Four decades of Florida real estate, the thinking behind the 18-day test, and the book Keith wrote for sellers.
Keith Robert Gordon · Broker and founderTru · Prop · IOTruth & honesty. Property. Technology.Why the name?
THE TRUTH BEHIND THE NAME
Honest advice starts with what buyers are telling you.
Technology can put a property on the market. Selling it takes an honest conversation about price, buyer response and what the homeowner actually needs.
Some owners need to sell. Others would sell only if an exceptional offer made it worthwhile. Both deserve to be heard. The trouble begins when an asking price reflects what someone hopes to hear rather than what comparable sales and buyer response support.
Why I wrote Fierce Guardian.
“After 40 years and more than 6,000 closed deals—and the lessons from those that didn’t close—I learned that protecting a homeowner means telling the truth with compassion.
“An inflated price can delay the hard conversation until a price reduction or another listing agent finally brings buyers forward. Our 18-day review brings that conversation forward: read the showings, feedback and offers, then decide together whether to adjust, wait or pursue another path. Sometimes the right decision is not to sell.”
— Keith Gordon, founder & broker
Why the first 18 days matter
KEITH ON CAMERA
Get to know Keith
Meet Keith Gordon, author of The Fierce Guardian4:51
Off the clock: cooking with Keith
It takes years to become a great negotiator. Cooking remains Keith’s greatest passion.
Forty years of closings, and he still makes time for the kitchen. Here are three of his favorites.
KG Chicken and PlantainsKeith’s weeknight favorite, sweet and savory.Boca Grande Shrimp OmeletteA Gulf Coast breakfast worth getting up for.Capt. Alan Gordon’s Famous Grouper ParmesanThe family recipe, finally on camera.
Experience you can check
Brokerage DNA
Florida experience since 1984
Keith Gordon brings four decades of dealmaking to the technology—through GetMoreOffers, Altru Realty, ShowingBee and now TruPropIO.
6,000+ closings. Lessons that protect your next move.
TruPropio builds on Keith Gordon’s Florida brokerage experience since 1984 and the GetMoreOffers and Altru Realty legacy.
In Fierce Guardian, Keith describes 18 days as one price cycle. The first cycle gives you evidence to review: showing activity reveals interest, buyer feedback reveals patterns, and offers reveal options. TruPropio turns that method into a practical rhythm: market, review and decide.
Concerned about covering your mortgage payoff and selling costs? Explore your options early. Market response informs a decision; it does not guarantee net proceeds or prevent a short sale.
