A Madison Real Estate Firm Is Helping Dane County Homeowners Keep Thousands More When They Downsize
For homeowners 55 and older who have spent decades building equity, the traditional real estate commission model can quietly erase years of that work. One local company is changing the math.
KEEPS Real Estate · TJ Vitense, Founder
Madison, Wisconsin · Serving Dane County
If you bought your home in Madison or the surrounding Dane County area 20 or 30 years ago, you have likely watched its value climb significantly. For many homeowners in their 60s and 70s, that home represents the single largest financial asset they own — and a cornerstone of their retirement plan.
But here is something most people do not realize until they are ready to sell: the traditional real estate commission model was not designed with your interests in mind. It was designed around a 6% commission structure that has barely changed in decades — and on a $450,000 home, that means handing over $27,000 before you ever see a dollar of your equity.
"On a $450,000 home, a traditional 6% commission costs you $27,000. That is money you spent 30 years building."
TJ Vitense, Founder — KEEPS Real Estate
TJ Vitense has spent more than 20 years in Madison-area real estate. He has helped over 200 families buy and sell homes across Dane County. And a few years ago, he decided to do something about the commission problem.
"I kept watching people who had worked their whole lives to build equity lose a huge chunk of it the moment they decided to sell," TJ said. "It did not sit right with me. So we built a different model."
Have a question? Talk to TJ directly.
Call TJ Vitense directly. It's a free, no obligation conversation.
What Is the KEEPS Equity Retention Model?
KEEPS Real Estate operates on what TJ calls the Equity Retention Model. Instead of charging a percentage of your home's sale price, KEEPS charges a transparent $6,000 fee for full-service listing. That includes professional photography, MLS listing, marketing, showings, and expert negotiation — everything a traditional agent provides.
The buyer's agent commission — which is negotiated separately — typically ranges from 1% to 3% of the sale price. Combined, most KEEPS sellers pay significantly less than the traditional 6%, and they receive the same level of professional service.
"We are not a discount broker," TJ is quick to clarify. "Discount brokers cut the service to cut the price. We charge less because we built a model that is more efficient — not because we do less work for you."
How much could you keep on your home?
* Estimate based on buyer's agent range of 1–3%. Actual savings vary by transaction.
"I'm Not Sure If the Market Is Right for Me Yet"
One of the most common things TJ hears from homeowners in their 60s and 70s is that they are not sure when to sell. The market feels uncertain. They are not sure if now is the right time, or if they should wait another year or two.
TJ's answer is always the same: start the conversation now, even if you are not ready to list. Understanding your home's current value, your timeline options, and what the process looks like costs you nothing — and it puts you in a much stronger position when you do decide to move.
"A lot of people in their 60s feel like they are on a clock," TJ said. "They think they have to decide right now. But downsizing is a big life transition, and there is no reason to rush it. We can walk through the numbers together, talk about what your home might sell for today, and then you decide on your own timeline."
"If you want a better outcome, you're in the right place."
TJ Vitense, Founder — KEEPS Real Estate
Ready to find out what your home is worth?
Call TJ Vitense directly. It's a free, no obligation conversation.
What Dane County Homeowners Are Saying
TJ's approach has earned him a reputation for patience, transparency, and genuine care — qualities that matter especially to buyers and sellers navigating a major life transition.
"We had an amazing experience working with TJ at KEEPS. He was incredibly patient with my family and my in-laws as we navigated both selling our home and buying another, which is no small task. TJ took the time to explain everything clearly, kept us calm during stressful moments, and always made us feel like a priority. His professionalism, knowledge, and genuine care really stood out. We truly loved working with TJ and highly recommend him to anyone looking for a realtor they can trust."
— Kara Pings, Dane County
"Can't recommend TJ enough. Have had the pleasure of TJ guiding us through the house-buying process on multiple occasions, and he is the best around. He takes time to understand what we are looking for and is very patient in the process. TJ really takes the stress out of the process and is great to work with, both on the buying and selling side. His knowledge as a builder really helps when touring houses to give you a sense of what to expect for repairs, maintenance, other potential issues. I recommend TJ with KEEPS to all of my friends and family in the area. 12/10 recommend!"
— Sam Berghammer, Madison, WI
A Free Guide for Dane County Homeowners
For homeowners who want to understand the full picture before making any decisions, TJ has put together a free guide: The Dane County Guide to Downsizing and Preserving Equity. It covers how the traditional commission model works, how the KEEPS model compares, realistic timelines for preparing your home, and what to expect at every step of the process.
It is free, it is sent instantly to your inbox, and there is no obligation of any kind. It is simply information — so you can make the best decision for your family.
The Dane County Guide to Downsizing & Preserving Equity
Everything covered in this article, plus timelines, checklists, and a full breakdown of the KEEPS model. Sent instantly to your inbox.
Meet TJ Vitense
TJ Vitense is a lifelong Madison-area real estate professional with over 20 years of experience. He is a best-selling co-author of Real Estate Game Changers and the founder of KEEPS Real Estate, a company built around one idea: that homeowners deserve to keep more of what they have earned.
TJ is available for a free, no-pressure home valuation conversation — by phone or in person. There is no commitment required.
Call TJ for a free home valuation.
Call TJ Vitense directly. It's a free, no obligation conversation.
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Ready to Find Out How Much You Can Keep?
Start with the free guide, or go straight to a conversation with TJ. Either way, there is no pressure and no obligation.