Selling your home.
Buying new construction.
Either way, we’re here for you.
Whether you’re listing the home you’re in or buying the next one from a builder, you’re in the same market — one where builders are offering the biggest incentives in years. We work both sides of it, so we know exactly what your home is up against and exactly what a builder will actually give.
my home
Get a real number, the comps behind it, and the builder inventory your buyer is cross-shopping — free, no obligation.
Get my free home evaluation →
new construction
Representation at the builder's table, at no cost to you — as long as we register before your first visit.
See how buying with Tony works →No pitch, no drip campaign. You get Tony, usually within the hour.
You text an address or a community
One line is enough. "Thinking about selling 123 Main" or "Looking at Waterleigh."
We pull the numbers
Sellers get comps plus the builder inventory your buyer is cross-shopping. Buyers get HOA, CDD, incentives and a registration on file before you visit.
You decide what happens next
A call, a visit, or nothing. There is no follow-up sequence and no obligation until you sign a brokerage agreement.
Here’s what
you’re up against.
You’ve probably noticed: homes near you are sitting longer, the neighbor’s listing just cut price, and every buyer seems to be asking for something. That’s not you. That’s the market — and most of it traces back to one thing.
Builders in your corridor are buying down rates, paying closing costs and handing out design credits to move inventory. A buyer comparing your home to a new one three miles away isn’t comparing price. They’re comparing the monthly payment, and the builder is rigging that number.
The good news: you can win that comparison. You just can’t win it by pricing against the house next door.
My neighbor just cut their price
PricingBecause they priced against other resales and never looked at the builder. We build your comp set from both — what resales closed for, and what the nearby builder is delivering after incentives — so the first price is the right one.
Buyers keep asking for closing costs
ConcessionsThey are asking because the builder down the road is paying them. We decide up front what to offer, and package it so it wins on monthly payment instead of eroding your net one request at a time.
The house is sitting
Days on marketAverage days on market in the region is over 60 and a stale listing gets punished. We launch with the payment math, the insurance quote and the CDD comparison done, so the first two weeks do the work.
I need to sell before I can buy
TimingThat is most of our clients. We time your listing against your new build's delivery date so you are not carrying two payments or renting in between.
Up from June. Balance keeps shifting toward buyers.
Down 1.8% from June's 12,260 — a seasonal pullback.
ORRA member survey, versus a year ago.
June 2026, down from 66 in May.
Source: Orlando Regional REALTOR® Association monthly market narrative, July 2026 release. Region-wide figures — your street is not the region. Text me the address and I’ll pull the comps and the nearby builder inventory for it.
How we sell
against a builder.
Your competition is a model home three miles away with a rate buydown, paid closing costs and a design center credit. Most listing agents price your home against other resales and never account for that. We do the opposite — we already track what every builder in your corridor is offering this week, because that’s the other half of our business.
You also have things a builder cannot manufacture: a finished home, mature landscaping, a proven community and a closing date you control. The strategy is making a buyer feel that difference in monthly payment terms.
See the corridor detail: Horizon West, Minneola, St. Cloud — or the CDD and HOA table for every community we track.
Priced against builders, not just resales
We build your comp set from both sides: what resales closed for, and what the nearby builder is delivering after incentives. That is the number a buyer is actually comparing you to.
Positioned on monthly payment
A builder buydown can beat a lower sticker price month to month. We plan concessions and terms so your listing wins on the payment, not just the price.
Prep that answers the model home
Buyers walk out of a design center with a specific picture in their head. We prioritize the handful of updates and the photography that close that gap — and skip the ones that never return their cost.
Your buyer pool includes my buyers
Half this business is representing new construction buyers. Many of them are one commute, one closing date or one CDD assessment away from preferring a finished home in an established community.
A broker, not a handoff
You work with Anthony Cruz — Florida licensed broker, BK3284470. Pricing calls, offer strategy and negotiation stay with the person you hired.
Why buy new construction with Tony Cruz
The new construction site →The builder's rep is not your rep
Every model home has a professional negotiator in it, paid by the builder. Bringing your own broker costs you nothing and changes who is arguing for your price, your lot and your timeline.
Do you need your own agent →We know the incentive stack
Builders rarely cut base price. They pay it out in rate buydowns, closing costs and design credits — and the size of that stack changes by phase and by month. We ask for the version you are not offered.
Negotiating incentives →CDD and HOA before you sign
A CDD assessment lands on your tax bill, not your HOA statement, and it can add hundreds a month for decades. We pull it from county records for the exact community before you write a contract.
CDD fees explained →90+ communities, tracked weekly
Fifteen corridors from Mount Dora to Lake Wales — Horizon West, Lake Nona, Minneola, Clermont, St. Cloud, Davenport and more. When you name a community, we already have the assessments, the phase and the plan pricing.
Browse communities →Most builders only honor free buyer representation if your agent is registered on your first visit. Text me the community name first — it costs you nothing and it can’t be undone later.
Consent is not a condition of purchase; message and data rates may apply; reply STOP to opt out.
Anthony Cruz, PA,
on your side of the table.
Florida licensed real estate broker, license BK3284470, leading The Apex Group at eXp Realty. Across a career in Central Florida real estate I have managed$300 million in transactions — on both sides of the table, which is the reason this practice covers selling and buying rather than picking one.
Every model home in Central Florida has a trained, professional negotiator standing in it, and that person is paid by the builder. I built this practice around the opposite position: I represent buyers, I do not list for builders, and I cover one product type closely enough to know which phase is releasing, which homes have been standing too long, and which communities carry assessments that never show up in a listing price.
Outside the brokerage I am co-founder of 3AI. I speak at industry events on marketing and AI for real estate, and I was the cover feature of eXp LIFE magazine, eXp Realty’s publication for its agents.
- Florida broker licence
- BK3284470
- Brokerage
- The Apex Group at eXp Realty, LLC
- Practice
- Buyer-side new construction and seller representation
- Coverage
- 15 Central Florida corridors
Cover feature
eXp LIFE — New Rules with Tony Cruz.Why Your Marketing is Failing · Marketing for a New Era
On stage
@official_tonycruz →
Recent engagements include Breakthrough Orlando 2.0, BUILD26 At Sea and AI BOT 5 Summit. See the full list.
Career transaction volume, stated by Anthony Cruz. Supporting closed-sales records are available on request. Past results are not a guarantee or prediction of future performance. Every property, market and transaction is different. Event and publication artwork is the property of its respective organisers and publishers and is shown to identify appearances only.
Recent results
What's yours worth →Closed transactions are being added here as they are verified. Nothing appears in this block until it reflects a real closing — no representative figures, no illustrative examples. Ask for the full closed-sales history in the meantime and it will be sent to you directly.
What is my home worth? →Past results are not a guarantee or prediction of future performance. Every property, market and transaction is different. Each transaction reflects the specific property, timing and market conditions. Figures reflect closed sales and are available on request.