Real Estate WITHOUT Agents! MasterClass & Coaching Program

My name is Rock Florida

I am a licensed Real Estate Broker/Agent in Arkansas with 23+ years of experience in Fayetteville, Arkansas who has NO INTEREST in listing your home. 

I left traditional real estate behind in 2014 to disrupt and change the industry because it is long overdue. 

Empowering the consumer, and dispelling their fears and myths about buying/selling homes, is my mission.

I created a brokerage model that offered full-service value with flat fees & alternative commission options. I provided consumers with “above and beyond” full-service for a more reasonable value than found in the traditional real estate brokerage model.  

I have spent the last 17 years specializing in coaching For Sale By Owners (FSBOs) ((I prefer the term 'Owner-Represented'), teaching them to maximize their profits and minimize their stress in the sales process. Along the way, I became very adept at providing them with the universal, timeless principles and processes, along with the tech-savvy alternative marketing practices and platforms, that led them to a confident, successful sale. Homeowners don’t need hype; they need a homeowner-friendly roadmap, the right tools, and the confidence to execute.

Over time, I turned that roadmap into the Real Estate Without Agents MasterClass & Coaching Program—built to help you prepare with proper Owner Due Diligence, price strategically, market like an agency, handle showings, negotiate cleanly, and navigate paperwork without overwhelm. It’s designed to protect what you’ve built and help you steward your estate and legacy.

Now I work with HomeOwners of the Information Age who want to rewrite the rules and sell owner-represented with clarity and control. My goal is to help you defend your equity, avoid costly mistakes, feel proud of how you handled the sale and have the proper conviction to teach your children how to steward their assets.

If you’re willing to learn and follow a proven process, you don’t have to hand over your power—or your proceeds. You can sell smart, stay in charge, and keep more of what your home is worth.

Educating & Empowering the HomeOwners of the Information Age with the Knowledge, Tools, & Confidence to Rewrite the Rules in Their Favor!

A 3 Step System That Is So Simple an 18 Year Old Can Do It!