In today’s economy, everyone seems to be focused on price. You can’t open the newspaper, your mail or your e-mail without being bombarded with the deal of the day, the month and, in some cases, the deal of a lifetime.

And no other industry has been more impacted by the focus on price than real estate. Which I find funny, actually, because since the beginning of time, the 3 most important evaluation criteria for a real estate property have always been location, location, location.

While location continues to be a critically important aspect of the successful marketing of a property, an overwhelming percent of today’s buyers are shopping price first and neighborhood second. People on the hunt for deals are crisscrossing cities to find the “right priced home.”

But a competitively priced property alone will not make the sale. While this may sound contradicting it is actually at the heart of selling any product.

The reason revolves around the need for products to have an equitable price-value relationship. Whether it is real or perceived, the relationship must be equitable or the sale will not close.

It is only when value is perceived to equal to or greater than price that the consumer begins to buy. The absolute price doesn’t really matter in this equation. This is not about affordability. It is more about reasonable, sound and understandable value.

For instance, NRT Development Advisors helped The Stacks promote a sale on one of the community’s studio homes.  The attractive price point helped to bring qualified buyers to The Stacks, and the studio quickly sold.  But it wasn’t price alone that sealed the deal, as other nearby communities were selling larger homes at lower prices.  The Stacks team helped the buyer to see the studio’s full value that was included in the price, which included lower HOA dues, a stabled and established Homeowners Association, a strong sense of community among the current homeowners at The Stacks, walkability to restaurants, true loft living with original brick walls and more.

First and foremost, the purchaser must understand what’s inside the deal. It is only then that value can be assessed. It is for this reason that it is critical for any sale to fully explain what is included in deal including the location advantages.

Value is a word we hear frequently today. In today’s economy it is being used by marketers to draw us to their product.

 Value is a word that we learn early in our lives. As toddlers we are fascinated by the clinking sound of coins as they hit the belly of our new piggy banks and quickly learn to distinguish the differences in coins. At a young age we learn to distinguish the value of numbers; we quickly learn to value our food, our parents, our pacifiers, our toys.

Then, as the circle of our lives expands we learn to value more.

 Yet, this word continues to perplex and challenge us throughout our lives. As people we value our health, our family, our religious beliefs, our marriage, our friends, our country, our freedom, our cities and communities, our neighbors, our home teams, our homes, our safety, our abilities, our jobs, our time off, our vacations, our investments, our pride, our privacy, in short…our lives!

 At some point most of us come to realize that sometimes we must choose among the things we value most and making choices can be difficult.

 The reality of having to make choices, when looking for a home hit me like a ton of bricks when I moved back to Atlanta in 1991. I wanted to live in a certain neighborhood but I wanted a home that was in another.

When I reconciled the neighborhood issue then other value questions arose. I wanted the kitchen of one house, the garage of another, the backyard of a third, for the price of the fourth!

 When looking for a home it is important that you clearly understand what you value the most. Make a list of your priorities and communicate this to your agent.

You should distinguish “wants” from “needs” when looking at houses and rank them in importance and then look for a home with the most important features that are “needed”.

 It’s fine to want it all, but be clear with yourself regarding what you value most and what as a buyer you actual need.

There are a variety of homes on the market and you should not feel the need to settle.

Take advantage of the great value of buying a home today.

Last week I received a letter from the Fulton County assessor and couldn’t believe my eyes…

Fulton County taxes are going down!

Fulton County has increased the basic homestead exemption from $15,000 to $30,000 over the next three years starting in 2009. And the best part about it is I don’t have to do a darn thing to get it! Since I am already getting the homestead exemption at $15K it will automatically transition to the new higher amounts.

I don’t know about you but I can really use that $5000 for numerous other things including paying for the higher cost of healthcare which seems to be sky rocketing, do a little shopping, take a quick trip to see my family in Miami, there are some needed home repairs, etc. etc.

The City of Atlanta is also giving folks over age of 65 as well as those with disabilities a break on their city taxes if they make less than a certain amount of money a year so if you know someone that may qualify check it out at the website www.fultonassessor.org.

For many years persons looking to purchase a home have eliminated housing in Fulton County due to the perceived higher property taxes. Not anymore – if you do not own a home and are thinking about buying, this tax break coupled with the additional incentives from the recently approved stimulus package creates a wonderful opportunity to buy a home.

Also, the increased homestead exemption dollars will aid current struggling homeowners keep their house.  I hope this is just the beginning of a trend of changes that will be occurring for home owners in Fulton County.