Sam sits down with veteran Chicago broker Jeff Proctor to break down what buyers, sellers, and even agents overlook in today’s market. Jeff explains why product knowledge matters more than curb appeal, how construction quality can make or break long-term value, the right way to evaluate price, and the red flags that should make any buyer walk away. They also explore working with developers, why reputation is everything in real estate, and how agents build careers that last decades instead of seasons. A practical, no-nonsense conversation packed with real insight for anyone involved in Chicago real estate.