Capturing buyers’ attention now requires more creative methods beyond traditional marketing. Rafael Murillo, a broker with Compass’ RM Luxury Group knows this first hand. He’s been ranked among Property Spark’s Top 20 Chicago Real Estate Agents on Social Media and has at least 10,000 followers on all his social media channels, neither of which happened by chance.
“We are in the business of selling lifestyles, not just houses,” Murillo says. “So, when filming a property video for a listing, I try to focus on who the buyer is and speak to their lifestyle.” His listing videos have actors, cars, neighborhood hotspots and music to help set the tone. He also uses press opportunities in upscale magazines to promote his listings. Going a step further, he reaches out to human resources and relocation representatives from Fortune 500 companies and major corporations. His affiliate membership in LuxuryHomes.com also allows him to get his high-end listings in front of potential buyers in the world’s largest markets, including China.
Murillo’s success is based on a culmination of experiences. His prior work as a mortgage banker enables him to provide better insight on the loan process and more value to first-time homebuyers. His background in the hospitality industry gave him soft skills he applies to real estate every day.
“Being a broker is about so much more than completing transactions and finding properties; it’s about helping others find their happiness,” Murillo says. “It’s my passion.”
He’s worked with CEOs and professional athletes to find or sell their luxury properties; developers to move their new-construction homes; first-time buyers to purchase condos in the city or homes in the suburbs; and renters relocating to downtown Chicago from other cities.
“My proudest personal accomplishment in the past year was joining Compass and launching RM Luxury Group,” he says. “I am very grateful for the relationships I have developed over the years and the trust my clients have in me.”
In his free time, Murillo dresses up with the Superhero Collective to cheer up sick children at local hospitals.