Personal Properties: Lori Neuschel
While many were discouraged when the real estate market took a turn, @properties agent Lori Neuschel put all she had into her business and made the best of the situation. “Instead of being disappointed about the market souring, I decided I was going to turn it into an opportunity to grow,” she explains. Neuschel’s dedication paid off and she has seen her business grow 20 percent each year since the market downturn.
While her positive attitude allowed her to overcome difficult obstacles, Neuschel insists there is more to it. She credits her background in corporate financing, along with her commitment to her clients and the invaluable support she receives from @properties, for her success.
Before becoming involved in real estate, Neuschel had a very successful business career that allowed her to work in sales, marketing, and finance. These experiences gave her the tools she needed to start strong in real estate and the confidence necessary to continue to grow. “I think that all my prior business background has really helped me,” she explains. “I know what it takes to invest in a business and know how to market well.” Time and time again, Neuschel has invested her time and utilized her resources to make her properties more appealing to potential buyers.
Neuschel understands the importance of starting strong when placing a property on the market, as statistics show that the first three weeks are crucial in regards to getting attention from serious buyers. “If you do not hit it right, right out of the gate, it will be a harder sell,” she explains. “You need to price it correctly, present the property as closely aligned to the taste of the target buyers, and do some pre-marketing in print and online to create a buzz.” Over the last years, Neuschel has seen buyers become more reliant on the Internet when looking to purchase a home.
“It used to be that people would see a house for the first time when they walked through the front door, but that is no longer the case,” she says. “Buyers now see the house for the first time on the Internet, so you need to make sure that your property is online and that its presence is exceptional.” As buyers begin to express an interest in the property, Neuschel makes sure that the house is staged so that it can be seen as a “home” as opposed to an empty house. She has even been known to pull items from her own home for showings. “There have been times when my daughters come home from college and ask me where the living room couch is,” Neuschel admits with a laugh. Her philosophy, “Exceptional Service–Exceptional Results,” reflects her commitment to her clients and @properties has provided her with unparalleled support and invaluable resources.
Knowing how important marketing is in the real estate business, Neuschel is more than pleased with what @properties has to offer. “All of their marketing materials are the highest level of professionalism, and the quality is so superior compared to anything else that is out there,” Neuschel says. @properties has done a remarkable job promoting their agents’ properties on their website while keeping it user-friendly. “They have worked very hard to make their website easy to use and have partnered up with sister companies to make sure that our properties get great exposure,” she says. Neuschel understands that all these strategies are great for her business, and she never forgets what real estate is all about.
“It isn’t a business about houses,” Neuschel explains. “It is really about people.” She enjoys every second of helping her clients find a home in a community where she and her family have made amazing memories and lasting friendships over the past two decades. “This community offers so much,” she says with a smile. “Of course, the North Shore is very beautiful, but it is also a very nice community in terms of the people, the environment, and the school system, which is outstanding.” Neuschel’s familiarity with the community and her passion to share her knowledge with her clients sets her apart from many other agents. “I make sure I am at all of my showings to educate the buyers,” she explains. “There are so many things that need to be presented to a potential buyer—from how close the last stop on the CTA’s Purple Line is to the their house to when the local farmers markets start.”
With the support of @properties, Lori Neuschel has proven to be an invaluable resource for those looking to buy and sell North Shore homes as she continues to put all her effort into promoting properties in a community that she believes in.