Featured image: One Park Sarasota, an 18-story high-rise condominium tower located in downtown Sarasota’s Waterfront District, Quay Sarasota currently under construction. The 86-unit property features 3-bedroom + den plans and a dedicated 40,000 sq. ft. amenity level.
While headlines continue to stir concerns over rising interest rates, global uncertainty, and new tariffs, many predicted a cooling of Florida’s luxury real estate market. And for a brief moment in April, it appeared they might be right. Contract activity dipped, and the urgency that once defined buyer behavior seemed to take a pause. But look closer, and the story is far from over.
A Pause in Action—Not in Interest
“The shift wasn’t in buyer interest—it was in buyer action,” says Laurie Andrews, President of Cotton & Company. “We’ve continued to see strong website traffic, qualified leads, and digital engagement across our clients’ campaigns. The demand hasn’t disappeared—buyers are simply taking their time.”
As the peak winter season came to a close, many developers observed a softening of momentum, particularly in the luxury segment. But rather than a sign of decline, this brief pause may reflect a moment of buyer recalibration. With fewer external pressures or competitive urgency, buyers are choosing to wait for the perfect opportunity—leaving it up to developers and marketers to create it.
A Silver Lining for Developers
For projects still in planning or early construction, this moment offers a unique opportunity. Florida’s migration patterns remain strong, and lifestyle-driven decisions aren’t being canceled—they’re simply delayed. That means pent-up demand is likely just around the corner. The key is being prepared when those buyers are ready to act.
“Extraordinary times create extraordinary opportunities,” says Andrews. “But urgency won’t return on its own. Now is the time to be strategic—refining product offerings, building meaningful messaging, and creating marketing that doesn’t just inform, but inspires.”
Selene Oceanfront Residences are located along Florida’s Fort Lauderdale Beach. The luxury towers will feature direct ocean, Intracoastal, and skyline views, which will be captured from the expansive private terraces designed to maximize the oceanfront views.
Luxury Real Estate: The Ultimate Tangible Asset
Even as development costs rise, the top end of the real estate market continues to hold strong. According to Realtor.com’s 2025 Luxury Housing Outlook, demand in the top 5% of the market is expected to grow, outpacing other segments. For many investors, luxury real estate offers a level of stability that stocks and other volatile markets simply can’t.
“People are turning to real estate as a reliable, tangible asset,” notes Danielle Hale, Chief Economist for Realtor.com®. In uncertain times, history has shown luxury properties often become a safe haven for capital, creating new waves of demand.
View from Akoya in Boca West
The most successful communities are those that combine move-in-ready homes with a compelling lifestyle. Boca West in Boca Raton, for example, continues to attract luxury buyers thanks to its robust amenities and active club culture—even with an aging resale inventory. It’s proof that when the lifestyle is right and marketing hits the mark, sales will follow.
Located on the southernmost tip of Hutchinson Island, Sailfish Point is a sold-out private club community with 520 distinctive homes that offer an astounding array of naturally beautiful homesites, including oceanfront, river, marina, lake, and estuary settings.
Global Buyers Return to the U.S. Market
According to BAM, international interest in U.S. real estate is also heating up. As economic and political turbulence ripple across global markets, affluent buyers are looking to the U.S. as a safe and rewarding investment. From Miami to Manhattan to the California coast, demand is rising—especially in luxury markets with strong education, healthcare, and lifestyle offerings.
International buyers bring yet another layer of competition to already supply-constrained luxury markets, increasing the need for targeted, culturally aware marketing strategies that highlight what matters most: quality, security, and exclusivity.
Marketing that Matches the Moment
In today’s market, marketing can’t just be pretty—it has to be purposeful. High-net-worth buyers aren’t making emotional decisions; they’re making strategic ones. That’s why every Cotton & Company campaign is rooted in data, elevated with storytelling, and designed to connect on a deeper level.
From immersive digital experiences and robust lead generation to lifestyle-driven content and real-time analytics, we help developers move beyond selling homes—to selling an aspirational way of life. Because in a market where every buyer is waiting for the right moment, your marketing has to be the moment.
Cotton & Company is a full-service digital real estate marketing firm specializing in the luxury segment. With a portfolio of more than 1,700 communities worldwide, Cotton delivers strategy, storytelling, and innovation to help developers and brokers exceed expectations in any market climate. Learn more at CottonCo.com.
