The Right Choice . Listing Your Chicago Real Estate w. Tom McCarey

the smart choice
chicago real estate
When it is time to list your Chicago home The
Smart Choice is Tom McCarey.
I am an award-winning broker since 2002 and
my team The Real Estate Lounge Chicago
team is associated with @properties, the
number one residential real estate brokerage
in Chicago and the North Shore.
Our leading position individually and
collectively in the Chicago market is not just
based on the numbers (though this is true). It
is also leadership that is intelligent,
technological and innovative.

At the end of the day this adds up to a
winning equation that does what you want us
to do - sell your home in as quick a period of
time as possible for as much as possible.
tom.mccarey@atproperties.com . 773.848.9241

doing what I love
selling homes
I love this picture. My son Jackson drew it
when he was 5 and it is how he pictures when
my wife Nicole and I met. Hearts floating over
our heads, it was love at first sight.
Granted, love may not be something that a
real estate broker typically talks about when
he prepares to list your home. But I think it is
something critical to selling your home.
Listing your home is an important decision in
personal and professional terms. Finding
someone good at what they do is a given. I
also believe you must entrust the task in
someone with passion and who loves what
they do.
I am fortunate to do what I love, ensuring that
I fully commit myself to getting the job done
every time. You can imagine how much this
pleases and satisfies my clients.

Tom McCarey
the right choice!
For 10 years I have met my clients in one of
three ways: referrals, open houses and
online.
And no matter how we have met the one
trait unifying all of my clients is they trust me
with their biggest economic decisions.

Why this faith in me? Because I am smart
and I give you blunt advice based on
unparalleled market knowledge. There’s
simply no one better at helping you deal
with the contours of today’s real estate
market.
And when it is time to negotiate, I will give
you the soundest and most advantageous
advice possible.
Bottom line, when it is time to sell your
home I am the right choice.

numbers
leading share in the Chicago market
If we were blithe we might say of our being
the top residential brokerage in Chicago (and
Northern Illinois overall) and among the
city’s top brokers “somebody’s got to do it.”
But we are not blithe. We are industrious
and hard-working. We are attentive to details
and willing to take risks. We dedicate
ourselves to being the best and respect our
clients’ wishes to sell their homes in the
shortest period of time.
And that’s what I do. I sell homes. I sell them
quickly. And because of this and our
winning personalities my clients love me.
Without reservation I am grateful to be the
best. And I and @ recognize that maintaining
(and expanding) our position is not by
accident but through conscientious,
intelligent and continuous efforts.

connect the data
our efforts have prodigious results
LIST SIDE

LIST SIDE

LIST SIDE

LIST SIDE

LIST SIDE
BUY SIDE

LIST SIDE
BUY SIDE

BUY SIDE

BUY SIDE

BUY SIDE
LIST SIDE

BUY SIDE
BUY SIDE


market share
size matters
Last year we again expanded our market
share in Chicago, outpacing our nearest
competition by my nearly 30%.
Why does this matter? For the same reason
why height matters to a basketball player.
The taller you are the more you control the
paint. In real estate “taller” means
controlling the market.
Which is what we do. Year after year.
More market share means more exposure
which means more page views which
means more phone calls and emails which
means more showings which means greater
interest which means a quicker sale (and a
higher price) and a shorter market time.
Sounds like a slam dunk!


intelligent design
know the market
Size, of course, doesn’t rule the day alone.
Otherwise all the corner ofﬁces in the world
would be occupied by guys who bump their
heads on door jambs.

We augment our large and growing market
share with pragmatic and seasoned
intelligence. On a real and tangible level
we recognize trends, study and understand
market metrics, employ effective strategies
and plans, and implement appropriate
pricing.

The sum of all of this? We price your home
right. When we do this we gain market
traction and we sell it in as short a time as
possible for the highest possible price.


recent stats
1737 west nelson + lakeview

Statistics as of January 2012
Lakeview SFH Sales


a thousand words
vip - very important pix
It seems like forever ago all it took to sell a
home was to pop a sign in your front yard.
Not any more. In today’s oddly contoured
market it takes a plan and a healthy dose of
creativity to get the job done.
I start with a nearly obsessive crunching of
numbers to establish your home’s true
value. But I introduce our properly priced
home to the market only after my
professional photographer snaps photos that
I widely and aggressively syndicate through
a variety of print and online resources.
These pictures are critical to our process as
they allow me to establish an attractive
pictorial narrative to the more than 9 in 10
consumers who rely on their computers to
commence and continue their searches for
new homes.

360 degrees
full circle marketing
With pictures in hand we engage in a 360 degree approach which consists of featured
listings and other placements that filter to the top of search engines and include (but are not
limited to) the following:
๏ address specific website
๏ postlets
๏ slideshare + scribd
๏ craigslist
๏ geo-tagged pix at picasa/flickr
๏ Realtor.com
๏ Tribune.com/HomeFinder
๏ @properties.com
๏ trulia + zillow
๏ Leading RE Companies
๏ Luxury Portfolio
๏ Facebook
๏ twitter

address specific website
a place to land online
I create a website for every listing I
take.

Comprised of organic descriptive
text and professional pix, this
website (along with all online
marketing) is aesthetically pleasing
and it consists of search engine
optimized terms relevant to the
property, its location and its
qualities.

I typically use the home’s address
as the dot com domain and link it
to hard copy and other web-
oriented marketing pieces as an
important element in my full
frontal marketing approach.


guerrilla style home
searc
h

postlets
With so many home seekers gravitating
online it is essential to ensure we have a
full throttle web presence. One such
conduit with a professional and attractive
expression and multiple applications is
postlets.

This full color HTML device dwells online
as a de facto website and cross pollinates
to twitter, facebook and craigslist (where I
syndicate my listings up to four times
weekly).

All of this is important as it perpetuates top
of mind awareness among the many who
look at the world through the prism of their
computers.


big dogs
realtor.com
tribune.com/HomeFinder
It seems most online home searchers try to
find something that only they can find.
They want exclusivity or the hidden gem.

And while they look low and high in
Chicago they continuously return to two
websites for basic data and information -
Realtor.com and chicagotribune.com.

In both instances @properties enjoys
preferred vendor status which enables us
to gain easier and greater online visibility.
This is great news in a crowded
marketplace!

Realtor.com sees 10m unique monthly
visitors and tribune.com has nearly 3m
geographically specific monthly visitors.


new players
zillow + trulia
We also enjoy preferred status at zillow and
trulia, two online listing aggregators who
are gaining in stature and importance to the
activities of online home seekers.

We gain and maintain our market share
through continuous efforts to place our
product, your home, with tech players such
as these. Our enhanced status pushes our
listings to the front of the pack and allows
us to add pictures, describe the property
and, as with all of our online resources, to
bump listings into our social media universe
at twitter and facebook.

The big deal, though, is our presence here
introduces us to zillow’s 11m+ unique
monthly visitors and trulia’s 7m unique
monthly visitors.

bang for the buck
@properties.com
Fueled by the same energy that has
propelled our brokerage into the city’s top
spot and among the top 40 brokerages in
the country, our website reﬂects a degree of
intelligence and utility rarely seen in the
real estate marketplace along with nearly
2.5m unique visitors per month.
And so a quick visit turns into a long stay
and return visits as consumers ﬁnd out
about listings, where they’re located, what’s
nearby and why a home is perfect.
Through the dedicated efforts of a brilliant
IT staff our website is always reviewed to
make sure that it is doing what it is
supposed to do - get your home in front of
millions of consumers. And that is exactly
what it does.


smart technologies
scribd + slideshare

I constantly seek out methods to better serve
my clients. Two such technologies that lend
oomph to my marketing punch are
SlideShare and Scribd, two online
communities where I upload as pdf’s
presentations I create.

A mixture of aesthetics, text and pictures,
these presentations look great and they gain
enormous traction with search engines
because of search engine optimized phrases
I afﬁliate with the pieces. This allows me to
introduce properties, announce open
houses and broadcast price reductions in an
effective manner to the online universe.


planting seeds
picasa + flickr

Another interesting tool I have discovered
that lends legs to our online presence comes
from photo sites picasa and flickr.
In essence these uploads constitute demi-
websites comprised of photos, descriptions
and, most interestingly, a geo-tagging feature
that locates the property by address.
Given that picasa is part of the google
complement of tools this enhances the
prospect of listings being identifiable via
google searches and search engine optimized
terms.
Picasa links also populate the side column at
my blog, enhancing the blog’s “findability”
on google.


innovation
the real estate lounge chicago
The Real Estate Lounge Chicago
is my “organically grown” blog.
This award-winning vehicle
(named by zillow one of
Chicago’s best real estate blogs)
provides an ever-present avenue
to share my thoughts, ramblings
and insights. It is a critical
online marketing piece.

The blog pertains primarily to
real estate but is seasoned by
family, urban living,
philosophical tidbits and
occasional irony. It offers a very
personal and intelligent view of
the Chicago market and fosters
relationship building with
known and unknown parties.

tangible marketing
unparalleled in-house production
@properties and The Real
Estate Lounge Chicago are
home grown commodities that
are unparalleled in the
Chicago market. Nobody
works as hard as we do, as
smart as we do and as
effectively as we do. And few
can keep up the pace that we
set both before we list your
home and after it is part of our
portfolio.
This includes my design and
print departments. Because
they are in-house I have the
materials I need on time and
ready to go.


and in conclusion...
thank you!
Thank you for the opportunity to meet with you
and discuss listing your home. Though there are
many real estate brokers in Chicago, few take the
time to understand the market as I do and have
the foresight and intelligence to develop the tools
that this market demands.

I love what I do. It’s like a never-ending crossword
puzzle with new and intriguing clues that demand
intellectual acumen, persistence and a unique
nimbleness of mind and spirit.

And like the guy that spins 6 plates at the same
time on sticks, the goal is to do all of this without
breaking a plate. The goal is to sell your home as
quickly as possible for as much money as
possible. And to do it with grace and equanimity.

And that is exactly what I will do.

The Right Choice . Listing Your Chicago Real Estate w. Tom McCarey

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The Right Choice . Listing Your Chicago Real Estate w. Tom McCarey