From Chicago to the North Shore to the western suburbs, Michael LaFido, a Realtor and consultant to other Realtors, is intimately familiar with the Chicagoland luxury market. He brings over 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 sends 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 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 in 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 both LaFido’s creative marketing and his first-class customer service. 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. Voted one of the top three real estate coaches in America last year by his peers, LaFido was also recognized as luxury real estate’s “MVP” (Most Valued Partner) by Who’s Who in Luxury Real Estate, and the USA Property Awards recognized him for best property marketing.

LaFido is the founder of the Luxury Specialist Designation (LUXE) and the CEO of the real estate consulting company Marketing Luxury Group. He is about to release his next book, “Secrets of Top Luxury Agents,” which The Chicago Mail says “is set to become one of the best real estate books in the market today.”