Pricing Lessons from South Florida: What Chicago Agents & Sellers Need to Know

What’s up, everyone? Michael LaFido here, and today I want to talk about something that’s on everyone’s mind in real estate—pricing.

I’m writing this while down in beautiful South Florida, here in Fort Lauderdale for a real estate event. Tomorrow, I’ll be presenting in front of 500 agents, and in between speaking, I’m networking with some of the top agents in the country.

Now, here’s the thing—I’m not just showing up as a bestselling author, trainer, and speaker. I’m here as a student too. I take notes. I ask questions. I look at what’s working in other markets so I can bring those best practices back to my colleagues and clients in Chicago and beyond.

Why These Events Matter

There’s an old Wayne Gretzky quote I love: “You miss 100% of the shots you don’t take.” In real estate, that means you’ve got to take risks. You’ve also probably heard the advice, “Don’t go where the ball is—go where it’s going.”

That’s why I attend these events. I don’t just want to know what’s happening in the market today—I want to see what’s coming tomorrow. And when you network with top producers from across the country, you start to see patterns and shifts before they hit your own market.

Iron Sharpens Iron

One of the best parts of being here is the chance to learn from other agents. Iron sharpens iron. By sharing strategies, struggles, and wins, we all get better. And when I come back to Chicago, I can pass along those insights to sellers, buyers, and fellow REALTORSⓇ.

What I’m Seeing in Chicago Right Now

If you want to know what the market is like today—here’s the truth: it’s different everywhere.

• On the North Shore, trends don’t look the same as they do in the city.

• In the western suburbs, dynamics are shifting compared to what’s happening downtown.

• The condo market in particular has seen some eye-opening numbers. Some properties built in the mid-90s are now selling for prices they were going for 30 years ago.

That’s a reality check for both sellers and agents. Pricing strategies matter now more than ever.

Final Thoughts

If you or someone you know is thinking of selling and isn’t thrilled with their current results, sometimes all it takes is a fresh perspective and a second opinion.

That’s where I come in. As someone who not only sells in the Chicagoland market but also coaches agents across the country, I bring insights from multiple perspectives.

📞 Reach out if you’d like to talk about pricing, positioning, or what’s really happening in your neighborhood.

Until next time,
Michael LaFido