It takes 18 days to test your list price. Those 18 days matter more than you may think.
FIRST · DAYS 1–18 Test the Waters
$49/ first 18 days
+ $1,295 at closing*Required Contract to Close coordination*Only if your sale closes.
No separate $499 closing fee. Your $1,295 includes a dedicated transaction coordinator to manage paperwork, addenda, deadlines and closing logistics. You negotiate. We coordinate through closing.
We love our listing agreement. We’ve been doing this for 20 years—we know how it goes.
18 days of MLS marketing
Price consultation at signup
Day-17 price review if you are not under contract
Track showings, buyer feedback and offers
Keith’s FAR/BAR Offer & Contract Checker. Preloaded guidance for the contract’s fillable blanks—a reference tool that does not edit or analyze your offer.
Professional transaction coordination. You negotiate; our team prepares the agreed contract and applicable addenda for an unrepresented buyer, gathers applicable disclosures and routes the package to all parties for electronic signature. Buyer-agent offers are checked for completeness rather than rewritten. Your $1,295 closing fee includes professional coordination of paperwork, deposits, deadlines and closing logistics—whichever party brings the offer. Coordination is not insurance or a guarantee of closing; inspections, financing and other contingencies can still affect the sale. Read about inspections & 4-point reports +
Requests and inquiries routed directly to you, seven days a week. Showing requests, buyer inquiries and offers received through TruPropIO go to you. How third-party sites handle inquiries +
Start with a price consultation, then use showings, feedback and offers to understand how buyers respond—and decide your next move.
01 List with purpose→02 Read buyer response→03 Decide your next move
Review your showings, feedback and offers. Then choose the path that fits your goals—nothing renews automatically.
COACHING & SUPPORT
Continue Hybrid
$99 / monthClosing: $499 self-managed or $1,295 with coordinationDetails +
Keep your MLS listing active with scheduled pricing coaching, plus a free CMA when you continue. You handle inquiries and negotiations. Choose the $1,295 closing package for a dedicated coordinator to manage agreed paperwork, deposits, deadlines and closing logistics.
Two paid monthly cycles minimum. Coordination replaces the $499 fee.Keep Hybrid active →
FULL REPRESENTATION
Keith’s Pro Team
$0 to start1.5% commission at closing · $4,500 minimumDetails +
Put Keith’s team in charge of pricing strategy, negotiations and the details through closing. Professional photography is included. You make the decisions with full representation behind you.
Nothing you’ve spent is wasted. Switch within 60 days and your $49, plus up to two monthly fees, is credited at closing.
A separate six-month listing agreement applies, with a $300 cancellation fee and 30 days’ notice.Hand off to the Pro Team →
YOUR TIMING · YOUR CHOICE
Cancel
$199 cancellation fee$248 total including your $49 entryDetails +
If the response shows that selling now does not fit your needs, stop and use what you learned to decide your next move.
Why $199? Putting a listing on the MLS costs us about $200 in onboarding, MLS entry and support. Your $49 covers part of it.
The $199 is additional to your $49. It applies if you cancel before day 18, or if you are not under contract by day 18 and do not continue with Hybrid coaching or Pro.Review cancellation terms →
No automatic enrollment. Choose and authorize your next service. Continuing with Hybrid coaching or Pro avoids the $199 end-of-test cancellation fee. Each plan’s terms apply.
Test the Waters · Hybrid flat-fee MLS
Start for $49. Continue only if you need to.
Step 1 is an 18-day MLS market test. If you’re not under contract by day 18, step 2 is optional: keep going with coaching, move to Keith’s Pro Team, or stop.
1Start here · $49 for 18 days
Test the Waters
$49for 18 days on the MLS
Price consultations at signup and on day 17
$1,295 at closing only if you go under contract in 18 days, coordinator included
Not under contract by day 18? Keep going with coaching, move to Pro, or stop ($199)
See full pricing, extras and examples
READY TO GET STARTED?
Let’s get your 18-day flat-fee MLS listing started.
Review the details and billing, select any optional extras and confirm your plan.
See everything included
MLS listing and marketing
Price consultation at signup included
Price consultation on day 17 if your home is not yet under contract
Keith Gordon’s pricing AI tool
Keith’s FAR/BAR Offer & Contract Checker. Preloaded guidance for the contract’s fillable blanks—a reference tool that does not edit or analyze your offer.
Keith Gordon brings decades of experience to reading the market and helping sellers pursue the strongest price the market will support.
This is a flat-fee MLS plan with a better way to read the market. Gather showing activity, buyer feedback and offers. At day 18, ask: are buyers responding to your price—or is it time to reassess?
If you’re ready to connect the dots between showings, offers and your next decision, this plan is for you.
2Optional · only if not under contract by day 18
Keep going with coaching
$99a month · first two months ($198) up front
A pricing consultation every 18 days and a free CMA
At closing: $499 if you handle it, or $1,295 with your coordinator
Cancel anytime after the first two months
See full pricing, extras and examples
AFTER YOUR FIRST 18 DAYS · OPTIONAL
Keep your sale moving with coaching.
Not under contract by day 18? Stay on the MLS with a pricing consultation every 18 days and a free CMA. Review the billing, add any extras and confirm.
See everything included
Review showings, feedback and offers
Recommended pricing adjustments
MLS price updates included
Continued MLS marketing
Optional Contract to Close coordination: $1,295 total at closing instead of the $499 base fee.
Upload your offer and use Keith’s preloaded tutorial as a reference for each fillable blank. The commentary explains what Keith might consider in that situation, drawing on his transaction experience.
The tool does not read or analyze your uploaded offer, edit or autofill it, or recommend what you should do. Its comments are prewritten educational examples—not a review of your terms or advice tailored to your transaction. You decide how to respond.
Included in your $1,295 success fee
Your terms agreed. Your closing coordinated.
You negotiate the offer and any later changes. Michelle or Brittney helps organize the agreed contract paperwork, then manages the administrative steps through closing. Read the full service details →
Contract & addendaCheck completeness and signatures; follow up on missing paperwork.
Title & escrowCoordinate escrow with the title company selected under your contract.
Deadlines & depositsTrack contract dates, the initial deposit and any second escrow deposit.
Inspection addendaCoordinate documents and signatures after you negotiate inspection terms.
Closing confirmationsCoordinate disclosure-receipt confirmations and outstanding items with title and the lender.
Walk-through & closeoutCoordinate the final walk-through and closing; update the MLS to closed.
You negotiate. We coordinate. Administrative coordination does not include negotiating on your behalf.
$99/month after the first 18 days. $1,295 success fee at closing includes Contract to Close administrative coordination.
What if I sell—or cancel?See the Test the Waters math, including your continuation choices.
TEST THE WATERS · KNOW YOUR TOTAL
$49 to start. Here’s what happens next.
Examples for one listing, before optional purchases and outside transaction costs. Continuation is your choice—there is no automatic subscription.
What happens?
The math
Total TruPropIO fees
Due today
One 18-day MLS market test
$49
Sale closes on day 16
$49 entry + $1,295 Contract to Close fee
$1,344
Sale closes on day 75 · Hybrid coaching
$49 + 2 × $99 + $1,295 at closing
$1,542
Stop after the test · no sale or continuation
$49 entry + $199 cancellation fee
$248
Cancel on day 20 · Hybrid coaching enrolled day 19
$49 + $198 two-cycle minimum; no success fee
$247
Cancel on day 80 · Hybrid coaching enrolled day 19
$49 + 3 × $99; no success fee
$346
Choose Pro after the test
$49 already paid (credited) + 1.5% of sale price at closing, $4,500 minimum
Varies with sale price
How these examples work
Day 1 starts your test. Hybrid coaching starts on day 19 in these examples. Monthly charges renew on the same calendar date: the first two months ($198) are charged on day 19, and a third $99 month by day 80. Canceling within the first two months adds nothing more.
Sale examples assume closing—not simply accepting an offer—on the stated day, with the subscription ending then. If you sign a contract during the test but close later, your service order and listing agreement determine the applicable fee.
Selling or authorizing Hybrid coaching or Pro avoids the $199 end-of-test cancellation fee. If you stop without continuing, MLS marketing ends after the test; it does not keep running to day 20 or day 80. Cancellation during the initial test is subject to your agreement.
Optional photos, drone photos, lockbox and yard sign cost extra. A CMA is free when you continue with Hybrid coaching. Amounts already paid are included in totals, not charged again. Pro replaces the applicable flat-fee closing success fee; its own six-month term, notice and photography reimbursement terms apply.
Do you provide contracts, addenda, HOA, flood, seller’s disclosure and other required forms?
We provide commonly used Florida real estate contracts, forms and addenda, including applicable seller’s disclosure, flood, HOA, condominium and lead-based paint forms. The documents needed depend on the property and transaction. Do not assume a buyer’s agent’s offer includes every required disclosure or addendum.
You supply the property facts and association records. The seller completes the seller’s disclosure accurately and provides applicable HOA or condominium records from their files or association. Our forms library does not replace those records. For a condo, these may include governing documents, budget and financial information, and applicable inspection and reserve-study documents. Other property-specific documents may also be needed.
With Contract to Close coordination: after you negotiate the terms, our team prepares the agreed paperwork for an unrepresented buyer using supported forms, checks document completeness, coordinates signatures and tracks the contract through closing. If a buyer’s agent prepares the offer, we coordinate missing information and documents rather than write a replacement offer. You negotiate; we coordinate.
Supported contracts only. Our coordinators work with Florida Realtors/Florida Bar contracts and authorized Florida Realtors or local-board forms, such as NEFAR, NABOR and Tallahassee board contracts, subject to current availability and our authorization to use them. We do not prepare or provide contract guidance on AI-generated, privately drafted or other unsupported agreements.
As a brokerage, we work within our professional scope and the permitted use of each form. Florida Realtors Legal Hotline guidance does not replace your own attorney’s advice, and a form’s copyright holder controls its authorized use. If your transaction requires a custom contract, unsupported form or legal interpretation, use a Florida real estate attorney.
What does my $49 include?
One 18-day MLS market test for a for-sale home or lot, a price consultation at signup and another on day 17 if your home is not yet under contract, pricing tools and ShowingBee scheduling. Optional photography is separate.
What do I pay if I go under contract during the test?
The Contract to Close fee is $1,295 at closing, whenever the sale closes, including your personal transaction coordinator. No monthly coaching fees apply. It replaces the success fee; there is no additional $499 charge. The $49 entry fee and optional purchases are separate.
What happens after 18 days?
If you are not under contract, reevaluate: cancel and pay the $199 cancellation fee; continue Hybrid coaching at $99/month with a two-month minimum and a free CMA, then $499 at closing, or $1,295 including transaction coordination; or choose Pro at $0 to start and 1.5% at closing ($4,500 minimum), with what you’ve paid credited if you switch within 60 days. No automatic enrollment. Each continuing plan has its own terms.
What if I stop instead of continuing?
A $199 cancellation fee applies if you cancel before day 18, or if you are not under contract by day 18 and do not continue with Hybrid coaching or Pro. Including your $49 entry, that is $248; optional photography is separate.
Do I negotiate with buyers myself?
Yes. Test the Waters is a self-represented flat-fee MLS plan. You decide your asking price and negotiate offers and contract terms.
Are professional photos required?
You can upload your own suitable photos or order 50 professional photos for $249, with drone photos available for an additional $50. Upload delivered photos to your control panel, or our team can do it for you.
Use only photos you own or paid for. Photos from a prior listing or a past photographer usually belong to someone else, and copyright claims can be costly. Before photos go live, you confirm you took them or upload the receipt and the photographer’s permission.
What the listing agreement says +
Photos, Content, and Copyright. Copyright claims are federal claims. A copyright owner, often a photographer from a prior listing, may seek statutory damages of up to $150,000 per work for willful infringement, plus attorney’s fees, and claims against brokers can exceed $50,000. Seller agrees:
Only content Seller owns or paid for: photos, video, virtual tours, floor plans and descriptions Seller personally created, or purchased with the written right to use them to market the property, shown by a paid receipt and the creator’s written permission. No photos from a prior listing, a prior listing photographer, a builder or any website, and no text from another listing, without that receipt and permission.
Proof before publishing: before content is published, Seller certifies that Seller created it or uploads the receipt and written permission. The broker may request proof at any time and may remove content, or withdraw the listing, if proof is not provided.
Defend and indemnify: Seller will defend TruPropio, LLC and its broker, agents, employees and affiliates, with legal counsel paid by Seller, against any third-party claim that Seller’s content infringes a copyright, and will pay resulting damages, settlements, judgments, MLS fines, attorney’s fees and costs.
Survival: these obligations continue after the listing is withdrawn and the agreement ends.
Let the Pro team handle the paperwork. From contract to closing.
Already have a FSBO deal? Bring it to TruPropIO. You don’t have to be an existing customer. Once you’ve negotiated the terms, our team handles the contract paperwork, applicable addenda and coordination right through closing.
Your personal coordinator: Michelle or Brittney, each with more than 10 years of transaction-coordination experience. You negotiate the price and terms; our team organizes the paperwork and keeps the agreed steps moving toward closing.
Unrepresented buyer: after you and the buyer agree on the terms—including sales price, escrow and any second deposit—our team prepares the contract paperwork using those instructions and coordinates applicable forms and addenda under TruPropIO’s broker oversight.
Buyer represented by an agent · KG AI Review: our AI-guided FAR/BAR analysis draws on Keith Gordon’s preferred contract terms and highlights his approach to roughly 10 key fill-in areas of the contract. We do not autofill, edit or change your offer—we provide guidance for your review. Upload your contract or offer in your control panel and select KG AI Review.
Disclosures and association documents: coordinate applicable federal and Florida forms, including lead-based paint, flood, HOA and condominium disclosures and addenda. You must complete your seller disclosures and obtain and supply the required HOA or condominium records; our team tracks outstanding items.
Title and escrow: coordinate with the closing provider selected under the agreement, track the initial and second escrow deposits, and follow up on receipt confirmations.
Dates and inspections: track contractual deadlines, coordinate inspections and reinspections, and route inspection addenda, extensions and other changes after the parties negotiate and approve them.
Walk-through and closing: coordinate closing-disclosure receipt confirmations, the final walk-through and closing arrangements; follow up on required signatures from the parties and TruPropIO’s broker, as applicable.
MLS closeout: update and close out the MLS listing after the sale closes.
You negotiate. We coordinate. This service does not include negotiating for you, legal advice or a guarantee that every legal or property issue has been resolved. Your attorney can advise on legal obligations. Optional photography is separate.
Prepare your listing first. Choose your MLS service when you’re ready to publish.
Start my free listing →Marketing & buyer exposureMLS & website distribution · ShowingBee · BeeLine · showing requests
01 · GET SEEN
Local MLS. Broad online exposure.
Your listing enters the local MLS used by area agents, with distribution to participating real estate websites.
IDX & listing syndication
Exposure can include Zillow, Realtor.com, Redfin and a network of 100+ real estate websites, along with many local brokerage IDX sites. Actual destinations and timing depend on your MLS, listing permissions and each website’s participation.
02 · MAKE SHOWINGS SIMPLE
Florida Realtors can request a showing directly from you.
Agents enter the showing code from your MLS listing into ShowingBee to find your property and request a showing. Your availability, blackout dates and showing settings guide requests. With Pro, our team manages the process with you.
03 · DISCOVER AS YOU DRIVE
ShowingBee & BeeLine
Eligible listings can surface as buyers explore nearby properties in BeeLine. ShowingBee connects property discovery with details, showing requests and offers—giving buyers and agents another route to your listing.
Self-represented sellers handle their own conversations and negotiations. Pro includes representation by Keith’s team. Use showing activity, feedback and offers to decide your next move.
Understand what you’re agreeing to before you sign. Keith looks beyond the offer price to the deadlines, obligations and deposit that determine how the sale can unfold.
01 / FINANCING
Loan approval due on closing day?
That can leave financing uncertainty unresolved until the finish line. Consider a realistic approval deadline before closing, confirmed with the lender, so there is time to address problems.
The deposit is not automatically “always refundable.” Buyer diligence, timely written notices, the precise contingency and other contract provisions determine the result. Missing a notice deadline can change financing protection. Review approval, appraisal, termination and closing dates together.
02 / PERMITS & UNPERMITTED WORK
Read the extra promises.
Additional terms may require the seller, at the seller’s expense, to close open or expired permits—or remediate unpermitted work. That can add obligations beyond the AS IS form’s standard cooperation provision.
Don’t assume either promise is routine or affordable. A permit may qualify for administrative closure; another may require inspections, plans, engineering, corrective work and time. Unpermitted work may be capable of after-the-fact permitting, but feasibility and cost depend on the municipality and work involved. Confirm the scope, cost and deadline before agreeing. Lender and title requirements vary; an open permit is not a universal prohibition on closing.
03 / ESCROW
How much commitment is behind the offer?
A small deposit can provide less financial protection if the buyer defaults. Review the initial amount, due date, any second deposit and the contract’s remedies—not just the headline price.
A low deposit does not give a buyer permission to walk away. Contingencies and default provisions control the parties’ rights. More escrow does not eliminate valid cancellation rights, and a dispute may require legal advice.
A pre-listing 4-point inspection can help you spot insurance obstacles early. A satisfactory report can reduce surprises, but it does not replace a full home inspection or guarantee insurance, financing or a concession-free sale.
Consider a 4-point inspection before listing · Keith Gordon · 2:52
What does a 4-point inspection cover?
Roof, electrical, plumbing and heating/air conditioning. Insurers may request it, particularly for older homes, to assess system condition and visible hazards. The insurer makes the coverage decision. Lenders usually require acceptable property insurance; specific inspection and repair requirements depend on the lender, loan program and property.
Roof: condition and remaining life matter.
A shingle roof is not automatically unacceptable at 12–15 years. Florida law limits refusals based solely on roof age: for roofs at least 15 years old, an authorized inspection showing five or more years of useful life can protect against an age-only denial. Damage, leaks and other underwriting issues still matter. Obtain a qualified roof assessment and confirm coverage with the insurance agent.
Electrical: identify the actual hazard.
Cloth wiring, active knob-and-tube, exposed or loose wiring, improper grounding and panel deficiencies can raise concerns. Older panels—including Federal Pacific, Zinsco, Challenger or Pushmatic/Bulldog—deserve evaluation of the specific model and condition by a licensed electrician and the insurer. A brand name alone is not a universal pass/fail rule. Get a written scope and estimate before promising repairs.
Plumbing, septic and HVAC.
Polybutylene, aging drain lines, leaks or corrosion may affect insurance or negotiations. Repair needs depend on the material, condition and insurer. Septic evaluation is separate: some Florida locations require enhanced nutrient-reducing systems for specified installations or repairs—not every property statewide. Verify requirements with the permitting authority. Heating and cooling defects, unsafe installations and condensate leaks can also affect approval; a system merely turning on is not the whole assessment.
Financing, assistance programs and WDO.
A buyer using down-payment assistance may need approval from both the primary lender and the assistance program. Ask early about property standards, repair conditions and deadlines. Wood-destroying-organism or insect inspections and treatment may be requested depending on the property, loan and program. Confirm whether treatment, damaged-wood repair and a follow-up report are needed.
Radon: test, then assess the result.
Radon is a naturally occurring radioactive gas and the second leading cause of lung cancer in the U.S. EPA recommends mitigation at 4 pCi/L or higher and considering it between 2 and 4 pCi/L. Testing and mitigation are separate from a 4-point report. A qualified specialist determines the appropriate system, which may use sub-slab depressurization, ventilation or other methods. Obtain property-specific quotes; testing, payment and repair obligations depend on the agreement and applicable requirements.
Find the issue. Price the remedy. Negotiate the path.
Depending on the signed contract and approvals, options may include licensed repairs, documented reinspection, a revised deadline or a negotiated concession. A credit alone may not solve an insurance or lender condition. Get written confirmation before relying on a proposed solution.
You negotiate under a self-represented plan; your coordinator tracks the agreed paperwork and deadlines. With Pro, Keith’s team also advises and negotiates for you. Report known issues accurately and keep inspection reports, permits, estimates and repair records available.
Find a 4-point inspector →
Target Home Inspections · statewide · (833) 833-0222 Wind mitigation $100 · 4-point $115 · both $150 (base prices; may vary with size and location)
More inspectors coming soon.
Confirm that your chosen inspector is qualified to complete the report your insurance company requires before booking.
