Sample — Replace Me
St. Johns County & St. Augustine, FL
Sell smarter in St. Johns County.
Keep more of your equity.
Full-service representation for a 1.5% listing fee — not a discount on service, a smarter fee structure. Same MLS. Same exposure. Same expertise as a 3% listing.
1.5%Full-Service Fee
100%Same MLS Exposure
25+ yrsReal Estate & Lending Experience
Maximum Exposure
Maximum Savings
Zero Compromises
Transparency, upfront: my 1.5% fee covers listing representation. Any buyer's-agent compensation is separate and fully negotiable between you and the buyer's side — never fixed by law.
FL Sales Associate SL3653272
Dalton Wade Real Estate Group
One Point of Contact — Always Me
leerogersRE@gmail.com
Reduced Commission. Not Reduced Service.
What you keep at closing.
Same MLS. Same exposure. Same expertise. Half the traditional listing fee.Estimate your savings
Slide to your expected sale price — commissions are negotiable and not fixed by law; this is an illustrative, listing-side comparison only.
$
Traditional 3% Fee
$17,400
Lee's 1.5% Fee
$8,700
You keep an extra
$8,700
1.5% isn't a discount — it's a smarter fee structure. Same full-service experience, less overhead built into your bill.
Worth repeating: the 1.5% above is my listing fee only. Any buyer's-agent compensation is separate, fully negotiable, and never fixed by law.
A Few Thousand Dollars, Back In Your Pocket
What would you do with the savings?
On a typical St. Johns County sale, the difference between 3% and 1.5% is real money — here's what past sellers put it toward.
Pay off debt
Wipe out a card balance, a car loan, or whatever's keeping you up at night.
Take that vacation
The trip you keep saying "next year" to — this could finally be the year.
Invest it
Let it grow instead of handing it to overhead you never asked for.
The kids' college fund
A meaningful boost to a 529, with zero extra work on your part.
Down payment on the next place
Put it straight toward the home you're moving into.
A year of travel ball (lol)
Tournament fees, hotel rooms, gas money — every sports parent knows.
Why 1.5%, Not 3%?
Full service. Always.
Traditional commissions carry a franchise split, a company lead-generation budget, and office overhead — costs baked into the fee before your home ever hits the market. I run a lean, direct model: no team to feed, no leads to buy back, no layers between you and me.- ✓Pricing strategy & comparative market analysis
- ✓Professional photography & compelling listing copy
- ✓Placed on MLS, Zillow, Realtor.com & major search sites
- ✓Yard sign, lockbox & flexible showing coordination
- ✓Digital & targeted social media marketing
- ✓Offer review, negotiation & contract guidance
- ✓Transaction coordination, contract through closing
- ✓One dedicated point of contact — always me, never a call center
The savings aren't a discount on service.
They're overhead I never billed you for in the first place. Every listing gets the same MLS placement, the same buyer-agent outreach, and the same negotiation on your behalf as a traditional 3% listing — I just don't have a brokerage split or a lead-buying budget stacked on top of your bill.
Pricing Starts With The Market
What's your home actually worth?
Online estimators guess. I don't. Get a quick ballpark below from real St. Johns County pricing patterns, then I'll build you an actual comparative market analysis with current, verified comps — free, no obligation.Seller Prep
20 tips to get your home ready to sell in Northeast Florida.
Not generic advice — built around what actually trips up St. Johns County sellers, from AC service to 4-point inspections to lanai staging.
0 / 20 done
Know Your Numbers
Seller closing cost & net proceeds estimator.
Built on actual Florida seller-cost rules — documentary stamp tax, North Florida's seller-paid title custom, and your 1.5% listing fee — so there are no surprises at the closing table.$
$
%
$
Estimated Net Proceeds
$0
Before your final title company settlement statement.
For a smooth local closing, I work with St. Johns Title, LLC — an attorney-owned St. Augustine & Ponte Vedra Beach title firm serving St. Johns County. (Your title company choice is always yours.)
Estimate only — actual costs vary by title company, lender payoff figures, HOA/CDD statements, and negotiated terms. In North Florida it's customary for the seller to select the title company and pay for the owner's title policy; every closing is different, and I'll walk through your real numbers before you sign anything.
Price It Right. From Day One.
Why pricing beats "testing the market."
The data behind the strategy — not just my opinion.Source: NAR 2025 Profile of Home Buyers and Sellers. "Online search" includes every MLS-fed site — Zillow, Realtor.com & hundreds more — since nearly all of them pull inventory from the same place: the MLS.
1
Price It Right
2
Sign Listing Docs (e-sign)
3
Professional Photography
4
Launch & Market
5
Negotiate, Close & Move
On The Market
Current listings.
Full-service marketing, 1.5% listing fee — here's what's active right now in St. Johns County.
Sample — Replace Me
Want early access to what's coming next? New listings go live here first — reach out and I'll text you the moment one hits the market.
Get Notified First
Lee Rogers
REALTOR® — Dalton Wade Real Estate Group
FL Sales Associate SL3653272
Licensed Mortgage Loan Originator, NMLS #1042257
904-874-4188 · Call or text anytime
About Lee
Your St. Johns County neighbor — who happens to be your agent.
I've spent more than 25 years on the numbers side of real estate — as a mortgage underwriter, a loan originator, and now as a full-service listing agent right here in St. Johns County. That background means I don't just market your home; I understand the entire transaction, from how a buyer's financing actually gets approved to how your net proceeds land at the closing table.
I built my business around one simple belief: selling your home shouldn't cost you years of hard-earned equity. So I run lean — no big team to feed, no office overhead passed on to you — and I pass those savings straight to you as a 1.5% listing fee, full service, zero compromises.
"Why should selling your home cost you years of equity? My 1.5% full-service model isn't less service — it's a fair, transparent fee. You still get professional photography, full MLS exposure, online marketing, buyer & agent outreach, and consistent, personal communication from start to finish. No inflated promises, no pressure to negotiate my rate — just a straightforward process built to help you keep more of what you've earned."
— Lee Rogers, on why he built The Smarter Way to Sell- ✓25+ years combined experience in real estate, mortgage lending & underwriting
- ✓Sellers-first focus — my full attention goes to marketing and negotiating for you, not juggling buyer showings across town
- ✓Text- and email-first communication — reachable without the cold-call energy
- ✓Serving all of St. Johns County, from Fruit Cove and Julington Creek to St. Augustine and the coast
Common Questions
Seller FAQ.
Can't find your answer? The chat assistant in the corner can help, or just text me directly.Nothing is cut. You get the same MLS placement, professional photography, digital marketing, offer negotiation, and transaction coordination as a traditional 3% listing. The 1.5% reflects that I run a lean, direct model — no brokerage split, no office overhead, no team to fund — not a lighter service package.
Buyer-broker compensation is separate from my 1.5% listing fee and is fully negotiable — commissions are never fixed by law. We'll talk through your options, including whether to offer a buyer-agent concession, based on current market conditions in your specific neighborhood.
My focus is seller representation — that's where I can give you my full attention. If you also need to buy, I'll connect you with a trusted buyer's agent in my network.
All of St. Johns County — Aberdeen, Julington Creek Plantation, Durbin Crossing, RiverTown, Beacon Lake, Twin Creeks, Shearwater, Silverleaf, World Golf Village, Murabella — plus St. Augustine and the beaches. Outside that area? Reach out anyway; I likely have a referral partner who covers it.
Professional photography, full MLS syndication to Zillow, Realtor.com and the major portals, targeted digital and social marketing, and direct text/email follow-up with interested buyers and agents — every conversation starts because someone engaged with your listing first.
We price it right from day one using real comps and current competition — the data shows overpriced listings sit longer and net less after price cuts. If conditions shift, we revisit pricing and strategy together; you're never locked into radio silence.
Let's Get It Listed
Ready to talk numbers?
No pressure, just an honest conversation. I'll prep the next steps as soon as we talk.
Response time
Most texts and messages get a reply within a few hours — usually much sooner. If it's urgent, call.
Coverage area
St. Johns County, FL — Fruit Cove, Julington Creek, Aberdeen, Durbin Crossing, RiverTown, Beacon Lake, World Golf Village, St. Augustine & the coast.