Targeted Marketing Reshapes Central Florida’s Luxury Real Estate Market

Written by:

Steve Marcinuk

Date:

31 Mar 2026

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Central Florida’s luxury real estate market operates under different conditions than the broader housing market. While rising interest rates and economic uncertainty are slowing activity in lower price segments, the region’s high-end properties remain largely insulated. For Bent Danholm, broker and co-owner of DANHOLM COLLECTION, this stability has enabled a highly targeted and data-driven approach to marketing luxury homes.

“People in our market are not affected by interest rates,” Danholm says. “We haven’t seen much change over the past six to twelve months.”

This resilience stands in sharp contrast to the challenges facing properties priced below $500,000, which have seen slower sales due to higher borrowing costs. Danholm’s focus is on homes averaging $1.8 to $2 million, a segment that has maintained steady demand and relatively quick sales even as other parts of the market have cooled.

A Deliberate Pivot to Boutique Service

Danholm’s career spans more than 30 years and several countries, including Denmark, the UK, and the Bahamas, before he settled in Florida. After co-founding a real estate agency in 2009, he transitioned to full-time real estate in 2016 and now operates two brokerages: Maxim LLC in Southwest Florida with about 50 agents, and DANHOLM COLLECTION in Central Florida, which recently underwent a strategic rebrand.

The rebrand reflects a deliberate decision to focus exclusively on luxury homes. “I’m the only agent in this brokerage, and I have no plans to hire others,” Danholm says. “We’re concentrating almost 100% on luxury, preferably nothing below $1.5 million in Central Florida.”

This boutique model allows for intensive, hands-on service for each client and property. Danholm is supported by a small team that includes a marketing director, marketing assistant, and transaction coordinator, ensuring each listing receives focused attention.

Precision Marketing as a Differentiator

DANHOLM COLLECTION’s marketing strategy centers on identifying the ideal buyer for each property before any advertising begins. Instead of simply listing homes on the MLS and waiting for interest, the team conducts detailed buyer profiling for every new listing.

“When we get a listing, we don’t just put it in the MLS,” Danholm explains. “The first thing is to determine who the ideal buyer is for this property. Once we know that, we tailor our marketing assets, decide where to advertise, and target our outreach.”

This process involves analyzing factors such as income, profession, family size, geographic location, and specific interests to create highly targeted campaigns. The goal is to reach buyers who are most likely to see value in the property, rather than casting a wide net and hoping for a match.

This targeted approach has produced measurable results. In a high-end Winter Garden community, Danholm’s team sold three of five homes that changed hands over six months. Before their involvement, the average number of days to contract in the community was 120. Their sales closed in 22, 28, and 72 days, reducing the community average to 78 days.

“We brought the average days to market in that community down from 120 to 78 days because we use target marketing,” Danholm says.

International Buyers Remain a Key Force

Despite global economic uncertainty, international demand for Central Florida’s luxury properties remains strong. Brazilian buyers, in particular, have become more active in recent months.

“We’re seeing more Brazilian buyers in the last three or four months than we did a year ago,” Danholm notes. UK buyers also remain present in the market, and most international clients appear unaffected by domestic U.S. politics.

These buyers typically purchase vacation homes in exclusive communities, not properties intended for short-term rentals. “They buy homes for their own use when visiting, but they leave them empty when they’re not here,” Danholm explains.

Market Dynamics and Pricing Realities

Inventory in the region’s luxury segment has increased slightly, mainly due to overpriced properties lingering on the market. Well-priced homes in good condition, however, continue to sell quickly—often within weeks.

“If the home is priced right and in good condition, buyers need to act quickly,” Danholm advises. He recounts working with buyers who lost out on two homes because they hesitated, only to see both properties sell to other buyers.

According to Danholm, the biggest mistake sellers make is assuming that listing high leaves room for negotiation. “Overpricing is probably the worst decision you can make,” he says. “It’s much better to price a little under what you expect. That creates urgency and competition among buyers.”

Overpriced properties tend to linger on the market, with buyers waiting for price reductions. This dynamic often results in eventual sales at prices below what could have been achieved with a realistic initial listing.

Digital Marketing and Client Acquisition

A significant share of the DANHOLM COLLECTION’s business comes from digital channels, particularly their YouTube presence. Referrals from past clients also play a role, but Danholm emphasizes that relying solely on referrals is not sustainable in the high-end market.

“A lot of people find us through our YouTube channel,” he says. “You can’t live from referrals alone. Marketing has to be the main source of new business.”

The team is also adapting to changes in how clients search for agents. About 60% of people now use ChatGPT or similar AI tools when looking for real estate professionals. “We’re working on getting better visibility when people search on ChatGPT, because it’s a completely different arena than Google searches,” Danholm says.

Preparing for Uncertainty

Looking ahead to 2026, Danholm is monitoring geopolitical developments and their potential economic impact. While the current luxury market remains stable, he is aware that international conflicts could trigger broader economic disruptions that would eventually affect high-end real estate.

“Right now, it’s not really affecting the buyers and sellers I’m working with,” he says. “But if conflicts continue and trigger a recession, that could become a real concern.”

Despite these risks, DANHOLM COLLECTION plans to maintain its focus on boutique service and targeted marketing rather than expanding operations. The current model—centered on precision marketing and deep local knowledge—continues to deliver strong results in Central Florida’s luxury segment.

Implications for High-End Real Estate Professionals

Danholm’s approach offers a clear example for other agents operating in luxury markets: targeted marketing and strategic positioning can provide a competitive edge, even in uncertain times. By identifying the ideal buyer and crafting campaigns specifically for that audience, agents can achieve faster sales and stronger outcomes for their clients.

For professionals in high-value markets, the lesson is that broad exposure is less effective than tailored outreach. Success increasingly depends on understanding who the buyer is, what matters most to them, and how to reach them directly.

As Central Florida’s luxury market continues to outperform lower price segments, agents who adopt a data-driven, boutique approach are likely to see the greatest success. The focus is shifting from mass marketing to precision, where knowing your buyer, your product, and your platform makes the difference between a lingering listing and a swift, successful sale.