Florida’s East Coast Emerges as a New Hub for High-Net-Worth Buyers

Written by:

Steve Marcinuk

Date:

19 Feb 2026

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Florida’s luxury real estate market continues to attract high-net-worth buyers from around the world — but few firms have scaled with the clarity and discipline of ONE Sotheby’s International Realty. With a footprint now stretching from Miami to the Georgia border, the brokerage is focused on thoughtful expansion, elevated agent service, and specialized divisions designed to meet the increasingly complex needs of today’s top-tier clientele. Among its newest initiatives is a formal Sports & Entertainment Division created specifically to serve athletes and entertainers, a demographic shaping a growing share of Florida’s high-end transactions.

Guiding much of this growth is Chris Anthony, Senior Vice President of the Northern Markets. His path from multifamily investor on the New Jersey shore to overseeing a 28-office brokerage in the Mid-Atlantic region gave him a rare blend of operational insight and leadership experience. That background became essential when he joined ONE Sotheby’s in 2021.

“When I met owners Mayi and Daniel de la Vega, it was clear we shared the same vision,” Anthony recalls. “We were aligned on elevating the agent experience, investing in technology that genuinely improves the client journey, and growing in a way that positions us as market leaders, not simply expanding for the sake of expansion.”

Strategic Expansion Across Florida

The company’s increasing presence throughout the state mirrors the evolution of Florida’s luxury market itself. Demand is no longer concentrated in legacy destinations like Miami Beach and Palm Beach; instead, it has expanded to emerging corridors along the Northeast Coast. This shift has guided ONE Sotheby’s expansion strategy.

“Our acquisition of First Coast Sotheby’s nearly three years ago was a deliberate move to capture new migration patterns into Northeast Florida,” Anthony explains. “By establishing six offices across Amelia Island, Jacksonville, Saint Augustine, Palm Coast and Ponte Vedra, we positioned ourselves ahead of the curve as investors looked for high-growth alternatives to the more crowded South Florida corridor.”

Sports and Entertainment Division

To cater to evolving needs of the market, ONE Sotheby’s International Realty has relaunched a formal Sports & Entertainment Division, led by Anthony as director. From a pool of 1,400 agents, the firm identified the top 100 with both the production levels and the verified experience necessary to serve this specialized segment.

“Working with entertainers and athletes requires a very specific skillset,” Anthony says. “These clients value privacy above all else. Some want a spotlight on a major purchase, while others expect complete anonymity. Being able to navigate both ends of that spectrum is essential.”

Transactions in this space often move quickly, sometimes involving intermediaries such as business managers, agents, attorneys, and wealth advisors. Many clients use Florida real estate not as a primary residence but as an investment vehicle or a strategic place to allocate capital. Favorable tax policies, steady appreciation, and the overall lifestyle have made Florida one of the most sought-after destinations for long-term wealth placement.

Recent inquiries show how global this demand has become. Anthony notes increased outreach from representatives of European soccer players entering the MLS. “We recently connected one of our agents with a European pro player looking to buy in Miami,” he says. “These deals often close fast and involve cash.”

International Buyer Momentum

Florida’s international appeal remains strong, though the composition shifts over time. Anthony sees consistent activity from Latin America and Europe, with Canadian demand returning after a quiet period. This trend aligns with broader national data, reflecting a 44% surge in foreign buyer activity in the U.S. per the Sotheby’s International Realty 2026 Luxury Outlook report. A report by MIAMI REALTORS® shows that, for the 16th consecutive year, Florida is the top U.S. destination for global buyers, with Latin American purchasers accounting for approximately 86% of South Florida’s new-construction sales to international clients. While Miami remains a magnet for global buyers, Palm Beach County and the Northeast Florida coast are also capturing meaningful attention from abroad.

Market Resilience and the Power of New Development

Despite broader economic conversations around interest rates and insurance, the luxury segment along Florida’s East Coast continues to outperform. Anthony notes that the region has experienced remarkable demand and price appreciation over the past several years. Palm Beach County, in particular, is experiencing a development surge that has reshaped its skyline. “It’s one of the hottest markets in the world right now,” he says. “You can’t drive through West Palm without seeing cranes.”

Miami, meanwhile, remains a global engine for business, technology, and culture. “The level of innovation and the pace of growth in Miami is extraordinary,” Anthony adds.

ONE Sotheby’s International Realty has deepened its influence in this space, representing more than a dozen major development projects across the coast. Current standouts include 888 Brickell Dolce & Gabbana Residences, Alba Palm Beach, and Pier Sixty-Six Residences in Fort Lauderdale. “These projects represent how luxury living in Florida is evolving,” Anthony says. “They’re more design-driven, more amenitized, and more globally inspired than ever.”

A Consulting-First Approach

Florida’s unique landscape — insurance fluctuations, regulatory changes, and complex inspections — demands more than traditional brokerage skills. The firm has embraced a more consultative, advisory-driven culture.

“We’ve evolved from agents into advisors,” he explains. “Managing expectations upfront, before a single offer is written, is what ensures a more seamless experience. Whether it’s a lengthy inspection report or navigating insurance options, transparency on the front end is our most valuable currency.”

Looking Ahead: Confidence in the East Coast

Anthony’s confidence in Florida’s Atlantic coast is more than professional; it’s personal. He is currently building his own home in the region, which he describes as “the strongest expression of belief in this market.”

With possible interest rate adjustments expected in 2026 and continued wealth migration from across the country and around the world, he anticipates sustained strength along Florida’s East Coast. Even with interest rates around six percent, he notes, borrowing costs remain historically reasonable. Any future decrease could unlock another wave of demand.

“For luxury buyers and investors, Florida still represents unmatched value, privacy, and long-term upside,” says Anthony. “And you have some of the biggest industry titans like Ken Griffin and Stephen Ross betting big that the growth is just getting started.”