Any separately agreed buyer-agent compensation and outside closing costs are additional.
WHAT COMES WITH PRO AT 1.5%
One team. From pricing to the closing table.
Full representation from Keith means Single Agency. Keith Gordon and his Pro Team represent you as fiduciaries—with loyalty to your interests, guidance through important decisions and negotiation on your behalf, from pricing through closing.
YOUR INTERESTS COME FIRSTRead about Single Agency
Your interests. Our fiduciary responsibility.
Florida distinguishes Single Agency from transaction brokerage. As your single agent, Keith owes you loyalty, confidentiality, obedience to lawful instructions and full disclosure, alongside duties of honesty, care and diligence. He advocates for your interests while complying with duties owed to others under the law.
A transaction broker provides limited representation without a fiduciary relationship. That role still carries important duties, including honest and fair dealing, skill and care, timely presentation of offers, required property disclosures and limited confidentiality.
Florida presumes transaction brokerage unless a different relationship is established in writing. Pro’s Single Agency relationship is documented in your listing agreement and required disclosures. A change to transaction brokerage requires your prior written consent.
We price it to draw offers, then let the market confirm it.
Personal pricing consultation and comparative market analysis
An 18-day review of showings, feedback and offers
Recommendations on price adjustments and market positioning
Analysis of buyer response and appraisal risk
02
Reach Buyers
Marketing & showing tools
Your home, in front of the buyers already looking.
Professional photography included—we pay
Local MLS exposure and participating website distribution
Listing-description assistance and online marketing
ShowingBee scheduling, feedback and showing coordination
BeeLine discovery tools for eligible listings
More marketing support
Social marketing, virtual-tour presentation, property brochures and open-house scheduling support tailored to your listing.
03
Work The Offer
Keith’s team negotiates
Keith’s team sits on your side of every number.
Buyer qualification and ability-to-close review
Offers, counteroffers and buyer-agent compensation requests
Deposits, financing contingencies and approval deadlines
Seller concessions, appraisal concerns and closing dates
Inspection findings and negotiated resolutions
04
Keep Closing On Track
Professional Contract to Close
From signed contract to keys, nothing slips.
Contract paperwork, disclosures and addenda coordination
Title and escrow coordination, deposit and deadline tracking
Inspection, reinspection and agreed addenda follow-through
Settlement-statement and closing-disclosure review
Walk-through, signatures, closing and MLS closeout
Included in your 1.5% Pro commission.No separate flat-fee success fee or coordination charge. Keith’s Fierce Guardian is your closing gift.
Explore the contract terms that protect your sale
Finding the right price is just the beginning
The Contract Terms Dilemma
Once Keith finds the buyer, his attention turns to the terms that determine your proceeds, your risk and the path to closing.
The deposits
The initial escrow deposit, any second deposit, and when each is due.
The deadlines
Loan approval, the closing date, and whether the timeline gives the deal a realistic path forward.
The buyer behind the offer
Financial readiness, financing and the buyer’s ability to perform—not just the number on the page.
The concession request
If a buyer asks for 3–6% toward closing costs, understand what is needed, what the financing permits and how the request affects your net proceeds.
“I find the price level that brings buyers to the table, then find the best buyer for your home. From there, I focus on the finer points of the contract—and knowing when to look past the bluster. Finding the right price is just the beginning.”
— Keith Gordon
Not every negotiating tactic belongs on a website. The value is knowing which requests deserve attention, which terms need work and when pressure is simply part of the negotiation.
Pro includes buyer vetting and contract negotiations. Under the self-represented plans, you negotiate; Contract to Close coordination is administrative.
PRO HOME SELLERS · THEIR OWN WORDS
Keith’s Pro Team clients
Pricing, negotiating and getting to closing, in their own words.
Tom Reich
Keith’s Pro Team client
Summer Diaz
Keith’s Pro Team client
Bill Zisa
Keith’s Pro Team client
Rebecca Eggleton
Keith’s Pro Team client
Peter Varga
Keith’s Pro Team client
Christine and Karl
Keith’s Pro Team client
CLEAR FEES · CLEAR COMMITMENT
$0 to start. 1.5% when your sale closes, $4,500 minimum.
$4,500 minimum. Professional photography is included. Coming from Test the Waters? Switch within 60 days and what you’ve paid is credited at closing. Pro replaces the applicable flat-fee success fee; buyer-agent compensation, if agreed, and outside transaction costs are separate.
Listing term & cancellation
Six-month listing term. Cancel any time with 30 days’ written notice and a $300 cancellation fee, which covers photography and marketing setup. You can’t cancel while under contract. Your separate written Pro listing agreement governs the service.
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.