United States · Pre-construction
Miami pre-construction marketing built around Latin American buyers
Miami pre-construction marketing is a different job from selling resale condos: the building doesn't exist, the MLS barely sees it, and roughly half the units go to buyers abroad. This is how we market a South Florida pre-construction project to Latin American buyers, from the waitlist to the last unit.
Why pre-construction needs its own marketing
For resale inventory, the listing goes into the MLS and spreads to the portals. Pre-construction doesn't work that way. When MIAMI REALTORS published its first new-construction report, it explained that pre-construction and new-construction sales are largely absent from the Southeast Florida MLS, which is why the association had to collect the data directly from developers and sales firms.
That same report shows who is buying: international buyers took 49% of the 9,115 new-construction units analyzed, and about 86% of those international purchases came from Latin America. Its participants describe the playbook behind it: sales teams travelling to Colombia and Mexico, and buyers who like preconstruction because they can pay in stages instead of in one lump sum.
So a Miami pre-construction campaign has three jobs a resale campaign doesn't: create demand in other countries, build trust with someone who may never visit before signing, and keep that buyer engaged for the years between deposit and closing.
Know which Latin American buyer you're selling to
“Latin American buyers” is not one audience. The 2025 MIAMI REALTORS international profile shows how different the main source markets are:
| Country | Share of foreign buyers, Miami-Dade 2025 | Median price paid, South Florida 2025 | What it means for the campaign |
|---|---|---|---|
| Colombia | 18% | $583,000 | Largest market. Bogotá and Medellín deserve their own budget lines and creative, not a share of a “LatAm” campaign. |
| Argentina | 13% | $458,100 | Price-sensitive and used to saving in dollars: payment plans and deposit schedules belong in the first message. |
| Brazil | 9% | $777,400 | Needs Portuguese. Worth a native partner if Brazil is a priority market for your project. |
| Mexico | 6% | $934,000 | Highest median price of any group: the natural audience for branded residences and larger units. |
| Venezuela | 6% | $450,000 | Often already in South Florida or with family there: local Spanish-language targeting matters as much as overseas. |
Shares and medians from the MIAMI REALTORS 2025 Profile of International Home Buyers. Medians cover all residential purchases by foreign buyers in South Florida, not only pre-construction.
The program, phase by phase
Build the waitlist before the sales gallery opens. Spanish landing pages written for a foreign buyer (currency, deposit schedule, escrow, rental rules), campaigns in the source cities that fit your price point, and a qualification form that separates investors from browsers. Waitlist leads get early access to floor plans and pricing tiers, which gives your first release real urgency.
Time the digital push to your sales team's trips. If your brokers are in Bogotá in March, the campaigns, the invitations to the private presentation and the follow-up sequences are built around that week. Every attendee is in the CRM before they leave the room.
Protect the reservation. Florida law lets buyers cancel a developer contract within 15 days of signing and receiving the required documents. That window is when a remote buyer needs answers fastest: we set up WhatsApp and email sequences, in Spanish, that walk them through the documents and connect them with your team.
Keep the remaining inventory moving. Retargeting, construction-milestone updates for existing buyers and referral prompts, because a satisfied buyer in Medellín is your best salesperson for the next one.
Florida rules that shape the marketing
Florida's Condominium Act affects how pre-construction is sold, and Spanish-language material has to meet the same requirements as the English originals. A few points that come up in every campaign:
- Developer sales contracts must include the 15-day cancellation legend and the name and address of the escrow agent holding the deposit (Fla. Stat. 718.503).
- Sales brochures must carry a conspicuous caveat that oral representations cannot be relied upon, with a reference to the brochure and the documents required by 718.503.
- Since the Surfside collapse, milestone inspections (Fla. Stat. 553.899) and structural integrity reserve studies have become part of the conversation; the Florida DBPR keeps an FAQ on both. Buyers wary of older buildings are one reason new construction appeals.
What you get
- Market and audience plan by source country and city, tied to your price list.
- Spanish landing pages and lead forms built for international buyers (English versions too, if you need them).
- Meta Ads and Google Ads campaigns, with retargeting across the sales cycle.
- CRM setup or integration, lead scoring and alerts for your sales team.
- WhatsApp and email sequences for waitlist, launch, contract and construction phases.
- Reporting from first click to reservation, by country and by channel.
Want the broader picture first? See how we work with Miami developers selling to Latin America.
FAQ
When should pre-construction marketing start?
Ideally before the sales gallery opens, so that your first release goes to a qualified waitlist instead of a cold audience.
Do you work with our exclusive sales and marketing firm?
Yes. Many Miami projects are sold by a specialized new-development firm. We plug into their process as the Spanish-speaking demand and follow-up team.
Can you guarantee a number of reservations?
No, and be careful with anyone who does. Results depend on product, price and timing. We agree on lead quality and cost targets and report against them every week.
Sources
- MIAMI REALTORS, new-construction international sales report, July 21, 2025.
- MIAMI REALTORS, 2025 Profile of International Home Buyers, January 27, 2026.
- The Florida Senate, Florida Statutes 718.503 and 553.899 (2025).
- Florida DBPR, Condominium FAQs.
Planning a Miami pre-construction launch?
Send us the project, the timeline and your target markets. We'll come back with an honest view of where the buyers are and what it would take to reach them.
Book a call