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own You may be rested in the foil observation; There are so many startling new facts in this space age we often overlook some of the ordinary, dayby- day developments that directly influence our pattern of living, our children and our pocketbooks quite as much as a rendezvous in space. For example, reports show that almost 20% of all the people in the United States move every year. One-fifth of the entire population! One out of five. That's about 39 million people a yesr moving around the country, from here to there and there to here. In a ten-year period the Bureau of Census found that only one out of every four people stayed in the same residence. Just think how culturally integrated Americans are becoming. In ten years we'll have in the United States close to 50 million people a year playing musical chairs with their houses! / / Land Value Outlook Good Those of us living in McHenry County where we still have only about 94,000 people in an a@Sa of 611 square miles are not yet crowded, althmign 55 million people were added to the population in the United States in the last 20 years. But watch out -- and be happy, if you are looking for sL substantial appreciation and increase in land values feere. Nearly all of the 80 million Americans to be added to our population in the next 20 years will live in the suburbs and outer fringe areas of our metropolitan communities where land is still available, such as in McHenry County. Surprising Number of Commuters Right now it is a rather surprising fact that more people commute daily by train from Crystal Lake to Chicago than from the north shore suburb of Glencoe to Chicago. And Crystal Lake has 22 Chicago and North Western trains daily to Chicago, only five less than Winnetka, one of the oldest and most famous commuter towns where value of a home site, if you can find one, is tastically higher than in Crystal Lake. Since land value is influenced primarily by proximity and access to population, it seems inevitable that Crystal Lake and McHenry County property values will increase considerably within the next few years. The average price of farm land in the entire state of Illinois increased 7% in the year ended March 1 and although no figures are available by counties it is estimated that the average increase for McHenry County farm land for the same one-year period was over 10%. In Direction of Population Flow Jn the population expansion and movement in the Chicago metropolitan area, there is no better direction for the better educated, technically-trained to move than Northwest to McHenry County -- where you 'do not have to jump over or travel through districts that in former years were neglected. ' ' However, it is the philosophy of residents in an area, their attitudes and outlook, rather than the physiographic factors, that make for a good, growing community. The purposes of a community should be spelled out in a concept for better living, through better planning and zoning. ' Opportunity for Orderly Growth 1 - The opportunity to develop Mcjfrenry; County into one of the finest areas in which to lfve and wotk still exists. We can have the best of two worlds -- spacious, individualistic .communities where we can enjoy fine homes and excellent schools, yet be only minutes away from where we work. The "Total Community" Concept It is estimated that 100 totally "new towns," among them the widely publicized Reston, Virginia, are now being planned or are being built in the United States. * It is notewbxthy that the desired characteristics of .these "planned from scratch" new-town creations already exist to a high degree in McHenry County -- namely, a variety of environment, a diversity in employment and a balance in land use. What we have a chance to achieve here is a series of total communities that make challenging and pleasant places in which both young and old can fully live. We Can Save the Good Farms And who will deny that fields of alfalfa or tassek ing corn, or pastures with grazing dairy cattle, are1 not every bit as beautiful as an overrun park? Rich farm land in a high state of productive crop use can be as attractive a preserve of beauty and far more satisfying than tax-supported forest pre- ' serves or uncultivated acreage. With 326,000 acres still in farms out of a total of 391,000 acres in the .county, we have plenty of room for more people and more industry without having to take good • farm land out of production. Mortgage Money Generally Available So the outlook is bright for real estate in McHenry County and especially so in the Crystal Lake area. Mortgage money is likely to continue to be generally ayailable on McHenry County property because local and Chicago lending institutions are fully aware that with the continuing and rather substantial increases in property values loans made today on McHenry County property will look very good indeed 5 to 10 years from now. Responsibility of Real Estate Brokers Property owners seldom realize how important to the economic value of their property are the actions and the character of real estate brokers operating in their community. In a series of interviews recently conducted with various real estate brokers in McHenry County, it was clearly evident that more constructive cooperation among local brokers is essential to the efficient use and profitable development of real estate in McHenry County. The real estate broker, as a professional in buying, selling, managing and owning real estate, should consider the impact of his business policies on the successful development of-a community as well as on the individual owners and buyers he represents and serves. Satisfaction for Seller and Buyer To represent the seller of property effectively and to serve the buyer properly, a real estate broker or salesman must be responsible, informed and forthrjghtly honest. If he is so eager for a quick commission that he finds it easier to reduce the price than to justify it, then he fails both the seller and the buyer. The seller of the property is unhappy with the price he gets and the buyer may have been persuaded to buy on price rather than according to his needs. When you have a good product, priced fairly, all should benefit. This is the very basis of a free, competitive society. Market experience convincingly reveals'that when a home is priced at no more than 5 % above the current market value of comparable homes it will sell far faster than one overpriced just to please the owner. The majority of properties that are overpriced in the beginning stay on the market too long and eventually sell for less than they should. It is said that "the seller thinks his house is gold and the buyer says it's used and old." A New Realty Firm--a New Outlook As a newly established real estate brokerage firm in Crystal Lake, as fellow property owners in McHenry County, we warded you to know some of the reasons why we hav^\gre£t faith in the potential of this area, but we also want you to get acquainted with us, to know exactly how we think and do business so that when you have a real estate problem you'll see if we can help you. We do not know all the answers, but we have learned how to attack problems and^how to find answers and we are applying these principles to the task of selling homes and farms and other real estate. INCORPORATED Our Sign Means Good Value When an owner lists his property with us to sell, we immediately cooperate * with him in order to determine what the selling price should be. This means we'll get an objective and qualified app) rraaiiss;a l and more than one "expert" opinion, supported by meaningful evidence. We consider it extremely important to our company, to the sellers we represent and to the buyers who come into the community that a Northern Illinois Realty Service for-sale sign posted on a property truly means a sign of good value in real estate. Further, as a courtesy to other brokers as well as to prospective buyers, our signs will be placed only on properties exclusively represented by us. More EfFective Real Estate Advertising It has been very well proved in the real estate business that good advertising is by far the most effective way to get good buyers. { ' Since the principal in our firm was for many years a senior officer in two of the nation's largest advertising agencies and head of his own successful national advertising agency, we do understand how to create good advertising and where and when to use it most effectively. And for every property we represent we shall provide a proper advertising budget in advance. "Everybody's Girl Nobody's Sweetheart" Occasionally, a property owner will try listing his property with several brokers but this policy generally has not been successful in bringing about a quick sale oi>a good price. The old saying that "everybody's girl is nobody's sweetheart" may well be applied to a home represented by several brokers a little bit but no broker sufficiently to do a good job of selling it. When a real estate broker has an exclusive right to sell a property he has an obligation to aggressively advertise and merchandise it not only to the public but also to other competent real estate brokers. We keep clearly in mind that our task is to sell a client's property at a fair market price as soon as possible and we are very happy to share our commission with any cooperating broker who will help us make the sale. Sound Commission Charges In reference to the commisison we charge, we shall conform to the schedule of real estate brokerage charges recommended by the McHenry County Board of Realtors and the Chicago Real Estate Board. Almost all successful real estate brokers in this area use these schedules as a guide. It is our belief that these rates generally afford adequate compensation for the broker except on very lowpriced properties where a minimum service fee may be required. Informative Free Booklet . When you wish to buy or sell or rent real estate we will welcome a chance to serve you. And if you are not buying, or selling or renting now please come irt and see us anyway because sooner or later everyone has a real estate problem. If you own real estate in McHenry County or if you wish to buy real estate in this area, perhaps you would like for us to send you free a copy of a new booklet we are preparing called "Why McHenry County." Please write for your copy now so we 11 know how many extra copies to print. Northern IllinoisrR&klty Service^ Incorporated • 460 Virginia Street (Route 14)' • •Crystal Lakey Hliheis 60O141» 815/459-4440