The second day of the Illinois REALTORS® 2024 Winter Business Meetings included numerous forums, meetings, a Legal Update and a continuing education course in between sessions with national speakers and trainers.

‘Creative Financing: How to close the deals other agents can’t’

Using the example of successful 1970s real estate agents who closed sales even though interest rates were more than double what they are today, top-producing agent and real estate coach, Josh Cadillac explained how REALTORS® can succeed today. Considering that the national customer retention rate is between 12 and 13 percent, he says, it’s more than making a sale.

“You haven’t really closed a deal until you’ve made someone a customer for life,” said Cadillac, who believes that creating memorable positive experiences is the best way to gain trust, loyalty and repeat business. “You need to show customers value they can’t get from anyone else.”

Cadillac provided brief explanations of numerous ways to finance home buying and the circumstances needed for successful outcomes. Through a combination of continuing education and experience, he urged REALTORS® to follow his examples and develop solutions that help consumers meet their real estate goals.

‘Sincere Selling: Stop transacting and start connecting to maximize your influence and impact’

The key to your success, said Colette Carlson, is to do ordinary things extraordinarily well. Learn that perfectionism can be paralyzing to entrepreneurs like REALTORS, use hobbies as a way to connect with others by sharing your passion for a sport or activity. Use your storytelling ability to make emotional impressions on customers because they are more memorable than lists of facts and numbers.

“You have to be a human highlighter,” she said. “Highlighters brighten a room, shine a light on others and make others feel better about themselves. You can make people feel seen and feel heard. Every time you provide an experience to your customers it’s contagious, infectious and it trickles down. . .  You never know who you are impacting when you make time to connect with others.”

Nothing can replace the positive feeling consumers get when they are greeted with a warm smile and exemplary service, Carlson said. So, take the time to make personal connections with your customers and they will remember you and share their story with their friends and family.

Down Ballot: The story of a legendary Illinois campaign

Author and political staffer on numerous national and state political campaigns, Patrick Wohl told the story of the legendary Illinois campaign that gained national attention in 1990 as a proxy war on larger social issues. Not only was it tied and decided by a coin toss, but it also later set one of the first precedents on “dimpled chads” cited during the 2000 Florida recount. Wohl uses this story to illustrate the importance and lasting impact of down ballot races.