Kelly Sibilsky

Many traditional real estate companies dictate the marketing plans for the homes they list at the corporate level, allowing for very little flexibility by the agent. This means that they market each and every property identically.

As a consumer, you may think that this is a good thing. Why should a $500,000 home receive more marketing effort than your $200,000 home? Let me explain why I believe each house is completely and totally unique and should be marketed accordingly.

Here are some examples of the different types of homes you might run across in the greater Chicagoland area:

• A pricey urban loft
• A suburban 4 bedroom, 2-1/2 bath home
• A cabin in the woods with water rights
• A condo located in an age restricted (55 & over) community

As you can see, each of these properties would, generally speaking, appeal to a distinctly different buyer. If the purpose of marketing is to target the potential buyer for the property, how can marketing each and every property the exact same way accomplish this?

In my opinion, it can't.

That's why I recommend that when you are interviewing prospective real estate agents you ask them what their company policy is in terms of marketing properties. Do they market each property the same way? Or is each agent empowered to design a marketing plan as individual and unique as your home? If so, exactly what does that marketing plan entail, and why?

Go ahead; put your prospective agent on the spot! Any good agent should be able to answer this question with a specific plan designed for your home.

Maximum targeted exposure = maximum results. Make sure you choose the right agent to list your home for sale!

If you are looking for a good real estate agent, give me a call. As a referral agent (I'm no longer involved in the day to day real estate business), I can help match you with the perfect agent to help you buy or sell your home.

In today's economic climate, I think many homeowners would say that their homes own them. The inability to sell their home is like a noose around their neck. They feel trapped and unable to move on. They are anchored to a particular home and community which may no longer fit their needs or budget.

Home ownership is said to be The American Dream. For many, it has become The American Nightmare.

I remember back to those carefree early days of my marriage before we jumped into home ownership. How easy life was! No yard to mow, snow to shovel, no worries about the roof leaking or basement flooding. No windows to replace, no property taxes to pay, no bushes that need trimming. But of course, like many young couples, we dreamed of owning our own home and were so excited when we were finally able to do so.

After all, there are many benefits to owning your own home. As a young bride, I was focused mostly on being able to paint and decorate to my heart's desire. Beyond this pride of ownership (your home truly is your castle!); there are also considerable tax benefits and the ability to build your own equity instead of paying your landlord's mortgage for him. You also gain a sense of belonging to the community and the security of knowing that you can't be kicked out by a landlord at a moment's notice.

All of this comes at a price, especially in today's market.

Home ownership is, I believe, one of the keys to long term wealth. Generally speaking, it has always been seen as a way to increase your wealth as your home gains value and you build equity. Now is widely regarded as an excellent time to purchase because houses have become more affordable and interest rates are very favorable.

On the other hand, if you aren't careful, you could end up in the same boat as millions of Americans: anchored to your home, unable to sell, owning an asset that is worth less than what you paid for it. In short, you could end up being owned by your home instead of the other way around.

So should you buy your own home or continue to rent?

It all depends on your circumstances. First, you must have a very stable job. You must have a decent down payment. You must purchase in the best location you can afford. You must be willing to stay in the home you purchase for several years...long enough to ride out any additional price declines.

Historically, home values increase over the long term. Indeed, the value of our own house has increased about 20% since 2001...which is much more than we would have earned in the stock market. If the market hadn't declined, it would be worth even more. However, if we had purchased our house in 2007 and tried to sell it in 2008, we would be sitting here with a house worth less than when we purchased it. Timing is everything, isn't it?

Does home ownership still embody The American Dream? I think so. It's not a get-rich-quick strategy (as it perhaps was during the boom years) but it is still a terrific way to build long term financial security and stability. If you are considering purchasing a home in today's market, you must carefully weigh the pros and cons and consider your own personal financial situation. You should enlist the help of a trusted financial advisor, mortgage professional and real estate agent to help you decide if the right time to buy is now.

Dream big, but be smart.

If you are looking for a real estate agent and don't know who to trust, give me a call. As a referral agent (I'm no longer involved in the day to day real estate business), I can help match you with the perfect agent to help you buy or sell your home.

Since 2003, the Lake Zurich High School Student Council has enthusiastically organized a school-wide charity event called Charity Bash. In past years, they have raised money for The Ryan York Foundation, The Juvenile Diabetes Research Foundation, The American Lung Association, The American Brain Tumor Association and One Step at a Time Camps...raising the amazing amount of $144,484.00 for these organizations over the past five years!

This year, they've chosen The Muscular Dystrophy Association as their charity of choice, in memory of Kathleen Surdynski, a Lake Zurich High School German language teacher who passed away earlier this year from respiratory issues associated with the disease.

Charity Bash kicked off with an assembly on December 3rd to get the students motivated and to educate them about MDA. Throughout this week, they've held various activities to raise money: everything from dodge ball, badminton and basketball tournaments to bake sales, talent shows, board games, auctions and concerts. None of this would be possible without the generous assistance of the Lake Zurich community and local businesses, for which we are all grateful.

Especially during the holiday season, encouraging students and the community to get involved in raising money for a charity is truly the best gift of all.

I'll be back to update with this year's Charity Bash fundraising total as soon as those figures are made available.

**UPDATE** This year's charity bash set a new fund raising record! $43,866 was raised! Way to go LZHS!

Happy Holidays, Lake Zurich!

Each year, Remodeling magazine produces a Cost vs. Value Report in cooperation with REALTOR® magazine. This report indicates what homeowners can expect to recoup for 30 different home improvements, with the national average being 67.3% return on investment. Many homeowners are surprised to discover that their remodeling project may not provide a dollar for dollar return on investment; however, a minor kitchen remodel in some areas, such as Seattle, may return more than 100%.

Unfortunately, the Chicagoland area was named as one of the toughest areas to get your money back, so it's very important to plan your home improvement projects carefully to get the most bang for your buck. Replacement projects that enhance your curb appeal, such as decks, siding and windows apparently offer the greatest return on investment. On the interior of your home, you'll find that remodeling your kitchen will offer you the best chance of recouping your money, offering you an average of 73.9% return on your investment, while remodeling your basement will only return an average of 61.9%. Free city reports and national averages for 2008 will be available soon at www.costvsvalue.com (as I write this, the 2007 numbers are still posted on their website).

Investing in improving and maintaining your largest asset is, in my opinion, a good idea in any market. Not only will you make your home more enjoyable for yourself and your family, but you will increase its value and make your home more appealing to potential future buyers as well.

If you are considering remodeling your home, I highly suggest that your first call be to a real estate professional who is thoroughly familiar with your neighborhood. You don't want to over-improve or under-improve your home and must consider the current market value and updates of similar homes in your neighborhood. It is actually possible that your remodel could lower the value of your home or turn off potential buyers, and you certainly don't want to do that!