• You set the commission to offer brokers/buyer's agents
  • Full contract representation at a discount price
  • Save thousands compared to traditional real estate
  • 7 day a week service, reputation and trust

Ready To Save A Ton of Money?
List My Property For A Fee of
(Program not currently available)

This program is not currently available.
Where We Advertise
  • Virtual Tour Link
  • Maximum Allowable Photos
  • Virtual Tour Link

And More! - See Below

Additional Listing Features
7 Days a Week Customer Support
Customer Support

  • Seller price consultation
  • Appraisal expectations
  • Realtor® (buyer agent) Communications
  • Buyer pre-qualification due diligence
  • Negotiation of all offers
  • Inspection coordination
  • Inspection report review and analysis
  • Inspection addendum if needed
  • Email communications
  • Appraisal coordination
  • Title coordination and closing
  • ALTA settlement statement review
Additional Internet Marketing:
additional internet marketing

(We populate to the above sites but are not responsible for the accuracy or display on 3rd party sites)

Keith R. Gordon

Keith R. Gordon, broker for Altru® Real Estate with 32 years of experience in Florida. Keith will impart his extensive real estate contract knowledge, negotiation skills, and inspection report acumen to help you negotiate your best deal, close it on time and keep more of your hard earned equity. The art of getting the best price for your home is a combination of knowledge about appraised value and the understanding that there exists an "appraisal price envelope" for any given home. Another key to getting the best price is understanding that envelope and pushing the upper limits of that appraised value. Anyone can negotiate a market deal but that often leaves money on the table. Feel free to read some of testimonials from Altru® listings.

Can you afford not to have Keith R. Gordon represent you?

Because of our low closing fee and extensive real estate contract knowledge, your bottom line should far exceed the extra costs of the Altru® listing plan. Our fee is (Program not currently available). You only offer the buyer's agent a commission which is entirely up to you. Most sellers offer 3%.

Local Community Spotlight Marketing plus Showcase, World Properties,, Truila, Zillow, and 100's More

When it comes to Internet marketing, we are Internet real estate marketing professionals. We start with our custom local community spotlight landing page which highlights your exact community, subdivision, or condo. We research every detail about your home or condo which draws extra buyers using our advanced search engine marketing. This, coupled with an enhanced listing on,, World Properties, and hundreds more real estate websites makes marketing your home through a powerful Internet experience.

The Art of a deal

Getting people talking is the beginning of getting a deal done. The reason why Altru® makes your deal happen faster is because Realtors that call us and want to chat about making an offer speak with me. Realtors would rather speak and deal with another agent as opposed to a seller because it allows them to speak more freely about their buyer and what they want. It is all about them which is OK. When I act as your “offer conduit”, I help agents feel comfortable that we can get a deal done and they should bring their offer. I then coach my sellers how best to respond (counter). This happens 9:00am-6:00pm 7 days per week. We never lose a beat and help you get more offers.

East Coast, West Coast, Tampa Bay

Some sellers are concerned that I am headquartered in Tampa Bay and not close to the actual property being sold. Truth is, when I negotiate a "local" Professional deal in Tampa, Clearwater, or St. Pete, it is handled exactly the same way as deals that I do in Naples, Miami, Sarasota, Orlando, The Gold Coast, Jacksonville, Gainesville, or Tallahassee. We Realtors use fax, email, and the phone. No Realtor ever shows up in person and hands us an offer. I am closing a $3.5 million Miami deal and just closed a $564,000 Sarasota deal which I sold over the phone. When it comes to sales and professionalism, I get the job done!

Why a Altru® listing is better than full-service 6%

The truth is a 6% agent receives nearly 3% commission if another agent is involved, or possibly the entire 6% if there is no other “buyer's agent” involved in getting your home under contract and closed. Their incentive is huge. Is this an altruistic relationship or is this incentive working against you? They get paid a significant amount regardless of your net. They are motivated to reduce your price to get a deal done. Conversely, our incentive is (Program not currently available) which is transactional in nature. Our goals are to maximize your net and deliver the best marketing, customer service and expert contract negotiations. Honesty, professionalism, and hard work is what we are about.

Price your home correctly with the help of the Broker

Keith R. Gordon will consult with you about the Florida real estate market and what pricing strategies are working best. When it comes to getting the most for your home, Keith's strategy assumes there are 3 buyers for your home right now. Keith's goal is to price your home competitively and draw out the best offer from the possible pool of buyers. Keith believes there is one buyer out there willing to pay more than the rest. To find that buyer, it requires extensive Internet marketing, accurate pricing, and intelligent negotiations.

Is the buyer's agent your friend?

No! They represent their buyer and your home is what they want for the least possible price. Keith will be there to represent you. His expertise will be there every step of the way to ensure the contract is worded correctly, that there are no expenses pushed onto the seller's side that belong to the buyer and we don't engage a buyer that can't close.

The inspection and who is paying for the inspection related repairs?

The buyer pays for the building inspection, mold inspections, and other buyer requested inspections. It is up the buyer's agent to schedule these inspections within the time frames mandated by the contract. Keith's responsibility is to impart his extensive building background and knowledge about inspection reports and reach an amicable settlement for possible repair requests made by the buyer's agent without losing the deal. Each contract has different language relating to how much the seller maybe be responsible for inspection related "warranted items".

Buyer Due Diligence

One of the most important aspects of negotiations is the buyer. Some buyers present "letters of qualification" that are not worth the paper they are written on. Keith will ferret out what buyers are real and the ones that might tie your property up and not close the deal.


The seller decides on which title company to use in the transaction and pays for the title policy in most places. In other locations, the buyer pays for title and has the right to pick the closing agent or title company. Title work is very important. A poor title company can delay a closing. Keith has relationships with the most respected title companies in Florida.

Can a Seller request the buyer to pay all closing costs?


Can a buyer request that the seller pay all or a percentage of the closing costs?

Yes. This a typical request when the sales price is $180,000 and less. Especially first time buyers.

Other benefits to a Altru® Listing…

An Exclusive Right of Sale Listing in MLS gets more showings

Sellers often ask if Realtors® shun flat fee MLS listings. In some very small towns controlled by "old school" Realtor, this could happen but not if you list with Altru®. The cost saving of listing your Florida home with our discounted Altru® listing not only saves your 2.6% over a 6% listing but also ensures better service and a Exclusive Right of Sale Listing in the MLS…NOT a Exclusive Agency (which is how 99% of all flat fee listing is inputted into the MLS). When you are represented by Altru®, we input Altru® listings into the MLS as Exclusive Right of Sale listings. It is more professional and ensures more showings…A big plus!

Our Powerful and Effective Street Smart Altru® Realtor® E-Blast

Since 2005, we have been promoting properties to Realtors® throughout Florida that offer a 4% or greater buyer's agent commission. Twice a month, all your local Realtors® that live or work within 35 miles of your property will receive the E-Blast. It is now the best read Realtor®-to-Realtor® email in Florida. (view sample of email). The retail price of this service is $349 but it's free with Altru® listing. To see how many Realtors® live and work within 35 miles of your property that would receive the Street Smart Altru® Realtor® E-Blast, click here

Agent Assure®…Our guarantee that you'll never miss a showing

Agent Assure®…Our custom service where we schedule all showings for you 7 days a week. We have you covered from 9:00am-6:00pm 7 days so when a Realtor® calls, they will be given your exact customized showing instructions, we call you to confirm each showing and send an email. ($159 value, free with Altru®)

Agent Activate®…Makes selling your home faster and smarter

Agent Activate® is our showing service where buyers are shown your property by one of our qualified agents. 100's of Realtors® throughout Florida have sold an Altru® MLS listed property. We track and rate each Realtor® creating a pool of qualified Agent Activate® agents. Once you list your home with Altru® each Realtor® that shows your home will be given special consideration once we have evaluated their “Realtor® etiquette” and buyer skills via our feedback system. When we believe an agent has the right combination of skills, we then include those Realtors® into “your” Agent Activate® pool of available and qualified Realtors®. So when a buyer calls, the best agent will help sell your home and will be paid your "offered" commission, typically 3%. This saves you 50% in commissions!


Most sellers like feedback from showings. Our system sends an email to all Realtors® that show your home requesting feedback. The broker will also personally call each Realtor for feedback. This way you will get the most from every showing. Showcase…40 Pictures on

This is the maximum exposure on the world's most important real estate website. ($49 value, free with Altru®)

Custom Metal Sign

Our custom metal sign is bright, professional and comes with your unique MLS number. Realtors® respond better to a professional looking sign. Our sign generates more calls! FSBO signs send a clear message to Realtors® that the seller is either flat fee listed, not paying a commission, or that the Realtor® will be dealing directly with the seller…Which most Realtors® would rather not do. Our sign is $14.99 for shipping and handling. (see sample)

Virtual Tours Available

Circle Pics, a national virtual tour company, will come to you and professionally shoot a virtual tour of your home, 5 pans and 12 stills. We will post this tour on our site,, and Cost $144.99. Or, you can upload 40 of your own pictures for free.

List Until You Sell - lots of excellent marketing and service

Besides a MLS listing in your local MLS where all the Realtors® search for properties, we also will make sure your listing will be visible to buyers around the world by placing it all over the web…Plus 100's of other MLS listing sites and local Realtor® sites. We'll even add an additional MLS board for $99 saving you $26 off our regular price.