The thumbnail to the left is the home I will sell come the beginning of 2017. Located at 1521 Forest in River Forest it is simply stunning, blending Prairie Style with modernism with three full living levels, all radiant heated, and custom designed for impeccable and luxurious living. Just shy of 9000 square feet, it includes five beds and four full and two half baths on a 103.5 by 185 lot. Nothing left to do but arrive, fall in love and hope you are not too late. (SO ACT NOW!) List price – $2.499m, a strong value in terms of the space you get and the many enhancers (full home Elan AV with security cameras and controls, motorized window coverings, Bulthaup kitchen + butler pantry, wine cellar, cedar storage, the best looking home now or coming to the market, etc.)
But the thumbnail you see is but tip of the iceberg in terms of all the work I do ahead of time. Work like figuring out the best way to ensure that I appropriately, intelligently, completely and effectively market the home. My clients felt more than comfortable checking this box because I and my brokerage, @properties, occupy the pinnacle of the Chicago market and are considered among the top brokerages in the whole of the United States. Combining old school hard work and hustle with new school technology and innovation, they felt extremely comfortable that the relationships we enjoy with online resources like Realtor.com, zillow/trulia and others along with our in-house app wherein we broadcast listings to nearly 2000 agents, some of whom like me are among the industry’s brightest and highest performing, means traction from day one when it comes to marketing and selling your home.
But marketing alone is not enough. Selling your home requires that we figure out just what your home is worth as it relates to the local market. Too much data shines the light on the fact that when we ask too much we then spend too much time on the market and the price we get at the end of the day is far too little. So we have to be realistic when we set pricing. Rather than mad guesses or stabs in the dark we look at what we call the metrics of the market to determine the comparable worth of your home.
With the price set we then do some heavy lifting – we get the house ready for professional pictures, getting rid of some stuff, moving a piece of furniture here and there, maybe painting a room or two or three, sprucing up the perennials and generally making sure the place is ship shape. With this done I call in my professional team of photographers while I also have floor plans drawn because what we know about consumers – there’s never too much information. So pictures are snapped, blue skies are enhanced when we encounter grey days, flames are lent to the fireplace, rooms sizes are figured to the inch and the digital package is created via my company VHT which then allows us to create some of the finest print marketing materials you ever will see.
Through my in-house marketing team I take this digital package and create a narrative for print ads while also creating our initial online footprint via a “coming soon” feature at zillow. In essence once the pix are back it’s as though we simultaneously walk and run, beating the drumbeat of marketing for our listing until we go live on the mls. Right now my pre-market zillow listings are being eyeballed every day by a couple hundred consumers, a fantastic start given that it is December. And my Instagram and Facebook posts along with my in-house marketing has yielded attention and affection for these homes.
And because it is December I hold my listings in the queue until early to mid January when we encounter a vibrant spring market. Then we will go live to the MLS. But until that happens I get every other thing ready to roll – hard cover booklets are printed for luxury listings and soft 8-page brochures for listings under $1m, online presence including an address-specific website is created, the listing is readied for all syndicated web sites including the MLS, VHT, my own brokerage site, I email brokers in my firm and every other relevant broker who has sold or listed a similar house and we set up a brokers open for suburban listings and, often, a Sunday open for all listings the first week we are on the market and we funnel all early showing requests to take place during the two-hour open house that first Sunday.
If everything goes according to plan, we gain our traction early and we sell strong quickly. That’s the plan and we have encountered this the last few years during the vibrant spring markets we have experienced since 2013. And aim for this same goal for next month with 1521 Forest and the other delightful listings I have in the queue.
But more on the other listings later.
If you want to learn more about 1521 Forest in River Forest, reach out to me directly. Or reach out to me with any other real estate needs. And sometimes I can answer NYT crossword questions. Just let me know.