The Real Deal Miami

Round table talks tips on capturing affluent buyers

By Jennifer LeClaire | August 11, 2008 03:35PM

Brokers looking to attract affluent buyers may learn new techniques at a round-table forum in Miami Beach Tuesday morning.

Hosted by Kallisto Ocean Drive, Avenue magazine’s “How to Capture the Affluent Buyer” forum will gather well-known luxury broker panelists from agencies like SOL Sotheby’s International, Esslinger-Wooten-Maxwell Realtors and The Campins Group. The forum takes place at South Beach’s Hotel Victor, beginning at 9:30 am.

The panel discussion includes Elena Bluntzer, principal of the Miami-based Bluntzer Real Estate Group, Katrina S. Campins from the Campins Company, Nelson Gonzales and Esther Percal from Esslinger-Wooten-Maxwell Realtors and Carlos Justo from Sotheby’s International Realty.

Some real estate pros say that because the credit crunch has curtailed purchases by middle class buyers it has become more important to target wealthy buyers.

“Affluent buyers are still buying. But they are being more cautious. They are looking for something different, something unique, something that will hold its value,” say Fabiana Bosca, director of sales at Kallisto Ocean Drive Beach, a luxury waterfront development by Boston-based The Congress Group.

“You have to show them what they are looking for,” said Bosca, noting that capturing affluent buyers is also a matter of networking.

With fewer buyers stateside, Bosca is trying to expand her network by working with colleagues in Ireland, England, Italy and Russia while simultaneously participating in private broker presentations and foreign trade shows.

The forum will focus on some of the features the very affluent are said to value, including exclusivity, security and prestigious locations.

Perhaps the best way to attract an affluent buyer is to know your market better than anyone else knows the market, said Bluntzer, who specializes in ultra high-end properties.

“You have to advertise in the right places – where you know your buyers are coming from,” she said. “But in order to do that, you have to study what’s selling and who it’s selling to. Go after those buyers because there’s more where they came from.”