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Top Agent Tips and Questions for

CHOOSING YOUR LISTING AGENT 7 Simple Tips that are Proven to Help You

UNTANGLING THE BIDDING WAR:

STAY AHEAD OF THE COMPETITION

A BUYER’S & SELLER’S PERSPECTIVES

FEATURED AGENTS

How to Incorporate Current Events to Your Email Blasts and Stay Relevant

CADEY O'LEARY CRYSTAL SALINAS SUSAN MAMAN FEATURED LENDER

JEANNE L. GOREY COVER STORY

PAULINA BACHLEDA-KUBANSKA

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Top Agent Tips and Questions for Choosing Your Listing Agent Now that you’ve decided to sell, it’s time to select the professional to help you market your property. Before meeting with agents, however, consider Top Agent Magazine’s tips for preparing yourself. Frist, ask yourself what kind of relationship you’d like to have with your listing agent. Are you seeking a casual, personable relationship and the latest marketing tools or are you interested in a more formal, traditional relationship and approach to marketing techniques? Next, populate your list of agents by attending open houses and asking for recommendations from recent buyers and sellers.

Finally, schedule your meetings at your home, where you’ll be able to gauge the chemistry between you and each agent.

During your meetings, expect any Top Agent to ask you several questions, but also consider discussing the following: 4

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Will you please describe your sales experience and local network?

Ask your Top Agent to describe recent listings and sales of homes comparable to your own. Ask about the sellers’ priorities, the original list price, market time and number of offers. Top Agents will also describe how well they are connected with other REALTORS® in the region as well as their contacts with relocation companies, local corporations and chambers of commerce.

Be sure to ask about each agent’s knowledge of how your market has changed over time and what has influenced change.

You’ll learn a lot by listening to How will you market the property? Each agents’ opinions. Top Agent has a unique set of online or local

marketing tools at his or her disposal. Some use lead-generation applications and nearly ever luxury agent take advantage of video. Even video marketing tools vary from agent-to-agent, however.

You’ll get to decide if you prefer an agent with higher-end video production and 3D Matterport tours or an agent with more intimate techniques featuring walk-and-talk style video tours.

What factors influence your list-price recommendation? Before an-

swering this question, most Top Agents will have several questions for you, including whether you’re more focused on a faster sale or a higher list price.

They’ll also educate you on how best to balance both market time and list price relative to sales histories your area.

Now that you’ve seen the home, what repairs or improvements do you recommend before listing? You’ll learn a lot by listening to agents’

opinions on your home’s sale potential with or without some improvements.

Most Top Agents will also recommend a full professional inspection prior to listing to avoid surprises during buyer inspection.

How will you help with staging? Some Top Agents will pay for part or

all of the staging costs. At a minimum, however, a Top Agent will have a staging professional or two in their partner network. While they’re at it, they may provide referrals for carpet cleaning, painting, gardening and other minor finishing touches.

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What attributes of the property will you want to highlight? Each Top

Agent will have a somewhat different answer to this question, but that’s a good thing! Even if you have your own ideas about your home’s greatest attributes, you’ll glean insight into the current market by considering different agents’ opinions. In learning their views, you may even change your mind about your home’s most marketable features!

What is your approach to Open Houses? How many agent-only Open

Houses will your Top Agent want to host? How many truly Open Houses?

Some Top Agents may even reveal a “swankier” approach to the Open House – such as an evening cocktail party or by-invitation “open” hours to which buyers visit along with the agent representing them.

Who will be our primary point(s) of contact from your office? This

important question will help you understand the scope of your agent’s practice. You’ll get to see if your agent runs a robust team with many hands on deck or if he or she works by close, one-on-one contact with each client.

Either approach is wonderful; you get to decide what suits you.

Now, let’s list!

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PAULINA BACHLEDA-KUBANSKA

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Since transitioning away from her career as a loan processor six years ago, Paulina Bachleda-Kubanska has grown as a solo agent alongside United Real Estate Elite servicing all of Chicago and the South Suburbs.

Paulina Bachleda-Kubanska, of Orland Park, Illinois, has grounded her six year real estate career on a foundation of ongoing education, interpersonal connectivity, and entrepreneurial empowerment. For some, real estate is just a job, but for Paulina it is a pure passion. “Real estate was a natural progression from my desire to serve people and guide them through one of the most 8Copyright Top Agent Magazine

significant investments in their life, and this has always driven me in this field. I’ve never actually looked at real estate as a big money maker by itself. It’s an opportunity to create relationships and help people. If I have a listing, and I am showing the house to a buyer or an agent, I’m not just trying to sell a house – I’m trying to make sure everyone involved is happy with the process. If I Top Agent Magazine

can achieve that experience, when the time eventually comes where someone involved needs something else, they will naturally seek me out. And I do the same for them!”

“My interest in real estate adventure spans from 2006, when I first became a loan processor for a mortgage firm. I fell in love not only with real estate as in ‘buying and selling’ transactions but with the whole process from finding a perfect place, obtaining necessary documents, finding the best insurance to protect my most significant asset to the final closing date. As a result, I have gained vast knowledge and experience about mortgages, working as a mortgage loan processor for four years.

I am better at handling purchasers’ concerns because I am familiar with all aspects of mortgages (I have also obtained my

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mortgage broker license in order to gain more knowledge ). I can assist purchasers in becoming approved, therefore lubricating the wheels for a more straightforward transaction. I am dedicated to doing this job in a way that will end to the very best outcome for my clients. I always go above and beyond what is necessary to ensure my clients are happy.”

Additionally, Paulina has acquired a Bachelor’s in accounting. Her background knowledge helps her ensure that all transactions are completed with proper records and reports, and she is able to track finances, critical tax collection, and compliance operations. Paulina also has ADDI certifications in real estate. “My real estate experience has given me unique abilities that I use every day while negotiating

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“I believe that honesty, trust, and communication are essential keys to a successful partnership, thus achieving my clients’ goals. I think that my dedication, enthusiasm, and professional service will make the dreams of my clients come true.” deals,educating potential homebuyers and sellers, and promoting the team’s listings.”

“I am an investor in Illinois’s burgeoning real estate markets with a keen interest in real estate investing, which I generously share with other would-be investors. I co-own an insurance brokerage firm and tax preparation business which gives me Copyright Top Agent Magazine 10

the knowledge clients need in all aspects of becoming homeowners. I am familiar with house remodeling and design, which makes me help with getting my clients the best deals possible. I believe that honesty, trust, and communication are essential keys to a successful partnership, thus achieving my clients’ goals. I think that my dedication, enthusiasm, and Top Agent Magazine

professional service will make the dreams of my clients come true.”

Since transitioning away from her career as a loan processor six years ago, Paulina has grown as a solo agent alongside United Real Estate Elite servicing all of Chicago and the South Suburbs. She averages $5 million in annual transactions, bolstered by a book of business that draws from multiple sources: eighty percent referral clients, fifteen percent investors, and five percent social media connections. “I follow up with my clients and agent relationships as often as possible. Lots of emails, postcards on the holidays, and appreciation gifts when the moment feels right!”

In addition to emphasizing her sphere of influence, Paulina regularly sends flyers and listing communications to her

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professional colleagues. She also goes to great lengths to support her extended community every chance she gets. She routinely sponsors picnics and fundraisers that support the local police department, and she combines her efforts with another branch of her business as a part business owner for an insurance company to support neighborhood children. “Whenever a child needs toys – Toys for Tots, for example – I try to find those opportunities to get myself involved as much as I can.”

At the time of writing, Paulina is celebrating the birth of her own child, who is just barely three weeks old! As she embarks on this journey of motherhood, Paulina has lofty ambitions for her career that combine her professional and personal lives in the arena of real estate. She has already begun obtaining her real estate license for the

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states of Indiana and Florida, and she is pursuing opportunities to share her knowledge and expertise with young, up-and-coming agents. “I see a tremendous need in my field, and much of the world, for women to come together and support each other’s businesses. Real estate can be demanding,

especially for women who are starting out, and I want to build a team where we can help each other as parents and as entrepreneurs. That could mean babysitting during listing appointments, or sharing information and resources – whatever it takes to help one another succeed.”

For more about Paulina, please call 708-415-1009 or email paulina@bachledaproperties.com

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7 Simple Tips that are Proven to Help You Stay Ahead of the Competition So you’ve created a successful business, congratulations! You probably did it by providing an unsurpassed level of customer service that not only meets customer expectations but exceeds them in a way that has made you stand out from the rest. As anyone can tell you, starting a successful business is not easy.

Now comes the even harder part. Not only sustaining that high level of performance, but continuing to grow and outpace the competition. There is no resting on your laurels in a competitive business market. Companies that stay successful for the longterm, make an active effort to keep on top. Here are just a few ways you can do the same.

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1. Know the competition It’s not enough to know what you excel at or what makes you unique, you need to know what your competitors are offering that makes them stand out. This serves two purposes: it will allow you to more clearly define your differences, or it may help you identify an area that you hadn’t considered before, opening up a potentially new way in which you can excel above the rest.

2. Know your customers You might know your clientele very well, but as economic conditions change, so does your

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customer’s needs. What might have been a priority a year ago, won’t be if we are in the midst of an economic downturn, for example.

As a business owner you should always be evaluating your strategies in every area constantly, knowing what your customer wants and needs from you is key. In fact you should be using your expertise to analyze potential market changes and anticipate those needs to stay ahead of the curve.

3. Have a strong understanding on what makes you unique Once you accomplish the first two, you should have a clear idea of what unique advantage you offer people. This needs to be clear to everyone, so you can then take that idea and run with it. Find your niche and then market yourself with a focus on that idea. If you have a clear thing you’re selling, it is well worth the investment to market yourself to the hilt with that in mind.

5. Think like your competitors One way your competitors looks to gain customers is by potentially taking yours. It goes without saying, you don’t want to let that happen. You’ve probably built great relationships, so really maintain those relationships by not only providing great service, but service that truly goes above and beyond. Find ways to give more to your customers. You might even want to start offering surveys, where your clients can tell you exactly what they’d like to see.This makes your clients not only feel heard, but blown away when you implement any changes they suggest.

6. Look for untapped markets Don’t settle for maintaining what you have, there could be untapped markets out there.

If you don’t get to them, your competitors will. So even if they come eventually, hopefully you’ll already be the dominate force in that market.

4. Keep up to date

7. Be a great boss

This goes for everything from technology to systems, marketing, and even your own personal image. If you have a brick and mortar location, you want to also keep things looking fresh and modern there, as well. First impressions are important for a reason. Everything about your business should tie into your marketing and branding. What are you selling and does everything line up to support that, from your business cards to your social media pages. Remember the key to branding and marketing is a consistent message.

One of the best things you can do to keep ahead of the rest, is by being a company where top talent and motivated newcomers want to be. Be the company that offers more than a competitive paycheck. Be a place that fosters talent, and offers scheduling and compensations packages that appeal more to people who think outside of the box. This will attract more innovative thinkers who value flexibility. Not only will you benefit from their talents, more importantly, your competition won’t.

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

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JEANNE L. GOREY

With 41 years of experience under her belt, Jeanne L. Gorey is a Senior Mortgage Loan Originator who’s adapted to the ever-changing industry. Her expertise spans across first-time homebuyer loans, down payment assistance loans, VA, FHA, and conventional financing, as well as renovation loans. As both a mortgage banker and broker, she’s able to cater to clients with diverse needs, including those with lower credit scores or seeking investment homes.

Operating from her Downers Grove, Illinois office, Jeanne works alongside a dedicated team, ensuring every aspect of the mortgage process is handled efficiently and effectively.

Jeanne’s outstanding reputation as a loan officer can be attributed to her strong referral network, which makes up the majority of her business.

Clients trust her so much that they’re not only willing to refer friends and family, but even their own children. Jeanne says, “It’s just such an honor to help their loved ones, and it feels 16

great to know they still trust me after all these years.” Her dedication to maintaining relationships sets her apart in the industry. Jeanne has a weekly schedule for connecting with past clients, agents, financial planners, and CPAs. She also organizes events to express gratitude to her supporters, a testament to her appreciation for those who have contributed to her success.

Those who work with Jeanne are blown away by her attentiveness and support. One recently said, “As a first time home buyer, I had no idea about the mortgage application process. Jeanne helped me a lot in understanding the process.

She patiently listened to all my queries and provided answers, presenting me with all the different options, rates and helping me lock down a rate. Because of my business travel, I submitted the documentations too late, but Jeanne worked hard and made sure the home closed on time as planned. It was a great experience. I would highly recommend Jeanne Gorey and Neighborhood Top Agent Magazine

Loans to anyone for their home mortgage.”

When it comes to marketing herself to REALTORS®, Jeanne relies heavily on word of mouth and the power of personal connections. She also makes connections through her involvement in the Main Street Organization of REALTORS® in Downers Grove. As an RPAC major investor, she supports numerous real estate initiatives and sponsorships. Through teaching classes and participating in panels at the organization, Jeanne positions herself as a knowledgeable resource in the industry, meeting new agents in the process.

Jeanne’s community involvement goes beyond her professional affiliations, as she actively participates in local charity efforts. She supports the Glen Ellyn food pantry and organizes an annual event called “12 Days of Giving.” This event encourages local businesses and community members to contribute to the food pantry, while participants have a chance to win gifts from the participating establishments. With each passing year, the event grows, fostering a sense of unity and fun within the community while supporting a worthy cause.

As Jeanne looks to the future, she aims to continue growing her business and offering added value to agents and clients alike. With a focus on educating clients and making the home buying process more accessible, she is passionate about putting the puzzle pieces together for each individual’s unique situation.

As the “mortgage genie,” Jeanne loves making her clients’ home financing wishes come true, ensuring they find the perfect financing solutions to meet their needs and making the closing process a happy and fulfilling experience. “I love being able to put everything together and make it happen for my clients.”

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For more about Jeanne L. Gorey, please call 630-363-6114 or email jeanne@neighborhoodloans.com

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5 Steps to Achieve Long Term Success as a Real Estate Agent Real Estate can have a reputation as an industry with a high turnover as far as agents go. Being a ‘people person’ with an entrepreneurial spirit is a great start, but what some fail to realize when starting out is that this is a business.

So if you’re in it for the long haul, you need to treat it that way. Here are some key steps you need to take to have your own successful real estate business.

1

FIND A MENTOR

Once you get your license and hang your sign at a Brokerage, you’ll find that you’re pretty much on your own. That’s why it’s a good idea for new agents to find a large Brokerage that offers in-house training and mentorship or a boutique brokerage that has more seasoned agents who are eager to take a new agent under their wing. Being able to shadow a more experienced agent is invaluable and allows you to mirror what you’ve seen and run through the numerous scenarios that will arise when you are representing a client.

2

CONTINUOUS TRAINING

This is a business that is constantly changing, so it’s smart to always stay ahead of the curve when it comes to new technological innovations and systems. There are even numerous online resources, where you can keep up on your trade, such as blogs by top producing agents that are a treasure trove of information. A confident agent with an in-depth knowledge of the business is one that easily earns the trust of their client, leading to repeat and referral business, which will be the bread and butter of your business.

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BUILD A STRONG ONLINE PRESENCE

Yes, referrals are the basis of your business, but building a strong online presence and marketing yourself to new clients is also important, especially before you’ve built up a strong referral base. Facebook, Snapchat, Instagram, and other social media tools are great way to get leads both for your listings and for yourself. It’s even a good idea to buy several domain names when you start, so that when you’re ready to build a website, you can ensure you have the names you want. Obviously the internet is also a great resource to find leads. Before you find a niche for yourself, it’s important to take advantage of every avenue there is. A lot of successful agents started off doing things no one else wanted to take on like foreclosures, expired listings or lower priced homes. But as you’ll find out, helping those who need it most is a great way to build a loyal client base, that will not only come back to you when they are ready to sell or buy again, but will be your biggest cheerleaders when it comes to referring you to friends and family.

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BUILD A SOLID FOUNDATION

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SET GOALS

One thing you’ll find in this business is that doing a lot of work up top, will lead to a more successful outcome down the road. That goes for marketing plans for your listings, as well as your business as a whole. It might not be the fun part, but it will allow you to one day focus on what you do best, dealing with your clients. Set up your CRM and the other systems you want to use from the get go. Getting these things established before you’re hopefully a busy agent is the best time to really learn them and decide what’s best for you.

Once you build a strong foundation and are establishing your client base, it’s important to continually set goals that help you implement your business strategy.

You can even invest in a real estate coach if you need someone to hold you accountable. It’s also important to constantly reevaluate what you’re doing. Set up a monthly audit, where you go over what is and what isn’t working. As we mentioned above, this is a fluid business and things are constantly changing, the same can be said of your business. What worked a year ago, might be losing you money as your business grows.

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CADEY O’LEARY Founder of The Cadey O’Leary Collection, Cadey O’Leary has devoted her career to helping clients find homes that are a true reflection of their tastes and personalities.

With an early interest in interior design and fashion, she approached real estate with a creative eye and entrepreneurial spirit, setting her apart in the industry. After earning her broker’s license in 2013, she has focused on new construction primarily in the Lincoln Park and upper market in the Chicago area. Recently working on an intensive ground-up developer collaboration for The Orchard Private Residences in Lincoln Park, she has proved her expertise in designing, marketing and selling upper market properties. As America’s Top 1.5% Award-Winning Broker, a Top 10 Producing Agent in Lincoln Park, and the Top Lincoln Park Broker in Sales Volume and Average Transaction Size, Cadey is highly regarded as a trusted REALTOR® throughout Chicago and beyond.

With a laser focus on providing a high-end service that exceeds expectations, Cadey has a track record for commanding record-breaking sales. She strives to be a lifelong advisor for all of her clients and as a result of the level of care she provides, over 90% of her business comes from repeat and referral clients. “I always try to find a home environment that reflects who they are,” she explains. At the moment, her team is putting together a manual of the entire real estate process that will systematize the little touches with every client so that they become routine. In addition to all the regular modes of outreach, Cadey goes out of her way to write personal notes and host client appreciation events throughout the year.

Marketing and content development are vital components of Cadey’s business. No matter what the price point of the property, she uses the same process with some minor adjustments to ensure that the target audience is reached. “We tell a story that attracts the right types of buyers,” she says. Cadey only brings listings to the market that have been professionally 20

photographed and videoed. Using social media, digital marketing, as well as in-person events, her process of rolling out a listing is highly coordinated.

Cadey is very active in the Lincoln Park community in more ways than just real estate. She serves as a member of multiple groups including the University Club of Chicago and the Chamber of Commerce. She’s also on the Planning and Development Committee of a neighborhood association group, a lector at St. Vincent de Paul Catholic Church, and a supporter of numerous charities. While all of this keeps her busy, Cadey makes time for the activities she enjoys like fast walking, hiking, traveling and entertaining friends and family.

Last year, Cadey completed $56 million in sales, and while she intends to keep growing her business, she’s focused on doing it in a deliberate way. As they systematize their processes, it will be easier for her to reach new communities and expand into other states, including Florida’s 30A. Through whatever comes, she wants to remain the ‘lifestyle broker of choice’ for her clients.

“I’m here to help clients navigate this very personal experience in their lives. The home is an extension of us.”

To learn more about Cadey O’Leary, call 773-710-4202, email Coleary@jamesonsir.com, or visit CadeyOLearyCollection.com www.

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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.

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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

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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 22

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.

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CRYSTAL SALINAS REALTOR® Crystal Salinas may be relatively new to the real estate industry, but she is already making an impact as she assists homebuyers and sellers throughout the northwest suburbs of Illinois. She got into real estate through her parents, who bought their first home just prior to the Covid pandemic. Through the process of helping them and seeing the excitement of buying their home after so many years of renting, Crystal fell in love with real estate and decided to get licensed. Today, she approaches every transaction as if she were representing her parents or herself, forming a close bond with clients as she works to find them their dream homes. In her very first year of real estate, Crystal has already helped place 15 families in their new homes.

Crystal grew up in the city of Chicago and was raised in a small town in Michigan. After moving multiple times, she finally settled in Schaumburg and has since become an expert on the local area. “This area is known for being family-oriented with excellent schools and attractions,” she says. “There’s so much to see and do here, from Legoland to Woodfield Mall.” In addition to being a REALTOR®, Crystal serves as an ongoing resource and friend to her clients.

The best place to find information about Crystal’s listings as well as home advice is on her Instagram, where she uses templates she has personally created. She can also be found on Facebook. When it comes to more in-person marketing, Crystal prints out flyers with details about her open houses, often with fun incentives like the opportunity to win ice cream when you stop by. “More than anything, I love the face-to-face connection with clients and spreading the word that way,” she says. By connecting with clients on a personal level, Crystal takes the stress away from every transaction. After a sale, she is frequently invited to Top Agent Magazine

housewarming parties and events which helps her keep in touch with clients.

With a three-year-old daughter, it’s no surprise that Crystal is actively engaged in her community. She participates in events with the YMCA and is on the board of her daughter’s daycare, which is run by a local hospital. Crystal frequently volunteers to assist hospital staff and teachers in her spare time. She also regularly takes her daughter to swimming lessons. As a highly creative person, Crystal likes to spend her free time working on craft projects, whether she is making customized cutting boards for client gifts or lip gloss with her daughter. She and her parents also own land in Honduras and enjoy traveling there throughout the year.

As she looks to the future of her business, Crystal wants to grow her reach and take on more of a leadership role as she builds a small team. It’s very important for her to mentor newer agents as she rises in her career. “I have a great mentor and I want to be that person for others,” she says. “I know it can be a tough industry and I want to help others be confident.”

For more about Crystal, call 708-466-7148, email crystal@sarahleonardsells.com, or visit her website: sarahleonardsells.com www.

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How to Incorporate Current Events to Your Email Blasts and Stay Relevant Email marketing is a cost effective and straightforward method of getting your name and services in front of clients with just a few keystrokes. This tried-and-true approach to digital marketing is a favorite of many, and there are countless ways to customize (and maximize) your email blasts to reap superior results. Despite this, many real estate profes24

sionals are content to standardize their email advertising and take a broad, one-size-fits-all approach to capturing interest and leads. While an up-front sales pitch certainly has its uses and benefits, it doesn’t hurt to shake up your routine and refresh your email marketing approach by adding specifics that draw renewed interest from your audience.

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One way to accomplish this is by tying in current events and local happenings to your email blasts. After all, your sphere of influence likely receives countless marketing emails per day. To cut through the noise, sharpen your message with a few specifics that separate your communications from the pack. Not every email should be focused on closing a sale, or else your audience will learn to stop listening.

How do you build your brand, stay top of mind, and keep the lines of communication open with your clientele? Here are a few ideas to get you started.

against an old rival? Do they host themed fan days honoring veterans or catering to families? Tailoring your communications to a local sports franchise’s big news or next event can draw intrigue and provide added value for your clients. Remember, not every communication you send should be focused on pitching and closing a sale, otherwise your audience will tune out your emails altogether. Instead, incorporate fun, community-oriented content that lets readers know you’re a resource for much more than real estate.

Sports news makes a splash

Become a one-stop-shop for holiday fun and seasonal ideas.

People love to rally behind the home team.

Is a regional, local university, or professional sports team in your area headed to the playoffs or the championship? Are they facing off

From Mother’s Day to Thanksgiving, anyone can send an email wishing clients a happy holiday. While the sentiment is a good one, you’ll be one of dozens flooding inboxes with

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your well-wishes. Instead, go beyond the traditional greetings and good tidings and become a hyper-specific resource for clients. Create a gift guide for Mother’s Day, outline family-friendly local events occurring in your area around the holidays, or engage in a promotional partnership with a local business who’s offering a holiday special of their own. In other words, don’t settle for just saying hello during certain times of the year. Instead, up the value of your email blast by offering clients curated information that relates to their interests and area.

Doing so makes your emails a must-read, while demonstrating your ability to go the extra mile.

Pop culture serves as a fun and timely tie-in.

Is a new gaming app sweeping the nation? Have your social media feeds been flooded with the same viral video? Is everyone gossiping about the same TV show premiere? Pop culture tie-ins in your email marketing campaigns can be extremely effective, but in order to for

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them to work, you’ll need to move quickly and keep your focus on the phenomenon, rather than your service pitch. The goal behind pop culture marketing tie-ins is communicating the progressiveness and hip factor of your brand, while capturing timely, topical interest that’s at a fever pitch. Everyone wants to be in on a running joke or trend, and if you leverage trending pop culture moments in your email marketing, you’ll be able to draw views and clicks from a wide audience.

Plenty of services offer standardized email marketing templates and content for today’s real estate professionals, and while the motivation behind marketing is transactional, your communications don’t have to be. The surest way to make an impact in your clients’ inboxes is to add original value and break apart from the pack. Consider updating some of your routines with these current events oriented techniques and your email audience is sure to take a second look.

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SUSAN MAMAN Meet Susan Maman, a tenacious agent who has not only thrived in the corporate realm, but also made her mark in the real estate industry. After spending two decades at Sprint, Susan was persuaded by a friend to try her hand at real estate. Fast forward almost 20 years, and Susan is now a highly successful solo agent, providing a personal touch by working one-on-one with clients. Based out of @properties’ Winnetka and Glencoe offices, the majority of her business comes from repeat clients and referrals. It’s clear that Susan’s dedication and intimate knowledge of the area have made her a beloved figure in the world of real estate.

What sets Susan apart as a real estate agent is her relentless dedication to her clients and her mastery of both the personal and professional aspects of the job.

Susan’s clients know her as an exceptional communicator, always reachable, and a good listener who understands their needs. “I’m reachable 24/7,” she explains. “Clients call me at eight in the morning, they call me at 10 o’clock at night.” Her numerous recent accolades, including being in the top 1% in Chicagoland, Top 15 in Illinois, Top 10 Brokers in the New Trier School District as well as a Christie’s International Real Estate Masters Circle honoree – all reflect her expertise and commitment to excellence.

To maintain strong relationships with her past clients, Susan employs various methods, from hosting client appreciation parties every few months to sending personalized notes and gifts. Her multi-faceted approach to staying in touch has proven to be an essential part of her thriving business.

Susan employs a strategic and wellrounded approach to marketing her listings, understanding the importance of diversifying her efforts. “I do print because it’s still popular in our area.

I’m also on social media, and send out direct mail,” she says, investing over $100,000 a year in her marketing and entertaining endeavors. This meticulous approach to marketing has paid off; Susan handles an impressive sales volume of anywhere from $35 to $50 million per year. With an average sales price of $1.789 million, Susan’s clients appreciate her customized approach to marketing and the personal attention she provides.

Not only is Susan a successful real estate agent, she is also a dedicated member of her community.

As a 20-year breast cancer survivor, she contributes to breast cancer foundations and has even started a charity called “A Million Tomorrows.” Susan continues to support the cause by donating to the Lynne Sage Breast Cancer Foundation, an institution where she received treatment. Outside of work and community involvement, Susan has a passion for cooking and baking, as well as traveling.

As Susan looks to the future, her primary goal is to continue doing what she loves. Susan credits @properties for playing a significant role in her growth. “It has been the best thing that’s ever happened to me, both personally and professionally,” she explains. “It’s a wonderful company.” A proud mother, Susan is excited to see her daughter become a broker in Chicago, carrying on the family legacy and embracing the same dedication to service that has defined Susan’s own illustrious career.

For more information about Susan Maman, please call 847-878-5235 or email susanmarman@atproperties.com Top Agent Magazine

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