From Chicago to the North Shore to the western suburbs, Michael LaFido, a Realtor with eXp Realty, is intimately familiar with the Chicagoland luxury market. He brings two decades of experience in marketing luxury listings and differentiates himself by thinking like a marketer instead of a real estate agent.
Prior to beginning his client relationship, LaFido will send his clients materials either physically or digitally, including a personalized video. Because of his skilled way of reading people, he’s able to adapt his message based on their personality type. He helps clients easily understand the end result by articulating his message with plenty of examples and case studies. “Most buyers and sellers are visual learners,” he explains, “so I demonstrate unique marketing and how we have positioned other properties and show how it will benefit them.”
Outside-the-box creativity has earned LaFido a reputation both with his clients and within the industry. He mastered this technique early in his career, when he owned a small business for power-washing and staining decks and fences. “There was stiff competition, and I had to figure out ways to get consumer attention and differentiate my company and services from the competition, which prepared me for marketing unique and luxury homes,” he reminisces.
Clients appreciate LaFido’s all-business, aggressive, creative approach. Most of his new business comes from referrals from past clients, as well as real estate agents from all over the world with whom he’s built relationships. In 2019, Who’s Who in Luxury Real Estate gave LaFido its MVP award (Most Valued Partner) and the USA Property Awards recognized him for best property marketing.
LaFido is the founder of the Luxury Specialist Designation (LUXE) and runs the real estate consulting company Marketing Luxury Group. He recently hosted 70 of the top luxury real estate agents from 19 states in Napa Valley for his LUXE Designation course. He’s also a member of the Asian Real Estate Association, LGBTQ+ Real Estate Alliance and National Association of Real Estate Brokers, as well as a Certified Luxury Listing Specialist.