June 11, 2007
FOR IMMEDIATE RELEASE
FROM: Joe McElroy, McElroy Associates, 630/355-3151
RE: Belgravia Homes Resale Program
Homebuilders who have been in business for 60 years can provide services that newcomers can’t
even consider. One example is the Belgravia Homes Resale Program, which helps former Belgravia
buyers sell their homes when the need arises.
There usually is little contact between most builders and buyers after closing. “But Belgravia
maintains a positive, helpful relationship with our customers, and we designed the Homes Resale
Program to focus only on them,” according to Laura Anderson, a 17-year veteran of the Chicago real
estate market, who heads the re-sale program.
In the Chicago housing market, most agents represent buyers in some transactions and sellers in
others. Sometimes the same agent will represent both sides—buyer and seller—in the same deal. This
can lead to possible conflicts of interest, since the goal of a seller—getting the highest possible price—is
the opposite of the buyer, who is trying to get the best “deal” possible.
But the Home Resale Program avoids this potential problem by representing only sellers—sellers
of homes originally built by Belgravia. “We never represent buyers, because they’re trying to negotiate
the lowest possible price from the home owner,” Anderson said. “Our goal is to get the highest possible
price for our sellers.”
“And because we market only Belgravia homes, we can offer great service: we know the product,
since we built it, and we’re virtually always available to show the home and service the listing.”
Since Belgravia is one of Chicago’s leading builders of new homes, people who use the
company’s Resale Program have a built-in advantage. “We see hundreds of house hunters every week at
our new developments, but some of them will want immediate delivery or something in a different price
range,” Anderson said.
“Even if they don’t buy a brand new Belgravia home, these folks know our reputation for quality,
so they’re excellent candidates to buy a Belgravia re-sale from one of our former buyers who now wants
to sell. And another benefit that we offer is a third-party extended warranty that protects the new buyer
for 13 months after closing, and even protects the buyer while the home is for sale.”
Even when happy with their existing homes, people move for many reasons—perhaps a job
transfer, marriage or other lifestyle change, and sometimes to get into a different-sized home. “We get a
lot of move-up buyers, people moving from one Belgravia home to another,” Anderson said. “With 60
years in the business, Belgravia knows how to foster repeat business.”
One way is by providing repeat buyers with a 1.5 percent coupon towards the purchase of their
new Belgravia home; on a $500,000 home, that’s a price break of $7,500. “Many people use that money
to get some sort of luxurious upgrade,” Anderson said.
Sellers who list their homes with Belgravia Realty but don’t purchase another Belgravia home get
a 1% coupon toward the purchase of a new Belgravia home, which can be transferred to a friend.
“We’re celebrating our 60th anniversary this year, so it’s a great time to promote the re-sale
program,” said Buzz Ruttenberg, Belgravia chairman. “We value long-term relationships, so now we
better help people through the entire process, from the time they decide to buy a new home to the time—
usually at least several years later—that they decide to sell.”
If the seller plans on purchasing another home, BG Mortgage, a joint venture of Belgravia and
Wells Fargo, can pre-qualify potential buyers of their existing home as well as quickly assess their own
financial qualifications for a new mortgage.
Resale Program/Page 2
Belgravia Realty provides home inspections and also helps sellers determine what’s needed to
“spruce up” a home before it goes on the market. Since Belgravia built the home, the company’s
construction experts know it—literally—inside and out.
Belgravia and its predecessor companies have focused exclusively on Chicago for the past 60
years. “Our local focus and the way we’ve structured the Belgravia Homes Resale Program with a bundle
of services that no other real estate agent is as qualified to offer to Belgravia homeowners, allows us to
make things easier for everybody involved.”
For more information, contact Laura Anderson--CRS, GRI, ABR, MBA--at 773/383-4442 or
EDITORS: For current information, contact McElroy Associates at 630/355-3151.