2017 National Advertising Campaign



National advertising is important. When prospective clients drive by our signs, they are already sold on the Berkshire Hathaway name.

The 2017 national advertising campaign features a poignant television spot that never mentions “home” but instead allows you to feel the importance of home. Watch it and see if you don’t agree.

The spot, titled “Place,” includes vignettes of people both home and away acknowledging that there is truly no place like home.


Marketing Luxury Homes in North Atlanta


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A home is one of the most important assets that most people will ever buy. You want to work with someone you can trust.

–Warren Buffett, Chairman and CEO, Berkshire Hathaway, Inc.

For your luxury home to provide you with the largest return on your investment, it must be exposed to the greatest number of prospective buyers.

There are a number of reasons why the ultimate buyer of your luxury home may emerge from outside your local market, even from outside the United States. This is due as much to demographics and technology as it is to the discretionary nature of luxury home acquisition.

Affluent consumers are generally more mobile and more likely to be frequent flyers with more discretionary income available for travel. They frequently travel for business and are more predisposed for foreign travel.

This is why it’s critical for Berkshire Hathaway HomeServices to broadcast your property to more than 70 websites worldwide viewed by potential buyers in 37 countries across five continents!

Let’s talk! The Lund Group is a leading Realtor in the sale of Atlanta luxury properties. Email Cathi or call our office at 770-993-9572.

Establishing Your Home’s Value in the Atlanta Real Estate Market


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house-purchasePricing a home is always the most difficult part of the home buying and selling process.  If a home is priced properly, is in great condition, and looks good versus the competition, it will sell!  It is a beauty contest, and the numbers must also make sense!

As licensed real estate professionals, we prepare a comparative market analysis (CMA) to help our sellers choose a listing price.  We analyze the market using competing homes, square footages, recent solds, tax data, other appraisals, and market trends. We do our homework!  We also look at homes that were on the market and failed to sell to get a clear picture. Condition and upgrades factor into the equation.  As agents who are working with buyers and sellers every day, we are tuned in to which features and benefits are in high demand and which are not.

We frequently get calls from appraisers who are gathering information for bank appraisals.  We have seen most of the properties, whereas the appraisers have not.  Banks do appraisals to determine market value, a similar analysis to what we do for pricing.  A bank needs to be certain that a property’s value is there for the amount being loaned.  Part of the real estate recession was caused by banks loaning more than a property was worth, which then resulted in many foreclosures.

In today’s real estate market, pricing is more important than ever!

We can do a free analysis on your home, or help you negotiate the right price on the home that you purchase!  Just call or Email Cathi at The Lund Group …

Atlanta End of Year Real Estate Reflections


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2016 will soon be finished! With interest rates hanging below 4% and consumer confidence up, buyers were finally making a move! Summer was the most active time of the year in North Fulton as well as in other areas since, historically due to school schedules, many families move at that time.

Call us for the specific statistics on your neighborhood.

The renovated homes are selling for top dollar. What we are finding lately is that styles have changed in the past 10 years. Buyers are looking for all the updates that they see in new homes, even those offered at lower price points. There is a demand for the lighter granites or quartz countertops. Soaking tubs are more prevalent than the Jacuzzi tubs that were so desirable 10 years ago.

White cabinets are back “in”. The dark hardwood flooring is in vogue, and the lighter oak stains are no longer as popular. Buyers seem to prefer the dark walnut for flooring–or even grays. In fact, gray color schemes are the latest, with subway tile backsplashes. Even the light fixtures of 10 years ago often appear “dated” to today’s buyer.

Buyers are no longer “wowed” by theater rooms and fancy entertaining bars. They prefer functional, updated terrace levels, and home gyms are more popular than ever. And pools, or lots that can accommodate a pool. Outdoor entertaining areas are also very desirable.


If you are considering any updates, we can give you advice on how to get the most “bang for your buck,” in other words, the best return on your investment.  Just call or Email Cathi at The Lund Group …

We hope that you have had a wonderful holiday season and that 2017 will bring joy and good health to you and to your families.

Should You Wait to Buy a Home?


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With the rush of the holidays fast approaching, it may seem like now is not the best time to purchase a home. But that’s what makes it the ideal time to buy. While other buyers temporarily drop out of the market, sellers still have to sell their homes, which puts you in an advantageous position to negotiate.

If you’re willing to use the time that others are spending decorating, baking and entertaining, you’ll have plenty of room in your schedule to look for and compare homes on the market.

You may find that homes for sale are slightly lower in price than they were in the summer at the height of the buying season. It may already be cooler weather where you live, making it harder for sellers to keep their homes and lawns pristine. Again, you’re in a better position to negotiate.

For new homes that come on the market, you’ll be first in line to see them without having to compete with many other buyers. These sellers are motivated, perhaps due to being transferred, or some other urgent reason.

Mortgage interest rates are near all-time lows. As the National Association of REALTORS® points out, mortgages 35 years ago were four times as expensive as they are now, and mortgage money is the cheapest money you’ll ever borrow. With fewer homes to close, your lender should be able to expedite your loan so you can move in quickly.

Tell your friends and family what you’re planning … next year, you can have everyone at your home for the holidays.

Let’s have a conversation. My 30 years plus of experience will help you make the best business decision. Call or Email Cathi at The Lund Group …

Should We Add-on or Move?


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One question that I get frequently is this: should we add-on to our home or should we sell it and buy a larger one?

My answer is … it depends! It will certainly depend on both your personal and your financial goals. What do you want to achieve with the renovation or with the move?

There are important tax implications to your decision. Read more at the end of this article.

Houses are usually designed to be the size they were originally built. When you add additional rooms your traffic flow might become awkward and your home could decrease in value. On the other hand, an addition could open up a closed floor plan and make it more functional and highly desirable in the eyes of a buyer. That, in turn, would increase your home’s value. I am happy to come by at any time to make recommendations on where you will get the most “bang” for your buck. We know what makes a difference in today’s market. We can advise you where to spend your time and your dollars on improvements and help you make the right decisions.

Add on or move? We can help you make the right decision.

Add on or move? We can help you make the right decision.

Another issue that might come up is whether or not you are overbuilding for the anticipated values in your neighborhood. You need professional guidance to make that determination … don’t rely on what you find in the well-advertised real estate value websites. Most often, those sites are looking at the broad picture only. I can fine tune that picture and focus on your immediate neighborhood. We are immersed in the real estate world on a day to day basis, and we have the pulse of the marketplace! When I meet with you, I can familiarize you with comparable competing homes and with sales in your immediate price point and area. I can tell you whether or not you will be over-improving for the neighborhood.

Every situation is different. If your lot is exceptional because of its location that could be a huge factor. If it’s on the water or on a golf course, it will have a lot of desirability. Supply and demand will dictate what makes sense and what does not.

Not sure which way to go? Let us help. We have a list of contractors who have done work for many of our clients and have received rave reviews.

Let’s have a conversation. My 30 years plus of experience will help you make the best business decision. Call or Email Cathi at The Lund Group …


Tax Implications

The following paragraphs were written by my personal tax consultant, Earl W. Morrow, CPA, PC. We firmly believe in using the best professionals when it comes to our business! You can reach Earl at his office, 770-642-9855.

If you decide to undertake the renovation or addition, be careful to carefully document your basis in what was spent for the improvement.   You will need that information eventually when you sell that home for this reason:  since 1997 homeowners who sell a principal residence that they have occupied as their principal residence for 24 of the 60 months preceding the sale can exclude up to $250,000 of the gain on the sale of that home ($500,000 on a married filing joint return) from taxable income!

You cannot declare this type of exclusion from income any more often than every two years.

To determine what your gain in the home you sold actually was you must document purchase price, cost of all capital improvements  and costs to sell your home. If you have more gain than the $250,000 ($500,000 married filing joint) your ability to document your basis becomes tax dollars saved!

Adequate documentation consists of  Invoices for  materials and labor from contractors and vendors and  canceled checks, charges to credit cards or other proof of the payment of the invoice.

Borrowing the funds to finance the improvement or renovation can and usually is from HELOC or equity line loans secured by the residence. If not secured by the residence, the interest paid is not deductible.  The interest on HELOC debt in excess of  $100,000 or first mortgage debt in excess of $1,000,000 is not deductible. If borrowed to renovate or improve your  principal residence, that debt is considered  acquisition debt and may be deducted from regular taxable income and from Alternative Minimum Taxable Income.


More Renters can Afford to Buy in Atlanta!


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According to a recent report by the National Association of Realtors® (NAR), of the top 10 metro areas with the highest share of renters who earn enough to buy, the Atlanta market was #7.

Atlanta was the largest city of those named with slightly higher percentages.

The two factors named are housing affordability and local job market strength.

With mortgage rates now at their all time low, it really is, in the Atlanta area, the best time to purchase a home!

historical mortgage rates

If you are a renter, and you want an experienced Realtor® to guide you through the process, Email Cathi at The Lund Group to set up a convenient time for a confidential interview!

Price Your Home To SELL


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New construction can be stiff competition for the resale seller

New construction can be stiff competition for the resale seller

No matter whether we have what consumers like to call a “buyer’s market” or a “seller’s market,” we still see some homes that sell quickly, perhaps with competing offers, and other homes that sit unsold. The best way to price your home to SELL is to look at the same criteria that homebuyers do: market conditions, location, condition and price.

  • Market conditions: Smart buyers hire a real estate professional to help them navigate market conditions and to employ strategies to get the best home possible for their money. Sellers need to have their strategies too!
  • Location: Buyers narrow their searches to neighborhoods within their price ranges. They look at your home and its competitors and choose the one they perceive to be the best value.
  • Condition:  With so many new developments coming on the market, the resale homes have stiff competition.  Buyers want the “latest and greatest” in upgrades. These include kitchens and baths, lighting fixtures, granite types and hardwood floor colors.  White cabinets are becoming popular once again, and buyers seem to love the lighter granites.  If you are considering investing money in renovations, it is likely to be money well spent when it comes time to sell. We can advise you on what makes sense and what doesn’t.
  • Price: Price your home to get immediate and serious offers. You can’t put a price on everything, but many features such as upgrades, fine workmanship, room flow and convenient storage are worth more to buyers. A buyer may compromise on a neighborhood, or they may pick a home in less than perfect condition, but only if the price is right.

    Trust The Lund Group, your Berkshire Hathaway HomeServices professionals, to show you how to make your home the best choice in any market.

Hardwood floors in the Atlanta market


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Hardwood flooring enhances the look of any room and creates a classic ambiance. Real estate agents agree that those homes hold their value better, sell faster and attract higher prices. Hardwood floors are always a draw. They impart warmth, depth and richness that can’t be matched by carpeting, tile or laminate flooring.
The American Hardwood Information Center cites a national survey of real estate agents in which 99% of respondents agreed that restoring hardwood flooring in the home is one of the best long-term investments one can make. And 90% said these homes sell for more money. Though wood floors will probably need to be refinished at some point, when properly taken care of they are much easier to maintain than other floor surfaces.

In our Atlanta area, the dark hardwood floors have become very popular and are featured in new homes. Many people who purchased their homes as recently as 10 years ago are finding that the golden oak floors, popular at the time, are no longer desirable for many buyers. When a homeowner invests in refinishing their hardwood flooring, it makes the home stand out and greatly increases the appeal for today’s buyers. It is money well spent and can make the home sell over the competition.


Renovations: Are They Worth the Cost?


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assorted_toolsA stressful part of putting your home on the market is determining what to fix and upgrade to get the very best price possible. Rely on The Lund Group to recommend which projects to consider and which to avoid. Putting money into renovation doesn’t always mean you will recoup the money in a sale.

We can refer you to qualified contractors who consistently do excellent work for us and for our clients.

You may want to consult Remodeling’s website for their most recent Cost vs. Value Report for a breakdown of typical returns on renovation projects large and small in various regions throughout the country. You can download a report specifically for the Atlanta area or for most other parts of the country.

While your needs and budget will have a big impact on your choice of home-improvement projects, it helps to know the cost vs. return ratio when making the final decisions.

And it also helps to call us! Email or check in with Cathi at 770-993-9572.