After beginning his career in the luxury condominium market and later expanding to the North Shore luxury home market, James Larson noticed a gap he could fill: guiding clients through what he has coined “the Urban to Suburban Transition.” In response, his Jlarsongroup seamlessly coordinates the sale of a client’s Chicago home with their purchase in the suburbs.

Throughout his 24 years in the business, Larson has championed delivering value to the client rather than focusing on sales numbers and personal recognition. “Clients appreciate someone in their corner as an advisor,” Larson says. “It’s a breath of fresh air to have a person that is a true advocate and not another salesman peddling homes.”

Before taking clients out for showings, Larson asks about their careers, lifestyles and plans for the future. “When I get you into a property, I’m helping you view the exit strategy for that property,” he says. “When people make the decision to buy a property, it’s not just about the features and finishes. It’s about where they are in their professional and private lives.”

On the sales side, Jlarsongroup has a robust marketing strategy that incorporates AI technology and a vast network, with outreach to the luxury segment. For buyers and sellers alike, Larson is passionate about two key components in every real estate deal: negotiation and valuation. With a background in construction and finance and an eye toward the future, he sees a need for more people like him in the business. “Running numbers on valuations and options on rehab or new construction is a skill that is needed in this industry,” he shares.

Larson’s market area stretches as far as Lake Geneva, Wisconsin — a place he spent many summers while growing up and continues to enjoy with his family today. “It is a community that is part of my family history, and the memories and experiences are being passed down to my children.”