head-start on home projects while clients make the move?

Excellent. Or, perhaps you can provide an out-of-state agent referral so that clients can sell their existing property in a timeline that works in conjunction with their new purchase. Make yourself a community expert and a connector, and you’ve won a client— and their referrals—for much longer than a single transaction.

Think outside the box when weighing variables.

Relocations aren’t your typical transaction. You’ll need to do a bit more planning to avoid pitfalls along the way. For instance, have you considered how you’ll tour homes with clients if they live hundreds of miles away? Are there time zone differences to factor in?

If clients are relocating from another country, are there any special visa or naturalization considerations? How will their belongings travel? Are there pets to relocate? There are plenty of questions to ask and plan for, but the key is to be communicative and thorough up front. The more information and planning time you have, the smoother the transition will go.

There are certified real estate agent designations you can pursue that set you apart for your experience when it comes to relocations, but in lieu of those—arm yourself with the planning details and methods that will make your client a raving fan. In the process, you’ll up your game, create a happy client, and hopefully field similar business for years to come.

MARY TORGERSON DELALEURS

TORG Realty, Inc. is a personal testament to Top Agent Mary Torgerson DeLaLeurs’ journey in real estate, one that started with her family’s nickname and evolved into a company embodying growth and results.

From leasing apartments fresh out of college to founding TORG Realty, Inc., Mary Torgerson DeLaLeurs has carved a distinctive path in the real estate industry. After graduating college, Mary entered the field by leasing apartments, quickly rising to the position of leasing director, then to a sales role as her company began

converting their properties into condominiums. This progression led her to obtain her real estate license and ultimately become the National Sales Director. After years of success, Mary took a bold step to establish her own brokerage, utilizing her extensive experience and steady client base. Today, TORG Realty, Inc. is a

personal testament to Mary’s journey in real estate, one that started with her family’s nickname and evolved into a company embodying growth and results. “I’ve been nicknamed Torg for as long as I can remember,” Mary explains. “So I knew I wanted to use that name. And TORG perfectly stood for ‘Together, Optimizing Results & Growth,’ which became our mantra.”

With 25 years of experience, Mary continues to innovate and expand her business. TORG Realty, Inc. focuses on leasing, property management, and sales primarily in the western & southwest suburbs of Illinois. She started out with managing,

leasing & selling condominiums which quickly turned into single family homes. Now she is expanding to other areas of Illinois, including Chicago, and is representing higher end homes which has increased her company’s sales volume, placing TORG Realty, Inc. among the top ranks in the Chicagoland area. Mary stands out in the market because of a blend of exceptional customer service and a bespoke approach to each property she handles. With approximately 90% of her business stemming from repeat clients, referrals & corporate accounts, Mary’s strategy clearly resonates with her clientele. “I provide them with excellent customer service,” she explains. Her

With 25 years of experience, Mary continues to innovate and expand her business. TORG Realty, Inc. focuses on leasing, property management, and sales primarily in the western & southwest suburbs of Illinois.

tailored strategy to real estate is centered on enhancing each property’s appeal and maximizing value. “Every property is different and needs a customized approach,” she explains, ensuring her methods are finely tuned to meet diverse client needs and market demands. From decluttering and staging to comprehensive pre-marketing efforts, Mary’s

meticulous preparation positions properties favorably in the market, resulting in rapid sales, multiple offers, and numerous listings selling over list price.

With the help of her assistant of nine years, Iwona O’Brady, Mary employs a creative and contemporary approach to advertising her real estate listings, ensuring each

property receives maximum exposure. “A lot of my marketing is done through social media,” she says. Mary actively uses her social media presence to engage potential buyers & sellers. She features everything from sneak peeks of homes with ‘coming soon’ posts to videos that showcase how a home is prepared for sale. She also gives real estate advice and creates humorous posts that grab her audience and keep them engaged. “It’s much more than just listing it in the MLS and hoping that we get buyers,” she explains. Depending on the

unique needs of each property, Mary also organizes open houses, especially for occupied homes. This meticulous attention to marketing details has consistently placed her in the top 1-2% of sales volume, with an impressive average of $10 million in annual sales over the past five years with an average of 30 days on the market.

As Mary looks ahead, her focus is clear: gradual enhancement of all facets of her business, aiming for consistent year-over-year growth. Mary enjoys

balancing her professional aspirations with personal joys, which include; gardening, working out, and spending time with her husband, Doug, who has always been her biggest fan. They both enjoy playing catch, walking, and spending time at the dog park with their Silver Lab, Barron. Mary remains ambitious, and her home

life keeps her grounded. Her journey points to a future rich with potential and growth. “What I like most about my job is that every day, every client, and every property is different. My passion is finding solutions to problems, digging in, figuring out what we need to do, and making it happen!”

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

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

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

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.

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

scrub, or with the addition of new shelves or styled bulbs.

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

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

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.

USING CLIENT FEEDBACK TO ELEVATE YOUR REAL ESTATE BUSINESS

For real estate professionals, publishing your client testimonials is a key strategy for establishing trust, enhancing your reputation, and drawing in new clients. Through the strategic use of positive

client feedback, you can demonstrate your expertise and the exceptional value you offer in real estate transactions. Here are key strategies for maximizing the impact of real estate testimonials in your business:

Diversify Your Testimonials

Collect feedback from a broad spectrum of clients, such as first-time buyers, sellers, investors, and those facing unique challenges. This approach offers a comprehensive view of your capabilities.

Promptly Request Testimonials

Aim to obtain testimonials soon after closing a deal. Prompt timing ensures clients’ memories are fresh, enabling them to share detailed and impactful experiences.

Enhance Your Website with Testimonials

Develop a section on your website dedicated to client testimonials. Display them attractively, including clients’ names, photos, and specific transaction details if possible.

Utilize Testimonials in Marketing Efforts

Embed powerful testimonial excerpts in your marketing materials, including brochures and flyers, to catch the eye of prospective clients and underscore your track record.

Broadcast Testimonials on Social Media

Publicize your client feedback on social platforms, using engaging visuals or property photos to accompany the testimonials.

Innovate with Testimonial Videos

Elevate your client feedback with video testimonials. Short, engaging videos can make a lasting impression on potential clients by showcasing genuine satisfaction.

Incorporate Testimonials into Email Marketing

Utilize testimonials in your email campaigns to underscore your expertise and encourage engagement from potential clients.

Present Testimonials to Prospective Clients

Integrate client success stories into your presentations to illustrate your track record and reassure potential clients of your ability to deliver favorable results.

Feature Testimonials in Your Blog

Share client success stories in blog posts, integrating testimonials to lend credibility and a personal touch to your narratives.

Create Detailed Case Studies

With client consent, develop case studies that explore specific challenges and your successful interventions, offering deep insights into your problem-solving prowess.

Highlight Testimonials in Your Online Presence

Feature client testimonials in your profiles on key real estate and social media sites to bolster your online reputation and attract new clients.

Promote Third-Party Platform Reviews

Encourage clients to review your services on esteemed real estate platforms, enhancing your visibility and credibility.

Engage Through Testimonial Events

Host webinars or events where clients can share their experiences, providing a dynamic forum for potential clients to learn and interact.

Advertise with Testimonials

Use testimonials in your advertising campaigns to spotlight positive client experiences and foster trust with your target audience.

Keep Your Testimonials Current

Regularly refresh your testimonials to maintain relevance and demonstrate your continuous commitment to excellence and client satisfaction.

By strategically publishing real estate testimonials across various platforms and marketing channels, you can build a compelling narrative that resonates with potential clients. Authentic endorsements from satisfied clients serve as a powerful tool for establishing trust and differentiating yourself in a competitive real estate market.