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As your Chicagoland real estate agent Michael LaFido, I want to be your resource for all things real estate. Whether you are buying, selling, or investing in real estate, I am here to guide you through the process. Subscribe to this blog to learn all of the latest news from our local market and receive expert tips for buying or selling a home.

Marketing- How We Sold The Train House For Over $2 Million


How did we sell the Train House in River Forest for over $2 million? We employed some of the cutting-edge strategies from my book Marketing Luxury.

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When we took on the Train House property in River Forest, IL, there hadn’t been a sale in the area over $2 million since 2009. We launched our marketing for this property less than a year ago and now we’re set to close on it for $2,005,000.

How did we do this? We incorporated the principles from my book, Marketing Luxury, with this property. It helped that the homeowner was open to our suggestions and understood the value of that first impression of the house on a buyer.

For this particular property, neutralizing the home was key. We held an estate sale for this seller in order to rid them of their clutter, then re-painted, re-floored and made a few key renovations. Neutralizing the home was so important because 90% of buyers can only see the home as it is; they can’t visualize anything in it beyond what they can see.


As a seller, it’s important to check your ego at the door.


We also employed a lot of cutting-edge technology when selling this home. We took video from helicopters, used drone footage, and hired a few extras to take part in the videos. This is what lifestyle marketing is all about. We had more than 5,000 views on the lifestyle video that we did for this house. We even took a potential buyer around the property on the River Forest Express train.

The sale of this property depended largely on the homeowner’s willingness to work with us and do the things that we wanted to do to market it correctly. That’s why when selling, it’s important that you check your ego at the door and be willing to do the things that market research suggests. Otherwise, you’re marketing your specific tastes to one specific kind of buyer. With our marketing, we’re able to position your house to effectively position your house locally and globally in order to appeal to a wider pool of buyers.

If you have any questions on the luxury market or are interested in buying or selling a house in the Chicagoland area, give me a call or send me an email. I look forward to hearing from you.
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