THE JOURNAL

Field notes from fifty years of opening doors.

Slow essays on buying, selling, and settling into Southern Arizona — written between showings, signings, and long drives down Continental Road.

In this issue

  • The first ten days on market

  • A buyer's quiet checklist

  • Green Valley vs. Sahuarita

  • On editorial photography

Sell Smart in Today’s Market

Sell Smart in Today’s Market

Sell Smart in Today’s MarketMartha Viera Parsons
Published on: 07/10/2026

Planning to sell your Southern Arizona home? Learn how to evaluate competing listings, stage effectively, and use photography to attract the right buyers.

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Southern Arizona's Market Right Now: Balanced, and What That Actually Means for You

Southern Arizona's Market Right Now: Balanced, and What That Actually Means for You

Southern Arizona's Market Right Now: Balanced, and What That Actually Means for YouMartha Viera Parsons
Published on: 29/09/2026

Wondering if you should sell in Quail Creek or Green Valley? Discover what a balanced Southern Arizona real estate market actually means for your home's value.

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Southern Arizona's Market Right Now: Balanced, and What That Actually Means for You

Southern Arizona's Market Right Now: Balanced, and What That Actually Means for You

Southern Arizona's Market Right Now: Balanced, and What That Actually Means for YouMartha Viera Parsons
Published on: 23/09/2026

Wondering if you should sell your home in Quail Creek, Green Valley, or Sahuarita this fall? Discover the honest truth about the current Southern Arizona real estate market.

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How One Home Listing Can Create an Entire Marketing Campaign

How One Home Listing Can Create an Entire Marketing Campaign

How One Home Listing Can Create an Entire Marketing CampaignMartha Viera Parsons
Published on: 22/09/2026

Learn how one property media session can create photos, videos, floor plans, aerial content, community marketing, and more for Southern Arizona home sellers.

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Why Choosing the Right Real Estate Agent Matters More Than Ever

Why Choosing the Right Real Estate Agent Matters More Than Ever

Why Choosing the Right Real Estate Agent Matters More Than EverMartha Viera Parsons
Published on: 30/07/2026

Selling a home takes more than a listing. Learn how pricing, marketing, communication, negotiation, local knowledge, and experience protect sellers.

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Five Mistakes Home Sellers Make Before Putting Their Home on the Marketers Lifestyle

Five Mistakes Home Sellers Make Before Putting Their Home on the Marketers Lifestyle

Five Mistakes Home Sellers Make Before Putting Their Home on the Marketers LifestyleMartha Viera Parsons
Published on: 27/07/2026

Planning to sell your Southern Arizona home? Associate Broker Martha Viera Parsons outlines 5 crucial home selling mistakes to avoid for a smoother, faster transaction.

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Martha Viera Parsons

Associate Broker · Realtor

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