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Keith R. Gordon-Flat Fee listing broker since 1999-Florida broker since 1984.


ADDvantage® is Genuine Florida Flat Fee MLS Service. Through aggressive Internet marketing and great service, ADDvantage® offers By Owner with MLS listings in Florida cities including Orlando, Tampa, Miami, Jacksonville, Fort Lauderdale, and many more Florida cities. FSBO listing on the MLS saves Floridians money. We list homes, condos, vacant land, and commercial anywhere in Florida.

We are:

Featured Blog

Featured Blog
Featured Blog of the Week
by Keith Gordon
My story today is about why some buyer's agents, don't get their jobs. Seems too many buyer's agent seem to believe that when they offer advice to their buyers about making an offer they seem to put the superman cape on and go on a mission of making offers that are unrealistic and are not in the best interest of their buyer.…Read More

Our Florida MLS Listings

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I had tried full service Realtors with no success. I was very skeptical about ADDvantage and their services but was willing to try. Keith far exceeded my expectations. He was professional, knowledgeable and and very honest. We overpriced our home for the market and he told us so. We had several offers and Keith worked each with excitement and confidence. He was always just a phone call away. I would recommend Keith and ADDvantage to everyone I know!
-Tammy Kent

Florida sellers are becoming increasingly savvy when it comes to listing a home without paying a 6% commission. Florida homeowners who have learned how to list in the MLS for a flat fee are saving THOUSANDS in commission. Instead of attempting to sell “for sale by owner” and gaining no exposure, sellers are discovering the ideal listing method of flat fee MLS. are pioneers in flat fee listing in Florida, being one of the first to offer discount listing services in Tampa Bay, Naples, Fort Myers, Miami, Jacksonville, Orlando, Ocala, Gainesville, Tallahassee, Panama City and many other FL cities. Our experience and advanced MLS listing software sets us apart from other discount real estate companies. Many Realtors have thrown up amateur sites offering “flat fee listings” but they don’t have the software or resources to actually manage multiple listings efficiently. is the most sophisticated MLS software in the US. We offer the best customer support and reliability in the industry, even compared with full service 6% agents. Our high service approach stems from our belief that EVERY lead could be a potential sale. Our flat fee listing professional guarantees ensure that you are getting the best service possible, always. We offer live phone support from Mon-Thu 8:30AM-7PM, Fri 8:30AM-6PM, Sat 9AM-5PM, Sun 9AM-4PM. We are Internet marketing experts so your MLS listing gets the most comprehensive exposure possible. We belong to most MLS systems in Florida, including Marco Island and the FL Keys so your listing is guaranteed to be seen by the Realtors in your local area. Unlike some other MLS listing companies in Florida who collect your money and then input your listing into any Multiple Listing System, we guarantee input in the correct local Florida MLS. We diligently provide excellent customer service throughout the entire listing process. Choose from any of our Florida flat fee MLS listing plans, one of which will fit your needs perfectly. Our attention to detail will absolutely make a difference in your success.

Listing flat fee MLS with the most reliable MLS listing service can help sell your Florida home faster.

ADDvantage® has earned its reputation as Florida's largest and most trustworthy flat fee company. We set the standard for what home sellers should expect when listing in the Florida MLS for a flat fee. Florida sellers that list in the MLS by owner need protection. Our flat fee MLS listing agreement was designed to protect our home sellers. It allows an anytime cancellation with a withdrawal from the MLS that is UNCONDITIONAL; it states that all buyer leads belong to the flat fee seller, not the MLS broker; that all phone calls will be answered live by an MLS administrator, Mon-Thu 8:30AM-7PM, Fri 8:30AM-6PM, Sat 9AM-5PM, Sun 9AM-4PM; and, all leads that call us are documented into the seller's account and an email is sent in real time to our flat fee listing sellers.

Read our Flat Fee MLS Seller's Bill of Rights to learn more about our professional guarantees.

Professional ADDvantage™ is the best flat fee MLS listing plan

FSBOs in Florida typically go one of three marketing routes to sell their home. One is the “go it alone” for sale by owner sign in the yard. Then there are the “Buy Owner” type websites that limit the audience to just their website. By owner marketing with no other exposure to buyers is not effective in today's market.

Internet searches are responsible for 86% of home sales.,, and MLS based websites garner the majority of the serious buyers. To be effective selling by owner in Florida, By Owners need the big 3…,, and their local Florida MLS.

Read More

Considering a Short Sale for your home in Florida?

Due to the market collapse, many Florida homes are valued at less than what's owed to the bank. Many factors need to be considered prior to doing a short sale on your home in Florida.

Most people are concerned and confused about the credit impact of a short sale, whether the lender will come after you for any deficiencies and if the bank will accept you as a short sale.

Article Continues…

Florida's Best Flat Fee MLS listing company »See our sales stats

Why ADDvantage to list Flat Fee in Florida?
  • Our innovation and care outperforms all other flat rate MLS services. »more
  • Pay only the buyer's agent commission or sell “by owner” and pay NONE! »more
  • The best flat fee MLS listing for sale by owner customer service in the country! »more
  • Exposure on 100's of real estate sites including plus MLS exposure! »more
  • Proof in numbers that we will save you 50% and sell your home faster than full service! »See the data

NoteWe are not a 3rd party referral site like or who refer you to an unknown broker. »more

We are the best flat fee listing service in Florida! But don't take our word for it…read what our clients are saying about ADDvantage…

Keith sold our house in St. Cloud, Florida Osceola County last week. We had our house on the market for 3 years. We had tried to sell it ourselves and had also had listings with other realtors. We listed it with Keith Gordon and we had a contract and a closing within 60 days. St. Cloud, which is in Osceola County is one of the hardest hit in foreclosures in the state, needless to say there was quite a bit of competition. Keith is the first realtor I have ever dealt with that I was sorry to have to say goodbye to. He was extremely professional and given the opportunity went the extra mile every time. Keith was out of our area, however it was never a concern because communication is his strongest of many attributes. For the first time we felt that our realtor was really working for us and not just to close the deal at any cost. He is awesome and we would highly recommend him and his staff. We would love to have him represent us again.
    Kerry and Kathy Broaddus
    St. Cloud, FL

Why flat fee MLS listing with ADDvantage® beats full-service…a must read!

View our MLS Florida Board coverage or preview our flat fee listing agreement.

More About Listing in the MLS with ADDvantage®

When listing your Florida home, condo, or land flat fee MLS, ADDvantage offers the most value because we offer the highest level of customer service and Internet marketing. We work 7 days a week providing you with live phone support and a broker who is accessible for questions that you might have during the process of selling your Florida house flat fee MLS.

We are Florida's most successful discount MLS broker. Our success stretches throughout Florida in cities such as Miami, Tampa, Orlando, Jacksonville, Ocala, Tallahassee, Florida Keys, Gainesville, Naples, and beyond. Our sales statistics and flat fee listing seller reviews speak for themselves!

Flat Fee MLS listings save By Owners from paying 6% because you decide how much commission to offer buyer's agents. Sellers offer buyer's agents 2%, 2.5%, 3%, and sometimes even 4% to get more attention. With flat rate MLS listings, you also have the opportunity sell your home yourself and pay no commission at all! (When sold to a buyer not represented by an agent).

There was a time that paying 6% was accepted as “norm” but not any more because listing agents today are “transaction brokers” and do not exclusively represent the seller, but instead represent “the deal”. Traditionally agents represented the seller but as real estate evolved, transaction brokers have become the norm. For Sale By Owners in most Florida cities can list their homes directly in the MLS with ADDvantage® and pass this commission savings on to buyers.

ADDvantage® guarantees to input your listing in the correct local MLS for your home's location. It's not enough to be listed in a neighboring MLS system. You home must be found in the Multiple Listing database that the Realtors pay membership dues to access for your immediate area. Agents typically only belong to the MLS in the area they are “farming”. So it will do you no good to be listed in an MLS that agents will never see. We maintain direct MLS memberships in many Florida cities…even smaller MLS systems such as Amelia Island and Marco Island. (see our MLS board coverage)

MLS list your home, condo, villa, townhome, vacant land, or residential lot anywhere in Florida and you'll have a professional listing in your local MLS,,, MSN, Yahoo Real Estate Classifieds, Zillow,, and 100's more by owner sites. We also list property for rent in the MLS.

Read reviews posted by our flat fee MLS clients about our high degree of service and see why is your best choice for By Owner with flat rate MLS in Florida!

Our Reputation Helps Flat Fee MLS Florida By Owners

What is the MLS?

The MLS, Multiple Listing Service, is a database of all Florida properties listed by Realtors®. There are over 50 MLS Associations in Florida and ADDvantage® belongs to most Florida Realtor® Associations from Miami, Orlando, Tampa, Jacksonville, Naples, and so on. When you list your home in the MLS, the listing broker offers a commission to all Realtors® (called a co-brokerage) in a concerted effort to sell the home.

Our reputation with Florida Realtors® can help your listing

Realtors® in Florida now know what we stand for. They know us as a full-service-concierge-flat-fee-MLS-listing company. Our effort to be the best has paid off for us and now you get the benefit as well by listing through us. More information

What is and IDX?

Each evening, all Florida MLS listings are uploaded to from each MLS Association and are re-displayed on sites such as,, and many other Realtor® websites using what is called an IDX feed.

Why list flat fee in the MLS?

Listing flat fee in the MLS saves the by owner seller in Florida from paying a listing commission. And, if you sell by owner with no Realtor® involved, you pay no commission. Listing commissions represent 50% of the cost of selling in the MLS. Most flat fee MLS sellers in Florida offer 3% to buyer's agents.

Why list flat fee MLS in Florida with ADDvantage®?

Since 2005, we have established trust and respect with Florida Realtors®. Every call for 5 years, Mon-Thu 8:30AM-7PM, Fri 8:30AM-6PM, Sat 9AM-5PM, Sun 9AM-4PM has been answered live. 7,219 calls answered live in the last 12 months and 2,672 after hours. Realtors® trust ADDvantage® for support and service. This helps our clients get more showings. Trust, reputation, and reliability is why more by-owner sellers in Miami, Tampa, Orlando, Jacksonville, and other Florida cities list their homes flat fee MLS with us…Members of 32 Florida MLS Realtor® Associations.

Agent Activate®…Makes your Flat Fee MLS Florida listing smarter

Agent Activate® is an optional service where buyers are shown your property by one of our qualified agents. 100's of Realtors® throughout Florida have sold an ADDvantage® flat fee MLS listed property. We track and rate each Realtor® creating a pool of qualified Agent Activate® agents. Once you list your home with ADDvantage® each Realtor® that shows your home will be evaluated for 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 Florida home and will be paid your "offered" commission, typically 3%.

Hot Diggity Blog

Blog Author
by Keith Gordon brings the best flat fee MLS plans to Florida home owners with savings anywhere from 50% in real estate commissions to paying no commissions at all if sold by owner.…Read More
Blog Author
by Keith Gordon
The question home owners in Florida should ask themselves before listing their home in the MLS is, who is in control of the Florida real estate market? The buyers, the buyer's agents or the real estate companies?…Read More

Who We Are

Corporate Headquarters:
ADDvantage® Real Estate Services
2515 1st Ave N St. Petersburg, FL 33713
Direct: 727-942-2929
Toll Free: 1-877-232-9695
Fax: 866-420-8957
Email: info@getmoreoffers[dot]com Florida agents, more info

Florida Broker License number: BK409442…Serving Florida homeowners since 1984…Never a complaint, no disciplinary actions…EVER.

ADDvantage® is Florida's only flat fee MLS Florida listing service known to be an advocate of consumers. In 2006, ADDvantage's broker, Keith Gordon, wrote the “Flat Fee MLS Seller's Bill of Rights” defining what a flat fee MLS listing is and what it is not.

We are the best flat fee MLS Florida listing service because we care more! We are experienced and a trusted source for listing in the MLS. Offering flat fee MLS in over 40 Florida Counties including cities small and large…Miami, Marco Island, Amelia, Naples, Orlando, Sarasota, Jacksonville, Ocala, Tallahassee, Tampa, Florida Keys, Ft. Lauderdale, Ft. Myers and many more cities.

Phone support DOES matter when listing by owner MLS in Florida. ADDvantage® is Ranked 1st in Florida for customer service. We're chosen 2 to 1 over all other Florida MLS listing companies in Ft. Lauderdale, Miami, Orlando, Jacksonville, Tampa, and beyond.

7,219 calls answered live last 12 months and 2,672 after hours makes flat fee MLS listing in Florida with ADDvantage® like having a Realtor® stationed at your front door. No listing commission, no gimmicks, and all buyer leads are yours.

Click here to get to know what a flat fee MLS listing is all about.

A Premium listing is included with many of our MLS flat fee and FSBO programsOur flat fee MLS listings are displayed on

ADDvantage® guarantees to list your property in your LOCAL MLS!

Ask us why that's critical to selling your flat fee MLS Florida listing!

Superior service equals success

Florida for sale by owners receive superior FSBO marketing, the most comprehensive exposure, and our unsurpassed customer service when they list on of Florida. Our MLS listings get more REALTOR® showings because we are available so many hours per day, 7 days per week to answer calls from real estate agents and buyer prospects. By owners listing flat Fee MLS Florida have more success selling their FL homes than any other flat rate listing company.

ADDvantage®,'s Florida brokerage, is a direct member of 32 Florida MLS Realtor® Associations. ADDvantage® offers flat fee MLS listings to FSBOs in most Florida cities. We have the best reputation for flat fee MLS in Florida due to our genuine concern for our clients. Our Florida flat fee listing reviews tell the real story about how much we care. This level of service is reflected in the success of our flat fee MLS sellers.

From Fort Lauderdale, Miami, Naples, Jacksonville, Orlando, Tampa, Marco Island, Tallahassee, Melbourne, and many more, ADDvantage®'s MLS listing administrators work around the clock to make sure your Florida flat fee MLS listing is accurately displayed. Changes to price, commission and other data is done promptly and someone is always available to help with any concerns you might have.

About the MLS Florida Realtor Associations:

South Florida MLS system is called the Southeast Florida Regional MLS. This MLS system includes Greater Miami, Fort Lauderdale, Hollywood, Davie, Sunrise, Weston, Pembroke Pines, Golden Beach, Pinecrest, Coconut Grove, North Beach, South Beach, Aventura, Dania Beach, Doral, Homestead, and many more cities within Broward and Miami-Dade County. South Florida REALTOR® Associations and Greater Miami Association of REALTORS® also shares data with the Greater Fort Lauderdale Association of Realtors®.

Central Florida MLS system is known as the My-Florida Regional MLS (MFR) which began with the Orlando MLS. MFR is the largest Florida MLS listing system, which now includes several counties in Central Florida including Orange, Osceola, Lake, Volusia, Hillsborough, Pinellas, Pasco, Manatee, and Sarasota. Florida cites within MFR include Orlando, Tampa, St. Petersburg, Clearwater, Palm Harbor, Holiday, Trinity, New Port Richey, Bradenton, St. Pete Beach, Maderia Beach, Redington Beach, Sarasota, Holmes Beach, Venice, Winter Park, Winter Haven, Deland, Sanford, Kissimmee, Lakeland, St. Cloud, Lake Mary, Leesburg, Deltona, Debary, Oviedo, and many more.

Ocala MLS covers Marion County. Its Realtor® Association is the Marion County Association of Realtors®.

St. Augustine MLS is a small singular system for Saint Augustine and St Johns counties.

West Coast of Florida MLS system includes Greater Tampa Bay and the cities of Tampa, St. Pete, Tierra Verde, Madeira Beach, Indian Rocks Beach, Clearwater, Largo, Dunedin, Palm Harbor, Odessa, Oldsmar, Lutz, New Port Richey, Trinity, and St. Pete Beach. Tampa Bay has 3 major Realtor® Associations which are the Greater Tampa Association of Realtors® (GTAR), West Pasco Association of Realtors®, and the Pinellas Suncoast Association of Realtors®. ADDvantage® belongs to West Pasco and GTAR Realtor Associations which share data with Pinellas. MFR also shares data with Pasco and Pinellas MLS systems. All Tampa flat fee MLS listings go through GTAR and not My-Florida because GTAR issues “T” as the starting letter in the MLS number sequence. My-Florida uses an “o” (“oh”) which is very confusing because it looks like a “zero”. A search will not pull results if an unsuspecting person enters a “zero” instead of an “O”.

South West Florida describes the area south of the Sunshine Skyway Bridge. This includes Terra Ceia, Long Boat Key, Siesta Key, Holmes Beach, Anna Maria, Palmetto, Bradenton, Englewood, Sarasota, Fort Myers, Cape Coral, Estero, and Naples. The My-Florida Regional MLS is used by Sarasota County through Pasco County. Bradenton has its own Realtor® Board that agents belong to called Manatee Association of Realtors®. The Sarasota Association of Realtors® covers just Sarasota County. Both Realtor boards use the My FL Regional MLS system as their database for listing properties. Moving further south, Englewood has its own MLS Association (Englewood Area Board of Realtors®) but uses MFR MLS as well. Fort Myers has its own MLS system entirely, called the Realtor® Association of Greater Fort Myers and the Beaches. This is an exclusive database that does not share data with its neighboring areas. Venice has its own MLS called Area MLS of Venice. Punta Gorda, Port Charlotte, and North Port use the Charlotte County MLS. Naples also has a unique separate system called Sunshine MLS and its association is The Naples Area Board of Realtors®(NABOR). NABOR does not share data with its close neighbor, Marco Island. ADDvantage® is a member of Marco Island MLS. If listing a property in Marco Island, it is imperative that you be in the Marco MLS as many agents who farm the area do not belong to the Sunshine MLS of Naples.

Florida Keys MLS covers the most southern point of the US. There are three MLS Associations: Marathon and Lower Keys, Key Largo, and Key West MLS. All three share data from Key West to Marathon. ADDvantage® holds membership to the Marathon and Lower Keys MLS.

North Central Florida includes Gainesville and Tallahassee. Each has its own MLS and Realtor Association. The Gainesville-Alachua County Association of Realtors® covers Alachua county with the cities of G’ville, Newberry and Micanopy. University of Florida residents list their homes in the Gainesville MLS. The Tallahassee Board of Realtors® includes the counties of Leon, Jefferson, Wakulla, Franklin, and Gadsden and is considered part of North Central Florida. If listing a home in those counties, one would use the Tallahassee MLS.

Northwest Florida includes Citrus County which has its own MLS. The agents here are members of the Realtor® Association of Citrus County. Citrus MLS covers North and South Brooksville. The Hernando MLS is also a separate system and covers Homosassa, Crystal River, Hernando, Hernando Beach and Inverness. While Spring Hill is partially in Hernando and also partially in Pasco County, the two have two separate MLS databases which do not share data. The Hernando County Association of Realtors provides Brooksville Realtors with an MLS system for listing property.

Northeast Florida covers the Metro area of Jacksonville and surrounding suburbs. Cities included are Middleburg, Jacksonville Beach and Atlantic Beach. Properties are listed through the Jacksonville's MLS, an individual system created by their Realtor board, NEFAR which stands for Northeast Florida Association of Realtors®. To the south of Jacksonville is Daytona Beach Board of Realtors® which also has their own MLS system which includes Daytona Beach, Ormond Beach, Port Orange, South Daytona, and Holly Hill.

Martin County Board of Realtors® whose MLS covers Fort Pierce and Port St. Lucie. Immediately to the South of Martin is the Palm Beach Regional MLS. Palm Beach real estate agents list homes in this MLS for Jupiter, West Palm, Lake Worth, Boynton Beach, Wellington and Palm Beach Gardens. The Palm Beach MLS also shares data with the Southeast Florida MLS. Melbourne Area Association of Realtors® runs the Brevard County MLS. The Melbourne MLS is the only system used in its area for listing homes.

Panhandle of Florida includes Santa Rosa County, Escambia, Santa Rosa, and Pensacola. ADDvantage belongs to PARMLS which covers Escambia County and all of Pensacola. We are also members of the Panama City MLS, for listing all homes in Bay County.

Attention National flat fee websites…do you need a reliable partner in Florida? We are members of 34 Florida MLS boards and invite you to work with us.
Call Keith Gordon, broker, for more info: 727-942-2929 or 1-877-232-9695

ADDvantage® Now Welcomes all Florida Agents to use our Flat Fee MLS Listing Platform

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