Andrew Magliochetti's Blog

Is Your Cell Phone Bill Tax Deductible? Maybe Not.

2008-07-02T12:11:34Z

If you're sure that your cell phone bill is a tax deduction, you might be wrong.

A recent case ruling in Illinois recently denied a real estate attorney the ability to deduct his cell phone expenses from his personal income taxes.

Why? The IRS currently treats a cell phone as a 'listed item'. Put simply, expenses attributable to listed items (also including cars and computers) may be deducted, but only to the extent that the expenses are attributable to business activites.

In the case of the real estate attorney, he could not substantiate the difference between his business and personal use of the phone.

Could you? I easily make several hundred calls per week and, while the majority are for business purposes, I'm not sure how many are non-business calls.

But, all hope is not lost. Notably, the National Association of Realtors is putting a portion of your dues to good use by joining a coaltion introducing two bills in the House and Senate.

Check the links to HR 5450 and S. 2668 and to see if your elected official is supporting the bills.

Andrew Magliochetti, Principal

Real Living Helios Realty Helios Realty & Development Helios Design + Build

Pay Per Click - How To Get More Clicks for Less Money

2008-06-20T17:55:12Z

I'm going to share with you the single easiest way to save money on pay per click advertising, and it couldn't be simpler.

Here it is - cut your Google pay-per-click campaign budget in half and sign up for Yahoo and MSN.

Has everyone forgotten that there are other search engines on this planet?

Sure, Google gets two and a half times as many searches each day as Yahoo and more than five times as many as MSN, but Google clicks are way more expensive. Some of the keywords we use for pay per click are 10 TIMES MORE EXPENSIVE on Google than they are on MSN and Yahoo.

Unless you have an unlimited budget, you're not getting all the clicks for the keywords you're paying for now.

Wouldn't you rather get ten times the number of clicks you get on Google for the same amount of money on MSN and Yahoo?

Andrew Magliochetti, Principal

Real Living Helios Realty Helios Realty & Development Helios Design + Build

The Green Real Estate Group on Facebook

2008-06-19T10:38:50Z

In an effort to help those interested in sustainable real estate, we've started the Green Real Estate group on Facebook.

The purpose of the group is to help its members become more educated and network with like-minded people.

Postings should include needs/wants, links to relevant content and general discussion.

So, please take the time to join the Green Real Estate group on Facebook.

Andrew Magliochetti, Principal

Real Living Helios Realty Helios Realty & Development Helios Design + Build

Helios to Consult on Nation's First LEED Silver Fire Station

2008-06-12T13:42:08Z

Helios Design + Build has been chosen as the LEED consultant for the city of Naperville, Illinois' new, environmentally conscious Fire Station No. 10.

The 12,000 square foot fire station includes a 6,000 square foot, 3 truck apparatus bay as well as 6,000 square feet of interior office and dormitory space.

The Project also features geothermal in-slab radiant heat and abundant daylighting in the apparatus bay as well as insulated concrete walls and a high efficiency HVAC systems in the office and dormitory space.

The fire station is targeting LEED Silver certification - the first of its kind in the nation.

Andrew Magliochetti, Principal

Real Living Helios Realty Helios Realty & Development Helios Design + Build

If every Fortune 500 company does it, why don't you?

2008-06-07T15:07:45Z

Every company in the Fortune 500 does it. Technology makes is easier than ever. You'll make more money because of it.

I'm referring to the practice of outsourcing - puchasing or subcontracting services from an outside source or supply.

About a year ago, we began outsourcing some administrative and marketing tasks to a company in India. The results have been fantastic. For $6 to $8 per hour, we've been able to unload certain administrative duties from our team and free them up to work on projects that would otherwise be prioritzed behind the other tasks.

More Time to Service and Attract Clients

If you could hand off five hours of work every week, you'd have an additional 20 hours each month to devote to the business of business. Over the course of a year, that's six additional 40-hour work weeks. An extra month and a half. What could you do with that time?

Leveraging Time Zones

Everyone has heard someone say "there are only so many hours in a day". Are you taking advantage of all 24 hours? A virtual assistant in a time zone that's 12 hours ahead is doing your work while you're sleeping. Assign a task when you're leaving the office at night and its done in the morning. Its like magic!

Brute Force Projects

Think of the most time-consuming, mind-numbing project that you've been putting off because either (a) you can't find the time to do it or (b) you wouldn't know who to ask to do it without making an enemy for life. Your virtual administrative company will do it without complaint.

Looking for ideas of tasks you could outsource? Here's a few:

Craigslist postings
Email marketing
Search engine optimization
Website design and content
Contact management

Give it a try with one project. If you're not happy with the results, you've only invested a couple bucks, you're not going to hurt anyone's feeling by "firing" them and you can tell me I'm wrong. But, I know I'm not.

Andrew Magliochetti, Principal

Real Living Helios Realty Helios Realty & Development Helios Design + Build

4 "Musts" to Improve ROI on Direct Mail Campaigns

2008-06-01T14:30:53Z

If direct mail didn't work, nobody would use the medium. Look through your mail - huge, multinational companies use direct mail every day. So should you.

If you think you're smarter than the marketing gurus at Microsoft, Apple, AT&T and thousands of other companies, you're dead wrong.

But, improperly implemented direct mail campaigns will have a terrible return on investment. Here are 4 "musts" for effective direct mail:

1. Consistency is Key

Your campaigns have to span a long period of time for them to have any effect.

The odds are incredibly slim that a specific recipient is ready to enter into a real estate transaction on the day they receive your first mailer. However, the likelihood of that same recipient being a buyer/seller of property over a 12 or 24 months period is quite a bit greater.

If your direct mail campaign is comprised of one mailing, you're wasting your time and money.

2. Professional Appearance

Your campaigns must be visually pleasing and reflect well on your business.

A recipient's perception of your level of professionalism is, without question, tied to the quality of design, production and presentation of your mailer. Your direct mail is an opportunity to either highlight your marketing skills or expose your weaknesses. Which would you rather?

If your mailer looks like a fifth grade computer lab project, consumers will assume you run your business like a fifth-grader.

3. Relevant Information

Your campaigns need to be informative and demonstrate your knowledge of a market or property type.

A recipient is more likely to pay attentiont to your mailer if it provides information that effects them. Pricing, recent sales, market statistics and changes in tax/real estate law are all good examples of data the consumer wants.

If your mailer doesn't provide recipients with relevant information, it is junk mail.

4. A Call to Action

Your campaigns must give the recipient a reason to contact you.

The "call to action" in your mailer is equally, if not more, important that the information it provides. Simply providing your contact information isn't going to make a consumer act. The offer or promise will. A market appraisal, a seminar, an event - all of these things (and many more) are a reason to contact you.

If your mailer doesn't have a call to action, there won't be any action.

Direct mail can be an extremely effective component of your overall marketing system. Do it the right way, and it will work. Do it the wrong way, and it will fail.

Andrew Magliochetti, Principal

Real Living Helios Realty Helios Realty & Development Helios Design + Build

5 Tips for Effective Networking

2008-05-27T15:56:17Z

The Internet is a great tool for attracting and servicing clients, but I see it as a supplement to in-person networking, NOT a substitute.

Our agents often ask how they should most effectively network. Among other suggestions, here are some tips I always offer.

1) Looking for clients? Skip the real estate networking event.

Real estate networking events are a great place to share ideas and socialize with those you see in the field. However, you're not going to pick up any clients in a room full of real estate agents.

2) Do something that interests you.

At its core, networking is about finding people with whom you have something in common and uncovering your complementary needs. A common belief, cause, or enthusiasm all fit the bill. If there's a charity you're passionate about, volunteer. If there's a sport you enjoy, join a team. People will notice your enthusiasm (or lack thereof).

3) Don't try to "sell". Just expand your sphere.

There's nothing more annoying than being trapped in a corner at a party by the guy trying to sell you something you don't want. So, don't be that person. A good goal for a networking event is to meet a couple people that fit your personality well. Add two of these contact to your sphere every week for a year, and you've got 100 people with whom you would enjoy doing business.

4) Stay in touch.

While you don't want to do the "hard sell" you do want clients. Stay in touch with the people you meet - someone else will if you don't. If you're at the front of their mind when the time comes for a real estate decision, you've accomplished your goal.

5) Be altruistic.

Networking is about helping other people, not just yourself. You know a lot of people - introduce them to the others in your network. If you introduce someone to the guy who owns your lawn service, he's more likely to introduce someone to you.

Networking is one of the most fun parts of our business. Get out there and meet some new people.

Andrew Magliochetti, Principal

Real Living Helios Realty Helios Realty & Development Helios Design + Build

What I Learned at Broker Open Houses Today

2008-05-13T18:01:20Z

In Chicago, Tuesdays are the day that most broker open houses are held.

Our company is getting ready to launch a marketing campaign in Chicago's Urkainian Village neighborhood and, wanting to get a better feel for the submarket, I attended four broker open houses today.

I was very pleased with what I saw and heard:

GREAT TURNOUT - All four properties I toured had at least two different groups of agents while I was there.

HONEST FEEDBACK - Agents were open and honest with their feedback on the properties.

CONSTRUCTIVE CRITICISM- Sharing of ideas and discussion of how to sell the properties more quickly.

Admittedly, there were raffles and food and other such things that lure us to attend but, more importantly, it was encouraging to see agents helping agents.

What I learned today:

Broker open houses are still a great medium for a "check up" on your listings.

Don't over-leverage internet marketing and don't forget about straw poll feedback analysis.

Attend and hold broker opens - a great opporunity to give and get input from other real estate pros.

Excellent Green Home Remodeling Resources

2008-05-07T18:18:28Z

The City of Chicago provides some fantastic resources for homeowners to turn to when thinking of green remodeling.

A series of six guides has been produced by the Department of the Environment to assist homeowners with frequent questions that arise in the remodeling process:

Baths and Laundry - Energy and water efficiency

Building Envelope - Modern green weatherization, window, and roofing

Hiring the Pros - Choosing and interacting with contractors

Kitchens - Everything from flooring to appliances

Painting - Removal of existing lead/hazardous paints and utilization of modern alternative

Salvage and Reuse - Recycling existing components and materials and/or using sustainable materials

What's great about these guides is that they're easy for the average consumer to understand and very well organized.

Now, if we could only speed up the rollout of a good recycling program in Chicago...

Helios Realty and Development

LEED Gold Condos in Lakeview/Lincoln Park

2008-05-01T20:53:32Z

Pre-construction pricing is now available at 2800 Lincoln, Lincoln Park/Lakeview's newest green development.

Luxurious 2 bedroom flats and 3 bedroom duplex penthouses finishes:

Viking and Fischer Paykel appliances
Toto and Grohe Fixtures.
Caesarstone Recycled Quartz Countertops
Steelskin Kitchen Systems

Environmentally Responsible Features Include:

Geothermal Heating System
Solar Hot Water
HUGE Outdoor Spaces
Luxurious Sustainable Finishes
Green Roof

For more information, visit 2800Lincoln.com. Marketed by Real Living Helios Realty.

The IP Thermostat - EASY to Program and Saves Money

2008-04-30T17:21:05Z

Probably the easiest way to save energy and cut costs in your home or small business is to use a programmable thermostat.

Most people have them, but how many actually use them?

I have one, and I know I could figure out how to program it, but I really have no interest in devoting the time to studying the manual. So, I end up only using the Temp Hold button and manually setting the thermostat two or three times a day.

Enter the IP Thermostat:

An IP thermostat allows you to program and monitor your HVAC system using a web interface, at home or away. It might sound complicated, but a graphical interface is much easier to use than a tiny screen with hard to read buttons.

Here's a screenshot of the interface:

The system is a little expensive (around $300), but the system can pay for itself quickly, especially in larger homes.

A note on programmable thermostats:

A common misconception is that a system uses more energy to heat up or cool down a space than it does to maintain a consistent temperature. In reality, a system uses an almost constant amount of energy to operate. The savings is realized when the system is at rest and the temperature is allowed to rise or fall in the space according to season.

Greenwashing: How do I know if my _________ really is green?

2008-04-22T16:02:54Z

Greenwashing is term commonly used in the sustainable development community. Terrachoice.com offers a great definition:

Green-wash (green'wash', -wôsh') - verb: the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.

So, the question is, how do I know if my _________ really is green?

To answer the question, let's understand what makes a building product "green". The idea here is to evaluate the life-cycle of a product. Basically, where did it come from, how was it made and distributed, how does using it impact my life and what to I do with it when I'm done with it.

Life-Cycle Assessment: The Stages of a Product's Life

Source: BEES 4.0

But, who has the time to do this kind of research on every building product and material they buy? Thankfully, you don't have to. There are myriad organizations that do this research for you.

These organizations are excellent for quickly investigating products and materials:

FSC Certified
The Forest Stewardship Council's certification (FSC certified) indicates that forests are managed and harvested responsibly, with the goal of preserving forests for future generations.
(http://www.fscus.org/)

CRI Green Label and Green Label Plus
The Carpet and Rug Institute's program tests carpet, cushions, and adhesives to help specifiers identify products with very low-VOC emissions.
(www.carpet-rug.org)

ENERGY STAR^®Products that have earned the ENERGY STAR logo have met strict energy-efficiency guidelines set by the U.S. Environmental Protection Agency and U.S. Department of Energy. The program helps businesses and consumers protect the environment by identifying energy-efficient products and practices.
(http://www.energystar.gov/)

GREENGUARD Certification
The GREENGUARD Environmental Institute (GEI) is an industry-independent, nonprofit organization that establishes acceptable indoor air standards for indoor products, environments, and buildings.
(http://www.greenguard.org/Default.aspx?tabid=12)

Scientific Certification Systems (SCS)
SCS provides certification, auditing and testing services, and standards. To date, it has certified office furniture systems, seating, building materials, carpet/rugs, hard-surface flooring, paints, finishes, wood products, and cleaning products, among others.
(www.scscertified.com/ecoproducts/products)

Green Seal Certification
Green Seal certifies products based on a life-cycle approach, ensuring that all significant environmental impacts of a product are considered, from raw materials extraction and manufacturing to use and disposal.
(www.greenseal.org/findaproduct)

If we all start holding manufacturers accountable for their "green" claims, we can be ensured that these claims will be material, not greenwashed marketing ploys.

LEED Certified Buildings Outperform Peers in Sale, Rental and Occupancy

2008-04-03T22:15:05Z

One of our companies is actively involved in LEED certification, and a common question/criticism we get is about the lack of widespread study on the financial benefits to developers and property owners.

The CoStar Group recently released a study that affirm the historic claims of the green building community. Here's a brief summary:

1300 LEED and Energy Star certified buildings used in study
351 million square feet of certified buildings
LEED certified buildings average $11.24 higher rent per square foot than non-LEED buildings
LEED certified buildings sell for an average of $171 per square foot more than non-LEED buildings
LEED certified buildings average 3.8% higher occupancy rates than non-LEED buildings

These numbers are incredible! Its no wonder GE and other companies have made a commitment to LEED certified real estate holdings - the math speaks for itself.

Another common concern is cost. In Chicago, base LEED certification can be obtained with an average of less than 3% additional construction costs, and we've consulted on projects with no additional construction costs.

What obstacles do you see in your markets to green construction?