The Ascendancy & Reign of Miami’s Luxury Condominium Branding

Porsche Design Tower Sunny Isles Beach MARCH 2018

The Ascendancy & Reign of Miami’s Luxury Condominium Branding

Miami is known Internationally as the place to trade condos as investors and speculators alike try to time the market buying early pre-construction prices and hoping for an upswing by the time of delivery. Some do in fact buy for personal enjoyment while others who are less confident in their Countries financial security, park their cash in a Miami condominium as a safe-haven to eventually unlock their tangible asset.

“In New York, you trade stocks. In Chicago, we trade commodities. Miami, we trade condos. This is what we do. We trade down here. These are traders who are not looking to live the American dream with a family of four and a dog. They’re looking to make a hundred grand a unit.” – Peter Z of the infamous Condo Vultures/Crane Spotters

The Miami Association of Realtors reported that foreign nationals bought 15,400 residences ($7.1B) in Miami last year, a 41.3% surge from 10,900 residences ($6.2B) in 2016. Argentinian buyers led the way, accounting for 15% of South Florida foreign purchases, followed by Venezuela (11%), Canada and Colombia (9% each). Foreign buyers of condos in South Florida may be more familiar and confident with such brands as Porsche and Armani than a building’s developer or its address.

In a sea of competition from Miami condominium developments, nowhere else on earth is luxury condo branding more commonplace than right here in sunny South Florida. With the flurry of condo developments each decade, savvy developers now use world-recognized luxury brands (and starchitects) to have the winning edge.

“Miami is more of a flashier type of city, than other areas like New York or Chicago that are a little more conservative.” – Jon Paul Perez, VP Related Group

Sunny Isles Beach Skyline - Condo Index AUG 2016Back in early 2000’s, Dezer Development had a brilliant idea of adding value to the remiss hotels along the coastline of Sunny Isles Beach by branding his developments with the widely recognized name of TRUMP synonymous for both luxury and quality. And so, with “The Donald’s” cooperation and royalties, they used his easily recognizable name, to begin marketing and sales took off. This Trump branding was recognized to have added 15% or more in value to the three branded condominium developments within Trump Grande which included the Trump Sonesta Beach Resort (Sonesta’s licensing was later dropped), Trump Palace, and Trump Royale. From the successes of these three Trump Grande development sales, more of Trump branding followed including Trump Towers I, II, & III along the southern coastal span on Sunny Isles Beach and finally with Trump Hollywood just 5 miles North.

Fast forward a decade later and this big idea to implement a globally recognized name onto a condominium development is commonplace in Miami and growing year over year. Brand loyalists love the product as we’ve found for passionate Porsche owners such as Gil Dezer of Dezer development. His formula for success is simply rinsing & repeating condominium developments and sales using the most recognizable luxury brands and responsible for more than half of these luxury towers below.

Here are Miami’s most recognized luxury condominium brands.

1) Residences by Armani Casa

  • 18975 Collins Avenue Sunny Isles Beach, Florida 33160
  • 3D Map Here
  • Completion Date 2019

2) Aston Martin

  • 300 Biscayne Boulevard Way Miami, Florida
  • 3D Map Here
  • Completion Date 2021

3) FENDI Château Residences

4) Porsche Design Tower

5) Trump Hollywood

6) Trump Palace

7) Trump Int’l Beach Resort

8) Trump Royale

9) Trump Towers I, II, III

10) Bentley

You heard that right. Rumor has it Bentley condos are coming soon to Sunny Isles BeachJoin my VIP Group for the latest Bentley Sunny Isles condo updates upon reservations and opening to the public.

  “Bull markets are born on pessimism, grown on skepticism, mature on optimism and die on euphoria. The time of maximum pessimism is the best time to buy, and the time of maximum optimism is the best time to sell.” – Sir John Templeton

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Armani Casa Sunny Isles Beach

Whether you’re seeking new construction, a stunning Sunny Isles Beach penthouse, a super deal on a waterfront estate, off-market & investment opportunities, land for development, bulk condo sales, or relocation assistance for your team, I have it customized and ready for you. Let me know what else you’d like to see here on the local real estate blog? I’ll soon be researching pre-construction profits vs. loss so check back soon to find out how preconstruction buyers are doing with their intent to flip their ‘investments’ for a profit!

Over 16 Years Experience – I’m a South Florida real estate broker-associate with the leading firm, ONE Sotheby’s International RealtyWhy Sotheby’s? Because of the brand heritage, prestige, vast global reach in curating luxury goods including premier real estate, and their propensity for perfection. Since 2002, I’ve been active in the South Florida residential market with experience and white-glove service that rarely disappoints.

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