Coldwell Banker, Compass, Sotheby’s or Douglas Elliman? It’s not the plane. It’s the pilot.
Your parents are ready to downsize and turn their home equity into retirement money. Before you call the biggest name you know, read this. It comes from Chapter 4 of my book, The South Florida Seller’s Playbook.
Why everyone calls the big names
When you can’t easily judge who is good at something, a famous name feels like the safe choice. It’s the same reason people buy a brand of car or watch they recognize. And if the sale goes badly, no one will say you chose poorly. Those companies spend heavily so their logo is the first one you think of.
What most families don’t know
- Every licensed broker reaches the same buyers. Any listing on the MLS goes out to Zillow, Realtor.com, Redfin and hundreds of other sites. Buyers search by location, price and photos, not by the logo on the sign.
- Most agents at big brands work on their own. They are usually independent contractors who choose their own marketing, photographer, hours and level of effort. The brand doesn’t sit in on your parents’ showings or negotiate their contract.
- The difference between agents is bigger than the difference between brands. Inside every famous company there are top producers and agents who sell one home a year.
In Top Gun: Maverick, Maverick flies an old F-14, decades older than the enemy’s fighters, and still wins. The plane didn’t win that fight. His skill did. Real estate works the same way: the brand on the sign is the plane. The pilot is the person who prices the home, finds its Winning 20%, markets it to the right buyers, negotiates and keeps the deal together until closing.
To be fair, a big brand can bring real advantages, like luxury marketing programs and referral networks. If those matter for your parents’ home, ask the agent exactly how they’ll use them. Then ask an independent broker how they’ll deliver the same thing.
Ask every agent these questions, including me
- What will the home sell for, and how did you get that number? (Look for real comparable sales, not a round number.)
- How many homes in this area and price range have you personally sold in the last two years?
- What is this home’s Winning 20%, and how will you market it?
- Who is the most likely buyer, and how will you reach them? In what languages?
- Who will my parents actually work with day to day, you or a team member?
- What issues could hurt the sale (roof, permits, insurance, condo assessments)?
- How will you negotiate, and how will you keep us updated?
- What do you charge, and what exactly is included?
- Can we talk to three recent sellers?
- Is your license active? (You can check any agent on the Florida DBPR website.)
When Mom and Dad are downsizing
- One calm, clear plan. Timing the sale with the move, what to fix and what to leave, and who handles showings so your parents aren’t stressed.
- Their net, not just the price. What they actually take home after commissions, closing costs and any repairs.
- Questions for their CPA and the county. Federal rules can make up to $250,000 of gain per person ($500,000 for a married couple) tax-free on a primary home they owned and lived in for 2 of the last 5 years. If they buy another Florida homestead, they may be able to carry over their Save Our Homes savings (up to $500,000) if they apply within three years. Confirm the details with their CPA and the property appraiser.
- The whole family in the loop. I can update you and your parents together, in English or Spanish.
Brand names are trademarks of their owners. Kelly Gonzalez Realty is an independent brokerage and is not affiliated with them. This page is general information, not tax or legal advice.