{"id":1499,"date":"2025-11-05T18:10:25","date_gmt":"2025-11-05T23:10:25","guid":{"rendered":"https:\/\/www.brickellsold.com\/blog\/miami-devs-talk-branding-building-in-a-saturated-market\/"},"modified":"2026-04-13T10:42:56","modified_gmt":"2026-04-13T14:42:56","slug":"miami-devs-talk-branding-building-in-a-saturated-market","status":"publish","type":"post","link":"https:\/\/www.brickellsold.com\/blog\/miami-devs-talk-branding-building-in-a-saturated-market\/","title":{"rendered":"7 Proven Miami Devs Talk Branding, Building in a Saturated Market: Mistakes to Avoid"},"content":{"rendered":"<\/p>\n<p><strong><a href=\"https:\/\/www.brickellsold.com\/blog\/miami-poised-for-potential-influx-of-wealth-as-high-net-worth-new-yorkers-evaluate-relocation-optionsmiamis-luxury-real-estate-sector-is-closely-observing-developments-in-new-york-city-parti\/\">Miami<\/a> Devs Talk Branding<\/strong> helps improve planning, consistency, and publishing quality when teams follow a repeatable workflow.<\/p>\n<div id=\"the-content\">\n<p>\u201cHow many of you were born in <a href=\"https:\/\/www.brickellsold.com\/blog\/miami-poised-for-potential-influx-of-wealth-as-high-net-worth-new-yorkers-evaluate-relocation-optionsmiamis-luxury-real-estate-sector-is-closely-observing-developments-in-new-york-city-parti\/\">Miami<\/a>?\u201d Carlos Rosso asked the crowd. From the hundreds seated, just a few hands raised.<\/p>\n<p>\u201cEach one of you came to Miami, and each one of you needed a condo,\u201d the Rosso Development head said from the main stage at <em>The Real Deal\u2019s <\/em>Miami Real Estate Forum. \u201cAnd each one of us built one for you.\u201d<\/p>\n<p>Rosso was speaking alongside Continuum\u2019s Ian Bruce Eichner and Property Markets Group\u2019s Kevin Maloney, on a panel conversation on the state of South Florida\u2019s new development condo market. It was one moment that touched on a theme repeated throughout the conversation: Developers thrive when Miami is growing.\u00a0<\/p>\n<div class=\"ImageCarousel_root__nL77_\" style=\"width:100%\">\n<div class=\"slick-slider ImageCarousel_slider__OH8yR slick-initialized\" dir=\"ltr\"><button type=\"button\" data-role=\"none\" class=\"slick-arrow slick-prev\"> <!-- -->Previous<\/button><\/p>\n<div class=\"slick-list\">\n<div class=\"slick-track\" style=\"width:1300%;left:-100%\">\n<div data-index=\"-1\" class=\"slick-slide slick-cloned\" aria-hidden=\"true\" style=\"width:7.6923076923076925%\">\n<div>\n<figure class=\"wp-block-image size-full\" style=\"width:100%\"><figcaption class=\"wp-element-caption\">Property Markets Group\u2019s Kevin Maloney (Photos by Alive Coverage)<\/figcaption><\/figure>\n<\/div>\n<\/div>\n<div data-index=\"0\" class=\"slick-slide slick-active slick-current\" aria-hidden=\"false\" style=\"width:7.6923076923076925%\">\n<div>\n<figure class=\"wp-block-image size-full\" style=\"width:100%\"><img decoding=\"async\" loading=\"lazy\" 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\" title=\"\"><figcaption class=\"wp-element-caption\">The Continuum Company\u2019s Ian Bruce Eichner (Photos by Alive Coverage)<\/figcaption><\/figure>\n<\/div>\n<\/div>\n<div data-index=\"1\" class=\"slick-slide\" aria-hidden=\"true\" style=\"width:7.6923076923076925%\">\n<div>\n<figure class=\"wp-block-image size-full\" style=\"width:100%\"><img decoding=\"async\" loading=\"lazy\" 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\" title=\"\"><figcaption class=\"wp-element-caption\">Property Markets Group\u2019s Kevin Maloney, The Continuum Company\u2019s Ian Bruce Eichner, Rosso Development\u2019s Carlos Rosso and The Real Deal\u2019s Katherine Kallergis (Photos by Alive Coverage)<\/figcaption><\/figure>\n<\/div>\n<\/div>\n<div data-index=\"2\" class=\"slick-slide\" aria-hidden=\"true\" style=\"width:7.6923076923076925%\">\n<div>\n<figure class=\"wp-block-image size-full\" style=\"width:100%\"><img decoding=\"async\" loading=\"lazy\" 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\" title=\"\"><figcaption class=\"wp-element-caption\">Property Markets Group\u2019s Kevin Maloney, The Continuum Company\u2019s Ian Bruce Eichner, Rosso Development\u2019s Carlos Rosso and The Real Deal\u2019s Katherine Kallergis (Photos by Alive Coverage)<\/figcaption><\/figure>\n<\/div>\n<\/div>\n<div data-index=\"3\" class=\"slick-slide\" aria-hidden=\"true\" style=\"width:7.6923076923076925%\">\n<div>\n<figure class=\"wp-block-image size-full\" style=\"width:100%\"><img decoding=\"async\" loading=\"lazy\" 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\" title=\"\"><figcaption class=\"wp-element-caption\">Rosso Development\u2019s Carlos Rosso (Photos by Alive Coverage)<\/figcaption><\/figure>\n<\/div>\n<\/div>\n<div data-index=\"4\" class=\"slick-slide\" aria-hidden=\"true\" style=\"width:7.6923076923076925%\">\n<div>\n<figure class=\"wp-block-image size-full\" style=\"width:100%\"><img decoding=\"async\" loading=\"lazy\" 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\" title=\"\"><figcaption class=\"wp-element-caption\">Property Markets Group\u2019s Kevin Maloney, The Continuum Company\u2019s Ian Bruce Eichner, Rosso Development\u2019s Carlos Rosso and The Real Deal\u2019s Katherine Kallergis (Photos by Alive Coverage)<\/figcaption><\/figure>\n<\/div>\n<\/div>\n<div data-index=\"5\" class=\"slick-slide\" aria-hidden=\"true\" style=\"width:7.6923076923076925%\">\n<div>\n<figure class=\"wp-block-image size-full\" style=\"width:100%\"><img decoding=\"async\" loading=\"lazy\" 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\" title=\"\"><figcaption class=\"wp-element-caption\">Property Markets Group\u2019s Kevin Maloney (Photos by Alive Coverage)<\/figcaption><\/figure>\n<\/div>\n<\/div>\n<div data-index=\"6\" class=\"slick-slide slick-cloned\" aria-hidden=\"true\" style=\"width:7.6923076923076925%\">\n<div>\n<figure class=\"wp-block-image size-full\" style=\"width:100%\"><img decoding=\"async\" loading=\"lazy\" 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\" title=\"\"><figcaption class=\"wp-element-caption\">The Continuum Company\u2019s Ian Bruce Eichner (Photos by Alive Coverage)<\/figcaption><\/figure>\n<\/div>\n<\/div>\n<div data-index=\"7\" class=\"slick-slide slick-cloned\" aria-hidden=\"true\" style=\"width:7.6923076923076925%\">\n<div>\n<figure class=\"wp-block-image size-full\" style=\"width:100%\"><img decoding=\"async\" loading=\"lazy\" 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\" title=\"\"><figcaption class=\"wp-element-caption\">Property Markets Group\u2019s Kevin Maloney, The Continuum Company\u2019s Ian Bruce Eichner, Rosso Development\u2019s Carlos Rosso and The Real Deal\u2019s Katherine Kallergis (Photos by Alive Coverage)<\/figcaption><\/figure>\n<\/div>\n<\/div>\n<div data-index=\"8\" class=\"slick-slide slick-cloned\" aria-hidden=\"true\" style=\"width:7.6923076923076925%\">\n<div>\n<figure class=\"wp-block-image size-full\" style=\"width:100%\"><img decoding=\"async\" loading=\"lazy\" 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\" title=\"\"><figcaption class=\"wp-element-caption\">Property Markets Group\u2019s Kevin Maloney, The Continuum Company\u2019s Ian Bruce Eichner, Rosso Development\u2019s Carlos Rosso and The Real Deal\u2019s Katherine Kallergis (Photos by Alive Coverage)<\/figcaption><\/figure>\n<\/div>\n<\/div>\n<div data-index=\"9\" class=\"slick-slide slick-cloned\" aria-hidden=\"true\" style=\"width:7.6923076923076925%\">\n<div>\n<figure class=\"wp-block-image size-full\" style=\"width:100%\"><img decoding=\"async\" loading=\"lazy\" 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\" title=\"\"><figcaption class=\"wp-element-caption\">Rosso Development\u2019s Carlos Rosso (Photos by Alive Coverage)<\/figcaption><\/figure>\n<\/div>\n<\/div>\n<div data-index=\"10\" class=\"slick-slide slick-cloned\" aria-hidden=\"true\" style=\"width:7.6923076923076925%\">\n<div>\n<figure class=\"wp-block-image size-full\" style=\"width:100%\"><img decoding=\"async\" loading=\"lazy\" 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\" title=\"\"><figcaption class=\"wp-element-caption\">Property Markets Group\u2019s Kevin Maloney, The Continuum Company\u2019s Ian Bruce Eichner, Rosso Development\u2019s Carlos Rosso and The Real Deal\u2019s Katherine Kallergis (Photos by Alive Coverage)<\/figcaption><\/figure>\n<\/div>\n<\/div>\n<div data-index=\"11\" class=\"slick-slide slick-cloned\" aria-hidden=\"true\" style=\"width:7.6923076923076925%\">\n<div>\n<figure class=\"wp-block-image size-full\" style=\"width:100%\"><img decoding=\"async\" loading=\"lazy\" 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\" title=\"\"><figcaption class=\"wp-element-caption\">Property Markets Group\u2019s Kevin Maloney (Photos by Alive Coverage)<\/figcaption><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><button type=\"button\" data-role=\"none\" class=\"slick-arrow slick-next\"> <!-- -->Next<\/button><\/div>\n<\/div>\n<p>Rosso, Maloney and Eichner dug into the issues threatening the market\u2019s momentum and how they\u2019re 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: \u201cWe want to pay you.\u201d\u00a0<\/p>\n<p>\u201cWe love paying commissions because that means we have sales,\u201d Maloney said. And sales are top priority in a highly competitive market.\u00a0<\/p>\n<p>\u201cA lot of the projects you see aren\u2019t going to get built, they priced themselves too low and costs went up,\u201d 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.\u00a0<\/p>\n<p>Branding plays a crucial role in the marketplace, if chosen well.<\/p>\n<p>\u201cA brand helps us sell because we don\u2019t have to explain [what we\u2019re selling],\u201d Rosso said, whose planned projects include the Standard Residences, Midtown Miami. But he cautioned against running rampant with just any brand.\u00a0<\/p>\n<p>He pointed to magazine and car brands \u2013\u2013 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 \u2013\u2013 as stretching the relationship between brands and buildings. \u201cYou have to be careful not to exaggerate the concept of branding.\u201d\u00a0<\/p>\n<p>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.\u00a0<\/p>\n<p>\u201cOur biggest, biggest, biggest enemy is time,\u201d said Rosso. \u201cTime for us is uncertainty.\u201d\u00a0<\/p>\n<p>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\u2019s working class.\u00a0<\/p>\n<p>\u201cPeople are being forced out of Miami-Dade County who are regular everyday workers,\u201d said Eichner. \u201cWe\u2019ve got to figure out workforce housing and the government has to play a role in this.\u201d<\/p>\n<p>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\u2019s continued flourishing.\u00a0<\/p>\n<p>\u201cWe cannot allow [that perception] to change,\u201d he said. \u201cBecause that is our business.\u201d<\/p>\n<\/div>\n<p>{&#8220;props&#8221;:{&#8220;pageProps&#8221;:{&#8220;hamburgerMenu&#8221;:[{&#8220;url&#8221;:null,&#8221;label&#8221;:&#8221;News&#8221;,&#8221;external&#8221;:false,&#8221;childItems&#8221;:{&#8220;nodes&#8221;:[{&#8220;label&#8221;:&#8221;All Markets&#8221;,&#8221;url&#8221;:&#8221;\/latest\/&#8221;,&#8221;external&#8221;:false,&#8221;childItems&#8221;:{&#8220;nodes&#8221;:[{&#8220;label&#8221;:&#8221;San Francisco&#8221;,&#8221;url&#8221;:&#8221;\/san-francisco\/&#8221;,&#8221;external&#8221;:false,&#8221;__typename&#8221;:&#8221;MenuItem&#8221;},{&#8220;label&#8221;:&#8221;New 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From the hundreds seated, just a few hands raised.u003c\/pu003enu003cpu003e\u201cEach one of you came to Miami, and each one of you needed a condo,\u201d the Rosso Development head said from the main stage at u003cemu003eThe Real Deal\u2019s u003c\/emu003eMiami Real Estate Forum. \u201cAnd each one of us built one for you.\u201du003c\/pu003enu003cpu003eRosso was speaking alongside Continuum\u2019s Ian Bruce Eichner and Property Markets Group\u2019s Kevin Maloney, on a panel conversation on the state of South Florida\u2019s 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=&#8221;trd-gallery-block_3dfaf56574f3638c2ad95b359e9f3872&#8243; class=&#8221;trd-gallery&#8221;u003eu003cdiv class=&#8221;trd-gallery-slides&#8221;u003eu003cfigure class=&#8221;wp-block-image size-full&#8221;u003eu003cimg loading=&#8221;lazy&#8221; decoding=&#8221;async&#8221; width=&#8221;4000&#8243; height=&#8221;2667&#8243; src=&#8221;https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124408-6353_ALIVE.jpg&#8221; alt=&#8221;&#8221; class=&#8221;wp-image-998941&#8243; srcset=&#8221;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&#215;200.jpg 300w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124408-6353_ALIVE-700&#215;467.jpg 700w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124408-6353_ALIVE-200&#215;133.jpg 200w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124408-6353_ALIVE-768&#215;512.jpg 768w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124408-6353_ALIVE-1024&#215;683.jpg 1024w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124408-6353_ALIVE-1400&#215;933.jpg 1400w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124408-6353_ALIVE-50&#215;33.jpg 50w&#8221; sizes=&#8221;auto, (max-width: 4000px) 100vw, 4000px&#8221; \/u003eu003cfigcaption class=&#8221;wp-element-caption&#8221;u003eThe Continuum Companyu0026#8217;s Ian Bruce Eichner (Photos by Alive Coverage)u003c\/figcaptionu003eu003c\/figureu003eu003cfigure class=&#8221;wp-block-image size-full&#8221;u003eu003cimg loading=&#8221;lazy&#8221; decoding=&#8221;async&#8221; width=&#8221;4000&#8243; height=&#8221;2667&#8243; src=&#8221;https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_123541-6298_ALIVE.jpg&#8221; alt=&#8221;&#8221; class=&#8221;wp-image-998938&#8243; srcset=&#8221;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&#215;200.jpg 300w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_123541-6298_ALIVE-700&#215;467.jpg 700w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_123541-6298_ALIVE-200&#215;133.jpg 200w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_123541-6298_ALIVE-768&#215;512.jpg 768w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_123541-6298_ALIVE-1024&#215;683.jpg 1024w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_123541-6298_ALIVE-1400&#215;933.jpg 1400w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_123541-6298_ALIVE-50&#215;33.jpg 50w&#8221; sizes=&#8221;auto, (max-width: 4000px) 100vw, 4000px&#8221; \/u003eu003cfigcaption class=&#8221;wp-element-caption&#8221;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=&#8221;wp-block-image size-full&#8221;u003eu003cimg loading=&#8221;lazy&#8221; decoding=&#8221;async&#8221; width=&#8221;4000&#8243; height=&#8221;2667&#8243; src=&#8221;https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_123847-6320_ALIVE.jpg&#8221; alt=&#8221;&#8221; class=&#8221;wp-image-998939&#8243; srcset=&#8221;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&#215;200.jpg 300w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_123847-6320_ALIVE-700&#215;467.jpg 700w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_123847-6320_ALIVE-200&#215;133.jpg 200w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_123847-6320_ALIVE-768&#215;512.jpg 768w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_123847-6320_ALIVE-1024&#215;683.jpg 1024w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_123847-6320_ALIVE-1400&#215;933.jpg 1400w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_123847-6320_ALIVE-50&#215;33.jpg 50w&#8221; sizes=&#8221;auto, (max-width: 4000px) 100vw, 4000px&#8221; \/u003eu003cfigcaption class=&#8221;wp-element-caption&#8221;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=&#8221;wp-block-image size-full&#8221;u003eu003cimg loading=&#8221;lazy&#8221; decoding=&#8221;async&#8221; width=&#8221;4000&#8243; height=&#8221;2667&#8243; src=&#8221;https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124443-6368_ALIVE.jpg&#8221; alt=&#8221;&#8221; class=&#8221;wp-image-998942&#8243; srcset=&#8221;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&#215;200.jpg 300w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124443-6368_ALIVE-700&#215;467.jpg 700w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124443-6368_ALIVE-200&#215;133.jpg 200w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124443-6368_ALIVE-768&#215;512.jpg 768w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124443-6368_ALIVE-1024&#215;683.jpg 1024w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124443-6368_ALIVE-1400&#215;933.jpg 1400w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124443-6368_ALIVE-50&#215;33.jpg 50w&#8221; sizes=&#8221;auto, (max-width: 4000px) 100vw, 4000px&#8221; \/u003eu003cfigcaption class=&#8221;wp-element-caption&#8221;u003eRosso Developmentu0026#8217;s Carlos Rosso (Photos by Alive Coverage)u003c\/figcaptionu003eu003c\/figureu003eu003cfigure class=&#8221;wp-block-image size-full&#8221;u003eu003cimg loading=&#8221;lazy&#8221; decoding=&#8221;async&#8221; width=&#8221;4000&#8243; height=&#8221;2667&#8243; src=&#8221;https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124233-6338_ALIVE.jpg&#8221; alt=&#8221;&#8221; class=&#8221;wp-image-998940&#8243; srcset=&#8221;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&#215;200.jpg 300w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124233-6338_ALIVE-700&#215;467.jpg 700w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124233-6338_ALIVE-200&#215;133.jpg 200w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124233-6338_ALIVE-768&#215;512.jpg 768w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124233-6338_ALIVE-1024&#215;683.jpg 1024w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124233-6338_ALIVE-1400&#215;933.jpg 1400w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124233-6338_ALIVE-50&#215;33.jpg 50w&#8221; sizes=&#8221;auto, (max-width: 4000px) 100vw, 4000px&#8221; \/u003eu003cfigcaption class=&#8221;wp-element-caption&#8221;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=&#8221;wp-block-image size-full&#8221;u003eu003cimg loading=&#8221;lazy&#8221; decoding=&#8221;async&#8221; width=&#8221;4000&#8243; height=&#8221;2667&#8243; src=&#8221;https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124708-6396_ALIVE.jpg&#8221; alt=&#8221;&#8221; class=&#8221;wp-image-998943&#8243; srcset=&#8221;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&#215;200.jpg 300w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124708-6396_ALIVE-700&#215;467.jpg 700w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124708-6396_ALIVE-200&#215;133.jpg 200w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124708-6396_ALIVE-768&#215;512.jpg 768w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124708-6396_ALIVE-1024&#215;683.jpg 1024w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124708-6396_ALIVE-1400&#215;933.jpg 1400w, https:\/\/static.therealdeal.com\/wp-content\/uploads\/2025\/11\/REALDEALMIAMI2025_1105_124708-6396_ALIVE-50&#215;33.jpg 50w&#8221; sizes=&#8221;auto, (max-width: 4000px) 100vw, 4000px&#8221; \/u003eu003cfigcaption class=&#8221;wp-element-caption&#8221;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\u2019s momentum and how they\u2019re 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: \u201cWe want to pay you.\u201du0026nbsp;u003c\/pu003enu003cpu003e\u201cWe love paying commissions because that means we have sales,\u201d Maloney said. And sales are top priority in a highly competitive market.u0026nbsp;u003c\/pu003enu003cpu003e\u201cA lot of the projects you see aren\u2019t going to get built, they priced themselves too low and costs went up,\u201d said Maloney, whose current pipeline includes the planned u003ca href=&#8221;\/miami\/2024\/06\/14\/waldorf-astoria-miami-developers-score-668m-construction-loan\/&#8221;u003esupertall Waldorf Astoria Residences Miamiu003c\/au003e and u003ca href=&#8221;\/miami\/2023\/05\/31\/pmg-e11even-partners-score-262m-construction-loan-expand-project\/&#8221;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\u201cA brand helps us sell because we don\u2019t have to explain [what we\u2019re selling],\u201d Rosso said, whose planned projects include u003ca href=&#8221;\/miami\/2024\/05\/30\/rooftop-restaurant-planned-at-standard-residences-in-miami\/&#8221;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 \u2013\u2013 Vertical Developments and Urban Network Capital Group are planning an u003ca href=&#8221;\/miami\/2024\/05\/29\/elle-branded-condo-tower-planned-in-miamis-edgewater\/&#8221;u003eElle-branded tower in Edgewateru003c\/au003e and Michael Stern is planning a u003ca href=&#8221;\/miami\/2024\/02\/26\/michael-sterns-jds-launches-sales-for-mercedes-benz-condos\/&#8221;u003eMercedes-Benz tower in Brickellu003c\/au003e \u2013\u2013 as stretching the relationship between brands and buildings. \u201cYou have to be careful not to exaggerate the concept of branding.\u201du0026nbsp;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=&#8221;\/miami\/2022\/02\/03\/pmg-e11even-partners-score-149m-construction-loan-for-downtown-miami-condo-development\/&#8221;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\u201cOur biggest, biggest, biggest enemy is time,\u201d said Rosso. \u201cTime for us is uncertainty.\u201du0026nbsp;u003c\/pu003enu003cpu003eIncluded in uncertainty are affordability and social infrastructure challenges facing a growing Miami. Eichner, whose pipeline includesu003ca href=&#8221;\/miami\/2025\/08\/26\/eichners-continuum-gets-construction-loan-for-la-baia-north\/&#8221;u003e La Baia North and Southu003c\/au003e in Bay Harbor Islands, raised concerns about the dislocation of Miami\u2019s working class.u0026nbsp;u003c\/pu003enu003cpu003e\u201cPeople are being forced out of Miami-Dade County who are regular everyday workers,\u201d said Eichner. \u201cWe\u2019ve got to figure out workforce housing and the government has to play a role in this.\u201du003c\/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\u2019s continued flourishing.u0026nbsp;u003c\/pu003enu003cpu003e\u201cWe cannot allow [that perception] to change,\u201d he said. \u201cBecause that is our business.\u201du003c\/pu003en&#8221;,&#8221;noAds&#8221;:false,&#8221;alternativeHeadline&#8221;:{&#8220;subheadline&#8221;:&#8221;Ian Bruce Eichner, Carlos Rosso and Kevin Maloney weigh in on what works in Miami\u2019s new dev 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id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.brickellsold.com\/blog\/miami-devs-talk-branding-building-in-a-saturated-market\/#Miami_market_relevance\" >Miami market relevance<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.brickellsold.com\/blog\/miami-devs-talk-branding-building-in-a-saturated-market\/#Miami_Devs_Talk_Branding_What_to_Plan_Before_You_Start\" >Miami Devs Talk Branding: What to Plan Before You Start<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.brickellsold.com\/blog\/miami-devs-talk-branding-building-in-a-saturated-market\/#FAQ_Miami_Devs_Talk_Branding\" >FAQ: Miami Devs Talk Branding<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.brickellsold.com\/blog\/miami-devs-talk-branding-building-in-a-saturated-market\/#What_should_be_planned_first\" >What should be planned first?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Miami_market_relevance\"><\/span>Miami market relevance<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>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.<\/p>\n<p><a href=\"https:\/\/www.brickellsold.com\/brickell-miami-fl-real-estate\">Browse current Miami listings<\/a> or <a href=\"https:\/\/brickellsold.com\/en\/tools\/book-call\">request a tailored report<\/a>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Miami_Devs_Talk_Branding_What_to_Plan_Before_You_Start\"><\/span>Miami Devs Talk Branding: What to Plan Before You Start<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"FAQ_Miami_Devs_Talk_Branding\"><\/span>FAQ: Miami Devs Talk Branding<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"What_should_be_planned_first\"><\/span>What should be planned first?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Start with the goal, audience, and deliverables so the final content and media support the same outcome.<\/p>\n<p><strong>Need help implementing this workflow?<\/strong> Contact Miami Real Estate Insights &amp; Market Trends to plan a practical content and media process.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>7 Proven Miami Devs Talk Branding, Building in a Saturated Market: Mistakes to Avoid: Miami Devs Talk Branding helps improve planning, consistency, and publishi<\/p>\n","protected":false},"author":1,"featured_media":1500,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"rank_math_title":"7 Proven Miami Devs Talk Branding Mistakes to Avoid","rank_math_description":"Miami Devs Talk Branding helps improve planning, consistency, and publishing quality when teams follow a repeatable workflow. \u201cHow many of you were born in","rank_math_focus_keyword":"Miami Devs Talk Branding","rank_math_canonical_url":"https:\/\/www.brickellsold.com\/blog\/miami-devs-talk-branding-building-in-a-saturated-market\/","rank_math_robots":"index,follow","footnotes":""},"categories":[1720],"tags":[4485,4564,4479,4478],"class_list":["post-1499","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brickell-real-estate-market","tag-listing-photography-tips","tag-miami-devs-talk-branding","tag-real-estate-photography-tips","tag-toronto-real-estate-photography"],"_links":{"self":[{"href":"https:\/\/www.brickellsold.com\/blog\/wp-json\/wp\/v2\/posts\/1499","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.brickellsold.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.brickellsold.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.brickellsold.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.brickellsold.com\/blog\/wp-json\/wp\/v2\/comments?post=1499"}],"version-history":[{"count":4,"href":"https:\/\/www.brickellsold.com\/blog\/wp-json\/wp\/v2\/posts\/1499\/revisions"}],"predecessor-version":[{"id":4266,"href":"https:\/\/www.brickellsold.com\/blog\/wp-json\/wp\/v2\/posts\/1499\/revisions\/4266"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.brickellsold.com\/blog\/wp-json\/wp\/v2\/media\/1500"}],"wp:attachment":[{"href":"https:\/\/www.brickellsold.com\/blog\/wp-json\/wp\/v2\/media?parent=1499"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.brickellsold.com\/blog\/wp-json\/wp\/v2\/categories?post=1499"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.brickellsold.com\/blog\/wp-json\/wp\/v2\/tags?post=1499"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}