6 Flat Fee MLS Companies in Rochester
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Joseph Gordon EditorClose
Joseph Gordon EditorJoseph Gordon is an Editor with HomeLight. He has several years of experience reporting on the commercial real estate and insurance industries.
Many Rochester homeowners choose the For Sale By Owner (FSBO) option to save money, but exposure can be a concern. The multiple listing service (MLS) is where most buyers and agents look first. Because MLS access is typically restricted to licensed professionals, FSBO listings may not get noticed. A flat fee MLS Rochester service provides a practical solution by listing your home on the MLS without hiring a traditional agent.
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While this option provides access to a broader pool of buyers, it also means taking on the responsibilities of pricing, marketing, and negotiations yourself.
In this guide, we’ll explain how flat fee MLS services work in Rochester, what they cost, and which companies offer them. We’ll also cover the benefits and drawbacks of using one, compare alternatives, and help you determine whether this approach makes sense for your sale.
What is a flat fee MLS listing service in Rochester?
A flat fee MLS listing service in Rochester allows FSBO sellers to list their homes on the local MLS without using a traditional real estate agent. The MLS is a database where real estate professionals list properties for sale, making it a key tool for reaching buyers. Since most major home search websites pull listings from the MLS, putting your property there significantly increases its visibility.
Normally, only licensed agents can list homes on the MLS. A flat fee MLS service provides a workaround by charging a one-time fee to post your home. This gives FSBO sellers access to a broader pool of buyers while avoiding the full commission costs of working with a real estate agent.
How much does a flat fee MLS service cost in Rochester?
The cost of a flat fee MLS service in Rochester can vary widely depending on the company and the level of service offered. Some basic plans start at $100 or less, providing a simple MLS listing, while more comprehensive options can cost thousands of dollars. Higher-priced packages often include additional features, such as professional photography, marketing support, or a comparative market analysis to help with pricing your home.
Choosing the right plan depends on how much assistance you need and what your budget is. In the next section, we’ll highlight flat fee MLS companies available to Rochester home sellers, including what they offer and how much they charge.
Flat fee MLS listing companies in Rochester
New Look Realty
New Look Realty is a licensed real estate brokerage offering flat fee MLS listing services that provide sellers with wide market exposure at a predictable cost. The firm is led by broker and owner Bonnie Gary, who brings more than 20 years of hands-on experience and a strong foundation built through her long-standing business, House Rescue.
She is joined by licensed real estate salesperson Tori Gary, who adds a fresh perspective while continuing the company’s family-led approach. Together, their team focuses on guiding homeowners through the selling process with expertise, transparency, and care.
Service area: Rochester
- Silver: $295 for up to 20 listing photos, unlimited listing changes, yard sign, unlimited open house listings, forms and disclosures, and lead forwarding
- Gold: $395 for Silver inclusions, up to 50 listing photos, virtual tour, and comparative market analysis
New Look Realty has been accredited with the Better Business Bureau (BBB) since 2025 and holds an A- grade. On Google, it has a perfect 5-star rating, as clients share how the company consistently delivers smooth, professional, and successful home sales. Many note having worked with the team on multiple transactions and value their reliability and efficiency.
Some appreciate the extra effort to support clients, including coordinating with contractors to prepare homes for maximum value. Others view the company as a trusted resource that delivers strong results, as the team kept the experience positive from start to finish.
Website: newlookrealtyllc.com
Phone number: 585-523-2440
Northern Star Realty
Northern Star Realty, located in Hilton, New York, serves the Western New York market through its affordable flat fee MLS services. Founded in 2002, the company is owned and operated by lifelong New Yorker Robert Piazza, a state-licensed real estate broker.
The firm carries forward a family real estate legacy dating back to the 1960s, with more than 130 years of combined experience across generations. Sellers can list online and typically appear on the MLS within 24 hours, saving an average of about $9,000 per transaction.
Service areas: Rochester, Buffalo, and Syracuse
- Silver: $395 for a six-month listing term, up to 20 listing photos, unlimited listing changes, unlimited open house listings, forms and disclosures, and appointment service and app
- Gold: $495 for a 12-month listing term, up to 50 listing photos, comparative market analysis, yard sign, and broker assistance for reviewing offers
*Plans are offered for properties priced up to $500,000 and for one- to four-unit homes. Listings above $500,000 require a custom quote.
Northern Star Realty earned 4.9 out of 5 stars on Google, as several clients share that the company played a key role in helping them sell their homes successfully. They highlight the flat fee MLS service as a major cost saver, allowing them to keep thousands more from the sale.
Some note receiving more support than expected throughout the process, while others acknowledge the practical guidance on contracts and negotiations as especially valuable. Overall, clients feel confident that they achieved strong results while saving money by choosing this service.
Website: northernstarrealty.com
Phone number: 585-392-8222
ISoldMyHouse.com
ISoldMyHouse.com has been a trailblazer in the online real estate sector since its inception in 1997. It offers homeowners an innovative way to sell their homes while maximizing their financial return. Serving as an alternative to the traditional high-commission model, ISoldMyHouse.com empowers sellers with flexible, affordable flat fee MLS listing options that put control back in their hands.
Service areas: Nationwide, including New York
- Get Listed: $299 for a six-month listing term, up to 10 photos, lead forwarding, open house scheduling, disclosures and forms, and online customer support
- Get Sold: $399 for Get Listed inclusions, a 12-month listing term, and up to 36 listing photos
Accredited with the BBB since 2018, ISoldMyHouse.com holds an A+ rating. On Google, the company received a 4.5-star average, as many praise the team for connecting them with serious buyers.
Some even recognize being able to speed up deals, while others highlight the platform’s ease of use and clear instructions. Overall, several sellers recommend the company’s services to those looking for smooth home sale transactions.
Website: isoldmyhouse.com
Phone number: 855-283-0001
ByOwner.com
Founded in 1996, ByOwner.com helps homeowners sell their properties independently through affordable flat fee MLS listings. Designed for FSBO sellers, the platform makes it easy to list homes on the MLS and major real estate websites for maximum visibility.
Sellers stay in control of pricing, showings, and negotiations while saving thousands in commission. With expert guidance and a proven track record, ByOwner.com simplifies the selling process from start to finish.
Service areas: Nationwide, including New York
Listing fee (price varies by location): $195 for a six-month listing term, up to 50 listing photos, printable brochures, and real estate forms and contracts
Known for its reliable business standards, ByOwner.com holds an A+ rating from the BBB and a 4.1-star average on Google. Home sellers say the platform makes selling straightforward, with many completing their sales within a few months. Reviews often highlight the platform’s helpful guidance and quick customer support, describing it as a dependable, user-friendly, and efficient way to sell a home.
Website: byowner.com
Phone number: 888-875-4218
Homecoin
Homecoin provides an affordable flat fee MLS service for homeowners looking to sell their properties without an agent. Listings appear on the MLS and are syndicated to leading real estate websites, maximizing visibility to potential buyers. Flexible flat fee packages allow sellers to stay in control of the most important elements of the sale, from pricing and showings to negotiations.
Service areas: New York and other states, such as California, Florida, North Carolina, Tennessee, and Texas
- Basic: $199 for a 12-month listing term, up to 25 photos, 10 free listing changes, and disclosure forms
- Review: $99 + $199 (MLS listing fee) for Basic inclusions, listing form review, up to 1 hour of live support via phone and screenshare
- Full Service: $299 + $199 (MLS listing fee) for Review inclusions, up to 1.5 hours of live support, kick-off call, and dedicated staff member
Homecoin holds a 4.4-star rating on Google, as several clients commend the affordable, user-friendly platform for listing homes. Reviewers appreciate how easy it is to navigate, making it a practical option for managing a sale without the help of an agent.
They often highlight the significant savings compared to traditional methods and note that the process is simple and effective across multiple transactions. Clients recommend Homecoin as a dependable, cost-efficient solution for selling property.
Website: homecoin.com
Phone number: 888-400-2513
FSBO.com
Established in 1997, FSBO.com provides homeowners with a cost-effective alternative to traditional real estate agents through its flat-fee MLS listing service, helping buyers and sellers connect efficiently. The platform lets sellers stay in control of their transactions while gaining MLS exposure. The listing packages come with forms and contracts compliant with state laws.
Service areas: Nationwide, including New York
- FSBO Package: $99.95 for a six-month listing term, unlimited photos and one video, Redfin listing, and yard sign
- MLS Package: $399.95 for syndication to Zillow and other websites
FSBO.com, recognized for its business integrity, holds an A+ rating with the BBB. Reviewers on Facebook describe the platform as straightforward and easy to use for selling a property independently. Many praise its intuitive interface and responsive customer support, making it a reliable and effective choice for those choosing to sell their homes without a real estate agent.
Website: fsbo.com
Phone number: 800-690-5802
How would a Rochester seller benefit from a flat fee MLS service?
A flat fee MLS service can be a cost-effective alternative for Rochester home sellers looking to avoid a full real estate commission. Instead of paying the listing agent’s commission, about 2% to 3% of the sale price, FSBO sellers can list their home for a one-time fee, potentially saving thousands.
This approach works best for sellers who have a desirable home in a competitive market, prefer an independent FSBO sale, or have the time and knowledge to manage the process. Even with a flat fee MLS listing, you’ll need to take on essential tasks such as:
- Setting a competitive selling price
- Writing a compelling listing description
- Capturing high-quality photos
- Handling showings and open houses
- Managing offers and negotiations
- Reviewing the contract
- Calculating closing costs
- Handling the appraisal and inspection process
- Managing transfer taxes and required documentation
Pros and cons of using a flat fee MLS listing service
Using a flat fee MLS listing service can save money and give you more control over your home sale, but it may require more effort on your part compared to working with a full-service agent. Weighing both the benefits and potential challenges can help you make a smarter decision.
Pros
The advantages of using a flat fee MLS service for your Rochester FSBO sale include:
- Avoid paying a listing agent commission (typically 2.5% to 3%).
- Maintain full control over your home sale, from pricing to negotiations.
- Pay a flat, upfront cost for MLS access with no hidden fees.
- Get your home listed on the MLS and syndicated to third-party websites.
- Increase your property’s exposure to traditional buyers and their agents.
Cons
The disadvantages of using a flat fee MLS service include:
- Reduce your overall commission savings if the buyer expects you to pay their agent’s fee.
- Manage the sale, including time-consuming tasks, such as showings and negotiations.
- Be at risk for legal troubles and pricing mistakes as you navigate the transaction without professional guidance.
- Encounter costly delays in the transaction.
- Sell for less than if you listed with an agent.
How do I list my home with a flat fee MLS service?
Once you’ve chosen to sell FSBO with a flat fee MLS service in Rochester, follow these steps to get your home listed:
1. Research flat fee MLS companies
Compare local services, pricing, and package options. Review the number of photos you can upload, available forms, and any extra fees. Check online reviews and verify the company through the BBB.
2. Register and choose a plan
Sign up on the company’s website, select your preferred package, and pay the upfront fee.
3. Enter property details
Fill in your home’s description, upload photos, and complete any required disclosure forms.
4. Understand the fine print
Carefully review and sign the listing agreement, ensuring you understand cancellation policies and commission obligations.
5. Review your live listing
Once published, check your listing on real estate sites like Zillow and Realtor.com to confirm accuracy. It may take a few days to appear.
Are flat fee MLS listings effective in Rochester?
Most homebuyers start their search online, and real estate websites pull listings directly from the local MLS. This makes the MLS one of the most effective ways to market a home, even in a FSBO sale.
Additionally, buyer’s agents rely on MLS data to find properties for their clients, meaning your home is more likely to be seen by serious buyers. Listing with a flat fee MLS service ensures your home gets the same exposure as agent-listed properties.
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Alternatives to flat fee MLS services in Rochester
If a flat fee MLS service isn’t the right fit for your home sale, consider these alternatives:
- Flat fee real estate agent: This professional charges a set rate, typically $3,000 to $5,000, rather than a percentage of the sale price. This option provides some professional guidance while allowing you to maintain more control over your sale. Be sure to review the contract for any additional fees.
- Discount real estate broker: This professional charges a reduced commission, about 1% to 2% of the sale price, while still offering some level of agent support. While pricier than a flat fee MLS service, this option may provide valuable assistance with negotiations and paperwork.
- Full-service Realtor: A traditional real estate agent brings market expertise, pricing strategies, and a network of local contacts to help sell your home efficiently. While traditional agents charge a commission, they can often maximize your sale price and streamline the process.
Will I save money with a flat fee MLS listing service?
Yes, a flat fee MLS service can help you save on commission costs. However, it may not always result in the highest sale price. Research from the National Association of Realtors (NAR) shows that FSBO homes sell for significantly less than those sold with an agent. The median FSBO sale price was $360,000, compared to $425,000 for agent-assisted sales.
Moreover, FSBO sellers often sell to people they know, like friends or neighbors, and these deals usually go for less than market value since buyers anticipate a friendly discount. While a flat fee MLS can increase exposure, it’s important to weigh potential savings against the risk of a lower sale price.
What if I need to sell my Rochester home fast?
If you need to sell quickly, options like a We Buy Houses company or an iBuyer can help. These firms can purchase your home in almost any condition, often closing within days. However, they typically offer less than what you’d get on the open market, so you may sacrifice some profit for speed and convenience.
Another option is HomeLight’s Simple Sale, which connects you with cash buyers for a fast closing or helps you find a top agent in New York who can assist in an expedited sale. Whether you need a quick, no-hassle transaction or want expert guidance, there are ways to sell on your timeline.
What else should I know about selling a house in Rochester?
While there are no specific restrictions on using a flat fee MLS service, Rochester home sellers must comply with local disclosure laws. Selling a home FSBO means handling complex contracts and legal requirements, which is why it’s best to hire a real estate attorney. An attorney can help ensure all disclosures are properly completed and minimize the risk of legal issues after closing.
Aside from legalities, make sure that you’re aware of these things when selling FSBO:
- Flat fee MLS services frequently change names, making it difficult to track their success rate.
- Many flat fee services list the seller’s contact information directly, meaning you’ll handle more buyer inquiries.
- Unlike traditional agents, these services often don’t provide dedicated support throughout the sale.
- While flat fee services charge a fixed rate, traditional agent commissions can sometimes be negotiated.
Ready to sell your Rochester home?
Selling FSBO requires time, effort, and knowledge of the real estate process. A flat fee MLS service can help by increasing your home’s visibility, but it also means handling pricing, marketing, negotiations, and paperwork on your own.
Before choosing this route, consider these key points:
- Flat fee MLS services provide MLS access but require an upfront payment, regardless of the sale outcome.
- Sellers must comply with local disclosure laws and may benefit from hiring a real estate attorney.
- FSBO homes often sell for less than agent-assisted sales, which could offset commission savings.
- Handling buyer inquiries, showings, and negotiations without professional guidance can be challenging.
If you’re unsure whether FSBO is the best option, HomeLight can connect you with a top local agent who can help maximize your home’s sale price.
Editor’s note: This post is for educational purposes only. Links to and mentions of Rochester area flat fee MLS companies are not endorsements. Moreover, the program details mentioned above may change. Visit the company’s website for the most up-to-date information.
Header Image Source: (Yassine Khalfalli / Unsplash)
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