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Category: Market Insights

  • Buyer Agency Agreements and Agent Compensation: What Luxury Buyers Should Know in Pennsylvania and New Jersey

    Buyer Agency Agreements and Agent Compensation: What Luxury Buyers Should Know in Pennsylvania and New Jersey

    Agent compensation is the part of a transaction that buyers used to hear the least about and now hear the most about. Following industry-wide changes to how compensation is offered and disclosed, buyers in Pennsylvania and New Jersey now sign a written agreement with their agent before touring homes, and the terms of that agreement, rather than an assumption, determine what the buyer’s agent is paid. This guide explains what those documents do, what is negotiable, and how compensation actually gets handled at closing on a high-end purchase.

    What a buyer agency agreement actually is

    A buyer agency agreement is a written contract between you and a brokerage. It establishes three things: that the agent represents you rather than the seller, what services you are entitled to, and how the agent is compensated. Before these agreements became standard practice, many buyers worked with an agent on a handshake and never discussed compensation because it was presumed to come from the listing side. That presumption no longer holds.

    In Pennsylvania, buyers typically sign either an exclusive or a non-exclusive buyer agency contract, along with the Consumer Notice that explains the agency relationships available under state law. In New Jersey, buyers sign a comparable written agreement along with the state’s consumer information statement. The paperwork differs; the principle is the same.

    The terms that matter

    Exclusive versus non-exclusive

    An exclusive agreement commits you to one agent for the term and the geography described. A non-exclusive agreement leaves you free to work with others. Exclusive representation typically buys you a deeper commitment from the agent, which matters most in the luxury segment where preparation, off-market sourcing, and negotiation carry real weight.

    Term length

    The agreement runs for a defined period. A shorter initial term is a reasonable request if you are meeting an agent for the first time; you can always extend. Understand how the agreement ends and what notice, if any, is required.

    Geographic and property scope

    If you are searching both Center City and the Main Line, or both Philadelphia and South Jersey, make sure the agreement’s described scope matches your actual search. A buyer looking at a shore property and a city pied-a-terre may reasonably have different arrangements for each.

    The compensation amount

    The agreement states what the brokerage is owed if you buy. This figure is negotiable and is set between you and the brokerage, not dictated by any board, association, or multiple listing service. It can be expressed as a percentage or as a flat fee.

    The holdover or protection clause

    Most agreements provide that if you buy a property the agent introduced you to shortly after the agreement ends, compensation is still owed. Read this provision and understand its length and its trigger.

    Who actually pays the buyer’s agent

    This is the question buyers ask most, and the honest answer is that it depends on the deal. Several arrangements are common:

    • The seller’s side offers compensation. Many sellers still choose to compensate a buyer’s agent because it widens their buyer pool. This is no longer advertised through the multiple listing service the way it once was, so your agent confirms it directly with the listing brokerage.
    • The buyer asks for a seller concession. The purchase contract can provide that the seller credits the buyer a stated amount at closing, which the buyer then applies toward their agent’s compensation. This becomes part of the negotiated price and terms.
    • The buyer pays directly. If no compensation is offered and no concession is negotiated, the buyer pays the amount stated in their agency agreement at closing.
    • A combination. If the offered compensation is less than what the buyer’s agreement provides, the buyer covers the difference or negotiates the gap into the deal.

    Because compensation now moves through negotiation rather than assumption, it should be discussed at the beginning of a search, not discovered at settlement. Ask your agent to walk you through how each scenario would look on a settlement statement.

    Why this matters more at the high end

    On a luxury purchase, the absolute dollars involved are larger, so the terms deserve genuine attention. But there are practical dimensions too. High-end buyers frequently need an agent to source properties that are not publicly listed, to coordinate specialized inspections on historic or estate properties, to manage privacy concerns, and to negotiate with sophisticated counterparties. Those services take time and expertise. A clear written agreement is what makes it reasonable for an agent to commit that effort to you.

    There is also a financing dimension. Buyer-paid compensation is generally not financeable as part of the mortgage, so it affects the cash you bring to closing. A seller concession, by contrast, changes the negotiated economics of the deal and can be structured within the contract. Loan programs treat concessions differently and impose limits, so involve your lender in the conversation early.

    Questions worth asking before you sign

    • What exactly will you do for me, and over what period?
    • What compensation are you asking for, and how is it calculated?
    • If the seller’s side offers less than that, what happens?
    • How and when can I end this agreement if it is not working?
    • How will you handle properties that are not publicly listed?
    • How does the holdover provision work?

    A good agent will welcome all six questions. None of them are adversarial; they are the same questions you would ask any professional you were hiring.

    A note on the seller’s side

    Sellers face the mirror image of this decision. Whether to offer compensation to a buyer’s agent, and how much, is now an explicit strategic choice rather than a default. It should be made with a clear-eyed view of who the likely buyer is, how the property will be marketed, and what competing listings are doing. There is no universally correct answer, and the right choice for a Rittenhouse condominium may differ from the right choice for a Chester County estate.

    Frequently asked questions

    Do I have to sign a buyer agency agreement to see a house?

    To work with an agent who represents you, yes, a written agreement is now standard practice before touring. You are not required to sign an exclusive, long-term agreement on the spot, and the terms are negotiable.

    Is the buyer’s agent compensation negotiable?

    Yes. Compensation is set by agreement between you and the brokerage. It is not fixed by any association, multiple listing service, or regulator, and it may be a percentage or a flat fee.

    Can the seller still pay my agent?

    Yes. Sellers may still choose to compensate a buyer’s agent, and buyers may negotiate a seller concession within the purchase contract to cover it. What changed is that this is no longer assumed or advertised through the multiple listing service, so it has to be confirmed and negotiated deal by deal.

    Whether you are buying or selling at the high end in Philadelphia or South Jersey, James Kennedy can give you current, address-specific guidance rather than generalities. Call James at 215-267-8479 or email jameskennedy@unlockedteam.com to talk through your search, your timing, or what your home would bring in today’s market.

  • Marketing a Luxury Listing: How High-End Homes Are Sold in Philadelphia & South Jersey

    Marketing a Luxury Listing: How High-End Homes Are Sold in Philadelphia & South Jersey

    Marketing a luxury home well is a different exercise than marketing an average resale property. The pool of qualified buyers is smaller, the expectations around presentation are higher, and a misstep in positioning — pricing, photography, or timing — can leave a distinctive property sitting on the market longer than it should, which itself becomes a negative signal to buyers. Here’s how thoughtful marketing works for high-end homes in Philadelphia and South Jersey.

    Start with positioning, not photography

    Before any photographer is booked, a seller and agent need to agree on what story the home is telling. A grand Society Hill townhouse with period detail is competing on history and craftsmanship. A modern Main Line new-construction home is competing on systems, layout, and finishes. A Jersey Shore property is often competing on lifestyle and view as much as square footage. Marketing that doesn’t identify and lean into the property’s actual competitive strength — instead of using generic luxury-listing language — tends to blend into the market rather than stand out in it.

    Photography and visual presentation

    At the luxury tier, professional photography is table stakes, not a differentiator. What separates strong marketing from adequate marketing is attention to sequencing, staging, and light. Photos should be shot to tell a walkable story of the home — arrival, main living spaces, the primary suite, standout features — rather than a mechanical room-by-room inventory. For properties with genuine architectural or view-based appeal, video and drone photography can meaningfully expand the buyer pool by reaching people who wouldn’t otherwise book a showing based on stills alone. Twilight photography, done well, is particularly effective for waterfront and city-view properties.

    Staging deserves real thought at this level too. Over-staging a home with rented furniture that doesn’t match its architectural character can undercut the very story the marketing is trying to tell. The goal is to present the home as it would look lived in by the kind of buyer who’s likely to purchase it — not as a generic showroom.

    Where luxury buyers actually look

    Luxury buyers rarely rely on a single source. A strong marketing plan typically layers several channels:

    • MLS and major portals remain the backbone of visibility, since even luxury buyers and their agents check them.
    • Luxury-specific listing networks and syndication can put a property in front of high-net-worth buyers and their agents outside the immediate local market.
    • Direct agent-to-agent outreach — reaching out to agents known to represent buyers actively searching in that price range or neighborhood — is often more productive at this tier than broad digital advertising.
    • Print and digital brochures still matter for in-person showings and broker events, particularly for architecturally distinctive homes.
    • Social media and targeted digital campaigns can extend reach, especially for lifestyle-driven properties like shore homes, but they work best as a supplement to, not a replacement for, direct relationship-based marketing.

    Timing and pacing the launch

    Luxury listings benefit from a more deliberate launch sequence than the typical “list and show immediately” approach. Many successful high-end sales begin with a quiet, off-market or “coming soon” period that builds anticipation and allows for pre-qualified private showings, followed by a fuller public launch once photography, staging, and marketing materials are complete. Rushing a launch before the property is genuinely presentation-ready often costs more in perception than it saves in time — buyers who see a listing’s first-day photos looking unfinished rarely come back for a second look once it’s improved.

    Pricing strategy ties directly to marketing

    Marketing and pricing aren’t separate decisions — they reinforce each other. A home priced to reflect genuine value and positioned with marketing that supports that price tends to attract serious offers within a reasonable window. A home priced aggressively above what the marketing and market can support tends to sit, and time on market at the luxury tier can itself depress perceived value, since buyers and their agents notice and start asking why.

    Working with the right listing agent

    Because luxury marketing depends so heavily on relationships, positioning judgment, and access to the right buyer pool, the agent’s own network and experience selling comparable properties matters as much as the marketing plan itself. An agent who has sold at this level in Philadelphia and South Jersey specifically will already have relationships with agents actively representing buyers in that range, which shortens the distance between “listed” and “sold at the right price.”

    Frequently asked questions

    How is marketing a luxury home different from a standard listing?

    Luxury marketing focuses more on positioning and storytelling than volume — professional photography and staging are a baseline expectation, and reaching the right smaller pool of qualified buyers matters more than maximizing overall impressions.

    Should a luxury home go straight to the MLS or launch privately first?

    Many high-end sales benefit from a brief private or “coming soon” period to line up marketing materials and pre-qualified showings before a full public launch, though the right approach depends on the specific property and market conditions.

    Does social media advertising sell luxury homes?

    It can extend reach, particularly for lifestyle-driven properties like shore homes, but it typically works best alongside direct agent outreach and traditional luxury marketing channels rather than as a standalone strategy.

    If you’re considering selling a luxury property in Philadelphia or South Jersey and want a marketing plan built around your home’s specific strengths, James Kennedy can walk you through the approach. Reach James at 215-267-8479 or jameskennedy@unlockedteam.com.

  • Choosing the Right Time to Sell a Luxury Home in Philadelphia & South Jersey

    Choosing the Right Time to Sell a Luxury Home in Philadelphia & South Jersey

    Sellers of high-end homes hear a lot of conventional wisdom about timing: list in spring, avoid the holidays, wait for interest rates to move. Some of that advice is grounded in real patterns, and some of it matters far less at the luxury tier than it does for a starter home. For sellers in Philadelphia and South Jersey considering a $1 million-plus listing, the right time to sell is less about hitting a calendar window and more about matching the property, the buyer pool, and your own readiness.

    Why luxury timing is different

    Entry-level and mid-market homes are far more sensitive to seasonal foot traffic — families house-hunting around the school calendar, first-time buyers timing a move around a lease expiration. Luxury buyers are a smaller, less seasonal pool. Many are relocating for a job, downsizing after a life event, or simply ready when they’re ready, regardless of month. That doesn’t mean season is irrelevant — curb appeal, natural light, and how a pool or garden shows all shift with the calendar — but it does mean a luxury seller has more flexibility than the broader market suggests.

    Property-specific factors that matter more than the season

    How the home shows in its best light

    A home with a standout garden, pool, or outdoor entertaining space typically photographs and shows best in late spring through early fall. A home whose primary selling points are interior — architectural detail, a chef’s kitchen, formal entertaining rooms — is far less dependent on the season and can list well any time of year.

    Completion of renovations or staging

    Rushing a listing before a renovation is finished, or before the home is properly staged, tends to cost sellers more than waiting a few extra weeks ever would. First impressions in the luxury tier are difficult to reset once a listing has been live and photographed.

    Inventory levels in your specific neighborhood or town

    Because luxury inventory is thin to begin with, the number of competing listings in your specific neighborhood or town at any given moment can matter more than the broader market’s overall temperature. A period with few competing luxury listings can be a stronger time to sell than a technically “hotter” market with several similar homes also active.

    Personal and financial readiness

    Beyond the property itself, sellers should weigh their own timeline. Where are you moving next, and is that move ready to happen? Are there tax considerations tied to the calendar year, such as capital gains planning or a 1031 exchange deadline, that make one quarter more advantageous than another? Do you need proceeds from this sale to fund a purchase, and if so, how does that affect how aggressively you should price and market the home? These questions often carry more weight than whether it’s technically “peak season.”

    Reading the broader market without overreacting to headlines

    National real estate headlines about interest rates or home prices don’t always translate directly to a specific luxury micro-market in Philadelphia or South Jersey. Mortgage rate movements affect luxury buyers less directly, since many purchases at this level involve larger down payments or all-cash offers, but rates still shape the broader pool of move-up buyers who are selling one home to buy another. The most reliable read on timing comes from current, hyperlocal data — recent comparable sales, current competing listings, and buyer activity in your specific neighborhood — rather than national trend pieces.

    A practical framework for deciding

    • Is the home ready to show at its best, inside and out?
    • How much competing inventory exists in your neighborhood or town right now?
    • Do you have a clear plan for where you’re moving and when?
    • Are there tax or financial planning reasons to close before or after year-end?
    • Have you reviewed recent comparable sales with your agent in the last 30 days?

    Working through these questions with a local agent, rather than defaulting to “spring is best,” typically produces a better outcome for luxury sellers.

    Frequently asked questions

    Is spring really the best time to sell a luxury home in Philadelphia or South Jersey?

    Spring often brings more buyer activity and better natural light for showings, which helps many properties. But for luxury homes, especially those with strong interior features, a well-prepared listing can perform just as well in fall or even winter if competing inventory is low.

    Should I wait for interest rates to drop before selling?

    Not necessarily. Rate movements matter more to the buyers you’ll eventually sell to than to your decision to list, and trying to time rate cycles precisely is difficult even for professionals. It’s usually more productive to focus on the home’s readiness and your own next steps.

    How far in advance should I start planning to sell a luxury home?

    Most sellers benefit from starting the conversation with an agent three to six months before they want to list, allowing time for any renovations, staging, and photography to be done properly rather than rushed.

    The role of your listing agent in timing decisions

    An experienced local agent brings something a seller can’t easily replicate alone: a real-time read on what’s currently under contract, what’s sitting, and why. This kind of granular market intelligence, updated weekly rather than quarterly, is often the single most useful input into a timing decision. Before committing to a listing date, ask your agent to walk you through active and recently sold comparables in your specific neighborhood, not just city-wide or county-wide averages, which can mask meaningful local variation.

    Coordinating a sale with your next move

    Many luxury sellers are also buyers, whether they’re relocating within the region, downsizing, or moving out of state. Coordinating the timing of a sale with a purchase adds another layer of complexity: contingent offers, bridge financing, or a rent-back arrangement may all be tools worth discussing with your agent and lender well before you list. Sorting out this sequencing in advance, rather than reacting to it mid-transaction, generally produces a smoother outcome and stronger negotiating position on both sides of the move.

    If you’re weighing when to list a luxury home in Philadelphia or South Jersey, James Kennedy can walk you through current conditions in your specific neighborhood and help you map out a timeline. Reach James at 215-267-8479 or jameskennedy@unlockedteam.com.

  • Finding Off-Market Luxury Listings: A Buyer’s Guide for Philadelphia & South Jersey

    Finding Off-Market Luxury Listings: A Buyer’s Guide for Philadelphia & South Jersey

    Some of the most desirable luxury homes in Philadelphia and South Jersey never appear in a public search. Owners sell quietly for privacy, timing, or personal reasons, and those properties change hands through relationships and direct outreach rather than open listings. For buyers who only search public portals, that entire segment of the market is effectively invisible. Understanding how off-market deals work — and how to position yourself to hear about them — is a genuine advantage in a competitive luxury search.

    Why Sellers Go Off-Market

    Sellers choose a private or “pocket” sale for a range of reasons: a desire to avoid public showings and open houses, concerns about privacy given a prominent local role or public profile, a wish to test a price quietly before committing to a full public listing, or simply a preference to sell without neighbors, colleagues, or the broader community knowing the home is for sale. Some sellers are also motivated by timing — they want to find the right buyer without the pressure and disruption of a fully marketed campaign.

    How Off-Market Deals Actually Surface

    Off-market opportunities generally reach buyers through a small number of channels:

    • Agent relationships and networks. Experienced luxury agents often hear about a seller’s intent to sell before any public marketing begins, through direct conversations with other agents, past clients, or the seller directly.
    • Direct buyer representation. A buyer’s agent who understands your specific criteria can proactively reach out to owners of homes that match, even if those owners haven’t publicly indicated they’re selling.
    • Estate and transition situations. Homes changing hands due to relocation, estate settlement, or other personal transitions sometimes sell quietly before a public listing is ever prepared.
    • Word of mouth within a neighborhood. In tightly held luxury enclaves, word that an owner is considering a sale can circulate locally well before any formal marketing.

    None of these channels are guaranteed or predictable, which is part of why off-market buying tends to reward patience and an active, ongoing search relationship rather than a one-time inquiry.

    The Trade-Offs of Buying Off-Market

    Off-market deals can mean less competition and a more private, lower-pressure negotiation, since the property was never exposed to the full pool of public buyers. But they come with real trade-offs. Pricing data is harder to benchmark when a comparable sale never appears in public records with full marketing history, and buyers have less leverage to point to competing public offers. Off-market sellers also sometimes expect a faster, cleaner process in exchange for avoiding a public listing, which can mean less time for extensive due diligence unless that’s negotiated clearly upfront.

    How to Position Yourself for Off-Market Access

    Buyers serious about accessing off-market inventory should be specific and consistent about what they’re looking for, since agents are more likely to think of a buyer with clear, well-defined criteria when an off-market opportunity arises. It also helps to work with an agent who is actively engaged in the local luxury market on an ongoing basis, rather than one who only becomes active once a buyer starts a formal search, since much off-market activity depends on relationships built over time. Being financially prepared — with financing pre-approval or proof of funds ready to go — also matters more in off-market deals, where sellers often want a streamlined process without extended contingency periods.

    Should You Limit Your Search to Off-Market Homes?

    Generally, no. Off-market opportunities should supplement, not replace, a full search of public inventory. Restricting a search only to private opportunities can mean missing well-matched public listings, and the pool of true off-market luxury inventory at any given time is inherently limited. The strongest approach combines an active public search with an agent positioned to surface off-market opportunities as they arise.

    Working with a Team, Not Just an Agent

    Off-market access often depends on more than a single agent’s personal contacts. Buyers benefit from working with an agent connected to a broader professional network — other listing agents, attorneys, financial advisors, and property managers who sometimes hear first when a client is considering a sale. This is one reason it’s worth asking a prospective agent not just whether they personally know of off-market opportunities today, but how their broader professional network and reputation in the luxury market position them to hear about new ones as they arise.

    Buyers should also be realistic about timeline. Off-market opportunities don’t appear on a predictable schedule, and a buyer hoping to move within a specific window should still actively pursue public listings in parallel rather than waiting exclusively for a private opportunity to materialize.

    Frequently asked questions

    Are off-market luxury homes typically priced higher or lower than public listings?

    There’s no consistent pattern — pricing depends on the specific seller’s motivation and the property itself, not on whether it’s marketed publicly. Because there’s less public comparable data to benchmark against, buyers should lean more heavily on their agent’s direct market knowledge when evaluating an off-market price.

    Can I get a mortgage on an off-market purchase the same way as a public listing?

    Yes. Financing works the same way regardless of how a property was marketed; lenders and appraisers evaluate the home itself, not its marketing history. Buyers should still expect a standard appraisal and underwriting process.

    How do I find an agent who has access to off-market listings?

    Ask directly about an agent’s current and recent off-market activity and their relationships with other luxury agents in the specific towns or neighborhoods you’re targeting. An agent actively working the luxury market on an ongoing basis, rather than one who only engages when a formal search begins, is generally better positioned to know about private opportunities.

    If you’d like access to off-market opportunities alongside a full public search in Philadelphia or South Jersey, contact James Kennedy at 215-267-8479 or jameskennedy@unlockedteam.com.

  • Home Offices and Remote Work: What Luxury Buyers Should Look For in Philadelphia & South Jersey

    Home Offices and Remote Work: What Luxury Buyers Should Look For in Philadelphia & South Jersey

    The shift toward remote and hybrid work has changed what many affluent buyers prioritize in a home. A dedicated, well-designed home office is no longer a nice-to-have tucked into a spare bedroom; for many luxury buyers, it’s a primary requirement that shapes which properties make the shortlist. For buyers searching in Philadelphia and South Jersey, understanding what actually makes a home office work well, beyond just square footage, can meaningfully change how you evaluate a property.

    Location within the home matters more than size

    A large office is only useful if it’s positioned to actually function as a workspace. The best home offices tend to be separated from the main living areas, either on a different floor, at the end of a hallway, or in a converted outbuilding, so that video calls and focused work aren’t constantly interrupted by household activity. In Philadelphia’s rowhome-style neighborhoods, this often means looking at a home’s third floor or a converted rear addition rather than assuming the ground floor will work. In suburban properties, a detached carriage house, converted garage, or a wing of the home away from bedrooms and kitchens tends to serve buyers better than an open den just off the main living space.

    Natural light and window placement are also worth evaluating directly, both for daily comfort and for how a space looks on video calls. A north-facing office with even, indirect light is often more usable throughout the day than a south-facing room that requires blinds drawn for half the afternoon.

    Infrastructure that’s easy to overlook

    Internet reliability is the single most important infrastructure question for a serious home office, and it varies considerably by specific address even within the same neighborhood or town. It’s worth confirming which internet providers actually serve a specific property and what speeds are realistically available, rather than assuming service will match a general area’s reputation.

    Electrical capacity matters too, particularly for buyers who need to run multiple monitors, dedicated networking equipment, or specialized work equipment. Older homes, especially historic Philadelphia rowhomes and older Main Line properties, may need electrical upgrades to comfortably support a modern home office setup, which is worth factoring into your renovation budget if you’re considering an older property.

    Sound isolation is an underrated factor as well. Homes with plaster walls and solid-core doors, common in older, well-built properties, naturally dampen sound better than newer construction with hollow-core doors and thinner drywall. If privacy during calls matters to you, it’s worth listening for this directly during a showing rather than assuming it based on a home’s age or price point.

    Should you look for a dedicated office or plan a conversion?

    Buyers have two general paths: finding a property that already has a well-designed dedicated office, or buying a property with the right bones to create one. A finished, well-positioned office adds convenience and lets you move in without a project, but it also narrows your search and may come at a premium. Buying a property with a convertible space, such as an underused formal dining room, a bonus room over a garage, or a finished basement with good light, gives you more flexibility and search options but requires budgeting time and money for the conversion.

    If you’re planning a conversion, it’s worth having a contractor walk the specific space with you before you buy, particularly to confirm electrical capacity, natural light, and any structural considerations for adding windows, doors, or sound insulation.

    Two-office households

    Increasingly, luxury buyers are searching for homes that can comfortably accommodate two full-time home offices rather than one, particularly among dual-career households. This changes the calculus meaningfully, since it usually requires two genuinely separated spaces rather than one office and one converted corner of a bedroom. Properties with a detached structure, a large finished lower level, or a layout with rooms on opposite ends of the home tend to serve two-office households far better than a home with just one obvious office candidate.

    Zoning and permitted uses for home-based work

    In some municipalities, running a business from a home office, particularly one that involves employees visiting the property, deliveries, or signage, can raise zoning questions that are worth understanding before you buy. Most purely remote, computer-based work doesn’t trigger any zoning concerns, but buyers who plan to see clients at home, film video content regularly, or otherwise use the space beyond typical remote work should confirm what’s actually permitted in that specific municipality or, for city properties, under Philadelphia’s zoning code.

    Frequently asked questions

    What should I check about internet service before buying a home for remote work?

    Confirm which internet providers actually serve the specific address, what speeds are realistically available, and whether fiber or high-speed cable options exist, since availability can vary significantly even within the same neighborhood. Don’t rely on a general area’s reputation; ask directly and, where possible, verify with current residents or the provider itself.

    Do older Philadelphia rowhomes work well for a home office?

    Many do, particularly homes with a third floor or rear addition that can be separated from main living areas, and their solid construction often provides better natural sound isolation than newer builds. Electrical capacity is worth confirming, since some older homes may need an upgrade to comfortably support modern office equipment.

    Is it better to buy a home with an existing office or plan a conversion?

    It depends on your timeline and flexibility. An existing, well-positioned office offers convenience and no upfront project, while a convertible space offers more search flexibility and can often be tailored more precisely to your needs, at the cost of some renovation time and budget.

    If a serious home office is on your must-have list, James Kennedy can help you evaluate properties in Philadelphia and South Jersey with that priority specifically in mind. Reach James at 215-267-8479 or jameskennedy@unlockedteam.com.

  • Walkability and Home Value: What It Means for Luxury Buyers in Philadelphia & South Jersey

    Walkability and Home Value: What It Means for Luxury Buyers in Philadelphia & South Jersey

    Ask a dozen luxury buyers what matters most in a home and you will hear about kitchens, lot size, and light. Ask what makes a location hold its value over time, and walkability belongs in that conversation more often than it gets one. In a region as varied as Philadelphia and South Jersey — dense rowhouse neighborhoods a few blocks from Rittenhouse Square, transit-connected downtowns like Haddonfield and Collingswood, and larger-lot suburban townships that require a car for nearly everything — walkability is not a single standard. It is a spectrum, and where a property sits on it has real, measurable effects on demand.

    Why Walkability Correlates with Value Retention

    Homes within walking distance of restaurants, transit, parks, and daily errands tend to draw a deeper and more consistent pool of buyers over time, because that convenience appeals across a wide range of life stages — young professionals, empty nesters looking to simplify, and everyone in between. A larger buyer pool generally means more competition when a walkable home comes to market, which supports both pricing and a faster sale. This does not mean car-dependent suburban homes are a poor investment; it means walkable locations tend to have an additional layer of structural demand that is worth factoring into a long-term value assessment.

    What “Walkable” Actually Means in This Region

    Walkability is more than proximity to a coffee shop. Meaningful walkability generally includes safe, continuous sidewalks; a genuine mix of daily-use destinations — a grocery option, restaurants, a pharmacy — within a comfortable distance; and ideally a transit connection that extends a resident’s practical range without a car. In Philadelphia, neighborhoods like Rittenhouse Square, Fitler Square, Society Hill, Queen Village, and Fairmount score highly by this measure. In South Jersey, Haddonfield and Collingswood stand out for combining a compact, walkable downtown with a PATCO connection into Center City, which effectively extends their walkability into the city itself.

    The Trade-Offs Buyers Should Weigh

    Walkable locations come with real trade-offs that matter to some buyers more than others. Density typically means smaller lots, less privacy, and closer neighbors than a suburban estate offers. On-street parking can be limited or require a permit in the most walkable urban neighborhoods, and ambient noise from foot and vehicle traffic is simply part of living somewhere active. Buyers should be honest with themselves about how much they value quiet and space versus convenience and street life — both are legitimate priorities, and the “right” answer depends entirely on how you actually want to live day to day, not on which option holds value better in the abstract.

    Walkability Within a Single Market

    Walkability differences can be significant even within one neighborhood or town. A block two minutes from a commercial corridor and a block fifteen minutes away can carry meaningfully different appeal to future buyers, even if the homes themselves are comparable. When evaluating a specific property, it is worth walking the actual route to the nearest grocery store, restaurant row, or transit stop at a realistic time of day, rather than relying on straight-line distance on a map. What looks close on paper can involve a hill, a highway crossing, or a stretch with no sidewalk that changes the real experience considerably.

    How to Weigh Walkability Against Other Priorities

    Walkability should be one input among several — schools, lot size, commute, and budget all matter too — but it deserves a deliberate place in that conversation rather than being an afterthought. Buyers focused primarily on long-term appreciation and resale liquidity should give it real weight; buyers whose top priority is privacy, acreage, or a specific school district may reasonably choose a less walkable location and simply go in with clear eyes about the trade-off they are making.

    Frequently asked questions

    Does walkability really affect resale value, or is it just a lifestyle preference?

    Both are true. Walkability is a genuine lifestyle preference for many buyers, and that preference translates into deeper, more consistent buyer demand for walkable properties over time — which is the mechanism through which it tends to support value retention. It is one factor among several, not a guarantee, and it should be weighed alongside schools, space, and budget.

    Which Philadelphia and South Jersey areas are considered most walkable for luxury buyers?

    In Philadelphia, Rittenhouse Square, Fitler Square, Society Hill, Queen Village, and Fairmount are generally regarded as highly walkable luxury neighborhoods. In South Jersey, Haddonfield and Collingswood stand out for pairing a walkable downtown with direct PATCO access into Center City, extending their effective walkability well beyond the town limits.

    Is a more walkable home always worth paying a premium for?

    Not necessarily — it depends on your own priorities and time horizon. If long-term resale demand and daily convenience matter most to you, paying a premium for walkability can be a reasonable trade. If privacy, acreage, or a specific school district matters more, a less walkable location may be the better fit even if it carries a different value profile over time.

    If you would like help weighing walkability against your other priorities in a Philadelphia or South Jersey home search, James Kennedy can walk you through the trade-offs neighborhood by neighborhood. Reach James at 215-267-8479 or jameskennedy@unlockedteam.com.

    Practical Steps Before You Buy

    Before making an offer on a property where walkability is a priority, take the walk yourself rather than relying on a map or a listing description. Visit at more than one time of day — a corridor that feels vibrant on a Saturday afternoon can feel very different on a weekday morning — and pay attention to sidewalk continuity, lighting, and how comfortable the route feels on foot with groceries or a stroller in hand. If transit access is part of the appeal, ride the actual line at the hour you would realistically use it, and confirm parking or drop-off logistics at the station. These small diligence steps take an afternoon and can meaningfully sharpen your sense of whether a location delivers the walkability it appears to promise on paper.

  • New Construction vs. a Historic Home: What Luxury Buyers Should Weigh in Philadelphia & South Jersey

    New Construction vs. a Historic Home: What Luxury Buyers Should Weigh in Philadelphia & South Jersey

    Luxury buyers in the Philadelphia region face a choice that doesn’t come up in every market: whether to buy a historic property with real architectural pedigree, or a newly built home designed around contemporary layouts, systems, and finishes. Both paths can deliver an exceptional home. The right one depends less on budget and more on what you value day to day and how much you want to manage.

    What you’re actually buying with a historic home

    A historic property in a neighborhood like Society Hill, Rittenhouse, or Chestnut Hill — or an older estate on the Main Line — comes with details that simply aren’t reproduced in new construction: original millwork, plaster ceilings, hand-laid masonry, mature landscaping, and a floor plan shaped by decades or centuries of use rather than a builder’s template. For many buyers, that character is the entire point of buying in the region rather than in a newer market.

    The trade-off is maintenance and predictability. Mechanical systems in older homes have often been updated in phases, which means a buyer may inherit a patchwork of different-aged components rather than a single unified system. Layouts can be narrower or more compartmentalized than modern open-concept plans. And any future renovation, particularly on a home with historic designation, may involve additional review and specialized contractors.

    What you’re actually buying with new construction

    New construction offers predictability: current code compliance, warrantied systems, energy efficiency that older homes typically can’t match without significant retrofitting, and floor plans built around how people live today — larger kitchens, primary suites, and garages sized for modern vehicles. For buyers who want to move in and not think about the roof, the boiler, or the electrical panel for a decade, this is a meaningful advantage.

    The trade-off is usually location and character. Much of the region’s newer luxury construction sits in the suburbs or in a smaller number of infill lots in the city, rather than in the historic cores that define neighborhoods like Old City or Fitler Square. Buyers also give up the architectural detail and mature setting that come with an established block, and premium new construction can carry a real price premium per square foot compared to an older home in similar condition.

    Questions to ask yourself before you choose

    Start with how much hands-on maintenance you actually want to take on. If the idea of managing a restoration or coordinating specialized contractors sounds interesting rather than stressful, an older home may suit you well. If you’d rather your time go elsewhere, new construction removes much of that uncertainty.

    Next, consider location. If a specific historic neighborhood is non-negotiable for you, that narrows your options toward existing housing stock, since very little true new construction exists inside neighborhoods like Society Hill or Chestnut Hill. If your priority is space, systems, and efficiency rather than a specific historic address, new construction in the suburbs or on an infill city lot opens up more possibilities.

    A middle path: substantially renovated homes

    Many buyers land between the two extremes by purchasing an older home that has already been substantially renovated — original architectural bones with modern systems, kitchens, and baths already in place. This can offer much of the character of a historic home with fewer of the near-term maintenance surprises, though it’s still worth having a qualified inspector confirm the quality of past renovation work rather than assuming a recent update means everything was done correctly.

    How this plays out differently in the city versus the suburbs

    The new-construction-versus-historic decision looks different depending on where in the region you’re shopping. Inside Philadelphia’s most established neighborhoods, true new construction is often limited to a smaller number of infill lots or larger multi-unit conversions, so buyers who want a historic block usually have to accept an older structure. In the suburbs and in South Jersey, by contrast, there’s typically a wider range of genuinely new, architect-designed luxury homes alongside older estate properties, giving buyers more room to choose based on preference rather than availability. Knowing which situation applies to the specific area you’re targeting will save time early in a search.

    Resale considerations

    Both historic and new-construction luxury homes can perform well at resale, but the pool of likely buyers can differ. A historic home with strong architectural character in an established neighborhood often appeals to a buyer specifically seeking that character, which can mean a smaller but more motivated pool. A well-built new home tends to appeal to a broader range of buyers who prioritize move-in readiness and modern systems over architectural pedigree. Neither is inherently a stronger resale position — it depends on the strength of the specific location and how well the home was built or maintained, which is where working with an agent who tracks both segments of the market closely becomes valuable.

    Frequently asked questions

    Is new construction generally a safer investment than a historic home?

    Not inherently — both can hold value well when they’re in strong locations. New construction offers more predictable near-term costs, while historic homes in established neighborhoods have often demonstrated long-term value through multiple market cycles. Location and condition matter more than age alone.

    How do financing and insurance differ between the two?

    Insurance carriers may ask more detailed questions about system age and prior renovations on older homes, and appraisals on unique historic properties can require appraisers with specific local experience. It’s worth discussing both early with your lender and insurance agent rather than waiting until under contract.

    Can I get new-construction-level systems in a historic home?

    Yes, through a full mechanical and structural renovation, though this is a significant undertaking in both cost and time. Buyers considering this route should get contractor input on scope before making an offer, so the true all-in cost is part of the decision.

    Whichever direction fits your lifestyle better, James Kennedy can help you evaluate specific properties in both categories across Philadelphia and South Jersey. Reach James at 215-267-8479 or jameskennedy@unlockedteam.com.

  • Pools, Wine Cellars, and Smart Homes: Which Luxury Amenities Add Real Value?

    Pools, Wine Cellars, and Smart Homes: Which Luxury Amenities Add Real Value?

    Luxury homeowners in Philadelphia and South Jersey invest heavily in their properties — pools, wine cellars, home theaters, gyms, smart-home systems, elaborate outdoor kitchens. But when the home eventually sells, these amenities are not created equal. Some broaden a home’s appeal and strengthen its position against competing listings; others are lifestyle purchases that the market largely declines to reimburse. Understanding the difference helps you invest wisely while you live in the home and market it intelligently when you sell.

    The core principle: breadth of appeal

    An amenity adds resale value in proportion to how many likely buyers of your specific home will want it — and how few will see it as a burden. A heated garage in Chestnut Hill appeals to nearly everyone; a regulation squash court appeals to a handful. Before any major project, ask two questions: does this fit what buyers at my home’s price point expect, and does it fit this particular location? The same pool that feels essential in Moorestown can read as maintenance liability to some Center City townhome buyers.

    Amenities that tend to strengthen value

    Kitchens and primary suites

    Unglamorous but true: the highest-impact money in a luxury home still goes to the kitchen and the primary bedroom suite. Buyers at the top of the market expect professional-grade appliances, generous storage, and a primary bath that feels like a retreat. Homes that deliver these convincingly sell against their competition; homes that do not get discounted quickly, whatever their other amenities.

    Outdoor living done for the region

    In the Philadelphia suburbs and South Jersey, well-built outdoor rooms — covered terraces, fireplaces, outdoor kitchens — extend the usable season and photograph beautifully, which matters in luxury marketing. The key is quality and integration with the house rather than sheer size.

    Garages and parking

    In the city, deeded parking or a garage is among the most reliably valuable amenities a luxury property can have — scarce, universally desired, and impossible to add later in most locations. In the suburbs, collectors’ garages with capacity for three or more cars serve a real segment of high-end buyers.

    Smart-home infrastructure and security

    Buyers increasingly expect integrated lighting, climate, audio, and security in significant homes. The caution: choose mainstream, serviceable systems. A widely supported platform reads as a feature; an exotic, custom-programmed installation that only one integrator understands can actually give buyers pause. Wiring and infrastructure age better than any specific device.

    Elevators in multi-story townhomes

    In Philadelphia’s luxury townhome market, an elevator — or even a properly framed elevator shaft ready for one — meaningfully widens the buyer pool, especially among downsizers who love city living but plan for the long term.

    Amenities that are usually lifestyle purchases

    Swimming pools

    Pools are the classic case of location-dependent value. At the South Jersey shore and in family-oriented suburban markets, a beautifully built pool is often expected at the top price tiers. Elsewhere in the region, the shorter swimming season means some buyers value the pool and others see upkeep — so treat a pool primarily as something you build for your own enjoyment, executed well enough that it never detracts.

    Wine cellars, theaters, and gyms

    These rooms delight the buyers who want them and are ignored by the rest. Their smartest form is convertible: a conditioned cellar, a media room, or a gym that could plainly serve as another bedroom, office, or storage space lets every buyer imagine their own use. Highly specialized, single-purpose build-outs recover the least.

    Over-personalized design

    The most expensive mistake at the high end is not any single amenity — it is taste so specific that buyers budget for undoing it. Bold permanent finishes, themed rooms, and unusual floor-plan alterations narrow the audience. Personality belongs in furnishings and art, which leave with you; permanence rewards restraint.

    Thinking about it as a seller

    When it is time to sell, amenities earn their keep through marketing: professional photography and film that show the outdoor kitchen in use, the cellar lit properly, the automation demonstrated at showings. Documentation matters too — permits, service records, and warranties for pools, systems, and specialty installations reassure buyers and their inspectors. And because the value of any amenity ultimately depends on your specific street and buyer pool, a tailored pricing analysis beats any general rule.

    Frequently asked questions

    Does a pool add value to a luxury home in the Philadelphia area?

    It depends heavily on location. At the shore and in family-oriented suburban markets, high-end buyers often expect a pool. In other areas, the region’s seasonal climate splits buyer opinion, so a pool is best viewed as a lifestyle investment that should be beautifully built and maintained so it never counts against the home.

    Which renovation adds the most value to a high-end home?

    Kitchens and primary suites remain the most reliable, because virtually every luxury buyer weighs them. After those, region-appropriate outdoor living, parking or garages, and mainstream smart-home infrastructure tend to strengthen a home’s competitive position most consistently.

    Do smart-home systems help resale?

    Generally yes, when they use mainstream, widely serviceable platforms and solid wiring infrastructure. Overly custom or obscure systems can concern buyers who worry about support. Simplicity, documentation, and a smooth demonstration at showings make automation an asset rather than a question mark.

    Wondering which improvements make sense for your home — or how to market the ones you have? James Kennedy advises luxury buyers and sellers across Philadelphia and South Jersey on renovation strategy, pricing, and marketing. Call 215-267-8479 or email jameskennedy@unlockedteam.com for a tailored consultation.

  • Buying and Selling at the Same Time: A Luxury Homeowner’s Guide to Managing the Move

    Buying and Selling at the Same Time: A Luxury Homeowner’s Guide to Managing the Move

    For most luxury homeowners in Philadelphia and South Jersey, the next purchase does not happen in a vacuum — it happens while selling the home they already own. Coordinating two significant transactions at once is one of the most common sources of stress at the high end of the market, and also one of the most solvable. With the right sequencing, financing structure, and negotiation strategy, a simultaneous buy-and-sell can be orderly rather than chaotic. This guide walks through the main approaches and the trade-offs of each.

    The three basic strategies

    Sell first, then buy

    Selling first gives you certainty: you know exactly what your current home yielded, your proceeds are in hand, and you shop as a non-contingent buyer — a meaningful advantage when competing for coveted properties. The trade-off is housing between transactions. Common solutions include negotiating a post-settlement occupancy (rent-back) with your buyer, taking a short-term rental, or timing settlements close together. At the luxury level, rent-backs are often achievable because buyers of significant homes tend to have flexible timelines themselves.

    Buy first, then sell

    Buying first means you move once, on your schedule, and never risk being without a home. The challenge is carrying two properties and funding the purchase before your equity is unlocked. Affluent buyers have more tools here than most:

    • Bridge financing secured by the departing residence, repaid at its sale.
    • Home equity lines of credit established on the current home before it is listed.
    • Securities-backed lines of credit, which let buyers borrow against investment portfolios without selling positions or triggering gains.
    • Recasting a mortgage after the sale — buying with a larger loan, then applying sale proceeds to reduce the balance and payment.

    Each option has costs and suitability considerations, so coordinate with your lender and financial advisor early — ideally before you begin touring homes.

    The contingent purchase

    A home-sale contingency — making your purchase conditional on selling your current home — protects you from owning two properties, but it weakens your offer, especially for the most desirable listings where sellers can choose cleaner terms. Contingent offers work best when your current home is already under contract, when the home you are buying has been on the market a while, or when you can strengthen other terms such as price, deposit, and flexibility on settlement dates.

    Sequencing the two transactions

    The cleanest simultaneous moves are engineered backwards from the settlement dates. A few principles help:

    • Prepare the sale before you shop. Complete pre-listing preparation — staging decisions, repairs, photography — so your home can go live the moment your purchase timeline demands it.
    • Line up back-to-back or same-week settlements where possible, and build cushion days between them so a delay on one side does not cascade.
    • Use occupancy agreements as shock absorbers. A short rent-back on your sale, or delayed occupancy on your purchase, buys flexibility that money alone cannot.
    • Mind state differences. In New Jersey, the attorney review period adds a step after signing that Pennsylvania transactions do not have, which affects how quickly each side becomes firm. Cross-river moves between Philadelphia and South Jersey need calendars built with both processes in mind.

    Keeping leverage on both sides

    The paradox of a simultaneous move is that you want strength as a seller and as a buyer at the same time. A few habits protect your position: avoid signaling urgency in either negotiation; price your sale realistically rather than testing the market when your purchase depends on it; and keep your financing structure private until terms are agreed. Working with one agent who sees both sides of your move — rather than two uncoordinated ones — keeps strategy consistent and prevents one transaction from quietly undermining the other.

    The logistics layer

    Luxury moves involve more than furniture: art, wine collections, pianos, and household staff schedules all need lead time. Book specialty movers early, plan insurance coverage for items in transit, and decide what conveys with the sale well before negotiations begin so exclusions are documented cleanly. If a short gap between homes is unavoidable, climate-controlled storage and furnished interim rentals are far easier to arrange with weeks of notice than days.

    Frequently asked questions

    Should I sell my home before buying a new one?

    Selling first offers financial certainty and makes you a stronger, non-contingent buyer, but requires a housing plan for the gap — often solved with a rent-back from your buyer. Buying first suits owners with the financial capacity to carry or bridge two homes. The right answer depends on your liquidity, risk tolerance, and how rare your target home is.

    What is a bridge loan and do I need one?

    A bridge loan is short-term financing secured by your current home that funds a new purchase before your sale closes, repaid from sale proceeds. It is one of several tools — alongside HELOCs and securities-backed lines — that let luxury buyers purchase first. Whether it is right for you depends on carrying costs, timing, and your broader financial picture.

    Do home-sale contingencies work in the luxury market?

    They can, but they are weakest on the most competitive listings, where sellers prefer clean offers. Contingent offers succeed more often when your current home is already under contract or when you compensate with stronger price and terms. An experienced agent can gauge how a specific seller will weigh the contingency.

    Planning a move that involves both selling and buying? James Kennedy helps Philadelphia and South Jersey luxury homeowners engineer both transactions as one coordinated strategy — timing, financing structure, and negotiation. Call 215-267-8479 or email jameskennedy@unlockedteam.com for a confidential consultation.

  • Pricing a Luxury Home to Sell: Getting the Number Right in Philadelphia & South Jersey

    Pricing a Luxury Home to Sell: Getting the Number Right in Philadelphia & South Jersey

    Of every decision a seller makes, none matters more than the initial asking price. In the luxury segment, where inventory is thinner and buyers are more discerning, the margin for error is smaller than it is at the median price point. A home priced well draws serious attention immediately; a home priced poorly can sit long enough that buyers start to wonder what is wrong with it, even when nothing is. Understanding how pricing actually works, rather than guessing at a number that feels right, is the difference between a smooth sale and a frustrating one.

    Why Pricing Luxury Homes Is Different

    Below a certain price point, there are enough comparable sales in most neighborhoods that an agent can build a fairly mechanical estimate of value. Above roughly $1,000,000, and especially above $2,000,000, the pool of truly comparable sales shrinks. A home might be the only five-bedroom stone colonial with a pool to sell in a given town all year. That scarcity means pricing a luxury home is part data and part judgment: understanding not just what similar homes sold for, but which features buyers at this level actually pay a premium for, and which upgrades barely move the number at all.

    Start With True Comparables, Not Just Nearby Sales

    A comparable sale should match on more than square footage and bedroom count. For luxury buyers, lot privacy, architectural pedigree, renovation quality, views, and proximity to walkable amenities or top-rated schools often matter more than raw size. In Philadelphia’s high-end neighborhoods, a two-block difference can put a home on a quieter, more tree-lined street or closer to major arteries, and that alone can shift value meaningfully. In South Jersey’s luxury suburbs, lot size, privacy from neighbors, and school district boundaries frequently outweigh interior square footage in a buyer’s mental math. A skilled comparative market analysis weighs these factors rather than treating every sale within a mile as equally relevant.

    The Cost of Overpricing

    It is tempting to price high and “leave room to negotiate,” but in practice this strategy usually backfires at the luxury level. The buyers who are qualified and motivated to purchase a $1,500,000 or $3,000,000 home are typically working with an experienced agent who tracks the market closely. If a listing is priced meaningfully above what recent, genuinely comparable sales support, those buyers simply wait it out, assuming a price reduction is coming. Meanwhile, the listing accumulates days on market, which becomes a visible data point that other buyers and agents notice. A property that has been sitting invites lowball offers rather than deterring them.

    The Cost of Underpricing

    Underpricing is less common as an intentional strategy but does happen, often when a seller is anxious to move quickly. In some market conditions, an aggressive price can generate multiple offers and a bidding war that pushes the final sale price above where a higher initial list price might have landed. But this strategy carries real risk in the luxury segment, where the buyer pool at any given moment may simply be too thin to generate competition, leaving the seller to accept a number well below true value. It works best when a seller has an agent who can accurately read current demand, not as a default approach.

    Non-Price Factors That Affect How a Listing Is Perceived

    Presentation and photography

    Two identically priced homes can perform very differently based on how they are presented. Professional staging, architectural photography, and, where appropriate, drone or video content all shape a buyer’s first impression before they ever schedule a showing. At the luxury level, buyers expect a marketing package that reflects the home’s value.

    Timing relative to the market

    Luxury inventory tends to move in seasonal waves, with certain windows historically seeing more serious buyer activity than others. An experienced local agent can advise on timing a launch to catch a wave of demand rather than fighting against a quiet stretch.

    The first two weeks

    Buyer and agent interest in a new listing is almost always highest in the first ten to fourteen days on market. Pricing to capture that window, rather than pricing high and planning to adjust later, tends to produce a stronger overall result because the listing benefits from maximum visibility while it is freshest.

    Working With Data, Not Guesswork

    Because so much of luxury pricing depends on interpreting thin data intelligently, sellers benefit from working with an agent who actively tracks luxury sales, pending contracts, and withdrawn or expired listings across Philadelphia and South Jersey, not just the general market. This kind of granular, current picture is not something a public estimate tool or a quick online valuation can replicate, since those tools are built for the broad middle of the market and often struggle with the very features that make a luxury home unique.

    Frequently asked questions

    How much does an appraisal differ from a listing price recommendation?

    An appraisal is typically prepared for a lender and relies on strict comparable-sale guidelines, while a listing price recommendation from an experienced agent can weigh subjective factors like finish quality, privacy, and buyer demand trends that an appraisal may not fully capture. The two numbers are related but serve different purposes.

    Should I get a pre-listing appraisal for a luxury home?

    Some sellers find a pre-listing appraisal useful as an independent data point, particularly for unique properties with few direct comparables, but it should be considered alongside a market-based pricing strategy rather than a replacement for one.

    How often should the price be reviewed once a home is listed?

    For luxury listings, it is reasonable to reassess pricing strategy every few weeks based on showing activity, buyer feedback, and any new comparable sales that come to market, rather than waiting months to make an adjustment.

    If you are considering selling a luxury home in Philadelphia or South Jersey and want a pricing strategy built on real, current market data rather than guesswork, reach out to James Kennedy at 215-267-8479 or jameskennedy@unlockedteam.com for a conversation about your property and your goals.