The PRADO Journal

Guides to the neighborhoods, notes on how value is formed, and the questions worth asking before an offer.

01Neighborhoods

Neighborhood guides

Considered guides to the Dallas neighborhoods where Alex works most often — what each one is, how it was built, why buyers choose it, and what deserves scrutiny before an offer.

The PRADO Guide to Preston HollowEstate lots, screening, and a market where land usually sets the number The PRADO Guide to Highland ParkA planned town inside Dallas, still legible as a plan Old Preston HollowWhat the term actually means, and how the estate core differs Preston Hollow or Highland Park?Land, architecture, privacy and schools compared The PRADO Guide to University ParkThe second Park City, built around SMU The PRADO Guide to BluffviewWhere Dallas stops being flat, and the architecture answers the land The PRADO Guide to Kessler ParkHillsides, skyline views and a preserved Oak Cliff streetscape The PRADO Guide to Knox/HendersonThe part of central Dallas where you can leave the car

02Buying

Buying well

What to establish before an offer, in the neighborhoods where the questions are hardest.

Buying a Luxury Home in Preston HollowRead the parcel first, then the envelope, then the house Buying a Luxury Home in Highland ParkEstablishing what the house actually is behind its own elevation Building or Buying in Preston HollowWhen the lot is worth more than what stands on it Historic or New Construction in Highland ParkThree categories, not two — and the middle one is the largest Buying an Architecturally Significant Home in DallasAttribution, design integrity and what alteration costs

03Selling

Selling well

Marketing shaped by architecture, design and distinction — and what that means when it is actually being done.

Marketing a Distinctive Dallas HomeWhat the presentation consists of, and what earns its place Selling a Luxury Home in Preston HollowWhether the parcel or the house leads the argument Selling a Luxury Home in Highland ParkDocumenting a restoration, in a town where buyers know the streets

04Market

Reading the market

How value is actually formed at the top of the Dallas market — and which of the numbers everyone quotes are worth anything.

What Makes a Dallas Home Worth $1,000 Per Square Foot?Why price per foot explains so little, and what to read instead Private ListingsHow Dallas’ off-market luxury market actually works

05Elsewhere

Continue

Preston HollowArchitecture, land, buying and selling Highland ParkArchitecture, land, buying and selling Alex PradoGlobal Real Estate Advisor, Briggs Freeman Sotheby’s International Realty Past SalesProperties represented and sold

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