VIDEO BLOG
Hey everyone, Michael LaFido here! I have an incredible story to share with you today—a real behind-the-scenes look at one of my most memorable sales yet. We recently closed on the legendary Empire Mansion, and let me tell you, this journey was anything but typical. In fact, it took us nine and a half years, four brokerages, and ten price adjustments to finally hand the keys to its new owner. Talk about determination! If you’re working on high-end properties or just want to know what it’s really like to sell a record-breaking mansion, you’re going to want to read on.
The Empire Mansion isn’t just any property. This home was named Architectural Digest’s Most Beautiful Home for Sale in Illinois, and you might recognize it as the star of Fox’s hit show, “Empire.” From luxurious amenities to stunning architecture, this estate deserved to be showcased to the world—and we made sure it was.
So, why did it take nearly a decade to sell? Properties over $6.5M are rare gems in Chicagoland—only a handful like them sell each year. Add to that ever-changing styles, meticulous owners, and a private clientele, and you’ve got the ultimate challenge for any real estate agent. Every brokerage I worked with brought new insights, and each phase of the process leveled up my skill set. From pre-qualifying buyers and doing deep due diligence, to learning how to market to ultra-high net worth individuals, this listing truly made me a better real estate professional.
Let’s talk strategy. For this property, we left no stone unturned. We launched bold digital campaigns, held a jaw-dropping car rally event with Chicago Motor Cars (imagine 40 exotic cars pulling up to the mansion!), and got tons of press and PR exposure, both local and national. We invested in amazing video and drone shoots, changing up styles and perspectives to keep things fresh. Yes, we tried print ads too, but I’ll be honest—those were more about giving my seller peace of mind than creating real traction.
One of the biggest lessons? Communication is king. Whether you’re updating your seller every week for nearly a decade or confirming every buyer’s financials three times over, you have to set a high bar and never waver. And don’t forget—the way your client likes to communicate matters. Some want texts, others want calls. Figure out what works and stay consistent.
And here’s something else: Don’t judge a book by its cover. Some of the most qualified buyers rolled up in a hoodie or arrived in an Uber. My seller definitely had his ways (think “Meet the Parents” style background checks!), but in this market, everyone’s path to luxury homeownership looks a little different.
If you love case studies, want actionable luxury marketing tips, or just want to see what it takes to land a record-breaking deal, check out my full recap above. And if you’re curious about my top takeaways or want access to our industry-leading books, planners, or LUX swag, visit LuxurySpecialistGear.com. Let’s keep raising the bar together and prove what’s possible, no matter how long it takes!
Thanks for reading, and as always—make it a great day!
If you want personal advice on tough listings, shoot me an email at michael@marketingluxurygroup.com. And for everyone striving to position yourself among the best: Stay bold, stay memorable, and keep going even when it gets tough. This story is proof—it’s always worth it in the end!
