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

Your Online Home Estimate Is a Starting Point—Not a Pricing Strategy

Your Online Home Estimate Is a Starting Point—Not a Pricing Strategy

Your Online Home Estimate Is a Starting Point—Not a Pricing StrategyMartha Viera Parsons
Published on: 14/09/2026

Selling your Southern Arizona home? Learn why online estimates fall short and how a real-world pricing strategy attracts buyers and maximizes your value.

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Martha Viera Parsons

Associate Broker · Realtor

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