10 WAYS TO BECOME A CELEBRITY REALTOR on Social Media
6 WAYS TO GET YOUR CLIENT TO TRUST YOU
Embracing Smart Homes: Does New Technology Really Increase Home Value? THERE GOES THE NEIGHBORHOOD: How to List High When Neighbors Are a Nuisance
CHICAGO EDITION
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10 WAYS TO BECOME A CELEBRITY REALTOR ® ON SOCIAL MEDIA
Establishing yourself as a well-known REALTOR® on social media requires developing a solid personal brand, producing captivating content, and engaging with your audience. Here are some steps to help you achieve that:
1. Produce Regular Content
Create a content plan that matches your brand and appeals to your target audience. Share a mix of professional real estate content, behind-the-scenes glimpses of your life, and engaging personal content. To keep it interesting, use a variety of content types, including photos, videos, and written posts.
2. Use Creativity in Marketing Your Listings
Use high-quality images and videos to showcase your properties. Incorporate storytelling techniques to make your property listings more engaging. Highlight unique features and selling points of each property.
3. Set Your Brand
Determine what makes you stand out from other REALTORS®. Discover your selling points and unique traits. Create a brand that reflects your personality, expertise, and values, and give it a name that is memorable and aligns with who you are.
4. Enhance Your Profiles
Make sure you’re using high-quality, high definition profile photos. Write a bio that highlights your real estate experience, areas of expertise, and any unique qualities that make you stand out. Include contact information and links to your website or other relevant platforms.
5. Connect With Your Peers
Collaborate with other influencers or professionals in the real estate industry. Attend local events and network with other professionals in your community. Cross-promote with other REALTORS® or businesses in related industries.
6. Communicate With Your Audience
Respond promptly to comments and messages. Ask questions and encourage interaction in your posts. Host live Q&A sessions or virtual tours to engage with your audience in real-time.
7. Provide Information and Value
Share educational content about the real estate market, home buying/selling tips, and industry trends. Position yourself as a knowledgeable expert in your field by providing valuable information.
8. Use and Create Hashtags
Research and use relevant real estate hashtags to increase the discoverability of your posts. Create a branded hashtag to encourage your audience to share their experiences with your services.
9. Stick to a Regular Posting Schedule
Establish a consistent posting schedule to keep your audience engaged. Use analytics tools to determine the best times to post for maximum visibility.
10. Be Yourself
Showcase your personality and be authentic in your posts. Share your successes, challenges, and personal experiences to connect on a deeper level with your audience.
Remember, building a celebrity presence on social media takes time and dedication. Stay true to your brand, be patient, and adapt your strategy based on what resonates with your audience.
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
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.
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
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.
Smart home amenities capture the attention of buyers
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.
Agents must know how to pitch the value of smart home options
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.
JOANNE & RACHEL NEMEROVSKI
Chicago’s Trusted Duo:
Joanne and Rachel Nemerovski on Real Estate, Relationships, and Giving Back
For Joanne Nemerovski, the shift from law to real estate came unexpectedly— but decisively. What started as a favor to help a friend’s mother find an apartment downtown quickly revealed a passion she hadn’t realized was missing from
her legal work. “The search and discovery of finding someone their next home was significantly more fun than what I was doing in my law career,” she recalls. That spark turned into a decades-long career and, more recently, a thriving Copyright
mother-daughter partnership with Rachel Nemerovski, who joined the business over five years ago, after ten years in Advertising.
Together, the two have built a high-performing operation, with the output of a large
team—but without the layers. “Every client works directly with us,” emphasizing their personal, hands-on approach. That level of service is rare at their volume. They sell homes spanning some of Chicago’s most sought-after neighborhoods, including Lincoln Park, Gold Coast, Lakeview,
Together, the two have built a high-performing operation, with the output of a large team—but without the layers. “Every client works directly with us,” emphasizing their personal, hands-on approach.
“We don’t believe in a one-size-fits-all approach,” they note. Each listing is approached individually, starting with a clear sense of the ideal buyer and crafting a custom marketing strategy from there.
Lincoln Park, Wicker Park, Bucktown and Wicker Park.
What sets them apart isn’t just their results, but their philosophy. “We don’t believe in a one-size-fits-all approach,” they note. Each listing is approached individually, starting with a clear sense of the ideal buyer and crafting a custom marketing strategy from there. Their focus isn’t on self-promotion, but on the properties and the people they serve—something that’s reflected in their extraordinary referral rate, with about 90% of their business coming from past clients and word of mouth.
For the Nemerovskis’; Chicago isn’t just a place to work—it’s their home and a city they are incredibly proud of. They are very involved and love to
give back. Joanne serves on the boards of several local organizations, including Comer’s University of Chicago Children’s Hospital, WITS, and Facing History & Ourselves. Together, they support causes such as PAWS and Giordano Dance Chicago. Their commitment to the city extends well beyond real estate, driven by a shared sense of responsibility and community connection.
Reflecting on their path, Joanne and Rachel agree that the best part of the
job is getting to do it together. “One thing we would absolutely do the same is get the chance to work together every day,” they say. Their bond—both personal and professional—is clear, and it resonates with the clients who keep coming back year after year. As the market evolves, so do they, always seeking out new tools and strategies while holding fast to the values that got them here: dedication, care, and a deep love for Chicago’s homes and the people who live in them.
There Goes the Neighborhood: How to List High When Neighbors are a Nuisance
Troublesome neighbors are a relatively common issue that agents come across. You can control the image of your client’s property and you can control your listing presentation, but you can’t always control what’s happening on your client’s street. How do you diffuse difficult neighbors that could lower your bottom line or embarrass you in front of prospective buyers?
First of all, it takes tact and a gameplan. With that in mind, let’s consider a few ways you can maintain a listing’s viability and competitive edge—even when bothersome neighbors are involved. Here are a few common neighborly scenarios agents encounter and how to diffuse them to your advantage.
How do you diffuse difficult neighbors that could lower your bottom line or embarrass you in front of prospective buyers? It takes tact and a gameplan.
Is the neighbor’s landscaping an eyesore?
Here’s your recourse.
Most towns and cities have established ordinances regarding yard upkeep. If any of the properties adjacent to your listing are wildly overgrown, littered with junk, or otherwise in a state of obvious disrepair—take it up with the city. Rather than get directly involved at first glance, you might loop in city officials whose job it is to monitor clean-up efforts on rundown yards and properties. If this doesn’t work, you may have to take a more hands-on approach. Start by thinking small and operating from a place of authenticity and neighborly service. You might explain to the neighboring tenant that you’re listing and offer to mow their lawn
as a courtesy introduction to the neighborhood. While it may seem like needless busy work, it can dramatically improve prospective buyers’ perceptions of the area. Plus, you may positively ingratiate yourself with neighbors in the area and demonstrate your above-and-beyond service to your clientele in the process.
Are there foreclosed or abandoned homes on your client’s block?
Do your homework.
It may take a little research and digging to figure out the banking entity that owns a foreclosed home, but it’s well worth the effort. Banks are typically required to maintain foreclosed homes on at least a basic level. If you’re worried about
squatters, an unsightly façade, or general disrepair of a neighboring foreclosed property—go to the source. Sometimes banks take their time in hiring a third party to maintain a foreclosed property, but with some proactive prodding on your part, you may be able to speed the process along and resolve eyesores even before prospective buyers come calling. Remember: the squeaky wheel gets the grease. An improved bottom line will be your reward for those few prodding phone calls and emails.
Noisy, nosy, or annoying neighbors?
Don’t be discouraged.
Obnoxious neighbors can really rain on a seller’s parade, especially the kind of neighbor
that takes their less-than-stellar behavior to their porch, front yard, or sidewalk. While this sensitive issue may seem daunting, there are a few official channels you can utilize to thwart the issue before getting personally involved. If the neighborhood in question is governed by an HOA, you might take it up with them. If the troublesome neighbor is harassing passersby or taking to the sidewalk—in other words, public space—then you may be able to involve local authorities in worst-case scenarios. Of course, it’s always possible to talk to troublesome neighbors faceto-face, but do so with caution and with safety as the priority. Always reason gently and empathetically, utilizing I... phrasing, instead of accusatory You... phrasing. After all, some neighbors are clueless about their impact on the neighborhood and may adjust their behavior after being called out. If the issue persists and no third-party authority can help, then you may have to disclose the neighbor’s issues to prospective buyers, depending on the disclosure laws in your region. While this may seem like a blow, you can at least rest easy knowing you pursued all the potential avenues for resolution available. Likewise, your client will likely appreciate your thorough efforts to resolve the issue.
While troublesome neighborhoods can bring down an optimistic mood when listing a property, sometimes being real estate is all about being resourceful. With diligence, digging, and a little follow-up, you just may be able to resolve some of the issues plaguing your neighborly plot.
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 profes-
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.
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.
Sports news makes a splash
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
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
holiday fun and seasonal ideas.
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
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
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.
6 Ways to Get Your Client to Trust You
The word “REALTOR®” can leave a sour taste in some people’s mouths. Many of today’s home buyers and sellers grew up during the 2009 recession. They are wary of anything or anyone who comes off as too salesy, and they want to work with individuals who they can trust. But how do you prove to someone you’ve likely never met that you can be trusted?
1
Put Testimonials or Case Studies on Your Website
Testimonials and case studies are social proof that you have both the experience and the skills to do the job your clients are hiring you for. People often leave testimonials when they are either incredibly disappointed or extremely happy with the service they were provided, so they’re a good indication to prospective clients of the treatment they’ll receive.
Case studies, which you can post on your blog or website, have much of the same effect, but even more than testimonials, case studies demonstrate your real estate and finance expertise because they explain how you achieved a specific set of results.
2 Be Responsive and Accessible
Can your clients reach you easily? That doesn’t mean you need to be available 24/7, but you should respond to your clients within a few hours of receiving their message. When agents don’t respond to their clients’ calls or emails for days on end or fail to provide them with a direct line of contact, their clients’ experience can quickly become frustrating.
Agents are busy but so are their clients. If you constantly show up late to or reschedule meetings, your clients won’t feel like their time is respected or their business is valued. Make sure you set a realistic schedule for yourself rather than spreading yourself too thin.
3 Be Honest and Transparent
Sometimes you don’t have the answer to a client’s question. Be honest about your strengths, weaknesses, and the limits of your knowledge. A good response might be, “I don’t know, but I can find out.” Be transparent with your clients, and they’ll respect you for it. You should always act in their best interest.
When something goes wrong, own up to your mistakes. Don’t hide bad news from your clients. Be upfront and responsive.
4 Go the Extra Mile
If you do the bare minimum, that’s what your clients will remember. Their experience won’t be memorable, and they won’t gush about you in online testimonials or in real life to people they know who could use your services. It’s that simple.
5 Put Yourself in Your Client’s Shoes
Clients understand that you need to earn money, but that doesn’t mean they want to feel like they’re just a dollar sign to you. Be empathetic to your client’s concerns, even if you’ve heard it all before. Your clients should know that you are there for them.
6 Be Consistent
Being responsive, friendly, and knowledgeable shouldn’t be an act. If you “turn on” your personality for clients and then suddenly become a different person when they leave the room, it’s likely that the cracks in your mask will eventually become apparent.
But “faking it till you make it” is so common it’s become a cliché. When we are starting out, we don’t always have the systems or resources in place to create a smooth client journey, from onboarding to closing, so instead we constantly try to reinvent the wheel. Give yourself time to pause, slow down, and reevaluate your workflow. Creating systems creates consistency, and those systems can and should be constantly updated.
Developing trust between you and your clients will take time, but doing these things can give you a running start.
