Personalized Services,
Personalized Fees
Before I became a Realtor®, I used to sell my own homes without the help of a conventional real estate agent. Why? Because agents' fees didn't make sense to me.
It's why I created Contextual Commission(™).
Size isn't everything
Many brokerages charge commission as a flat percentage of your home's sale price. If they charge, say, 2.5% and your home sells for $1m, you pay $25,000 in fees (excluding any buyer's agent fees). If it sells for $4m you pay $100,000.
But it rarely takes four times the effort or four times the expertise to sell the $4m property.
What's an agent worth?
This is where my unique Contextual Commission comes in. I don't charge a flat percentage rate: I calculate my fees based on how much effort and expertise will be required to sell your specific home.
I look at factors such as local supply and demand; the condition of your property and how much preparation is required; the complexity of the sale; and your own expectations. And I consider the likely listing price - my fees taper down as prices rise.
My compensation is between 1% to 2.5% - the lower fees typically apply if your home is higher value or easier to sell.
It's simple economics. If I can complete two sales in the time it takes to complete one more time-consuming sale, I can charge half the price. And since it doesn't take four times the effort or expertise to sell a $4m home versus a $1m home, I don't charge four times as much.
Personalized service
Most importantly, regardless of the level of fees, you get the same top-quality personalized service from me including:
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in-depth knowledge of specific local markets to better prepare and price your home
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hands-on management every step of the way, from help readying your home for sale (including refreshing or remodeling) to handing over the keys
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compelling marketing and great negotiation skills
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support from my team and my network of stagers, contractors, photographers and other key players
I'm based in Mountain View, where I've lived in five different neighborhoods and built homes in three of them. I help sellers in specific San Francisco neighborhoods and across the mid-to-south peninsula, including Menlo Park, Palo Alto, Los Altos, Sunnyvale and Mountain View. Contact me to find out more!
Please note:
* Fees for third party services (e.g. home staging) and refurbishment costs (e.g. for new kitchen cabinets) will be charged in addition to my Contextual Commission
** See "Reducing real estate commissions: are low-fee brokers a viable alternative for home sellers?", published by the Consumer Policy Center, June 2025
If you're looking to sell, buy or build in the Bay Area,
let's discuss how I can help!
Keith Rodgers is founder and CEO of The Dachshund’s Undercarriage, a construction consulting company. He's also a Realtor® (DRE# 02233979) with Pinnacle Realty Advisors, a licensed real estate broker (02220139) in the State of California. Pinnacle Realty Advisors abides by Equal Housing Opportunity laws.
If you are represented by a real estate broker to sell your property or purchase property, this is not intended as a solicitation.
All material presented here is intended for informational purposes only and is subject to errors and omissions.