Hall of Famer Explains How to Sell Lifestyle When Selling Homes

Kristi J. Gunther, a RE/MAX Hall of Fame member with RE/MAX Exclusive Properties in Chicago, knows her turf. She can tell a buyer seeking a family-friendly home how many children live on a particular street.  She can recite the local school rankings, show you where young artists congregate, and get a buyer excited about a property by pointing out the cool microbrewery that just opened a couple of blocks away.

Gunther doesn’t just sell houses; she sells neighborhoods and lifestyles. In a conversation about her work, she credits her specialization – and the support of a mentor – as important factors in her success.  Here are more of her tips.

Do you work mostly with sellers or buyers?

Usually with sellers.  But I work in a hot, crazy market, so lately I’ve also been dealing a lot with buyers. They’re often move-up buyers or empty nesters on the brink of putting their home on the market who also need to find a new place.

How does this hot market affect your clients?

It’s hard on everyone. Buyers and sellers can’t realistically come into a deal with contingencies, because they’ll lose out. So the seller really needs to have a place ready to move into, and the buyer needs to have a solid 20 percent down and be ready for bidding wars. I still advise sellers that they have to invest money in the house if they want to sell it for the highest dollar.  Painting, sanding floors, raking leaves, professional cleaning – especially in the kitchen and bathroom – are crucial.

Are you experiencing low inventory? And if so, how does that affect your marketing?

Yes, there’s a shortage of listings in my areas. But despite that, I’m still a big believer in staging and in open houses. Some agents don’t think open houses work, but I’ve sold a lot of properties as a direct result of open houses.  When a lot of people walk through a property, they generate excitement about the house. And it’s a great networking opportunity and a valuable way to form relationships with potential buyers and neighbors.

How do you market yourself?

I don’t find newspaper advertising all that effective, so I don’t buy ads anymore. I do direct mail and email blasts, and every client buyer gets what I call my “little book.” It’s a booklet of eight to 15 pages with detailed neighborhood information designed to sell the area, but it’s so informative that many clients use it as a reference even after they move in.  Information is key in my marketing.  I represent a handful of Chicago neighborhoods that I love and know very, very well. My in-depth knowledge gets me listings, sales and referrals.  Also, a lot of clients say they call me because they see my yard signs go up, and then quickly come down. That tells them I sell houses fast. So I think having a lot of signage on your listings is very important.

Which RE/MAX services or tools do you rely on?

I use LeadStreet, and my RE/MAX website gets a lot of comments; people find it easy to navigate. I’ve also noticed that RE/MAX involvement with Children’s Miracle Network Hospitals gives me a boost. Everyone around here knows the good work that these hospitals do; clients and potential clients appreciate that I personally support CMN Hospitals, too.  The biggest RE/MAX tool is the brand name. People know the brand and remember it. They can easily locate me online, even if they don’t write down my name or phone number listed on my signs, because they remember the RE/MAX name.

What would you tell an agent who’s reached a plateau and needs to recharge their business?

Surround yourself with positive people with whom you can brainstorm about clients or properties. Creativity is at the heart and soul of our business, and sometimes you have to try different things. Even if one approach doesn’t bring in immediate results, it makes you feel like you’re working toward a goal, and that in itself can give you confidence and get you going again.

What kind of advice do you have for new agents?

I can’t tell novices to specialize, because successful farming comes with time. But I’d certainly tell agents to see as much inventory as possible. Learn as much as you can about the areas you cover. Be flexible and accessible. I work seven days a week when I have to, and I’ve done it all for clients, from arranging carpet cleaning and hiring painters to pet sitting. Yes, I looked after a client’s dog while the house was being prepped and staged!

Finally – find a mentor. Having a mentor can be instrumental. In my case, it was  Marlene Granacki, a RE/MAX Hall of Fame member who works in my office. I met Marlene when I was a rookie, and she recruited and took me under her wing, ultimately convincing me to join RE/MAX Exclusive Properties with her. It was the best move of my career,  and she remains a close colleague and friend. That kind of relationship is priceless, so I’d advise agents to seek mentors from whom they can learn.