Northeast Florida · Jacksonville's historic core to St. Johns and the beaches
Homes are sitting longer and buyers are choosing carefully. That makes the price the strategy. I'm Erin E. King, MBA, CRS, a REALTOR® with Coldwell Banker Vanguard Realty. I represent sellers and buyers across Northeast Florida, and I learned pricing on the hardest houses in town: the old ones in Avondale, Riverside, San Marco, and Ortega. You get the numbers, the options, and a decision you'll still stand behind a year from now.
How I work
Before a sign goes in the yard, we look at what buyers in your neighborhood are actually paying for, what your home's condition and character are worth, and where price meets the market. Then we launch once, with intent. If your house came off the market unsold, what did the buyers who walked through see that the price missed? That is the conversation I have most often, and it is fixable.
Homes are sitting longer, and every week on the market is leverage for a buyer who knows how to use it. Every home shows its best and worst features in plain sight, and older homes show them loudest. I'll help you see both, write offers sellers take seriously, and negotiate from facts instead of nerves. When the house you want has been sitting for two months, what is that time worth at the offer table?
Still a year out? Good. Some of the best decisions start early. Bring your questions and we'll map your options while there is still time to use them.
What would have to be true for this move to feel like a win a year from now?
Latest
Video · October 26, 2026
Northeast Florida home prices fell 5% from June to September 2026, yet rose 1.1% in September alone. Discover what the latest housing data means for Jacksonville buyers and sellers.
Insight · October 26, 2026
Confused by home price headlines? Jacksonville REALTOR Erin King breaks down September 2026 Northeast Florida data county by county and explains what it means for buyers and sellers.
About
I got to Jacksonville in 2016 knowing nobody. No cousin in Ortega, no roommate at the title company, no Sunday school class full of sellers. Every client I have ever had hired me on the work, and I have ranked among the top agents in the Northeast Florida MLS every year since 2017. At Coldwell Banker Vanguard I am top producer and top listing agent month after month.
A stranger with no network learns one thing fast: the price is the strategy. Get it right and a house finds the one buyer who was waiting for it. Get it wrong and you spend the season explaining. I learned that on the most challenging inventory in town, the old houses of Avondale, Riverside, San Marco, and Ortega, and it is the same lesson on a cul-de-sac in Mandarin, a first house in Murray Hill, or a waterfront house in St. Johns County. On a new build the builder sets the price, so the strategy moves to the contract, and the sales office works for the builder. You should have someone who works for you.
Before any of this I ran financial services teams and taught business to college students who could smell a pitch from the back row. So you get the numbers, the options, and the decision. Yours.
Contact
A question about your home's value, a house you're watching that has been sitting, an offer you're about to write, or a move that's still a year out. Send a note and I'll get back to you personally.
Prefer the phone? 904-999-1780
Coldwell Banker Vanguard Realty
3610 St. Johns Ave, Jacksonville, FL 32205
