SOURCE: Michael LaFido-Jameson Sotheby's International Realty

Michael LaFido-Jameson Sotheby's International Realty

SOURCE: Neighborhood Loans

Neighborhood Loans

October 08, 2014 10:00 ET

Watch The Real Estate Movie "Imagine" That Has Luxury Home Sellers Talking & Agents Scared

Will This $10,000 Movie With Actors, Rolls-Royces, & Horses Sell This Home?

CHICAGO, IL--(Marketwired - October 08, 2014) - Michael LaFido of Jameson Sotheby's International Realty is the real estate broker behind this 'lifestyle' movie that was shot at a Barrington Hills, IL home. Michael is taking real estate marketing to a whole new level with this movie feature. This movie feature has been the discussion of many real estate agents in both Chicagoland and other markets.

The Movie
This movie, titled "Imagine," evokes the memories of MTV's "Cribs" or "Lifestyles of the Rich and Famous." The production costs $10,000 and is designed to showcase the seven-acre estate for potential buyers and brokers who might be willing to invest in this private estate.

"No other agents do this." Michael hired a five-person video crew, brought in six actors (four adults/two children), a horse, and four luxury vehicles. The home was vacant so Michael had the home staged and had his interior designer make the home "stand out" more to potential buyers. "With 90% of buyers and real estate agents only knowing what they see from the pictures... staging is not optional to get homes sold faster and for more money," LaFido says.

"This movie is putting the home in a spotlight... it paints the picture to potential buyers of the lifestyle," says LaFido. When asked how he came up with the name "Imagine," Michael credits the owner Jim Lee. "The movie feature helps potential buyers 'imagine' entertaining at the home, 'imagine' enjoying the amazing Infinity pool, 'imagine' coming home everyday where lakes await and trees stand guard."

Redefining Real Estate Marketing.
Fourteen years in the industry has taught Michael LaFido the importance of superior marketing versus "traditional marketing." He considers that realization the turning point of his career.

"The 'traditional marketing' that is taught in real estate schools and that I learned from my first brokerage wasn't marketing at all, but simply, 'put a sign in the yard, host an open house and throw it on the MLS,'" he says. "The problem with our industry is most agents think like real estate agents and not like marketers. Fifty-one percent of homes listed for sale last year failed to sell; selling a home is much more than price, condition and location."

The method LaFido and his team have developed over the past 14 years takes a more comprehensive, proactive approach to marketing a home. "Marketing is much more than which websites a home will be seen on," he says. "When selling a home, my job is to make the home 'stand out' from the competition and be 'more memorable' to both agents and buyers."

Those strategies might seem obvious, yet such attention to detail and his personal marketing investment is one area where most agents often cut corners. A case in point: LaFido is turning one home around for a client whose previous broker simply kept lowering the price, as most do when a home hasn't sold. The luxury homeowner wanted a fresh new approach to marketing his home, so he hired LaFido to implemented his marketing systems and give his home an amazing "mini transformation" look. LaFido is attracting buyer interest with it listed at $4.5 million ($300,000 more than when it was listed with the previous agent).

Because of his proven marketing plan and his track record of selling homes that other agents fail at, LaFido has been in high demand. "We are very selective in choosing the clients we decide to work with," he says. "Licensed agents with other companies have hired us to market their own homes. Our proven systems work, no matter where the home is located or the price point. We have sellers and agents from all of the country hire us to help get their home sold"

Michael's team consists of interior designers, stagers, home inspectors, appraisers, and his preferred lender Neighborhood Loans.

Michael is the author of the best-selling book "Cracking The Real Estate Code" and founder and creator of the nationally recognized Verified House home seller advantage program, Michael LaFido is a top-producing Realtor and real estate consultant who manages some of the most cutting-edge selling systems in real estate today -- and such has been his success, in fact, that he has to be watchful of his systems.

"I am very guarded of our selling system, because other agents have secretly tried to discover our methods," LaFido says. "Our systems are so advanced, I've had licensed Realtors hire me to sell their own home!"

Backed by market research, LaFido's system, which he developed by interviewing and shadowing the country's top-performing Realtors over a six-year stretch, consistently outperforms the market average, with some of his clients netting 18 percent more on their home sales.

But not all of LaFido's success can be attributed to marketing. Not only does he invest considerably in professional staging, but he also implements a 201-point marketing plan with all of his properties to ensure that his listings attract only the most eager, qualified buyers.

In the end, LaFido says, getting homes sold fast and for top dollar comes down to proven and repeatable marketing systems.

"Finding a real estate agent who thinks outside the box, makes a home stand out, is an aggressive marketer and an effective communicator is very difficult these days," he says.

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