Get to Know
Rock Florida
Meet Your 'Owner-Represented' Equity Defending Coach
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!
Looking for a more personal connection? Let me share some fun facts about myself:
-Moved 30 times before the age of 10 from San Diego to the Bahamas- finally landing off the grid in 1978 in the Ozarks. No electricity, no running water, no phone, no joke!
-Made our living as a Family Bluegrass Band, in which I was the fiddler
-US Army Veteran ’86-’90
-Conservative Hippie
-Professional Disc Golfer – PDGA #19217
-Musician/Entertainer
-I have caught a full-grown Bald Eagle
-I helped Elon Musk save $1.74 million in unnecessary real estate agency fees with my program.
-Champion and Advocate for the Underdog, the Undervalued, and Unconventional Wisdom
-Brother of Jesus
My Mission:
-After helping 1000’s of people, I created the “Real Estate WITHOUT Agents” Master Course and Coaching Program. With it, I can help YOU become more educated and confident about your real estate decisions.
-I teach homeowners how to navigate the waters of real estate and their associated services.
My Passion:
Providing HotIA’s (Homeowners of the Information Age) the knowledge, tools, and confidence to make real estate work in their favor.
My Goals:
-To remove the lack of transparency and client steering in real estate for selfish gain.
-To make selling your home so easy, your 18-year-old can manage all the marketing & communications!
Dispelling these myths:
-You need a licensed real estate professional to avoid legal problems and paperwork.
-You have to pay a buyer’s Agent 3%, or they won’t show your property.
-The process of selling a home is stressful & overwhelming. (It’s exciting & empowering when you learn how to do it the right way).
Accomplishments:
*Author & Course Creator for “Real Estate WITHOUT Agents”
*Motivational speaker & knowledge broker, YouTube Creator & NPR Contributor
*Licensed real estate broker/agent that saves Clients an average of $12,300 per transaction
Contact me to learn how to properly protect and promote your real estate, and defend your home equity from all agents- foreign and domestic.
Switching gears to a more formal tone, for those who appreciate a professional overview...
I help homeowners in the Information Age rewrite the rules of selling without agents by teaching the same proven strategies professionals use—translated into homeowner-friendly steps. My focus is simple: defend your equity, reduce costly mistakes, and help you steward your estate and legacy with clarity and confidence.