Selling a house without a realtor in Jacksonville is entirely legal and more common than most people realize. Florida doesn’t require a licensed agent to sell residential property — the state only requires that certain disclosures are made and that the transaction closes through proper legal channels. The question isn’t whether you can do it. It’s whether you understand what you’re taking on.
This guide walks through every step of a no-agent home sale in Jacksonville — from pricing the property to signing at the title company. If you’ve already decided to go agent-free and want to compare the different paths (FSBO, iBuyer, cash buyer), see our comparison guide. This article focuses on the practical execution.
Step 1: Price Your Jacksonville Home Accurately
Overpricing is the number-one reason FSBO listings fail. Without an agent running a comparative market analysis (CMA), you need to do this work yourself. Here’s how:
Pull comparable sales from public records
The Duval County Property Appraiser (dcpa.coj.net) provides free access to property records including recent sale prices, assessed values, and property details. Search for homes within a half-mile of your property that:
- Sold within the last 6 months
- Have similar square footage (within 15%)
- Have similar bedroom/bathroom count
- Were built within 10 years of your home’s construction date
- Are in similar condition
Pull 5–7 comparable sales. Throw out the highest and lowest. The average of the remaining comps is your starting point.
Adjust for condition and features
If your home needs a new roof and the comps all had recent roofs, subtract the cost of roof replacement ($8,500–$16,000 in Duval County). If your home has a renovated kitchen and the comps don’t, add a premium. Common adjustments for Jacksonville properties:
| Feature | Adjustment |
|---|---|
| Roof age (per year older than comps) | -$500 to -$800 |
| Updated kitchen | +$8,000 to +$15,000 |
| Updated bathrooms | +$3,000 to +$6,000 per bath |
| Pool | +$10,000 to +$20,000 (neighborhood dependent) |
| Garage (if comps lack one) | +$5,000 to +$10,000 |
| No central AC (window units) | -$5,000 to -$8,000 |
| Foundation issues | -$10,000 to -$30,000 |
Check the online AVMs — but don’t trust them blindly
Zillow’s Zestimate, Redfin’s estimate, and Realtor.com’s valuations are useful reference points but frequently miss neighborhood nuances in Jacksonville. A Zestimate might value a Riverside bungalow the same as a Westside ranch because it sees similar square footage — but the market reality is a 30–50% price difference. Use AVMs as a sanity check, not your pricing strategy.
Consider a flat-fee appraisal
For $300–$500, a licensed Jacksonville appraiser will provide a professional opinion of value. This is the most accurate pricing method available without an agent and is particularly worthwhile for properties worth $250,000+ where a 5% pricing error costs $12,500.
Step 2: Prepare the Required Florida Disclosures
Florida is a caveat emptor (buyer beware) state for real estate — but that doesn’t mean you disclose nothing. Sellers have specific legal obligations:
Johnson v. Davis disclosure duty
Under the landmark Florida Supreme Court case Johnson v. Davis (1985), sellers must disclose known material defects that are not readily observable by the buyer. This includes:
- Roof leaks or past water damage
- Foundation cracks or settling
- Mold or previous mold remediation
- Termite damage or active infestations
- Electrical, plumbing, or HVAC problems
- Flooding history
- Boundary disputes or easement issues
- Environmental contamination (lead paint, asbestos, Chinese drywall)
You don’t need to hire an inspector to find problems you don’t know about. But if you know about an issue — even if you didn’t cause it — you must disclose it.
Lead-based paint disclosure (federal)
For homes built before 1978, federal law requires a specific lead-based paint disclosure form and a 10-day inspection period for the buyer. This is non-negotiable regardless of how you sell.
HOA/COA disclosures
If the property is in a homeowners association or condo association, Florida Statute 720.401 requires you to provide specific HOA disclosure documents including governing documents, financial statements, and fee schedules. Many Southside and San Marco properties fall under HOA governance.
Radon gas disclosure
Florida Statute 404.056(5) requires a specific radon gas disclosure statement in every residential real estate transaction. The language is standardized — your closing attorney or title company will include it, but you should be aware it’s required.
Pro tip: Use the Florida Realtors / Florida Bar “As Is” Residential Contract (FR/BAR contract) even without an agent. It’s the standard contract used in Duval County transactions, includes the required disclosure language, and title companies and attorneys are familiar with it. You can purchase blank forms from the Florida Bar or work with a real estate attorney who will provide them.
Step 3: Get the Property Market-Ready
Without an agent’s marketing machine, your property needs to do more of the selling work itself. Focus on what moves the needle in Jacksonville’s market:
Curb appeal: In Jacksonville’s competitive neighborhoods, first impressions happen from the street. Power wash the driveway and exterior ($200–$400 for a professional service). Clean up landscaping. Replace the front door if it’s dated ($200–$600). Paint the front door a contrasting color. These low-cost improvements have disproportionate impact.
Deep clean: A professional deep clean ($200–$400 for a 3BR home) makes every room photograph better and show better. Pay particular attention to bathrooms, kitchen, and flooring. In Jacksonville’s humid climate, check for and address any musty odors — buyers notice immediately.
Photography: This is where FSBO sellers most often underperform. Professional real estate photography ($150–$350 in Jacksonville) dramatically increases online engagement. If your primary marketing channel is Zillow, the photos are your listing — and phone photos with bad lighting and cluttered rooms will cost you buyers.
Skip the major renovations: If your property needs significant work (roof, HVAC, foundation), don’t invest $20,000+ hoping to recoup it at sale. You’ll spend months renovating, months listing, and the net return on pre-sale renovations averages only 60–70 cents on the dollar. For properties needing major work, selling as-is to a cash buyer typically nets more after accounting for renovation costs, carrying costs, and time.
Step 4: Market the Property
Without MLS access through a listing agent, you need to build your own buyer pipeline:
Flat-fee MLS listing ($200–$500)
This is the single most important marketing step for a FSBO seller. A flat-fee MLS service puts your listing on the Northeast Florida MLS (used by Jacksonville agents), which syndicates to Zillow, Realtor.com, Redfin, and every major portal. You handle the showings and negotiations — the MLS service just lists the property.
Important: Most flat-fee MLS listings allow you to offer a buyer’s agent commission (typically 2.5–3%). While this is technically optional, refusing to offer a buyer’s agent commission means most agents won’t show your property to their clients. Budget for this cost — it’s the price of MLS access to the buyer pool.
Zillow FSBO listing (free)
If you don’t use a flat-fee MLS, Zillow’s FSBO option lets you list for free. The exposure is more limited (Zillow only, not the full MLS), but Zillow’s traffic in the Jacksonville market is substantial.
Facebook Marketplace and local groups
Jacksonville has several active real estate groups on Facebook. Post your listing with professional photos, price, and basic details. This channel is particularly effective for investor-grade properties on the Westside and Northside where cash buyers actively search.
Yard sign
Don’t underestimate drive-by traffic. A professional yard sign with your phone number generates leads from neighbors, their friends and family, and people who already know and want to live in your neighborhood.
Step 5: Handle Showings and Offers
Showings: You manage all scheduling and access. Use a showing scheduling app or simply manage by phone. For occupied homes, try to be absent during showings — buyers are more comfortable examining a home without the owner present. For vacant homes, use a lockbox.
Offers: When an offer comes in, review these critical terms:
- Purchase price: Is it at, above, or below your asking price?
- Financing type: Cash offers are strongest. Conventional is solid. FHA/VA adds inspection requirements and potential appraisal issues.
- Contingencies: Inspection, financing, and appraisal contingencies all create potential exit points for the buyer. Fewer contingencies = more certainty.
- Closing timeline: Standard in Jacksonville is 30–45 days for financed purchases, 7–14 days for cash.
- Earnest money deposit: Standard is 1–3% of purchase price in Duval County, held by the title company.
Negotiation: This is where FSBO sellers are at the biggest disadvantage. Buyer’s agents negotiate weekly; you do this once a decade. Consider hiring a real estate attorney ($500–$1,500 for transaction-only representation) to review and negotiate on your behalf. It’s a fraction of a listing agent’s commission and provides professional negotiation and legal protection.
Step 6: Navigate the Contract-to-Close Process
Once you have a signed contract, the work isn’t over:
Open escrow with a title company
In Florida, the buyer typically selects the title company (unlike some states where the seller chooses). The title company handles:
- Title search to identify any liens, encumbrances, or title defects
- Ordering payoff statements for your mortgage
- Preparing the closing disclosure (settlement statement)
- Coordinating the closing date and document preparation
- Issuing title insurance to the buyer
Jacksonville title companies commonly used include Fidelity National Title, First American Title, and several local firms. Escrow fees typically run $500–$1,000.
Manage the inspection period
If the contract includes an inspection contingency (most do), the buyer will hire a home inspector within 10–15 days. Common issues in Jacksonville inspections:
- Roof condition: Duval County’s wind and rain exposure means roofs are heavily scrutinized. Any roof over 15 years old will be flagged.
- AC systems: In Jacksonville’s heat, the HVAC is inspected closely. Systems over 12 years old or with R-22 refrigerant get flagged.
- Wood-destroying organisms (WDO): Florida requires a separate termite/WDO inspection for financed purchases. Active termite damage or past untreated damage will be noted.
- Plumbing: Polybutylene pipes (common in Jacksonville homes built 1978–1995) are a known defect that many insurers won’t cover.
After the inspection, the buyer may request repairs or a price reduction. You can agree, counter, or decline — but if you decline and the contract has an inspection contingency, the buyer can walk away.
Manage the appraisal (financed purchases)
If the buyer is using a mortgage, the lender orders an appraisal. If the home appraises at or above the contract price, no issue. If it appraises below, the buyer can:
- Make up the difference in cash
- Renegotiate the price down to the appraised value
- Walk away (if the contract has an appraisal contingency)
Low appraisals are the second most common reason deals fall through in Duval County after inspection issues.
Close at the title company
At closing, you’ll sign the deed (typically a warranty deed in Florida), the closing disclosure, and any required affidavits. The title company disburses proceeds after recording the deed with the Duval County Clerk of Courts. Wire transfer of your proceeds typically happens the same day or next business day.
The Costs of Selling Without an Agent in Jacksonville
Even without a listing agent, selling a home isn’t free. Here’s what to budget:
| Cost | Amount |
|---|---|
| Flat-fee MLS listing | $200–$500 |
| Professional photography | $150–$350 |
| Buyer’s agent commission (if offered) | 2.5–3% of sale price |
| Title insurance (seller’s portion) | $500–$1,500 |
| Documentary stamp tax (Florida) | $0.70 per $100 of sale price |
| Title company closing fee | $500–$1,000 |
| Real estate attorney (optional but recommended) | $500–$1,500 |
| Pre-listing repairs/prep | $500–$2,000 |
| Total on a $250,000 sale | $10,850–$17,100 |
Compare that to a traditional agent-assisted sale at 6% commission: $15,000 in commissions alone, plus the same closing costs. The savings are real — roughly $6,000–$10,000 on a $250,000 Jacksonville home — but the tradeoff is significant personal time and effort.
When Going Agent-Free Doesn’t Make Sense
Selling without a realtor works well for some Jacksonville sellers and poorly for others. It’s a poor fit if:
- Your property has complications: Code violations, title issues, liens, or inherited property with multiple heirs all add legal complexity that benefits from professional representation.
- You’re under time pressure: Divorce deadlines, job relocation dates, or foreclosure timelines don’t wait for FSBO marketing to generate offers.
- You’re not comfortable with negotiation: If the thought of negotiating inspection repair requests or countering a low offer makes you anxious, the savings may not be worth the stress.
- You’re selling from out of state: Managing showings, inspections, and repairs remotely is difficult without a local representative.
For time-sensitive or complicated situations, a direct cash sale often makes more sense than either an agent or FSBO. No commissions, no showings, no 3-month listing period — just a cash offer, a closing date, and a wire transfer.
The Bottom Line
Selling without a realtor in Jacksonville is a viable path that can save you $6,000–$15,000 in listing commissions. But it requires accurate pricing, proper legal disclosures, effective marketing, and hands-on management of the entire contract-to-close process. The savings are real — but so is the work.
If you want to explore all your options before committing to the FSBO route, request a free cash offer on your property. It takes two minutes and gives you a guaranteed-close number to compare against the FSBO scenario. The right selling strategy is the one that makes sense after running the real math — not the one that sounds cheapest in theory.