About Selfana

I've been trying to sell my home for over five years. I've watched interest rates swing, markets shift, and the FSBO process stay needlessly broken the whole time.

I'm a senior software engineer and AI developer by trade. I build production systems for a living. And yet every time I tried to navigate the for-sale-by-owner process, I ran into the same problem: the information exists somewhere, in a state statute or an MLS rule or a NAR policy, but assembling it in real time — while a deal is live and a buyer's agent is waiting on a response — is genuinely hard.

I eventually stopped waiting for someone to fix it and started building the tools I wished existed. Selfana is the result.

The moment that broke me was under contract. A buyer's agent sent a repair addendum with a 48-hour deadline and I had no idea which asks were reasonable, which ones I had to agree to under my state's contract terms, or what would happen if I pushed back. I accepted terms I didn't fully understand because I was terrified of the deal falling apart.

That's the part nobody writes about. Everyone covers "how to price your home" and "how to write a listing description." The under-contract phase — inspection responses, appraisal gaps, contingency deadlines — is where FSBO sellers lose money or lose deals, and there's almost no guidance built for people doing it without an agent.

Two things happened in 2024 that made building this feel urgent rather than theoretical. First, the NAR settlement — effective August 17, 2024 per the NAR Settlement FAQs — changed buyer-agent compensation from a standard MLS field to a negotiated term. That structural shift made FSBO more viable than it's been in decades. Second, AI maturity caught up: large language models are now good enough to analyze a repair addendum, explain what's standard in a given state, and flag what needs a human decision.

The combination of those two things — market structure change + usable AI — is why Selfana exists now instead of two years from now.

Selfana works well for sellers who:

• Want to be in charge of their sale, not delegated out of it
• Are comfortable making decisions with good information — they just want the information to be organized and surface at the right moment
• Have a clean, standard transaction: single-family home, clear title, motivated buyer
• Are in a state where Selfana currently operates (Oregon and Texas to start; we're expanding)

I'd rather lose a customer upfront than have someone use this in the wrong situation. Selfana is not the right tool if:

• Your transaction involves contested title, probate, divorce proceedings, or any situation where a licensed attorney needs to be in the loop from day one
• You want full delegation — someone to handle everything on your behalf. Selfana is a co-pilot, not an agent. You make the calls; we help you make them well.
• You're not in a launch state yet. We don't operate in every state, and we won't pretend we do.

If you're in a complex transaction, hire a licensed real estate attorney in your state. That's not a disclaimer — it's actually what I'd tell a friend.

Selfana is not a licensed real estate broker or attorney. To list your home on MLS — which all buyers' agents search — federal law and every state require a licensed broker to submit the listing.

We solve this through licensed broker partners per state. They submit your listing to MLS under a Limited Service Listing Agreement (LSLA). That's the full scope of their role: MLS submission. They don't show your home, negotiate on your behalf, or manage the transaction. That's Selfana's job.

The broker partner is disclosed in your agreement before you sign up. You pay one flat fee; we wholesale a portion of that to the broker partner for MLS access. See how the full process works →

For general questions, use the contact form or email [email protected]. We respond to support questions within 1 business day.

To report a security issue, see the vulnerability disclosure section on our security page.