The doors today answer two different questions at once — who is this visitor (buy, sell, invest, manage, agents) and what is this thing (listings, taxes, research). A person can be inside three of the second kind at the same time, which is why Rent ended up with no door and Relocate ended up with no ask. Below: what we actually own, measured today; what each door should become; and the calls that are yours to make.
One thing to keep straight while reading this: nothing here is a paywall. The visitor never pays us anything. There are three steps — free, then sign up (we get their details, still free), then sign with us (they agree we are their agent, and we get paid a commission at the deal). When a chart below shows a door sitting high on that ladder, that is the business model working, not a wall.
10 → 6
doors today, versus doors proposed
22
rent tools already built — scattered over 7 doors, with no Rent door to reach them from
15 of 21
Invest tools that ask for the agency signature — the earliest ask on the site
0
Relocate tools that ever ask for the signature — it welcomes, then stops
Tool counts and gating come from the live registry (build_tools_map.py); page counts come from the webroot; nav presence comes from the real nav. Nothing in this table is typed by hand. Door names link to the live page, so you can check any row yourself.
Not a person — it is the product all six doors point at. It has the fewest tools (6) of any door yet gets the most homepage links (5), because everyone passes through it. Make it the shared inventory shelf, reachable from every door, and stop asking it to compete with the audience doors.
A buyer (or renter) who suspects the asking number.
10
4
2
4
9
yes
KEEP
absorbs Relocate as an entry ramp
A real person with a real fear (am I overpaying). 10 tools, 4 open before the lock — the healthiest funnel on the site. Relocation is not a different person, it is a buyer who starts out of state, so it becomes an on-ramp here.
Someone renting a house or an apartment — plus the relocating family not buying yet.
0
0
0
0
0
footer
PROMOTE
build /rent — the only missing door
The tools are NOT missing — 22 rent tools are built and live. They are filed under seven OTHER doors, so a renter has nowhere to stand to find them. The material is written too (10 sections). What is missing is only the door: no /rent page, no nav slot, two inbound links. Cheapest door on this list, because it is mostly re-pointing what we already own.
The deepest door (21 tools) and the most valuable visitor. It asks for the agency signature earlier than any other door — 15 of 21 tools sit at 'sign with us'. That is the business model working, not a fault; the only question is whether the free step gives enough of a taste to get there. Taxes folds in here as its money lane.
An owner or buyer whose real question is the tax bill.
20
14
2
4
9
yes
MERGE
into Invest — keep /taxes as the campaign entry
Its own audience line already says 'high earners with a tax bill, AND investors' — it is competing with Invest for the same person. But it is the opposite shape: 14 of 20 tools open. Fold the tools into Invest's money lane and keep /taxes as the paid-search door, because 'mitigate my taxes' is what that person actually searches for.
A landlord is not a seller and not an investor — they already own and their question is operational. 7 tools, clean split. Separate person, separate door.
A working FL sales associate (brokers bounced on purpose).
13
2
2
0
7
footer
KEEP
stays a door, stays out of the customer nav
A different species entirely: we are recruiting, not selling, and the ask is a licence check rather than the agency agreement — 8 of its 13 tools are for verified licensees. Correctly a footer door; it should never sit in the customer nav.
Out-of-state households and companies moving a team (footer door — reached from Buy).
9
8
1
0
10
yes
MERGE
into Buy and Rent as the on-ramp
9 tools, 8 of them free, and not one that ever asks the visitor to sign with us. It is all welcome and no ask — the signature of an on-ramp, not a door. Keep /relocate as the landing page for out-of-state search traffic and finish the conversation in Buy or Rent, where the agency agreement actually lives.
Skeptics, nerds, journalists, and every visitor the other doors send here for proof (footer door).
0
0
0
0
5
footer
SHELF
the proof spine behind every door
It owns no tools at all — it is pages, not product. Every other door sends its skeptics here, which is exactly what a shelf is for. Make it the evidence layer every door links into, not a tenth thing competing for the nav.
Rent reads as 0 tools because it has no section of its own in the registry — that is a filing artifact, not the truth. The renter's tools exist and work; the next table shows where they are actually sitting.
The 22 rent tools we already own — and the doors they are hiding behind
This is the argument for a Rent door in one table. Every one of these is built and live today. None of them sits somewhere a renter would ever look.
What an address should rent for, from signed leases nearby. Pure like-for-like comps. If nothing comparable exists it says so instead of inventing a number.
Cash-buyer rental screen over our own stored data. Cap rate is unlevered cash yield computed from county taxes, not broker claims. Teardowns flagged where the county says the land is worth more than the building.
The demo that beats any paragraph: leave your number, she calls you from our line, and you road-test her like a tenant with a broken refrigerator. She knows it is a demo call, greets you by name, says out loud that she is an AI — and asks what you want us to have ready. One call, one retry, one text. Never a loop.
A heat map of what rents where, by the month or by the square foot. The per-sqft version cancels out unit size, so colour means how pricey the area is.
A furnished place to land for the first thirty to ninety days, arranged before the plane does — with the South Florida market mapped and verified: who operates here, minimum stays, and the dead names removed. We book it; you carry a suitcase, not a sofa.
An unfurnished home made livable for month one — furniture rented, delivered and set up before the move-in date, collected when your own arrives. The four companies that genuinely deliver here, verified, and the graveyard of the ones that do not.
Median prices, rents, what is actually selling and who is moving in. Rebuilt from live data on the first of the month; old editions stay up so the market can be read forward.
Every income deal with two caps: at the ask as-is, and after the old tricks — rents to market off signed comps, taxes reset at your price, wind-mitigation insurance credits. Also gives the make-it-work price.
Type the return you need — cap rate, cash-on-cash, or a ten-year IRR — and it works back from the rent roll to the highest price that still hits it, says how far that is from the ask, and draws the whole price-to-return curve, financed or all-cash.
The valuation analysis the engine already produces, with the inputs unlocked — your rent, your vacancy, your loan, your hold. Reprints with your numbers beside ours, marks every line where we disagree, and shows what each disagreement does to the value.
Where each door sits on the ladder
Free → sign up → sign with us. No step costs money. A healthy door gives a real taste for free, then asks. Two doors sit at the extremes: Invest asks for the agency signature earliest (15 of its 21 tools), and Relocate never asks at all — 8 of 9 free and nothing that converts. Neither is automatically wrong; they are just doing different jobs, and Relocate's job is an on-ramp.
What we should do: six doors, two shelves
One door per person. If a visitor could honestly stand in two doors at once, one of them is not a door. Everything that is a thing rather than a person becomes a shelf that all six doors pull from — which is what Listings and Research already are in practice.
1 · BUY
the person who is afraid of overpaying
buy + relocate (on-ramp)
2 · RENT
the person who is about to sign a lease
NEW — the rent material, given a door
3 · SELL
the owner deciding whether to sell
sell
4 · INVEST
the person buying for return, not to live in
invest + taxes (money lane)
5 · MANAGE
the landlord who already owns
manage
6 · AGENTS
not a customer — a hire
agents (footer, out of customer nav)
LISTINGS · shelf
the inventory every door points at
listings
RESEARCH · shelf
the proof every door borrows
research
Nothing gets deleted and no URL dies. /taxes and /relocate stay exactly where they are as landing pages — they are how people search — they just stop competing for a nav slot and end inside Invest, Buy or Rent instead of trailing off.
Four calls only you can make
Does Rent get a door? It is cheaper than it first looked — the 22 tools are already built, so this is mostly a page and a nav slot, not a new product. The real question is whether a renter is a customer we want to sign, or just someone we help until they buy.
Does Taxes lose its nav slot? Folding it into Invest is right on the org chart, but 'Mitigate My Taxes' is the phrase high earners actually search — and 14 of its 20 tools are free, so it is our best sample. Keep the nav slot as a campaign door?
Is Invest asking too early? 15 of 21 tools want the agency signature. That is the model, so the question is not whether to ask — it is whether the 5 free ones are a big enough taste to make an investor want to sign.
Who is the homepage for? Today it links Listings 5× and Invest 4×. If the answer is six people, the homepage should ask 'which one are you' — that is a different homepage than the one we have.
Every door in detail, as before
Unchanged from the 2026-08-12 tag-team pass — the job, who walks in, every section, and the verdict box. The restructure above sits on top of this; none of the section-level findings below go away.
1 · LISTINGS — the inventory everyone comes for
Everyone — the front door of the site.
The job
Let a visitor browse everything we cover, three ways in, without an account.
Door page
/listings
Every section on the door
Not sure what you're in the market for?The chooser: guides a visitor to the right door before showing a grid.
Know where you want to be?Area pages — Miami to Palm Beach, one page per city with its own listings cut.
The old-fashioned wayThe straight search grid for people who already know.
Rent vs. Buy CalculatorThe math conversation starter — sliders, break-even, no login.
Does this make sense? — VERDICT: SOLID
Tag team (Gemini): calculator must carry local HOA + county tax rates — CHECKED: the page already handles HOA (23 mentions); no change needed, flag closed.
Atlas: area pages exist for 14+ cities — make sure every one is reachable from the chooser, not just the popular six.
2 · BUY — am I overpaying?
A buyer (or renter) who suspects the asking number.
The job
Answer one question before the offer: am I overpaying? Every tool on the door serves that.
Door page
/buy
Every section on the door
You will know if you are overpaying before you offerThe promise, stated up front.
Four questions other brokers answer with an opinionWe answer with data: value, rent, condition, timing.
Start with the number, not the listingFlips the funnel — valuation first, browsing second.
The asking rent is a starting point — not the priceRent-side honesty for renters.
Six questions, in the order you actually ask themThe buyer FAQ, sequenced like a real purchase.
Tell us what you're looking for. We'll do the restThe capture form — the door's close.
Does this make sense? — VERDICT: SOLID, 1 recommendation
Tag team (Gemini): the am-I-overpaying tool should name its evidence class (closed MLS comps, county roll) on the page so it does not read as a black-box guess — same chain-of-custody rule the appraisals follow.
Atlas: the buyer appraisal exists on REmined with a works-for box; link it here so the door's promise lands on the real product.
3 · RENT — the asking rent is a starting point
Someone renting a house or an apartment — plus the relocating family not buying yet.
The job
Get a renter into the right house or apartment without paying the number on the sign — show what that unit actually signs for, and how hard they can push.
Door page
no /rent door yet — the pieces live on /listings/rentals, /ng_for-renters.html, /buy/rent-or-buy and /manage/rents
Every section on the door
Renting in South Florida?The renter's own opener — the only page on the site written to a renter instead of a buyer.
Every rental on the marketThe inventory cut: houses and apartments, same grid engine as the sale listings.
The asking rent is a starting point — not the priceRent Check: signed leases first, asking rents only as context.
What it really rents for / unit mixWhat every layout actually signs for in that building and area, with a comp grid by distance.
The rent map / rent per sq ftWhere the money actually is, mapped — not neighborhood adjectives.
Closed Lease MapEvery signed lease on a map — the evidence behind whatever we tell a renter to offer.
Days-to-LeaseHow long units like this one sit. That is the renter's leverage clock.
We negotiate your rentThe service: we push the ask down for you, on the comps.
Hand-picked lists, texted to youThe capture — the door's close.
Rent or buyThe honest exit: if buying beats renting on their own numbers, we say so.
Does this make sense? — VERDICT: SPLIT ACROSS 4 DOORS, 2 must-fix
Atlas — CHECKED: there is no /rent door. The renter page (ng_for-renters.html) is linked from exactly two real places — the rentals grid and the mortgage page — and sits in no top nav, so renters reach it by accident. The rest of the rent tools are scattered over Listings, Buy and Property Management. Rent should get its own door like the other nine.
Atlas — CHECKED: 'deposit', 'application fee' and 'credit score' appear ZERO times on both renter pages (grep 0/0/0). Those are the first three questions every renter asks. A rent door with no move-in cost is a buy door with no price.
Atlas: the fair-housing rail is already in place — an equal-housing line is on all four rent pages. Anything newly written for this door goes through the fair-housing linter before it publishes; renter copy is the highest-risk text on the site.
Tag team (Gemini): not reviewed yet — this door was added after the tag-team pass. Flag it next round.
4 · SELL — six answers, in writing
An owner weighing a sale (or being courted by other brokers).
The job
Give an owner every number they need to decide — in writing — before they sign anything.
Door page
/sell
Every section on the door
Six answers, in writing, before you sign anythingThe seller promise list — value, timing, cost, net.
Start at the topThe seller walk: what the evidence supports as the ask.
We published it anywayThe honesty section — numbers that do not flatter us, published.
Signed, then free — and it keeps being free while we are workingThe engagement terms, in plain words.
Does this make sense? — VERDICT: SOLID, 2 recommendations
Tag team (Gemini): 'free while we are working' must list exactly what is deferred (staging, photos, repairs) or it reads as bait — spell the list.
Atlas: the SELLER appraisal cut on REmined still lacks the seller net sheet (flagged on the versions page today); when it ships, this door should surface it — take-home cash is the seller's first question.
5 · INVEST — one front door, four ways in
An investor — from first-timer to fund.
The job
Take an investor from 'find me a deal' to a defended number: Verdict, deal finder, offer math, the ten-year picture.
Door page
/invest
Every section on the door
The return on the tax bill you will actually payBuyer-reset taxes in every return — the number other sites get wrong.
The VerdictOne defensible answer: best deal in a city for a goal.
Find me a deal / On a map / Where nobody is lookingThe three hunts: ranked, mapped, off-market.
Is this deal real / What do I offerDeal check + offer math (how hard to push).
The ten-year pictureProjection: cash flow, tax reset drag, exit.
Where it's heading / The tax side / What can I build hereForecast, cost seg + 1031 hooks, zoning upside.
CommercialThe commercial lane — sale and lease intel.
Education, not advice / No account neededThe stance rails around all of it.
Does this make sense? — VERDICT: SOLID, 1 recommendation
Tag team (Gemini): the what-can-I-build-here tool needs a hard on-page line that it does not replace a municipal zoning letter — liability rail, same family as the not-an-appraiser footer.
Atlas: the investor appraisal's better-deal check shipped today (Section 11); wire this door's deal tools to it so the funnel ends in the unlimited report.
6 · MITIGATE MY TAXES — your own money, in two pictures
An owner or buyer whose real question is the tax bill.
The job
Show an owner what they pay now, and every legal lever that shrinks it: cost seg, 1031, the multifamily case.
Door page
/taxes
Every section on the door
Your own money, in two picturesNow vs after-the-levers, on the visitor's own numbers.
What am I paying nowThe current bill, decoded.
Cost segregation / Erase my taxThe depreciation play — federal-only for NY/NJ/CT buyers, and the page must keep saying so.
Buy it at my number / The multifamily casePurchase-price and door-count angles on the same bill.
Sell without paying (1031)The exchange lane.
Am I Even EligibleThe qualifier wizard — stops the wrong reader early.
Because you will find out anywayThe honesty section: the catches, printed.
Does this make sense? — VERDICT: SOLID, 1 must-fix
Tag team (Gemini): the 1031 section MUST put the 45-day identification and 180-day closing deadlines front and center — CHECKED: neither number is on the page today. That is the difference between a lane and a trap.
Atlas: keep the NY/NJ/CT federal-only warning wherever cost seg is pitched — it is already engine truth in the projection tool.
7 · PROPERTY MANAGEMENT — an owner who knows without asking
A landlord — one door or a portfolio.
The job
Sell the management service on proof: Ava answers at 2am, the owner sees everything live.
Door page
/manage
Every section on the door
An owner who knows what is happening without askingThe pitch: live portfolio visibility instead of monthly PDFs.
Dial it. Any hour. That is the pitchAva's number, on the page — the demo IS the ad.
Ava — the 24/7 voice / Who answers the phoneWho picks up, what she can do, where a human steps in.
Your portfolio / What rents round hereThe owner dashboard + signed-lease rent truth.
Keep it or sell itThe exit math, honestly framed.
Because you would find out anywayThe honesty section again — fees and limits, printed.
Does this make sense? — VERDICT: SOLID, 1 must-fix
Tag team (Gemini): a 2am EMERGENCY caller must reach a human path instantly — CHECKED: the page never says how; write the bypass into the Ava section (and it must be true before it is written — verify with the Ava call flow first).
Atlas: 9pm quiet-hours rule and the outbound-call gate apply to anything this door promises — Ava answering inbound 24/7 is fine; never promise outbound at night.
8 · AGENTS — taste, not tools
A working FL sales associate (brokers bounced on purpose).
The job
Recruit agents by showing the toys through glass: look yourself up free, everything else blurred until we verify your licence.
Door page
/agents
Every section on the door
Look yourself upThe hook: live rank + trend from real closings, free, watermarked.
Show, don't give — the toys behind glassMotivated sellers, lien check, owner search, Brainiac, dialer — live previews, blurred results until the licence check passes.
Win the listing / Win the buyer / Know when to pushThe three jobs the toys actually do.
What you get / The daily work / The dealThe terms of working with us, plain.
Ask for a toolThe idea wizard — agents tell us what to build next.
We also publish what we do NOT knowThe honesty section, even on the recruiting door.
Does this make sense? — VERDICT: SOLID, 1 recommendation
Tag team (Gemini): look-yourself-up needs a 'that's me — fix this data' button so an agent can claim and correct their row; control is the hook behind the hook.
Atlas: the DBPR nightly pull + verify endpoints are reserved but never built — the door's whole gate depends on them; that is the next build, before any launch.
9 · RELOCATE — a shortlist that fits the life
Out-of-state households and companies moving a team (footer door — reached from Buy).
The job
Turn 'we are moving to Florida' into a shortlist with the money math done.
Door page
/relocate
Every section on the door
A shortlist that fits the life you are moving toNeeds in, shortlist out — schools, commute, water, budget.
Who is actually moving inThe migration evidence — arrows, incomes, counties.
One NYC family on $300,000 keeps about $27,819 a year hereThe worked example that does the selling.
Two other doorsFurnished stays + company moves, split out.
Does this make sense? — VERDICT: SOLID, 1 recommendation
Tag team (Gemini): add commute-time-to-hub data per shortlist area, not neighborhood adjectives — we hold the POI/school-district finder on the Neuman side; wire it in.
Atlas: the school-district finder already filters homes INSIDE attendance zones (MDC live) — this door should use it instead of crow-flies anything.
10 · RESEARCH — our homework, open
Skeptics, nerds, journalists, and every visitor the other doors send here for proof (footer door).
The job
Publish the homework — including what does not flatter us — so every other door's numbers have a spine.
Door page
/research
Every section on the door
Our homework, open — including the parts that do not flatter usThe stance.
Anyone can publish a number. Almost nobody publishes where it came fromProvenance — screen to source, the chain-of-custody idea made public.
Read them, argue with them, use themThe reports shelf.
Stats for nerds, coverage, and the archiveBrainiac-grade boards + what we cover and what we do not.
We publish what we do NOT knowThe gaps list, on purpose.
Bring an address you know coldThe challenge: test us on your own block.
Does this make sense? — VERDICT: SOLID, 1 must-fix
Tag team (Gemini): every research page needs a visible 'data as of' date stamp — CHECKED: no page carries one today; stale-looking homework un-sells the whole door.
Atlas: hide the supplier names on public cuts (standing rule) — provenance can name the CLASS of source (county roll, signed leases) without naming vendors.
Planning page (audience-map family), not a visitor product. Section names were read from the generated door pages on 2026-08-12; every CHECKED claim in a verdict box was verified with a grep against the live page the same day. The tool, gating and page counts in the chart above are read at build time from build_tools_map.py and the webroot — rebuild the page and they re-measure themselves, so this guide cannot quietly go stale. Restructure proposal added 2026-08-13. Generated by build_doors_guide.py — edit the generator, never this file.