Elliman takes over sales of Fort Lauderdale condo project

Engel & Völkers previously handled sales and marketing

Rendering of 321 at Waters Edge and Jay Parker
Rendering of 321 at Waters Edge and Jay Parker

The developer behind 321 at Waters Edge in Fort Lauderdale just hired a new sales and marketing firm.

Douglas Elliman took over sales of the boutique waterfront condo project from Engel & Völkers, Florida CEO Jay Parker told The Real Deal. Elliman’s Laura San Jose and Sasha Ezquerra are handling sales.

Boca Raton-based SobelCo, led by Samuel R. Sobel, is the developer behind the 23-unit, 11-story building at 321 North Birch Road. Prices start at $1.95 million and units will range from 2,600 square feet to more than 3,800 square feet, according to a press release.

The slowdown has led a number of projects in South Florida to switch brokerage firms as developers get antsy and some sales teams lose their enthusiasm. In 2016, Elliman took over sales of VistaBlue Singer Island from the Keyes Company.

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SobelCo now plans to break ground in mid-January, more than a year after it originally planned to, and will complete the development in early 2019.

Records show the developer paid $10 million for the 27,400-square-foot site in May 2015 and announced the project, then called Oceana Fort Lauderdale, months later. It opened a sales center for 321 at Water’s Edge last year.

Condos will include smart home features, designer kitchens, furnishings and bedroom suites. Owners will also have a five-year membership to the private dining club at the Pillars Club nearby.

The building will also feature a private wine club and lounge, a sky terrace with a lounge and summer kitchen, pool, Jacuzzi and bar, a 2,400-square-foot gym with ocean views and electric car charging stations.

SobelCo could not immediately be reached for a sales update.