Uber Realty is a real estate brokerage built for smart home sellers. We offer two ways to sell: Done For You (full service at a lower cost) and Done With You (where you stay involved while we handle marketing, negotiations, and contracts).

Why do you charge less than most real estate agents?

We run lean, cut out unnecessary costs, and use smart tools—so we can offer full service at a lower fee. You keep more of your equity without sacrificing results.

What’s the difference between Done For You and Done With You?

Done For You means we handle everything—prep, showings, marketing, negotiation. Done With You keeps you involved while we handle the heavy lifting. Both models are full service. You choose how hands-on you want to be.

Do I have to fix up my house before listing?

Only what matters. We'll help you focus on the items buyers and inspectors care about—not unnecessary upgrades or cosmetic fluff.

How do you figure out the right price for my home?

We review comps, adjust for upgrades and location, study buyer behavior, and bring local experience. It’s pricing with strategy, not guesswork.

Do you handle negotiations with buyers?

Yes. We handle all buyer negotiations from offer to close—keeping your equity protected and your deal on track.

We serve sellers in Niceville, Shalimar, Fort Walton Beach, and Eglin AFB-area homes.

What does the process actually look like?

We guide you through every phase—from pricing and prep, to marketing, showings, negotiation, and closing. You’ll never have to wonder what’s next.

What makes Uber Realty different from other agents?

We tell you the truth, price homes to sell (not sit), protect your equity, and don’t disappear once the sign goes up. This is personal to us.

Can you help if I’m trying to sell by owner?

Yes. If you're selling FSBO and want help with pricing, paperwork, or negotiations, we’re here. No pressure, just smart support.

Uber Realty is a licensed Florida real estate brokerage (License #BK3174026) founded in 2007 by broker Jim Whatley. We serve Niceville, Shalimar, Fort Walton Beach, Navarre, Crestview, and Destin, offering 1% and 2% listing fee options.

What does it actually cost to sell with Uber Realty?

The listing fee is either 1% or 2%, depending on the service level you choose. For example, on a $500,000 home, the fee is $5,000 or $10,000, compared to traditional fees of 2.5% to 3% ($12,500-$15,000).

What's the difference between the 1% and the 2% listing fee?

Both levels include MLS listing, professional photography, pricing strategy, and negotiation. The 1% 'Done With You' option is digital-first with automated scheduling, while the 2% 'Done For You' option adds in-person support and vendor coordination.

Questions People Actually Ask

Before They Ask Them Out Loud

You've probably already done the math.

You looked at what 3% costs on your home and had a thought most people keep to themselves.

That's a lot of money for what they actually do.

Then you found this site. You read the homepage. And now you're here, on the FAQ page, looking for the catch.

That's fair. Ask away.

What is Uber Realty?

A licensed Florida real estate brokerage (License #BK3174026). Founded in 2007 by broker Jim Whatley. Serves Niceville, Shalimar, Fort Walton Beach, Navarre, Crestview, and Destin.

Two service levels: Done With You at 1% listing fee, or Done For You at 2%. Over 500 transactions since 2007. More than $2 million saved in seller commissions.

That's it. No parent company. No franchise fee hiding in the math. Jim answers the phone.

What does it actually cost to sell with you?

Your listing fee is either 1% or 2%, depending on which level you choose.

On a $500,000 home, that's $5,000 or $10,000 on your side of the transaction.

A traditional listing fee in this market runs 2.5% to 3%. On the same home that's $12,500 to $15,000.

The gap is real. The math is simple. The only question is whether you believe you're getting less for it.

The answer to that is further down the page.

What's the difference between the 1% and the 2%?

Both include full MLS listing, professional photography, pricing strategy, offer negotiation, and representation through closing. The same strategy. The same market data. The same phone number.

The 1% Done With You option is digital-first. You handle scheduling and coordination through automated systems. Jim handles the strategy, the pricing, and the negotiation.

The 2% Done For You option adds in-person support, vendor coordination, and more hands-on involvement at every step.

The only real variable is how much of your time you want to trade for the savings.

What's the catch?

This is the right question.

The catch, if you want to call it one, is that Jim runs a lean operation on purpose. 8% overhead versus the industry's 30-40%. That's how the math works at 1-2%. He's not cutting services. He's cutting the parts of a traditional brokerage that don't protect your money.

The work that matters stays: pricing, negotiation, MLS exposure, professional marketing, and someone accountable from listing day to closing day.

The part that's gone: the franchise fees, the floor time, the office overhead that gets baked into your commission without you knowing it.

Do I have to pay the buyer's agent?

Not by law. Seller-paid buyer agent compensation has been fully negotiable since the 2024 NAR settlement made it official in writing. It always was. Most sellers just weren't told.

In practice, almost every buyer will ask you to contribute toward their agent's fee as part of the negotiation. That request is a negotiation point, same as price, repairs, and closing costs.

Jim's approach: pay it strategically. The buyer found your home on Zillow at eleven o'clock on a Tuesday night. The agent's job was to open the door. That's worth something. It's not worth whatever number they put in the contract without a conversation.

On a $600,000 home, negotiating that fee from 3% toward 2% puts $6,000 back in your pocket before anything else moves.

Should I get a pre-listing inspection?

In most cases, yes.

A pre-listing inspection typically runs $400–$600. What it buys you is time. You find the problems before the buyer does. You get competitive repair bids on your schedule instead of deadline bids under pressure. You decide what to fix, what to price in, and what to disclose.

When buyers find problems instead of you, they ask for credits. Those credits come in fast, under pressure, with your closing date on the line. The numbers get bigger in that environment.

Pre-listing inspections typically prevent $2,000–$8,000 in last-minute buyer credits and rushed repair costs. The $500 inspection is usually the best trade on the table.

How do you price a home?

Three inputs: comparable closed sales in your neighborhood, property-specific adjustments for condition and upgrades, and current buyer behavior patterns in your specific price range and area.

Jim does not inflate prices to win listings. That's the most common way sellers lose time and money an agent tells them what they want to hear to get the listing, then asks for a price reduction six weeks later.

Accurate pricing from day one protects two things simultaneously: your sale price and your days on market. A home that sits starts to look like a problem to buyers, even when it isn't one.

Can you actually negotiate? Or is that just something everyone says?

Jim completed the Program on Negotiation at Harvard Law School. He has 19 years and 500+ transactions behind that education.

Negotiation is where most sellers lose money without knowing it. Not on price on the inspection response, the appraisal challenge, the closing cost concessions that feel small and add up fast.

Every dollar you lose in that process is a dollar that didn't need to leave.

What areas do you serve?

Primary markets: Niceville (Bluewater Bay, Rocky Bayou, Swift Creek, Magnolia Woods, Deer Moss Creek, Raiders Landing), Shalimar (Poquito Bayou, Lake Lorraine, Shalimar Pointe), and Fort Walton Beach (Elliott Point, Kenwood).

Secondary coverage: Navarre, Crestview, and Destin.

Jim also specializes in military PCS relocations for families stationed at Eglin AFB, Hurlburt Field, and Duke Field.

What does your listing process look like?

Seven phases, nothing hidden.

Pricing strategy and seller goals first. Pre-listing inspection and strategic repair planning second. Professional photography, drone footage, and 3D walkthrough third. MLS listing and syndication to Zillow, Realtor.com, Trulia, and the rest fourth. Showing coordination and buyer feedback fifth. Offer presentation and negotiation sixth. Inspection, appraisal, repairs, and closing coordination seventh.

You know what's happening at every stage. That's not a feature. That's just how it should work.

Do you help FSBO sellers?

Yes. If you're selling on your own but need help with pricing, contracts, negotiation, or closing coordination, Jim offers limited consulting. You keep control. You avoid the most common and expensive mistakes.

No pressure to convert to a full listing. The goal is for you to make a good decision with the real information in front of you whatever that decision turns out to be.

Why doesn't everyone do this?

That is a genuinely good question.

The short answer: the system that overcharges sellers is the same system that controls where sellers look for help. Zillow charges agents thousands monthly for leads. HomeLight and UpNest take 25–40% referral fees from the agents they recommend. Dave Ramsey's Endorsed Local Providers pay to be in that program.

Every platform you trusted to find the best agent was financially rewarded for sending you to the most expensive one.

Not a conspiracy. A business model. A very profitable one.

Jim built an alternative in 2007. The industry pushed back. One agent called him a used car salesman. Another said homeowners like to pay 5–6%. Someone complained publicly that he was making it harder for her to get business.

Jim's response was simple: if you're going in the wrong direction there are no enemies trying to stop you.

They're still coming. He's still here.

Where can I see reviews or talk to past clients?

Verified reviews on Google and Facebook. Jim will also connect you directly with recent sellers in your neighborhood if you want to hear it from them.

No curated testimonials. No highlight reel. Real sellers. Real closing statements.

What if I have more questions?

Call or text Jim directly.

850-499-2940

No phone tree. No assistant. No appointment required.

Just a real conversation about your home, your timeline, and what the numbers actually look like. He will put your situation on a plain English net sheet 6% on one side, his fee on the other, every scenario in between and let you take it home.

You don't owe him anything for that conversation.

He was a seller once too. He sat at the same table with the same number in front of him.

He just pulled the thread.

Commissions are not set by law and are fully negotiable.

They always were. Now it's in writing.