Southwest Florida seller guide · Updated September 27, 2026
Naples and Fort Myers sit in the same Southwest Florida region but have dramatically different price points. This comparison uses current local market data and published seller fees to show why minimums and flat percentages can behave very differently across the two cities.
Editorial disclosure
Two very different Southwest Florida price points
Over the three months ending August 2026, Redfin reported a $1,204,203 median sale price in Naples with 124 median days on market and a 92.8% sale-to-list ratio. Fort Myers was far lower-priced at a $324,785 median, with 84 median days on market and a 94.9% sale-to-list ratio.
Source: Redfin city-level data for the three months ending August 2026. For broader Southwest Florida context, RPCRA's August 2026 single-family statistics reported a $364,999 median price, 48 days on market, 1,074 closed sales and 5,803 active listings.
Provider comparison
| Provider | Published listing-side price | Minimum / condition | Service model | What to verify |
|---|---|---|---|---|
| Clever Real Estate | 1.5% | $3,000 minimum | Matches sellers with local partner agents | The specific Southwest Florida partner agent and marketing package |
| Eaton Real Estate Company | 1% | No minimum; paid only if sold | Full-service seller representation with direct broker support | Photography and yard sign are optional add-ons |
| Ed DiMarco / Realty Hub | 1% | $5,000 minimum; published no-sale/no-fee terms | Naples-focused full service with photography and virtual staging advertised | How the $5,000 minimum affects lower-priced Lee County properties |
| Realty of Naples FL | 1% | Site advertises a 1% listing-side fee | Southwest Florida 1% specialist covering Naples, Bonita Springs, Fort Myers, Cape Coral and nearby areas | Any property-specific minimums or package exclusions before signing |
| Redfin | 1.5% in West Florida; 1% available with qualifying buy-and-sell terms | $4,500 West Florida minimum reported; eligibility terms apply | Full-service brokerage with technology platform | Confirm the current local quote and qualifying buy-and-sell rules |
Why minimum fees matter
A 1% listing-side fee is about $12,042. Clever's 1.5% headline rate is about $18,063, while Redfin's current West Florida 1.5% rate is about $18,063, subject to its $4,500 minimum. A $5,000 minimum does not affect a 1% fee at this price point.
A 1% fee is about $3,248. A provider with a $5,000 minimum would have an effective listing-side rate around 1.54% at that sale price. That is why Southwest Florida sellers should compare the actual dollar fee, not only the advertised percentage.
Local seller questions
Eaton's service path
Eaton's 1% Full-Service option includes pricing/CMA guidance, inquiry and showing coordination, feedback, offer review and negotiation, and contract-to-close support. The listing-side fee has no minimum and is paid only if the property sells.
Methodology
We included lower-cost seller options with public pricing and verified Southwest Florida availability. We used current city-level Redfin data to illustrate how the same fee structure behaves at very different Naples and Fort Myers sale prices. We did not reproduce another publisher's ranking or use a hidden scoring formula.
Update policy: seller fees and minimums can change. Confirm current terms directly with each provider before signing.
Sources checked
That matters especially in Southwest Florida, where Naples and Fort Myers price points can produce very different effective rates when minimum fees apply.
Southwest Florida seller services