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“How many of you were born in Miami?” Carlos Rosso asked the crowd. From the hundreds seated, just a few hands raised.
“Each one of you came to Miami, and each one of you needed a condo,” the Rosso Development head said from the main stage at The Real Deal’s Miami Real Estate Forum. “And each one of us built one for you.”
Rosso was speaking alongside Continuum’s Ian Bruce Eichner and Property Markets Group’s Kevin Maloney, on a panel conversation on the state of South Florida’s new development condo market. It was one moment that touched on a theme repeated throughout the conversation: Developers thrive when Miami is growing.
Rosso, Maloney and Eichner dug into the issues threatening the market’s momentum and how they’re differentiating their projects in a competitive field. The pipeline is oversaturated, and demand for units at the higher end is softening, they said. But their message to the brokers in the audience was simple and clear: “We want to pay you.”
“We love paying commissions because that means we have sales,” Maloney said. And sales are top priority in a highly competitive market.
“A lot of the projects you see aren’t going to get built, they priced themselves too low and costs went up,” said Maloney, whose current pipeline includes the planned supertall Waldorf Astoria Residences Miami and E11even Club Residences Beyond. Construction costs have surged in recent years, but Maloney said the market slowdown has started to bring them back down to earth.
Branding plays a crucial role in the marketplace, if chosen well.
“A brand helps us sell because we don’t have to explain [what we’re selling],” Rosso said, whose planned projects include the Standard Residences, Midtown Miami. But he cautioned against running rampant with just any brand.
He pointed to magazine and car brands –– Vertical Developments and Urban Network Capital Group are planning an Elle-branded tower in Edgewater and Michael Stern is planning a Mercedes-Benz tower in Brickell –– as stretching the relationship between brands and buildings. “You have to be careful not to exaggerate the concept of branding.”
Momentum is crucial in a packed new development pipeline, the developers said. The longer a project takes, the greater the risk to profit margins. Maloney said his first E11even-branded tower sold through 400 units in 90 days, but still barely broke even because construction costs rose so rapidly.
“Our biggest, biggest, biggest enemy is time,” said Rosso. “Time for us is uncertainty.”
Included in uncertainty are affordability and social infrastructure challenges facing a growing Miami. Eichner, whose pipeline includes La Baia North and South in Bay Harbor Islands, raised concerns about the dislocation of Miami’s working class.
“People are being forced out of Miami-Dade County who are regular everyday workers,” said Eichner. “We’ve got to figure out workforce housing and the government has to play a role in this.”
Rosso also raised the issue of private school shortages and stricter immigration policies restricting how many people are able to relocate to the Miami market and hampering its growth. The perception that Miami is open for business and open to all is critical for the region’s continued flourishing.
“We cannot allow [that perception] to change,” he said. “Because that is our business.”
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var(–wp–preset–gradient–midnight) !important;}.has-small-font-size{font-size: var(–wp–preset–font-size–small) !important;}.has-medium-font-size{font-size: var(–wp–preset–font-size–medium) !important;}.has-large-font-size{font-size: var(–wp–preset–font-size–large) !important;}.has-x-large-font-size{font-size: var(–wp–preset–font-size–x-large) !important;}”,”type”:”list”,”__typename”:”StyleItem”}],”post”:{“id”:”cG9zdDo5OTg5MDA=”,”databaseId”:998900,”title”:”“We love paying commissions”: Top developers talk branding, building and deals in a saturated market “,”status”:”publish”,”slug”:”miami-devs-talk-branding-building-in-a-saturated-market”,”uri”:”/miami/2025/11/05/miami-devs-talk-branding-building-in-a-saturated-market/”,”link”:”https://therealdeal.com/miami/2025/11/05/miami-devs-talk-branding-building-in-a-saturated-market/”,”dateGmt”:”2025-11-05T22:29:57″,”contentTypeName”:”post”,”contentFiltered”:”u003cpu003e“How many of you were born in Miami?” Carlos Rosso asked the crowd. From the hundreds seated, just a few hands raised.u003c/pu003enu003cpu003e“Each one of you came to Miami, and each one of you needed a condo,” the Rosso Development head said from the main stage at u003cemu003eThe Real Deal’s u003c/emu003eMiami Real Estate Forum. “And each one of us built one for you.”u003c/pu003enu003cpu003eRosso was speaking alongside Continuum’s Ian Bruce Eichner and Property Markets Group’s Kevin Maloney, on a panel conversation on the state of South Florida’s new development condo market. It was one moment that touched on a theme repeated throughout the conversation: Developers thrive when Miami is growing.u0026nbsp;u003c/pu003enu003csection id=”trd-gallery-block_3dfaf56574f3638c2ad95b359e9f3872″ class=”trd-gallery”u003eu003cdiv class=”trd-gallery-slides”u003eu003cfigure class=”wp-block-image size-full”u003eu003cimg loading=”lazy” decoding=”async” width=”4000″ height=”2667″ src=”https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124408-6353_ALIVE.jpg” alt=”” class=”wp-image-998941″ srcset=”https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124408-6353_ALIVE.jpg 4000w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124408-6353_ALIVE-300×200.jpg 300w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124408-6353_ALIVE-700×467.jpg 700w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124408-6353_ALIVE-200×133.jpg 200w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124408-6353_ALIVE-768×512.jpg 768w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124408-6353_ALIVE-1024×683.jpg 1024w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124408-6353_ALIVE-1400×933.jpg 1400w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124408-6353_ALIVE-50×33.jpg 50w” sizes=”auto, (max-width: 4000px) 100vw, 4000px” /u003eu003cfigcaption class=”wp-element-caption”u003eThe Continuum Companyu0026#8217;s Ian Bruce Eichner (Photos by Alive Coverage)u003c/figcaptionu003eu003c/figureu003eu003cfigure class=”wp-block-image size-full”u003eu003cimg loading=”lazy” decoding=”async” width=”4000″ height=”2667″ src=”https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_123541-6298_ALIVE.jpg” alt=”” class=”wp-image-998938″ srcset=”https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_123541-6298_ALIVE.jpg 4000w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_123541-6298_ALIVE-300×200.jpg 300w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_123541-6298_ALIVE-700×467.jpg 700w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_123541-6298_ALIVE-200×133.jpg 200w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_123541-6298_ALIVE-768×512.jpg 768w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_123541-6298_ALIVE-1024×683.jpg 1024w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_123541-6298_ALIVE-1400×933.jpg 1400w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_123541-6298_ALIVE-50×33.jpg 50w” sizes=”auto, (max-width: 4000px) 100vw, 4000px” /u003eu003cfigcaption class=”wp-element-caption”u003eProperty Markets Groupu0026#8217;s Kevin Maloney, The Continuum Companyu0026#8217;s Ian Bruce Eichner, Rosso Developmentu0026#8217;s Carlos Rosso and The Real Dealu0026#8217;s Katherine Kallergis (Photos by Alive Coverage)u003c/figcaptionu003eu003c/figureu003eu003cfigure class=”wp-block-image size-full”u003eu003cimg loading=”lazy” decoding=”async” width=”4000″ height=”2667″ src=”https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_123847-6320_ALIVE.jpg” alt=”” class=”wp-image-998939″ srcset=”https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_123847-6320_ALIVE.jpg 4000w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_123847-6320_ALIVE-300×200.jpg 300w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_123847-6320_ALIVE-700×467.jpg 700w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_123847-6320_ALIVE-200×133.jpg 200w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_123847-6320_ALIVE-768×512.jpg 768w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_123847-6320_ALIVE-1024×683.jpg 1024w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_123847-6320_ALIVE-1400×933.jpg 1400w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_123847-6320_ALIVE-50×33.jpg 50w” sizes=”auto, (max-width: 4000px) 100vw, 4000px” /u003eu003cfigcaption class=”wp-element-caption”u003eProperty Markets Groupu0026#8217;s Kevin Maloney, The Continuum Companyu0026#8217;s Ian Bruce Eichner, Rosso Developmentu0026#8217;s Carlos Rosso and The Real Dealu0026#8217;s Katherine Kallergis (Photos by Alive Coverage)u003c/figcaptionu003eu003c/figureu003eu003cfigure class=”wp-block-image size-full”u003eu003cimg loading=”lazy” decoding=”async” width=”4000″ height=”2667″ src=”https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124443-6368_ALIVE.jpg” alt=”” class=”wp-image-998942″ srcset=”https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124443-6368_ALIVE.jpg 4000w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124443-6368_ALIVE-300×200.jpg 300w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124443-6368_ALIVE-700×467.jpg 700w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124443-6368_ALIVE-200×133.jpg 200w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124443-6368_ALIVE-768×512.jpg 768w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124443-6368_ALIVE-1024×683.jpg 1024w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124443-6368_ALIVE-1400×933.jpg 1400w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124443-6368_ALIVE-50×33.jpg 50w” sizes=”auto, (max-width: 4000px) 100vw, 4000px” /u003eu003cfigcaption class=”wp-element-caption”u003eRosso Developmentu0026#8217;s Carlos Rosso (Photos by Alive Coverage)u003c/figcaptionu003eu003c/figureu003eu003cfigure class=”wp-block-image size-full”u003eu003cimg loading=”lazy” decoding=”async” width=”4000″ height=”2667″ src=”https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124233-6338_ALIVE.jpg” alt=”” class=”wp-image-998940″ srcset=”https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124233-6338_ALIVE.jpg 4000w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124233-6338_ALIVE-300×200.jpg 300w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124233-6338_ALIVE-700×467.jpg 700w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124233-6338_ALIVE-200×133.jpg 200w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124233-6338_ALIVE-768×512.jpg 768w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124233-6338_ALIVE-1024×683.jpg 1024w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124233-6338_ALIVE-1400×933.jpg 1400w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124233-6338_ALIVE-50×33.jpg 50w” sizes=”auto, (max-width: 4000px) 100vw, 4000px” /u003eu003cfigcaption class=”wp-element-caption”u003eProperty Markets Groupu0026#8217;s Kevin Maloney, The Continuum Companyu0026#8217;s Ian Bruce Eichner, Rosso Developmentu0026#8217;s Carlos Rosso and The Real Dealu0026#8217;s Katherine Kallergis (Photos by Alive Coverage)u003c/figcaptionu003eu003c/figureu003eu003cfigure class=”wp-block-image size-full”u003eu003cimg loading=”lazy” decoding=”async” width=”4000″ height=”2667″ src=”https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124708-6396_ALIVE.jpg” alt=”” class=”wp-image-998943″ srcset=”https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124708-6396_ALIVE.jpg 4000w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124708-6396_ALIVE-300×200.jpg 300w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124708-6396_ALIVE-700×467.jpg 700w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124708-6396_ALIVE-200×133.jpg 200w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124708-6396_ALIVE-768×512.jpg 768w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124708-6396_ALIVE-1024×683.jpg 1024w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124708-6396_ALIVE-1400×933.jpg 1400w, https://static.therealdeal.com/wp-content/uploads/2025/11/REALDEALMIAMI2025_1105_124708-6396_ALIVE-50×33.jpg 50w” sizes=”auto, (max-width: 4000px) 100vw, 4000px” /u003eu003cfigcaption class=”wp-element-caption”u003eProperty Markets Groupu0026#8217;s Kevin Maloney (Photos by Alive Coverage)u003c/figcaptionu003eu003c/figureu003eu003c/divu003eu003c/sectionu003eu003cpu003eRosso, Maloney and Eichner dug into the issues threatening the market’s momentum and how they’re differentiating their projects in a competitive field. The pipeline is oversaturated, and demand for units at the higher end is softening, they said. But their message to the brokers in the audience was simple and clear: “We want to pay you.”u0026nbsp;u003c/pu003enu003cpu003e“We love paying commissions because that means we have sales,” Maloney said. And sales are top priority in a highly competitive market.u0026nbsp;u003c/pu003enu003cpu003e“A lot of the projects you see aren’t going to get built, they priced themselves too low and costs went up,” said Maloney, whose current pipeline includes the planned u003ca href=”/miami/2024/06/14/waldorf-astoria-miami-developers-score-668m-construction-loan/”u003esupertall Waldorf Astoria Residences Miamiu003c/au003e and u003ca href=”/miami/2023/05/31/pmg-e11even-partners-score-262m-construction-loan-expand-project/”u003eE11even Club Residences Beyondu003c/au003e. Construction costs have surged in recent years, but Maloney said the market slowdown has started to bring them back down to earth.u0026nbsp;u003c/pu003enu003cpu003eBranding plays a crucial role in the marketplace, if chosen well.u003c/pu003enu003cpu003e“A brand helps us sell because we don’t have to explain [what we’re selling],” Rosso said, whose planned projects include u003ca href=”/miami/2024/05/30/rooftop-restaurant-planned-at-standard-residences-in-miami/”u003ethe Standard Residences, Midtown Miamiu003c/au003e. But he cautioned against running rampant with just any brand.u0026nbsp;u003c/pu003enu003cpu003eHe pointed to magazine and car brands –– Vertical Developments and Urban Network Capital Group are planning an u003ca href=”/miami/2024/05/29/elle-branded-condo-tower-planned-in-miamis-edgewater/”u003eElle-branded tower in Edgewateru003c/au003e and Michael Stern is planning a u003ca href=”/miami/2024/02/26/michael-sterns-jds-launches-sales-for-mercedes-benz-condos/”u003eMercedes-Benz tower in Brickellu003c/au003e –– as stretching the relationship between brands and buildings. “You have to be careful not to exaggerate the concept of branding.”u0026nbsp;u003c/pu003enu003cpu003eMomentum is crucial in a packed new development pipeline, the developers said. The longer a project takes, the greater the risk to profit margins. Maloney said his first u003ca href=”/miami/2022/02/03/pmg-e11even-partners-score-149m-construction-loan-for-downtown-miami-condo-development/”u003eE11even-branded toweru003c/au003e sold through 400 units in 90 days, but still barely broke even because construction costs rose so rapidly.u0026nbsp;u003c/pu003enu003cpu003e“Our biggest, biggest, biggest enemy is time,” said Rosso. “Time for us is uncertainty.”u0026nbsp;u003c/pu003enu003cpu003eIncluded in uncertainty are affordability and social infrastructure challenges facing a growing Miami. Eichner, whose pipeline includesu003ca href=”/miami/2025/08/26/eichners-continuum-gets-construction-loan-for-la-baia-north/”u003e La Baia North and Southu003c/au003e in Bay Harbor Islands, raised concerns about the dislocation of Miami’s working class.u0026nbsp;u003c/pu003enu003cpu003e“People are being forced out of Miami-Dade County who are regular everyday workers,” said Eichner. “We’ve got to figure out workforce housing and the government has to play a role in this.”u003c/pu003enu003cpu003eRosso also raised the issue of private school shortages and stricter immigration policies restricting how many people are able to relocate to the Miami market and hampering its growth. The perception that Miami is open for business and open to all is critical for the region’s continued flourishing.u0026nbsp;u003c/pu003enu003cpu003e“We cannot allow [that perception] to change,” he said. “Because that is our business.”u003c/pu003en”,”noAds”:false,”alternativeHeadline”:{“subheadline”:”Ian Bruce Eichner, Carlos Rosso and Kevin Maloney weigh in on what works in Miami’s new dev 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Miami market relevance
If this topic impacts buyers or sellers, the most useful context is what is happening locally. Track current pricing, inventory, and days on market in Miami, and compare active listings by building or neighborhood before making decisions.
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Miami Devs Talk Branding: What to Plan Before You Start
FAQ: Miami Devs Talk Branding
What should be planned first?
Start with the goal, audience, and deliverables so the final content and media support the same outcome.
Need help implementing this workflow? Contact Miami Real Estate Insights & Market Trends to plan a practical content and media process.
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