According to Eaton’s website, as of October 2026, Eaton Real Estate Company is an online-first brokerage for home sellers in Florida and Texas, based at theeatonco.com. It offers a 1% full-service listing plan and two seller-managed MLS plans priced at $99 and $499. It is a different company from Eaton Realty LLC of Lithia, FL, and Eaton says it has no affiliation with that firm.
Key takeaways
- Eaton serves sellers in Florida and Texas. It is separate from the similarly named brokerage in Lithia, Florida.
- According to Eaton’s website, its 1% Full Service plan has no minimum and is paid at closing only if the home sells.
- Eaton’s $99 MLS Basic and $499 FSBO Plus plans are seller-managed. The seller handles pricing, showings, offers, negotiation and closing.
- The comparison table below puts Eaton and Houwzer side by side on listing fee, DIY options, states and buyer rebates.
Which Eaton is this?
Two Florida real estate companies use the Eaton name, and search results often mix them up.
This article covers the company at theeatonco.com. According to Eaton’s company information page, as of October 2026, its official name is Eaton Real Estate Company, LLC. Stephen Eaton is the broker/owner (Texas Broker #539000, Florida Broker #BK3560755). Chevon Eaton holds Florida Broker #BK3554115 and Texas Sales Agent #567874.
Eaton describes itself as a family-run, online-first brokerage that works with clients by phone and email. Its own licensed coverage is Florida and Texas. In other states, Eaton says it targets a 1.5% fee through independent partner brokerages, and that this rate isn’t guaranteed.
The same page says the company is not affiliated with the brokerage of a similar name in Lithia, Florida. This review does not cover that Lithia company or its services.
If you’re unsure which firm you’re talking to, check the broker name and license number on any listing agreement before you sign.
Eaton’s three plans
According to Eaton’s homepage and Florida page, as of October 2026, Eaton offers three plans in Florida and Texas. Outside those states, it advertises 1.5% partner options through participating local brokerages.
| Plan | Price | Who does the work | Renewal/notes |
|---|---|---|---|
| 1% Full Service | 1%, no minimum | Eaton | Paid at closing if sold |
| FSBO Plus | $499 flat | Seller | 6 months; renews at $499 |
| MLS Basic | $99 flat | Seller | 6 months; renews at $99 |
| Partner options (other states) | 1.5% target | Independent local brokerage | Target fee; Eaton says not guaranteed |
1% Full Service
Eaton says this is a listing-side fee with no minimum. It is due at closing, and only if the home sells. Eaton’s site lists a $0 cancellation penalty, subject to the terms of the signed agreement.
FSBO Plus ($499)
According to Eaton, this plan includes a 6-month MLS listing, the maximum number of MLS photos, unlimited reasonable changes, phone and email support, and sales forms and resources. Payment is due once the listing goes live and is non-refundable after activation. Renewal costs $499.
MLS Basic ($99)
Eaton lists a 6-month MLS listing, up to 10 photos you supply, two changes (then $25 per change), and email support. Renewal costs $99.
What “seller-managed” means
Eaton says that on both flat-fee plans, the seller handles pricing, showings, offers, negotiation, contracts and closing. These plans do not include a comparative market analysis (CMA) or pricing guidance.
Plans and prices can change. Confirm every fee and term in your signed agreement.
What the 1% plan includes, and what’s separate
According to Eaton’s website, as of October 2026, the 1% Full Service plan includes:
- A CMA and pricing guidance
- MLS listing management
- Communication with buyers’ agents
- Showing coordination and feedback
- Offer review and negotiation
- Contract-to-close coordination
In Florida and Texas, Eaton says full-service sellers work directly with its brokerage. In other states, Eaton’s partner options place sellers with independent local brokerages.
Buyer-agent compensation
Eaton’s pages say that buyer-agent compensation, if a seller offers it, is separate from the 1% listing fee. The seller chooses the amount, and it is negotiable. When you add up the cost of selling, treat the listing fee and any buyer-agent compensation as two separate numbers.
Add-ons
Eaton lists these optional add-ons for the 1% and FSBO Plus plans:
- Professional photography: $199
- 12×18 yard sign: $99
- 18×24 yard sign: $150
Eaton’s site lists these as add-ons, so ask whether any of them come with your plan or are billed separately.
What Eaton reviews show
As shown on Eaton’s site, Oct 26, 2026: “4.9 ★ Based on 62 Zillow reviews.”
This figure comes from Eaton’s own page, as it appeared on that date. Ratings and review counts change over time. If Eaton reviews matter to your decision, read them on Zillow directly and look for comments from sellers who used the same plan you’re considering.
Eaton vs Houwzer: side-by-side
Eaton and Houwzer both offer a 1% full-service listing option. They differ in their DIY options and buyer programs. Eaton facts below come from Eaton’s website as of October 2026.
| Feature | Eaton | Houwzer |
|---|---|---|
| Listing fee | 1% (Full Service plan) | 1% |
| DIY MLS option | $99 and $499 plans | Full-service 1% listing |
| States | Own brokerage in FL and TX; 1.5% partner target elsewhere | Florida, Texas and other states |
| Buyer rebate | Not stated in its materials | Half the buyer’s agent commission |
| Representation | Seller-focused; full service on 1% plan | Full-service brokerage |
Houwzer has location pages for low-commission realtors in Florida and low-commission realtors in Texas. On the buying side, Houwzer gives buyers half the buyer’s agent commission back at closing.
Eaton’s materials don’t describe a buyer rebate program. If you plan to sell and buy at the same time, ask each brokerage how it handles your purchase.
Who each option fits
Eaton’s flat-fee plans may suit sellers who mainly want MLS exposure and are comfortable handling pricing, showings, negotiation and paperwork themselves. A DIY seller who already knows the local market may prefer the $99 or $499 plan to any percentage fee.
Eaton’s 1% plan may suit Florida or Texas sellers who want full service from a small, family-run brokerage that works by phone and email.
Houwzer may suit sellers who want a full-service listing at 1%, and households that are also buying a home and want a rebate on the purchase side. You can see how Houwzer’s 1% listing service works.
Both brokerages offer a 1% full-service plan. Your choice may come down to how much of the work you want to do yourself, and whether you’re also buying.
Questions to ask any 1% brokerage before signing
A 1% fee can mean different things at different companies. Ask these questions before you sign:
- Does the 1% cover only the listing side? Find out how buyer-agent compensation is handled and who decides the amount.
- Is there a minimum fee? Get the answer in writing.
- What’s included, and what costs extra? Ask about photography, signs, a CMA and MLS changes.
- Who negotiates offers and manages the contract? Confirm whether it’s a licensed agent at the brokerage or you.
- What are the cancellation terms? Read the cancellation clause in the agreement, not just the marketing page.
- When is payment due? Some fees are due at closing. Others are due up front and may be non-refundable.
- Will I work with the brokerage directly, or be referred out? If you’re also looking at agent-matching services, our explainers on Clever Real Estate and Ideal Agent reviews cover what to ask about referrals.
- Is there a rebate if I also buy? Ask whether the brokerage offers one and how it is paid.
Frequently asked questions
Is Eaton Real Estate the same as Eaton Realty?
No. Eaton Real Estate Company, LLC operates at theeatonco.com and serves sellers in Florida and Texas. According to its website, it is not affiliated with Eaton Realty LLC of Lithia, Florida. Check the broker name and license number on your agreement to confirm who you’re working with.
What does Eaton charge?
According to Eaton’s website, as of October 2026, Eaton offers a 1% Full Service plan, a $499 FSBO Plus plan and a $99 MLS Basic plan in Florida and Texas. In other states it advertises a 1.5% target fee through independent partner brokerages, which it says isn’t guaranteed. The flat-fee plans run for 6 months and renew at the same price. Prices can change, so confirm them in your signed agreement.
Does Eaton have a minimum fee?
Eaton says its 1% Full Service plan has no minimum and is paid at closing only if the home sells. Any buyer-agent compensation you offer is separate and negotiable.
Is Eaton’s $99 plan full service?
No. Eaton describes the $99 MLS Basic plan as seller-managed, which means you handle pricing, showings, offers, negotiation, contracts and closing. Eaton says the plan does not include a CMA or pricing guidance.
How does Houwzer compare?
Houwzer is a full-service brokerage with a 1% listing fee. Buyers who work with Houwzer get half the buyer’s agent commission back at closing. Eaton also offers a 1% full-service plan, along with two lower-cost DIY MLS plans.
