Cape Coral Buyers and Sellers Are You Looking for the Truth?
By Susan Milner, Broker/Owner, Florida Future Realty, Inc.
Originally published December 17, 2010. Updated October 2026.
I first wrote this article in 2010. Reading it again, I’d change some of the wording, but the reason I wrote it still holds true.
When you’re buying or selling a home, you deserve honest information. Even when it isn’t what you hoped to hear.
Sometimes that means discussing a selling price that’s lower than you expected. Sometimes it means pointing out concerns about a house you’re already imagining yourself living in. And sometimes it means saying, “We need to get more information before you make that decision.”
Those conversations matter. Your home, your money, and your plans deserve that kind of care.
Selling your home starts with realistic expectations
I understand that your home means more to you than a list of comparable sales. You’ve invested money, time, and probably plenty of yourself into it.
But when we decide how to price it, we also need to understand what buyers are comparing it with.
What has actually sold? What else can buyers choose from? How does your home’s condition compare? What might cause someone to choose another property?
An optimistic number can feel good during a listing appointment. But if the evidence doesn’t support it, that number can lead to months of frustration, carrying costs, and difficult decisions later.
My responsibility is to explain my recommendation and the information behind it. Then we can build a strategy around your goals, your timing, and the competition.
You should feel comfortable asking questions. And you should understand the answers.
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We are all looking for the truth right? Well I’m sure some are not. Some people thrive in drama filled environments that may consist of lies and deceit. But here at Florida Future Realty, Inc. we don’t believe in that. We have no gimmicky pitches to sell you on our services. What we do offer is authenticity, you know being real & honest? Of course we are also professional, experienced and ethical but that goes without saying. In this market sometimes the truth isn’t always fun to hear but it is necessary to make informed decisions.
I wrote the article below to assist others in hopefully turning on that ‘light bulb’ of the ‘ah-ha’ moment when you realize that being honest will gain you more friends and business associates in the long run. Feel free to comment below.
Do You Create a Pitch or Would You Rather Be Real?
Are you looking to have a successful business for the long term or are you looking to develop a pitch to generate some short term income and then fail?
I hope you picked long term because that is what this article is about.
Every day I see or hear about a company or individual using ploys or gimmicks to generate buzz and business. I’m sure this works for the short term but what about the long term? Well, those businesses fail, or at least those specific marketing campaigns do.
If you are looking to develop a long running, successful and profitable business then you have to be real. Consumers are savvy. They are researching more than ever. They ask around. They check facts. Making up stories will not win you business. People want to work with people who are real, authentic and honest.
Honesty is key. In today’s economy are the facts always fun to hear? No, sometimes they are not. For instance when I walk into a Cape Coral sellers house and have to tell them that their Cape Coral house has decreased 30% in the past two years. They aren’t happy to hear that. Who would be? But they appreciate my honesty. Especially when we sell their Cape Coral house by being honest and pricing it fairly. The converse would be an agent showing up and telling them their Cape Coral house is still worth the same as they paid 2 years ago, listing it too high and wasting everyone’s time and money for nothing. Sure at the beginning the Cape Coral seller was probably stoked to believe that they weren’t going to lose money on the deal. But 3-6 months down the road they are going to dislike their Cape Coral real estate agent very much for that misinformation. Now that real estate agent looks like a real jerk. Good luck relisting or getting any referrals from those Cape Coral customers.
The same goes for Cape Coral buyers in this market. Sure, there are a lot of great deals here in Cape Coral but we also know that there are pitfalls out there to be aware of. We discuss those in other articles especially when trying to buy a Cape Coral short sale or foreclosure. If you are not honest with the customer they get frustrated and end up finding another Cape Coral real estate agent to do business with. But if you are honest with them and explain how the process works and what to look out for then when challenges come up they are prepared for them. Sure, it might still be upsetting but it will be more toward the actual situation and less toward the real estate agent because the agent was honest and doing their best.
Whatever business you work in; whether you are an owner or an employee, keep in mind that people want to do business with people they like and who are honest. Get the information out to the customer and watch your business grow.
What you can expect when you reach out to me
I’m Susan Milner, broker and owner of Florida Future Realty, Inc., the independent brokerage I founded in Cape Coral in 2008.
You can contact me directly about buying or selling. We’ll talk about what you’re trying to accomplish, where you are in the process, and how I can help.
I won’t pretend to have an answer to everything on the spot. I will tell you what I know, explain what needs verification, and help you work through the next steps.
That’s the approach I believed in when I wrote the original article in 2010. It’s still how I want to do business today.
Thinking about buying or selling in Cape Coral? Let’s start with an honest conversation about your plans.
Call or text me directly at 239-218-2229, or email mail@susanmilner.com.
Still exploring? Search Cape Coral homes on WhyCapeCoral.com, then send me the properties that catch your attention. We can talk through what fits and what deserves a closer look.
Susan Milner
Broker/Owner | Florida Future Realty, Inc.
Learn more about working with Susan
We look forward to working with you!
Yours in Success,
Susan Milner, REALTOR Broker/Owner ~ e-PRO, GRI, SFR, CDPE
(239) 542-8521
I’m always looking to hire more motivated and professional real estate agents. If you are interested in learning more about Florida Future Realty, Inc. feel free to contact our office at 627 Cape Coral Pkwy W., Suite 202, Cape Coral, FL 33914, via phone at 239-542-8521, online at Cape Coral Real Estate Career or via email at FloridaFuture@gmail.com. Susan Milner, the broker in charge & owner of Florida Future Realty, Inc. can also be reached on her personal cell phone at (239) 218-2229. All contact will remain strictly confidential.
Unless otherwise noted all content Copyright 2010-2026 Susan Milner.