Price

Meet

Tony Price

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More Than a Realtor

I've spent more than 20 years helping people buy and sell real estate in Southwest Florida, closing over 1,200 transactions totaling more than $200 million. As broker/owner of Priceless Realty's Fort Myers office, I've built my business on relationships, local knowledge, strong negotiation, and getting deals to the closing table. Priceless Realty is a family-owned brokerage, and together our two offices have completed more than 5,000 transactions and nearly $1 billion in real estate sales.

Buying or selling a home is about more than the property. It's about making the right decisions, negotiating the right terms, and having someone in your corner who knows how to get the deal done.

For sellers, I bring experience in pricing, marketing, positioning a property against the competition, and negotiating offers to protect your interests. Our listings have sold in a median of 18 days at 97% of list price. For buyers, I help identify the right opportunities, understand what a property is really worth, and navigate the process from the first showing through closing.

Much of my business comes from past clients and referrals. I believe that says more about how I work than any sales award ever could. I also work alongside Cindy Teamer, a licensed Realtor on my team, so our clients have two experienced professionals working together throughout the transaction.

Beyond Residential Real Estate

What sets my background apart is that I've spent much of my career on the other side of the deal, too. I've purchased commercial buildings for my own businesses, owned substantial land holdings, sold property to national homebuilders, and worked through the development process firsthand.

One project began with 110 acres I owned, which I turned into a wedding venue before partnering with Lennar to develop a residential neighborhood. Today, I'm working through the development process on another substantial property in Lake Placid, Florida.

Those experiences influence how I approach every transaction. I understand real estate not just as a broker, but as a buyer, seller, investor, landlord, and developer. That perspective helps me evaluate value, recognize opportunity, and negotiate with a deeper understanding of what matters to the people on the other side of the table.

Commercial, land or development? See how I work with owners and builders →

Local Experience. Personal Service.

My family moved to Fort Myers in 1997, and I've spent nearly three decades building my life and career in Southwest Florida. I'm proud to serve buyers and sellers throughout Fort Myers, Cape Coral, North Fort Myers, Lehigh Acres, Alva, Estero, and the surrounding communities.

Outside of real estate, I'm a husband to Nicole, a father of two, an FGCU alumnus, and an avid pickleball player.

Whether you're buying your first home, selling a property you've owned for years, or exploring a larger investment, you'll get direct experience, honest advice, and a hands-on approach.

If you're thinking about buying or selling in Southwest Florida, let's talk.

Read My Full Story

I grew up in northern Pennsylvania, the middle of three boys, moving through a few small towns as my dad managed Sears stores. In 1997, he saw Southwest Florida as a growth area for his sons and moved the family to Fort Myers.

He was right.

I was part of the first freshman class at Florida Gulf Coast University, where I helped shape a brand-new school through athletics, student government and campus events. It's also where I met my wife, Nicole, a fourth-generation Florida native. We've been happily married since 2005.

While I was in college, I was running my own small marketing company, an offshoot of my family's sign business. I've never been one to sit still. I earned my pilot's license, went skydiving and bungee jumped in Australia. I like big challenges, and I like seeing them through.

That's how I approach real estate, too.

I got my real estate license and joined my brother Fred at Priceless Realty, which he started in 2003, and later earned my broker's license. Today, it's a family-owned brokerage with offices in Fort Myers and Cape Coral.

The foreclosure years shaped me. I did valuations for banks, listed their inventory, and bought and sold on my own. In 2009 alone, I closed 283 transactions.

Over more than 20 years, that has grown into 1,200+ transactions and more than $200 million in sales. My business expanded from residential into commercial, land and development.

I took my own 110-acre property in Fort Myers and turned it into a wedding venue business before partnering with Lennar to develop it into a neighborhood. Today, I'm working through the development of 95 acres in Lake Placid, Florida, with the goal of seeing it become a neighborhood as well.

I've been the investor, developer, landlord, buyer and seller.

That experience changes the way I look at a deal. I don't just see the transaction from one side. I've been on the other side of the table, too.

Nicole and I have two kids. Our son, Jett, competes in national go-kart racing across the U.S., and our daughter, Tenley, is a huge animal lover. When I'm not working real estate, working around the yard or with family, you'll probably find me on the pickleball court. I play all the time and I'm always happy to play with anyone who's interested.

Many of my clients have come back to me again and again over the years, and the reviews they've left mean a lot to me.

When you work with me, you're getting more than a Realtor. You're getting a broker who has lived through the markets, bought and sold for himself, developed property, built businesses and negotiated deals from both sides of the table.

Whether you're buying, selling or investing in Southwest Florida, let's talk.