Pricing Your Home in Florida’s Shifting Real Estate Market

Meet the Moment: How Sellers Can Navigate Today’s Challenging Market

Hello, my name is Keith Gordon. I’m the broker for GetMoreOffers®, a statewide flat-fee MLS company in Florida, and also the broker for Altru® Realty.

This video is about—home selling strategies for a changing market, one with high interest rates, rising insurance costs, and cautious buyers. How can you find a buyer? How should you adjust your strategy to match market realities? I’ll break it down based on my 40 years of experience as a broker, with over 5,000 transactions and $1.5 billion in sales.

How to Navigate this Market

I’m a no-nonsense, transactional broker—I focus on getting sellers their money as quickly as possible without leaving anything on the table. I’ve written two books on negotiating, co-own a title company, and have experience in mortgage and real estate across multiple states. So, here’s my advice:

1. Accept That 2022 Prices Are Gone

• The peak market in 2022 was driven by ultra-low interest rates (2.75%–3.25%), creating a buying frenzy.
• Those rates were a gift from the Federal Reserve, fueling massive demand from both homebuyers and investors.
• But today, that’s over. The market is frozen because sellers don’t want to let go of their low mortgage rates.

2. Navigating a Buyer’s Market

Buyers today are facing major financial pressures:

• Interest rates have more than doubled (now at 7%).
• Homeowners insurance costs range from $6K to $12K per year.
• Flood insurance and property taxes have doubled in some areas.
• Maintenance costs are rising—owning a home is simply more expensive.

Buyers don’t have the cash that sellers do. Sellers have built significant equity gains over the last four years—now it’s time to use that leverage wisely.

3. Price Your Home to Sell, Not to Sit

• Forget “wiggle room.” Buyers are struggling. Instead of pricing high and negotiating, list at your bottom-line price, minus 5%, that’s your real walk-away number.
• Quit arguing with the market. Meet buyers where they are. Price your home to them, not away from them.
• Pay the agents. After the Sitzer/Burnett lawsuit settlement (August 2024), many expected buyer’s agents to disappear. They didn’t. We’re in a buyer’s market, and agents are dictating commissions. Many demand 2.5%–3%, and as a listing agent, I see it firsthand. If you want your home to sell, consider paying the commission.

4. Don’t Wait — The Market Won’t Get Easier

• Our federal deficit is at $37 trillion and climbing.
• Inflation, borrowing costs, and economic uncertainty are ongoing challenges.
• Nothing is set to improve for buyers — if anything, affordability will get worse.

Right now, home prices remain high, and the market is still stable. But this could change. Don’t get caught holding out for 2022 prices while the market shifts.

Final Thoughts: Meet the Moment & Make the Deal

• 70% of homes are overpriced right now.
• If you price realistically, you’ll find your buyer.
• You, the seller, have the equity. Buyers don’t. Be kind to them. Make a deal.
• Sellers can navigate today’s challenging market

I hope this advice helps you adjust your strategy and close your sale.

This is Keith Gordon, Broker for GetMoreOffers® and Altru® Realty. Thanks for reading!