William Norton Johnson
Master Real Estate Practitioner
Serving Marin Since 1984
Over 270

Successful Transactions

Marin County California



CELL: 415-608-2381

DRE# 00872562


Selling Your Home with

Bill Johnson

Master Real Estate Practitioner* 

*“Master - having or showing very great skill or proficiency”

 Google Definition – adjective


Comprehensive. Integrated Residential Real Estate Services in Marin County California that seamlessly aligns all aspects of the sale and purchase of your home. This saves you money, time and creates peace of mind and we usually have fun along the way and that is priceless.


What follows is an explanation of the home selling process and how I practice the art of representing a client in the sale of a property.

Please review the following material and make note of any questions for our meeting. This will allow us to maximize the effectiveness of our time together.


Whether we decide to work together or not, you will find this material and our meeting to be most informative.

The Scope of this Presentation


This presentation is geared toward the typical real estate project affecting roughly 95% of local residential real estate sales including most high-end properties.


I also have a program for the client who requires more privacy and discretion than that afforded in the typical marketing campaign.


Some ultra high-end properties can be more akin to selling fine art where design elements, ambience and the story can be more valuable to a Buyer than the appraised value. If you think you have one of these unique properties, call for a Luxury Property consultation.



WNJ Marketing Rule


1) The marketing of Real Estate is the process of maximizing a properties strengths while minimizing it’s weaknesses without compromising disclosure requirements.


2) Always under promise and overdeliver, a principle that would also serve online dating well.


3) There is a buyer for every property. I can sell anything, just ask the Alperts who’s house was perched on the edge of crumbling 100 foot cliff above the Bolinas beach. I found the Alperts a lot to buy down the street and moved their house to the new lot. I then sold their old shrinking lot to the next door neighbor who was plagued by the same problem and could use the extra land.


Three Phases of Home Selling

The more things change the more they stay the same


I developed this chart in 1998 to help my clients better understand the Home Selling Process. There are three distinct phases: the Pre-Market or "Preperation Phase" on the chart, the Marketing Phase and the Escrow Phase after an offer is accepted.


Internet Marketing

The internet is an integral part of home sales in today's market. Bradley Real Estate goes the extra mile in online marketing. In addition to the MLS online listings, your home will be syndicated ob over 1,000 websites worldwide


Featured Listings


Bradley Real Estate Invests in many additional campaignsto promote our listings. You can be confident to know that Bradley places your listing on the premium programs on the most searched websites in your area. Bradley has contracts for all their listings to be highlighted on the following popular sites:


Realtor.com  - Showcase Listings

SFGate.com - Featured Listings

Zillow.com    - Broker Pro Featured Listings


All of those bonus programs have their own special features including extra photos, larger photos, video uplaods, premium placement, banners, open house announcements and more. In addition my personal contact information will be posted so you can be confident that I, the agent most familure with your property, will be the one to respond to online inquiries.

Downtown Mill Valley

Professional Drone Photography


Arial photography allows for a unique overview of a property and its surroundings. I provide professional drone photography and/or video for all of my listings.

Home Selling Phase Two

Marketing Resources


When you list with Bill Johnson you will have full access to the depth of my experience as both a Realtor and a former Building Inspector. What follows are some of the resources that I employ in the Marketing of listings. I am always looking for additional effective ways to reach the desired buyer audience.

Of course I will work with you to develop the most effective strategic marketing plan to fit your specific needs.

Professional Video Tours


For the tech savvy Buyers I provide Professional Matterport Virtual Tours for all of my listings. Matterport allows potential Buyers to walk through your home using their phone, tablet, computer or VR goggles. A true vertual tour allows Buyers to "try on the home" without distraction.


Professional Photography

Professional Floor Plan


There is nothing more frustrating to Buyers than to end their day with a fist full of flyers and an overwhelming blur of what they just saw. There is nothing like a floor plan to bring clarity to the home buying process by allowing buyers the opportunity to visualize placement of their furnature. This essential in the home buying process.


I provide floor plans for all my listings.

Expert Copywriting


One of the aspects of my service that makes me a Master Real Estate Practitioner as opposed to just a real estate agent is my ability to capture and convey the emotion of a property while being mindful of disclosure requirements.


While graphics and photos do much to accomplish this, artful copywriting is essential for communicating with those who best learn through the written word. I pride myself on providing detailed copy that brings to life the strengths of a property, prompting the buyer to emotionally “move in”. After all, residential real estate is about people.


On the other hand, sometimes it’s advantageous to provide an artful description of a less than positive aspect of a property that can get a potential buyer past this point and buy the property. As a former Building Inspector I am comfortable providing this service where other agents and their managing brokers might avoid the subject letting the buyer be disappointed while reviewing disclosures.

Digital Property Brochure


This is a large format, high capacity, high resolution photo/video presentation which can be interlaced with detailed copy, maps and links to the Matterport file and other pertinent data.


This digital brochure will be emailed to our targeted lists which includes potential buyers, Realtors, MLS members, and other real estate professionals in Marin, Napa, Sonoma, San Francisco and the East Bay,

International Internet Marketing

 When you list with William Norton Johnson your property becomes part of Bradley Real Estate's strategy for attracting international home buyers to our listings. By distributing listings information and photographs to a wide array of premier consumer websites around the world, Bradley Real Estate makes sure that they maximize every opportunity to attract qualified buyers. Our listings appear across a vast worldwide network.

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Neighborhood Mailers


Very often neighbors know a friend or family member that they would like to move into their neighborhood.


To tap into this source of potential buyers I send out jumbo postcards to the surrounding area.


Who Does What?


While the homeowner is usually responsible for the cost of maintenance, repairs, upgrades, inspections and staging, my expertise and management skills often add significant value to the property. I’ve prepared keys to help you better understand just what it is I bring to the table as far as Pre-Market and Marketing Services. A logo in the upper right corner of some of the following pages will identify services that I or the company pays for. You will also see the WNJ Home Makeover logo. A Market Ready Plan and Basic Pre-Marketing Consultation Services are included with the listing fee. Project Management  services may incur additional costs where unusual time is required and or significant value is added to the property.


Being open and honest by posting this program online leaves me at a bit of a disadvantage when you are interviewing more than one agent.  The competition gets to study my program while their's remains in the dark.


Please take notes and allow me to respond to any differences that might crop up before making a final decission.


Thank You 


Home Selling Phase One


Market Ready Consultation



Once we have decided to work together, I will schedule and pay for our interior designer to come to the property and develop a Market Ready Plan to use as a guide in preparing the property for sale.


I will refine this Market Ready Plan, as needed, to reflect your specific needs.


This will be the starting point for your Home Selling Project.


If your home already shows as though it were ripped from the pages of Architectural Digest, or you simply do not have the time or resources to put into further property preparation than we can skip this step.



 Concierge Service and Project Management



From cleaning up the yard and touching up paint to a renovation that raises the quality class of your property, I have access to cost effective resources to get the work done in a timely manner.


From minor to major, I will help you choose only those repairs and upgrades that will add value to your sale as your timing permits.  I will then help with contractor selection and negotiations. I will monitor progress to completion. I will also represent you in dealing with Building and Planning officials if need be. Don’t worry, I have your back in this process.





Eighty percent of the population is conceptually challenged, they can not visualize how things fit. Staging is a proven way to help these folks mentally move into a home, give it scale and generally improve the emotion of the home.  This adds value as Buyers will generally pay more if the home has the feel they are looking for. I can help select a cost effective stager for any sized project and work directly with the stager to get you the most bang for the buck.



I Help with Disclosures


You can never disclose too much but you can disclose too little. How you disclose can be as important as what you disclose. As a former building inspector with my expert knowledge of design and construction and my gift for writing I can guide you through the process of accurately disclosing items that affect the value and desirability of the property without being overly alarmist. 





Scary Stuff


What if you have unpermitted construction or notices of violation or the driveway cuts across the neighbors lot?


This is right up my alley. As a former Building Inspector for the County of Marin I know how to begin the process to cure these situations or how to structure the disclosures for a pass through to the new owner.


We will discuss your options and what might be the most cost effective approach for you or refer you to experts. What is a real problem for most agents is not a problem for me.


There is nothing that scares me.




Inspections, Inspections, Inspections



While I was a Building Inspector for the County of Marin I do not do formal inspections. My expertise can help with understanding Inspection Reports and identifying cost effective remedies and explaining existing conditions in an accurate but non-alarmist manner to prospective Buyers.


Some inspections are required by law in some areas. Municipal Inspections, and Sewer Lateral inspections are common mandatory inspections.


Other inspections will make the sale of your home much smoother and enhance your chances of getting the highest possible price for your home. I will help you select the best possible inspectors for your project and overseeing the inspection and question observations that might be overstated in a report. This can save you many thousands of dollars.


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