WORDS BY KELLY MAGUIRE MARKETING the of ART
We live in the age of personalization. S potify makes a playlist for you. Netflix knows what you want to watch next. Even your social feeds and search results are tailored to what you like. Yet when it comes to bringing a home to market, there’s ongoing discussion in our industry about whether every property should be required to follow the same path — marketed the same way, on the same platforms, at the same time. Over more than two decades and hundreds of thousands of successful transactions, @properties Christie’s International Real Estate has learned that the right strategy can look very different from one home to the next. That’s especially true in the luxury market, where sellers often have specific priorities around timing, privacy and exposure. Meanwhile, the pool of high-end buyers is smaller, and reaching them often goes beyond conventional channels. No one understands that better than @properties Christie’s International Real Estate broker Jena Radnay, the No. 1 agent on the North Shore and in Illinois. * “No two campaigns are the same because no two houses are the same,” Radnay says. “It’s all about figuring out the property’s biggest points of difference and understanding what the consumer wants. Sometimes it’s the architecture, other times it’s an amenity like a cabana or boathouse.”
*No. 1 agent on the North Shore and in Illinois based on residential sales data from BrokerMetrics/MRED LLC (1-1-2025 to 12-31-2025) and RealTrends Verified 2026 individual agent rankings by state.
ASPIRE ON THE SHORE // 15
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