In the following interview, Luigui Corral with RE/MAX United discusses marketing strategies, innovative technology, and more.
You are consistently ranked as one of the top 250 Latino agents in the country. What makes your business model successful?
If I could only name two things that I do that make my business successful, I would say that first, I have been ahead of the pack in my use of innovative technology. And secondly, our brokerage has an outstanding track record using customized marketing techniques. We understand the art and science of listing a house.
Please elaborate on your customized marketing strategies.
Before I list any property, I investigate the area thoroughly. I check out the landscape, the features of the house inside and out, and then I find out about the lifestyle of the area, such as, what parks and schools are connected with that particular house? I do this investigation for several days and when I am finished, I am then ready to market the house properly by advertising to very specific, targeted groups.
For example, I had a listing that no one seemed to be able to sell. The house was very small. But when I did my investigation, I quickly saw that the small house was directly across the street from a lake with a beach and boating opportunities. The average agent would likely photograph the house and maybe the beach and then list it. But I made a video all about the lifestyle possibilities of living on the beach. I also took 360-degree photographs. Then I targeted people who enjoy this lifestyle and the house sold for full price within one week.
Tell us about the innovative technologies you’re using.
We are really all about excellent listings, bearing in mind that I don’t only list, I sell homes. One of the best tech strategies we use is creating 360-degree videos. These videos make you feel as though you are inside the house—you can scroll down to see features. I have not seen this done anywhere else. For photographing the house, we also use drones, which give great wide angle shots. These technologies really bring the listings to life.
What do you see as your niche in the Chicago area?
I work with sellers who, not always but often, have unique homes—homes that are not as easy to pigeonhole. But after I go out and identify all of its special qualities and then market to the audience that would want those same features, I am able to discover the highest and best use for the house and sell it for the best price possible.
If you had to point to the one thing agents love you for, what would it be?
I have two offices with 35 agents and what they like best is that I consult with each one and coach them. I also make an individualized business plan for each agent to execute, so that my agents are able to flourish.
For more information, visit www.lcorral.illinoisproperty.com.