How Keith creates bidding wars
Price where buyers make full-price offers, and two or more buyers will chase your home. One example: a $378,000 listing that sold for $415,000.
Serving Florida’s major MLS markets View cities +
Florida flat-fee MLS, with a broker in your corner
Test the market for $49.
18 days on the MLS, with price consultations at signup and on day 17.
Start your MLS-ready listing in 5 seconds.
- Enter your address
- Edit, add or order photos
- Check out when it looks right
Free to build. Nothing is charged until you check out. No commission unless you choose Pro.
Sold with GetMoreOffers before? Welcome back. Find your account →
18days on the MLSEnough time for showings, feedback and offers to tell you whether the price is right.Your 18 days start when you check out.
Not like other flat-fee MLS sites. You work directly with your listing broker, flat fee or full representation. Never referred.
Licensed Florida brokerage · CQ 1075632 · Broker Keith R. Gordon, BK 3667043 · More →
Buyers, renters and agents
Find a property or book a showing
Agents, enter the showing code from the MLS. Buyers and renters, search by address, city or ZIP.
Showings are requested through ShowingBee, TruPropIO’s sister company. Your verified ShowingBee profile works across TruPropIO properties.
Get to know Keith
20 years and 6,000 deals later, the 18-day strategy is still going strong
Keith started pricing homes to draw competing offers some 20 years ago. In these two short videos he shows how the strategy works, and why buyers seldom walk away.
Negotiating the FARBAR As-Is contract
Why Keith doesn’t let the time-to-accept deadline rush a sale, what never to put in your MLS ad, and how escrow and appraisal terms protect the seller.
Keith Gordon · Track record
Two decades of clients, on the record.
Before TruPropIO, Keith served Florida sellers through GetMoreOffers and Altru Realty, the brokerages he founded. Their clients published nearly 800 testimonials from 2006 to 2022.
602GetMoreOffers testimonials, 2006–2022
186Altru Realty testimonials
259mention Keith by name
1984licensed in Florida since
What clients wrote about most
“In more than 6,000 closings, I’ve sat at kitchen tables with first-time sellers, retirees, investors and families starting over. These testimonials are theirs, not mine. Hundreds of those clients came back to sell again, and that’s the part I’m proudest of. TruPropIO is how I keep doing that work, with better tools.”
— Keith GordonBroker and founder
Past clients and closing days, shared with permission. Were you a client? Share yours →
Testimonials from clients of GetMoreOffers and Altru Realty, not reviews of TruPropIO. Counts are published records after removing repeats, not unique customers. Individual results vary.
4 Ways to Sell with TruPropIO
Hard to pronounce. Easy to use.
Pick the help you want. Success can happen in less than 18 days. If it doesn’t, chart your next move: stay flat fee or hire Keith’s Pro Team. It’s 100% up to you.
Let’s get you under contract in under 18 days. You can do it. Even our multi-listers, who are semi-pros, typically sell in about 35 days.
One home to sell? Start here.
Test the Waters
$49 for 18 days
MLS listing and two price consultations. Under contract in 18 days? $1,295 at closing, including your transaction coordinator.
See how it works →Want a team to handle it?
Keith’s Pro Team
1.5% at closing · $0 to start
Full service with single-agent representation: Keith represents you, and only you, with the highest duties Florida law offers. Pricing, negotiation and closing, professional photography included, for less commission. $4,500 minimum.
Meet the Pro Team →Know the drill? List it yourself.
Traditional Flat-Fee MLS
$399 one listing · 6 months
Price consultations included. You run the sale; $499 at closing, or $1,295 with a coordinator. No cancellation fee.
See the $399 listing →Selling 2 or more a year?
Multi-Lister Flat-Fee MLS
$179 per listing · + $64.50/month while live
For investors and repeat sellers. Buy 2 or more listings and use them anytime within 12 months, with up to 30% off each additional listing. You run the sale; $499 at closing, or $1,295 with a coordinator.
See Multi-Lister pricing →Behind on your mortgage or owe more than the home is worth? Short sale help, with $0 homeowner cost in a typical short sale →
How the 18 days work
The market answers one question: is this the right price, right now?
- Day 1
Price it and go live
A price consultation, then your listing goes on the MLS and out to the major home search sites.
- Days 1 to 17
Showings, feedback, offers
Buyers tour through ShowingBee. You see every showing and every piece of feedback as it comes in.
- Day 17
Review and decide
A second consultation on what the market said. Not under contract? Choose what comes next.
Seller discovery · Buyer discovery
Two paths to a sale. Both involve discovery.
Sometimes seller discovery takes a long time, and for that seller it’s a process. Keith’s book The Fierce Guardian is about both paths. Know where you are, then make a plan.
“I left money on the table.”
A note from Keith: “Most sellers who hire me aren’t in seller discovery. They’ve sought me out to sell, and they trust me to advise them all the way to a sale, typically in 30 days or less. Some repeat sellers still overprice, but that’s the exception.”
Path 1
Seller discovery
You’re discovering what you need.
When a home takes a year or two to sell, it’s almost always one of two things. Distrust of the market: waiting for one special buyer to pay more. Or timing: not ready yet, for personal reasons. That dynamic hasn’t changed in 40 years.
You’re here if
- You’re holding out for the right buyer
- You’re not sure you’re ready to move
- You believe the offer is coming, and you just need better timing, seller concessions or a new agent
None of those has anything to do with value, or with buyer discovery.
Your plan: take the time you need. A price consultation and real showing feedback help you decide when you’re ready.
Path 2
Buyer discovery
You’re discovering what buyers will pay.
Buyer discovery means finding the list price at which buyers make offers. Does the fear of leaving money on the table lead to overpricing? Usually, yes. Yet across 6,000+ closings, Keith says pricing where buyers make offers never cost his sellers money, whether the sale took 3 days or 6 months.
You’re here if
- You’re tired of carrying the taxes, insurance and HOA
- You have a move, a purchase or a date in mind
- You want the highest price buyers will actually pay
Your plan: Test the Waters for 18 days on the MLS. Under contract? Great. If not, stay flat fee or hire Keith’s Pro Team.
See the 4 ways to sellThe cost of waiting
What does a vacant $700,000 home cost to hold?
No mortgage. Just the bills that keep coming while the home sits empty.
| Holding cost | Assumption | Per month | 8 months |
|---|---|---|---|
| Real estate taxesAbout 1.8% of value a year (no homestead exemption) | About 1.8% of value a year (no homestead exemption) | $1,050 | $8,400 |
| HOA dues$450 a month | $450 a month | $450 | $3,600 |
| Homeowners insuranceAbout $6,000 a year (vacant-home coverage) | About $6,000 a year (vacant-home coverage) | $500 | $4,000 |
| Total cost to hold | $2,000 | $16,000 |
Sell at the same $700,000 in month eight, and you keep about $16,000 less. Sell in 18 days, and holding costs are closer to $1,200.
Illustration only. Taxes, HOA dues and insurance vary by county, community and policy; utilities, lawn, pool and upkeep are not included.
Whichever path you’re on
Why TruPropIO
You work directly with your listing broker, flat fee or full representation, never referred. A discount brokerage on its face, with more maverick behind it than most.
Who Keith is as a broker
A single agent: your fiduciary, not a transaction broker. He never shares your motivation with buyers or their agents, and fights for every term: price, escrow, loan deadlines, appraisal shortfalls. With extreme patience.
After 18 days
Under contract? Keep moving toward closing. Not yet? Choose the path that fits. Nothing renews automatically.
Continue Hybrid
$99 a month
Pricing coaching and a free CMA. Two-month minimum. $499 at closing, or $1,295 with a coordinator.
Keith’s Pro Team
$0 to start
1.5% at closing. Switch within 60 days and what you’ve paid is credited. Nothing you’ve spent is wasted.
Cancel
$199
Covers onboarding, MLS entry and support, about $200 per listing. Applies if you cancel before day 18, or aren’t under contract by day 18 and don’t continue.
A broker who has seen every kind of market
Keith Gordon has been licensed in Florida since 1984, with 6,000+ closings, and wrote The Fierce Guardian. Every TruPropIO plan runs through his brokerage.
See two decades of client testimonials →About Keith, TruPropIO and our tools →
Watch Keith’s Master Class in Negotiating →
Always free · Sign up to watch all 16
Keith Gordon’s Master Class in Negotiating and understanding the “As-Is” FARBAR contract
Sixteen raw, unscripted sessions with the broker behind every TruPropIO plan. Keith walks through how he prices, writes, inspects, negotiates and closes Florida deals, the same strategies behind 6,000+ closings and The Fierce Guardian.
Why the videos? Some people want to understand every step. Keith is one of them. His distaste for incompetence comes from a healthy fear of not being worthy of a client’s trust: if he’s going to earn a commission, he’s going to represent you well. These sessions are technical, and they aren’t for everyone. Open the Master Class page
AgentsExtra training from a broker licensed in Florida since 1984.
DIY flat-fee sellersHandle offers, inspections and counters with a professional playbook.
Every episode is always free. Watch two now in Get to know Keith, no sign-up needed; sign up to open the other 14. Sign up to watch all 16
Sign up to watchEpisode 1Understanding the Short Sale Process
Sign up to watchEpisode 2Sell Your Home As-Is for Cash in 10 Days
Sign up to watchEpisode 3Which Florida Real Estate Contract Is Better?
Sign up to watchEpisode 4How to Buy a Home Using the FARBAR “As-Is” Contract
Sign up to watchEpisode 5Title Commitment, Title Insurance and Survey
Sign up to watchEpisode 6Which Florida Contract Is Better? FARBAR As-Is vs. Regular
Sign up to watchEpisode 7Negotiating a Home Inspection Report As-Is
Sign up to watchEpisode 8Selling a Home with Open Permits?
Sign up to watchEpisode 9Selling a Florida Home? Use the FARBAR As-Is Contract
Sign up to watchEpisode 10Watch This Before Buying a Condo in Florida
Sign up to watchEpisode 11Negotiating an Inspection Report Using the FARBAR Contract
Sign up to watchEpisode 12Open Permits and Unpermitted Work: Full Disclosure
Watch nowEpisode 13Concepts of Negotiating FARBAR Contracts
Sign up to watchEpisode 14List Flat Fee MLS or FSBO? Risks and Costs
Watch nowEpisode 15How to Sell Your Home and Create a Bidding War
Sign up to watchEpisode 16How to Sell Your Home Fast and for the Highest Price
Filmed in 2022 for Altru Realty, the Florida brokerage Keith founded before TruPropIO, so you’ll see the Altru name on screen. Educational content, not legal advice.
Own or manage rentals?
From a vacant door to the next renewal: MLS vacancy listings, applications, leases and rent for 1 to 100 doors.
Common questions
Do I pay a commission?
Not on Test the Waters or Multi-Lister. You pay flat fees. Only Keith’s Pro Team charges a commission: 1.5% at closing, $4,500 minimum.
What happens if I’m not under contract after 18 days?
You choose: Continue Hybrid at $99 a month, move to Keith’s Pro Team for $0 to start, or cancel for $199.
Why is there a $199 cancellation fee?
Putting a listing on the MLS costs us about $200 in onboarding, MLS entry and support. The $49 covers part of it so you can test the market. The $199 applies only if you cancel.
Can I switch to Pro later?
Yes. Switch within 60 days after your 18 days and your $49, plus up to two monthly fees, is credited at closing.