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George Furla, Real Estate Consultant

Dream Town Realty

Dream Town Realty

When George Furla made the move to embrace a career in real estate, he brought with him an eclectic set of experiences, everything from working as an appraiser, to being a commercial due diligence inspector, and later managing some small-scale rehab projects. With a history of working with developers on new construction, Furla has been in real estate now for 16 years. He works primarily with buyers and sellers, but finds the most satisfaction working with developers and selling new construction. The past year saw exciting changes for Furla, as he switched firms, leaving a management role and now serving as real estate consultant for Dream Town Realty.

Furla knows that persistence pays off. He managed to sell out a five-unit condo project in a challenging market, despite delayed timing of the project pushing it into a difficult “in-between time of year.” Looking back, Furla says, “This experience just taught me to trust your gut and stay the course. Market activity ebbs and flows; of course, sometimes adjustments or alterations need to be made, but patience and consistency are key.”

Last year, Furla achieved a major sales accomplishment when he sold two units in the same building at record prices. Recognizing the lack of inventory and flaw in pricing by the previous broker, he was able to sell both units within a 24-hour period for $25,000 and $30,000 above the most recent sale, respectively, for a similar unit in the same building. But whether sales are high or dampened, Furla keeps it all in perspective thanks to a reliable sense of humor. “I try not to take myself too seriously. It has helped me not to take professional losses personally. If I can find a laugh in a situation, it’s a way to help put that situation behind me and not dwell on it.”

Furla takes time to translate every step of the process to buyers and sellers unfamiliar with industry jargon, as an Accredited Buyer’s Representative, designated Broker Price Opinion Resource and Short Sales and Foreclosure Resource. He believes a real estate transaction doesn’t have to be completely stressful and enjoys the role social media can play. “I’ve had so much fun using Instagram and other social media outlets to try to catch more eyeballs and increase awareness by using viral marketing as a part of my listing marketing plan.”

Determined to see what each unique neighborhood has to offer, Furla often spends his free time exploring and learning Chicago’s many neighborhoods.

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